I was having a wee casual browsr through some of last years notes and I came across something which I find to be interesting about my generation being referred to as the IPOD generation. Yes, you maybe thinking to yourself its about how us young 'uns are good at adapting a learning new technology, but the letters actually stands for some of the problems facing my generation and sadly these are:
INSECURE
PRESSURED
OVER-TAXED
DEBT-RIDDEN
We can but live in hope for a better future, but keep level-headed incase of the worst.
Wednesday, 22 August 2012
"Positioning"
So, ladies and gents and those that aren't too sure, over the summer I have been trying to get my head around the concept of business and marketing. So I thought I'll need to get some research done and where better to start than my nose in many books. One which I have just recently finished reading is called "Positioning" by Al Ries and Jack Trout. I found it to be rather informative to say the least.
In the opening chapter a point that caught my business eye was:
"We have become the worlds first overcommunicated society."
Which in a virtual sense is true with sites such as facebook, twitter, blogging, text messaging, emailing etc.
But I feel that sometimes in todays society sometimes we do alot to avoid human contact, which probably explains when I go to asda and tescos the self checkout lines seem alot longer and I feel that is due to the fact people like that lack of human contact.
Here's a pause for thought:
"Advertising is for the most part, unwanted and unliked."
Which in my opinion is definietely not far from the truth, however if I am trying to sell designs I feel like a hypocrite as you need to advertise to create an awareness of your product. But how can you do it effectively to capture your audience?
Here might hold the answer:
"The best way to communicate in our overcommunicated society is the over simplified message."
Something simple is the easiest way to catch attention and to stick in the minds. For example the cooperatives saying is "good with food" short, sweet and to the point. That is all you need.
Another valid point that to get a good place in the market, you need to be the first at getting into the consumers head. Originality is key.
"History shows that the first brand into the brain on average, gets twice the long term market share of the No2 brand."
Also:
"Leaders can do anything they want to."
Most leaders like to stay ahead of the game so as not to lose their "position" by:
"Covering competitive moves by introducing another brand." ("multibrand")
For example:
"Proctor and Gamble brand has its own separate identity: Joy, Crest, Head & Shoulders, Sure, Bounty, Pampers, Comet, Charmin, Duncan Hines."
You might think can you conquer those on top? Yes sometime repositioning strategies can work and here's an example how:
"For a repositioning strategy to work you must say something about your competitor's product that causes the prospect to change his or her mind, not about your product but about the competitors product."
As quite often "people like to see the high and mighty exposed."
From what I have learnt it seems that:
"A successful positioning program requires a major long term commitment by the people in charge- In a constantly changing political enviroment this is difficult to accomplish."
Questions to ask yourself if you want to make a successful brand are:
"Positioning thinking does restrict creativiy."
And being the creative individual that I am, that could cause some friction but nothing that I am sure I can't work around as much as I am creative and I am also determind, which put together is a powerful combination.
In the opening chapter a point that caught my business eye was:
"We have become the worlds first overcommunicated society."
Which in a virtual sense is true with sites such as facebook, twitter, blogging, text messaging, emailing etc.
But I feel that sometimes in todays society sometimes we do alot to avoid human contact, which probably explains when I go to asda and tescos the self checkout lines seem alot longer and I feel that is due to the fact people like that lack of human contact.
Here's a pause for thought:
"Advertising is for the most part, unwanted and unliked."
Which in my opinion is definietely not far from the truth, however if I am trying to sell designs I feel like a hypocrite as you need to advertise to create an awareness of your product. But how can you do it effectively to capture your audience?
Here might hold the answer:
"The best way to communicate in our overcommunicated society is the over simplified message."
Something simple is the easiest way to catch attention and to stick in the minds. For example the cooperatives saying is "good with food" short, sweet and to the point. That is all you need.
Another valid point that to get a good place in the market, you need to be the first at getting into the consumers head. Originality is key.
"History shows that the first brand into the brain on average, gets twice the long term market share of the No2 brand."
Also:
"Leaders can do anything they want to."
Most leaders like to stay ahead of the game so as not to lose their "position" by:
"Covering competitive moves by introducing another brand." ("multibrand")
For example:
"Proctor and Gamble brand has its own separate identity: Joy, Crest, Head & Shoulders, Sure, Bounty, Pampers, Comet, Charmin, Duncan Hines."
You might think can you conquer those on top? Yes sometime repositioning strategies can work and here's an example how:
"For a repositioning strategy to work you must say something about your competitor's product that causes the prospect to change his or her mind, not about your product but about the competitors product."
