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Month: March 2018

Miscellaneous Thoughts, Sales

Blockchain’s Lesson… about Sales!

Like you, I’m learning what I can about Blockchain technology.  Not so I can invest in Bitcoin, but because of the prophecy that Blockchain will rule the future of digital commerce and securing data.  I’ve watched three documentaries and two YouTube videos intending to get a handle on Blockchain.  I still don’t think I fully “get it,” and that got me thinking about why.

Consider one expert’s explanation of Blockchain:

We have the wherewithal here to change technology that will actually help the entire human race.

This authority is passionately committed and clearly knows what he’s talking about… but I’m finding a chasm between the knowledge of experts like him, and the communication to people like me so that I can understand it and emotionally connect.  I need a “picture” (besides digital currency) of how Blockchain will impact business opportunities and my life.  I want to understand and I WANT to buy-in, and I still don’t get it.

That got me thinking…

Whose responsibility is it to close the chasm of understanding between an expert, and another?

Perhaps those in the videos don’t need to care if I understand Blockchain.  But if I’m selling a product, service, even an idea, I must be sure my customer “gets” how what I’m offering works in their context.  My Blockchain research experience is an excellent reminder for me that if I want another to think along MY lines, to agree with me, then I must enable them by bringing them across the chasm of understanding to my side.

See Building a StoryBrand  in Dave’s Reading List for how I’m taking-on this challenge!

P.S. I’ll get Blockchain figured out.

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Innovation is not born from the dream, innovation is born from the struggle.

This headline is a tweet from Simon Sinek, the author of Start with Why.

In my conversation with Lee Mayer of Havenly, we talked about the hard work of running a startup, and the huge personal price to be paid.  I asked, “Do those close to you understand your challenges and sacrifice?”  The answer: “No, not always.”  Being a startup CEO is a tough existence.  Social marketing guru Gary Vaynerchuk says, “Ideas are Shit – it’s all about execution.”  And he’s right.

Our world is so cluttered, particularly in media.  When I get on LinkedIn for example, I see everyone busy posting and reposting – and sometimes I get sucked into admiring them.  Then I remind myself that the people most worthy of respect, the best role models, are not those creating social media IMPRESSIONS.  It’s odd that I have to repeatedly remind myself to respect WORK over impressions.  But I do, and we all should.

So why am I featuring a tweet as the headline?  Because Simon Sinek uses social media to spread his work, not as the work itself. Being an entrepreneur and a leader – that’s hard work – and it’s what we ought to admire to support what Lee Mayer describes as a culture that builds on success.

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Killer Marketing Lesson #1 from Congress!

The original title of this blog was, “Congress Sucks – Because of Me!” and it was all about how as a moderate, I don’t make my voice heard.

Then a conversation with my son Dan, got me thinking… actually our members of congress are AWESOME!…

…at MARKETING!

I’ve missed it until now, and I’m feeling pretty dumb about it.

What is the most powerful, most fundamental element of marketing? Find and cultivate a sustainable niche. And what do members of Congress do? “Appeal to their base.” Yup. I’ve been criticizing them for “pandering to the crazies.” Guess what? As a “moderate,” I’m not their customer. They aren’t trying to sell to me. Do we chastise Tesla for appealing to an upscale, image oriented audience? Do we scream at Walmart for focusing on low prices? No – we call them smart, savvy, and focused. Our elected officials are doing what any excellent marketer does – focusing on their customer – those who help them get elected. Improved governance requires that moderates figure out how to make ourselves seen as desired customers of our members of Congress.

In the meantime, perhaps we can at least learn marketing from them.

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