Hope it’s been a productive and purposeful week. Here are some insights/opportunities to help you outlearn/outthink the competition.
|What people believe is not so much a function of what is being said, but rather who is saying it.|
|Steve Martin, Messengers|
Winner of Columbia Exec Program, YPOer James Drage —
Managing Partner of Halifax-based Atlantic Venture Capital, James Drage was the lucky winner of a $6500 Columbia University Executive Program with Messengers’ author Steve Martin and other top behavioral scientists. More information on this program below, but first…
Example of Effective Recruiting Video —
YPOer Ron Lovett, founder/CEO of Halifax-based Connolly Owens, used this video to successfully recruit a junior sales associate – a great example of messaging and using video to attract talent.
Mistake with Introductions —
Gathering a new group of people? Avoid “going around the table” and having each person introduce themselves – everyone will be more focused on what they are going to say then listening to others. Instead, have the senior most person make introductions of everyone, according to Steve Martin, author of Messengers (Oct 15, 2019) The leader’s status will better convey each person’s expertise and they can subtly set future expectations of performance i.e. “Margaret is project lead for xxx and consistently delivers on time and on budget.” And if you’re leading the meeting and you don’t know everyone? Prep accordingly!!
Power of a Single Word Brand Identity —
“Vibrancy” is Chilango’s brand identity. Co-founded by ex-McKinsey consultant Eric Partaker (communicating his competency), this UK-based Mexican restaurant chain conveys everything it delivers — the food, atmosphere, messaging, and service approach – with a feeling of vibrancy. And this vibrancy permeated their two crowdfunding campaigns, using Steve Martin’s powerful influence/messaging techniques to raise awareness and millions of dollars. “Driving Experience” is BMW’s brand identity. “Scaling Up” is ours. What is the word/concept that permeates your brand?
Burrito Bonds —
Watch this 5-minute promotional video for Chilango’s “Burrito Bonds 2” campaign and note the various influence techniques. This campaign, aiming to raise £1m, was oversubscribed raising £3.7m. This article highlights the success of the campaign. One key insight Eric shared at last week’s Summit – when you share testimonials in a video like their one for Burrito Bonds, three is the ideal number. Too many and it becomes suspicious, like you’re selling too hard. Makes sense. And note that the videos highlights, with larger font, the brands associated with the three investors they feature – former execs from Domino’s Pizza, McDonald’s, and Itsu.
Influence Principles Applied to Tips —
Jason Robbins, CEO/Chairman of ePromos (custom logo merchandise), sent me the image below noting “They must have read the book on pricing. Even the tips are being shown in declining order!” As Steve Martin, one of the top 3 influence experts in the world, found in his research, by suggesting three options (best, better, good) and listing the tip options from highest to lowest, this restaurant is likely generating greater overall tips. My guess is that most people would tip $30 (which Jason did, though he recognized the psychological trick). If reversed, I’m guessing most people would tip $28.
Understanding People to Drive Results–Columbia University Graduate School of Business, New York.
The program has been developed in collaboration with world-leading researchers and practitioners in the field. You will be learning from some of the most noted experts, leading scholars, and best-selling authors including Scale Up Summit 2019 opening speaking Steve Martin who leads this program. Engaging, fascinating, and challenging yet always relevant and practical, this program equips you with new insights, tools, and skills in the field of behavioral science to inform and optimize your business strategies by better understanding and influencing people's behavior.
Jack Nicklaus, General Stanley McChrystal, Dov Seidman, Verne Harnish —
For CEOs Only, June 17 (evening) – June 18 (all day) is Bloomberg’s CEO Breakaway Summit at Bloomberg HQ in NYC. Join me and a first-class lineup of keynotes – along with 150 of the top mid-market CEOs from around the globe. Global membership is just $5k and includes the NYC Summit ($2500), London Summit, Bloomberg Driving Experience, Bloomberg Gala, and 14 other events. And it includes one seat at our fall ScaleUp Summit ($2k value). For more info take a look at this short video. See you in NYC.
CEO-BOOTCAMP: spend 3.5 days with Verne, serial entrepreneur John Ratliff, and 6 other CEOs in a beautiful retreat setting, addressing the constraints holding back you, your business, and your industry. Jun 4 – 7 (Sold Out); Aug 20 – 23, 2019; Jan 14 – 17; Jan 21 – 24, 2020.
EXITING: Thinking about selling the business for $40 million or more? Want to get 25% to 200% more than you thought? Request the whitepaper from the Exit Strategies Summit at Harvard from Denise Richmond at (610) 299-6466 or email at [email protected]
WRITE AND PUBLISH A BOOK to Grow Your Business and be THE Authority in your space. My publisher and friend Adam Witty at ForbesBooks has streamlined the process. forbesbooks.com/scalingup for more information and to take their Authority Assessment
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