Archives for the month of: September, 2013

Skype is great.  It helps bring families and friends closer together and helps keep communication costs down for businesses.  It’s also pretty damn robust for freeware, in my experience anyway.

A skype call is not a phone call, though.  It’s not like a call with landlines or mobile/cell phones.  It’s a call between computers, when you’re doing other things like chat, working on things, watching something else, composing an email, and so on.

Even though you may have a scheduled call for 11am, the other party might just be finishing up another call, or another piece of work.  And there’s something different about an unexpected call coming through your computer, laptop, or tablet.

Skype calls go so much better when you follow this type of etiquette:

– ‘Hi’

– ‘Hi there’

– ‘Ready for our call?’ or ‘Can I call you real quick?’

– ‘Sure’ or ‘Yep, but give me 2 mins to get my headphones on/put my ear piece in/get a coffee/grab a pit stop’ [followed by] ‘OK, ready, fire away’

– ‘OK, calling you now’

Easy, eh?  A tiny bit of extra effort, but an altogether better experience for both of you.

 

 

 

Swiss linguist Ferdinand de Saussure was a clever bloke.  He distinguished between 2 languages: langue, the language, and parole, the spoken language.  We speak one, and we read and write the other.  They can be quite different.

So it seems a bit odd to me that we write to be read, rather than to be heard, especially in the stripped down, dumbed down, sound-bite-driven world that we inhabit these days.  The blog seems to me to be a classic example of this.   You can certainly get quicker through those posts that are written closer to the language of conversation.

Re-read the sentences from this post.  Could you see yourself saying them, exactly as written?  Some of them maybe, others not?  Odd, isn’t it?   Perish the thought you do a spell check and Word tells you your sentence is not a sentence, but a fragment.  Shocking.  🙂

Is it possible to be both an early adopter and a laggard?  Of course.  Just because you might be more comfortable getting later to some ideas and technologies as an individual, doesn’t mean you can’t play the role of prime-mover in others.

It’s just a question or perspective, mind-set and attitude, which can change when you need it to.

It also makes it harder for us marketers to figure you out, because we have to do it properly.  It clearly raises the stakes for the hardest part of the segment-target-position triumvirate, namely the segmentation.

 

When I was 17, I was very lucky.  My first flight ever was to the US (from the UK) for 2 weeks on an educational study tour of the north east of the US and Canada.  It was run by Guardian Overseas Education, a long since defunct wing of the eponymous newspaper.

As part of the tour, we were asked to right a short essay about some aspect of our trip.  Since the trip was during my Easter break, the last thing I wanted to do was write a short essay.  I was however, doing latin and greek at school, and have always been interested in language.  Not necessarily speaking it, but from a more structural point of view, concerning grammar, syntax, etymology and the like.

Various luminaries such as Shaw and Wilde have  described the US and Britain as ‘two countries divided by a common language’.  (Let’s not get into a further division, namely that of British English into English, Irish, Scottish and Welsh versions.  That’s the topic of a further post.) This is even more true these days, and will continue to be so as the two languages develop, despite the massive unifying efforts of the Internet and instantaneous global media.  Language change is constant, and it’s not good or bad, it’s just change, which characterises all living things.

On my trip, it was my etymological leanings that led me to notice that American english in some cases seemed to favour a more latin-derived word over one with perhaps more anglo-saxon origins.  I remember writing that the Americans would use ‘elevator’ for ‘lift’, ‘suspenders’ for ‘braces’ and ‘vacation’ for ‘holiday’, and that this seemed like an eminently sensible way of going about things.  I also remember the trip organisers being distinctly underwhelmed by my essay, but I’m going with it anyway.

This tendency, along with the US habit of ‘izing’ words like ‘productize’ and ‘awesomize‘, seems to make American english more accessible than British english to those for whom english is not their first language.  A huge factor is also the universality of American english, from its arts and media output, the sheer number of Americans on the planet and their hegemony as an economic, political – and therefore linguistic – powerhouse.

Let’s face it, the english we’ve all inherited is a pretty irregular and complex language, and so any moves towards people being able to converse in it more easily should be applauded.

It’s odd how music makes you run better.  I’m a regular user of treadmills, but 19 times out of 20 I make do with the stuff they pump out of the speakers.  Most folk seem to swear by their mp3 players and never work out without them.

Just once in a while (that 1 out of 20 times, you’ll have noticed) I like to plug in too, and I swear I run better, faster, stronger.  For a while it was the Killers’ Hot Fuss.  Then it was Muse’s Black Holes and Revelations.   These days it’s David Guetta’s Nothing But The Beat.  I feel like I can run forever when it’s blasting into the exact centre of my head.  Well, at least until one of my calves or hamstrings breaks down, which is usually about 30 minutes.

