Entries by Michael Zimmerman

Wisdom Beyond His Years

Had we met in any other setting, I would have thought him too young to be a CEO. His eyes afire with anticipation, his speech slightly stilted, his mannerisms cautious, this green idealist bore more the markings of a lamb than a general.

A Sailor’s Perspective on Research

Sailors carry charts to help them avoid the shallows and find the channels – or seek the counsel of local captains and fishermen when they enter new waters. Coaches and managers of professional sports teams spend countless hours reviewing videotapes of their next opponent. Generals need to know their opponents’ strength, their numbers, their locations […]

Why Segmentation?

At first glance, it’s easy to believe that communication would be easier if all people were the same: if they all had exactly the same interests, the same values, the same motives. There would be no need to segment markets, to define audiences, to identify drivers, or to articulate individual messages.

Good, Fast, and Cheap

Just last month, a colleague shared an old saw commonly cited by manufacturers. “I like to tell customers,” she said, “we can make it good, we can make it fast, and we can make it cheap – pick any two.” Aphorisms, like this one, are memorable partly because they are pithy, partly because they are delightfully […]

Promoting Facebook Posts

A client recently asked us, “Are there really any good reasons to consider a Facebook promotion?” (They had owned Facebook page for quite some time, but until now, hadn’t ever advertised there.) I explained that, when the circumstances are right, a Facebook promotion can be an organization’s least expensive way to engage with its followers. […]