Tag: Brain

Can We Take A New Staircase To The Elevator Pitch ?

 

A couple of weeks back, I was fortunate to be invited by a well respected University in the UAE to do a guest talk ( if it came across as ‘ guess talk ‘, my apologies) with their final year graduating students and some faculty members. Future engineers, management graduates, psychologists, economists, accountants, technologists etc constituted the diverse audience set. It was very gracious of them to invite me and I am grateful for the learning opportunity it provided.

 

 

Since a majority of the audience viz the students were on the cusp of going into industry after their graduation, one touchpoint of the engagement centered around what is conventionally called ‘ the elevator pitch ‘.

 

 

What is an elevator pitch?

 

 

Not that it maybe needed but outlining here what an elevator pitch is : An elevator pitch is a brief (think 30 seconds!) way of introducing yourself, getting across a key point or two, and making a connection with someone. It’s called an elevator pitch because it takes roughly the amount of time you’d spend riding an elevator with someone.

 

 

Psychology 101 would argue that the brain remembers what it least expects, so deliver the unexpected. So, the typical elevator pitch would be mostly about ‘ I, me, myself..blah blah blah…and more blah blah blah’. Hence, often times failing to get the acknowledgment, respect and setting the foundation for keeping the conversation going well after the elevator doors have closed, metaphorically speaking.

 

 

So, how do we disembark on the correct floor of onwards, upwards and progress? How about a dose of ‘ pattern interrupt‘ ?

 

 

What is a ‘ pattern interrupt? ‘

 

 

A pattern interrupt, put simply, is anything that surprises the person you’re talking to. Prospects expect certain things from salespeople. By breaking the mold, you’ll alter their apprehensive state and make them much more receptive to you.

 

 

Which is exactly what you are seeking to do in an elevator pitch. Except what you do here is focus on the person on the person that you are talking to and make it about her occupation, interests etc etc rather than be about you being the best, the tallest, the fattest…

 

 

Originating from neuro-linguistic programming, pattern interrupt involves recognizing an unwanted pattern, disrupting it, and leading someone to the desired behavior.

 

 

A study conducted at Harvard University’s Department of Psychology by Dr Ellen Langer is worth looking into. The study exposed a senior male group of participants to be away from routines at home and nursing facilities, to live for a week in an environment that was physically similar to where they had lived when they were younger. They discussed historical events as if they were current news( the power of active communication), took care of their own ADLs( Activities of Daily Living) and personal needs, and shared photos of their younger selves. A week later, they showed improvement in physical strength, manual dexterity, posture, perception, memory, cognition, taste sensitivity, hearing, and vision. They even showed improved scores on IQ testing. Visual cues within our environment serve as reminders of memories and functioning.

 

 

It is good to perennially question convention to make things better. Probably mandatory. Because the world is desperate for new thinking and therefore new possibilities.

 

 

Ready for some OTISm? And students, as you get ready to step into the real world, how about creating your anti-resume? And borrow richly from the idea of pattern interrupt in so doing!

 

 

ENDS

 

Respect the Unexpected. Expect the Unexpected!

 

Psychology 101 has this to say ” The brain remembers what it least expects, so deliver the unexpected “. The brain being the laziest organ in the body is mostly on default mode, plucking our accumulated behaviors and responses that have taken space in its warehouse over the years and wanting us tenants to respond in the  ‘ usual ‘ manner.

 

That said, in a zeitgeist craving for attention(the most coveted social currency), with all the deficit of time, resources, patience and buying power, default mechanisms will not work.

 

Build in enough flexibility and buffer to prepare for the unexpected. A margin of safety. Life does throw curve balls ever so often. So, make provision for the unexpected when you design your life. That way, we will not be caught like a deer in the headlights.

 

To expect the unexpected shows a thoroughly modern intellect. Resilience is all about being able to overcome the unexpected.

 

Most people want to be circled by safety, not by the unexpected. The unexpected can take you out. But the unexpected can also take you over and change your life.

 

Probably easier said than done but it is uncertainty which fills life with beauty, excitement, and joy. For an adventurous life, seek not security. Dance with uncertainty to create magnificence and beauty.

 

Fear is a reaction, creativity is a response.

