Dec 9th, 2013 by Ekaterina Walter
What is it about word-of-mouth that gets marketers excited? Your friend might not be an expert, but according to research by Nielson “ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising.”
Companies pour millions of dollars into traditional media advertising, but why do they do this when word-of-mouth is so much more likely to drive sales? It’s because activating your customers to work for you as your brand advocates is hard work. It takes time and effort to build brand advocacy: the effects are long-term rather than immediate, and companies like to see a return on their investment sooner rather than later.
But for those brands that harness the power of trusted sources in the form of word-of-mouth, the rewards are incredible, and long lasting. For a long-term pay back you need a long-term strategy. Continue Reading »
Tweetables from the Article
- For a long-term pay back you need a long-term strategy. Buffer
Tags: advocacy, advocates, brand, brand advocacy, brands, fake, long-term pay back, peer reviews, power of brand advocates, trust, word of mouth
Dec 4th, 2013 by Ekaterina Walter
We, humans, are fascinating beings. We show mesmerizing courage in the face of some of the most incredible challenges in life, and yet, we can be easily stopped by a simple emotion such as fear of failure. We do realize, logically, that failure to fail in life stands in the way of us executing on our full potential. And yet we allow someone else’s definition of success or a fear of being judged consume us and prevent us from realizing our dreams.
I recently gave a short, TED-style talk on the topic. I’ve included both the video and the full transcript of the talk below.
Continue Reading »
Tweetables from the Article
- Our definition of failure, and our path in life, is shaped by: Passion, Purpose, and Attitude Buffer
Tags: amazing things, challenges, courage, doubt, dream, fail, failure, fear, ignite a movement, limits, passion, purpose, trust, walk the journey
Dec 2nd, 2013 by Ekaterina Walter
By definition chaos is the enemy of structured lives we all yearn to live. It is the enemy of growing business, we are taught. We tend to avoid or contain chaos as much as possible.
But what if chaos, contained chaos, was actually a good thing? What if it actually helped us be more effective, more innovative?
In their book “The Chaos Imperative: How Chance and Disruption Increase Innovation Effectiveness and Success” Ori Brafman and Judah Pollack argue that we should proactively seek to avoid the tyranny of structure in order to inspire creativity and fuel business growth.
I couldn’t agree more. Chaos creates urgency, and, with it, an invaluable opportunity for us to redefine success and question our current structures, it forces us to seek an unusual and diverse perspective, and it pushes us out of the comfort zone and creates white spaces to imagine something potentially breath-taking. Continue Reading »
Tags: breed, chaos, chaos imperative, contained chaos, effective, growing business, imperative, innovation, paradox, provocation, provocation breeds innovation, urgency