Archive for the ‘ Human Behaviour ’ Category

Organisations should find, encourage, harness and reward passion!

A week ago I was having dinner with a good friend Thera at a restaurant in Place Plumerau, a beautiful square in the centre of Tours. It was a warm evening, we were surrounded by stunning buildings, a jazz band was playing, and a couple of waiters were entertaining the crowds by seeing who could run the fastest around the square with two beers on a tray. Basically all good!

Apparently not for everyone. Our neighbours were a Belgian couple – and for the entire dinner they did not utter a word to each other. She was too busy staring at her split ends (45 minutes) followed by staring at her cuticles (remaining 45 minutes). He was showing such interest in his mobile phone, we were quite sure he would end up kissing it before the end of the dinner.

What does this have to do with businesses and passion? Well, as I was looking at them I started to think about all the people I know, or have met, who are with someone they don’t want to be with, or are somewhere they don’t want to be, or doing something they don’t want to do.

Think about it. How many people do you know involved in business who love what they do (note I said love, not like, not think it’s OKish, but love!)? A few days later, sitting by the lake at Château la Vallière, I asked Thera that precise question. Her answer was “Two, actually no, now that you’re doing this fluid world, three”.

It’s an incredibly low figure, and although many of you will state a higher one, I wonder if it will be significantly higher.

This is a massive problem for the business world because I don’t believe you can be passionate if you don’t do something you love. I don’t believe you can be passionate if you’re somewhere you don’t want to be? And finally, I don’t believe you, and therefore organisations, can excel without passion and therefore I don’t believe companies can thrive without passion (thrive that is, not just get by)! Hence the problem!

Passion does much more than allow people to excel, passion breaks down barriers.

It breaks down the ‘we have no money for this’ barrier. Look at the Wright Brothers. They invented the airplane not because of the support of a large team, or because of unlimited resources (they had none of these). No, they succeeded in designing a plane that could fly because they were passionate about the idea of flying! Passionate enough to work night and day, passionate enough to remortgage their house, passionate enough to finally succeed to fly for 12 seconds, this without caring that no-one was there to see it happen!

It breaks down the ‘lets not collaborate’ barrier. We may be closer to a cure for AIDS today if research in this filed was driven by the passion for saving lives, rather than the quest for being the first team to find a cure, and hence reaping the large economic benefits that come with it (this leading to competition rather than collaboration).

It breaks down the ‘mediocre’ barrier. Let’s face it you can go from OK to good, and from good to excellent… but you can never go from OK to excellent. And it’s unlikely that you will ever be good, or excellent, at something you’re not passionate about. Just ask top athletes (well, excluding certain European football teams), just ask 1st class musicians, just ask extraordinary business people if they have passion for, if they love what they do? And I can guarantee you the answer will be yes, with capital letters!

I challenge you to find any corporate problem that can’t be solved, in one way or another, directly or indirectly through passionate people!

One of the greatest compliments I ever received was given to myself and Jonathan (my business partner in this fluid world) after delivering one of our learning & development programmes. It came from one of the older participants “You have reminded me of why I work in advertising, once upon a time I loved it, and I’m finding that again”.

This should be the role of organisations, to find, encourage, harness and reward passion!

I don’t think there’s an excuse for not being somewhere you love, or not doing something you love (at least for a big chunk of the week). I don’t think there’s an excuse for an organisation not to do everything in their power to create an environment where people want to be, and where they, for at least a significant part of the day, do something they want to do, something they love, something they are passionate about.

So if you rather stare at your phone, your split ends, or your cuticles, I think it’s time for you to seriously question what you do, and where you do it…and well…just stop doing it!

What can I say; I’m with Blackberry on this one ‘Do What You Love, Love What You Do’. I would only add one thing to that, and that is do it TODAY! I know it’s not easy to find IT, or to transition, but I can promise you that at the end of that journey awaits Excellence (spelt with a large E, like Tom Peters likes it)! And if you manage an organisation, or a team make sure you are your people’s IT, as that is the only way you will ever benefit from some of their Excellence!

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2010
08/15
CATEGORY
Competitive Advantage
Human Behaviour
Organisational Behaviour
THE EDGE
Thoughts
this fluid world
5 comments

30 seconds is just not enough to please everyone, and why would you want to anyway?!!!

