We need idealists

There is a strong misunderstanding when it comes to idealism. It is believed that idealists are dreamers, having their head in the clouds and being incapable of seing the world for what it is.

That makes them particularly unfitting to certain contexts, such as business for example. It is thought that you cannot make business unless you are practical and pragmatic. 

And yet, we do recognise the importance of culture, values, missions, visions. 

If we approach such things from a pragmatic perspective, it might not be worth the work. Actually, it is often true that sticking to company values is so unpractical that we take shortcuts. “This time, just this time” it’s going to be different. We turn a blind eye, we tell ourselves it’s for the greater good. After all we need to be successful, don’t we?

Idealists have the capability to understand that the context we live in (the World, our family, our circle of friends, our team, our company) is filtered through ideas. And that if what we do does not correspond to the type of ideas we want to promote, the gain is just fictitious. In the long run our ideas, the ones we care about, the ones we felt we represented, will degrade and change in meaning. And together with them, our world will degrade and change in meaning.

We need idealists, and we need to make sure we understand that the way we are practical do greatly influence the way we see ourselves and the people around us. We need to facilitate idealists checks on what we are doing, and listen carefully, and change direction if it’s needed.

Idealists might be the most important resource for success, no matter what meaning you give to it. 

You don’t always have to second-guess

Companies invest money and time in attempting to personalise the way they communicate with their customers, both potential and current. If you’ve ever gotten a selection of product or services that was picked “just for you”, you probably already noticed how little they are successful in doing that.

Of course, it is complicated if you don’t ask. You have to second-guess the behaviour of somebody who perhaps stumbled on your website by mistake, just once, and quickly left.

What is troublesome, is that many companies miss the opportunity to personalise when it’s easy. For example, during a customer support conversation.

Here is a different path.

Hi there, it’s great you want to give some friends the gift of learning, kudos to you.

I have to say, at the moment we don’t have gift cards. Yet, I like your idea so much that if you share with me the e-mail address of the friends you’d like to send the gift to, along with a short note, I’ll be happy to set the thing up for you.

I’ll also make a note to our team, as you are not the first to ask for gift cards. I hope we’ll have them by next Christmas, so that you can continue this tradition with your friends autonomously.

Looking forward to help you with this, and in the meantime I wish you a fantastic holiday season.

Free trialling trust

If you are considering offering a free-trial for your subscription-based service or product, you first need to answer the following question with great honesty.

Do you trust your service/product enough to believe customers will stick around after the free trial period ends? 

If the answer is yes, then all you need to get the interested customer started is their e-mail address.

If the answer is no, then of course you’ll ask them to fill a form, enter their telephone number and street address, and provide a valid credit card information before even getting started.

Resolutions

Few things to keep in mind as the year ends and we set out to achieve everything we have not achieved so far in the next 365 days. If you are going to set goals for 2019:

  1. Be honest, do not put on the list things you have never thought of doing before today, you are not doing this to impress anybody. Focus on what you know you can do but have just been too lazy, busy, distracted until now to do.

  2. Be measurable, as things like “be kinder”, “be better at …”, “do less of …” are perfect set-ups for failure.

  3. Be kind to yourself, remember that a year is long and unexpected things can get in the way. Perhaps you won’t get to 100% completion, and still 70-80-90% is quite good, and you will be proud of it.

Empower people

Guy Kawasaki says that his elevator pitch, the way he introduces his work to others, is “empower people”.

That is a powerful and generous purpose. And the best thing about it, is that it does not end with winners and losers. You can always empower more, reach out to extra people who needs empowerment, spread your empowering word wider and farther, and inspire others to empower as well.

Eventually, you will not be left with less, and the world will be left with more. Empowering people is the ideal win win. We should do it more often.