Directeure générale, développement des collectivités, de l’économie sociale L’équipe de la Corporation de développement économique communautaire (CDEC) de Sherbrooke a avantageusement eu recours aux services professionnels d’Aaron Patella, pour se faire guider dans la création de son plan d’affaire selon les principes du “Business Model Nouvelle génération” de Osterwalder et Pigneur. La méthode est relativement éclatée...
We recently asked Mr. Patella to give a presentation at an event promoting entrepreneurship. From the very beginning, Aaron was a pleasure to work with. Prior to the event, he asked questions and clarified expectations to make sure he would tailor his presentation according to our needs. On the day of the event, he was attentive to details, showing up in advance, well prepared for his presentation. En plus de son attitude professionnelle, Aaron est un...
Chef d’entreprise, Savonnerie des Diligences – Marie-Eve Lejour Nous avons fait appel aux services de Monsieur Patella dans le cadre d’une refonte globale de notre image. Notre entreprise entrait dans une nouvelle phase de son développement, et nous avions le sentiment d’avoir atteint les limites de notre imagination. Le regard extérieur d’un consultant était alors nécessaire… Au moyen d’une approche très structurée, voire scientifique,...
Mindful, structural, artistic, experientialBecause being AWESOME is the only way to succeed today!
There are only seven ways to make money. An immense number of things can be transacted in these seven ways but there are only seven ways to sell things.
Sale of an object, User fees, Memberships, Rental, Licensing fees, Brokerage fees, Advertising fees. That’s it. And it is through understanding your clients and their capacity to pay for something that we choose the appropriate method. What is it that people need, why do they want to hire your products or services and how do they expect to use what you have to sell. So let’s look at them and what they have as expectations and advantages.
So now you can ask yourself: how would my clients be most advantaged? That approach will generate more business than any other approach due to its clientcentric nature. So ask yourself, “If my product or service is too expensive or burdensome for my clients, how can I build a business model that is based on service and not your personal desires.”
The greatest act anyone can do is creation. Brand is one thing that we are told daily not to do. We are told not to pretend to be something else, be genuine, you can’t judge a book by its cover, blah, blah, blah. Life is made up of people looking out their windows and judging things; the neighbours, the lawn, someone’s car, the computer that someone uses, you name it. So what is a brand? It is the greatest lie because it is a fabulation that you are going to choose to represent ideals. Those things that we can never reach but that we fantasize about obtaining.
Here’s another thing: your brand isn’t for you. It’s for your clients. People aren’t there for you! As a captain of industry, you are there as the servant of the people. You are not there to be served, you are there to serve the needs of the people, and they are there waiting for someone who will fulfill their needs. Perhaps they don’t know that their need exists. It may be your job to create awareness of the need and to communicate your brand and its ability to fulfill their needs.
Your brand is the thing you want to be. So, when you start your company or when you renew your Mission/Vision/Values, you have the chance to invent what you want to be. What your company could be. It is an empty space that you will fill with actions that you will take in the attempt to become something greater than any one person could hope to become.
So what are you saying Aaron? Are you telling me to lie to people so that they’ll buy my stuff?
Absolutely not! I am telling you that your brand isn’t about you. It’s about the people who need what you have to sell, whether it’s a service or a product. And it is the clients who need to identify with your brand as being part of their tribe, they need to see themselves in your brand. If people don’t judge that you are in line with their values, their traditions, their ways, they will do business with someone else first because they will identify first with that brand and not yours!
People are meaning-making-machines. We need meaning, we need to find reasons and relationships. Try and get away in a world that is empty and meaningless and you will fall in between the cracks filled with those who provide people with meaning. So if you choose a company name that has no meaning, internal or external, people will have a hard time making yous stick in their heads.
When I started my Storage business, I spent about 8 months finding the name that would work. I founded Casa Grande self storage. Why? Because, we went through a hundred names before settling on that one!
A name has power and we can’t forget that. It is what people told fairy tales about and so many stories. When you know the name of something you have power over that thing. You also have the ability to call upon it and to use it. In the best known fairy tale, the hard working girl has to guess the name of the tricky gnome (Rumplestiltskin) to get out of the horrible deal that has been cut.
Even when my children came about, we spent a great deal of time hammering out which names to give them…And other great successes today have done the same. Look at:
All names that are huge in their own right and all of them tell you exactly what they do! There is no working hard to figure out what these companies do and how they can help you! Please help your clients because they have better things to do than figure you out. People work hard to assimilate all the diverse and complicated information that is out there. People are here because they want to live their lives…Not because they want to make you rich. It is not your client’s job to understand you and to figure out why you’re the right business to do business with. It is your job to understand what job your clients have to do and let them know that you can do it for them!
