Tag: change

Feel, think, and behave

Fabrizio3 Comments

If you tell me you will increase my productivity, that’s an idea that comes and goes very quickly.

If you tell me you will cut the time it takes me to translate my research into deliverables for my stakeholders, that’s a much more difficult idea to shake off.

If you tell me you will improve my efficiency, that’s an idea that comes and goes very quickly.

If you tell me you will provide a platform where I can store, search, and analyse all customers’ feedback, that’s a much more difficult idea to shake off.

If you want me to be interested in an apartment, and all you show is the floor plan and the energy consumption, you would probably be much more successful if you would take me on a tour of that apartment well furnished and decorated.

If you are asking me to buy a new car, you should not stop at the pictures and the range of colours it comes in, but you’d better give me the keys and let me drive it for a couple of hours.

Doing marketing is easy.

Doing marketing that changes the way people feel, think, and behave is not.

And it is the most beautiful thing in the world.

About your story

FabrizioLeave a comment

Why are you doing it?

Is it to get back at someone?

Is it a form of revenge?

Are you in it out of boredom?

Or perhaps because you feel you have no other chance.

Is it because someone is pushing you?

Or maybe because of someone else’s dream (a younger you perhaps).

If one of the above is the case, chances are that it will not work. Whatever you are doing, whatever you are up to these days, whatever you are planning for tomorrow will most likely fail if why you are doing it is because of others. In any shape or form.

Build a story from your experience, your practices, what you delivered, your purpose instead. And make it about it.

It will be your story. And it will make all the difference.

For everybody

FabrizioLeave a comment

A truly rare skill is the capacity to express challenging concepts in ways that everybody can understand.

Marketers could have a look at Bill Nye and take some notes.

Fear to lose

FabrizioLeave a comment

When the main driver is the fear to lose what one has achieved, most likely there will be poor decisions, regret, and misery.

We need to be able to maintain a distance from our achievements. By all means, let’s be proud of them. But also remember that our job, our role, our income, our wealth, the praises we receive, the targets we met, the network we built. They are not a measure of our worth.

Nurture practices instead, craft a purpose that gives you meaning, stick to values you feel are right. Focus on what is in your power. That’s when you realize that when you fall, your foundations are solid, and you will have plenty of occasions to start afresh.

You will also find that you will fall less and less often.

Perhaps because we are all falling all the time.

Solution mode

Fabrizio2 Comments

Few things we should avoid saying in response to somebody who is coming to us with an issue.

You are wrong.

Don’t worry.

You are looking at it in the wrong way.

Well, that’s life!

What were you expecting?

I have no idea what you are talking about.

It happens to me all the time, but worst.

And it’s not that we should avoid them because they are mean, or wrong, or not helpful. We should avoid them because they do not allow the space for a deep conversation to happen.

The person coming to you will not learn anything new about how they feel and what the issue exactly is. You will not learn anything new about how you feel and what the issue exactly is. And perhaps even more importantly, the next time the person will not come to you to express concern.

Try instead unlocking deeper layers with open questions.

How does that make you feel?

That sounds important, tell me more about it.

It feels like a lot to take, what do you think?

And of course, sit down and truly listen. You cannot solve this right there.