Paul O’Mahony & Roger Overall [P&R]
– podcasting from Cork, Ireland –
talk about how to be genuinely attractive in business today (GAIBT).
Recorded in @RepublicofWork The Mall, Cork City centre.
(1) A serious approach to branding.
What is your brand? It’s what others expect from your business.
“This is what you are in the mind of others…”
P&R emphasise the importance & value of doing research to find out what your business is in the minds of others –
research may surprise you.
(2) What if a business can’t afford to do research about its brand?
(3) Roger tells a story about his plans to travel from Cork to Vancouver – via Aer Lingus & Air Canada.
Paul is shocked by Air Canada.
Roger emailed both Aer Lingus & Air Canada to find out about his luggage. He expected a poor, slow response from Aer Lingus. He expected a top class response from Air Canada.
Brand Canada is strong, much stronger than Brand Aer Lingus – in Roger’s expectations.
The shocking thing
is that Air Canada sent an email :
“We will respond to you within 30 working days.”
You hear Paul cracking-up. Paul says it’s like someone calling a fire brigade and getting a reply – “thanks for your call, we’ll be with you within 30 working days.”
P&R (Paul & Roger) decide :
“Let’s send this podcast to CEO of Air Canada Calin Rovinescu”
Next time Paul books to fly Air Canada he expects a reply “we expect to be able to collect you within 30 days of your booking date.”
Horrific story – almost unbelieveable.
(In case you’re wondering, Aer Lingus sent a reply that left Roger in some doubt – but at least it was an honest answer that sounded as if they couldn’t provide an absolute guarantee that nothing would go wrong.)
Paul & Roger (P&R) chat about
(1) An understanding of what a brand is. Many miss the point that “I don’t have control over my brand.
(2) A book: “Markets are conversations” – the No 1 thesis in “The ClueTrain Manifesto” (1999).
P&R summarise key points from their conversation:
- You need to have a huge interest in the expectations people already have.
- Strong Brands discourage some people from being interested in their products & services (saves people from wasting their time). An Undertaker doesn’t want to be confused with Pizza parlour.
- It’s good to “Be Ignorant” about what other people think
- Don’t base your understanding & decisions on
(1) an unrepresentative sample
(2) what you fear people are saying
Your company values:
- You can control the extent to which you behave in line with your values.
- Your values can’t be changed without changing the Board, the hiring policy, the people.
- You may gradually need to ditch some of your clients – in order to move to working with your “ideal clients”.
Many companies have “values” – value statements. But statements are not what matter most – behaviour is what people base their expectations on.
Paul tells story about a company he once worked for whose No 1 value was FUN
P&R summarise the Key Points from this week’s episode.
(Bitcoins get a brief mention)
EIR brand is an elephant or a tanker – slow to change. It’s in a market that’s high tech – fast – nimble. P&R say there’s a “phenomenal mismatch” between Eir’s brand and the market in which they aim to succeed.
“If your No 1 value is X – why do you do Y?
“If that’s your No 1 value – why are you doing that?
The ClueTrain Manifesto : “Markets are conversations” is highly recommended
Paul & Roger would like you to contact them via BusinessJazz.net
Big thanks to Jane Boyd in Vancouver for contacting us about our “About Us” Page: she pointed out that it’s out of date.
Sometimes you really do screw up – even when your heart is in the right space.
Please tell someone about Business Jazz Podcast.