Goodness And Happiness 1227098175091699 8

GOODNESS AND HAPPINESSWHY GENEROSITY IS THE FUTURE OF MARKETING

STRATEGY

NEIL PERKIN – ONLY DEAD FISHhttp://neilperkin.typepad.com

http://www.flickr.com/photos/netsrot/

“being good in business is the most fascinating kind of art.”

Andy Warhol

“doing good is fast becoming a strategic - not just a moral – imperative”

Umair Haque

http://www.flickr.com/photos/johnnyvulkan/

BEING GENEROUS IS NOT A NEW PRINCIPLE

“Do unto others as you would have others do unto you” Matthew 7-120

http://www.flickr.com/photos/75001512@N00/

IT’S JUST THAT THE NEW WORLD MAKES IT VERY REAL

http://www.flickr.com/photos/rehvonwald/

“For the fourth consecutive year, nearly 9 out of 10 online adults who have conducted an online transaction in the past year have experienced problems doing

so”

“Four in five online adults who experience problems share their experiences with others -- both online and offline”

WE DON’T ALWAYS GET IT RIGHT

http://www.flickr.com/photos/thomashawk/Source: Harris Interactive / Tealeaf: The Tealeaf 2008 Online Transactions Survey… http://www.tealeaf.com/resources/Harris_2008.asp

WE DON’T ALWAYS GET IT RIGHT

http://www.gapingvoid.com/

“Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound

hollow, flat, literally inhuman.” The Cluetrain Manifesto

WE DON’T ALWAYS GET IT RIGHT

WE DON’T ALWAYS GET IT RIGHT

Image: farm3.static.flickr.com/2088/2213647530_4506ce2671_o.jpg

AND PEOPLE AREN’T SHY ABOUT SAYING IT

BENEVOLENCE IS A BIG IDEA

BIG

“we have to put the meaning back into business.” Umair Haque

http://discussionleader.hbsp.com/haque/2008/09/how_to_build_a_nextgen_business_now.html

IT POWERS COMPANY MORALE AND MOTIVATION

http://www.flickr.com/photos/trudi/

“If doing good for people gives you a sense of mission that makes you harder to kill, that alone more than compensates for whatever

you lose by not choosing a more selfish project.”

Paul Graham

IT MAKES PEOPLE WANT TO WORK FOR YOUR COMPANY

“There are real changes in expectations and practices from employees...individuals are demanding work with a clearer purpose

and meaning, and choosing employers with a higher moral standard”Peter Bradwell, Richard Reeves

Demos – “Network Citizens: Power and Responsibility At Work, 2008”

http://www.demos.co.uk/files/Network%20citizens%20-%20web.pdf http://www.linkinn.com/_Vincent_Laforets_Photos

“People migrate to institutions that reflect the values they hold and make it possible for individuals to make a difference. ‘Ask not what your country can do for you, ask what you can do for your country’

has subtly shifted. Do ask what your country/company will allow you to do for them, before choosing.” JP Rangaswami

http://www.linkinn.com/_Vincent_Laforets_Photos

http://sethgodin.typepad.com/seths_blog/2008/01/workaholics.htmlhttp://www.flickr.com/photos/guillaumegrall/

"the new face of work, at least for some people, opens up the possibility that work is the thing (much of the time) that you'd most like to do. Designing jobs like that is obviously smart. Finding one is brilliant."

