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o implementation without them it s just another cool idea so dig in and do the hard parts after you get over the glow of having the idea don t let your creativity die on the boards as oliver blume ceo of porsche recently wrote no matter how great an idea is it s not an innovation unless it advances a company posted by teri slavik tsuyuki at 10 31 am 1 comment labels creativity ideas innovation marketing wednesday august 31 2016 your brand story and why should it matter to me we re the lowest priced single family detached non motor court product no two homes are the same they are all different some have bedrooms with bay windows because of these bump outs others don t nothing is cookie cutter two of our plans have full sized driveways so you don t even have to deal with the motor court at all compelling motivating reasons to buy a home in a new community or details i maybe didn t know or need to care about until that seed of doubt was planted true story experienced when shopping for homes in a new planned community stories that tell me nothing about the community itself and give me reasons not to buy each specific home unintentional for sure but a missed opportunity to connect with me to understand me what my situation is what my needs are armed with that knowledge the salesperson would have been able to understand exactly how their homes not product could make my life amazing and why this community offered the lifestyle i crave without that the experience is like a doctor prescribing a medication before they complete the diagnosis maybe i don t need that anti depressant maybe it s the anti inflammatory that will fix my strained achilles tendon and it all comes down to the story being told even industry giants like ibm are on board with the power of story in business mary winans cmo of ibm explained in a recent adage article why they are hiring hollywood screenwriters on staff in house to tell their story in ways that will connect with all their various customers and to pay attention to the narrative arc what comes first how does interest build then how does it end leaving you wanting the sequel ibms winans said it best we re getting better at not forcing a discussion about product too early in the process before we introduce a solution we want to make sure we really understand a particular prospect s challenge find the full interview here http bit ly 2bkjqod the best stories connect on a personal level it s what makes storytelling a very powerful tool in business turning what you sell from a commodity into an experience people want next time you have the opportunity to talk with one of your customers try switching from the old model we sell __________ they are made of the finest ________ with the finest ________ want to buy one instead try asking a few questions and then listen to your customers before you hit the play button and launch the script about what you are or are not start with the why you do what you do then tell them how you do it and only then tell them the what you do tell your story and make it a good one you know it will be shared posted by teri slavik tsuyuki at 4 11 pm no comments labels brandstory community customer experience marketing tuesday august 9 2016 community forms in all the right places and my found 5 bill finally finds the right home after a little over two years in my safe keeping the 5 bill i found randomly tucked into the rim of a baseball cap in the life is good store in the seattle tacoma airport has finally found its rightful deserving home about 4 15pm on an overcast and not particularly nice monday afternoon i headed out for a walk to clear my mind i passed a gangly teenage boy with his bike struggling to make the tape on a cardboard sign stick to a streetlight post it read on sidonia street lemonade red felt pen on a piece of cardboard hard to read for sure never mind at 50mph but at my pedestrian scale and pace the message was clear the tradition of the summertime lemonade stand lives on but it took on an even deeper meaning here was this kid on a monday 4 15pm overcast with his lemonade stand fully 500 feet back and even up the crest of a hill further away from his sign with zero sightline from the road putting in his time and ideas in the hopes of making money of his own entrepreneur i altered my planned walking route turned around and picked up the pace home hopefully before the last glass of the day was poured to retrieve my 5 bill i ve carried that bill on probably 50 trips since finding it all over the country to canada to mexico and to japan last month looking for the right reason to pass it on today i found it meet noah on the right holding his 5 bill he s 15 and that s his buddy charlie on the left he s 13 noah on the right with his 5 bill i told them the story of the 5 bill where and how i found it and what it meant to me i told them the responsibility i felt to give it away to just the right person they told me today was their first day in business and it was a dry run for a busy sunny saturday or sunday when they ll serve more people they had to work the kinks out and they described their market area a k a community it s a great street said noah lots of people walk here and everyone is really nice i asked how sales were we ve been open about 30 minutes before you got here and we have 3 so far now 8 said noah then he volunteered i know our sign is in the wrong direction and it s hard to read i handed him the thick black sharpie pen i had brought as well so they could make their message more readable and for 5 i had the best glass of lemonade ever they were serving 2 choices a small white cup or a larger red cup and the choice of regular or pink lemonade noah poured me a big red cup of pink lemonade complete with ice best pink lemonade ever as he slipped the well travelled 5 into the plastic money box on top of his lemonade stand his shy smile said it all he was proud of being in business and doing something on his own and to me noah was not just an excited new entrepreneur but a metaphor of a positive future one noah at a time doing what he does with pride and commitment builds community i left knowing the 5 i found two years ago was finally where it was meant to be and it truly made my day maybe my week read about how i first found the 5 bill here http tstinkthink blogspot com 2014 07 paying it forward shows up in html posted by teri slavik tsuyuki at 8 22 am 6 comments labels awesome community entrepreneur hardwork lemonade leucadia saturday july 16 2016 slower growth demands creating new demand just read an article by one of my favorite futurists and big thinkers j walker smith of the futures company and it made me think and embrace the role marketing has in driving business growth it s less about projecting and pro formaing annual increases in appreciation for products sold by the business it s less about financial modeling and those equations that is the traditional strategy for success in a high growth economy when there is an expanding pool of more people able to pay a higher price for your products sold modeling and projecting volume and velocity of increases that worked in a high growth economy the article makes a powerful case that the slower growth we are seeing is not a down cycle soon to rebound or a slower than expected recovery j walker smith and team lay out how and why the economy has been shifted to a lower set point that will persist and any cycles will go up and down around this