May 1, 2008
How businesses are using Web 2.0: A McKinsey Global Survey
Great article from McKinsey Quarterly (free registration required).
Key topics and conclusions:
– initiatives start at grassroots level
– improves internal communication, in speed and in quality
– facilitates communication with customers
‘ (…) A key theme that emerges from the discussions is that many of these technologies start at a company’s grassroots level.
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April 3, 2008
You can learn more about marketing your professional services by reading this great blog written by Suzanne Low!
‘About the Expertise Marketplace Blog
Welcome to the Expertise Marketplace blog, where professional service firm leaders, CMOs, journalists, and academics can find:
‘About Suzanne Lowe
Suzanne Lowe is a recognized expert in the marketing and management of professional service firms. She is the president of Expertise Marketing and author of Marketplace Masters: How Professional Service Firms Compete to Win.’
She has written a good review on the book of Ford Harding: ‘Rainmaking’. I am reading this book; it is a practical guide to selling professional services. I recommend both this review and the book!
February 2, 2008
This book popularized the concept of stickiness.
This is the tendency for a person to remember and pass on an idea.
They came up with this basic ‘SUCCESs’ framework:
- Simple : … the most important concepts should jump out
- Unexpected: the idea must destroy preconceived notion
- Concrete : use real-world analogies
- Credible : “Have you experienced this?”
- Emotion : involve people in your story will also move them
- Story : act as a kind of mental flight simulator
Interview with Chip Heath on the ‘McKinsey Quarterly’ website (signing up required):
‘ …. put an American on the moon in a decade (John F. Kennedy)’
‘ …. strategy need to be compelling to your employees. ‘
‘ …. identify the core elements of strategies & highlight them …’
‘ …. strike out every abstraction’
‘ …. to get something done (…) make a message sticky‘
Why are your messages not sticky but too abstract:
‘ …. because you are suffering from the “Curse of Knowledge.” ‘
Interview with the authors:
Explaining the ‘Curse of Knowledge’ and a good example how to make a message Sticky :
January 24, 2008
The favorite books of manager-tools.com: worth a look !
The books of this list that I like best are:
- Influence by Robert Cialdini : my post
Best way to understand compliance strategies