The Scoop @ MSCO

Unconventional Thinking

NY Marketing Expert Has #1 Post On LI

The latest LinkedIn post from NY marketing expert and CEO of MSCO, Mark Stevens, has been getting a lot of attention. Posted just yesterday, it has already has over 200,000 views. This is a great example of how something so seemingly simple can go viral, as long as it is done the right way. Mark’s LinkedIn success doesn’t stop there, his last viral post received nearly 800,000 views. That’s over one million views between these two posts alone, and he’s not done yet!

Why McDonald’s Is Dying has it all – from a great and attention grabbing title to strong and thoughtful content that backs it up, you just can’t beat it. Check it out and voice your opinion in the comment section. Is Mark onto something, or do you disagree with his thought process? Let us know!

Mark has been regularly posting on LinkedIn since July of this year. With over 100 posts, he has certainly been making a name for himself. Throughout this time, he has learned a great deal about how LinkedIn works and how to use it as a highly effective marketing tool. Having a team member that has ‘cracked the code’ on something as powerful as LinkedIn has made us that much stronger as a team. We have been able to incorporate Mark’s knowledge into our marketing strategies, and clients are already starting to see some results.

In the time that it took me to write this post, over 20,000 more people have read Mark’s article. The post still has a lot of life, and I can’t wait to see how much it grows. Mark’s unique insights are just one of the things that makes him a sought-after thought leader and NY marketing expert, and I’m so proud to say that I’m working at such a forward-thinking company. Read More

Marketing Consulting Services Are Just The Beginning

Many of you may be familiar with MSCO as a firm that provides top-notch marketing consulting services.
But did you know that our CEO, Mark Stevens, also writes blog posts covering everything from personal, life advice to career related wisdom in addition to his unique insights on our marketing consulting services?

Last week, he wrote an article The Day My Car Caught Fire, So Did My Career 
which details the events of a Thanksgiving he had when he was in his twenties. As you may have guessed by the title, he didn’t have a traditional turkey dinner that night. This article touches on both personal and business related news. Mark has learned so much through the years, and I, for one, feel lucky that he’s willing to share it with us. With over 13,000 views already, I can’t be the only one that feels this way.

Mark has been posting on LinkedIn for a while and has covered almost every topic you can imagine. People from all over the world are taking his advice to heart, and he’s seen a lot of success. He has, in fact, written one of the most viewed post in the history of LinkedIn with his article Why You Must Lie On Job Interviews And What You Must Lie AboutThis post skyrocketed almost immediately. Now, sitting at just under 800,000 views, the post is still getting attention. If you haven’t read any of Mark’s articles, I suggest you start with this one! It’s a perfect example of the kind of writing and opinions that makes Mark (and MSCO) so unique and honest.

If you want to connect with Mark or take a look through his other LinkedIn posts, click the LinkedIn icon below. You’re sure to find something that catches your attention and makes you think.

Mark Stevens, CEO of Marketing Consulting Services Firm MSCO, LinkedIn
While our marketing consulting services will always come first, it’s refreshing to work for a firm that offers so much more. Read More

How Entrepreneurs Think

How Entrepreneurs ThinkFor starters, they think differently than everyone else. Oddly. Strangely. Never in a linear fashion. Always asymmetrically. Frequently in dangerous and outrageous ways. Einstein’s was not an entrepreneur, per se, but he said he liked to start with fantasies and work backwards to realities. If the realities existed at all.

That’s how Jobs thought. Musk. Edison. And the thousands you never heard of — and who don’t give a whit if their names are never mentioned in public.

So what are some of the key pillars of entrepreneurial thinking:

1. Dreams come before the strategies. A romantic vision that makes everything else seem superficial and commonplace. This morphs into the mission that makes the entrepreneur relentless.

2. Risk is not a “should I take the plunge or not” kind of ping pong thinking. It is a fact of life –in fact the thrill and the line in the sand that distinguishes the true entrepreneurs from the wannabes. While others may see risk as a necessary evil, entrepreneurs view it as the steep, exhilarating down slope on the dollar coaster.

3.What would no one else dare to do? Or what would the world date me to do? And in both cases, what would they think that doing it would lead to abject failure. To an entrepreneur’s mind, that’s “sign me up” time.