As quite often "people like to see the high and mighty exposed."
From what I have learnt it seems that:
"A successful positioning program requires a major long term commitment by the people in charge- In a constantly changing political enviroment this is difficult to accomplish."
Questions to ask yourself if you want to make a successful brand are:
- What position do you own?
- What position do you want to own?
- Whom must you outgun?
- Do you have enough money?
- Can you stick it out?
- Do you match uour position?
"Positioning thinking does restrict creativiy."
And being the creative individual that I am, that could cause some friction but nothing that I am sure I can't work around as much as I am creative and I am also determind, which put together is a powerful combination.
Thursday, 5 July 2012
Its the little things in life...
I have never been much of a materalistic person, I usually only want just enough to get by. To me, its the little things in life that mean a lot, such as your partner telling you everyday that they love you.
Love alone is one of the best presents you can get and its priceless! Worth infinity times more than any latest apple venture, latest designer dress or a car etc. These things don't matter. They can make life easier in some respects I will agree.
I was chatting with my mum a few nights ago now and we were just discussing how when she was my age around 35 years ago, she wore her work clothes to her nights out, she only had one pair of tights and if it ripped she had to buy a new pair a cut the leg off the new pair to make them last longer. And I was thinking to myself in todays society, people my age would never dream being caught dead on a night out wearing there work stuff!! But the thing we noticed as we were chatting, is yes "back in the day" they had very little in the way of possessions but they were alot happier, they didn't need these things cause everyone was pretty much in the same boat. Whereas today we have alot more of this meaningless stuff, which supposedly makes us happy but the truth is, I don't think it really does. Do you? Some are in constant competition with each other, who has the best clothes? who has the fanciest car? nicest house?
But in reality.... WHO CARES!
Its like all of these reality tv programmes, what is the point in them? Why watch others living there day to day lives, you should be out there living yours! Rather than sat on your arse watching some stranger live there life! I suppose apart of me finds it slightly creepy how obsessed people can become with these programmes. You only live once, so live your life, stop living life through someone else!
Experiences in life are worth living for! Get out there! Do things you have never tried before! Conquer your fears do something that scares the pants off you, but you will feel so proud once you have done it! Go swimming with sharks, go rock climbing, go paragliding and go on roller coasters as life is like one, it has its ups and downs but you have to make the most of it whilst your still here. Do not live to regret.
Love alone is one of the best presents you can get and its priceless! Worth infinity times more than any latest apple venture, latest designer dress or a car etc. These things don't matter. They can make life easier in some respects I will agree.
I was chatting with my mum a few nights ago now and we were just discussing how when she was my age around 35 years ago, she wore her work clothes to her nights out, she only had one pair of tights and if it ripped she had to buy a new pair a cut the leg off the new pair to make them last longer. And I was thinking to myself in todays society, people my age would never dream being caught dead on a night out wearing there work stuff!! But the thing we noticed as we were chatting, is yes "back in the day" they had very little in the way of possessions but they were alot happier, they didn't need these things cause everyone was pretty much in the same boat. Whereas today we have alot more of this meaningless stuff, which supposedly makes us happy but the truth is, I don't think it really does. Do you? Some are in constant competition with each other, who has the best clothes? who has the fanciest car? nicest house?
But in reality.... WHO CARES!
Its like all of these reality tv programmes, what is the point in them? Why watch others living there day to day lives, you should be out there living yours! Rather than sat on your arse watching some stranger live there life! I suppose apart of me finds it slightly creepy how obsessed people can become with these programmes. You only live once, so live your life, stop living life through someone else!
Experiences in life are worth living for! Get out there! Do things you have never tried before! Conquer your fears do something that scares the pants off you, but you will feel so proud once you have done it! Go swimming with sharks, go rock climbing, go paragliding and go on roller coasters as life is like one, it has its ups and downs but you have to make the most of it whilst your still here. Do not live to regret.
Wednesday, 4 July 2012
Made to Stick
I have also finished reading the book "Made to Stick" written by two brothers Chip and Dan Heath. This book takes you through a journey helping you to discover what makes ideas "Sticky".
It covers at great length the 6 principles of stickiness (SUCCES):
It comes across very clear in the book that simplicity to an idea is important you need to "find the core" as they say, strip the idea down completely.
"A designer knows he has achieved perfection not when there is nothing left to add but when there is nothing left to take away."
