Is personalisation really any good?

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A tweet in my time line caught my eye last week. Someone I follow was calling out Sainsbury’s for giving her an offer for pork sausages, despite her having bought kosher margarine recently.

What surprised me more was Sainsbury’s explanation.

Their claim that vouchers are generated randomly smelt distinctively of the horseshit variety.

Holy grail

The holy grail of modern marketing is being able to send such hyper-targeted communications and offers to customers that they continually return to your brand on a never-ending, subliminal journey of discovery and purchase.

The reality – as the above example shows – is somewhat different. Continue reading “Is personalisation really any good?”

Leaders and their resistance to stress

Arsenal manager Arsene WengerI recently read Alastair Campbell’s excellent book Winners: And How They Succeed. Among many pearls of wisdom that Campbell gets from a variety of people in the public – many of which I want to share at a later date – is the following from Arsenal manager, Arsène Wenger

We have gone from a vertical society to a horizontal society where everybody has an opinion about every decision you make, everybody has an opinion on the Internet straight away.
Basically the respect for people who make decisions is gone because every decision is questioned. So one of the most important qualities of a good leader now is massive resistance to stress.
Under stress you become smaller and smaller until you cannot give out a message any more and that, of course, is something that is vital. Many people underestimate this challenge.

Wenger instantly puts his finger on why being a leader in the 21st century is so much more difficult than it used to be.

We invite feedback from all quarters. We’re asked to be open. Everyone should be allowed their say.

Respect – which is always a tough thing to achieve at the best of times – has gone out of the window for all but the select few.

The science behind resilience and the importance of it is slowly becoming more widely recognised and – if Wenger’s experience is anything to go by – needs to be placed higher up the list of qualities for leaders to develop.

Winners: And How They Succeed is definitely worth a read: a genuinely fascinating insight into people at the top of their game.

Why we should forget ‘our passion’

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CC photo: Renee_pirate via Flickr

At some point, most of us question what we’re doing in life – especially when it comes to our job.

We debate if it’s really what we want to do and – inevitably – the following question will pop up: “What’s your passion?” The inference being, if we find that, we can give everything up and start a new.

But the writer Daniel Pink says this is totally the wrong question to help you decide. Instead we should be focusing on the things we gravitate to naturally during our spare time.

– What did you do last Saturday afternoon – for fun, for yourself?
– What books do you read or blogs do you visit, not for work, but just because you’re interested in them?
– What are you great at? What comes easily to you?
– What would you do – or are you already doing – for free?

Then – and only then – can you be sure that your passion is more than just a dream, but actually something you actively enjoy doing.

Thinking about giving it all up. Answer those questions and see what you come up with.

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CC photo: pirate_renee via Flickr