Has anyone seen the latest PC World ad?

I wouldn’t be surprised if you hadn’t (or if you did promptly forgot about it). The only reason I did is because it seems to me as if it’s a case study in how trying to please everyone in 30 seconds is not a good idea.

Take a look….

Friends' World

I can almost ‘hear’ the person overseeing the making of this ad thinking  “ Let’s have a bigish idea to please the brand people, lets get some consumer research stuff in to resonate with consumers, let’s remember the economy is dire, let’s get some corporate speak to please management, and let’s also make sure product managers get their share – I’m sure I’ve included everyone thus ensuring happiness!!!”

Actually not so much, the end result is a rather long speech by a female voice over which sounds like she has multiple personality disorder (the language she uses and what she speaks about changes every few seconds).

Let’s take a closer look phrase by phrase.

•    My world is my friends (bigish idea, why not…).
•    We are always chatting on-line (yes what a ‘great’ ‘insight’ about consumers) so I went to the PC world sale (not sure of the connection, but I suppose they had to get it in there).
•    They have this Samsung NC 10 notebook for only 239 pounds (who speaks like that? Oh yes of course companies!).
•   It has a 7 hour battery life (I’ll give you that, an important benefit, expressed in a language everyone can understand and more importantly repeat to their friends) so I have time to catch up on all the gossip (ah there it is again, the old consumer research, caus gossip is what we women spend our time doing, not at all patronising).
•    And I even got it free when I signed up to mobile broadband (again not bad, easy to understand and repeat to my friends – and respects that we are all a little broke right now).
•    (and then, for the finale, they go crazy!) Plus they had 200 pounds of this 47 inch LG 200 hertz 10 ETP TV and it was only 699 pounds (What? I had to Google that just to get it right! I mean really, I’m sure that no one but product managers speaks that way!).

If you are going to make an ad that involves a consumer talking to a potential customer, than make sure you do just that. And if it’s meant to resonate with women, then make sure it does that too. It’s not brain surgery. I don’t think you would have to do more than two things to make that happen.

1) Listen to a few women talking to each other about computers (rather than looking at the latest tabulations from your latest research).

2) Lose the corporate speak and the request from brand managers (blame it on the postal strike).

I can assure you, doing this would have changed the tone of the ad, the assumptions made about women, the content and most definitely the language…there would not have been an NC 10, LG 200 hertz, nor an ETP in site!

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2009
11/08
CATEGORY
Advertising/Media
Human Behaviour
Thoughts
2 comments

Where has all the loyalty gone? Long time passing!!!!

I spend quite a lot of time talking and writing about how companies are letting consumers and citizens down! And as far as I’m concerned there is no excuse for that! There is no excuse for products that don’t fulfill a need, there is no excuse for bad customer service, there is no excuse for intrusive and annoying communication…basically there is no excuse for a company not trying to excel in everything they do!

Well actually, there may be one excuse…the feeling of ‘why bother’ as nothing you do will make a real difference since there is no such things as customer loyalty any more (well almost no such thing)!

In today’s world consumers are prepared to give up their loyalty at a very cheap price! Basically we are promiscuous… to a fault!!!

loyalty t-shirt

I have been a BT customer for a year. During this time they have been truly amazing…from not charging me for connecting the phone line because of a small confusion that happened, to putting up with me being late with paying my bills, as in every month, for the last 12 months! (I never seem to get around to setting up a standing order….nor to opening my bills for that matter as a dear friend of miner pointed out today!).

Yesterday I found out how much my relationship with BT is worth to me, how much I would have to be paid to walk away from what has been a really positive customer experience!

The answer is £1!!!! One tiny little pound!

pound_coin

Let me explain. In addition to being a BT customer I’m also a Sky customer. Although I don’t have anything major to complain about Sky, they have certainly not, over the last year, performed as well as BT (not even close).

And still…

A year has now passed and I’m allowed to cancel my contract with BT and get one with Sky.  I was nano seconds away from doing just that…Why? Because my monthly bill would decrease with 1 pound!  Basically the single price of a bus journey in central London (paid with an Oyster card)!

This is apparently what it would take for me to switch from a company that has supplied me with great customer service to one having delivered average customer service.

