Marketing And Branding Quotes

And second, I don't think there's much of a market for your particular brand of psychology." "So not true." "Butch, you and I just beat the crap out of each other." "You started it. And actually, it would be perfect for Spike TV. UFC meets Oprah. God, I'm brilliant." "Keep telling yourself that. -Butch and V

If you are on social media, and you are not learning, not laughing, not being inspired or not networking, then you are using it wrong.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

No one else knows exactly what the future holds for you, no one else knows what obstacles you've overcome to be where you are, so don't expect others to feel as passionate about your dreams as you do.

Online word-of-mouth is very powerful. These days customer service is one of the most important differentiation factors used by customers to pick one brand over others.

If you want to keep your customers happy, start by keeping your employees happy.

The reason that online ads are 80% of the time ignored lies in the fact that we have started forgetting creativity when creativity is as important as data.

There is too much negativity in the world. Do your best to make sure you aren't contributing to it.

A good ad is worth so much more than just a little ad spend.

Once their trust grows stronger, reputation is built. And in the digital age, reputation is more expensive than anything.

Speak with caution. Even if someone forgives harsh words you've spoken, they may be too hurt to ever forget them. Don't leave a legacy of pain and regret of things you never should have said.

Remember, a business is not just your product. It’s made up of many layers and all those other layers are also equally as important.

Your employees play an important role in writing the chapter on the success of your product.

Being stagnant in a business is the death of a business.

An effective ad brings long-term positive residual effects for your business.

Advertising is like a stock market for your business investment.

Just like selective listening, now we have selective ad viewing.

Digital trends have made it easy to run ads for each and every business type irrespective of the business size.

If you want to have an effective ad, you need to work on communicating your message in the most effective way. Keep it clear, concise and non-confusing.

An advertising strategy is based on proper research which guides you in this entire process of customer acquisition with the help of ads.

Unrealistic profit projections are not going to win you the trust of your investors.

Business is more than selling.

The difference between short-term benefits and long-term benefits are like building a nice office versus building a brand like Coca Cola.

What we should never forget is that customers are our businesses. Customers and businesses are not two separate entities.

When a value is communicated well, it gives your potential customers an option to choose you over others and to stick to your brand.

Your employees shouldn’t be scared of being let go but you should be scared of them leaving you.

Customers are becoming more and more concerned about the environment. They don’t want to associate themselves with any product or brand which is not working hard to protect the environment.

We always talk about competition and how easily others enter your industry and become your competitors, but the biggest threat comes from how easily your customers can switch to another brand’s products.

For getting those customers, you need to first let them know about your business, your product and how your product is exactly what they are looking for. And for that very purpose, you have to advertise your product.

Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does...

5 Ways To Build Your Brand on Social Media: 1 Post content that add value 2 Spread positivity 3 Create steady stream of info 4 Make an impact 5 Be yourself

Sometimes the right business decision is to let it go - to let go of an underperforming employee, to let go of an unprofitable branch, to let go of a weak advertising campaign, and to let go of an idea that fails to create the hype you wanted it to be.

Tweet others the way you want to be tweeted.

Sex doesn't sell anything other than itself

Freedom of Speech doesn't justify online bullying. Words have power, be careful how you use them.

In addition to building a strong team, you also have to motivate that team when their spirits are down, show your pride in them when they perform well, and be there when they make mistakes. You have to invest in their training and start treating them as partners in your business’ success.

Your uniqueness is your greatest strength, not how well you emulate others.

What you post online speaks VOLUME about who you really are. POST with intention. REPOST with caution.

Now death is uncool, old-fashioned. To my mind the defining characteristic of our era is spin, everything tailored to vanishing point by market research, brands and bands manufactured to precise specifications; we are so used to things transmuting into whatever we would like them to be that it comes as a profound outrage to encounter death, stubbornly unspinnable, only and immutably itself.

92% of respondents reported that a positive recommendation from a friend, family member, or someone they trust is the biggest influence on whether they buy a product or service.

Femininity itself has become a brand, a narrow and shrinking formula of commoditised identity which can be sold back to women who have become alienated from their own power as living, loving, labouring beings.

The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity.

Don't promote negativity online and expect people to treat you with positivity in person.

Sound an alarm! Advertising, not deals, builds brands.

