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N-of-8 exercises extend to include multiple cultures

In many cases, our N-of-8 exercises go beyond just different viewpoints – they extend to multiple countries and cultures being represented. Using our N-of-8 model, we’ve worked for many years with EMD Chemicals, a global life science research products company.  Hans Ahl, Senior Sales Director of International Sales  regularly engaged us to develop global sales strategy and training for the European, Asia Pacific, and Latin America markets. Part of the sales strategy has been to create opportunities for country managers to exchange their best practices and sales success stories. For three consecutive annual managers’ meeting, we helped facilitate N-of-8 exercises.  […]


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Reporting the outcomes of N-of-8 story development

From the outset of starting my N-of-8 book, I wanted to dedicate a chapter on finding appropriate ways to create impact through interactions between brand innovators and KOLs. Now, I’d like to share experience on the documentation of the sessions, including putting the action steps in writing. Remember that advisory boards are not sales occasions, but rather opportunities to build relationships based on science, mutual collaboration, and engagement.  Certainly that demands follow-up for the long-term, and therefore the demand for relevant documentation. So let’s progress from identifying the right advisors, maintaining the practice focus, creating an agenda, and producing actionable […]


Is “copy” content? Are songs “literature?”

I recently saw a headline in an industry journal that read don’t mistake copy for content. So I was also equally intrigued by Bob Dylan’s remarks delivered at his Nobel banquet in Stockholm last December, asking the question are my songs literature? Dylan said “If someone had ever told me that I had the slightest idea of winning the Nobel prize, I would have to think that I’d have about the same odds as standing on the moon. I’m too often occupied with the pursuit of my creative endeavors and dealing with all aspects of life’s mundane matters to ask […]


Why McKesson acquired CoverMyMeds: “untapped treasure trove”

Drug distributor and health care technology firm, McKesson, recently announced it would acquire CoverMyMeds for $1.1 billion. This is a company that automates prior authorizations online through electronic health record systems but this is only one way the company is developing new analytic tools to help solve problems for specialists. McKesson says it’s also creating a new analytics tool for oncologists using advanced algorithms and natural language processing technology to read and re-format previously unstructured information. This helps healthcare companies that are collecting more data on patients but struggling to realize the full value of this data because much of […]


The key to brand storytelling: from NBCU Content Studio

Through brand storytelling — regardless of the genre, target, platform or format — brands now have the power to redefine how they connect with their consumers and tell their stories. This according to Wendy Wildfeuer, senior vice president of the NBCU Content Studio. With access to NBC Universal’s expansive community of storytellers in front of and behind the camera-from producers, writers and directors to show runners and on screen talent-the Content Studio brings together a range of unique personalities and capabilities from across the entire NBC Universal portfolio. Marketers can use this talent not only to develop their brand’s story […]


Airbnb extends its brand with global magazine publisher

Airbnb has extended its brand with a new partnership with global publisher, Hearst, to create a new Airbnb magazine. The very first issue was distributed to a crowd of Airbnb hosts at the company’s annual Airbnb Open in Los Angeles. Airbnb CEO, Brian Chesky, described his miniature Oprah moment: copies were taped to the bottom of the auditorium seats. The premiere issue has 28 pages of editorial content, and is entirely devoted to Los Angeles, the host city of Airbnb Open. Content includes how to navigate LA, profiles of Airbnb super hosts, spotlights on select LA neighborhoods, and profiles of […]


“Four Paths to Business Model Innovation” from HBR

I enjoy reading about business models for innovation and how to improve the discipline of decision making so that’s why the article, “Four Paths to Business Model Innovation”, in recent Harvard Business Review caught my eye. In this article, Karan Girotra and Serguei Netessine write about the secrets to success that lie in what decisions to make when and why. Drawing on the idea that any business model is essentially a set of key decisions that collectively determine how a business can earn its revenues, incur its costs and manage its risk, the author’s view innovations to the model as […]


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Would you share your views on MASTERMIND GROUPS?   Recently updated !

  Would you be interested in joining a group that comes together on a regular basis to share ideas, thoughts, information, feedback, and resources? I’m taking a survey about a new program under my brand and facilitation tool N-of-8™. Your responses are confidential (unless you choose to provide your contact info). Thanks in advance – and feel free to share. https://www.surveymonkey.com/r/n-of-8mastermind


Selling social change: it’s not enough to have a “good cause”

The idea of selling social change is a vital link in the social sector’s quest to achieve breakthrough results, so says an article in this quarter’s Stanford Social Innovation Review And only when non-profit organization have the ability to help their organizations and funders see past the needs equals demand fallacy where they get comfortable with this idea. One of the important steps highlighted in this article is non-profit’s and social enterprise’s ability to build sales and marketing capabilities. It’s not enough to create a service that people want, the article says. The target of the service is the people […]


4 trends with the potential to change behavior in the patient journey

Whether medication compliance, kicking a bad habit, or some other form of behavior modification, change remains elusive, yet it’s obviously extremely vital. Read about these four trends that hold the promise of nudging healthier behavior along the patient journey (excerpted from MM&M)   STAGE: EXPERIENCING SYMPTOMS | TREND: Marketers get serious about behavior change “Behavior change has been in place in a lot of ways in marketing for decades and decades,” says Johanna ­Skilling, EVP, director of planning, U.S., at Ogilvy CommonHealth Worldwide. “Every time you ‘click here’ or ‘call here’ or download something, that’s behavior change. We just didn’t call it […]