Author Archives: Antonio Specchia

3 min reading What if you launch a great marketing campaign, very well planned, upon several media, engaging resources in and outside the company, producing lots of contents, dealing with the brand image then it fails? Unusual? Less than you can expect. Marketing became increasingly complex by dealing with rising unpredictability in markets. And if project management in unpredictable environments shifted to Agile, why then marketing shouldn’t benefit by Agile methodologies dealing with unpredictability? Actually in marketing the Agile trend is already up and running, the Agile Marketing Manifesto has been written in 2012, since then many marketers have joined the movement. Many, but not too many, marketing industry remain cold against Agile culture. Well, you can argue that management is not in love yet with Agile either. Point taken. Yes, Agile is great, but is not yet a mainstream out of IT driven businesses and some other big brands.…

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Agile Marketing

We have created the movement for agile marketing, to me the biggest reason for doing this activity is to have transparency. John Cass   So often the C suite dive in, want something next day, and knock off more important projects. Then the CEO fires everyone because the plan didn't work, but it didn't work because it wasn't executed. How can you execute when the project resources keep taken away from scheduled project tasks? Agile marketing gets to the truth both for the marketer and the company as a whole. We need to redefine how marketing projects are run, in a world where troubles are normal and quietness the exception there is no other way to take projects to the ground and achieve results. How EMC2 approaches Agile Marketing. by Scott Binker ChiefMartec.com Agile Marketing, when clear and simple process drive innovation. By EMC2

Less is more:  “I know that half of what I spend in Advertising is just wasted money. The problem is that I don’t know which of the two halves is the right one.”

Just landed at Malpensa airport eventually I saw an advertising that got my curiosity, but a question rose to my mind suddenly: "Why? Why did you feel it was the right place to place your message?" Then another one: "What damn did you write there??"

I think sometime people forget the adv pillars:

Less is more” -  Being focused, write a minimal message that keep user’s interest!

Unique Selling Proposition” - Only one, very good reason that creates distintive value.

Be Remarkable” - Think “out of the box” in order to be read.

Think like your client does” -  What does really make the difference in the client’s mind?

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From 4.5 Billion to nothing …

Forbes admitted: we were wrong: “Our estimate of Holmes’ wealth was based entirely on her 50% stake in Theranos…

Too much is unknown...

Theranos has not delivered...

Theranos’ target market may not exist...

Pdf of the article

 

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Looking for someone... When we really look for someone to hire very often we struggle in searching the person who fit our requirement. It happens for almost any kind of job, level and wage. Why it happens? What are the skills that are so difficult to find?  “Cerco Persone in Gamba” I known the owner of this small bar in Italy. At that time he was struggling in find someone to hire, every day he had several interviews, he also hired several people but after a while they went away or he let them to go. “Finally they have ONLY to get clients’ orders and bring drinks to the tables…” he said. So the searching notice appeared on the high street: “I’m looking for SMART people” he wrote.  Many “people” later the bar owner left his business.  Yes, to find good, well skilled persons, isn’t easy, but I would say…

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Franco Tagliente, un collega legato ai miei esordi nel marketing, 1986. Un'altra epoca. Franco  era un consulente affermato già allora, io iniziavo appena. Un suo scritto di allora mi fu di grande ispirazione: La Scoperta del Marketing.  ( in questo blog ) Oggi ci ritroviamo con Franco a discutere di Decrescita e di un Marketing completamente nuovo, un marketing etico. Io e Franco abbiamo sempre operato eticamente ed oggi crediamo che questo non sia più una scelta, ma una necessità. Qui il suo testo sulla opportunità di rivedere il marketing. (mia è la grafica, mentre è sul set di "U-Turn" la foto di Sean Penn e Jennifer Lopez) Grazie Franco. Qui il testo Completo in pdf  

A hot topic about business, values and social responsibility. From an article on Harvard Business Review about Novo Nordisk strategy and business purpose. We developed an evaluation of the way of thinking the purpose, from Mintzberg to Ferrero, from Canada to Italy the way of rethink the business is now changing. Get the whole article here: Is the business purpose just to make money?  

Non sempre gli atterraggi vanno lisci come si vorrebbe. In termini di business, raramente un nuovo mercato si presenta come una pista ben asfaltata: una runaway liscia e senza ostacoli. Mentre un atterraggio di fortuna comporta molti rischi, uno adeguatamente pianificato permette di conoscere il “terreno” sul quale si intende scendere ed evita capovolgimenti. Here the article in Italian: Landingprojects

The Himba. Black Africa is here, and marketing hasn't arrived yet Black Africa is an amazing place, we have lot to learn there, in many sense. Let read this article and see what is a market place and how marketing works in human relationships. Get the whole article here: Himba. Black Africa is here.  

How to design a better Value Proposition for the post consumerism economy? The paradigm is changing fast likewise the desire to own goods, even virtual ones; what then is the value that makes sense in our lives? I’m just fed up with networking events’ proposals. If you would attend just at half of those organised every day in London City you can’t work; you merely attend events. Each organiser shows the great value you will get attending his event. From the “breakfast meeting” starting at 7.30am with just the food cost (£10) you will meet teens of entrepreneurs (all of them ready to do businesses...). Then the “mid morning meeting” just meet people, entrepreneurs and business men over a topic talking about businesses...   ... Get the whole article here  

By driving you may reach your destination. But, how you proceed makes the difference! When you drive a car or you lead an organisation you have to take hundreds of choices. The quality of each choice creates the quality of the journey and, at last, the quality of the lead. I was travelling with a friend some days ago, he has driven thousands of miles in his life; he has had many experiences travelling for his job and, like many people, he is convinced of his driving ability. But, not  positioning his hands correctly on the steering-wheel to turn it caused him a bad feeling on car governor and he braked suddenly while turn so that the car behind us honked his horn loudly. It showed clearly he is not a good driver after all... ... Get the whole article here: Drive!  

Have you ever had the experience to met someone who sold you something you bloody want? In the automotive industry a common joke says how bad salesman the Ferrari’s salespeople are. Why? Because those who want to buy a Ferrari do not change their idea even if you slap them in the face!! ... Get the whole article here

The company in brief The company's business was in the food industry in Italy. The organisation was over 60 people and had a turnover of 20 million a year. In the last 30 years it has produced a consistent and, year after year, increased cash flow. The management has set the business procedures on their best way to meet the seasonal demands of the tourist areas and it allowed them to become the leading company in the market for the last 3 decades. The risk management strategy also led to several real estate investments.     Get The Whole Article 

We know what we trust and we trust in what we know. Could we turn into confidence about how life will be?  It’s quite easy to trust in what we have learnt: how did Tiger Woods become confident in ball flight if not through learning it step by step? How do we become worthy in best practices if not by placing focus on learning? Learning means understanding how things work, practice, repeat, make experience. But life is always a premiere rarely you can say: “Sorry, repeat please, the next one will come better….”.  Oh yes, we learn how to manage our life, and step by step we learn how to run decision making even if we could never keep all variables under control... ... Get the whole article here  

Did you ever break a rule? I do it quite often and lots of successful people do it too. What’s wrong? Are we all scammers? Are we all just bad people? Being able to surf troubles and reach the goal is an essential skill of the know-how: the ability to visualise possible scenarios and make the right moves, one after another. In a business environment we can’t control all variables, and above that there are several rules to attend to. How can we be effective in achieving goals in a highlycompetitive, troubled environment? Does goal setting allows us to keep slots of time to proceed safely? Nowadays we are all pressured between conflicting and highly demanding tasks to accomplish and targets to be achieved, yet time is never enough... ... Get the whole article here .

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