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BJ Bueno

Mastering the Art of Audience Engagement: Lessons from a Disney Imagineer

Understanding your audience is more than a skill. 

It’s an art form and science. 

Marty Sklar, the past president of Disney’s Imagineering Division, shared a profound insight that beautifully encapsulates this art. 

He said, “Know your audience; wear your guests’ shoes, that is, don’t forget the human factor; organize the flow of people and ideas; create a ‘wienie’ (Walt Disney’s term for a visual magnet); communicate with visual literacy; avoid overload—create turn-ons; tell one story at a time; avoid contradictions—maintain identity; for every ounce of treatment provide a ton full of treat; keep it up.” 

Let’s explore what this means for you as a leader in your organization.

1. Know Your Audience:

Every decision, product, and communication must be tailored to your audience’s needs, desires, and interests. It’s about understanding their challenges, their pains, and their aspirations. This understanding forms the backbone of effective leadership and product development.

2. Wear Your Guests’ Shoes:

Empathy is crucial. Step into the shoes of those you serve. This isn’t just about understanding their needs but feeling their journey. This human-centric approach ensures your decisions resonate with your audience on a deeper level.

3. Organize the Flow of People and Ideas:

Efficient organization isn’t just about logistics; it’s about creating a seamless flow of ideas and people. This means fostering an environment where communication is fluid and collaboration is encouraged.

4. Create a Visual Magnet:

In Disney’s terms, a ‘wienie’ attracts attention. This could be your flagship product, a unique selling proposition, or a brand story. It’s about creating something that draws people in.

5. Communicate with Visual Literacy:

In a world dominated by media, the ability to communicate visually is paramount. This doesn’t mean just aesthetics; it’s about conveying your message clearly and engagingly through visuals.

6. Avoid Overload—Create Turn-ons:

Information overload is a real issue. The key is to provide enough to intrigue and inform, not overwhelm. This means prioritizing what’s important and making it engaging.

7. Tell One Story at a Time:

Focus is essential. Trying to tell too many stories simultaneously can lead to confusion. Stick to one narrative at a time to ensure your message is received loudly and clearly.

8. Avoid Contradictions—Maintain Identity:

Consistency in your messaging and actions builds trust. Contradictions can lead to confusion and a dilution of your brand identity.

9. For Every Ounce of Treatment, Provide a Ton Full of Treats:

Every interaction with your audience should leave them feeling enriched. This could mean providing exceptional value, unforgettable experiences, or insightful knowledge.

10. Keep it Up:

Consistency is key. It’s not about one-off achievements but about maintaining these principles consistently over time.

Embracing these principles from Marty Sklar offers more than just a roadmap for engaging with your audience. 

It provides a philosophy for impactful leadership and memorable branding. 

Integrating these insights into your strategy can transform how your organization connects with its audience, creating customers, loyal advocates, and a lasting legacy.

February 1, 2024 by

Follow These 5 P’s to Get the Most Out of Meetings

It’s a well-known secret in business. 

Many humans despise meetings. 

Yet, despite the collective groans and eye-rolls, meetings are a fundamental tool for fostering collaboration and getting things done. 

The dichotomy is apparent: 

While many view meetings as unnecessary, their potential for driving productivity and teamwork is undeniable. 

So, how do we bridge this gap? 

The answer lies not in shunning meetings but in mastering the art of conducting them.

Purpose: The Heart of Every Meeting

The first step to a successful meeting is defining its purpose. This means setting a clear, purposeful agenda well in advance. Inform participants about the meeting’s objectives and, if necessary, what they must do to prepare. A meeting without a clear purpose is like a ship without a rudder – aimless and unproductive.

Preparation: The Key to Success

The effectiveness of a meeting is determined mainly before it even starts. This is where preparation comes into play. Align your meeting’s goals with specific action items and points for discussion. Ask yourself: Is a meeting the best way to achieve these objectives? If yes, then meticulous planning is your roadmap to success.

People: Choosing the Right Participants

The attendees can make or break a meeting. Carefully consider who needs to be there: include those who need the information, those who provide input, and those whose approval is essential. But be wary of overcrowding the room. Let the meeting’s purpose be your guide in deciding the guest list.

Process: A Blueprint for Execution

A well-thought-out process is vital. Plan the flow of information, the discussion procedure, and how decisions and actions will be captured and communicated. Post-meeting follow-ups are Equally important. Assign responsibilities, set deadlines for outstanding issues, and document everything. A thank-you note to the participants for their time and effort goes a long way in fostering a positive team spirit.