He knows how to market himself well. Nowadays, that's all that seems to count. He's rebellious in a way that appeals to people with vain, shallow taste. So of course he manipulates his audiences with the blessing of his recording company and the financial investors behind his brand.

Let's face it. We live in a command-based system, where we have been programmed since our earliest school years to become followers, not individuals. We have been conditioned to embrace teams, the herd, the masses, popular opinion -- and to reject what is different, eccentric or stands alone. We are so programmed that all it takes for any business or authority to condition our minds to follow or buy something is to simply repeat a statement more than three or four times until we repeat it ourselves and follow it as truth or the best trendiest thing. This is called "programming" -- the frequent repetition of words to condition us how to think, what to like or dislike, and who to follow.

Social media takes time and careful, strategic thought. It doesn’t happen by accident.

90 percent of all Gillette shavers are bought by women for the men in their lives

We sometimes try to impress people we just met by not trying to impress them.

If you are in a position where you can reach people, then use your platform to stand up for a cause. HINT: social media is a platform.

Master communicators listen to understand what people are saying, know how to use storytelling as a means of persuasion, and generate a gravitational pull towards their brands and offerings.

The most important lesson I can share about brand marketing is this: you definitely, certainly, and surely don’t have enough time and money to build a brand for everyone. You can’t. Don’t try. Be specific. Be very specific.

Hitler had had entirely too brilliant a graphics department, and had understood the power of branding all too well.

In other words, history teaches us to avoid the brand of naive empiricism that consists of learning from casual historical facts.

A brand is a business enabler. A good brand magnetizes customers, incentivizes sales and encourages loyalty.

Put bluntly, the struggle that so many companies have to differentiate or communicate their true value to the outside world is not a business problem, it's a biology problem. And just like a person struggling to put her emotions into words, we rely on metaphors, imagery and analogies in an attempt to communicate how we feel. Absent the proper language to share our deep emotions, our purpose, cause or belief, we tell stories. We use symbols. We create tangible things for those who believe what we believe to point to and say, "That's why I'm inspired." If done properly, that's what marketing, branding and products and services become; a way for organizations to communicate to the outside world. Communicate clearly and you shall be understood.

Marketing is so powerful that it can make even an extremely untalented musician a one-hundred-hits wonder.

If we all work together there is no telling how we can change the world through the impact of promoting positivity online.

Indeed, market research has found that children often recognize a brand logo before they can recognize their own name.

Try not to have a very small sample size. Because if your sample size is very small, you will end up excluding a lot of people from your studies who should form a part of it.

A good survey design is very important for the success of your project. Make sure that you include a mix of open-ended as well as closed questions in it.

Focus groups for business projects are kind of the same. In this, you are going to collect data from a group of your customers or potential customers rather than your friends.

When we deal with the problems that our brand or our products are facing, we come up with a product 2.0 to overcome those, giving us an edge over others.

Keep learning more and more about your customers, your competitors, your brand, your target market, and business opportunities.

Sell the results, not the nuts and bolts.

In the digital world, we have gained access to various online survey tools. Online surveys are replacing the old form of pen and paper surveys because of their ease and convenience.

The sample size is also going to depend on how well you can divide your target market into various groups. Make sure you take everything into consideration while forming your groups.

You are responsible for everything you TWEET and RETWEET.

For your business to stand out and succeed, you have to put a primary focus on the social media space, go in big (halfway will not do), and do it better than most, right from the start.

Miss, n. A title with which we brand unmarried women to indicate they are in the market. Miss, Misses (Mrs.) and Mister (Mr.) are the three most distinctly disagreeable words in the language, in sound and sense. Two are corruptions of Mistress, the other of Master. In the general abolition of social titles in this our country they miraculously escaped to plague us. If we must have them let us be consistent and give one to the unmarried man. I venture to suggest Mush, abbreviated to Mh.

If the research is done for brand awareness and the results don't show any rosy picture, then maybe you want to share those results with your marketing head who can include more brand awareness strategies in her marketing plan.

You can turn any business into a successful one, but only if you can figure out what customers really need, what current brands are offering to fill that need, and how big the gap between customer needs and the existing product is.

