Here's the recording of today's Ad & Execution Strategy Call.

Today, we focused on Miguel's First-Time Offer to Family Stewards.

Here's the recording of today's Ad & Execution Strategy Call.

Today, we focused on Miguel's First-Time Offer to Family Stewards.

Here's the recording of today's Ad & Execution Strategy Call.

Today, we focused on Miguel's First-Time Offer to Family Stewards.

It’s bad when “Weird Al” Yankovic is mocking you. Or even worse when he writes a song mocking your mission statement.

Spend three minutes and 25 seconds watching Amish Paradise on YouTube and you’ll never listen to Coolio’s Gangsta’s Paradise the same again.

Then scroll down “Weird Al”’s hits until you find Mission Statement. Yes, he went there …

You thought the blade of “Weird Al”’s whit was reserved for recording artists. But he shreds corporate mission statements like a samurai delicatessen carves a stack of cold cuts. Is this scorn and derision deserved?

Watch the video and judge for yourself.

Most mission statements fit like a prom tuxedo. They seem suave and debonair at the time. But years later your kids will probably mock you over it.

Skip the future mocking and do something radical. Drop the corporate mumbo jumbo and speak from the heart. Make a soulful statement that fits only your business and none other. As Simon says, start with your “WHY.”...

It's counterintuitive, but you'll get the most clients and customers by pursuing a narrow niche.

The goal isn't alway volume. I'd say it's size and quality.

I believe the way you bait your hook determines the kind of fish you catch. But first, you need to determine the type of fish you want to catch.

In this example, I'll show how a business was able to refine their messaging by narrowing their focus on their ideal client.

It’s a common misperception. But, no, your brand isn’t your logo.

Your logos’ job is to create a mental trigger that gives instant recall of emotions associated with your brand. It’s a great thing if your customers view you favorably.

Neither the Walmart logo nor the Target logo are brilliantly designed. Both are rather basic. But when I see the Walmart logo I’m instantly reminded of crowded aisles, dirty stores and employees who hate their jobs. In contrast, the Target logo recalls a much more pleasant experience.

So, what is the brand?

Walmart: Everyday low prices (but I’ll pay for it in quality of experience).

Target: Clean and pleasant shopping experience (that I’m willing to pay a modest premium for).

Microsoft PC: Powerful and broadly configurable (for the lowest price).

Apple: Beautiful, elegant, and cool (so cool that I’ll wait in line to pay a premium price).

Yes, Apple and Microsoft have been converging in recent years, but you get the point. But there’s a ...