[Blog Abstract] Digital strategy: The four fights you have to win

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent McKinsey Quarterly article, “Digital strategy: The four fights you have to win” by Tanguy Catlin, Laura LaBerge and Shannon Varney.

This article starts off boldly, “Yesterday’s tentative approaches won’t deliver; you need absolute clarity about digital’s demands, galvanized leadership, unparalleled agility, and the resolve to bet boldly.” Their main point is that most successful corporations ultimately decay into incrementalism as a strategic approach and this – unfortunately – will not cut it when digital has the potential to disrupt a business down to its core. The sad reality is that it is usually a newcomer to an industry that has the risk appetite to take the bold, yet necessary, moves.

To battle this problem, this article suggests four remedies. These are the … Continue reading

Prepare Now For Voice Commerce

There is a debate raging about whether a new economic revolution has started without the masses realizing it. And people are voting with their dollars and their voices: the new economic trend that is quietly gaining traction is voice commerce. This trend makes use of a software application on smart speakers, all mobile phones and is commonly used on commercial websites. It lets people use their voices to order products and services instead of the mouse or the keyboard. Some of the voice commerce platforms come replete with sophisticated voice recognition capabilities and are able to process complex sentences and responses.

A Growing Trend

While one study showed only 2% of people who own Amazon Alexa have used the smart speaker to make a purchase using their voice, others show more than 35% of respondents had made a purchase using a smart speaker. And with about 21.9% of the internet … Continue reading

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

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.

Here is how he suggests you learn … Continue reading

Looking For Funding For Your Fledgling Business? Check Out New SEC Crowdfunding Options.

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 recent Venture Beat article, “U.S. SEC approves new crowdfunding rules,” and the Entrepreneur article, “The SEC’s new 685-page crowdfunding rules: What you need to know.”

CrowdFunding Depositphotos_60823521_s-2015The first article in Venture Beat begins, “U.S. securities regulators approved new crowdfunding rules on Friday, allowing start-up companies to raise money from mom-and-pop investors over the internet. Private companies were previously allowed to solicit only accredited investors – those with a net worth of at least $1 million, excluding the value of their homes, or annual income of more than $200,000.”

That is enough to whip your head around if you are on an entrepreneurial adventure and are fanning the growth flames of your fledgling start-up. And as an investor who has been held … Continue reading

How New Technologies Push Us Toward The Past

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 recent Harvard Business Review article, “How New Technologies Push Us Toward The Past” by William H. Davidow and Michael S. Malone.

Much has been written on the global impact of the internet and of the technology advances facilitated by IT. I really like this article within this context because while much is being made of the almost unimaginable technology that will drive our future lives, the actual impact of that technology may be much, much different than one might imagine. And that is an intriguing thought.

This article is a more sociological view of the impact on the ubiquity of information, facilitated by the internet, on the fabric of our daily lives. The intriguing assertion is made that, “…Ubiquitous connectivity will not only supercharge … Continue reading

Trust, Character and Building An Enduring Brand

Trust - Jim Kissane LI

The team at LocalDirective regularly engages in learning together in the form of a ‘Book Club’ for which we all read and discuss a business book. We try to do this once a quarter, reading and discussing one chapter each week. Even though it is a sizable investment in time, we think it is a good investment because we are a committed ‘learning organization’ and we think it helps build our culture. Both are incredibly important to us.

This quarter, we are reading The Seven Habits of Highly Effective People by Stephen Covey. I read this book (gulp) a couple of decades ago, and as is the hallmark of all good books, some of the ideas have become incorporated into who I am. Yet I did look at the book with a critical eye to make sure it met the criteria of a ‘Book Club’ book. Mainly because of the … Continue reading

Five Whys: A Fast Path to Solve Problems

It is interesting that one of the most straightforward methods of problem solving and root cause analysis keeps resurfacing in my work. When I was first introduced to the ‘Five Whys’ almost two decades ago, its deceptive simplicity caused me to seek more esoteric methods. After all, I was in graduate school, and I was looking for advanced education. And this was not only not advanced, it was laughably simple.

Fast forward to today, and now I will describe the Five Whys in a different way. Fast, simple, complete, actionable. Things I really care about as a business person who doesn’t have enough time in the day to complete my to-do list. And then, I might quote Leonardo da Vinci to punctuate my perspective with emphasis, “Simplicity is the ultimate sophistication.”

And that is really what the Five Whys is all about: a very sophisticated problem solving technique. Basically, the … Continue reading