https://www.hownottofail.io/marketing daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100711287-BJQF3HQMS3BK10WBD2I9/IMG_0378.jpg Marketing - Make it stand out What are you working to make happen? https://www.hownottofail.io/826 daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713168-F2EWV7WW12P476QNJH4A/826+poster.jpg Half Half Half Half Half Marathon - 826 had an engagement problem. As a non-profit devoted to the writing side of literacy, they need a steady stream of 20-somethings to get interested, to volunteer in the programs that help kids become better writers, and to eventually become the donors that keep 826 vital and growing. But there weren’t enough 20-somethings getting involved. What could 826 do to get them to notice and take part? That’s when we came up with the idea of the Half Half Half Half Half Marathon. Staged a couple of weeks before the Boston Marathon, the Half Half Half Half Half Marathon catches people’s attention and gives them a hilarious way to get involved with the race and the cause of 826 without taking itself too seriously. The Half Half Half Half Half Marathon brought in hundreds of new faces in its first year, raised more than $26,000 from mostly non-wealthy new donors, and was a boon to engagement, so much that it became an annual event that has now been picked up by other 826 chapters across the country. Because 26.2 miles is a long way to run, and 13.1 is also borderline crazy. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713232-5WD9SD43KYRDBUQF0J68/826+t+shirt+design+front+and+back_v3.jpg Half Half Half Half Half Marathon https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713212-4HLXQ6TNGGX00YYWXUQM/half-half-half-half-half-marathon-bib-1.jpg Half Half Half Half Half Marathon https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713186-BK3YNNFCR1FH3WUVZKO6/826+facebook.png Half Half Half Half Half Marathon https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713198-HM2D323476C87SUT9PIZ/826+twitter.png Half Half Half Half Half Marathon https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713192-0YC1TEX4CVOP7NM4AV6F/826+twitter+2.png Half Half Half Half Half Marathon https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713218-9WAWL66UM4ZATN2MSA9P/img_2574.jpg Half Half Half Half Half Marathon https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713205-EADYWVTKUVDAJ56UQLDC/826+snap+3.jpg Half Half Half Half Half Marathon https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713225-040ZRAA444ZU6A1XMADP/img_2575.jpg Half Half Half Half Half Marathon https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100713238-REZ63E62ISQU91SIDI98/H5+header.png Half Half Half Half Half Marathon https://www.hownottofail.io/connected daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100714366-3ZKM6MTY176YC8WHRZ3Z/connected+ad_flat.png Connected - You’d think every company wants to protect its data, right? What is now the core of Iron Mountain’s product suite was born when a Ph.D student lost three weeks of work. She was doing what most responsible people did at the time, backing up her PC to discs every few weeks. And then one day, her PC died taking her thesis down with it and destroying almost a month of hard work. This got her husband, Dave, angry. Wasn’t there a way for her to own her work without having to depend on this particular PC? And so Dave wrote the first automatic backup program that was so beautiful it worked in the background whenever she was online, even over slow connections. Dave saw the opportunity, created a company around it, and brought the idea of automated online backup to big companies who have people out in the world with PCs. And then a strange thing happened. Over and over, the big company brass would get excited about the new automated backup idea. And then, a few days later, the deal would fall through. This happened repeatedly. Dave and his team couldn’t figure out what was going wrong. It turns out, while the big company brass understood and wanted what automated online backup could do for them, the operations people, the people in I.T., saw it as a threat. Before, when someone’s PC died it was I.T.’s job to replace it, install fresh software, get them back up and running. If Dave’s company could resurrect the PC as it was, even including recent files, where’s the role of I.T.? So when the big company brass asked their operations people their opinion on the new backup solution, it got a strong thumbs down. Unproven, risky, where is that data stored? It wasn’t hard for I.T. to kill the idea. We helped Dave’s company see that they needed to make two sales, with two different messages to two different decision makers with very different needs. To the big company brass, Dave’s company protects everyone’s data from loss, even when they’re traveling, so the most vulnerable information in the company is safe. To the operations people in I.T., Dave’s solution makes them superman. Before, when a PC died, the best they could do is get the user a new one, without the files that hadn’t made it onto the company servers. Now, I.T. had the exclusive power of resurrecting a dead PC, even remotely. By creating two parallel marketing tracks — one to the brass, one to I.T. — we were able to make Dave’s company the leader in enterprise data protection, and eventually the core and the leadership of Iron Mountain’s digital product set. