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Objectives, strategy, tactics and goals: A recipe for confusion

Posted on July 23, 2013 by 9 Comments

Business managers and their consultants often talk about strategy, yet they frequently misunderstand what strategy is, why it’s important, and how objectives, strategy, tactics and goals are related. The confusion seems to exist because our business culture values action.  “I’m looking for someone who hits the ground running,” is a common refrain from CEOs who believe action is what creates results.  But the real question is “what direction are they running?”  Action without direction is meaningless or even harmful to the potential success of a business.

It’s simple enough to say that “objectives are measurable, strategy is direction, and tactics are actions.”  Yet, the question still asked is: “How many strategies should we have?”  Of course, if strategy is direction, how many directions can you go at the same time?  No wonder we’ve become accustomed to business plans underperforming. Marketing departments and their agencies often don’t know what direction they’re going or they create separate strategies for each tactical execution. Consequently, tactical programs may have no clear direction or consistent messaging and the result is that they get lost in the competitive clutter.

Building a business is like crossing the ocean

A clear example of an objective, strategic options, and tactics may help clarify the confusion. Suppose, for example, we decide to sail a boat across the Atlantic Ocean. This isn’t something most of us will ever do but objectives, strategy, tactics, and goals as well as research, even management teams, become crystal clear when setting out to cross the ocean and they’re no different than they are in business.

For fantasy purposes, we can become part of the idle rich and plan to sail our boat from the Chesapeake Bay area to the mouth of the Mediterranean in late June.  Why not?  The Mediterranean is a nice place to spend the summer.  Since we’re in a hurry to get there in time for party season, we’ll set an objective of reaching the Mediterranean in 20 days.  So now, we’ve set an objective and it’s measurable.  We can break it down further to measure our progress along the way.  It’s about 3,800 miles in a straight line across, which means we’ll have to average about 190 miles every 24 hours.  That will require an average speed of 7 nautical knots per hour (a little more than 8 miles per hour).  That may sound slow but we’re dependent on the vagaries of the wind and weather conditions as we sail across.  More importantly, we now have a set of metrics by which we can measure our progress, a key component of objectives.

To take our fantasy voyage further, we’ll need a boat and considering our objective, we might want one that’s about 60 feet long, something like the one in the photo.  This boat is called a Swan 60 and is made by Nautor in Finland.  Nautor makes safe, fast and beautiful boats and we’ll pay a pretty penny for the privilege of owning one.  Fully equipped, we’re looking at around $3.5 million but hey, it’s only money!  The good news is that the Swan 60 has what’s called a hull speed of about 10 knots (approx. 11.5 mph).  Without going into a technical definition, hull speed is the approximate maximum speed a boat can go.  The exception to hull speed is when a boat surfs in high winds on top of the waves.  If we can get our Swan 60 surfing, we can probably sail at speeds well over 15 knots.  So averaging 7 knots across a 3,800 mile span of ocean does not seem out of the question.

Now we have our boat and you can think of it the same way as we might a business.  It has an owner (a wealthy one) who may or may not be “skipper” (no jokes please) or managing director.  We’ll need a navigator, who can be compared to a combination of a Chief Technical Officer and Chief Strategy Officer, and a Tactician, our Chief Operating Officer to keep us going at maximum speed.  Then we’ll need some specialists, people who excel in working in different areas of the boat and handling a 60-foot yacht’s large sails.  Also, we’ll need an experienced sailboat cook who knows how to keep a crew happy while being tossed around in large waves.  We’ll want experience all around as ocean sailing is not for novices.  In all, our team may total 14 people.  Our boat only sleeps seven but we’re sailing non-stop 24/7 so we’ll need enough people to manage the boat while others sleep.

Selecting a strategy

You can see by now that we’re building a small company that has an ambitious objective.  Now, it’s time to select a strategy, a direction we’ll take to reach the Mediterranean on time.  We have some difficult choices to make.  It’s time to do some research.

We’ll study historical weather patterns, learn the prevailing winds, ocean currents, note the islands or hazards we might see along the way and course taken by other boats making the same crossing.  We learn that there are three optional courses across, each with its strengths and weaknesses.  We can devise a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for each of them.  The map below shows our choices.

  • Course 1:  High-risk; High-reward

This is a strategy that has some clear risks but also enticing opportunities.  It takes us northeast along the U.S. and Canadian coastlines.  As the prevailing summer winds are out of the southwest, we’ll be sailing downwind, which should give us more speed.  We’ll also be assisted by the Gulfstream currents, which run along a path from the Bahamas northeast into the Atlantic at an average rate of 3 knots.  Then, if weather patterns hold, we should have good winds reaching down the European coast to get to our destination.  The risk is that we’ve added about 1,000 miles to our course, which means we need to average 9 knots, which is pretty aggressive.  Another risk, more precisely, a threat, is the possibility of sailing among drifting icebergs, once we’re off the Labrador coast.  Our research has told us that iceberg fields breaking off from the Greenland glaciers are common during the summer months.  That’s not a problem for us during good weather but it’s difficult to see an iceberg at night (memories of the Titanic).  So in the end, we have a potentially fast crossing to meet or exceed our objective but with some significant risks.

