Monthly Archives: July 2012

CHANGE THE QUOTE TO FIT

Last week I saw Maurice Saatchi misquoted in Campaign again.

It was the same misquote as always.

And that’s a shame, because this time I saw him misquoted by someone I respect.

Someone who should know better.

But people find it easier to jump on the bandwagon and use the misquote rather than the real one.

In fact I don’t think anyone even remembers the original quote.

The misquote has taken over as the truth.

 

The misquote is as follows:

“It’s not enough for us to win, someone else has to lose.”

That portrays Maurice Saatchi as caring only about crushing the opposition.

If it was true, it’s a quote from an arrogant, vindictive person.

But it isn’t true.

I don’t know if Maurice Saatchi is a nasty person or not, but I do know he’s smarter than that.

He cares about winning. Read more on CHANGE THE QUOTE TO FIT…

IS ALL PUBLICITY GOOD PUBLICITY?

 

In 1596, John Harrington invented the world’s first flushing toilet.
But toilets today aren’t known as ‘Harringtons’.
In 1778, Joseph Bramah patented the world’s first practical water closet.
But toilets today aren’t known as ‘Bramahs’.
In 1852, George Jennings patented the world’s first fully flush-out toilet.
But toilets today aren’t known as ‘Jennings’.
Why is that?
If all of these men either invented or improved the toilet, why don’t any of them get the credit?
The answer is advertising and publicity.
Read more on IS ALL PUBLICITY GOOD PUBLICITY?…

IS GLOBALISATION EVER GOOD?

I’ve never been a fan of globalisation.
I like the differences in people and places.
I like to get off the plane and know I’m in a foreign country.
Years ago, we were going to emigrate to Australia.
I’d just seen Nicolas Roeg’s film ‘Walkabout’.
Australia looked like the most foreign, exotic country on earth.
So my wife and I went to see for ourselves.
We flew over Europe.
France, Germany, Italy, the Renaissance and centuries of turbulent history.
We flew over the Middle East.
We could see oil wells blazing below and imagine men in flowing robes leading camel trains.
We flew over India.

Read more on IS GLOBALISATION EVER GOOD?…

UPSTREAM MARKETING

In 1989, Trevor Baylis saw a TV programme about AIDS in Africa.

It said the reason for the spread of AIDS was ignorance.

It said it could only be countered by education about the disease.

By letting the general population of Africa know the scale and the cause of the problem.

But they couldn’t do that unless they could find a way to communicate with everyone.

And most people lived in villages that didn’t even have access to electricity.

So Trevor Baylis thought upstream of the problem.

 

Before you could address AIDS you needed to educate.

Before you could educate you needed to communicate.

Obviously, the easiest way to communicate would be by radio.

But radios needed an electrical supply or batteries.

And there was nowhere, and no money, to buy batteries.

So the real problem was batteries.

If his reasoning was right, the block in communicating was batteries.

So having reduced the problem to something he could handle, he went to his shed and started inventing.

He thought it should work like a clock.

 

Read more on UPSTREAM MARKETING…

THE FUNDAMENTAL LAW OF SELLING

Dayton, Tennessee is a tiny town of around 7,000 people.
In 1925 an event took place there that made it world famous.
It was known as ‘The Trial Of The Century’.
The State of Tennessee had passed an act which made it illegal to teach evolution in state schools.
A young science teacher, John Scopes, was found to have been doing just that.
He was arrested and brought to trial.
Two of the most famous legal minds in America headed the opposite side in the case.
Three-time Presidential candidate William Jennings Bryan headed up the prosecution.
Famous lawyer Clarence Darrow headed up the defence.
The trial set the modernists against the fundamentalists.

 

Read more on THE FUNDAMENTAL LAW OF SELLING…

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