Chief Executive Officer
This will not be the easiest site you have ever read. It is not about an easy subject.
Nowhere here will you find any statement to the effect that creative thinking — the active use of imagination — is an easy task.
Nor will you find any secret formulas or magic phrases that can produce million-dollar ideas for you.
In fact, if the writer occasionally makes a categorical statement that appears to be the answer, it was not intended that way. By its nature, creativity is infinite — there is always a better way and always a worse way.
Therefore, there are no real answers.
There are preferred ways, and apparently better ways. But not answers.
This was planned to do several things:
To help you develop an increased sensitivity to problems, needs, and opportunities in business.
To build your knowledge of problem-solving procedures, and the aids to thinking more creatively.
By removing some of the "mystery" that has always clouded the subject of creativity, to help you to gain self-confidence in applying principles and using techniques that have helped others.
To explain some of the background that is necessary to create the kind of "climate" that will encourage more creative kinds of thinking on the part of associates and subordinates.
Michele Borowsky is a 20+ year executive veteran of a Media Exposure Management Firm. She has written "The Mother of All Marketing for Business Owners" for small companies to have access to her expertise.http://motherofallmarketing.com
Recently in my local daily newspaper here in Phoenix, The Arizona Republic, there was an ad for an advertiser that I had never seen before. Well, either it was the newspaper account executive or the business owner, or maybe even both, who thought it would be totally clever and eye catching to print the ad in the paper upside down. So far I've seen it twice and let me tell you, it's stupid.
Your job as a business owner and advertiser is to make responding to your message as easy as possible for the consumer. By printing it upside down, this advertiser has only succeeded in making it more difficult for the potential consumer to read the darn thing. But somebody thought that this was a totally clever “gimmick” to attract attention.
There are all kinds of gimmicks that you see everyday. If a gimmick actually works, it will only be successful for a very short period of time. Your goal as a business owner is to develop and maintain long term devoted clientele, not a spur of the moment responder who is not responding to the actual message of your company, but to the gimmick.
I run across potential new clients everyday who say to me “Do you have any good ideas?”
What this actually means is “I'm desperate and need a quick fix for my company.”
Don't fall into this trap. There is no get rich quick scheme or gimmick that is going to bring you all the business you'll ever need.
There is however, promotion. Promotion is different from marketing and advertising in that it represents a short lived event or special attraction. Marketing and advertising represent long term relationships with the marketplace. A promotion, as opposed to a gimmick, can be very effective in attracting attention from both potential new business and the media.
An example of a good promotion might be for your company to form an affiliation with a local charity. Then on designated days or weeks, you could donate a percentage of all sales to this charity. Let's say you own a restaurant. Then on the last Wednesday of each month you would donate $2.00 from each meal purchased to the local food bank.
Will new customers come running from all corners of the earth just to eat at your restaurant on this day? No. But a promotion like this, done on a regular basis, will generate good word of mouth for your company and eventually lead to an increase in clientele who have heard “great things” about your restaurant.
So always remember to separate out the cheesy gimmick from the quality business building promotion.
Michele Borowsky
http:motherofallmarketing.com
About the AuthorMichele Borowsky is a 20+ year executive veteran of a Media Exposure Management Firm. She has written The Mother of All Marketing for Business Owners for small companies to have access to her expertise.
http://motherofallmarketing.com
http://www.aaarticles.com/article.php?id=12905
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Many executives have inherited or stumbled into their walnut-paneled offices.
Some hold their jobs because they have developed one specialization, but their hold is precarious because of their unwillingness to broaden their horizons of understanding.
Someone has said that "experience is the great teacher, but education is the short cut to avoid the wasteful process of trial and error learning."
You too could probably learn to become a senior executive by experience, but it is our hope that you may shorten your development time through some of the principles outlined here.
Experience is excellent—but it is also the name everyone gives to his mistakes.
DT.
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