Roy's Blog: July 2011

July 30, 2011

What is the one habit worth getting addicted to?

A habit is “.... any regularly repeated behavior that requires little or no thought and is learned…”.

There are bad habits. And there are good habits.

You acquire a habit. You do it and you can’t help it. You do it without thinking. A habit tends to be an involuntary response. It becomes part of who we are — integral to our DNA.

If leadership in organizations were to mandate that this habit be acquired, our consumer lives would eventually be a whole lot more satisfying.

Call a customer

The Habit?


It’s rather easy to learn. Easy to do. And the rewards are unlimited for any organization wanting to separate themselves from the faceless competitive herd.

One phone call (NO not an email!) to someone who does business with you regularly. A 15 minute conversation or longer if you are lucky enough to have the other person actually want to talk to you.

A connection at the same time everyday. Calendarize it so it becomes a part of what you naturally so each day.

The call content is pretty straightforward. Ask a question - Listen - Make notes - Ask a question - Listen - Make notes - Ask - Listen - Take notes…..

After the call, do something with what you’ve learned. If you don’t take action you have wasted the customer’s time. And make this habit matter to others in your organization.

Get others making the call. Spread the habit.

The call is not a run-of-the-mill habit. It actually has a multiple ROI for your 15 minute investment. The customer is flattered you called. You learn a secret.

You imprint the habit on others to scale the benefits. Wow! A scaled habit. Who would have thought? You improve something in your organization that serves the customer. You earn the continued loyalty of a fan.

Not bad for a habit.

This is one you never want to kick.

Check out my BE DiFFERENT or be dead Book Series

  • Posted 7.30.11 at 10:00 am by Roy Osing
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July 18, 2011

Why should people give a damn about customer secrets?

People are willing to give you their “secrets” every time you engage with them.

They are all prepared to share what’s going on with them and their lives (applies just as much to an organization as it does to an individual).

All you need to do is to show that you are more than interested in them. By your actions tell them that you are a human being lover, and that you are interested in their story.

The secret flood gates will open. You will then have the information that no other organization is likely to have to power your marketing and service efforts.

Gathering secrets

The secret gathering process looks like this:

1. Ask a Question.


3. Record it.

4. Go to 1.

The point is that we have all been taught to be in the transmit mode, anxious to tell the other person what we have been up to, what we have to sell and the attributes we possess.

To really learn about someone we need to make a right-anged change from this behavior. We need to be open to others and focuses on learning what THEY are all about.

When organizations master the art of secret gathering, they will vault out of the herd by distinguishing themselves in the value they create for their fans and the dazzling service experiences their customers receive.

Secrets give you the power to stand-out and be remarkable.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 7.18.11 at 11:00 am by Roy Osing
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July 16, 2011

3 things you need to know to start a new business

So you have a cool idea that you think people will love. You think it will make you lots of money. You want to start your own business.

How do you go about it?

New business

Here are 3 things you should do to at least increase your chances of success:

1. Before you do anything spend time asking yourself “How will I be different from my competitors?”. If you don’t have your competitive strategy figured out you will be in The Herd doing what they do.
You won’t get noticed and will likely fail. Be the ONLY one who does what you do. Get your “HOW to WIN” thinking straight first.

2. Keep your planning horizon short. Think in terms of what you want to achieve over the next 24 months.
The bank may want a 5 Year Plan but you need to keep your eyes on short term goals. EXECUTION is critical and is enabled through a focus on “What am I going to do in the next 30 days?”.
Remember: the 5th year of a 5-year an never shows up!

3. Create a fan base for your idea. People who love it. People who want you to succeed with it. People who are willing to commit their time and energy to spread your word to others.
Use them to start your marketing efforts. It’s the most inexpensive and effective way to get going. And if you have trouble organizing a group of support for your idea then maybe it’s not a good idea.

Key concepts: ONLY competitive positioning, monthly goals and fan marketing.

Good luck!


Check out my BE DiFFERENT or be dead Book Series

  • Posted 7.16.11 at 10:00 am by Roy Osing
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July 11, 2011

How to power up your marketing with customer secrets

Marketing 101 talks about the importance of figuring out the NEEDS of your target customers.

The theory goes: identify what a person needs; build a product or service that delivers the needs and provide it. Simple enough. The problem is that every competitor is doing it.

The challenge is that the needs of most people are already satisfied. Really. Most people already have food, shelter and water.
Most people already have the things that sustain their everyday lives. So how can you be successful in attracting them if you are using NEEDS as the basis for your marketing efforts? You can’t.

Power up

People now buy on WANTS and DESIRES based on the things they would LIKE to have to fulfil what they perceive as a gap in their lives. They covet the iPad because of the array of experiences the device engages them in. They stay at the Marriott because they are made to feel special through the service provided them.

What are the implications to marketers? It means that to DiSTINGUISH yourself from the faceless herd requires what I call secrets based marketing, a move beyond focusing on NEEDS.

A secret is a hidden want that possesses someone. Something she doesn’t need, but intends to purchase in any event. Secrets tell a story of her life. What she does with her day. Her evening. Her spare time. What she sees herself as. Her image.

For an organization, a secret could relate to hidden facts about what drives it: Environmental goals, social values, or issues around employment equity.

Whether a consumer or business, successful marketing these days requires a powered-by-secrets mentality.

A discovery process to dig deep and learn everything there is to be known about every facet of your customer.

Like an iceberg, the REAL character of a person is below the surface. And it is this real character that will drive successful marketing and a ReMARKABLE organization.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 7.11.11 at 11:00 am by Roy Osing
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