  • Course 2:  Shortest Distance

This is a strategy that takes the shortest possible course using the curvature of the earth to shorten our path. It still has the potential risk of icebergs but it is more manageable if this becomes a problem.  We’ll gain less of a push from the Gulfstream and may find ourselves stuck with low or no wind for days in a mid-Atlantic high-pressure system, but it seems to strike a middle ground that still makes our objective within reach.

  • Course 3:  Nice & Easy

This strategy is the most conservative.  It enables us to stop along the way in both Bermuda and the Azores, enabling us to replenish our supplies 700 miles east of the U.S. and about 1,000 miles west of the Mediterranean, with a gap of about 2,000 miles in between.  This course reduces the risk of being exposed to extreme weather along the way and allows us to spend a night or two in safe harbors along the way.  The risk is that high-pressure centers regularly sit in the middle of the ocean in late June and we could have to drift windless or move at low speeds for days.  This may make it difficult to reach our objective on time.  (BTW, this course appears shorter when viewed as flat surface but is longer when going around the diameter of a sphere.)

Our three strategies are not too different from what we may see in business, one that is high-risk, high-reward, one that is safe but potentially slow and one that is a middle ground or compromise between the two.  Which should we choose and what happens if we recognize that we’ve made a mistake?

Suppose we’re aggressive and have tremendous confidence in our abilities to manage the boat and navigate the seas. Past success might even blind us to some of our weaknesses.  When hubris takes over decision-making can be reckless (memories again of the Titanic…or hundreds of failed businesses).  Let’s assume we select the high-risk course that takes us far north but in doing so, we either find the hazards of icebergs to be too many, the seas to be too rough or even the winds to be less than we anticipated.  As a result, we decide to change strategies and move mid-course to another direction.  One look at the “course change” on the map shows the cost of making this correction, which is likely to make our objective much more difficult to reach.  The lesson, of course, is that selecting the wrong strategy and making a change has costs, which can be significant.

Tactics and goals

What about tactics and goals?  How do they factor in and how should we think of them.  During any period of time, we’re going to take specific actions to increase the speed of our boat.  We might put up different sails, larger or smaller, to better take advantage of changing winds. Or, we might want to be on a slightly more advantageous course to gain speed.  These are tactics but are not strategy, as they don’t alter our overall direction in reaching our objective.

Imagine a boat (or a business or someone who hits the ground running) that is all tactics but has no strategy.  It would always take every possible action to increase its speed regardless of the direction it is heading.  It might even go in circles and get nowhere very fast.  Tactics will not reach a productive objective without strategy to provide guidance.

Finally, where do goals fit in?  Goals are long-term milestones that you want to achieve.  (e.g. “I want to be a better sailor/manager/person.”).  Objectives are fixed and have specific requirements, which can be measured.  Objectives have structure; goals do not.  Goals can never be accomplished without objectives but objectives without goals won’t create the long-term change you desire.

Hopefully, that clarifies things.  Following college, I crewed on a large sailboat crossing the Atlantic.  Our owner chose “Course 3: Nice & Easy” and we paid a price for it.  It was slow, slow, slow – 27 days across.  But one of my strongest memories of that trip was listening to our marine radio and hearing reports of sailboats dodging icebergs in high winds only a thousand miles to our north.  It was an example of how the wrong strategy can have its costs, either going too slow or too fast, but it cemented the concepts in my mind forever.

At FutureShift, we provide research-based strategic services, but are often asked to run workshops that help clarify the confusion around objectives, strategy, tactics and goals.


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The problems with Big Data and how DirectLink™ solves them

Posted on April 17, 2013 by Leave a comment

FutureShift is a data-driven strategic and brand planning company, which uses its proprietary software to develop databases and customer feedback that enables direct communication to any user defined segment.  

If you’re like most people in business today, you’re probably talking about “Big Data” and what it can do for you.  One can hardly scan the business section of any newspaper or magazine without reading about it.

On April 15th NY Times, columnist David Brooks wrote an excellent article about the limits of Big Data.  It’s titled, “What You’ll Do Next”. It was of interest to me because we offer large-scale, qualitative customer intelligence to our clients with the ability to instantaneously email people who share a distinct set of differences.

Let me explain because it’s really quite simple.

The purpose of research or recording data (quantitative or qualitative) is not to tell you what people have in common but what drives them apart.  If in your marketing, you find the common denominator between all your customers and then deliver them a message that addresses that commonality, you’re actually speaking to no one.  You haven’t addressed any particular interest that anybody has that might indicate that you understand their specific needs.

This is why we use (or build) your database to tell you how your customers are different from each other and how they want that difference to be addressed.  As Brooks points out, “People are discontinuous…the passing of time can produce gigantic and unpredictable changes in taste and behavior, changes that are poorly anticipated by looking at patterns of data on what just happened.” Nothing could be truer in marketing today.

One of the problems with Big Data is that it is essentially a rear-view mirror. It looks for past patterns of preferences based on purchases or contacts and assumes their patterns will tell you how they will act in the future.  Brooks quotes the Viktor Mayer-Schönberger and Kenneth Cukier book, “Big Data,” noting “this movement asks us to move from causation to correlation.” But he writes, “Correlations are actually not all that clear.  A zillion things can correlate with each other depending on how you structure the data and what you compare.”

