When I was at uni, I did an assignment on Starbucks and read an article about CEO Howard Shultz’s view on customer experience management. Shultz is keen on Starbucks exceeding customer expectations, providing positive experiences and excellent customer service. That’s not unusual and I imagine all retailers share this aim, but Shultz’s reasoning was unique. He believes that: [Read more…] about Customer Experience Management: Are you at risk?
I heard an interesting story the other week that really hammered home the importance of ensuring that your ideas are interpreted by others exactly as they are in your head. It also emphasised why you need to see your ideas through from start to finish, even if you’re not fully responsible for making the whole thing happen or implementing every stage.
Every company in the entire world is made up of the same thing… [Read more…] about If a Person Can Make It, Then a Person Can Change It
The status quo forms when people get comfortable. Comfortable with their jobs. Comfortable with their salary. Comfortable with their role. Comfortable with their commute. Comfortable making mortgage repayments. Comfortable being on auto pilot.
It’s not that they don’t want change
They might do. There might be a few things about the job or the company that they don’t particularly like. They might not enjoy the long sign-off process. They might not be crazy about busy conference calls. They might not particularly care for the latest product release or not be a hardcore fan of the companies culture. [Read more…] about 7 Ways to Break the Status Quo
People don’t take on board the things that people close to them tell them (I think that makes sense?). Even if the people close to them are experts, people still put up this mental barrier that prevents them from absorbing information or making decisions based on what they’re told.
If you haven’t, you probably will before long because:
- “Everyone’s on social media so you need a Facebook and Twitter account.”
- “QR codes are popular, you should put one on things.”
- “X, Y and Z have just released an app, so you should probably consider that.”
- “Your competition’s website is fantastic, you have to rebuild yours.”
That’s all… Just pretend.
Pretend you don’t give a flying fuck. There’s absolutely no difference between being shit scared, but pretending you’re confident and being genuinely cock sure of yourself.
I can’t stand the word ‘experience’. I hate how much attention it’s given and how valued it seems to be amongst recruiters. It’s a word overused by industrialists, old skool managers and bog standard HR departments that don’t want to recruit anyone they haven’t recruited before. They want another compliant cog in the engine. Another well oiled link in the chain. Those that ask for ‘experience’ aren’t asking for free thinkers, new ideas and creativity. They don’t want to be challenged, to take a chance or introduce change. They want a guarantee, a safe bet and to be obeyed. By judging experience in terms of years, we’re placing far too much importance on people’s past and are setting up to overlook potential. [Read more…] about Why you don’t need ‘experience’
In this day and age, the digital age, everything is quicker, slicker, smaller, cheaper, easier. Everything is more flexible, more convenient, more accessible. We have more choices, more control, more power, more influence, more reach. Because of this, we have greater expectations, higher demands, narrower attention spans, zero patience. We expect lightning fast turnaround. If we take action, we want an immediate impact, rapid ROA (Return on Attention), speedy service. Failure for brands to respond quickly and meet or surpass these expectations can cost you like mad. Here’s what I mean:
[Read more…] about The Digital Age: If You’re Not Quick, You’re Sick.
This is something I hear a lot of and it frustrates me as much as this pane of glass does that lion. People tend to sigh and mutter “it wasn’t meant to be” whenever something fails or goes wrong or just doesn’t turn out the way they’d hoped or expected. For trivial things like missing the bus, losing a game of cards or hoovering up your phone charger, then “it wasn’t meant to be” can easily be roughly translated to “never mind” or, a favourite of mine, “fuck it”. And that’s fine. But for more worthwhile or important matters; you didn’t win that pitch, or hit your sales targets, or you missed out on your bonus, or you didn’t get that job, or you shit yourself in public, then brushing it off, shrugging your shoulders and muttering “it wasn’t meant to be” is an admission of denial. [Read more…] about “It Wasn’t Meant To Be”
There’s a war for talent being fought out there right now. Brands are battling to bag the best of the best, especially in the digital space. Many companies are recruiting diverse teams, employing people from all walks of life in an attempt to create the perfect creative cocktail. And I think that’s the way forward.
If you recruit people that studied business in school, college and Uni, you’ll end up with a group as nimble as a koala bear on smack. Fill a room full of privately educated Oxford boys and you’ll end up with a project as innovative as plagiarism. It would never top the results of throwing together a bunch of misfits from across the globe with varying backgrounds, cultures, personalities and ways of thinking. That’s how you inspire unique ideas.
If I was to knock up a team like this, I’d throw a soldier into the equation. Soldiers, by the time they leave the army, have loads of transferable skills that would benefit any marketing team in the world. Here’s 8 of them and why they’re important for marketers: [Read more…] about 8 Reasons Why Soldiers Make Good Marketers
… So are entrepreneurs. It’s as simple as that…
Mark Zuckerberg’s a geek.
Bill Gates… Proper geek.
Steve Jobs. Geek.
Larry Page = absolute geek.
Richard Branson, Duncan Bannatyne, Alan Sugar, Donald Trump… All geeks.
Seth Godin’s a pure geek.
Malcolm McDonald’s a geek.
Philip Kotler and Kevin Keller are some geeks.
I’ve never been a geek. I’ve always seen myself as a pretty cool dude. Too cool for school and all that lot. If being a geek meant sucking up to teacher, bringing in apples and answering algebra, then you could forget it. That kind of behaviour was bad for your rep’, bad for your street cred’ and could lose you your ghetto pass. It turns out though, that the Oxford Dictionary defines the term geek as: “a knowledgeable and obsessive enthusiast”, which doesn’t sound half as bad as I pictured it. [Read more…] about Marketers are Geeks