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The Serious Shift Podcast
6 minutes | Jul 24, 2020
Podcast 127: A Four Letter Code To Sell Anything
What makes something cool?It has something to do with being in the exact right spot between familiar and surprising. There is a fine line between trendy and looking ridiculous, and believe me I have crossed it.This one guy, Raymond Loewy had it figured out. You might not know his name but you know his work. He designed a lot of very familiar things that you know such as the Coca Cola bottle, Lucky Strike Cigarettes, a cool car or two, Air Force One and he was even brought in to consult on Skylab.Raymond Loewy had a simple formula to help him hit the sweet spot, and this formula can help you sell anything. MAYA. (Most Advanced Yet Acceptable)Loewy had two rules which were that if you want to sell something surprising, make it familiar. Conversely, if you want to sell something familiar, you better make it surprising.Makes sense? This got me thinking about the Serious Shift, and whether or not I’m making it familiar enough. How about you? Are you surprising enough? Too familiar?
4 minutes | Jul 22, 2020
Podcast 126: Old Habits versus New Habits
The problem with bad habits is that they die really hard. Habits hang on, which is why it is such a benefit to develop some good ones.A few months ago, I had a successful business and then it all ended. Suddenly, while I was standing in my kitchen 12 hrs before a flight to keynote a conference and speak to 400 people in Miami, I got an email and since that moment everything changed.What I realized the other day is that I have the habits of a sports dynasty. I need to let those habits and that identity go and develop the habits of a team that nobody thinks deserves to make the playoffs.I need to develop the mindset of a team that believes that they are capable of an upset and even more importantly, that an upset is necessary.This requires new thinking, and new habits.The King is dead.Long live the New King.
7 minutes | Jul 8, 2020
Episode 125: Shopping Experience or Buying Experience?
There’s a difference. When you are buying something, you are meeting a need. You are buying something, and you probably already know what that something is.But shopping is different. Shopping is about discovering you might have a need, and being interested enough to explore it. Successful shopping is about discovery.What are you helping your clients discover?When we buy stuff – like a trip to the drugstore to restock your medicine cabinet, we value time saved, we hope for a quick moving line so we get out of the store as quickly as possible, but when we shop it’s about time well spent, not time well saved.When you focus on the shopping experience you are forced to consider the customer, and the goal shifts from getting them what they need, to helping them discover what they might want. And you do all of this not as quickly as possible, but in a way that is as satisfying as possible for your client.So, what are you helping them discover?Take care,Dennis Moseley-Williams
4 minutes | Jul 2, 2020
Blog 124: Are You Finding What You’re Looking For?
Most humans share the same social anxieties about showing up and in a place where you are the stranger, where you are unknown.From an evolutionary perspective, strangers and strange places represent danger.The opposite is also true. Strangers are also an opportunity, to learn, to connect and to make new connections, to create community that benefits everyone.My experience tells me that what you find is what you seek. If you expect to find rejection and disinterest you’ll find it. Conversely, all I ever find are people who need me as much as I need them. That’s who I’m looking for.The good news is it’s never been easier to get a conversation going, to convene a meeting and host an event and make a connection.We’re waiting for you.Thank you,Blog 124 Are You Finding What You’re Looking For?Dennis Moseley-Williams
10 minutes | Jul 2, 2020
Episode 123: Do You Love it Enough?
Not what you do, or what it does but the idea itself.Do you love your idea so much that your excitement and complete enthusiasm is infectious? What is it about not what you do, but how you do it that you know people are going to go crazy for?Before everyone loves it, you have to love it and everyone else has to know it.Love is all in.Thank you,Dennis Moseley-Williams
6 minutes | Jul 1, 2020
Episode 122: Be Worth the Time
When you’re in a rush, an uber driver with local knowledge and a convenient short cut is worth the extra tip.When you’re in a rush, a quick-thinking waiter who can seat you and serve you and quickly get you back out the door is worth the extra tip.Seems to me that saving time is worth some money.But are we missing something important?When you’re worried about someone you love in a hospital, the extra few minutes are worth a lot.When you are working with your teacher, who is helping you understand something important, the extra attention is worth a lot.When you’re a father, and your daughter lets you hold her for a few extra minutes, it changes your morning.Maybe you’re paying too much attention to saving people time, and not enough attention to being worth the time.Thank you,Dennis Moseley-Williams
3 minutes | Jul 1, 2020
Episode 121: Game Show
Does it feel like you’re on a Game Show?My kids like watching a reality tv show about making desserts. Like all game shows this one follows a predictable pattern with all the bakers facing off on a series of competitions where they not only compete against each other, but they also compete against the clock.And like all game shows, there can be only one winner.This got me thinking … We are not living in a game show. We hyper celebrate the people who get it right while we ignore the people who admit mistakes and try again.When we find ourselves in trouble, rarely is it because of one big event such as CV19. Instead, we are in trouble because of the compounding nature of decsions. Make enough good ones, you’re golden but if you make enough bad ones … trouble.When given the choice – keep going or admit you’re wrong, each of us would pick “admit I’m wrong.”The good news is that admitting you’re wrong isn’t that hard.The bad news is that telling everyone is.Getting it right takes courage.You’re got this.Thank you,Dennis Moseley-Williams
9 minutes | Jul 1, 2020
Episode 120: Where is Your Client Going?