We’ve all probably experienced this when buying products ranging from books to vacuum cleaners from Amazon.  You’ve surely seen, their notations that people who bought these books, also bought these.  What they’re doing is simply taking your history of book buying, comparing it to others with similar lists and laying what those people bought next onto your page.  In other words, past history from people like you equals future purchase probability and with enough purchase data, there may be some accuracy in that prediction.  However, Amazon can’t know that last week I had no interest in buying books about terrorism and this week, sadly due to the events in Boston, I do.  Until I make my purchase, but then all kinds of things can intercede with my buying decision.  There are just too many potential disruptions to patterns of purchases to be good predictor of future behavior.

We’ve created a forward-looking mirror called DirectLink™ We ask your customers “what if” and “why” questions.  We capture their words and then quantify their ideas, perceptions and motivations.  Then, we give you the ability to instantly segment them and download the email addresses of any segment you select.

With DirectLink™, you can immediately see what differentiates your customers, the words they use to describe their differences and their emails so you can you respond specifically to their unmet needs.  Most purchases are motivated by either frustrations or the need to fulfill unmet needs.  Big Data doesn’t engage customers to determine their frustrations or needs.  DirectLink™ does. In doing so, you are directly engaging your customers to increase loyalty and ultimately, sales.

Learn how Futureshift would approach your marketing challenge or arrange for an online demo of DirectLink™  by calling 212-444-7192/7193 or email strategy@futureshiftnow.com


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Dancing on Michael Porter’s grave

Posted on January 15, 2013 by 3 Comments

No, Michael Porter is not dead.  Only the consulting firm that he co-founded in 1983 is gone.  Today, the global accounting giant, Deloitte, announced that it had completed its acquisition of Monitor, which had filed for bankruptcy this past November.  As reported in The Economist last November 14th, the once proud firm, was able to compete with the likes of much bigger McKinsey, the Boston Consulting Group and Bain.”

No mention was made in the announcement of what role Porter might play in the newly formed division of Deloitte but he remains a highly regarded professor at the Harvard Business School.

Businesses come and go all the time and acquisitions are a daily occurrence.  What is of note here is that Monitor was founded by a man acclaimed as one of the great business strategists of the past century, and more importantly by his principles, best known as “Porter’s Five Forces”.  Under the guidance of the Five Forces framework and Porter’s fame, Monitor’s legions of consultants found millions of dollars of billable work among foreign governments, multi-national corporations and commodity boards.  That work began to dwindle in 2008 when Monitor had to seek a series of loans from its partners and venture capital firms in order to stay afloat.

In the November issue of Forbes, contributor and business author, Steve Denning, uses his rapier-like writing skills to tear apart both Monitor and the philosophical approach behind it.  In other words, he does some dancing on Porter’s grave.  While the article is now two months old, it makes for compelling reading if you were a believer or doubter of Porter’s framework.  Put me in the latter camp.

I first read Porter’s seminal article in the Harvard Business Review, “How Competitive Forces Shape Strategy” in 1979. I was one year out of business school and a loan officer in a commercial bank.  My mantra was a phrase coined by another business guru, Peter Drucker, and known as “Managing by walking around.”  The idea is that by engaging with people both inside and outside an organization, managers can best understand how their companies, products and management styles are perceived, how they perform and what to do about them.  That’s a simple concept that one could explain in an elevator between the first and second floors.

It served me well then and has since as I’ve made the practice of engaging with both internal and external audiences to find the intersection between internal capabilities and external needs as the place to find the sweet spot for successful strategy.

Porter’s Five Forces, on the other hand, require a much longer elevator ride. The idea is that by managing a framework of five market forces, a company or industry could find sustainable competitive advantage.  “The state of competition in an industry depends on five basic forces…The collective strength of these forces determines the ultimate profit potential of an industry.”

I can’t say I fully understood it in 1979 and I can pretty much say the same today.  I looked at the model then as I do now and ask, “Why is the competition at the center?  Why not the customer?” Drucker taught that the only valid purpose of a business is to create a customer.  Yet, here was Porter, saying that it’s all about dominating the competition.

I had a memorable meeting at Monitor’s Cambridge headquarters in the early nineties.  At the time, I was doing some consulting for the government of Chile on export promotion, inbound investment and tourism development.  Monitor had built up a practice in consulting in these areas and proposed a partnership.  I felt this might add some prestige to the project.  At our meeting, one of their senior consultants explained how they would apply the discipline of the Five Forces to the project.  He drew lots of squares and circles on the board labeling them various types of competitive clusters and argued that it was winning against competing countries, not customer perceptions that would win the day for Chile.

I left there confused and unconvinced that the focus should be on “competitive clusters” rather than matching what Chile offered with customer needs.  If you spend your time focusing on rivalries, you’re losing time creating more innovation to meet growing market demands and before you know it, your competition will be your problem.  As the famous baseball pitcher, Satchel Paige, said,  “Don’t look back.  Something might be gaining on you.”

As Steve Denning notes about Monitor, “Its consultants were not people with deep experience in understanding what customers might want or what is involved in actually making things or delivering services in particular industries or how to innovate and create new value.”

Today, factors such as globalization, the Internet, and the growth of social media have heightened the importance of building strategy around customers.  Now that the world is flat, customers decide who wins in every industry and political arena.  As Denning ends his article, “Monitor was crushed by the single dominant force in today’s marketplace:  the customer.”

