The Lemonhead

This is a marketer (male, female, it doesn't matter) ... you've met this person countless times.

Your company is performing acceptably ... maybe you do $75,000,000 in annual sales, you've been growing at a 3% rate ... not great, but better than others. Then, somebody makes a mistake. It's often the CEO, though many on the Executive Team fall prey to the same logic ... they interview a Lemonhead.

By now you should be wondering what a Lemonhead is.

It's the unique person who is both a force of nature and is a moron. The kind of person who worked at Starbucks in 2005 when they were printing money ... the person had nothing whatsoever to do with their growth plan of putting three stores on a downtown block, but took full credit for it in subsequent job interviews. The kind of person who says that customer loyalty is "paramount" to success (yeah, people love hearing vapid nonsense like that). The Executive Team or CEO or Owner or Board are easily seduced by The Lemonhead.

That's when The Lemonhead begins a "transformation" project. More on that tomorrow.