Many people call what I do "motivational speaking." I don't really see it that way. Instead of trying to motivate an audience to act, my goal is to transform the way people see, feel and think, through the creative delivery of new ideas. Lasting change requires a new mindset. And it's this paradigm shift that creates sustainable, internally-driven motivation and ultimately, marketplace success.
Now, I don't have anything against motivational speeches. I even enjoy one myself now and again. And they're certainly valuable when an immediate, temporary and wearisome endeavor is at hand; e.g. a battle, sporting event, endurance activity, etc. However, they're a lot like Chinese food; you get hungry for more soon after you've consumed it.
In my mind, there is nothing more motivating than having a clear understanding of today's world and how we can use our inherent assets and talents to be a force for improvement and for people's happiness. That's what our brands should be about. And because of today's transparent and mature marketplace, we can only make that happen with ideas that people want to connect with.
Okay, that's enough ranting for today. Here's a short motivational . . . I mean transformational video (8:08) of some clips from a recent client presentation (someone in the audience had a video recorder). Take a look:
Brandchannel's 2009 awards explore different areas of branding throughout 2008 - from the most controversial brands to the most enticing package designs - by highlighting the thoughts, insights and opinions of the 4,310 readers who participated in their survey. Brandchannel.com
2. Package redesign as a value-added activity
The Boston Globe ran an article this week by Brian Steinberg titled, Recognition factor, about CPG companies like Tropicana, Heinz and PepsiCo who are changing their familiar package designs in an attempt to appeal to today's overloaded consumer. The article is okay, but the comments are priceless. Here are a few choice ones:
"'...He said to raise prices and do nothing else represents a 'grave risk.'" 'One way you can avoid that is to change your package, and that takes a little bit of bite out of a price increase," he said...'
What a stupid thing to say. The message conveyed here is the problem with the prevailing attitudes of the day. Let's not improve the product, efficiency of production, or the packaging itself. Let's just make the artwork a little flashier and stick it to the consumer to cover the cost of our new 'innovative design'.
When you're bringing a new product to market, come up with a well thought out design to attract attention away from established brands. But when you're an icon like Heinz or Tropicana, why fool around with your brand recognition?? Who doesn't know Heinz or Tropicana? If people aren't buying it, it's not because there's a pickle on the label instead of a tomato.
You can find "studies" that support almost anything. Some marketing stooge convinced some CEO that changing the label is the way to make more money. Thanks a lot for that, keep up the good work guys. If sales don't improve, get in line for a bailout."
And . . .
"Hello Heinz - The tomato isn't really an improvement over the pickle. I can't believe that I'm thinking about this. I would think that a company who cared about its customers would reduce the price of its product, rather than spend money on changing the package or label. "
3. The chimp who plans for the future
Human beings can imagine and plan for future events - a capability that scientists have long believed makes us unique among living creatures. Well, they were wrong. MSNBC
4. Is customer service the new PR?
Steve Rubel, SVP, Director of Insights for Edelman Digital thinks it just may be. Micropersuasion. Note: Be sure to check out getsatisfaction.com.
5. Different and desirable
Those are two of the four key principles I expound upon in my new book about how to connect with today's very skeptical customers. Since the book's release, I've been searching for praiseworthy examples. I've accumulate a few, but none quite as powerful as this one. In hindsight, what he did may appear obvious and simple. But I assure you that it's not. That's the funny thing about greatness. It looks simple and easy.
Robert Redford was quoted as saying, "Can we hope that with the
shedding of winter's skin and the joyous bloom of the new season's
greening that our world, our country, can see new light, love and
laughter as winter's villains and the horses they rode in on leave
the scene?"
Yes, spring is seen as a time of growth, renewal, and of new life
being born. And I'm as hopeful as anyone that today is the start of
better times. However, unlike the circle of life, better business
times don't simply appear no matter how hopeful you may be. You
have to make them happen through unrelenting understanding and
purpose, and fearless creativity and execution.
