It’s been 10 years since I wrote this post, and almost 50 since Al enlightened me and yet the battle of the hetero sexes for equality rages; and at exponential rates for queer and transgender beings.
I’m reposting it because Al’s message rings as true to me today as did in 1978; and it’s an idea worth repeating. And, to honor the women in my life, now and in the past, whose profound insight and partnership, personally and professionally, have made me the man (he, him) I am.
It shouldn’t be just one day or even a single month in 12 we believe them.
Peace. Z-
••••••••••••••••
Every so often there’s an article enumerating “The 10 Most Important Things I’ve learned in Business.” Inevitably it starts with #1: “I learned Excel.”
Well, I’m as big a sucker for these lists as the next guy, and always scan them for tidbits o’ wisdom. And sure, learning Excel is probably one of them.
Oddly though, I’ve never seen the one lesson I’ve always considered most important in my business life.
It came the day my first real boss and mentor, Al Baier, a pioneer in recruitment advertising and founder of what’s now Buyer Advertising, popped his head into my first ever private office, and with a gleam in his eye and his trademark sly smile, he said to me (I was 25):
“Tom, women are the greatest under-utilized resource we have in this country. We have to start believing them more.”
-Al Baier
This simple statement had a profound effect on me: at that moment women became more than the object of my 20-something male longings; they became lifelong partners.
I’ve always been grateful to Al as I went on to a career in the agency business, which thanks to the great ad maven Mary Wells was one of the first to shatter the glass ceiling for women. And his insight served me well as I worked with some brilliant women, both creatives and clients, throughout my agency and brand coaching years.
To say nothing of the brilliant woman I married. It’s clear she’s much more resourceful and tougher than me. No contest there.
But sometimes I wonder why so many men seemed to have missed the memo. And when women such as my friend Lisa Pertrilli, an extraordinary business woman says to me “I hope you’re right,” when after a significant victory by a woman I suggest to her “your time is coming soon,” I really wonder what’s taking so long.
I don’t think it’s something we can dictate in business and expect long-lasting effect. Regulations are fleeting, political, and subject to resentment and neglect. And my ERA Now! bumper sticker has long faded, a snowball’s chance in hell of being reprinted in today’s political climate.
No, I think this insight must be seeded in our children, boys and girls, by those of us lucky enough to be dads. And for every reason it should start today.
Do so, and my sense is it will all add up to great advances in our businesses, and our lives. Your daughters (and sons) will thank you. And at the end of the day the numbers in your Excel spreadsheet will, in comparison, pale in value.
Thanks Al.
Peace, Z (aka Tom)
Today’s random thought: for all intents and purposes, as the only one in this business, I am Zenecist™ (brand), and not “The Zenecist.” So just for fun I’m trying out signing my posts with a Z rather than a T. Sure kind of goofy, but as as kid Zoro was a chief hero – I ran ragged in the neighborhood with my black cape and mask. In the 80s my then Wellesley ad agency, The Lanen Company, created a logo for the heavy/metal rock Zildjian “Z” cymbals line; and as a drummer I always played Zildjians–that’s my old high-hat in this musical instrument sculpture. Ha! What do you think: Z or T?
Velcro USA Medical Products Group, which was expanding the years we worked on the business, had a well-defined process we branded as Ingenuity through Alliance.™ The business unit does not manufacture or market finished goods, but provides in-depth product and technical support. Theirs was a very well executed strategic approach to addressing customers needs in a “genuine” partnership positioning dynamic.
I ran Thomas Marketing Services Corporation for nearly 35 years, during which time I helped dozens of innovative entrepreneurs launch new businesses and products. Some made it through their first 5 years, and try as we may, some did not.
What separated the winners from those less successful?
In every case the winners definitively established their goals and created specific strategies (WHAT you’re going to do) to achieve them with do-able tactics (HOW you’re going to achieve your strategic goals) for which they had resources.
In short, rather than flying by the seat of their pants, they defined their goals, created a plan, and then a set process in place to go about achieving their goals.
It was their deliberate process, not their plans for specific outcomes, that gave them to capability to innovate. You see, as the brilliant designer Bruce Mau so aptly wrote in his Incomplete Manifesto For Growth:
“When outcomes drive process you can only go where you’ve already been. But when process drives outcomes you may not know where you’re going, but you know you want to be there.”
– Bruce Mau, An Incomplete Manifesto For Growth
The fact is, it’s not easy to start and sustain a business. Here’s the thing: many post-5 year businesses I saw go under didn’t fail for lack of business but rather got ahead of themselves, getting over-extended failing to meet promises or stray ahead of cash flow. And rather than pivot when shortcomings became clear, they tried to fix things to pre-fall perfection, often running out of resources before the new and improved model could get to market. I’ve come close myself, and it’s frightening.