Shame on me! What I should be doing is writing letters to BT thanking them. What I should be doing is telling all my friends and family about how happy I am with their level of service. What I should be doing is blogging about it. But am I? No!

No wonder some companies give up (they are made up of human beings after all), and no wonder some of them treat their transactions with us as just that, transactions (let’s face it we don’t always treat them as human, not even the ones who deserve it).

So let’s all take a minute and think of the brands that have delighted us over the last couple of months…

•    Waitrose
•    Virgin
•    Pete’s Coffee
•    Apple
•    Natural Kitchen
•    Rochester Ginger
•    La Fromagerie

…and let’s put pen to paper…or finger to keyboard, and thank them for their efforts! Go on, I’m sure you will be rewarded not only in this lifetime but in brand heaven!

thank you

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2009
10/12
CATEGORY
Customer Experience
Human Behaviour
Thoughts
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Let’s bring a bit of artistic courage back into marketing and comms!

I’m often asked what trait I admire the most in a human being…to me the answer is easy, courage… basically the ability to confront fear, pain, risk, danger, or uncertainty.

It seems like one problem the marketing, advertising and communications world is facing today is lack of courage. Charles Rosen, founding partner of Amalgamated (the agency responsible for the both liked and hated Svedka Vodka ads) put it very well when he said, “Most marketers feel that if they make a bold statement, they risk not just alienating customers – but also their boss, and their boss’s boss. That fear takes the edge off of all communications”.

I look around and I’m often amazed at how little is done in the communications world that stands out, and I can’t help but feel that lack of courage has something to do with it. Think about it, how often have you done something exceptional without taking a risk, without being a little scared, without thinking it could fail or backfire, basically without showing some level of courage?

Nothing inspires me more than when someone does just that, takes a risk and shows courage! Reading The Independent on Friday I was introduced to JR, an anonymous artist who never gives his full name. Looking at his site I’m amazed as to what he has achieved (and he is only 27)!

In 2006 he posted portraits of the suburban ‘thugs’, in huge formats, in the bourgeois districts of Paris. Courage! This illegal project became “official” when the Paris City Hall wrapped its building with JR’s photos.

‘thugs’

In 2007 he did ‘Face 2 Face’, the biggest illegal photo exhibition ever. JR posted huge portraits of Israelis and Palestinians face to face in eight Palestinian and Israeli cities, and on the both sides of the Security fence / Separation wall. The experts said it would be impossible. Still, he did it. Courage!

face2face

And this weekend hundreds of immense pairs of eyes have started to gaze at the river boats on the Seine in Paris. The ‘eyes’ are the product of a two-year world tour called “Women are Heroes”, intended to mark the courage and suffering of women enduring poverty and violence in Brazil, India, Cambodia, Sierra Leone, Sudan, Kenya and Liberia. These women are not politicians, they are not freedom fighters, they are a single grandmother; a woman who helps street children; a 13-year-old single mother and victim of civil war – every day women, oozing with courage!

women are heroes

As for our industry… Rollo May (an American existential psychologist who passed away in 1994) once said, “There is nobody who totally lacks the courage to change”.

Maybe the first thing we can change is our weekend plans! I don’t know about you but I can’t wait to get on the Eurostar to be inspired by this artist, and by these women’s courage (you have until the 2nd of November). And then how about we  all cross the waters again and each do something to bring the edge back into marketing and communications!!!

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2009
10/04
CATEGORY
Advertising/Media
Human Behaviour
Marketing
Thoughts
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Time versus experience, what way do your customers lean?

I know I know we live in an experience economy… but we also live in a world where people are time poor. This is somewhat of a paradox as the ultimate experience often requires effort, it can involve waiting, and a lot of the time it requires well…time!

I just celebrated a milestone birthday. I had decided a long time ago that a silly birthday should be celebrated in a silly city, and lets face it the silliest city of them all is Las Vegas. I also had an old dream of wanting to drive through the desert with my best friend Martha, (yes I know totally inspired by Thelma and Louise, so nothing original about me :) ). Combining the two made sense, so I flew to San Francisco, picked up the friend and got on the road destination Las Vegas.

