Decibel V/S Gospel

We have all done our bit of time management drills. Segregate the routine from the urgent from the important. What is urgent need not be important and even the other way around.

Distill the wheat from the chaff. The signal from the noise. Indulge in ‘ Essentialism ‘- separate the trivial many from the vital few.

Hearing and listening are not synonymous.

Given the surfeit of digital and social media options today, the noises that you hear can be overwhelming. It’s easy for anyone to be loud and consistently at that. The Big Bold all uppercase attention seeking subject line for example. Falling innocent prey to these high decibel badgering is a strong possibility.

What would be vital to understand is who are these loudest noise makers to whom you are lending your ears to ? And are you overlooking the more important constituents in your customer universe as you do that? Well worth an introspection.

The once in a blue moon random customer with Cartier expectations and Naif Road budgets might be the noisiest for sure but do not confuse them with the silent, committed, long term customer who delivers you over 90% of your business.

It’s not about the Paleto Principle. Neither is it about profitability and revenues but identifying, respecting and understanding whom we have set out to serve. And serving them the way they ought to be.

A loud noise will not be important and an important voice need not be loud. If they are well heard, they can be well healed. And leave you well heeled! And then it’s business as usual.

Distinguish the decibel from the gospel. Then all would be well.

ENDS

www.groupisd.com/story

www.brandknewmag.com

 

 

Time to change your default settings!

A legacy approach might be stifling you, without you even realising it.Best practices may not be that best(or better) at all. In fact there is scope to abandon best practice as the ‘ practice ‘ as it used to exist has changed altogether.

Your current marketing and customer strategies may unknowingly be rooted in old patterns. It may be time for a change.

The purpose of business—creating a customer—and your customers—at a human level—aren’t changing. That, irrespective of all the tectonic shifts happening around them.

But for many businesses, it’s time to make a change toward having a deep understanding of their true purpose and their customers.

The terms consumer and customer are often used interchangeably but they signify very different relationships. Etymologically, consumer stems from a word that means “one who squanders or wastes,” whereas customer stems from a word meaning “a person with whom one has dealings,” with the implication that it is an ongoing relationship.

As Stanley Marcus, of Neiman Marcus, wrote, “Customers are people; consumers are statistics.”

Marketing isn’t about selling to the customer; that’s a byproduct. As the legendary Peter Drucker observed, “The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.

It’s the time to break old tendencies. Its the time to be aware, to rebel, to kill old habits and to seek change.

Not changing is a default tendency. Change the default settings!