Also every designer has found that in some point or another it is hard to get people to jump on your idea bandwagon:
"If we're trying to persuade a sceptical audience to believe a new message to believe a new message, the reality is we are fighting an uphill battle against a lifetime of personal learning and social relationships."
So how do we change this well...
"A reliable way of making people care is by invoking self interest."
I feel this statement speaks the truth in bucket loads given that most people only care about something if it is going to benefit them in some form or another, else they may think what's the point?
In order to do so, you will have to empower peoples desires (Maslows Pyramid):
You may recognise this list from Maslows Pyramid however, research suggest:
"the hierarchial aspect of Maslow's theory is bogus-people pursue all of these needs simultaneously."
Many people try to bamboozle us with facts and stats to get us onside but does that really get through to us? Are we not going to forget all about that within a short time frame?
"Statistics are rarely meaningful, and of themselves statistics will and should almost always be used to illustrate a relationship. Its more important for people to remember the relationship rather than the number."
An interesting point is that once an idea has become "sticky" you cannot make it "unsticky" apart from trying to come up with another idea that is stickier than the last.
For example McDonald's fought off rumours about them putting earthworms into their burgers.
In 1978 they tried to put an end to the rumour by saying that this idea was "completely unfounded and unsubstantiated." Ask yourself, what idea would still stick in the minds of the public more? Of course it was still about the earthworms.
"By 1992, Ray Kroc, McDonald's most famous CEO, had come up with a better approach. He said, "We couldn't afford to grind worms into meat. Hamburgers cost a dollar and a half a pound and night time crawlers cost six dollars!"
Such a good example of fighting an already "sticky" concept with an even "stickier" one!
There are many insights in this book and examples of what they are talking about working when put into practise. Which makes what they are saying all the more credible advice, worth following.
I feel I have gained a lot out of reading this book a thoroughly and would recommend it to others who wish there concepts would stick.
It covers at great length the 6 principles of stickiness (SUCCES):
- Simplicity
- Unexpectedness
- Concreteness
- Credibility
- Emotions
- Stories
It comes across very clear in the book that simplicity to an idea is important you need to "find the core" as they say, strip the idea down completely.
"A designer knows he has achieved perfection not when there is nothing left to add but when there is nothing left to take away."
Also every designer has found that in some point or another it is hard to get people to jump on your idea bandwagon:
"If we're trying to persuade a sceptical audience to believe a new message to believe a new message, the reality is we are fighting an uphill battle against a lifetime of personal learning and social relationships."
So how do we change this well...
"A reliable way of making people care is by invoking self interest."
I feel this statement speaks the truth in bucket loads given that most people only care about something if it is going to benefit them in some form or another, else they may think what's the point?
In order to do so, you will have to empower peoples desires (Maslows Pyramid):
- Transcendence
- Self Actualization
- Aesthetic
- Learning
- Esteem
- Belonging
- Security
- Physical
You may recognise this list from Maslows Pyramid however, research suggest:
"the hierarchial aspect of Maslow's theory is bogus-people pursue all of these needs simultaneously."
Many people try to bamboozle us with facts and stats to get us onside but does that really get through to us? Are we not going to forget all about that within a short time frame?
"Statistics are rarely meaningful, and of themselves statistics will and should almost always be used to illustrate a relationship. Its more important for people to remember the relationship rather than the number."
An interesting point is that once an idea has become "sticky" you cannot make it "unsticky" apart from trying to come up with another idea that is stickier than the last.
For example McDonald's fought off rumours about them putting earthworms into their burgers.
In 1978 they tried to put an end to the rumour by saying that this idea was "completely unfounded and unsubstantiated." Ask yourself, what idea would still stick in the minds of the public more? Of course it was still about the earthworms.
"By 1992, Ray Kroc, McDonald's most famous CEO, had come up with a better approach. He said, "We couldn't afford to grind worms into meat. Hamburgers cost a dollar and a half a pound and night time crawlers cost six dollars!"
Such a good example of fighting an already "sticky" concept with an even "stickier" one!
There are many insights in this book and examples of what they are talking about working when put into practise. Which makes what they are saying all the more credible advice, worth following.
I feel I have gained a lot out of reading this book a thoroughly and would recommend it to others who wish there concepts would stick.
Who Moved My Cheese?
Just completed reading the enlighting parable "Who Moved My Cheese?" written by DR Spencer Johnson.
Its an uplifting tale containing four protagonists who live in a maze who are always on the lookout for cheese to nourish them and make them feel happy.
