More interesting questions

We wonder what is acceptable, what is right, what makes a good wife or a good husband, what makes a good parent, a good friend, a good employee, a good colleague.

And while wondering that, we often take an outside perspective, as we put most of the emphasis on what others think.

But what is acceptable for us? What do we believe is right, wrong, good, fair, worthy of respect? Where do we draw our line? And what are we going to do to make it so others will accept that?

Those are way more interesting questions.

Different meals

Everyone can do marketing.

It’s something most marketers have heard at one point or another of their career.

Of course, what that means is that everybody can do marketing tactics. Or even better, everybody can think of marketing tactics.

Because marketing tactics are intuitive and they are something we are exposed to (as consumers) every single day.

Where marketers can get a real edge, though, is using those tactics within the framework of a marketing strategy that fits the specific market. And do that consistently and over time, measuring results and getting better.

That’s not something everyone can do. It is actually something most people struggle to wrap their minds around.

You might think about it this ways.

On one side, you have the day when you just open the fridge, pick whatever it is that is in there, and try to organize some decent food for you lunch.

On the other side, you have the day when you plan your meal, you do grocery shopping accordingly, you follow a recipe a dear friend shared, and you end up with exactly the dish you wanted to eat.

I know which one I prefer.

Help them move forward

If you approach a customer support ticket, a negative review, a cancellation request with a defensive mindset, you will always fail.

When people approach you with a problem, they are not interested in hearing that it’s not your fault. They might be seeking a solution, a clean cut, a way to rant. Never will they want to hear a closing statement from your defence attorney.

What do you want to achieve and what do they want to achieve are two important things to consider in these cases.

You have a system to monitor your customers opinions because you want to know when things go wrong and try to remedy that, possibly changing people’s attitude towards your brand. Then why is it rarely your fault, why is confrontation often the go-to tactic, why is empathy the last thing that’s being taught to your people?

And on the other hand, customers do very often reach out because they care and they want to share. They are unsure about what happened, they are hurt because things did not work out as they expected, they want to know they have not done a terrible choice.

So, when you see a customer support ticket, a negative review, a cancellation request, keep in mind you are not there to prove a point.

You are just there to help the other move forward.

Go big, go small

To go big, you have to go small.

To become a master, you have to narrow your focus.

To grow your company, you have to narrow your target market.

To make your job profile stand out, you have to narrow (and perfect) the things you tell about.

It is counterintuitive, and that’s why so many people get this wrong. But the only way to go big, is to go small.