Author Archives: Wilder Baker

About Wilder Baker

Retired advertising agency CEO now active as management consultant with focus on marketing and marketing communications. Work with small companies and business owners to develop their business over the long term. My relationship with clients often evolves into that of trusted personal, as well as business, adviser. I also take short term projects as I can be helpful. I serve on the Board of the American Advertising Federation where I am a past Chairman and am a Trustee of the Hyde Leadership Charter School in New York City.

WHAT IS THE NUMBER 1 JOB OF BUSINESS LEADERS?

CEOs and business owners who are building companies and have even a few people on staff, always have plenty on their daily To Do lists: setting goals, creating strategies, dealing with personnel issues and so forth. These tasks require constant … Continue reading

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LIFE GETS IN THE WAY!

I guess everyone experiences the intrusion of outside events on normal work habits from time to time. I have been unusually lucky as only rarely has life interrupted my ability to devote time to my business. But, having sold our … Continue reading

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TO UNDERSTAND, ONE MUST KNOW HOW TO LISTEN!

When I am at a business networking event, I hear a lot of emphasis on the importance of listening well. Yet I often get the sense that many people are not doing it as well as they need to. Sometimes … Continue reading

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IS PAID ADVERTISING BECOMING IRRELEVANT OR IS THERE A DIFFERENT BENEFIT FROM ONLINE CHATTER?

In a recent, well-written blog, Kristen Zhivago – whose commentaries I read and respect – raised the interesting hypothesis that shoppers write so many reviews and articles on the Internet about products and services they have purchased, that the paid … Continue reading

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THREE WAYS TO FAIL FROM JUST ONE FAILING!

Many blogs address how to succeed in business but many small business owners -and others as well – are as motivated by the fear of failure as by the drive for success. In this year’s Leadercast sponsored by Chick-a-Filet, Jim … Continue reading

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WANT TO RAISE PRICES? ANTICIPATE WHAT YOUR COMPETITORS MAY DO!

There has been a spate of articles recently providing advice to businesses able – or, at least wanting – to raise prices as the general business climate has seemed to be improving. However, none of those I have read have … Continue reading

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HOW TO MAKE YOUR POSITIONING WORK HARDER FOR YOU!

For a long time and particularly for non-consumer marketers, “positioning” was an obscure word which did not clearly and instantly convey its meaning, i.e. to identify the benefits of what your product or company offers viz a viz its competition. … Continue reading

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IT’S THE MESSAGE, STUPID!

How many of you remember this phrase? It was a frequently repeated yell in the advertising business “back in the day”and is even more critical to understand and pay attention to now. The marketing world has truly been transformed in … Continue reading

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ARE YOU A "SERVANT BOSS"? SHOULD YOU BE?

Some years back, the CEO of Jewel Tea Company referred to himself in a Harvard Business Review article as The First Assistant to his direct reports. By that, he meant that he saw himself as the person to whom his … Continue reading

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CAN MAKING "FOOTPRINTS IN THE SAND" HELP YOUR BUSINESS?

Recently, I have been following the thread of an interesting article posted on BizNik by Miles Austin. He calls the process of commenting on group discussions,web articles, blogs and the like as leaving “Footprints in the Sand”. The reason for … Continue reading

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