All in Communications

A common mistake of someone new to the sales process (whether you're selling a product to a prospect or an idea to your boss) is that the more detail you provide, the higher the chances of success.

Reality works quite differently, as I explain in today's episode. The fact is that the onus is on us to get our message across, which means we need to do the work, not the customer.

Whenever I go to Karachi, I'm amazed by how the city functions and how people go about their daily lives, especially when so much we take for granted in the west, just doesn't exist in the same way over there.

But, as I discuss in today's episode, people get on with things. They live their lives. Because it isn't just about what's around us and the way things are, it's about our own will.

Brands today are quite different from the brands I grew up with. Many of them are quite explicit about what the stand for and believe in, even if that narrows their target market.

These brands, I'd argue, achieve far greater loyalty and commitment than those that don't. Because, as I discuss in today's episode, consumers are sick of fitting in. And they expect brands to reflect that.

Our lives and ideas and perceptions are made up of all of our collective experiences, pieced together in different ways, sometimes elegantly, often not.

As such, how we view ourselves is, in many ways, an aggregation of these stories. It's important, then, that we focus on and interpret these stories carefully, as I discuss in today's episode.

In today's episode, I talk about how we make so many key decisions in our lives, not based on what we want, but on what others will think about them.

From the professional to the personal, we put credence where it doesn't belong, as compensating mechanisms, when really, at the end of the day, it's all down to us. We are responsible - no matter what.