Progress: Celebrating Milestones

Effective meetings are synonymous with progress. They’re about achieving results and holding people accountable for their commitments. Celebrate milestones and achievements. Regularly assess what’s working, what isn’t, and why. This boosts morale and ensures the meeting’s outcomes move from planning to reality.

Meetings are more than just a time slot on your calendar. 

They are a strategic tool for information sharing, consensus building, and task assignment.

Their success hinges on how well they are led. 

When done right, they can be a catalyst for achieving desired results and keeping your team on track. 

Effective meetings are more than just talking. 

They’re about transforming talk into action.

Onwards.

January 30, 2024 by

Cultivating Connections: How CEOs Can Foster Brand Community

Today, your role transcends beyond conventional leadership.

It delves into growing a brand that resonates with the market and internally with the company’s culture and values. 

The CEO’s Role in Shaping Brand Strategy and Culture

As the chief strategist and cultural custodian, you align the brand strategy with the company’s objectives. 

This involves understanding the company’s unique value proposition, leveraging market research, refining the brand promise, and integrating the brand strategy into the overall business strategy. 

The CEO champions the brand internally, ensuring employees understand and embody its values and messaging, turning them into brand ambassadors.

Creating a Sense of Belonging and Community

Successful brands like Rapha and Gymshark exemplify the power of creating a sense of belonging among customers and employees. 

Through activities like the Rapha Cycle Club, Rapha’s community integration in its business model demonstrates how brands can foster deep loyalty and commercial opportunities by tapping into the human need for belonging. 

Similarly, Gymshark’s community-building efforts illustrate the significance of engaging brand communities in brand growth. The brand actively engages with its customers through various channels, responding to comments on social media, encouraging user-generated content through hashtags, and maintaining a dialogue with the community. This personalized interaction helps in building a more loyal customer base.

Starbucks, another exemplary model, has cultivated a sense of belonging for customers and employees. 

Their initiatives, like the Starbucks Rewards Program and social drives, showcase how a brand can intertwine customer engagement with corporate social responsibility, enhancing brand loyalty and community involvement.

Vision for Your Brand Community: A Methodical Approach

Understand Your Brand’s Unique Value Proposition: Understand what separates your brand. This involves in-depth market research, understanding customer needs, and aligning these with your brand’s values and mission.

Empower and Involve Employees: Employees should be at the forefront of your brand strategy. Encourage them to embody the brand’s values, turning them into advocates inside and outside the organization. This can be achieved through regular training, open communication channels, and involving them in decision-making processes.

Foster a Culture of Belonging and Inclusivity: Cultivate an environment where employees and customers feel a sense of belonging. This can be achieved through community-building activities, both online and offline, that resonate with your brand’s ethos.

Leverage Technology and Social Media: Utilize platforms like social media to create and nurture online communities. Engage with customers through these platforms, understand their perspectives, and use this feedback to enhance your brand’s offerings.

Regular Interaction and Engagement: Host events, webinars, and interactive sessions that unite your community. This enhances brand visibility and reinforces the sense of belonging among community members.

Monitor and Adapt: Monitor the community’s feedback and adapt your strategies accordingly. This dynamic approach ensures that your brand remains relevant and responsive to changing market needs.

Your role in building a brand community is strategic and multifaceted. 

It requires a deep understanding of the brand, an inclusive approach towards employees and customers, and a dynamic strategy that evolves with market needs. 

You can steer your brand towards enduring success and a legacy that resonates well beyond its tenure. 

The future of branding lies in these community-oriented strategies, and you who master this art will lead your brands to new heights of success and relevance.

January 28, 2024 by

“Don’t Be Afraid. You Can Do It.”

Steve Jobs, synonymous with innovation and determination, is often remembered for his unique ability to bend reality to his vision. 

This remarkable trait, frequently called a “reality distortion field,” draws inspiration from a Star Trek episode where aliens create a new world through sheer mental force. 

Steve Jobs had a peculiar but effective tactic when faced with skepticism or doubt about his ideas.

He would employ a technique he learned from a guru in India: 

staring intently at his colleagues without blinking, saying, 

“Don’t be afraid. You can do it.” 

This approach often succeeded in shifting their mindset from doubt to possibility.

Remember, the essence of the “Don’t be afraid. You can do it” mantra is not about denying reality but about seeing beyond current limitations to what could be possible. 

