Archives for category: Customers

“Concurs 2014, Castellers d’Esplugues” by Castellers d’Esplugues is licensed under CC BY 2.0

Here’s one of the first pages of my You Don’t Know Jack! book, which you can buy here.)

This book is for 99% of us.

This book is for the 99% of us you don’t see on screen, you don’t hear about on the radio, you don’t read about in the papers.

Who are we? We are the Jackies and Jacks of All Trades – the JOATs. We’re pretty good at a bunch of things, but not so good at one of them that you would know of us.

Yes, we work, we play sports, we do a bit of music, we talk politics. But we’re not the 1%.

We are the people who put other people in power. We are the audiences at sports, music and other cultural events. We are the powerhouse of the organisation that gets things done. We are the buyers and consumers of things and ideas. We are the economic provider for the rich and famous.

We are the unsung heroes. We are the people that matter. We are multi-talented, we have options, and we have control. This book helps us understand why this is so and how we can live to our fullest potential.

Are you one of the 99%? If so, I recommend the book. But then I would, I hear you say, I wrote it. You can buy it here, or from the US and Germany Amazon sites too.

 

Are We Following the Wrong Role Models?

Here’s one of my favourite pages, and one of my favourite images, of which there are over a hundred, from my recently published book You Don’t Know Jack! Why the Jack of All Trades Triumphs in the Modern World. You can buy the book here, and if you could leave a review too, well, that would be awesome – to me.

The page is entitled ‘Are we following the wrong role models?’ and it goes like this.

“Who are our role models? Whose posters adorned the walls of our bedrooms when we were growing up? Film and TV stars? Music stars? Pop stars? Sporting heroes? Fighting heroes? Sex gods and goddesses? Cartoon or comic book characters? Business icons? Entrepreneurs? World leaders?

Do we look to them for inspiration? Or do we strive to be like them, to take their place? And what happens next year when their star fades, and we lose interest in them, and their posters are replaced by those of the new gods, the new heroes? They’re still doing what they do best, aren’t they? They haven’t changed their tune, tried something else, started again, like we have.

These are unattainable dreams, to all but the very few who knew from very early on that this is what they were born to do, what they wanted to do. They have one dimension, one direction, one dream. We don’t.

Who ever had a poster of their parents made and put up on a wall? The people who spent their adult lives helping to make us the people we are today? Who scrimped and saved, sweated and worried for us? Who we have to thank for putting up with us? Who we took for granted as we got older and who we wish we’d done more for now they’re gone? Who, actually, we strive to be like, kind of?

They’re in the photo frames on our table, but why aren’t they in the posters on our walls? And why not our teachers, coaches, mentors too?”

I hope you like it. Actually, I don’t mind if you like it or not. I’m more interested in whether you think it’s good, whether you think it has value.

 

JOAT! Book front cover

You Don’t Know Jack! is available in Kindle ebook and paperback

I’m beyond excited – and actually a little giddy – to announce that I have published my first book. I hinted at this when I completed my 1,000th blog post earlier this year. I feel like linking to my book every other word, but that would be silly, and probably annoying to you, the reader, and potential buyer. I’d be super grateful if you shared this post with your network. If you do buy it, a stellar customer review would make an oldish man very happy.

The book is called ‘You Don’t Know Jack! Why the Jack of All Trades Triumphs in the Modern World’. It’s the so-called self-help genre, where you might find Messrs Ferris, Gladwell, Godin and Pink, to mention but 4 in alphabetically democratic order. Here’s the back cover blurb:

“Ever wondered why the phrase ‘Jack of All Trades, Master of None’ is always used as a negative and never a positive? It’s as if being pretty good at a good few things is some kind of burden! It applies to a staggering 99% of us, yet almost nothing is written on this overwhelmingly large part of the human race that will probably never be a leader in its field. You Don’t Know Jack! is the first book to explain the vital role the Jack of All Trades, or JOAT for short, fulfils in society. It tells us why it’s OK not to get into the 1% and how our thirst for variety and ability to adapt give us the perfect platform for us to live richly, generously and happily. This is the first book of Paul Dilger, a dyed-in-the-wool JOAT who threads his own experiences through this thoughtful and original publication.”

This project started in 2015, and it’s fair to say it began as it ended, as a side project while I pursued my paid job and a bunch of voluntary roles. I began writing it in 2015. I finished it in 2018. I then spent a year trying and failing to get editors and publishers to take it on, before deciding to self-publish. The following year I spent sourcing the photography for the book – it’s heavily photographic, and is designed to be coffee-table ‘putdownable’ – and cajoling a designer friend of mine to take on the project as a side project of her own.

