Posts Tagged ‘attribute-as-caption’

    Airbrushing

    When they began airbrushing the models in fashion magazines fifty years ago, no one complained much. Everyone knew, we thought, that it was some sort of make believe. But then they started airbrushing our food. And then vacations. And family photos.

    Everybody is a marketer

    But most of us don’t like to admit it. That’s because selfish marketers are pretty scummy. They steal our attention, they lie to us, they use shame and guilt and the short-term zinger to get us to buy something we don’t want and don’t need. That’s not you, of course.

    Irresistible is rarely easy or rational

    There’s often a line out the door. It’s not surprising. The ice cream is really good, the portions are enormous, and a waffle cone costs less than three Canadian dollars. And it’s served with a smile, almost a grin.

    Getting serious about remarkable

    It’s not sizzle or hype or a fad, not when you’re serious about it. Consider FCP Euro , for example. They sell high-performance auto parts. Things like brake pads, oil, oil filters, etc.

    One step at a time

    If you want to teach, to change minds or to cause action, a consistent curriculum is always better than a single event. Drip by drip, with enrollment.             

    Resilience and the high end

    The high end is brittle, unstable and thus, expensive. The car that wins a race, the wine that costs $300, the stereo that sounds like the real thing… The restaurant that serves perfect fruit, the artisan who uses rare tools and years of training..

    The toxic antidote to goodwill

    Anyone who has done the math will tell you that word of mouth is the most efficient way to gain trust, spread the word and grow. And yet…

    What you know vs. what you do

    In 1995, my book packaging company published one of its last titles, an anachronism called, Presenting Digital Cash . It was the first book on digital cash ever aimed at a mass audience. And it was ahead of its time, selling (fortunately) very few copies. The examples in the book were current, but it was soon outdated. (The foreword was written by Neal Stephenson—someone who is ahead of his time for a living)

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