John Malmo



7:40 am
Wed January 9, 2013

Give 'em One Simple Goal

Mission Statements Are Almost Always Meaningless
Credit Randy Glasbergen

One good thing about the passing of time is the diminishing popularity of bad corporate ideas. Near the top of this list should be company mission statements.

Whether you call it a mission statement. Philosophy. Vision. Code of conduct. Goals. Commitment. There are a lot of names for it, but it’s almost always meaningless.

A committee-written document with little relevance. It’s not that the content – the idea – embodied in most is bad. The content, itself, is almost always good.

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8:05 am
Wed January 2, 2013

How To Be Young At Age 135

Quaker Oats

As adults, we realize how different our world is today from that of our parents. And theirs from their parents. And there’s nothing like generational differences to kill off brands that don’t stay relevant with each new generation.

A critical aspect of marketing is making sure that a brand stays relevant to each new generation.

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8:15 am
Wed December 26, 2012

Taking Care Of Business

Credit Christos Georghiou /

An expression I don't hear much any more is, “don't sweat the small stuff,” but I absolutely see demonstrations of it everyday. It means don't worry about the details and concentrate on the “big picture.”

Yet, little matters more than the details, because it is the details that determine the quality of the execution, and most great strategies or plans fail, not because they were bad, but because they were executed poorly. Billions in a retail chain with check-out clerks who don't even look at the customer.

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11:06 am
Wed November 21, 2012

Execute, Execute...Execute!

Execute your business plays properly and vigorously.
Credit xtremest /

In team sports the coach determines the strategy. The smart ones draft a strategy they believe their players can execute. The only job for the players is to execute the strategy to their greatest ability. Business is exactly the same. 

An article last year in Fortune Magazine was an interview with the worldwide HR czar for IBM. The interviewer asked him what it takes to lead at IBM.

Randy MacDonald said, “There’s a maniacal focus on execution. If you say at IBM you’re going to deliver, you’re held accountable.”

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9:08 am
Wed October 24, 2012

It's Almost Never Funny


Almost nothing is a bigger gamble in advertising than humor. What you think is funny, your husband or wife doesn’t. Or thinks is corny. Or just doesn’t get it. 

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