It’s hard to argue against the man who is one of the most cited scholars in economics and business and whose ideas are widely used by business and government leaders around the world.  But we are in a different time where the key is satisfying customer needs for innovation, whether they be in features, quality, service, or value.  Companies like Apple, Amazon, Fresh Direct, and Kayak are just a few of the examples of how our flattened world has given power to customers.

Our consulting approach is to put customers at the center and to understand their frustrations.  After all, a frustration is simply an unmet need.  Find the innovation to serve that need, erase the frustration and you’ll find a successful business — that’s a short speech in any elevator.


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Chief Little Turtle and the Second Amendment

Posted on January 4, 2013 by 1 Comment

I recently ran my “Should we politicize tragedy post?” on a University of Michigan alumni discussion group on Linkedin.  There were a lot of interesting and reasonable comments but overall, I was stunned by the vitriol that came my way from people who believe we are one step away from Nazi Germany and the Soviet Union – and yes, the two were mentioned in the same angry post without any sense of irony.  There also were stern lectures from many who absolutely, positively knew what the framers of the constitution had in mind, even though that was 223 years ago.

A lot of these people would like to think that the authors of the second amendment were wise, prescient men looking far into the future and recognizing that there could be a need for armed insurrection against tyrannical (perhaps even Socialist or Fascist – take your pick) governments, that would require assault weapons for every man, woman and child in America. You may need to read that again to fully absorb that.  Those people are out there, sure of themselves and if you’re one of them reading my blog, you may wonder where you took the wrong turn.

What seems to make sense to me is that times then were not a lot different than they are now in one respect. People often did things for their own interests and to serve the needs of the present day or in the case of the second amendment to organize the U.S. military and defeat Indian tribes who were preventing us from acting like most colonial powers (defeating the natives, occupying lands and annexing territory, i.e. our history). I know that’s anathema to all the faux Constitutional scholars and volunteer armed guards out there who lectured me but to others, you might take a look at this essay written by my friend, Eric George, after doing some historical research.  As with the title of this post, it’s called, “Chief Little Turtle and the Second Amendment”.

“During the American Revolution there emerged a great Native American military leader.  His name was Michikinikwa in the Miami-Illinois language; the closest English translation was Little Turtle.  Born into the Miami Tribe in what is now Illinois, he came of age fighting French troops allied with the Continentals in the Northwest Territories (present day Ohio and Indiana).  In 1780, General Augustin La Balme, after a successful raid against the British, made the grievous mistake of burning down a Miami village.   Little Turtle tracked down La Balme and killed him, along with many of his men.  He was by now a War Chief; he proved invincible in battle and his stature rose dramatically over the ensuing decade.

After the British ceded the homelands of their Native American allies to the United States at the Treaty of Paris in 1783, Little Turtle responded by forming a new Confederation of his own.  He allied the Miami with the Shawnee under Blue Jacket and the Delaware under the command of Buckongahela.  Their resultant victories against U.S. militias (the Continental Army having been largely disbanded after the Revolution) helped to expand their Federation to include the Ottawa, Wyandotto and even some of the fearsome Iroquois.

After the Confederation defeated the 1400-man force of General Josiah Harmar in October of 1790, a thoroughly irate President George Washington had had enough He ordered General Arthur St. Clair to march against Little Turtle with a combined force of former army, conscripts, and militia numbering over 2,000 men, to begin by the summer of 1791.  The ill-equipped force did not leave Fort Washington (think Cincinnati) until October.  By early November, fewer than 1000 troops remained due to desertion and disease when they camped deep in Miami territory. The result was as predictable as it was disastrous.  Confederation warriors surrounded St. Clair’s loosely guarded encampment under the cover of darkness and slaughtered over 600 men (and probably another 200 camp followers) at first light. Nearly all survivors were wounded.   By comparison, the Colonies had lost 88 men at the Siege of Yorktown, the last major battle of the Revolutionary War.  St. Clair’s defeat stands as the worst loss of life by U.S. forces in all the Indian wars.  The casualty rate, in percentage terms, remains unsurpassed by any other conflict in any war to this day.  In a matter of hours, the Western Confederacy had annihilated one quarter of what remained of the U.S. Army. The staggering loss of life generated both public fear and outrage; George Washington fired St. Clair and the first-ever Congressional investigation into the Executive Branch was initiated.

It was no small wonder that scarcely a month later, on December 15, Congress adopted the Second Amendment to the U.S. Constitution.  The Amendment read:

“A well regulated militia being necessary to the security of a free State, the right of the people to keep and bear arms shall not be infringed”

At the time, the right to bear arms was a given, as was the existence of now extinct militias.  Probably the most important words in the above Amendment, at least in 1791, were “well regulated” for Little Turtle had conclusively proved the new Nation utterly lacking in that department.

By word and deed, the Second Amendment was effective.  Five months later, in May 1792, Congress passed the Militia Act, setting minimum standards of readiness.  Among these were “a good musket, a sufficient bayonet, two spare flints, a knapsack, and a pouch containing at least 24 cartridges.”  In other words, just showing up was no longer acceptable.

In the summer of 1794, the Legion of the United States, well equipped and better trained, defeated the Western Confederacy at the Battle of Fallen Timbers, near present day Toledo, Ohio.  Casualties were modest on both sides.  Little Turtle eventually became a peacemaker; he finally met with Washington, and later on with John Adams and Thomas Jefferson.  He died in 1812, and was honored with a full military funeral.

