Wednesday, August 30, 2017

How do you start?

When you are inundated with work and don’t know where to start? Start anywhere. That’s a good start. What you want is to gain momentum and not think so much about the load.

Better yet, if you can gather your thoughts. Spend ten minutes doing a to-do list. Then start doing all those that takes two minutes to complete. Yeah, like reply those emails that takes a two liner that you have been chased for an answer. Again, the idea is to gain momentum and traction for the rest of the day or week as the case may be.

Does it ever end?

Tuesday, August 29, 2017

What do you want for tomorrow?

Every tomorrow can be a goal achieved. But it all starts today.

What can you do today?

Monday, August 28, 2017

What about you?

The conversation about work is so focused on employees now that most have almost forgotten about the employer.

What the employer needs to deliver in order to have a happy crew. Importantly, the conversation should also focus on employee deliverables. Not just the KPIs but good work ethics.

If I need to explain what good work ethics are, then the conversation really needs to start.

What about them?

Friday, August 25, 2017

What are you good at?

This piece of advice works for marketing, business and life.

You have to figure out what your own aptitudes are. If you play games where other people have the aptitudes and you don't, you're going to lose. And that's as close to certain as any prediction that you can make. You have to figure out where you've got an edge. And you've got to play within your own circle of competence.” – Charlie Munger

What can you become an expert in?

Thursday, August 24, 2017

What do you get?

In the midst of chaos, there is opportunity. Some people say Sun Tzu said that. In the midst of opportunity, there is chaos too. Entrepreneurs tend to miss that. You don’t just prepare for it. You expect it.

How do you grab them?

Wednesday, August 23, 2017

What’s the formula?

Sometimes there are no formulas. Perhaps there are but you are ignorant of it. When you are done looking for the answer, tired out searching, there is only one thing left. Keep moving. Turn up. Change the things you think you should change and keep moving.

When you stop, you die.

Will it work?

Tuesday, August 22, 2017

Where does your inspiration come from?

It comes from everywhere. By being sensitive to seemingly unrelated stuff and connecting them. You don’t even know how they connect but they do.

A dose of discipline helps because inspiration isn’t random. It’s fueled by embracing disappointing moments and charging through them.

How do you get yours?

Monday, August 21, 2017

Why should I listen to you?

So far, in the years that I have been a brand consultant, I have heard this and similar statements four times. “I have a successful business; my business turnover is XXX amount. What can you teach me?” Mind you, these are the people who ask to meet in the first place.

I usually let them be and not answer it, as behind that statement lays a gargantuan ego. I may win the argument but lose the business. Why make a multimillionaire/billionaire richer in knowledge?

We sell expertise. Our expertise is in branding communications. Branding is part of a bigger picture to make you more money. It’s NOT the only factor. You the all knowing multimillionaire of course, already know this.

The reason you employ us is because of expertise. It’s the same reason why you send your children to school to be taught by people making a lot less than you. It’s the same reason you see a doctor who makes a lot less than you. It’s the reason you have accountants and bankers who make a lot less than you help you make more money.

Why should I have you as a client?

Friday, August 18, 2017

Are you everywhere?

If you look at the definition of the word “salient” it means, “prominent or conspicuous”, it also means “projecting or pointing outwards”. When used in the process of branding, this becomes an all important word.

Big brands are brands that have saliency. Brand saliency then becomes an important measurement in your brand tracking. Your brand would have to be “prominent or conspicuous” -which is a function of budgets and media deployment. You know you can have a huge budget but deployed wrongly. Your brand also has to be “projecting or pointing outwards” – which is a function of messaging.

Get your message and media right, your brand saliency would increase and with that your sales too.

What’s your protruding point?

Thursday, August 17, 2017

What is your enemy?

This deserves a longer answer. But for today, let’s start with this. In running a campaign, perfect is the enemy of good - whether it is a marketing campaign or a military campaign. Don’t take it from me. Ask Jeff Boss, a thirteen year Navy SEAL team member with four Bronze Stars with Valor and two Purple Hearts - “Of the 200 plus missions I went on as a Navy SEAL, not one went according to plan. Not one.”

Learn to navigate chaos

Where is the enemy?

Wednesday, August 16, 2017

How do you use this?

You use principles, tools, dogmas, theories, models and more in your daily work. Every tool has its advantages and disadvantages. Every tool has its detractors and fans. Every theory has been challenged at some point in time. 

