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Maximize Effectiveness with Visuals

Visuals Need a True Narrative For Maximum Effectiveness

Human beings are visual learners, which is part of why visual communication is so effective (and important). Whether you’re talking about a B2C or B2B situation, marketing presentations allow your message to transcend the world of more straightforward marketing tactics and take on a whole new potential audience at the same time.

Case in point: according to one study, people only tend to remember about 10% of what they hear just three days later. If they receive the same message when paired with relevant visuals, that number jumps to an incredible 65%. It makes sense, then, that 37% of marketers said that visual resources like presentations were one of the most important forms of content for their business in general.

However, presentations are NOT necessarily a silver bullet, and you shouldn’t treat them as such. Without a strong narrative at the core of your marketing, in general, it’s far too easy to get lost in fluff that ultimately doesn’t matter – affecting the impact on your audience as a result.

What’s in a Narrative? Quite a Bit, It Turns Out

Call it whatever you’d like – a narrative, a central idea, the main thesis, etc. Every campaign needs a straightforward idea (preferably one that can be summed up in a sentence or two) at the start of it all, acting as a solid foundation from which everything else is built.

For the sake of comparison, let’s look at the power a simple narrative brings to the table regarding another visual communication medium: filmmaking. The movie “Star Wars” from 1977 is one of the most successful films of all time. It spawned billions in merchandising sales, one of the most successful franchises ever, and even led to the $4 billion acquisition of LucasFilm by Disney a few years ago.

But “Star Wars” isn’t really about crazy aliens, amazing spaceships, thrilling outer space battles and all of that other stuff. At heart, “Star Wars” is a simple and relatable narrative: a young boy who grew up on a farm dreams of a better and more exciting life, so he jumps at the chance to join the Rebellion and travel the stars.

It’s not any more complicated than that. Every single scene in the movie reinforces that narrative in some way. It all relates back to that simple idea.

Simple and Effective

Your marketing needs to be the same way. Whatever idea that you’re trying to convey or message that you’re getting across, it needs to be A) stated up front, B) as short and as simple as possible and C) relatable in some way. As long as you have those three elements, every other decision you make with regards to content needs to refer back to it, and your marketing will soar.

Having a strong, true narrative (and identifying it before you begin work) keeps you focused. Without a true narrative at the heart of it all, you’re left with marketing that doesn’t really justify its own existence.

Mistakes by Google…..Leadership Lessons

Failure is simple part of the Success Process

Along my journey as a serial entrepreneur I promise you this I’ve made a many of mistakes…however the best ones, I mean the really great blunders have always been the ones where not only did I learn a lesson but the entire team learned a lesson.  Don’t get me wrong.  At Duplicates INK our marketing firm where we specialize in digital advertising and print marketing we don’t hope to make mistakes.  But when we do, we take ownership and turn it into an opportunity to get closer to excellence.  connect with me here www.johnc.cool 

What Google’s Mistakes Can Teach Us About Leadership

One of the things that Google is famous for is data-based decision making. When they want to find the most effective way to do something, they look at the numbers and work from there. However, even a company as married to analytics as Google is vulnerable to lapses and oversights. Recently, their data showed that their process for hiring and promoting the best managers for the job was all wrong.

When you look at where Google made their mistake and what they did to correct it, you could save your company some money and heartache and also create a more effective workplace.

Google’s Error and Assumption

Besides a dedication to data, Google’s other key characteristic is a high regard for technical expertise. Tech savviness was so prized that, historically, it was one of the top factors in whether someone would get promoted to management.

When Google set out to learn whether their hiring and promoting strategy was working, they discovered something interesting: the best managers were not necessarily the ones who were technical experts at all.

After gathering and analyzing data from 10,000 manager observations, they learned that the quality they valued most had almost no bearing on whether someone was a good manager. Instead, soft skills were what made all the difference.

