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Optimally uncomfortable

Doing the things that are comfortable is holding you back.

Working within the space you already know is easy, comfortable, secure.
Working outside your comfort zone is challenging, difficult, new.

Working outside your comfort zone is also liberating, exciting, refreshing.
It’s only by going outside your safe zone, you will reach greater heights.

If our comfort zone is the beach, and the ocean is the unknown, try and dip your feet in the water.
Then go into the water to your waist, know that the beach is near.
Take steps forward into the ocean, whilst always knowing the beach is near.

Over time your comfort zone will expand.
You will learn to swim in the ocean.
Maybe one day you will discover a new beach to claim your own!

How can you expand your comfort zone today?

Push your limits.
Floris

Inspiration from here.

Storytelling

In life, we tell ourselves stories all the time. We use stories to understand the world, to identify yourself with brands, and to tell the world your story. You only get one chance to tell a story, that’s why it’s crucial to get it right. Just like for a person, a brand also gets one chance to tell their story. Here is an incomplete guide on how to do that.

 

A compelling, human-scale story.

The stories that have stood the test of time are stories that all follow a specific pattern. From the Iliad to the Koran, and from Star Wars to The Godfather, all great stories come in three parts.

  • First act: The main characters are shown. You become familiar with the protagonist, the world they live in and their relationships. There is a dramatic incident, and when the protagonist deals with it, it leads to an even more dramatic situation.
  • Second act: The protagonist tries to resolve the problem and finds himself in even more trouble. He needs to learn a new skill and gain new insights into his being. This in effect changes who he is. This entails the character arch and is usually helped along by a mentor or co-protagonist.
  • Third act: The story and its subplots are resolved. The dramatic situation happens and leaves the protagonist with a new sense of who he really is.

 

This pattern is called the hero’s journey. It’s all around you. We are proud of people who’ve overcome an addiction but don’t applaud our friend who has never lost his job to a bad drinking habit. It’s why people watch soap opera’s or why we love cheering for the underdog in sports events.

 

Broadcast Your Story to Who Is Listening

Our greatest and latest adventures or our company blogs will not matter unless our stories are being read by someone who is willing to listen. If you have an average product, if your story is just like that of 10.000’s of others, no-one will listen. You get to define your story, make sure your story is one that no-one else is telling.

  • Define a small audience of people who are interested
  • Maybe they will love your story so much they will tell their friends
  • It matters what you say, not who you are
  • Write something great, and do it over and over again
  • Write WITH and FOR your audience, not AT or TO
  • Be specific, define your category, stick to it
  • The riskiest thing is to be average

 

The story you tell your audience is their story. You will not present them with totally new information, you will reflect back on them things they already believe in. When Ben&Jerry joins a protest for human compassion, they are not doing something new, they join the people that are already listening to them.

Another great example is the blog Signal vs Noise. It’s Jason Fried, DHH and employees at Basecamp telling their story. A story about productivity, about working smart. That fits perfectly with the product they are selling, Basecamp, a project management tool that facilitates those goals.

Learn more about broadcasting to a small audience from this great blog by Kevin Kelly.

 

Tell an Emphatic Story, Again and Again

When you have defined who you are talking with, you need to WOW them with what you have to say. These are the conditions for your message to be great.

  • Tell a true story. This doesn’t mean that your story has to be very factual. The opposite is usually true, most commercials use actors. You do have to be consistent and authentic, the core of the story has to be true.
  • Talk with ethos and pathos. Not logos. People decide that they like someone after just a sniff. Our purchasing decisions are made as a result of the sum total of our emotional baggage, no facts and figures will beat that.
  • Make a promise. Appeal to the emotion of your audience by giving them a promise of fun, safety, hope, or a shortcut. The promise should be something that is worth talking about, something that is remarkable.
  • Become a trusted source. Trust is the scarcest resource we have (and definitively online). By consistently delivering on your promise, you will be able to gain the trust of your audience.
  • Be subtle. Let people draw their own conclusions. You don’t have to spell everything out for your audience, let them discover things themselves, make them get involved.
  • No contradictions. If your brand is fast, have fast delivery. If you’re goofy, add gifs to every blog. Make sure that every aspect of your story is consistent.

 

Whether you have a blog, an Instagram account or when you interact with your customers. You are always telling a story. You need to tell a true story, one that you believe and that your specific target group (your fans) can identify with. And if you do this consistently, you will become their trusted source.