The young nation that finally defeated him would clearly be unrecognizable to him today.  It has grown to have dozens of cities with more inhabitants than most of the original States in their entirety.  Its economy has become the world’s largest, an innovation engine for the entire planet.  The venerable militias have long since been replaced by State and local police forces, and a professional military that rules the land, sea and air.  The United States has become the most powerful Nation on earth. Its citizens now have little to fear, except each other.  For the Second Amendment that was written in large part to defeat Little Turtle and his Confederacy has now enshrined the use of a different sort of musket by our populace.

Weapons with a destructive force that our Founders could not have envisioned are now ubiquitous in America. With roughly nine guns for every ten civilians, the U.S. dwarfs all other nations in per capita gun ownership, with the possible exception of Yemen.  To the astonishment of the developed world, we trade assault rifles and semiautomatic handguns freely in unregulated markets. Our firearm related death rate last year was forty times that of our Founders’ old adversary, Great Britain.  Mass killings have become commonplace.   In the world’s most wealthy and powerful country, parents are now afraid to send their children to school.  Chief Little Turtle won a far greater victory over the White Man than he ever imagined.”

It’s a nice story that our Constitutional authors sat around pondering the future and how we might need to overthrow our government but the reality is that we had just finished overthrowing Great Britain, were bogged down fighting Indian Wars and dealing with the spectre of other adventurous European military forces.  Rather than think about how these men saw the future, we might ask what motivated them in the days in which they lived.  So, thank you Eric for this essay.  I enjoyed it and hope it gets some comments but please, save the vitriol for other venues.


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A difficult year to create a holiday cartoon

Posted on December 20, 2012 by 1 Comment

As many of my friends and associates know, I create a holiday cartoon every year with my good friend and former business partner, George Hughes.  This is the twelfth year that we’ve created a cartoon as the centerpiece of our holiday card.  George and I used to own an advertising agency together and we began to create cartoons there as one of the agency’s creative teams.  Now, as owner of my strategy consultancy, Futureshift, and George, who has gone onto wherever old artists go, continue to take on this annual project.

George illustrates and I write, although our best work has always come from equal collaborations.  When I moved to New York in 2000, through a series of coincidences, the famous cartoonist, Jules Feiffer, saw a few of our cartoons, liked them and sent me to The New Yorker to meet with their cartoon editor, Bob Mankoff.  When I called Mankoff, I used Feiffer’s name, which I’m sure is the only reason he took my call.  He told me to come in the following Tuesday and bring a lot of work.

I showed up at the appointed time with around a hundred cartoons.  Mankoff went through about 30 of them, never cracked a smile, told me most of them were terrible and before I could run to the door, said, “Show up every Tuesday with new work.”  That’s the way of the The New Yorker, I suppose.

For the next six months, I showed up every Tuesday with 7 to 10 new cartoons.  However, being a cartoonist wasn’t my day job nor was it George’s.  Mankoff always would tell me how we weren’t funny or our jokes didn’t work and then he’d hold onto a couple to take into their final grouping of 50 to choose from for that week’s issue.  Our problem, he lectured me one week, is that we were a team and he didn’t like the idea of teams.  After a few months, he began to support our work more but eventually, we ran out of steam in the face of having other priorities.  Maybe he was right about teams.

We didn’t view it as failure but as a call to take a different, more relaxed approach to cartooning and so we formed Gigundo Industries, the world’s largest, non-existent, virtual company, which is a subsidiary of an even larger, non-existent, virtual company called Enormco.  You can visit the websites for either company at gigundoindustries.com or enormco.com and there you’ll find dozens of cartoons to look at and even buy for your presentations, brochures, etc.  (A little crass commercialism doesn’t hurt now and then.)

The process of coming up with a good cartoon is not all that different from developing a marketing strategy.  Strategy formation requires taking a complex set of both internal and external inputs and distilling them down to a single direction that fulfills unmet needs.  Cartooning does the same but it ends with turning the situation upside down or placing it in a prison, doctor’s office, caveman times or some other real or unreal situation we can all envision.

Today, George and I come up with fewer cartoons but we always work on one for the holidays.  Typically, we talk about the year’s news and try to work up ideas based on what people have been talking about that is still current or top-of-mind.  Some years have been a lot tougher than others.  I think the most difficult year for us was 2001 following 9/11.  It was impossible to come up with an idea that would be funny or ironic.  I don’t recall now what triggered the idea of the cartoon below that was the result, but it seemed right for the times.  There was no caption.  There was nothing that needed to be said.

2002 was an extraordinarily tense year and you’ll recall the heightened security everywhere in New York and in other major cities around the world.  But at the same time, we began to laugh again and take ourselves a little less seriously.  That was the year we sent this cartoon out:

By 2004, the country was beginning to relax a bit more but still always conscious of our enemies around the world.  Santa, too, we thought, would have similar concerns and we came up with this.

By 2009, we felt we could move on to other topics and that was a year filled with the lunacy of the tabloids, or is that every year?  We decided that even Santa couldn’t be immune from tabloid scandal and this cartoon resulted:

We’ve moved around to a lot of different topics including the economy, labor, health and nutrition and last year, focused on the 1% who have become so wealthy during the last decade, even Santa.  All of our Christmas cartoons can be seen at the Gigundo Industries website and that brings me to 2012.

