Applying Business Concepts for the Greater Good

There is an amazing global organization that we are proud to profile and support. Enactus, an international nonprofit, operates from post-secondary campuses around the world. It is “a community of student, academic and business leaders committed to using the power of entrepreneurial action to transform lives and shape a better, more sustainable world.”

They are funded by donations and corporate sponsors. The sponsors include Walmart, KPMG, enactushqlogoUnilever, The Coca-Cola Company, Evergreen Investments, ABInBev, Barclays Capital, Campbell’s, Kraft, Microsoft, Tim Hortons, 3M, Henkell, Nielsen, The Home Depot, Genworth Capital, HP, Kroger, PwC, Tesco and many, many more.

Two years ago Jeff Swystun was one of the keynote speakers at AccelerateOttawa, the premier startup event in Canada’s capital, Ottawa, “the Silicon Valley of the north”. The other keynote was Toby Lutke, CEO of Shopify. Toby’s amazing business recently went public and is experiencing a surging stock price.

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Pity the CMO: Setting the Right Expectations, Hiring the Right Person

It has been called the most dangerous title in business and many pundits have suggested it does not work and should be banished. No role in the last fifteen years has been scrutinized and debated more than the Chief Marketing Officer. Businesses have struggled with the title and role since it was first coined not too long ago.

I remember working in Price Waterhouse’s Marketing and Customer Management practice when I first saw it referenced in the mid 1990’s. I think I danced a nerdy marketing jig. My excitement was shared by marketing practitioners who long thought our services were poorly understood, inaccurately recognized, and under valued.

The hope was this executive position would set the record straight and have uber impact within a business. What happened and continues to take place are huge assumptions and unrealistic expectations placed on the CMO that almost always result in disappointment. Of course, I have seen situations and models work but I have witnessed many more fail.

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