Becoming Disruptively Human

Here’s what I learned about marketing from Mr. Rogers. It’s in his lyrics to, “It’s You I Like”:

“It’s you I like, It’s not the things you wear, It’s not the way you do your hair– But it’s you I like The way you are right now, The way down deep inside you– Not the things that hide you, Not your toys– They’re just beside you.”

In this children’s song, and throughout his career, he counseled embracing life as it really is, and embracing each other as we really are. Eyes and arms open.

In our professional and personal lives, we’ve found that Mr. Rogers was right. We’ve built 3 Giraffes on two guiding principles: vision and heart. Vision to see where our clients are going and how to guide them there. Heart because at the end of the day, this is a people business that is won or lost on relationships.

We don’t ignore data, but we concentrate on building compelling competitive differentiation through a concentration on what is human. A data-centric perspective often obscure the complicated people we are dealing with, and the unique process they go through to make a decision.

I like you, but I prefer your data. With it I can launch promotions now instead of late-ah.. My salary will rise with your results, pro-rata.

Empathy wins the day

My son-in-law, fresh out of business school was recruited by a big-name tech company and given a sales position. He was thrilled, and confused. “I don’t know how to sell. What do I do, call people and yell ‘buy this now’?”

My advice, don’t sell. Listen. I gave him two examples,

The first comes from a senior executive from a different tech company who, when asked what he thought was the greatest benefit of doing business with our client said, your salesman. This salesman knows our company and our issues, and is relentless is finding solutions that work.

The second example is from Mr. Rogers:

People have said, ‘Don’t cry’ …, and all it has ever meant is, ‘I’m too uncomfortable when you show your feelings. Don’t cry.’ I’d rather have them say, ‘Go ahead and cry. I’m here to be with you’.”

Make your customer’s problems your problems. Make your conversations about them and not your product. Empathy is in short supply, and its demonstration is distinguishing.

It’s all really about talking, about conversation and building trust. Engagement with the prospect on their terms and on their turf.

Vision and (you gotta have) heart

Rely on a team that is experienced with the hard work it takes to connect with other human beings, to help them find answers to questions, and be successful.

“There are three ways to ultimate success: The first way is to be kind. The second way is to be kind. The third way is to be kind.”

And where are you?

Where is your content in your customers’ eyes? If you’d like another opinion, here are 2 suggestions:

  1. Opt-in to our blog. We’ll send you thoughts, ideas and an occasional kick in the pants to get your going.

  2. Let’s talk. We’re willing to invest an hour in you, and maybe more. Let’s set it up.

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