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Opportunism
In Age of Persuasion on May 31, 2010 at 11:30 am

The Age of Persuasion

Who?
 “Even in royalty, there is opportunism. The duke of Windsor, the royal
formally known as Edward VIII, was asked the best advice he had ever
received from his father, Kind George V. It was this, “Never miss an
opportunity to sit down and rest your feet, and never miss an opportunity
to relieve yourself”.
 “Papa John’s Pizza was taken to
court at issue where ads, claimed
their pizza was better.”... “they
leapt behind a legal precedent. It
allowed some advertisers to
make unproven claimed that the
boast is mere puffery, and that
consumers would perceive it as
such.”
What?

 “So often the business of marketing is about executing perfectly laid out
plans, but every now and then, it’s also about good old-fashioned,
spontaneous opportunism.”
  In the business world,
“Papa John’s Pizza was taken to court at
opportunism, the practice
issue where ads, claimed their pizza was
of taking selfish advantage
better. Not better by some empirical of circumstances, with
measure or quantifiable science; just better. little regard for principles,
How did Papa Jones defend themselves? often takes place. This is a
Rather than hold to their claim that “yes, lasting result that provide
they’re better”, they leapt behind a legal great opportunities for the
precedent. It allowed some advertisers to involved, their
make unproven claimed that the boast is competition, and other
mere puffery, and that consumers would members of the business
community to benefit.
perceive it as such.”
Where?
 Opportunities for businesses can be found in many places where others have
made mistakes, or proven themselves innocent providing false and unproven
claims to the public for the business’s benefit. This was exactly how the idea that
false claims became acceptable to be publicized; if provided the public exposed
 to the advertisement
Opportunities will perceive
for businesses can beit found
to be false
in on the account of the creators.
other places such as becoming popular viral
comedic groups. In the podcast, Terry O’rilley
speaks about the viral video campaign by
Blendtec founder Tom Dickson found some
highly topical fodder for his blender. He’s known
for blending stuff; golf balls, light bulbs, a
German-English dictionary, iPads, iPhones,
toys, etc. With these outrageous stunts and
creative comedic content, Tom Dickson found
his videos becoming the seller of millions of
these necessitated blenders. Where has he
found this success? YouTube.com.
Why?
 Business opportunities, such as the one’s created by Papa John’s’ claim
of having a superior product and service; or using popular online
websites, like YouTube, to endorse and promote your product in a fun
and comedic fashion, turning your business’s advertisements into viral
videos. These are fantastic opportunities for growing (or developed)
businesses to advertise themselves and to publicize their product. It is a
form of communication used to persuade an audience (viewers, readers
or listeners) to take some action with respect to the business’s products,
ideas, or services.
When?
 Business opportunities can be found and created
anywhere and by anyone at anytime if provided
the necessary elements for a successful business
endorsement. As proven by Papa John’s Pizza, it
can be an unintentional result of a legal difficulty
with competitors; or it could be found in an idea of
an inspired entrepreneur, looking to find success
for his business by using the tools he’s provided
with, just like the co-founder of BlendTec, Tom
Dickson. Terry O’rilley speaks about the methods
companies use, sometimes found to be desperate,
in order to find the next most effective and
original business opportunity available in the
populated business community of the world.
Many businesses attempt to recycle opportunities
found by other businesses, however, the result of
this can be equally as negative as it is positive.
How?
 “Papa John’s Pizza was taken to court at  Papa John’s Pizza was able
issue where ads, claimed their pizza was to find success through a
better. Not better by some empirical legal accusation of
measure or quantifiable science; just better. competition with
How did Papa Jones defend themselves? ironically provided the
Rather than hold to their claim that “yes, business and other
they’re better”, they leapt behind a legal businesses to benefit by
earning the public
precedent. It allowed some advertisers to
acceptance of “puffery” as
make unproven claimed that the boast is
long as “consumers would
mere puffery, and that consumers would perceive it as such.”
perceive it as such.”
Conclusion and Reflection
 Opportunities can be found by businesses in unexpected places. With a chance to
advertise to the public something you believe is original, your business has a shot at
becoming successful. Advertising is a form of communication used to persuade an
audience (viewers, readers or listeners) to take some action with respect to the business’s
products, ideas, or services. Papa John’s Pizza was able to find success through a legal
accusation of competition with ironically provided the business and other businesses to
benefit by earning the public acceptance of “puffery” as long as “consumers would
perceive it as such.” Blendtec founder Tom Dickson found some highly topical fodder for
his blender. He’s known for blending stuff; golf balls, light bulbs, a German-English
dictionary, iPads, iPhones, toys, etc. With these outrageous stunts and creative comedic
content, Tom Dickson found his videos becoming the seller of millions of these
necessitated blenders. These are just a couple of examples that demonstrate Terry
O’rilley’s idea that business opportunities will always be found and taken by whoever is
confident they will benefit their business.
Reference to Terry O’rilley’s Podcast,
The Age of Persuasion
O'rilley, Terry. "Opportunism." Th Age of Persuasion. CBC, May 31, 2010. Web. 7 May 2011. <http://cbcpodcasts.wordpress.com/2010/>