by Helena Escalante | Creativity, Leadership, Marketing, Planning, Resources, Tools
Estimated reading time: 2 minutes, 55 seconds.
TODAY’S IDEA: Own a word in the prospect’s mind
— From The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries and Jack Trout (read a sample or watch an animated video summary of the book).
In The 22 Immutable Laws of Marketing, Ries and Trout say that one of the most powerful concepts in marketing is to “own a word in the prospect’s mind.” Not a complicated one—on the contrary—the simpler, the better. “You ‘burn’ your way into the mind by narrowing the focus to a single word or concept.” This is the idea behind their Law No. 5: The Law of Focus.
“Federal Express put the word overnight into the minds of its prospects because it sacrificed its product line and focused on overnight package delivery only.” You too can put this law to the test by doing a simple word association exercise: what comes to mind when you hear the words “copier, chocolate bar and cola? The [three] most associated words are Xerox, Hershey’s and Coke.”
Owning a word in the prospect’s mind is so strong of a foothold, that the word becomes a generic name—and sometimes even a verb—for the category.
As examples of this, we have Kleenex for facial tissues, Chapstick for lip balm, Post-its for sticky notes, and Google for Internet search. (Here’s a fun list of generic and genericized trademarks that you can use to amuse your friends at your next cocktail party.)
Further, you can solidify your position in the prospect’s mind if you isolate the most important attribute of your product or service. Heinz owns the word ketchup, yet the most important attribute it also owns is slow (“Slowest ketchup in the West”), because it takes very long to slide out. This has generated lots of tips and tricks to be able to get this beloved condiment out of the bottle and onto our food… to the tune of 10+ million results (!) if you Google how to get ketchup out of the bottle. (Did you notice I just used Google as a verb? That’s the Law of Focus at your service.)
As an added bonus, there’s the halo effect that comes with the word you choose. “If you strongly establish one benefit, the prospect is likely to give you a lot of other benefits too. A ‘thicker’ spaghetti sauce [Prego] implies quality, nourishing ingredients, value and so on [so much so, that big brands will go to court to defend their chosen words]. A ‘safer’ car [Volvo] implies better design and engineering.”
Now that you know this, what word will you choose to apply the Law of Focus in your prospect’s mind?
ACTION
TODAY: Think of the words that represent your product or service—or even the words that represent yourself if you are looking at creating a brand for you. Start making a list. Make a second list of the attributes that go with those words. These two lists will take a bit of time to develop, as you want to get the best word to represent you.
FUTURE: Get together with some of you colleagues or friends, and brainwrite to add to the lists that you had started. Besides the dictionary, a book that can help enormously with this is Words That Sell by Rick Bayan, as well as its sequel, More Words That Sell. Then vote on the words and select the one word + attribute that will differentiate you from your competition and position you solidly in your prospect’s mind.
Know someone who needs to find the one word? Please share this post with that person via email, Facebook or Twitter, thank you!
by Helena Escalante | Creativity, Growth, Habits, Leadership, Mindset, Tools
Estimated reading time: 3 minutes, 6 seconds.
TODAY’S IDEA: Exchange an AND for a BUT to open up possibilities
— From The Art of Possibility: Transforming Professional and Personal Life, by Rozamund Stone Zander and Benjamin Zander.
Let’s assume that you are trying to escape the cold winter and you take a vacation to a nice, warm beach. But once you get there, instead of sunshine, you have non-stop rain. Ugh! What to do?
Whether professionally or personally, when things don’t go as planned, we tend to react either with “hopeless resignation” or “spluttering resistance,” or we get upset somewhere in between that spectrum. Roz and Benjamin Zander suggest, instead, developing the practice of “being present to the way things are, including our feelings about the way things are.”
But what exactly does that mean?
“Being present to the way things are is not the same as accepting things as they are” with utmost resignation and hopelessness. Neither does it mean “you should drown out your negative feelings or pretend you like something you really can’t stand.” Much less that “you should work to achieve some ‘higher plane of existence’ so you can ‘transcend negativity’.”
“It simply means being present without resistance: being present to what is happening and present to your reactions, no matter how intense. And to get this done, merely exchanging an and for a but may do the trick.”
Look at these two ways of seeing the same thing differently:
(1) We are at the beach BUT it’s raining. This isn’t what we planned; it’s very disappointing. BUT, this is the way things are.
In this scenario, we’re stuck at the beach and stuck in our minds too, and we can’t help but resist, protest, complain, and huff and puff.
