Archive for June 2011
I’ve been saying for some time that there is no such thing as B2B or B2C only P2P (Person to Person)
These are some extracts from a blog by Rick Segal in Forbes Magazine (original here: http://blogs.forbes.com/gyro/2011/06/16/b-to-b-has-ceased-to-be/) that say it much better:
B2B has ceased to be.
Death was inevitable when people began carrying their telecommunications and computing power with them. From that point “The Firm” lost its place as the organizing principle of business marketing.
If we really want to influence business decisions, from now on we have to reach and persuade the real seat of power, the individual. The customer is not a corporate entity, but an independently minded, highly connected, always-emotional human being. This individual is not only ascendant, but empowered and amplified.
Ninety percent of business decision making is emotional.
The new arena for business communications is now far bigger than the workplace. This is because work is no longer a place, but a state of mind. The connectedness of modern life sees no boundaries between work and home. It’s all part of the work-life continuum.
If we want to reach, persuade and engage business decision makers, we need to understand this “@ Work State of Mind” as completely and intimately as we can, so that we can ignite the emotions that cause decision-makers to shout, “Yes!”
We’ve all heard the expression ‘death by powerpoint’ and yet professional people who should know better are still subjecting unsuspecting audiences to presentations that are utterly boring, banal, condescending, overly-complicated, time wasting, mind-numbing, bum-numbing, yawn making …. well. you get the picture.
The ONLY reason for making a presentation should be to move your audience in some way; change their thinking or perception, their attitudes or behaviour.
To move an audience a speaker needs to make a connection by creating chemistry but so often all they create is boredom.
Don’t do this:
The first example had university lecturers not only reading every word on their slides (power point as script) but giving us all a USB stick with the bloody slides on as well just in case we didn’t get the message by seeing it and hearing it simultaneously!
If a slide needs to be read out loud it has no business being in a presentation.
The second example was a boring man who should never have been allowed near the business end of a microphone who actually left his lectern to cross to the other side of the stage and reach up to point to a number on the slide (one among hundreds) and explain what it meant. Thankfully we couldn’t hear what it was because his microphone was attached to the lectern on the other side of the stage.
If you want to give a report – print it and mail it. Its not a presentation.
The third was a woman who said she was going to tell us some stuff from last year, this year and next year and paused while the dates 2010, 2011 and 2012 appeared on the screen just in case we weren’t sure.
Don’t treat your audience members as though they are idiots
All of these people earn high salaries. All of them have help in their fancy offices from people who should know how to put a presentation together. All of them should know better.
Don’t hold your audience hostage just because they’re too polite to leave
If you expect people to give their time and attention to a speaker at your event, do us all a favour and make them deliver the presentation without Power Point first. If they can pass the test and hold an audience with what they SAY, then and only then, allow them to add slides that illustrate and punctuate the presentation and NEVER, EVER duplicate the script.
Good presenters practice. They plan and prune and work out how to make an impact. If there was a power cut they would still deliver a great presentation. They don’t need the prop of Power Point.
If you’re not a good presenter don’t think Power Point will save you. It won’t.
Imagine the excitement of buying, selling and racing cars at aged 19 and making enough money to not only pay for yourself to go to university but to buy a home for your mother and grandmother.
Imagine starting work at one of the world’s biggest firms of accountants and owning two Ferraris and therefore not toeing the corporate line and getting promoted again and again because, instead of telling your bosses what they wanted to hear you told them what they needed to hear.
Imagine owning a string of antique shops while still working in the corporate world.
Imagine borrowing £7,000,000,000 (that’s £7 billion) and re-building vast areas of London, including Broadgate, Ludgate Circus and Stockley Park.
Imagine owning Tiger, Tiger the famous bar and club in London’s West End, a software house (PLT) and starting Lazy Town, the internationally renowned children’s entertainment and lifestyle brand that has a direct and measurable effect on the health of children.
(Marcus has asked me to point out that in most of these projects he was part of team and didn’t do it on his own)
What kind of a man manages all of these achievements?
Imagine having a father who was so violent he beat your mother and threw you down a set of concrete stairs when you were just five years old.
Imagine being taken into care when your father went to prison and your mother was sectioned and incarcerated in a mental health institution.
Imagine working to get yourself through university and caring for a mentally ill mother who committed suicide one day when you forgot to supervise her medication.
Imagine losing £2.25 million when your stock crashed and you chose to try and help others recover their investment, instead of taking the easy way out and selling it while you could.
Imagine raising and giving away millions and bringing all of your remarkable talents and qualities to bear on challenging an education system that consistently fails those who don’t conform and helping to change the curriculum, teaching styles and the physical environment.
Is it any wonder that Marcus Orlovsky left an impression on his audience that most of them will never forget?
Before divulging his own background, Marcus got the audience thinking about why it is better to do the right thing than the done thing. He used examples from the food industry, the oil industry, education and others where decisions that caused misery could have been avoided if there had been stronger leaders instead of managers, willing to speak up.
He asked us to name the CEOs of the world’s five largest companies. We couldn’t.
He reminded us that feelings are more powerful than knowing, talking and thinking and asked us what we would all wish for any new born child.
The answers, universally, are to create unique human beings who show happiness, helpfulness, kindness, creativity, inquisitiveness, inventiveness, resourcefulness and love. And yet their formative years are spent learning facts and they are judged, often for the biggest part of their lives, on how well they remember lessons in maths, history and science and hardly ever on the things we all wish for them to achieve. Worse than that, their dreams are often dashed and they are forced into pigeonholes and punished for displaying behaviour that doesn’t conform to the accepted norms of our educational systems.
And yet there are remarkable examples of people, like Marcus himself, who don’t fit the system and succeed against all the odds. Of the 200,000 iphone apps, many were invented by under 14 year olds and 40% of employees in Google have autism.
Marcus now spends his time at the educational consultancy http://www.bryanstonsquare.com/ bringing his prodigious talents to bear on improving education and helping to build an environment that gives children a chance to make their dreams come true.
The reaction from many members of the audience was that Marcus caused them to re-think their definitions of success and question their own assumptions
He left us with this thought: “If it has never been done before, there are no experts” with the subtext “So dare to dream and give it a shot!”
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I’d love to hear your views so please leave a comment below …..