THE CREATIVE STRATEGIST

Opinions are like assholes. Everyone has one.

It’s a crude but often hilariously accurate saying that’s been doing the rounds for as long as I can remember. It’s a great pre-cursor before engaging in feedback/retros/reviews/pre-mortems.

And while I wouldn’t usually compare the complex world of marketing, advertising, and communications to the anatomical features of the human posterior, there’s a curious parallel worth exploring.

In the realm of marketing, opinions are as abundant as pixels on a high-definition screen. Everyone, from the intern to the CEO, has an opinion on that new creative campaign, the website redesign, or the branding strategy. It’s like a buffet of perspectives, each offering its own flavour of wisdom or confusion.

So, why does this matter, and what can we learn from the adage, “Opinions are like assholes. Everyone has one”?

The Impact of Opinions in Marketing

In marketing and advertising, opinions can either be the wind beneath your creative wings or the hurricane that blows your campaign off course. The impact of opinions is substantial and can shape the destiny of a brand.

Here’s how:

1. Creativity vs. Conformity

Opinions can either fuel creative genius or dampen the fuck out of it. When harnessed constructively, a diverse set of opinions can lead to innovative ideas that captivate audiences. However, too many opinions, especially those rooted in fear or conformity, can stifle creativity and result in bland, forgettable campaigns and work.

2. The Danger of Decision Paralysis

In marketing teams with conflicting opinions, decisions can be delayed indefinitely. The fear of making a wrong move or upsetting someone can paralyse progress. In such situations, campaigns may miss opportunities and fail to seize the moment.

3. Brand Consistency

Opinions on branding can be as diverse as the colours in a Pantone swatch booklet. Maintaining brand consistency is essential, but too many contradictory opinions can lead to brand identity crises. A brand that keeps changing its image risks confusing and alienating customers.

When Opinions Go Wrong

Imagine planning a family vacation. Everyone has an opinion on the destination, activities, and accommodation. If you let every opinion guide your decision, you might end up with a chaotic, unfulfilling trip. Death by committee could see you end up at Walley World…

Similarly, in marketing, when every opinion is given equal weight, you risk diluting your brand’s message and confusing your audience.

The result? A campaign that pleases no one and achieves little.

When Opinions Go Right

In marketing, as in life, opinions can be valuable when they’re informed, constructive, and aligned with a clear vision and direction. It also needs to be backed up and validated, housed in truths.

Here’s when the cacophony of opinions can transform into a harmonious symphony:

1. Collaboration and Diversity

Embrace the diversity of opinions within your team. Different perspectives can lead to holistic campaigns that resonate with various audience segments.

2. Informed Decision-Making

Encourage open discussions where opinions are backed by data and insights. Informed opinions are more likely to lead to effective strategies and powerful work.

3. Leadership and Vision

Effective leadership sets a clear vision for the brand. When the team understands this vision, opinions can align, resulting in a more coherent and impactful campaign and better outcomes.

The Key Lesson // Balance and Leadership

The saying about opinions may be brash, but it carries a valuable lesson. To succeed in marketing (and maybe in life), you must strike a balance between valuing diverse perspectives and maintaining a clear, unwavering vision. This balance is achieved through strong leadership, informed opinions, and a willingness to adapt without compromising the core brand identity.

Key Takeaways*
*not of the posterior kind.

Diverse opinions can either ignite creativity or drown it in conformity.
Decision paralysis can occur when too many opinions conflict.
Maintaining brand consistency is crucial amid a sea of differing opinions.
Informed opinions, backed by data and insights, are most valuable.
Leadership and a clear brand vision are essential for harnessing the power of opinions.

Remember, while everyone does indeed have an opinion, not every opinion should steer the ship. In marketing, as in life, it’s about knowing when to listen, when to lead, and when to chart a course that aligns with the brand’s true north – or as some like to call it; Ze Brand Purpose.

Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia

The Paradox of Intelligence: Common Sense, AI, and People

Artificial Intelligence: A Tool, Not a Replacement for Human Ingenuity

Artificial Intelligence (AI) – it’s a term that’s become as ubiquitous as the air we breathe, especially in the realms of marketing, innovation, creativity, and branding. It’s hailed as the harbinger of efficiency, the key to unlocking unprecedented insights, and the saviour of businesses striving to stay ahead in a rapidly evolving landscape.

