Number of words – 592 Walmart was not the only retail establishment capable of offering low prices either. Price, has been already established, is a highly effective manipulation. But it alone does not inspire people to root for you and give you the undying loyalty needed to create a tipping point to grow to massive … Read more
Number of words – 205 Birkenstock sandals, tie dyed T shirts, daisy chains and a VW van. All are symbols of the Hippie ideals of peace, love and all things vegetarian. So it was a bit of a surprise in 2004 when Volkswagen introduced $70,000 luxury model to their lineup. The company famous for putting … Read more
Number of words – 115 Energy motivates but charisma inspires. Energy is easy to see, easy to measure and easy to copy. Charisma is hard to define, near impossible to measure and too elusive to copy. All great leaders have charisma, because all great leaders have clarity of why, an undying belief in a purpose … Read more
Number of words – 228 Southwest Airlines is famous for pioneering the 10 minute turn around – the ability to deplane and board a plane in 10 minutes. This ability helps an airline make more money, because the more the planes are in the sky, the better the company is doing. What few people realise … Read more
Number of words – 158 In the 1970s, Southwest Airlines decided to put their flight attendants in hot pants and Go Go boots as part of their uniforms. It wasn’t their idea. Pacific Southwest, the California based airline after which Southwest modelled itself, did it first. Southwest simply copied them. Unlike Pacific Southwest, however, Southwest … Read more
Number of words – 214 People doing laundry want the detergent to help get their clothes not just clean, but very clean. Soap brands attempt to differentiate how they got your white whiter and brights brighter by trying to convince customers that one additive was more effective than another. Protein, said one brand. Colour enhancers, … Read more
Number of words – 137 In the 1800s, the railroads were the biggest companies in the country. Having achieved such monumental success, even having changed the landscape of America, remembering why stopped being important to them. Instead they became obsessed with what they did – they were in the railroad business. This narrowing of perspective … Read more
Number of words – 173 Manipulations are a perfectly valid strategy for driving a transaction, or any behaviour that is only required once or on rare occasions. The rewards the police use are designed to incentivize witnesses to come forward to provide tips or evidence that may lead to an arrest. And, like any promotion, … Read more
Number of words – 241 In the 1970s, there were only two types of Colgate toothpaste. But as competition increased, Colgate’s sales started to slip. The company introduced a new product that included a new feature, the addition of fluoride, perhaps. Then another. Then another. Whitening. Tartar control. Sparkles. Stripes. Each innovation certainly help boost … Read more
Number of words – 363 There is a wonderful story of a group of American car executives who went to Japan to see a Japanese assembly line. At the end of the line, the doors were put on the hinges, the same as in America. But something was missing. In the United States, a line … Read more
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