On this episode, Jess and Joel discuss three popular marketing frameworks—Porter's Five Forces, The Innovator's Dilemma, and Blue Ocean Strategy—and how you can apply them in your own marketing.Read More
On this episode, Jess and Joel discuss why every project needs a strategy, and how to create one that will get results.Read More
On this episode, Joel and Jess talk about the benefits of making mistakes, how to learn from the mistakes of others, and how to make the right kind of mistakes that yield information.Read More
On this episode, Joel and Jess welcome video director Charles Wahl to the show to discuss when to bring in an outside video partner, how to have a successful relationship with a video partner, and how to do higher quality video production in-house.Read More
One of the most valuable things you can do is to think about your own thinking. How does the way you think affect the work you do? Are there mindsets that you can change that can help you grow?
At The Family Knife, we're a collection of very different personalities and work styles, but the mindsets we try to bring to work every day are the same — work your own way, embrace the numbers that matter, focus on what works, have some fun, and get it done.Read More
On our sixth episode, Joel and Jess discuss the lessons we can learn from the last century of advertising history.Read More
At The Family Knife, we believe no one knows your business better than you do. So who better to handle your marketing than you? If you’re looking to expand your in-house marketing, improve the effectiveness of your efforts, or help bring more team members on board, we’ve got the podcasts for you!Read More
On our fifth episode, we reveal what goes on behind the doors of your agency, and how you can have a more productive and valuable relationship with your partners.Read More
On our fourth episode, we talk all about the joys and struggles of managing a team of marketers.
We know that managing marketers isn’t always easy—but it can be one of the most rewarding parts of your career!Read More
“We all make mistakes.” That's something you've probably heard since you were a child. But that expression comes with a judgement—that while we all may make mistakes, the idea is to avoid them. Accept that they happen, but do everything you can to make sure they don't happen again.
And we carry that judgement with us into our careers and business lives. We do everything we can to avoid making mistakes, to avoid failure.
But that might be the biggest mistake of all.
On our third episode, we talk all about planning and throwing a successful corporate event. Events can be scary. It can be hard to know where to even start. You can feel like you have to manage every detail by yourself, while still being a gracious host.Read More
On our second episode, we talk about how you can get more marketing done, avoid procrastinating on important items, and feel better about your workday.Read More
On our first episode, we talk about the difference between In-House Marketing and what we call “DIY marketing,” how you can keep quality high within your in-house marketing team, and some ideas you can borrow from how creative agencies keep coming up with great work.Read More
We all know the phrase, “the ends justify the means.” But how often do we think about adjusting our ends to fit our means?
We're so used to thinking about what we want—or what we think we need—we can forget to think about what we have at our disposal now.
If Dollar Shave Club had thought only about what they wanted—a huge ad campaign that would launch their business—they might have hired an expensive ad agency or launched a TV campaign.
Instead, they thought about what they had at their disposal—$4,500, improv training, and a warehouse full of razors—and made one of the most successful ads of all time, and the first step toward a billion dollar acquisition. So much for constraints.
Claude C. Hopkins, the most influential advertising copywriter of all time, said, “most business wrecks which I have encountered are due to over-reaching. To reckless speculation on a hidden chance. All advertising disasters are due to rashness; needless and inexcusable.”
If you only think about what you want and not about what you have, you're betting on an overreaching wreck. If you don't have the means to reach your end, you won't make it the whole way. Better to adjust your ends to your means and, as Ogilvy said, “go the whole hog.”
The fact is, we will never have all the budget or resources we want. We'll never have everything we think we need to launch that big, ambitious campaign. But we might have everything we need, right in front of us, to do something better, bigger, and more effective than we thought possible.
An in-house team member with improv and video experience may be more valuable than a budget of hundreds of thousands of dollars. An effective social media campaign may be more useful to your business than the 15 second TV spot you've been wishing for.
As Liddell Hart says, “if there is one lesson that should be clear from history it is that bad means deform the end, or deflect its course thither. I would suggest the corollary that, if we take care of the means, the end will take care of itself.”
So for your next marketing opportunity, consider trying to do even more with what you have, instead of pining for what you don't.
Do more in-house, take control of your marketing and your means, and the ends will take care of themselves.