February 21, 2013


On the phone I was getting the same old answers to the questions that I asked. “We know each other for 25 years,” I said to the export manager of the German company on the other side of the line. “For once give me different answers.” He laughed. “My understanding of branding is the same… My understanding of quality is the same… My understanding of doing business is the same… As long as you are happy with working with us it would be a mistake for me to develop a new content for my messages,” he said.

When the composer Ravel wanted to compose a ballet music for the Russian ballerina Ida Rubinstein, what he finally produced after various trials is his work known today as Bolero. This music piece, which is made up of the repetition of just one melody, initially caused doubt in almost everyone and some even referred to the composer as “this crazy man”. Today it is one of the best known pieces of music in the world.

If the idea is good… If the results are good… Then there is no harm in repeating the same words. :-) Furthermore, as time goes by your voice starts to get stronger.

Sometimes our clients, seeking a partner for their business, ask us “This potential acquirer is a very big company. Should we change our choice of words as we present ourselves?” If they are successful in their business, then we tell them, “Definitely no. It would be like cutting your own throat.”

If you would like to listen to Ravel’s Bolero from Münchner Philarmoniker (22:10), please click here.

The oldie of the week: Screamin’ Jay Hawkins – I Put A Spell On You (1966)

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