Trapped in the WHINEyard?

The only thing that whining or complaining does is to convince other people that you are not in control. Helpful? Far from it. And for all those who are under the mistaken impression that whining burns calories, sorry to disappoint you..it doesn’t!!

 

Whineyards grow only sour grapes.

 

Come to think of it- whining is a seductive package deal. When it works, it gets us attention, lowers expectations, it gains sympathy and it forces or coerces people to identify with our pain.

 

When whining becomes a habit, we need to continue it- so we begin to interpret events as opportunities to prove that our whining is justified.

 

People hate being around a whiner when the selfish desires of the habitual whiner becomes clear. As Lord Jeffrey put it so eloquently ” The tendency to whining and complaining may be taken as the surest sign symptom of little souls and inferior intellect “.

 

It would be great to remember that our complaints, drama, victim mentality, whining, blaming and all of the excuses that we come up with has never taken us even one step closer to our goals or dreams. So, time to let go of the nonsense, let go of the delusion that we deserve better and go earn it!

 

Our shared reality is the world as it is, and the whiner isn’t actually being singled out. The best way to make things better is to WORK to improve them, NOT demand special attention and treatment.

 

If you woke up this morning with more health than illness, you are far more blessed than the million plus people who will not survive this week. If you can read this blog then you are far more fortunate than the millions who cannot read it at all.

 

Optimists run the risk of being disappointed now and then. Whiners are always disappointing!

 

Nobody is going to invite you and say ‘ here’s some cheese to go with your whine “- so, you know what to opt for- and whynot?

 

 

ENDS

 

DREAMKETING

DREAMKETING
We are under prepared. The rant is, that we are still mired in Old Economy, Old Product Thinking. But, we must, in fact all of us, take a cue from the likes of the Virgin Group or Tesla and the likes- and come to grips, strategically, with the fact that Winners in the New Age Economy will be …Masters of the Dream Business.
What would that entail; Totally ‘ insane ‘ schools, hospitals, enterprises, retail..going way way beyond the normal suite of services to be in the realm of impossible made possible dreams.
The stakes are high. In fact billions and billions of dollars. So, lets stretch the narrative here.
Digging back on a presentation that Ferrari North America CEO Gian Luigi Longinotti-Buitoni some years ago in Mexico City. Dreams are his mojo. To quote him from the presentation ” A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the customer. The opportunity to help clients become what they want to be. “
Longinotti-Buitoni preaches the  ” marketing of dreams ” – an idea that he compressed into a word of his own coinage: Dreamketing

To guarantee anything in a world gone nuts is well..nuts. So, suggest we take the leap.

Dear Mr CMO, Dear Finance Head, Dear Ms Retail Store Owner. Get an extended lease on your professional life. I will tell you how. Expunge, excise, remove​​ the terms ‘ product ‘ and ‘ service ‘ from your vocabulary. When either of these two words come to your lips, substitute them with ‘ experience ‘ or ‘ dream ‘. That’s all.

This is not a pie in the sky spiel.​ This is a strong business message being sent out by someone, a very practical businessman who has created and enhanced some extraordinary franchises. So, its worth listening to his argument if you are in sync with the fundamental argument that the call of the hour is Totally New Sources of Value Added..in a Totally New Economy.

To ratify, lets put out a grid of ‘ Common Product V/s Dream Product ‘

Common Product     V/s          Dream Product

​Maxwell House                            Starbucks​

Hyundai                                         Ferrari

Suzuki                                            Harley Davidson

Carter                                             Kennedy

​Connors                                        Pele

New Jersey                                  California​

CNN                                               Game of Thrones

​Nothing wrong with the brands on the left of the grid. Each offers regular, solid, every day​ response to some need or another. On the right though are brands with a dreamlike power that go beyond the realm of mere ‘ need fulfillment ‘.

So, dramatically alter perspective. Do not rest until that project passes the test of imagination(or Dreamketing). Raise the bar. WAY, WAY UP! To become what you or your client wants.

ENDS

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