The Jolt! from ckwrites 05.14.2014

Can’t believe it is the middle of the merry month of May and it’s snowing. Wild and whacky.

Here’s The Jolt! from ckwrites.


Do you know what separates the winners from the also rans?

In John Doerr’s new book, Insight Selling, you’ll learn that the sales reps who consistently win business are those that provide new ideas and insights to their clients. They are also effective collaborators.

Here’s the deal. Providing insight is not the same thing as touting your firm. It’s much more subtle. It’s about specifically applying what you have learned about your business to your prospects situation to help them to solve their problems.

Here’s what Doerr says about why it works.

What we say in the book is it’s about connecting with them—both on a personal level and connecting the dots for them—and then convincing them that they will get maximum value and minimize their risk. And finally collaborating with them to demonstrate that you have their best interests at heart.

I can hear the howling – why should they benefit from my hard earned experience before they even pay me??? Fair question. This approach is not right for everyone which is one reason that it works.

I don’t know if its win-win. I do know that its increasingly difficult to win any other way.


Are your clients ready to let their clients tell their story?

If you’re IBM, the answer is yes – and let’s call it made with IBM.

IBM sent three crews to three continents to interview over 40 customers and 20 IBM’ers. The results – 50 TV commercials and an incredible trove of digital assets exploring how clients have applied IBM technology to change their businesses.

But here’s the surprise. Even though this was coordinated with and through their lead agency, Ogilvy NA, the decision was to sent documentary crews led by journalists – as opposed to commercial directors. Steve Simpson, Chief Creative Officer, Ogilvy North America explains that “we are trying to find out what is happening and collect the evidence – and not impose a view on it. Documentarians go in without an agenda – they go in to find out what the true story is…”

This is way beyond the case studies many of us cut our teeth on. For one thing its all housed on a very slick hub that allows you to filter the stories from multiple perspectives. Presented in a tabloid style, a click on any story takes you into a carefully formatted template that let’s you “see what the world’s making today.”

This story (and last weeks post about Microsoft) clearly demonstrates that last years discussions about bringing journalists into the mix is already bearing fruit. Very exciting to see and watch.

Ann Rubin, VP Branded Content & Global Creative who headed the charge said that “now we are talking about what is actually happening with clients – moving from the why to the how.”

Made with IBM is not an advertising campaign. I think it’s really about shifting a mindset from ‘I am doing advertising’ to ‘I am creating content.’ I don’t know if we’ll ever just shoot a TV commercial again.

The Big AHA

Have you found your passion?

Find Your Passion With These 8 Thought-Provoking Questions was developed by interviewing entrepreneurs, innovators, consultants, and creative thinkers–with the intent of helping people figure out where their heart lies and what they really ought to be doing. The article is adapted from Warren Berger’s new book, A More Beautiful Question.

It is an article that is worth your time to read, so instead of trying to turn it into Cliff Notes, I am going to share the first question.

“What is your tennis ball?” comes from a commencement speech at MIT by Drew Houston who is the founder of Dropbox (I didn’t know either.)  If you own a retriever of any kind you are probably conjuring up the dog’s joyous dash… And that is exactly the point according to Houston.

“The most successful people are obsessed with solving an important problem, something that matters to them. They remind me of a dog chasing a tennis ball.” To increase your chances of happiness and success, Houston said, you must “find your tennis ball–the thing that pulls you.”

So pay attention to what pulls you. For instance, “when you’re in a bookstore,” says author Carol Adrienne, “what section of the store are you drawn to?” That will not only tell you what books you love–it may point to where your tennis ball can be found.

 Metrics & ROI

Do you know all the kinds of stories you can tell with data?

10 Kinds of Stories to Tell with Data got my attention. Here’s the premise:

What’s needed is a framework for understanding the different kinds of stories that data and analytics can tell. Practically speaking, there are four key dimensions that determine the type of story you can tell with data and analytics:

Time: Analytical stories can be about the past, present, or future.

Focus: Are you trying to tell a what story, a why story, or a how to address the issue story?

Depth: There is also a depth dimension to analytical stories. (Fun here)

Methods: Finally, there are different types of stories based on the analytical method used. Are you trying to tell, for example, a correlation story—in which the relationships among variables rose or fell at the same time—or a causation story, in which you’ll argue that one variable caused the other?

People—particularly those in the media—tell bad stories all the time because they confuse causation with correlation.

Marketing 501

Would you like to know what kinds of content B2B buyers value?

Three Research Backed Content Marketing Insights You Should Know provides insights that you can leverage to ensure that the content you develop and deliver is both strategic and effective:

  1. B2B Buyers Want Industry & Product Driven Content. Whitepapers still top the list but video is now only 1% point behind case studies – of course we’ve been doing video case studies for years… (See the made with IBM article.)
  2. B2B Buyers Want To Find Your Content Through Search. It makes sense, that way they don’t have to interact with you. This is a continuation of the disintermediation of sales and marketing from the process.
  3. There are five key reasons people share content. There’s good stuff here – turns out that the motivations are all about making themselves look and feel good. i.e. so you want someone to share your stuff, you had better offer something cool.

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