This has been a year in which we had a nasty and competitive Republican nomination race, a tough presidential campaign, the debt ceiling negotiations, President Obama’s re-election, the fiscal cliff and this past week, the horrific mass shooting in Newtown, CT of 20 young school children.  There simply is nothing but shock, dismay and sadness that can be expressed about losing these beautiful children and six of their teachers in such an awful incident.  The murders have been followed by outrage and arguing between defenders of gun rights and advocates of gun control.  While the majority of voices seem to be on the side of doing something about the seemingly endless stockade of automatic weapons in this country, we again seem so polarized in every societal issue that comes before us.  Where is there humor in that?  It’s hard to find but when you think about Santa’s world, you have to wonder how our times are affecting him.  Is his world as polarized as ours?  Of course, we’d like to think not, but then Santa has to decide whether we’ve been naughty or nice and you have to admit this has not been an easy year for him to make that decision.  That idea set our minds to wondering…and we came up with this for our 2012 holiday cartoon:

What else is there to say?  We’ll all find out on Christmas how Santa decided.  I hope that you and your families have a day filled with love, peace and joy.


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Should we politicize tragedy?

Posted on December 16, 2012 by 3 Comments

After Friday’s mass killing of 20 young children, ages 6 and 7, which follows so many other mass killings in recent years, it’s time we all read and thought about the 2nd amendment to the Contstitution upon which this nation is founded.  The amendment calls for:

“A well regulated Militia, being necessary to the security of a free State, the right of the people to keep and bear Arms, shall not be infringed.”

Keep in mind that this amendment was written and adopted in 1791.  George Washington was still in his first term as president then.  It had only been eight years since the end of the American Revolution, although we were in the midst of the Northwest Indian War, taking place in what today, we know as the Industrial Midwest – Ohio, Michigan, Wisconsin, etc.  Vermont had recently become the 14th state.

To say the United States was a very different place than it is today is an enormous understatement.  The country’s population then was a little more than 4 million, nearly 1/80th of what it is today.  The inventions of the American Industrial Revolution were still 40 years away.  The Colt 45 Revolver wasn’t invented and didn’t see use for another 80 years.  The firearm of choice in 1791 was a single-shot muzzle loaded rifle.

While we can certainly say that the framers of the Constitution were wise and prescient men, it would be fantasy to think that they envisioned a world where anyone on the street could buy an automatic or semi-automatic gun with incredible firepower and large self-loading magazines…and that’s where we are today.

We have an amendment to our Constitution that has been sanctified as a bedrock right for any responsible or irresponsible person regardless of their intent to carry a gun of virtually any type on the street, into schools or even places of worship.

Now in 1791, it’s likely that you could carry your rifle with you almost anywhere you went.  Of course, then you might need it to scare off an attacking bear, bring home dinner or keep your scalp if in the midst of a territorial Indian war.  There was also the need to assure the populace that a militia could be formed at any time to ward of an attacking nation or people.  Today, we have what is known as armed forces and police to handle that responsibility.

Hunting, of course, is an American tradition and virtually all hunters, the possible exception being former Vice President Cheney, are well-trained and responsible gun owners.

So why the need for weapons that can so easily kill dozens of people in only a few seconds?  Why is this right so sacrosanct in the United States today?  The chief lord and high protector of gun-of-any-type ownership rights is the National Rifle Association, popularly known as the NRA.  Their website is nra.org.  You should visit it so you’re familiar with the people that are protecting our Constitution and intimidating our politicians.

One section of the NRA website is called “NRA Opponents”.  Here’s who is listed there:

  • Animal rights activists
  • Anti-gun politicos
  • Brady campaign (instituting background checks for gun ownership)
  • Clinton gun ban (and more specifically, anyone with the name “Clinton”)
  • International Action Network on Small Arms (a global movement against gun violence)
  • Mayors Against Illegal Guns (with a photo of New York mayor Michael Bloomberg to symbolize the arch-villain)
  • Obama Administration (you can guess which Marxist-Leninist, Kenyan-born traitor is pictured there)

The NRA has 4.3 million members and revenues of $205 million.  Yet, with this relatively small membership and revenue base, it has intimidated politicians of both political parties into subservience and fear of even having a discussion about gun ownership rights and laws to regulate them.  It has become an efficient political machine and advocate of gun ownership.  Today, there are more guns in the U.S. than there are people.  One-third of them are hand-guns and it’s estimated that another 20% are semi-automatic firearms.

It’s often said that we get the government and country we deserve.  If we tune out of politics and get politicians that create laws we don’t like, then we shouldn’t elect them.  I can accept that.  But I can’t accept that anybody deserves to be shot or have their loved ones shot and killed and nor should any civilized society allow this.

The NRA and its defenders who want to forestall any discussion about guns have already been saying we shouldn’t politicize this tragedy.  That’s exactly what we should do.  Even today, the 31 senators who are strong supporters of no restrictions on gun ownership refused to go on any of the Sunday morning talk shows.  Not a single one of them had the courage to stand up for their heinous beliefs.  This tragedy and others like it should cause us to take a stand like so many tragedies of the past.  Which side of the fence are you are on?  Are you for semi-automatic gun ownership or against it?  Are you for background checks and waiting periods or against them?  Are you for mass murders or against them?  These are not difficult questions to answer.

