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Accountability

Micromanaging—It's Like Eating a Chocolate Bar

Aya Tsuruta

Micromanagement is like eating a chocolate bar. It’s tempting and rewarding, but can be damaging too. The trick is to have good portion control. The extreme opposite of micromanagement is what Forbes contributor, Travis Bradberry, calls abdication management, which is pretty much what it sounds like. CEOs and managers become completely hands off, often for fear of being pegged as a micromanager. They only get involved when a problem..

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4 Min Read
The Average Millennial's Attention Span—Shorter Than Your Goldfish's

Field Marketing

The Average Millennial's Attention Span—Shorter Than Your Goldfish's

Aya Tsuruta

Today, attention has become a commodity for marketers. It’s scarce. And like anything in economics, scarcity means higher demand, higher value, and ultimately higher costs. To put it in numbers,..

5 Min Read
Packaging Design: Getting From the Shelf to the Checkout Line

Packaging

Packaging Design: Getting From the Shelf to the Checkout Line

Aya Tsuruta

A thirsty shopper approaches the refrigerated section of Whole Foods and faces about twenty different beverage options. She wants something healthy to make up for the 

slice of pizza she just ate for..

3 Min Read
Bad Data: A 21st Century Business Epidemic

Technology

Bad Data: A 21st Century Business Epidemic

Aya Tsuruta

Between 2007 and 2009, 8.8 million jobs and $19.2 trillion in household wealth were lost. The causes of the Great Recession of 2008 are numerous and in continuous debate. As we begin to list probable..

3 Min Read
Cost Transparency: How a Little Honesty Can Go a Long Way

Cost Transparency: How a Little Honesty Can Go a Long Way

Aya Tsuruta

I want you to think about your best friend—that person who you can tell anything to. He or she has your complete trust and respect. When did you first begin to develop that strong bond? Was it when..

3 Min Read
Myth Buster: Extroverts Make the Best Field Reps

Team Building

Myth Buster: Extroverts Make the Best Field Reps

Aya Tsuruta

When you’re putting together a team of field reps, what is your goal? What is it that you hope your reps can deliver? Great customer service, high customer retention, expansive knowledge of products,..

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