The Norman Transcript

Columns

April 16, 2013

There’s a way to break rules the right way

(Continued)

NORMAN —

People often don’t value services that they don’t pay for. No matter how valuable the service really is.

Over 20 years ago, I owned part of firm that did political polling. We were ahead of the technological curve and very accurate. We had a number of paying clients, but had several friends running for office who couldn’t afford us. Often in doing research, we would find something that could help our friends. The friends often ignored us while people actually paying for surveys never did.

We noticed that one of my friends had a problem in a geographic area. We told him, but his paid campaign manager had “a gut feeling” we were wrong. My gut feeling was that the campaign manager was an idiot, but the friend was paying him and not paying me. The advice was ignored; our buddy lost that area by a wide margin and the election by a tiny one.

Anderson hits on why some free products are embraced and others are not.

Two of the best ideas are wellness related. Anderson talked about doctors in China who are paid monthly when you are healthy. If you are sick, you don’t pay. It is the doctor’s job to keep you well.

A similar idea is a gym in Denmark that allows you to attend for free if you show up once a week. If you miss a week, you pay for the entire month. It reminds me of the anti-smoking plan. A combination of penalty and incentive.

The doctors in China and the gym in Denmark are plans to promote physical wellness, but they are also promoting economic wellness. They are developing models that other entrepreneurs will copy.

I’ve written five best-selling books on topics as diverse as lottery winners, Kentucky’s governor, Wall Street and golf. The only common thread is that overwhelming legions of fellow authors hate my marketing strategies.

Text Only | Photo Reprints
Columns
  • Norman Forward builds momentum

    The quiet campaign to build momentum for a citywide public works project is beginning to attract some attention....

    July 20, 2014

  • Tax those trees out of here

    I read your editorial “Pesky red cedars” in the Norman Transcript of Tuesday, July 15, 2014. I have attended two meetings where the problem of the eastern red cedar trees was discussed. Because of the drought conditions in Oklahoma, we ...

    July 20, 2014

  • Make gun safety a health issue

    Quick, are you more likely to die by a bullet or in a car crash? Common sense would seem to suggest the latter. Cars are everywhere. We are an auto-obsessed nation. To be American is to drive — everywhere. Teenagers itch to get behind the ...

    July 20, 2014

  • They just want to be free ... maybe

    Massoud Barzani, president of Iraq’s semiautonomous Kurdistan region, rattled many cages this month when he announced in parliament that the KRG would be moving ahead soon on a referendum on independence from Iraq. If Kurdistan goes ahead ...

    July 20, 2014

  • Congress must accelerate solutions

    Congress has roused itself, at the last minute, and now is scrambling to save the Highway Trust Fund. Better late than never. Better still will be if lawmakers agree to come up with the money to prevent the fund from becoming insolvent. ...

    July 20, 2014

  • The heavy burden of college aid

    Return on investment is a clear measure of what you get for your money. Incredibly, the federal government doesn’t apply that simple concept to the $137 billion a year it spends on college financial aid....

    July 19, 2014

  • James bears weight of Cav’s dreams

    LeBron James has done it all on a basketball court. He’s a great scorer, rugged defender, proven big-play leader and champion. But that might not be enough in Cleveland, where he’ll also need the powers of Merlin the Magician....

    July 17, 2014

  • Steve Boaz.jpg Breathing Rhythm Studio a center for creativity

    Recording engineer Steve Boaz has brought his musical ambitions to fulfillment in a downtown Norman studio.

    July 14, 2014 1 Photo

  • Matt Lauer is so last century

    How about we rename “The Today Show” the “Yesterday Show” since host Matt Lauer asks questions from 1953? Isn’t what Lauer asked GM CEO Mary Barra about whether she’ll do “well” at being simultaneously an executive and a mom about, oh, 30 ...

    July 14, 2014

  • Religion’s role shrinking

    Surveying the response to last month’s Hobby Lobby decision, I was struck by a comment from progressive Massachusetts senator and possible Democratic presidential candidate Elizabeth Warren....

    July 12, 2014