Last week has been quite tough. I have been out for an exhibition almost the whole week and that has been exhausting.
I don't know if this is common to everybody but when I am too tired I cannot sleep.
Or, better, I find harder to fall asleep. Instead of counting the sheeps though I looked at Linkedin and Facebook and I realized that more and more people are using them as real advertisement platforms.
Have you realized how many Facebook or Linkedin posts are published in your profile everyday? How many of them have you read?
Is it a good way to promote something?
The more I see the markets developing the more I am convinced that the ONLY way is to base your company strategy on two pillars:
-Strategy is about being different.
-People don't know what they want. They will only ask for a quicker, cheaper, bigger product like the one you have or your competitor has. And do not ask the "so called experts"... they are clueless as well.
The key marketing activity for this kind of strategy is to find the 15% of innovators, normally well hidden among the other 85% of potential customers, and start trying to create the "Penny drop" moment. With all the problems and hurdles typical of such a "spread the gospel" activity.
The worst one is called Confirmation Bias.
Confirmation bias tends not to favour info that are too different from the standard behavior. You must then follow the golden rules of the old Rethoric that was well mastered by Aristotle. Reach the goal trough known milestones. Like reaching the other side of the river stepping on small stones.
When I start talking about these things I usually say that it is like people are holding you by the ankles. Don't worry, it's hard at the beginning but then you get used to that.
This is a quite selective and bespoke activity though.
How can you manage this with a massified communication like the one that is currently in internet?
How can you do that with internet that
- touch plenty of people that you can only partly select
- for very little time
- valid only if you promote business as usual
What does it mean?
Contents are diluted. They must be suitable for everybody so.. Good for none. You must remember that people of different cultures, ideas and experiences will read.
So it must be as neutral as possible.
In a world... Either you talk about something well known to everybody or you will loose the main benefit of this massified message. Touching quickly a big mass of people.
I grew then up a firm belief.
Differentiating messages cannot go through massification media. It would be like making meatballs with kobe beef.
Now I have a question for you. Do you see any chance to use internet for differentiation messages?
Today I will leave you with another TED Talks video. It's Guy Kawasaki, great man that worked with Apple and helped them developing the MAC.
Have a nice week
I don't know if this is common to everybody but when I am too tired I cannot sleep.
Or, better, I find harder to fall asleep. Instead of counting the sheeps though I looked at Linkedin and Facebook and I realized that more and more people are using them as real advertisement platforms.
Have you realized how many Facebook or Linkedin posts are published in your profile everyday? How many of them have you read?
Is it a good way to promote something?
The more I see the markets developing the more I am convinced that the ONLY way is to base your company strategy on two pillars:
-Strategy is about being different.
-People don't know what they want. They will only ask for a quicker, cheaper, bigger product like the one you have or your competitor has. And do not ask the "so called experts"... they are clueless as well.
The key marketing activity for this kind of strategy is to find the 15% of innovators, normally well hidden among the other 85% of potential customers, and start trying to create the "Penny drop" moment. With all the problems and hurdles typical of such a "spread the gospel" activity.
The worst one is called Confirmation Bias.
Confirmation bias tends not to favour info that are too different from the standard behavior. You must then follow the golden rules of the old Rethoric that was well mastered by Aristotle. Reach the goal trough known milestones. Like reaching the other side of the river stepping on small stones.
When I start talking about these things I usually say that it is like people are holding you by the ankles. Don't worry, it's hard at the beginning but then you get used to that.
This is a quite selective and bespoke activity though.
How can you manage this with a massified communication like the one that is currently in internet?
How can you do that with internet that
- touch plenty of people that you can only partly select
- for very little time
- valid only if you promote business as usual
What does it mean?
Contents are diluted. They must be suitable for everybody so.. Good for none. You must remember that people of different cultures, ideas and experiences will read.
So it must be as neutral as possible.
In a world... Either you talk about something well known to everybody or you will loose the main benefit of this massified message. Touching quickly a big mass of people.
I grew then up a firm belief.
Differentiating messages cannot go through massification media. It would be like making meatballs with kobe beef.
Now I have a question for you. Do you see any chance to use internet for differentiation messages?
Today I will leave you with another TED Talks video. It's Guy Kawasaki, great man that worked with Apple and helped them developing the MAC.
Have a nice week
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