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…
Repackaging and repurposing
Friend of the list and fellow daily-emailer Shweta from Superlista —yeah, just like Slash, Cher, Sting or Zendaya. One name.— came back with a question on yesterday’s message. While you could see using your content in different media as “recycling”, there’s a thing that looks more akin: repackaging. Repackaging —besides sounding better— is more like what it is. You pick the same content in a different package to populate it in different places. Just like what a product and its different…
Repurpose
Copying, trimming, transcribing content from one medium to another. You wrote an article? Break it into posts. Got posts? Turn them into tweets (if tweets are even still a thing). Got tweets? Make them a thread. Got a thread? Turn it into an article. What they call repurposing… is bullshit. Here’s why. You’re not repurposing content. You’re using the same content in different media towards the same goal. If you were to repurpose it, you’d use the same content for a different purpose —hence…
Discrimination is good
Discrimination: being able to tell one thing from another. Here’s Cambridge dictionary definition: “the ability to judge the quality of something based on its difference from other”. Discriminating clients is a good thing. Because they value things differently. Because they have risk perceptions that are different. Because they also want to be treated differently. Does VIP treatment ring a bell? Of course, when hearing that you have to apply price discrimination, you cringe, because who wants…
ARD or OUT?
Are you aiming to be standARD or to standOUT? One requires to fit in —to a market, to a need, to a set of expectations from what is already around. The other requires to… well, stand out —from a market, from a need, from set expectations, from what is into what could be. One follows best practices. The other searches for new practices. One goes about efficiency. The other about innovation. One is about blending in —bland. The other, about the edge. Where you choose to go, it’s up to you.
Simplicity
“Simplicity has a very specific construction and there’s a reason why it works.” Bryan Beller Simple doesn’t mean easy. Simple doesn’t mean not-hard. Simple doesn’t mean no-impact. Simple simply (pun intended) means de-complexed, so that focus can be the next step onto what to choose.