Game Changers Volume V, May 2013

Hire-Sense: Never Fall in Love With a Resume

By Dennis Troyanos
Founder, The Troyanos Group, Ltd.

“Just this week, I was talking to a young manager who was bold to say; ‘When I like the way a person looks on paper, I tend make up my mind about them before they ever walk into my office….’ When I heard this I was initially taken aback.  Experience has shown that this is the kind of serious error that gets a manager’s nose bloody with his or her senior management team.”

Business and Life Lessons From the Ballroom

By Patrice Tanaka
Author, ‘Becoming Ginger Rogers’ and Co-Chair, CRT/tanaka

“To dance well, you must focus on executing your present step full out and fearlessly. It’s your best guarantee that you will produce a great next step or future. Beating yourself up over a misstep has the domino effect of imperiling your present and future step. Off the dance floor I learned how much more powerful I could be in business by being fully present.”

The Brand Is Dead, Long Live the Brand

“While many have rushed to embrace digital marketing tools, the hard truth is that the Internet represents a huge challenge to the theory and practice of branding. As a result, some have even questioned if brands are now “dying”. We don’t think so, but we do think that many historically effective tactics for building brands are being rapidly supplanted. Nor do we believe that the solution is as simple as swapping old tools for new.”

Time Shifted Viewing: An Evolution, Not a Revolution

By Ed Weiner
Owner and CEO, Hudson Media Services

“Is the 30-second TV Spot no longer effective because DVR users are fast forwarding through commercials? Is TV advertising on its way out?   We think not and while the TV landscape is in a state of perpetual change, there’s plenty of life left in TV advertising.  Besides, people announcing the death of TV advertising is nothing new. We’ve been hearing that since the mid 1970’s.”

When the Prey Becomes the Hunter

By Andrew Salzman,
Principal, The Chasm Group LLC

“Marketing and sales typically think of themselves as hunters tracking prey. The art and science of selling typically starts with some addressable market definition that defines the prey or target. Using lists and other data sources, a subset of this addressable universe is identified (prospects or suspects) and placed at the front end of a process funnel. From here, marketing and sales attempt to march their prey through four stages…Awareness, Interest, Consideration, and Purchase.”