A strategy story that's almost ready for you

    I'm going to wrap up the Justin Bieber "Someday" story today. The basic strategy was simple -- you could outline it on the back of a napkin -- but all those little details! It's always the details that are so necessary to attend to, the make the strategy work.

    I once worked with a fellow who invented grand strategies for making a few dollars but he was not a detail person and didn't have the backup of a detail person. So he would come ever so close to pulling off his deals -- but they all would crumble at the last minute because small points had not been addressed. For him, it was never going to change.

    The Justin Bieber "Someday" promotion story is sprinkled with small details that WERE attended to. When you see how this promotion was carried out and compare it to any other celebrity fragrance launch you'll quickly understated why I have so much respect for this project and feel it it worth studying.

    These guys were coming out of NOWHERE and they outsold the biggest in the business! It's a story that offers hope and inspiration for anyone who thinks they are no one but would like very much to be SOMEONE . . . and is willing to put in the work and THINKING.

    My "Someday" report will be available to members of the Perfume Makers & Marketers Club tomorrow, by 2 PM, Eastern Time. That's a promise.

    Then I'll dive back into the two perfume projects I wrote about yesterday.