This trend makes perfect sense through the lens of Raymond Lowey's "Most Advanced Yet Acceptable" (MAYA) principle, that the Atlantic Magazine writer Derek Thompson summarized beautifully in his article about what makes things cool, "[Lowey] said to sell something surprising, make it familiar; and to sell something familiar, make it surprising."
“If you want to make a significant change, it’s all or nothing, baby,” was my final thought during a presentation about increasing OER use at a college or university at this years CAMEX college bookstore conference.
When someone holds a strongly-held belief, presenting new facts or information and thinking they will change right away is a fools errand. In the majority of cases, they won’t. So, I take solace in planting seeds.
“In most cases, our direct mail piece is worthless. But in the hands of someone who just found out they need new windows? It’s priceless.” An owner of a window company made this statement when one of my colleagues asked him how he thought direct mail was working for him. Obviously, we’d need a lot... Continue Reading →