Have Some Juice

As you may have noticed from recent posts, several clients this fall have been preoccupied with juice. There’s nothing like an economic crisis to focus the mind. And I think juice is going to receive much more focus in the months ahead.

Everyone knows juice when they see it. It’s the difference between just going through the motions and really making a connection. It’s the creative spark, the excitement, the breakout thinking, the energy, the innovation -- fill in your own definition.

Why focus on juice now? Three reasons. First, every penny counts. Nobody these days is going to invest in an idea that’s not going to take them somewhere. And that takes juice.

Second, juice is non-linear. You can have a transformative idea in the shower. You can also spend $50,000 on a corporate brainstorming retreat and come up with squat. So, when it comes to your juice supply, reliability is everything.

Third, juice is as fungible as cash. A great new idea will take form over and over again in an almost endless variety of flavors. That’s how you tell an idea is great. It is “obvious” -- the most likely to be imitated.

The real advantage then is not the great idea. It’s the juice -- the speed, originality and energy with which great new ideas happen in the first place. Execution is essential but not transformative. And transformation is what we need now.

With that as a prelude, let me show you my own latest postcard mailing. Here is side one (click the image to enlarge).



And side two . . .