When you use it and find that it is useful, correct and fits with your experience, then it is a good tool to use. You the user are a consideration, too in terms of how well the tool performs and benefits you. If you are wise, you use certain tools in combination with others to complete a task. You don’t need to be loyal and unbending when using tools. They don’t beg for your loyalty.

Tuesday, August 15, 2017

Can you self learn?

Yes you can, of course. But eventually it will be worth it to get a coach, a mentor, a good consultant. Because you don’t know what you don’t know, having someone who has been there to point it out would be worth the price.

Monday, August 14, 2017

Is it pushing sales?

If you have always been advertising and that helps you keep your market share but never above a certain percentage point, is your advertising working?

If your answer is “No, it is not working”, then would you risk removing advertising support and see your market share slide? And if your market share did slide when advertising support is removed, would you then conclude your advertising is working in pushing sales?

Would you dare remove the ad support, even after knowing this since you said it is “not working?”

How does advertising work?

Friday, August 11, 2017

Are you held back?

It’s good to anchored. People view it as being principled; unwavering in your thoughts and behavior. 

Sometimes the very things that moor you are also preventing you from seeing further. Everything can be good and stable. But stable also means the lack of growth. 

Perhaps then it is time to weigh the anchor. It could very well be holding you back from the next best journey.

Where could you be?

Thursday, August 10, 2017

What’s your scale?

Stop using buzz words you read and start using your brain.

Not every business wants to scale and can scale or benefits from scaling.

Your brain surgeon can scale his practice but you as a patient may not want that. He, as a doctor, may not want that either.
I can list many other businesses that can scale but may not want to, and may not benefit from it.

Just because it can become big doesn’t mean it can become better. Just thought you needed that reminder.

What do you measure?

Wednesday, August 9, 2017

You are more accurate with what now?

Even with increased skill and better technology in targeting, the numbers still matter. You can’t convert every single person you see, even if you sat in their living room the whole morning convincing them. What makes you think a post or video at the speed of feed can do the job? 

If you believe you have fixed what you want to say and how you want to say it, it’s time to fix how many people you say it to. Here, the general principle is the more the merrier.

What are the numbers?

Tuesday, August 8, 2017

Are you going to listen?

You get advice all the time. Some you asked for, others offered for free, yet some shared because someone cared; at other times you paid for it.

These can range from your parents, friends, teachers, doctors, lawyers to the cab driver that drove you this morning. 

Only you know if they are going to make a positive difference in your life. They can’t do it for you.

Eventually, it isn’t about what others tell you. It is what you will do with it.

Will you act upon it?

Monday, August 7, 2017

Can you let go?

Sometimes in order to get something better, you need to let go of what is seemingly good now. What you let go, can be ideas, concepts, principles and things. 

Let go the old you to be a better you.

Why are you so attached?

Friday, August 4, 2017

Do you like being a doer?

Doers get things done, make things happen.

Thinkers, tinker too much, talk themselves to sleep and wake up to nightmares from wasting time.

I am not saying don’t think. I am saying, if you think, you must do; if you do, you must think. Don’t box yourself into one or the other.

Thursday, August 3, 2017

How do you move?

“Mankind is divided into three classes: Those who move, those who are movable and those who are immovable.” – Benjamin Franklin

Wednesday, August 2, 2017

What’s the price?

The creative process is a messy one. Contrary to popular belief, it isn’t a stroke of genius that gets you that idea. Although that does happens sometimes. But often, it is digging and digging. It’s more discipline than disarray. It takes time and lots of throwing out the garbage. So when creative folks arrive at the fruit of the process, you have something workable.

That is the time, skills, knowledge and discipline that they put in. Something you don’t have, can’t do, or not willing to do. 

What’s your skill?

Tuesday, August 1, 2017

Do you take them lightly?

If they are light users of your brand, it means that they convert easily to other brands. It also means that they don’t consume as much as you want them to. It also means there are a lot of opportunities that lie with them.

Of course, you may argue that I am asking you to look into the 20% of your users, because you follow the Pareto principle of 80:20. In which case, it may not be worth it at all.

But I don’t have the data. You do. I would urge you to see what percentage of heavy users contributes to the bulk of your sales. What if it tilts to 70:30, or even 60:40 or anything closer to the halfway mark? That would mean the potential for growth from light users is tremendous.

Did you scour your data?