If You Want Change, You Have To Stop Doing What’s Always Been Done

Peter Drucker said “If you want something new, you have to stop doing something old.” Yes, as the pace of the world seems to move faster each day, it’s easy to get caught up in the abundance of technology and choices we now have. But that can leave you drained–especially if you are simply adding these things on top of your already busy life.

Drucker’s quote is especially important to think about as you go about your daily tasks. Are there old processes that you still go through the motions on just because it’s the way it’s always been done? There are more options than ever, many aimed at making life easier. In order to fully benefit from them, take a good look at the things you do every day and decide what is still working–what is still relevant. You’ll find change when you stop doing everything as it’s always been done.

If You Want To Engage People, Tell Your Story In Pictures

Want To Engage People? Think VisualToday, we live in a world where everything is moving faster and faster. And we’re all busier than ever. Time is hard to come by. There is always so much to do and we are doing those things in multiples.

While many sayings of yesteryear have long since become clichés, “a picture is worth a thousand words” is one that is still extremely relevant. With so many messages coming at us at any given second, many businesses are sharing their story through pictures and info graphics.

90 percent of information transmitted to the brain is visual and we process images 60,000 times faster than plain text (B2B Infographics). So what’s one thing we could all do to make our social media communications be even more engaging both on the business and individual sides? Think with your eyes–create a visual.

Extrinsic Motivators May Actually Lessen Our Internal Drive To Achieve

Extrinsic MotivatorsDo extrinsic motivators actually do more damage than good? In his book, Drive: The Surprising Truth About What Motivates Us, Daniel H. Pink gives one a fabulous example of the differences between extrinsic and intrinsic motivators.

There was a study done at a daycare where some parents were chronically late in picking up their children. The management of the daycare posted a sign one day one the door:

Do to the high volume of parents who have been collecting their children after the scheduled pickup at 4PM, the daycare will be implementing a new policy going forward. There will be a fee for every 10 minutes that a child is picked up after 4:10PM. This fee will be accrue throughout the month and will be charged at the end of the month along with regularly monthly fee. Thank you. -The Management

The daycare expected the numbers of children being picked up late to decrease. However, exactly the opposite happened. Why? The “fee” imposed for late pickups was an extrinsic motivator for the parents.

Extrinsic motivation, meaning external or outside of yourself, is something that is frequently used within society throughout our lives. These are motivators that move us to do something based on an external, often highly regarded outcome. Intrinsic motivation is based on the drive within ourselves to achieve something.

While there are always some gray areas, in the case of the daycare, most parents were driven intrinsically by their desire to respect the time of the teachers. They wanted to maintain the relationship they had with their children’s caregivers, thus trying to be on time for pickups as much as possible. When the daycare changed their policy and enacted a fee for late pickups, that intrinsic motivator ceased to be the driving force. Suddenly, the parents could “buy time.” Their inward drive was replaced with the consequences of an extrinsic motivator, causing them to care less than before.

In Pink’s book, Drive, he deduces that “most people believe that the best way to motivate is with rewards like money—the carrot-and-stick approach.”  He contends that the secret to high performance and satisfaction-at work, home and in learning environments “is the deeply human need to direct our own lives, to learn and create new things, and to do better by ourselves and our world.”

Sometimes we have the internal desire to achieve a certain outcome yet we let external motivators get in the way of why we really wanted to achieve that outcome in the first place. Think of some of the areas this applies in your life and imagine what you could do if you became more conscious of your own internal motivators.

 

Follow Daniel Pink on Twitter: @DanielPink

Forget Gender Neutral Toys, GoldieBlox Speaks Directly To Girls

GoldieBlox

Have you heard of GoldieBlox? It’s a toy based on one company’s hope to attract girls to the field of engineering. Recently, many toy companies have been getting a lot of pressure to make toys more gender neutral. Why are the mini kitchens always pastel and the Lego men always the police officers and doctors? These stereotypes are slowly changing as more and more people join the conversation. But is that enough to break down the barriers? GoldieBlox takes it even a step further. Instead of focusing on the colors of the toys, the company has decided to target girls specifically, to introduce them early on to the world of engineering.

PS. The Beastie Boys apparently did not like the use of their soundtrack for this commercial. It’s hard to find online now, hence the version with subtitles. I LOVE this commercial!

From GoldieBlox:

At GoldieBlox, our goal is to get girls building. We’re here to help level the playing field in every sense of the phrase. By tapping into girls’ strong verbal skills, our story + construction set bolsters confidence in spatial skills while giving young inventors the tools they need to build and create amazing things.

In a world where men largely outnumber women in science, technology, engineering and math…and girls lose interest in these subjects as early as age 8, GoldieBlox is determined to change the equation. Construction toys develop an early interest in these subjects, but for over a hundred years, they’ve been considered “boys’ toys”. By designing a construction toy from the female perspective, we aim to disrupt the pink aisle and inspire the future generation of female engineers.

We believe there are a million girls out there who are engineers. They just might not know it yet. We think GoldieBlox can show them the way.

Go to http://www.goldieblox.com to see it all.

Get Used To Rapid Change–We’re Evolving Faster Than Ever

Marketing is being rewritten. Technology is rapidly updating and advancing, causing companies to undergo change at exhaustive rates. Our individual lives are transforming faster than ever before to adapt to the modern world inventions.

Revolutions used to take a very long time — even centuries. Today, we are experiencing a rapid cultural transformation that is affecting nearly every aspect of our lives. And it will be different five years from now.

There’s No More Sales Funnel: Our Buying Habits Are Fluid, Not Fixed

WaterIf you’ve ever been in marketing, you’ve heard of the sales funnel. Basically, in the beginning, you have lots of people who are exposed to your message but aren’t all likely to do business with you.

As the funnel narrows and moves along the path from awareness to interest to evaluation and so on, there are less and less people but they become more apt to buy. Finally, you get to the end of the funnel with the few people who followed the linear path who are now your key and committed customers. 

Because of technology and social media, the buying process is no longer a fixed path. Today, people make decisions very fluidly. We do necessarily follow the same predictable path for buying as we once did. Sometimes we wind through the process, circle back, decide quickly or not at all. 

The challenge for marketers is not only to reach potential customers in any part of their own unique process but to create real value. We do not want “promised” or perceived value. With the megaphone that is social media, there is too much transparency. We will figure out what is real and what is a gimmick. Marketing needs to focus on providing real value and unique experience every step of the way. Then maybe we’ll buy. 

 
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