What the Data Says Makes a Good Manager

Google used their large pool of data to identify eight qualities and habits that make great managers. While technical skill was on the list, it was the least important of all the qualities on it. In order of importance, the qualities that make great managers include:

  • Good coaching.
  • Empowering your team to work without micromanaging. A good manager hires good people, then gets out of their way.
  • Interest in employees’ well-being and success. People are more motivated and show greater job satisfaction when they know that the people they work under care about them.
  • A results-oriented and productive outlook.
  • Excellent communication skills, especially good listening.
  • An interest in employees’ career development. Good managers understand that we all do better when we all do better.
  • A clear vision and strategy.
  • Key technical skills. These aren’t important because your manager will be doing hands-on work, by the way. They are important because it allows the manager to advise the team that they’ve assembled for the job.

In addition to the revelations above, Google discovered a lot about the types of managers who make employees happy. The most important quality is a calm demeanor and an even keel. In a high-stress environment, someone who keeps things steady is key. They also discovered that the best leaders puzzled through problems with employees instead of just telling them what to do.

By looking at the real data about good managers, Google was able to improve their hiring practices, improve worker satisfaction, and increase productivity.

The biggest takeaway? Always challenge your assumptions. You may learn that what you thought was effective may be harming your company more than it helps. By taking an honest look at your analytics, you can seize startling revelations. Use them to make your company a better place and to rise above the competition.

Go Big or Go Home

Want to Be Successful? Take Time to Dream

One of the most famous dreamers of our time is Steve Jobs, the Co-founder and CEO of Apple, an iconic visionary who believed so deeply in the power of his dreams that he was able to bring them to life for millions of people. Jobs believed that the era of mediocrity was over and that you should put in the work on every project to make it great. His famous recommendation to a Disney retail executive to “Dream bigger” when it came to Disney stores resulted in a new type of store experience that continues to delight children of all ages. How can you leverage these same tactics and take the time to dream big in your own life?

Dream Fearlessly

Individuals often lose confidence in their dreams because everyday reality creeps in and has a way of tamping down your passion. Big dreamers are different. Even if you think they’re relentlessly optimistic, it requires constant hard work and commitment to make dreams come true, and a fearless need to be successful.

Believe in Yourself

Constantly second-guessing yourself doesn’t leave a lot of time for forward movement, making self-confidence a critical requirement for living your passion. You have to identify every element of your vision down to the smallest detail, and then break it down into the small steps required to make it happen. Professional athletes are very familiar with this concept, as they are coached to visualize making a basket, getting a hole in one, or nailing a complicated gymnastics floor exercise.

Take Action

Dreaming is great, but once the dream is solidified it is time to begin moving! Harness your beliefs and stay focused on reaching your goal. There will be others who will support you along the way — great! There will also be those individuals who are constantly looking to undermine your skills, your ability, and your passion. Graciously ignore them, and keep taking steps to move your dreams forward into reality. Pausing too long to consider the consequences can often result in a missed opportunity, which may not come around again.

Compete to Win

Successful dreamers are by nature quite competitive. They’re always looking around for how their competition is doing something and finding a way to improve upon the concept, or better yet — revolutionize it in their own way. Solving problems for your customers is a daily devotion, allowing you to rise to any challenge and overcome it as you follow your dreams.

Leave Space for Dreaming

What can you stop doing (immediately, next week, in six weeks) that will free up additional time for dreaming? It can be incredibly difficult to fuel your passion when you’re so caught up in everyday activities and overall busyness that you aren’t able to stop and think. Actively look for ways that you can create space in your daily activities that provide a block of time in which to think about the future and how you’ll get there. Your future self will thank you!

Finally, and perhaps most importantly, persevere. When things don’t work out exactly as you had planned — keep going. Remind yourself that nothing good comes overnight, and success can take years to achieve. Stay resilient, be patient and keep dreaming!

Pathway to Customer Loyalty

The Persisting Power of Loyalty

What is loyalty? Loyalty is words combined with actions. It is devotion tested by time. It is steadfast security that grows from a most prized character quality. Theodore Roosevelt said, “It is better to be faithful than famous.” American author Elbert Hubbard agreed: “If put to a pinch, an ounce of loyalty is worth a pound of cleverness.”

Relationally, loyalty builds trust, security, affection, and the ability to thrive. The same is true professionally – only as we build loyal customers and employees will we begin to see business prosper and flourish to its fullest potential. So how can you grow something so intangible, yet so critical, to the foundation of your organization?

