This entry marks the midpoint (at least according to my planned outline) of my Artistry At Work series. If you recall, I started back in January, saying that when I’m in the throes of writing a book (which I completed two weeks ago!), a lot of other stuff, mostly random abstractions, creep into my head. Rather than dismiss them as I usually do as being brain chatter, I decided to organize and develop them as …
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How To Sell To The Man In The Chair
In 1958, McGraw-Hill magazines ran an ad that became known as the “Man in the Chair” ad. Over time, it became an icon of business-to-business (B2B) marketing. The ad showed a scowling middle-aged executive wearing a bowtie and a suit, sitting in an office chair, hands clasped together. To the left of his picture is a list of seven “I Don’t Know” challenges, followed by a single question: I don’t know who you are. I …
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