When your clients leave your office, where do you want them to go?This was the question I asked an advisor the other day who is struggling with his “why.”They should be so motivated to do what? Go home? Go to lunch? Go take a nap? Go back to work? Go wait for you to call in 90 days? Go watch the business news and market commentary? What I’m really asking is … What do you inspire them to do? Who do you inspire them to become?When you know where they should want to go, you’ll know what business you’re really in.Thank you,Dennis Moseley-Williams
5 minutes | Jul 1, 2020
Episode 118: Office or Stage?
Do you need an office or a stage?Most of us have settled into a new work routine from home. The early jitters have mostly settled themselves down and based on my very unscientific research which is almost entirely based on personal conversations with friends and clients, we seem to like it this way – working from home that is.We like it, our staff likes it and our clients like it too.We have all discovered the benefits of avoiding a commute, feeling fresher and having a little more control of our 9-5 existence. As it happens, it is good for us to go for a walk, or tour the garden between our tasks and if we can do so in our favourite baggy pants vs a suit, then even better.Of course, now we’re wondering if we need an office at all? Why not just keep it this way and save the expense and hassle?Respectfully this is the wrong question to ask. The question isn’t “Do I need an office?” The question is “Do I need a stage?”And how you answer that depends on what kind of work you think you do. If you sell stuff such as products and services then probably you don’t need an office becaue if all you are going to do is sell stuff then the value you can bring your client is convenience. Save them some time.But if you are in the business of changing your lives and guiding transformations then you need a stage, not an office.What happens on stages? Events. Events that inspire, captivate and engage us. Stage experiences that your clients can’t miss. Make sure your meetings are events that people look forward to and talk about.Business done in an office. Transformation happens at the Theatre.Thank you,Dennis Moseley-Williams
5 minutes | Jun 30, 2020
Episode 119: Lean Into It
Problems. Lean into them, away from them or run away?There are three ways to solve a problem, and two of them work.The best way to solve a problem – especially a scary complicated one – is to lean into it. Don’t fear it. Sit with it. Feel how scary it is. Don’t get frustrated when the solution doesn’t present itself or when your solution falls apart.It’s not a problem, it’s a puzzle. Learn to love the puzzle and the process of solving it. Start with the boarders …Leaning away from it never works. There are a lot of people waiting for Covid19 to blow through and magically fix itself. It won’t, and your business won’t fix itself either. Leaning away is hoping the monster will get bored and haunt someone else.Last, you can quit. Decide the problem can’t be fixed and move on before it crushes you. Believe it or not, this isn’t a bad option.The second option, leaning away from it will make it worse. We both know that.Thank you,Dennis Moseley-Williams
6 minutes | Jun 30, 2020
Blog 117: Where Do You Compromise?
ou will be tempted from time to time to do a little less than you could. You will be tempted to hold a little back, so little in fact that nobody will notice.The idea is that if by holding back just a tiny little bit, compromising the impact of your work, in enough tiny little places, that all those tiny little adjustments will add up to a tidy profit. A tidy profit is more than a little tempting.The problem is pretty obvious. Someone always notices, and some people even get offended and some of them leave and never come back. If you leak out a tiny bit of good will every day, gradually then all of a sudden you’re in trouble.Over the long run, companies that do a tiny bit more beat the companies that do a tiny bit less.Thank you,Dennis Moseley-Williams
5 minutes | Jun 30, 2020
Episode 116: The Short list
Every industry has a short list.There is a short list of directors that Steve Spielberg has on speed dial. There is a short list of session musicians that Mick Jagger would want to work with.How do we get on the short list?Being on the list is important, your fees go up, you spend less time attracting business and more time weighing opportunities. Its easy to tell yourself that its all based on merit – the funniest commedians get on The Tonight Show, the most impactful and insightful speakers get invited to present.This isn’t true.Sure, you need some talent and even some luck can really help but what you really need is persistence. There are a lot of people with plenty of talent, and lots to say who aren’t anywhere near the short list.The secret to getting on the shortlist is doing your best work fearlessly for a long time before you get on the list, and especially when you’re not on the list. Put the work in, it’s worth it.Have a great day.Thank you,Dennis Moseley-Williams
6 minutes | Jun 30, 2020
Episode 115: Caprice Classic
Everyone wants to make a big splash, but I wonder if everyone is willing to make a big enough leap, to take enough risk to do something that is worth noticing, getting excited about and sharing?When you share a really good idea – an idea that is going to make an impact, you should expect your audience to say “I don’t get it” or “explain it to me.”These are the only two things you should hope to hear.When someone gets it right away, it’s because they got it already and they already know where they can get it again, for less.Have a great day.Thank you,Dennis Moseley-Williams
6 minutes | Jun 29, 2020