Three Primary Pathways

The good news is, you already have buy-in at some level. Whether you have a small business or thousands of employees, customers and co-workers have entrusted you with their money, their well-being, or their future. And people who have “bought in” are looking for reassurance that they’ve made a good decision! How can you move them from the point of trial commitment to a place of wholehearted ownership? Here are three pathways to press into:

  1. Cultivate Loyalty. Being so focused on bringing prospects through the front door, sometimes, you can forget about those going out the back. Enduring connections happen when you urge your clients and employees to stay the course by encouraging them to renew their commitments and helping them VALUE what is VALUABLE.
  2. Celebrate Loyalty. This can be as simple as a Christmas card or as heartfelt as a personal phone call. As a company, be sure to set tangible goals and conspicuously celebrate the progress that’s been made. Look for strategic ways to cast vision, gather testimonies, craft impact pieces, and honor important milestones. Creatively appreciate your clients and co-workers, and publicly commemorate a job well done!​
  3. Reward Loyalty. According to the book Marketing Metrics, the probability of selling to an existing customer is 60-70 percent, and they typically spend 67 percent more than first-time clients. Additionally, persuasive personal recommendations are most likely to flow from your base. What are you doing to reward that devotion? Aren’t your most valuable clients or employees worth a little extra expense? Consider personalized incentives, tailored service packages, or preferential terms, discounts, or benefits. Give these influencers personal access to your leadership and go the distance to meet and exceed their expectations. Don’t forget, authentic personal relationships are a powerful motivator.

Prioritize People

Are you looking to cement your customer base so your organization can flourish to the fullest? Prioritize people as you cultivate, celebrate, and reward loyalty. Companies that can do this will experience enormous benefits through a thriving reputation, consistent customer retention, and enhanced employee satisfaction.

Trouble Maker or Profit Maker

 

Why Does Elon Musk Want Dissenters in his Company?

In many companies and organizations, there is a position that most employees learn to avoid. It’s the position that stands out from the crowd and represents the minority voice on the team. Instead, folks learn to see which way the water is flowing and the music is playing, and they align their interests and concerns accordingly. It’s often couched in phrasing as “being a team player” and being a “proactive player instead of a negative burden” or similar.

Elon Musk, the well known chief executive of SpaceX which just recently solved how to create a space rocket that can land itself and be reused again, follows a different path with his employees. He actually wants people to tell him when they think he’s going down the wrong path. As Musk puts it, the lone dissenter or minority voice often points out issues and facts that if ignored can turn into costly problems later on. However, if a company team only follows the majority path, it can quickly turn into the fatal path of groupthink and “yes” men, ignoring major warning signs a big disaster is about to occur.

The Reward Dissenters Bring

Elon Musk and SpaceX are no strangers to risk. They operate in the high stakes game of off-Earth space transport and travel. A mistake in this environment has almost always meant total loss and millions of dollars wasted. So from Musk’s perspective, a dissenting voice provides multiple benefits. It forces the supported path to be defended better by showing why the concern raised is not an issue, a form of vetting before moving forward. Second, the minority opinion frequently brings up risks or concerns that may be glossed over otherwise because they are inconvenient to the supported path. Again, the biggest business mistakes often start with small, ignored issues, like a small leak in a levee.

The idea of rewarding the person who raises potential problems goes against the trend of American business. For decades business managers have been taught that the team is all-powerful and that many minds in synergy produce more than the individual alone. However, this also assumes a lot of mistakes are made along the way to develop that experience. In rocket-building, however, mistakes can’t be tolerated, so Musk believes in asking every question and giving a chance for dissent, an antithesis to traditional corporate culture.

Think This Doesn’t Apply to You? Think Again

Some might argue that the same situation of a rocket company doesn’t apply to a business creating software or coffee-makers. Businesses can afford to have mistakes and still make sales. However, in practice, this logic fails when the company gets sued and loses a major product warranty or personal injury case. Litigation has killed more than one small or medium business with a great product or service but no defense to a mistake that harms someone.

