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Hi,
This week we're talking about the importance of clear communication to persuasion and problem solving ― having something of #value to say and telling your #story clearly go hand in hand.
Readings to inspire you to take action.
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— What's the Number One Thing that Sabotages Your Projects?
If you're thinking lack of clear understanding between parties, difference in expectations, miscommunication, awkward hand-offs, too much (or too little) feedback, no clarity on goals or intent, you'd fit right in. Because communication in one form or another is hard. Read more.
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— All Communication is Persuasion. Where I reveal one of the diagrams that summarize the importance of understanding how marketing and sales process deliver brand and customer experience. Many moving parts that matter to business, and affect clients. Read more.
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— Ignoring 2 Billion Internet Users is a Missed Opportunity. Social media is not all there is to online communication. All communication is not online. Start with value and build your toolkit from there. Read more.
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— The Four Truths of Great Stories. Facts, or data points, do nothing without a story that communicates meaning. For anything we write to resonate, it needs to speak to fundamental truths of human desire and ambition. Read more.
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— Missed the last issue? Catch up here.
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Read More, Think Better
We all tend to default to what we should do instead of asking what we could do. The rules say one things... but things change fast, and staying open to trade-offs may lead to better solutions. We also tend to shy away from conflict ― including internal conflict. Yet tension introduces constraints that could help us become more creative.
Rebel Talent includes references to Osteria Francescana in Modena. But that wasn't the reason why I got curious about it. The message about breaking the rules did. Do you want to follow a script—or write your own story?
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01.
“Be Careless with That!” or why you want that new iPhone and drop the old one in the water. When we have the ability to upgrade a product we care less about what we own, even when it's still functional.
What to do? Promote careless behavior or prevent it? How about the marketing of products destined to fail? (planned obsolescence)
Encourage brand attachment to drive loyalty and you have fewer upgrades. Bad for marketing.
Should you promote not being attached for too long? E.g., the IKEA lamp commercial, “Many of you are feeling bad for this lamp; that is because you’re crazy! It has no feelings, and the new one is much better!”
A "I'm feeling less guilty" tactic is to include a trade in donation with the new purchase. E.g., Vichy in Italy "toss your old foundation" campaign offers a discount for trading in their old one.
Research confirms that the grass is always greener when it comes to purchasing behavior.
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02.
Why bad technology dominates our lives. We idolize technology and put people in its service doing tasks humans are not good at. Like being on 24/7 to check on the machines. Then we blame them, "human error."
Why is the creative trait of curiosity given the negative term “distraction”? What kind of business exploits curiosity for its own ends?
You know the answer. Where there's the capacity for attention money flows. Think casinos and addiction.
So next time you obey the dictates of technology–waking up to an alarm clock (or your phone); spending hours every day fixing, patching, rebooting, inventing work-around ways; answering the constant barrage of emails, tweets, text messages, and instant this and that; being fearful of falling for some new scam or phishing attack; constantly upgrading everything; and having to remember an unwieldy number of passwords and personal inane questions for security, such as the name of your least-liked friend in fourth grade–take a big breath.
We are serving the wrong masters.
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03.
The Advice I Wish I'd Been Given. What advice would you give to yourself if you could time-travel back to when you were 10? Now, move to a 20-year-old and offer a couple pieces of sage advice. Keep going until you reach your current age.
Do you already know the hardest part? Taking your own advice.
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04.
The Lifecycle of Greed and Fear. All greed starts with an innocent idea: that you are right, deserve to be right, or are owed something for your efforts. It’s a reasonable feeling.
But economies have three superpowers: competition, adaptation, and social comparison.
Take them on a spin, see how you make out.
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