Now compare it to:
(2) We are at the beach AND it’s raining. This isn’t what we planned; it’s very disappointing. AND, this is the way things are.
In this other scenario, we’re at a rainy beach, yet we are not stuck in our minds, nor is there a need to complain. We let the rain be without resisting and thus, “are now free to turn to the question, ‘What do we want to do from here?’ And then all sorts of pathways begin to appear: the possibility of resting; having the best food… reading or conversation; going to the movies or walking in the rain; or catching the next flight [out].” Exchange an AND for a BUT to open up possibilities.
When things go wrong, or simply not as planned, we can throw a fit, curse our bad luck, or decide to find an easier path with less resistance and struggle. When you come to terms with what’s ahead of you and move on, you start walking down a path filled with possibility.
ACTION
TODAY: What didn’t go as planned? What are you struggling with? What is the story you’re telling yourself? Where can you exchange an AND for a BUT to lower resistance and open up possibility? We submitted a proposal AND didn’t win the contract. Or I needed to talk to my colleague AND he didn’t have time. Or I placed the order AND the shipment did not arrive on time. Remember that there’s no such thing as a shortage of ideas when you look for possibilities after you ask What do we want to do from here?
FUTURE: Take this one step further when you are feeling afraid or challenged. Seth Godin in his book Footprints on the Moon gives this example: “I want to write a new article, BUT I’m afraid,” versus “I want to write a new article, AND I’m afraid.” By acknowledging the fear, you take the first step towards dancing with it, and figuring out the many possibilities of what you want to do next.
Know someone who could use more ANDs and less BUTs? Please share this post with that person via email, Facebook or Twitter, thank you!
by Helena Escalante | Creativity, Mindset, Opportunity, Planning, Resources, Tools
Estimated reading time: 3 minutes, 21 seconds.
TODAY’S IDEA: Work doesn’t speak for itself
— From Show Your Work! by Austin Kleon (here’s a summary of the book)
“Close your eyes an imagine you’re a wealthy collector who’s just entered a gallery in an art museum. On the wall facing you there are two gigantic canvases, each more than 10 feet [3 meters] tall. Both paintings depict a harbor at sunset. From across the room they look identical: the same ships, the same reflections on the water, the same sun at the same stage of setting. You go in for a closer look. […] You can’t detect a single difference. […] You can’t find a label or a museum tag anywhere… The head curator of the museum walks in. You eagerly inquire as to the origin of your new obsessions. The curator tells you that Painting A was painted in the 17th century by a Dutch master. And Painting B… is a forgery. It was copied last week by a graduate student at the local art college.”
Which painting do you want to buy now? You would expect that if it were the exact same thing, both to the trained and the untrained eye, either one of the paintings would bring the same joy. But our mind doesn’t work like that. Our assessment of things, people, services, situations, etc., “is deeply affected by what [we are told] about it.”
We tend to think that our work speaks for itself, but it doesn’t. We are naturally curious and we want to know the story behind it. That’s why we relate (or are repelled!) by the stories brands and people tell.
“The stories you tell about the work you do have a huge effect on how people feel and what they understand about your work, and how people feel and what they understand about your work affects how they value it.”
At the core, we are undeniably human. We need to feel a connection, and personal stories create strong bonds.
Why is this important?
Because our work leaves prints: “realize it or not, you’re already telling a story about your work. Every email you send, every text, every conversation, every blog comment, every tweet, every photo, every video—they’re all bits and pieces of a multimedia narrative you’re constantly constructing. If you want to be more effective when sharing yourself and your work, you need to become a better storyteller. You need to know what a good story is and how to tell one.”
So, what story do you need to tell?
Image from Austin Kleon’s Flickr account: Show Your Work! Album. (CC BY-NC-ND 2.0)
ACTION
TODAY: We have many stories that depict different aspects of our lives. What is one story that you would like to enhance for your work or your life to be perceived as stronger/better/more valuable/fill in your blank? Please note that enhancing doesn’t mean lying or exaggerating; it means highlighting the best and most positive angle for connections to form, sparks to fly and value to rise.
FUTURE: Take some time to enhance your story in a way that it will connect and create a strong bond with your desired audience. That way your work will—purposely and intentionally—“speak by itself,” saying what you want it to say. Ask yourself the following questions (merely as a starting point), and then go from there to begin crafting your story. It will be very helpful if you can share your story with someone whom you trust and who has your best interest in mind. This person will give you helpful feedback to make your story even stronger. (Hit me up if you want to share your story, I’d love to give you feedback!)
- What do you want to communicate?
- What is your expertise?
- What is your superpower?
