Author: Justin Saylor
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Making Growth a Habit: Clarifying Marketing’s Role and Focus Drives Alignment and Results
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CMOs are in a unique position to create natural, lasting alignment among the key functions required for growth. By tackling an issue I see as the biggest hindrance to effective marketing – a lack of strategic focus in marketing and a resulting deterioration of the function – CMOs can set…
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Magical Thinking: Let Your Marketing Move Beyond It
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Magical thinking: The belief that actions will produce certain outcomes without evidence to suggest they will. Magical thinking is a common human phenomenon. While it’s often associated with superstitious thought, it isn’t limited to such obvious examples. Individuals make decisions every day based on hope, fear, faith, and other guiding…
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The Brand Illusion: How to Avoid Expensive, Zero-Impact Brand Initiatives
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You redesigned your logo, changed corporate colors, overhauled your website, and clarified your messaging to better reflect your company’s unique approach, solution, and purpose. While feedback at launch was good, a year into the brand refresh it seems to make little or no difference in how you are perceived among…
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Too Many Top Priorities? Chaotic Multitasking is not an Antidote.
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The pursuit of productivity to accommodate larger volumes of increasingly complex priorities has become a common reality for companies today. It’s a noble pursuit when grounded in reality but it has become unhinged in widespread fashion in the business world. Focus, prioritization and alignment – powerful and proven principles of…