Recently, I read / listened to via audiobooks How We Decide by Jonah Lehrer and Outliers by Malcolm Gladwell. Both of which were really great books, and I’d highly recommend both. Instead of posting plain book reviews of these two books, I’d like to highlight what I’ve learned.

1. From How We Decide, I learned that people can only be expected to take into consideration seven facts. Therefore, when managers ask for analyses that include everything but the kitchen sink, most of that information just becomes noise. In fact, such noise may distract the decision makers from the facts that are truly impactful, and they may end up making the wrong decision as a result. This is also the root cause of what sometimes people referred to as “analysis paralysis.”

2. From How We Decide, I learned that we should listen to our gut. Sometimes, we unconsciously pick up clues about a particular situation that allow our subconscious mind to lean toward a particular opinion. The example in the book was that a trained operative was able to pick up a delay in a particular radar signal that he could not consciously realize. But he followed his gut instinct and made the right decision. However, the important key to this was that your instinct has to be honed. In Outlier, it was established that it takes 10,000 hours to become an expert in a subject matter. Therefore, if you work 10 hours, 5 days a week, and 50 weeks a year (assuming 2 weeks of paid vacation), it’d take four years before you’re an expert in that particular subject. But, if you have that experience, go ahead and trust your instincts. They may be more finely tuned that you realize!

3. From Outlier, I learned that to be exceptionally successful, you have to be at the right place at the right time. For example, to be a Bill Gates, you have to be born at precisely the right time, so you get to be at the forefront of technology. If you were born too early, the technology wouldn’t be available. If you were born too late, someone would have been ahead of you. However, I also learned that “big breaks” are really just the opportunity to work really hard. All those who had become exceptionally successful had put in a lot of hours to hone their craft! I don’t know if I have been born at the right time, but I am going to work really hard. Even if I am not going to be wildly successful, honing my craft will help hone my instincts!

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Photo Credit: Suchitra Prints

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I knew long ago that this week’s blog post was going to be about Super Bowl ads. It’s unfortunate that most of the commercials were unexciting… The consumer generated contents continue to create some of the most interesting commercials, in my opinion. Which begs the question of why are marketers paying so much money to ad agencies when crowdsourcing has proven time and again to be a great alternative? In fact, there were some downright awful ads!

Awesome + Awesome = Awesomer does not work! That kind of silly execution may be aligned with Emerald Nuts’ brand equity, but it does nothing for Pop Secret. Though, being the bad ad does generate some publicity (hence people like me talking about it). Also, it is “ground breaking” in the fact that it tries to communicate way more than what a commercial is supposed to do (i.e. to promote two brands). But, in the end, in my opinion, it doesn’t work.

So, I ask again, why are ad agencies still in business? Because ad agencies have really good salespeople, who know how to make us corporate folks feel good about how we’re spending our money.

If I was to be the judge and the jury, the consumer generated CareerBuilder ad titled “Worst Seat” would win best ad this year.

Too often, people remember funny commercial, but forget the brand. I believe this ad successfully achieved both.

Consider the audience of the game, this kind of fart joke humor appeals to the demographics. Yet, everyone could easily identify with this commercial. It may not be farting, but we all know how it feels to sit between two idiots.

However, the humor did not distract from the main message that it’s time to move on. Find a new job, and Careerbuilder can help.

This ad is the summation of a larger campaign where consumers generated the content, and voted on the content. It is this kind of comprehensive campaigns that makes a $3 million ad spot worthwhile. Considering the economy and the job market right now, it’s surprising that Careerbuilder’s main competitors have not been more aggressive with ad spend during this game.

Google’s “Parisian Love” did win hearts everywhere, while showing off everything Google. So maybe there is some value in having good ad agencies still.

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The other night, I came across a commercial for a local flower shop. With Valentine’s Day just two weeks away, it was the perfect time for a local flower shop to raise its top of mind awareness.

The commercial went something like this:

Valentine’s Day is on February 14th, and there is no better way to give something special to your sweetheart than to give a beautiful arrangement from our shop. In fact, you could make her whole week special by having the flowers delivered to her work earlier in the week. Remember, Valentine’s Day is on February 14th. Order your arrangement from us today.

Now, that was a horrible commercial for a local flower shop.

Why?

Because this ad did a lot more for the category than it did for the flower shop itself. This would have been a great ad for a shop that has dominant share of the market. In which case, as long as more people order flowers, the dominate player would be bound to get more business.

However, a local flower shop is rarely the dominate player, or even a big player. In which case, the goal of any marketing effort should not be growing the entire category, but to grow your own share within the category.

How could you do that?

By focusing on why consumers should pick you over all the other alternatives. What would make you better than the flower shop at the grocery store? What would make you better than an internet flower shop?

Would it be the personal attention? Would it be a timed delivery guarantee? Would it be the experience of the florist? Would it be the availability of unique flowers?

Reminding people that Valentine’s Day is around the corner was a great message. Giving people the idea to have arrangements delivered early was a great idea. However, even the best idea or the best message would be useless if the objectively of the commercial, or any marketing effort for that matter, was ill-defined.

Photo credit: FotoDawg

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