Tuesday, October 21, 2014

Hats off to Harry's


When we wrote our best-selling, five-star rated book, Recommend This!, JT and I thought a lot about what it would take to establish trusted human relationships with people you've never met (and never will) using only online and digital communication. 
We're both big believers in Zig Ziglar's approach - sell yourself first, help first, build trust first. In fact, we wanted to title the book, 'Help First", but the book marketing folks thought otherwise.
At the time, we were enamored with Dollar Shave Club's online use of video, friendly quirky approach to build a tribe, and have some fun. We wrote a lot about DSC in chapter two.
Well now, DSC has some tough competition in the let us ship razor blades to your house business. Harry's is hitting it hard with promotion, tie in, and tribe-building.  We can't tell for sure, but both JT and I are betting the folks at Harry's read Recommend This! because they are doing a bang-up job following the advice we gave in the book.
In our research, we discovered 9 characteristics that create or destroy human relationships - in person or online. One of these critical tenants is authenticity, which we wrote about in Chapter 12. Bottom line - you can't fake this stuff up - we can smell phonies a mile away.
A great example of digital authenticity arrived in my email this am. I recently won a Harry's razor for donating $25 to Movember. Katie at Harry's emailed me as a follow up.

Hi there, (OK, would have been better personalized, but we'll give her a pass)
My name is Katie and I’m a member of the Harry’s team. I just wanted to reach out and say thanks so much for supporting Harry's.You are important to us and I am here to personally help you however I can. Please don't hesitate to reach out with any thoughts or questions about our products (or shaving or life in general.)
Also, if you ever want more blades or other shaving supplies, I'd be more than happy to take care of that for you. You can just email me back or call me at (888) 212-6855 and I'll place your order for you. And, of course, you can also always order more on harrys.com.
Thanks again for your support and I hope to speak soon!All the best,KatieHARRYS.COMLike: Facebook / Follow: @harrys-------155 Avenue of the Americas New York, NY, 10013To opt out of further emails click here.

Nice right? 
I'm going to keep an eye on this one, but my instincts tell me that the folks at Harry's get it, and I'm rooting for them as they learn to build digital relationships one at a time to build their business.
If you want to learn more about how to build, manage, and measure the impact of online relationships, you owe to yourself to read Recommend This!  Get yourself a copy here.

Monday, August 25, 2014

Advice for the (About to Be) Newly Married Man

Congrats on your engagement.  

Marriage is a good thing.

I've been married for the better portion of my life - longer than I was single.  If fact, given how I lived my life as a single man, I'm sure I would be dead now if not for marriage.

So, by all means, go get married.

Getting married, however, is a major league, expensive, pain in the butt, so I suggest you get that part of the process over with as quickly, cheaply, and painlessly as possible.  

But, if she's like most women, that is not going happen… So, my further advice to you is to let your bride make all the wedding decisions, even down to the groomsman’s presents.  Seriously, don’t bother arguing about any of it. Let her have it her way.  Smile and nod. A lot.  It's her day.  You're stage dressing at this point.  Consider it a practice round.

In order to make the marriage stick, you need to accept some truths as self-evident.  

Truth #1: The minute you popped the question, you gave up your right to vote.  Marriage is not a democracy.  

No matter how it looks on the surface, your wife-to-be already knows she is firmly in charge.  You – sucker – are in love with her, and you just told her so.  At that moment, on your knees begging, you lost all your negotiating leverage.  

And, if you're smart, you won't ever try to get it back.

Oh, she will humor you, and ask your opinion about the new paint color for the living room, but don’t actually fool yourself into thinking you can buck her about the Sea Foam Green; she's already got three gallons of Sea Foam paint and a stack of paint rollers in the trunk of the car.  Have a nice weekend.

In public, she will pretend you are in charge, letting you act all important and tough in front of the new car dealer, but you both know better.  No matter what happens in the showroom, you’re buying her the damn car.  

At home, in private, she calls the shots, and you both better know it. 

There is much truth to the saying, "Happy Wife, Happy Life"  

This is not actually as bad as it may sound on the surface to a young man.  You'll get used to it, like a frog gets used to the temperature rising in a boiling pot, or the Lion gets used to his cage at the zoo. 

I have seen many marriages fail over the years, for many reasons, but there is one constant in every bad marriage I've ever known (whether they eventually divorced or not) – the guy actually believed he was in charge.  

