It’s Not Accounting…

Asset Based Thinking

…maybe that’s why I love the concept so much (sorry my CPA friends):
Asset-Based Thinking (non-flash version)

Just think what could be possible if people focused on:
• Opportunities rather than problems
• Strengths more than weaknesses
• What can be done instead of what can’t

Within their material, I see the phrase:

Small Shifts
_____________

Make Seismic Differences

It seems uncanny that I happen to be reading Seismic Shifts by Kevin Harney. The theme of this book? The little changes that make a BIG difference in your life.

I’d like to make two points:

1. This is not just “think positive” teachings. See Kathryn Cramer’s interview on Tom Peters’ website for proof of that.

People always ask me, “Is this like the glass is half empty or half full?” I am struck by that question because it’s not about whether we see the glass as half empty or half full. The real question is what assets are in the water and how can I use them to reach my goals?

2. I’m really trying to digest the idea of small shifts leading to big change.

“Beware of the tyranny of making Small Changes to Small Things. Rather, make Big Changes to Big Things.” —Roger Enrico, former Chairman, PepsiCo

I think that is a great subject for discussion. Thoughts?

Why make a Purple Cow…

Blue Sheep
… when you can simply advertise with Blue Sheep?

I think Blue Sheep is a great example of the mindset of most advertisers and marketers today. The effort to be different is focused almost exclusively on the promotion. Meanwhile, their positioning (brand), product, pricing, placement (distribution), and people are unremarkable.

This is Flash-in-the-pan thinking. It’s not sustainable. Customers may try you once, but you haven’t done anything to make them loyal fans. You haven’t done anything encouraging them to refer their friends.

So, what to do you have to do? Make more Blue Sheep, which isn’t easy. Remember, you’re dealing with a fairly unremarkable product.

With a Purple Cow, your product is remarkable. Therefore, it makes it easier to draw remarkable people as employees.

It’s easier to get remarkable distribution (i.e. ecclectic shops or simply higher demand).

You almost automatically create remarkable positioning.

You will likely have more leverage for pricing toward better margins.

Remarkable promotion becomes much easier, more natural. You simply tell the story.

So, you have a choice: Purple Cow or Blue Sheep. Which is it for you?

(hat tip: Ernie Schenck)

Kathy Sierra vs. GoDaddy

Motel Sign
Sex sells.

I won’t deny that. It does.

But sometimes we mistake that to mean selling sex works.

I’m sure you either saw or heard about the basely provocative GoDaddy ads over the last 2 years. I’m also sure that they saw some increase in sales just because of the PR generated by the blatantly sensational ads. But how much did the racy campaign help them in the long run?

So, sex sells. Can it truly seduce?

What if instead of creating strip-teasing commercials, GoDaddy would have created a truly seductive product? Kathy Sierra gives a great checklist for doing just that. While GoDaddy’s ads may be visually stimulating, their core product is more like a cold shower.

If they followed Kathy’s “Typology of Cognitive Pleasures”, then GoDaddy could be dominant in many categories. I believe this is especially true given the geeky nature of people registering domain names. Especially for the trend-setters.

Even by implementing the first 5 in her list, an online service like GoDaddy could not only shoot off like a rocket, but also find sustainability:

1. Discovery
User experience as exploration of new territory

2. Challenge
User experience as obstacles to overcome, goals lying just beyond current skill and knowledge levels

3. Narrative
User experience as story arc (user on hero’s journey) and character identification

4. Self-expression
User experience as self-discovery and creativity

5. Social framework
User experience as an opportunity for interaction/fellowship with others

So instead of using a sexy woman to sell their product, they could create a product that taps into a customer/user’s “experiential pleasure” (as Kathy puts it) and thus make their product the object of affection… not the models in their ads.

Now in the Frozen Food Section of YouTube…

… jumboSHRIMP Marketing

This is a truncated version of what he presented to our seminar for the Business Marketing Association Tulsa Chapter in March. It just goes to show you that johnmoore is such a contrarian that he even contradicts himself with terms like jumboSHRIMP and Get Big by Acting Smaller.

This is well worth investing less than 10 minutes of your time.

One Year, One Day

First Birthday Candle
Well, I’m a day late in celebrating the first anniversary of Casual Fridays.

I have learned so much through the last year of blogging here. I hope you’ve found it beneficial to drop in each week. The next year will be much different and I’ll have some exciting news to share very soon about those changes.

Thanks to all of you that have made this a better place for ideas and opinions, for challenging and sharing. I’m very humbled that you choose to be a part of this.