So here we are, 5 years later, and it’s on digital and in print. I would be touched, and not just financially, if you bought it. You can read it for free on Kindle Unlimited, it’s £5.99 as a Kindle ebook and the paperback is a reassuringly expensive £19.99. Why so much, I hear you say. Well, the on demand print cost alone is almost half that, since almost every page is in glorious photographic and typographic colour. Then there’s a lifetime of personal experiences, thoughts and advice in it. Amazon takes a big chunk, and the remainder I split between me and the long-suffering designer.

Here’s my brand promise to you. If you are a generalist, a Jack or Jackie or Jacquie of All Trades, and, as you’ve read, I think that’s pretty much all of us, you’ll get something out of this book. You’ll certainly know me better than you did before.

If you get a chance, have a quick gander at the Jack!Books website, and you might give the Jack!Books Instagram and Twitter a sneaky follow too.

The publishing name Jack!Books is plural because I’ve already written a sequel to this book. I promise it will be out quicker than the first one.

Thanks for reading! The post, that is, not the book, yet…

Paul Dilger 1000 blog posts

1000 blog posts

This, folks, is my 1000th blog post since I started a regular Monday, Wednesday, Friday thing on the 2nd of September 2013. It will also be my last, at least in this 3-times-a-week cadence.

Have I run out of things to say? No, I don’t think, fortunately, that will ever happen, otherwise what’s the point to anything? It’s simply that I started blogging to generate the discipline of regular writing, writing in a style that I enjoy both doing and consuming. I wanted to write a book. I wrote the book, and a designer is currently putting her magic touches to it, making a silk purse out of a sow’s ear. It’s almost finished, and then I’ll publish it.

Of course, with 1,000 posts under my belt there is held, within this blogroll, at least another book or two as well, anthologised versions of my ramblings. The best ones put together if you like, although some of you might argue that if it’s only the best ones that make it in, they’ll be pretty short tomes.

I’ll still be blogging from here; after all I’ve a book to flog and some of you have been good enough to check in fairly regularly to read what I’ve had to say. Perhaps you’ll buy a copy. It’s on the subject that I’ve only briefly touched on over the last 1,000 posts, but the savvier among you might have an inkling as to the subject matter, especially since I’ve written small bits on a very wide range of topics.

Speaking of which, thank you. And thanks also to Seth Godin, who has done this sort of thing for longer, more frequently, and far better than I, but whose example got me kick-started.

So, 1,000 blog posts, over and out, until the next time. It does feel odd to be finishing mid-week, though. I don’t know what I’ll do come Friday…

It’s blog number 999 for me, but this is not an emergency. Instead, as I stand on the precipice of a 4-figure blog post career, I want to share what I’ve learned about this art form, or is it a science?

Of course, I’ve never been an example of the classic blogger, someone who writes to build a following. That was never my intention; rather, I’ve revelled in the joy and discipline of a regular write-up. This means that I’ll offer none of the lessons on acquiring readers, SEO, ideal blog length, influence, following people that follow you, that kind of thing.

No, this is what I’ve found over the years on the content alone, these 5 observations:

  • The one-off posts that come from something I come into contact with take longer to do, but are more fun because I don’t know where they’ll end up
  • The work-related blog post series on things to do with marketing, sales and general business are less fun because I know where they’re going but they’re more valuable to the readers
  • The blog post series which are not really series but posts grouped together to get me over a creative hump are the least valuable, and I apologise if you’ve had a sub-standard experience wading through them. At least you never have far to wade
  • If you sit down in front of your laptop needing to write a post but you don’t have a topic, it can be tough. The best thing to do is to let your mind wander where it wants and something will emerge. It doesn’t always have to be the light bulb moment that you must jot down for a future topic; sometimes you have to grind them out, crank them out
  • Fifthly, and perhaps most importantly, every single blog post is a mini product, a mini product of you, even if you’re not trying to sell your products, or services, or company. It’s your output, so it’s you. You’re giving away yourself, and in the course of repeatedly doing this you amass a body of hopefully honest work that can become something greater than the sum of each individual post. Even though sometimes you’re a slave to the schedule, to that standard of discipline I talked about, try and make every one a good one, the best it can be in the time you have

 

 

It’s tough being a kid, especially a teenage one. It’s the one decade where you change out of all recognition. So much to learn, so much to get your head around.

It’s no wonder that kids seem to be all over the place sometimes, their poor brains scrambled as they rewire at an alarming rate through adolescence.

