Linda Popky

Linda J. Popky, founder of Leverage2Market Associates, is an award-winning Silicon Valley-based strategic marketing expert who is the author of the book "Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters" and is and the Executive Director of the Society for the Advancement of Consulting (SAC). Follow her on Twitter at @popky #mktgabove.

Contact Linda Popky:

Articles by Linda Popky

• Hindsight is 2020: Putting the year in perspective

  Thursday, December 10, 2020

  Admit it. If two years ago someone had walked into your office with a movie script containing half of the things that happened in 2020, you would have laughed them out of there. Or perhaps suggested they needed psychological help. None of us saw this coming. Yes, the infectious disease experts warned we should be on the lookout for a viral pandemic, but they couldn’t tell us how or when this would arrive or the impact it would have on our society. Now that we’re getting close to the end of this tumultuous year, what learning can we take forward for the future?

• The cure for pandemic fatigue in your organization

  Tuesday, December 08, 2020

  COVID-19 cases are surging across the U.S. and in many other parts of the world. Even as the prospect of effective vaccines gets closer and closer, hospital ICUs are overfilling, leading to round after round of restrictions and shutdowns in many locations. One thing is for certain: We’re tired of all of this. We want to be able to move freely — to eat in restaurants, gather at sporting events, and celebrate holidays with families. But to quote the Rolling Stones, you can’t always get what you want — unfortunately. From a business perspective, we need to keep our organizations focused and on track. As we approach the end of the year, here are a few considerations to keep in mind.

• Putting on the best virtual conference — Part 2: Learning to be more virtually perfect

  Tuesday, November 03, 2020

  The recent virtual annual meeting for my association, the Society for the Advancement of Consulting, was a great success. We had 34 Zoom sessions and more than 50 speakers over a two-day period. More than three times the number of people attended as the previous in-person event. Feedback from attendees was overwhelmingly positive. Not everything was perfect, of course. But the event ran smoothly, even in spite of a few behind-the-scenes glitches. Here are our key learnings — of both what went well and areas for improvement.

• Putting on the best virtual conference — Part 1: A successful pandemic pivot

  Monday, November 02, 2020

  April seems like about a thousand years ago, but even back then, we realized the chances were slim to none that we’d be able to hold the 17th annual meeting of our association, the Society for the Advancement of Consulting, in New York City this fall as planned. We correctly surmised that there would be insurmountable issues, so we pivoted to producing an online meeting instead. We knew we’d miss the engagement and camaraderie of an in-person event, but we also realized we had new opportunities. How do you plan and pull off an outstanding online event? Here’s where to start.

• Clear as muck: When the only thing that’s certain is more uncertainty

  Monday, October 05, 2020

  As we get to the end of what’s been a long and challenging year for most of the world, we can all look forward to … who knows? We are just under a month away from a presidential election that may or may not have a clear winner on election night. We’re expecting an effective vaccine to protect us from the virus in the next month or two — or maybe the next year, or maybe not at all. Virtually none of this is clear. Yet, we need to continue to move forward, run our businesses, support our customers, take care of our families. How do you maintain a sense of balance when nothing is certain? Here are a few suggestions.

• Avoiding the cardinal sin of communication

  Wednesday, September 30, 2020

  We all have opinions about the communications we receive from businesses and associations. In some cases, we get too much material too often; in others, not enough. Some pieces are too generic; some too detailed. But there’s one thing that’s guaranteed to turn off your customers and prospects: being too boring. How do you avoid turning off your target audience with your communications? Here are a few suggestions.

• How to use LinkedIn more effectively for actual connections

  Thursday, September 03, 2020

  I was an early LinkedIn adopter, and over the years I’ve accepted most requests to connect that seemed legitimate. However, in the last year, I’ve noticed more and more connection requests that seem to be nothing more than a thinly veiled pitch to sell me something. Some people don't take no for an answer. How do you avoid this trap when you send out connection invitations? Here are a few things to consider.

• Mind your mindset to drive your association forward

  Monday, August 31, 2020

  We can't magically change the state of the world today to destroy the virus and bring back the world as we knew it at the start of the year. But there is one thing we can change to be more successful: our mindset. Here are a few thoughts about how a different mindset could help your organization.

• Getting grounded: Implications for business

  Monday, August 03, 2020

  We may all be ready to be done with the coronavirus, but the virus isn’t ready to be done with us. As a result, some of the short-term changes to how and where we work may turn out to be more longer-term than we ever expected. Not only do we need to maintain social distance and wear masks when out and about near others, but we also have to face the fact that for the most part, we’ve all been grounded. What do you need to do to be as effective as possible given these constraints?

• It’s fix it time: Making downtime work for associations

  Monday, July 27, 2020

  What do you do when an ongoing pandemic forces you to temporarily shut down your operation? For a lot of businesses, you use this time to make needed repairs and modifications — to do things you've been meaning to attack for a long time but never seemed to be able to get done. But what should you fix, repair, or upgrade during this period as an association? Here are a few things on your marketing "fix it" list you can now take the time to check off.