Seth Godin

…AND BRING PASSION TO THEIR WORK

http://sethgodin.typepad.com/seths_blog/2008/01/workaholics.html

IT PROVIDES DIRECTION AND A FRAMEWORK FOR YOUR DECISION MAKING

Image: http://www.flickr.com/photos/wimpers/

Image: http://www.flickr.com/photos/kt/

IT CREATES DIFFERENTIATION

Image: http://www.flickr.com/photos/kt/

IT CREATES DIFFERENTIATION

AND IN A WORLD OF OVER-CAPACITY, DIFFERENTIATION IS EVERYTHING

IT GETS YOU NOTICED

AND TALKED ABOUT

http://www.flickr.com/photos/annabelb/

Source : Compose BMRB

% of consumers who rate Word Of Mouth very good at…

7770 69

74

0

10

20

30

40

50

60

70

80

Info for new brands Adds to trust inbrands

Helps decide thebrand is right for

me

Prompts someaction

AND GETTING TALKED ABOUT IS THE MOST POWERFUL FORM OF

MARKETING

Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf

Marketing spend generates traffic

Some of that traffic sticks

Users are inspired and enabled to talk about your

product

They spread the message around the network

SETH GODIN – ‘FLIPPING THE FUNNEL’

“it's not really what you say that matters at all, but how you make people feel.”

Faris Yakob

http://farisyakob.typepad.com/blog/2008/07/before-the-gorilla-there-were-the-chimps.html

http://www.flickr.com/photos/26359680@N07/

“The market for something to believe in is infinite” Hugh MacCleod

BELIEF IS VERY POWERFUL IN MARKETING

“So, what grows? What do marketers sell that scales? I’ll tell you what: Belief.

Belonging. Mattering. Making a difference. Tribes. We have an unlimited

need for this.”

Seth Godin

EVERYONE WANTS SOMETHING TO BELIEVE IN

“the Purpose-Idea is the "What For?" of a business, or any kind of community. What exists to change (or protect) in the world, why employees get out of

bed in the morning, what difference the business seeks to make on behalf of

customers and employees and everyone else? BTW this is not

"mission, vision, values" territory - it's about real drives, passions and

beliefs.”

Mark Earls

MARK EARLS – THE PURPOSE IDEA

Image: http://seantiner.blogspot.com/2008/08/innovators.html

We are here to find meaning. We are here to help other people do the same. Everything else is secondary. We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so. That is human nature.Product benefit doesn't excite us. Belief in humanity and human potential excites us. Think less about what your product does, and think more about human potential. What statement about humanity does your product make?The bigger the statement, the bigger the idea, the bigger your brand will become.It's no longer just enough for people to believe that your product does what it says on the label. They want to believe in you and what you do. And they'll go elsewhere if they don't. It's not enough for the customer to love your product. They have to love your process as well.People are not just getting more demanding as consumers, they are getting more demanding as spiritual entities. Branding is a spiritual exercise. These are The New Realities, this is the Spiritual Republic we now live in. The soul cannot be outsourced. Either get with the program or hire a consultant in Extinction Management. No vision, no business. Your life from now on pivots squarely on your vision of human potential.Hugh MacLeod

THE HUGHTRAIN MANIFESTO

http://www.gapingvoid.com/Moveable_Type/archives/000823.html

And it delivers results…

“In ‘Built To Last’, Jerry Porras and Michael Collins demonstrate that – in the medium and longer

term – purpose-driven businesses outperform

businesses with similar asset bases, from similar locations, of

similar age, etc. by a large margin.”

Mark Earls, HERD

AND BELIEF GETS RESULTS

“Stop campaigning, start committing”

Paul Isakson

http://paulisakson.typepad.com/planning/2008/09/modern-brand-bu.html http://www.flickr.com/photos/zefrog/

“Without a deeply felt - and a powerfully lived - sense of meaning, every business will devolve to what the investment banks became: machines

engineered with relentless precision to destroy long-run value, often implosively so.“

Umair Haque

THE MEANING OF MEANING

http://www.flickr.com/photos/poseidonsimage/

'This transition from economic value to economic creativity marks a paradigm shift from the “Box-Economy”, measured by the

optimisation of moving boxes, thinking in boxes, putting people in boxes and exchanging boxes, to the “Lotus-Economy”, measured by

personal transformation, creativity and innovation. It has manifested itself as a shift from an economy based on producing

and buying things to an economy in which the primary unit of exchange is “meaning” where organisations become hothouses for

ideas and the revolution of the human spirit.'

http://unfrozenmind.com/?page_id=15http://www.flickr.com/photos/o_omars/

THE LOTUS ECONOMY

http://www.flickr.com/photos/russmorris/

“For the modern economist this is very difficult to understand. He is used to measuring the 'standard of living' by the amount of annual consumption,

assuming all the time that a man who consumes more is 'better off' than a man who consumes less. A Buddhist economist would consider this

approach excessively irrational: since consumption is merely a means to human well-being, the aim should be to obtain the maximum of well-being

with the minimum of consumption.”

