Think Two Products Ahead

u GIVE them something to talk about... sharing.

2007-10-10T05:22:00.001-07:00

The Common Ground Restaurant ran out of food...

2007-09-30T12:43:00.000-07:00

Halloween comes early this year.
Brattleboro, VT
For Immediate Release...gar...

...gar...PRESS RELEASE: The CGR (Common Ground Restaurant) ran out of food at 2pm, EDT 9/30.

They ran out of money Friday.
Come Monday, checks written against insufficient funds will begin to bounce.

Dave Lakhani and I tried. We weren't committed without their full cooperation.

All they needed was
* a banner on the outside *
a banner
that READ==> "Marketing isn't evil. They say iT can't be done.com"
No sign.
4 weeks later, we are sad to report...
CGR may now Rest in peace. ~peace

Meet Kevin...

2007-09-10T06:15:00.001-07:00

I paid Kevin $23 to where this shirt ==>

Why?

Because, the shirt promotes a publicity stunt that Dave Lakhani and I were pulling, promoting our website...

http://TheySayItCantBeDone.com

Dave and I sincerely wanted to help the folks at Brattleboro's 37-year-old restaurant called The Common Ground. And, this is a stunt. Regardless of what happens to The Common Ground Restaurant, we have a story to sell.

if you liked the movie...

2007-09-05T18:44:00.000-07:00

Me & Binky

2007-09-04T08:17:00.001-07:00

2007-08-30T09:00:00.000-07:00

NLP Miranda Warning
by David Garfinkel

"You have the right to remain silent. You have the right to remain in trance. Anything you say or do can and will be used to mold your future perceptions.

"If you understand what I am saying, we can work constructively together to help you achieve your most important outcomes.

"If you don't understand what I'm saying, your ass is mine."

David Garfinkel,

You continue to throw off pearls of wisdom and money making ideas in more and more engaging ways. You're copywriting teachings have moved me further and faster than anybody else. I am grateful to you. Thank you. I can't wait to see what you're teaching in San Francisco at WIME.

Thank you again my friend.

Sincerely,

Ben

23fnords

2007-08-12T12:00:00.000-07:00

Chapter 12 - Creativity On Demand: Why Ad Agencies Can't Brainstorm

2007-04-29T13:03:00.000-07:00

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"Applied creativity is the backbone to innovation." -- Ben Mack

In addition to introducing a construct for creativity that focuses on the "how" instead of being creative for the sake of creativity, what we learn about in this chapter is applied creativity for making money. Instead of pursuing creativity in an artistic sense, we are learning to focus creative thinking on developing possible and profitable answers for a specific detailed question.

To go bigger with our creative brainstorming, we must first go smaller with the clearest question we can ask ourselves regarding the objective at hand.

By drawing from his own professional experience, Ben shares two essential tools used to teach students and business owners alike about the true concept of brainstorming. Putting pen to paper is required to use either tool effectively and profitably. Another requirement is using "brainstorming" in the context of how the man who coined the word, Alex Faickney Osborn (the "O" in BBDO) intended.

Employing "Divergent Thinking" and "Convergent Thinking" is the very reason why advertising agencies can't brainstorm. It's also the exact reason why you can.

Mr. Osborn had four rules for Divergent Thinking as applied to brainstorming:

1. Defer judgement.
2. Strive for quantity.
3. Seek wild and unusual ideas.
4. Build on ideas.

To complete the process of creativity on demand, Mr. Osborn also had four rules for Convergent Thinking to filter and organize the possibilities from brainstorming results:

1. Be positive.
2. Be deliberate.
3. Check your objectives.
4. Consider novelty.

The model described in Think Two Products Ahead is a construct for creativity on demand and not a blueprint. In the "me too" world of big advertising agency creative departments, the blueprint process they tend to rely on does not fit with creativity on demand and the essence of the brainstorming process.

"Branding is about sustaining the focus of your money-making construct. Marketing is the legitimate face of magic." -- Ben Mack

Chapter 11 - Structured Creativity: Framing Tools

2007-04-18T14:03:00.000-07:00

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As we move forward with Think Two Products Ahead , Ben continues with specific framing tools for profitable results. While "structured creativity" sounds a little stilted, once you catch on to what it's really all about, the "structured" part is freedom in motion.

With a different perspective of framing, our work on the Legend Platform can be seen through fresh eyes. Understand first and foremost that what is presented here are tools. Tools giving you the opportunity to see things as different than you may see them now.

How you use the tools is up to you. How you structure your creativity is also up to you. If you're waiting for permission to use a tool in your toolbox, chances are you are also waiting for profits. If you're waiting for permission to be creative, keep waiting and while you're waiting, go get a job working for someone who already gave themselves permission to create.

An illustration for the use of the tools described in this chapter comes from a recent blog post by Ken McArthur . While working on a book project, Ken uses a variation of the tools Ben describes to move his own book project forward with clarity and purpose. Read Ken's blog post here for the relevant truth he learned from Ben.

"This chapter might be perceived as esoteric by some readers. Some readers may be put off by the word esoteric, because they don't know that it means that the subject matter is difficult and likely to be understood by just a few. I'm okay with this. Framing your product from scratch takes work--mental work--and play." - Ben Mack

Play?

Yes play. As in play with the tools by using the tools to shift your thinking and thus your perceptions. Ben gives a simple and fun exercise using a banana. A banana is an excellent framing tool to use in your structured creativity. Besides, it won't hurt near as much if you're playing with a piece of fruit instead of a hammer and you accidentally smack your thumb.

