Articles by Tom Cline

We’re almost a quarter of the way through 2017. Some of you have experienced weather events that have boosted revenue and contributed to a strong start for the year.

Back when I was in high school—before many of you readers were born—our driver’s education course was based on the Smith System® of driving. 

In Part I of The Power of Focus, I discussed the shift in what drives effective competitive differentiation in today’s economy; how better understanding your customers and their needs, and positioning your company as the best option for addressing those needs, are the keys to success in today’s evolving market.

This blatant rip-off from President John F. Kennedy’s 1961 inaugural speech points to an important change in marketing required in order to create a competitive advantage for your business.

Are you on track to meet or exceed the revenue targets you established in your 2016 business plan? We’re almost halfway through the year, and you should analyze your year-to-date results to determine the answer to this critical question. Equally as important is how you interpret the results.

With the beginning of each new year comes a new set of business objectives. These likely include increasing revenue and “improving our visibility in the market,” or, “more effectively communicating the meaning and value of our brand” to certain market segments or potential customers. What we’re describing with all of these statements is, in a word, marketing.