If you decide to come up with the name that makes you happy but no one understands, go ahead but don’t sit around waiting for people to break down your door because they know exactly what you do and how you do it!Learn More
So last time we looked at the hierarchy of needs by Maslow, and how the basic needs are the same for everybody, but how we arrive at those needs differs between people. Now we are going to look at how using basic needs allows us to create relationships that last a lifetime and to which we are fundamentally bonded. attachment theory is something that has been being developed since the UN wanted to create awareness of the impacts on children being left orphans after the Second World War. It has largely supplanted Maslow’s hierarchy of needs as the dominant approach in understanding people through Psychoanalysis.
“Okay Aaron, you’re babbling…what’s your point?”
Pay attention, the whole world revolves around this theory now and it explains why social media works and why you should care!
Today people are in an ocean of media marketing crap. We are constantly bombarded by people telling us how much we should give them our money because they make the biggest, fastest, hottest, sexiest, most ecological thermonuclear widget in the world. But what actually attracts people is calling to their attachments. And those attachments may be parental, relational, emotional, sexual, political, and even brand. But how do we attach ourselves to a brand??
People live in a theoretical future. People don’t spend there time in the present, they live in some hoped for future that calls them to do things today. If our society didn’t completely fail us we feel part of some group. And those groups are what link us together; us and them. Social media, and even brands are about creating links between culture and product. Their product has to make my life a representation of what I want.
When it comes down to it, I could care less about the difference in flavour between coke a Pepsi! I want to drink Coke because it’s the real thing. I don’t want to be part of the new generation I want to be solidly planted in the historical number one. I see myself as the solid winner not the substitute number two. So I see Coke as my drink and Pepsi as the replacement.
Now ask yourself to what subset of humanity do you want to attach yourself? What need do you want to fulfil as a brand? That is the group who will become your tribe and the people who you will want to market to.
Have fun!Learn More
This is not a I love Apple article…so anti-apple people, Stop. It just happens that I had a great client experience with them.
If you want to know why the Apple Stores do so well, well there is a customer service aspect that goes beyond the whole design, it just works whoop,whoop thing.
We are currently evaluating what kind of IT equipment we will transition to for the next generation of computers, smart-phones, etc.
One of those options is to go into the closed garden that is Apple. We are tempted. And I have to say the pre-sale experience has been impressive so far, and I’ll tell you why.
They have been there when I called and I was impressed by their capacity to listen recommend products and solutions that they have as well as taking the time to write personalized letters and make jokes in them as well as making sure to be there when they say they will be and they have followed up in a respectful manner. They are an excellent example of permission marketing.
What is permission marketing, simple, just ask if your allowed to do things before you do them! IE
So when we ask our clients what they want we feel respected and it makes us responsible for our relations with them their actions and our feelings towards them. It is the new wave and it is so much better than older methods.
A lovely little bar in the area has made serious progress on the bathroom front in North America! Because, really, guys and girls use the same bathrooms in Europe and everybody uses the same at home! So why not help our prudish friends here by simply dividing the bathrooms not on gender but on desired usage.
Standing or sitting! The standing bathroom is configured for 4 while the sitting WCs are set up for one. Simple, elegant, egalitarian, efficient!
My Grandmother was easy to set off. If you wanted to see someone rear up and kick call her a liar…and really I think this is the case for almost anyone! People all want to be seen as good and one of the things that we all know is bad is lying. There are many times in a day when we tell white lies but the key to those is that they are mutually agreed on and we all know that they are kindnesses and not genuine attempts to mislead. So I was talking to one of my suppliers for, what I was to discover was, the last time. And the conversation went like this.
Me: There is a mistake with the order…it was supposed to be one-sided not two…
Me: We need it to be one-sided so we can remove one sheet and not two…
Supplier: Well my order sheet says you ordered two-sided!
Me: No…I remember the conversation I requested one-sided after you called me asking if it was two or one.
Supplier: Well my order sheet says two…
Me: Okay. We, my associates and I, discussed this at length…We absolutely knew that the job had to be one-sided recto only.
Supplier: Well our order sheet says recto/verso…
Me: Alright, thank you.
And that is the last time that that business will ever hear from me for a print job…ever! not only that it is the last time I will recommend that company as a business partner. I even started the conversation willing to split the difference since I needed to make changes on top of fixing the problem. So they lost a client who has pretty decent volume as we have manuals and employee handbooks that we create for our clients. How many clients can you afford to lose in a year in an industry experiencing compression and closures left right and centre it seems to me the last thing you want to be doing is calling your clients liars to their face.
Now what to do about that?
So be careful what you are saying to your clients when you tell them they are not telling you the truth…because you are calling them a liar…be ready for the consequences.Learn More