About Lisa Maier

Lisa Maier is the CEO of LocalDirective, and brings great passion and over a decade of experience in the online marketing space. Her background includes a undergraduate degrees in Economics and Sociology, a Wharton MBA degree in Information Strategies & Economics, top tier technology strategy consulting and several years helping small technology companies traverse the chasm from good products to nationally scaled businesses, particularly making use of online marketing and media programs.

Why ‘Start With Why’ by Simon Sinek is Great

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses an Inc article by one of her favorite authors, Simon Sinek.

Simon Sinek has a great TEDx talk, Start with Why – How Great Leaders Inspire Action. The main message is that most of us have it backwards: the most loyal customers don’t buy what you do, they buy why you do it. What you do simply proves what you believe. And when they buy from you, when they interact with you, they do so for themselves, because their ‘why’ is in resonation with your ‘why.’ This creates the most loyal relationship possible because it is based on identity.

What is interesting is that this is a treatise on attraction vs promotion in many ways, as it speaks to why and how we make … Continue Reading

Are You A Perfect DirectiveGroup Client?

I was thinking about entitling this post, “Is DirectiveGroup Your Perfect Digital Agency” when I realized this is more focused on thinking about who you are and what you need in your digital agency relationship… including things that folks don’t normally think about when making a buying decision. So I thought I’d stand with you in your shoes and look out from your eyes to try to think about some of the factors you might think important if you end up choosing an agency like DirectiveGroup.

It all started for us last year when the team here at DirectiveGroup was inspired to create our ‘Why’ statement after watching Simon Sinek’s great TEDx talk. It was actually a much more profound experience than I’d thought it might be, and I’ve since encouraged our clients to watch it and think about their own company’s reason for existence. More about this topic in … Continue Reading

Management and Making Meaning: Crossing Over

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses the MITSloan Management Review article by Catherine Bailey and Adrian Madden,“ The Five Qualities of Meaningful Work”.

My roots are in sociology, specifically the sociology of the workplace, and in phenomenology, which includes the exploration of how we make meaning. It is no wonder that I gravitate toward the building of an organization that seeks to be more than an arm’s length transaction for all who engage.

Here at LocalDirective, we talk about our culture a lot, not just the construction of our culture, but what kind of culture we want to build. To me, work is not really engaging unless it fulfills another deep human need, and that need it to live a meaningful life. I believe that is something we all want, … Continue Reading

B2B Branding Secrets To Set You Ahead Of The Pack

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses a Brand Strategy Insider article by Kevin Randall,“ Why Strong Brands Drive B2B Markets.”

I agree with the author’s assertion, “Brands matter in B2B markets. In fact, they may matter even more in B2B than in B2C.” Particularly when considering that most B2B companies are scrambling to meet customers at a much earlier point in the buying cycle today and are therefore generating massive amounts of undifferentiated content that is drowning the marketplace.

So what will a strong brand give you in today’s marketplace, according to Randall? Some really important things:

  • The ability to cut through the clutter.
  • The {majorly important} ability to meet people emotionally as well as intellectually.
  • To set expectations about your brand’s unique promise.

Recognizing and acting on the fact … Continue Reading

Connecting With Your Customers: Building A Strong Brand Backstory

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses a Brand Strategy Insider article by Mark Di Somma,“ How To Build A Strong Brand Backstory.”

In this age of social media ascendancy, it is essential to think about the personalization of your brand, and its ability to connect palpably to your target segments. The thesis of this article is that one of the underused ways to build a brand that really connects is to use a backstory approach. This approach is completely different than the usual brand-building done by companies because it looks backwards – instead of forward – and connects seemingly unrelated dots to build a coherent story of who you are.

Because it is a story of discovery, it can be a much more engaging approach, which is a real positive … Continue Reading

Lessons From Brand Strategy: How Culture Drives Dominance

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses a Brand Strategy Insider article by Jerome Conlon,“ How Brand Culture Drives Brand Dominance.”

We began our LocalDirective journey just over eight years ago. At the time I started the company, I was interested in accomplishing two things: 1) to “create significant results (through digital marketing) for significant companies” or, said another way, help companies that had something of meaning and value reach people who really needed their offerings, and 2) create an environment where all contributors could co-create a meaningful work experience (in a primarily distributed, virtual environment).

I’ve learned and continue to learn that this is very much about the choices we make, the things we say ‘yes’ to and the things we say ‘no’ to each and every day. Collective and … Continue Reading

Increase Employee Productivity within Your Organization: Setting the Foundation

Everyone agrees that growing revenue and handsome profits are key indicators of a thriving business. But how those numbers are achieved reflects sustainability… or lack thereof. If, for instance, you have high productivity, it reflects efficient resource usage and therefore suggests a maintainable approach. If, on the other hand, your company is experiencing low productivity or a high cost of production, this is not something that would support a thriving and growing business, and would need to be addressed.

Business productivity reflects your organization’s ability to successfully execute on its strategy, and through examination of the structure, technology, policies, processes and practices that support your strategy, you can identify your company’s strengths and weaknesses. Then, more broadly, by comparing your numbers against your competitors, you can also identify opportunities and threats.

Once identified, by leveraging your current strengths and improving upon weak areas, you will be on your way to … Continue Reading

How to Create a Remarkable Digital Marketing Program

Hint, hint: It’s about planning.

In a previous blog, Marketing Definitions 101, one of LocalDirective’s team members wrote an article that discussed the differences between various marketing terms – as we use them – in an attempt to call out more subtle nuances.

I’ll be extending that effort in this post. Though my main goal is to discuss methods you can use to devise a remarkable digital marketing program, I want to first speak to the difference between a marketing strategy, plan, campaign and program, specifically how they relate to and build upon one another. Each option has an individual set of requirements and each has its own methods to meet those requirements.

Definitions of Marketing Strategy, Plan, Program, Campaign and Tactics

Below are the definitions we use here at LocalDirective. We make distinctions because we have a laser-focus on achieving the business goals we collaboratively develop with our … Continue Reading

Blog Abstract: 9 Things Mentally Tough People Always Do

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses an Inc article by one of her favorite authors, Jeff Haden, “9 Things Mentally Tough People Always Do.”

I have been interested in the concept of ‘mental toughness’ ever since I learned that the number one quality associated with longevity is resilience. And then I started hearing more about this word ‘grit’ and recently when I interviewed Jeb Blount, the author of the bestselling book, Fanatical Prospecting, I heard of this quality as being associated with success in sales.

So our good friend Jeff Haden first assures us of something crucial: mental toughness is not a quality you either do or do not have; instead, it is something that you can learn. THAT is good news indeed.… Continue Reading

How to Cultivate a Culture of Employee Accountability

Companies will experience a higher-level of productivity and efficiency by holding staff accountable for the individual choices they make. Unfortunately, this is frequently accomplished by wielding a specter of fear of punishment or reprisal if performance expectations are not met. Oftentimes, this method appears to work…at least temporarily. But it does not create an environment of employee satisfaction and fulfillment that is required to sustain a positive culture.

For accountability to be effective, it must be fostered, not forced. There is a fine line you must walk to maintain an innovative culture while at the same time increasing employee accountability. The goal is to empower your employees to be creative at the same time they follow a company roadmap of a common set of goals and success metrics.

Your approach should be to implement strategies to encourage team buy-in. Each member must have a sense of mutually fostered trust, … Continue Reading