THE #1 Skill for Innovators & Thought Leaders is . . .

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I’ve had the privilege of working with some of the most talented people in marketing today and it’s a thrill to just be in their company. Today I’d like to tell you something about the very best ones, that most people never notice.

* David Bullock introduced the Taguchi Method to marketing. Then he reverse engineered Obama’s social media strategy. This brought him great acclaim.

* Ari Galper drained the pressure out of selling on the telephone. Then he transferred his skill to live chat and transformed something that’s normally used for customer service into a sales art form.

* Glenn Livingston devised the most ingenious method for entering new markets I’ve ever seen. It’s 90% accurate. Unheard of.

All 3 of these guys used the same formula. The formula is:

“Take all your expertise from some field that most people think is completely unrelated. Import it into the new field. You’ll create something totally new that never existed before.”

Bullock stole Taguchi from engineering.

Ari invented Chatwise because in a previous sales career, he dared to admit to himself that all the sales gurus might just be flat out wrong.

Glenn transferred his market research method from his background as a psychologist and Fortune 500 consultant.

I’ve found that TRANSLATION from one field to another is an almost universal skill in original thinkers. It’s not that the thought is actually original. It’s just that they apply it in a place where nobody else has seen it before.

I’m finding that this is a very predictable formula for pulling rabbits out of hats.

My trip to the Costa Rican jungle provoked a powerful question. I saw how the trees there somehow “knew” to drop roots from the branches straight down to the ground. I said, “What if a Google ad was smart enough to do that? What questions would it ask?”

"So many options for growing my business, but what should I do NOW?" Tell me your most pressing business problems and I'll show you your BEST next step.

This stimulated me to create an uber-powerful tool: the Swiss Army Knife. It predictably and reliably beats any “best-ever” control ad, almost anywhere.

2 months ago I needed to create a new innovation for the Maui seminar. A way to deal with the frustration and resistance that nearly *everyone* is feeling right now. So I started asking myself some new questions:

* In currency trading there’s a pattern called the Elliott Wave. It came from math and botany. ‘This has *something* to do with marketing, I just don’t know what. What is it?’

* Sunflowers arrange their seeds in an absolutely optimum dense pattern. Which, interestingly, has a connection with the Elliott Wave. This definitely has *something* to do with advertising. What’s the connection?

* Your lungs are the size of your hand. But because of the rich branching pattern inside, they have the surface area of an entire football field. They transfer oxygen into your body with amazing efficiency. Is it possible to apply this same concept to Pay Per Click?

I zigged and zagged on this. Brick walls, dead ends, frustration.

Then about 2 weeks ago the answers started coming fast.

I’ve been beta testing these ideas and they work just like I thought they would. Bombshell stuff. Today I’m working furiously to organize my presentation, and I’m thrilled to deliver the goods next week.

Will stream live on Monday. You can get this even if you can’t fly to Hawaii.

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About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.

5 Comments on “THE #1 Skill for Innovators & Thought Leaders is . . .”

  1. I recently retired as a manufacturing manager. In my career, I always believed that my real job was to “create value where value never existed”. Basically, Perry, you are saying the same thing.

    I will be really interested in what you have come up with. I’ll stay tuned…

    1. David studied under Dr. Kowalick and was the first to introduce the Taguchi method as practiced by Dr. Kowalick to the larger marketing community. We did a teleseminar together about that topic in August 2004. Outside of a few geek insiders, nobody had ever heard of it before then.

      I remember having a conversation with Dave which was probably November 2003, when Dave had started looking for Taguchi applications of marketing on his own initiative. He found Dr. Kowalick shortly thereafter.

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