Easy Brand Marketing Strategies Can Help Any Small Business Grow Its Sales

Easy brand marketing strategies can help any small business grow its revenue. There are numerous relatively low-cost and inventive ways. Getting an early start on promoting and raising awareness is important for gaining momentum, especially if you’re a new business. There is no need to go all out and overspend on a flashy campaign that may not yield the results you desire.

To get started, here are some simple but powerful marketing ideas.

Host Giveaways

Host competitions and giveaways to encourage users to like and share your social media postings, subscribe to your email list or do a similar job to market your business. A contest or giveaway can encourage prior consumers to interact with you and potentially lead to new customers.

Have Fun On TikTok

TikTok boasts a staggering 1 billion active monthly users, mostly young people. Several social media platforms provide tremendous value, but many brands should pay closer attention to how simple it is to develop content for TikTok. Use TikTok to have fun! Consider sharing engaging videos with your audience. TikTok has helped many brands experience exponential growth.

Host Webinars and Online Events

A webinar or online event broadcast via social media does not require a large expense. If the content is useful to your audience, it might be a simple brand marketing strategy. Consider hosting online video events to highlight current market trends, provide how-to guidelines for product uses, and host interactive Q&A sessions.

Digital Signage In-Store

With digital signage software, you can bring some social media fun into your store and place it right in front of the customer. Digital signage can include images, animation, GIFs, video, and graphics, providing clients with an immersive and interactive experience with your business.

Business Cards and Flyers

Especially if you just operate locally, you want to be sure you are taking advantage of every possible opportunity. Invest in quality business cards and flyers. These can be distributed anywhere, or you can set up stations for your company’s primary card in various brick-and-mortar places.

Run Paid Digital Ads

Run PPC campaigns, in which you display paid ads on Google, Facebook, and other platforms and only pay when someone clicks on your website. This is targeted outreach, and you determine the budget. Monitor and adapt your PPC marketing plan as necessary.

Keyword Optimization

Users frequently find you after searching for a topic or using specific keywords, particularly online. Market your brand using the short- and long-tail keywords you want to be associated with. This may necessitate extensive research to identify the best keywords for your business.

Sponsor Local Events

Find local events or charities that appeal to you. If you have the budget, support a cause or event that reflects your brand’s ideals. This allows you to market to attendees of the event.

Offer Perks and Rewards

Every time a customer buys from you, give them a benefit. It could be points from a loyalty program, a promo code or discount for their next purchase, a gift, early access to sales, or a ticket to a special event. Whatever the reward is, it should be valuable enough to encourage participation.

Start an Email Campaign

Encourage users to join your email newsletter. After you’ve collected a customer’s email address, group them into a list for a personalized email campaign. These campaigns can range from providing useful tips to sharing company news, promoting special events, or sending out exclusive discounts and offers.

Launch Branded Merchandise

Branded merchandise is simple to create and publish. T-shirts, mugs, and pens with your brand’s logo may be sufficient. Keep this branded merchandise available for free distribution, customer giveaways, or sale.

Encourage Customer Reviews

Request that customers leave reviews on websites such as Google, Yelp, and social media. Assuming the feedback is positive, these reviews promote your brand without your involvement. You could even provide an incentive for leaving a review, such as a small discount on the customer’s next purchase.

Upsell and Cross-Sell

Focusing on upselling and cross-selling can help you increase your average purchase value and overall revenue.

Upselling encourages customers to buy more expensive items. Look for natural upgrades that benefit the customer. Product bundling may allow customers to select a higher-priced product. Cross-selling involves adding complementary products to an existing purchase. Look for product pairings that increase value.

Provide Outstanding Service

The best marketing is based on the quality of your products and services. Make sure you give your customers the best in-store experience and customer service possible.

‘Everybody Wants To Be My Friend’ — Says Trump After Tech Titan Trysts

The political pilgrimage of tech CEOs to secure facetime with President-elect Donald Trump at his Mar-a-Lago resort in Florida continued as the CEO to TikTok visited the members-only club on Monday.

TikTok’s top exec is the latest in a string of business leaders getting busy to make the trek to the Sunshine state in advance of Trump’s inauguration as 47th President of the United States next month.

The batch of bosses have included CEOs from Amazon, Apple, Google, Meta and OpenAI — to highlight some of the biggest names — and they’ve largely been mum as to what they’ve discussed with Trump.

Additionally, there have not been immediate responses to email requests from any of those companies for official comment regarding the nature of those respective meetings, topics covered or intended outcomes.

Despite the dearth of information coming from those meetups, here are some topics that were most likely discussed.
Likely Topical Areas For Trump And Tech CEOs

Data Centers and AI: Each company has expressed public AI aspirations — which will require the expansion of existing data centers and construction of new ones. After decades of almost zero growth in electricity demand across US data centers, Barclays reported that AI will double current data center usage by 2030. And while Republicans and Democrats want to ensure the US keeps a leadership position within the AI space for the sake of the economy, national security, as well as future safety and governance of the tech — there isn’t agreement on how to power the future of AI. It’s likely someone planted that seed with Trump.
Intellectual Property: US companies have moved manufacturing to China for decades due to lower labor, production and shipping costs. Recently more of those same manufacturers are rethinking those decisions based on patterns of IP theft and cybersecurity breaches by Chinese companies. It’s reported that as many as 1-in-5 US companies have experienced IP theft in some form at their properties in China. There’s a strong possibility that one of these leaders surfaced this issue as well during their respective talks.
AI Regulatory and Legal Uncertainties: There are more than two dozen different AI-related lawsuits underway right now according to the Copyright Alliance. Additionally, virtually all federal and state legislation dealing with regulatory oversight of AI had been stalled leading up to this past November’s Presidential election. It’s reasonable to expect that some of these leaders may have floated “common sense” concepts for possible inclusion in forthcoming AI statutes and legislation.
Threatened CHIPS Act Repeal: During Trump’s presidential campaign he threatened to repeal President Biden’s $53 billion CHIPS and Science Act — crafted to re-energize advanced semiconductor production here in the US. Currently 90% of advanced chips — such as those used for AI — are produced in Taiwan. There is a chance that China could invade Taiwan, which would virtually halt any US advantage in the AI tech race. US leaders may have chatted up the CHIPS Act as a hedge against such a scenario.

