5 Ways B2B Marketers Can Think (and Act) Different. On August 3, 1997, Lee Clow, then an advertising agency rep, pitched the Think Different campaign to Steve Jobs and the team at Apple. At the time, Apple had a tarnished brand, slumping sales, and they were being dwarfed by Microsoft. The theme, “Think Different,” resonated. And it was what would define and continue to define Apple. The “Think Different” campaign---and all that it entailed---helped rescue Apple. This same message, if accepted, will be what rescues B2B marketers today. Here are some of the lines from the commercials: "Here’s to the Crazy Ones ... These words (change, invent, imagine, explore, create, inspire) encapsulate the approach and attitude that needs to be adopted and embraced by today’s B2B marketer.
I submit that the time has come to change, to change for the better, to think different. 1. A good friend of mine played professional baseball for 12 years. Good advice for marketers. 2. 3. “We already have an in-house teleservices team.” 4. 5. Enterprise innovation articles. Scenario thinking (Step 1) « Divergent Ahead. Introduction Ok, the boss has asked you to rally your team mates to formulate a three year fundraising strategy. What a task! Where do you start? How do you go about it? Help! There’s no two ways about it. Strategic thinking can feel like treading water in a deep ocean. For those who like to swim in shallow waters, the best option is to just clone what’s been done in the past and expect the best to happen – often this means that they’re hoping large legacy donations will make up the short fall.
For those who really want to push the boundaries and fulfil their fundraising potential, they’re sensible enough to prepare for the positive and negative uncertainties that will happen in the short to long term future. Like boy scouts, it’s always best to be prepared for the unexpected. The bottom line is things do change in the future. What is scenario thinking? Scenario thinking is a creative process through which stories (yes stories!) 1st step: Objective finding These could be along the lines of:
Go MAD Thinking - Business Improvement, cultural transformation and leadership thinking.