"Cheese is a metaphor for what you want to have in life- whether its a good job, a loving relationship, money, a possession, health or spirtitual peace of mind"
The truths that are highlighted throughout this parable is all about how we deal with change in our lives:
Most of us, especially in adulthood when alot of people hate the concept of change. But that is where we are going wrong, instead of thinking of change as this big scarey, uncertain thing, we should try and embrace it.
Its an uplifting tale containing four protagonists who live in a maze who are always on the lookout for cheese to nourish them and make them feel happy.
"Cheese is a metaphor for what you want to have in life- whether its a good job, a loving relationship, money, a possession, health or spirtitual peace of mind"
The truths that are highlighted throughout this parable is all about how we deal with change in our lives:
- Change Happens
- Anticipate Change
- Monitor Change
- Adapt to Change Quickly
- Change
- Enjoy Change
- Be Ready to Change Quickly and Enjoy it Again and Again
Most of us, especially in adulthood when alot of people hate the concept of change. But that is where we are going wrong, instead of thinking of change as this big scarey, uncertain thing, we should try and embrace it.
Monday, 25 June 2012
Good to Great...
Recently I have just finished reading a book called "Good to Great" written by Jim Collins. I absorbed alot of useful information and key points.
The opening line of the book grabbed my attention and I feel spoke heavily of the truth:
"Most businesses- like anything in life- fall somewhere between mediocre and good. Few are great"
Which is true. Very few exceed good. Which may be down to the businesses discipline within the company. If everyone in the business is not committed to achieveing only the best how can you possibly expect to be a great business. You need to have everyone on board the best express! A great business that no one will forget once they have crossed paths with you.
To find such passionate people it is said they must have the quality that is described in the book as "productively neurotic". People that everyday get up and strive to do their best and anything less than that is not good enough. That is the kind of person you want in your business. However you cannot simply find out if a person is like this whilst you are interviewing them. As some people in an interview can tick all the right boxes that you are looking for but it is different once you put them in the working enviroment. As quoted from the book it states:
"You can only know for certain about a person by working with that person."
I agree with this tremendously as someone can have an average interview, perhaps due to nerves, but put them into the business and they may excell. It works the other way too, someone may exceeded all your expectations in an interview but put them to work when its sink or swim time and you may find them drowning in the depths.
So once you have found all the "right" people to go into your business with getting the funding is usually difficult. However this book believes that:
"The right people can often attract money, but money itself can never attract the right people."
Some may think that money should be the heart of a business. Turning a profit is numero uno priority, whilst its important to sustain a profit, to me its more important to make sure you are constantly trying to improve the business. Even when things are going well, there will always be new things to improve.
"Consistency distinguishes the truely great."
The opening line of the book grabbed my attention and I feel spoke heavily of the truth:
"Most businesses- like anything in life- fall somewhere between mediocre and good. Few are great"
Which is true. Very few exceed good. Which may be down to the businesses discipline within the company. If everyone in the business is not committed to achieveing only the best how can you possibly expect to be a great business. You need to have everyone on board the best express! A great business that no one will forget once they have crossed paths with you.
To find such passionate people it is said they must have the quality that is described in the book as "productively neurotic". People that everyday get up and strive to do their best and anything less than that is not good enough. That is the kind of person you want in your business. However you cannot simply find out if a person is like this whilst you are interviewing them. As some people in an interview can tick all the right boxes that you are looking for but it is different once you put them in the working enviroment. As quoted from the book it states:
"You can only know for certain about a person by working with that person."
I agree with this tremendously as someone can have an average interview, perhaps due to nerves, but put them into the business and they may excell. It works the other way too, someone may exceeded all your expectations in an interview but put them to work when its sink or swim time and you may find them drowning in the depths.
So once you have found all the "right" people to go into your business with getting the funding is usually difficult. However this book believes that:
"The right people can often attract money, but money itself can never attract the right people."
Some may think that money should be the heart of a business. Turning a profit is numero uno priority, whilst its important to sustain a profit, to me its more important to make sure you are constantly trying to improve the business. Even when things are going well, there will always be new things to improve.
"Consistency distinguishes the truely great."
Tuesday, 19 June 2012
Summer Reading List...
Now that university is finished for a summer break, I have looked into some business and marketing books I would like to read through out this time to help with my business proposal. I have ordered 5 of them today, they all get great reviews. I bought:
- What the customer wants to know
- Made to stick
- Who moved my cheese
- Good to Great
- Positioning
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