fabio melloni

9 Flips | 1 Magazine | 1 Like | 2 Following | 1 Follower | @fabiomelloni | Keep up with fabio melloni on Flipboard, a place to see the stories, photos, and updates that matter to you. Flipboard creates a personalized magazine full of everything, from world news to life’s great moments. Download Flipboard for free and search for “fabio melloni”

Business Plans and Other Works of Fiction

The purpose of a business, Peter Drucker famously said, is to create a customer. Yet, rather than creating customers, many innovators create a fantastical piece of what you might call Microsoft fiction.<p>This hit home for me during a recent client project. I was working with a team that had been …

Research: The Emotions that Make Marketing Campaigns Go Viral

We’re all well aware of the fact that marketing is shifting from a landscape where marketers can utilize mass media to speak <i>at</i>consumers, to one where marketers are simply part of the crowd themselves. The bullhorn of radio, television, printand other one-way interruptive marketing approaches are …

Make the Most of a Polarizing Brand

As conversation starters go, “What do you think of Miracle Whip?” probably seems unlikely—you wouldn’t think many people have strong opinions about the slightly-sweeter-than-mayonnaise sandwich spread. But when marketers at Kraft began researching shoppers’ attitudes toward the dressing, they found …

Why You Should Make Your First Price Offer Very Specific

It’s well known that you get an advantage by making the first move in a price negotiation: If you’re the seller, for example, and you offer a price before the buyer does, a higher quote from you will lead to a significantly higher agreement price. But you can increase that advantage by stating your …

Case Study: The Costs and Benefits of a Strong Culture

“How long is this list of escapees?” Kumar Chandra asked as he pointed at the slide on the screen. He was the head of operations at Parivar, a midsize Chennai-based IT services company.<p>Everyone in the room chuckled, except for Indira Pandit, vice president of HR. Nearly 100 employees had given …

When Hiring, First Test, and Then Interview

Many service companies rely on skilled, personable employees to satisfy customers, but finding them can be costly; in some industries the annual churn rate exceeds 50%. Weak labor markets and click-to-apply online applications increase the burden on companies, which may get hundreds of applicants …

How to Make Use of Your Anxiety for Positive Results

Research participants who were asked to give an impromptu three-minute talk scored <b>higher</b> on persuasiveness and confidence if they first said to themselves “I am excited,” in comparison with those who said “I am anxious” or explicitly tried to calm down, says Alison Wood Brooks of Harvard Business …