Tag: entrepreneurship

Elsewhere

FabrizioLeave a comment

Things that will make people stop listening and move their attention elsewhere.

Raising your voice.

Interrupting.

Antagonizing.

Being self-important.

Imposing your own topic.

Using more than three items in a list.

Not making pauses.

Technical jargon.

Not letting the other speak.

Getting distracted.

No form of personalization.

It does not matter if your idea is the best in the world, if you do any of the above you stand no chance to make an impact. Thinking about how many organisations out there have at least five of these dealbreakers in their communication on a regular basis.

Not permanent

FabrizioLeave a comment

Who is speaking up in support of the change you seek to make?

If it is always, only you, you most likely have one of two problems.

Problem number 1: you are seeking the wrong change. There is nothing to change, everything works just fine. Or there is something to change, just not what you want to. This happens more often then we care to admit, as we tend to follow our guts when it comes to change. It makes us restless, constantly searching for evidence, submitting ourselves to confirmation bias. In the long run it takes away from our purpose.

Problem number 2: you are seeking change in the wrong place. It might seem awfully similar to problem number 1, but in this case it is actually more about trying to bring on board the wrong people, pushing for change in the wrong organisation, expecting the wrong community to react to something they are not ready for.

One way or the other, there is one caveat about “wrong”: it is not permanent. If you are cautious and aware, you can prepare the ground for “right”. You can advocate, commit, wait, listen,understand. You can act both on the change and on the place, and eventually make them match.

Let’s go!

Advantage

FabrizioLeave a comment

A twist on the 99% idea is that the vast majority of people (say 99%) – or even better, the totality of people in the 99% of cases – will not act on the information they are given or on the knowledge they are accumulating. They will just keep falling back to hold habits and practices, because that is more convenient. Because that is how our brain is wired.

This gives you an incredible advantage if you manage to build a practice of doing, shipping, delivering.

Mess

FabrizioLeave a comment

What HBO is doing with their streaming offering is the perfect example of how bad marketing can ruin a great product.

Having three brands (HBO Max, HBO Go and HBO Now) to essentially serve the same audience has created a lot of distraction and confusion, and it has not helped one bit in delivering the image of quality HBO is recognized for worldwide.

They will fix it sooner or later, and they will most likely get past it, because they are HBO. Your organisation, though, is not. Take marketing seriously.

Data

FabrizioLeave a comment

Data is everywhere these days, that also means we got accustomed to looking at data to find meaning in situations that are difficult to interpret.

And so, if you present numbers or percentages, be aware of two things.

First, if that is all you have to say, people will get bored fast. If you do not have a story to accompany your data, if you cannot tell what the data means to you, to your organisation, to your purpose, if you cannot express how things could look different in case an alternative path had been chosen, then the time is pretty much wasted. Sure, you can look at history and see how those numbers and percentages have evolved, compare them with similar ones, but eventually none of that will inspire action.

Second, what numbers and percentages mean to you is not necessarily in line with what they mean to somebody else. Data might be universal, their interpretation is not. And so, be prepared at being challenged and having to inspire people to believe the story you read is more accurate than others. Follow up on that, repeat, look at it from different angles, and be consistent over time.

Data can change your world, but as a matter of fact it probably isn’t now. It’s up to you to fix that.