onder. Is your agency looking for innovative ways to present protection to your customers? Morton Salt Morton has made salt for over 50 years. And salt is certainly "forgettable". But folks in France did something remarkable. They began extracting salt from seawater, and selling their "Sea Salt" for $20 per pound. When is the last time your agency explored ways to make protection memorable?

"This is a sin

As a rule, I don't spend much time watching the flurry of reality shows that have swept across the American public. In fact, had it not been for Barry Manilow appearing on a segment last year, I would have probably missed the American Idol phenomena completely. I would have also missed out on the enormously entertaining interaction between Simon Cowell and the ever changing rounds of Idol hopefuls. In particular, the auditions for each new year's talent is fantastic.

Simon is very honest, possibly to a fault. If you happen to be on the list of those he really does not like, his comments can range from blunt to brutal. "That was totally unmemorable" One of Simon 's most often used statements is, "I won't even be able to remember your name, much less what you sang."

The answer, it seems, is for performers to find something different in their voice, style and performance that causes people to remember them. It is not that the performance was bad. It was just ordinary. And that made it forgettable. Last year I wrote a number of articles based on Seth Godin's book, "The Purple Cow". Godin's view is that brown cows are common and ordinary, and therefore forgettable. His encouragement is for an organization to find ways of being a "purple cow" because that would be memorable. How does someone become a "purple cow"? Here are some of Godin's examples.

Wonder Bread In 1912, Otto Rohwedder invented sliced bread. It was a great idea, but did not catch on until 20 years later. Wonder started a marketing program that transformed the industry. It was not the sheer innovation of the product that led to success, but the innovative marketing of Wonder. Is your agency looking for innovative ways to present protection to your customers? Morton Salt Morton has made salt for over 50 years. And salt is certainly "forgettable". But folks in France did something remarkable. They began extracting salt from seawater, and selling their "Sea Salt" for $20 per pound. When is the last time your agency explored ways to make protection memorable?

"This is a sing

e auditions for each new year's talent is fantastic.

Simon is very honest, possibly to a fault. If you happen to be on the list of those he really does not like, his comments can range from blunt to brutal. "That was totally unmemorable" One of Simon 's most often used statements is, "I won't even be able to remember your name, much less what you sang."

The answer, it seems, is for performers to find something different in their voice, style and performance that causes people to remember them. It is not that the performance was bad. It was just ordinary. And that made it forgettable. Last year I wrote a number of articles based on Seth Godin's book, "The Purple Cow". Godin's view is that brown cows are common and ordinary, and therefore forgettable. His encouragement is for an organization to find ways of being a "purple cow" because that would be memorable. How does someone become a "purple cow"? Here are some of Godin's examples.

Wonder Bread In 1912, Otto Rohwedder invented sliced bread. It was a great idea, but did not catch on until 20 years later. Wonder started a marketing program that transformed the industry. It was not the sheer innovation of the product that led to success, but the innovative marketing of Wonder. Is your agency looking for innovative ways to present protection to your customers? Morton Salt Morton has made salt for over 50 years. And salt is certainly "forgettable". But folks in France did something remarkable. They began extracting salt from seawater, and selling their "Sea Salt" for $20 per pound. When is the last time your agency explored ways to make protection memorable?

"This is a sin

omething different in their voice, style and performance that causes people to remember them. It is not that the performance was bad. It was just ordinary. And that made it forgettable. Last year I wrote a number of articles based on Seth Godin's book, "The Purple Cow". Godin's view is that brown cows are common and ordinary, and therefore forgettable. His encouragement is for an organization to find ways of being a "purple cow" because that would be memorable. How does someone become a "purple cow"? Here are some of Godin's examples.

Wonder Bread In 1912, Otto Rohwedder invented sliced bread. It was a great idea, but did not catch on until 20 years later. Wonder started a marketing program that transformed the industry. It was not the sheer innovation of the product that led to success, but the innovative marketing of Wonder. Is your agency looking for innovative ways to present protection to your customers? Morton Salt Morton has made salt for over 50 years. And salt is certainly "forgettable". But folks in France did something remarkable. They began extracting salt from seawater, and selling their "Sea Salt" for $20 per pound. When is the last time your agency explored ways to make protection memorable?

"This is a sin

"purple cow" because that would be memorable. How does someone become a "purple cow"? Here are some of Godin's examples.

Wonder Bread In 1912, Otto Rohwedder invented sliced bread. It was a great idea, but did not catch on until 20 years later. Wonder started a marketing program that transformed the industry. It was not the sheer innovation of the product that led to success, but the innovative marketing of Wonder. Is your agency looking for innovative ways to present protection to your customers? Morton Salt Morton has made salt for over 50 years. And salt is certainly "forgettable". But folks in France did something remarkable. They began extracting salt from seawater, and selling their "Sea Salt" for $20 per pound. When is the last time your agency explored ways to make protection memorable?

"This is a sin

onder. Is your agency looking for innovative ways to present protection to your customers? Morton Salt Morton has made salt for over 50 years. And salt is certainly "forgettable". But folks in France did something remarkable. They began extracting salt from seawater, and selling their "Sea Salt" for $20 per pound. When is the last time your agency explored ways to make protection memorable?

"This is a singing competition" Simon is also always reminding the contestants that "This is a singing competition." The person may have danced and performed well, but their vocal was weak. Since American Idol is a singing competition, it didn't matter if they did other things well if the vocals were weak. If you asked your staff what business they are in, the most likely answer is the "service business." If service really is the defining responsibility for your agency, then it stands to reason that, in the event of a loss, your customers will thank you for your excellent service, even if they lack protection and lose everything.

The reality is you are in the business of protecting people's stuff - and this must become the standard by which you judge your success or failure. This means that your agency may need a significant overhaul to change how your staff views the competition they are in. You may process, service and do other things well, but you are in a "protection competition". Ultimately, that is what you will be judged on.

Would your staff say their job is more "processing" or more "protection?" It's important for them to clearly understand what kind of competition you are in. "That was not a good song for you" I'm not sure how songs are selected. But whatever the process, many contestants experience a "disconnect" and perform the "wrong" song. What makes a song wrong? Apparently it has something to do with selecting a piece they can't sing well based on their individual strengths as an singer.

Jim Collins, in his management classic "Good To Great" refers to businesses that miss greatness by choosing to do business in areas they are "