Author: Fabrizio

Sequence

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Try not to have two things requiring your immediate attention at the same time.

Always choose one. Keep it front and centre as you dedicate your full energy to it. Push the other (or the others) to the background, silencing its pressing requests. Once you have completed a meaningful part of what you have selected first, only then move your full attention to what is next. Repeat.

Sometimes you are so busy that things keep taking turns in your field of attention. You complete a task, move on to a second item, go back to the first to continue to the next milestone, begin with a third to take it to completion, switch to the second to progress it some more, and so on. If feels like you are dancing.

That’s the incredible feeling of working in sequence.

Get it going

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Keep in mind that some tools that we use daily in marketing (and not only) are just ideas that stuck.

As such, it is good to periodically review them to make sure that they are still useful and that people using them agree on what they are for.

The funnel is such an idea.

Everybody uses it and talks about it all the time. Yet even within the same organisation, it is usual to have different people look at it from different angles, defining different stages in different ways, and generally using the levers for somewhat contrasting purposes.

So, asking what a visitor is, what a lead is, what qualification means, and agreeing on the process that moves traffic back and forth is a great place for teams to start. And to go back to whenever it makes sense.

Without this conversation, chances are that you are all focusing on separate parts. And that’s not how the funnel gets going.

Better than two

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In whatever you do, keep things simple.

One button is better than two.

One paragraph is better than two.

One message is better than two.

One minute is better than two.

One goal is better than two.

It takes time and effort to bring things to their most simple form. And it pays off a million times.

Superpower

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Can you put boundaries around what happens in a given day? Can you keep it enclosed in the specific situation, the momentary emotion, the sudden thought?

Professional setbacks don’t have to spill into your personal life. A rejection or even a big failure do not have to determine your next actions or take away from your motivation. Someone being rude does not mean that every person you will meet from there onwards will be deserving a cold stare.

What happens is in the moment. The story we build around it can stay with us for a long time.

What happens is immutable. The story we build around it can be shaped however we prefer.

It’s a superpower to reclaim.

In need of systems

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The real edge in today’s world is not to have all the answers, but to motivate people to invest their resources – time, energy, money, attention – to find the answers. Possibly working with others.

We all heard that the world is more complex than ever, more ever-changing than ever, more fast-paced than ever. Yet we fail to understand what that means. Most of us are not asked to draw from their previous expertise to come up with ready-made solutions. Quite the contrary, the more you can tame the knowledge and information you have, sit with a problem, ask around, collect ideas, prepare the setting, coach people, lead the execution, the more you will be relevant.

We don’t need actions. What we need is systems.