I was offered
the services of a dietitian.
It would be free
for me
but paid for by the government.
I accepted that offer.
An appointment over the phone
was arranged.
The dietitian never called.
I completed tasks
while waiting for the call
that never came.
But I had rearranged
my schedule
to be at home.
The next time,
I’ll say no
to a dietitian consultation.
Optional products or services
are just that – optional.
Deliver
or customers won’t invest in them
again.
I told a COVID-safe buddy
that I bought
another personal air purifier
to take with me
when I eat in restaurants
or attend events.
She told me
if the restaurants improved
their ventilation,
I wouldn’t need that air purifier.
Sure, but that isn’t reality.
I have to make decisions
based on reality,
not the best case scenario.
Right now,
I suspect we all want to base
a decision
on a best case scenario.
(I am definitely included in this.)
Like…
Everyone who bought
product 1
will buy product 2.
or
One of our posts
will go viral
and thousands of people
will discover our business.
or
That big problem with our product
will no longer be seen
as a problem
with prospects and customers.
These best case scenarios
COULD happen.
I could also win the lottery
tomorrow.
But the odds are against that.
Base your decision making
on reality.
If there is one post
I make on social media
I least want shared,
THAT will be the one
everyone shares.
That happens
every d@mn time.
It usually is a post
that isn’t focused
on the books (products)
I’m trying to sell.
So I ensure
one of my books (products)
is featured in my profile photo.
I ensure the links
to buy that book
are highly visible
And I ensure
I’m okay
with EVERY post I craft
going viral
and influencing brand perception.
We can’t control
what other people share.
Ensure sharing
of ANY post
benefits you.
My bell pepper plants
are being decimated
by slugs.
When this started happening,
I almost sprayed
the plants
with poison.
This would have killed
the slugs.
Which would have
also killed
one of my true goals
for the garden
– to provide ‘food’
for insects
and other tiny wildlife
…like slugs.
Sometimes we get so focused
on intermediate goals
we lose sight
of our true end goal.
We focus
so much,
for example,
on going viral
on social media
that we post things
that wouldn’t interest
or,
worse,
upset
prospects
for our products.
Review your true goals
regularly.
Ensure your actions
move you
closer to achieving them.
I warn readers
there WILL be spoilers
posted
about my newly released stories.
If they want to avoid
the spoilers,
they should pre-order the story.
I know there will be spoilers posted
because I design my stories
to be talked about.
Spoilers are a side effect
of a product launch
product designers should want.
We WANT customers
to rave to others
about our products and services.
During those raves,
too much information
will be shared.
That’s human nature.
So I account for that.
I offer a way
for spoiler-haters
to avoid spoilers
(pre-ordering the story).
And I ensure
the stories provide happiness
even if they are spoiled.
The magic isn’t
in the surprises.
We WANT spoilers
to be posted
about our products/services.
Design those products/services
to prompt spoilers
and to provide satisfaction
if…when those spoilers happen.