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The Four Step AIDA Model Plus One Extra Step For...

Back in the day, E. St. Elmo was on fire. One of the first people to apply the scientific method to advertising, he is credited with coming up with the AIDA model, one of the oldest advertising theories. In the late 1800s, E. St. Elmo Lewis built on the ideas of pioneering ad men Fred […]

How to Use Pestel Analysis To See The Big Picture

Harvard professor Francis Aguilar created a paradigm for getting the big picture in his  1967 book, “Scanning the Business Environment” that endures to this day. Not being skilled in acronyms, he called it ETPS, which was subsequently rearranged to PEST for pronounceability and later augmented with a couple new components, bringing us to the modern […]

Measure and Improve with HBR’s Balanced...

Building on the early work of Art Schneiderman, Robert Kaplan and David Norton developed a tool for strategic management that they called the Balanced Scorecard in a 1992 Harvard Business Review article. Their approach represents a fundamental change in performance management. Prior approaches to measuring success in a company arose from financial departments. These managers […]

Porter’s Five Forces Model – How To Understand...

In this installment of the Viral Octopus knowledge series, we are going to talk about a powerful business management theory for understanding the competitive environment that a particular business faces. Michael Porter developed his theory of  Porter’s “Five Forces” analysis at Harvard Business School and published it in 1979. Since then it has exploded in […]

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