Go ahead. Give yourself permission to have some fun and play. You might just amaze yourself at the profitable results you produce by having fun with the mental effort you invest.

Between Your Essence and Your Touches

2007-04-03T19:34:00.000-07:00

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In the middle of your Legend Platform are two key elements we must get clear on. Emphasis is on MUST. Without clear General Precepts and Primary Principles built in, your customer goes from hero to zero fast.

Purchase your own Legend Platform workbook, Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits by subscribing here first .

I know what some of you are saying. Precepts and principles mean the same thing. Right? Here's where proper definitions according to a dictionary or some other ready reference would be handy. Not going to do it to you though. I promise. Go ahead and look up the two words yourself.

Notice there is a distinct definition for each, and while similar, they do not mean the same thing. Ben Mack makes it very easy for us by adding the "General" and "Primary" modifiers inherent to the separate meanings of each word. Thank you Ben.

Starting with General Precepts after your Customer Touches and develop the areas where your customers may enjoy immediate benefits of your products or services. These general benefits move customers closer to your Primary Principles. Moving your customers closer to your Primary Principles will also move them closer to the full benefit of experiencing your Brand Essence.

Your Primary Principles are the essential elements of your Brand Essence. There's no way your customer can fully enjoy their own heroism in your Brand Essence until they first go through your Primary Principles.

As you build the Legend Platform for your business, please keep simplicity in mind. A Legend Platform is a simple document that will serve you for many years to come. Complicate the Legend Platform and you'll keep getting complicated results. Do you want to complicate your profitability?

Chapter 10: Framing to the Right Target Audience

2007-03-27T22:10:00.000-07:00

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Before we begin, thank you for reading and listening. You are appreciated.

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"Framing is about packaging ideas to make them more compelling to your target audience" -- Ben Mack

Of politics and with regards to direct response marketing, framing to your target audience is critical. Your success depends on knowing the target you are aiming at and delivering a properly framed and tested message to your audience.

Borrowing a quote from the arena of politics (an industry totally dependent on proper framing) says it all...

"Military strategists know that most battles are won before the first shot is fired-by the side that determines where, when and how an engagement is fought... Political professionals call the act of defining the terrain of engagement 'framing the debate' " -- James Carville and Paul Begala

One of the references Ben shares in our conversation is for Blair Warren and The One-Sentence Persuasion Course . Blair's work is superb in framing and persuasion. Check out his valuable free course today.

Chapter discussions will continue with the author of Think Two Products Ahead after the Legend Platform In Motion posts coming soon to a blog near you.

Chapter 9 - The Kama Sutra of Marketing: Five Basic Positions

2007-03-22T22:43:00.000-07:00

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How many ways can you cook an egg?

Hardly where my mind was going after reading such an evocative chapter heading. But it turns out this question is a perfect frame for the content you are about to receive.

In our last discussion, the end of the chapter felt like a place to stop and sort out our Legend Platform work so far. Chapter 9 is all about looking at our results through a fresh pair of eyes. Part of seeing with fresh eyes is plugging our results into a different model allowing us to observe where we may need a little more work or where opportunity exists to maximize profitability we didn't realize was there.

Ben Mack expertly moves the reader toward clarity on work already done. No new elements are here. New perspectives? Yes. New feelings? Yes. New income streams? Look for the possibilities.

Invest your time and energy in doing the work outlined in this chapter. Test and test again. Due diligence is rewarded. Prove it to yourself.

How many ways can you cook an egg?

Updates on Ben's work are always available by going to ThinkTwoProductsAhead.com , entering your name and a valid e-mail address and pushing a button. Easy? Yes. While you're there, pick up your copy of Think Two Products Ahead and join the conversation.

Included in this post (below) is the streaming audio for the unedited recording this episode evolved from. A short lesson in Podcasting with content for chapter 9 and chapter 10. Enjoy.

Click the button once to activate and click again to play (for best sound quality, use the ODEO player at the top of the page).

char(10)char(13)

In Motion With Your Brand Essence II

2007-03-16T00:26:00.000-07:00

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Working through to your Brand Essence may be an excuse for good conversation as well as an essential component for the Legend Platform for your business. This episode of Think Two Products Ahead Forum Talk demonstrates both.

Take action and start your Legend Platform now. Nothing will bring results faster than grabbing your favorite pen, a sheet of paper or two and exploring the possibilities with like minded entrepreneurs . Swap a few ideas about your respective adventures on the journey and observe what shows up.

The process Ben describes is as simple as that. The work you do to move through the process is not. Do you want to get this right or settle for fluff and do the work again many times over?

Always ask a better question.

Of course all of this comes from the assumption that you have the book. If not, go pick it up. All of the steps are outlined at the end of each chapter. Do the exercises and I guarantee your Brand Essence will magically appear right before your eyes.

Fnords too? Yes, but no Hocus Pocus, no Abra Ca Dabra, no Presto Chango.

(Where's a Magician when you need him?)

Deep Thoughts of a *Customer Passion Evangelist:

2007-03-12T21:20:00.000-07:00

Deep Thoughts of a *Customer Passion Evangelist: I Watched Ben Mack teach me one of the most Amazing Branding Tricks ever!

In Motion With Your Brand Essence

2007-03-07T13:40:00.000-08:00

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Our In Motion conversation continues with the focus on Brand Essence.

Discovering your unique Brand Essence is essential for implementing branding that actually works for your business. Ben's Legend Platform process described in Think Two Products Ahead must include this essential piece of the puzzle.

Leveraging branding without the part which makes your heart sing about the heroics of your customers is an exercise in futility.

It's action without a profitable result.

