Aug 19

nikonThey say a picture tells a thousand words. Today, we know that to capture the attention of a customer, a learner or a manager, we need to be quick and to the point, and make impact.

I talk about how presentations have evolved, using slides with less (or no) text and images to tell your story. To engage today’s audiences, we need pictures and headlines. People respond to images, they like short videos, their brains filter and block out the majority of information thrown at them, so why when we send them pages of text and long documents do we expect them to respond immediately? We need to think like the customer.

Here are three stand-out stats that are worth noting:

  • Pinterest drives more referral traffic than Google, YouTube and LinkedIn combined.
  • The average online UK consumer watches 300 videos on YouTube month.
  • 40 million photos are uploaded to Instagram each day.

It is time to be creative. We don’t have a choice.

Jun 24

We know that mobiles and smart devices are transforming how we shop and communicate today, and how we will learn in the future. Generation Y has mastered the art of mobility and will not want to be tied to one office, nor one company, as they seek varied and interesting employment in future.

What remains is that our role as educators is to transform these learners to earners – to give them the skills to embark on career pathways to suit their needs, to give them a platform to upskill or change direction as they see fit – but importantly to furnish them with the skills for the world of work.

It is important we understand how they operate, for they are both our workforce and our customer of tomorrow. How do we offer this to them? How do we engage them to shape how learning meets their needs in future? With things evolving faster than ever before, how can we stop for long enough to make impact?

Jul 24

fresh guacamole

A picture speaks a thousand words. Today, people multitask and run 5 windows on their machines and tablets concurrently and we have even less time to grab their attention with our message.

I think text is yesterday’s business and to engage we need pictures and headlines. If I created slides that were made up only of bullet points, what would the audience think? Would anybody concentrate for longer than a minute or two, before switching to reading messages on their phones, surf the web or look at what was happening on social platforms and completely ignore my presentation, no matter how compelling?

People respond to images, they like short videos and their brains are like filters. They block out the majority of information, so why do we send our customers and prospects long emails, pages of text and documents, and expect them to respond?

Take note how the market for short films is booming. At this year’s Oscars, “Fresh Guacamole”, at 1-minute-41-seconds, was the shortest movie ever to receive a nomination. It has no real characters, no dialogue, no traditional storyline, but got 8 million viewers on YouTube. There is a message in there for all of us.

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Jun 13

IMG_3394

I talk a lot about technology facilitating change in life and business. I found this picture in an airline magazine recently, of something called a ‘skycot.’ Can you imagine being allowed to suspend a baby from the overhead luggage compartment in a cot today?

I was in discussion with the director of a leading learning organisation this week and we discussed how embracing the new way of marketing, riding on the coat-tails of technology, is now a given. The brilliant Angela Ahrendts, CEO of Burberry, which through its digital vision is leading the way in innovative uses of technology, said recently, “Everyone is a media company.” If social networks and are where the next generation of learners, workers and shoppers choose learn about our products and services, that is where we have to be present to engage them.

There is one caveat to this that I experienced – yet again – recently. This doesn’t change for me. While I recognise that certain roles require very specific skills, as a generalisation I will continue to hire on ATTITUDE. In today’s world we have to keep learning and evolving just to stay in touch, so I will focus first on people with great attitude, because I can teach them everything they need to know about the company and its services

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Apr 19

I presented at the ‘Make it Happen 2013’ conference this week. I was in esteemed company – great speakers like Phil Jones, Steve Clarke, the irrepressible Steve Head, as well as our great host Kriss Akabusi. I enjoyed the day immensely, meeting people from HP, Yahoo and many others. My favourite story of the day was the moving account of the terrible accident and never-say-die attitude of 2012 gold medal paralympian Mark Colbourne – you could hear a pin drop as he was telling his story.

The event underlined another thing – if I created slides that were made up only of blocks of text, what would the audiences think? Would anybody concentrate for longer that a minute or two? How long would it be before people switched to reading messages on their phones, the web or social media platforms, and completely ignore my presentation no matter how compelling?

Text is yesterday’s business and droning on with repetitive messages is passé. To engage today’s audience, we need pictures and headlines. People respond to images, they like short videos, their brains are like filters and block out the majority of information thrown at them, so why do we send our customers pages of text, long documents and expect them to respond?

Reach people with messages they can absorb in seconds and stop putting out material that is off-putting before you start reading; engage using images, video, material that is interactive and engaging and quick and easy to absorb.

Think of the world like Twitter – you have 140 characters to get your message across. Technology allows us to try things and quickly change course along the way – find out what works and measure everything.

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Apr 05

When asked “How will the future look?” I replied “Differently.” How different I am not entirely sure, but I can confidently say a few things.