But here’s the rub: the trouble with AI is that it requires real intelligence, and therein lies a conundrum.

The Intelligence Conundrum

Albert Einstein once quipped, “Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.” Yet, despite the universality of human potential, the reality is that the world doesn’t quite conform to Einstein’s egalitarian vision.

A mere 2% of the global population is deemed to possess high intelligence.

The majority of the world grapples with the label of ‘average.’ This underscores the rarity of exceptional intelligence, making it a precious, albeit scarce, resource.

The Elusive Nature of Common Sense

Common sense, that oft-touted companion of intelligence, is ironically not so common. It’s akin to a secret superpower possessed by a select few. The absence of common sense, even in the presence of intelligence, is a baffling enigma.

The Perils of Overreliance on AI

Now, enter AI into this equation. When we lean too heavily on AI for solutions, we risk becoming intellectually lethargic. We surrender our critical thinking faculties, our imaginative prowess, and, ultimately, our ability to innovate. AI is a tool, not a replacement for human ingenuity.

The Einsteinian Perspective

Einstein’s quote resounds with newfound significance: “Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution.”

Harnessing AI Without Diminishing Our Humanity

So, how do we navigate this terrain? How do we harness the power of AI without forfeiting our unique human capabilities?

Critical Thinking: Embrace critical thinking as your constant companion. Use AI as a springboard for ideas, not as a life raft. Challenge assumptions, explore alternatives, and question the status quo.
Imagination: Cultivate your imagination. Let it roam freely, unshackled by the confines of data and algorithms. AI can process data, but it cannot dream, envision, or innovate in the way the human mind can.
Human Touch: Remember that AI can analyse sentiments, but it can’t genuinely empathise. It can generate content, but it can’t infuse it with the warmth of human emotion. The human touch, the empathy, the authenticity – these are the intangibles that set us apart.

What Only Humans Can Do

AI can crunch numbers, predict trends, and even create art, but it cannot replicate the essence of being human. It cannot replace the touch of a caring nurse, the creativity of an artist, the emotional connection forged by a brand storyteller, or the spark of inspiration ignited by a teacher.

In the world of marketing, innovation, creativity, and branding, AI can be an invaluable ally, but it should never be allowed to supplant our human essence. We are the dreamers, the storytellers, the empathisers, and the innovators. AI can aid us in our journey, but the destination will always be distinctly, beautifully human.

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Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia

The Brand Enigma: Unmasking the Minds of Fans and Followers

Photo by Luis Quintero on Pexels.com

In the grand theatre of brand loyalty, do we truly have devoted fans or mere curious followers?

Have you ever witnessed the fervour of sports fans passionately cheering on their teams? Or experienced the unwavering allegiance of cinephiles to their favourite actors? Or perhaps an 8 year old gushing over their favourite Tik Tok influencer? These scenarios often mirror the dynamics between brands and their enthusiasts, laying bare the intriguing distinction between brand fans and followers.

In the riveting world of branding, there’s a crucial difference between those who are merely spectators and those who ardently believe in the brand’s essence.

Think about it: a fan of a football club doesn’t just wear the team jersey; they proudly wear their allegiance, their heart entwined with every goal and victory. In essence, they don’t just follow, they fervently embrace, celebrate, and even defend the team. Such is the magic of true fandom.

Now, let’s transpose this concept into the realm of branding. A brand follower, much like a social media follower, might skim the surface, showing up occasionally but not necessarily engaged. It’s like that person who tunes into a movie because it’s trending, not because they’re genuinely passionate about the plot. Similarly, a brand follower might casually keep tabs on the brand but might not feel a genuine connection.

On the flip side, brand fans are the beating heart of loyalty.

They’re not just drawn in by snappy ads or discount codes. They wholeheartedly believe in the brand’s vision and values, just like a devoted movie buff supporting an actor’s every endeavour. A brand fan doesn’t just wear the brand; they become its embodiment. They don’t merely promote; they evangelise, infusing their interactions with authentic zeal.

Consider the social media landscape: followers can easily click the ‘follow’ button, but a brand’s true admirer dives deeper. They actively seek out the brand’s content, they engage, they comment, and they stand by their choice with unwavering enthusiasm. They’re the ones who passionately recommend a product to friends and family, akin to the passionate advocate convincing others to watch a masterpiece film.

