The fact that Apple goes against Facebook (and others) on privacy matters should not come as a surprise.

Apple is the company of the 1984 commercial. It is the company of Think Different. It is the casual and relaxed guy opposed to the formal and uptight adult of the Get a Mac campaign. It is the solitary teenager who makes us cry in Misunderstood.

Few companies have managed to maintain such a consistent brand over decades.

Apple is the company against the establishment and the common way of thinking.

And now that they are part of the establishment, they still find ways to be consistent with their brand.

They have won already.

Comment section

Why do you commit to a heated discussion in the comment section of a social media post?

If it is to share your opinion, display your wit, dispense your humour, a better way is to create your own post, article, story, and share it with the world.

If it is to change minds, a better way is to engage in a one to one conversaton, and be prepared to be changed as well.

If it is to spend some free time, a better way is to read a book, go for a walk, watch a movie, reach out to a friend, play with your kids, or really anything else.

If it is to avoid work you don’t want to do, a better way is to find work you actually want to do.

There’s really no reason why one should commit to a heated discussion in the comment section of a social post. Yet those happen every day. And people lose their energy, focus, and minds to this activity.

Get back control.

The dumber marketer

Is being dumb giving you an edge in marketing?

I am not talking about a lack of intelligence, but rather of a genuine, näive ignorance around topics you probably can never be very sure about.

Why is this campaign working?

What do you mean by that word you are using so frequently in your copy?

What is our ideal customer? Where do they hang out? What do they care about?

Why is this blog post performing way above average?

Do our visitors approach our resources in terms of “case studies”, “videos”, and “whitepaper”, or are they seeking information about what type of customer, what use cases, what pain points?

Are we expressing our product this way because it is comfortable for us or because it makes sense to our target customers?

I am not sold on the idea that being certain and confident is a good thing in marketing. What worked yesterday, what is working today, will probably not work tomorrow. What worked for that campaign, will probably not work this time. What worked in one company, will probably not work in the new one.

So, is the dumber marketer the one who is going to ask those questions?

The first question

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.

On hold

When we hear, read, or consume content, all we get is often about us.

Our fears, expectations, experience, knowledge. What we think about the author, about the medium, about the source. The day we are having, the day we are not having. Likes and dislikes. How confident we are today, what we have been told yesterday, where we are going tomorrow.

In order for us to learn, we need to be able to put all that on hold. To make it about the one delivering the message. To suspend our reaction and just be hearing, reading, consuming content in the moment.

If we do not that, everything will just be a confirmation of what we already know.