One very strange thing i found so far is, one of the most popular Google search querries in Sweden is... google.
Go figure...
When in doubt, challenge the strategy, not the tactics.Guilty as charged, Seth. Too many times when recieving a brief, for instance, and feeling that something is wrong, i've started to nitpick the details, but failing to see the bigger picture. I'll try to remember this.
Israel, you know, is too small of a country to become a world market and too small a country to become a great world producer, but we have enough scientists per square kilometer to become a world laboratory. And smallness has its own advantages; when you are small you can be really daring, you can be a pilot plant.
When there is both pain and pleasure associated with your service, work extremely hard to separate them by time and geography.
Disney charges a fortune for the theme park, but they do it a week before you get there, or at a booth far far away from the rides. By the time you get to the rides, you're over it. The pain isn't associated with the fun part.
Hence the marketing dilemma: who should get your best effort? Should it be the new customer who you just might be able to convert into a long-term customer? Or should it be the loyal customer who is already valuable?
Sorry, but the answer is this: you can't have a bad table.