- What is a challenge you’ve overcome that someone else can relate?
- How have you been in your customer’s/another person’s shoes?
- What experience do you have with a particular situation/issue that you can share?
- What epiphany did you have when you did XYZ that you can share?
- What example can you give of how you use XYZ that you can share?
Know someone whose story could be told from a different, better angle? Please share this post with that person via email, Facebook or Twitter, thank you!
by Helena Escalante | Creativity, Goals, Growth, Habits, Mindset, Opportunity, Planning, Resources, Tools
Estimated reading time: 2 minutes, 27 seconds.
TODAY’S IDEA: Little bets, big breakthroughs
— From Little Bets: How Breakthrough Ideas Emerge From Small Discoveries by Peter Sims
Amazon and Google, two of the biggest companies of our time, as well other successful enterprises (regardless of size), all have one thing in common: they embrace an experimental discovery mentality. They don’t know which ideas will be a big hit and which ones won’t, so they allow themselves to experiment and “learn and uncover opportunities as they go.”
Jeff Bezos, Founder of Amazon, often compares his company’s strategy of “developing ideas in new markets to ‘planting seeds’ or ‘going down blind alleys.’ […] Many efforts tend to be dead ends… but every once in a while, you go down an alley and it opens up to into this huge, broad avenue.”
In today’s business environment, long gone are the elaborate business plans in favor of lean and agile ones. The focus is on action, and this means actually “do[ing] things to discover what [companies/people] should do.” Little bets, then, are “concrete actions taken to discover, test and develop ideas that are achievable and affordable. […] The important thing to remember is that while prodigies are exceptionally rare, anyone can use little bets to unlock creative ideas.”
“Most successful entrepreneurs don’t begin with brilliant ideas—they discover them.”
Two advantages of the little bets approach are that:
- It lets us focus on what we can afford to loose, versus projecting or assuming the gains (this is called the affordable loss principle); and
- It makes us aware of the means we have and those we will need as the idea moves along.
The affordable loss principle involves failure. However, it doesn’t focus on failure as a negative and dead end, but as a means to an experiment. It’s the “error” part in trial-and-error. We’re not intentionally trying to fail; yet “in almost any attempt to create, failure, and often a good deal of it, is to be expected.”
With this in mind, trying out little bets as experimentation on new ideas and projects works. Why? Because we “will make important discoveries by being willing to be imperfect, especially at the initial stages of developing [our] ideas.” And as we move forward, iterating from the feedback we obtain, we will be able to build up to breakthroughs.
ACTION
TODAY: Take the time to figure out which one idea or project you have going on where you could put little bets to the test. Then decide which little bet you can start working on and what little means you need to make it happen.
FUTURE: Embrace the experimental discovery mentality in all you do, both professionally and personally. Include little bets so as to turn an initial idea or project into a great one by means of experimenting, iterating, refining and pivoting if necessary. Remember to move forward imperfectly. By doing this, you’ll be able to discover your best, breakthrough ideas and succeed with them.
Know someone who could use the little bets approach? Please share this post with that person via email, Facebook or Twitter!
by Helena Escalante | Creativity, Growth, Marketing, Planning, Sales
Estimated reading time: 3 minutes 20 seconds.
TODAY’S IDEA: The optimal way to keep your customers happy
— From Anything You Want: 40 Lessons for a New Kind of Entrepreneur, by Derek Sivers.
What is your business’ mission? Are all the policies and procedures in your business designed and geared toward fulfilling its mission? How about the tiniest of details? Hmm… this is usually the last part to get attention because it’s easy to overlook or to simply be as vanilla as everyone else… yet the optimal way to keep your customers happy is by paying attention to the smallest of details.
Let me share with you the story of Derek Sivers, Founder of CD Baby, a company that sells indie music online. When an order for a music CD had shipped, he had a standard email message to notify his customers and to thank them for their business. However, his mission was to make people smile, and that message felt completely incongruent. So, he took 20 minutes and wrote this instead:
Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing.
Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.
We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day, Friday, June 6th.
I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as “Customer of the Year.” We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!
I bet it achieved its mission of making you smile! It’s silly, funny, and adorable—all at the same time—and it’s also incredibly smart as a way to convey CD Baby’s mission and brand personality. As a matter of fact, if you Google private CD Baby jet you’ll see that, as of the date of this post, there are 1,010,000 results that reference this email (and when I publish this it’ll be 1,010,001 and counting…).
Clearly, Sivers could not have anticipated this outcome when he wrote his email. Yet being true to his mission—even in the smallest of details—endeared the company to its customers and “that one goofy email created thousands of new customers.”
