Tag: team work

Not every story needs a villain

FabrizioLeave a comment

Sometimes we make decisions that have a negative impact on our community, on the people around us, on the group.

We might break a rule, or demote someone, or take a controversial stance on a shared opinion.

And when we do that, it looks like the immediate need is to degrade the object of our decision.

The rule is stupid, the person is incompetent, the shared opinion is naive.

We end up creating friction and eventually the fracture is inevitable.

We could instead own the decision. Be straightforward about it. Acknowledge that perhaps, this time, we might be seen as the bad guy, and still we believe we are doing something that make sense for the purpose we want to achieve.

It is a better way to frame what’s happening, one that goes beyond a false sense of righteousness that we too often use to shield our own responsibilities.

Not every story needs a villain.

Being fair

FabrizioLeave a comment

A big problem with offering $85,000 for a position budgeted at $130,000 is that very soon the person to whom you are offering the position is going to find out (even if you do not tweet about the whole situation).

And when they do, two things will happen.

First, they will feel cheated, demotivated, disengaged. They won’t be able to perform at their best, because nobody does when the counterpart sees the relationship as a mere transaction.

Second, they will start spending most of their resources to be paid what it is fair for them to be paid, whether that is at the company or somewhere else.

Was the hustle worth it?

What do they care about?

FabrizioLeave a comment

When you think of differentiating from the competition, whether it is for a product or a job application, the question you should focus on is:

What does my customer most care about?

You might be absolutely the best at doing something, have more vision than anyone else in the market, be the cheaper option. But if that’s not THE critical thing for your customer, you will lose nonetheless.

And perhaps your customer still does not know that your uniqueness is something they will greatly benefit from.

In this case, you have a choice to make: you can try to educate them or you can leverage their emotions with a powerful story of how the future looks like.

Educating very rarely works.

One piece is many pieces

FabrizioLeave a comment

A piece of content is many pieces of content.

A webinar is a webinar, and it is also a blog post, short clips for social media, multiple banners for different campaigns, an infographic with insightful numbers.

A case study is a case study, and it is also multiple blurbs for your landing pages, a script for a video explainer on the impact of your product, copy for campaigns, testimonials for your social posts.

A video tutorial is a video tutorial, and it is also a blog post good for people trying to figure out what your product can do, screenshots for a knowledge base article, on-boarding content for new employees.

The reason why you need a content engine is not to produce more content, but to make the most out of the content you already have or are about to have.

That’s what makes the difference.

Sales and Marketing

FabrizioLeave a comment

The leads we are getting are no good.

Sales reps do not know how to sell.

This is a common exchange in B2B. And it’s where most strategies and plans go to die.

Try changing the approach to the following.

What information might we benefit from to get better leads?

What information might we need to close more sales?

You know the saying, two pairs of eyes are better than one. Imagine two pairs of eyes, two experts, two brains, two departments focused on solving the same problem.