4. Is there a puzzle I can figure out? Something that has confounded others for years? The more daunting it appears to be, the more I want to take it on.

5.Success is never really SUCCESS. The balanced life crowd doesn’t get this, but they don’t get the restless mind of the entrepreneur. They are the lonesome cowboys of capitalism. There is always another roundup to gallop into.

6. Working for someone else is a form of imprisonment. Better to fail at creating the new widget than succeed as a middle manager at Ford.

7. Worrying about what others think of you is moronic. Time wasting. Pathetic. It’s all about the innovation.

8. Get rich: not mostly for the toys it buys but for the freedom (from everyone but yourself) it provides.

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Why Brand Obama Collapsed

ObamaBarack Obama rose to the US presidency on the power of one of the greatest and most thoughtful tech-driven viral branding and marketing campaigns in history. Brand Obama was a phenomenon for six years and two national elections.

And then suddenly the power of the brand began to deteriorate– slowly at first but then with the speed of a gathering avalanche. The question is, how did this happen and what can we learn from it for our businesses/our careers?

It all starts with the fact that the core of a great brand is not a logo but instead a “promise.” The brand promise defines what the product/service/candidate stands for. When people are attracted to the promise, they buy it. When they love the promise, they spread the word virally. When Obama promised “hope and change” from the weary old ways of Washington, the brand caught fire. And those who were happy with it and voted for the charismatic President stayed with him, even through the inevitable bumps in the road that face any product/service/candidate. Starbucks has had its setbacks but always rebounds. Amazon is in the midst of a writers’ revolt but the vast majority of its customers still adore the brand.

Things go south, at times implode, when a brand misleads. When it is perceived as no longer trustworthy. For Obama (regardless of anyone’s political position), this turning point occurred when his “promise” that one could keep their doctors and medical plans proved to be erroneous. Whether this was intentional or not, many believed that the Obama brand could no longer be taken at face value.

Once this crack in the dam occurred, the President’s actions were open to much higher levels of scrutiny. Does he work hard enough? Does he vacation too often? Is he just another politician? Is he soft in the foreign arena?

Independent polls are now revealing that Obama’s popularity is declining rapidly. In fact, his brand is collapsing. Who he is, how intelligently he thinks through issues, the way he views the world and his role– none of this may have changed.

But that’s not the point. Once trust in a brand is weakened, the love affair is over. The key is to recognize when that “crack in the damn” occurs in any brand and to take decisive action:

1. Correct any misconception that has led to brand confusion and apologize for it.

2. Demonstrate with specificity how you will move forward to restore confidence in the brand.

3. Recognize that a simple “open letter” will not suffice. Management (or a candidate) must communicate by doing as well as by speaking.

4. Meet with the key influencers in your market and seek their help in restoring the power of the brand and the loyalty to it.

 

Waiting too long inevitably leads to a loss that cannot be recovered. Brand Obama is still waiting.

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The Hard Truth: Why Promising Careers Nosedive

Career Nosediving Fighter JetYou start with a company and in short order everything feels like the right fit. More than that: Like you’re on a fast track trajectory that knows no direction save north.

For a while your sense of an inevitable rise to the upper echelons is reinforced regularly. Raises. Promotions. First to be offered the plum assignments. The most coveted offices. Even rides on the Gulfstream.

And then suddenly (as in the title of the Joseph Heller novel) Something Happens. And in true Kafkaesque fashion, you don’t know why the tailwinds have suddenly turned against you.The accolades you were getting nicely accustomed to–addicted to– have gone silent. Worse yet, they are being heaped on others.

The question is, WHY?

In most cases, it boils down to five reasons:

1. You discounted the importance of politics. Ugly as it may be, not a single company is a pure meritocracy.

2. You got complacent. You expected the ride to go on forever under its own combustion. The fact is, your seniors love to cut the legs off of that kind of entitlement with a simple series of emails.

3. You had your eyes on the prize– that’s fine– but you took them off of your internal competitors. That’s tantamount to suicide.

4. You failed to build a coalition. Even the CEO’s golden child needs a to drive a career through the rough patches. (Ask Jamie Dimon about Sandy).

5. You overestimated your place in the hierarchy. Nothing is bankable until the golden handcuffs are locked around your wrists.

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