The digital age has redefined what it means to be a brand follower.

Clicks and likes don’t necessarily reflect the profound connection that defines true fandom. A follower count might look impressive, but the real magic lies in the sentiment behind it. Brands, much like celebrities, need not settle for a passive audience. Instead, they can strive for a community of enthusiasts who not only resonate with their message but also carry it forward with genuine fervour.

So, as we navigate the complex world of branding, let’s ponder this distinction. Are we content with an audience that merely watches from the sidelines? Or do we yearn for those who don’t just follow but passionately champion our cause? Let’s strive to create experiences that transform curious onlookers into true devotees, bridging the gap between brand and heart.

After all, it’s not just about gaining followers; it’s about kindling a fire of unwavering brand love. And in the end, aside from profit, isn’t that a better mark of a brand’s success?

Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia

Golden Arches and Heartfelt Smiles: Decoding Brand Magic Through a Child’s Eyes

Photo by Samuel Figueroa on Pexels.com

What is a brand?

My 6-year-old niece once posed this seemingly simple question. Yet, I found myself grappling with how to provide a concise answer. Explaining it without resorting to marketing jargon proved to be quite the challenge. I needed a moment to gather my thoughts, to avoid delivering a spiel that might have sounded more like an advertisement than a genuine explanation.

As I embarked on the task of explaining what a brand truly is, I couldn’t help but doubt my own understanding, if only for a moment.

Communicating the essence of a brand in a straightforward manner was no small feat. But, being the inquisitive soul she is, my niece was determined to uncover the mystery. I took this as an opportunity to indulge her curiosity and embarked on a journey of simplification.

Together, we strolled past various businesses, engaging in a lively conversation about each one. And then, like a beacon of inspiration, we spotted those iconic Golden Arches on the horizon. Seizing the moment, I asked her, “How do you recognise something that comes from McDonald’s?” Her response was a charming blend of enthusiasm and observation: the letter M, the cheerful meal box, the inviting playground, chicken McNuggets, pancakes, and the irresistible allure of a hot fudge Sundae.

I felt a surge of excitement – I was onto something profound. Through her interaction with McDonald’s, my niece had encountered not only her favourite treats but also the artful packaging and the unforgettable brand emblem, the distinctive letter ‘M’.

This, my friends, was a prime example of a potent brand identity, etched into her memory.

Curiosity piqued, I probed further.

“So, what thoughts come to your mind when you think of McDonald’s?” The innocence in her eyes held a treasure trove of candid perceptions: “It’s fast food, not really that healthy, but sometimes Mama and Papa let’s us have it. The toys are sometimes good, but the last few were bad.”

Next, I inquired, “How does McDonald’s make you feel?” A radiant smile graced her face as she exclaimed, “Happy!” And why, you might wonder? Because every interaction with McDonald’s had left an indelible mark of delight, an experience that, to her, was nothing short of extraordinary.

In its simplest essence, a brand could be the sum of people’s perceptions about you.

Yet, a truly exceptional brand goes beyond mere thoughts – it evokes positive emotions. It taps into that age-old wisdom: memories might blur, but the feelings you evoke stay etched in hearts and minds.

Explaining branding to a 6-year-old isn’t just about simplification; it’s about distilling the essence while preserving the magic.

A brand isn’t just a collection of products or services; it’s an emotional connection, a series of moments that create lasting impact. It’s the intangible thread that weaves memories together, even when the specifics begin to fade.

So, what truly shapes how a brand is perceived? It’s in the way you communicate, the actions you take, the emotions you ignite, and the image you project. The contrast between a good brand and a not-so-great one lies in the feelings they evoke and the connections they forge.

In Byron Sharp’s book “How Brands Grow,” a fundamental principle of branding is underscored: a strong brand isn’t merely about awareness, but about creating a positive emotional bond. When people encounter a brand, they should feel a surge of positivity, a warmth that lingers long after the encounter. It’s this emotional resonance that sets the stage for a memorable and impactful brand.

So, as we venture into the world of branding, let’s remember the wisdom of a curious 6-year-old.

