May 2010

Shiny New Thing

2010-05-24T13:43:16+00:00 Categories: SandBlog|Tags: , , , , , |

Each week Tom Fishburne publishes a comic panel as part of his Brand Camp series. And each week I simply want to republish what he’s written; he is always spot-on with his observations.

This week’s strip, titled “Shiny New Thing”, highlights a weakness of so many companies – attention deficit hyperactivity disorder. I’ve been calling it “Shiny Object Syndrome.”

[Click for Larger View]

Tom explains why it happens…

It’s particularly easy to get distracted when the going gets tough on your core plan… Whether it’s a new technology, a new product, or a new customer, falling in love with the Shiny New Thing can take a team off course. It’s easy to get enthusiastic about the promise of something new than the hard slog of what you’re already doing…”

One quality that makes great companies “great” is their ability to work through that ‘hard slog.’ They do what it takes to “do it right” and finishing what they’ve started. They have sticktoitivity.

It happens often. A relatively successful product or program becomes boring to the manager. They neglect it, don’t promote it, and they let it move to the bottom shelf. The manager continues to be complacent and allows inventory and replenishment to become unreliable. Of course, customers aren’t going to purchase a hard to find, poorly stocked product – so they stop buying. The product manger gets to blame the customer and “lack of demand” instead of “I lost interest.”

Sure, products and programs run their course, customer needs change, and should be replaced by something more appropriate. On the other hand, you need to have the patience – and attention – to stick out your strategy.

Don’t allow Shiny Object Syndrome or ADHD to distract you.

Artwork © Tom Fishburne

June 2007

Move over, Dilbert.

2011-06-28T09:28:21+00:00 Categories: SandBlog|Tags: , , |

Artist and marketer… marketer and artist… Tom Fishburne has launched a new marketing blog. You may thinking, “another blog, big deal.” I say to you… “No, wait… check him out.”

I found out about Tom a few years ago through Brand Camp his marketing comic strips.

In his illustrations, Tom captures moments in marketing that are painfully embarrassingly accurate. His topics often involve how we marketers get swirled into the spin we try to create…

Here’s his vision of how it went when the chip company’s marketing team learned the side-effects of the fat substitute Olestra…

He pokes fun at the jargon, the spin, and the justification that is often most of the time associated with marketing management.

[click for larger view]

Check out his Brand Camp Cartoon Book. Not only will you enjoy reading it, but you can photocopy pages and stick them to the computer monitor of co-workers who need to STOP behaving like the characters in Tom’s strips.

Tom writes in his blog like he illustrates – captures in small bites, just the right moments needed to get the point across. He inks the important stuff, and erases what isn’t necessary to the story.

Bookmark, add to your feeds… do whatever you need to do to not miss a post from Tom.

Thanks John (Brand Autopsy) for spotting this.