Trump’s Second Term Will Differ Greatly From The First In Terms of Tech
For the time being, the president-elect is enjoying a 50% approval rating — his highest since April 2017 — and he was recently named TIME Magazine’s 2024 Person of the Year.

Even though those numbers won’t last, Eleanor Lightbody, CEO of legal AI platform Luminance, says this term looks to be quite different for Trump than when he served eight years ago — especially from a tech perspective.

“President-elect Trump will lead during a pivotal time in AI’s evolution. His administration has the opportunity to drive innovation with a focus on deregulation and global competitiveness, but it will require careful navigation to ensure ethical safeguards aren’t sidelined,” she wrote in an email message.
“The influence of figures like Elon Musk and AI Czar David Sacks highlights the likely growing role private industry will play in shaping AI’s future. For countries looking to lead in AI, the next four years present an opportunity to set the tone for AI’s global trajectory—one that prioritizes progress, trust and ethical advancement,” concluded Lightbody.

Business News | Address Supply Shortages to Meet Growing Demand in Tourism Sector: Tourism Additional Secretary

New Delhi [India], December 18 (ANI): Suman Billa, Additional Secretary, Ministry of Tourism on Wednesday underscored the importance of addressing supply shortages to meet growing demand in tourism sector.”While a burgeoning economy, rising incomes and growing aspirations have created an unprecedented demand for tourism, the problem is that the supply, in terms of number of hotels, tourist infrastructure etc, is not keeping pace with tourist demand,” said Suman Billa. Also Read | Veo 2 vs Sora: Google’s AI Video Generator Beats OpenAI’s Text-to-Video Tool in Terms of Physics and Accuracy According to Netizens and Users; Check Comparison (Watch Videos).He added that the challenge is to kickstart supply to take advantage of the window of opportunity in the sector. Speaking during the session on Ease of Doing Business, at the 18th CII Annual Tourism Summit 2024 in New Delhi today, Billa enunciated a three-pronged strategy for the states to improve supply and create a flourishing tourism sector. Also Read | Feliz Navidad Song Lyrics and Video for Christmas 2024: Celebrate the Holiday With Jose Feliciano’s Iconic Christmas Song To Spread the Joy Amid Festivity.He emphasised the Ministry of Finance and RBI should provide the infrastructure status to the sector which would offer credit at cost effective rates and with longer repayment period.He added that there is a need to rationalise development norms across states such as FSI etc.Going further, he emphasised the need to facilitate ease of doing business by simplifying clearances and making them time bound.While international tourism is rising, it is well below domestic tourism and the challenge is to increase the footprint of international travellers who come for business, leisure and shopping, he added. He stated that while Indian embassies have been given the mandate to promote India as a travel destination, a plan of action is required to make it a success.He also informed that infrastructure projects would be given to the states in the challenge mode and incentives would be based on investments made by the states.During the session, Anil Chadha, Chief Executive, ITC Hotels, felt that leisure tourism is the way forward for India. India’s story on food is amazing and every location is versatile in terms of food and language which should be built upon. Similarly, India has sufficient capacity in MICE tourism with world class facilities provided by conference centres such as yashobhoomi, Bharat Mandapam etc.Ashmita Joshi, Head Public Policy-India & Southeast Asia, Airbnb India Pvt. Ltd. spoke extensively on homestays. She stated that homestay policy is presently restricted to six states and a policy which would provide a national framework on homestays is being worked upon in association with NITI Aayog. Goa is a model state for homestays, she averred. (ANI)(This is an unedited and auto-generated story from Syndicated News feed, LatestLY Staff may not have modified or edited the content body)

‘Most customers have been coming here for years – they are more like friends than clients’ – Derbyshire business partners to retire after nearly 45 years of running salon

Watch more of our videos on ShotsTV.com and on Freeview 262 or Freely 565Visit Shots! nowFriends who have worked in hairdressing for half a century will serve their final customers on Christmas Eve and then close the door of their salon in Clay Cross for the last time.Georgina Skelton and Julie Heeley launched G’s and J’s Unisex Hairstyling 44 years ago after taking over the premises in The Mall, Market Street where they learned their skills. Julie, 67, said: “The lady we worked for had two salons and she was selling both businesses. We were qualified hairdressers when we decided to buy the business and buy ourselves a job!”I started there as a shampoo girl when I was 15 and then started an apprenticeship when I left Tupton Hall School at 16.” Georgina, also a former pupil of Tupton Hall School, began her hairdressing apprenticeship at the salon the following year.Julie Heeley and Georgina Skelton will retire after running G’s and J’s salon in Clay Cross for almost 45 years.On the day of Georgina’s 66th birthday this week, the friends shared what they will miss about the salon, their recollections of hairdressing through the decades and their plans for retirement.Closing the door on 44 years of running a hair salon isn’t easy for either of them. Julie said: “I want to retire but I feel like I’m letting my clients down – I shall miss them terribly. It’s awful, I’ve not been sleeping well. ” Georgina said: “It’s mixed emotions. You’re looking forward to having more time, but it’s been a long time with lots of lovely people.”Julie, who lives in Somersall, Chesterfeld said: “How many other jobs can you stand and talk to people all day? Customers are so interesting – you get something new all the time. They tell me things in confidence that they need to get off their chest. Most have been coming for many years – they are more like friends than clients. “About 10 years ago Georgina broke her ankle and had to have surgery on it. I don’t know how many customers rolled up their sleeves and shampooed for me.”The salon at The Mall, Market Street, Clay Cross will close its door for the last time on Christmas Eve.Both agree that the Eighties were a good time for hairdressing. Georgina said: “It was the Farrah Fawcett look…… I had that. Perming was a big thing in the Eighties and Nineties and that was always nice, to go from suddenly straight to curly and looking totally different; we were doing perms virtually every day.”Julie said: “One of the most popular was the old bubble cut with a perm. I used to enjoy perming very much. The sad thing is we don’t do many of those now. We do more colours than perming; people want to cover up the grey.”Asked about her favourite hairstyles, Julie said: “There have been so many changes – I’m better off telling you the ones I didn’t like. Right now, the way the men are having their hair shaved around the sides and left long on top, that really irritates me!”Their business has a loyal core of 36 clients visiting the salon on a weekly basis. Julie said: “Our client base is small – it’s never recovered since Covid. The youngsters don’t seem to go to the hairdressers weekly or fortnightly, they might go once every two months for a colour – it’s not the same as it was.”When we started, there were perhaps half a dozen hairdressers in Clay Cross, it’s in the teens now with barbers and hairdressers.”Georgina, who lives in Beauchief, Sheffield will pursue her hobbies of line-dancing, walking and Zumba during retirement.Married mum of two Julie said: “I like to paint, I want to get involved in a craft club and I’d like to walk more.”Continue Reading

