luni, 29 august 2016

Seth's Blog : Most projects end with a whimper

Most projects end with a whimper

That means you have a choice:

Spend a lot of your time in whimpering moments.

or

Be prepared to blow things up, declare victory/failure, walk away—even if it feels easier in the moment to timidly and slowly fade away, whimpering.

Prematurely giving up is a huge problem. A more draining problem is not knowing when to quit.

       

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duminică, 28 august 2016

Seth's Blog : Speed is relative

Speed is relative

If you moved to Norway or Haiti or Bolivia, you'd notice something immediately: People don't move at the same speed you do.

The same thing is true about different organizations and different pockets of the internet. Or months of the year, for that matter.

There's not an absolute speed, a correct velocity, a posted limit or minimum for all of us. It's relative.

Given that, how does your speed match your goals and your strategy? Not compared to everyone else, but compared to the one and only thing you have control over?

Passing the slow cars on the road is an illusion, a chance to fool yourself into thinking you're making good progress. To a sloth, even a loris is a speedster.

Pick your own pace.

       

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sâmbătă, 27 august 2016

Seth's Blog : Expectation is the brand killer

Expectation is the brand killer

There's a difference between speed and acceleration. This is hard for novice physics students to grasp. Velocity (speed) is how fast you're going. Acceleration is a measure of how quickly you're getting faster.

Brands today are built on relationships, and relationships of all kinds work solely because of expectation. That thing we're confidently hoping we're going to get from that next encounter.

The shift we're facing is that expectation isn't the speed (the quality, the value, the repeatability of an interaction), it's now become more like the acceleration of it, the change in what we expect.

And so advertisers and fashion houses and singles bars and Hallmark cards are built on promises. The promise of what to expect next.

The challenge: Expectations change. A few good encounters and we begin to hope for (and expect) great encounters. Sooner or later, our expectation for a politician or a motorcycle company or a service we regularly engage in goes up so much it can't be met.

When the economy is racing forward, people are engaged and satisfied. When it slows, when the good news slows down, people are even less satisfied than they were when they had fewer resources.

A common ridiculous expression is, "expect the unexpected." Of course, once you do that, it's not unexpected any more, is it?

Expectation is in the eye of the beholder, but expectation is often enhanced and hyped by the marketer hoping for a quick win. And there lies the self-defeating dead end of something that would serve everyone if it were a persistent positive cycle instead.

       

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