Similar to using a bow and arrow and trying to hit a three inch (3") bulls eye a hundred yards away in pitch darkness while blindfolded.

You can shoot arrows until your arms feel like they're going to fall off and when the sun comes up, you'll see a lot of arrows. Few if any though will be close to the target and it's very unlikely any will be close to the bulls eye at all. Your results will speak for themselves.

Two members of ThinkTwoProductsAhead.Ning joined the discussion and contributed for your listening pleasure. Learning with like minded entrepreneurs in this community is a pleasure.

By sharing our experiences, we each learn and come away with knowledge to apply to our own profitable results. Thank you Dr. Roseanne D'Ausilio and Dawn-Marie Cook for the spirit each of you bring to the conversation.

Learn about Roseanne's work here: Human-Technologies.com

Learn about Dawn-Marie's work here: Parent.Family-Rx.com

Purchase Ben Mack's Amazon #1 Business Best Seller, Think Two Products Ahead , and join the conversation today.

In Motion With the Legend Platform

2007-02-28T18:42:00.000-08:00

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Departure from the usual can be a powerful teacher. Listen to this Forum Talk episode about applying the Legend Platform Ben describes and outlines in detail on the pages of Think Two Products Ahead.

Walt Laurel, one of three people currently licensed by Ben to facilitate and coach groups and individuals about Legend Platform branding and Irwin Glenn, social network community expert and trusted advisor to Ben, demonstrated briefly what goes into developing a Legend Platform.

Two volunteers from the our online community raised their hands and took advantage of the opportunity to take a few steps closer to their own Brand Essence.

Is that all there is to it?

No not at all. Your hearing a couple of very short focused examples of how to discover a Legend Platform. This is only a taste of the work required to get to the core of your own Brand Essence.

However, once the work is complete on your Legend Platform, you'll have a Brand Essence for your business that will last for life of the business. Do the work one time and enjoy the rewards for many years to come.

Special thanks to:

Juanita Bellevance MarketingFunnelResults.com
Dr. Bruce Eichelberger, OMD RenoAlternativeMedicine.com
Irwin Glenn ThinkTwoProductsAhead.Ning.com
Walt Laurel LaurelConsultingGroup.com

Click ThinkTwoProductsAhead.com to join Ben's subscriber list and pick up your copy of Think Two Products Ahead right now. The mouths you feed will be glad you did.

Chapter 8: Extracting a Brand Essence

2007-02-22T22:19:00.000-08:00

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I feel better now. Thank you.

In discussion of clarities and karmic adventures the flavor has changed for the moment(s). May I have a taste? A pink spoon if you please.

Extracting a Brand Essence becomes the stopping point for review. Thank you Irwin. Finding ourselves (my self, myself) at the begining to work through the exercises again with a fresh mind and a newer understanding. Do you feel two products ahead? Exactly.

"can the number 23 help us
make money today? yes...

if you become a 23rdian we'll let
you in on the biggest secret of
modern advertising... we'll teach
you Direct Response Branding

David Garfinkel explains the details
very clearly right here..."

Direct Response Branding

NOTICE: Check your copy of Think Two Products Ahead and see if there's a blank page at the end of the chapter. If you have a blank page, you may have already won. Don't get to excited though. It's not the golden ticket to Wonka's confectionery but it is the ticket worth more than all the riches in Babylon. It's your ticket to life long profitability in your business.

By this point in the book I'm sure you know your Brand Essence like the heart beating in your chest. Or the possibility exists you're more confused than ever and your business looks and feels very much like it did.

Would you like to know why?

Listen to the conversation and plan on being present for the next one... You're learning magic or you are watching others learn magic. Is there gold in your purse and pocket?

"yes, you can be the first to learn
our powerful technique which destroys
resistance and is so powerful the FBI
are reading my emails

can you exploit the THE NUMBER
23 to deepen your relationship with
your most profitable customers? yes...

this email will have a higher
open rate because I put the
NUMBER 23 in the subject

if you haven't seen an ad for
Jim Carrey's new movie then
you might not be watching TV

how can we profit from the number 23?
1) Leverage hype of movie
2) Make Michael Jordan references (his number was 23)
3) Consistently send out emails on the 23rd
4) Delve into the metaphysical side of 23

Some say that metaphysics are dangerous..."

"Those who play with the devil's toys
will be brought by degrees to wield
his sword."
R. Buckminster Fuller

Forgive me. I led you down a path only to bring you full circle and begin right where we're back at. Curious enough to listen to Ben? Go ahead and listen. Listen now. You'll feel better too.

My bus is waiting and I think an icon just left Chicago. 23 hours have passed since my last (fill in the blank with your preferred carnal pleasure) __________ and I'm going to Get Forgiven before it's forced on me.

Quoted text was swiped from Ben's email.

Forum Talk: Chapter 7 With Ben Mack

2007-02-14T22:32:00.000-08:00

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Ben talks about the essence of Legend Platform branding and making your customer the hero of the story in this discussion. What he refers to as being on a "soap box" is evidence of the expertise brought to the stage from someone who walks the talk. When a person lives the story and eats, sleeps and breathes the content of Think Two Products Ahead the way Ben Mack does you listen.

People who are serious about profitability and want to exploit Legend Platform branding in their own business do more than listen. They learn and take massive action on what they learn. Are you listening? Are you learning? Are you in motion or only thinking about moving?

Resources mentioned are plentiful. Of particular note is a reference to Blair Warren and The One Sentence Persuasion Course: 27 Words to Make the World Do Your Bidding. Blair's course has been causing quite a stir since it was released in 2005. Pick up the course as a freebie by putting yourself on Blair Warren's subscriber list at BlairWarren.com .