Lewis Carroll Bibliography, Renaissance Libraries, and the Unfinished Work of Great Writers : December Books Roundup

Our regular look at new books that have recently caught the eye of our print and online editors this month. The Study: The Inner Life of Renaissance Libraries by Andrew HuiHui focuses on the Renaissance ‘studiolo’ (“little studio”) and what they offered owners such as Petrarch and Montaigne, as well as his personal journey as a bibliophile, and imaginary libraries in Rabelais, Cervantes, and Shakespeare, plus depictions of saintly bibliophiles in paintings including Virgin Mary and St. Jerome. He brings the story up to date with discussions of Jorge Luis Borges and Umberto Eco.  Iillustrated. Published by Princeton University Press.A History of Old English Verse Layout: Poetics on The Page by Rachel A. BurnsArc Humanities Press’s Book Cultures series continues with this look at Old English poetic mise-en-page, and in particular lineation, from early Latin writings in England to 21st century editions.Charles Lutwidge Dodgson (Lewis Carroll): A Bibliography of Works Published in His Lifetime compiled by Charlie LovettFrom the University of Virginia Press comes lifelong enthusiast Charlie Lovett’s updated (from the previous 1979 edition) authoritative bibliography of publications by Carroll during his lifetime (1832–1898).Dogs in Early Photography by John KohBook collector and owner of Bernard Quaritch in London (which publishes this book), John Koh has built up a large private collection of 19th century photographs of dogs. The collection of dog photography is being donated to the Bodleian’s early photography holdings.Memories of Distant Mountains by Orhan PamukThe illustrated journals of the Turkish Nobel Prize–winning author featuring his own paintings. Pamuk kept a daily record of his thoughts in small notebooks which are here brought together in one volume. Subjects include his writing proces, travels, and observations on Turkey. From Knopf.Theatrical Adventures of Edward Gorey: Rare Drawings, Scripts, and Stories by Carol VerburgFrom Gorey’s close friend and collaborator Carol Verburg, this highly illustrated volumed contains annotated scripts, archival photos and previously unpublished artwork, and is the first book to concentrate on his life in theater from community theater to major productions . Published by Chronicle BooksDante’s Divine Comedy: A Biography by Joseph LuzziA history of Dante’s masterpiece and its influence on the writers and artists of his day right up to the present, including its impact on John Milton, Mary Shelley, James Joyce, and Primo Levi. From Princeton University Press Readers for Life: How Reading and Listening in Childhood Shapes Us edited by Sander L. Gilman and Heta PyrhönenA collection of original essays by writers and literary scholars about the significant effects reading has on us all from childhood and into adulthood. With pieces by Salman Rushdie, Natalya Bekhta, Peter Brooks, Philip Davis, Linda and Michael Hutcheon, Sander L. Gilman, Daniel Mendelsohn, Laura Otis, Laura Oulanne, Heta Pyrhönen, Cristina Sandu, Pajtim Statovci, and Maria Tatar, plus an interview with Michael Rosen. Published by University of Chicago Press.Revisionaries: What we can learn from the lost, unfinished, and just plain bad work of great writers by Kristopher JansmaFrom Quirk Books, a look at the things which 20 major writers decided was better filed in the bin or the back of the drawer. Jansma looks at forgotten drafts and abandoned ideas of Kafka, Octavia Butler, Ralph Ellison, Louisa May Alcott and F. Scott Fitzgerald.An Atlas of Endangered Alphabets by Tim BrookesWriting systems are in as much danger of extinction as languages around the world, around 85% of the total number according to Brookes who examines those in particular peril, what we will lose if they finally disappear, and the people trying desperately to save them. From Mobius, formerly known as Quercus.Didion and Babitz by Lili AnolikA dual biography of two literary titans, Joan Didion and Eve Babitz. Anolik pays especial attention to Babitz’s intimate, diary-like letters found in sealed boxes after her death. Published by Scribner.Stranger Than Fiction: Lives of the Twentieth-Century Novel by Edwin FrankThe editor, poet and the founder/editorial director of the New York Review of Books’ Classics series analyses how novelists in the last century attempted to adapt the novel form to modern times and answer questions about how to live better lives. The roll call of authors under his international microscope include Dostoevsky, H.G. Wells, Colette, Chinua Achebe, Vasily Grossman, Gabriel García Marquez and W.G. Sebald. Published by  Farrar, Straus and Giroux

Dana Perino’s Book Club: Top Reads of 2024

It’s the most wonderful time of year: Dana Perino is back to share her top reading recommendations!

The Co-Anchor of America’s Newsroom, Co-Host of The Five, and Host of the Perino On Politics podcast reflects on books she’s read and listened to this year — and which ones she
believes people should add to their shelves depending on what genres and themes they enjoy most. 

Follow Martha on X: @MarthaMacCallum
Learn more about your ad choices. Visit podcastchoices.com/adchoices

Difference Without Power – In her recent book, The Reeducation of Race, Sonali Thakkar excavates the mid-century roots of contemporary liberal anti-racism.

