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Measuring Human Impressions

My recent post Elephants Don’t Bite was about companies focusing on big things, like the strategic plan or the latest marketing campaign (the elephants), came at expense of the little things, like answering the phone or greeting the customer at the front desk (the mosquitoes) and it’s the latter that can kill you.

In Marketing Rebellion, Mark Schaefer explains why that happens:

We see our foundations of command and control marketing collapsing before our eyes. There are no more lies. There are no more secrets. There is no more control. For more than a century, we’ve built our greatest brands – like Ivory – through an accumulation of advertising impressions. But to survive this final rebellion, companies and brands must be built through an accumulation of human impressions. That is the only thing we trust. That is the only thing that matters.

That’s why the subtitle of Schaefer’s book is “The Most Human Company Wins.” This is also why my company, FiveFour, helps our clients get their customer experience right before we start marketing. The job of marketing is to get a logical prospect to try your company once. It’s the job of your customer experience to get them to come back.

But even marketing is becoming mostly about your customer experience. Writes Schaefer:

Two thirds of the touch points during the evaluation phase of a purchase involve human-driven marketing activities like internet reviews, social media conversations and word-of-mouth recommendations from friends, family and online experts…Two thirds of your marketing is not your marketing.

If human impressions are the most relevant advertising metric, how are yours? Do they create and keep customers? Do you measure them with something like the Net Promoter Score?

Only Coach the Coachable

I’m a third of the way through reading the Trillion Dollar Coach. At the end of chapter three, the authors summarize Bill Campbell’s coaching style:

He started by building trust, which only deepened over time. He was highly selective in choosing his coachees; he would only coach the coachable, the humble, hungry lifelong learners. He listened intently, without distraction. He usually didn’t tell you what to do; rather, he shared stories and let you draw conclusions. He gave, and demanded, complete candor. And he was an evangelist for courage, by showing inordinate confidence and setting aspirations high.

This is a great summary of the book so far and the recipe for being a great coach. But the one line that stood out the most to me was: “he would only coach the coachable, the humble, hungry lifelong learners.” It’s really tough to coach someone who doesn’t want to be coached, even (especially) if they need it.

In order for coaching to succeed, the “want to” of the coachee is more important than the “have to.”

Elephants Don’t Bite

Near the end of The Invisible Leader (a book about which I will have more to say on this blog), author Zach Mercurio gave a useful analogy about African safaris to make a great point about modern business.

Mercurio pointed out that when people are on safari in Africa, they are focused on the elephants and giraffes in front of them. What aren’t they focused on? Malaria-carrying mosquitoes. Writes Mercurio:

Elephants don’t bite, but mosquitoes do. It is the small, even tiny, things that have a huge impact. Similarly, organizations focus on the big things – the branding initiative, strategic plan, key meeting, value proposition – while the little things are creating their reputations. How the receptionist out front says hello, how a call is handled or how an email is returned, these are all important experiences that, when added up, become the organization’s reputation.

What Mercurio is talking about, and something we wholeheartedly agree with, is the impact of customer experience on an organization’s reputation. Organizations can get the big things right, but it’s the hundreds or thousands of daily interactions with their customers that determine the public perception. It’s the little things that can kill you.

By the way, I looked it up. Elephants kill approximately 500 people per year, according to National Geographic. Mosquitoes? The W.H.O estimates 435,000 annual malaria deaths, or 870 times as many as elephants. Elephants don’t bite. Mosquitoes do. Get your organization to pay attention to the mosquitoes and you’ll stand a better chance of survival.

Get Bitter, or Get Better

In his sermon this morning, my pastor had a great message for everyone who has had life upended by COVID-19. The advice he gave to our congregation is useful for any person or organization dealing with this crisis, or, as he stated, any crisis that comes along.

Think about not getting caught waiting; waiting for everything to return to normal…most likely things are going to be different in the future. There’s no going back to what was, so we need to lean into what’s coming and not miss out on the opportunity that this season – this situation – gives us. We want to look back at what we’ve lived through in this season and accept the challenge of it for what it is and see it as a part of moving forward.