Given ZENECIST is the 7th business I’ve started since college, my plan is to take a very pragmatic and step-by-step approach to building our products, markets, fans/brand adopters, and and revenue. And I thought I’d write about it here, so you can see behind the curtains as I get this off the ground. Or not. I’m sure having fun thinking it all through.
ZENECIST is a different kind of business than I’ve ever started for myself. And, while I’m a strong brand marketer, there’re still many aspects of the online product marketing business of which I’m just learning the questions, much less know the answers.
The good news is I don’t need to be in as much of a huge rush to get it to the place I did when I had children to feed, and my professional and business abilities to prove to myself–and I suppose to my father. In fact, only one reason is driving me to do this in my so-called ‘semi-retirement’ years and my seventh decade: my interests.
And OK, that I burned through my IRA during major back-to-back health challenges to keep us in home and college tuitions, now 10 years ago, is another.
Though I think my unrelenting hatred of day-time game shows, TV bowling (love doing it) and soaps, and all the rest of the meaningless activities older adults are subjected to are equally motivating reasons to keep moving. As my dad was fond of saying, “you don’t wear out, you rust out.” Not me.
You’re Always Welcome.
Until I have flushed out ZENECIST products and launch plans, my plan is to write about how I’m getting ducks lined up for all aspects of the business. Part of my goal is to create some SEO for the site, and nothing does quite like fresh content.
Now to be clear, while I’m not in a rush I’ve still got to make things happen with reasonable speed. And to help this along, I’m going to run as lean/agile as possible, not skipping steps in the development process, but not getting bogged down any particular aspect.
Rather, then plan is to field a minimum viable (disruptor) product within a minimum viable brand. That is, I’ve identified some needs in defined markets for which there’s no current answer, and am in the process of designing and creating or sourcing products that meet the minimum expectations and needs of customers—but that delight, and are a good value.
My ‘zen sailboat’ is inextricably linked with my professional & personal brands. That’s how it should be; when it’s your brand The Difference is You.™
And then, without further hesitation short of a patent application on one product, I plan to introduce and/or stage the rollout of the product and see what happens. It’s from here the true nature of final product (and brand) will emerge. Or not.
The good news is the Internet enables us to reach and test markets rapidly and for less expense than in days past, and with more specificity.
I’ve also defined and aligned the moving parts of ZENECIST as a business and online hub, and re-formatted this website, renaming its primary landing URL from ThomasBoston.com, my former URL, which is now for sale.
I’ve also engaged a legal resource to register ZENECIST™ brand as a Federal trademark.
I’m also building out the e-Comm shopping structure for the site, and will run soon run a couple initial test products.
My initial product design is now done and going to a local fabricator for review and prototyping. I’m thankful for the years of drafting I took in high school; it’s been fun to put some scale and dimension on it.
So stay tuned. And if you have questions or ideas, feel free to contact me.
At ZENECIST, the mission is to do some good and have some fun. I hope you’ll join in.
April 2024 | Brand & Database Marketing | Background & Current Services
I am currently offering marketing and writing services including permission e-mail/database marketing and e-commence support in tandem to building out ZENECIST.
Your call/inquiry is welcome. Thanks, Tom Lanen (508) 951-0130 | Email
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OVERVIEW OF QUALIFICATIONS: THOMAS MARKETING SERVICES CORPORATION ERA (1989-2023)
(Edit: April 2024) If you’re a business owner ready to generate more revenue there’s no time better than now to kick-start your marketing to make it happen. It’s also absolutely the right moment to get out front and build revenue, momentum and brand equity–with more projectable results you can see, count and manage. Even if marketing isn’t your thing.
Why hire a fixed-cost marketing staffer or pricey agency, when I can be your go-to, get-it-done resource for a fraction of the cost? The only reason might be if you wait too long to engage my limited bandwidth, only now available after a 5-year contract as Director of Marketing for what became a 5-location retailer plus 4500+ product online store during my watch — and which netted my principal a nice endgame payday.
You see, I work especially well with business owners who don’tlove marketing but get they need it to grow, regardless of the economy. Those who want do-able options to sustain and expand their revenue streams. Well, I’m all about options. Because there is always an answer to the challenge at hand. Always. Even if you sometimes feel reluctant to gain more attention for yourself, and your business. That’s just natural.
“It’s not easy to run a business. Not everyone can do it.”
Ted Lanen (1926-2008) , Sales Engineer (Tufts EE), Owner, Leo C. Pelkus Inc., Wellesley, MA New England Manufacturer’s Rep, Emerson Electric/Wiegand
Just give me, Tom Lanen, a call and let’s have a confidential chat. Right now if you want. It costs you nothing — unlike inaction, which can cost you opportunity. 508 951-0130
If we’re of like mind and it makes sense to you, I can help get revenue-generating programs off your ‘to-do when I have time list’ and into the ‘done and kicking it column’ — fast. Because I’ve never been accused of lacking enthusiasm — and nothing gets me more fired up than working with good people ready to make a difference. And I’ve been told, more than once, my positive intensity is infectious — you know, in a good way.
