Andy on Twitter

  • Would be consistent with what they’ve done around the world. And their right to do so. What the Aussie Govt is prop… ,
  • It’s interesting to me how when a company () details how it will respond to legislation it is deemed by the… ,
  • Good read on the interference of Govt in how the Internet works... Internet's founder, US officials slap down News… ,
  • OMG. So sad... ,
  • Good look at the impacts of SAH on compliance and tech... Be Prepared to Stay at Home in 2021 – even if you don’t w… ,
  • Dense Discovery is still my favourite newsletter. Look forward to it each week. Well worth supporting IMHO.… ,
  • Great read... I Feel Better Now | Jake Bittle ,
  • Another great example of cluelessness. Google has a right to exercise inordinate power over its own products. Just… ,
  • via ... is hard for us here to laugh. States now run the country abs SOMO sitting on the sidelines. ,
  • Still a bit surprising to me how often people confuse a successful company with a monopoly. And how they will compl… ,
  • And what about the rest of the Internet... they'll ask to dip their hand into the Google coffers as well... this is… ,
  • And oh, isn't Google fully within its rights to say "nah, don't think so, "we'll just stop surfacing news we have t… ,
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Enchantment

Like David, I’m in the middle of Enchantment – Guy’s new book. And really enjoying it. His many ideas combine old stalwarts with some fresh thinking. David pulled out four I liked and I’ll add more over the week. I especially liked the second one:

  • Build an ecosystem. If the offering can be surrounded by a meaningful system of entities and complement (add value) and support the brand, it will have a more solid connection and will have created barriers to competitors. Apple is the gold standard with the huge number of apps, the communities of users, the blogs, the consultants, the Apple store, the conferences, and on and on. To create an ecosystem, a firm needs to find a worthy concept, communicate, create evangelists, encourage involved communities, and be open to participation and criticism.
  • Separate the believers. In implementing a concept intended to achieve enchantment make sure all the employees and partners are on-board. You cannot create enchantment if the “sellers” are not all drinking the Kool-Aid. The Macintosh in the mid-1980s put the division in a separate building with Steve Jobs in charge so that the effort was not contaminated by the rest of the firm with their “mass market” mentality. Zappos.com discourages non-believers by offering $4,000 to new recruits to leave the firm.
  • Frame the competition. The focus is always on managing our own brand, making sure that we know what it stands for, and that this vision is communicated to the marketplace. But framing the competition can have an equally strong impact on preference. In 2010, Steve Jobs responded to critics that thought that Apple excessively controlled iPhone applications, by pointing out that it was true that those who want porn are better off with Google’s Android products. Android phones were thus positioned for porn users.
  • Illustrate the salient point. There is a tendency to focus on factual data supporting functional benefits because it seems persuasive, credible, and informative. But it is usually boring and hard to connect. So bring the data to life by illustrations. Talk about cost of few per year instead of miles per gallon. How long a donation will feed a child instead of monetary amount.

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