Inconvenient truths is a collection of thoughts about
our business world, its players, practices and beliefs.
1_The Santa Claus letter syndrome
Asking is easy; taking on the consequences may not
be. So, beware of what you wish for because you might get it.
2_The dead angle theory
Whatever you do, try to make it special. Otherwise, it
will be invisible and devoid of interest.
3_The unbearable lightness of consulting
In the consultancy business, it is easier to get
credibility with a fifty-page meaningless report than
with one page of meaningful recommendations.
4_The briefing paradox
The project briefing is the first strategic and creative
decision. Incomprehensibly, it is rarely done by
strategic and creative professionals.
5_The dictatorship of common sense
Marketing is not about common sense but about
talent. Knowledge and common sense cannot
substitute talent; they only help it thrive.
6_The antipreneur attitude
Antipreneurs talk about theories; entrepreneurs talk
about doing and see opportunities where antipreneurs
only see problems.
7_The big secret of branding
Branding is about business strategy. It is not about
marketing and communications.
8_The logotype miracle
Logotypes don’t make miracles. They can reflect what you
are but cannot change it.
9_Wonderbrand
Some profitable businesses are boring, profitable
brands never are.
10_Mirror, mirror
Tell me what your corporate values are and I’ll tell you
what your company lacks.
11_The simplicity of complexity
Behind business complexity always lies poor decision making.
12_Less innovation, more revolution
Today, the business world doesn’t need executives to lead innovation as much as leaders to execute revolutions.
13_Once upon a time marketing
Since the day marketers killed marketing, consumers
have never been the same.
14_The clone war
Most companies prefer to hire clones because they are predictable. But they do not want just any clones, they only want the talented ones.
15_The magic beans
If you really want to attract talented people, offer a challenging salary, a challenging mission and a challenging boss. Alternatively, get a talented human resources department.
16_Officer and gentleman
Managing victories can sometimes be a lot more difficult than managing defeats.