Posts Tagged ‘worldview’
The Right Thing To Do
Joe was in a real fix. The equipment he’d been scheduled to hire from the builder’s supplier had accidentally been hired to another customer, there wasn’t an alternative machine available for a month. Joe needed to do something fast, if he didn’t the job he was working on would be behind time by weeks and…
Read MoreThe Value Of Unknowns
Will the new product launch be successful? Is this really what customers want? Will the digital marketing initiative drive enough sales? Is this the right person to hire? Will the redesign improve engagement? Is the timing perfect? The truth is that we can’t know for sure. That doesn’t stop us trying to act as if…
Read MoreDesign For The Outcome You Want
Susan is the VP of Sales at a large company. She’s more than a little frustrated that her sales team keep selling legacy products to customers and don’t make the effort to introduce new product lines to them instead. Of course it’s easier for the sales guy to earn his bonus by filling repeat orders…
Read MoreDoing The Maximum
Everywhere you look today you will see people doing the minimum. The cashier at the electrical store processing customers without acknowledgement. The doctor who casually flips through your notes without making eye contact. The lecturer using the ‘death by PowerPoint’ teaching method. We hardly ever experience someone doing the maximum (like the driver on the…
Read MoreWhat’s The End Game?
Before you pivot. Before you expand. Before you take on extra staff. Before you act on conventional wisdom. Before you panic about the numbers. Before you say ‘yes’ to something when you really mean ‘no’. Before you become someone you don’t recognise. Ask yourself, What was my original intention for this business? Now write those…
Read MoreThe Long Way Round
In most situations if there’s a shortcut we’re tempted to take it. It’s human nature to conserve energy and take the most efficient route from point A to point B. This makes the business of selling hard, because we are naturally impatient to see signs of success and to avoid nagging doubts about the fear…
Read MoreWhat Your Marketing Needs More Of
Think of a person you love to be around, someone you have rich and satisfying conversations with. It’s likely your conversations are a two-way exchange including acknowledgement, pauses and even moments of silence. Compare that to how we market to customers. We know that the best conversations make room for both parties. Traditional marketing conditioned…
Read MoreDoing Is Underrated
The customer you could follow up with. The survey waiting to be sent. The product you could trial. The colleague yet to be contacted. The copy you could test. The important observation you might take action on. Each one is an opportunity to learn something that could change everything. The GoPro started as a camera…
Read MoreWhere’s Your Magic?
The long Sunday morning croissant line at Lune moves slowly and never gets any shorter. Not a single person in the queue complains or shoots a frustrated glance at the time that is clearly slipping by. The servers work slowly, carefully boxing each pastry as if it were made of porcelain. All the while the…
Read MoreWhere Your Brand Story Ends
Like the gym in my city you can invest time, energy and considerable resources into telling your story. But the stories your customers tell are what tomorrow’s customers are paying attention to. Your brand story ends where their stories begin. The question might not always be, “how many people can we attract or make aware?”…
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