The Evangelist Marketing Minute is a free, weekly, Monday morning email with one short lesson per week. They will never take longer than 60 seconds to read.

Here is a recent example:

Thinking Big

These pieces are called “Minutes” because they will always be short enough to read in about 60 seconds.

I’ve observed many of my clients thinking defensively. For the vast majority of businesses defensive thinking is automatic, a part of the culture. This is wildly harmful: it breeds fear, over-thinking and delays action. The opposite of thinking defensively is thinking big. Even in consumer electronics, there aren’t many companies that think big (these companies are Apple, Netflix, Amazon, Google, Nintendo; can you think of another?). Thinking big leads to innovation, creativity and aggressive execution. It’s no accident that the most successful companies are the ones thinking the biggest, from the top of the organization to the bottom.