Do not be that guy.  

Truth #2: The secret to a truly happy marriage is the word 'OK' 

A dear friend taught me this secret when I was already well into my marriage, but I wish someone had shared it earlier.


Tattoo the word 'OK' on the back of your eyelids.  'OK' is your new best friend forever.  

'OK' is a happy husband’s ubiquitous, all powerful response to any question.  

When she asks you what you think(about anything), you say, 'OK'.

When she suggests a restaurant, you say, "OK"  

When she suggests a child’s name, you say, "OK" 

Take out the garbage? OK.  Get a haircut? OK.  Change a light bulb? OK.  Change your shirt? OK. Vacation destination? OK.  New car? OK.  New house? OK.  Her mother wants to move in with you? er…

There are two important exceptions to the OK rule. 1) If she ever asks you how she looks, always, no matter what, you say, “Absolutely Beautiful”, and 2) If she ever asks you anything about looking fat, you always say, no matter what, “Are you kidding? You look more beautiful (or hotter, take your pick) than the day I met you.) 

You will quickly learn that, no matter how annoying it may seem, there is no way to fight with someone who just keeps saying, “OK”  Luckily, she will never use this trick on you.

If you get bored, try it with some inflections – oKAAY, Ooh Kay,  OHH Kay.  

When you are really feeling it, throw in a few Oki Doki’s for good measure.

Good luck and long life to both of you.  See you at the wedding.

Monday, June 9, 2014

For Dads, Daughters Are Different

For dads, daughters are different.

When a son is born, we hold him up for all the world to see.

When a daughter is born, we hold her close to protect her from all the world can do.

We watch a son, but we behold a daughter.


Wednesday, March 5, 2014

An honest, pleasant, old-fashioned, relationship-oriented car dealer?

Following our horrendous experience at Brigham and Gill Motors, we found another similar Jeep Wrangler listed online at O'Hara Motors down in Falmouth. The car was a year newer, and had less miles than Ali's.

A bit far away, but Pam's Dad lives there so I emailed the dealer.  He was up front about the doc fee - and other aspects of the car.  I sent Pam's dad over to look at, and he reported it was in good shape, hadn't been smoked in, etc.  So far, so good.


Sunday, March 2, 2014

Dishonest and Rude is No Way to Go Through Life, Son

My mom used to play bridge with a nice lady named Peggy Brigham. Every couple of weeks, I got the call to drag up the card tables from the basement and help mom set up the living room.  I still remember the chocolate covered nuts mom would put on the table. A living room full of bridge playing AAUW members was a loud room, but I remember Peggy was really bubbly and really loud. She was also a bit of a celebrity because her husband owned Brigham and Gill Motors out on Rte 9, where everyone bought their cars.  I remember also that she lived up on Livingston Road - in one of the BIG houses in town.


Monday, February 17, 2014

Happy Umpteenth Anniversary


We’ve both worked hard, probably too hard, to raise a great family. Our kids are awesome, each different and special, reflecting the love and hard work we both poured into them. You are a wonderful mother.

We’re both feeling proud and sad and happy and scared as each of our babies now steps out on their own, but we can both also share a deep sense of satisfaction knowing we raised them well, and knowing we are there for them unconditionally and always.


Monday, January 27, 2014

Another Awesomely Awful Airline Customer Service Experience

Ah, Noreen.  You’re a rising star in the pantheon of nasty, foul-tempered, airline employees that ruin your employer’s brands, and destroy the value of their relationship networks every day. 

Bless the hardworking, smiling, go out of their way folks at JetBlue.  How do they do it?

Somewhere at Delta Airlines headquarters in Atlanta, a team of marketing experts are beating their MBA’s against the wall, trying to figure out how to improve customer service, increase NPS scores, and build valuable long-term relationships with uber-profitable customers (like me).  They know that the success of the airline lies in convincing me, and the rest of my last-minute purchasing, frequent-flying peers to choose Delta. 

And Noreen – you do realize we have a choice, right?

