Focus is one of the most important things if you want to drive meaningful change. It can be trained.
Sit down thirty minutes and do your work. No distractions, no breaks, no walks to the kitchen for a snack or a glass of water, no telephone in sight, no notifications on the computer. Just plain and simple work. Do that for one day.
Then do fourty-five minutes the next day, sixty minutes the following, and ninety minutes on the fourth day. Between sixty and ninety you will find your limit. Take note and commit to sitting down, every day, and doing your work for that amount of time with no interruption or distraction. When the time is over, go on a break for ten-fifteen minutes, then back to work for the same amount of time. You should be able to do that for four to six times each day.
Some products manage to make the internet buzz at launch, and that has certainly been the case with Hey.com, the new (subscription based) e-mail service by Basecamp.
I am probably not the right audience for it, and still there are three things they have done wonderfully. Three things marketers (and entrepreneurs) can learn from.
They have started with a manifesto. Hey is not a mere product, it is a way of life. A philosophy, as they put it. And that is just what you need when you are trying to refresh something everybody else is giving up for dead. They have plenty of bold statements in their manifesto (“they let email down”, “you don’t use Hey to check your Gmail account, you use Hey to check your Hey account”, “it’s time to push back”), and by being bold they are carving their own audience.
They present features in a way that is pleasant to watch, read and navigate. The animated pictures leave little to interpretation and get straight to the point. The language they use is easy to understand and relate to (“fix bad subjects withouth busting threads”). They address possible common questions instead of wasting space describing their technology. And you can use arrows to surf through the different features.
And finally, they have made the decision to let you try their product with no barriers (no credit card needed and no automatic charge after trial period). When you trust what you offer, you do not need to resort to tricks to inflate success.
Of course, the most important thing is that all of this (and much more) is consistent with a narrative Hey is building around its product. Other email services are old, clunky, shady, untrustworthy; we are new, simple, honest, empowering. Pick us.
Once you have interiorized the fact that most of what happens is beyond your control, there is still value in doing the work, in waking up to change the world, in putting effort into making things better.
Accepting is not the same as giving up. Accepting is understanding that despite our superior qualifications, our impeccable work, our relentless commitment, our strongest will, things might not turn out the way we want. And live with it as we live knowing that the day will follow the night, without letting this simple fact impacting our worth and merit.
This is actually the only way we can ensure we will pursue our purpose no matter what.
The first time you catch yourself blaming your not doing something on an external factor is the very moment you should stop complaining and start doing.
I can’t do that because I do not have time.
I can’t do that because my partner would not agree.
I can’t do that because my boss would not praise me.
I can’t do that because society would not accept me.
Instead, the first time is often the beginning of a series of excuses we use to not put in the work. It is a place to hide, a wall we build, it is resistance. If you can’t do it the first time, do it the second, the third, the tenth, the hundredth. Do it sooner rather than later. Do it now.
If you ask two people to describe the same meeting – or any other social happening they participate in -, you will most likely get two different stories. Sure, there will be some points in common, and yet many of the details will appear as if they do not belong to the same shared experience.
This is even more true the more history there is between the two people, and between them and the others attending the event. We all build our own narratives, and our mind is happier when it can focus just on things that confirm the narratives rather than disprove them. It is not uncommon to talk to two halves of a long term relationship, and find their versions of what happened in certain circumstances are quite opposite: one wanted to show affection, the other interpreted rejection; one thought there was a deep discussion about a certain matter, the other is sure the thing was never even considered in the realm of possibilities.
We need to accept this reality.
And we need to overcommunicate when it has the potential to harm something we hold dear. Negotiating shared meaning is a conscious effort, and it’s possibly the only way to avoid turning to each other as strangers one day or the other.
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