Different thinking by Förster und Kreuz
Some time ago I´ve read the book “Different Thinking” by Förster und Kreuz. Unfortunately the book isn´t available in englisch – it shares a lot of great thoughts. Anja Förster and Peter Kreuz are marketing pros and inspiring authors.
They different thinkers on a high level – that´s why I can really recommend their book even though it´s already around 6 years old. Which is definitely old when it comes to marketing tools.
They point out several “rules” for nonconventional marketing and business models.
I just want to share some of their highlights and summarize a few short chapters.
What is value? Sell benefits
Value means helping people.
Chris Guillebeau, author of The $100 StartUp, wrote down some thoughts about value in his book.
When we get stuck, we have to ask ourselves: How can I give more value?
Most important for us is to know the difference between a feature and a benefit. To show us the difference Guillebeau uses a simple but explaining example: A ranch offering great horse ride tours for example has as feature: Horse rides and campfires, but as benefit: Stay with us and become a cowboy! Enjoy Freedom!
So, benefits are not only way easier to sell, it also essential for your brand recognition, your marketing strategy and so on.
Are you traveling or fleeing?
Tim Ferriss posted an interesting article about traveling. In my opinion traveling is the best way to get in touch with other cultures, to see, learn and adopt their good habits. We can broaden our horizons so much by having an open mind. That´s why I want to share this worth discussing article.
The author of the original article is Ryan Holiday and he talkes about his reasons for traveling, especially the difference between traveling and fleeing and some rules to get the best out of it. His opionion that most people are fleeing instead of traveling is a great and provocative basis for a discussion.
Google, Wiki, … the obsolete know-it-all?
A pretty entertaining and also interesting TED Talk by Ken Jennings discusses the importance and power of knowledge.
TED´s headline: Trivia whiz Ken Jennings has made a career as a keeper of facts; he holds the longest winning streak in history on the U.S. game show Jeopardy. But in 2011, he played a challenge match against supercomputer Watson — and lost.
After talking a while about his career and experiences as trivia whiz he finds a perfect shift to the important topic knowledge.
People do business with people they like
There is a great post on forbes.com by Amy Rees Anderson about “People do Business With People They Like”.
Her message is clear and she point it out just right.
People ultimately choose to do business with people they like, and everyone likes someone who appreciates them.
Right at the beginning of her article she shares a more than true saying:
People will forget what you said. People will forget what you did. But people will never forget how you made them feel.
Give them the fish
Last year I´ve worked with the book “$100 startup” by Chris Guillebeau. It has some great cases, strategies and insights by the way. It´s not kinda quick-read but shares some great ideas of starting a business and run a business.
One chapter is called “How to put happiness in a box and sell it”. It starts with a well known quote:
“Catch a man a fish, and you can sell it to him. Teach a man to fish, and you ruin a wonderful business opportunity” – Karl Marx