That's what I teach. And as hard as I try to get my message across,
most people and organizations simply can't pull it off. But maybe that's a good
thing, for all of us. Read why in "Saved by Irrelevance" when you
get a chance. Here's the link:
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So the next time you get caught, reference this data. Researchers have found that doodling during a boring talk can boost the listener’s memory of what was said. British researchers forced a group of men and women to listen to a long voice mail message about a party invite. Half the group was given pen and paper and a license to doodle; the other half was told to sit quietly. Later, the doodlers were able to recall an average of 7.5 pieces of information from the message. The nondoodlers remembered only 5.8 pieces. Researchers believe that doodling keeps the mind concentrated by allowing it to wander just enough. LiveScience
2. Sudoku solved!
A mathematician says he has finally produced something that people really care about: a foolproof way to beat Sudoku puzzles. USA Today
Let's
see, the power of math and computers can now beat chess champions,
solve Sudoku and Rubik's cube puzzles, fly planes and walk on Mars. So
what's left for us humans to do, besides fix the economy? I know!
How' bout peace, love and understanding?
3. WPP, Google to fund web/ad research.
A $4.6 million investment by ad holding company WPP Group and Google is funding research on how consumer choices are affected by digital and traditional advertising. Many of the studies will examine ways to optimize ad allocation, how Web ads affect brand image and how the brain responds to online advertising. The Wall Street Journal
The folks at Google are one smart bunch. They know that marketers are increasingly using data to rationalize their decisions to executive management. And the more data they have in their arsenal, the better. This is a common marketing technique in the medical industry. Large companies spend millions on clinical studies in an attempt to persuade clinicians that more data equals better data and, by proxy, better products. And in many cases it works, which creates a marketing barrier to entry for smaller, more innovative organizations. They simply lack the resources necessary to compete with similarly large scale studies.
There is a way around this barrier (I know. I once owned a small, medical device company). And that way is all about being different, desirable, real and interesting. More data doesn't equal better products, and it certainly doesn't equate to better sales and marketing. That takes empathy, purpose, creativity and passion! But you knew that.
4. Speaking of data, Buick and Jaguar have been proven better than Lexus and Toyota in reliability.
General Motors' Buick brand tied for first with Ford's Jaguar in J.D. Power and Associates' latest vehicle dependability survey. Lexus and Toyota ranked second and third, respectively, with Ford's Mercury brand rounding out the top five.
However, this month’s Consumer Reports annual review of new and used cars once again ranked Japanese brands at the top. Toyota and Honda dominated the majority of the categories, with the Lexus LS 460 garnering the top spot. All three Detroit automakers continued to score low. And the Buick? Below average, bordering on lemon status.
What's this tell you? It tells me that one can find data to support just about any assertion. So never try to persuade with facts. Skeptics won't believe them. Instead, accept the way the world works: perception is, and will always be, people's reality. Of course you should continue to provide people with the "facts," and lots of them. That way they can use them to defend - to themselves and to others - what they've already made their minds up to do. Right Google?
As John Kotter, Konosuke Matsushita Professor of Leadership, Emeritus, at Harvard Business School puts it in his book, The Heart of Change:
“People change what they do less because they are given analysis that shifts their thinking than because they are
shown a truth that influences their feelings. In an age of turbulence, when you handle this reality well, you win. Handle it poorly, and it can drive you crazy, cost a great deal of money, and cause a lot of pain." Right GM?
5. And finally, speaking of large marketing resources, Microsoft just released their Internet Explorer 8 launch
video.
Have you seen it? What are your thoughts? I'm pretty sure you know what I think. :) And it just goes to show you that a big budget does not necessarily lead to great marketing.
