Simon Sinek said we should always start with the why and then develop thought leadership around that question. From there, produce cornerstones content on a consistent basis around that thought leadership and hopefully you’ll be able to drive revenue from it.
Do you have clarity around your point of view on thought leadership?
Do you have that big important WHY?
Are you clear about why you do what you do?
And who do you do it for?
And how is that helpful?
Contact me via e-mail when you are ready to take a deeper dive into your purpose.
The natural progression of a B2B sale
The last few years has seen me move from the front line to helping people out in advisory positions. It’s understanding what they are going through and walking them through the process of seeing the world through their customers eyes. This requires a little bit of art and a little bit of science, and there is no better way to learn this than from somebody who has done it before, someone who has been teaching these processes.
To get something done in an organisation is a bureaucracy and from my perspective sometimes this bureaucracy doesn’t make sense and is counter intuitive. And when you try to attach logic to it, you only get even more frustrated. You have to understand how each person on the value chain gets rewarded and what they need to see. You have to provide them with what they need even though in some cases it does not make any sense to us.
I think the process of teaching salespersons how companies buy is a necessity as what they initially need to show buyers is not a demonstration, presentation or proposal. It’s the understanding of what the buyer cares about, it’s about building “know, like and trust” relationships. Don’t waste your time with cold pitches! Learn how to make personalised, relevant pitches if you want to be a top salesperson. Learn how to warm-up the buyer to start a business conversation. Learn how to build this conversation into a meeting. Learn how speak to buyers about their needs and what they care about, the problems they face and how you can help them.
Usually these processes take a little bit of reprogramming! Learning not to speak about yourself or the features and functions of your products. For organisational guidance and personal mentoring, contact me via e-mail.
Dig the well before you get thirsty
Personal
We don’t question assumptions until the universe forces us to move out of the status quo. The people who get ahead are usually the people who do that questioning before they are forced out of the status quo, before a crisis strikes. Think out your outdated assumptions before the universe does it for you. Look at the decisions you are taking in your life right now and reflect. Question what you are doing and why you are doing them. And if you do not have a good enough answer for yourself then it’s probably not as strong as you believe it is.
Professional
I think that it’s in the hard times are when you grow and learn. To build top teams you will need to have real openness, to be honest without getting personal. Encouraging team members to express views without the fear of being ridiculed. Modern life is very technology-based, with people on their phones, therefore, the art of communication and speaking to people is nowhere as much part of life as when I was growing up.
This is going to be an interesting journey
Via Getty Images
On Tuesday morning, I heard that Supreme had been sold to VF Corp (the parent company of The North Face, Vans, Timberland, Eastpak, Napapijri and Dickies) for $2.1 billion. VF Corp said the acquisition would give Supreme the "opportunities to leverage its global supply chain, international platforms, digital capabilities and consumer understanding." The streetwear market is based on scarcity and scarcity and growth are polar opposites, so I think the Supreme business model will have to change if the brand are going to move the needle on the VF Corps balance sheet.
The streetwear business model is unique, operating with agility across design, development, marketing and merchandising. Supreme are pioneers of scarcity and exclusivity, yet somehow they still maintain an accessibility with frequent curated drops and a limited supply philosophy are key elements to driving continuous brand energy and strong consumer engagement. As Supreme is my 15 year old son’s favourite brand, I have had the honour to visit both their stores in New York, as well as the London, Los Angeles, Paris and Tokyo shops. Not to mention the soft corners in the Dover Street Market stores in New York and Tokyo. For many consumers wearing Supreme was the epitome of cultural credibility and as their products had a high resale value, it was seen as good investment pieces.
What now, will Supreme become too commercial?
I think part of Supreme's enduring brand loyalty lays in its early understanding of the power of "social influence" where unlike most luxury and mass consumer brands, expensive celebrity endorsements and glossy advertisements are traded in for the more engaging marketing power of its own community. In the short run, everybody will still want a piece of Supreme. I think the brand will continue to drive "social influence" across every touch point where it interacts with its audience, whether it be via its e-commerce shop, in person, or on its social channels. From a VF Corp’s perspective, they will want to tap into consumer and data analytics to help the brand gain a deeper understanding of their community, and obviously open more brick-and-mortar stores around the world.
