Introductions are tough

It is hard for us to switch our barbers or tailors to new ones.

That’s not because they do the best cut or we can talk with them about sports and politics.

We can't do the change because we hate new introductions.

Even if another barber on the next block is far better with his craft considering a switch makes you pause.

Because introductions demand preparation and readiness requires time.

So don't be surprised when your long term clients are not running away after your mediocre service.

It's not because they love you so much but its because they hate new introductions.

Half Way to Hell Club

Was an exclusive club founded by working man who fell from the Golden Gate Bridge into its safety net during the construction (1936-1937).

Most of them were saved with minor injuries and aftermath they named this fall as halfway to hell.

We know that clubbing is a thing in the West. There are clubs devoted to hobbies, social activities, politics, and so forth.

But this one caught my attention because it was about the type of experience that you can't choose to volunteer.

Experiences tho are hard to share and thus they're unique.

You can build a massive bridge, connect bays, and be proud of engineering but recognizing that fall of Al Zampa is incomparable. Organizing a club for it is priceless.

During this pandemic we are overwhelmed by such unique experiences.

We're witnessing falls alike almost every day.

Now is the time for you as a brand, as a company to grab those moments and to find a way to share those experiences and to club but not just offer consolations.

The Firm

I loved when I watched this movie back in 1997.

During this unexpected break I decided to rewatch some of my favorite 90s movies.

However the try out to see if it would exorcise my inner enthusiasm what I had back then for American way of life seemed to be absent.

The core thrill I felt watching The Firm (1993) back in 90s was driven by the way of communication we had. If bad guy Avery has had a cell phone Mitch's plan would have fallen apart. So is the entire scenario. So goes my thrill.

Tools we have today makes our recent past stories stale and irrelevant.

Tools we are going to get in near future (Like AI, VR etc.) will make today's stories nonsensical.

I always tell you that marketing is about storytelling and marketer is a storyteller machine.

One who studies marketing today should be very careful with her way of story consumption.

Same goes for the companies tho.

Because stories are backbone of your behavioral pattern.

Update your stories by fact checking on emerging future technologies.

If you fail to do so it is very likely that you will end up loosing your business.