Replaceable

If you leave tomorrow, the company you work for will continue with their business as usual.

It doesn’t matter if you are doing great work. It doesn’t matter if everybody loves you. It doesn’t matter if your project has shattered all previous records, if the product you are leading is dominating the market, if your last campaign has brought in more business than all other campaigns combined.

It doesn’t matter if you are a regular employee, a manager, an executive, or the founder.

For as much as you think of yourself as the center of the world, most things will continue without you.

And that’s liberating.

Fraud

Perhaps thinking that 88% of digital ad clicks are fraudulent is an exaggeration. And perhaps it is true that digital ads are so cheap that at the end of the day ad fraud is not a big issue.

But at some point, as marketers, we will have to acknowledge the big hallucination we are living through.

Influencers can buy fake followers by the truckload — roughly 20% of them are fake. Approximately 40% of Donald Trump’s followers are likely bots. Social media platforms are rife with cats and bots: Facebook admits to shutting down billions of fake accounts on its platform every year. Even app store installs are fake. Bots/click-farmers download 1 in 5 iOS apps. On the Android platform it’s 1 in 4.

Scott Galloway, here

Might this be one of the reasons why CMO tenure is at the lowest in more than a decade?

And when is the last time you have had a digital ad ignite your buying process?

The first step

Looking at things from another person’s perspective does not mean you are giving up. It does not mean you are wrong. It does not mean you agree with them. It does not mean that you are going to change your mind.

It merely means that you are open to accept that the other person is living through different circumstances, has a different set of prioritites, has different feelings, fears, and thoughts. It means you are ready to appreciate how variegated human behaviour can be. And it means that you care.

It’s not a loss. It’s the first step towards building empathy.

In the shades

It’s not you vs your boss, your colleague, your partner, your friend, your child.

It’s not us vs the bigots, the social media, the conservatives, the progressives.

We suffer as they suffer. You feel as they feel. I act as you act.

Life is not a dichotomy and you are very rarely required to take sides.

It’s in the shades that we meet and thrive.

Hook

Every product presentation in B2B and Saas goes like: here is our product, here is what it does, here is why it is different, do you have any questions? And the audience feels like being at a party where the host only talks about themselves.

Why not try instead: you start your day at the office with a cup of coffee, and instead of *normal situation that causes pain*, this happens. Followed by a detailed description of how the new way of working looks and feels like, from the perspective of who you are talking with.

We know how to tell a story. We just need to stop pretending that when it comes to business people do care about different things. They don’t. They are people. And at least at the beginning, you have to hook them with something that is relevant to them.