Strategy is focus, and focus is strategy. The secret to failure is trying to please everybody.

I just saw a nice example again this morning, as Seth Godin explains why he’s doing just a few things, and not a lot of different things. He calls it the sad truth about marketing shortcuts.

If you have a presence on Twitter, Squidoo, blogs, Facebook, MySpace, LinkedIn and 20 other sites, the chances of finding critical mass at any of them is close to zero. But if you dominate, if you’re the go-to person, the king of your hill, magical things happen. One follower in each of twenty places is worthless. Twenty connected followers in one place is a tribe. It’s the foundation for building something that matters.

This is why I don’t have a podcast, a video channel, any activity to speak of on Facebook. It’s why I don’t use Twitter or travel the country visiting bookstores. There are many places to be, and it’s tempting to act like those non-profits and race after the next one. But it doesn’t work.

Good point.

Tim Berry
President and Founder
Palo Alto Software

Tags: focus, Seth Godin, Strategy
Posted on October 23rd, 2008 | No Comments »

While some people associate business planning narrowly with sales forecasting, or as a means to obtaining investment, it can also be used by companies to assess the impact of changes to the environmental context. This analysis of the future can help inform strategies and tactics in the present, which help to minimise the likelihood of certain outcomes, particularly negative ones happening in the future.

I spotted an advert in a recent edition of Newsweek which resonated strongly with me. The advert was placed by a company that clearly had one eye on the future, had identified a significant threat to a key supplier and had begun to put in place a number of clever activities in an attempt to protect this key supplier.

Who was the key supplier?

It is the humble honey bee, and the company in question is Haagen-Dazs.

Recognising that the ingredients it uses in its ice cream rely heavily on pollination by honey bees, Haagen-Dazs has set up a website which strives to raise awareness of the alarming decline in honey bees. The advert in Newsweek went one step further, consisting of an advert alongside a printed recyclable sheet embedded with wild flower seeds. The instructions suggested you ‘save a bee‘ by planting the page and watering it.

Not only is this a clever campaign that both engages and drives action, but also one that essentially carries no cost for the consumer. In economic terms it is a great solution to a real growing strategic problem, and also a very effective marketing ploy. For ice cream lovers the world over, it is also a very worthy cause!

Alan Gleeson
Palo Alto Software Ltd (U.K.)

Tags: business plan, business planning, ice cream, Marketing, Strategy, suppliers
Posted on June 17th, 2008 | No Comments »