E.F. Schumaker

THE BUDDHIST ECONOMIST

“It was this shift, when youth became the early adopters, which signalled a real change from institutional to individual capitalism; not

having been exposed to how organisations worked and not caring about how governments operated, youth began to set the agenda.

Peer respect became more important than the power of hierarchical authority; relationships and trust returned to prominence after a long time in the wilderness; there were no longer any taboos about asking why things were the way they were, and challenging the status quo.

Today is their Sixties. And, in a vicarious way, ours too; The Age of the Individual.”

JP Rangaswami

http://confusedofcalcutta.com/the-kernel-for-this-blog/

SO WHAT DOES BEING GENEROUS

MEAN?

http://www.flickr.com/photos/strangered/

GET STUCK IN

http://slimgoodies.tumblr.com/

Image: http://www.outdoorlens.com/funny-animal-signs/

BE HONEST

http://www.gapingvoid.com/

BE REAL

AND BE VISIBLE

“We know that connecting people online is critical. We can get much more done more quickly this way. We no longer turn to ‘the company’,

we turn to the people in these companies. We turn to the experts.” Sam Lawrence

BECAUSE ONLINE, IT’S THE PEOPLE THAT MATTER

http://gobigalways.com/911-and-the-social-software-movement/

SHARE

"In the past you were what you owned. Now you are what you share." Charles Leadbeater

http://www.flickr.com/photos/mmewuji/

FIND THE GOODNESS IN EVERYTHING

http://www.lifelounge.com/Student-Advice-Posters-Gallery.aspx

AND BE POSITIVE

BECAUSE POSITIVITY

SPREADS

AND BE POSITIVE

ENABLE

http://www.flickr.com/photos/xgray/

http://www.flickr.com/photos/twenty_questions/

Act on feedback, encourage discussion, be a part of it

LISTEN

"Humanity has advanced, when it has advanced, not because it has been sober, responsible, and cautious, but because it has

been playful, rebellious, and immature." Tom Robbins

PLAY

http://www.flickr.com/photos/afferent/

"High creativity is responding to situations without critical thought." John Cleese

THINK A LOT, AND THEN BE THOUGHTLESS

http://www.flickr.com/photos/ryanducie/

YES, REALLY

EXCEED YOUR CUSTOMERS EXPECTATIONS

http://www.flickr.com/photos/oybay/

EARN TRUST FROM YOUR CUSTOMERS

http://www.flickr.com/photos/vegasrob/

EARN TRUST FROM YOUR CUSTOMERS

http://www.flickr.com/photos/vegasrob/

AND DON’T ABUSE IT

EARN TRUST FROM YOUR CUSTOMERS

http://www.flickr.com/photos/vegasrob/

AND DON’T ABUSE IT

…BECAUSE THEY WON’T COME BACK

GENEROSITY MEANS LETTING GO

NO, REALLY

BEING GENEROROUS IS ABOUT CREATING A DIALOGUE

BEING GENEROROUS IS ABOUT CREATING A DIALOGUE

NOT A CONDUCTING A MONOLOGUE

AND BE GENEROUS WITH YOURSELF

http://thisisindexed.com/

AND ABOVE ALL…

http://www.flickr.com/photos/internal_sabotage/

MAKE PEOPLE HAPPY

BECAUSE

“As the shift in balance of power as well as the shift for ever stronger emphasis on product and experience are gaining momentum,

companies today are in the business of happiness.” Asi Sharabi

http://no-mans-blog.com/2008/07/30/hippy-marketing/

HAPPINESS IS GOOD FOR BUSINESS

AND

THE MORE GENEROUS YOU ARE, THE MORE YOU GET BACK

“Everything I do always comes back to me”