 

“ When nothing is sure, everything is possible “– Margaret Drabble

 

For those keen on understanding the importance of it, I would urge you to read this blog on uncertainty.

 

ENDS

Customer Experience Is A Spectator Sport!

 

Before we set out, lets take a look at some of the world’s top tier customer centric companies:

 

Walt Disney: Stooping To Excellence

ACE Hardware: Helpful Hardware Place

Ritz Carlton: We Are Ladies & Gentlemen, Serving Ladies & Gentlemen

Amazon: Still Building The World’s Most Customer Centric Organisation

 

In an in increasingly commoditised, Red Ocean infested world, guess what is your organisation’s best product or service? CeX: Customer Experience.

 

The longest and hardest nine inches in Marketing is the distance between the brain and the heart of your customer.

 

With each passing day, interactions with customers move from private ( phone, email) to public ( social media, review sites and forums). The ‘Me’ in Social Me’dia is the Custo’me’r: Your job is to give them something to talk, yelp, post, upload, converse about…

 

With each customer interaction on these public platforms, not only has your brand to manage the expectations of the original customer in question but also the emotions and perspectives of dozens or hundreds or even thousands of other customers and potential customers bearing witness.

That’s why it is more important to be mindful of what your brand says to the customers online but HOW it is conveyed as well. A minor choice in words could be the difference between an awesome customer interaction, and an unruly, offended mob!

 

Contrarian as it may sound, Employees First. Customers Second(there is a lot of meaning in this contradiction). Transfer the ownership of “change” to the employee in the value zone. You can’t have happy, enthused customers without happy, engaged employees.

 

The customer-centric company looks at customer service as a philosophy to be embraced by every employee of the company. It recognizes that there are both external and internal customers.

 

“You need to get to the future, ahead of your customers, and be ready to greet them when they arrive”- Marc Benioff, CEO, Salesforce.

 

ENDS

The Creative Apocalypse: Preparing your Client

The Creative Apocalypse: Preparing your Client!

There is great, there is good and there is average (ok).

Superlative. Comparative. Relative. Most of us want  (at least there is good enough intent!) to do good work and over a period of time how that transmits to average and below remains an unsolved mystery. Have we ever started out saying; ” Let’s do some Great Work “? No one came into the profession thinking ‘I really want to produce work that’s a bit meh, a bit vanilla, that makes no impact on the world and sinks without a trace.’ So how come we don’t see brave creative work that often? The occasional breakthrough shines like a lighthouse across a lacklustre sea of work that is often undeniably boring, weirdly familiar or just more than a little disappointing.

 

So how is the end game playing out? It’s a whole new world out there. Recession or no recession- there is a perennial pressure on budgets and jobs. The ‘always on’ shifting media landscape and the move from broadcasting messages to managing conversations. The balancing of brand, ROI and an increasing reliance on data and metrics. There is safety in numbers (metrics reloaded!). Data is the new oil. And that too is now old hat. And how! All of these things have stitched together a sinister conspiracy in the last 10 years or so and made it more difficult for creatively brave work to ever see the light today(with some exceptions of course).  It takes real balls for a client, or an agency, to take a leap of faith in this climate. Till then, it’s a lip of fate! And sealed at that. ‘ Faith accompli ‘ anyone?

Where does the skull drudgery end? What can be done? Selling creatively brave ideas requires an ability to promote the safety of risky situations (don’t miss the contradiction here), psychological management skills and a client that can hold their nerve (while letting go of her purse strings!). Sometimes you have to help hold it for them.

This situation provides both agency and the client an absolutely perfect platform to do creative tango. So here is the brief(in vest in it!): Depart from norm(it’s the mandatory new normal, so no big deal), break free from convention whilst remaining true to creating lasting campaign impact and brand recall. Surprise, delight, coerce, intimidate, purposefully provoke, question and come back to do more of the same. The brain remembers only what it least expects. So, deliver the unexpected. Don’t just hand hold the client, hold her heart and get to your customers’ soul in the process. That soul stirring exercise should be your sole purpose.

 

USP(Unique Selling Proposition) is passe, dead and buried. The time is about creating UFP( Unique Feeling Proposition). 

 

WANTED: Creative Bravehearts. On both sides. Ready to take the leap?