Business is Personal (Again)

Business is Personal (Again)
So what’s really going on? Chris Heuer, Market Catalyst
Scott Becker Meet my best friend photo by Kris Krug
Kristie Wells say hello to my wife Kristie photo by Kris Krug
Kris Krug President of Bryght Friend Source of Referrals One of my vendors Our Wedding Photographer photo by Chris Heuer
Business is Personal Again
It’s nothing personal, it’s just business. • For a very long time, we have tried to separate our emotions from our work life, but the world is evolving towards greater and greater personal expression - think about what the MySpace generation will do when it enters the workforce • Have you ever tried to ‘manage’ a relationship with a spouse or loved one? Perhaps that is why it doesn’t work with customers either • Abstract terms like audiences and targets are designed to remove our humanity from business, but more and more people are tiring of being called users and audiences and are demanding their humanity be respected • Do you want to work with anyone you personally don’t like or respect? Me neither.
In the beginning the baker sold directly to his customer
Then we started to organize companies companies sold directly to customers
As the market evolved, ‘middle-men’ optimized trade the company sold to customers and also through intermediaries
This ‘industrialization’ grew with ‘broadcast media’ the company broadcast its messages through media companies to reach customers
The DotCom era brought “disintermediation” but there were still those who provided added value and they continued
The Web lets you go direct with your story - 1 to 1 but the perspective of editors are still very valuable, with social media there are simply more of them
But Social Media does something more important Social Media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.
People, having conversations we can connect to each other directly, as humans talking with other humans as it was in the beginning...
Some Rules for Human Organizations • Start with the presumption of trust • Make clear your intentions • Give people a chance • Provide power for people’s passions • “Live the life, love the life” (as Jake McKee said earlier) • Participate in your market’s conversations • Personal Pronouns are ok! • Social Media creates opportunities to be found and to connect • Trust the conversation
How we learn and develop understanding Experience Conversation Media
In the beginning... Fire is hot Grunts Meat is good Caves are shelter Cave Paintings = Sex makes babies Storytelling
In the broadcast era... Free Trials Sales ++ The Product Support -- Push messages at people through tv, radio and print
In the conversation era... Relationships Matter The Experience Trust Transparency Authenticity Intentions Create media to connect with your market and serve your community
Changing the Marketing Perspective • Help people buy, don’t sell • Stop spending marketing dollars only to the point of sale, invest in getting to the point of satisfaction • “Customer service is the new marketing” Thor Muller • “The brands with the best story tellers win” CEO of iProspect • Participate in the community, give without expectations of getting • 50% of all advertising doesn’t work, more often then not, the other 50% doesn’t either • Help people save time, make money, get more done, be happy, ﬁnd meaning, connect with others, and ﬁnd greater satisfaction
Chris Heuer Discussion http://www.chrisheuer.com/

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