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"Most
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fear that if their name is unconventional, they won't be taken seriously. Listen scaredy cats, you need to let go of that old school way of thinking. Why should you believe me? I run a B2B firm with a playful name, Eat My Words. For more than a decade, our name has been a magnet for attracting clients, employees, and reporters.
A clever business name is your welcome mat. It suggests, 'We're lots of fun and you're going to love working with us!'"
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"From the very beginning of human society, a part of the population has consistently driven our positive evolution. They were the first to discover new territories. The first to explore tools and language. The first to form culture and government and technologies. The have made enormous contributions to the world, and yet today they are often the first to be medicated, jailed, or put in rehab.
They are the Entrepreneurial Personality Type (EPT), and until now this subpopulation has been overlooked by society. In order for us to maximize their potential—and that of humanity—we have to better understand these unique individuals, learn how best to protect and support them, and even come to the realization that we may be looking at them in the mirror."
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"You are contagious and you get to decide what that means. You have super powers galore. It does not matter if you are a student, a doctor, a CEO, a mom, a dad, a kid, a janitor, a florist, a designer, or a fighter pilot; you have super powers and they're yours for the taking to use and conquer the world with. You get this life, this company, this adventure, this family, this culture, to show up for. Show up well."
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"We all dream of the perfect customer: the fiercely loyal, energetic word-of-mouth advocate for the brand, who's willing to let our service mistakes roll off their back, and who comes back time after time to buy what our company offers. These consumers are willing to invest their time, energy and money in our products and services and do so with glee.
Do such amazing customers actually exist? ...
Moving the needle on consumer engagement is exceptionally difficult, and a bit of neuroscience explains why. The human brain processes about 10 million bits of information per second. That's roughly the throughput of the original Ethernet cable. Our conscious minds, however, use only 50 bits per second. This means that most of what we do happens automatically, under the radar, and beyond our conscious grasp. We point our attention at things that are either pressing or pleasurable, and the rest of the time we let things ride.
In short, we are wired for inattention and inertia."
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"Companies know that their end result—a consistently great (actually, greater and greater) customer experience—needs to drive everything they do. Just as all roads lead to Rome, all strategies must lead to the delighted customer, and the fewer twists and turns along the way, the better.
That's the directive handed down by the gods of globalization and cyberspace, who've decreed that customers can jump from one company to another on a whim (often armed with reams of research on your product).
The problem is that most big corporations were forged in different fires, the fires of an era where competition was less intense and issues like product quality trumped service. Customers were more like to simply accept what you had to offer. As a result, many players (even market leaders) are fundamentally unsuited for the new marketplace. What's more, they're painfully aware of it."
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