• How your business can take advantage of shifting content preferences during the pandemic

  Tuesday, July 07, 2020

  A funny thing has happened on our way through the COVID-19 crisis. Even as parts of the economy reopen and people are anxiously trying to return to their prior way of live, people continue to consume more and more content. Maybe it's because we all have more time available, since we aren't traveling, commuting, or attending large social events. Or, perhaps many of us are just finding this a good time to read up on topics of interest. Whatever the case, this is a great opportunity for you and your organization to get your story out to your key audiences.

• Avoiding costly online mistakes: Why the internet is enduring, not endearing

  Monday, June 22, 2020

  It's become a regular occurrence to hear about some celebrity somewhere who is facing the consequences of poorly chosen public comments. These may be off-the-cuff remarks made recently, on social media, or an old interview or article from many years ago that’s just resurfaced. Times have changed. What was once considered acceptable or excusable may very well be seen as insensitive — or worse — in today's environment. Here's the problem: Once something is out in the electronic universe, it's just about impossible to get rid of it. Too many people learn the hard way that the internet is enduring, not endearing. How do you avoid this fate? Here are a few guidelines.

• Preventing hate crimes: If you see something, say something

  Monday, June 01, 2020

  After 9/11, when it became apparent we had to change our approach to security in the skies, as well as on the ground, the TSA was formed to manage new airport passenger screening protocols. A wave of mass shootings has led to enhanced security systems in public buildings. Because these measures alone can’t stop bad actors, we know we all have to be vigilant to what’s going on around us. If we see something, we have to say something. Now, we need to be on alert for a different type of threat. The number of hate crimes in the United States has risen consistently for the last three years.

• The new normal may be anything but

  Wednesday, May 27, 2020

  Maybe we've hit bottom. Three months into the COVID-19 lockdown, it appears that mitigation measures have "flattened the curve." Measures are being taken to reopen the economy on some level in just about every state in America. How far and how fast this will proceed remains to be seen. A common refrain is that we are trying to "get back to normal." There’s only one problem. Those days are gone — if not forever, for a very, very long time.

• Making up for lost time

  Thursday, April 23, 2020

  As the lockdown for COVID-19 enters its second month in most locations, it's becoming apparent there are businesses that are thriving, but many more businesses are suffering. Some of these businesses will recover once the economy begins to breathe again. But some time-based purchases will never be made up. For example, we are not going to go get two haircuts because we missed one. Nor are we going to get two dental checkups at once or attend two meetings of the same association at once to make up for one that was canceled. So, what are we to do? Here are a few ideas.

• The danger in believing it ‘won’t happen here’

  Tuesday, April 14, 2020

  An enemy like the COVID-19 pandemic recognizes no borders. Yet, the spread of the virus is not occurring at an even level from country to country, or even from state to state in the U.S. While some areas made aggressive, proactive moves, others have been slow to react. I call this phenomenon Won’t Happen Here (WHH) Syndrome. WHH is not limited to pandemics. We see this kind of reaction to natural disasters (including wildfires, hurricanes, or flood), to political unrest, and even to changes in technology or market conditions.

• Accepting the new virtual reality

  Tuesday, March 17, 2020

  As the coronavirus crisis escalates, more and more restrictions are being put in place: no large gatherings, no in-person classes at school, no sporting events, avoid air travel, cancel unnecessary meetings, etc. Many employers have closed their campuses and required employees to work from home — when they can. Many industries, like retail, hospitality, and personal services, can't just be packaged up and run remotely. But there are many others that could provide remote services — but have just never made it part of their offerings.

• What to know when the only constant in today’s world is change

  Monday, March 09, 2020

  There’s an old Chinese curse: May you live in interesting times. We are certainly in the midst of interesting times right now. On a global perspective, we have the coronavirus pandemic that started in China but has spread around the world. There’s Brexit, which will cause considerable disruption in the European Union. Then there's the lengthy presidential election process in the U.S. and ongoing political turmoil in other countries. Here are a few things to consider as you navigate the new normal.

• By any other name: Beyond Meat grows beyond belief

  Tuesday, July 30, 2019

  In 2016, a Los Angeles-based company called Beyond Meat introduced the first plant-based burger to be sold in the meat section of a grocery store. Not only do these products look like a real hamburger, but they taste almost meat-like, too. The company’s revenue is expected to more than double this year, and the total market for plant-based, meat-like products is expected to shoot up to $5.2 billion by 2020. There's a lesson here for your business: Rather than continue to make incremental changes in a crowded or constricted category, try taking a leap forward with innovations so dramatic they change the category itself.

• A climate of change: What should your organization do?

  Wednesday, July 24, 2019

  The data show the earth is getting hotter — hotter now than it’s been since records were first kept in 1880. The rise in temperature affects animal and marine life and causes potentially devastating dangers for people. What should we do about it? How involved should businesses and associations be on this issue? Will support one way or the other help or hurt your business? Here are a few points to consider.