You're learning magic. Prepare yourself for accelerated growth. Buckle up and breathe.

Chapter 6: What's a Brand Essence?

2007-02-08T20:41:00.000-08:00

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Chapter discussions continue with Ben Mack and the lessons in profitability are ringing in my ears. After being involved with a book launch of monumental proportions, Ben continues to do the things he does best. Creating valuable content for the readers of Think Two Products Ahead and talking about (and acting on) generating revenue with the content you produce.

Ben is doing his Legend Platform magic with Brad Fallon and promoting the book on a virtual book tour that's taking him around the world. An example is being set for all of as authors and would be authors of taking the promotional high road and getting in the trenches to get the job done.

Listen to this call and you'll hear about lions and tigers and bears? Oh my no, but you will learn about rabbits, elephants, dogs and dragons and what each represents in the world of advertising. What does that mean for your business? Listen to find out and add your comments here.

Watch for the next discussion coming soon to a blog space near you.

#1 AMAZON Business Book

2007-02-05T13:17:00.000-08:00

Wow! I'm so very grateful to my friends and family that supported me and helped bring this launch to a successful climax! Thank you.

You are kind to come here and check me out.

Now, if you haven't already bought your valentine a present, what better way to say "I love you" than with a book that will secure your future financial vitality.

Think Two Products Ahead makes a perfect Valentine's gift for your lover.

Here's to love,

Ben

... 5-4-3-2-1 Launch!

2007-01-30T14:19:00.000-08:00

On Monday at 12:01 am EST, Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits by Ben Mack was officially released by Wiley.

By 3:20 pm EST on the same day, Ben's brilliant book hit #1 on the Amazon Business Best Seller list. Never published and promoted a book myself but that seems damned impressive to me.

Goal achieved? Not yet. Let's keep ringing those bells and drive this book to the top on Amazon's Overall Best Seller list (#5 as of this post) as well as the Wall Street Journal's own Best Seller list.

Have you finished your holiday shopping for 2007 yet? No? Perfect. Buy a case or two of Ben's book and give them to all your advertising and marketing friends and enemies.

Be warned though, Think Two Products Ahead by Ben Mack is pissing off advertising agencies because secrets are revealed. Secrets those agencies have invested millions of dollars in to keep them secret.

We also have a playground for the readers and fans of Ben's work. Go to , ThinkTwoProductsAhead.Ning.com and start a conversation. Guaranteed it's a community growing and probably unlike any other space you've ever been a part of. And it's free.

No post this week from our chapter discussion group, but here's a treat from our playground...

Enjoy!

Chapter 5 Discussion: Another Point of View

2007-01-24T09:02:00.000-08:00

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This latest episode brings another point of view to Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits by Ben Mack.

Our discussions usually have Ben as the VIA (Very Important Author) talking about his newest book and working with participants on the exercises at the end of each chapter. However these recordings bring a fresh voice and another point of view to the conversation.

Irwin Glenn, a long time student of Ben's work and the developer of the zero cost "playground" at ThinkTwoProductsAhead.Ning.com , joined us to share his expertise. Irwin masterfully presented how Think Two Products Ahead and the Legend Platform added value to the work he does with NavAgility.com (Yes, irwin is a busy guy, most successful people are.)

Listen in and post a comment or question. Better still go to the "Ning" space mentioned earlier and join the conversation. Time and energy are your only investments there and you'll meet some amazing people. Guaranteed.

Where's Ben? You might think he is lounging on the beach enjoying salubrious success (always wanted to use that word). Nope. Seems that even when you land a publishing deal with a major publisher like Wiley, you've still got to do all the marketing work. Publishers are not in the marketing business.

Ben will return soon and as new chapter discussions are completed, the recordings will be posted right here... among other places.

Meanwhile, go get Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits by Ben Mack.

Get on the subscriber list at ThinkTwoProductsAhead.com and you will instantly go to the Amazon page to purchase. Let's sell out the first printing before the official January 29 release. (Wiley will make more).

Chapter 4 and Much More

2007-01-19T18:05:00.000-08:00

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Ben Mack sets the chapter 4 discussion from his new book Think Two Products Ahead on fire!

Listeners on the call were not only treated to discussion about the chapter, they were also allowed to take a brief glimpse into the marketing system of the soon to be released best seller. Brilliant.

Listen to what is given.

See what is to be seen.

If you're in business for yourself or supporting the causes you believe in, this is pure gold. Take what you hear and exploit all you see. Go to ThinkTwoProductsAhead.com , ignore the "Sold Out" and get in the conversation.

Chapter 5 recordings will be posted here when available.

Better yet, join us for the next call on Tuesday, January 22 at 8 pm EST/5 pm PST. Dial in number is 712-432-3000 and the VIP code to join the call is 220365. Be there a few minutes early and make your voice heard.

We will listen for you there.

Expansion!

2007-01-15T22:52:00.000-08:00

With the release of Think Two Products Ahead by Ben Mack fast approaching, a new space is growing for readers and fans. Come on over and join in the conversations already starting and thriving at thinktwoproductsahead.ning.com .

Thanks to Irwin Glenn , we now have something that goes way beyond a typical forum experience. Very cool Irwin.

Watch for additions here (virtual mp3 players have been added for past posts) and come along with us. There's plenty of room!

Shhhhhhhhh! Do you smell that? Somebody is baking a bigger pie and there's a slice waiting just for you. Would you like ice cream with that?