Supreme have been around since 1994 and the brand has evolved into a global cult with its own myths, legends, iconography, and loyal disciples. Where it goes from here is really down to the brand and for sure it’s going to be an interesting journey.
Look over your shoulder
I had never met an owner who was not content if your team increased revenue, reduced expenditure and grew customer satisfaction, until I came to Denmark.
Dear Managers,
Your job is not to make people work harder. Your responsibility to help your team achieve their goals, let them know that their work matters and then recognize and reward those who consistently help the team deliver timely, high quality and positive outcomes. Please contact me via E: sb@stephenburrell.com, if would like any guidance further clarification on these matters.
Yours faithfully
Stephen Burrell
Repair rather than replace
This post is dedicated to my father who is recovering after spending a couple days in King’s College Hospital.
My father came to London from Jamaica as an innocent 22 year old in 1960, and was already an educated tradesman. He was a cobbler (shoemaker). And even though he never officially worked with his trade in England, I can fondly remember him repairing our shoes. This morning, one of my friends sent me this wonderful video (9 minutes) of ”How a $700 pair Ferragamo Loafers are professionally restored.”
Thoughts on Thursday
““When one door closes, another opens; but we often look so long and so regretfully upon the closed door that we do not see the one which has opened for us.” - Alexander Graham Bell ”
We can always do it better
Via Getty Images
Stephen Covey said, ”We should always start with the end in mind”. And getting really clear about not only the vital priorities that organisations are trying to pursue in gaining clarity around that but also what are the vital metrics that they use (KPIs). Essentially, what are the data points that are used to determine if they are on track?
Now if we have these and know what the performance metrics are, in other words when it's green and when it's red - then focus on how we can do more green stuff. And what are the things we need to do to fit into that? Will it become a predictive and repeatable model (best practice)? This does not mean it works perfectly or that some of the predictions are inaccurate because life changes and business is not static. I think being able to go into a marketing campaign or thought leadership campaign with the end in mind will certainly increases our chances of being successful by a factor of 10. And this is because of having that thoughtful planning from the outset.
Are you looking for a team who you can trust and have your best interests at heart? A team who really want to help your business navigate around the thought leadership process? A team who can help you generate revenue from that content, so you can do a better job in front of your customers?
"The Guest House"
Another one of my favourite poems is “The Guest House” by Rumi (13th century Persian poet). Rumi speaks about treating all our experiences, whether good or bad as honoured guests. Welcome and entertain them all, even if they are a crowd of sorrows who violently sweep our house of its furniture, still treat each guest honourably. Perhaps, this is clearing us out for a new delightful adventure.
“This being human is a guest house.
Every morning a new arrival.
A joy, a depression, a meanness,
some momentary awareness comes
as an unexpected visitor.
Welcome and entertain them all!
Even if they are a crowd of sorrows,
who violently sweep your house
empty of its furniture,
still, treat each guest honorably.
He may be clearing you out
for some new delight.
The dark thought, the shame, the malice.
meet them at the door laughing and invite them in.
Be grateful for whatever comes.
because each has been sent
as a guide from beyond.”
From small acorns mighty oaks grow
Photo via @frkbajer
What values are found in good people?
In my opinion, there is no such thing as a good person. The idea of what we constitute as “good” is not correct because a good person is someone who is trying to improve. And no matter how “good” you are, there is always room for improvement, therefore, the real goodness is in the attempt, it’s in the process.
I think that we learn things painfully and when we learn things painfully a part of us has to die and that’s the pain. For example, when a relationship dream is shattered, a huge part of us that constituted that dream has to be stripped away and destroyed. Life is a constant procession of change and to fully participate in it, you have to allow yourself to be redeemed by it.
Metaphorically speaking, the good is the process of death and rebirth voluntarily undertaken – you are not as good as you could be, so let part of you die. I am fully aware that the thing that emerges in its place is something better. The secret of human beings, unlike any other species is that we can let our old selves die and let our new selves be born, and that is exactly what we need to do.
Success is made to be shared
Photo via Mads Nissen
For most of my life I have been fascinated by what triggers human beings to behave the way they do. Why is it that there are so many people in the world who live such joyous lives in spite of almost every adversity, while others who would seem to have it all, live their lives in anger, despair and depression?