As perverse as it may sound, I’ve come to believe that these acts of murder are what the NRA wants, that they are anarchists at heart and their depravity guides them to thinking more murders equals more guns equals more support for their other political goals.  Does that sound extreme?  Maybe, but it’s less extreme than holding up rights for any clown to own weapons that can used to kill young children who only want to enjoy their school day.

Of course, we can do the usual and express our views to our friends and families and we can grieve with the victims who have lost their loved ones.  However, nothing happens in this country unless the majority speaks up and pressures their elected officials, the cowards that most of them are, to act and to do so now, to stop equivocating, to end their “cautious calls for action” and to do something real to end these horrid acts now.  So write, call and email your Congressional representatives and your town officials today.  Don’t straddle the fence or advise caution.  Get angry, politicize and demand action today.


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Free as a bird? That’s the idea.

Posted on December 7, 2012 by 1 Comment

In today’s NY Times, Anyone who liked swings as a child — and that should include quite a few of us — will probably feel a surprisingly visceral attraction to Ann Hamilton’s installation “the event of a thread” at the Park Avenue Armory.” The installation is open until Jan. 5th.  If you’re in New York, go there.  Don’t plan on any great revelation about art, creativity or the world at large.  Just ride a swing for an hour.

It’s odd having giant swings in a coliseum-like building that are connected to a large opaque curtain and other swings across the way.  I suppose the “event of a thread” is intended to remind us of the connections between us regardless of whether we’re near or far.  I’m sure there’s a deeper meaning here.  After all, the exhibit also includes homing pigeons caged and ready to fly about, dozens of radios in paper bags scattered around, two readers of poems at either end of the room and an operatic singer who comes out onto a balcony every hour to sing something incomprehensible.

Who knows what it all means?  The artist, probably, artsy types, perhaps.  But it doesn’t really matter.  The scene in the middle of the city is surreal and riding a swing is as freeing as being out on a sailboat or skiing down a mountain.  The objective as kids was always to swing as high as possible or get a friend to push you higher and while making that you’re goal, you tune out all the stress of the day, all the unimportant emails, tweets, blog posts and phone calls and just focus on getting that swing to go higher and higher.

Some people stand on the sides seeming to wonder if they should drop all pretense and try the swings.  Others sit tentatively, moving slowly at first before gaining the courage or losing their self-awareness to move their swing faster.  It’s a great way to observe human behavior when presented with something unexpected.  And then there are those of us who jump right on and want to get themselves airborne.  That’s me, and it was great to feel free as a bird, however, short it lasted.


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Over the fiscal cliff

Posted on November 12, 2012 by Leave a comment

Years ago, I saw a cartoon in the New Yorker called what lemmings believe.  It showed hundreds of lemmings charging off a cliff but instead of going down to their death, they were flying up to the sky.  Why else would they be so sure of themselves?

Being a part-time cartoonist (see GigundoIndustries.com), I thought of this cartoon the other day when reading about “the fiscal cliff” and the debate about whether going over it will harm the economy or is sure death…or perhaps, is the only sensible thing to do.  I spoke to my illustrator partner at our cartoon conglomerate and the following cartoon was the result:


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3 social media/research enhancements you’ve never seen before

Posted on October 25, 2012 by 3 Comments

In the mad dash to build Facebook and LinkedIn communities, something has been missing.  Companies have been campaigning for as many Facebook “likes” as possible but now, they’re asking, “How do we know if our message is getting through?” and “Is there any way to tell whether (1) awareness is being raised; (2) brand loyalty is increasing; and, (3) social media is having an effect on sales?”

They’re good questions to ask and now there is a way to answer them.  With a simple link on your social media page, you can gather comments and get key strategic questions answered by your social media network.  With our DirectLink™ software, you can ask them questions about their understanding of your brand, unmet needs and the information they’d really like to have from you.  They can be open-ended questions that allow people to write as much as they want and then you can apply these three new tools:

1. See what they’re writing in real time – as they write it!

Now, you can actually monitor what your community is saying about you and how they’re answering your questions.  Take a look at the example below for one of our clients that is a wine producer.  The question asked is “Please describe the qualities that you find in our wines that differentiate them from other wines at any given price level.” With one click on the button on the upper right that says “Get Verbatims”, everything written in answer to that question immediately appears.

And if you want to see all of the text responses quantified, you simply close the verbatims screen and bar charts appear showing how all of the answers have been categorized.

In other words, we’re quantifying qualitative information – conversational text – and enabling you to see the actual words behind the data.  It’s like listening in to hundreds of conversations about all the questions you want answered about your brand.

2. See the key words they use while they’re using them.

When considering the key needs among your customers to address, it helps to know their top-of-mind thoughts.  Word clouds can provide a quick look at what any customer group is saying about your brand.  With one click on the “Word Cloud” button, you’ll see your word cloud develop before your eyes.

DirectLink™ automatically throws out the meaningless words such as articles, pronouns and other common words that might improperly skew the response.  Still, there will be words you’ll see in the word cloud that get through the screening process but don’t provide insights.  DirectLink™ enables you to quickly toss out those words.  For answers to the same question as above, “Please describe the qualities that you find in our wines that differentiate them from other wines at any given price level.”, we tossed out seven additional words to get the picture above.  It’s as easy as clicking on the words you don’t want and the word cloud quickly reforms.

