People like them

People like us do things like this. A mantra introduced to me by reading Seth Godin, but a cultural mindset that is evident wherever you look. Whether it’s the latest fashion, politics or the new bar to have your next Instagram photo in, there’s no denying that so many of our decisions are based onContinue reading “People like them”

Hearts not eyeballs

Organic reach. Paid reach. Impressions. Retweets. Presence. It’s all overrated. Obsession over analytics and data has led us into a world where we seem to think the number of people you manage to shout at is the measuring stick of marketing success. There are two problems with this. The first is that only a fractionContinue reading “Hearts not eyeballs”

Language Barriers

Whenever we learn anything about anything we love to prove it. It’s only natural, especially if you’re enthusiastic. One of the ways we like to show we know something about something is to use the lingo. Acronyms, abbreviations, buzzwords and bullshit. If you read anything about marketing on or offline, every book, article and whitepaperContinue reading “Language Barriers”

Sprint

In 1829, George Stephenson created the first locomotive. It was about to revolutionise travel in the UK. At the time, some feared that the speed of Stephenson’s “rocket” would be harmful – even fatal – to people’s health. How fast could it go? 24mph. We’ve always had a fear of speed, not least in theContinue reading “Sprint”

Tearing up the rulebook

Over the last week, I’ve been thinking through a few problems related to a couple of projects I’m working on. It’s surprising how often my ideas on potential solutions have changed. My first reaction to almost any complex problem is usually to be a revolutionary. Everything is broken. Let’s start again. I must implement change.Continue reading “Tearing up the rulebook”

Creating a culture of meaningful work

If there’s one thing the world’s not, it’s ‘simple’. Yet we’re so often guilty of trying to make it that way. We’re always on the lookout for that ‘thing’ that seems to explain away all complexity and confusion. If only we could just do ‘this’ or understand ‘that’ better, everything would be an absolute breeze.Continue reading “Creating a culture of meaningful work”

Show up early

Everyone knows the saying. Trust is earned, not given. This is true. But how exactly do you earn trust? The most obvious way is by sticking to your promises. Say you’ll do something? Do it. Say you have a set of principles? Stick to them. Say something is important to you? Prove it. I’ve talkedContinue reading “Show up early”

Do names matter?

Apple. McDonald’s. Tesla. Nike. Netflix. Amazon. All these names mean something. They’re recognisable. They spark immediate images in the mind, be it the logo or an idea of what they stand for. If these brands had been founded under a different name, would they be as successful? Of course they would. These particular examples obviouslyContinue reading “Do names matter?”

Book Club: ‘Story Driven’ – Bernadette Jiwa

So we’re back with another book review and this time it’s a little book called ‘Story Driven‘ by Bernadette Jiwa. I’m not sure how I came across this book. If I’m honest, I think it was probably just that it was reasonably cheap on Amazon and came with a recommendation from Seth Godin, so theContinue reading “Book Club: ‘Story Driven’ – Bernadette Jiwa”

Why bother with a brand?

It makes things easier to sell. You might have something niche that on its own isn’t easy to shift. A brand with a story, that makes the effort to connect with the humans who are willing to listen, turns your niche product into the complete package. You might have something everyone wants to buy. Great,Continue reading “Why bother with a brand?”