What Software You Really Need Next Year
With so much AI-fueled changes in marketing technology, companies of all sizes are struggling with the same question....
What do we actually need to own/buy/use next year, to hit our marketing goals?
I'm joining Lindsay Cordell from GTM Partners, and Chip House from Insightly to talk through this important question LIVE on 11/17.
Please tune in. No cost.
How B2C Content Success Differs From B2B Success
I was back on DP Knudten's excellent podcast to provide the ins and outs, victories and tragedies of my 18-month ascent to become a tequila influencer.
I've learned A LOT about B2C vs B2B, and maybe these discoveries will help you too?
Even Pilots Know This Rule
"When air traffic control tells me the delay will be 10 minutes, I always tell the passengers it will be 15 minutes."
My friend said this to me last week. He's a pilot for American Airlines.
"Why do you do that?" I asked.
"Well, ATC can be optimistic in some cities. And if they do happen to be correct about the delay, I come on the intercom and tell the passengers: "Good news. I know I told you it would be 15 minutes, but it's only been 10 minutes and we're ready to go!"
"It changes how they think about the delay, about me, and about American."
My pilot friend very much understands (and practices) an often overlooked principle of customer satisfaction:
Underpromise and Overdeliver.
It's funny, isn't it?
We learn this adage on day one in business. It is universally known. And we KNOW it works.
I called AT&T. They said hold time would be 11 minutes. When they picked up at 9 minutes, it felt like I'd won $20 on a lottery scratch-off ticket.
When call centers don't tell you how long the expected wait time is, each minute feels like an epoch.
And this is why underpromise/overdeliver is so powerful: it reframes our expectations.
After years studying the relationship between responsiveness and revenue, I've learned expectations and how they are managed are more important than actual speed. (I talk about this in my Time to Win keynote).
Yet, underpromise/overdeliver is NOT universally applied.
Why?
Because in most cases, being the bearer of bad news to customers (especially around speed) can create a venti pumpkin latte full of ire and angst, and most of us avoid conflict like the Chicago Bears avoid the end zone.
So to avoid disappointing customers up front, we fib about time and responsiveness. In the moment, if often feels better to overpromise instead of underpromise. We figure we can massage it later, when the truth comes out. But nowadays, customers are far less forgiving of this approach.
Increasingly, as customers have come to care more about their time than ever before (see my research on this fact) the idea that we can dodge and weave about speed is being proven faulty.
You're now MUCH better off in terms of overall customer satisfaction to take a page from my pilot friend's playbook:
Underpromise and Overdeliver....especially about time.
Any examples in your world of underpromise/overdeliver, or the dreaded opposite? I'd love to hear about them for future presentations, et al. Just reply and let me know.
The Books Report
Here's what I wrote in the foreword to The POINT: How to Win with Clarity-Fueled Communications from Steve Woodruff:
"...aren't many problems in life and in business created by a lack of clarity?
Argument with a spouse? Probably a clarity issue.
Miscommunication with a colleague? Same.
Miffed at a friend? Tried not to hurt her feelings, and thus wasn't clear, and now made it worse?
Clarity deficits are EVERYWHERE.
Once you complete this exceedingly practical and useful book, you'll not only recognize clarity problems emerging in advance, you'll also be able to rectify them using Steve's winning techniques."
Such a solid book. Yes for business communication. But also for life.
Jay's Faves
I know my way around popcorn. But I've NEVER had popcorn like this.
My pal Karl Sakas sent me four bags of Poppy Hand-Crafted Popcorn (they combine chocolate, caramel, nuts, cheese, etc. with delish popcorn).
I did UNSPEAKABLE, raccoon-like things to those bags. I would have slept with them under my pillow if my wife would have agreed to it.
She did not.
Made in Asheville, NC this stuff should be illegal.
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