By John Y. Brown III, on Fri Aug 1, 2014 at 12:00 PM ET
Have a failed marketing campaign? Are you still, after attempting multiple promotional strategies, still struggling to break through?
Here is one of my father’s favorite explanations. Mine too.
Maybe the dogs don’t like it:
Once upon a time a pet food company created a new variety of dog food and rolled out a massive marketing campaign to introduce the product. Despite hiring a first-rate ad…vertising agency, initial sales were very disappointing. The agency was fired and a new agency and a new campaign was launched. Sales continued to disappoint. If anything, they fell even further. In desperation, the CEO called in all of the top executives for a brainstorming session to analyze what had gone wrong with the two campaigns and how a new campaign might revive sales.
The meeting went on for hours. Sophisticated statistical analysis was brought to bear on the problem. One VP argued that the mix of TV and print ads had been messed up. Another argued that the previous campaigns had been too subtle and had failed to feature the product with sufficient prominence. Another argued that the TV ad campaign had focused too much on spots during sporting events and not enough on regular programming with a broader demographic. Another argued the opposite–not enough sports programming had been targeted. After the debate had raged for hours, the CEO felt they had accomplished very little. He asked if anyone else had any theories that might explain the failure of the new product. Finally, one newly hired employee raised his hand and was recognized.
By John Y. Brown III, on Thu Jul 31, 2014 at 12:00 PM ET
Friend: Hey John. I saw you walking downtown last week but didn’t say hi because you looked busy and I didn’t want to bother you.
Me: Oh, funny.
Always say hi.
That was just my “Downtown look.”
I try to walk fast and furrow my eyebrows and look like I am concentrating on something complicated so other people won’t realize I am just trying to remember where I parked my car.
By John Y. Brown III, on Wed Jul 30, 2014 at 12:00 PM ET
Early intervention for children who may have a developmental issue is important and can be extremely helpful.
But, in my opinion, too often the teachers or counselors are too quick to pounce on a diagnosis and to “treat” something as a problem that isn’t a problem at all and will work itself out in time.
We are all on our own individual timetables and much of childhood development can’t –and shouldn’t–be forced. Vigilence is constructive as long as it doesn’t become hyper-vigilance and over-diagnosis.
One of my favorite stories that led me to this attitude involved my son Johnny who while in Kindergarten had awful handwriting (which he got honest from his mom and me).
A meddlesome counselor spent 30 min “assessing” Johnny when he was in class and playing with toy dinosaurs. She asked Johnny a bunch of personal questions while pretending to talk to him about dinosaurs.
Johnny came home that day and told us about the conversation and said he was concerned about the counselor because she “Didn’t seem very smart” and “didn’t know much of anything about dinosaurs or history.”
Johnny’s penmanship is now only slightly better than his mom’s and mine. And that’s fine. He made all A’s last semester in college. But I bet that counselor still hasn’t learned a thing about dinosaurs or history since Johnny assessed her.
By John Y. Brown III, on Tue Jul 29, 2014 at 12:00 PM ET
You know, maybe…. learning to play with building blocks is the most important activity we learn as children.
Because we continue– metaphorically speaking–to play this game our entire lives.
Everytime we experience something new or learn some new piece of information or glean some new insight about life it is like we collect a new block we can play with–to help build something with.
So, I guess we should ask ourselves each day, “What are we building today with our building blocks?” And, “Which building blocks are we choosing to build with?”
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Success milemarkers for a new business.
The day you replace the two chairs in the entrance you purchased from Wal-Mart six years ago and assembled yourself with two chairs you purchased on clearance from Z Gallerie. That come pre-assembled.
By John Y. Brown III, on Mon Jul 28, 2014 at 12:00 PM ET
The “Marshmallow Test,” Batman, and law school (and life) lessons.
Ever since my sophomore year in college, after renting the movie the Paper Chase (about life at Harvard law school) and watching it three consecutive times (the third time as the sun was rising the next morning), I knew I wanted to go to law school.
25 years ago this fall I started law school at the University of Kentucky. Law school, for me, was one of those transitional and transformational experiences. The experience has a way of introducing a student to him or herself. During law school one has to come to grips with realities about himself or herself that can be both humbling and heartening. In my case, law school proved to me that I wasn’t nearly as smart as I had secretly hoped; but proved to others that I was considerably smarter than they had assumed. The experience also proved to me I could work much harder than I thought I could. And proved to my parents that I not only could –but would –work much harder than they thought I ever was capable. It was an important and defining time for me.