I know my kids often struggled with remembering to bring stuff with them, or to bring stuff back, or to give me things from school. So much going on, and so much to remember.

It’s unfair to expect them to remember everything, so you have to take memory out of it. You have to make it systematic: an automatic, engrained behaviour for a situation.

Give them a system, or a process, that they can follow until it’s almost instinctive. After all, that’s what you did when you taught them how to go to the toilet, hold their knife and fork, or tie their laces.

In point of fact, this advice works in work as well as play, for cutting down the errors, the miscommunications and the inconsistencies. A culture of system or process services us all brilliantly well. And then, on those occasions when we cut loose and get spontaneous, it’s so much more refreshing and enjoyable.

 

Hello and Happy New Year! I wish you a simply stellar 2020. I wonder if they had as much fun with the year 1010 as we will have this year.

This very day, the 1st of January, reminds me of an example as to why marketing is always leveraging the nuances of language in its work.

Here’s my example. This is the eighth year that I’ve blogged. Sounds a lot, doesn’t it? Eight years! Except it isn’t really. It’s not that I’ve been blogging for eight years. It’s not even that I’m into my eighth year of blogging. Let me explain.

I started blogging in 2013. Fairly late in 2013, September in fact, but September nonetheless. Counting up the years – 2013, 2014, 2015, 2016, 2017, 2018, 2019 and 2020 – this is indeed the eighth year that I’ve blogged. At least one post in each of those years, and if you exclude 2013 and 2020 I’ve blogged 156 times in each of them.

In reality the elapsed time is exactly six and a third years, or six and one third as our US friends would say, but eight years, or the eighth year, sounds much more impressive.

Trading on these nuances is what helps us marketers stretch our claims to our advantage, but not to breaking point.

It would take some going to get into my eighth year of blogging, and what seems like an eternity to have been doing it for eight whole years. Not gonna happen, don’t think.

 

You can’t beat a lovely looking natural Christmas tree.

These days, the argument over natural or artificial is an environmental one. The natural brigade point to the difficulties of disposing of an non-recyclable artificial tree. The artificial aficionados argue that their version lasts for years and years without having to uproot a tree every single year, and clear up after it as well.

As long as you’re buying from a source that is self-sustaining, natural Christmas trees win hands down for me. We get ours from Galway Christmas Trees, and I love the whole ritual of arguing over which one is the best, before we settle on our favourite, get it netted up and bring it home.

Not only is the natural look more welcoming, but the smell of it is great too. It’s like having a bit of forest in your own home. And, if you buy one that comes with a root ball, you can plant it afterwards and watch it grow – winner!

The phrase ‘to judge a book by it cover’ is a common one, and I’ve blogged before about how we should judge products by how good the accessories are, since they’re an intrinsic part of the product itself and the overall product experience.

I’m a firm believer in that you can judge a lot about a public place from the standard and cleanliness of its toilets. This is especially true of restaurants. If the toilets are not clean, what does that lead us to conclude about the restaurants’ approach to hygiene and about the kitchen in particular? Toilets are part of the product, the brand, the whole experience.

You can say exactly the same about pubs. I was out on a mini pub crawl the other evening. It was out in the country; we’re talking the deepest, darkest, quietest, most rural parts of east county Galway. Almost literally, the middle of nowhere. Some pubs you’d walk into, everyone would turn and look at you, and the decor was basic at best, very rough and ready.

The one pub that sticks in my mind? The one with the nice decor, the pleasant ambience, and, I have to say, the nicest toilets I have ever seen for a pub. Super clean, well appointed and with a recently applied expensive-looking tiling.

The pub that sticks in my mind is the one I will visit again. It got the whole product experience right, possibly without consciously trying to do, but by making an effort.

 

The media’s obsession with bad news, or sensational news, means that it’s really hard to maintain a positive outlook and a sense of balance. This is because someone else is deciding which bits of the millions of bits happening in the world are worthy of making it through the funnel into the wider world.

Unfortunately, bad news, at least someone else’s bad news, sells rather well. Natural disasters, accidents, terrorism, politics; there’s not much uplifting in that lot.

My good lady sent me this great feature the other day, which I feel we all need. It’s from Bored Panda and the title says it all: I’m Honestly Fed Up With All The Bad News, So I Illustrated 50 Of The Best Ones From 2019.

The illustrations are in a style I love and each good news story is a great one that should go viral. It’s a serious antidote to all the FUD that threatens to cloud our view of the world. I’m not sure why good news is unfashionable, but it has been so for a while.

It’s really hard to pick a favourite, both in terms of illustration and news story; they’re all superb.