Exceeding expectations

Posted on August 9, 2012 by Tom

Friteries, everyone who’s visited Belgium knows these small places where you can buy French fries and other fried snacks. Close to where I live there’s also one.  A small, wooden trailer on the edge of a square that serves as a parking lot.  The trailer is located next to some trees and is painted green [...]

The dangerous comfort zone

Posted on August 8, 2012 by Tom

After years and years of double-digit growth, a manager I know saw his numbers go down.  It was the first time he was afraid, uncertain what to do.  Was he losing his Midas-touch?  Did he missed something?  Did his vast knowledge of the industry forgot to warn him about somthing or did the industry just [...]

Trusting the lies

Posted on December 12, 2010 by Tom

Isn’t it weird that some marketers think so little about their own product or service that they feel the need to lie about it?  Just to make the sell, they risk giving up their most valuable commodity, the trust they get from customers and keeping it.  ‘Keeps colours like new’, ‘Performs 35% better’, ‘We deliver [...]

As soon as possible

Posted on November 29, 2010 by Tom

Imagine how relaxing it must’ve been 200 years ago?  It’s a long time, but I have a sudden need to look back at days gone by.  If someone from your community couldn’t answer a question for you, you either had to wait weeks before you got an answer by mail or you just had to accept [...]

What to expect?

Posted on November 28, 2010 by Tom

Attached to every transaction we make there’s an expectation to it.  As a marketer it’s our job not only to sell the product, but also the expectation attached to it.  Unfortunately most are just eager to sell, to get the transaction done, to maintain their targets at any cost.

Marketers like to come up with smart stuff to [...]

The ‘average’ human

Posted on November 8, 2010 by Tom

Think about the answers you would get when you ask strangers about airlines?  Most people would tell you they would like improved quality, more legroom, friendly cabin personel.  But looking at the success of low cost airlines, who knew?  Justifying the change of jobs, people always like to fool themselves by telling they have more opportunities to [...]