putting pressure where it counts

once more seth distills the issues into a pure gem here URL: The needle, the vise... and the baby rattle

we've been seeing a lot of changes in our business, and clients seeking the answer to an ever changing question in fads and the stealing of attention.

we cannot continue to be sneaky and grab attention through gimmicks. if we use simple techniques and honest ideas it is poosible to have raving fans talking about our products, it is possible to have people we worked with years ago remember the feeling of that and call us back after five years and begin talking about doing a new product. [that's exactly what happened twice last week for us]

the precision of the needle is an awesome tool, and we believe it's the tool to keep using.

the power of the vice is ensconsed in the nagging that we do to you about making the brand consistent...

both graphically and within the use and exposure to the company. your brand is so much more than the logo, don't let your designer convince you otherwise. see pretty much anything that tom peters has to say about companies for more on the service as a brand

...you have to keep the pressure on, otherwise they don't notice you. but it has to be consistent pressure otherwise it hurts!