Another Set of Eyes and Ears

2007-01-11T12:42:00.000-08:00

Immerse yourself in some fresh (and very cool content) about Think Two Products Ahead by Ben Mack.

First, enjoy a short, riveting video promotional piece created by Andrew Jecklin for his interview with Ben. This film is important for anyone serious about being an entrepreneur on any level. In fact watch it several times. Andrew's message brings it home.

Click here to watch the show. Enjoy.

Next step, listen to Andrew as he interviews Ben from a natural, conversational and honest space. Content? Always. Great content? Absolutely.

Listen here... Andrew Interviews Ben Mack

A Quick Gratitude Post

2007-01-08T23:52:00.000-08:00

Before the post for chapter 4, chapter 5 and chapter 6 show up, the giving of credit where credit is due is in order.

Juanita Bellavance, an entrepreneur and reader of Think Two Products Ahead, deserves recognition. She is responsible for contributing questions and comments on every post about the chapters of Ben's book so far. Thank you Juanita. Very cool.

Here are a few comments we're hearing from Juanita about the book from other places she lends her voice to...

"Are you enjoying Ben Mack's Think Two Products Ahead? For us at Audacious Enterprises the timing of being involved with this amazing book is perfect. It's helping us be more congruent in every step of our main product we've created."

"As I went through the Legend Platform steps it occurred to me there is a Legend Platform for my business as well as for my life (myself). It is helping me get to my own core essence which is what I bring to all that I do and which is what helps others know when I am "the one they are looking for!"

Here's a tip from Juanita that may help in your studies of the Ben's book...

"Yes, there is a lot to absorb with this information. I noticed the first time through each component or chapter, I felt slightly "lost" in what it was conveying.
Then, I discovered that by reading the chapter once just to get the gist of it, then reading it more intentionally and considering how it applies to our Marketing Funnel Results program. Then reading it a third time (Third Win) ...er third time is the win? ... :) no pun intended but still true... :

... on the third time through I write actual ways to apply what is said to our program literally.

Then, I complete the exercises included at the end of the chapter. (I use the word "complete" loosely as I do attempt to do the exercises - I do the best I can. Then later when my mind is fresh I try again. Ben Mack takes my thought processes to a new level so I have to keep coming back as my mental stamina runs short while developing strength for the power of what we are creating through this fabulous material!"

Juanita also has a couple of colleagues who are joining her in the conversation.

Kathy in Ohio says... "My head is spinning as I work on absorbing the information. It has been fun to imagine how to apply it and make this year amazing for all of us. I look forward to co-creating with all of you."

Nancy in California had this to say... "Yes, this is an amazing group on quite an exciting journey. My head is spinning...but I am hanging in there..it is better than Space Mountain!!"

Thanks to each of you for your contributions. Much appreciated.

Chapter 3 Forum Call with Ben Mack

2007-01-04T19:22:00.000-08:00

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Join us on the Forum for conversation and a schedule of upcoming calls and events. Visit ThinktwoProductsAhead.com and have Ben Mack delivered directly to your inbox.

Chapter 2 of Think Two Products Ahead starts getting into the real core of what Ben is communicating. With branding definitions clearly demolished and brilliantly re-framed, Ben speaks from the perspective of "been there, done that, got the t-shirt".

Questions remain to be asked of chapter 2. Please do so by clicking "comments" and asking a "question". Audio for chapter 2 is in editing. In the meantime listen to chapter 1 again.

Juanita, your comments from the chapter 2 post are appreciated and full of energy. Very cool.

May I ask you and everyone to share one questions you each asked yourself through chapter 1 or chapter 2? What question helped you "get iT"? What is not landing yet?

We begin now with chapter 3 and I'm curious how this chapter will tie back to 1 and 2. Wondering too how the chapter 3 exercises add to the inventory started with the other
exercises.

Ask your "questions" for chapter 3 at "comments". Pretend it reads as "questions". Pay no attention to "comments".

Is it true? Are there any wrong questions that can be asked?

Chapter 2 Forum Call with Ben Mack

2007-01-01T20:29:00.000-08:00

Part 1 20:22

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Part 2 19:53

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Part 3 23:08

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Click one time on the ODEO player for Part 1 to turn it on then click on the arrow to play or pause. Repeat for Part 2 and Part 3.

Since we're all reading and working on chapter two, use this space to ask the author your questions. Come on, I know you have a question or two.

Go to "comments" at the end of this post and ask away!

We will cover as many of your questions about chapter 2 on the Think Two Products Ahead Forum call Tuesday, January 2, 2007 at 8 PM EST (US) as possible.

Dial In: 712-432-3000

VIP Code: 220365

Replay for all forum calls will be posted when available.

Join us on the Think Two Products Ahead forum by visiting ThinkTwoProductsAhead.Ning.com for a schedule of upcoming forum calls and events.

Chapter 1 Forum Call with Ben Mack

2007-01-01T20:05:00.000-08:00

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Click on the player above one time to activate. Now click on the arrow to play or pause.

Since our last call where we started a discussion about the first chapter of Think Two Products Ahead, a few questions and observations came up for me.

When Ben writes "what you're going to do next appears to be different when you begin to think two steps ahead...", have any of you noticed yourselves radically thinking two steps ahead or just being more aware of how you think two steps ahead?

For me it was more awareness. I would like to hear from anyone who experienced a more radical shift with the "think two steps ahead..." in response to this post. Click on comments and let's hear your thoughts, ideas and opinions.

Branding emerges through this chapter and I've got to ask what your opinions of branding are and if chapter 1 gave you reason to revisit and question any beliefs you have about branding?

