Who is speaking up in support of the change you seek to make? If it is always, only you, you most likely have one of two problems. Problem number 1: you are seeking the wrong change. There is nothing to change, everything works just fine. Or there is something to change, just not what you … Continue reading Not permanent
Author: Fabrizio
Advantage
A twist on the 99% idea is that the vast majority of people (say 99%) - or even better, the totality of people in the 99% of cases - will not act on the information they are given or on the knowledge they are accumulating. They will just keep falling back to hold habits and … Continue reading Advantage
Mess
What HBO is doing with their streaming offering is the perfect example of how bad marketing can ruin a great product. Having three brands (HBO Max, HBO Go and HBO Now) to essentially serve the same audience has created a lot of distraction and confusion, and it has not helped one bit in delivering the … Continue reading Mess
Warnings
There is always a warning. There is always a sign. You should be prepared, and yet you are not. Partly because it is easier to think at life as a straight, uninterrupted line. Partly because most warnings are encrypted, unclear, have mixed words, and it is only easy to spot them afterwards. And so, when … Continue reading Warnings
Keep at it
The months we are living are a challenge. And even those who are lucky enough to still have job, to have a house, a supportive family, food on their table every day, more comfort than the vast majority of the world population. They too are struggling. We live now in a prolonged liminal phase and … Continue reading Keep at it
Data
Data is everywhere these days, that also means we got accustomed to looking at data to find meaning in situations that are difficult to interpret. And so, if you present numbers or percentages, be aware of two things. First, if that is all you have to say, people will get bored fast. If you do … Continue reading Data
Brand
A part of marketing is generating sales. And a part of marketing is fostering brand. There are some myths around this that should be debunked. Starting with the fact that the two things are separated and can live independently. Perhaps that is true in the short term, but building a business is a long term … Continue reading Brand
Patches
Many organisations mistake customer centricity for customer support or customer success. Yet, having the customer at the core of what you do is not about being there when they need help and collecting high scores on a satisfaction survey. It is actually more about aiming at getting rid of those things, because when the customer … Continue reading Patches
Simplify
This is a very well crafted video that tells of how ahrefs went about redesigning their home page. It is about the company, but it is not about the product. It is something the target audience wants to know about (web page redesign). It has a twist right at the beginning (the 3 copywriters) that … Continue reading Simplify
Today and tomorrow
Success is about aligning the actions of today to the desired outcomes of tomorrow. This is where most of us fail. Because the short-term adrenaline rush, the immediate reward, is very attractive when compared to something that might (or not) come at some point in the future. And what if when we are there we … Continue reading Today and tomorrow
