Archivos diarios: 3 noviembre 2010

El consumidor en el centro


El capitalismo desde mediados del siglo pasado se ha dedicado a crear una estructura de consumo basada en la abundancia. Vivimos en un mundo de abundancia en el que se produce más de lo que realmente podemos consumir. Este esquema no es sostenible por el impacto medioambiental y las desigualdades económicas y sociales que produce. Por ello, poco a poco, deberíamos encaminarnos hacia una nueva etapa de nuestro sistema económico. Y la palabra clave es sostenibilidad.

Sostenibilidad implica adecuar al máximo la oferta a la demanda. Para conseguir ese punto de equilibrio es necesario entender qué producimos, para quién y qué valor aporta ese producto. Algunas empresas se han dado cuenta de ello e intentan poner en práctica lo de adecuar su oferta a la demanda poniendo al consumidor en el centro de su estrategia de negocio. Muchos dicen que ya lo están haciendo. Pero la realidad es otra. La mayoría de marcas industriales promulgan que diseñan productos para satisfacer necesidades de los consumidores. Pero en realidad lo que hacen es producir un producto y después determinan un target de comunicación. Pongamos como ejemplo la industria del automóvil o la del alcohol. Vamos a fabricar un coche nuevo, que pertenece a tal categoría. Creemos que el público que compra vehículos con estas características es de tal manera y ve la TV, por tanto, comunicamos su lanzamiento en medios masivos. ¿En qué punto entra el consumidor en la ecuación? Al principio o al final? En el caso de productos alcohólicos, se ve incluso más claro. Tengo una ginebra, la quiero posicionar de tal manera y el público al que voy para conseguirlo es éste.  Curiosamente, en ambos casos el público de comunicación y el de consumo a menudo resulta diferente. Sigue leyendo

The art of connection, contribution, & change

Blackboard Presenting naked is about expressing a naturalness in delivery that brings more of your own unique personality to your presentations in a way that amplifies your message. There are many components to an effective, naked presentation, but one simple way to think about it is in terms of what I call The Three Cs : Connection, Contribution, and Change.

Connection.009-001 • Connection. To make an impact and to make a difference, we have to make a solid connection with others in the room. Where there is no connection, there can be no contribution. If we can make a solid and lasting connection with others, then we create the space for our contribution to be heard and take root. Connection amplifies the experience for both the audience and the speaker. Instead of 1+1=2 with a one-way didactic approach, it’s now 1+1=137 (or a million, etc.).


Contribution.002-001 • Contribution. Some people think that a presentation or an invitation to speak is a burden, or at best and obligation that can’t be avoided. This is the wrong attitude. Instead, think of presentation as a welcomed opportunity to make a difference. Every presentation or speech is a chance to make a contribution. We all live for the opportunity to contribute, it’s what makes us human. A contribution is never about us—it’s always about them. We show respect for them by being well prepared. We show we care by sharing a bit of ourselves and a small part of our own humanity. Do not allow yourself to get bogged down in a haze of self-doubt and worry about whether or not you are good enough. To win or to lose is not the point. Boston Philharmonic Orchestra conductor and presenter extraordinaire Benjamin Zander says something similar while encouraging one of his talented students: “We are about contribution. That’s what our job is. It’s not about impressing people. It’s not about getting the next job. It’s about contributing something.” We can apply this spirit to the art of presentation as well.

Connection_slides.005-001 • Change. Through contribution we make a difference—we make a difference because we change things. Sometimes the change is big, and sometimes the change is virtually imperceptible, but it’s real. As a result of our contribution the audience may have gained new knowledge or a skill, or a fresh perspective—or they were inspired to learn more. Because of our talk, presentation, or lesson, there was a change. This positive change resulted from an honest, transparent contribution in the moment. These tiny contributions in the aggregate are what keeps humanity moving forward.

Create art and make change
Connection_slides.004-001 I’ve always said that presentation is more art than science. So what is art? In a recent interview with David Siteman Garland, Seth Godin said this about art in the context of work. “Art,” says Seth Godin, “is a generous action—it’s when a human connects to another human and makes a change.” The work that we do could be art, but if we are just following the rules, playing it safe, and sort of working-by-the-numbers (as in paint-by-the-numbers) then the work lacks connection and difference, and therefore lacks art. The best presentations are art in a sense because the best presenters necessarily connect in the spirit of contribution and generosity and help people make a change. The worst presentations or speeches are the usual ones, the ones that are perfunctory, routine, safe, and utterly forgettable. No one ever got fired for doing the expected and the safe, at least they did not in the old world. But it’s a new world now. And the professionals who are remarkable and who want to make a difference — teachers, doctors, engineers, aid workers, and business people of all types — are the ones who create art. Today, more than ever, there are opportunities to speak in front of others to make a connection and contribute to lasting change—that is, to create art.

