Roy's Blog: May 2012

May 28, 2012


“It’s about being different and unique and doing something that’s never been done before, but doing it as a girl and looking good while doing it”—- Danica Patrick, Race Car Driver

What has she done to EXECUTE her strategy to be The ONLY one that does what she does?

She is well on her journey, but here is a sample

- She is only the third woman to start NASCAR’s biggest race, the Daytona 500. And even though she was involved in a 5-car pile up at the beginning of the race which took her out of any winning contention, she FINISHED the race. Guts, determination and respect for her team.

- The first woman to lead the Indianapolis 500, as a rookie in 2005. I was at this particular race and was amazed at and awestruck by her persona and how she was adored by the racing community.


- Her highly coveted brand ranks her among the most recognized and respected names in professional sports.

- Her star power has led to Barbie doll endorsements, music videos and Sports Illustrated swimsuit issue appearances.

- According to SourceEcreative, she has appeared in a celebrity-record 10 Super Bowl ads.

- She is viewed by racing pundits as having “... A dynamic edge to her personality. She’s assertive and determined. That’s exciting, especially coming from a woman. It’s very rare in this sport, so it’s very intriguing to people.”



Check out my BE DiFFERENT or be dead Book Series

  • Posted 5.28.12 at 08:53 am by Roy Osing
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May 24, 2012

3 rules of trauma #marketing

Riots. Horrific Accidents. Shootings. Natural Disasters. All of these events can have a damaging impact on a person. And in most cases, experts are brought in to counsel the “victims” and others that are touched in some dramatic way.

Trauma Counseling operates on the simple premise that each person’s reaction to a cataclysmic event will be different.

And to effectively treat that person you need to first, understand their reality and second, design a remedy that reflects their specific needs.

If personalized treatment is a natural thing in trauma cases, why do organizations have difficulty doing the same thing for their customers as business as usual?

Why do they continue to push a single product solution to each of their customers?

Why do they create vanilla services they then try to market to everyone?

Why do they behave as if individual needs, wants and desires DON’T exist and that everyone is the same?


Lets take a page from trauma management and apply what they do to everyday business.

Trauma Marketing Principles:

1. Each “He” and “She” in your target market is unique in some way. Attitudes. Biases. Beliefs. Lifestyles. Discover their uniqueness. Define it precisely for each and every one of them.

2. Build the “Remedy” that fits her profile precisely. ONLY for her and no one else. Built for her. To reflect her character mold.

3. Treat her with CARE and sensitivity. Ask for feedback on your remedy. Adjust it to better fit her requirements.

Pretend you are entering a disaster scene and have to treat distraught people who may be scarred for life. Look for their special needs and cater to them accordingly.

Take-aways: People are ALL DiFFERENT, Personalize the solution and treat with CARE.

Interesting that we can look to other professions to see how they deal with humans and get insights into how our customers should be treated.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 5.24.12 at 10:00 am by Roy Osing
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May 21, 2012

5 tricks for mis-managing your time

If you really want to be ineffective, and a Time Waster here are 5 things you can do:

1. Put a To Do List together of at least 10 things to be done. This will guarantee little progress in any of them. Multitasking is a great way to waste time.

2. Kiss up to your boss. Focus on what SHE wants. Devote your day to asking her what you can do for her.

3. Write Activity Reports on what you’ve been up to. Send them far and wide. Make sure people know that you are a busy bee.


4. Send emails when you have something to say. NEVER have face-to-face meetings with people. They can be upsetting sometimes.

5. Stay late at the office. The more time you put in, the more activities you are engaged in. Therefore you get the most out of the time available. Oh, and be sure to include your hours in your Activity Reports.

5 planks to the Time Mis-Management Platform. How many have sucked you in?


Check out my BE DiFFERENT or be dead Book Series

  • Posted 5.21.12 at 10:22 am by Roy Osing
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May 19, 2012

POINTS. Man’s ascent to ZERO

It occurred to me a while back that one of mans’ lifelong preoccupations must be studied. Must be explained. Must be understood (by men). Must be documented so that men can learn more about this truism and enjoy happier lives.

I’m talking about men’s infatuation with POINTS. And spending literally our entire lives trying to accumulate as many of them from the special she in our lives.

You all know the scoop. We spend a copious amount of time doing things, behaving a certain way and talking up a “caring storm” with the hope that she will and reward us with POINTS. The point acquisition process is often a long one filled with trial and error until we finally land on something that she likes us for. And is willing to give us the gift of POINTS.

The flip side of this whole thing is something that most men learn the hard way.

Points can be lost in a nano-second by saying the inappropriate thing. By looking incorrectly. Or by a behavior that is slightly off her expectations. It’s not fair really. It probably took us a month to get the points and we lost them in less than a second!

In addition, she is likely to invoke the “POINTS Multiplier Clause” which gives her absolute power to hit you with a POINT loss significantly greater than you expected. The 100 POINTS you toiled over a month for has turned into a 10,000 POINT loss in one revolution of the second hand of your watch.

Because of a minor indiscretion. A wrong word. A mistaken glance.


And now you are in the negative category (again), facing the double challenge of creating a new POINT Attribution Strategy and at the same time a plan to avoid any significant POINT losses along the way.

So with this as background, I ask you (both He and She Readers) two questions that need to be answered so I can try to build a POINTS guide for men. A guide men can use to navigate successfully throughout the POINTS sea.

To be more effective at obtaining POINTS and avoid losing too many of them so they can at least get close to ZERO on the POINTS balance sheet.

Question #1 - What are the things we men do to GET POINTS?

Question #2 - What do we do to LOSE POINTS?

I suspect the list in response to #1 will be considerably shorter than the #2 list. Nevertheless we must keep it real and build a guide that will go down in the history books as a significant contribution to improving the lives of men.

So come on. Have some fun. Give it to me. I will honor your input and promise to publish my findings.

For you she’s out there, this is your chance to change him! To get him to be the way you want him to be. Well worth your time to give me your input.

By the way I took one for the he team in coming up with the POINTS notion.

My She thinks it’s a dumb idea. I lost 50,000 POINTS!


Check out my BE DiFFERENT or be dead Book Series

  • Posted 5.19.12 at 10:37 am by Roy Osing
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