Tag: growth

Ideas out

FabrizioLeave a comment

When you put your idea out, it is the whole world to you.

For anybody else, it is just one of the hundreds heard in the past few days.

This is a gap that drives a lot of misunderstanding (“that’s not what I meant!“), frustration (“they do not care!“), and missed opportunities (“I give up!“).

It is a gap that is your responsibility to fill.

And so, when you put your idea out.

Go straight to the point. We might get interested in the background story at some point, definitely not the first time we get in touch. What do you do? Why do I care? Keep it short, actually shorter.

Make it stand out. You will not break through the noise if you just repeat what others are saying. The way they are saying it. My idea will increase your team’s productivity! It will save you money! It will make your floors shine brighter! Pass.

Make it relevant. And I am not sure if I should rather say specific. Generic messages that aim for the masses are doomed these days. Aim carefully, and craft it as if your audience’s well being would depend on it.

Rewards

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If everyone gets a reward, is the reward less important?

I guess it depends.

If you are on the receiving end, you should be proud and celebrate. I know somewhere deep inside you will feel like it does not matter, like you are not truly the one whose work is being rewarded here, like it is not important. In fact, it is. Do make it count.

If you are on the giving end, you should probably ask some questions. What are we trying to achieve? Was there unfairness we are trying to remedy to? Is this a sufficient way to do that? What message are we sending? What are we going to do with the expectation we are now creating? How will we identify top performance going forward? Do we even care?

Reward is a beautiful way for companies to tell their people they have noticed and they care. Make sure it is understood.

Bandaid

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When you launch a rebrand, it’s often better to just rip off the bandaid.

One piece of evidence.

Google launched Workspace today, as a replacement to Google G Suite offering.

Microsoft launched Microsoft 365 six months ago, as a replacement (?) to Office 365 offering.

Judge for yourselves.

Google Workspace above the fold
Microsoft 365 above the fold

What might be

FabrizioLeave a comment

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.

Pull the plug

FabrizioLeave a comment

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.