by Marc H. Rudov | October 20, 2008 | Article
For the CEO who, until now, has failed to create customer-validated differentiation in his company’s messaging, the current economic downturn will become the ultimate test of survival. Look around. Businesses are cutting expenses, laying off employees, and...
by Marc H. Rudov | September 3, 2008 | Article
As a young lad, I would consume entire packages of Hydrox cookies, to the consternation of my mother. Even into adulthood, I never kicked my Hydrox addiction, always preferring those creme-filled chocolate goodies to Oreos. Turns out that many others across the USA...
by Marc H. Rudov | August 15, 2008 | Article
It is said so often but usually ignored or trivialized: what drives a business is the customer. Not technology. Not economic conditions. The customer. It’s the customer, stupid. In one of my favorite Seinfeld episodes (“The Pitch”: first aired on...
by Marc H. Rudov | August 13, 2008 | Article
The classical definition of making a “good” investment is sinking capital into a person, product, property, service, or business entity expected to yield a return at least equal to that of alternative choices, comparable in risk and timeframe. Generally...
by Marc H. Rudov | August 6, 2008 | Article
Advertising — whether print, radio, TV, or Internet — has one purpose: compel the target customers to immediately purchase the underlying product or service. That’s it. Any desire to entertain or win awards via advertising is naïve disregard for...
