Posts Tagged ‘worldview’
It’s Not B2B, It’s Personal
One of the most confusing distinctions we’ve created in the business world is that between the business to customer (B2C) and business to business (B2B) consumer. It’s argued that because these two groups of customers are working towards different outcomes—efficiency vs. entertainment, expertise vs. enjoyment, that they also have different motivations. The B2B consumer is…
Read MorePersuasion, Push And Pull
You’ve probably witnessed a mother trying to hurry her toddler along with a gentle sense of urgency. “Come on now Joe. Quickly.” she says. The toddler immediately senses what’s important to his mum, but not necessarily to him and begins to walk more slowly. Mum’s urgency escalates and eventually her coaxing turns into a desperate,…
Read MoreChanging People’s Minds
We spend a lot of time trying to convince people of our opinion at work, in business and in life. If only we could attract more customers. If only the customers we had could be persuaded to spend more. If only our colleagues could see the sense of doing it this way? If only the…
Read MoreNo Success Without Fear
When Elon Musk unveiled his audacious vision to colonize Mars this week, commentators had as much to say about his hubris and lack or fear as they did about the plan itself. They remarked that Musk’s greatest strength is probably that he has never been afraid to fail. That’s just not true. Of course he…
Read MoreSurviving Peak Utility
When I was a child our family doctor operated a first come, first served, clinic without an appointment system. Some patients arrived three hours before the clinic was due to start to make sure they’d be seen first and a two-hour wait to see the doctor was not uncommon. “Evening folks.” Dr. Mac said, as…
Read MoreHere Today, Here Tomorrow
In a digital business world where it’s believed everything can be measured there is an assumption that an action will result in a reaction. Much of our marketing is now created with the expectation that it will deliver an immediate (albeit short-term) reward. Of course, the best marketing doesn’t work this way. Immediate payoffs rarely…
Read MoreKickstart Your Marketing Strategy With The Right Question
The advert at the tram stop tells passers-by to use this brand of mouthwash if they want to ‘wake up with a bang’. How did the company make the leap from their product to that story—the one they believe their prospective customer wants to hear? Every brand story or marketing strategy starts a question. That…
Read MoreThe Feedback You Invite Vs. The Feedback You Need
The air stewardess in the business class cabin was busy, but not overrun. She spent the majority of her time with one executive passenger in her section throughout the flight. A friend who was returning from an overseas holiday asked for a cup of tea. Ninety disappointing minutes and four more requests later it eventually…
Read MoreThe Weight Of Our Words
The laminated sign next to the order and pay point at the cafe read: “We can’t and we won’t serve you while you are ON the phone. We need to engage.” These are the first words that greet every single customer (not just the rude ones). On the flip side, when I email a colleague…
Read MoreWhy Do They Come?
There was a twenty-minute wait for croissants at Lune long before the New York Times announced that the best croissants in the world might just be made in Melbourne. Now you can wait for thirty, but people still get up early and hang in there just to try one. Why would they take a tram…
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