Thelma and Louise

People’s reaction to how we were getting there was always the same…why drive when you can fly? (I could see them think “a few hours versus 13!!!”).

To me the answer is simple, if we had we would not have seen classic billboards such as the one saying ‘Enough said: Call Ed’ (Ed Bernstein is apparently a pioneer of legal advertising), nor would we know what it feels like to be stuck behind a truck transporting garlic having to dodge the cloves that kept raining on our car, without listening to the car radio we would be clueless to the fact that LA just passed a law that limits the rooster ownership per household to one, we would also have missed Tehachapi, a small town in the middle of nowhere and the home to Petra Mediterranean Deli where you can find the most amazing wraps and  the best baklava outside of the Eastern Mediterranean, nor would we have seen the sun set over the Mojave desert.

Getting to Las Vegas

The time versus experience paradox is causing some serious challenges to marketers, and raises a series of questions in relation to the products, services and communications they design.

•    Are my customers about the journey or the final destination? Do they want to get to Vegas ASAP so they can spend 5 days gambling, or are they the type who likes to drown in garlic on their way there?
•    Are my customers happy to wait or are they about immediate gratification, often on the expense of quality? Will they prefer a drive-in McDonald’s or are they happy to wait 30 minutes, wrecked and starving, for a wrap to be prepared from scratch?
•    How much do they want to participate in the creation of the product/service? Do they want to sit back in a plane and sleep until they get to Vegas, or are they the kind of people who want to hit pedal to the metal and get on the open road?

I could go on but I think you get the point.

The answer is obvious…. it depends. It depends on the people, it depends on the time, it depends on the place, it depends on the mood, product, circumstances, frame of mind, time of day, activity…..etc.

I’m not sure how one is to design products and services around ‘it depends’ (probably a little like trying to learn French with all its grammatical exceptions), but what I’m sure of is that we are going to have to do just that, what I’m also sure of is that it will require us to immerse ourselves, not in garlic, but data (basically listen and observe), and to come out of it smarter and wiser. It will also require us to teach people about good old-fashioned patience, few exceptional things are created, delivered and consumed in a few seconds!

If there are any marketers out there who want to know, I will always be a little bit more about the journey. I mean, you tell me, what do you think is the better experience, jumping in the pool after a one hour flight, or jumping in the pool after driving for 13 hours in the heat?

P.S Message to ‘Charlie’, “you, your house and your pool rocks, thank you!”.

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2009
09/27
CATEGORY
Customer Experience
Human Behaviour
Thoughts
2 comments

What does a chihuahua have to do with customer service?

I’m in the US at the moment, and every time I come here the same old question of customer service is raised in my head.

Ok, I know it’s slightly annoying when you sit in a restaurant and Melanie tells you “she’s going to be your waitress for the day”, I also know it’s quite annoying when Melanie, in a very over excited voice, tells you that their “pecan pie “is mmmmmm better than her grandma’s”, and yes it’s incredibly annoying when Melanie comes up to your table every nano second to ask “how y’all doing there?”.

waitress

However it’s a lot less annoying when you call the car rental company because you can’t find their offices and they ask you if you would like them to call a cab for you.

It’s not annoying at all when you get a major up-grade on your car, and the go ahead to bring it back late on the return date, just because it’s your birthday in a week.

And it’s everything but annoying when you stop at a petrol station to buy some cream cheese (not realising that American petrol stations are all about junk and nothing about food), and the guy behind the counters runs across the highway to some random diner to get cream cheese for you (free may I add).

So how did they get to this level of customer service in the US?

Well the truth is that Melanie understands what job she’s in, she’s in the job of serving customers, and making them happy (unlike us Europeans who define our jobs not according to how we do it, but what we do…we work in a restaurant, we work in a bank, we run a major corporation).

It’s also true that Melanie does not resent the fact that her job is to serve customers, she works in a culture where there is no shame in being in the service industry  (unlike us Europeans who more times than not refuse to accept that we are all in the job of serving customers in some form or another, or at least we should be).

In addition, Melanie works in a system that ensures she is rewarded up to 25% of the bill for a job well done, but only IF she does it well, and if not, she may find herself without a job (no automatic 12.5% service charge no matter how many times you’re ignored, served cold food, or refused to replace one dressing for another).