We are not victims, we are creators and I care very much about helping people take responsibility for the change they seek to make. And if it makes you a living, then that’s fine, and if it doesn’t make you a living, then that’s a choice. But don’t do it because you are making a living, make a living because you are doing it.
I think that we should all learn how to learn as it’s the only skill that out-delivers and over performs. Remember, a good mentor will teach you how to think, not what to think.
Assumption is the mother of all mess ups
We are all seeking satisfaction, safety and belonging. I am fundamentally an optimist and part of being optimistic is keeping one's head pointed towards the sun and one's feet moving forward. The majority of us are focused on “what we know and what to do”, whereas the minority are focused on “what’s possible”. Our status and self esteem goes up because we can brag and boast about what we are doing.
I think the essential component of success is self awareness, introspection and reflection. The most truly successful people have it as they always gain wisdom along their journey. Perhaps the real gift of success are not economic gains and fame, but the wisdom and life lessons.
Nowadays, if you are not a millionaire no one is interested in your advice. In that case, I should shut up and concentrate on making some money. Sorry! I’m going to give you some advice: When you don’t know something, immediately say “I don’t know.” It shows confidence and you will keep on learning and growing and succeeding. Then say, "I will find out."
John Wooden RIP
“Success is peace of mind which is a direct result of self-satisfaction in knowing you did your best to become the best you are capable of becoming.”
Don't do it alone
Image via Shutterstock
It’s a good idea to have the map before you enter the woods! Don't try to become a coach, an online trainer or monetise content without a roadmap because you'll struggle needlessly, when there are proven strategies you could have implemented right away.
Don't try to build a huge fanbase and truly inspire millions of people without knowing what really works, what business models will sustain you, how to scale and serve well. In order to reach as many people as you deserve, it would be advisable to seek guidance from a marketing/branding expert.
Don't try to get brand deals or work with the big names until you know what the industry is like and how to truly make online marketing work for you 24/7. I think that it’s important for both your loved ones and yourself to get the training you need to win. You deserve it!
The most courageous act
Image via Shutterstock
It’s usually more important to be in the right room than to be the smartest person in the room.
A person with great judgement and average intelligence will usually beat someone with great intelligence and average judgment. And judgment is knowing what room to be in.
Are you afraid?
Diversity is about differences, inclusion is about embracing those differences. The hard truth is that to find new solutions to old problems we must often work with people we don’t really understand. What makes matters worse is that we often do not appreciate the value of diversity when we see it. I won’t pretend this is easy, as I think that people are not afraid of failure, they are afraid of blame.
“Having an outsider around helped us solve problems, but don’t expect us to be grateful, or even to notice anything other than social discomfort.”
Interview questions
What are three key points that you want to make during your interview?
Why do you want to work for this company?
Why do you think this job is a good fit for you?
Why should we hire you?
What do you like most and least about your current job?
What are your weaknesses?
What characteristics are you looking for in an ideal job?
What are you salary expectations?
What qualifications or experiences make you uniquely qualified for the position?
Do you have any questions?
Yes, I would like to know how does your product or service change the lives of your customers?
Fundamentals
This is to have succeeded
Portrait of Ralph Waldo Emerson by A.E. Smith (Getty Images)
Success according to Ralph Waldo Emerson is:
· To laugh often and much.
· To win respect of intelligent people and the affection of children.
· To earn the appreciation of honest critics and endure the betrayal of false friends.
· To appreciate beauty, to find the best in others.
· To leave the world a bit better, whether by a healthy child, a garden patch or a redeemed social condition.
· To know even one life has breathed easier because you have lived.
Are you familiar with ikigai?
For those of you that know me or follow my blog then it will come as no surprise that Japanese culture is near and dear to my heart. And this curiosity has led me to find out more about the concept of ikigai.
In Japan, true ikigai is not about making money. It’s not about what the world needs from you or what you’re good at, or even what you love. It’s not any lofty goal to achieve. True ikigai is embracing the joy of the little things, being in the here and now, reflecting on past happy memories and cultivating a state of mind that can lead to a happy future.
The 10 rules rom the book IKIGAI: The Japanese Secret To a Long and Happy Life, are:
Stay active, don’t retire
Take it slow
Don’t fill your stomach
Surround yourself with good friends
Get in shape for your next birthday
Smile
Reconnect with nature
Give thanks
Live in the moment
Follow your passion