You have to spend a lot of time with your customers and competitors to know what’s going on in their lives. You don’t want to be the last one to know that your customers’ needs have changed and now they want to break up with your brand.

Donald did have—as a savant of self-promotion, shameless liar, marketer, and builder of brands—to achieve the one thing that had always eluded him: a level of fame that matched his ego and satisfied his ambition in a way money alone never could.

Hey,maybe I could have a talk show, since you aren't going to be my June Cleaver anymore. I could call it the O'Neal Hour. Sounds important, doesn't it?" [Butch to Vishous] "First of all, you were going to be June Cleaver-" "Screw that. No way I'd bottom for you." "Whatever. And second, I don't think there's much of a market for your particular brand of psychology." "So not true." "Butch, you and I just beat the crap out of each other." "You started it. And actually, it would be perfect for Spike TV. UFC meets Oprah. God, I'm brilliant." "Keep telling yourself that.

To my mind the defining characteristic of our era is spin, everything tailored to vanishing point by market research, brands and bands manufactured to precise specifications; we are so used to things transmuting into whatever we would like them to be that it comes as a profound outrage to encounter death, stubbornly unspinnable, only and immutably itself.

Social media is your opportunity to reach a massive number of people with transparency, honesty, and integrity.

What the heart feels today, the head will know tomorrow.

Playing the blame game is stupid and childish. Even if it is someone else’s fault, the blame game is wasted time, effort, and energy that takes you somewhere that is not going to get you anywhere.

Social media is an essential part of your marketing plan and your branding. However, be warned. Social media is a major time suck and many sites are next to worthless when it comes to marketing and selling your book. Nevertheless, you must persist.

Sampling is directly dependent on your goal. If your goal is to increase your product quality, then you want to research those customers who have been using your products for quite some time. If you want to improve your first impression as a brand, then you can focus on those customers who are new to your brand.

In today's consumer-driven economy, a strong marketing strategy is essential for success. Board members with marketing expertise can provide valuable insights into consumer behavior, brand positioning, and digital marketing strategies. This is especially crucial for companies in consumer goods, retail, and technology sectors.

With a name like Smucker’s, it has to be good.” Most companies, especially family companies, would never make fun of their own name. Yet the Smucker family did, which is one reason why Smucker’s is the No.1 brand of jams and jellies. If your name is bad, you have two choices: change the name or make fun of it.

Relationship Selling implies long-term commitment, common goals, mutual respect, ongoing trust and cooperation. Informal relationships, many a time, get converted into formal alliances also, helping joint-marketing and co-branding. Establishing a relationship is a series of steps, by and large in sequence only. Jumping steps or changing the sequence could be counterproductive.

Here is an all-too-brief summary of Buffett’s approach: He looks for what he calls “franchise” companies with strong consumer brands, easily understandable businesses, robust financial health, and near-monopolies in their markets, like H & R Block, Gillette, and the Washington Post Co. Buffett likes to snap up a stock when a scandal, big loss, or other bad news passes over it like a storm cloud—as when he bought Coca-Cola soon after its disastrous rollout of “New Coke” and the market crash of 1987. He also wants to see managers who set and meet realistic goals; build their businesses from within rather than through acquisition; allocate capital wisely; and do not pay themselves hundred-million-dollar jackpots of stock options. Buffett insists on steady and sustainable growth in earnings, so the company will be worth more in the future than it is today.

The rise of feminist underpants is a weird twist on Karl Marx's theory of commodity fetishism, wherein consumer products once divorced from inherent use value are imbued with all sorts of meaning. To brand something as feminist doesn't involve ideology, or labor, or policy, or specific actions or processes. It's just a matter of saying, 'This is feminist because we say it is.

Civilization is revving itself into a pathologically short attention span. The trend might be coming from the acceleration of technology, the short-horizon perspective of market-driven economics, the next-election perspective of democracies, or the distractions of personal multitasking. All are on the increase. Some sort of balancing corrective to the short-sightedness is needed—some mechanism or myth that encourages the long view and the taking of long-term responsibility, where “the long term” is measured at least in centuries.

