Reading this reminded me of the time I found a job ad for Social Media Manager listing 1,000 (or was it 10,000) friends on Facebook as a requisite to apply. We are easily mislead by what is not important, and so we believe that doing Marketing on social media is about metrics that are as much … Continue reading Metrics that distract
Banner blindness is a concept that dates back to 1998. It is a phenomenon according to which when scrolling a web page, we consciously or unconsciously ignore banner like information. As consumers (and therefore advertisers) shift towards audio consumption, I have the impression we are also developing a sort of advertising deafness. Similar to banner … Continue reading Deaf to ads
If you call mean, "mean".Or if you call kind, "kind". That is OK, and despite some discomfort in the first case, people will have the tools to decide if they want to stick around or not. The real disaster, though, is when you call mean, "kind". As in. The most important asset is our people, … Continue reading Naming and acting
The ultimate test to your ideas is to see if they stick once you are gone. Crystallise them, test them, make them spread. And then, remove yourself from the situation and see what others do with them. If they are good, people will continue using them, they'll make them yours and eventually even improve them. … Continue reading Sticky ideas
We are all subject to the pitfalls of "this time will be different". Sometimes ago, I was listening to a podcast featuring Guy Kawasaki. Guy promotes a pretty interesting and well known framework for presentations - the 10/20/30 rule. That is to say 10 slides, in 20 minutes, with text on the slides set at … Continue reading Bending the rules
Start by assuming that people don't know. When you present an idea, when you share a thought, when you introduce your audience to your product or service, imagine how it would be to talk about that to somebody who is absolutely clueless. Chances are, they really are. Take Ikea instructions, for example. For as much … Continue reading Assume people don’t know
What do other people get if you achieve what you want? If you have a target, and you are committed to it, the best way to approach it is to first figure out what others have to gain. Your colleagues, your boss, the other managers, your company, your stakeholders. It's a great exercise to keep … Continue reading What do others get?