Stefan Sagmeister

"Do not covet your ideas. Give away everything you know and more will come back to you.“

Paul Arden

THE MORE GENEROUS YOU ARE, THE MORE YOU GET BACK

IT’S NOT SO DIFFICULT…

http://www.flickr.com/photos/elizabethboya/

“what we’re really craving is more humanity itself. I see clues of this

everywhere, from the direct engagement as enabled by Twitter, to Apple’s Genius bar which gives us

live, breathing and fairly smart people to help us when a human

touch is needed.” David Armano

…IT’S JUST ABOUT REMEMBERING WE’RE

ALL HUMAN

http://www.flickr.com/photos/flysi/

“Organizations will work tirelessly to de-personalize every communication medium they encounter. The public works tirelessly to flee to actual interactions between

real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions. The irony, of course, is

that an organization with guts can go in the opposite direction and win.”Seth Godin

http://www.flickr.com/photos/donsolo/

“The way to make money on the web is to send them away” Dave Winer

SOMETIMES IT CAN SEEM COUNTER-INTUITIVE

http://www.flickr.com/photos/meg/

BUT IT’S AN IDEA THAT POWERS SUCCESS

http://www.membersproject.com/

via http://herd.typepad.com/

“Like any company we require a profit to stay in business. But it is not the reason we are in business. The thing that has not changed from day one is

the desire to make people think about the world we live in. This is, and always will be, why we are in business.”Cardigan Bay’s 2nd biggest clothing company

“Kiva's mission is to connect people through lending for the sake of alleviating

poverty.”http://www.kiva.org/http://www.flickr.com/photos/ramonk/

“Project 10 (to the 100th) is a call for ideas to change the world, in the hope of helping as many people as possible…we think helping people is a good thing, and

empowering people to help others is an even better thing…we have committed $10 million to fund up to five ideas.”

“I think all advertisers should do this. Right now. Every single one. Take $10 million of your advertising budget and steal the idea and help change the

world.” Faris Yakobhttp://farisyakob.typepad.com/blog/2008/09/the-more-the-merrier.html

"If we don't get it right, we're fundamentally screwed.” Ian Yolles, Nau

“Since its beginning in May 2006, TOMS has given over 10,000 pairs of shoes to

children in Argentina and 50,000 pairs in South Africa through the purchases of our caring customers. In 2008 TOMS plans to give 200,000 pairs of shoes to children in

need around the world.

For every pair of shoes you purchase, TOMS will give a pair of shoes to a child in

need. One for one.”

“Don't worry, you can still make money. That is, as long as it's not the only thing on your mind.” The cluetrain

manifesto http://www.flickr.com/photos/velo_city/

“There's a massive tectonic shift rocking the economic landscape…the boardroom's first and most important task is simply to try always and everywhere do less evil. In the dismal language of

economics: as interaction explodes, the costs of evil are starting to outweigh the benefits.”

Umair Haque

“Let's turn this into the important advertising trend of 2009…let's do GOOD THINGS.”

Faris Yakob

http://farisyakob.typepad.com/blog/2008/09/not-members-only.html

http://www.flickr.com/photos/22499211@N00/

Resources and Inspiration:

Umair Haque…http://www.havasmedialab.com/

Mark Earls…http://herd.typepad.com/

Paul Isakson…http://paulisakson.typepad.com/planning/

Faris Jakob…http://farisyakob.typepad.com/

Eaon Pritchard…http://www.eaonpritchard.blogspot.com/

David Armano…http://darmano.typepad.com/logic_emotion/

Seth Godin…http://sethgodin.typepad.com/seths_blog/

Asi Sharabi…http://no-mans-blog.com/

JP Rangaswami…http://confusedofcalcutta.com/

Paul Graham…http://www.paulgraham.com/

Charles Frith…http://www.charlesfrith.com/

http://neilperkin.typepad.com/

Only Dead Fish