the quality of being thankful; readiness to show appreciation for and to return kindness.“she expressed her gratitude to the committee for their support”
synonyms: gratefulness, thankfulness, thanks, appreciation, indebtedness;recognition, acknowledgment, credit“Chip was miffed by his nephew’s lack of gratitude”
So this is what #46 feels like.
Is it odd it feels the same as 20 did?
Today, more than usual I am turning myself inward
Today, more than usual I am thinking about cherished memories
Today, I am embracing the reality of death that sits with us all
Today, I understand what matters
Today, I have no desire for a gift
Today, I have the greatest gift I could ever wish for in a Mindset that embraces my role
My role I signed up for
My role to embrace tension
My role to Care
My role to do the right thing even when its in private
My role to try daily to exhibit true empathy
Today I look into my daughters eyes and understand what I must provide
Today I embrace my eventual end happily with a simple approach that the direction is never to scramble at the perceived end to be a good man but as the stoics believed
“Waste no more time arguing about what a good man should be. Be one.”
I say to my dear friends and family to today, if inclined to do or say a nice thing to me instead do something nice for someone, anyone in your day instead.
Quite possibly, actually most likely you do not have a awareness issues- you have a TRUST issue….
I have been there myself, Its a awareness issue. We need to create awareness! When the see whats on offer, how special we are, all of our features & benefits they will have to pick us! wont they?
and each time we have gotten it all completely wrong!
It is not that they don’t know about you. Its that they have unlimited selection, they have a entitled choice. WHY should they pick you? oh, sure, spend more, throw money at hacking the system. That just might work however most likely it shall not.
Because when they do not trust you, or whats on offer, spending more and more to bypass steps, to hack does not help- it hurts. it is not a display of caring more and of honest and generous connection. Its a con. a trick.
This is the reason I love Seth and Derek Sivers so much. Look at everything you do, everything and ask how is this creating a remarkable user experience? If its not then its not worth doing!
Every word on your website should be inviting and engaging.
Every social posting comment should be organically replied to.
If you do Everything for that specific person you seek to serve you have a chance.I love when Seth states to seek the SMALLEST group and OVERWHELM them. Overwhelm them with Empathy, generosity and quite honestly just the desire to serve them. Them we have a start
a start to earning the Trust to build upon
In the world in which I call home to my exciting career I have the extreme privilege of helping remarkable people (brands) communicate their best story. That is when I am successful. To tell their best story the other side of that equation needs to be completed as , to their intended community in a manner that reflects honest empathy, generosity and care.
How does this at all have relation towards this prompt of the Marketing Seminar you ask?
In the brand- the deliverable, and how the intended conceptualize this need or want
Solution based clinical formulations – Existential Need
The story the intended community is telling themselves is lined with a urgent need to find results to a problem
A prime example comes in a clinical tested Prostate formulation- the consumer seeking this is primarily interested in one thing- Addressing a health/ life threatening concern
This completely differs from a men’s prostate product designed with a holistic natural lifestyle brand approach.
It differs in the story the intended are narrating to themselves but also in being very real about the Where we need to meet them to deliver our message.
It really changes so much understanding who it’s for and how they perceive the need or want
A 51 year old male with elevated BPI is telling himself a completely different story when he scours Amazon reviews or Reddit for clinical Prostate supplements than a healthy lifestyle 51 year old looking for one simply to add to his daily care toolkit. NEED vs want completely
Call them “1st world problems”, This lesson from The Marketing Seminar really has a revealing potential for us students “if” we allow it to spark reflection.
“people like us do things like this” and “would they miss you if you were gone”, these are great lines however they carry along with them a great weight of responsibility.
A responsibility we enrolled for, that never ends.
It is the greatest time to be alive and many more than ever of us are perplexed, depressed, scared, and confused.
