Fidel Castro is dead at age 90. Despite the reality that his empire was small - 11 million souls - Castro's national and global power was big. For example, he could and often did unhinge America's presidents. Here is the coverage the Drudge Report links to from The New York Times.
Now, as we know, Castro's model for leadership is totally 20th century. His long speeches, full of sound and fury, came to signify nothing. Professional scriptwriters like myself wondered if his thugs paid people to come and be the long-suffering audience.
The new kind of guerrilla leader is, of course, Donald Trump. He rose to power through the element of surprise, just like guerrillas do in their kind of warfare. Those analyzing Trumpism have concluded that following traditional playbooks in politics will get you one thing: a humiliating loss in an election that was watched globally.
That's politics. In business, those of us who are alert got it: Be bold in our marketing and selling strategies. That is not new, Guerrilla marketing has been around a while. What is fresh is our conviction that we have to become totally opportunistic.
As with Trumpism in politics, in business our signature has to be: surprise. Those who don't or can't surprise will be sidelined to second-tier players. Eventually, they will vanish off the radar.
That's the game going into 2017: Watchers watch what we will do next. That's the way to get media attention and close sales.
Jones Day shocked the world by representing Trump's Make America Great Again campaign. When The Washington Post broke the story, both the legal media and players in white-shoe law were taken by surprise.
Well, look at how well Jones Day is positioned currently.
It, for example, has been included among those law firms advising the transition team. And, unless it alienates The Donald, it could have unique access to the White House and input on selections for the U.S. Supreme Court. Annually, Jones Day tends to hire the most former SCOTUS clerks than any other law firm. It pays each a sign-on bonus of up to $300,000.
Can we label Jones Day The New Guerrilla in legal marketing?
Jones Day partner Donald McGahn to be White House General Counsel. Here is the coverage on Law and More.
The world has changed. Contact Jane Genova for complimentary consultation to get the competitive edge in your marketing communications (firstname.lastname@example.org).