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Introduction Who are the people who have been most influential in your life? Maybe they’re your parents, grandparents, or other relatives. Or perhaps some special teachers, coaches, or pastors come to mind. There’s another group of people you probably didn’t consider who have influenced you ceaselessly since your earliest years and continue to do so today. In fact, over your lifetime these people might impact you more than any other group. Who are they? Marketers. Some have estimated that during the course of a day the average American is exposed to . . . Read More |
Foreword by Peter K. Greer
President & CEO of Hope International
Imagine a morning when everything is going wrong. You wake up with the flu, complete with the symptoms we all know and dread—burning fever, splitting headache, runny nose, and an overwhelming sense of exhaustion. Given that you can barely rise to a sitting position, you certainly don’t have the energy to get your kids off to school, so they’re playing on the floor in yesterday’s pajamas while you try to rest. You haven’t combed your hair. You have dark bags under your blood-shot eyes.
It’s at this moment that a film crew bursts into your home and begins taking shots of you and your family. You try to explain that it’s most certainly not a good time, but they assure you they won’t be long. After fifteen minutes of bright camera flashes, the crew members vanish as suddenly as they appeared . . . . Read More
President & CEO of Hope International
Imagine a morning when everything is going wrong. You wake up with the flu, complete with the symptoms we all know and dread—burning fever, splitting headache, runny nose, and an overwhelming sense of exhaustion. Given that you can barely rise to a sitting position, you certainly don’t have the energy to get your kids off to school, so they’re playing on the floor in yesterday’s pajamas while you try to rest. You haven’t combed your hair. You have dark bags under your blood-shot eyes.
It’s at this moment that a film crew bursts into your home and begins taking shots of you and your family. You try to explain that it’s most certainly not a good time, but they assure you they won’t be long. After fifteen minutes of bright camera flashes, the crew members vanish as suddenly as they appeared . . . . Read More
Chapter 1 You Work in Marketing?
Sometimes I wonder what it would be like to get a really positive response from someone when I tell them what I do for a living. You know how it goes. You’re at a gathering, meeting new people. You find yourself talking with a person you’ve never met before. Pretty soon you’re asking about each other’s work.
Me: “So, what do you do?”
Him: “I’m an orthopedic surgeon.”
Me: “Wow, that’s great. It must be very satisfying to help people overcome physical challenges.”
Him: “Yes it is.”
[long pause]
Him: “And, what do you do?”
Me: “I teach at a Christian College.”
Him: [cautiously interested] “That’s nice. What do you teach?”
Me: “Business courses; mainly marketing.”
Him: [surprised and nearly speechless] “Oh.”
In terms of responses to my career field, “Oh” is about as positive as they come. I’m not complaining, though. The reactions can be worse. . . . . Read More
Sometimes I wonder what it would be like to get a really positive response from someone when I tell them what I do for a living. You know how it goes. You’re at a gathering, meeting new people. You find yourself talking with a person you’ve never met before. Pretty soon you’re asking about each other’s work.
Me: “So, what do you do?”
Him: “I’m an orthopedic surgeon.”
Me: “Wow, that’s great. It must be very satisfying to help people overcome physical challenges.”
Him: “Yes it is.”
[long pause]
Him: “And, what do you do?”
Me: “I teach at a Christian College.”
Him: [cautiously interested] “That’s nice. What do you teach?”
Me: “Business courses; mainly marketing.”
Him: [surprised and nearly speechless] “Oh.”
In terms of responses to my career field, “Oh” is about as positive as they come. I’m not complaining, though. The reactions can be worse. . . . . Read More
Chapter 3 First Sin: Deception
“Congratulations, you’ve won!” the letter said. Inside the envelope was an 8” x 10” glossy color photo of a new car and a car key. Mallory couldn’t have been more excited. She’d recently passed her driver’s test, and now she’d have her very own vehicle like many of her friends whose parents could afford to buy them new cars. No need to borrow Mom and Dad’s relic. All she had to do was go to the auto dealership between 9:00 am and noon this coming Saturday and claim her prize. Mallory awoke early Saturday morning and rushed to the dealership.
Mallory: [Beaming with excitement and holding her key like an Olympic gold medal.] “I’m here to get my car.”
Sales Manager: “Okay, right this way, young lady.”
The Sales Manager leads Malory to a shiny red coupe, parked in the middle of the showroom, like a museum exhibit.
Sales Manager: “Go ahead, open the door.”
Almost shaking, Mallory grasps the driver’s door handle and gives it a gentle pull. The door doesn’t move. She steadies herself and tries again.
Mallory: “I think it’s locked.”
Sales Manager: “Yes, you need to use your key.”
Mallory blushes then quickly takes the key and inserts it into the door. She tries repeatedly to get it to turn but it won’t. . . . . Read More
“Congratulations, you’ve won!” the letter said. Inside the envelope was an 8” x 10” glossy color photo of a new car and a car key. Mallory couldn’t have been more excited. She’d recently passed her driver’s test, and now she’d have her very own vehicle like many of her friends whose parents could afford to buy them new cars. No need to borrow Mom and Dad’s relic. All she had to do was go to the auto dealership between 9:00 am and noon this coming Saturday and claim her prize. Mallory awoke early Saturday morning and rushed to the dealership.
Mallory: [Beaming with excitement and holding her key like an Olympic gold medal.] “I’m here to get my car.”
Sales Manager: “Okay, right this way, young lady.”
The Sales Manager leads Malory to a shiny red coupe, parked in the middle of the showroom, like a museum exhibit.
Sales Manager: “Go ahead, open the door.”
Almost shaking, Mallory grasps the driver’s door handle and gives it a gentle pull. The door doesn’t move. She steadies herself and tries again.
Mallory: “I think it’s locked.”
Sales Manager: “Yes, you need to use your key.”
Mallory blushes then quickly takes the key and inserts it into the door. She tries repeatedly to get it to turn but it won’t. . . . . Read More