A recent presentation by Mike Lipkin highlighted his ten new rules of sales and marketing. This was given in the context of a sales meeting so the commentary was biased toward that audience. That said, the 10 trends are:
- The Future is Flat: refers to the fact that expected economic growth (GDP) and the related advertising spend is anemic at best. We can't ride anyone's coattails anymore.
- Older is the New Young: the aging population doesn't mean we feel any older; 60 is the new 40 (if not 30) so design for age but package for the 'mature youth'.
- The Mosaic is the Message: touch points are everywhere and not very well organized, get used to it.
- The Data are Overwhelming: like an extra large supreme pizza, micro focus on one slice at a time
- The Customer is Smart, Well-Informed & In-Control: re-frame the conversation based on insights.
- It's Becoming a Woman's World: think feminine,while staying safe for me. The Dyson vacuum cleaner cleans OK but reminds men of the robots of their youth.
- Media are Personal: 'nuff said.
- The Time is Now: people pay us to make choices and we're human, so we're likely wrong sometimes. As Seth Godin would say: Ship the product.
- It's a Matrix Out There: There are very few degrees of separation between anyone. Social networks make it possible to reach out and touch anyone.
- Motivated People Win: 'bring your own growth' ties it back to #1
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