Musk doesn’t believe every dissenting opinion should be followed. In fact, he notes in his advice they can be incorrect. However, listening causes the path chosen to be analyzed just a bit further to identify weaknesses missed. And in Musk’s business, if it exists, avoiding that weakness can mean his multi-million dollar rocket landing again in one piece. What does it potentially mean for your company?

The Power of Partnerships

That Cranberry Drink of Yours Might be 87 Partnership Years Old

The typical perspective taught in business class is that one must compete against other similar businesses to obtain, hold onto, and grow a market share. And for that to happen, either the market must be new, or someone has to give up some of their market shares to make room for a new business. However, while this “top dog” approach is treated as the norm in capitalism, it’s not always the best approach to business success.

Making Cranberries Successful

The Great Depression of 1929 began because of a stock market crash and a sudden loss of cash liquidity. As a result, both successful and not so successful businesses were destroyed when the crash occurred.

However, in 1930, amidst the worst economic condition the U.S. had seen and with thousands out of work, the Ocean Spray Cooperative was started in Massachusetts. This cooperative venture, started by three separate cranberry farm growers, was the result of a smart and realistic realization that going it alone in the post-crash market was not going to be possible. Rather than fight and compete against each other, the three growers bonded together to combine their resources and success.

It ended up producing one of the few business success stories launched in the midst of the Depression. Today, that same cooperative now includes a membership of over 700 different farm operations in six states and two countries. The key to their major success was partnership and sharing versus competition and “winner takes all” attitudes.

Half a Loaf is Better Than No Loaf

Going it alone in business may mean you’re accepting pain and struggle that isn’t necessary. Business owners should look around and see if there is any potential to partner up or form an alliance with available competitors, thereby sharing a larger market potential than what their single business is capable of. The results can potentially ensure long-term viability and strength versus suffering from the common “flash in the pan” syndrome so prevalent with new small businesses and startups. This approach can be particularly effective and strategic when a business wants to venture into an unknown, new territory that the potential partner is already present in.

The digital world offers multiple ways for partnerships to be established. Businesses shouldn’t limit themselves to just horizontal relationships with other similar businesses. Vertical relationships with suppliers and end users or business clients can lock in additional market share and business not accessible by simply going it alone.

For those who think that partnerships are temporary mutual positions at best, take note of the fact that 1930 was some 87 years ago, and Ocean Spray is still going strong with cranberries as well as other agricultural products for the national food market.

While cooperating with other businesses may not work for everyone, clearly, the synergy of the many can outdo any singular benefit of a lone business acting in a market isolated and against everyone.

Success by Being Yourself!

Indra Nooyi: A Story in Being Yourself and Persistence

Have you ever heard of Indra Nooyi? Maybe not, but you’ve probably bought her product at one time or another in the past year. Ms. Nooyi is the CEO of Pepsi-Co., the makers of the popular and well-known Pepsi soda brand. However, her position at Pepsi is not necessarily what is the most amazing fact of her story. Granted, reaching the status of being a Fortune 500 company CEO is huge and significant, but how Ms. Nooyi got her start is the real story. That’s because she risked everything with no safety net to fall back on.

Some Compelling Advice

Indra Nooyi came to the U.S. like so many other great minds, arriving as a student immigrant. Ms. Nooyi jumped to a slot in Harvard’s master’s degree program in business. However, graduating wasn’t her biggest challenge. It was translating her academic success into a result:  getting a job. Ms. Nooyi’s first real interview was total failure – no connection, no rhythm, no job. However, she received a piece of advice from a professor that Ms. Nooyi has carried forward since then to her role as a CEO. She was told to simply “be herself.”

Ms. Nooyi clearly took the advice she received to heart. Not only has she been herself as intelligent, smart, persistent, and daring, she has also scored an enviable position of 75 percent plus support by her own employees worldwide. See if you can find a politician with as much support even when winning a national election.

What Makes A Person Successful?