And lastly, how is a job well done defined in the US? Well the same as Wikipedia’s definition of customer service ‘it’s a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation’. That’s right, in the US I, the customer, decide what is good service! (and not, as it’s mostly the case in Europe, the company or person delivering the service).

So what does a chihuahua have to do with customer service? Well we decided to put American customer service to the test by asking the concierge at the Bellagio if she had seen my chihuahua.

Chiwawa

For you who have not been to the Bellagio, it’s a maze of over designed décor, people, slot machines, and shops, basically total stimuli overdose. There is as much chance of finding a chihuahua in the Bellagio as me washing my hands next to Dolly Parton in the hotel’s ladies room (ah but wait, that did actually happen!). Well I can tell you the Concierge passed with flying colours. She looked incredibly concerned, she asked everyone behind the desk if they had seen a chihuahua, she called security, and finally she took my number explaining that they would call me when they had had a thorough look, and you know what, she did, and all this without laughing! Martha and I score Bellagio’s customer service douze points!

So maybe next time we go to work, we should all bring a small piece of Melanie with us!

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2009
09/23
CATEGORY
Customer Experience
Human Behaviour
Thoughts
2 comments

Sex and the city Episode 81 – “The Post-it Always Sticks Twice”!!!

On August 3rd, 2003, HBO aired episode 81 of Sex and the city called “The Post-it Always Sticks Twice”.

I don’t know if you ever watched Sex and the city, but I’m sure you know the show was huge! Let me tell you what was so important, such a big deal in 2003, it took up almost an entire episode of the most popular TV show of the time? Carrie (the lead) and the girls meet for their usual breakfast when Carrie drops a bombshell! Berger dumped her via a Post-it note earlier that morning. Quelle horreur!!!

Post-it note

Fast-forward to the end of summer 2009. My phone rings, it’s a close friend of mine, in tears, telling me the boyfriend she spent 6 years with, lived with, shared family and friends with, and most importantly loved, had, after less, than six month of breaking up, found a new girlfriend and was now engaged. And how did she find out? But Facebook of course! There it was, the message to the whole world that ‘he was so happy because she said yes!’

I obviously told her how shocked I was, not only by the sudden engagement, but by the fact that he had not called to let her know before announcing it to the entire world.

At this point your reaction to my story will probably differ depending on how old you are.

My friend, who is ten years younger then me, saw absolutely no problem with the event having been announced on Facebook before her knowing about it. She later checked with her friends and none of them saw it as an issue, I told mine and their jaws dropped at how someone could be that insensitive!

So there we have it six years, and one Internet revolution later, we have gone from finding breaking up on a Post-it note so shocking it justifies spending an expensive shows budget telling the world about it,… to… well telling the world we have moved on in just one stroke of the key board, and a little help from the World Wide Web, and social networking of course!

I was therefore not surprised when my phone beeped and there was a text from ‘My Nokia’ telling me that if ‘I needed to find an address or a special location to use Nokia Maps! To zoom in and out of the map, press hash. Just give it try under menu GPS maps’.

I have no clue who “My Nokia” is as “My Nokia” has never introduced himself to me, nor has “My Nokia” ever explained what he’s about, nor did he ask if I wanted to interact with him. One day he just popped up in my phone (unannounced and without introducing himself) to try to get me to use one of his services (or maybe to be helpful, I wouldn’t know!).

But what I do know is that “My Nokia” can’t write English (Just give it try?)…but then I suppose whoever heads the e-mail marketing campaign for Nokia probably found out, on Facebook, he’s about to be a dad, so he could be forgive for being distracted and forgetting his manners…and as for the English, we’re in 2009, so I guess what’s a few spelling mistakes between “friends”!

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2009
09/15
CATEGORY
Human Behaviour
Thoughts
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How often do you look yourself in the eye?!

Not often enough I recently found out!

Yesterday I had the chance to do so…in more ways than one.

I was literally given the opportunity to look myself in the eye by my optician when he showed me a picture of my retinal (which he kindly agreed to e-mail me so I could share it with you).

240969_20090712_150457_Colour_2.7_L_01

But more interestingly buying new glasses taught me that I’m not as open mined as I thought I was.