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100714392-UAQS18V7X76Q5BFQHI0Q/7.0_product_sheet+v7.6_Page_1.jpg Connected https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100714385-6HH4NKO3SNME30IPXRKN/7.0_product_sheet+v7.6_Page_2.jpg Connected https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100714399-41HONOQ6NBALXOYIXBCD/DP-PC+datasheet_5_Page_1.jpg Connected https://www.hownottofail.io/philo daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100715649-QNLAOLKWPCQNJABTAWAV/Philo+poster+2.jpg Philo - We helped Philo beat FREE. Philo posed three interesting challenges: 1. The students Philo was trying to attract were getting the service (streaming TV) elsewhere for free. 2. Because TV executives are dumb, we weren’t allowed to mention the names of the shows students wanted and could get through Philo. 3. The students were trying as hard as they could to ignore us. Just like any desired customers for anything. Philo was created to solve a problem for the schools: How to get kids living on campus to stop using pirated video streams to watch TV. No schools wanted to find out where exactly in the gray area of responsibility are kids using the school’s broadband internet to steal copyrighted TV shows. Getting administrators and school IT staff onboard was relatively easy: predictable bandwidth demands, a desirable addition to student activities, less chance of jail time for abetting theft of TV properties. Getting the students to give up their illegal streams was a bigger challenge. The kids knew how to access pirated TV, they knew it was free, so — aside from being immoral and illegal — what’s the problem? First, we made it clear that watching TV without a TV is easier on Philo than it is through pirated streams, using the school’s network that students are using already. Also, they can access their shows on any screen they have, anytime they’re online. They could record and play back shows. And finally, we made it fun. We turned not being able to say the name of the shows into the headlines and put them on doorknobs, on table tents, on posters around campus, and online. Adoption took off, video piracy on campus was thwarted, and Philo became the leader in providing broadband content to kids on campus across the U.S. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100715673-S5SQX6NULQ3YJT0QDS6T/Philo+poster+1.jpg Philo https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100715667-IXJ4YQ9KOV667P8I91VD/Philo+door+hanger.jpg Philo https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100715687-PO3ZM5ICWWL2Z8Z0R9S2/Philo+table+tents.jpg Philo https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100715681-H859VM5YDXBSAIW2YTVY/Philo+poster+3.jpg Philo https://www.hownottofail.io/about daily 1.0 2025-03-28 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/ab0920fb-a342-45f8-8e9b-cc0ea874256d/How+Not+to+Fail+thick+mockup+10-22-24.jpg https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/3f1aad53-4b57-4a4d-9544-26aeea752d18/1689692106809.jpeg About This book is the distillation of sessions at the Cambridge Innovation Center and University of Chicago over the past four years. Thank you to them for hosting me, and to the founders who make it worthwhile. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/47de5b2d-520f-4d00-97af-142103c9459a/How+Not+to+Fail+mockup+10-22-24.jpg https://www.hownottofail.io/choice daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100719222-DEKXYIINJB6MJQGV1ZQN/Choice+ad+1.jpg Choice - Start with better options. The primary publication of the American Library Association, CHOICE magazine was founded more than 50 years ago, back when the library was the place to go to find out anything that wasn’t on your bookshelves at home. CHOICE helped librarians curate the flow of ever-fresh new books and periodicals, recommending what reading material was worthwhile. The internet sent libraries into a downward spiral. With patrons too often content to stop at Wikipedia or just a Google search, what role is left for the librarian? CHOICE brought on a new editor/publisher who saw the problem as an opportunity, adding digital sources and academic databases to their reviews of book titles, and positioning CHOICE as an ally to librarians at a time when their role was questioned by some patrons, and needed more than ever by those who were grappling with the sea of expanding information sources. Our job was to help bring the news of the renewed CHOICE to librarians and the academy. We redesigned the CHOICE brand from the ground up, including a new logo and lead message, new website, print and digital media campaign, tradeshow booth, and the magazine itself. Subscriptions, which had been falling by 20% annually for several years, suddenly turned around, and more than doubled in less than 12 months. In less than a year, website page views went up +350%, sessions +300%, and Choice grew active users by +250%. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100719254-4AMDBARITPAJYTW0CI5H/Choice+magazine-2.jpg Choice https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100719287-56OA77VBQYS49WWKLXW0/choice-home-comp.jpg Choice https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100719240-G05L11RO3J0W24V7C9ZZ/Choice+ad+2.jpg Choice https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100719268-2K9YUILBJ4E3AMA31MIS/Choice+magazine-3.jpg Choice https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100719274-AJ6Z78FSMEJ7BDTDH5LL/Choice+tradeshow.jpg Choice https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100719247-7V6GPI1AQUU6TS3RHV0H/Choice+magazine-1.jpg Choice https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100719261-P9H0T21Z0JQXZSU4GN2U/Choice+ad+3.jpg Choice https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100719281-PV07JWQJUQHTRBL7YRV0/Choice+brand-identity.jpg Choice https://www.hownottofail.io/tivoli-audio daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100720367-YQ3JG1J0GH3QVV84MHIR/Tivoli+M3.jpg Tivoli Audio - We look at our radios as much as we listen to them. The man who created Tivoli Audio was also the driving force behind Cambridge Soundworks, Advent, and