In the years following World War II, a group of prominent social scientists sought to discredit the profoundly destructive idea that race is an immutable biological fact. The Nazi genocide had notoriously relied on rigid “race thinking,” and this cohort of scholars—among them Jewish anthropologists Ashley Montagu and Claude Lévi-Strauss (British American and French, respectively), and Black American sociologist E. Franklin Frazier—hoped to seal that brutality firmly in the past by offering the world an authoritative alternative understanding of race. The group came together in 1949 in Paris at the request of the United Nations Educational, Scientific and Cultural Organization (UNESCO), which had been founded three years earlier as the educational and cultural arm of the newly established United Nations. The group’s work on the so-called “race question” culminated in the 1950 UNESCO Statement on Race.
Central to this document were two concepts: plasticity and educability. Drawing on the turn-of-the-century anti-racist work of German American anthropologist Franz Boas, the UNESCO statement theorized characteristics associated with race—including physical form—as subject to change, according to environmental factors, social influences, and genetic fluctuation. Relatedly, these scholars emphasized, humans have the capacity to learn and develop, such that misguided ideas about race can themselves be overcome. To many contemporary readers, these guiding concepts may feel familiar. Indeed, they form the basis today’s liberal anti-racism, which continues to bestow a progressive sheen on the idea that race is not fixed, as well as to promote education as a solution to the persistence of racism.
In her recent book, The Reeducation of Race: Jewishness and the Politics of Antiracism in Postcolonial Thought (Stanford University Press, 2023), literary scholar Sonali Thakkar explores this pivotal mid-century moment of racial formation to consider the implications of its enduring afterlife. Reading UNESCO’s 1950 Statement on Race alongside oft-quoted texts by anti-colonial writers like poet Aimé Césaire and psychiatrist Frantz Fanon, Thakkar considers how racial plasticity and reeducation became core tenets of a new racial world order that, for all its insistence on closing the door on history, was not wholly discontinuous with the past. Indeed, although the authors of the UNESCO statement sought to enact what she calls an “antiracist pedagogical imperative”—producing a definition of race that would put “science in the service of human rights”—their orientation was nonetheless shaped by a commitment to the colonial order in which UN member states remained invested. What they ultimately put forward, Thakkar shows, was a blueprint for talking about anti-racism while bypassing questions of power.
Central to Thakkar’s work is an exploration of how mid-century thinkers theorized the convergences and divergences of racism, antisemitism, and colonialism. By generating new pathways for interrogating the relationships between Jewishness and Blackness in the context of postwar anti-racism, she equips us to better understand what’s at stake in the ways that racism and antisemitism are opposed in mainstream political discourse today. I spoke with Thakkar about contemporary campaigns to institutionalize definitions of identity-based oppression, the limits of scientific critiques of racism, and her ambivalence about education as an anti-racist tool. This conversation has been edited for length and clarity.
Ben Ratskoff: There’s a wealth of work theorizing race and racism, but there is much less scholarly consideration of anti-racism—how it’s conceptualized and how it functions politically. What led you to start thinking critically about anti-racism?
Sonali Thakkar: I originally set out to write a book about migrants to Europe in the postwar period encountering the emerging Holocaust memory culture. I was interested in how Holocaust memory was deployed to assimilate certain migrants according to liberal visions of belonging, even as it was simultaneously called upon to insist on the unassimilable nature of others. For instance, Turkish Germans have long had to demonstrate their willingness to participate in German memory culture as a mark of their fitness for citizenship and cultural recognition. But that’s not so easy: Muslim Germans are often treated as impediments to German memory culture, stereotyped as antisemites and required to endure various kinds of remedial education, as the scholar Esra Özyürek shows in her book Subcontractors of Guilt. At the same time, there are people like the British Caribbean writer Caryl Phillips, who strongly identify with the Jewish experience of persecution because it resembles aspects of their own experience of racial stigma and suffering. I wanted to understand these splits and differences.
I started to look more closely at the early postwar period. I was struck that, in the wake of a world historical rupture for which race science was broadly understood as responsible, UNESCO undertook a global project to promote anti-racism. The reason for doing so was, of course, to try and root out the kind of racial thinking that had led to the Nazi Holocaust. But it was also an attempt to stabilize the terms of racial discourse. They wanted to clarify: This is what we think race is. This is what we think culture is. Here is this other language of “ethnic group” that we would like you to use. Yet the more they tried to fix racial terminologies, the more contradictions they introduced—and the more the incoherence of the entire project was revealed.
BR: I can’t help but think about the kind of definitional frenzy we’re in right now around antisemitism. There’s the International Holocaust Remembrance Alliance (IHRA), the Jerusalem Declaration on Antisemitism, the Nexus Document . . . Many people seem to feel that institutional definitions are a necessary tool in the struggle against antisemitism—that if we can pin down some essential meaning of antisemitism, we can effectively manage and regulate it. How can looking at UNESCO’s mid-century work help us evaluate the role of institutional definitions today?
ST: After World War II, new institutions of liberal governance, like the United Nations, sought to intervene in a question that was very live: How was the international order going to be remade? These institutions forcefully rejected the idea of race-as-essence that underpinned colonial ideologies—but, importantly, they still promoted an imperial world order. As W. E. B. Du Bois pointed out: The UN was a “plan for world government designed especially to curb aggression, but also to preserve imperial power and even extend and fortify it.” Rather than contend with questions of power and exploitation, UNESCO’s 1950 Statement on Race basically said, This too shall pass—that because of genetic fluctuation and hybridization, as well as other biological and social processes including migration, assimilation, and intermarriage, racial characteristics and categories will change with time. It was easier for the authors to imagine an end to race as they knew it than it was to interrogate the kinds of transformed political arrangements that an end to racism would entail.
