The meaning of loosing

Decisions, loss aversion, Marketing
      Most of our decisions are based on loss aversion. That means that we prefer not losing something to winning the same thing. For most of us (and I’m not counting people in need here), when we think about losing £500 or winning £500, losing the money raises stronger feelings than winning it.  Marketers use this concept all the time. “Stop losing £50 every month on your gas!” “Do you know that you could be saving £50 per month using X?” Loss aversion can be a reason for not wanting to improve something in your business that needs to be done, not wanting to hire another member of staff, not wanting to make decisions that would bring you some initial loss.  Sometimes we need to lose something to…
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One story, one love

Case Studies, Marketing, Storytelling
Marketing brings people through your door; good design and user experience make them come back, and a good story makes them love your brand. But the interesting part of telling a story is not finding the story they’ll love, but finding the story you both love: you and your customers.  When your customers love your product or service for the same reasons that you love them you’re creating a bond, a type of experience and intention that it’s difficult to replicate. The story you tell your customers and the story you tell yourself in the ups and the downs should be the same.  The reasons you love the iPhone are very likely why Steve Jobs loved it too and decided to create it: great design, functionality and beauty, simplicity and…
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The business of anticipation

The business of anticipation

Business, Marketing
  Great businesses don’t just create solutions to customer problems: they anticipate what customers want but haven’t even formulated yet.  Great businesses unveil, discover and go a step ahead. Before you write any business plan, ask your customers what they’re dreaming of that they don’t even have a name for yet. What do people really want and haven't found a way to express it? Anticipation is not just doing before people ask, but offering the minute before they start thinking they need it.   Picture by Christian Becker
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A social media trap

A social media trap

Business, Marketing
  Have you observed that our lives are more and more confined to people that do things like us, to people that think like us or have the same lifestyle? From social media to all types of membership, in most Western societies we seem to have a life that confirms rather than challenges our worldview and life expectations. Bauman, one of the greatest sociologists of our time, said in an interview that the way people use social media makes them hear only “the echoes of their own voice”. “Social media is a trap": He said.  Bauman might be right from a sociological point of view, but businesses gain a lot from social media. It’s key for us to be surrounded by people who understand our offer, our products, our services,…
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Clinical marketing

Clinical marketing

Business, Marketing
  When was the last time you bought a product or a service because you saw it in an ad? Most likely you want to have an experience of the brand first: how it feels, how it looks, and whether someone would recommend it or not. Marketing is not a clinical operation made up of Excel spreadsheets, logarithms and figures. The people that you’re trying to reach are human beings, and humans need to trust you before they engage with something new.  Automatisation and optimisation will make your marketing more efficient; finding your story will make it more human and relatable. If you don’t have a story, what do you have?   Picture by Franco Rabazzo
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Storytelling beyond marketing

Storytelling beyond marketing

Marketing, Storytelling
  You can tell a story to entertain. You can tell a story to connect with your customers’ emotions. You can tell a story to catch their attention in a more sophisticated, intelligent and generous way, but you are still not exploring the full potential of the story. When your stories just entertain, you need to repeat them over and over again. Storytelling can become another tactic that contributes to more noise. When your story is about what you believe and what they believe, what they love and what you love, what you dream and what they dream, then you’re building something together; then you’re acting on your story, not just telling it. Your story becomes the path to growing your business; it becomes your strategy. Stories can change us,…
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Marketing in a noisy place

Marketing in a noisy place

Marketing, message, story
Do you feel overwhelmed when you use LinkedIn, Facebook and Twitter and see the number of posts, likes and comments coming from businesses like yours? Do you feel that it’s difficult to tell the story of what you do while competing for attention? Do you know that what makes your product or service relevant is not the number of people who know about you, but the number of people who actually love what you do? Marketing is not about being the noisiest, and it’s not about being everywhere; it’s about having a deep understanding that when you ask people to buy your product or service they’re buying a promise from you, they’re trusting you. They want something more in their lives, they want something different, they want to go somewhere,…
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The big yellow chair

The big yellow chair

Marketing
    There are many places in town where you can celebrate a birthday party for a 6-year-old. In my eyes, they’re all the same. The only difference seems to be the theme; whether you want to play football, jump on a trampoline, go on a dry slope or to a soft play place, to name a few. Approaching the date, I asked my daughter what she wanted to do for her birthday. To my surprise she knew straight away where she wanted to go.  There was nothing special about that place. We’ve been there before for numerous birthday parties. I was expecting her to start asking about some of the newest, most popular venues in town, but she didn’t.  So I asked her ‘Why do you really want to…
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Effective marketing

Effective marketing

Marketing
  Our brains have to filter so much information these days that our attention is in high demand. The average consumer is exposed to up to ten thousand brand messages a day. This is why so many of us just shut down to most of the stimuli that bombard us and only pay attention to those that mean something to us. Effective marketing is not about crafting a catchy message or creating a digital email campaign to attract more customers. Do you have something to say that really matters to your customers? Being noticed is not a strategy: it’s a consequence of being relevant to the people you want to serve. Picture by Igor Spasic
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Branding your business with a Yes

Branding your business with a Yes

Branding, Business, Marketing
Whether you’re running your own business, launching a new project or trying to get a new idea off the ground, it’s easy to feel overwhelmed by both the inner need to do the best possible job and requests coming from people around us. When you’re feeling like this a simple ‘No’ may seem the most sensible response to someone who asks you to meet them and tell them about your social media strategy over a coffee or some feedback on his new project. You have a lot on your plate. It’s easy. Just use this powerful word: No. But while it may be easy, it’s unlikely to be the best answer on most occasions. No is a powerful word that shut downs connection and collaboration. How can you say ‘No’…
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