Sharp copywriting from Proactiv

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Its not often that a Billboard catches my eye, but this one off Ohio St. in Chicago did.



Sharp wordplay, sharp photography and new territory for a brand that is now taking on the 'beauty' big hitters  such as Procter and Gamble and tapping into the more conventional aspirational messaging approach.  Read more perspective here from a  New York Times piece. Interesting to see if they divert more funds to this strategy.

Quitting Facebook

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Will there be a mass revolt to leave Facebook - or will Facebook prove savvy enough to fix the privacy issues and still remain 'sticky' ? This post is my response to a great question raised by Bob Knorpp at the Beancast - you can find his full question here.

Quitting Facebook
This issue is so emotive, hence upfront I must say that I empathize with people's frustrations, however I feel a lot of the sentiment is a function of a lack of understanding of the new digital age that we are in....Here's why.

On a personal level I am shocked at the lack of inhibition and naivety people have when they use a medium such as Facebook. Having seen the expression "get off my Facebook" a few times - it is clear that some people have become desensitized to any implication of 'Liking/following/friending' a person, product, brand, company, or cause, (or poking them for that matter !). Doing this on a platform such as Facebook is intrinsically a public and not a private event.

Change your mindset
You can guess where I am going .......We are proceeding through a digital revolution. With this change (eg akin to the industrial revolution) the old mindset of how things "ought" to be, how people "should" behave, how relationships "should" work no longer hold true. 

Nobody told you the rules have changed !
It is up to the individual to adapt.  Facebook is ultimately a powerful and open communication tool with the world, and if you want to keep things private - you must now resort to meeting face to face, sending a letter or even making a phone call ! Under the digital rules it is fine to change your mind - but up to (you) the individual to know how to undo or unlike or unfriend (and don't be surprised if it is not as easy as you would like it to be !!). Remember the rules changed when 'free' services such as Facebook and Myspace and Twitter installed themselves as indispensable platforms - that have greater reach and influence than tv.

I have amazingly popular and friends who were wise before their time and understood that to retain their privacy and avoid any risk of compromising they simply chose not to: blog, tweet, buzz, digg, or use facebook etc !

Staying Close
On a professional level Facebook (as per blog's, podcasts etc) have been transformative, and are an invaluable listening, learning and connecting tool. Ironically, in some companies these types of website could be on a 'blocked' list - yet are a way to build absolute closeness with consumers.

In conclusion.... I am not quitting Facebook, but I empathize with those that want to.

I am NOT an Olympic Champion

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Every day we are bombarded messages that are supposed to inspire us to do and be better...so here are two perfect posts to help you get there.

1) Seth Godin reminds us that the hardest part is the last 10% of any task...which of course he concludes is where you should make the most effort, find the link here. 

2) So then I read this amazing post on the BBC about Carolina Kluft (an Olympic champion) who found winning so boring, she changed to an event she has no chance of winning..... 

Confused ? You shouldn't be, as I guess when you are an Olympic champion a commitment to making the most effort can only mean challenging yourself in an event where you are NOT the Olympic champion......

50% NOT Seth Godin...more books that provoke action

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Completing my list of 6 books to buy ..here are the reamining 3 that got me agitated, engaged and excited......and happen not to be written by Seth Godin.

What Got You Here Won't Get You There: How Successful People Become Even More Successful (Marshall Goldsmith)

Its a smart choice to listen to the Audio book version of this, as the author has a way to get your attention, and shake you out of your complacency on the subject matter. Expertly written and full of useful tips on how to succeed in your career - notably what to change, do less of and the key things to do more of.  Its a book that will be trusty accompanyment and a repeat read (listen) - for the rest of your career.

What Should I Do with My Life?: The True Story of People Who Answered the Ultimate Question (Po Bronson)

Whilst the title is a little misleading this is truly a a book of hope, charm, and intensity that leads the reader to reflection. The book is a series of interviews with people who tell their story, often of how they changed or discovered a new life path, be it early or late in life. An engaging read, and one that will force you to re-think what you are currently doing with your life - you have been warned !
 
Outliers: The Story of Success (Malcolm Gladwell)

This book challenges the perceived wisdom that self determination is the lead reason for success. By studying the phenomenom of 'outliers' Gladwell uncovers the pivotal role of environmental factors and biases that lead to outstanding achievements. A great book that helps you see the real 'facts', and an excellent read for those who like to challenge the status quo.

50% Seth Godin - Books That Provoke Action

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Seth Godin's writing provokes me into action each and every time, hence no surprise that 3 of the 6 books I'm recommending are by him, so check them out. Catch the remaining 3 books in my next post.

Purple Cow, New Edition: Transform Your Business by Being Remarkable
The test of a good business book are if the core principles stand the test of time. In this case, c.9 years after publication the edict to be 'remarkable' holds truer than ever, (although innevitably) some of the brand examples are beginning to date a little.  Godin comprehensively undermines the traditional mass tv driven advertising business model, and as the sage he is - the social media phenomena has proven his core arguments to be fundemantally true.
 
Tribes: We Need You to Lead Us
Tribes doesn't stray too far from the 2 topics of leadership and avoiding mediocrity. Seth Godin hammers home the vital importance of being remarkable and NOT wasting your resources on simply maintaining the status quo. He makes it plain that mediocrity is equivalent to invisibility and you cant help but love him for pointing that out.
 
The Dip: A Little Book That Teaches You When to Quit (and When to Stick)
This book helps educate when you should quit and move on or to stick and push through. Seth keeps it short and focussed so you only need 2 hours or so to absorb the key learnings. Perfect! 

Help nourish your brain

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It dawned on me that its amazing what a claim can do in the home, and in this case - in my fridge.

The best claims are:

1.simple
2.have stopping power
3.believable, (or at least make you feel that its believable)
4.make you buy
5.make you come back and buy again

" Help nourish your brain" from the Minute Maid brand is a remarkable claim. It wins my attention, makes me use and buy, and beats "Natural spring water" each and every time....

Throwback is back

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I got really excited  in my post about the Pepsi Throwback campaign earlier this year, and now the cereal brands have caught my eye.


The packaging artwork with old skool cartoons are so much more captivating simply because they look hand drawn and lovingly cultivated - although to what extent they represent todays 'family' highlights how the perspective of that era has evolved so dramatically.




Disrupting Relationships

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Disrupting Relationships
I'm an ardent Man Utd Fan and was content to scour 3 channels via my provider Comcast(ESPN, Fox Soccer Channel and formerly Setanta USA) to catch their games (of football ...soccer). I have been forced out of my comfort zone this month with the demise of Setanta USA, leading to the creation of Fox Soccer Channel Plus. The downside has been that Comcast have not signed up the channel.

Building Relationships
The good news is that Foxsoccer.tv has an online service that is showing games and at $4.95 for 24 hours access is reasonably priced, and I was able to tolerate (just !) a few of the glitches during transmission of today's Man Utd vs Liverpool game.

The Dilemma
Today was the first time that I contributed to the decline of 'tv' as a broadcast medium. Comcast now have a dilemma, as a disruption to the status quo has led their consumer (me !) elsewhere and I don't see a reason to return them. The savvy content providers will serve their audience, and build relationships with them directly........Now Comcast have to make an effort to win my custom back .. eg make it easy for me to have online access to my sports channels as part of my package and perhaps I will return...