All in Sales
We tend to romanticize the path to success. We maintain this perception that getting there was a straight-forward path. Particularly when we see others achieve it. This view that these folks took step 1, then step 2, and so on and so forth, until they achieved what they set out to do. That it was a clean path. That things just happened for them.
The truth is…
There's a cynicism we tend to have when it comes to advertising and branding.
So many brands adopt personas based on their desire to attract a certain type of consumer. These personas are fashioned on the basis of deep consumer research, canvassing their likes, dislikes, tastes, preferences and more. Some of these personas succeed, others don't.
It's natural. We start a new project or new initiative and we get excited, as we should be. We see the potential for change, the potential impact and we want to make sure it's a success.
So we plan. We think through our goals, all the needs and requirements, where we need to get to. We identify the piece parts needed to make for our definition of success, because…
On October 10, 2007, Radiohead released their seventh studio album, In Rainbows.
The album marked a milestone - not only for Radiohead fans (like me) eagerly awaiting the release of the band's first album since 2003's Hail To The Thief, but also for the manner in which it was released.
I'm a reasonably open book. I like to think that I'm pretty transparent about what I think, how I feel and what I believe.
If I like something, I'm not hesitant about sharing my love for that thing. If I don't like something, for example, how an individual is behaving, I'll say that as well. (I'll try and find the right time and approach, of course, but I generally prefer not to leave things unsaid. Particularly if they are someone I need to have some sort of relationship with.)
There's a great quote that goes something like:
The definition of madness is doing the same thing over and over again and expecting a different result each time.
This was echoed in a recent cartoon put out by the consulting firm, McKinsey & Company:
Change is the one thing, in addition to death and taxes, that you can count on.
Whether in our personal or professional lives, after a while, you can count on the fact that the way things are cannot be the way things stay. Especially if the goal is to evolve in any sort of positive, developmental fashion.
"It's not for you."
If what I'm offering - a product, a service, a connection, an idea, a friendship - doesn't resonate with who I'm offering it to, the tendency is to try harder. To promote it more vigorously. To look for additional angles to 'make the sale'.
It's happened to all of us. We start on a change program, get excited about the possibilities and the agenda we've laid out. We foresee the change we need to create and what it's going to take for us to get there. And it's awesome.
But driving this change - as we expect - requires a lot of work. Many special projects and tasks that have to get done. (All while we're juggling our regular day job.)
There's a great quote that says that selling (anything) is essentially a transfer of enthusiasm.
There's a lot of truth in that and it matters whether you're in sales or not. You could be selling an idea, a project or an initiative to your boss. You could be promoting a new marketing plan for your non-profit or trying to raise money for a cause.
I was listening to a podcast the other day in which the main subject of the show - a storied entrepreneur - made a very interesting comment.
If you have to create an “innovation center”, then you’ve already failed.
There's certainly a value to be placed on growth. On the continual pursuit of expansion.
It drives us to look for development opportunities, to rethink how things are done, to change what we think is 'conventional' i.e. "the way it's always been".
Growth is a tremendous value creator.
When I was 16, I decided to move from Hong Kong to Karachi to study for a business degree. It was a decision borne of economics more than anything else, but it seemed to make sense at the time, given the reputation of the school and my family ties there.
"We are living in an increasingly digital world that craves analog sensation."*
Digital is ubiquitous. From our work to our hobbies to our entertainment to our commerce, the digital-to-analog ratio in our lives has ramped up exponentially over the last two decades. To the point where the promise of digital has now become very much a reality.
Listen more than you talk.
I heard this last week at a conference about retailers and consumer brands. The point was that, in a world of push-over-pull, persistent over-communication and rampant messaging, we need to spend more time with our mouths closed and our ears open.
There's a great scene in the TV show, Mad Men, where Don Draper stands his ground with a client who is stuck in his old ways, clinging to a set of ideas that may have once made his company successful but now leaves them trailing the competition.
I once worked on a project with someone who I found to be very difficult to partner with. There were a number of reasons for it - part working style, part communication, part differing perspectives on the task at hand.
When we enter into a negotiation (in particular, a B2B deal), our usual (and natural) goal is to push for the very best deal possible. We analyze our situation, detail our requirements, assess the competition and evaluate alternative options that meet (or come close to meeting) our needs.
So, I got this email the other day from a company that offers bespoke clothing for men. By all accounts, it's a brand that offers quality, tailor-made products at reasonable economics. They sent me this promo because - as you'll see in the headline - I'm a VIP.
...Such as the Double Car Keyring I get at most car rental agencies.
