The technology showcased in this video is a bit scary. I mean the fact that there is a system of computers, algorithms loaded with massive amounts of data on the habits, beliefs and temperament of each of us is intimidating. I imagine one way to look at the technology is to seek to understand it so we can understand how to make our own informed political decisions. The flip side is to understand how to call our ideal prospects to take action on the products, services we offer.
The CEO of Cambridge Analytica presents how his technology enabled Ted Cruz to make a compelling run for POTUS.
This video is important because each of us has the same opportunity to understand our ideal customers in detail. I suggest you listen well because if you do not your competitors are and in that case you ignore the message shared by CEO Nix at your company’s peril.
There was a time not many years ago, when simply knowing which one or offline channel to promote your product on was enough. Today everyone is using those same channels and making lots of noise. So what is a brand to do?
HOW we advertise, market, promote and sell anything means everything. Do your best to assure you entertain your ideal prospects sufficiently for them to remember how it made them feel, and they will come back for more.
This post is an exploration of how in a world that moves at the frictionless speed of the internet going SLOW is not just good for us yet an important ingredient to fueling what we need most, a deep well of creativity and innovative thinking.
Yesterday I sat in my easy chair with the Sunday edition of the New York Times to read for a while. For me reading articles written by interesting people with thought provoking ideas is relaxing and in the end, I feel somewhat smarter 😉
While turning the pages i came upon a click bait sort of title “The Rest of your Life”. Yes, I was captivated by the title and dove into reading. The author, Arianna Huffington says that when we REST you get more done. She suggests that we are so busy seeking to participate in the next disruption or running fast in order to not be disrupted or extinguished by digital darwinism.
The article echoes those bygone days when returning home from a day at work was to return to your oasis of tranquility, calm where you could get good sleep to awake the next morning rested. What happened to those 40 hour work week days? Today we live in an always on world of multitasking. A world where we celebrate how little we sleep. We live in a world where being stressed and overworked at work are badges of honor. Oh, how times have changed.
The ancients knew, REST is central to our wellness. The ancients wrote “Work provided the means to live, while rest gave meaning to life.” Modern science now validates what the ancients knew. Science tells us when we are serious and disciplined about rest we are more creative. When we look at the great artist that documented how they found the muse that inspired their work almost all of them attribute being thoroughly rested as a key to accessing the muse.
The video that follows provides us with a snapshot of a venture being crowdsourced in Sweden. Mette Helbæk and Flemming Hansen ran a magical restaurant but sold everything to create a back to nature experience for themselves and the people they serve. Why, because they believe the way to live a good life in the future is for each of us to find our piece of Walden pond. To connect with the wild, with nature, with the quiet woods and the roar of the waterfall or ocean wave. To find those places in nature where rest falls upon us because we fall in lie with the rhythm of nature as the thump thump thump of the multitasking world of work falls away. We rest and return refreshed bringing ourselves more aligned with nature and learning how to harmonize with our natural surrounding in order to fuel our creative and innovative flow states.
So you want to be more creative and innovative, go into the wild and rest for a while.
Is great achievement born of great sacrifice?
For the answer: Watch Casey Neistat’s final VLOG linked below.
Casey Neistat started a VLOG in March 2015. Today he decided to stop daily uploads of his amazingly engaging video stories (VLOG). Casey amassed nearly 6,000,000 subscribers from the beginning through today, that’s 18 months of uploading a thoughtful, often funny yet always compelling video each day. Within hours of each upload, his videos would garner 100’s of thousands of views, which is simply amazing. How much money did Casey earn from his VLOG, suffice it to say the answer is LOTS.
