Author Archives: Jon Leon Guerrero

The Unappreciated Art of Efficiency

Is there anything sexier in business than process improvement? Okay, sure. Lots of things: A hit product, explosive growth, taking a company public. Suddenly the nebulous undertaking that is process improvement doesn’t seem like the thing that’s going to earn you a windfall. It just does not scream success the same way as those other […]

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When the Heft Comes in Handy

Yesterday we explored some of the differences between the metaphorical David and Goliath. The advantages inherent in being the nimble, smaller organization that moves quickly in the face of an immediate challenge versus the competitive power, leverage, and reach of a larger business. Sure, everybody can embrace and relate to the underdog story, but the […]

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So Which One is It, Malcolm?

I’ll admit to my fandom for Malcolm Gladwell. Critics of his analysis dismiss him as an oversimplifier of complex ideas, but I view the tactic as making such ideas accessible to more people and bringing better conversations to cocktail parties (as much as that sounds hypothetical, it is a practical observation).  But this time he […]

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Well, I Never Said That…

We buy, and we sell, results. Sure, sometimes there is neat and shiny stuff wrapped around those results, but usually there is a byproduct beyond the thing itself that we’re after when we decide to make a purchase. When you buy a Ferrari, you buy the notion that you can drive a 12-second quarter mile. You […]

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Thanks, or no thanks?

Among those of us who prospect all the time, and then, if we’re lucky, land an appointment with someone who seems like a great fit, it seems natural to offer some thanks when you start that presentation. A simple, “Thanks for having us in today,” before you launch into the substance is almost reflexive. But […]

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How Much Creativity is Too Much?

We always love to see marketers get creative and set themselves apart from the competition. This example is from a German landscaping company looking to convey their green thumb. Do you think they succeed in doing so by covering their company car in astroturf? Or does it make you fear that their answer to your […]

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Direct Mail Best Practices

Since it is natural in senior living that most providers grow their business from the operation, outward, you’re not along if you’re looking for some tips to help get more out of your marketing.  To help your direct mail expertise catch up to the level of care your facilities deliver, here are a few best practices […]

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Your Identity on Paper: How the World Perceives Your Business Through Your Printed Materials

I had a pop-up book about astronauts¹ when I was a kid, and when I opened it, the lunar module came to life on the page and in my mind. I could clearly imagine descending the tiny ladder, jumping from the bottom wrung, and landing with both feet on the surface of the moon (I’m […]

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You Have a Lot of Nerve Writing This Post

I have the proverbial angel on one shoulder and the devil on the other. I’m not sure which of them is telling me about the unmitigated gall it takes to belittle my own practice in this article, but it’s one of them. Here goes… Really?  That much? Two million blog posts are uploaded to the […]

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New Year’s Resolutions for Marketers

Every New Year we resolve to do the things that are good for us: Eat better, spend our time more wisely, organize, make our endeavors more meaningful, exercise more, etc. Those things are very general, and I’m sure we’ll do them all, to some degree. But we can translate some of those things we do […]

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