Ron's Articles

How is Your Hydrangea?

By Ron Rosenberg

As many of you know, we recently "downsized" and moved to a new house. With our kids both out of college and on their own, and our desire to travel a bit more, it just made sense.

In looking for the "right place," there were a few requirements - the new house had to have a big kitchen, a back yard with a nice open view, and, of course, a place we could turn into our "wine room."

It took a while, but we found the perfect place, and Lorie wasted no time more...


Backup Hydraulic Pump

By Ron Rosenberg

When you fly as much as I do, you become aware of certain "rhythms" - some concrete, some intangible - that define every stage of  flight.

Without thinking, I know when we've hit 10,000 feet so I can take out my laptop and get to work. I know when something is not quite right at the gate and that we'll soon hear the dreaded announcement, "Good morning, this is the Captain speaking - I just wanted to let you know that Maintenance is on board..."

So when something happens that's out of the ordinary - out of the normal rhythms of the more...


Spray & Pray...

By Ron Rosenberg

My kids used to complain that I didn't understand what they were going through in high school because, as they put it, "You're not in school any more!"

My view is quite the opposite: I consider any day that I'm not "in school" to be a wasted day. Oh, I don't necessarily mean in a formal classroom; I mean paying attention to life and seeing what lessons it presents.

And one of the best parts of my job is that I sometimes have the opportunity to actually attend sessions at some of more...


The Patient Experience Initiative

By Ron Rosenberg

We got an e-mail this morning from the CEO of the eye care practice we use for our annual checkups, and where Lorie gets her glasses made. (I'm fortunate enough to not need general-purpose glasses - only the lowest-level reading glasses.) The message was inviting us to participate in their "Patient Experience Initiative." It seemed like a sincere request:

I started this business over 30 years ago with a commitment to providing a great service experience to each and every person who walked into my practice.I want to more...


The "One-Handed Economist"

By Ron Rosenberg

In our lives - at work and at home - we have many important decisions to make, some fairly straightforward, and some with significant and far-reaching implications.

We don't want to make a mistake, and so we sometimes invest a lot of effort into making exactly the "right" decision.

Unfortunately, it's extremely difficult to make this "right" decision on a regular basis - all we can hope for is to make the best decision possible with the information and resources we have available to us at the time.

But this desire to make a perfect decision with imperfect information can more...


Floor Wax...or Dessert Topping?

By Ron Rosenberg

If you're over a certain age, then it's likely that the title of this article and the photo to the right are making you laugh already. If not, then let me explain... One of the most common problems we see when evaluating people's marketing examples is that they try to accomplish too much - attempting to reach several distinct groups with a one-size-fits-all approach that almost never works. Trying to be "all things to all people" is an approach that's going to give dismal results every time - that's why focusing on the Message-to-Market Match is so critically important in everything you more...


Faith is a Verb...

By Ron Rosenberg

Don't worry, this isn't going to be a "religious" article - after all, personal faith is, well, personal, and, for that matter, well beyond the scope of this newsletter. Let's call it more of a grammar lesson. I had the opportunity around 20 years ago to attend a presentation by the late Dr. Steven Covey - you'd know him best as the author of the bestseller book, The 7 Habits of Highly Effective People, where he was talking about the nature of personal relationships. Covey gave an example of a married couple more...


The Alternate Readership Path

By Ron Rosenberg

Marketing is essential, and one of the most important skills you need to be successful is the ability to write compelling copy. This is true whether you're writing a radio ad, scripting a video, or developing a print piece like a post card or sales letter. In fact, when working in print, good copy is critical because people are processing the information in two ways: visual and auditory. How Do You Listen to Printed Words? It's easy to see how "visual" comes into play - after all, we have to see the more...


Ask the Right Questions...

By Ron Rosenberg

There's a scene in the 1994 move, "The Karate Kid" where Julie, played by a young Hilary Swank, is asking questions of her teacher, Mr. Miyagi, and becoming frustrated at the seemingly evasive nature of his answers. The conversation ends with this exchange: Miyagi: Ambition without knowledge is like a boat on dry land. Julie: I don't quite understand your answer. Miyagi: The answer's only important if you ask the right question. This is an interesting concept, and has strong implications for us in our daily lives. You see, we tend to ask questions like, "Why do bad things happen to me?" more...


Do You Need Lawn Care?

By Ron Rosenberg

We always talk about the importance of the "message-to-market match" - making certain that the product or service you're offering is interesting and relevant to the market you're presenting it to. In yesterday's mail, we got a post card from a lawn-care company. It invited us to contact them for a free, no-obligation lawn analysis. Along with that, they would give us a quote on fertilizing and mowing, plus aerating and over-seeding the lawn that's done in the fall. Sounds like a good pitch except for one thing: in our subdivision, lawn care is provided by the homeowners association and it's included more...