Apple Ads, Marlin Steel, and Car Sales: The Best Posts We Read This Week
Five of the best posts we read this week:
“This is it. This is what matters. The experience of the product” are the opening words of Apple’s Designed in California” commercial. It doesn’t make for good copywriting, but isn’t it really the experience of the person using the product that matters? In 20 years, We’re All Going to Realize this Apple Ad is Nuts
An incredible story of how a CEO saved his company by completely changing target markets. Marlin Steel went from manufacturing wire bagel baskets for bagel stores to supplying industrial grade baskets to the world’s largest manufacturers. The Road to Resilience: How Unscientific Innovation Saved Marlin Steel
If you’re a marketing or sales professional in the automotive industry, there’s a lot of change coming your way. Driving by young people decreased by 23% between 2001 and 2009 and company’s like Tesla are changing how cars are sold. The End of Car Culture
Radius Intelligence has developed a “magic quadrant” of sorts that plots different types of sales models against two axes: efficiency and engagement. Their conclusion is that inside sales offers both engagement and efficiency. The Rise of Inside Sales
Daniel Pink argues that right brain dominance is the new competitive advantage. It allows marketers and sales people to connect their ideas, products, and messages with customers on an emotional level. Stanford professor Jennifer Aaker teaches us how to tell compelling stories to accomplish this. Seven Deadly Sins of Storytelling
About the author: Scott Albro is the CEO and founder of TOPO. TOPO is a research, advisory, and consulting firm that believes in a really simple, but powerful idea – that all revenue can be distilled down to a series of conversions. By connecting everything we do back to this core idea, we help sales and marketing organizations exceed their revenue targets. You can connect with Scott on Twitter.