Scaling The Levels Of Social Communication
If a picture is worth a thousand words, then what is a tweet worth?
One of the things I persistently tell my staff is “get on the phone!” When trying to get information, sort something out, or close the loop on a contract or task, I really do hate it when people leave things to email when they [...]
First, Make Everyone Feel Special: Social Media Ethics 101
I’m struggling to pick what to write about after the incredible weekend I’ve had with those of you at Like Minds. There’s so much to say – not about me – but about the mix of people from all over the world who attended both physically and virtual, both on the day and in the [...]
The Good, The Bad, And The Boring
If you can’t see the above video, click here.
Compelling is not synonymous with what is good. My favourite book, the Bible, records some pretty bad stuff. Bad, but compelling. In business we want to create good experiences. Actually, scratch that — we want to create great experiences. But the reality is that in life, it [...]
The Basics Of Expectation Management
Yesterday we went through The Pyramid Of Expectation, and understanding how providing compelling experiences (or failing and providing awful ones) is based on your ability to meet expectations. In actual fact, we discussed that it’s no longer enough to meet customer’s expectations (this is merely customer satisfaction), you have to move into the arena of [...]
The Pyramid Of Expectation
So, I made a bit of a mistake yesterday. I wrote a 3,000 word essay on suspense and brand mystery, rolling in far too many case studies, and providing way more content in one post than I’ve said in past times that one should!
I’m going to, instead, start right at the beginning with a basic [...]
How Apple Creates Suspense, Why Satisfaction Doesn’t Matter, and A Lesson From Star Wars
I spoke a while ago on the idea of what I’m calling ‘brand mystery’ – we looked at JJ Abrams’ TED Talk and Lost, and how he tells a story by suspense. He never provides the complete picture, and this is what keeps you hooked. This is contrary to what one copywriter thought when he [...]
Pepsi and a Thought About Cause Marketing, Authenticity and Commonality
Yesterday we discussed Amazon and the challenge intangibles and digital products have with perceived value. I must say, the comments yesterday were rich and deep, and it’s really got me thinking. I’ll be picking up this theme again very soon – if you haven’t said a word there yet, please do leave a comment on what [...]
Under Promise, Over Deliver
When I started working at my Church in 2003 I quickly learnt that the largest part of my work, both in the office and on Sundays (game day), was one of managing expectations.
Thus when I repeatedly failed in delivering expectations, I learnt the further lesson that expectation is closely linked with communication – or the [...]
Sucker For A Story. A Bigger Sucker For A Mystery
This image enthrals me. Why? Because it doesn’t just tell a story. It also doesn’t tell the story: are these two people talking, or have they just met? What are they meeting for? What is that moon-like thing? What does this image mean and stand for? By mentally filling in the gaps, I look at [...]
