“In a world of extreme clutter you need more than differentiation. You need RADICAL differentiation. The new rule: When everyone zigs, zag.”
Courtesy of Lifehack
Ever wondered why some people can accomplish so much while others simply drift by? After all, don’t we all have only 24 hours a day and 7 days a week?
The trick is not in doing multiple things at once. In fact, the more multi-tasked you are – checking your Facebook account, listening to a sermon on iPod, reading the papers, and writing an essay – the less productive you will be.
We’ve all been through this before. There is simply an abundance of juicy bits of knowledge and information that you want to share, but your airtime is limited.
The same applies equally in any endeavour. Be it in presenting a proposal, updating a blog post, pushing an ad, making a speech, sharing an anecdote, or cracking a joke. In an age of increasing attention deficit, flooding is the last thing you want to do.
Albert Einstein was often lonely (image source)
In the increasingly interactive, urbanised and 24-by-7 connected world, there is value in unplugging oneself from the grid to spend time alone. With social technologies and smartphones constantly connecting us to others in our social sphere, such an imposed isolation may bring us much good. Having that “pause which refreshes” is important as it allows one’s mind, body and soul to rejuvenate themselves.
Often, the greatest inspiration comes from instances of isolation, unfettered by the crowding and conforming concerns of the community. Many of the great geniuses created their pièce de résistance alone, in a place where they can focus all their intellectual and emotional energies on the task at hand. Momentarily freed from the mutterings of mundanity, their are able to weave their magic and make that masterpiece of science, art, literature or religion.
Should we strive to be all things to all men in marketing? Or would it be better to focus on a few products and zoom in on specific areas of strengths?
From what I have read lately, being narrow-minded may be preferred to being broad-minded. Well at least when you are pitting yourself against goliath.
To understand this issue better, let us first look at the phenomenon of creating brand halos, a term coined by Al Ries. Also known as the father of the positioning strategy in marketing together with Jack Trout, Ries explains how the discipline of psychology can be applied to marketing. According to him, “…If psychology is the systematic study of human behavior, then marketing is the systematic study of human behavior in the marketplace.”
Our new ritual every Saturday noon is to drive up north to Yishun to visit a popular Traditional Chinese Medicine (TCM) shop there. My wife has been going there quite regularly lately, upon the recommendation of her boss, and has also brought my son to treat his runny nose and cough.
Despite the place being fairly ulu (out in the boondocks) at Yishun Street 71, there was already a queue when we went there recently.