Thursday, January 23, 2014

Implement a digital marketing plan that works with the modern consumer

Recommend This! Delivering Digital Experiences that People Want to Share is a comprehensive guide to effectively engaging online audiences by leveraging the fundamental nature of human relations. By reframing the expectations of digital consumers as a drive to make connections, the book enables digital marketers and communicators to harness the power of the Internet by rethinking traditional methods of audience interaction and engagement. Marketing has become less about trumpeting a product, and more about creating a niche within the community.
Invasive, assertive advertising is falling by the wayside as the digital age provides consumers with more choices than ever before. While the medium has changed, the central principle of marketing – building relationships – has not. Recommend This! Delivering Digital Experiences that People Want to Share guides communications professionals through the new digital reality of marketing to the online audience, and provides the information companies need to build a brand that attracts customers instead of chasing them. The book examines the needs of the digital consumer, and provides a roadmap toward fulfilling those needs as a brand. Topics include:
  • Why storytelling engages more than broadcast messaging
  • Shaping digital content to receive attention
  • Nurturing online communities and delivering on promises
  •  Being authentic and maintaining credibility


Thursday, January 9, 2014

My Friend, Paul

I lost a friend a couple of days before Christmas.  Hell of a guy.  Solid as a rock.

The kind of guy who was so competent that if you thought about it you’d feel  like a dolt in comparison, except he made you feel like the coolest, smartest guy on earth when you were with him.

Hell of a guy.

Calling him a friend seems sort of selfish and cheap.  We didn’t exchange Christmas cards or anything.  I had a few beers with him once in a while.  We argued about football, gave each other a bunch of crap when we could.  I didn’t bother to learn his wife’s name until I got the call that they found him dead in his bed the day before Christmas.


Wednesday, December 11, 2013

Recommend This!

So, by now fellow readers know that I've co-authored a legit business book with Jason Thibeault called, Recommend This!

Personally, I think you'll enjoy reading it, and you'll find it valuable. I hope so.  It was a lot of work to write it, and we have no motivation other than to help you.

JT and I won't see a dime from the project, but that was never the point.  We wrote it because we had to, we had something to say, which we thought was valuable.  Its like an itch in the middle of your back that you can't quite reach. It drives you crazy until you find a tree to rub up against.  Well, for us, the book was our tree.

Now that the book is done, that itch is better, but another one has crept up between our shoulder blades - this one is a little harder to reach, and only you can scratch it.  We want people to read the damn thing - argue about it - curse us out, or shout our praises. Doesn't matter. The only way to scratch this is not be ignored.


Sunday, August 25, 2013

"Stop Right There!"


She's pointing a finger at me, and when she catches my eye she flips her palm up into a stop sign.

Way to make customers feel welcome, Belle.

She's concerned that a first class passenger needs to get back to his seat, and wants me to hold up in the galley and wait for him to get settled.  I got no problem with that. As readers know, I am about the most compliant, and thoughtful, passenger an airline crew could hope to have on board. If you haven't read it, check out my earlier blog post "Sit Down, Shut up, and Fly".

What I do have a problem with is Belle.  She's a first class you-know-what-that-rhymes-with-hitch. Every inch of her body language screams, "I'm sick to death of dealing with you idiot passengers."


Tuesday, April 16, 2013

Why We Are Patriots


Boston is a tough little town – always has been.

We face down Mother Nature’s worst - blizzards, hurricanes, fire, and floods (both water and molasses).

And human nature’s worst - unjust rulers, criminals, bigots, and downright scoundrels. 

A decade ago, we faced the devil incarnate. 

Every time we walk through American Airlines Gate B32, we get a shiver up our spine knowing the bastard himself was right there at 7am on September 11, 2001.  Walking down the same jet way.  Breathing the same air.

Yesterday, we faced him again. 


Monday, February 4, 2013

A storytelling masterwork

I'm really excited about the new focus on storytelling in marketing - Coke is doing amazing stuff - loved the race in the desert idea-and they're online storytelling presence is awesome.

We've been talking a lot lately as an industry about storytelling.  I am a big fan of stories as marketing tools.  It's so much more interesting and engaging experience a story rather than a pitch.  Yesterday we saw a dozen great storytelling adverts on the Super Bowl.

None more powerful emotionally than The Farmer

Everyone - including Gary Sinese loved it.  But I say, it's a lousy commercial, and a poor use of storytelling.  Why?  Quick, what product was it pushing?  A pickup truck, good.  Which one?  Chevy? Ford?  No wait...Ram Pickups? hmmm...doesn't Fiat own that brand now?

