NOT E-VALUATE, ADD-VALUATE

Longtime readers of our weekly Dispatches may already be familiar with our occasional word-play. We like to try to better communicate what we think or a different way of thinking about a particular business-building or marketing concept by re-tooling a well-known word or expression. For instance, some of you may recall our coining of the word "marketect" (suggesting the true role of the brand-builder, along the lines of the role of an architect). We've also used the word "pro-sitioning" as a preferred concept to too-little-too-late efforts at re-positioning. This week we offer another: add-valuating as a more effective way to get better work than the old control method of e-valuating. Take a look.


NotE-valuate-Add-valuate.pdf (PDF File)