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🎯 Google is a reverse-positioned brand.🔹A reverse positioned brand is a very particular kind of brand that withholds tho...
11/04/2021

🎯 Google is a reverse-positioned brand.

🔹A reverse positioned brand is a very particular kind of brand that withholds those benefits that the rest of the industry considers necessary to complete 💸

⭕️In business, there are few greater sins than failing to meet customer expectations, but reverse brands do something audacious: They take their stripped-down value proposition and infuse it with some unexpected form of extravagance 🦚
They surround their otherwise parsimonious product with their own version of splendour, and it is this inspired bundle of attributes that leads to the firm’s unique positioning in the category 😎

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10/04/2021

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⬇️ What brands should learn from the cartoons?🔮 Cartoons delight us not by exceeding our expectation but by invalidating...
09/04/2021

⬇️ What brands should learn from the cartoons?

🔮 Cartoons delight us not by exceeding our expectation but by invalidating them.

How mesmerizing it is to watch a piece of Swiss cheese turn into a flying carpet or a diamond ring turns into a hula hoop before turning into a circus trapeze? ✨

🟡 Cartoons ignore nature's laws, and because they do so, they don't compete against live-action. They offer an alternative reality to it.

📌 The way we think about differentiation is not as the offspring of consumption but as an escape from competition altogether.

💣Once a market reaches hyper-maturity, from the perspective of the consumer: ▪️ All of the hyper-activity within the mar...
07/04/2021

💣Once a market reaches hyper-maturity, from the perspective of the consumer:
▪️ All of the hyper-activity within the market begins to appear as a blur 🤷 We no longer see the trees for the forest.
▪️ Consumption becomes a window into how we feel about a category of the products, irrespective of the intramural jockeying of the brands within 🙄

When all the world is a stage, everything becomes a study in impression management, and the modern-day answer to the que...
06/04/2021

When all the world is a stage, everything becomes a study in impression management, and the modern-day answer to the question "What do I want the world to think of me?" 🤔
This is partly why the internet has become such a treasure trove for business - it's become the place where citizens congregate to market themselves to the world 🤝

🔸 Failures and false starts are preconditions of success. Failure is a major contributor to success. 🔹Have a positive a...
09/12/2020

🔸 Failures and false starts are preconditions of success. Failure is a major contributor to success.
🔹Have a positive attitude to mistakes.

The client often has a fair idea of what they want🧐❎ If you show them what you want and not what they want, they'll say ...
08/12/2020

The client often has a fair idea of what they want🧐
❎ If you show them what you want and not what they want, they'll say that's not what they asked for.
✅ If, however, you show them what they want. First, they are then relaxed and prepared to look at what you want to sell them. You've allowed them to become magnanimous instead of putting them in a corner 😇

🎯 Give them what they want, and they may well give you what you want 🤝
There is also the possibility that they might be right 😉

Hello there! 🙃
08/12/2020

Hello there! 🙃

You're probably working on a job or project right now and saying, "This is boring, let's just deal with it and get it ov...
07/12/2020

You're probably working on a job or project right now and saying, "This is boring, let's just deal with it and get it over with. We'll make the next one good" 🤨

🤦‍♀️Whatever is on your desk right now, that's the one. Make it the best you possibly can. It may not be great, but at least you'll have the satisfaction of knowing you did the best you possibly could, and you may learn something from it 🤓
.and you're always free to do an alternative that does satisfy your creative standards 💫

21/08/2020

When messages sound like common sense, they float gently in one ear and out the other. And why shouldn’t they? If I already intuitively “get” what you’re trying to tell me, why should I obsess about remembering it?
Sometimes what sounds like common sense often isn't and the tricky job of the communicator is to expose the parts of your message that are uncommon sense.

ℹ️The 𝐬𝐮𝐫𝐩𝐫𝐢𝐬𝐞 𝐛𝐫𝐨𝐰 is our body's way of forcing us to see more 💫 When our brows go up, it widens our eyes and gives us ...
20/08/2020

ℹ️The 𝐬𝐮𝐫𝐩𝐫𝐢𝐬𝐞 𝐛𝐫𝐨𝐰 is our body's way of forcing us to see more 💫 When our brows go up, it widens our eyes and gives us a broader field of vision. We may also do a double-take to make sure that we saw what we thought we saw 👀
Surprise causes our jaws to drop and our mouths to gape 😱We've struck momentarily speechless. Our bodies temporarily stop moving, and our muscles go slack. It's as though our bodies want to ensure that we're not talking or moving when we ought to be taking in new info ❌

🔸In contrast, when we're angry, our eyes narrow so that we can focus on a known problem 🎯

Most of the time we can't demand attention, we must attract it🙃 The most basic way to get someone's attention is this 👉 ...
20/08/2020

Most of the time we can't demand attention, we must attract it🙃
The most basic way to get someone's attention is this 👉 Break a pattern 🛠 Humans adapt incredibly quickly to consistent patterns. Consistent sensory stimulation makes us tune out while surprise gets our attention, and interest keeps it.

🟢Emotions are elegantly tuned to help us deal with critical situations. They prepare us for different ways of acting and thinking. Surprise jolts us to attention. The surprise is triggered when our schemas fail, and it makes us understand why the failure occurred. When our guessing machines fail, surprise grabs our attention so that we can repair them for the future ♻️

It's hard to make ideas stick in a noisy, unpredictable, chaotic environment 🕸If we're to succeed, the first step is thi...
19/08/2020

It's hard to make ideas stick in a noisy, unpredictable, chaotic environment 🕸If we're to succeed, the first step is this: Be Simple-Find the core of the concept 🕵️ It means stripping an idea down to its most critical essence. To get to the centre, we've got to w**d out superfluous and tangential elements 🤷‍♀️

📌Simple messages are core and compact. It's a bandwidth issue: The more we reduce the amount of information in an idea, stickier it will be👌

ℹ️A natural psychological tendency that consistently confounds our ability to create ideas is known as "The curse of kno...
17/08/2020

ℹ️A natural psychological tendency that consistently confounds our ability to create ideas is known as "The curse of knowledge" 🤔

Once we know something, we find it hard to imagine what it was like not to know it 🙄Our knowledge "cursed" us. And it becomes difficult for us to share our knowledge with others because we can not readily re-create our listeners' state of mind.

CEOs and frontline employees rely on ongoing communication, but, they suffer from enormous information imbalances. When a CEO discusses "unlocking shareholder value", there is a tune playing in her head that the employees cannot hear 🤷‍♀️
👩‍💼 A CEO might have thirty years of daily immersion in the logic and conventions of business. Reversing the process is as impossible as un-ringing a bell. You can't unlearn what you already know 🧠

🤓There are only two ways to beat the Curse of Knowledge reliably: The first is not to learn anything ❌ The second is to take your ideas and transform them 🆙

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Common sense is the enemy for communicators
Common sense is the enemy for communicators

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