For business owners and leaders, the lesson from Ms. Nooyi is to never forget what really makes a person successful. It’s not the suit, it’s not the past laurels, and it’s not the school degree. What makes the difference that catches people’s attention and gets their support is one’s personal confidence and persistence. Ms. Nooyi gambled everything with not just coming to the U.S. to succeed but to also establish herself in a highly competitive arena: business consulting. Had she failed, Ms. Nooyi would have had to return back to India and likely would have disappeared into a vast number of IT companies there; everything for her was on the line. But she persisted. And Ms. Nooyi, with her new advice on being herself, was quickly hired. That in turn became her path to eventually becoming Pepsi-Co.’s latest CEO.

A Better Choice

Business leaders trying to keep a company going will at some point face a challenge where everything has to be put on the line to get to the next level. Many don’t take that leap. It’s too risky, it’s too costly, or it’s too unknown. Yet from Ms. Nooyi’s example, the last thing anyone should be doing is trying hard to fake their way through the issue. Be yourself. Trust your skills and trust your gut to make the right the decision. That’s what got a person to a leadership role in the first place, so why should he or she be any different at the moment that counts the most? Risk, responsibilities, fears of what-if can all combine to make someone think behaving differently may be the best path forward. Clearly, from Ms. Nooyi’s example, there’s a better choice.

If you’re so smart, why aren’t you rich?

New research suggests personality has a larger effect on success than IQ

 

How much is a child’s future success determined by innate intelligence? Economist James Heckman says it’s not what people think. He likes to ask educated non-scientists — especially politicians and policy makers — how much of the difference between people’s incomes can be tied to IQ. Most guess around 25 percent, even 50 percent, he says. But the data suggest a much smaller influence: about 1 or 2 percent.

So if IQ is only a minor factor in success, what is it that separates the low earners from the high ones? Or, as the saying goes: If you’re so smart, why aren’t you rich?

Science doesn’t have a definitive answer, although luck certainly plays a role. But another key factor is personality, according to a paper Heckman co-authored in the Proceedings of the National Academy of Sciences last month. He found financial success was correlated with conscientiousness, a personality trait marked by diligence, perseverance and self-discipline.

To reach that conclusion, he and colleagues examined four different data sets, which, between them, included IQ scores, standardized test results, grades and personality assessments for thousands of people in the U.K., the U.S. and the Netherlands. Some of the data sets followed people over decades, tracking not just income but criminal records, body mass index and self-reported life satisfaction.

The study found that grades and achievement-test results were markedly better predictors of adult success than raw IQ scores. That might seem surprising — after all, don’t they all measure the same thing? Not quite. Grades reflect not just intelligence but also what Heckman calls “non-cognitive skills,” such as perseverance, good study habits and the ability to collaborate — in other words, conscientiousness. To a lesser extent, the same is true of test scores. Personality counts.

Heckman, who shared a Nobel Prize in 2000 and is founder of the University of Chicago’s Center for the Economics of Human Development, believes success hinges not just on innate ability but on skills that can be taught. His own research suggests childhood interventions can be helpful, and that conscientiousness is more malleable than IQ. Openness — a broad trait that includes curiosity — is also connected to test scores and grades.

IQ still matters, of course. Someone with an IQ of 70 isn’t going to be able to do things that are easy for a person with an IQ of 190. But Heckman says many people fail to break into the job market because they lack skills that aren’t measured on intelligence tests. They don’t understand how to behave with courtesy in job interviews. They may show up late or fail to dress properly. Or on the job, they make it obvious they’ll do no more than the minimum, if that.

John Eric Humphries, a co-author of the paper, says he hoped their work could help clarify the complicated, often misunderstood notion of ability. Even IQ tests, which were designed to assess innate problem-solving capabilities, appear to measure more than just smarts. In a 2011 study, University of Pennsylvania psychologist Angela Duckworth found that IQ scores also reflected test-takers’ motivation and effort. Diligent, motivated kids will work harder to answer tough questions than equally intelligent but lazier ones.

Teaching personality or character traits in school wouldn’t be easy. For one thing it’s not always clear whether more of a trait is always better. The higher the better for IQ, and perhaps for conscientiousness as well. But personality researchers have suggested the middle ground is best for other traits — you don’t want to be so introverted that you can’t speak up, or so extroverted that you can’t shut up and listen.