In general, though, women aren’t really allowed to be kick-ass. It’s like the famous distinction between art and craft: Art, and wildness, and pushing against the edges, is a male thing. Craft, and control, and polish, is for women. Culturally we don’t allow women to be as free as they would like, because that is frightening. We either shun those women or deem them crazy. Female singers who push too much, and too hard, don’t tend to last very long. They’re jags, bolts, comets: Janis Joplin, Billie Holiday. But being that woman who pushes the boundaries means you also bring in less desirable aspects of yourself. At the end of the day, women are expected to hold up the world, not annihilate it. That’s why Kathleen Hanna of Bikini Kill is so great. The term girl power was coined by the Riot Grrl movement that Kathleen spearheaded in the 1990s. Girl power: a phrase that would later be co-opted by the Spice Girls, a group put together by men, each Spice Girl branded with a different personality, polished and stylized to be made marketable as a faux female type. Coco was one of the few girls on the playground who had never heard of them, and that’s its own form of girl power, saying no to female marketing!

There is a simple marketing trick that helps teams communicate as one: generate a brand. When you start a project, come up with a name for it, ideally something off-the-wall. (In the past, we've named projects after things such as killer parrots that prey on sheep, optical illusions, and mythical cities.) ...Use your team's name liberally when talking with people. It sounds silly, but it gives your team an identity to build on, and the world something memorable to associate with your work.

What’s up with your hair?’ I ask. ‘Aren’t you worried you’ll be spotted by angels flying above with all that blue?’ ‘War paint,’ says Dee, fastening his seatbelt. ‘Except it’s in our hair instead of on our faces,’ says Dum, starting the engine. ‘Because we’re original like that.’ ‘Besides, are poisonous frogs worried about being spotted by birds?’ asks Dee. ‘Are poisonous snakes? They all have bright markings.’ ‘You’re a poisonous frog now?’ I ask. ‘Ribbit.’ He turns and flicks out his tongue at me. It’s blue. My eyes widen. ‘You dyed your tongue too?’ Dee smiles. ‘Nah. It’s just Gatorade.’ He lifts up a bottle half-full of blue liquid. ‘Gotcha.’ He winks. ‘“Hydrate or Die,” man,’ says Dum as we turn onto El Camino Real. ‘That’s not Gatorade’s marketing,’ says Dee. ‘It’s for some other brand.’ ‘Never thought I’d say this,’ says Dum, ‘but I actually miss ads. You know, like “Just Do It.” I never realized how much of life’s good advice came from ads. What we really need now is for some industrious soul to put out a product and give us a really excellent saying to go with it. Like “Kill ’Em All and Let God Sort ’Em Out.”’ ‘That’s not an advertising jingle,’ I say. ‘Only because it wasn’t good advice back in the day,’ says Dum. ‘Might be good advice now. Attach a product to it, and we could get rich.

But humans have a built-in weakness for fats and sugar. We evolved in lean environments where it was a big plus for survival to gorge on calorie-dense foods whenever we found them. Whether or not they understand the biology, food marketers know the weakness and have exploited it without mercy. Obesity is generally viewed as a failure of personal resolve, with no acknowledgement of the genuine conspiracy in this historical scheme. People actually did sit in strategy meetings discussing ways to get all those surplus calories into people who neither needed nor wished to consume them. Children have been targeted especially; food companies spend over $10 billion a year selling food brands to kids, and it isn't broccoli they're pushing. Overweight children are a demographic in many ways similar to minors addicted to cigarettes, with one notable exception: their parents are usually their suppliers. We all subsidize the cheap calories with our tax dollars, the strategists make fortunes, and the overweight consumers get blamed for the violation. The perfect crime.

In bourbon marketing, stories like Craig’s are the rule rather than the exception. For many years, the companies behind the brands were the only sources explaining the history of the industry, and there is no advantage whatsoever in telling the boring version of the story. Don’t believe 90 percent of the tales you read on whiskey bottles, but don’t forget to enjoy them either. The stories are just like the whiskey itself. They start as a vapor, condense, and then sit unseen in a barrel for years. Finally they emerge, transformed into something entirely different and enchanting.

The explosion of paperwork, in turn, is a direct result of the introduction of corporate management techniques, which are always justified as ways of increasing efficiency, by introducing competition at every level. What these management techniques invariably end up meaning in practice is that everyone winds up spending most of their time trying to sell each other things: grant proposals; book proposals; assessments of our students’ job and grant applications; assessments of our colleagues; prospectuses for new interdisciplinary majors, institutes, conference workshops, and universities themselves, which have now become brands to be marketed to prospective students or contributors. Marketing and PR thus come to engulf every aspect of university life.