It’s a call to foster a mindset that encourages innovation, persistence, and the courage to face challenges head-on. 

Just as Steve Jobs used this approach to lead his teams to create groundbreaking products, your team can redefine what’s possible in your field.

Remember.

Don’t be afraid. 

You can do it.

January 25, 2024 by

Red Bull’s Word-of-Mouth Marketing Wings

Red Bull has mastered the art of word-of-mouth marketing, tapping into the fact that 92% of consumers trust recommendations from friends, family, and their peers over traditional marketing methods.

Additionally, 83% of Americans report that they are more inclined to buy a product or service when it’s suggested by someone they trust.

At the heart of Red Bull’s approach are two key strategies:

They are creating buzzworthy, on-brand experiences and leveraging the power of brand ambassadors.

For example, their Wings Team, composed of youthful and adventurous ambassadors, plays a pivotal role in this strategy.

They engage with people in one-on-one interactions and at various events, sharing the Red Bull experience.

Moreover, Red Bull sponsors thrilling, extreme sports events that naturally generate conversation.

From cliff diving spectacles to awe-inspiring feats like Robbie Maddison’s motorcycle backflip over London’s Tower Bridge, these events are not just about the sport but also about creating stories that people love to share.

The annual Flugtag event, where participants build and pilot their human-powered flying machines, is another testament to Red Bull’s commitment to creating unique, shareable experiences.

In essence, Red Bull’s marketing flies high on the wings of engaging experiences that resonate with people, encouraging them to spread the word.

Their strategy is a dynamic blend of adventure and personal connections, showing that the best marketing often happens when people can’t stop talking about your brand.

January 23, 2024 by

Design Thinking in Customer Experience

In the ever-evolving customer experience landscape, businesses increasingly turn towards design thinking to enhance customer interaction. 

This approach prioritizes empathy, creativity, and a deep understanding of customer needs, leading to more tailored and impactful experiences. 

Nordstrom’s Innovative Approach

Nordstrom, a leader in customer service, embraced design thinking in developing their in-store sunglass app. By creating a paper prototype and iteratively refining it based on customer feedback, they developed an app that resonated with their customers and demonstrated the power of direct customer involvement in product development​​.

Starbucks: Crafting Comfort

Starbucks employed design thinking to understand what customers sought in a coffee shop experience. By creating an atmosphere of belonging and relaxation and implementing changes such as the strategic placement of round tables, Starbucks enhanced the comfort of solo customers, showcasing the impact of empathy in design thinking​​.

Nike’s Engagement with the Skateboarding Community

Nike’s foray into the skateboarding market highlights the significance of engaging with the target community. By involving skateboarders in the design process, Nike created products that resonated with this group, demonstrating the importance of understanding and integrating user feedback in product design​​.

Oral B: Reimagining Children’s Toothbrushes

Oral-B’s collaboration with IDEO for children’s toothbrushes is a prime example of observational design thinking. By realizing that children require toothbrushes with fat, squishy handles rather than just smaller versions of adult brushes, they successfully catered to a specific customer need, leading to significant market success​​.

GE Healthcare: Transforming the MRI Experience

GE Healthcare used design thinking to improve the MRI experience for pediatric patients. By reconceptualizing MRI machines as part of a child-friendly adventure, they significantly reduced the need for sedation among young patients, showcasing how empathy and creativity can transform a daunting experience into an engaging one​​.

Microsoft: Inclusive Product Design

Microsoft’s application of design thinking in creating products for people with disabilities exemplifies how focusing on inclusivity can lead to innovations that benefit a broader customer base. This approach underlines the importance of considering diverse user needs in product design​​.

IBM: Cultivating Innovation

IBM’s adoption of design thinking has been pivotal in staying ahead in the fast-paced digital technology sector. By focusing on user-centric innovation, they have transformed their organizational culture and reimagined their customer experience​​.

Netflix: Adapting to Changing Needs

Netflix’s journey from a DVD rental service to a streaming giant and content creator is a testament to its commitment to design thinking. By continuously adapting to customer preferences and needs, Netflix has stayed relevant and competitive in the rapidly changing media landscape​​.

Airbnb: Understanding Hosts and Guests

Airbnb’s global success can be attributed to its application of design thinking in understanding and addressing the needs of both hosts and guests. This approach has been central to their business strategy, enabling them to provide a service that meets the diverse needs of their user base​​.