  1. The future will include an increasing amount of measurement, ie. using data to crunch our business information. The more we know about our customers, the more we can target them with products they need and want. Why try and sell a lawn mower to a lady who lives on the 10th floor of an apartment block? A scatter-gun approach of marketing to thousands in the hope that five people buy is history. The future market segment is “One.” One person. One set of preferences.
  2. In future, customers will help set strategy arm-in-arm with CEOs. Technology allows us to be better listeners and social media especially is redefining the way business interacts with both customers and employees.
  3. The future is up to me. I will assemble my own degree from the thousands of excellent courses available, most of them free of charge. I will learn when I want, on the device I choose. I will learn on my iPhone on the train to work, on an iPad in the evening and on the laptop at the weekend. Each will know exactly where I left off and at which point to pick up.
  4. In future I will have more control. When I my car breaks down, I will access the ‘Parts’ section of my car’s website, download a new component, print it on my 3D printer, and fit it by watching and listening to instructions. In 60 minutes I am on the road.
  5. Almost everything in future will be connected. When I brush my teeth twice a day for two minutes, my toothbrush will know. I will be given recognition and offered an ‘m-voucher’ via my mobile for toothpaste the moment I walk into a supermarket – my reward is a free tube of toothpaste by a leading brand and a discount towards my next dental check due in 4 weeks.

People will not allow technology to watch us all day, every day, but these things are happening. It will be interesting to see how they play out.

Mar 25

At a recent event we talked about getting out of our comfort zone in order to be remarkable. If we stay doing the same things in the same way, why do we expect results that are any different?

We must break from the past and need look no further than a company I grew up with, Kodak, if we are to see how destructive this technology movement can be if we stand still and don’t embrace change. Regardless of the sector our business is in, we are being impacted – a new way of listening and engaging, a new way of reaching our customers and in many cases entirely new ways of transacting.

Kodak invented film, but they also created digital photography. What the company didn’t do was embrace a new way of working and let go of the past (I have talked about ‘Learnability’ in this column before). Often it takes bravery and imagination to leave behind a legacy, especially when the legacy has held the company in good stead for decades, but for Kodak it was catastrophic.

The digital age has changed more, faster, than anything that preceded it. The number and speed of smartphones sold compared to desktop and laptop computers is evidence of that. We need to remember the past and learn from it, but we must also leave it behind. Every company has to find where the magic happens, because that place is somewhere different.

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Dec 22

I recently finished Walter Isaacson’s brilliant biography of Steve Jobs. The more it described Steve as different, the more I warmed to him, because the imperfections made him more human.

One of the early Apple board members recounted when he first met Jobs and Wozniak, sharing how he looked beyond the fact that both desperately needed a haircut. He was amazed by the ideas and the work that he saw, figuring that the two Steve’s can always get a haircut!

The Apple ‘Think Different’ campaign really put the company on the map, raising awareness of the brand to new heights. Today, we take the genius Apple products for granted and yet we ignore the talent of people for whom the gadgets and technology are second nature. Remember the need to understand them on their terms, for they will be both our customer and our workforce of tomorrow, so market to them on their terms, and when recruiting them, please don’t ask them to fax through their CV. You will be waiting for some time..

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Nov 24

I was following the news of people scrambling to shop for just about everything on Black Friday, the day after Thanksgiving when America goes wild for bargains. Now I have witnessed this personally in Chicago a couple of years ago. It was crazy and I quite enjoyed it!

People choose not to buy an item because they don’t see value in it, then decide it is priceless once it has that little red and white discount label attached to it. 25%, 30% or 70%-off turns even the most sensible of shoppers into a possessed individual who has to have the item they turned their nose up at a week before.

I tracked back to the 1950s, when the US discovered the disposable society and set about telling consumers they had to replace and update almost everything they owned. Then it was all about dictating what people buy, the era of the advertising agencies – epitomised in the series ‘Mad Men.’

Today, it is all about asking customers what they want. The smartest companies are already engaged with their most influential networks (people we sometimes call ‘sneezers’ or ‘yawners’ who are very good at spreading news), already at the centre of all discussions around their sector and as a result the first name that comes up when searching for that product. You don’t have to be a technology company to make this work for you. Just look at how a crystal glass making company in Wales has become expert at making social media work for, and grow, the business. You can learn a lot by following them on Twitter @WelshRoyalCryst.

Forget the old, embrace the new.

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Nov 14

I presented at the Kyocera event today at the stunning Coombe Abbey Hotel and Conference Centre today (see pic to the right). I always enjoy partnering with Kyocera because of their commitment to the next generation of learners and workers, and Pearson support the apprenticeship they are spearheading with other manufacturers of printers and multifunction devices in their sector.

I shared my thoughts on new marketing, especially around social media, and I emphasised that social is only 1% posting stuff. 99% is about listening to your customers and audience and responding with solutions that they are ready to buy into. If you look at what happened to Netflix when they tried to change their pricing structure, its customers revolted, posting 82,000 negative comments across its social platforms. Within months the company lost thousands of customers and two-thirds of its market value.

Interesting that back in the 1950s, we discovered the disposable society and went about convincing consumers to throw away and replace, rather than preserve and keep. Now the key theme is asking them what they think, so we can interpret that into what they want. That is what new marketing is about. We must never forget, social is 99% listening.

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