Tag: communication

Here to stay

FabrizioLeave a comment

When somebody attacks you on some of the features that define you (your work, your values, your reputation), all you can do is continue nurturing those very same features.

Going head-to-head can be fascinating in a sense. Demolishing the attacker’s argument, pointing out all the good that you have done, bringing people onboard to testify on that goodness, providing evidence that what you say is correct. Fascinating, and costly. And eventually it will most likely play in the hands of your opposer.

You are in it for the long term, not for the next news cycle. Work, values, reputation are built over time. Let others craft and enjoy the hourly commentary, the back-and-forth, the speculation, as it will be soon gone.

You, on the other hand, are here to stay.

Worth accepting

FabrizioLeave a comment

The very same event can be described by those involved in very different ways. The same person can describe the same event in different ways at different times.

Does this mean one version is the correct one and the others are wrong?

When we describe what is happening to us we almost never stick to the facts. We bring with us past experiences, values, emotions, sensations, expectations, and as time passes our memory filters out most of what does not align with our story.

And so it happens that often a version is correct for the person narrating it, and wrong for those listening.

Something worth accepting.

Superficial

FabrizioLeave a comment

How much information do we consume daily? And out of that, how much information do we understand, evaluate, put into our daily practice, and eventually use to improve?

We have never been more exposed to facts, theories, news, practices, frameworks.

We have never been more superficial.

From old to new

FabrizioLeave a comment

When you hear about something new, make sure it is actually new by relating it to what is already known, done, accepted in your field.

It happens quite often, in marketing for example, that a new concept is a mere rebranding of old tactics. This is done, more or less unconsciously, in part to ensure tactics stay relevant, in part to appeal to a new wave of workers, in part to protect the work of marketers (who are by definition creative and innovative).

The basics of marketing have not changed much in the past decades. The best way for you to be in marketing these days is to start from them and build your way to what is new, not the other way around.

Would you?

FabrizioLeave a comment

Would you buy your own product?

It’s not a difficult question to answer for most founders and executives, but there is a lot more to it that is worth asking.

Would you spend money regularly over a period of time to use your product?

Would you do that after having visited your website?

Would you move away from your main competitor?

Would you click, read and act on any one of the automated emails in your nurture flow?

Would you be engaged by your blog and social media posts?

Would you be ok with being automatically charged once the trial period is over?

Would you accept the LinkedIn invite from one of your sales rep?

Would you work for your company if Google, Apple or Tesla would come knocking?

Would you accept a job offer even knowing how things work at your company?

We should stop dissociating. We are customers and buyers in the first place, we do know what we enjoy to consume and what we spend money on.

It is a very good place to start from.