While none of these utility marketing initiatives directly put revenue in the company they all make the brand (and by extension the product or service) more valuable and more relevant. If you are one of those people who hates the term “Building a Relationship” when referring to the advertiser / consumer transaction then you haven’t fully understood Utility Marketing.
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One of the key things I took from this is how leaders have to essentially care for the people in their ranks the same way a parent cares for their children.
To stand out among the clutter one has to produce content that is FAR more valuable to one’s audience than everyone else. That could be entertaining, educational, informative, or whatever your audience craves.
Carl teaches that we all are motivated by fear and greed. Most of us are motivated by both but generally lean toward one or the other. This is why so many financial planners have their clients take some sort of test to judge their tolerance of risk.
One of the biggest lessons for me were Mitch’s thoughts about Utility Marketing. Digital media has forced companies to figure out how they can stop broadcasting messages and advertising and start creating more value to their customers. By becoming useful we create a relationship with the consumer.
You can listen to your audio books on your phone, tablet, computer, or you can burn the book onto audio cds and listen to them in your car’s CD player. When you pause the book Audible syncs your position in the cloud so that when you pick back up on any of your devices you start right where you left off.
For me, this is above all else a story about the nature of humanity, the human need for power, and the individual struggle of discovery one’s identity, deeper purpose and place in the games of life. The story is different from many of the traditionally popular literary epics that tell a story of Good VS Evil
One the biggest hangups that appears to hold people back from hitting goals and achieving success is the confusion that surrounds strategies, tools, and systems. People tend to only focus on one of these three when they plot out a new goal or idea. I think the best way to explain my thoughts is to give some examples. Here we go.
Own that belief. Bury deep in your system the belief that being publicly accountable will make you free and will empower your to grow and develop into something much greater. Liberty awaits those who are willing to stand up and own up to their actions. Unlock the producer inside of you.
The premise of The ONE Thing is that at any given point in time, there is only one thing that you should focus on doing. Your one thing is the thing that moves you the closest or the fastest toward your goal.