An Interview with the CEO

This weeks article was written by Diana Jordan.

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I started working with Morty this past September. Even from our earliest email exchanges, I could tell he wasn’t the typical CEO. His passion for his profession and clients was infectious, and I quickly realized I had aligned myself with something rare. The weeks that followed indulged a deeper discovery of the man behind Mad Strategies.

At every opportunity, I peppered him with questions that allowed me to learn more about him and better focus my lens. In the process, it sparked my idea that others would also benefit from knowing these charming fun facts. Alas, after some MMA style arm-twisting, I convinced him to let me share them on his blog. 

DJ:               So, who would play you in the movie of your life?

MS:              Nathan Fillion, I especially liked him in the movie Serenity.

DJ:               Who has been the most pivotal person in your life’s journey?

MS:              That’s a tough one. I have a few. Other than my wife and children, I’d have to say my mother, who taught me to be kind; my father who taught me to be thoughtful and thorough; and Roy Williams who taught me what marketing really is.

DJ:               Professionally speaking, what was your biggest game-changing moment?

MS:              On break from University, I was on vacation and was looking for something to read. I came across Roy’s book, “The Secret Formula of the Wizard of Ads”, and that was it. My career’s trajectory became crystal clear.

DJ:               What was the most valuable business advice you ever received?

MS:              My dad would say “Pull, don’t push.” Don’t force things. Picture an industrial line where the people in front of you are waiting on you to get something done. That pressure makes you feel compelled to do something because the person ahead is depending on you. It’s a powerful reaction, caused by will and energy, rather than force. Marketing is the same concept.

DJ:               What was your greatest lesson or mistake?

MS:              Not letting go of bad people, and certainly not getting rid of them quickly enough.

DJ:               What was your scariest business moment?

MS:              When I was operating my clothing business I was deceived by a partner. Poor production and delivery caused me to work over time to be able to deliver to the customer. I barely covered my costs (and underwent tremendous stress). In the end, the important thing was that I delivered and never worked with that person again.

DJ:               When did you know you had arrived?

MS:              I’m not sure if I have – I’m still looking for that feeling. I think it may always be a work in progress.

DJ:               What would the title of your autobiography be?

MS:              “More Stubborn than Smart.”

DJ:               Ever had a near-death experience?

MS:              Not yet. Hopefully never.

DJ:               What’s the one piece of business advice you would give to your younger self?

MS:              It sounds cliché, but it’s so simple and true: Always trust your intuition; believe in your instincts because you’re wiser than you think.

DJ:               Who would you pick to have dinner with, if you could pick anyone dead or alive?

MS:              Because I am an event producer, I would jump at the opportunity to sit with a set designer named Es Devlin. I would use the dinner to pick her brain and collect as much industry insight as I could.

DJ:               How would you spend your last day on earth?

MS:              This one would absolutely be with my wife and kids. Nothing fancy; I’d just want us all together, hanging out in the living room.

DJ:               Finally, what is the one thing you wish your customers knew about you?

MS:              That I really care about them. That I’m genuinely and completely invested in their success.

DJ:               I’m glad I saved the best for last! Thanks for your candor.

Marketing (Unapologetically) at Full Price

It’s unmistakable. The official name is Pantone No. 1837 but we recognize it simply as the Tiffany & Co. blue. A robin’s egg turquoise – it is the most protected colour in all of branding. Their pieces become heirlooms, their reputation is historic.

Perhaps equally as recognizable to Tiffany’s gold-standard marketing is their refusal to promote or sell their stock for anything less than the price tag attached. If you’re holding out for a sale to grab that piece you’ve been eyeing, don’t bother, because chances are good that it won’t be happening.

When you discount full price becomes extinct or seen as a gimmick between the “real” bargains. Your clients stop seeing worth in paying the actual cost because they have become conditioned to believe they shouldn’t. Once prices have been dropped, it’s difficult to raise them again and expect people to forget about the previous reductions.

Consider product positioning over a discount pricing approach. Known as value-based pricing, it’s an effective “strategy which sets prices primarily, but not exclusively, according to the perceived or estimated value of a product or service to the customer rather than according to the cost of the product or historical prices.”
Even in an economic downturn, value-based brands have proven to be more resilient. This can be attributed to people watching their money more closely, and thus being only willing to part with it for necessities and premium commodities.

So, instead of luring consumers with sales and discounts, offer superior goods and services and sharpen your marketing game plan. You’ll target and maintain a loyal market-share that’ll support and cherish your durable brand. Tiffany & Co. is just one solid example of a job well done. Their resilience through the Great Depression, The Great Recession, and all the other economic downturns in-between, should serve as a role model for how to get it right. Coupons be darned.

Morty Silber, CEO

Mad Strategies Inc.
a Wizard of Ads Partner

Devotion to one's country is a force so compelling that, at one extreme, millions of people (willingly) sign up to fight for it; to risk life and limb to protect it.

You see patriotism on national holidays. You feel its all-encompassing energy at sporting events. All other sociological differences melt away and are swiftly replaced by the bond of a flag. Suddenly, we’re all on the same team. A united front under red and white.

As a result of the recent global political events, we Canadians have been cast as the example for the rest of the world. A position we deserve and will unquestionably excel at. And advertising is swiftly catching up on the maple craze.

After all, the goal of advertising is to ignite emotion and the ad above is fantastic at it. It does what many ads try to do and fail – it gives me goosebumps. Sure, it’s great if a commercial makes me laugh, or is memorable for its snappy jingle. But to make the hair on my arms stand up? That’s marketing magic.

We all know how the Canadian Immigration website crashed on the evening of the U.S. election from our neighbours to the south looking to join our club. It’s a good club; I don’t blame them. We, as Canadians, always knew it, and now everyone else is catching up.  

Even in the critically acclaimed miniseries, The Handmaid’s Tale, Canada is depicted as the refuge for Americans escaping from their unbearably oppressive new culture. The sanctuary, where peace and freedom reign supreme. A land of bona fide acceptance and opportunity.  

This recent influx of national camaraderie should not be undervalued. Incorporating, dare I say, even exploiting our Canadiana will serve us well when marketing both internally and globally. We must capitalize on its momentum, which won’t be slowing down anytime soon.

This ad reminded me of Molson’s I AM CANADIAN campaign. It was a similarly powerful commercial that invokes pure emotion. A touch of humour, created by debunking (albeit endearing) Canadian stereotypes, combined with a whole lot of brash swagger. Borderline arrogant? Maybe so. I guess that depends on which side of the border you’re on.

Morty Silber, CEO

Mad Strategies Inc.
a Wizard of Ads Partner