The difference between ‘buy now’ and ‘bye now’ is very thin.
Sometimes, when we push very hard for a commitment, we break the trust we’ve earned.
For a while, you might not notice the broken trust, because we’re encouraged to keep pushing, treating every individual as a walking ATM, not a relationship to be nurtured and a person to be helped.
Soon, though, you run out of the gullible and all you’re left with is distrust.
The AI driven voice mail system said, “I’m sorry, I didn’t understand you.” Of course, there is no “I” and by most definitions of sorry, it’s not.
But it made me feel better.
The overworked and slightly bitter front desk person who was the frontline flotsam in a poorly designed system couldn’t be bothered. Even though the person they worked for was cancelling the appointment, and I had just spent ten minutes returning their call through a maze of badly designed prompts and it was a hassle to reschedule, they couldn’t/didn’t/wouldn’t say, “I’m sorry.”
After all, they didn’t cancel the appointment or design the system.
“Sorry” doesn’t have to be an admission of guilt or acceptance of fault. It could simply be the kind way one human acknowledges to another human that things aren’t ideal right now.
The magic of this simple word is that it can make both people feel better.
It looks like this:
Which do we measure the most, spend the most obtaining and argue about most often? We might have it backwards. HT Russ Ackoff.
Bananas are (slightly) radioactive. The banana equivalent dose (BED) is a measurement of radiation. It’s definitely not enough to hurt you.
When we think about risk, the BED is a useful way to find perspective. Is the exposure this new thing will cause on the order of a banana? If so, perhaps we shouldn’t worry about it so much. A chest x ray might be like eating 100 bananas… it gives us a scale we can work with.
Driving a car is far more dangerous than being on an airplane. The Honda Civic dose might be a helpful way to think about the risk of a crash.
And far more people are injured or killed in collisions with deer and moose compared to sharks. The Moose equivalent dose for exposure to wild animals might be worth considering.
Finally, and most salient, the chances that you will experience significant long-term damage from wearing the wrong color shoes to fourth grade, or by asking a dumb question after a presentation are lower than being injured by a pumpkin. And just imagining the pumpkin equivalent dose makes it hard to take ourselves too seriously.
That’s the first step, certainly. If you don’t, your boss will.
The second step is to take the time you’ve freed up and do work that the AI can’t do.
UPDATE! Now sold out.
It took less than 48 hours. Thank you for making it happen.
Original post below:
[Lots of links in this post… US offer is here, international is here.]
Ideas travel horizontally.
Not from the creator to the audience as much as from one person to another.
It’s easy to misunderstand the insight of Kevin Kelly’s 1,000 True Fans. Decades ago he argued that the long tail is fueled by circles of people who lean in and support a creator’s work. 1,000 people who show up when there’s something important going on. 1,000 fans who care enough to enable an individual to create something worthwhile.
That matters. But that’s not what makes it so powerful.
Ideas that spread win.
The 1,000 fans go first, yes, but they also spread the word. Part of the creator’s job is to give the true fans something worth talking about, something that advances their mission.
When we make spreading the word worthwhile, the word gets spread.
Today, I’m launching my new book in a special package to 1,000 people.
Click here for more pictures and to order…
It’s seven copies of the book (which comes out in about six weeks), a collectible chocolate bar from Askinosie with a trading card inside, a deck of 54 strategy cards and three month’s access to purple.space, including full access to the Marketing Seminar and Strategy Course as well. The retail value is over $700. I’m working with my publisher and Porchlight to sell the whole box of joy for below cost, less than $125 in the US.
Why overdo it?
Because ideas spread horizontally. Because someone with seven books is likely to give six away. Because I believe that when people have a better understanding of how to use strategy to make things better, they’re going to want to have their colleagues join them on the journey.
And because it’s fun.
It’s fun to interact with the true fans. Your questions and stories and heroics make me think more clearly and find new ways to extend the work. And what an opportunity design and create packaging for chocolate bars, trading cards and a strategy deck as part of my day job.
It all ships in a few weeks. If it’s something you’re interested in, I hope we made enough.
Click here to see all the details. International orders (no chocolate, sorry), please click here instead.
Thank you.
That’s magical. To have the resources to expend labor on something that fills us with joy.
If you’re lucky enough to encounter this, perhaps it makes sense not to confuse the issue by also trying to turn it into labor for maximum profit.
When we focus on one, we often decrease the other.
Spoiled leads to bitter.
A sense of entitlement is a trap, because bitterness demands more evidence and seeks to maintain dominance over the other emotions.
When we’re busy looking for more reasons to be bitter, we’re not taking the time to do generative work, to connect and to find opportunities to make things better. These are the enemies of bitterness… it’s easy to make bitterness worse by seeking more reasons to be bitter.
It’s so tempting to write for everyone.
But everyone isn’t going to read your work, someone is.
Can you tell me who? Precisely?
What did they believe before they encountered your work? What do they want, what do they fear? What has moved them to action in the past?
Name the people you’re writing for. Ignore everyone else.
The end of the trail is usually difficult, but without the long and winding approach, there isn’t much of a mountain.
The greatest hits reel and the stunning photographs leave out most of the hard work.
There’s a lot to be said for showing up, one foot in front of the other. In fact, those are the only people who make it to the steep part in the first place.
If you have a series of tasks to do, it’s easier to ignore this question and simply get back to work. Doing the tasks is more efficient than coordinating the help.
But if your work is a project, a bigger mission that involves making a change happen, it’s much more productive to accept help.