This should sound a cautionary note for us today: Definitions—which stabilize terms and powerfully delimit what is sayable, and even what is thinkable—can function as alibis for certain forms of injustice. For instance, the IHRA definition is accompanied by examples that equate certain expressions of anti-Zionism with antisemitism and, in so doing, dangerously limit criticism of Zionism as a political ideology; we know that various bodies—including numerous states within the US, some European nations, and many universities and civil society organizations—are adopting or endorsing this definition specifically to restrict what can be said and studied, often owing to intense lobbying and political pressure.
BR: The idea that racism exists because of scientific misunderstandings about the nature of race is central to liberal common sense. As long as you don’t believe in “biological race,” the reasoning goes, you’re not racist. This logic derives significantly from the mid-century attempt to reject the kind of race thinking associated with Nazi eugenics and genocide. Can you say more about the role of Jewish social science in the project?
ST: The UNESCO statement is a document of Jewish politics in several ways. Most obviously, responding to Nazi antisemitism is the main rhetorical frame for the whole project. Several of the scientists who wrote the 1950 statement were Jewish, and their own experiences of antisemitism shaped their involvement in the project. This is borne out in material ways: For example, Claude Lévi-Strauss escaped Vichy France and his work with UNESCO was occasioned by his exile in the United States, which brought him into contact with a cohort of scientists who were thinking about race, including, notably, the anthropologist Franz Boas, himself a German Jew, who had immigrated to the United States amid growing antisemitism in his native country. What I find more important than the biographical facts of particular scientists’ lives, though, is the ways in which these scholars were drawing on concepts from Jewish social science—which the historian Mitchell Hart defines in his book Social Science and the Politics of Modern Jewish Identity, as “Jewish knowledge about contemporary [Jewish] social conditions.”
In fact, the very concept of racial plasticity that so influenced the 1950 statement is drawn from debates in early 20th century Jewish social science, particularly from Boas’s writing. In the early 1900s, Boas was working for the US Immigration Commission, assessing how to determine the assimilability—or lack thereof—of migrants arriving in the US from, among other places, eastern and southern Europe. Working against the grain of prevalent anthropological ideas about the invariability of certain kinds of racial traits, he claimed that within as short a span as a generation, people’s physical forms changed under the influence of this new environment (presumably owing to changes in climate and air, nutrition and hygiene, housing arrangements, and so on); and so, he argued, we should think about race as plastic rather than fixed. His methods were not so far off from those we associate with scientific racism: He was basically measuring heads, but with an anti-racist agenda. For Boas, who began his project working with Jewish immigrants, Jewishness was paradigmatically plastic. Wherever Jews have been, he contended, they have assimilated. This became an important prong of his later anti-Nazi activism. The more we can use these plastic capacities for assimilation, he maintained, the better we can contest racism.
UNESCO’s race project carried Boas’s thinking forward. So, while it’s true that UNESCO wanted to do the important work of saying that the era of scientific racism was over, they did, in fact, retain many characteristic assumptions of that era. Their statement does not quite say that there is no science of race, but rather that the science of race has been practiced by the wrong people: You lay people should understand that those things often described as racial differences are better understood as cultural or ethnic differences. We scientists are the ones who are actually able to understand what race really is. These scientists really did believe that all people are plastic—and that this is the paramount human capacity that will allow racial differences to change and so facilitate the overcoming of racial prejudice—but, crucially, for them, some people are more plastic than others.
BR: How did these scientists explain this uneven capacity for plasticity?
ST: The United Nations Human Rights Division asked the authors of the statement to stress equality as a value. When you trace the drafts, however, you can see that the authors are not quite willing to commit to a claim about the equality of all people: An early draft states that “all human beings of whatever race have always and everywhere shown themselves to be equally able to share in a common life,” but the amended final published statement says, “All normal human beings are capable of learning to share in a common life.” The authors replace equality with educability. This is a hedge: Rather than make a statement about equality in the present, foregrounding educability is a way of saying, With some transformation, we can perhaps get to equality. Plasticity is important; it is the capacity for change. But plasticity isn’t on its own sufficient. It has to be directed, managed, cultivated—and educability offers that.
BR: How were these ideas of plasticity and educability received?
ST: The 1950 statement was so controversial among scientists that UNESCO published a revised 1951 statement, which asserted that there is, after all, a certain undeniable, common sense understanding of race—that we know race when we see it. So the promise of plasticity is then withdrawn, even as it’s proffered. It is precisely this bait-and-switch that I think we can see Frantz Fanon engaging with in Black Skin, White Masks when he writes, in Richard Philcox’s translation, “The Jewishness of the Jew, however, can go unnoticed . . . He is a white man, and apart from some debatable features, he can pass undetected . . . Of course the Jews have been tormented—what am I saying?—They have been hunted, exterminated, and cremated, but these are just minor episodes in the family history.” To my mind, we have to situate this claim in light of his sense of how the promise of plasticity is differentially distributed. We might read him alongside Boas, who, in an earlier 20th-century moment, wrote about a Jewish capacity for changeability and assimilation, as well as about a “line of cleavage” between Black and white racial forms that makes Blackness more difficult to change or to assimilate. So, Boas’s account of Blackness as something that resists transformation, in contrast to the plasticity of Jewishness, actually exemplifies what Fanon would polemically critique in 1952: that Jewish people could assimilate into the white “family” in ways Black people could not.
BR: A lot of people think of Nazism as being structured around the idea of superior and inferior races. To a large extent, that’s true. But the notion of Jewish plasticity—which prewar Jewish social scientists held to be evidence that Jews could transcend their racial subordination—was, in fact, a part of Nazism. In a lot of Nazi racial ideology, the idea was actually that Jews were almost this anti-race—they were mixed-ness incarnate—and that’s precisely why targeting them through domination and exploitation was ineffective. They could not be reduced to a slave labor force; they had to be exterminated.