The commercial was well executed. Paul Harvey, great.  But the connection of the brand to the story?  Not so much.  Chrysler could have woven in all the great stuff they have done for farmers over the years...it must be more than trucks, right?  Well, a quick search doesn't show that much actually. Chrysler doesn't appear to have a farm equipment focus. In fact the only tractor related Chrysler connection was an old news story about Chrysler strong-arming a tiny mid-west tractor manufacturer into giving up its Plymouth Tractor brand.

Bottom line, great execution, but no brand hook other than repetition, equals lousy marketing storytelling.

Monday, January 28, 2013

One lousy touch point destroys the entire customer experience

One unsmiling flight attendant, one lonely french fry on the floor, one hair left in the hotel bathtub…

one lousy little snag in an otherwise perfectly planned and carefully choreographed system is all it takes to collapse the entire enterprise into mediocrity.  Whether you are paying millions of dollars in advertising to attract frequent flyers, or staffing the cash register at your own boutique, the experience you provide customers is a layered house of cards.  One little puff of ill wind sends your entire creation crashing down on itself

Thursday, October 18, 2012

99 and 1/2 Days

Alaskan crab fishing may well be the most dangerous job in the world, but being CMO is the most dangerous in the enterprise. The average tenure of a CMO is 40 months, or 1200 days.  You'd be nuts to give a CMO a mortgage.

Today in my 99th day at Limelight.  I only have 1100 days left – to fix the marketing operations plumbing, fill the pipeline with a steady stream of opportunities, increase brand awareness, improve analyst relations, build a user community, build out international marketing, and develop ‘thought-leadership’ whatever the heck that means. 

Maybe I should just jump overboard now and get it over with…

Nah.  Having too much fun.  And, I don’t get seasick. Much.


Tuesday, August 28, 2012

Why Marketing is So Damn Hard Nowadays....

Talk about a Limelight bulb going off in your head...

Take a (close) look at this infograph compiled by our friend and colleague Daniel Webster:




Thursday, August 16, 2012

Are You Awesome?

Well...not you yourself...of course, you are awesome...

But is your marketing awesome?  

Are you engaging your online audience with sizzling, relevant content?

Are you consistently presenting them with an awesome digital experience on every type of screen and device they want to use?

Are you leveraging video and multimedia to improve engagement, lengthen sessions, and tell more compelling stories?


Friday, August 10, 2012

Putting Digital First - A guest post from Jason Thibeault


Putting Digital First 

A Brilliant Guest Post by Jason Thibeault on August 10, 2012 in BusinessHypothesisPhilosophy

In my role at Limelight Networks as the Sr. Director of Marketing Strategy, I have been deeply involved recently in the company’s significant market pivot around digital presence management. As I participated in an internal assessment of our own digital presence (which I have been blogging about on the Limelight website) and had conversations with smart people, I came to realize what makes a successful digital presence.
And it might not be what you think.

Thursday, July 19, 2012

Who’s Side Are You On?


How does your customer service process approach a problem? 

On the side of the customer, or your company? 

If you start on the side of your customer, you seek to quickly understand and appreciate the concern, put yourselves in their shoes, empathize with the impact on your customer, and empower your employees to do what’s necessary to make things right.

If you start on the side of the company, you defend your processes, systems, and employees.  You attempt to convince the customer that they are wrong to be concerned. You try to push the problem customer aside. You attempt to baffle or frustrate them with complex rules of engagement. You blame the system. You tell them you are sorry, but there is nothing you can do.


Monday, June 25, 2012

Digital Presence?

Frankly, content delivery seems pretty far outside my wheelhouse.  

I am, after all, an infrastructure marketing guy.  Sure, I have created or helped to create my share of new market categories – managed storage services, continuous data protection, file virtualization, application delivery networking, and even multi-vendor storage itself, way back in the early days.  But, my forte’ has always been selling infrastructure to IT-heads.  What the heck do I know about content delivery?

Ah Ha!

As marketing leader, my job is to ensure my companies excel in two critical areas – demand generation and brand awareness. 

I know a hundred CMOs and VPMs who share similar objectives. 

In order to achieve those two objectives, I push my teams to ensure that our online presence – our website, mobile, social, community, email, every touch-point we have with the market – is the coolest.