When we have a project, part of the work is to enlist others in figuring out how to make the change we seek.
Google made a fortune and honed sponsored search results into an art form. The theory is that people who want the traffic the most will pay for the clicks, and of course, if the advertisers don’t have something you ultimately want, they’ll just waste their money. Let the market work it out–the dollars become a self-fueling sort of search algorithm.
Google was a miracle, and it also offered smart organic results and clearly labeled ads, so most of us accepted this.
Now, though, hotel listings don’t even bother to pretend they’re sorted in any order but “what makes us the most money.” Yelp requires us to wade through fast food franchises and other lazy advertisers to get where we’re going. And recently, Amazon has jumped the shark by selling out their customers to the highest bidder.
Add smartphones to the mix, with their tiny screens and low impulse control, and the ads stop looking like ads.
Not only are the ads a worse experience for the user, they are also creating a tax on all the advertisers, and thus, on us. If the only way to get Amazon traffic is to buy the ads, then the only way to pay for the ads is to charge more…
We’ve been hooked on free media for a century. But newspapers and network TV evolved to be ever more clear about what’s content and what’s an ad. The internet, as in all things it does, hypercompetes for the last penny, costing all of us time, trust and money.
The oxymoron of “sponsored results” is that if they’re sponsored, they’re not results.
It contained some of my best writing. Cogent, clear and powerful.
I found it.
It wasn’t nearly as good as I remembered. In fact, it was hardly useful.
The opposite happens with the things we fear. When they show up, they’re likely to be a lot less fearsome than we imagined.
In the very small business, the freelancer knows each customer. By name, by volume, by preferences.
And in the huge business, expensive software, data analysts and relentless margin seeking pushes organizations to increase their yield.
But most businesses (and non-profits and groups) are somewhere in between.
We don’t think of our customer list as a spreadsheet, but it is.
Perhaps you know names, addresses, emails and purchase history–but it’s likely that the customers you pay attention to are the noisy ones, or the ones that left in a huff. We’re distracted, though, because they’re not the majority, or the profitable ones, or the ones that really matter in the long run.
Tools like numerous.ai were inevitable, but seeing it work is still something of a miracle.
Here’s a list of email addresses. Guess the first name of each customer.
Here’s a list of recent purchases. Do an analysis of which customers are the most loyal.
Here are our donors. Find out which ones respond to this sort of project.
Here’s a list of zip codes. Please build a table or graph to show us where are customers are clustered.
Here is our membership list along with recent attendees at our meetings. Who has dropped off in attendance and how should we contact them to see what’s up?
At a big company like Amazon, this is all used against the customers, creating dark patterns designed to extract more ad money while denigrating the user experience (but not enough to get people to leave).
At a small organization, though, it can be a breakthrough. It uses the smaller size of the organization to your advantage, because the insights can actually be put to use by a human. Used to make things better for the people who count on you.
This is worth the effort. And if you’re not doing it, you can hire a freelancer to do it for you. And if you’re looking for a new gig, this is the sort of project you can build a business around.
I came across this (ironically) anonymous quote recently: “The offline world is full of sticks, but the internet only has carrots.”
When we come together in groups, it can bring out the best in people.
When those groups are anonymous, porous and transient, though, the opposite can happen.
And mobs never helped anyone, ever.
Nobody asks you to design a bridge, write a sonnet or do open heart surgery. We leave these essential tasks to trained professionals.
But many job descriptions carry the unstated addendum, “and write.” Write memos, proposals, and even instruction manuals.
The local supermarket is reducing its hours for the summer (well deserved). The sign they put on the door to announce this is 100 words long.
The folks who manage the building where I work regularly send complicated and off-putting emails and texts to residents, when simple and powerful language is just a few keystrokes away.
There are two options:
The first used to be the only one. Get better at writing. You might not think you’re a professional writer (you’re a doctor! you’re a manager! you’re a teacher!) but if it’s an important part of your job, you are a professional, or at least we expect you to be.
Now there’s a second option. If the writing you’re doing doesn’t need to be in an idiosyncratic voice, take your memo, paste it into claude.ai and say, “please rewrite this to make it clear, cogent, positive and concise.”
And now you can go back to work.
It doesn’t matter how hard you try, you’re not going to change the direction of the wind. That doesn’t mean you can’t get good at sailing, though.
And yes, if we do try, we can change the conditions in our household, community or workplace. It might feel like wind, but it’s caused by us and can be influenced by us. Not easily, and not right away, but knowing it’s possible is the first step.
The conflict is real.
“Jean-Michel [Basquiat] called,” Mr. Warhol wrote in his diary on Sept. 5, 1983. “He’s afraid he’s just going to be a flash in the pan. And I told him not to worry, that he wouldn’t be. But then I got scared because he’s rented our building on Great Jones and what if he is a flash in the pan and doesn’t have the money to pay his rent?”
Every publisher, promoter, impresario, and family member worries about this, at least a bit. The good ones acknowledge the conflict and dance with it.
Conflict of interest is real. And as Fred Wilson says, if there is no conflict, there is no interest.
Yesterday’s post was a little glib. Without a doubt, we add more value when we focus on the emotional labor of important work, leaving others the chance to create commodities.
But the repetitive, difficult nature of leaning into commodity production can give us insight, humility and skill. It helps us understand just how hard the hard parts are, and creates an opportunity to bring innovation to the work to be done.
Learning the skill and caring enough to show up to implement it, again and again, can give us the foundation to see what others might miss.
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