Posts Tagged ‘matter’
The Slow And Steady Advantage
The salespeople at our local gym usually interact with their customers once. A person who is motivated enough to book a gym tour, followed by the inevitable sales conversation is likely to join. The conversion rate is high. While designing the experience to optimise the quickest route to the sale works for the gym—it’s not…
Read MoreThe Rise Of The Patient Marketer
The fact that we’re exposed to thousands of marketing messages every day is old news. Our lives are now designed to mitigate against being interrupted by things we don’t care about and never respond to. And yet, we often fail to acknowledge that the people we want to reach feel the same way. If we’re…
Read MoreThe First Marketing Myth
Logic tells us that just because someone is aware of a product or service doesn’t mean they will buy it. We know that people are not short of choices. And yet when it comes to marketing our products and services, we prioritise awareness all the time. Logic goes out the window. We fool ourselves into…
Read MoreA Stop Start Guide To (Business) Success
Stop worrying about how to get attention. Start paying attention. Stop obsessing about creating awareness. Start being more aware. Stop making people want things. Start making things people want. Stop analysing the data. Start seeing the people it represents. Stop trying to be more interesting. Start being interested. Stop thinking about their advantage. Start with…
Read MoreThe Value Of Goals And Outcomes
We tend to think of goals and outcomes as one and the same. They’re not. Let’s say your goal is to run a marathon. Crossing the line at the end of the twenty-sixth mile is your goal. But the effect of the actions you take by trying to achieve that goal is worth more than…
Read MorePriorities And Metrics
We often default to using narrow parameters to qualify worthiness or quantify excellence. We focus on a company’s revenue or an entrepreneur’s net worth, count the number of books an author sells or followers an influencer amasses. What we choose to measure has a direct impact on what we then prioritise. And of course, what…
Read MoreA Question Of Pride
Like most of their friends and neighbours from big Irish-Catholic families, my grandparents didn’t have the luxury of an education. They were not bookish, in fact, they were barely literate. They couldn’t teach me much about history or science. But they taught me a lot about pride. My grandparents may not have had status, but…
Read MoreThe Power Of Identity In A Competitive World
Nobody who read the pre-match reports or the post-match statistics would have predicted a one-all draw. Iceland, a country with a population of 334,000, was fielding a team of semi-professional players, in their World Cup debut against Argentina, one of the world’s best footballing nations. There was no way Iceland could compete with the experience…
Read MoreWhat Successful Companies Do
Just one thing. Successful companies help people do things they want to do, so they can be who they want to be. What do the people you serve want to do? How can you help them to be who they want to be? Image by Tim Dennell
Read MoreExtraordinary Is…
In a digital world, extraordinary is Human. Presence. Care taken. Handcrafted. Eye contact. Face-to-face. Heart-to-heart. The intangibles. Genuine interest. A timely response. That feeling of belonging. Thanking someone in person. Executing on the small details. A handwritten note inside the package. Choosing the best ingredients even if they cost more. Treating people the way you…
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