Episode 114: A Lesson From Steve Jobs
Successful marketing starts at the beginning when you answer these two critical questions. Who is this for? What change does it help create?This means that before you start to do anything, your first seek to understand who your client is today and more importantly who your customer wants to be tomorrow. Steve Jobs once famously said that everything at Apple was guided by this question – “Where can we take the customer?”When you start with the products and then try to figure out why people will care about it you’re selling, not marketing.Who is it for?What change does it help create?Have a great day.Thank you,Dennis Moseley-Williams
7 minutes | Jun 29, 2020
Episode 113: Drip, Drip, Drip
We love to believe in the big splash, the once in a lifetime opportunity, the chance meeting that changes everything.We like to believe in these things because it gives us an excuse to wait. To wait to be discovered, or for the offer or the time to be right.Waiting for a miracle is a lot more compelling than working for chance.The truth is, the reason we can all tell a story about a big splash, or an overnight success story is because they stand out. Miracles are miracles by definition, because they almost never happen.Usually success comes from the drip method. One drip, impression, touch at a time that builds familiarity and trust until finally, you get the result you’re looking for.Obviously, you know this.I’m not here to tell you about first drips, I am here to warn you it will be lonely. You will have a lot of friends around celebrating the first drip, but not the last. Everyone who gets excited about first drips will have moved on to another first drip to be excited about.Not you though.What you know is that the thing to be excited about is the opportunity to release the next drip.Thank you,Dennis Moseley-Williams
9 minutes | Jun 29, 2020
Episode 112: Michigan J. Frog
At some point everyone who wants to build an audience will have to make the difficult decision to try something that might not work.Or, you can choose to never take a risk by doing work that is so predictable that it lies outside the possibility of criticism. The Peanut Butter Sandwich is a great example of this – it works, it has forever, everyone knows what it is and if someone is hungry and you hand them one they probably won’t complain. If they are hungry enough, they might even thank you.This fear of doing something original, or losing the audience is the trap that cover bands fall into as well. A cover band can make a living playing someone else’s songs, but the upside is equal to the risk.Mick and Keith took a lot of risk when they created the song Sympathy for the Devil. If I play it at the local pub as part of a 10 song set, I’ll get paid a pitcher of beer. I’ll do a good job, but that isn’t the point. You don’t get paid for the job, you get paid for the risk.So are you the next big thing, or a successful cover band or worse? Something stuck somewhere in the middle?Thank you,Dennis Moseley-Williams
7 minutes | Jun 26, 2020
Episode 111: Keep Showing up
Three Steps to building a great tribe.First, create content constantly that will help your clients.Second, don’t focus on who are you are not reaching, just worry about the people who are paying attention.Finally, show up every single day. Trust your audience, if you keep showing up so will they, and they will bring a friend to the show.Thank you,Dennis Moseley-Williams
5 minutes | Jun 25, 2020
Episode 110: Stay At It
10 days ago you decided to lose some weight. You have been minding yourself, watching your calories and changing your habits. So far so good. But this morning you woke up and you’re still fat. Life can be so miserably unfair.This is called “Changing your life for the better for the long run.” Stay at it.Your child struggles at school. You help with homework every night and sometimes you are pretty sure that for every step forward you take two steps back. I have been there.This is called ‘Being a parent.” Stay at it.You are tired of the status quo, you have this great notion for what your work could be, for its potential to change people for the better. The problem is everyone you share the idea with tells you that you’re crazy.This is called “The Serious Shift.” Stay at it!
6 minutes | Jun 22, 2020
Episode 109: The Beaten Path
The biggest fantasy that entrepreneurs, small business owners and creators believe is that if you create something excellent to share, that people will beat a path to your door.This simply isn’t true.The Beaten Path doesn’t happen to you, you build it.You build it by identifying the people who are already predisposed to want it.Over time, an engaged tribe is the easiest way to build your audience. One engaged tribe member at a time.Trying to convince people who are not convinced to be convinced is selling, and you’re not a salesperson. At least I hope not.Thank you,Dennis Moseley-Williams
5 minutes | Jun 22, 2020
Episode 108: Persistence ...
Anyone can weather a big bad storm. Stop moving, shutter the windows, if you have to move to the basement and wait it out. Trust us on this we’re Canadians and weathering storms (and driving through them) is our thing. An adversary that isn’t so obvious as a big storm, or a pillaging pack of Pikers isn’t so easy to defeat. A persistent enemy that is willing to take an inch from you every day will eventually, given enough time, take you over. The good news for you is that persistence works both ways. What you can lose gradually you can also gain. So long as you understand that persistence isn’t your willingness to do the same things day after day, persistence is never changing your goal. Thank you,Dennis Moseley-Williams
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