now Como Audio. Along the way, he figured out some important things, including: 1. How to make a small unit sound as good as a big one, and 2. Almost no one cares how that amazing sound reproduction happens. To anyone interested in one of their radios, Tivoli Audio will share how its heavy magnet speakers, furniture-grade wood cabinets, and cellular components reproduce sound with the richness of much larger, more expensive systems. But the buyer has to want it before he looks into anything about sound reproduction or technical specifications. If they don’t want it first, the specs will never matter. So the goal of our work for Tivoli Audio was to generate that desire in an instant, and only then offer support to confirm it. In a world where new digital devices are launched every day, the iconic look and feel of Tivoli Audio components stands as a touchstone, a reminder that your home, even in a small space, can be a place of beauty, simplicity, and excellence. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100720407-3B554J1K77UMU2ESG937/Tivoli+MS.jpg Tivoli Audio https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100720416-WQXJYM6CMASYSILGSPHL/Tivoli+storefront.jpg Tivoli Audio https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100720385-IIDNRUZWADLZF90PZO00/Tivoli+site.jpg Tivoli Audio https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100720392-IQI4ECQO7GXSSGGTYB8W/Tivoli+cat.jpg Tivoli Audio https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100720399-E97DJPWND2FZJOMYE3YR/Tivoli+M1.jpg Tivoli Audio https://www.hownottofail.io/rks daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100721390-FE6XNONR1FJYIDO48C58/RKS+grab.png RKS - For RKS, the first million was easy. At first they called it My First Shades, selling quality sunglasses for babies. And that went well, with forward-thinking pediatricians and opticians stocking and recommending them to parents. So the owners thought, “OK, let’s expand to toddlers and kids in elementary school. They need decent sunglasses too.” They called it MFS Eyewear then, and ramped up marketing. And then nothing happened. What went wrong? It turns out, the people who first bought My First Shades for their babies were already looking for eye protection for their kids. They knew what they wanted and recognized it when they saw it. When MFS Eyewear was rolled out to toddlers and older kids, it didn’t land. The parents who thought about sunglasses at all mostly picked up the garbage ones at the check-out line. There was no connection between how MFS Eyewear were marketed and how the parents thought about their needs. “It’s time for Real Kids Shades” reframed the message, from sunglasses as a toy to sunglasses as serious eye protection. Advertising, point-of-purchase materials, a new website, product packaging, and printed pieces for doctors’ offices all reinforced the point. Kids’ eyesight is a safety and medical issue, as real and important as sunscreen or bike helmets. Parents and doctors got the message. RKS sales grew an order of magnitude, and parents and pediatricians started treating sun protection as important to kids’ eyes as it is to their skin. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100721415-FEKI9LI2RD6P8R4AG4KA/RKS+5.jpg RKS https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100721408-HTAE9YQJF11TLVCA304T/RKS+7.jpg RKS https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100721429-CW8RXMBBICUYIP3KNUH3/RKS+4.jpg RKS https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100721422-SI4C11QDD75PJ7VYEZ1E/RKS+pkg.jpg RKS https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100721435-OTSD5DOPKTQH6JSYXI1G/RKS+8.jpg RKS https://www.hownottofail.io/asg daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100722411-FZGL51KRZ5VKHN2H3RLY/ASG+site+home.png ASG - Solving three crises simultaneously Autism is becoming more prevalent in the U.S. and no one is sure why. Frustrated by the uneven treatment their autistic kids were getting from school-based systems, a group of parents founded Autism Speaks to change how care is administered. Working state-by-state across the U.S., they worked to move autism therapy from a school-based to an insurance-based model. They did it. And then the wheels came off. Suddenly, families with autistic kids couldn’t access the care they had been getting through schools. They were at sea. Behavioral therapists no longer reached their patients through the schools, and the schools didn’t know where to direct them. Insurance companies had zero experience for risks they were suddenly responsible for assessing, managing, and billing. ASG — Autism Services Group — was founded to provide a central resource for these groups to work together. As autism ABA therapy shifted from schools to insurers, ASG stepped in to provide families, therapists, and insurers direction and links to resources to help everyone move to the new model with minimal disruption. We created an online hub of central information, followed by outreach to each group in print, email, and at events. And it worked. Families living with autism, the healthcare providers and therapists who deliver their care, and the insurers who pay for it were able to move through the transition with clear guidance from online and offline materials made available to each group that answered their questions and anticipated their coming needs. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100722443-NAW0632RL6GHNAWX1G51/ASG+site+families.png ASG Clear direction for families, https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100722430-5SH9IAXWZLNQ42SH7HG3/ASG+site+providers.png ASG for healthcare providers, https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100722437-5AV88WTSOH130IPY4FK6/ASG+site+payers.png ASG and for insurers as the model for care changes. https://www.hownottofail.io/work-with-me daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100723576-F1YH2K3UYNREHLBKOYZ0/AM%2Bsite%2Bsplash.jpg Work With Me CASE STUDY - Advance Medical was bogged down, talking about how it works. We refocused their message on fixing the pain. