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Original articles from Michael Baer.
 
Ideas are a Dime a Dozen; What Will You Do With Yours?
The final key to ideas is making them happen, with speed and iteration. Stop perfecting them and get them started. The devil is indeed in the details, so start developing them — and be open to adapting as you learn. You're always better off starting and learning in the real world than waiting and trying to perfect what, in essence, is a hypothesis.

The ‘Reverse’ Job Description: A Company's Responsibility to Employees
The way I see it, every open role should have not just a job description, clearly iterating what is expected of the new employee, but would also have a “reverse job description.” That is, what are the required tasks of the company to ensure the success of the new employee?

The ‘Reverse’ Job Description: A Company's Responsibility to Employees
The way I see it, every open role should have not just a job description, clearly iterating what is expected of the new employee, but would also have a “reverse job description.” That is, what are the required tasks of the company to ensure the success of the new employee?

Best of TZM: 6 Reasons Generalists are More Important Than Specialists
I’m good at a lot of things, but I’m not expert at any. And that probably sounds like a bad thing in today’s day and age. More and more, the business world seems to be ruled by expertise. Subject-matter experts. Vertical specialists. Domain authorities. Companies wage wars for sought-after technical mavens and so-called gurus. To advance in one’s career these days, one should naturally specialize. The days of the generalist are over, right?

Ideas are a Dime a Dozen; What Will You Do With Yours?
The final key to ideas is making them happen, with speed and iteration. Stop perfecting them and get them started. The devil is indeed in the details, so start developing them — and be open to adapting as you learn. You're always better off starting and learning in the real world than waiting and trying to perfect what, in essence, is a hypothesis.

Enhance Your Agency-Client Relationships for The New Normal
As we all know, the new marketing world is a demanding place — and it demands that agencies adapt and change their approaches in managing and keeping clients. Nevertheless, adapting to this new business-focused, results-oriented mindset will deliver big opportunities for long-term gain.

Right-Sizing Big Data
The ad business is driven by sound bytes and buzzwords. And I don’t have to tell you that one of the buzzes of the moment is “Big Data”. You can’t swing a cat without knocking into a half-dozen “experts” touting its intrinsic value and huge ROI potential. The run up in ad tech investment and VC funding in the area might be creating the next tech bubble. And marketers and agencies are all shouting, “Big Data is the answer!”

What You Don't Do is As Important as What You Do
It being Academy Awards season, I thought it made sense to give the Oscar for best Marketing Effort of the year. And that would go, hands down, to CVS, for their decision to stop selling cigarettes in all their stores by October 2014. Saying that “the sale of tobacco products is inconsistent with our purpose,” CVS is removing cigarettes and tobacco products from all its stores — representing an annual loss of $2 billion in revenue from tobacco shoppers.

6 Reasons Generalists are More Important Than Specialists
I’m good at a lot of things, but I’m not expert at any. And that probably sounds like a bad thing in today’s day and age. More and more, the business world seems to be ruled by expertise. Subject-matter experts. Vertical specialists. Domain authorities. Companies wage wars for sought-after technical mavens and so-called gurus. To advance in one’s career these days, one should naturally specialize. The days of the generalist are over, right?

Ideas are a Dime a Dozen; What Will You Do With Yours?
The final key to ideas is making them happen, with speed and iteration. Stop perfecting them and get them started. The devil is indeed in the details, so start developing them — and be open to adapting as you learn. You're always better off starting and learning in the real world than waiting and trying to perfect what, in essence, is a hypothesis.

Purpose Marketing for Today’s 'New Normal'
What I’m talking about is developing and having a purpose underlying your brand and your marketing. The real purpose of your business should be WHY you make the products you make, not what or how. And that core purpose should remain in place even though the business strategy and tactics may have to be regularly revised to address a changing world and business environment.

The Art and Science of 'Stratecution'
Strategy and execution need to go hand-in-hand. You need the insight-driven, business-focused, brand-inspired thinking of top-down strategy. You also must work bottom-up, recognizing the everyday realities and real-world complexities you’ll face, while also being nimble, improvisatory, and open to evolution along the way. It’s equal parts strategy and execution, or what I call “stratecution.”

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