Bruce Turkel's Blog
How to be Creative
The most creative works in human history were all created with the very same tools, notes, and colors, that we all have access to every single day. Every piece of Western music ever written, from Waltzes to Western, classic to classic rock, uses these same seven notes. And every piece of art ever created from Delacroix and Hopper to Damian Hirst used the same seven colors.
It's easy to understand if you just think of creativity as putting old things together in new ways. Because combining old things in new ways, whether you start with colors, notes or your business or association's offerings is the simple way to make creativity work for you.
The Open Mic – Democracy Made Simple
On a good night the music is hot, the camaraderie is warm, and the beer is cold. But what's best about an open mic is that playing music together provides an opportunity to build relationships between folks who would otherwise never meet. And it's that sense of mutual enthusiasm, whether experienced on a ball field, in a city commission meeting, an adult education classroom, a corner bar or an open mic, is what connection is all about. It's also how democratic communities flourish. And dare I say it, it's exactly what we are missing so consequentially in today's divided American society.
Putting the Sub in Subscription Services
Why are more and more companies moving to subscription services? As Bill Clinton's strategist, James Carville, taught us all the way back in 1992, when it comes to consumer responses, “it's the economy, stupid.” People vote – and purchase – based on their pocketbooks. So, it stands to reason that companies would look to ways of holding on to existing customers as well as capturing new ones by demonstrating that they're a fiscally responsible choice.
That being said, don't confuse subscription services with lower costs – they are actually much more expensive to consumers and much more profitable to companies because they never end. Instead of paying once, you pay forever.
Get What You Want
The problem with not knowing what you want is that you can't chart a path to get what you want. Just like entering a city name in your car's GPS will not give you directions to the specific hotel you're planning to vacation at, using nebulous words to identify your desire won't help you get what you want either.
Getting On Google Page One
During those months we worked together, I discovered how my new partner had been so successful getting our clients on Google page one. He had no insider secrets or special relationships. He had simply figured out how to work his magic by taking three courses from a guy who'd decoded Google's algorithms. And because this guy continued to decode the algorithms every time Google made an update, the system stayed up-to-date and effective…
The Partisan Power of Words.
It's no secret that we're all living in partisan times. Nor is it news to anyone that social media, TV news echo-chambers, and hyper-parochial politicians and PACs all work to keep us apart. After all, it's hard to get people to vote and fight against people they like but history shows it's relatively easy to get angry with people we consider “different.”
It works on the playing field, and it works in wartime. The North against The South. The Allies against The Axis. The University of Florida vs. Florida State, Michigan vs. Michigan State, Alabama's Crimson Tide vs. everyone.
It's the same in marketing and advertising…
Joe Jackson Sang the Answer 40 Years Ago.
What is happening right now that we cannot see, hear, smell, taste, touch or feel simply because we're so deeply submerged in our own fishponds, watching our own networks, and reading our own Sunday papers? These things might be more productive, more efficient, more comforting, and more profitable than what we think we know now? Ask Joe Jackson. He explained it all to us 40 years ago.
Just do it already!!
Sometimes it makes sense to look before you leap. But sometimes you just need to get started immediately. After all, if you don't just do it now, you never will. Fear will stop you. Waiting for it to be perfect will keep it from ever happening. Instead, stop making excuses and just do it. No, it's not going to be perfect, but it is going to work. As Alexander Calder said, “To an artist there's no such thing as perfect.”
Magnus Walker
When I was invited to meet Magnus Walker and tour his collection, I thought I was going to look at some cool cars and architecture. I didn't know that the time I'd spend with a fascinating dreadlocked and tattooed creative powerhouse would confirm my concepts of creativity, branding, and living your own life as much as any time I've spent working with any of my wonderful clients.
One Picture Could Change Everything.
Brain research has shown that 90% of all information sent to the brain is visual. And human beings process pictures 60,000 times faster than text. Advertising has proven that provocative images matter. So if we really want to make something happen – like stopping the death and destruction caused by assault rifles – doesn't it make sense to show it with at least one picture?
The Trouble with Our Misconceptions.
If misconceptions about real beach culture were so strong, what else am I wrong about? What other beliefs have I been carrying around for years and years even though they're not correct? What misconceptions, limitations, and ingrained myths and fables have limited my opportunities? Where have my prejudices, biases, and delusions kept me from seeing what's really going on? Which of my firmly held faiths, beliefs, and certainties are actually as misguided as my thoughts about California weather?
More importantly, what about yours?
Elon Musk did it to Us Again!!
People say that time and money are resources, and you can argue whether that's true or not. What is true is that money is a renewable resource while time is the ultimate non-renewable resource – you can always figure out how to get more money, you can never, ever, ever get more time.
Elon Musk's brand got all the advantages of our time, attention, and opinion of his reputation and he paid us nothing for it. Elon Musk did it to us again.
Is a Bird in the Hand Really Worth Two in the Bush?
We've all heard the saying, a bird in the hand is worth two in the bush.
In other words, what you already have – possessions, clients, talents, assets – is twice as valuable as what new things you could possibly get. But is it?
It's easy to talk about the times when we've been taken for granted and not appreciated. But how about your clients? How about mine? Can we say with certainty that people like you and people like me have made sure that we're always looking out for the people who are buying our goods and services? Perhaps we are also too busy looking for new business to pay attention to the business we already have – the bird in the hand.
The Difference Between a Bad Client and a Sharp Stick.
As a small business owner, you have limited resources, specifically, time, money, and effort. If you run a big business, you can only employ so many people to field your calls. If your business builds widgets, there's no sense talking to people who buy grommets. Knowing the difference between a good and bad client is a critical step to success.
How to be an Expert.
What're three things every American man thinks he can be an expert and do better than the professionals? If you agree with the answer than you can be an expert at anything also.
How to be an Overnight Success
Legend has it that stars like Justin Bieber and Lana Turner each were an overnight success. And maybe they were. But in the real world, often it takes something very different to achieve success…
Would you Please do me a Favor?
At 4 PM EST this Thursday, April 14, 2022, I'm going to be on Public Television's (PBS) literary program, “Between the Covers” discussing my new book, Is That All There Is‽
I'm really proud of the book I've written and I'm confident that the interview is going to be a good one. I'm sure you'll enjoy the time we spend together and that you'll also find it interesting and personally fulfilling. Who doesn't spend time thinking about the tagline of the book, “What are you doing for the rest of your life?” I spent three years interviewing fascinating people who had successfully pivoted their lives and there's so much for you to discover from their experiences.
What Makes You Different?
Marketing people and ad agencies talk about what makes you unique. They call it different things, “USP” maybe – your Unique Selling Proposition, or perhaps they'll talk about your “X-Factor” or your “Black Box.” But what they're all looking for uniqueness. Sadly, there aren't too many things that are really unique.
Chances are you were told that you needed a USP by the people who get paid to create USPs, by the folks who run advertising agencies, manage consulting companies, and own creative firms. They tell you they're going to figure out what your unique selling proposition is. Instead, you'll pay them to going to show you how to be creatively different, not unique.
Instead, look for your Points of Difference and your Points of Distinction (PODs). What's different about you and your company? And what are you really good at?
There's almost nothing in your business that is absolutely unique… and that's a good thing…
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