 

Telling a Story With Your Website

For an e-commerce company (like Queal), your website is the place to tell your story. No, not only your blog. The whole website is telling your story. Every page of your website has a tone of voice. This must match that of your visitors, or they will misunderstand who you are (or even leave). So, choose a tone of voice that matches your brand, fits the page and exceeds the tone of your successful competitors.

  • You have to choose. Don’t appeal to everyone. Only write for your best customers/fans.
  • Forget the homepage. Don’t send people to a generic page, make a specific page for each purpose (e.g. product info, specific product benefit, etc).
  • Tell a story. Facts matter, but way less than getting people to listen to your story. Focus on getting the story in their heads.
  • Stake out a position. At every page, you have to say (without saying it so obviously) “The smart thing is to click here.
  • Create a path. Make something that people can follow. Let every page tell one thing, then let them progress to the next piece of information until they make a buying decision.
  • Test and measure. Be open to feedback and see what people are doing on your site. It’s a difficult process, you will be confronted with failing. But at the same time, it’s a lot of fun, you will learn what does work.

 

Stories With Waves, Get Saves

When releasing your story to your specific audience, with a true story, there is one last key ingredient. That is the theory of waves. You are always telling your story, but you vary the intensity of which you are doing it to showcase growth.

 

The story you tell should be a story about what your audience wants to hear in combination with what you have to say. Don’t post 10 (irrelevant) things on your Instagram every day, sometimes it’s better to work on something bigger and make your stories build on each other.

  • One: You tell a big story, for instance, the launch of a new product
  • Two: You follow up with stories from customers who have received your product
  • Three: You keep quiet and work on the next release
  • Four: You start telling some things about the next release, you start building momentum
  • Five: You are as loud as possible, people are expecting the new release (your previous promise) and you are now delivering

 

This is what Damin Singh has to say: “You are talking to your audience or community on a journey. Imagine going up a mountain. Every corner will be different, some completely and some similar. To get your audience excited build contrast into the narrative, so think of it as a movie. Well, think of a romantic movie. You have an easy beginning, and move into something sad/negative and then the lovers meet. It’s exciting and then they fight and it’s sad and in the end, they get together.

Make your audience part of the conversation and get them excited for the release. And when you do so, you can ask them to help you. Don’t let your audience watch the train, let them jump on it. Because when you work in cycles you won’t overload your audience, and they will see the growth of your company from those distinct events.

 

It’s All About Them

More than ever, we express ourselves with what we buy and how we use what we buy. Extensions of our personality, totems of ourselves, reminders of who we are or would like to be. We love ourselves. And great marketeers don’t make stuff, they make meaning.

 

So, what story do you want people to tell themselves?

 

More story(telling):

Great blog by Florent Geerts on Once Upon a Brand – Be remarkable, provide value at every step, and perception is everything.

 

http://www.sethgodin.com/sg/downloads/knockknock.pdf

http://sethgodin.typepad.com/seths_blog/2013/04/the-brand-is-a-story-but-its-a-story-about-you-not-about-the-brand.html

http://sethgodin.typepad.com/seths_blog/2006/04/ode_how_to_tell.html

https://www.ph-creative.com/blog/ggb-podcast/seth-godin-talks-emotion-and-storytelling-in-marketing/

http://sethgodin.typepad.com/seths_blog/files/whos_there.pdf

http://www.jcf.org/new/index.php?categoryid=83&p9999_action=details&p9999_wid=692

https://hbr.org/2014/10/why-your-brain-loves-good-storytelling

Ethos, Pathos, Logos

Jurassic Park

Jurassic Park by Michael Crichton is so well-known, we can’t even imagine a world without it. Of course, someone had to be the first person to think of it, to make the world and to make it come alive. The book is entertaining, exciting, and dangerously good. The same can be said about some of the movies that were made about it, yet still, I saw all the sequels. Here is some more from Wikipedia.

“In 1989, a series of strange animal attacks occur in Costa Rica and on the nearby fictional island of Isla Nublar,[8] the story’s main setting, one of which is a worker severely injured on a construction project on Isla Nublar, whose employers refuse to disclose any information about. One of the species is eventually identified as a Procompsognathus. Palaeontologist Alan Grant and his paleobotanist graduate student, Ellie Sattler, are contacted to confirm the identification, but are abruptly whisked away by billionaire John Hammond — founder and chief executive officer of International Genetic Technologies, or InGen — for a weekend visit to a “biological preserve” he has established on Isla Nublar.”

