Tag Archives: Plan…

Severe Optimism Kills

Not by paying the ultimate price (i.e. life) for marketing and business strategies. But by extending the project duration and raising the budget – simply by being optimistic about plans.

Yup.

Optimism sucks.

Haha.

Image from johnnyoptimism.blogspot.sg

Optimism causes us to do Bad Things Like

  1. We don’t look for base rates in similar situations
  2. We think our skills are up to the task
  3. We ignore luck, yet it is far more important than skill
  4. We neglect obstacles

all of that lead to a false sense of control.

It causes over-confidence in a flawed/incomplete plan. That we exaggerate our ability to deliver. That we give overly rosy presentations to prospects as we promise them the ends of the Earth and more.

We could tone down and admit that we don’t know. But in this need-answer-now/I-pay-you-for-answers day, it’s quite possible that admitting ignorance will equate to getting laughed out of the room.

Solution to Optimism: Pre-mortem Your Plan

It’s similar to the post-version. But in reverse:

Imagine the plan 1 year from now and failed miserably. What’s the history of its failure?

This helps to uncover obstacles, point out the elephant in the room, and minimise risk.

At least, as much as it humanly can.

Source: Engine of Capitalism, Chapter 24. Thinking, Fast and Slow by Daniel Kahneman Get it! It’s a great read!

4 steps to finding out your target audience

Quickie Strategy: Who The F*** are your Target Audiences?

4 steps

Ask, Question, Find out, and Cut out

1: Ask your client

If they say “everyone”, give them a Brian o’Conan.

Otherwise, you have a list of people types to deal with…and that’s a good thing.

Source: World of Tanks

2: Question if this List is really your target audience?

With any luck, this list should at least segment “everyone” into discrete categories. E.g. Parents, Employees, Tradespeople, Media.

More likely not. So… that leaves you with the enviable task of creating categories that describe groups of people.

Why? Catering to more than 12 audience types will fry your brain like it’s on drugs. It’s just too much to handle!

Source: Elite Women

3: Find Out What the hell do these categories want?

Do the research – Google, ask people, use experiences etc. It might be difficult because it’s a pain in the ass to get info to describe these categories or it might just be that you’re not typing in the right keyword.

E.g. Category: tradespeople. Googled: “trades fair”, “What trades participants want”, “purpose of trade shows”, “trade show benefits” etc

Instead of hoping and praying to Page that there’s a webpage that describes tradespeople’s characteristics, I looked for things around it – what they did, the reasons why they go to tradeshows and why tradeshows exist.

From that little bit of research (2 to 3 hours?), tada… I now know what tradespeople want.

Source: Nerds of Colour (the connection with Step 3 — John Constantine’s been to Hell and back Open-mouthed smile)

4: Cut Out irrelevant wants

Now every category will probably have a list of wants as long as Cuthulu’s tentacles.

Pick the top 5 wants that your client can answer.

And now you know Who the F** are Your Target Audience

Source: Blastr

Content Calendars Keep Your Head Straight

You got that social media job, and now you’ve buckled down and thought of a brilliant content idea. Then another one. And another one. And another.

Soon you’ve got a bag full of ideas, all of them great.

But then you ask: which one goes first? What’s next? How do they relate to each other? Wait, isn’t there an important launch some time in June; what do I have for it?

And horrors of horrors, what if I repeat something?

I know how painful, ugly and backbreaking it can be to keep track of what goes up when. It’s like holding back a rapidly growing tidal wave with my bare hands.

Not fun at all.

That’s when I discovered content calendars – the indispensible tool for every content guy.

Continue reading Content Calendars Keep Your Head Straight