A few weeks before heading from Louisville to Lexington for law school a wise mentor took me to lunch and asked me what I hoped to achieve there. I told him I wanted to finish in the top 10% of my class (or Order of the Coif, as it is known in most law schools). He was unimpressed and said he only hoped -–and believed—that after law school he could say that “I was a fine young man.” And that is what was really important. He was right, of course, and over the next 3 years I never forgot his response. But I also never forgot my goal.
Over the past week, I have been texting a friend and law school classmate from a quarter decade ago about our law school experience. What has been most striking is the detail with which we each remember the many facets of our experience, but most especially the detail with which we recall grades and class rank. We each noted if we had had a single class where our grade increased by a single increment (from a B+ to an A – or a B to a B+) we would have graduated law school with a notably higher honor than we did. In my case, I pointed out to my friend, I would have graduated “Order of the Coif.”
And this is where the “Marshmallow Test” comes into play. That test was made famous for demonstrating that young children who could delay gratification (by saying “no” to the tempting offer of a single marshmallow now in favor of being rewarded with two marshmallows 15 minutes later) was a better predictor of life success than any other test devised for young children. What does this have to do with law school? Well, the night before one of my final law school exams, I got invited, cajoled, and ultimately persuaded to scrap studying for several important hours to go see the movie Batman. Prior to that night, I never—ever—had compromised on studying during law school exams. My first year I had no cable TV and would only see and go on dates with my now wife once a week. I missed an aunt’s funeral during first year finals and spent Thanksgivings alone so I could get a possible studying edge on my classmates. But this one time—when I knew I was on the bubble for Order of the Coif and that anything lower than a B would probably drop me below Coif—I went for the “instant” rather than the “delayed” gratification.
I got a “B –“ and didn’t achieve my long held goal of making Order of the Coif. And I had only myself to blame. My former classmate and I, while texting about our “near misses,” concluded that we both took it all too seriously back then and that now, fortunately, we were much less competitive than our younger selves and how that was a good thing.
That is all true. I even added that “Life with our competitive tendencies kept in check,” is much more rewarding, both personally and professionally. But I also had to confess that despite my 25 years of additional maturity and, supposedly, wisdom, I would never have anything nice to say about the Batman movie franchise.
I was joking, of course. But not entirely. The texting conversation made me realize that 25 years later I still know—and can relive— every detail about how I botched my shot at graduating law school with that distinguised honor. But what I can’t do is recall with even the slightest detail any of the movie Batman, which I chose instead that night. In other words, I have no memory of the single marshmallow I chose 25 years ago. But a vivid recall about not holding out for just 15 more metaphorical, and perhaps literal, minutes for the bigger and longer lasting prize I sacrificed.
I like to think I still graduated as a “fine young man” as my mentor friend had hoped for me—and that, in many respects, my goal of wanting to graduate “Order of the Coif,” was just an extra marshmallow I missed out on, so to speak, but nothing much more than that. But the lesson I really learned –and am quite sure I’ll never forget—is that when faced as an adult with the equivalent of the Marshmallow Test, I will remember that the second marshmallow is always much sweeter and more satisfying than the first. If for no other reason, the second marshmallow is worth much more because of the sacrifice required to earn it.
By John Y. Brown III, on Sun Jul 27, 2014 at 8:30 AM ET
Next Saturday, on what we hope is a sunny and inviting Kentucky summer afternoon, our state will be host to an annual political tradition we call Fancy Farm.
Fancy Farm is Kentucky’s political equivalent of the ancient legal practice of trial by ordeal–where the accused is set on fire or tied up and thrown into a river to determine guilt or innocence. If the accused survives, they would be presumed innocent. In Kentucky’s political version, a politician who survives Fancy Farm, is presumed politically viable and allowed to continue to pursue their political aspirations. But like the survivors of the ancient legal trial, the Fancy Farm politician will never forget the ordeal endured.
Fancy Farm is probably America’s last vestige of pre-modern political theater. To succeed you need two parts talent; three parts ambition; one part courage; and two and a half parts temporary insanity.
Beyond all the tales about Fancy Farm, and beyond the sound and fury that occur during each year’s big political event, Fancy Farm does signify something. But what exactly that is, no one is quite sure.
So we keep coming back in hopes of finding out.
Maybe we will unravel the Fancy Farm mystery this year. Or maybe not. Most likely Fancy Farm 2014 will again be another irresistible spectacle combining good will and good cheer; characters and charisma; courage and calculation; pleasing food and harsh partisanship; high political drama and low brow political tactics all swirling simultaneously within the context of nothing less than a political orgy sponsored by St Jerome’s Catholic church. All located In the deep recesses of Western Kentucky where real politicians picnicking and politicking face to face with real constituents still matters. At least for a short weekend.