Jobs described Mike Markkula's maxim that a good company must "impute"- it must convey its values and importance in everything it does, from packaging to marketing. Johnson loved it. It definitely applied to a company's stores. " The store will become the most powerful physical expression of the brand," he predicted. He said that when he was young he had gone to the wood-paneled, art-filled mansion-like store that Ralph Lauren had created at Seventy-second and Madison in Manhattan. " Whenever I buy a polo shirt, I think of that mansion, which was a physical expression of Ralph's ideals," Johnson said. " Mickey Drexler did that with the Gap. You couldn't think of a Gap product without thinking of the Great Gap store with the clean space and wood floors and white walls and folded merchandise.

One of the many signs of verbal virtuosity among intellectuals is the repackaging of words to mean things that are not only different from, but sometimes the direct opposite of, their original meanings. 'Freedom' and 'power' are among the most common of these repackaged words. The basic concept of freedom as not being subjected to other people's restrictions, and of power as the ability to restrict other people's options have both been stood on their heads in some of the repackaging of these words by intellectuals discussing economic issues. Thus business enterprises who expand the public's options, either quantitatively (through lower prices) or qualitatively (through better products) are often spoken of as 'controlling' the market, whenever this results in a high percentage of consumers choosing to purchase their particular products rather than the competing products of other enterprises. In other words, when consumers decide that particular brands of products are either cheaper or better than competing brands of those products, third parties take it upon themselves to depict those who produced these particular brands as having exercised 'power' or 'control.' If, at a given time, three-quarters of the consumers prefer to buy the Acme brand of widgets to any other brand, then Acme Inc. will be said to 'control' three-quarters of the market, even though consumers control 100 percent of the market, since they can switch to another brand of widgets tomorrow if someone else comes up with a better widget, or stop buying widgets altogether if a new product comes along that makes widgets obsolete. ....by saying that businesses have 'power' because they have 'control' of their markets, this verbal virtuosity opens the way to saying that government needs to exercise its 'countervailing power' (John Kenneth Galbraith's phrase) in order to protect the public. Despite the verbal parallels, government power is in fact power, since individuals do not have a free choice as to whether or not to obey government laws and regulations, while consumers are free to ignore the products marketed by even the biggest and supposedly most 'powerful' corporations in the world.

Hope does not mean that our protests will suddenly awaken the dead consciences, the atrophied souls, of the plutocrats running Halliburton, Goldman Sachs, Exxon Mobil or the government. Hope does not mean we will reform Wall Street swindlers and speculators. Hope does not mean that the nation’s ministers and rabbis, who know the words of the great Hebrew prophets, will leave their houses of worship to practice the religious beliefs they preach. Most clerics like fine, abstract words about justice and full collection plates, but know little of real hope. Hope knows that unless we physically defy government control we are complicit in the violence of the state. All who resist keep hope alive. All who succumb to fear, despair and apathy become enemies of hope. Hope has a cost. Hope is not comfortable or easy. Hope requires personal risk. Hope does not come with the right attitude. Hope is not about peace of mind. Hope is an action. Hope is doing something. Hope, which is always nonviolent, exposes in its powerlessness the lies, fraud and coercion employed by the state. Hope does not believe in force. Hope knows that an injustice visited on our neighbor is an injustice visited on us all. Hope sees in our enemy our own face. Hope is not for the practical and the sophisticated, the cynics and the complacent, the defeated and the fearful. Hope is what the corporate state, which saturates our airwaves with lies, seeks to obliterate. Hope is what our corporate overlords are determined to crush. Be afraid, they tell us. Surrender your liberties to us so we can make the world safe from terror. Don’t resist. Embrace the alienation of our cheerful conformity. Buy our products. Without them you are worthless. Become our brands. Do not look up from your electronic hallucinations to think. No. Above all do not think. Obey. The powerful do not understand hope. Hope is not part of their vocabulary. They speak in the cold, dead words of national security, global markets, electoral strategy, staying on message, image and money. Those addicted to power, blinded by self-exaltation, cannot decipher the words of hope any more than most of us can decipher hieroglyphics. Hope to Wall Street bankers and politicians, to the masters of war and commerce, is not practical. It is gibberish. It means nothing. I cannot promise you fine weather or an easy time. I cannot pretend that being handcuffed is pleasant. If we resist and carry out acts, no matter how small, of open defiance, hope will not be extinguished. Any act of rebellion, any physical defiance of those who make war, of those who perpetuate corporate greed and are responsible for state crimes, anything that seeks to draw the good to the good, nourishes our souls and holds out the possibility that we can touch and transform the souls of others. Hope affirms that which we must affirm. And every act that imparts hope is a victory in itself.

