I believe that a good writer is a correlator. She brings together two (or more) ideas to make new meaning. This is a huge part of my process. Lately, I get inspiration from just observing life as it happens. In fact, I’ve been thinking that I need to carry a camera with me at all times and start capturing the things that incite me and lead to ideas.

An example: last winter while I was in New England to meet with a client about their brand’s messaging strategy, I got stuck in the Manchester, NH airport due to a snowstorm. I sat there for 6 hours waiting to get out. I watched the snowplows go back and forth and I thought about what an amazing species we humans are, how our singular purpose seems to be coming up with answers to problems. And then the idea for my client’s primary messaging struck. They’re more than a solution (which is what everyone says). They’re THE answer to their customers’ problems. That sounds really simplistic, but I was able to craft their entire positioning strategy around that one moment of reflection and insight. And they loved it.

To my earlier point, I send you to John Cook’s Venture Blog and Jim Heckman’s adrenaline rush.

I haven’t used Zazzle. Would I use it? Not unless it tied in to Flickr somehow, because that’s where I put all my pics. Zazzle’s ties to MySpace are smart, and I could see how it’s useful in the instance the articles mentions (i.e., indie bands trying to create and market merch), but does the world need more personalized coffee mugs?

I can’t believe Jim Heckman chose this opportunity over WordPress, which is a truly useful and democratizing platform for creative expression. And which this blog uses and adores.

In The Web 2.0 World is Skunk Drunk on Its Own Kool-Aid, Steve Rubell writes about what’s been on my mind for months–the next burst.

He traces the Web 2.0’s shift away from value to greed and hubris back to a single day–October 9, 2006–the day Google bought YouTube.

Well, and boldly, stated. I’m listening.

Occasionally, I dwell on trivial annoyances that come up in my work as a writer. Today I was reminded that I should welcome them as a sign of prosperity. When I took my seat on the bus I heard a high-pitched buzz. It was coming from the driver’s area and it didn’t let up. Fifteen minutes later a passenger called to the front of the bus, “Is that noise driving you crazy or what?” The driver instantly replied, “Man, I’m on the payroll. It sounds like money to me.”

In response to the demand for healthy all natural food, bread makers have covered their packaging with words like 100% whole wheat, whole grain and multi-grain. Using story and tone, Dave’s Killer Bread has figured out how to differentiate in this market.

Originally a Portland, Oregon farmer’s market product, Dave’s Killer Bread now delivers to major supermarkets, including healthy food powerhouse Whole Foods.

The bread boasts “killer taste and texture” and the loaves have names like Killer Good Seed, Killer Cracked Wheat and Killer Nuts and Grains. The word killer as defined in this context is well-known but not commonly used. Dave’s use of it is unique in the bread market and it helps consumers make sense of the brand’s logo, an illustration of Dave with a ponytail and a guitar.

The tagline on the loaves reads “Just say no to bread on drugs!” It’s in keeping with the tone and a different way to talk about being organic. It also fits the brand’s story.

As described on his loaves and website, Dave—who bakes the bread himself—battled depression and spent years in prison for using drugs. While in prison he grew interested in nutrition and good ingredients. Bread helped save him. Now he is working to save the world “one bread loaf at a time.” That story is unique and compelling and I say bravo to Dave for being true to it. So true, in fact, that he put his mug shot on his website. And it works.

In the world of marketing, nothing lasts like an authentic tone of voice and an interesting story. Together with an outstanding product, they helped this brand differentiate in a saturated market.

As a writer, I enjoy crossword puzzles. So I was excited by Wordplay, a movie about people who do them for money and title. It aired on KCTS this week.

Wordplay features Puzzle Master Will Shortz and the team of people he relies on to help him create crossword puzzles for The New York Times, the gold standard of the crossword kingdom. The team includes puzzle players, Puzzle Constructors and Puzzle Editors.

As a writer, I took interest in the Puzzle Constructors. They construct the crossword puzzles that Shortz selects for printing in the Times every day. They work like writers work. They write to an audience. They take advantage of popular culture to provide new meaning. They write to a theme. They delight in the English language. And most importantly, they know that every word matters. Use one wrong word in a crossword puzzle and the entire puzzle is wrong. It’s like that for copy too.

While in Starbucks today, I noticed marketing signage near the barista’s counter that read, “…your daily coffee and breakfast spot.” The word breakfast jumped out at me—it’s not how Starbucks usually talks about their pastry and bagel displays.

Could Starbucks’ use of the word breakfast be a response to increased competition from McDonalds, the breakfast king?

According to the Seattle PI, Starbucks and McDonalds compete for customers in the coffee arena:

“Starbucks may soon offer free Wi-Fi in order to compete with McDonalds, which started peeling away some customers with less-expensive coffee.”

Is Starbucks looking to counter with increased competition for the breakfast set?

There are 27 items on the McDonalds breakfast menu, including the Egg McMuffin®, Sausage Biscuit and Sausage Burrito. Starbucks is clever (and bold) to put the pumpkin spice scone amid the fray.

As more people use mobile smart phones, it is important to name your company’s wireless network after the name of your company.    

By naming your network, wireless users will be exposed to your company’s name and encouraged to walk in to your business to get on to your network (if your company allows walk-ins).  

“It’s a branding opportunity for businesses,” said telecommunications consultant Brian Wade, who helped a barber shop in the Pike Place Market name its network. “It’s especially beneficial in high traffic areas.” 

If you haven’t named your wireless network, chances are it named itself. Usually, the default name is the name of the company that manufactured the network router. So instead of your company name, potential customers see “linksyswireless1.” It’s also common for the default name to appear as some nonsense list of letters and numbers, such as SHSH7A.  

Rather than promote the name of your router or confuse passersby with a nonsense name, take advantage of an opportunity for brand consistency; name your wireless network.