A brand isn’t just what people think of you; it’s the emotion they associate with your name. It’s the happiness, the trust, and the joy that you evoke – the intangible essence that forms the heart of branding. And in the pursuit of creating remarkable brands, let’s aim not just to capture attention, but to leave an indelible mark on the heart.

Here’s to brands that resonate, inspire, and ignite emotions – the ones that leave us smiling, just like the memory of my niece’s happy encounter with those familiar Golden Arches.

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Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia

Embracing Change: Overcoming the AI Fear Barrier

Change. It’s a word that often strikes fear into the hearts of many.

Whether it’s a shift in our personal lives or the rapid advancements in technology, change can be daunting. And when it comes to the rise of artificial intelligence (AI), the fear seems to be amplified. But is this fear justified?

The Fear of Change:

Before we delve into the world of AI, let’s take a moment to understand why people fear change in general. Change disrupts our comfort zones and challenges our familiar routines. It introduces the unknown and requires adaptation. As human beings, we naturally gravitate towards the familiar and resist what feels unfamiliar. This resistance is deeply ingrained in our behavioural patterns, making it difficult for us to embrace change willingly.

The AI Conundrum:

Now, let’s zoom in on AI. With its ability to learn, adapt, and perform tasks that were once exclusive to human intelligence, it’s no wonder that many people feel a sense of unease. AI has the potential to transform industries, alter job markets, and reshape our daily lives. But despite its immense potential, there is a prevalent fear that AI will replace human jobs, erode our privacy, and even control our lives.

Case Study: Emma, the Hesitant Teacher:

Allow me to introduce you to my partner, Emma. She’s a dedicated school teacher who possesses an unwavering passion for education and moulding future minds. When AI started gaining prominence in the education sector, Emma, like many of her colleagues, became hesitant. AI seemed to be like this mysterious wizard that magically appeared to change the way we interact with things, people, information and more.

Life in Plastic. It’s Fantastic.

However, something unexpected happened one day. Whilst looking for the perfect app to apply a specific ‘Barbie-like’ filter for a party she’s planning, Emma stumbled upon a popular photo-editing app called Facetune, which utilised AI algorithms to transform images. Intrigued by its potential, she decided to give it a try. Using prompts and filters, she embarked on a journey to transform our images into Barbie-like perfection.. Little did she know that this seemingly innocent experiment would challenge her perspective on AI.

She was entertained (and hooked in) for hours…

As Emma delved into the world of Facetune, she began to see the power of AI in a new light. The app, fuelled by AI algorithms, effortlessly enhanced our photos, making us appear flawless. The ease and speed with which AI could manipulate images astonished her. In a matter of hours, she became immersed in the possibilities AI could offer in the creative realm.

A Lesson Learned:

Emma’s experience with Facetune highlighted a crucial lesson: people often reject the “new” until they fully understand and harness its potential. It took Emma’s hands-on exploration of AI in the form of a seemingly playful app to bridge the gap between fear and curiosity.

Embracing Change, Embracing AI:

Emma’s journey serves as a microcosm of the larger picture. It exemplifies the importance of embracing change, even when it comes in the form of AI. By actively engaging with new technologies, we can dispel our fears and unlock the vast potential they offer. AI has the capacity to revolutionise education, streamlining administrative tasks, personalising learning experiences, and empowering teachers with valuable insights.

Remember, change may be daunting, but it is also the catalyst for growth and innovation.

So, let’s face the fear, welcome change, and embark on a journey where AI becomes a powerful tool in our quest for progress and improvement. Together, we can unlock the full potential of AI and shape a future that benefits us all. Embrace it, harness its potential, and watch as new horizons unfold before your eyes.

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Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia

Connection vs Engagement

Connected:

We are always connected – with ourselves, with others, with our smartphones and even with this post.

Engaged:

Are you really? How do you feel when you’re connected with something, or anything? Do you feel drawn in, does a story compel you to keep on reading? Are you sharing that story or even talking about it? Or have you unconsciously programmed your brain to just click LIKE for the sake of it without really fully comprehending and digesting the real message presented by the author?

You can see a behavioural change that is occurring the more we interact with technology and the way we see/perceive things.

We are always connected but we are seldom truly consciously engaged.

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Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia

Interns – Blessing or Burden?