I’ve only recently got into working to music though.  For years it broke my concentration, so I always studied or worked in silence.   I’m one of these people who can work from home with zero noise, no radio in the background, or no music playing.  These days, though, sometimes it’s a nice complement to creativity and problem-solving work, when you really need to ‘zone in’.

Over a million of us have heard of Seth Godin and subscribe to his daily blog post either via Twitter, RSS or email.  I really like them.  They provide me with a fresh perspective, and give me that daily realignment to make sure I’m staying on the straight and narrow and doing my best.

Of course, a lot of Seth’s stuff is about taking action, breaking out of the mould, starting something and finishing it.  What I also found, to my delight, is that when you come back from vacation, you get to read a whole bunch of his posts in one go, and when you do that, you really do build up a head of steam to change things.

These days it seems that the world is ruled and run by specialists, people dedicated to doing one thing really well.  As business and the world get more developed, and more sophisticated, you don’t seem to see the Renaissance Man any more, someone supremely gifted in two separate fields, maybe representing their country at two different sports, or being a well known ‘thesp’ and a pioneering doctor for example.  It’s just too hard these days.

This is great if you’re good at and really enjoy that one thing.  Your career and life choices become easier, even though you may suffer from career bottlenecks, glass ceilings or lack of a plan B.

But what about the generalists, where does this leave them?  Those that are good at most things, can turn their hand to pretty much anything, but don’t consider or are not considered by others to be a specialist.  For them the dreaded moniker ‘jack of all trades, master of none’ looms, whispered in the hallways or by the water cooler.

In my anecdotally-acquired view, generalists are more well rounded and better adjusted people.  They have more opinions, more dimensions to their character.  Put simply, they’re just nicer, better to have around and get on with.  The trouble for the generalist is that they don’t usually burn with a passion for that one thing.  Choices come harder to them and their natural inclination is to hedge their bets, seek diversity, spread the risk, and be good at a number of things rather than great at one.

Moreover, they’re probably better at their chosen job than the specialist.  And here’s why; they’re adaptable.  It turns out that adaptability is probably the most important skill when it comes to leadership.   And guess who’s best at being adaptable, at moving seamlessly from skill-set to skill-set, situation to situation?  The generalist of course, it’s what they’re wired to be.

There’s a lot of ‘izing’ going on at the moment, especially in business.  Maximize this, optimize that, as well as that lovely American habit of ‘izing’ a lot of words to give us ‘productizing’ and the like.

I heard a new one the other day.  Awesomize.  As in, let’s not optimize the software, let’s awesomize it.  It gets to that whole fixation with the word awesome, over-used but literally inspiring awe in us. It also gets to the kernel of business though, which is about delighting the customer.

So for me, it’s not a case of supersize me, I want you to awesomize me.

OK, so not literally does slow and chunky win the race, or not probably, unless he’s got a good engine.  What I mean is that to get where you want to in life, to achieve what you want, you’ve got to divide time up into manageable chunks.  It’s all very well having a goal of being a millionaire in 5 years, or CEO in 10, but your plan has to contain the milestones necessary for celebrating progress.

Me, I like to divide my time up into non-regular chunks, and set targets around the next milestone that’s important to me, like a family holiday, a weekend away, a big social event, or a birthday maybe.  I find a month or 6 weeks a manageable length of time in which to sustain what it is I’m trying to do, which is generally around improved behaviour, be it parenting, work/life balance, the next job or major consulting gig, health & fitness and so on.

I find lofty long term goals a bit daunting.  It’s like driving at night.  I know the destination, but I can only affect as far as my headlights let me see.

Bit of grand title I know, but here’s my view.  Marketing is all about trying to put yourself in the shoes of your customer, because they should drive everything you should do.  It genuinely should be all about them and not all about you, so that ‘here’s a product we invented, now who can we sell it to’ changes to ‘we’re seeing customers move in this direction, how can we help them do that?’.

It occurs to me that this approach helps us in relationships and in fact in any social or behavioural situation.  Disagreements emerge from differences of opinion and misunderstandings of peoples’ priorities.  If only we could put ourselves in the shoes of the other person, we would find it easier to understand where they’re coming from, and what they want.

Sounds blissfully easy, but how many of us really engrain it into our behaviour?  I’m not talking about necessarily putting others first and being altruistic to the point of self-denial.  It’s more about being aware, being conscious, and being in sync.

So here’s to more productive negotiations, less arguments, happier customers, longer partnerships, and a bit more harmony in the world.