A disciple of the P&G school of strategic brand marketing, my core strengths are in retail, consumer package goods (CPG), and technology sectors, including medical and healthcare. I also have a strong sense of the entertainment & hospitality categories having worked in customer-facing roles.
Projects have run the gamut of marketing strategies and tactics including branded content & writing, e-mail marketing, merchandising, and advertising & creative services for digital and analog channels.
I am well-versed in creating lead generation websites, and e-Comm shopping sites (Big Commerce, Shopify, Squarespace, WP, etc.) including user interface (UI/UX) strategies, design, imaging & content — even crunch-time posting and website population.
A Brand Is A Story & Its People, Products & Services–And Customers–Are Its Chapters.
A brand is anything but static. But if its core story–your vision–is tied to a strategic communications platform and a defined position, its tactics can be managed, measured, and executed to create revenue, momentum and equity, the sum of its parts greater than the whole.
Tom Lanen, principal, during the summer of 2022 at the Xfinity Center in Mansfield, MA where he fully enjoyed the Season Pass his 20-something sons gave to him for his birthday – 34 shows!
My mission, in partnership with my principals, is to tell the Brand Story through process-driven and compelling content that engages and informs, while addressing the real issues of customers and constituents. And those who would be.
The story, and how it’s presented, create ‘comfort levels’ needed to make a purchase decision be it as small as clicking through to a sale or as large as a capital equipment acquisition. It also helps people believe what they know, which can be a real issue, and affirms and validates their comfort.
And it’s about helping people build the confidence needed to make your brand part of their own personal and professional brands. This creates loyalty, goodwill, and salable equity, a real valuation metric – and a significant element of any brand owner’s endgame.
Tell Me Your Goals & I’ll Give You Options. Affordable, Do-Able Options.
• Permission-Based E-mail – Brand Communication Strategy/Platform, Copy, Email Formatting (via your Email Service Provider – MailChimp, Constant Contact, EMMA, etc.) Recent documented Open Rates averaging over 40% (industry average is 17% according to SpringBot ESP)
• Point-Of Sale – Art & Copy; also Large Format Printing
• Blogs – Research & Write/Post, create imaging and/or video, SEO: WordPress, Medium, etc.
• Website/Commerce Pages/SEO Copy – also populating and imaging via most CMS & Shopping Platforms: Big Commerce, Shopify, Squarespace, etc.
• Thought-Leadership Articles – Writing & editing based upon executive input
• Presentations – Video, Powerpoint, Speeches, etc.
My rate is moderate. Our first discussion is always on me. And I work to budgets – at the speed of retail. And, I take direction well.
If you engage me beyond a single project I can offer significant volume discounts, assuming available bandwidth. The longer we work together, the more efficient it gets. Cash discounts also considered.
Art and/or imaging will be quoted in advance or you can provide your own. I’m happy to work with your existing creative and marketing relationships and resources.
Need it done well and fast? You got it. I provide real value and measurable results. And, I can demonstrate it with metrics and documentation to prove it.
It’s really easy to work with me. I’m here to give you do-able and affordable options that can help make you more successful. Simple.
I’m Tom Lanen, and I welcome your call. Let’s talk a few moments on my nickel.
All credit cards and bank transfer (ACH/EFT) are accepted.
Clever marketing tactics? Sure — what’s your strategy?
Clever marketing tactics (HOW you’re going to achieve your goals) can only be effective (and measured) if they’re built upon a defined strategic (WHAT you’re going to do to achieve goals) platform. When this is done well, the sum of all tactics is greater than the whole–and can drive the desired return.
[Hiring an accomplished part-time marketing guy is a good start.]
Sit with anybody who watched the Super Bowl, and you can be sure they’ll comment on what is usually some of the most clever advertising on the globe. This year it was TUBI, the free streaming service out to expand its audience, who got us to go for our remote as they ‘changed the channel’ from my YouTube TV to theirs, which I know I have never done. They created action AND showed us its value by giving us samples of their programming we might never have seen. In my mind it was one of the most effective ads in years, and well worthy of the special CLIO™ Award they received as the best of the Super Bowl ads.
Business owners think: “if only we could be so clever with our marketing.” And the repressed creative within them will come up with a clever slogan, most often ending with “for all your (fill-in-the-blank) needs.”
Right.
Here’s the thing. The most clever tactics in the world are as useless as the bar napkin they’re written on unless they are tied to an actionable and measurable strategy. Their effect is as equally short-lived. Money and ROI: poof!