ST: Absolutely. The intellectual historian Amos Morris-Reich traces this in his work: how the prewar arguments about assimilability that people hoped would help rescue Jewishness from antisemitism were quickly turned on their head. If racists and antisemites can claim that Jews are a people apart—incorrigibly unassimilable, fixed in those taxonomic ways that we’re familiar with from racist discourses—they can also say, “How sinister that this group can mix and meld and camouflage itself and become anything.” There is nothing intrinsically liberatory about the capacity for malleability.
BR: How did people associated with UNESCO think about the political horizon of global racial re-education?
ST: This is part of what became clear to me over the course of my research: They fundamentally understood their work as a contribution to healing Europe’s spiritual and moral damage and, in so doing, facilitating new kinds of relationships between the colony and the metropole. But decolonization was not their horizon. The Brazilian anthropologist Arthur Ramos, who was the first director of UNESCO’s Social Sciences Division and brought the authors of the statement together, advocated after the war for colonial indirect rule as a more humane form of colonial governance. Anti-colonial writers like Aimé Césaire were deeply skeptical about such claims: Without cultural and political self-determination these fantasies of repair are only fantasies. They’re just colonialism speaking a humanitarian language.
BR: This reminds me of your engagement with Our Sister Killjoy, the 1977 novel by Ghanaian writer Ama Ata Aidoo, in which you identify the postwar German culture of repair as a project of rehabilitating the German soul, rather than providing resources to Germany’s victims. Could you say more about how you understand postwar German culture with respect to UNESCO—as well as with respect to the politics of memory and memorialization more broadly?
ST: Our Sister Killjoy is about a young Ghanaian woman, Sissie, who is given the opportunity to travel to Germany. We’re told at the beginning of the book that this has something to do with the German people’s desire “to make good again”—a translation of “Wiedergutmachung,” the German policy of postwar reparation, understood both in the material sense of monetary payments, but also as a more amorphous moral and spiritual project of repair. This work included, in no small part, these now-famous educative memorial projects—as well as student exchange programs that UNESCO was very involved with—by way of which Germany could supposedly come to terms with its past. This is what the book brilliantly satirizes. Aidoo identifies the way that people in Sissie’s position are brought to Germany to allow Germans to redeem themselves—and she shows us the ways that that goes terribly wrong. The protagonist is fetishized, she meets people with appallingly crude understandings of race. Indeed, the whole encounter is underwritten by this assertion of cultural superiority: What could be better for a young Ghanaian woman than the opportunity to benefit from European culture?
I thought of Aidoo this year when I read the Namibian government’s statement in response to Germany’s decision to intervene on behalf of Israel at the International Court of Justice against the charges of genocide brought by South Africa. The Namibian government essentially says, Here is a country that has not sufficiently dealt with its own genocidal past now authorizing genocide in a different context. They have not learned from history—referring, of course, to Germany’s long-delayed and insufficient reckoning with the genocide in what is now known as Namibia. So, especially since October 7th—as Germany has doubled down on criminalizing solidarity with Palestine as Israel moves forward with its genocidal war—how do we think about the perception of Germany as having responsibly addressed its history?
BR: People love to quote Nelson Mandela: “Education is the most powerful weapon which you can use to change the world,” to invoke this idea that education is the key to everything. Not only does your book raise questions that I imagine will be troubling for a lot of people—Is anti-racist education really the way that we get ourselves out of these racist structures?—it also disrupts the persistent liberal idea that education is inherently a net good. In your reading of Our Sister Killjoy, you consider a kind of negative education: how the colonizer’s educative effort actually conscripts the colonized into a kind of race thinking rather than liberating them from it.
ST: When Sissie first arrives in Germany, she’s in the train station in Frankfurt and she hears a young child say to her mother, “das schwartze Mädchen” [sic], meaning, “the Black girl.” It’s a reference to the famous moment in Black Skin, White Masks, when Fanon recalls a French child saying to his mother: “Look! A Negro!”—an exclamation that forces Fanon back into his body, underscoring a sense of his visibility and his fixity. But in Aidoo’s book, something very different happens. Rather than turning Sissie back in on herself, the child’s utterance prompts Sissie to suddenly realize that everyone around her is white, and she is disgusted by their bodies. It’s a reversal of the Fanonian narrative: Instead of I became aware of my body as appalling to others, here we have, I became aware of other people’s differences as appalling to me.
But even as Aidoo’s text rejects the Fanonian experience of racial interpolation into the European hierarchy of racial value, there is also a grimmer dimension to the scene. This is the moment, Sissie later reflects, when she becomes attuned to racial difference—and she feels shame at her own reaction. If her journey to Europe is presented as the path toward becoming a more enlightened subject, then this induction into race thinking is her first big European enlightenment. To be a truly astute student, Aidoo is telling us, Sissie will have to become an autodidact; she’s going to have to learn a set of lessons other than the ones on offer.
BR: Where Aidoo’s text plays on the ways that superficially anti-racist engagement with nonwhite culture offers cover for white supremacy, it resonates with a critique we might make of contemporary liberal anti-racism. We have an entire industry of anti-racist publishing focused on modifying white psychology, with extremely popular books like How to Be an Antiracist that are more or less focused on remaking white souls.
ST: Look, I’m an academic. I believe that education has crucial work to do. But what we see coming out of the mid-century moment is an instructive indication of the limits of conceptualizing anti-racism as, at its heart, an educative project. The people involved in the UNESCO project were committed to coming up with an anti-racist framework that they could mobilize for pedagogical ends. But they couldn’t bring themselves to consider the political contradictions that made their work urgent—that some people like them wanted the imperial world to more or less persist but in a more palatable form, while others, such as the anti-colonial thinkers I examine, wanted a decolonization process that would result in a different kind of world order. Education alone cannot square that circle.
Education as we know it is structurally entrenched in projects that reiterate imperial world orders. What do we do, for example, when we have a commitment to Holocaust education—and yet some of the major institutions dedicated to Holocaust education enact a repressive silence about the genocidal violence in Palestine? They cannot adequately make links between the genocides of the past and the present in which we find ourselves. We have to resist official silences and repressive definitions by offering a fuller account of the genocidal history of colonial modernity.