Barry Schwartz hits a home run that fits this lesson perfectly in my humble opinion
This directly impacts the work we do
This directly shifts what we as marketers, as brand strategists away ( far away) from Basic NEED and foundation to Specific WANTS and that changes everything!
You cannot pick them all so be specific, your selection matters, who you seek to deliver to and for matters
When there was only one Protein bar it did not matter if the flavor was Chocolate only.
When there was some selection it matter a bit more
Today, In the long tail economy it matters very much, everything matters
so what are you going to do?
I am going to dig deeper into WHO I am
What Inspires me
Then align generously with my Peeps
Then align them with folks doing SHIT we will LOVE
as marketers, through positioning done right, done ethically and with empathy “We get a chance to have people remember us”
We must remember we are doing our work always FOR those we seek to serve not TO them. That is important to remind ourselves of.
What is your position on these axes?
For me I seek to have the X axis at the top be Domain Passion and the Y axis be Domain Knowledge
What are you committed to being on behalf of the people you wish to change?
The leader that seeks to hold the brands “hands to the fire” with regards to it relates and drives value and experiences to its community. The community they seek to serve and to lead a culture within that is extremely generous, mindful and passionate in growing in relation to its ability to remain personally and emotionally connected FOR those that matter most
Keep in mind that this not what you hope people will imagine about you, but what you intend to be.
The magic of positioning.
The Problem is the really difficult task of finding a space for a brand new idea.
The solution in which we create a space next to something we already know…
Positioning done right is meeting the prospect where she is. Meeting her with empathy and also a generous posture because we seek to provide a solution. Not a all inclusive solution but rather a really specific one . A specific offer.
This might be the very reason I feel so passionately about the very passionate and specific brands I have worked with over the past years. Brands that understand exactly “what is on offer and Who its on offer for”
For this lessons questions,
A brand I like is Apple
How is this brand positioned by you?
If you embrace technology and inspiring design this is the brand for you.
Why do choose it instead of other brands?
I work admittedly on a PC based system however for my personal computing, cellular and tablet needs I enjoy the design and features of Apple products. The Apple logo in itself to me underlines the reasons I spend over twice the amount on a Apple product when it comes to my technology purchases.
Why do you recommend it to your friends instead of other brands?
Yes, always however I will openly also layer in the fact of PC being a better and most cost effective business platform and Android as well. This totally flips if its someone in my friend circle- Then it is a I dont care about what these facts are, simplicity and design still make me prefer Apple.
What story do you tell yourself when you choose this brand?
I am Hip, I am Trendy and I am counter stuffed suit culture. I am not a spreadsheet analyst. I am creative and I am use this logo as a statement of reinforcing that very fact.
the ability to understand and share the feelings of another.
What does this person believe that you don’t believe? It becomes extremely important in the work we do as change creators to realize each and every situation poses a unique perspective and set of beliefs which we need to understand.
What do they see that you don’t see? This may be the toughest question because we can never truly know until they trust us enough to allow us to see what exactly it is they see through there “eyes”.
What do they want that you don’t want? They want quite simply the least amount of change. The least amount of hassle. The least amount of stress. They might honestly see the solution we have on offer and not want the change associated with even a clear positive change. We often forget that even a benefit that is believed still requires enrollment in change and change is never easy.
What do they care about that you don’t care about? They ultimately care about how is this going to help their business, their life, and all the fluff, external causes etc are nice once they have enrolled on the journey- until then we are talking to ourselves
It is so urgently important that we truly understand the impact that Empathy has on our work.
We never totally know everything but we can try.
We never face their challenges but we can really try to.
Putting them first in a honest manner, asking the questions and listening to the answers even when the answers are not in any way what we want to hear is empathy.
It might mean this attempt to serve is “No Dice” but in that apparent flop might be the start of the trust to return with something they will recognize, something they want, something listening exposed for you and your efforts to serve.
Caring is never a bad idea.
take away the complications. create real value and enroll them on the journey. after all, isn’t it about them?