Kind of gave me a good feeling when what I believed about branding turned out to be wrong according to Ben's definition. Courage Mom.

Much of the coaching conversations Ben had with the study group focused on the exercise at the end of chapter one and answered what to do if you have know products of your own.

He also talked with us about how Think Two Products Ahead and the Legend Platform presented in the book may be applied to other parts of our lives such as relationships, spiritual pursuits and much more.

Our next Think Two Products Ahead forum call is Tuesday, January 2 2007. Chapter two is on the table for discussion and conversation. See the previous post for call details.

Ben also presents his Magic Tele-Seminar every Tuesday at 9 PM EST. Yes, a double dose of Ben Mack for your learning and listening pleasure this Tuesday at 8 PM and 9 PM EST (US).

Looking for more information about Ben and Think Two Products Ahead? Here a two ways. Visit ThinkTwoProductsAhead.Ning.com and join in the form conversation. Learn Magic of your own and have Ben's messages delivered to your inbox by clicking here .

A Little Something New

2006-12-28T23:46:00.000-08:00

Here's a "Happy New Year!" to all the winners. Kind of anxious on this end to find out who the other 6 are myself. How about you?

As for me, my name is Mark Horn and I'm here to work with Ben on creating a space for the readers of Think Two Products Ahead. A space you can go to learn, connect and do more with the information presented in Ben's soon to be released best seller.

While that new space is manifesting even as we speak, this trusty blog will be the place we're landing for right now.

Another part of the space for Think Two Products Ahead is a live learning tele-class focusing on each chapter of the book. Last week our first call centered on chapter one as Ben gave author insights and took guests through the exercise at the end of the chapter. Very cool.

Something else very cool? This Tuesday, January 2nd, Ben is presenting chapter two and there's still room for each of you to sneak in under the curtain and join the show...

Tuesday, January 2, 2007
8 PM EST (US)
712-432-3000
VIP Code 220365 (no "#" sign needed)

Be there to learn magic for yourself and definitely bring a friend.

The book? Please don't tell anyone but I hear there are e-book versions of Think Two Products Ahead around here somewhere. Find your copy, read through chapter two, and dial in this Tuesday.

Re: No emails fr:Me 4 1 wk? I'm listening to New Year advice. Read to learn?

2006-12-27T06:30:00.000-08:00

Dear ,

Please help me wish "Happy New Year"
to Barry C. McLawhorn! He is winner #4
of 12 described below.

,

Want to lose your debt without scrimping?
Best way is to make more money.

Leo Quinn last night shared how to easily
do both, pay-off your debts while you make
More money.

This is an uplifting interview that is worth
your listening if you are serious about 2007
Being your best year yet you need to start
a few days early to reset your thinking

Listen hear:
http://podcast.liveoffice.com/telcorecordings/0/938678/1065284.mp3

My New Year resolution is clarity. I know how you must
feel about taking a good new resolution seriously.

Making commitments can be scary.

Leo has the most empowering tone of
any financial expert I have yet met.
I believe and trust him.

Please listen:
http://podcast.liveoffice.com/telcorecordings/0/938678/1065284.mp3

Thank you. My new years resolution? clarity

A mastermind advisor, Tellman Knudson
tells me I’m emailing
too much and
without clarity.

I’m taking a week off from emailing,
but I’ll be writing my heart out here…
http://authorsbusinessplan.blogspot.com/

In fact, in the p.s. you can read the essay
I posted there this morning. ☺

Today’s winner:
Barry C. McLawhorn is winner #4 of 12

Happy New Year Barry C. McLawhorn!

Ben

P.S. Here’s the beginning of the essay
I posted here…
http://authorsbusinessplan.blogspot.com/

Immersive Realities
The Structure of Magic
By Ben Mack
Magic Castle Award Winning Magician,
Author: Poker Without Cards (soon to be re-titled…
Escape to Witch Mountain)

Magic is the act of facilitating a phantasmagorical experience, the acceptance of the world where natural laws don’t have such a firm grasp on reality. I grew up a junior member of The Magic Castle—If ever there was a real Hogwartz, this was it. David Copperfield lectured to our membership, Dai Vernon tutored us and Diana Zimmerman managed us. The Magic Castle wasn’t open to kids interested in magic. Instead, The Magic Castle held biannual auditions and initiated those who demonstrated proficiency of craft and potential for expertise. The older a candidate was, the better they had to be. It took me two tries to be accepted. Natural aptitude was rarely enough to muster the goods necessary for acceptance. Virtually every candidate had been tutored. Lorenzo Clark was my mentor. I called him Larry.

Larry not only taught me sleight-of-hand, called prestidigitation, but he also taught me the psychology of perception. In order to create a sustainable illusion, one must have a commanding grasp of perception. A magician must transcend fooling their audience and enter the realm of trust where an audience grants you their willing suspension of disbelief.

Magic is not a thing or a physical act, but a state of mind that approaches the sublime but is more aptly referred to as phantasmagorical. Magic occurs at the intersection of a performer and an audience. There is intentionality to the perception. A stone that looks like an eagle is not magic, regardless of whether or not it is carved to represent the physical traits of an eagle. A sculpture maybe a catalyst to an altered state of mind, but I am reticent to call a sculpture magical. Some panoramas feel almost magical to me, but real magic is dynamic and ephemeral. Magic is the process of engineering an experience where reality emerges as it cannot be, and yet the audience is compelled to set aside their disbelief and flow with the experience as long as it lasts.

