Book Excerpt and Review

Learning Beats Knowing

UnknownStrangely enough, in today’s workplace there are situations where what you don’t know ends up being far more valuable than what you do.How can that be? Time and again, rookies who know nothing about a field come along and end up outperforming the veterans who have years of experience in the industry. This phenomena demonstrates the fact when it comes to the new game of work, learning beats knowing most of the time. That’s the essence of rookie smarts.

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A common sense approach to web usability

screenshot_1262The principles of good web design are “just common sense” and you can learn to apply them. A great website must have usability, in that it must work for customers, serve your purposes and be easy to use. If clients find your site difficult to use, they’ll avoid it, and yet there’s no single right approach to designing a website. To begin, simplify your site. “Don’t make me think!” is the “first law of usability.”

People should never be confused about what to do, where to go or what to click to find what they want. Make everything on your site “obvious and clickable.” If your users have to ask about how things work, they’ll get distracted. Even if their “mental chatter” only lasts “a fraction of a second,” it’s too long. Users should never, ever have to ask, “Where am I?” or “Where should I begin?” What you can’t “make…self-evident,” make “self-explanatory.” Continue reading »

Disrupt !

51QvuY+s1kL._SY346_PJlook-inside-v2,TopRight,1,0_SH20_Never assume that something cannot be done. Challenge your assumptions and do things differently.  One great way to get ahead in business or in life is to ask all the questions everyone else just glosses over. Try and challenge the limiting assumptions others work under and you can zoom ahead.   The simple dynamic is most people and almost all organizations just try to deal with the current situation as if it is locked in stone. If you get busy asking questions that rock the boat, you just might uncover an opportunity nobody else has noticed. Continue reading »

The “Membership Economy”

UnknownMany of the heavy hitters of the corporate world – like Apple, Amazon and just about every big start-up around – are busy at present changing their business models from selling individual products to offering memberships which generate ongoing recurring revenues. This is indicative of the rise in the membership economy which looks set to become much larger in the future.

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How Google Works

41x1pBmfv0L._SY344_BO1,204,203,200_What’s different about today’s business environment – in what can be termed the “Internet Century”? Power has shifted to the consumer and entry barriers to almost every industry that exists have melted away. And within companies, individuals and small teams can have a massive impact. Continue reading »

Epic Content Marketing

contentmarketingWith traditional marketing, you use ads and sales messages to try and attract prospective customers. Content marketing (CM) is where instead of interrupting people, you put high quality content out into the marketplace for prospective customers to find. Your help people do what they’re trying to do with no strings attached. The idea is prospects will then buy more of what you have to offer because it helps them achieve their goals.

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Changing demographics: the shrinking middle-class, mom’s & dads

middleclassIn 1971, the middle class included 61 percent of Americans. Today we see only 51 percent in the middle income tiers.  In short, the middle class has changed.  If I had to sum up what separates the middle class from those classes above and below, I’d have to say it’s about lifestyle and a word marketers love and fear: discretion. The middle class has the economic flexibility to make choices, but its members understand that trade-offs must be made and are forced to consider the impacts.  Continue reading »

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