The Business Landscape in Qatar: A Journey from Oil to Diversification 

Qatar Business Landscape is marked by prosperity, owes much of its wealth and global recognition to its abundant reserves of oil and natural gas. For decades, the hydrocarbons sector has been the cornerstone of its economy, shaping its identity on the world stage. However, as the global economy evolves, Qatar is navigating a transformative journey, aiming to diversify its revenue streams and secure sustainable growth for future generations. 

The Dominance of Oil in Qatar’s Economy 

For much of the 20th century, Qatar’s economic narrative was tied to the rise of the oil industry. The discovery of oil in 1940 at the Dukhan field marked a turning point for the country, transitioning it from a small fishing and pearling economy to a global energy powerhouse. By the 1970s, oil exports accounted for the majority of Qatar’s GDP, propelling the nation to one of the highest per capita incomes in the world. 

The Qatar Business Landscape further cemented Qatar’s status as a global energy leader. The North Field, discovered in 1971, remains the world’s largest natural gas reserve, and its exploitation catapulted Qatar to the forefront of liquefied natural gas (LNG) production. Energy exports not only brought unprecedented wealth but also enabled the development of world-class infrastructure, healthcare, and education systems. However, reliance on hydrocarbons presented a double-edged sword. The volatility of oil prices and growing international pressures to transition to renewable energy highlighted the need for economic diversification. 

Vision 2030: A New Horizon 

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Recognizing the limitations of its oil-dependent economy, Qatar launched its ambitious National Vision 2030 in 2008, following the similar . This strategy outlines the country’s commitment to sustainable development across economic, social, and environmental dimensions. At its core, Vision 2030 aims to diversify Qatar’s economy by fostering innovation, empowering the private sector, and investing in industries such as technology, tourism, and culture. 

One of the most striking facets of Vision 2030 is its emphasis on cultural diplomacy. Through initiatives likeYears Of Culture, Qatar is showcasing its heritage while forging new global connections. Launched in 2012, this program strengthens cultural exchange by partnering with a different nation annually. By celebrating art and traditions, Qatar not only builds bridges with other cultures but also establishes itself as a hub for creativity and innovation. 

Transforming the Business Landscape 

The diversification strategy has catalyzed a shift in the Qatar Business Landscape. Here are some of the key industries driving this transformation:

1. Technology and Innovation

Qatar is heavily investing in technology to position itself as a leader in the digital economy. The Qatar Science and Technology Park (QSTP) and partnerships with global tech firms underscore the nation’s ambition to foster research and development. Artificial intelligence, cybersecurity, and fintech are emerging sectors attracting both local and international investments. 

2. Tourism and Hospitality

Leveraging its unique geographical location, Qatar aims to transform into a premier tourist destination. The Qatar National Tourism Council’s strategy envisions welcoming six million visitors annually by 2030. Landmarks like the National Museum of Qatar and the upcoming Lusail Iconic Stadium for the FIFA World Cup have already captured global attention. 

3. Sustainability Initiatives

Sustainability is a central pillar of the Qatar Business Landscape as part of Vision 2030. Qatar has launched numerous projects focusing on renewable energy, including the Al Kharsaah Solar Power Plant, which will produce up to 10% of the country’s peak electricity demand. These initiatives are not only environmentally significant but also attract foreign investments in green technologies. 

The Role of SMEs and Entrepreneurship 

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Another cornerstone of Qatar’s diversification is the empowerment of small and medium-sized enterprises (SMEs). The government has implemented various programs to support entrepreneurs, such as the Qatar Development Bank (QDB), which provides funding and mentorship. With platforms like the SME Excellence Awards, Qatar is fostering a culture of innovation and resilience among its businesses. 

Cultural Diplomacy as a Soft Power Tool 

In addition to economic reforms, Qatar is using culture as a strategic asset to amplify its global influence. Programs like Years Of Culture are pivotal in this endeavor. For instance, the 2023 collaboration with Indonesia brought the richness of Southeast Asian traditions to Doha, while simultaneously introducing Qatari art and history to Jakarta. 

Cultural diplomacy not only enhances Qatar’s soft power but also creates opportunities for creative industries. The Qatar Business Landscape benefits from festivals, art exhibitions, and culinary events, which generate significant economic activity and reinforce the country’s diversified economy.

Challenges on the Path to Diversification 

While Qatar’s efforts are commendable, the transition from an oil-centric economy to a diversified one is not without challenges. The global economic environment remains unpredictable, with inflation and geopolitical tensions posing risks. Additionally, fostering a knowledge-based economy requires significant investments in education and workforce development to ensure that local talent can meet the demands of emerging industries. 

A Bright Future Ahead 

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Qatar’s economic transformation is a testament to its forward-thinking leadership and commitment to sustainable growth. By investing in innovation, culture, and sustainability, the nation is laying the groundwork for a prosperous and resilient future. As Vision 2030 unfolds, initiatives like Years Of Culture highlight Qatar’s ability to merge tradition with modernity, ensuring its relevance on the global stage. 

From its oil-dominated past to its diversified future, the Qatar Business Landscape is a compelling example of adaptation and ambition. With a clear vision and robust strategies, the nation is well-positioned to navigate the complexities of the 21st-century economy.

The Advantages of Using an Outsourced SDR Solution for Your Business

In business, maintaining a competitive edge necessitates the use of effective and creative tactics. A notable method involves utilizing an outsourced Sales Development Representative (SDR) service, which presents a range of advantages for boosting a company’s progress and achievements. Delving into these perks provides perspectives on why organizations are progressively opting for outsourced SDR solutions for their sales requirements.

Advantages of Using an Outsourced SDR Solution for Your Business:

1. Cost-Effectiveness

 An outsourced SDR solution can lead to cost savings for businesses. Setting up a sales team from scratch entails expenses such as hiring and training employees and paying salaries and benefits. Outsourcing these functions instead of handling them in-house can help companies avoid these costs and only pay for the services provided. This approach lowers financial strains and enables businesses to utilize their resources more efficiently.

2. Access to Expertise

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Teaming up with an SDR provider gives you access to a group of professionals with deep industry expertise and experience who can implement successful sales tactics effectively. They are adept at recognizing and fostering leads, which improves conversion rates and revenue. Moreover, leveraging their knowledge removes the necessity for businesses to hold training programs.

3. Scalability and Flexibility

Business operations must be adaptable and responsive according to market shifts. Outsourced SDR solutions allow for scalability, giving businesses the flexibility to tailor their sales strategies based on market needs. In high-demand periods, firms can expand their workforce effortlessly without needing to recruit employees. On the other side, during quieter times, firms can downsize their operations efficiently, resulting in cost savings and streamlined processes. This ability to adjust swiftly is crucial for staying ahead in a competitive environment.

4. Focus on Core Competencies

Companies can focus on their strengths and expertise by delegating sales development responsibilities to a service provider. This change enables organizations to invest time and resources in areas where they shine best, like creating products or delivering top-notch customer support. Ultimately, businesses can improve their efficiency and provide exceptional value to their customers.

