Where do you add value?
Where do you spend your time?
If those don’t align, why not?
(And yeah, delegation is hard)
If all your decisions are informed by data from inside the box, you’re missing out on signal.
Your perspective informs your reality.
LOUD ON PURPOSE
Matt Lehman gave a talk on this topic at Grok Conf last week that really resonated. The pull has only gotten louder since.
Be loud. On purpose.
Do something different than expected. Than the norm.
If you’re bored with your idea, think about how your customers feel about it.
Peter F. Drucker with insight on the flatness of digital media:
In that online course you turn on at home, the course must provide the background, the context, the references.
We’re not all providing courses, but the digital media platforms are contextless surfaces.
Shopping for clothes in a store includes all kinds of baseline assumptions and expectations. We know what we’re there for.
Shopping for clothes online happens in the same space we work, communicate, and entertain ourselves. The only context is distraction.
You must provide the context and the message. Quickly.
Love this line from Just Creative’s most recent newsletter:
Clients do not buy processes. They buy futures.
Of course, clients means customers as well. This isn’t just a B2B thing.
No one just buys the thing, they buy what the thing will do for them.
The solution to a problem.
The realization of an aspiration.
The painkiller for their pain.
The actualization of a dream.
The outcome, not the process.
Sell the future state.
Real estate marketers, you listening?
staged homes sell for roughly 10% more and one week faster than comparable homes without furniture.
We find that furniture clarifies spatial use, while decor enhances emotional attachment, jointly driving the higher willingness-to-pay.
These findings demonstrate how visual cues impact high-stakes decisions
(emphasis mine)