• A net loss: Why focusing on Net Promoter Scores can hurt your business

  Tuesday, June 25, 2019

  Net Promoter Score (NPS) is a customer loyalty metric introduced in 2003. It scores customer loyalty based on a single question: "On a scale of 1-10, how likely is it that you would recommend our company/product/service to a friend or colleague?" Customers who respond with a 9 or 10 are considered Promoters. Anyone scoring below 6 is considered a Detractor; those who answer 7 or 8 are considered Passive. The NPS score is calculated by subtracting the percentage of customers who are Detractors from those who are Promoters. It's an interesting methodology. The problem is it isn't necessarily right much of the time.

• 5 business lessons from the NBA Finals

  Tuesday, June 18, 2019

  The three-peat was not to be. The two-time defending NBA champion Golden State Warriors, struggling to keep their title for a third straight year, lost to the Toronto Raptors in the sixth game of the recent NBA Finals. The Raptors stayed the course — with outstanding offense and defense — to win the franchise’s first championship. They played consistently well, limited the playing time of their key players during the regular season so they would be healthy for the playoffs, and handled everything the depleted Warriors team continued to throw at them. Here are five lessons from the NBA’s championship series for us in business.

• You can have too much friction, but can you also have too little?

  Wednesday, June 05, 2019

  Friction-free. Smooth sailing. Highly collaborative organizations. Harmonious team dynamics. These are all sought-after states for most organizations. After all, who wants to introduce tension or friction when you could have a calm, stable organization, right? You do, of course. That’s because calm, smooth, friction-free organizations don’t push the envelope to try new and creative ideas, they don’t fully explore possibilities, and they don’t use internal dialogue to vet ideas and concepts before they hit the external market.

• Sears continues to rearrange deck chairs on the Titanic

  Thursday, May 30, 2019

  Sears Roebuck, the embattled retail giant, recently unveiled a new logo designed to broaden its appeal to its core consumers. Unfortunately, what Sears had intended to appear as a combination of home and heart looks amazingly like the Airbnb logo. We can wonder why no one involved with what was likely an extremely expensive redesign process thought to look and make sure the logo was unique, but there’s a bigger question: Why on earth is Sears redoing its logo now anyway?

• Are you measuring the right things?

  Wednesday, April 17, 2019

  The good news about today's technology-enabled world is that we have the ability to measure just about anything. And the bad news is that in today’s technology-enabled world, we have the ability to measure just about anything. We are literally drowning in data points — some of them more useful than others, but all of them screaming for our attention. How do you determine on which measurements to focus? Here's the key point to remember: What gets measured gets managed.

• The just-in-time effect: How Amazon and Uber have changed associations

  Wednesday, April 10, 2019

  Big-box stores and local mom-and-pop shops are fighting to survive because they can't compete with the combination of selection and prices offered by Amazon. Taxis can't compete with the convenience and service offered by Uber and Lyft. But there's another area that hasn't received as much attention, and that's the business of associations. No, Amazon is not about to offer Prime Deals on association memberships. Neither does Uber run in-person meetings, events, or workshops. But their influence is felt nonetheless due to something I'm calling the just-in-time (JIT) effect.

• Are you being served? What about your customers?

  Tuesday, March 19, 2019

  Who do you know who would purposely understaff an airport rental car location at a major resort locale so customers are kept waiting for two hours for pre-reserved, prepaid rental cars? When would you set up an interactive voice-response system so confusing that customers are forced to spend long periods of time to navigate their way into the right queue — only to then be disconnected? Not many of us would ever want those things to happen to the customers of our businesses. And yet, much too often, they do.

• How retailers can still thrive in an Amazon-led world

  Thursday, March 14, 2019

  The daily news is full of retail stores that are cutting back their operations or closing shop completely. Toys R Us, Sears/Kmart, Gymboree, Abercrombie & Fitch, BCBG, Bon-Ton, Payless, Dollar Tree, and even Victoria’s Secret are on the recent list. Is it Amazon’s fault all these chains are struggling to the point that many have had to declare bankruptcy? Or is there more to it? E-commerce is certainly a major factor. But it’s not the only reason.

• Will someone leave the light on for us?

  Friday, February 15, 2019

  PG&E, the largest utility in California, recently announced its CEO would be resigning as the company declares bankruptcy. The utility has been beset with liability claims from wildfires started or fed by defective or malfunctioning electrical equipment. PG&E is being held responsible for 17 major fires in 2017, and likely is at fault for at least part of the Camp Fire that killed nearly 90 people in Paradise, California, last fall. The current situation presents a conundrum for California utility regulators and legislators.

• Who blinked? Business lessons from the recent government shutdown

  Tuesday, February 05, 2019

  On Jan. 25, the nearly five-week partial government shutdown was resolved when President Trump and Congress agreed to reopen the government — at least for the following three weeks — in spite of leaving the issue of border security still open. It was Winston Churchill who first said, "Never let a good crisis go to waste." As government employees return to work and most daily functions return to normal, what can we as business people learn from this debacle and take back to our own organizations?