Category Archives: Marketing and branding

Someone stole our control unit — we went guerilla marketing

Thursday morning. Call from E at the congress. Someone has stolen the control unit for one of our products. The box was sitting under a table at our stand with several other exhibitors in the same location, but we have no idea who else had access to the room.

First I got offended. How rude! And then, quickly….anger. Who isn’t playing fair!? Come on, competition is healthy and good, as long as there is moral and ethics as a foundation.

But then, as the team corralled and started looking for a solution (we needed another unit there asap — the congress was starting, and we needed SOMETHING to demonstrate our new launch product with!), I sat down and though about it.

We would turn it into a Big Win. lisa marie_Missing ball and chain

Marketing made posters with a “MISSING LISA MARIE” theme all over them, and we plastered them all over the venue. We spoke to everyone about it, and we emailed all attendees. Our product ended up being the most spoken about, and even now, a week after the event, people ask how it is going. (It hasn’t been found yet, but if you have any idea where it is located, please email

Do I have any idea where it may be? Yep. But I prefer to think people are good, and there is no point in making accusations that have no proof, even if there is motif. I will put my inner Sherlock to bed and move on.



7 words I NEVER allow in customer communications

  1. unfortunately
  2. couldn’t
  3. fault
  4. delayed
  5. unless
  6. cost
  7. maybe

it is important to me that we are clear, positive, solution oriented and customer focused, and that we give our customers a reliable impression. Negative or weak words are not supporting that mantra, so I constantly work for them to be replaced by deliberately “positively charged” words instead.

Related: Grow people, grow business

If you review text, take a moment to reflect on how it left you feeling. What words stand out, which ones do you remember? Are they positive or negative?

How about this text? Which is the most emotionally loaded word for you?  Comment below and share your view — I am curious!