27 important takeaways from this video:
People learn by comparison.
They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one.
When you position your product in an existing category you’re essentially saying “it’s like something you already know but better”.
When you try to create a new product category you’re essentially saying “it’s like nothing you’ve ever seen before”.
That’s a provocative statement, but hard to learn by.
Joshua Porter “How to redefine a product category” (via peterspear)
Do small things with great love.
Storytelling is the most powerful form of communication ever invented.
Through stories we learn, entertain, communicate, and socialize with each other.
From your smart TV to your iPhone to your iPad, we’re seeing more but reading less.
All courtesy of digital technology.
Facebook’s pages platform reaches only six percent of a brand’s followers; and it’s headed down to one to two percent.
If businesses want to make sure that people see their content, the best strategy is, and always has been, paid advertising.
The Golden Age of Bullshit by Bob Hoffman citing Time Magazine and a Facebook spokesperson for Time Magazine
Improving customer service is about dealing with expectations and dealing with absolutely crucial points in the process more than just actually trying to improve everything evenly.
The research interview process does more than merely ignore critical components of why people behave as they do, it changes how and what they think.
Consumer.ology by Philip Graves
When we have strong positive emotions about a brand we seek supporting evidence and ignore contradictory facts.
7 unconscious errors we make when buying brands by Douglas Van Praet
Participation isn’t enough.
Having a more clear-sighted view on people’s real world buying behaviours and thus which consumers actually matter to the generation of revenue and profit begins to gives us a framework for thinking about participation.
The Participation Paradox by Martin Weigel
Our rational mind is always looking for evidence to support our dominant beliefs…
the stronger the emotion, the stronger the belief, and the greater the tendency to seek out supporting evidence.
This confirmatory bias is why we often overlook the flaws of the ones we love, even if that loved one is a brand.
We focus our attention on the positive qualities of the brand while ignoring the deficiencies.
7 unconscious errors we make when buying brands by Douglas Van Praet
Recognizing that brands aren’t simply built upon exclusive loyalty but are highly dependent on vast numbers of light, polygamous buyers – and that growth comes from acquiring more of them, not increasingly the loyalty of current buyers – puts the role of the ‘fan’ into proper perspective.
The Participation Paradox by Martin Weigel
When people buy T-shirts just for the logo on it, it shows how much people care for that brand – and is another source of revenue for the company.
Brand Jam by Marc Gobé
The people LEAST likely to engage deeply are the MOST important for growth.
There is a way out of this paradox. But it requires us to embrace two principles:
1) Battle for interest, not attention
2)Fans are actors, not the audience
The Participation Paradox by Martin Weigel
Moments of discovery are often accompanied by surprised laughter;
when I heard laughter he could took it as a cue that there might be something going on that was worth looking at.
Consumer.ology by Philip Graves citing former dean of Yale Medical School, Lewis Thomas
Running a crowdfunding campaign isn’t just sitting back and watching money come in – it’s a full time job in itself. You have so much to handle because you have to simultaneously manage all aspects of the project – design, brand, promotion, social networking, press, etc.
Listening and being engaged with what people are saying about your product, brand, service, etc. is crucial, especially when trying to raise funds.
Staying active in the comments section and inbox was definitely instrumental in getting funded and continues to be a great way to stay in touch with pledgers.
The more we are exposed to a brand the more we like it.
The number one drive in human behavior and biology is homeostasis, or the seeking of the same stable, balanced, predictable state.
All consumers find a great deal of comfort and pleasure in what is known and familiar.
7 unconscious errors we make when buying brands by Douglas Van Praet
The importance of occasional buyers who don’t buy you often and aren’t devoted to you is further underlined when you look at which consumers matter most to brand growth.
To grow, you need to recruit lots more new users who buy you just occasionally.
The Participation Paradox by Martin Weigel
We make assumptions about the world around us based on sometimes incomplete or false information.
Start With Why by Simon Sinek
Customer touchpoint opportunities are proliferating faster than brands can adapt.
With so many platforms on offer, only those brands that pair their products with well-designed services will retain consumers’ affection.
This is blurring the lines between products and services.
James Deakin. Fjord. “Five key technology trends that will hange our lives this year” warc sub req’d (via peterspear)