Creating an illusion entails tweaking our visual prejudices. We drop a coin, and it falls. We know this to be true; we have seen the force of gravity pull objects to Earth since before we had words to articulate the phenomena. What most non-perceptual psychologists DON’T recognize is the extent that our mind projects our expectations, our visual prejudices, onto our sight.

If a magician creates the physical gesture of dropping a coin from one hand to another, yet palms the coin so it doesn’t actually fall into the second hand, most minds will see the coin fall. The term for this sight projection is sight retention. A normal mind will literally “see” the coin fall. This specific visual hallucination is called a projection, our mind projects its expectation of reality onto our sight. The magician makes note of the triggers that cause these visual breaks from reality and assembles a presentation that often includes a series of these triggers, often strung together through a narrative known as patter. The magician is an actor playing the role of a person with supernatural powers.

What are you willing to make happen? (pt 2 of 3)

2006-12-27T04:29:00.000-08:00

Creating magic requires the recognition of stages within stages, seeing micro-stages within macro-stages. The macro-stage is the physical place the audience encounters the magic. A magician may perform on a traditional proscenium stage, in a parlor, at a dinner table or on a street corner—whatever location the magician interacts with their audience becomes the macro-stage. The micro-stages emerge as the audience shifts their attention. David Copperfield regularly performs coin tricks in front of audiences in excess of 2,000. How? He manages the micro-stages, the focus of his audience. By focusing his own attention, with all his body, on a silver dollar, he can command the attention of 2,000 sets of eyes, whose minds enjoy the representation of a miracle as he makes the coin vanish. Copperfield directs the focus of his audience. Site retention won’t work unless the audience’s mind is engaged. The mind must not only see the cues that trigger the mental projections, but the mind must be so immersed in its focus that the mind accepts the magician’s cues as real. The creation of these cues, the intentional use of projection triggers, is the keystone to invoking illusion.

Misdirection is the magician’s ability to secretly do one thing by directing the audience’s attention on something else. Direction is the root of misdirection. Managing the micro-stages of an audiences focus is at the heart of misdirection—movement hides movement. When the puppet-master doesn’t want the audience to see the magician load the dove in a scarf, he choreographs the magician-puppet to “steal” the dove-load during another movement. Sound impossible? Harry Blackstone used to have an elephant walked on stage, up-stage-left, while he commanded attention down-stage-right. When Blackstone gestured up-stage-left, the audience was amazed to suddenly see an elephant.

While I cannot fully articulate the magical frame of mind, I can say this: when an audience feels safe, respected and cared for, their minds loosen and the defenses drop. The goal of the puppet master is to have his avatars communicate their love for their audience. Deception created purely for personal gain is a con; deception manifested for the benefit of the audience may feel magical.

In years past, puppet-masters were magicians, playwrights, screenwriters and novelists among other artists who created dynamic performances for the theatre-of-the-mind in meat space. The growth of the Internet has borne a new species of puppet-master, the weavers of magic who weave cyberspace into their tapestry, the architects of alternate reality games. May you enjoy and appreciate their creations.

Continued from... here

Craptology.tv is coming soon...

2006-12-22T14:15:00.000-08:00

check here

Idaho Wisdom

2006-07-06T21:03:00.000-07:00

I'm in beautiful Coeur D'Alene with young Jedi Michael Morgan.

Sunday, I leave to visit master Jedi
David Garfinkel.

Guerrilla Thinking & Jay Levinson

2006-05-27T22:07:00.000-07:00

Guerrilla Marketing is a frame of mind. Jay Conrad Levinson popularized the term Guerrilla Marketing, but he attributes the term to somebody else. I don’t care who said the term first—Jay gave context to the term “Guerrilla Marketing” in the 14 million Guerrilla Marketing books sold in over 42 languages.

Most people engage his texts by looking for lists of tactics. In any of his Guerrilla Marketing books you’ll find such lists. Use these tools. However, the values behind the list construction may be the most valuable part of the Guerrilla Marketing.

I loved Levinson’s The Way of the Guerrilla and Levinson’s Guerrilla Creativity. These books don’t have the long lists of the tactics that his better selling books have. I’d like to suggest that every reader of Guerrilla Marketing will get better use out of Levinson’s tactics if they read Levinson’s philosophy. Guerrilla Marketing is a frame of mind, not saving money on a specific assignment, but about living a more effective life.

Work is one facet of life. Jay is a genius. One of the first things he figured out was that he didn’t want to work five days a week, see what I mean…Genius. If you have figured out that you don’t want to work 5-days-a-week-for-the-man then you’re a genius, too.

Guerrilla Marketing will help you with your corporate job. The Way of The Guerrilla helps you apply these philosophies to your entire life and create sustainable income outside of the traditional corporate structure.

It was Levinson’s approach to living and thinking that inspired me to write Think Two Products Ahead.

Thank you Jay!

Your friend and admirer,

Ben

P.S. I sent this as an email to Jay...If you want to say something nice to Jay or ask him a question, please post your comment below...In a week I'll ask him to take another look.

Runner-up prizes...

2006-05-27T19:19:00.000-07:00

Here's some fun. Click on the word "fun". Where it says "Poker Without Cards" it is actually The Art Reid Story...This is what Joost read that allowed him to double his income. Seriously, this was the draft before Think Two Products Ahead. I know many folks have found this incredulous. It is true.

Jay Levinson invited me to write Guerrilla Branding. This book never made it past his agent. Last summer I took this book and gutted the contents and wrote about how I was promoting my book Poker Without Cards online. I included in this book the critical components of Legendary Branding. This is not an easy read. This book has none of the step-by-step instructions. However, it was downloaded quite a bit last summer.

