Experimentation means risk
Experimentation can take MANY ways to achieve MANY outcomes. It requires ways to try new things, and these new things involve a certain risk. How can you get to de-risk the decisions to follow experimentations? Because to experiment, you’ll have to incur into waste. Odds of making a new thing that works in the first try are quite low. So how do you make the process to feel less risky and —hopefully— not get overinvested in the process itself?
Solution- and brand-agnosticism
Look, you don’t need to “reach the 10% of this market/segment”. We can all play the numbers game. Basic math ain’t that hard. You know what’s hard? Taking a stand for something and sticking to it. Finding the ones who actually care about that something. And forget about your solutions —and your brand. Because when you can help them, your solution comes second.
A marketer’s reflux
Is copying others for the sake of “what’s working for other brands” feels like. Is talking about “purpose marketing” when you don’t actually care about shifting the whole system in your business (or whatever “purpose marketing” means). Is saying “you’re the brand, you’re the product”, as if you’re a thing and not a person. That you can be sold/bought. Is pricing based on the costs, as if your clients should care about your cost structure. Is tactics of pressure, FOMO or “scarcity” that we all…
You’re the only one
You’re the only one who cares about their brand. Everyone else is too busy with life to care about your brand. And that’s ok. Because what you need to care about is your customers and how to make their lives easier. You need to know how to focus on the right things to better serve them. To provoke them to think of a different future. A different present. Because once they’re the focus, they’ll build your brand. Not the other way around.
Provocation
In business You price is a provocation. Your insight is a provocation. Your voice is a provocation. They’re not a response to the market. The provocation To push them to consider. Think. Wonder. It’s to shift the conversation from “Could this expert help me?” into “How could this expert help me?” (compare your proposed options) Because, if you can’t provoke them to think different of things, how can they innovate and take better risks?
The thing about experiences
Designing experiences (so you can “sell” experiences). Saying so is like arguing that cultures can be designed. That they can be made “on purpose”. And that’s far away from reality. It would mean that every aspect of an “experience”, from inception to the thing itself, was done with a specific metric, process and outcome, in mind and execution. And that they all would be equal. Standard. The same. For EVERYONE. An experience, just as a culture, can’t be designed because: It depends on the one…
The best in business
What’s being “the best” in business? Who determines what AND who the best is?
Just one Why
Your Why is the same as mine, and the same as the one next to you. We all have ONE Why (unless you’re a psycho, of course). It’s to elevate ourselves by elevating others. We humans are wired to help. The thing here is that the way we make that Why real, is different for each one. How you articulate it will vary on your unique thing, the one thing it’s like breathing to you —and that you think everyone can also do as easily as you.
So, you want to stand out
Here are a few things you won’t need in 2024. A personal brand A purpose for your business To comply with all the rules To follow best practices Hyper-growth A huge audience To win business To wake up at 4am Purpose marketing (wtf if that anyways?) Strategic plans To create a new category To build a monopoly of one To bill by the hour To do work for free Growth-hacking If you have question on any of these, let me know and i’ll get back to you with why. 🙂
Fake authenticity
There’s no such thing. You’re either fake or authentic. There’s no way around that. Whoever you see referring to “fake authenticity” is off the mark —by miles. Because if you can’t call fake by what it is and need to put “authenticity” to complete the idea, you’re also buying into the belief that authenticity can be faked. Like a cold heat, or like flat-earthers around the globe. After all, you being you is not about even being authentic —in a professional/business setting. Authenticity is…