Author: Fabrizio

Simplify

FabrizioLeave a comment

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 makes sticking around until the end more likely.

And by the way, if you plan to redesign your website, three questions worth asking.

1. When do we show the product? It is a fairly common practice in B2B to feature loads of videos and screenshots on the website, but as the guys at ahrefs realised, perhaps opening the home page with a hero screenshot of a dashboard might put off many visitors who are just problem-aware.

2. How much information is enough? Getting lost in details is easy, and getting lost trying to expres details is even easier. A waste of space and attention, so just stick to what is needed to catch the interest of your target audience.

3. How long should a A/B test be? For many things, measuring the real impact on business metrics takes time. A/B testing in 1-2 week-long sprints is probably focusing on the wrong metrics. Marketing is a long A/B test.

Today and tomorrow

FabrizioLeave a comment

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 will not like it? And what if this shiny thing right here, right now will actually become a once in a lifetime opportunity?

It never does.

We spend our days moving from one distraction to the next, and it is only when we look back at our day, at our week, at our year, (at our life?) that we realize we are not a step closer to where we want to go.

It is natural, common and accepted. And we need to stop it.

Endorsement

FabrizioLeave a comment

Endorsing someone or something demands a huge amount of honesty and awareness.

Honesty, because you need to be absolutely sincere both with those you recommend and with those you recommend to. The former need to know what you stand for, what you can and cannot accept, what you will do in case trust is broken. The latter will hold you accountable and decide whether to confirm or dispute your reputation

Awareness, because you not only need to know which values are at stake, but also if and when they are challenged, how you would react, and what you would do to continue on your path.

This is good to keep in mind in a context where everyone is an influencer. And a good reminder also for when you write a recommendation for a colleague or share the profile of a friend who is looking for a job.

Things done right

FabrizioLeave a comment

The moment we think: “if you want things done right, do it yourself”. That is the moment things actually stop being done.

No matter the level we reach in our career, we are not responsible for everything and we are not capable of doing everything. The illusion that telling others what needs to be done would take simply too much time, or that what lands on our desk is something we need to take care of in person, is just an excuse to postpone that difficult conversation, that report that requires your full attention, that speaking engagement you always wanted to take.

It is resistance.

By being unwilling to delegate tasks that others could reasonably help with, we fail to make progress on the important or tricky things that only we can do.

How to have a good day, Caroline Webb

P.S.: This is as true as it gets even for managers who still cling to completing tasks instead of taking responsibility for the development of their team.

Dangers and threats

FabrizioLeave a comment

We are constantly scanning our environment for dangers and threats. And we end up seeing dangers and threats pretty much everywhere. Even when an actual danger or threat is not there, or is still just a hint of what might later become a danger or threat.

The wisest way one can spend their time is by exploring and understanding their own triggers, so that the auto-pilot can be kept under control.

Therapy and meditation are two great ways to do just that.