With this feature, you see the top-of-mind thoughts your customers have and the descriptive words they use.  Every product or service creates its own lexicon of words that both the trade and consumers use.  Now, you can see what those are and use them to talk to your customers.

3. Segment your customers instantly and respond immediately.

A common reaction to seeing what people say about you is to think “if only I could talk directly to these people about their beliefs.  Then, I could convince them.” Now, you can!

To the same question above, we wondered if the media that follows the wine and spirits industry might have different topics on their minds.  So, we quickly selected only the media respondents, clicked on the Word Cloud button and this picture appeared: 

Whereas the top-of-mind words used by the larger audience were “food, fruit, price, friendly, oak, aging”, the media has prominently added “complex” and “smooth”.  If we were to speak about these wines to a journalist then, we might stress both the complexity and smoothness of the wines as being key factors that make them so good with food.  It’s this type of parsing that can enable you to tailor your response to any particular trade or consumer group based on factors that you define.

Now, let’s go a step further because DirectLink™ makes a seamless connection between survey responses and direct marketing.

Among the DirectLink™ features on the control panel, you’ll see that there is another button on the upper right that says “Get Emails”.  Clicking this button immediately downloads an email list of only those people who responded to the question or multiple-questions you selected.  You can send them an email using the words they’ve used in response to your question that is specific to their ideas, perceptions and beliefs.

Who can use these 3 features that come with DirectLink™?

  • Brand marketers trying to understand what people think about their products.
  • Sales managers who want to improve and tailor their sales pitches.
  • CEO’s who want to test a new strategy with their customers.
  • HR managers who want to assess employee morale or improve internal services.
  • Trade association managers who are seeking ways to raise awareness and open doors for their members.
  • Foreign trade development officers who want to better understand what makes their country attractive.
  • Tourism departments that want to know what will motivate consumers to visit.
  • PR and ad agency account executives who want to know what’s on their client’s customers’ minds so they can address them in marketing communications.
  • University and college administrators that want to understand and respond to student or alumni views.
  • Non-profit development directors seeking the keys to increased fund raising.
  • Political campaign managers who need to understand what voters want.

The list goes on and on.  All of the above have used DirectLink™ in the past and now these new features make it even more effective and faster.  We can make your social media programs more effective and improve the ROI of research or direct marketing programs.  If you’d like to know how DirectLink™ can help you and see an online demo, let us know.


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Political Myopia: Piercing through the nonsense and casting your vote

Posted on October 22, 2012 by 2 Comments

It’s “silly season” – so sayeth the politicians.  It’s time to throw every piece of mud at the opposition simply because a lot of people will believe it.  Fox, MSNBC, pundits who claim to know everything but in reality know nothing, and thousands of horrid political ads – it’s all a lot of noise that provides no reliable indicators on which is the best way to vote.

Can we look at some of the realities of the situation and some of the facts?


  • Romney:
    • We don’t know what Romney would or would not do. Unfortunately, he’s changed positions so many times, it’s hard to figure whether he’s conservative or moderate.  The “etch a sketch” metaphor has been mentioned and fair or not, it was created by his own campaign manager.
    • Yes, he did a great job with the Olympics.  He had support and money from the government that he says isn’t working.  It’s unclear how he did as governor of Massachusetts but one would think that if he did a great job, he’d easily win the state this time.  Polls show he’s 15 points down.  You want to tell me that’s meaningless?  Please explain.
    • The only thing Romney has been consistent about is that he is a social conservative.  He’s supported the idea of overturning Roe v. Wade, favors DOMA and won’t take a position on the Lily Ledbetter Act.  If that’s what you want and you’re okay with his other murkiness, you should vote for him.
  • Obama:
    • Four years ago, we were headed toward a full-on depression.  We’re not now.
    • Corporate profits had risen more than with any other president.
    • The stock market has risen 14.7% a year under Obama.
    • Housing values had fallen one-third on average at the end of the Bush administration.  They’re rising again and have recovered much of the loss.

Now that we’re here, who can take us further?


  • The U.S. economy has done better with Democratic presidents than with Republicans.
  • Personal disposable income has grown nearly 6 times more under Democratic presidents.
  • Gross Domestic Product (GDP) has grown 7 times more under Democratic presidents.
  • Corporate profits have grown over 16% more per year under Democratic presidents (they actually declined under Republicans by an average of 4.53%/year).
  • Average annual compound return on the stock market has been 18 times greater under Democratic presidents (If you invested $100k for 40 years of Republican administrations you had $126k at the end, if you invested $100k for 40 years of Democrat administrations you had $3.9M at the end).
  • Republican presidents added 2.5 times more to the national debt than Democratic presidents.
  • The two times the economy steered into the ditch (Great Depression and Great Recession) were during Republican, laissez faire administrations.

Don’t believe me?  Why not read the self-proclaimed “Capitalist Tool”?  The above facts can be found all over the Internet but click here to read this article from Forbes magazine.

Investment managers always point out that there’s no guarantee that past performance is an indicator of the future but given the choice between uncertainty and past negative performance versus a record and past positive performance, logic should say to select the latter.  But when did logic and facts determine a U.S. presidential election?


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