What does any of this have to do with economics? “Our ultimate goal is to improve human well-being,” Heckman says, and a major determinant of well-being comes down to skills.

newer study published this month in the journal Nature Human Behaviour focused on the flip side of success: hardship. After following some 1,000 New Zealanders for more than 30 years, researchers concluded that tests of language, behavioral skills and cognitive abilities taken when children were just three years old could predict who was most likely to need welfare, commit crimes, or become chronically ill.

The lead author of that paper, Duke University psychologist Terrie Moffitt, says she hopes the results would foster compassion and help, not stigma. Her results also suggested that helping people improve certain kinds of skills before they’re out of diapers would benefit everyone.

To contact the author of this story:
Faye Flam at fflam1@bloomberg.net

To contact the editor responsible for this story:
Tracy Walsh at twalsh67@bloomberg.net

 

****This content is repurposed from Bloomberg  original article link is https://www.bloomberg.com/view/articles/2016-12-22/if-you-re-so-smart-why-aren-t-you-rich

Enjoy Life More – Work Less 5 East Steps

Top Five Ways to Work Less and Enjoy Life More

Everything today is about “more”: more money, more time, more pressure, and ultimately, more stress. However, does this rat-race life leave you feeling flat and defeated and constantly chasing an ideal you’re no longer sure exists? If this sounds like you, it’s probably time to downshift and find ways to work less and truly enjoy your life more. Working less sounds like a scary prospect, but once you see how achievable it is and how much peace it will return to your life, you will be sold!

1. Make Changes at Work

We often get caught up in the tidal wave of rushing to get to the next level at work. So caught up, in fact, that we don’t realize we are no longer enjoying the work that we do and aren’t even sure that we’re adding value. How do you make an honest shift towards happiness while not letting down your co-workers or your boss, and continuing to pay your bills? Fortunately, there are more options available than ever before. There are simple steps that you can take such as walking at lunch as a way to get away from your desk or more drastic options such as requesting a lower-stress (and likely lower-paid) position. However, there are some great middle ground opportunities at businesses today as long as you get creative. Have you ever considered flex time? More than ever, organizations are allowing their employees to work one day a week from home or create a more flexible schedule that doesn’t inconvenience office mates or negatively impact work.

2. Pick Your Battles

Think of everything that you need or want to accomplish in the next five years. Maybe it’s saving up for a big trip, or getting that huge promotion you’ve had your heart set on. Physically write down what is most important to you in the short-term and the long-term, and those are the things that you don’t want to compromise on. Everything else is up for negotiation. If a short jaunt with friends comes up that will require you to skip a vacation day with family later in the year, just say no! The same goes for things like eating out on a weekly basis. The costs associated with feeding a family of three or four outside the home can really mount up, and keep you from reaching longer-term goals for a short-term convenience. This trade-off may not be worth it and may cause you to have to work overtime to support your fast-food habits.

3. Stop Multitasking

Taking the time to focus on one topic at a time truly does pay off. While multitasking feels efficient, a recent study at Stanford University showed how productivity can plummet when your brain attempts to focus on more than one thing at the same time. Instead, be intentional about what you need to accomplish — focus, complete the task, and then move on.

4. Automate Your Savings

Ever find it difficult to get enough money together at the end of each month for savings? If so, it’s time to outsmart yourself! Even if it’s only ten to twenty dollars per week, start sending a small chunk of change from each paycheck to a savings account that you can’t easily access, and do it automatically. The theory being that if you never see the money, you’ll never miss it. Before you know it, you’ll be able to buy something you’ve really wanted without having to work overtime or take on extra shifts to make it happen.

5. Get Motivated

Sometimes, the way to do your best work is simply to have fun! When you are energized and enjoying what you do, work just comes more naturally. Creative juices flow, relationships with co-workers have more synergy, and life is good. When you’re at work, look for ways to enjoy it! The positive mood will spill over into your personal life, and you’ll find yourself enjoying life more every day.

These are just a few of the ways you can find more peace and joy in your daily life, simply by finding the balance between hard work and hard play. Multitask less, focus more, and bring fun to everything you do!

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