Fancy Farm was listed in the Guinness Book of World Records as the “World’s largest picnic.” Fancy Farm is worthy of Guinness status, no doubt about it. For something. But calling Fancy Farm merely an annual picnic is like calling Pamplona’s Running of the Bulls an annual tour through the city of Pamplona. Perhaps the main attraction of both events is getting to see the people who participate –voluntarily– in these curious historic events that attempt to test and celebrate the human spirit.
Fancy Farm is something to see and should be seen at least once in the lifetime of every Kentuckian. And at least once by every American who is a non-Kentuckian but is a political junkie. Because vestiges of former times don’t last for long. And are painfully missed when finally gone.
So…Happy Fancy Farm 2014!!
May 2014’s political picnic live up to its grand and gaudy tradition –.and just a little bit more than usual this year. Because this year, the nation’s most defining political race may well hang in the balance. Making 2014’s Fancy Farm even fancier than usual. And that is saying a lot.
(Note: This link is to a piece I wrote last year about my political trial by ordeal in 1995, listed by the C-J as one of the more memorable Fancy Farm moments. It not really about me as much as my attempt to capture, the best I could, the essence of experiencing Fancy Farm. It is a flawed human attempt, I might add, to describe a near mythic event. But I tried. Which, in the end, is all that any of the participants at Fancy Farm can do.)
By John Y. Brown III, on Fri Jul 25, 2014 at 12:00 PM ET
A very special evening.I attended the annual Wendell Ford dinner tonight.But someone was missing, the honored guest himself, who is home tonight battling lung cancer courageously and magnanimously. Even cancer, as sinsiter and destruct…ive a force as it is, must be ashamed to find itself hosting someone so beloved and beneficient as Wendell Ford. (And, yes, someone also so ornery and determined.)
Wendell may not have been in attendance but no figure has ever– in my experience– been more present in his absence than Sen Ford was at tonight’s event attended by at least 700 friends and political supporters.
Story after story about the iconic Kentucky politician was told by the various speakers, but none were really about politics. The stories all seemed to hew to the personal instead. They were about Wendell Ford the man, who just happened to be a great political leader at the time these memorable and meaningful personal interactions occurred.
The stories could easily have been about great legislative heroics or profiles in political leadership. But each and every one centered instead around little acts of kindness observed and experienced from Wendell Ford when nobody else was watching. Because, it seems, that is what stands out about Wendell Ford’s legacy most profoundly.
I chose this picture of Wendell to post –an action picture of Wendell with sleeves rolled up engaging with others while smiling broadly and contagiously rather than a blow dryed head shot behind his senate desk. The latter would be a picture Wendell just posed for. And Wendell was never a poser himself–or had patience with those who were.
He was, as a friend of the family would say, “The Real McCoy” and “the genuine article.” He is obviously still with us tonight and hopefully for a good while longer. And that is important to note because we may not see another quite like him again. Politics has changed…yet didn’t change Wendell.
Wendell Ford, it is true, is a Kentuckian who has walked with kings. But he is perhaps best described by the elevator man at our nation’s Capitol who proudly boasts that Wendell Ford is “the kindest human being to ever walk these Capitol floors.”
And that is an awfully fine legacy for 700 friends and supporters to celebrate tonight.
By John Y. Brown III, on Thu Jul 24, 2014 at 12:00 PM ET
Losing it!
After receiving 3 calls in less than 5 minutes from a telemarketing company—and all 3 interrupting an important business call– I decided to retaliate.
I called back the number and got an answer from a robotic telemarketing sales rep and I said, “Hello. How are you doing today? I’m interrupting your day to try to sell you some s**t you don’t need. Do you have a few minutes to talknow?”
And then I gave the real reason I was calling and asked that my number be removed from their call list.
But he hung up on me.
Cold call sales is just hard like that.
(Note: Forgive me. I try never, ever to lose my cool and mostly succeed. But this wasn’t one of those times. But I’m all better now. And even feel a little guilty. But only a very little.)
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Disconnect?
Is it possible to receive a monthly phone bill from your phone carrier so detailed with information that it takes 8 full pages to report it all, but nowhere on this detailed bill is there a single reference to a phone number for your carrier if you have any questions?
By John Y. Brown III, on Wed Jul 23, 2014 at 12:00 PM ET
My new instant personality test.