I also read The Andromeda Strain.

Here is some more from my exploration of the story structure:

You: researcher and other characters, not really focussed.

Need: Hammond needed to change the world, make dino’s come alive again

Go: go to the park, make the animals live again

Search: show the park, see what is there, explain how it’s done

Find: see what has been done there, amazing

Take: ahhh panic, animals attack, longest part here

Return: fight for survival, barely make it many times

Change: know that nature is not a computer. And some animals are running around the world XD. And island is bombed.

The Andromeda Strain

I liked this sci-fi book, The Andromeda Strain, by Michael Crichton (who also wrote Jurassic Park) as it’s a short book that explores a new idea in a novel way. The book is about an extraterrestrial virus/life-form that they have to study to know how to deal with it. There is enough tension in the book, enough good thinking, and some good science. The conversation/writing isn’t the best ever but still very decent. Here is some more from Wikipedia.

 

“The Andromeda Strain is a 1969 techno-thriller novel by Michael Crichton documenting the efforts of a team of scientists investigating the outbreak of a deadly extraterrestrial microorganism in Arizona.

A military satellite returns to Earth. Aerial surveillance reveals that everyone in Piedmont, Arizona, the town closest to where the satellite landed, is apparently dead. The duty officer of the base tasked with retrieving the satellite suspects that it returned with extraterrestrial contamination and recommends activating Wildfire, a protocol for a government-sponsored team intended to contain threats of this nature.

The team of scientists believes the satellite, which was intentionally designed to capture upper-atmosphere microorganisms for bio-weapon exploitation, returned with a deadly microorganism that kills by nearly instantaneous disseminated intravascular coagulation (lethal blood clotting). Upon investigating the town, the Wildfire team discovers that the residents either died in mid-stride or went “quietly nuts” and committed bizarre suicides. Two Piedmont inhabitants—the sick, Sterno-addicted, geriatric Peter Jackson and the constantly bawling infant Jamie Ritter—are biological opposites who somehow survived the organism… etc”

Writing That Works

“If language is not correct, then what is said is not what is meant; If what is said is not what is meant, then what ought to be done remains undone. – Confucius

 

Lessons learnt: First things, first. Keep it simple – keep your audience on target. Write with a purpose. And the lessons learnt in writing are as relevant in presentations, talks, emails, and so forth.

 

Improve your writing, make it easier and give yourself a confidence boost. That is what the back of Writing That Works by Kenneth Roman and Joep Raphaelson promises – and they deliver. In less than 200 pages they take the reader on a journey along the basics of effective writing. First, they tackle the most common mistakes we all make, like mumbling, writing too difficult, or non-specific. After that the book tackles specific areas such as writing for audiences, writing a report that makes things happen, and how to write a resume. If you want to know how to communicate effectively (in business), then this book may be something for you!

Write. Rewrite. When not writing or rewriting, read. I know of no shortcuts.” – Larry King

Writing That Works was originally written on a typing machine. Still many of the chapters remain virtually unchanged. One that has been added is on writing an email. The authors show that they can get along with Generation X and provide some very useful tips on how to approach this constant distraction we have to deal with:

  1. Limit the number of copies (i.e. do not copy unneeded persons on your e-mail)
  2. Discuss ideas face to face (and prevent endless conversation threads)
  3. Email only when it contains a) relevant new information, b) agrees to a request, c) responds to a question, or d) asks a question or makes a request

The chapter on writing for an audience is very illuminating. One thing to keep in mind is that your reader will always have a limited amount of time and will have other (non-congruent) motives than you. With that in mind Roman and Raphaelson state the following “Decks are a reality, the business tool that gets things done.” A presentation deck should be your tool of choice. It is best to follow this flow of logic: 1) objective, 2) background, 3) facts, 4) conclusions, 5) recommendations, 6) next steps. Consultants may argue to reverse 5, 4 and 3 and luckily the Pyramid Principle (by Barbara Minto, McKinsey) is discussed “The easiest order is to receive the major, more abstract ideas before the minor, supporting ones. And since the major ideas are always derived from the minor ones, the ideal structure of the ideas will always be a pyramid of groups of ideas tied together by a single overall thought.

