If you have knowledge, share it.
If you have an idea, share it.
If you have a project, share it.
If you learned something, share it.
If you plan something, share it.
If you have a purpose, share it.
If you have experience, share it.
It is the best way to broaden your perspective and actually get things done.
If you only look at what was and what is to shape what might be, things are going to be extremely difficult.
At any point in time, the market is cluttered. It is challenging to compete with incumbents, new players, alternatives, and outsiders. If you want to excel, it is going to be an uphill battle, on many fronts, and more often than we care to admit we do not have a good enough product or service to win this.
If we take a look at the future from any point in time, instead, a wealth of possibilities open up. Among those is the market that is not cluttered now, but will be soon enough.
That is where you want to be.
If you have a hunch something is not working, pull the plug on it.
And actually, we should regularly pull the plug on the things that take most of our time, and see which ones we are truly going to miss.
This is clearly really applicable when it comes to marketing tactics. If there is something you consistently put your budget behind, pull the plug on it for one month. What happens? When the impact on key metrics is zero (or close to it), you have a great candidate for costs savings.
Who knows where programmatic advertising would be if more companies would regularly pull the plug.
Marketing is about changing behavior.
And what marketers often fail to grasp is that the change is not about a transaction. It is about a connection.
When you make it about a transaction it is the here and now, this is what we have, this is what you need, take it, here is how much it costs. Next.
When you make it about a connection it is about giving, this is for you, take it and enjoy it, and perhaps think about us the next time you need what we do.
Here is a brilliant example.
I believe is a powerful statement, one that leaves little room for discussion.
It is challenging to move from there, and often the only way forward for an argument based on I believe is to go back and exit it. It quickly becomes a matter of who is going to get tired first and withdraw.
We use I believe more often then we should. And we often leave it hanging between facts and opinions, increasing vagueness when we would actually bring a contribution to a matter we care about.
Some alternative ways that have more power to move the conversation past the current state.
I know ..
The numbers show ..
Our mutual understanding is based on ..
I would prefer ..
And the most powerful of all.
What do you believe?
You've got this 