You are driving along in no particular hurry to get anyplace and notice your gas tank has just over a quarter tank of gas left as you are about to drive by a service station.
What do you do?
1) If you pull over and fill up, you are typical and are probably a responsible person who doesn’t leave things to chance but carries an extra jacket (or even blanket) in the car during the winter. They will likely be suited for middle management level positions. Or own a gas station. And likely coach little league and teach Sunday school. They sometimes teach courses in “How to” do things. And have fond memories of being a Boy Scout and even remember the hand sign that shows you are a scout.
2) If you keep driving and figure you’ll get it filled up next chance, you are probably a procrastinator and don’t know why. Oh, you say you know why and can list a dozen different reasons to others why you procrastinate but none really ring true. You are often late and some people think you are reckless at times. But those same people find you charming and fun at other times. Still other people find you irresponsible and unreliable and when you try to be charming and funny around them they may smile but will make the gagging expression by pretending to put their finger down their throat as soon as you leave. There is a certain adrenaline rush these individuals get from procrastinating and taking unnecessary risks. These individuals are often well suited for being an entrepreneur or CEO or entry-level assh***s who hop from job to job and borrow money from people who get gas earlier than they do.
3) If you drive past the station and then get nervous and do a U-turn and drive back to fill-up, you are a very tentative and indecisive person who can never remember where he was driving in the first place or why and is probably still out driving right now but still has at least a quarter tank of gas wherever you are. But not much else.
4) If you drive past the station but make a note to fill-up soon and later that day stop by a service station to fill-up, you show strong leadership capability and the ability to asses situations on “the fly,” and make bold decisions. These people aren’t as much fun as #2 and often feel like an older male family member who acts like he or she knows it all but can get on your nerves easily. They are almost never the smartest person in the room except occasionally when they are in a room by themselves. These individuals seem to be good at fewer things than they imagine but they compensate for it by an assured smugness that propels them into much higher paying jobs than their skill set could justify. You feel bad for them so just play along and let them think decisions they make (like not getting gas now when it is easy and right there but delegating it to later in the day) are really wise and make them destined for leadership roles.
5) If you read this and are horrified that you would ever be driving with a gas tank this low, you are a great supporting cast member and loyal employee. These people have great skill for being the number two person who does most of the important work. But when these people have dinner parties they, naturally, play it safe and serve ordinary hors d’oeuvres that don’t look very good or taste very good either and tell stories about how they “averted disasters” recently–but others find these stories a little tedious and overly-dramatic. Especially the story about the time they were driving with less than a quarter tank of gas but somehow made it home anyway. But friends eat their hors d’oeuvres anyway–and compliment them– because they appreciate all these people do for them.
6) If you don’t understand the question because you have never had more than a quarter tank of gas, you probably have the most job options off any personality type but they are all minimum wage level jobs and have little future in them. You go to the gas station almost daily but only put in one or two gallons at a time because you fear if you fill up the entire tank, you will feel like a poser and fraud and like you betrayed your peers who like the idea of surviving day-to-day even though it’s much easier than they want to believe and doesn’t take nearly as many stops to gas stations. But it’s a pride thing.
7) If you don’t own a car and just use ride sharing services and ride a bicycle most places, you don’t count for this personality test. But you are probably pretty cool. And aren’t missing out on very much.
By John Y. Brown III, on Tue Jul 22, 2014 at 12:00 PM ET
There’s nothing wrong with tooting your own horn from time to time. If you don’t, who will? Right?
As baseball legend Dizzy Dean famously said, “It ain’t braggin’ if you’ve done it.”
Well, this morning it finally happened for me. I was the very first customer of the day at the Springhurst Starbucks in The Summit (or whatever they are calling it now).
I didn’t win a prize of any kind and the Barista wasn’t even going to tell me until I asked solicitously if I was, in fact, today’s first customer. After a brief pause while she fished through the cash register for my change, she looked up and without making eye contact, sighed and said, “Yep. You are.”
Those words, “Yep. You are,” were just what I was hoping to hear after so many mornings asking that same question and getting a “Not quite,” or “Almost,” or “No,” or “Are you serious?” (Followed by whispers to a fellow Barista.)
Finally, today is the day, fittingly on the day we celebrate our nation’s birthday, that I finally made it as Starbucks “First Customer of the Day.”
Dizzy Dean was right.
In fact, I’m thinking of taking the rest of the day off. But only until tomorrow morning.
Have a failed marketing campaign? Are you still, after attempting multiple promotional strategies, still struggling to break through?
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