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The First Rule Of Customer Creation

filed in Brand Strategy

Humans learn to develop empathy in the first year of life. We not only learn to recognise emotional reactions in others but also to understand what’s causing those reactions. One toddler will try to comfort another who is crying—not just with any toy, but with that child’s favourite toy.

We know how to stand in the shoes of others. We’re hardwired to do it. We’re good at it.
And yet, when it comes to the business of sharing or selling ideas, we forget to practice it.

Our first step to becoming the one customers choose is to be the one who chooses to see the customer.

Image by Donnie Ray Jones

How Are You Measuring Your Lead?

filed in Brand Strategy, Success

As a society, we have become obsessed with getting and staying ahead. We have become addicted to winning, and thus to comparing ourselves to others—not just in business, but in life too.

But being ahead, either materially or psychologically is a slippery slope to a mindset of never enough. A culture designed to separate us into winners and losers inevitably becomes one where we’re not winning unless someone else is losing. This limited worldview is a limiting foundation for our societies and our economies, our communities and our businesses. It’s also a poor measure of humanity and the change we are capable of creating.

Perhaps the bigger question to consider then is not how we measure our lead, but why we feel the need to compete and compare in the first place. It turns out that when we can set our own meaningful standard of success, we’ve already won by every measure.

Image by Kreg Steppe

Done Right Is Better Than Perfect

filed in Brand Story, Brand Strategy, Marketing

Last week, someone—a person with a business, a living to make and maybe mouths to feed, took time to find the contact form on my website to send me this message.

Hello
Are you an online marketer, do you own a business or businesses?

I was just looking at your website.
Do you want real visitors to your website or SEO for social marketing?

-Visitors Come From Facebook
-Real Traffic Will Come From the USA and Europe 24/7
-This Is Lifetime Traffic

==Just for reference, you can see our work here== [hyperlink removed]

Behind this message are business goals, hopes and dreams that have little chance of being realised because the sender opted to take a shortcut.

You’ve probably heard Sheryl Sandberg’s sage advice to entrepreneurs; ‘Done is better than perfect’. I think we need to qualify those words. Done right is better than perfect. If you haven’t got time to do the groundwork to tell the right story to the right person, then that’s a wasted opportunity. Your work is worthy of the effort it takes to go the long way around.

Image by US Embassy

The Difference Between Good And Great

filed in Brand Strategy, Success

The tiny Italian restaurant in Carlton is in full swing. It’s 6 pm, and a couple of experienced chefs are cranking out meals. The kitchen is a well-oiled machine, the oven is at capacity, as diners and Uber Eats drivers converge at once. The food is good. It’s just not great—unlike the food served at the Italian place we recently discovered in Auckland.

On the face of it, there’s little to differentiate the chefs in the two restaurants. Both teams work mostly silently and efficiently. They are well prepared, and everyone understands the role they play in making sure diners leave sated and satisfied. But there’s one thing the chefs in Auckland do that makes all the difference. In Carlton, nothing is tasted before it’s plated. In Auckland, the chefs taste everything without exception before they plate it. They are making a hundred micro-decisions about how to delight their customers every few minutes and adjusting as they go. That single act means they have to put themselves in the diner’s seat for a second. They have to imagine what it will feel like to experience their product. And that makes all the difference.

Good becomes great when we put the customer at the centre of everything we do.

Image by visitflanders

Victims Of Success

filed in Brand Strategy, Success

We’ve all been let down by a business we were loyal to or disappointed by a product we once loved. When we dissect what happened, it’s often possible to trace the missteps to a single source. Thriving businesses become victims of their success, and great products become mediocre when the people who built them forget how they got from there to here.

No matter how successful you become, the often intangible qualities that differentiated you in the beginning, will continue to be what keeps customers coming back.

Image by pkhamre

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