Internships have long held a place in the workforce in numerous industries. It has served as an important stepping stone to prepare young candidates of the “real” world that differs from the teachings and practices otherwise experienced within “four walls” albeit the classroom.

Now, many of you have undergone an internship, or you may be looking to get one – either way, this post looks to discuss the intern and determine to what extent they can be blessings or burdens.

Let’s start with the blessings.

Interns bring with them a fresh approach and different perspective, looking to make their mark and eventually do well enough to land a full time gig. They may also help alleviate stress on on current workloads, with interns taking on work of all form and function, never judging, always accepting. They are eager, hungry to learn, and are vessels that can be groomed to near perfection.

Interns are a blessing to many workplaces in that they bring with them the latest teachings and are skilled to be able to perform many given tasks without much guidance. The interns of today are also problem solvers, tech-savvy and probably could do 3 people’s jobs with their invested interest in learning and developing their repertoire of skills. It is not uncommon for a digital marketing intern these days who may have skills in photography and retouching images.

More than anything, interns are cheap labour (sometimes free). It is up to a good supervisor to really make the most out of their intern. I’ve heard terrible stories where interns have been brought in, and are subjected to such menial administrative tasks, that undermine the entire reason for them being there. Guide them, make them an extension of yourself and if they are capable and willing, they will do good for the business.

Next, interns as burdens?

Interns can sometimes be seen as burdens. They get in the way, they are opinionated and think their way could be better. They lack the experience (time + involvement) to be able to be able to make critical decisions. They have after all only been living in a simulation and have been ingrained with the philosophies of textbook wizards – whose very existence is to tell you what’s right or wrong (because they can).

I’ve personally had interns where they took matters into their own hands, and failed miserably. Why? Because they think they are doing the right thing and are too afraid to ask and seek counsel for milestones of projects. It’s as if they have to prove to the world that they know what they’re doing and can deliver. Nay my friends, when we are in the process of learning, ask the questions, challenge the responses, and always, always remember to check in from time to time. You’re interns – we know that you don’t know everything.

Interns also tend sometimes not to be proactive. They do their work, and God knows I’ve seen it before, chill and twiddle their thumbs. I learned a very important lesson during one of my earlier internships, where I excelled in my workload and finished tasks quicker than my fellow interns. What did I do? I basically twiddled my thumbs and thought it was ok to “chill”. My supervisor failed me for that internship with an important message – be proactive. If you’ve finished your work, go around and learn more about the company, put yourself in a position where you “appear” to be interested, and also be interested – because if not, this place isn’t for you. Ask others if they need help, ask your supervisors what the next project is, see how you can take some of the burden off of their shoulders. It goes a long way of just being that guy who does his work and leaves compared to the person that gets shit done for the company and collaborates and is always eager and willing to help others.

So then, what about the idea of internships? Do they work? It really depends on whether the company and supervisor lays out an appropriate internship training plan with relevant tasks and activities. I believe that a good internship should include:

Discovery

You are able to learn and discover more about the role, the organisation and have the ability to develop yourself.

Challenge

Your work is questioned. You are analysed and deconstructed and must be able to respond appropriately.

Competent

You must be able to perform the tasks designated to your position and specialty area (unless you’re floating around departments).

Resilient

You need to be able to take shit (within reason) and not give up or give in. Stand firm, but be prepared to be criticised.

Honest

Be honest, and open – always.

Internships can make or break your career pathway, but remember – you make it out to whatever you want to be.

As Shakespeare once said:

Men are masters of their own fate: It is not in the stars but in ourselves.

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Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia

Why do we keep saying no?

Why are we more open to the notion of negativity or saying no as we grow older?

Why do we perceive change to be confrontational and even scary?

Why do we never question things around us and just accept things as they are?

The path to learning and development consists of multiple pathways of experiences via our senses – What we can see, hear, taste, smell & touch.

TRY THIS OUT:

Now, how about you close your eyes and touch your left ear?

Did you touch your ear immediately? Isn’t it bizarre that you could do that?

People tend to refer to this simple phenomenon as the 5++ sense of “self-awareness”.

In our lives, we undertake multiple paths to development and impairment at times due to our external environment which causes us to make do or replace some of our basic senses to help strengthen the rest.

Being self-aware is not just the understanding or comprehension of knowing our senses, being one with the universe or having an adverse sense of peripheral direction.

