Give it back.

October 31, 2014 1 Comment

Here’s the one piece of advice I relish giving to my entrepreneurial clients: find a way to make it more than just about you.


If you want to rally the masses and build a culture and a brand and a legacy that is truly exceptional, incorporate a cause in your strategy that goes beyond earning a profit.


We are a society that is in the process of righting itself. We spent the last couple of decades equating money with happiness. We became greedy. Robin Leach’s “Lifestyles of the Rich and Famous” first aired in 1984 and ran for 14 years. Today if we are to believe the blatant displays of fantastic lives being led by others when we binge consume reality tv then everyone’s rich and famous (or can be); and that may have tainted our perception of what truly we should all be striving for.


We placed the big and the powerful on pedestals. Then they started toppling. We witnessed lives shattered by wall-street sharks intent solely on padding their own pockets. We watched neighbors going bankrupt after purchasing that bigger, better house that they truly couldn’t afford - but that they thought might make them more acceptable to the social economic sector they strived to be included in.


I’d like to believe that social consciousness is making a come back. Just consider the statistics:


91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality. 2013 Cone Communications/ Echo Global CSR Study

50% of global consumers said they would be willing to reward companies that give back to society by paying more for their goods and services. (44% in the U.S. and 38% in Canada) Nielsen 2013 Consumers Who Care Study


Amazon founder Jeff Bezos once defined a brand as “what people say about you when you’re not in the room.” If you want your message and your brand and your legacy to spread with the velocity of the ALS bucket challenge as it tore through social media, then do some good in the world and give people something to talk about.


Don’t just take. Give it back.

[Hey Nashville, I’m speaking at The Skillery next Friday at 8AM. Come on out!]

1 Response


October 31, 2014

Just a share that came to my mind. In 1984, I University of MI Burn Center along with the Int. Association of Fire Chief’s partnered with Ralston Parina parent company to Eveready Batteries and the Energizer Bunny. They developed the “Change Your Clock, Change Your Battery” Smoke detector campaign. Eveready’s program is still active today encouraging home owners to change the batteries in their smoke detectors when they change the time on their clock. An example of giving to their communities while branding their product with the time change.

Leave a comment

Comments will be approved before showing up.

Also in Marketing Guru Pro Series

Where's your happy? (3 min read)

December 01, 2014

Some are called to it. Some fall into it. Some have never considered it seriously while others have acknowledged it all of their lives and will not act on it. I think that a few would admit to feeling like it would be a selfish pursuit ...

Continue Reading

3 Things to consider before launching your consulting practice.

July 31, 2014 1 Comment

My years as a self-employed marketing consultant have long exceeded the years in which I was employed by anyone. I distinctly remember that point in my career when I had left a company ... 

Continue Reading

Marketing Guru ro Series #4 | And the name of the game is...

December 07, 2012

How have you been? Ready to talk marketing? Me too! I thought we'd continue this series with a subject that has come up quite a bit of late: How to stay on top of search lists. It's a new game out there, folks ...

Continue Reading