Joost emailed me he was applying the techniques and discovering rapid results. I quickly finished TTPA and sent that to him...but the crux of his new perception were found in The Art Reid Story. The 5 winners are listed on the previous page.

5 Lucky People Will Win A Free Copy of The Think Two Products Ahead & Brand Incubator Package

2006-05-11T22:10:00.001-07:00

What is your definition of branding?

Why do you deserve to win a free advance copy of Think Two Products Ahead, 6 weeks intense coaching in the Brand Incubator, and access to over 14 hours of expert audio interviews from the likes of David Garfinkel, Mark Joyner, Joe Vitale, Tellman Knudson, Kevin Wilke...and so many more.

Post your answers to the above two questions by clicking the (comments) link below.

Be creative, be bold, and most importantly leave contact information in your comments.

Good Luck!

Game on

2006-05-01T15:46:00.000-07:00

Today is the day.
T Minus Zero.
I was expecting this.

Like me? Love me? Or have some sex…

2006-04-21T21:45:00.000-07:00

We have our first online comments on Think Two Products Ahead.

Thank you Patricia!

Ben

Here's how it starts...

Like me? Love me? Or have some sex…

Posted on Monday 17 April 2006

Ben Mack has asked me to review his upcoming book Think 2 Products Ahead - a book about branding. So far it’s been a great read and though I’m not even half-way through, he has already succeeded in convincing me that branding is not a dirty business... (continued)

We're working on our launch campaign

2006-04-12T20:23:00.000-07:00

IN THE MEAN TIME

"Creating loyalty beyond reason and moving from irreplaceable to irresistible is job number 1 for all marketers today. Ben's book will help you get there."
Kevin Roberts, CEO Saatchi & Saatchi Worldwide

“Think Two Products Ahead is the Holy Grail of Branding, Advertising and Creativity; don’t spend another dime on advertising until you read this book. Ben Mack has written a masterwork that uncovers the truth and shows you how to create brands that people will buy with predictable regularity.”
-Dave Lakhani
Author of Persuasion: The Art Of Getting What You Want & The Power Of An Hour

"Wow! It’s good…I could write 156 pages of praise for your insight and writing ability, but I have to tackle updating 356 pages of Guerrilla Marketing so I kept it terse.”
-Jay Levinson

"For a guy like me who used to absolutely, positively hate branding, this book is a revelation. Finally, a clear-cut confessional from someone who has actually worked in the deep carpets with the guys and guyettes in the designer suits. But Ben generously goes beyond the Wizard of Oz exposé (that takes down the scam Madison Avenue and its provincial cousins have been running on businesses for years)... and tells you what's good about branding, and how you can cash in on it for your business. I mean exactly, step-by-step. If you are in business and you have anything to do with marketing, you need this book."
David Garfinkel
Author, "Advertising Headlines That Make You Rich"

"Some people think the best books are those that are so exciting you can't put them down. Wrong. The best books are those that are so exciting you must put them down. Every few pages they stir up a fury of ideas in your head and you're compelled to put the books down and put the ideas into action. For me, Think Two Products Ahead is one of these books. I lost track of how many times I had to put it down. But every time I did, I came up with gold."
Blair Warren
Television producer

“Ben Mack has written the most important book about branding to date. A dirty word to some, an overused word to others....Mack shows you how to make sure that YOUR customers BUY from YOU again. And that we can all agree is important. I've never seen a book that so clearly and concisely reveals the step by step process of branding and making the next sale. Thinking Two Products Ahead is something the finest entrepreneurs have done for decades...and there have been precious few who persistently think like this in the 21st century. If you want to make the next sale...and the next one after that, this book is the best investment you will ever make.”
--Kevin Hogan, Psy.D., author of The Psychology of Persuasion and, The Science of Influence.

"Ben Mack’s take on branding makes so much more sense to me than what I’ve seen. After reading other books on branding, I’ve always been left with the feeling of, ‘Okay…uh…what do I really do now?’ The words sounded good, but that’s all there seemed to be. Now, I understand that the problem wasn’t me."
Philip M. Hamilton, CPA/ABV, CBA, CM&AA, CFE
President, Hamilton Business Group, Inc.

"Ben Mack brought me down to earth, opened my eyes, and gave me volcanic insight with a single paragraph.”
Howard Bloom
Author, Global Brain
Celebrity Maker: Madonna, Joan Jett, John Cougar Mellencamp among others

"Ben Mack stole my material!!! Okay, I gave him permission. Wow! In a single chapter he accurately depicts how I get people to quadruple the quantity of ideas they produce. Then Ben goes on to give away the store, explaining how to quickly improve ideas and sort for profitability...I couldn't believe Ben was attempting to teach so much in so few pages but damn, he did it! Think Two Products Ahead is the most accessible approach to a sustainable business: making innovations relevant to your existing customers as you broaden your customer base. This book is money!"
--Harry Vardis,
President, Creative Focus, Inc.
Author, Potatoes? Not Yet.

"Dude, everything you touch is good. Thank you for publishing your branding scheme so my new agency doesn't have to BS our way through some phony proprietary system. You saved us a lot of wasted time and energy. Small agencies everywhere should be thanking you."
--Jared Scott
Managing Director
Stick and Move Advertising

“I will recommend one book on marketing and Think Two Products Ahead is it…easy to apply, yet profound, remarkable! The impact on my business will be real magic. I wish this book was around when I began in business. I thoroughly enjoyed Think Two Products Ahead and will be using the contents.”
Adam Eason, Author of The Secrets of Self-Hypnosis.