Tom Asacker

Socrates on wisdom

"The only true wisdom is in knowing you know nothing."

I've sat in on, and been a speaker at, hundreds of educational business conferences during the past few years. And I've listened to, and had conversations with, some of the world's greatest business minds. And you know what I've recently discovered? The gurus are stumped. The complexity and pace of today's chaotic business world has finally confused them as much as it has you. They've run out of "answers."

It appears that businesses have finally grown up. They've asked their teachers how to improve quality, and have learned to excel at it. They've also learned the power of information technology and the economics of outsourcing. The mysteries of flexible manufacturing, reengineering, and currency hedging have been solved as well. So what's left?

We are in the midst of corporate mid-life crisis. It is now time for us to discover ourselves. To understand what we fundamentally stand for. We've made it through the awkward, pimple-faced years of adolescence. It's now time to redirect our attention from the self - systems, procedures, structures, and acne - to taking care of others - customers, suppliers, employees, and our community. It's a new age now. Only the wise will survive.

Outside insights. Are there any left? What are your thoughts?

Les Brown on responsibility

"If you take responsibility for yourself you will develop a hunger to accomplish your dreams."

Perhaps hunger is our collective problem. I say let's stop bashing the legacy airlines. According to the American Journal of Preventive Medicince, we're partly responsible for their demise: "The 10-pound increase in Americans' average weight caused the airlines to spend an extra $275 million on fuel in 2000.

Bertrand Russell on mathematics

“Mathematics is the subject in which we do not know what we are talking about, not whether what we are saying is true.”

Branding may be another one of those subjects. For how can we truly speak to the essence of branding when the matter is purely subjective in nature? Sure, we can provide our viewpoint and a myriad of examples. But the insights and real work of branding take place in the communities of passionate, like-minded people; be they gardeners, motorcyclists, Hip-Hop enthusiasts, golfers, Red Sox fanatics, wine connoisseurs, gadget freaks, and even bloggers.

Today, I'm flying across the country to speak to a large audience of financial service professionals. I know what I'm going to say, but I'm curious about your thoughts? Should banks and credit unions try to develop a community of like-minded people by creating a more personal and aesthetically appealing experience, al la Starbucks and Barnes & Nobles. Will customers forgo the percentage points - however small - required to create such an experience? Or should the value innovation be to reduce the emphasis on people and place and focus instead on information, choice, hard cash, and value for time, a la Amazon.com and Progressive Insurance? Perhaps the market could sustain both? Or neither? Something in the middle? Please let me know what you think/feel?

Sign at my gym

“Do NOT exceed your known performance capabilities.”

Every experienced exercise fanatic knows that that message is nonsensical! The only way to grow is to exceed your known performance capabilities. Right? Push past your boundaries. Change your routine. Tough out just one more rep!

The same is true in business. But here's the rub. Instead of exceeding their known performance capabilities, most businesses structure themselves and operate to eliminate pain and therefore deaden themselves to the vital and constant need for change.

Stephen Sherlock on Christo's “The Gates”

“If art is defined as an experience to create a conversation, this was definitely a success!”

Marketing should be defined the same way: creating compelling experiences which in turn create conversations. And those conversations will be among patrons and employees, employees and employees, patrons and patrons, patrons and nonpatrons, the media and everyone else, etc.

Think Starbucks. With no tagline and sparse traditional advertising, Starbucks has gone from an idea to a global brand visited by over 30 million people each week. Brands used to be about image, taglines,positioning, and economies of scale. Today, brands are about society, culture, behavior, and innovation.

Voltaire on imitation

"Originality is nothing by judicious imitation."

If you're going to imitate success, imitate the spirit not the substance. Focus first on the "why," and then the "how."

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Instead of pink rubber bracelets to support breast cancer research and blue ones to support Concerns of Police Survivors, the National Autism Association, U. of Kentucky Wildcats, pro-pets, etc., get creative and produce something new and aesthetically compelling like this watch that shows your support for the Red Cross.

Anais Nin on our culture

"If you do not breathe through writing, if you do not cry out in writing, or sing in writing, then don't write, because our culture has no use for it."

Maybe not. But they'll still buy it.

According to BusinessWeek Magazine: "Now that Stewart has paid her debt to society, she can look forward to a queen-size salary, a lucrative TV deal, and probably a book. As Martha Stewart left Alderson Federal Prison Camp in the early morning hours of Mar. 4, she entered a much more lucrative environment than the one she left behind five months ago. Her outfit's stock price is up, TV deals are in the works, and a potentially lucrative book is on the horizon."

It's a telling sign of our popular culturally-defined marketplace. But so is this statement from a prominent book editor: "If she's going to write something, she had better do it fast."

"The Crackers" 2005

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Napoleon Hill on success

"Patience, persistence and perspiration make an unbeatable combination for success."

Perhaps for bodybuilders, but that sage advice is woefully lacking for today's marketplace of goods, services, ideas and entertainment. Just ask the thousands of actors, composers, directors, animators, set designers, et al who didn't win an Academy Award. Now am I against hard work and hope? Hardly. But I am against the "work hard and you can become anything you put your mind to" philosophy of business. It just ain't so.

A few weeks ago a friend of a friend stopped by my office and we got chatting about her entrepreneurial dreams. She lives a very comfortable life, but she wants to venture out on her own. And I think that's great! So I asked her: "If you start this new business, precisely why will potential customers be compelled to hire you?" I tried to paint her a fairly realistic picture of her chosen marketspace - the abundance of competitors, the barriers to entry, the credibility required to attract clients, cash flow issues, etc. - and then I asked her if she understood the risks and had a plan to differentiate her business in the "eyes of her audience."

Seemed like a reasonable question to me. Not to her. I heard later from my friend that her friend was totally put off by my "negativity," and so she left my office in a state of agitation to seek counsel from another marketing "guru." That's cool. I understand her reaction. The light of the truth can be harsh to those who've been living in the dark. And I'm truly sorry she felt that way. But if she - or you for that matter - was searching for someone to "rah rah!" her, she came to the wrong place.

You see, I'm interested in helping you succeed. I want you to understand the harsh realities of today's hypercompetitive, unforgiving marketplace. I want you to think and act strategically. I want to help you build your brand on a foundation of insights, not hope. I want you and your family to grow and enjoy the ride. The world of business is overflowing with people who'll help build your dreams of becoming a raving success (while, by the way, building their bank account). If that's what you're looking for, send me an email and I'll send you a list.