The progress of Sybilla though a market was the progress of worker bee through a bower of intently propagating blossoms. Everything stuck. From the toy stall she bought two ivory dolls, a hen whistle, a rattle and a charming set of miniature bells for a child’s skirts: all were heroically received and borne by Tom, henceforth marked by a faint, distracted jingling. From the spice booth, set with delicious traps for the fat purse, she took cinnamon, figs, cumin seed and saffron, ginger, flower of gillyflower and crocus and—an afterthought—some brazil for dyeing her new wool. These were distributed between Christian and Tom. They listened to a balladmonger, paid him for all the verses of “When Tay’s Bank,” and bought a lengthy scroll containing a brand-new ballad which Tom Erskine read briefly and then discreetly lost. “No matter,” said the Dowager cheerfully, when told. “Dangerous quantity, music. Because it spouts sweet venom in their ears and makes their minds all effeminate, you know. We can’t have that.” He was never very sure whether she was laughing at him, but rather thought not. They pursued their course purposefully, and the Dowager bought a new set of playing cards, some thread, a boxful of ox feet, a quantity of silver lace and a pair of scissors. She was dissuaded from buying a channel stone, which Tom, no curling enthusiast, refused utterly to carry, and got a toothpick in its case instead. They watched acrobats, invested sixpence for an unconvincing mermaid and finally stumbled, flattened and hot, into a tavern, where Tom forcibly commandeered a private space for the two women and brought them refreshments. “Dear, dear,” said Lady Culter, seating herself among the mute sea of her parcels, like Arion among his fishes. “I’m afraid I’ve forgotten which are the squashy ones. Never mind. If we spread them out, they can’t take much hurt, I should think. Unless the ox feet … Oh. What a pity, Tom. But I’m sure it will clean off.

Like our other needs, meaning is an inherent expectation. Its denial has dire consequences. Far from a purely psychological need, our hormonees and nervous systems clock its presence or absence. As a medical study in 2020 found, the "presence [of] and search for meaning in life are important for health and well-being." Simply put, the more meaningful you find your life, the better your measures of mental and physical health are likely to be. It is itself a sign of the times that we even need such studies to confirm what our experience of life teaches. When do you feel happier, more fulfilled, more viscerally at ease: when you extend yourself to help and connect with others, or when you are focused on burnishing the importance of your little egoic self? We all know the answer, and yet somehow what we know doesn't always carry the day. Corporations are ingenious at exploiting people's needs without actually meeting them. Naomi Klein, in her book No Logo, made vividly clear how big business began in the 1980s to home in on people's natural desire to belong to something larger than themselves. Brand-aware companies such as Nike, Lululemon, and the Body Shop are marketing much more than products: they sell meaning, identification, and an almost religious sense of belonging through association with their brand. "That pressuposes a kind of emptiness and yearning in people," I suggested when I interviewed the prolific author and activist. "Yes," Klein replied. "They tap into a longing and a need for belonging, and they do it by exploiting the insight that just selling running shoes isn't enough. We humans want to be part of a transcendent project.

