Striving for commercial excellence

Recently I listened to a marketing professional who offered a perspective on striving for marketing excellence (and I suppose commercial excellence by extension). I found it inspirational enough that I had this overwhelming desire to offer up a blog (something I haven’t been doing much of lately but in my defence I’ve been busy… I digress).

The proposed formula for marketing (and commercial) excellence came in the form of not one C, or even two, but 3 Cs.

Customer, Competitor and Craft

Customer — know who your customers are, know how they think, know what’s important to them, how to find them, and the best way to connect with them.

Competitor — know who your competitors are, what their value proposition is (particularly how it competes with yours), watch what they are doing, and identify how you can engage with your customers better.

Craft — identify those skills that are unique to you, your strengths, and get really, really good at them; develop and practice always.

This resonated with me, and although I really liked these core drivers, I kept thinking there was something missing. After a while it finally struck me — my issue wasn’t with the drivers themselves but with what actually fuelled them. Turns out there’s a fourth “C” and it fuels everything:

Curiosity [ˌkyo͝orēˈäsədē] NOUN — a strong desire to know or learn something.

So humbly, I would like to refine the three drivers slightly:

A strong desire to know or learn about your Customer

A strong desire to know or learn about your Competitors

A strong desire to know or learn about your Craft

So there you have it, another list to make you successful, and not even one I came up with myself — just something I “tinkered with”. This of course doesn’t diminish the importance of the three “C”s (or maybe four) but maybe “striving for excellence” also includes searching out smart people, listening to what they have to say, thinking about what they’ve said, and taking action.

After all, I wouldn’t have written this blog and “tinkered a little bit” if it wasn’t for someone who knows quite a bit about marketing.

iamgpe

365 days...

It has been a little more than 365 days since the World Health Organization announced a novel coronavirus had been isolated from a person in hospital, and it will be a less than 365 days when everyone will have received a vaccination for the virus that causes COVID-19 (at least in Canada). It’s a pandemic that will be (and already is) measured in the millions, and has involved governments, communities, and individuals attempting to incorporate the simplest of public health measures to fight the virus. Social distancing, socially isolating when sick, hand washing, and good hygiene — all in an attempt to stop the virus from spreading, which evolutionarily speaking, is designed to do.

On a daily basis, the news cycle offers up a tally of cases, hospitalizations, deaths, unemployed, closures, and now, the number of people vaccinated (it was pointed out to me recently that newscasters have it easy now. All they have to do is cite the numbers of the day). It’s a relentless bombardment on our individual and collective psychology, all at a time when our personal distractions and coping mechanisms have been stripped away. We lament there is nothing to do but what we’re really saying is we can’t do what we used to do, and we’re not happy about it. If not literally, we figuratively wait, and so does SARS CoV-2.

There is a long game when it comes to a modern pandemic: simply get vaccinated before you get sick. We’re 365 days into this pandemic and we’ve another 365 days to go; with each day that passes, get closer to what we remember as normality (at least we thing we can remember).

With this in mind, this is what I plan to do over the next 365 days to help get me through this crisis.

1. Work really hard to stay healthy and keep others healthy

2. Be there for family and friends, and help keep them safe (refer to #1)

3. Continue to be of value to those I work with

4. Don’t let all that practical “life stuff” slide just because I think every day seems the same and I just don’t feel like doing it (you know like — taxes, doctor’s appointments, blogs, getting my car licence, better rigor around my investing… stuff like that)

5. Keep running stairs, keep riding my gravel bike, stay mobile and don’t sit too much, keep eating right, and get lots of fresh air

6. Stay imaginative and try new things (even if they are small and seemingly insignificant). Keep the brain working and “relatively sharp”

7. Plan that next trip. You’re definitely gonna need it after this is all over.

It’s amazing what you can accomplish in 365 days — I’m optimistic.

iamgpe

PS: Why the picture of a bike in the snow? Well this is a manifestation of me exercising, getting fresh air and being imaginative. Riding a bike in the snow is so much fun!

PPS: If you have gotten this far you’ve probably recognized I’ve put my 365 day plan down on paper ( I wanted to keep them broad because, in the time of COVID, i want to stay “nimble”).

Come on people, it’s the beginning of a new year — get it down on “paper”.

Please stay healthy. Please stay safe. We will get through this.

The 2020, and soon to be 2021 pandemic is figuratively a party that everyone has been invited to — upon reflection I think you’d be hard pressed to find someone who has not been effected by COVID-19. Tens of millions of people infected, millions of people dead, untold economic hardship, public health strategies impacting our daily lives, isolation, anxiety… the list regarding the pandemic’s impact goes on and on. Every country, every community, and every person is dealing with it in some way.

 SARS-CoV2, the virus that causes COVID-19 is like most viruses; very good at what it does — and what it does is opportunistically infect people. As we start to move into the winter months there is already an increase in cases, an increase in the resulting hospital visits and tragically, an increase in deaths; the cold weather is driving us indoors and the timing could not be worse because the virus is easily spread indoors by droplets in the air and poor ventilation. Public health in many jurisdictions have ordered lockdowns and is advising against gatherings except in the smallest of groups — all this at a time when COVID-19 fatigue is at its worst and we’re heading into the Holiday season. It may be a dark winter indeed.

The promise of vaccines is weeks away and the talk has moved from if there will be a vaccine to how we can effectively distribute the vaccines to our most vulnerable as quickly as possible. There has also been an increase in therapeutics to combat COVID-19 if you do become inflected. The brain trust of our scientific, medical and business communities have brought us a way to fight back in record time, and governments are looking to authorize these vaccines and therapeutics as soon as, and as safely as possible.

 It is now just a matter of time with a simple strategy; vaccinate the population faster than the virus can spread, and in turn reduce the number of cases, reduce the number of deaths and allow us to get back to what we remember as normal. The next three months will be difficult by any standard, but by then the momentum will have shifted in our favour and that light we’ll see, will truly be at the end of this COVID-19 tunnel.

 In the mean time —

Work very hard not to get COVID-19 — remember this virus is opportunistic. 

Be Kind — we are all dealing with this pandemic in our own way. 

Be Patient — there truly is a light at the end of the tunnel.

Take advantage of all this “free time” and learn something new — it makes it easier to keep track of what day it is, particularly if assignments are involved. 

We are all in this together. Please stay healthy. Please stay safe. We will get through this.

 iamgpe