Implementing change series: Plant a seed

When someone holds a strongly-held belief, presenting new facts or information and thinking they will change right away is a fools errand. In the majority of cases, they won’t. So, I take solace in planting seeds.

Implementing change series: Timing is everything

“In most cases, our direct mail piece is worthless. But in the hands of someone who just found out  they need new windows? It’s priceless.” An owner of a window company made this statement when one of my colleagues asked him how he thought direct mail was working for him. Obviously, we’d need a lot…