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2 Slides That are Ruining Your Damn PowerPoint Presentation

Written by Karol K. |

presentation trollSome people say that you shouldn’t have more than 10 slides in your PowerPoint presentation. And as you probably know it’s not that easy to fit within these boundaries, but there are couple of things that will help you to achieve this goal, so let me give you some PowerPoint presentation tips.

You can start with checking if some of the valuable space in your presentation is not being occupied by these two trolls (oops… I mean slides).

  1. “Agenda / Presentation Plan” slide
  2. “Thank You For Your Attention” slide

These are usually the second and the last slide in your PowerPoint presentation.

Why should you avoid them? Not only because they take these two valuable spots in your 10-slide-presentation, but what’s more important – they can completely RUIN your whole presentation (especially the first one – the agenda). Oh, one additional tip – start your presentation with punch. Sigue leyendo

Start your presentation with PUNCH

Punch The primacy effect, when applied to presentations, suggests that we remember more strongly what happens at the beginning of a presentation. In order to establish a connection with an audience, we must grab their attention right from the beginning. A punchy opening that gets the audience’s attention is paramount. Granville N. Toogood, author of The Articulate Executive also stresses the idea of starting off quickly and beginning with punch. “To make sure you don’t get off on the wrong foot, plunge right in,” he says. “To galvanize the mind of the audience, you’ve got to strike quickly.” There are many ways to strike quickly and start with punch to make a strong initial connection. Conveniently, at least five proven ways to begin a talk form the acronym PUNCH. Some of the best openings include content which is Personal, Unexpected, Novel, Challenging, or Humorous. Some of the best presentations contain at least one or more of these elements.

PersonalMake it Personal. I once saw an amazing presentation on work-place safety at a company whose employees have dangerous jobs. The presenter started off his presentation with a high resolution image of some cute children. After talking about how import “our children” are (most people in the audience had children), he confessed that the children on screen were his and that his main concern in his life was being around a great long while to take of them. We all have a responsibility, he said, to our families and to each other to make sure we pay careful attention to safety procedures and rules so that no one’s children here ever have to be told that their mommy or daddy are not coming home. This opening was emotional, personal, and relevant. It got everyone’s attention and set the stage for the presentation. What could have been a presentation simply listing safety rules in bullet points to be scanned now was something far more personal.

There are many ways to make the opening personal, but personal in this case does not mean a long self-introduction about your background complete with org charts or why you are qualified to speak. However, a personal story can be very effective opening so long as it illustrates a key engaging point or sets the theme in a memorable way. Sigue leyendo

Fanning the Social Media Flame for Viral Exposure

image of lit match

Are you a content marketer? If so, you have a choice to make.

You can sit around and wait for your content to go viral.

You can hope you’ll get sudden bursts of traffic, hope your readers will spread the word, hope your content will catch fire.

Or you can bring your own matches and lighter fluid to set the dang thing aflame yourself.

As bloggers and content marketers, which will you choose?

Sure, sometimes the passion you have for a subject will be enough to ignite a spark and compel your audience to share your content with their network. Being able to unleash something with such conviction and power that it combusts on its own is great.

Over at my SEO consulting firm Outspoken Media, we’ve been able to do it several times.

Sometimes we post something like The Power of the Unexpected, something that goes hot without us lifting a finger. As content writers, we live for these moments.

However, they almost never happen.

What is more common is that marketers need to fan their content to help it ignite and go viral. And sometimes that means stepping in when an accidental hit shows signs of life. How do you recognize those signs to take advantage? Here are some methods we use at Outspoken Media. Sigue leyendo

UPS Infographic of the Day: The Evolution of the UPS Truck

United Parcel Service logo (2003-present)

In UPS’s early days as a messenger service in Seattle (1907–1912), most deliveries were made on foot and bicycles were used for longer trips. It wasn’t until 1913 that the company acquired a Ford® Model T as its first package car––a move that reflected a shift in focus from messages to packages and began the evolution of the iconic UPS truck.

Increased demand, a need for efficiency, and an undeniable love of logistics were at the heart of three major moments in the lifeline of the UPS truck: the introduction of feeder trucks (1934) to move large lots of packages between cities in southern California, the addition of double trailers (1956) to keep pace with order volume, and the purchase of Overnite Corporation® (2005) to add operational hubs and expand the company’s Freight fleet. Sigue leyendo

Pagar para leer por contenidos en medios digitales: crónica de una muerte que se anunció hace años

Otro experimento con el cobro de contenidos por parte de medios digitales, otro FAIL que contar. Es curioso porque cada una de las veces que un medio online, agendica de noticias o la versión digital de un medio tradicional pretende cobrar por contenidos, falla pública y estrepitosamente al punto del ridículo.

No por intentarlo, sino por no escuchar ni observar lo que pasa alrededor. El último en hacerlo es The Times de Reino Unido quienes anunciaron con “bombo y platillo” el haber obtenido 105 mil nuevos suscriptores (decían tener ya 100.000, es decir, un total de 205.000) …pero les sucedió lo siguiente, según ComScore: Sigue leyendo

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