(Time to read this Blog is about 2 minutes)

Before we get to the main topic, here are a few things to get you thinking or smiling:

1. My Biz Quote of the week:
   “There’s no employee engagement without ‘pride’.  What is your business doing that your Team is proud of? Our values, ethics and standards, commitment to safety, market leadership, environmental responsibility, praise from customers, awards we’ve won, ways we’ve helped, our growth.  What are you doing to deserve and create pride
   …Donald Cooper.
    
2. Quick Biz Tip:
   Are you getting full value from your Industry Association?
    
   Your industry Association likely offers a wide variety of research data, information, tips, trends, legislative updates, industry news, courses, seminars, networking opportunities and discounts on services.  In addition, some Industry Associations set standards with which their members must comply.
    
   Are you getting full value from your Industry Association?  If not, what will you commit to do in 2023 to fix that?  Start by making a list of all the value they offer and then identify the specific areas that can be most helpful to you and your Team.
    
3. Tech millionaires / billionaires among the biggest charitable donors. In 2021 those who made their money in tech accounted for nearly three-quarters of the money given away by America’s 50 biggest donors.
    
4. Artificial Intelligence update:
   New AI-based scanners help farmers, distributors and retailers know what produce to sell first:
    
   One-third of all food produced globally is wasted, or spoils on its way to market.  A Netherlands-based food tech company has developed an AI powered scanner that can check freshness levels of fruit and vegetables, at every stage of the produce supply chain, within seconds.
    
   The scanned data lets growers and distributors decide which batches to ship where and when based on how long it takes before the items become overripe. Retailers use the information to make day-to-day or even hourly decisions on what fresh produce to display, and when to discount certain items.  For example, a shipment that came in later than others might still be the first one sent out if the scanner indicates that the items are approaching maximum ripeness. This improved decision making reduces waste.
    
   The scanners are accurate to within a day, and what constitutes ‘shelf life’ can be tailored for every organisation and food item.
    
   How might AI transform your processes, or your entire industry?   Who in your business is staying on top of these potentially transformational advancements through AI?
    
5. Who wins the ‘toilet wars’? In Russia, 20% of homes do not have inside toilets.  In the USA, only 1% of homes are without inside toilets.

Now, to this week’s important topic:

Do you have an ‘advertising problem’ or a ‘compelling value’ problem?

Many companies think they have an advertising problem when, in fact, they really have a fundamental value problem.  “Advertising is creative bragging.” and they aren’t doing anything worth bragging about.  And, here’s the deal…first you get good and then you brag.  Don’t brag and then try to figure out how to pull it off.  That will end badly!

Whatever you sell, wherever you sell it, your market is over-served and under-differentiated.  That’s your biggest problem.  Mediocrity is no longer an option!  So, you must create, consistently deliver and then effectively communicate compelling value or you’re in big trouble. 

Clear and compelling value will do these 4 things:

1. ‘Grab’ your target customers,
2. Clearly differentiate you from your competitors,
3. Make you ‘famous’…and,
4. Grow your bottom line.

When you’re delivering clear and compelling value, compelling communication (advertising) is easy. What compelling value are you always delivering that make you the clear ‘wise choice’ for your target customers?

If you’d like help in creating clear and compelling value, perhaps we should talk.  I’m easy to find at donald@donaldcooper.com.

That’s it for this week…

Stay safe…live brilliantly!       

Donald Cooper 

Donald Cooper speaks and coaches internationally on management, marketing, and profitability.  He can be reached by email at donald@donaldcooper.com in Toronto, Canada.