I am a bit of a car guy AND a marketer.
What I enjoy attending the auto shows, is how layered the products are.
There is a car for every customer segment, with price & feature differentiation. And at the auto shows you can browse and see how they’re tackling each segment all in one place.
They have their tiered marketing;
- Brand, the big launches, the hype reel, the billboards.
- Product marketing at the dealer level, YouTube reviews, car magazines & blogs.
- Lead-gen to the local dealer, through events, car builders, SEM, social.
As a marketer, it’s just curious to be able to see the whole stack from top to bottom so transparently. But also how it adjusts year to year.
If you’re a marketer – and you haven’t been to one, go next time, peruse.
I visited the New York Auto Show last weekend, they had a specific map highlighting where the electric vehicles were.
And it wasn’t the electric only vehicles that were most exciting – it was the Jaguar E Pace or the Range Rover PHEV, current vehicles enhanced by electric.
It’s these types of executions that help the future arrive faster. Yes you want the concept cars, to help us think about the future but you have to follow with a tangible action today.
This is how companies should think about AI & blockchain, not the future but what problems today can be solved with these tools. How can they save time, money, stress.
These are the best executions and likely the best in-market at scale successes, those that were able to be enhanced by it.
Drones open up a new type of media, live traffic reporting wherever it is happening.
They can even be programmed, when Google Maps detects congestion, send a drone, pipe the footage down to the cars screens below.
It’s like micro, mini tv stations, created on demand and context.
It’s one of the many benefits that 5G will open up, when suddenly high quality video on demand can be piped.
I thought I’d shared it here, but I hadn’t, I loved this quote from Bill Murray:
You have to remind yourself that you can do the very best you can when you’re very, very relaxed, no matter what it is, whatever your job is. The more relaxed you are, the better you are. That’s sort of why I got into acting. I realized the more fun I had, the better I did. I thought, well, that’s a job I could be proud of. Source: LifeHacker
You could be mistaken that being relaxed means not having a sense of urgency. It’s that being relaxed in your delivery, in your pitch, in your candor, helps exude confidence, reassurance and doing the best work.
As a leader, I try to create the right conditions for our team, so that they themselves are relaxed and/or their context helps relax them, so they can focus and do the right work.
It means; allowing for mistakes (and failure), nudging in the right direction, high feedback, stating the obvious when the obvious needs stating, providing all the support that is needed and admitting your own failures.
It’s helped us keep on form, not fumble and do the right work when it needs to get done.
The other side of this is also preparation.
To ensure the right training, practice, feedback, gets people set up to be relaxed. Being under prepared is an instant stressor.
I like the training mantra of the All Blacks, to be more fit and on form in the last 15 minutes of a game than every other team is in the first 15 minutes. As that’s where games are won and loss. It sets an exceptionally high bar for them but ensures that when they hit the field, they’re prepared for everything that can and will arise.
In building products, there’s another lens on it, that you build for the extreme edge cases, with the view that the bulk of users will then be all ok. It’s when you don’t cater to the edges, or at least acknowledge where they exist that troubles arise.
I’ve been listening to Writer, Sailor Spy.
I liked one section, during the Spanish Civil War Hemingway was taking part in two roles
- As a reporter, just to report the facts.
- As a writer, there to absorb and live the experience.
They’re similar, but not the same.
I’d also recommend Hemingway on Paris if you haven’t caught it.