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100723580-YCPN3S59JG48UO2SEE9O/RKS+7.jpg Work With Me CASE STUDY - I helped Real Kids Shades see that the opportunity was getting parents to stop treating kids’ sunglasses as a toy. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100723585-Y57I5ONDLDH0CLUB19QL/Tivoli+M1.jpg Work With Me CASE STUDY - We got Tivoli Audio moving by helping people see that they look as good as they sound. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100723591-US5FSL0HXGNS7NKYRU2M/JB+and+Rem+beach+sunshine.jpeg Work With Me https://www.hownottofail.io/order daily 0.75 2025-02-21 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/47de5b2d-520f-4d00-97af-142103c9459a/How+Not+to+Fail+mockup+10-22-24.jpg Order Now - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.hownottofail.io/advance-medical daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100725279-LR2LRA44TMUQZ5G1QBII/AM+HP.png Advance Medical - Advance Medical created telemedicine. And nobody cared. They had a real breakthrough, thanks to medical information going digital. The leading physician for any problem could now be brought on to diagnose and treat even rare medical conditions. People who lived in remote areas could get care from top medical professionals in the best hospitals. So why weren’t the HR Directors of big companies lining up to get Advance Medical for their people? Advance Medical had lost sight of what their prospects cared about. Instead of thinking of HR Directors as people who have specific problems to solve, they just talked about their solution. They failed to engage with how their would-be customers thought about the problem. The breakthrough message for Advance Medical came at the intersection where the needs of their desired customers came together with why they were founded to begin with. Their message went from a list of features and functions to showing how Advance Medical gives HR the power to help its people when they most need help. We created a new website and sales materials, supporting the position that Advance Medical provides the best care when it matters most. They leaped to the head of the category, spawning multiple imitators and ultimately leading to a successful merger with Teledoc. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100725333-3V1Q7KJY18Y5EA79W10P/AM+app+splash.png Advance Medical https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100725326-0I6NA6VW9TU1N6GUBN2O/oncology+stat.png Advance Medical https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100725318-HEQZW28J00UO3OLY9H06/patient+testimonial.png Advance Medical https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100725297-EXTUHAXVOFEURTQ255G5/115-313+Payer+One-Pager_CMYK_v6+B.jpg Advance Medical https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100725304-4JTFP64BENHZHW736WEU/AM+virtual+medical+homes.png Advance Medical https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100725310-MQU8PQ6N5WSBFPA882GS/transgender+stat.png Advance Medical https://www.hownottofail.io/mimecast daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100726512-5JDG84UU92EQAMRR7HSS/MIME_Cretins_FullPage_Ad_v1.3.png Mimecast - Make them want it before they know why they want it. The biggest single marketing mistake is presuming you have the attention of the people you want to sell to. Before the internet, it was estimated we were each the target of 5,000 messages per day. Now the estimate is 50,000. Messages, per day. Aimed at each of us. So of course we’re automatically shoving aside everything we can. And we’re good at it. Do you remember one single new brand that got through to you today? For something intangible, like software, how can we use design to help Mimecast break through the deflector shields? We visualize the threat. Mimecast is in the business of securing the ridiculous holes built into Microsoft Office, so businesses don’t fall prey to those who would shut them down and hold them ransom. The roiling mass of vipers and monsters and evildoers is out there all the time, working to break in and mess you up. You need help. Mimecast is the barrier between you and the nasties. You know they’re out there. Now let’s talk about how Mimecast offers you defense against cretins. https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100726551-Q6HGIRIGXTO8OOOXX6EA/MIME_Cretins_Street_2-v1.1.png Mimecast https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100726544-NTZFP6HWJA2BJSMSO0B0/Mimecast-Pitch-poster_v2.2.png Mimecast https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100726538-6K4IFNY0IQ4TZKPCEOZS/fastcompany.png Mimecast https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100726530-2AKPDI1O0FP7V7E0BTZM/MIME_Umbrella_Wall-v1.5+3.png Mimecast https://www.hownottofail.io/butcher-boy daily 0.75 2024-10-16 https://images.squarespace-cdn.com/content/v1/670ffba69ed21f1996ea461a/1729100727463-2JMW5VBMN7WJULY2LVNT/Butcher+Boy+just+the+steak.png Butcher Boy - Every worthwhile brand is a passion brand. The most powerful message is often a simple one. What resonates with your desired customer can be the very thing that made you want to do this from the start. Butcher Boy is a high quality purveyor of grass-fed Nebraska beef. They care as much about meat as Nike cares about athletes. To the customers who share their passion for quality meats, there is no acceptable substitute. 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