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Mar 31, 2009 | Comments

I had the pleasure of observing Scott Galloway teach.

Scott is a rock star. He’s a boardmember of the NY Times, focusing on expanding the paper’s digital presence. He founded brand-strategy consultancy Prophet (my employer) in his late 20s and publicly-traded (though de-listed) Red Envelope at 34. He was also on the board of Gateway and now teaches at NYU Stern.

And I had the sweet opportunity to observe him lecture for 3 hours in his MBA brand planning course.

Afterward, my hand ached from note-taking. Check out these pearls of wisdom worth a mental bookmark:

  1. It’s all about return to shareholders. You don’t want to be that cool marketer in all-black clothing that doesn’t understand shareholder value.
  2. Rookie mistake for a brand consultant is to just say “Do X.” That person tops out at VP. Where is the return? You need to be able to allocate capital. [This reminds me of Buffet. All marketing should deconstruct to ROI, allocation of capital, and limited resources.]
  3. I cannot think of one company that should not be using SEO.
  4. Google has begun to incorporate Brand into page rank. Brand counts for something.
  5. A good consultant manages their client. Most consulting engagements fail because they fall of the edge.
  6. What gets measured gets done.
  7. [For evaluating brand attributes] Three pillars: Is it differentiated? Is it relevant? Is it sustainable?
  8. Co-branding creates credibility.
  9. Eliminate the words “like,” “you know,” and “I mean” from your vocabulary. They do you no good.
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  1. I especially like 1 and 2. It’s so common to hear great ideas without any economic purpose behind them.

    “Building relationships” is typically the first anecdote, but creating value actually gets you a monetary return.

  2. Yes. Which is why analytics (hint. hint.) are important.

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