That’s not how P&G does it. Their brands perform to expectations because all marketing tactics are built on a strategic foundation, step-by-step.
First they decide what they are going to do; they formulate a strategy and define possible strategic communications statement/platforms based upon defined goals. And they execute their first tactic, research.
Only then, and armed with a refined strategy/statement tempered by research or other insights, do they create tactics—the how they’re going to fulfill/payoff the strategy/platform—designed to move the needle on their strategic platform.
And, as tactics are executed, their impact adds up to a brand outcome that’s greater than the sum of its parts.
Get it? Well, you’re way ahead of the curve for most business owners, assuming you can also act strategically. (But to know and not do, is not to know.)
I can tell you this, it’s only with decades of mentoring and partnering with Dave Manley, P&G’s first Brand Manager on the Pringles Brand, with whom I worked on Chinet Disposables, Boston Whaler, LoJack, Bay State Power, and Keurig/Green Mountain brands (to name a few), that I started getting good at the strategic brand marketing process and discipline. And it works.
“I worked with Tom Lanen for well over 25 years. You don’t work with someone for that long unless they bring you real value. Whether it was a poster series at Boston Whaler, a brochure at LoJack, or research, sales promotion and dealer support at Keurig, he’s always taken the time to understand my needs, and then made it happen, exceeding expectations.”
Dave Manley, Senior VP, Core Systems Innovation (Retired), Green Mountain, Keurig Premium Coffee Systems
Now hiring Dave, if you can draw him out of beach-side retirement,might be one option. Or you could make a far more moderate—and affordable—investment and hire me. I’ll listen, and then show you the best options to meet your goals. And the means to measure your outcomes.
So what’s your marketing and sales/revenue strategy for the economic period ahead? Here’s one to start: let’s chat on my nickel for few moments. I may be just the resource you need to kick-start some sustained momentum.
December 2021: Please click here for an update on current offerings from Thomas Marketing Services.
Thomas Marketing Services Corporation is a process-driven and agile problem-solving, branding, marketing, and business acceleration resource. Strategic & tactical, I’m helping business owners prosper in the tumultuous business and world climate.
Here’s the thing. In good times and crazy, it’s all about the brand, and the story behind it. At its core brand is a story; it’s about what makes it different, why it matters, and why we should care. How it provides certainty amidst uncertainty.
The difference is you.™ Because far more than a logo, a brand reflects the vision and values of its principals and stakeholders. Those with good instincts evolve theirs in a strategic manner, adjusting aligned tactics to meet the day at hand. And in doing so, they create sustained momentum and valuable equity.
I’m Tom Lanen, and my track record as a brand marketer, writer and integrated advertising & design agency principal is wide-ranging with mainstream brands such Velcro™ fasteners (global – 17 years), Ovation Benefits Group (15 years), Boston Whaler™, Keurig™, and several Thermo (Electron) Fisher Scientific™ business groups. I’ve also worked with many technology, services, retail, and consumer product start-ups and mid-market brands.
The brand difference: its people, The Indoor Gardening Experts™. It starts at the top.
Currently, my lead client is New England Hydroponics, for whom I work in a marketing and creative role for its 4-MA retail stores; and also online.
Right now, I’m looking to help one or two business owners who could use a hand, especially in these extraordinary days. We should talk.
I work with principals and stakeholders on revenue-building branding and re-stage strategies, which may employ tactics such database-driven permission email, social media, and online advertising; broadcast, video/streaming, and print marketing; and point-of-sale merchandising and packaging design systems. I can also help manage full-blown business and /or line expansion initiatives.
A branded visual design and marketing ‘eco-system’ that expands upon the identity established by the (new) logo; with all tactics aligned with the core strategic brand communications platform (a new way of seeing™) to create a consistent and engaging brand presence. This rebranding program was created for a management buyout team with a 5-year end-game; it was sold at private sale to a major consulting business after just 2 years.
As a business owner and brand guy with 30 years to the better, I can help navigate these tricky markets of 2020, and provide you with perspective and options. While nobody has ever seen this, sound brand marketing and design principals, and genuine story-telling still get it done.
It will be surely be the foundation of a return to normalcy and prosperity. It always has. What’s more, it can be an opportune time to pick up market share while others retreat.
In short, I’m flexible and capable, and wide open to your vision and ways of doing business. I also fully believe in budgets and transparency; and a measurable return on your investment.
Marketing is about communication and trust, a strategic balance of transactional and emotional. Do it mindfully, and you engage people in meaningful ways, and create loyalty. You prosper.
Are you ready for what’s next? Please contact me in confidence and without obligation, and let’s chat a few minutes on my nickel. (508) 951-0130