These success stories offer valuable insights into implementing design thinking in business practices. By focusing on empathy, user engagement, and iterative innovation brands can foster more meaningful and effective customer interactions.

January 21, 2024 by

Are You Using Maslow’s Hierarchy Of Needs For Your Marketing?

In today’s dynamic marketing world, leaders of brands must prioritize understanding and addressing their customers’ psychological needs. 

The trend toward personalized marketing underscores the need to comprehend customer motivations beyond simple observational data. 

A valuable tool in achieving this deeper understanding is Maslow’s hierarchy of needs. 

This model, developed by psychologist Abraham Maslow, categorizes human needs from basic physiological requirements to advanced levels like self-actualization. 

Recent studies suggest that fulfilling these needs is not necessarily linear, contradicting the traditional pyramid structure. 

This revelation allows brand leaders to tailor their strategies to individual needs, effectively addressing various customer motivations.

The relevance of Maslow’s hierarchy is universal, transcending cultural boundaries and providing a versatile framework for brands to develop targeted and effective strategies worldwide.

Incorporating Maslow into Buyer Personas

Crafting a buyer persona involves creating a comprehensive profile of an ideal customer, focusing on their inner motivations and challenges. This approach extends beyond demographic data, exploring the psychological elements driving purchasing decisions. By aligning these buyer persona characteristics with the levels of Maslow’s hierarchy, brands can create more intricate, realistic customer profiles. This alignment aids in the development of more focused and effective marketing strategies.

Maslow and Trigger Events:

The essential aspect of understanding customer behavior is identifying the ‘why now’ behind their motivations. 

Trigger events that activate specific needs within Maslow’s hierarchy can illuminate why customers are drawn to a product or service at a particular time. 

Recognizing these events enables brands to communicate more effectively and timely, positioning themselves as a primary resource early in customer decision-making.

Customizing Marketing Messages for Distinct Needs

Applying Maslow’s hierarchy in marketing strategy development reveals the need for diverse messaging to cater to different needs. 

Strategies targeting basic physiological needs will significantly differ from those for customers seeking self-esteem or self-actualization. 

By aligning their marketing communications with the specific needs of their target audience, as defined by their position in Maslow’s hierarchy, brands can more accurately and effectively reach and resonate with their desired customers.

Utilizing Maslow’s hierarchy with detailed buyer personas offers expansive opportunities for brands to connect with and engage their customers. 

This method enables companies to precisely identify and meet customer needs, making them more adaptable and responsive to evolving market trends and customer preferences. 

Ultimately, integrating Maslow’s hierarchy into the creation of buyer personas can substantially boost the impact and efficacy of a brand’s marketing strategies.

January 18, 2024 by

Costco Bullish on New Store Openings

In the dynamic world of retail, Costco’s latest announcement of opening 31 new locations in 2024, including about 24 in the United States and a significant new warehouse in China, is a bold statement of confidence and growth. 

This move, coming off a strong quarter with a 6.1% increase in sales, reaching $56.7 billion, and a rise in membership fees by over 8%, is a testament to Costco’s deep understanding of its customer base and commitment to expanding its successful business model.

Understanding Customer Needs: The Key to Expansion

Costco’s expansion strategy is not just about increasing its physical footprint; it reflects its ability to consistently understand and meet customer needs. Costco has built a loyal customer base that appreciates its unique shopping experience by focusing intensely on value, variety, and quality. This deep customer connection is the driving force behind the company’s confident expansion.

Leveraging Success to Create New Opportunities

The decision to open new locations, including two relocations and new Business Centers in various places, illustrates how Costco is leveraging its current success to explore new opportunities. For instance, the proposed 241,000-square-foot warehouse in Fresno, California, will be the largest in the company’s fleet, suggesting a strategic move to expand and innovate in store size and offerings.

A Lesson for Business Leaders

For business leaders, Costco’s approach offers valuable insights. The company’s expansion is grounded in a strong understanding of its market and customer needs. This level of insight allows Costco to confidently venture into new markets and locations, knowing that its business model resonates with consumers. It’s a reminder that growth should be driven by customer-centric strategies and a deep understanding of what makes your business appealing to your target audience.

As a business leader, how well do you understand your customers’ needs, and how are you using this understanding to guide your expansion strategies?

January 16, 2024 by

Beyond Paychecks: The Powerful Role of Empathy in Modern Leadership

I’ve been thinking a lot about being an empathetic leader, especially now when it’s more important than ever.

You know, empathy isn’t just about understanding others’ feelings and thoughts;

it’s about being really in tune with your team.