Along the chapters, the reader is informed of more specific concepts and general principles are applied to actionable areas. One of these is in writing your CV: the test of what to include is as simple as it is powerful – 1) Is it relevant? 2) Is it true? I myself would like to add a third question – 3) Is it consequent? In the last chapter, the art of making things easily readable is explained. Things like headings, casing and using white space are all explained. All in all the book features great tips and techniques that even the most experienced writer can make use of. A book on writing is important, but not very urgent.

Animal Farm

“Four legs good, two legs bad.”  – George Orwell

Lessons learnt: Without proper checks and balances leadership will always corrupt. A common cause unites. The collective memory is really short, and without language (knowing the right arguments/words) opposition is futile.

 

Imagine a world where animals can talk. Imagine a world where pigs start a revolution and take over a farm. Imagine a world where the pig’s initial promises and rules are twisted and turned for their own promotion and the domination over the rest of the farm. If you are like me, you might think the first two are for children’s books and that the latter is as plausible as can be. It is sad to realize that the story told in Animal Farm by George Orwell is one that has repeated itself throughout history so many times. At the same time, it also conveys some of the best qualities mankind has.

To give here a summary of the book would not be correct, it is only very short and is easily read in a couple of hours. Much more important, and interesting, is the message(s) it tries to convey. Written in 1945, it leans heavily on the events that happened in (and before) the Second World War. One of the pigs (named Napoleon) is said to represent Stalin and the actions he took in his life. Where he first overthrows the ruthless leader (the farmer), he later becomes corrupted himself. To cover his (and the rest of the leadership – read: communistic government) tracks, the rules (the 7 Commandments) are changed. This is something that we think of happening a long time ago, but when you hear of Russian government officials changing the Wikipedia page of the MH-17 crash, you start wondering if this is really in the past.

 

“Four legs good, two legs better! All Animals Are Equal. But Some Animals Are More Equal Than Others.” – George Orwell

 

Forbidden until 1989 in the Eastern Bloc, Animal Farm shows how strongly people believe in their own ideas and their right to only broadcast their ideologies. Everyone who is reading Animal Farm should be happy to live in a system where these kinds of things are not happening anymore, and if not to strive to make your country better and use it to recognize where things can go wrong. The book, however, is not for everyone. It requires your attention and you need to be aware of the history the analogies are about. I do believe that it is worth the few hours of reading and then please read some more about it.

Good to Great

“Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice, and discipline.” – Jim Collins

Five years after Built to Last (Jim Collins and Jerry Porras) Jim Collins is back with another extensive research on leadership, management and a basic how to run your company. This time the focus is shifted from the large corporations that have stood the test of time. He now looks at how to become great and stop being ‘merely’ good. Using a very large set of data (1,435 companies) and narrowing it down to 10 great and 10 good companies, the research is not something you can easily ignore. It is a great read and will definitely give you some food for thought!

In the first chapter ‘good’ is portrayed as the enemy of ‘great’. To transfer from the former to the latter he states you should succeed in three areas: 1) disciplined people, 2) disciplined thought, and 3) disciplined action. The first sign of these is found in the second chapter. Level 5 leadership is defined and examined. Level 5 leaders are not the people that usually make the cover of magazines, nor are they the ones that boss around people with great efficiency. They are the people that have the unusual mix of intense determination and profound humility.

5 – Executive – Building enduring greatness through a paradoxical blend of personal humility and professional will

4 – Effective Leader – Catalyzes commitment to and vigorous pursuit of a clear and compelling vision, stimulating higher performance standards

3 – Competent Manager – Organizes people and resources toward the effective and efficient pursuit of predetermined objectives

2 – Contributing Team Member – Contributes individual capabilities to the achievement of group objectives and works effectively with others in a group setting

1 – Highly Capable Individual – Makes productive contributions through talent, knowledge, skills, and good work habits[/toggle]

Another key concept in Good to Great is ‘first who, then what‘. Only with the right people, in the right place, you can truly achieve greatness. This may mean you need to sacrifice in the short-term, having to hire only the very best can take much longer than taking a suitable candidate. Removing employees from positions where they feel comfortable – but are not actively contributing to your company – can also be a tough thing to do. In the long-term, however, Collins argues it can save you time, effort, and resources.