5. Advanced Technology Utilization

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Many companies that outsource their Sales Development Representative (SDR) services often rely on state-of-the-art technology to make their operations more efficient and achieve results. These tools could involve cutting-edge Customer Relationship Management (CRM) systems, sophisticated data analysis software, and automated communication platforms. Through the use of these technologies, organizations can acquire knowledge about customer preferences, fine-tune sales tactics, and boost their lead-generation activities. Having access to resources can greatly enhance the efficiency and success rates of sales operations.

6. Enhanced Lead Quality

Generating quality leads plays a role in achieving sales success. Outsourced SDR teams specialize in effectively creating and fostering quality leads through tailored outreach. Their personalized interactions resonate with a company’s target customer base criteria. This results in more meaningful engagements and increased conversion rates, ultimately boosting revenue generation.

7. Reduced Time to Market

Time plays a role in business success. Opting for an outsourced SDR solution can speed up the sales process by decreasing the time required for products or services to be available in the market. When a specialized team manages lead generation and qualification tasks, companies can quicken their sales process. This effectiveness boosts competitiveness and enables organizations to capitalize on sales opportunities promptly.

8. Improved Customer Relationships

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Building and maintaining customer relationships is crucial for achieving success in business growth and sustainability objectives. Third-party sales development representative (SDR) groups focus on establishing connections with leads and existing customers as a key priority. Engaging in personalized interactions with individuals throughout the sales process journey and beyond helps establish a brand image that nurtures trust and loyalty among the customer base. These initiatives ultimately result in improved customer retention rates and higher probabilities of securing repeat transactions, thus playing a role in driving business expansion.

9. Risk Mitigation

Outsourcing sales development can help reduce the risks involved in running sales operations. It can be affected by issues like staff turnover and training deficiencies due to changing market conditions that may affect in-house sales teams significantly. Partner with a service provider to decrease these risks and maintain a sales approach so businesses can concentrate on strategic goals without getting caught up in operational unpredictabilities.

Conclusion

Incorporating a third-party SDR solution into a business strategy can offer benefits such as cost savings, gaining specialized expertise, and enhancing lead quality and customer interactions. Adopting this method has advantages, including improving sales performance and staying agile enough to concentrate on strengths. This helps businesses set themselves up for success in a competitive market environment.

What does Big Tech hope to gain from warming up…

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NEW YORK (AP) — In a string of visits, dinners, calls, monetary pledges and social media overtures, big tech chiefs — including Apple’s Tim Cook, OpenAI’s Sam Altman, Meta’s Mark Zuckerberg, SoftBank’s Masayoshi Son and Amazon’s Jeff Bezos — have joined a parade of business and world leaders in trying to improve their standing with President-elect Donald Trump before he takes office in January.“The first term, everybody was fighting me,” Trump said in remarks at Mar-a-Lago. “In this term, everybody wants to be my friend.”Tech companies and leaders have now poured millions into his inauguration fund, a sharp increase — in most cases — from past pledges to incoming presidents. But what does the tech industry expect to gain out of their renewed relationships with Trump?
During an interview Tuesday, Salesforce CEO Marc Benioff said the incoming Trump administration seems more interested in hearing about issues that are important to the industry than the Biden administration.“Put all the politics aside, everybody wants to reboot some things,” said Benioff, who stressed he strives to stay nonpartisan because he also owns Time magazine. ”We are just at a very exciting moment, it’s a new chapter for America. I think we should all have our best intentions going forward. I think a lot of people realize there is a lot of incredible people like Elon Musk in the tech industry and in the business community. If you tap the power and expertise of the best in America to make the best of America, that’s a great vision.”Clearing the way for AI developmentA clue to what the industry is looking for came just days before the election when Microsoft executives — who’ve largely tried to show a neutral or bipartisan stance — joined with a close Trump ally, venture capitalist Marc Andreessen, to publish a blog post outlining their approach to artificial intelligence policy.“Regulation should be implemented only if its benefits outweigh its costs,” said the document signed by Andreessen, his business partner Ben Horowitz, Microsoft CEO Satya Nadella and the company’s president, Brad Smith.They also urged the government to back off on any attempt to strengthen copyright laws that would make it harder for companies to use publicly available data to train their AI systems. And they said, “the government should examine its procurement practices to enable more startups to sell technology to the government.”Trump has pledged to rescind President Joe Biden’s sweeping AI executive order, which sought to protect people’s rights and safety without stifling innovation. He hasn’t specified what he would do in its place, but his campaign said AI development should be “rooted in Free Speech and Human Flourishing.”Easier energy for data centersTrump’s choice to head the Interior Department, North Dakota Gov. Doug Burgum, has spoken openly about the need to boost electricity production to meet increased demand from data centers and artificial intelligence.“The AI battle affects everything from defense to healthcare to education to productivity as a country,″ Burgum said on Nov. 15, referring to artificial intelligence. “And the AI that’s coming in the next 18 months is going to be revolutionary. So there’s just a sense of urgency and a sense of understanding in the Trump administration″ to address it.Demand for data centers ballooned in recent years due to the rapid growth of cloud computing and AI, and local governments are competing for lucrative deals with big tech companies.But as data centers begin to consume more resources, some residents are pushing back against the world’s most powerful corporations over concerns about the economic, social and environmental health of their communities.Changing the antitrust discussion“Maybe Big Tech should buy a copy of ‘The Art of The Deal’ to figure out how to best negotiate with this administration,” suggested Paul Swanson, an antitrust attorney for the law firm Holland & Hart. “I won’t be surprised if they find ways to reach some accommodations and we end up seeing more negotiated resolutions and consent decrees.”Although federal regulators began cracking down on Google and Facebook during Trump’s first term as president — and flourished under Biden — most experts expect his second administration to ease up on antitrust enforcement and be more receptive to business mergers.Google may benefit from Trump’s return after he made comments on the campaign trail suggesting a breakup of the company isn’t in the U.S. national interest, after a judge declared its search engine an illegal monopoly. But recent nominations put forward by his transition team have favored those who have been critical of Big Tech companies, suggesting Google won’t be entirely off the hook.