Now, how does the above actually relate to the first 3 questions presented above?

It is because, as we grow up and older, people make choices, and create strong barriers around their self-awareness to rationalize who they want to be, and filter what information tries to get directed their way.

Look at the way advertising has changed over the years, and the approach marketers are taking to try and fine those thin cracks in your “ad-permeable” receptor membranes to communicate with you.

We say no to things that we know little to nothing about. We see change as being negative and tend to stay on the safe side of what we feel we are “aware” about and are able to touch, see, smell, hear & taste.

Let’s move away from this and practice the Zen-like principles of deconstruction, and let go of everything you know, unlearn all that you have learned and start afresh, like a sponge.

In foresight, the creative adult is truly the child that survived.

Why? Because children start fresh, have no barriers and build their senses through the perception and experiences they encounter and are subjected to.

How can we, as adults then become children again?

You can start by saying yes. Accept change. Be the vessel of evolution and be open to discussion, debate and utilize the power of imagination.

More than anything else, live again.

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Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia

THE AGE OF DIGITAL DEHUMANISATION

We’re constantly connected – to our laptops, smartphones, tablets, smart tv’s, music streaming apps, social media apps, smart watches etc… The tech that’s been built to help make our lives easier, is actually disconnecting us from traditional human behaviour.

So much so that in marketing, we look at peoples behaviour via the data I.e. dwell time, impressions, clicks, user flow, acquisition etc…

Apparently, we know more about you, than possibly even yourself. Because, apparently, actions speak louder than words.

So if we claim that we know you so well, why are people so unsatisfied still in life? With all this rich data about a single person and a collective group, why do marketers still struggle to get it right?

It’s because we fail to understand or delve deeper into how people think, feel and do.
People have lost sight of what it is to be human, allowing technology and the digital realm to run their lives. It’s fucked…

Here’s a common scene:
A group of friends dining in at a restaurant. Sounds normal right? But what’s wrong with this common scene? Chances are, half of them are on their phones. Why? Texting, checking out their Instagram, looking at their shopping basket etc…
We are the company we keep, and I fear that people are going to leave future decision making to the robots of the world!

What happened to good old conversation? Sharing knowledge and social intimacy?
We are minimising what the experience is to be human. The world of what it is to be human is slowly getting lost. We really need to properly reconsider our humanity.

Enter human centred design.

Enter sensory branding. Enter opening your eyes and looking at all the wonder in the world around us. Enter listening to our surroundings, truly engaging with the many different sounds. Enter tasting our meals; every bite, every morsel. Enter feeling and engaging with everyday objects, embracing our human sense of touch. Enter the whiff of nature’s vibes (don’t enter a laneway filled with garbage bins…).

Enter back into reigniting our humanity, and disconnect from technology.

Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia

The Trouble with “Value” in Society

The world we live in as consumers has blurred the reality of growth. Everything that we consume today is based on a value driven pricing model. Value-based pricing is a strategy where prices are based mostly on consumers’ perceived value of the product or service.

The value doesn’t need to be linked to price, but can be linked to prestige, or intangibles. Supermarket deals, sportswear deals, last minute deals, click frenzy’s, car deals, all enticing the consumer to take the leap – all for getting a better value.

Unfortunately, these very same consumers that now expect value in everything that they consume in their day to day lives start expecting it everywhere else… These same consumers are also key decision makers at large organisations, they are CEOs, they are juniors, they work!

But when it comes to paying for services and products that are work related, they bring this notion of expected perceived value even to these products and services.
I’ve heard stories from colleagues, friends and family about struggling to understand the charges of some of these services or have even been in a position where they have struggled to charge what they initially wanted.

All because we always want a better deal.

It’s human nature to always want a better deal – to feel an additional sense of accomplishment. Because we THINK that a better deal puts us in a better position, makes us look good on the books and is part of our KPI’s and this toxic mentality will only cause more harm if we preach it to our future generations.
Then, we FEEL good, knowing that we are getting something better than what was originally offered, and this comes from getting a discount, or by getting add ons thrown in.

This leads to actions that could cause more harm than good.
So my advice on this is to DO what’s right for your organisation and yourself, based on what you need and want, and not because how it will make you feel or look.
Don’t fall into the trap of Value based living.

Cheers,

DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia