Posted by John Park on Aug 28th, 2008
Aug 28


Congratulations Senator Obama!  You have made history today.  For this, you deserve credit.  I am not exactly one of your 85,000 adoring fans but this achievement, regardless of your party affiliation, should not go unnoticed.




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Just FAB your products and services.

Posted by John Park on Aug 27th, 2008
Aug 27

Elevator Pitch


Back when I was 21 years old, I learned a valuable marketing lesson from my then CEO.  I was at one of those week long corporate sales trainings—the ones where they make you live at a Courtyard Marriott to initiate you with the corporate colors (brain washing).
The training had pretty much wrapped up and I was in an elevator headed back to my room.  The doors opened and the CEO of the company walked in.  Was this an opportunity or just really bad luck?  At the time, I definitely thought it was bad luck.  After a few words of pleasantries, I could see it in his eyes.  He was going to test the young recruit.  He asked the question… “so, tell me what you’ve learned about our products?”
That’s when it happened.  I just started spewing out anything and everything I had just learned during the week.  It was just way too much information and none of it was organized.  After a few paragraphs had rolled out of my mouth (without taking a breath), he finally stopped me and said… “Just FAB it John.  It will be much easier.” The elevator door opened.  He smiled and left.
I’ll never forget that moment.  FAB was one of the lessons from the week and I didn’t think to apply it.  Ever since then, I have tried to apply FAB as much as I can as the foundation for any marketing or advertising message.  So, what is FAB?
It is an acronym for FEATURE, ADVANTAGE and BENEFIT.  The idea is simple.  Whenever you are describing a product or service for advertising or marketing purposes, just FAB it.  It is the core information you need to cover before all else.  Some people will tell you that all else doesn’t even matter.
( FAB Structure )
FEATURE:  What is it?
ADVANTAGE:  What is its advantage?
BENEFIT:  What is the benefit?
( FAB, Example – Graphite Golf Club )
F:  It’s a golf club.
A:  It is lighter because it’s made of graphite.
B:  You can drive the ball further and improve your game.
Try this with your products and services.  It will give you focus and a clear way to communicate the value proposition.  Whether you use FAB in ads or in your other marketing communications, it will always serve as a solid foundation.
By the way… I am still in touch with my elevator CEO.  We exchange e-mails now and then.  Despite my disaster in the elevator, I turned out to be a pretty good employee for him.

This is what makes us uniquely American.

Posted by John Park on Aug 24th, 2008
Aug 24

Debbie Phelps


The Olympics ended today and for a few weeks we all got a chance to enjoy the friendship and the true spirit of sportsmanship between nations.  The distractions were still there of course.  The never ending bad news of the economy, bickering politicians and Russia’s invasion of Georgia still dominated the news but it was great to see some of the 24/7 cable news cycles devoted to the “goodness” of the Olympics in Beijing.
As I watched the closing ceremonies, I couldn’t help but feel an overwhelming sense of pride to be an American.  I didn’t feel this way because we won the most medals but because of the many shining examples of what it means to be an American that came to light during the Olympics.  In this post, I salute the athletes, the coaches and especially the parents for reminding all of us how great this country is and of the reasons why so many hope to one day realize the American Dream.


( This is who we are. )
- A boy fleeing the violence of his war-torn country comes to America and becomes a track star.  He is chosen by his fellow American athletes to carry the flag on behalf of the United States in the March of Nations.
- A proud mom nurtures an Olympic dream.  Thousands of carpools and practices later, with no government subsides, Debbie Phelps watches her little boy become the greatest Olympic athlete of all time.
- A Chinese-American immigrant opens a little gymnastics gym only to have Shawn Johnson walk in one day.  He coaches her to a gold medal in his birth-city of Beijing.
- A daughter of a former Soviet gymnast wins the all-around women’s gymnastics gold medal for the United States.
- The men’s volleyball coach and his family suffer an unspeakable tragedy at the beginning of the Olympics.  He returns to his team a week later and coaches the team to Olympic Gold—first in 20 years for men’s volleyball.
As we put our heads down and charge through the current economic recession, we must never forget the pride, the spirit and the ingenuity of the American people.  We have overcome before and we shall overcome again.
Only in this country…can a 10 year old immigrant child grow up to write such a blog post.




Start with a business K.I.S.S.

Posted by John Park on Aug 21st, 2008
Aug 21

KISS Theory


We’ve all heard it before.  We all know of it.  We understand what it means.  So, why don’t we practice it as often as we can in business?
K:  Keep
I:  It
S:  Simple
S:  Stupid
Try it.
I want you to take away from this post the simple and valuable concept of K.I.S.S. and see what you can do to apply it to your business.  I would start with your advertising and marketing messaging.
What do we love in our lives because it is straight to the point and SIMPLE?  We’re constantly complimenting and acting as unpaid consumer salespeople when we find something that is easy, quick, simple to use and yet effective in delivering the value proposition.
How is this post for KISS?  Believe me… It pains me to not write further about this topic.  If I did, the point would be lost.
( Some examples of K.I.S.S. at work )


GOOGLE – Process

NETFLIX - Business Model

OVERSTOCK - Flat Shipping

APPLE - Product Focus




The Grey Area of Building a Green Business

Posted by John Park on Aug 19th, 2008
Aug 19

plastic water bottle


What is more green, a plastic water bottle or a paper water box?  According to a recent article posted on MSNBC, the answer is not as clear as you think.  Here is a quick summary along with my input.
If you haven’t noticed yet, there is new kind of gold rush happening in the business community.  Anything green and sustainable is getting traction in all industries as entrepreneurs strive to capitalize on the social movement.  And, it’s no surprise that many businesses are jumping in with both feet.  This is especially true because marketing your business as green for the most part is not regulated.  Basically, what you claim about the product and its environmentally friendly attributes are, unless you’re selling chemicals, unchecked until you have the bad luck of being held responsible for your claims by an environmental group.
This is exactly what happened to a not so little green company that sells purified water in an innovative way.  The idea was simple.  Put water in cardboard boxes instead of plastic bottles.  Sounds green, right?  At the very least, their thought process was admirable but the company soon learned that going green was not as easy and straightforward as it sounds.
Environmental groups would say… NOT SO FAST.
1)  Their water boxes, manufactured by Tetra Pak (they make most of the world’s milk cartons), are composed of 20% polyethylene.  The production of the water boxes impose the same environmental costs (depletion of scarce oil, greenhouse gas emissions) as 100% plastic water bottles, only in reduced proportion.
2)  Only about 25% of plastic water bottles get recycled.  For water boxes, the percentage is much lower.  Apparently, only one in five Americans live in a community that offers curbside recycling.  And, no one will pay you 10 cents for turning in a cardboard water box.
In this example, it can be argued that a plastic water bottle is more green than a cardboard water box.
The point of this post is to urge all entrepreneurs hoping to cash-in on the green movement to proceed with caution.  Do your research and be completely aware of your manufacturing process.  Before you proclaim your product to be green, sustainable and environmentally friendly, you must be 100% sure of your claim’s accuracy and…truthfulness.
The true to the core green consumer is not as easygoing as the rest of us green-wannabes.



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