impact
11 posts
The Unremarkable
Lately, we have come to recognise the remarkable contribution of the people many considered unremarkable. The people who stack our food on the supermarket shelves through the night. The truck drivers who get behind the wheel every day ensuring deliveries reach us. Those who wake early to clean our h
Influence Vs. Impact
In a world where attention has become both currency and commodity, it’s tempting to believe there’s a direct correlation between influence and impact. The modern definition of an influencer is someone who can persuade people with their recommendations. But it turns out, the people who have the great
The Advantage Of Not Knowing For Sure
Success is as unpredictable as failure. Nobody knows for sure what will be a hit or a miss. Every runaway success is only obvious with hindsight. And yet we expend so much of our creative energy trying to be successful to our detriment. When you liberate yourself from the pressure of having to win,
The Forgotten Power Of The Single Interaction
On a recent trip to Waiheke Island with my husband, we stopped a bus that wasn’t going our way. The driver told us to hop on anyway, and he’d take us to where we could catch a bus that would get us to where we wanted to go. Then, wait for it—he radioed ahead to…
What’s Beyond Reach?
When U2 perform a stadium concert, their reach is the entire audience of 60,000 eager fans. As he sings the first note, Bono understands his job is to create an emotional connection with every member of the audience. If the concert goer isn’t changed by the experience, then she might as well have st
Why How Matters
How you design the product changes how it feels to use it. How you train your staff changes how the customer is treated. How you answer an email changes how the recipient responds. How much of yourself you bring to work changes how you perform. In a world where more people understand the impact of…
The ‘Only’ Metric
We often downplay our effort or achievement by using the metric of ‘only’.
What’s Your Email Marketing Strategy?
Digital is fast and cheap. Now we can save a dollar or two on stamps that are no longer needed, plus the time and energy spent licking them and stuffing envelopes. We don’t even need to walk to the post box to mail our messages. Because it’s easy to reach anyone with an email address…
The Two Approaches To Marketing
All marketing uses two basic approaches. When I was growing up and maybe when you were too, marketers used ‘The Influence Method’. 1. The Influence Method Make a product. Create an advertising campaign, jingle or tagline to persuade people to want whatever you are selling. Increase sales. Make more
Which Would You Choose?
If you could only pick only one of the following, which would you choose? 1. Would you like more people to know about you, your product or service? OR 2. Would you like your existing customers to be blown away by you, your product or service? Awareness doesn’t always scale. But creating difference f
Because It Matters
How do you stand out when there are two other juice bars on the same street, and half a dozen ‘good enough’ life coaches just three clicks away? If you’ve got the same choices as the competition, how you choose can make all the difference. Do you make decisions based on what’s gone before, or…
