They say that if you are a hammer, everything in world looks like a nail —which might explain why I tend to watch television commercials the way other people watch the programs in between. And every now and then I come across one that is so brilliant, and yet so simple, that I bang my forehead against the door jamb as punishment for not thinking of it first. Such a commercial is “Your Mom Hates Dead Space 2” and if you haven’t seen it, here’s your chance. Most great marketing, in my experience, rests on some sort of psychological principle or insight — in this case, the idea that parental disapproval is catnip to teenage boys.
Welcome to SmartTalk, episode 13, in which Victor and Mark slap their foreheads after hearing a presentation at an ABA conference, discuss the Art Of Not Returning Phone Calls, whether or not to take the crazy client, technicians having entrepreneurial seizures, giving up the thing you love best, rising to your level of incompetence, to grow or not to grow, building low expectations into your retainer, what lawyers can learn from hospitals, going narrow and deep, niches for riches, the law of supply and demand, driving around the block to work at your home office, and how to outsource your own job.