So my challenge to us is this: ‘Are you going to look back at this season with rejoicing or with regret? Are you going to rejoice in the opportunities that you had to learn and to grow and to engage with your life in a new and maybe different way and set yourself up for a better future or are you going to regret having all of the time that you’ve had and all this opportunity that you’ve had different than it’s been before; are you going to regret not having taken advantage of this opportunity. Are you going to sit back and let this all happen around you and to you or are you going to grab a hold of the opportunity and grow into what you want to become when this is all done and we’re on to whatever the new normal is after the storm?’

As pastor McCready said, we get to choose how we respond to the crisis – we have a choice in how we respond when anything in our life doesn’t go the way we want. He put it like this:

“In every storm, we have a chance to respond. We have the choice. We can either get bitter or we can get better.” Pastor Bill McCready

So, what mindset will you choose in the midst of COVID-19? Are you going to use the time of isolation to get better? To read good books, build new skills, shape better habits? Prepare for a new future Or, just follow Twitter and Google News all day and get bitter, hoping that the world quickly goes back to what it was? It’s your choice.

Here’s his full message:

Focusing Attention in an Age of Distraction

I recently finished listening to Finding Flow: The Psychology of Engagement with Everyday Life. “Flow” is one of those concepts, the definition of which you can find in my previous post, that I have read a lot about without ever reading a book from the source. There was one aspect of flow that surprised me.

When most people describe flow, it takes on a mind-less quality; you’re in the zone and simply repeating a task where the brain disengages and muscle memory takes over. However, as Csíkszentmihályi points out, it starts by being mind-ful; it starts with the ability to focus attention.

According to Csíkszentmihályi, the people who are more often in flow don’t have a greater capacity for attention, but have learned to pay attention to what’s happening around them. As they engage with the world, he writes:

The important thing is to enjoy the activity for its own sake, and to know that what matters is not the result, but the control one is acquiring over one’s attention.

Being in state of flow starts with paying attention to the world around you and how you engage with the world. This includes our work.

Without some effort a dull job will just stay dull. The basic solution is quite simple: it involves paying close attention to each step involved in the job and then asking is this step necessary? Who needs it? If it is really necessary, can it be done better, faster, more efficiently? And, what additional steps could make my contribution more valuable? Our attitude to work usually involves spending a lot of effort trying to cut corners and do as little as possible. But that is a short-sighted strategy. If one spent the same amount of attention trying to find ways to accomplish more on the job, one would enjoy working more and probably be more successful at it, too.

I admit that I have often thought of attention as a limited resource. And there are no shortages of competition for our attention in a digital age. This perspective – of the ability to focus and multiply attention is very interesting. The lesson is clear: if you want more experiences of flow in your life, start by paying attention.

Finding flow in reading

This morning, I was listening to Finding Flow: The Psychology of Engagement with Everyday Life by Mihaly Csikszentmihalyi, who originated the concept of Flow. Something he wrote about reading and flow jumped out at me. But to understand it, you’ll have to understand the concept of flow.

Flow, which is also known as being in the zone, is the mental state in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity. In essence, flow is characterized by the complete absorption in what one does, and a resulting transformation in one’s sense of time.

As Csikszentmihalyi points out, flow can happen with any activity, but is most common where the level of challenge to the person and the level of skill in the person are both high (see image).

Now, back to the book. Here’s what Csikszentmihalyi said about the difference between two common leisure activities, reading books and watching television:

People who view television more often than the average tend also to have worse jobs and worse relationships. In a large scale study in Germany, it was found that the more often people report reading books, the more flow experiences they claimed to have. While the opposite trend was found for watching television. The most flow was reported by individuals who read a lot and watched little TV. The least by those who read seldom and watched often.

As I said in my last post, we cut the cable cord long ago and I read, on average two books a week. I can tell you that this quote is definitely true of my experience. I can easily get lost in a book, but rarely enjoy watching television. In fact, last night I was watching a movie with my family and went to bed before the conclusion because I was tired. Then, I read for a while before going to sleep.

Do you get into flow when reading? If so, what books challenge you? If not, what gets you into flow experiences?