Since the pandemic hit, I’ve noticed how much people’s views on work have changed.

It’s not just about the paycheck anymore;

it’s about finding meaning and connection in our work.

I read in Forbes that empathy is considered the most critical leadership skill, but only a small percentage of leaders are seen as empathetic.

This got me thinking about the gap between what we all need and what we get from our leaders.

For me, becoming more empathetic started with looking inward.

It’s about knowing your motivations, how you react to things, and how you communicate.

Once you’ve got a handle on that, you can start adjusting how you lead to better meet the needs of your team.

Balancing compassion with clear expectations is a delicate art.

Let’s create an environment where everyone feels safe to speak their mind, take risks, and even make mistakes.

It’s not just about being nice;

it’s about getting great results while building a more robust culture.

So, empathetic leadership is about focusing on others, understanding their needs, and responding in a way that shows you genuinely care.

And the result?

A team that’s committed, productive, and creative.

Who wouldn’t want that?

January 14, 2024 by

The Art of Customer Profiling: A Must-Have Skill for Brands

Hey there, business visionaries. 

In today’s world, where consumers are more informed and selective than ever, the challenge for CEOs and CMOs is truly understanding this sophisticated audience. 

Your first crucial step in this mission? 

Accurate and insightful customer profiling.

With the modern digital landscape offering abundant customer data, sophisticated online analytics now enable us to dig deeper into consumer behaviors and preferences than ever before. 

This presents a golden opportunity for brands to engage with their customers and prospects consistently and accurately.

Let’s dive into how mastering customer profiling is now an essential skill for providing tailored and relevant experiences.

The Importance of Customer Profiling

Customer profiling is your roadmap to understanding your customers. It’s about piecing together their stories from various data points – what they like, what they don’t, and what makes them tick. Here’s why it’s critical:

Personalization is Key: In mass marketing, personalization is your secret weapon. Profiling allows you to tailor experiences that resonate personally with each customer.

Informed Decisions: You’re not shooting in the dark with customer profiling. In every strategy, solid data tells every campaign.

Staying Ahead of the Competition: Understanding your customers in-depth gives you a leg up over your competition.

The How-To of Customer Profiling:

Data Collection: Consider gathering ingredients for a perfect recipe – everything from sales data to social media interactions.

Analytics and Segmentation: Segment your customers using analytics to understand their distinct characteristics.

Insight into Action: Use these insights to enhance your marketing strategies, product development, and overall customer experience.

Leveraging Technology:

Embrace the latest in AI and machine learning to uncover deeper patterns and predict future trends. Keep your brand at the forefront of innovation.

Ethics in Profiling:

Remember, with power comes responsibility. 

Always be transparent about gathering and using data and prioritizing customer privacy.

Case Study: Snickers’ “You’re Not You When You’re Hungry”

Before we wrap up, let’s look at a real-world example where customer profiling made a big difference. 

Snickers’ “You’re Not You When You’re Hungry” campaign perfectly illustrates this.

Back in 2008, Snickers was focusing its marketing efforts primarily on a “manly man” persona. 

This approach, however, limited their reach. 

The chocolate bar market is vast, with consumers from all walks of life in checkout lines daily. 

Snickers needed a campaign that had universal appeal.

Their solution?

The “You’re Not You When You’re Hungry” campaign launched in 2010. 

This campaign was based on a universal human truth: hunger affects everyone and can make us act out of character. 

By using this insight, Snickers created a message that resonated with a much broader audience.

The campaign started with a memorable Super Bowl commercial starring Betty White, and it was a massive hit.

It increased Snickers’ sales by 15.9% in its first year and significantly boosted its fame. 

The ad topped the USA Today poll as the number one Super Bowl ad and reignited Betty White’s popularity in pop culture. 

This success demonstrated the power of understanding and tapping into a broader customer psyche.

From then on, Snickers continued to leverage this insight in various creative ways, ensuring the campaign’s longevity and relevance. 

This is a prime example of how understanding your customer’s deeper needs and behaviors can lead to a successful marketing strategy.

As we’ve seen with Snickers, customer profiling is more than just gathering data; it’s about finding those universal truths that resonate with your audience. 

By understanding your customers’ deeper needs and behaviors, you can create campaigns that increase sales and build lasting brand loyalty and recognition.

Remember, the key to successful customer profiling is staying agile, evolving, and playing fair and square with your data.

January 10, 2024 by