set point enter marketing and the huge job of creating new demand slower growth is a consumer disruption of demand growth won t come from more people willing to pay more for what we sell it will come from expanding our product and business offerings within this bounded constrained market a k a from creating new demand not following previously predictable economic trends and projecting aggressive growth rates our job is to rethink and reshape markets constrained by the cycle of slower economic growth reduces consumer spending weaker consumer spending reduces economic growth how look at the demographic shifts in who has money today shifts in social values and impacts of technology it s at the intersection of these and other factors where new pools of potential can be created look at the cultural edges it s here where leading edge consumers live and are doing their part shifting cultural and social values and in so doing changing what customers judge as a value proposition that shift can create seismic new product opportunities look at the disruptors outside your industry for the risk takers disrupting other industries and not just for entertainment but as inspiration to change your business model and then change it the full article is here http thefuturescompany com defying gravity sources of growth in a slower growth global economy and worth the read it s one of the best my marketing mind has read in some time about what we all seem to be referring to with phrases like the economic recovery has been slower than we projected or we projected higher increases in the recovery than we are seeing or we re still not back to the normal markets before the crash or the new normal it s a siren call to marketing types in all industries to use your powers of observation your ability to connect disparate pieces of information and find the so what factor find a way to ask how might we when you see a glimmer of new potential demand and take the hill the future of business depends on it we can count and model money all day long it s going to get more difficult to make it posted by teri slavik tsuyuki at 7 12 pm no comments labels jwalkersmith marketing thefuturescompany thursday july 7 2016 dear world dear world tears drip from my fingertips onto my keyboard tonight dallas 12 officers shot 1 civilian 5 dead it has to stop there are only so many times facebook profile pic badges can honor the senselessly lost dear world it used to be horrific events would happen rarely and infrequently enough that i would remember where i was at the exact moment it happened the space shuttle columbia explosion i was in the tunnel at carleton university first year journalism student oklahoma bombing it was my brother s birthday april 19th columbine i was just finishing a press check on a brochure for a client 9 11 i was starting my day at my marketing agency and client friend stephanie was on her way to the airport in vancouver and called me to tell me why her flight was cancelled and to turn on the tv virginia tech shooting i was checking into my hotel in raleigh and the front desk clerk told me sandy hook in newtown i was at work in san diego boston marathon i was on a conference call with the tampa team in my office in san diego it was a sunny day now there is an event as awful as this it seems once a week charleston sc san bernardino ca paris nightclub roseville or orlando fl these are the ones i remember from the past few months not the ones i can never forget the balance has tipped what once was a rare shocking occurrence has become a shockingly common one this week alone turkey airport bangladesh coffee shop baton rouge la minnesota mn and now dallas tx i will walk into the office tomorrow past colleagues who will be staring unemotionally and blankly at the big screen tv on the wall as they wait for their coffee to brew some will ignore them and walk past others will stop and engage and pass judgement and predictions about why this happened and who s to blame one of our co workers is in dallas tonight with her son in a national fencing championship he came in second in his age class they are staying a few blocks from the dallas events i texted her to check in she was calm trying to get her son who was very upset my son is flipping out i need to play it down because he s a mess safely back to their hotel after enjoying a baseball game no mother should feel that no child should feel that fear no mother should lose their child and 5 did so far tonight to the violence we experience daily dear world please resist the cause effect flawed equations please resist placing blame and inflaming the anger that is so prevalent please resist drawing conclusions to reinforce a position or god forbid make it a political statement in this crazy time as leaders and all of us are leaders in our own way whether as a parent a business owner a manager of people in an organization or just someone the guy at the local coffee shop talks to we need to change the discourse there is far too much anger hatred judgement and just pure frenzy as leaders we need to speak teach and act tolerance compassion kindness patient love anything but the spread of judgement and hatred so much a part of the dialogue today dear world it has to stop make the screaming and pain and violence stop we are much better than this posted by teri slavik tsuyuki at 11 09 pm no comments older posts home subscribe to posts atom followers welcome to the tst ink blog i hope you ll join the conversations about brand experiences community words and more please share your views about me teri slavik tsuyuki from humble beginnings in small town canada to san diego ca the journey so far has included stops in educational broadcasting destination resort marketing a decade running my own ad agency and a decade as cmo for the largest community creator in america my passion is working with risk takers to create some of the most loved and energizing brands around and writing and speaking about the journey view my complete profile must reads ink that made me think branded customer service janelle barlow paul stewart the best book i have read about how to actually deliver customer service using the filter of your brand s promise different youngme moon great read a mix of observations and laser fresh insights into what being different really requires of a brand in this over everything world enchantment the art of changing hearts minds actions guy kawasaki awesome read and a fresh easy perspective from one of the visionaries behind apple next stop reloville life inside america s new rootless professional class peter t kilborn a great read on the subculture of relos who move their lives every few years in pursuit of their next career move but in so doing they impoverish their community ties the age of engage denise shiffman excellent book on social media marketing subscribe to posts atom posts all comments atom all comments my blog list hbr org the predictable executive career arc is over 20 hours ago ted blog join us at ted2027 in san diego march 1 4 1 week ago forbes cmo network the gen z mindset is changing coffee 2 years ago seth s blog the paradox of insular language 2 years ago blog archive 2016 7 november 1 the tst ink blog has moved to http www tst ink c september 1 august 2 july 2 may 1 2014 5 july 3 june 1 may 1 2013 3 november 1 june 2 2012 3 october 1 june 1 january 1 2011 38 november 1 october 5 september 1 august 2 july 5 june 5 may 5 april 8 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