July 2009

Owning Your Market Position

“Avis is only No.2 in rent-a-cars.

So why go with us? We try harder…

In the early 60’s, Avis turned its floundering company around with this new positioning statement. For years Avis lost money, but after months of research, and the development of this new positioning campaign, their profits skyrocketed into the millions.

The most successful positioning statements are simple to understand and repeated year after year after year… “We try harder” is still the “soul” of the Avis brand over 45 years later.


Building Effective Teams

At the recent conference where I have been speaking, I noticed that a lot of the conversation has revolved around building effective teams. Since team building is a significant part of what we help our clients achieve, I felt it would be appropriate to share three team-building keys I have discovered over the years.


Making Better Media Decisions

Too many ministries seem to operate on a series of “hunches” when it comes to making their media decisions. Within the confines of our media department, we refer to this strategy or lack of strategy, as the “Lost Media Dollar Approach.” For those with great hunches this approach may yield good results, but why gamble with precious media dollars? By using response data you can make informed and cost effective decisions about investing the resources God has given you.