Meeting, Managing And Exceeding Expectations

If a brand is a promise, then the expectations people have of the brand are created by the promises we make. Meeting expectations is about the alignment of words and deeds. Disappointment occurs when we don’t do what we say we’re going to do. When we promise more than we can deliver or pretend to…

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The False Promise Of Shortcuts

The promise of a shortcut is the most powerful marketing tool you can wield. That’s why we see it used so often and effectively. Diet shakes have done little to make a dent in the obesity crisis, and yet they are part of a thriving multi-billion dollar industry. We all know what works is regular…

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Choose Delight Over Satisfaction

When a flight is delayed why are the passengers who quietly accept their fate and meal vouchers never the ones who get priority on the next available flight? Our instinct is to acknowledge and take care of the customer who complains the loudest. We work hardest to get the dissatisfied, those unlikely to become raving…

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More And Less

We sometimes trick ourselves into believing we can have the best of both worlds. A foot in both camps. Full belly and cake on the plate. Working towards a goal means abandoning an alternative worldview. Brands like Mecca Cosmetica, Lululemon and Blue Bottle Coffee thrive because they are crystal clear about their identity. Like them,…

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Copy And Paste

If you can copy and paste the same rejection and send it to every candidate is it worth responding? If you can replicate your competitor’s innovations why bother to invest in your own ideas? If you can multitask while you’re on a call to a customer was the call worth making? If you can ignore…

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Unlikely

When you’re shopping at Uniqlo, it’s unlikely a sales assistant will ignore you. When you’re a visitor lost in Melbourne, it’s unlikely someone won’t stop to give you directions and a friendly smile. When you take a sip of Tea & Glory tea, it’s unlikely you’ll confuse it with a cup of Tetley. The best…

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Gaining The Advantage

This week you answered a customer query and solved her problem. You responded to every email, tweaked your resume and made your case well in the last meeting. You ticked off the things on your to-do list, had a look at your numbers and made solid plans for the weeks ahead. And that’s exactly what…

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A List Of Alternatives To Winning

Alternatives To Winning Caring Helping Being human Growing wiser Inspiring others Righting wrongs Upholding values Giving generously Learning patience Prioritising values Practicing empathy Building community Leading thoughtfully Acting with integrity Exploring possibilities Encouraging progress Making a contribution Teaching perseverance Fostering collaboration Experiencing fulfilment Working towards mastery Changing how people feel Questioning the status quo Putting…

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What’s Beyond Reach?

When U2 perform a stadium concert, their reach is the entire audience of 60,000 eager fans. As he sings the first note, Bono understands his job is to create an emotional connection with every member of the audience. If the concert goer isn’t changed by the experience, then she might as well have stayed at…

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The Forgotten Marketer

The best marketer I ever knew was a magician. Literally. John Knight was legendary, and not just amongst children. His act was the highlight of birthday parties and community events. He could keep a group of sugar high children transfixed. But he also knew a big part of his job wasn’t the magic tricks—it was…

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