zaterdag 22 augustus 2009
vrijdag 21 augustus 2009
Yesterday we talked about invisible enemies and actionable fear based motivation.
Behold: The Monster Steam 1200 pitch.
It not only cleans 99% of all germs and bacteria, it sterilizes and sanitizes as well and protects your beloved family, from parent to babies.
donderdag 20 augustus 2009
A: You inform the public about microbes. Invsible organisms that infiltrate and get your clothes and skin dirty. They require multiple cleanings, as you never know when they are truly clean.
woensdag 19 augustus 2009
dinsdag 18 augustus 2009
maandag 17 augustus 2009
I dumb down for my audience
And double my dollars
They criticize me for it
Yet they all yell "Holla"
If skills sold
Truth be told
I'd probably be
I wanna rhyme like Common Sense
(But i did five Mil)
I ain't been rhymin like Common since
When your sense got that much in common
And you been hustlin since
Go with what makes sense
Jay-Z "Moment of Clarity"
the above lyrics show the difference between a mainstream star and a profitable one.
Talib Kweli makes a good living of his personal brand of highly intelligent, mature rap. Jay-Z on the other hand makes loads more build on a foundation of his rap skills, but less and less dependent on those rap skills.
In order to become a mainstream star, compromise around content will creep in
and stuff with no relation to your core business will become important.
And even then there is no way to be certain all this will make you a star.
As we know from work of Mark Earls, a major part of that is not in our hands.
Becoming a profitable brand on the other hand is very much within our hands.
It involves a distinct proposition that solves a problem in the lives of prospective consumers, whose value is clearly and uniquely communicated
Making sure we have healthy margins and focussing not on the mainstream,
but the people who buy our product, keeping them happy and growing that foundation.
Most people make most decisions about most products not out of loyalty towards most brands. They are open to try something new if given a compelling reason.
So next time you meet clients, ask them straight up what they really want, the fame or the fortune? One may follow the other, but it helps to know what to focus on first.
That will save both parties a lot of time and make for clear strategy, goals and accountability.
vrijdag 14 augustus 2009
There is this story Gordon Livingstone tells in his book about Vietnam. As a young luitanant in the 82d Airborne he tried to determine the position of his platoon. His platoon sargeant walked up and asked if he knew where they were.
Livingstone answered: "according to this map, there should be a hill around here. Yet I don't see it." To which the sargeant said: "If the map doesn't agree with the the ground, the map doesn't work".
Our minds work quite the same way. They do not make sense of reality.
Because humans are irrational. We know this. And as marketers we try to exploit this. Only in order for that to work, we have to be able to step back and as Chuck D said: "Dont believe the hype".
Bob Hoffman once pointed out something about car commercials. We know that the buyers of cars are older. Yet the ads are created for an different audience. Because the map we (as irrational humans) have hinders us from agreeing with the ground.
Now having a wrong map is not always the problem. Daniel Kanheman tells the story of people who were lost in the Alps.
When they returned to base and their commanding officer asked how they had made their way back. They replied, "We suddenly found a map." The officer looked at the map and said, "You found a map all right, but it's not of the Alps, it's of the Pyrenees."
The map, however wrong, gave them confidence to seek out a path down the mountains. In many ways this is what entrepreneurs and marketerts do.
The singles most important, and I would argue most difficult, skill is being able to see what is there. To just observe and notice, without starting to make assumptions. Without connecting or to letting your mind create reality.
It is something Zen Buddishm calles shoshin, beginners mind. But it would be more than just having no preconceptions or judgments. Being able to see what is there requires you to be able to focus and to be aware.
Focus, awareness and absense of judgement are the starting points to doing work that is, unexpected, capturing and effective.
Rob talked about investing in stressmamangement to help employees become better at their work.
To actively start training the mind, not to learn, but to be able to shut down the constant stream of thought it generates.