I expected picking the frames to be relatively easy. I trust the shop, their inventory and taste, and I knew exactly what I wanted. My brief was short and very clear, “I want something different from my old ones”.

If you are in advertising and media, or even recruitment, you will have had this brief many times “We want something different!”. But here is my question…how many times does the client actually mean it, or even understand the consequence of their request?

In my case I found myself rejecting every frame proposed to me…why? I hate to admit this but yes, because they were different. I did not realise it at the time. I thought I was rejecting them because I did not like them, because they did not suite me, because the guy in the shop did not get me, and my taste (my need).

The sad truth is that I had become comfortable with the way I look wearing my old ones. For three years I have seen myself in the same brown medium sized Face à Face glasses, they have become part of the furniture, part of me. So did I really want something different, or did I like the sound of having something different?

This experience made me think of the times when I have been looking to change job. I can’t tell you (because I have lost count) how many interviews recruiters have sent me to because “the client wants something different…we don’t want just a branding person, or just an advertising person, or just a …”, the list goes on. And why do they want something, or someone, different? Because they are looking to “change, shake things up, challenge the status quo”. I may not remember how many interviews like this I have been to, but I can tell you how many lead to someone actually hiring me, …close to zero. When it comes down to it we quite like things to remain the way they are, we like surrounding ourselves with things we know, things we understand. We like talking about doing something different, but when it comes down to it… we don’t actually like doing it that much.

It’s always hard when one looks one self in the eye and one realises one isn’t as open mined as one thinks. In moments like this there is only one thing to do, SLAP YOURSELF!!! Give your system a bit of a wake up call (yes I believe in chock therapy!) and choose something which is the complete opposite of what you already have, and deal with it!

So if you see a girl walking down the street wearing a pair of big black glasses…that will be me. I don’t care if they look strange on me, they are there to serve a bigger purpose, they are there to remind me of the fact that being comfortable, and not considering something different, is seriously not a good thing!!!

By the way, I’m sure I will get used to them, I’m sure I will soon think they suit me…does that mean I will have to change them again? Probably! Darn this ‘accepting what is different thing’ is going to prove to be an expensive exercise!

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2009
07/14
CATEGORY
Challenge the obvious
Human Behaviour
Thoughts
1 comment

More is not always better, and I don’t care what economic theory and facebook says!!!

I don’t know about you but that’s what I find myself thinking after each king size Twix I eat (the original size would have more than sufficed to quench my thirst for sugar).

twix_LRG

Why I wonder, why do I do this?!

At the end of the day I blame it on my economics professor who successfully brain washed me into believing more is better. It’s because I don’t even question this that I, without hesitation, reach for the larger chocolate bar and proceed to eat it (in the same time frame as I would have eaten the smaller one). I do this despite the fact that I can’t remember ever not having regretted doing so, once the bar had been eaten!

I’m clearly not the only one who has been convinced by this economic theory because everywhere I turn I see other people who ‘prefer more to less’. You don’t have to look further than the ‘more is better than less’ theory to understand why the environment is in the state it’s in, why obesity is at an all time high, why our culture has turned into one of envy and aspiration of pointless fame, (after all it’s about having not achieving).

This clearly spread to the advertising and communications industry…more eyeballs are better than less, more clicks are better than less clicks, more comments are better than less comments. No one seems to have too much of a problem with these assumptions or we would see some change.

It clearly also spread to every marketing department…’let’s just give them more’ has become the easiest way to increase sales (cost too last time I checked), rather than investing time and effort to identify a real point of differentiation or value add to the customer.

And of course to our social life, more friends are definitely better than less (or so says facebook).

We live in a world where the all time measurement for everything is more, often without questioning what this more actually means (is it really more in relative terms, or in terms of achieving objectives?).

I don’t know about you but I find myself missing the times of less, less choice, less information, less marketing messages, less advertising, less work, less e-mail, less meetings, less stress, less unanswered questions.

Having less of all this would mean having more of something that definitely matters and that is TIME! Time to think, to question, to talk, to create, to innovate, heck basically anything that matters to you and hopefully through that create value for you and everyone else.

Is this not the ultimate definition of less is more?!

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2009
07/01
CATEGORY
Human Behaviour
Thoughts
1 comment