So says my wise friend Mac Anderson. He goes on to say that "Yard by yard, life is hard." And it's true. You will never think through and solve all of the complex and paradoxical problems of the world. In fact, you'll never even solve all of the issues of your much smaller social communities; your family, business, neighborhood, church, et al. But you can make a difference. You can influence the direction. So start. Accept what is and be wholly absorbed in the present. Be passionate with your whole heart and your whole soul and your whole mind, and your world will change.
1. People like 'a good idea instead of A-list celebrity'
The movie business is booming as people continue to trade down on their marketplace options, including entertainment, during these difficult economic times. That's not very surprising. But according to Steve Rothenberg, president of distribution for Lionsgate, their choice of movies is startling:
"People aren't caring that there isn't a star in (a movie) that gets a $15 million paycheck," Rothenberg says. "People are moving toward a good idea instead of just an A-list celebrity. They're going for concept and execution."
No one should be surprised by Rothenberg's revelation (especially if you've been reading this blog for any length of time). Simply take a look at the popularity of private label brands, South Korean cars, no frills airlines, et al. Image-driven brands are rapidly losing share of mind and share of market to those that deliver superior value (concept and execution). And trust me: This is NOT a recession thing. It's a fundamental shift in consumer knowledge, attitudes and behavior thing. USA Today
2. Wal-Mart rethinks PR
According to The Wall Street Journal, Wal-Mart is looking to put five public-relations agencies on retainer and have them compete for individual assignments per a "jump ball" strategy. The retail giant previously has had nearly all of its PR handled by Edelman. "This strategy is becoming more common in the advertising industry as businesses attempt to rein in marketing budgets and spur creativity. . ."
It's a common strategy in every industry that has been commodified. I know. I spent ten years twisting suppliers' arms at General Electric. But only those suppliers who were easily replaceable.
3. An unfair advantage my $#@
An 8-year-old North Carolina entrepreneur is shaking up the Girl Scouts with her efforts to sell cookies on YouTube. Wild Freeborn logged about 700 orders before other parents began complaining that this newfangled technology gave her an unfair advantage. "She can suck the opportunity from other girls," one father charged. Local Girl Scout officials apparently agreed, ordering Freeborn to take down her video. Sad, but true. Newsweek
4. Infamous Brand Quotes
Take a look at Brian Phipps' "set of brand-related asides, aphorisms and epigrams to heat up a corner conference room or out-of-office bacchanal.
They’re 'infamous' because they contravene conventional brand doctrine – and therefore generate hope for brands themselves." Great stuff. I particularly liked this one: "Brand stories - Brands that can, do. Brands that can’t, tell stories."
5. A CEO with a heart
"'I want to run an idea by you that I think is important, and I'd like to get your reaction to it,' Levy began. 'I'd like to do what we can to protect the lower-wage earners - the transporters, the housekeepers, the food service people. A lot of these people work really hard, and I don't want to put an additional burden on them. Now, if we protect these workers, it means the rest of us will have to make a bigger sacrifice,' he continued. 'It means that others will have to give up more of their salary or benefits.'"
"He had barely gotten the words out of his mouth when Sherman Auditorium erupted in applause. Thunderous, heartfelt, sustained applause."
Take a minute and read the rest of this inspiring story. The Boston Globe
The world of business is full of inapt metaphors, most of which are associated with war: "We're going to capture market share." "Our sales force is our competitive weapon." "The front line people; the ones in the trenches." And so forth. "The customer is King" is another one.
Has the power shifted from the producer to the consumer? Absolutely. But that doesn't mean that you should kowtow to your customers. Hell no. Instead, you should stand for something, and relentlessly tantalize and satisfice themwith unique and valuable products, services and experiences.
When they asked con man extraordinaire and former chairman of the NASDAQ stock exchange Bernie Madoff for the reason why he did what he did, do you know how he replied? He said something like, "I was simply trying to satisfy my clients at any cost." Satisfy them at any cost. Yup, other than the court jester, that's exactly how people would treat a King.
Be like Chick-fil-A. If the customers were truly Kings at Chick-fil-A, the following would never end on such a sour note: :)
