Change.org is an interesting organization. Subscribe and you will get daily promotions for all sorts of causes. If you want to support any particular one of them, you can sign a petition and/or contribute and/or pass the promotion along.

I am reticent to sign every petition that appeals to me. There is seldom enough information to make a considered judgement, and I don’t have the time in many cases to do any research. But some causes are pretty easy to support. And when you do and change happens, it feels – perhaps delusionally – that you’ve done good.

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Examples of Successful USPs

* Anacin’s slogan – “Fast, incredibly fast relief” – was created by Rosser Reeves and his team after learning that the caffeine in Anacin did indeed bring faster relief (to some) than other pain relievers on the market.

 * Head & Shoulders– “Clinically proven to reduce dandruff.” This USP, too, was based on research. Ten years of study had confirmed that an ingredient in Head & Shoulders (pyrithione zinc) effectively reduced dandruff.

 * Domino’s created a USP around a common problem with pizza delivery – the time it sometimes took. Their USP was a guarantee: You get your pizza, hot and fresh, within 30 minutes after you order it or you get your money back.

* FedEx did a similar thing with this USP: “When it absolutely, positively has to be there overnight.”

 * Walmart’s USP was very simple: “Save money, live better.” And it worked. Did it ever work!

 * Apple took a daring approach with its slogan for its line of desktop computers: “Beauty outside, Beast inside.” You would think that a practical USP – something about functionality – would be the way to go. But Steve Jobs felt differently and went with aesthetics. As a result, millions of consumers paid a premium price for Apple’s sleek desktop computers, even though they could have bought others that were equally good technically but cheaper.

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Women and the Wage Gap

* The Institute for Women’s Policy Research noted that the penalty for taking time out of the labor force for women is hefty and getting worse. Women who took just one year off had earnings 39% lower than women who worked all 15 years between 2001 and 2015.

* Women take at least a year off of work at almost twice the rate of men, often to perform caring duties. And polling of individuals backs that up. About 4 in 10 reported to Pew Research in 2013 that they had taken a “significant amount of time” off or needed to reduce their work hours to perform caring duties.

* About a quarter of the women polled said they needed to quit at some point to take care of family responsibilities. In contrast, only 24% of men in the same poll said they’d taken time off to care for a child or another family member.

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