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Joel Kelly

Marketer. Writer. Loved by all.

A perfect sensibility of danger

Successful strategy requires being different. When you focus on what everyone else is doing, when you try to fit too well into your industry, you become more and more like everyone else—with less and less for a customer to base a choice on other than price.

The only way under high heaven

Unless we have an external accountability, if there’s something we should do but don’t want to do, chances are we won’t do it. At least not for long.

If you can’t see the goal, set a pace

With the New Year now upon us and ambitious goals set, or resolutions made, we’re entering a dangerous period of disillusionment. The first shock may come when we realize we don’t suddenly have more energy or motivation this year than we did last year.

Flank the devil

It can be tempting to respond directly when you feel attacked. Perhaps by a competitor trying to “steal” your customers by drastically undercutting your prices. But to respond in kind is to rush headfirst into battle against someone who wants you to fight on their terms.

Adjust the end to your means

If you don’t have the resources, capabilities, or equipment necessary to make something that looks like it had an enormous budget, or which matches the prevailing trendy aesthetic, try something else.

Dear Charlie

The task was to sell a German-made car in America, less than 15 years after the end of World War II. Oh, and it looked and drove nothing like the most popular cars of the day. So how do you introduce a new car in a hostile market dominated by giants?

Even if you lose, you win

If there are red flags during the sales process, if the project seems doomed from the start, those issues won’t suddenly go away once there’s money, expectations, committees, and deadlines involved.