So identified has the State become in the public mind with the provision of these services that an attack on State financing appears to many people as an attack on the service itself. Thus if one maintains that the State should not supply court services, and that private enterprise on the market could supply such service more efficiently as well as more morally, people tend to think of this as denying the importance of courts themselves. The libertarian who wants to replace government by private enterprises in the above areas is thus treated in the same way as he would be if the government had, for various reasons, been supplying shoes as a tax-financed monopoly from time immemorial. If the government and only the government had had a monopoly of the shoe manufacturing and retailing business, how would most of the public treat the libertarian who now came along to advocate that the government get out of the shoe business and throw it open to private enterprise? He would undoubtedly be treated as follows: people would cry, “How could you? You are opposed to the public, and to poor people, wearing shoes! And who would supply shoes to the public if the government got out of the business? Tell us that! Be constructive! It’s easy to be negative and smart-alecky about government; but tell us who would supply shoes? Which people? How many shoe stores would be available in each city and town? How would the shoe firms be capitalized? How many brands would there be? What material would they use? What lasts? What would be the pricing arrangements for shoes? Wouldn’t regulation of the shoe industry be needed to see to it that the product is sound? And who would supply the poor with shoes? Suppose a poor person didn’t have the money to buy a pair?” These questions, ridiculous as they seem to be and are with regard to the shoe business, are just as absurd when applied to the libertarian who advocates a free market in fire, police, postal service, or any other government operation. The point is that the advocate of a free market in anything cannot provide a “constructive” blueprint of such a market in advance. The essence and the glory of the free market is that individual firms and businesses, competing on the market, provide an ever-changing orchestration of efficient and progressive goods and services: continually improving products and markets, advancing technology, cutting costs, and meeting changing consumer demands as swiftly and as efficiently as possible.

Sheepwalking I define “sheepwalking” as the outcome of hiring people who have been raised to be obedient and giving them a brain-dead job and enough fear to keep them in line. You’ve probably encountered someone who is sheepwalking. The TSA “screener” who forces a mom to drink from a bottle of breast milk because any other action is not in the manual. A “customer service” rep who will happily reread a company policy six or seven times but never stop to actually consider what the policy means. A marketing executive who buys millions of dollars’ worth of TV time even though she knows it’s not working—she does it because her boss told her to. It’s ironic but not surprising that in our age of increased reliance on new ideas, rapid change, and innovation, sheepwalking is actually on the rise. That’s because we can no longer rely on machines to do the brain-dead stuff. We’ve mechanized what we could mechanize. What’s left is to cost-reduce the manual labor that must be done by a human. So we write manuals and race to the bottom in our search for the cheapest possible labor. And it’s not surprising that when we go to hire that labor, we search for people who have already been trained to be sheepish. Training a student to be sheepish is a lot easier than the alternative. Teaching to the test, ensuring compliant behavior, and using fear as a motivator are the easiest and fastest ways to get a kid through school. So why does it surprise us that we graduate so many sheep? And graduate school? Since the stakes are higher (opportunity cost, tuition, and the job market), students fall back on what they’ve been taught. To be sheep. Well-educated, of course, but compliant nonetheless. And many organizations go out of their way to hire people that color inside the lines, that demonstrate consistency and compliance. And then they give these people jobs where they are managed via fear. Which leads to sheepwalking. (“I might get fired!”) The fault doesn’t lie with the employee, at least not at first. And of course, the pain is often shouldered by both the employee and the customer. Is it less efficient to pursue the alternative? What happens when you build an organization like W. L. Gore and Associates (makers of Gore-Tex) or the Acumen Fund? At first, it seems crazy. There’s too much overhead, there are too many cats to herd, there is too little predictability, and there is way too much noise. Then, over and over, we see something happen. When you hire amazing people and give them freedom, they do amazing stuff. And the sheepwalkers and their bosses just watch and shake their heads, certain that this is just an exception, and that it is way too risky for their industry or their customer base. I was at a Google conference last month, and I spent some time in a room filled with (pretty newly minted) Google sales reps. I talked to a few of them for a while about the state of the industry. And it broke my heart to discover that they were sheepwalking. Just like the receptionist at a company I visited a week later. She acknowledged that the front office is very slow, and that she just sits there, reading romance novels and waiting. And she’s been doing it for two years. Just like the MBA student I met yesterday who is taking a job at a major packaged-goods company…because they offered her a great salary and promised her a well-known brand. She’s going to stay “for just ten years, then have a baby and leave and start my own gig.…” She’ll get really good at running coupons in the Sunday paper, but not particularly good at solving new problems. What a waste. Step one is to give the problem a name. Done. Step two is for anyone who sees themselves in this mirror to realize that you can always stop. You can always claim the career you deserve merely by refusing to walk down the same path as everyone else just because everyone else is already doing it.