Tag: entrepreneurship

The first question

FabrizioLeave a comment

If you have an idea to spread, a change you care to see happening, a product to market, the first question should not be “where is my audience?”.

The first question should be “who is my audience?”.

It is a shift in perspective.

From desperately moving from one channel to the next (and mastering none), with messages that are ineffective (because they are either about you or they aim to appeal to too many), to already knowing where you will be tomorrow.

It is the way to become master of your own future.

Many call it strategy.

Persuadable

Fabrizio3 Comments

Being persuadable is about actively open-minded thinking. That is to say, it is not enough to be open to evidence that goes against our own beliefs. One has to seek that out.

Some good ways to practice that.

  • Ask yourself why you think a certain way, how you could be wrong, what alternative explanations might there be.
  • Think in shades of gray rather than in black and white – it is easier to update your beliefs incrementally, it is more difficult to completely change your mind.
  • Prepare to kill your beliefs by decatastrophizing – asking what is the worst thing that could happen? has the power to bring catastrophic outcomes down to earth.
  • Make time to consider other people’s perspective (before a meeting, before a talk, before a difficult conversation).

If you do that consistently, you gain in accuracy (getting closer to “reality”), agility (overcoming the status quo bias and the sunk cost fallacy), and growth (using feedback to improve).

And, contrary to common belief, you will not give up autonomy and self-determination.

Autonomy doesn’t mean reflexively resisting all external influences. That would be impossible, not to mention foolish. It means taking actions that “are both personally valued and well synthesized with the totality of one’s values and beliefs” regardless of who suggests those actions.

Al Pittampalli, Persuadable
Persuadable, by Al Pittampalli - Book Cover
Persuadable, by Al Pittampalli – Book Cover

Elements of value

Fabrizio1 Comment

It is not enough to say that your company focuses on delivering values to customers.

What is value?

If you don’t stop for a long moment considering this question, you are not focused on value. Value is economical, and it is also technical, social, personal, functional, aspirational. Value takes into consideration material costs, and also possible issues, adoption, expansion, scale. Value is transactional and relational. Value is co-operative.

And once you have identified all the elements that make up your value, you still have two steps to take.

First, you have to understand the why of value. Why does it matter. Not tomorrow, not one year from now, not one day maybe. But now.

Then, you have to build a system that constantly delivers on the elements across the various departments, that captures and measures the elements, that continues assessing them, that creates incremental evidence for them, and that ensures that they are not replicated by competitors and new entrants.

Value is a complex concept, not another organisational buzz word.

The marketer’s dilemma

FabrizioLeave a comment

Got an interesting newsletter from Peep Laja at Wynter.com this morning, that got me thinking of the marketer’s dilemma.

If a marketer does boring and safe, nobody will object. If they do as it’s always been done. If they use terms like productivity, efficiency, streamlined, best-in-class, seamless. Even when every one at the table has a different understanding and a different experience of what those terms mean, nobody will object. Because who is going to stand up and say “what is productivity?”.

If a marketer does specific and unusual, on the other hand, everyone will panic.

Of course, boring and safe will bring you nowhere, because boring and safe is what 94.97% of companies do. So, the marketer’s dilemma is really between being accepted among their peers in the short term and being well received by the market in the long term.

It is a difficult choice.

Use what you want to run from

Fabrizio1 Comment

Your boss who seems so confident is afraid too.

The colleague who has always something relevant to share is anxious too.

That speaker you love for the way they thrill the audience is nervous too.

The successful entrepreneur you are reading about is worried too.

The point is not making fear, anxiety, and the like go away. The point is using them to your advantage. Can fear push you to get out of your comfort zone and see what is out there? Can anxiety help you run through different scenarios and find them not as scary as they initially seemed? Can nervousness be the reason why you practice one more time? Can worry fire up a need to consult different perspective without getting stuck?

Make the most of what you have, even when at first it seems like something you just want to run away from.