Atomic Penny

In marketing, knowledge is essential to making the correct decision. It is easy to assume that you know what your buyers need, but what do your prospects need? Asking the right questions, knowing where to look for customers and knowing what not to waste your time on make a marketers life just a bit easier. As you can see from the following story from KBI Group, knowledge is essential.

Confounded by a defect in a complex system of
machines, General Electric’s experts called upon
retired electrical engineer Charles Steinmetz for
assistance. After walking around and testing various
devices, Steinmetz produced a piece of chalk from his
pocket and drew an “X” on a specific part of the
machine. GE workers disassembled the machine and
found that the problem was exactly where Steinmetz
had marked the “X”.

Knowing where to place it – $9,999

Becoming the expert will lead others to ask for you to help instead of asking your price.

Be unconventional, find where to put the X, and back it up with knowledge. Take some time to read a book, article or a white paper. Sign up for a class. Learn 1 thing that your competition doesn’t know.

Become the expert, the one who accepts the call, not the one who calls someone else.

POWER ON–Mark

Were you alive during the Apollo moon landing? I was almost seven years old, and that event is still one of my clearest childhood memories. I remember sitting on the back porch crowded around a 19” black and white TV that had marginal reception at best. The thrill and exhilaration of that moment was never forgotten. I continue to dream of space to this day.

Think about the ambition, setbacks, victories and defeats that beset the Apollo program. Starting not with the challenge by President Kennedy, but by society, the Cold War, Vietnam, racial conflicts and of course money. Not to mention the deaths of the astronauts of the Apollo I crew, while not even leaving the launch pad.

My grandfather had similar challenges in his life. He started to lose his vision at about age 20, went on to graduate college, and began a life insurance sales career, with limited vision. He had his rate books translated into Braille, memorized the trolley routes around the city, had an amazing assistant who read and processed his paperwork. Because he was blind, those around him also thought, for some reason, he could not hear. There were remarks on why he worked, or how he did it. He chose to ignore the non-believers. He retired as a Lifetime Member of the Million Dollar Round Table for life insurance, was name a Distinguished Alumni Emeritus at the University of Utah.

So as we look at these above information it is easy to dismiss both as luck, good fortune, or even serendipity. I see it a bit differently. I believe, that both the Apollo program and my grandfather, Melvin was unwilling to fail.

In marketing, you can run the same studies, get the same results and even sell the same product as the competition. Or you can choose to set the goal others believe unobtainable, unrealistic or even foolish. Sell that new widget, make it better than what is out there and create a market. Don’t be afraid of the challenge!

Look to unconventional means like Apollo and Melvin to achieve what other believe unachievable. The only one you need to believe is yourself.

POWER ON–Mark

By now, unless you don’t follow the news, sports or talk to many people about current events, you have heard the story of Lance Armstrong. I now want to introduce you to Dean.

Dean is a successful bicycle racer who has participated in local, regional and even national events. He has probably ridden more miles in a summer than you or I drive and that is before and after work and on weekends. Dean also is a heart attack survivor.

A couple of years ago Dean was racing in Wyoming when his heart attack occurred. According to those at the scene there was no response and he was without a heartbeat for 10-15 minutes. After the EMTs arrived, he was revived and transported to a local hospital, then to a regional med center. Happy to say he is doing great today, in fact he just completed the Elephant Rock Century in 5 Hours 5 minutes including restroom breaks. While I could never do that, Dean’s story serves to help us all.

After the heart attack, Dean and I were talking and he was trying to figure out what to do with his spare time since he believed he couldn’t ride again at the pace he enjoyed. He pictured himself on an adult tricycle going back and forth to the grocery store. As we talked, I offered my suggestions that he could coach, be a trainer, be a team manager, all jobs around cycling but NOT cycling.

Dean had a choice, give up or give it a try. After rehab and some initial hesitation, he started riding again. Each day the passion began to return and the light grew in his eyes. Dean is racing again, knowing his limits and enjoying every minute of it.

We can all learn from Dean. When times are bad we can give in, give up and just wallow. It’s easy, we all know that. But remember the dreams and ambitions you have? Remember the difference you want to make? Remember the passion you have? Find a way to reignite the flame! It just takes a minute to tie up the shoelaces, pick up the phone or ask a favor.

Nothing here is unconventional as is my usual MO. But being unconventional allows me to do that. You can do the same.

POWER ON–Mark

I was saddened by the passing of Billy Mays. I did not know him, nor have I ever met him. But the guy was either fun to watch or annoying, depending on your perspective. I enjoyed watching a master at work. Listen to him discuss his craft as he did on Nightline.

If you look at his presence, marketing and pitchman status, you will recognize him as his own brand. This is a lesson to everyone who uses themselves to promote a product. Reflect the brand you wish to promote. Also be the best you can be when presenting yourself. It does not matter if it is shorts and a tee shirt, or a tuxedo, the key is in the presentation. Be unconventional and develop yourself as a brand.

Live up to the high standards that Billy Mays set – he would probably like it.

POWER ON–Mark