Doing many things well is good, it is something you may even make a profit with. Doing one thing great (The One Thing), however, makes for a much more compelling story. Collins names this the hedgehog concept. For this he compared the strategy of a fox – who can attack the hedgehog via 100 different strategies – to the hedgehog – who just rolls up. It is about doing one thing better than anyone in the world. To find what your hedgehog concept is Collins proposes three criteria: Determine what you can be best in the world at and what you cannot be best in the world at; 2) Determine what drives your economic engine; and 3) Determine what you are deeply passionate about.

Growing your business can be seen as pushing a log along a road. It is a hard thing to do, but once you get started it can keep on rolling. The flywheel concept is about making this push easier. It is about getting more people behind the log, making the road smoother, rolling along a decline, etc.. Reducing resistance and improving your capability to make your company grow. Many companies, however, do not embrace this thought and keep pushing uphill, get other to push back or push a log that is actually still a three. The flywheel concept turns the hedgehog competencies into positive momentum.

“Visionary companies pursue a cluster of objectives, of which making money is only one—and not necessarily the primary one.” – Jim Collins

In the rest of the book, other concepts are also mentioned. Collins speaks about discipline, technology, confronting the brutal facts, and more. All together they outline a few key things any company should adhere to. With many years of research and as a leading management consultant, Jim Collins has quite the reputation going for him. In Good to Great, he proves his knowledgeability and teaches about how to become a great company. Written five years after Built to Last, it actually features as a prequel, but both books can easily be read independently.

The 80/20 Principle

I just finished reading The 80/20 Principle: The Secret to Achieving More with Less by Richard Koch.

The main premise of the book is that 80% of outcomes are produced by 20% of causes. The most common example is that 80% of sales come from 20% of your clients. A more novel example is that 20% of a carpet gets walked on 80% of the time (which one company capitalized on by renting out tiles and reusing the good 80%).

The book can be highly recommended. Not every chapter might be as relevant for yourself, but even this Koch anticipates. He states that you should skip around the book to the parts that are for you.

What I find the most useful is the change in mindset that you have to go through. Not 50% of your activities lead to 50% of your outcomes. You should see your efforts as a logarithmic line, most of the outcomes are from a small part of the time/efforts. What you need to do is identify which are your most productive activities, which ones are least/counter-productive and try to maximize the first and eliminate the second.

 

Lazy Intelligent

In one of the later chapters, Koch comes up with a novel classification of (working)people. He divides them in lazy vs. hardworking, and dumb vs. intelligent. He states that the most productive people are the lazy intelligent. These are the people who are working in an area in which they know much (have expertise) and will do their best to eliminate all the tasks that they are not perfectly suited for. What I like about his definition is that intelligence is not used as a static term, he states that everyone is intelligent, you just need to work in the area in which you are smart.

The best example of this comes from one of the reviews that is featured in the last chapter of the book. It’s from a person who is now the leader of a school programme that helps children with learning disabilities. The teacher himself sometimes takes hours to find his car in the parking lot or forgets where he leaves things around the house. He himself has trouble with his memory. But he understood this in an early stage. Therefore he delegated all tasks that are remotely related to memorizing things and focus on building the programme from a leadership position (his intelligence).

 

Question of the day: What is your 20% time and how can spend more time there?

The One Thing

“What’s the ONE Thing I can do such that by doing it everything else will be easier or unnecessary?”

 

Let me stick to the philosophy of the book and just quote this one sentence. Here is some more from Wikipedia:

This second section of the book deals with productivity principles like habit-building and benchmarking. For instance, the book suggests that readers should engage in four hours of work on their “ONE thing” each day. The authors cite economist Vilfredo Pareto as one of the inspirations behind this philosophy. Pareto’s principle suggested that 20% of the effort produces 80% of the results (see The 80/20 Principle). According to the book, this means that engaging in the one most important task will be more likely to produce the desired results without any extraneous effort. The book also differentiates between the Big-Picture Question (“What’s my ONE Thing?”) and the Small-Focus Question (“What’s my ONE Thing right now?”). The core idea is that focusing on an excessive amount of tasks will more likely lead to discord and under-performance.

 

One to read again some day!

Think Simple

“Simplicity is arguably the most potent weapon in business—attracting customers, motivating employees, helping outthink competitors, and creating new efficiencies. Yet rarely is it as simple as it looks.”

 

It has been a while that I listened to this book but I remember it not being the best ever. With the memory of now and by reading some other reviews, I think the book was too long and I think you’re better helped by books like The One Thing and The 80/20 Principle.