So why would one of the planet’s most successful VLOGgers decide to kill the goose that consistently laid golden eggs, every day? Well, here is what Casey said on today’s final VLOG episode, I paraphrase:
“With each success comes a bigger more audacious goal”
Casey’s VLOG had become too easy to produce. He began the VLOG in order to ignite and inspire his creative talents each day. In order to rise to the occasion to create something awesome everyday, he created a system that made conceiving, creating, editing and uploading great content everyday. In the end nearly eighteen months after the VLOG began Casey decided the thrill was gone. The thrill of facing the daily deadline, the daily creative challenge, the challenge of discovering something about his life that would be worth sharing with millions of his followers everyday, the thrill was gone.
Casey decided to kill his golden goose in order to rise above the success of his VLOG, to strive to continue to achieve more, be more to find a new muse a new inspiration.
So what’s next?
Surely Casey will find what he is looking for and continue to create, innovate and amaze us all!
Remember, what Casey knows, great achievement is born of great sacrifice!
So what’s the lesson learned from Casey Neistat is embodied in this question:
“What are you willing to sacrifice in order to become better at delivering what you offer the people you serve?”
This is a great article. The author does not beat you over the head with his knowledge he makes you laugh at yourself because yes, at some point in time we all have resembled the persons being called out in the article. Yes, we’ve all been there and made these mistakes we just hope you did these things a long long time ago in a distant past. Enjoy the quick read and good luck in all things in the New Year!
This video provides a high level view of why you should commit to understanding your buyers at drill down levels and how to begin to do the work.
We believe that knowing your audience well enough to build credible “Buyer Profiles” and “Buyer Personas” is the first step to serving them well and selling more.
When you understand the narrative of the audience you serve you know the gains and opportunities they celebrate, you are intimate with the challenges and the pains they endure. When you know your audience well enough to tell the story of a day in their life as well as they can, that is when you are ready to market and sell to them.
This short video provides perspective on the extended value proposition offered by a well built buyer profile. When we do the work to build our profiles so they are accurate pictures of the people in the markets we serve, those very same profiles become central to the success of the content we produce, the marketing campaigns we run and the sales proposals we present.
When a Fortune 500 company runs a marketing campaign they employ “Big Data” resources to direct their messaging at precisely who they are trying to reach. Today with easy access to information each small and mid sized business has the very same opportunity to run highly optimized data driven marketing and sales campaigns. The only caveat is that you must do the work, the heavy lifting that goes into building buyer profiles and personas. In order to build buyer profile and to understand your buyer’s persona requires diligence and continued commitment to do the work. Diligence because the work is hard. Commitment because the people in the markets we serve are dynamic and in flux as they respond to an ever changing marketplace.
I read an article this morning with this title “Do sales people need to be thought leaders? I say that the sales representative of today needs to be a leader and so much more. This rebuttal addresses what happens when you do not encourage your sales rep to do the work to establish herself as a leader within the industry and line of business she serves.
Today’s sales landscape is very different than it was in the last century. In the 1900’s prospecting, following up, closing deals, objection handling and closing again was what was done because it worked. Back then salespeople had the upper hand, they had most of the information. During much of the last century salespeople were indispensable (I’m referring to those well trained salespeople from notable companies like Xerox and IBM).
Today’s buyer is the most empowered buyer ever, because now they have easy access to information due largely to the ubiquitous nature of social and mobile media. This HBR article excerpt says: “your customers including the ones you haven’t met—already know all about your offerings. On average, prospective buyers in business-to-business settings have completed 57 percent of their due diligence work before they engage a sales representative.” Where does this leave salespeople?
Well without having something thought provoking, insightful or compelling to share with the customer team doing the due diligence it’s difficult to insert yourself into the buying cycle. Here’s what the average sales representative is relegated to when the sales manager says (1) Keep prospecting and the DM says, We have already selected our best 3 solution providers, (2) Keep following up with the DM! DM says stop with the spam, it’s not wanted, (3) Keep closing, refer to items #1 and #2, their nothing to close.
When you do not encourage today’s sales representatives to do the hard work to establish their LEADERSHIP within the industry they serve you set them up to be consistently left out meetings with the economic buyer #LeadersOpenDoors.
Please join the conversation and share what you believe.