Whether it is a work challenge or a life challenge, if you take a long-term view then these challenges eventually become very small; just part of a very long journey. How you frame the bigger picture determines how much pain and pleasure you feel too.
See the bigger picture then
everything becomes small. Yes, pain becomes less painful and so will pleasure
become less pleasurable. And that is not a bad thing.
How much longer?
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Your consumers really don’t care about your brand and marketing. It’s only us in the industry that feels brands and marketing is a big part of the consumers’ life. It’s not. The consumers have a load of other priorities to worry about. Once you accept this, then your marketing communications will change drastically.
How do you make them care a
tad more than now?
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The truth of your consumer is
in the way she thinks, feels and do about the category your brand is in and how
she experiences you. In that case, to see it from her view points and what she
does is important. Unless you immerse yourself in her shoes, go to her home,
talk to her, it will be difficult for you to understand her from your office.
Experience what she is experiencing. That’s how the truth surfaces.
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There will always be new things, new mediums, new technology. But there will also be fundamentals and
principles that will never change. Evaluate your decisions on these new things, so you can make decisions on the bedrock of fundamentals and principles. Have something
to anchor on, then you won’t sway too much.
What’s so different?
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If you can accept pain as part of the process of completing your project, then it need not be painful. It’s just a process like any other. It appears and it fades and you move on. It can’t hurt you. It will only hurt you when you don’t see that pain is an integral part of the process.
Will it always be this way?
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If you feel you are pursuing a worthwhile goal, sometimes it pays to ignore feedback. No one will understand your goal and it’s lonely for that reason. Your consistent action is the only way you can educate them on how important your goal is to you.
When will they understand?
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You don’t turn your head away
when you meet someone for the first time and shake their hand. You shouldn’t
turn off your video when you meet someone for the first time in a work meet.
It’s rude.
Where are your manners?
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Convenience does not equal results. Keeping everyone in the loop in a huge chatgroup is convenient. Getting an answer quickly is convenient. But that does not equal results. Don’t confuse the two.
Who wants an answer now?
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Don’t worry about a negative result. Don’t be too happy with a positive result.
Where you are now doesn’t
matter as much as how much you can improve consistently. It also doesn’t matter
where you came from. You are not static. You are constantly moving. It is when
you aren’t on a positive trajectory that is worrying.
Where can consistency take you?
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For the workaholic. For the
business owner. When you are sick and under the weather, nurse yourself back to
health. Guilt in not working, guilt in not contributing doesn’t heal you. Rest does. You earned it to rest from all the other days that you worked the hardest. Let them do some of the work. You know who they are.
Won’t the work still be
there?
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It’s easy to say this is what I need to do now. This is my most important work. This is what I need to get done. This is my role. This is my responsibility. More difficult is to identify, this is what I need to master now. Something that you really need to be damn good at so that you are valuable to the project you are doing or will be doing. So that you will be valuable to your team and your company. There are always things to master. Leaning to master these skills and knowledge is like adding weapons to your professional arsenal.
What will be useful in the future?
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Stick strictly to your to-do list. Start with that first thing in the morning. Not after you clear your
emails and check your social media. Hit the most important task you need to do
for the day that will impact your work for the rest of the week. Even if you
are distracted, get back to it soonest. Otherwise, you get into what I call the
“distraction march”. One distraction leads to another and another and before
you know it, it’s the end of the day.
Where does the road lead you?
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Discomfort from your weaknesses being pointed out is how you grow. Kinda like how cow dung makes plants grow.
What’s your fertilizer?
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The moment you become a manager, you need to start to take risks and make those decisions. Yes, it feels dangerous. It’s scary and it’s hard. Those are some of the reasons you are put there. It’s OK to feel scared. You can avoid it by facing the fear and let it help you grow.
Is it scary?
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There is courage to be spoken of, when you are executing the classical principles that are frowned upon in a sexy shiny world. There is also discipline that should be respected when seeing something to the end in a world where people jump onto the next fancy schmancy idea.
What does it take to stay the course?
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Every new thing will seduce your attention. They will look sexy and they will promise results. Stay focussed on the classic principles and insights that work. It’s the attention to their execution that will bring you results and not waste your time chasing the unproven.
What is seducing you today?
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Do what you need to do even when you don’t want to do it, even when it seemingly isn’t important now. Long term results come when you tame the monkey inside you that wants to do hedonistic things and short-term things. It is creating excuses for now, that may turn out to be reasons for your failure in the future.
What will it cost you?
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Taking personal responsibility in your life means being able to visualise the life you want, act upon achieving them and not blame others when things go wrong. Blaming is the door to excuses that stops you from the reflection needed to improve and to take personal responsibility.
Who do you hold responsible?
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Keeping the wrong person in the company doesn’t just hurt you but the company and your other staff as well. Being a compassionate leader is good. But compassion has to be balanced with other values.
Compassion has to be balanced
with wisdom to do the right thing. Compassion has to be balanced with strength
and courage to carry out the actions that may seem “cruel” for now but over the
long run is good for the company, the person that should be shipped out and you
as a boss.
How can you help them?
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Building your own knowledge and expertise takes addition and subtraction. Constantly add those that work and are proven to work across time. Subtract those that turns out to be duds, useless and perhaps doesn’t work now. You are the sculpture of your own knowledge.
Can you sculpt
something useful?
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If a marketing manager doesn’t have responsibilities in deciding product portfolio, pricing strategy and tactics, distribution channels but merely handles how to promote the products; should the designation then be promotion manager? After all, this person hardly does marketing. Ok, at best this person is a one “P” marketer.
Likewise, for
someone with a designation “Digital marketing manager” who does nothing but
decides on which digital media to deploy. Shouldn’t the person’s designation be
“Digital Media Manager”?
What’s your designation?
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Dive deep into
your own brand. Learn about its heritage and founders. Look through archives,
previous campaigns and brand reviews. Unravel who are the loyalists, understand
the market and its consumer segments. Do all these and then dive even deeper.
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Your expertise
and experience mean nothing if you don’t have a tad of humility. It means you
will stop progressing. You won’t get better. Besides, not many people like to
listen to a cocky bastard.
Who’s
listening?
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