“When you’re thinking of how to make your business bigger, it’s tempting to try to think all the big thoughts and come up with world-changing massive-action plans. But please know that it’s often the tiny details that really thrill people enough to make them tell all their friends about you.”
ACTION:
TODAY: Take that one tiny detail about your business that bugs you… yes, that one… We all have that one little thing that drives us crazy (and that we tend to overlook because it’s so tiny that we think we should not give it all that much importance). Now is the time. What do you need to do to make that one detail congruent with your mission? What is your equivalent of Derek Sivers’ taking 20 minutes to write his email to make his customers smile?
FUTURE: Make an inventory of all the touch points in your business’ customer journey. What can you do to make sure every single touch point is congruent and reflects your mission in the most favorable way? Map out and list the actions that you need to take to ensure this happens, then get to work on them. The result will be a stronger bond with your clients, greater loyalty and increased sales. Well worth it, don’t you think?
Know someone that could use a smile from Derek Sivers’ funny email? Please share this post with that person via email, Facebook or Twitter, thank you!
by Helena Escalante | Collaboration, Creativity, Growth, Mindset, Tools
Estimated reading time: 3 minutes 30 seconds.
TODAY’S IDEA: You are part of a creative lineage.
— From: Steal Like An Artist: 10 Things Nobody Told You About Being Creative by Austin Kleon
How many times have we heard that nothing is original and that there’s nothing new under the sun? In Steal Like an Artist, Austin Kleon shares a great way to get inspired to create your art (whatever form that art takes*) based on the work of many other artists from which you draw ideas and inspiration.
“If we’re free from the burden of trying to be completely original, we can stop trying to make something out of nothing, and we can embrace influence instead of running away from it.” After all, “every new idea is just a mashup or a remix of one or more previous ideas.”
Kleon illustrates this by focusing on genealogy: you are the genetic combination of your mother and your father who, in turn, were the genetic combo of their parents, and so on. “You are a remix of your mom and dad and all of your ancestors. [And] just as you have a familial genealogy, you also have a genealogy of ideas. You don’t pick your family but you can pick your friends… the music you listen to… the books you read… You are, in fact, a mashup of what you choose to let into your life. You are the sum of your influences.”
“We are shaped and fashioned by what we love.” – Goethe.
Our job, then, is to selectively collect good ideas. “The more good ideas you collect, the more you can choose from to be influenced by.”
Kleon’s method for growing and climbing your creative family tree is this: “chew on one thinker—writer, artist, activist, role model—you really love. Study everything there is to know about that thinker. Then find three people that thinker loved, and find out everything about them. Repeat this as many times as you can. Climb up the tree as far as you can go. Once you build your tree, it’s time to start your own branch. […] Seeing yourself as part of a creative lineage will help you feel less alone as you start making your own stuff.”
Google everything and everyone. Read as much as you can. Nowadays people leave digital footprints everywhere, so it’s easy to learn from the people you admire; and if you can connect with them via social media or in person, even better. But if your mentors are no longer with us, Kleon says, “the great thing about dead or remote masters is that they can’t refuse you as an apprentice. You can learn whatever you want from them. They left their lesson plans in their work.”
ACTION
TODAY: Start building your creative lineage: What do you want to do? And who do you want to learn from? Make a list of your dream-come-true mentors. Then select the one mentor from whom you’d like to start learning and search for his/her work on the Internet.
FUTURE: Continue learning from your selected mentors and follow their paths. Bask in their recommendations for books, blogs, resources, podcasts, etc. Learn until you know that mentor’s life in and out, as if it were your best friend’s. Once you know this, do a brainwriting exercise to see what ideas come to mind about your art with your newfound knowledge. Then select the next mentor based on your previous mentor’s recommendation. Repeat, repeat, repeat… and never stop, make it a habit, and always be learning and growing. (Of course, if you are reading this, you are very likely a lifelong learner… fist bump!)
Do you know someone who could benefit from building a creative lineage? Please share this post with that person via email, Facebook or Twitter, thank you!
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* I’m subscribing here to Seth Godin’s description of art in his book The Icarus Deception: “Art is not a gene or a specific talent. Art is an attitude, culturally driven and available to anyone who chooses to adopt it. Art isn’t something sold in a gallery or performed on a stage. Art is the unique work of a human being, work that touches another. […] Seizing new ground, making connections between people or ideas, working without a map— these are works of art, and if you do them, you are an artist, regardless of whether you wear a smock, use a computer, or work with others all day long.”
