MARKETING COMMUNICATION DIGEST

If you want a job you love, follow your biggest value for society, not your passion! I stumbled upon a TED Talk from a very inspiring young thought leader called Benjamin Todd who founded the non-profit career guidance organization 80,000 Hours (the  average number of working hours over a career). I'm still digesting his challenge of my long established belief that to have a fulfilling career you should find your deepest interests and follow your passion or calling. For many people interests and passions change over time and as a result they may not be the solid foundation that we perceive them to be. A much more sustainable anchor is finding where you can add most value to society over your lifetime. To note, this can be done in many different ways; for some this means joining a non-profit, for others it means joining the corporate world and contributing inside or on the side, for others it means starting companies...there are no shortage of problems and...

“Ted Talks” have become the gold standard for a winning presentation. However, Ted Talks are also a model for building a flourishing brand; because at their heart, both a successful presentation and a successful brand are matters of storytelling . Carmine Gallo, author of the book  Talk Like Ted,  says the single most successful presentation in Ted Talk history spent 65% of its time telling stories rather than facts and data points. “Our brains are wired for stories,” Gallo explains. And your brand  is  a story. Whether it’s the half hour you get to spend with a prospect or the 30 to 60 seconds you have to outline what you do at a cocktail party, your story has to convey the value of your product and service and,   accurately reflect your brand. 1. The 5 Cs of storytelling Have a compelling brand story that can attract customers: Character.  Your brand should be told through the eyes of real people. This could be the founder,...