Tips On How To Clarify Expectations

According to Stephen R. Covey on his book Speed Of Trust, communicating with clarity of expectations most specially at work, lessens confusion and stress. It produces momentum and productivity. One way of checking to see if your communication  is clear is to check for clarity by asking the following questions.

- What have you understood from this conversation?

- As a result of your interaction, what do you see as your next steps? What do you see is mine?

- Do you feel that others are clear regarding expectations?

- What can we do to make things more clear?

So next time you have a project at work, create a clear project agreement in advance. If you’re in charge, suggest the idea to your team leader or write up an agreement on your own. Tell your team leader, “This is my understanding of what you expect and what I can do. Do you see it differently”, or simply ask- “Let me know if it’s clear or not”. Here’s the bottom line- Don’t assume that expectations are clear. Get into the habit of checking and validating.

Basic Product Positioning Strategies

During my brand management stint in the early 90′s, positioning was a marketing buzz word. Everytime I would meet a fellow marketer during those days, question like “What’s your product positioning?” usually would be part of the conversation. Jack Trout and Al Ries were the first marketing gurus who popularized positioning at least during my time.  It was also where I initially learned the basic concept of product positioning. They described it as the basic position in the consumer’s mind occupied by a brand. It is connected to the concept of “target market.” That is, a brand’s positioning defines the target audience.

But how is positioning used? According to Jerry Thomas of Decision Analyst, the positioning possibilities that exist for any given brand or service are almost infinite. Some commonly used positioning strategies are:

- Positioning against a broader market. For example, positioning a bicycle brand as a substitute for the automobile, rather than as a substitute for other brands of bicycles.
- Positioning against a price segment of the market. One example would be positioning a car brand against luxury imported cars.
- Positioning against a usage segment of the market. For example, positioning a brand of cooking oil as the very best brand of oil for frying chicken.
- Positioning against a psychographic segment of the market. For example, positioning Volvo as the best car for drivers who are primarily concerned about safety.
- Positioning against a channel of distribution, a season of the year, a particular type of weather, a human fear, etc.

Again, positioning possibilities are almost limitless for any given brand and can be defined in many different ways. The correct positioning of a brand is basic and fundamental to its success. An incorrect or positioning can doom a brand to underperformance or failure. So, how does one arrive at an optimal positioning for a given brand? The search for an optimal positioning begins in the mind of the consumer, and that’s when we must turn to marketing research for help.

Ideas To Package and Market Compact Cars

A new consumer study done by Mintel shows that only half of small car-buying respondents (51%) say they feel “extremely happy” with their small car purchases. In contrast, 80% of all respondents report feeling just as happy with their vehicle purchases. The survey also revealed a surprisingly high number of small car drivers who aren’t fully satisfied by their vehicles, suggesting that today’s small cars may not have the amenities people want, a key insight for small car manufacturers to develop some packaging innovations.

Most small car buyers choose to buy compact cars because of fuel economy or more mileage.I think there are more creative ways to package and market small cars these days. Economy and mileage are too basic. How about adding contoured seats, gprs, an audio video digital player, a built in iphone and a digicam. Simply offer luxury features. I don’t think speed will be a purchase factor since most small car owners are urban dwellers. However, a souped-up version may attract the younger market. 

I like compact cars myself because my former car used to be a Honda Jazz. It sure was compact. I find it very practical for city driving. Certainly looks flashy outside but still needs some pampering features inside for comfort specially when you’re driving in heavy traffic streets in Manila. Check out this site for some out of this world compact car design ideas.

Signs of Mistrust

Check the following symptoms and effects at home and in your organization. They’re obviously a clear indication that there’s an issue of trust going on.

1. Lack of self expression. This is a killer. It constraints or blocks open communication.

2. Lousy and lazy feeling. Yes it can drain your energy. You’ll see most people extending their break time. They come in late for work and leaves early. Call in sick-leave.

3. No teamwork. Because nobody cares! Why should I follow someone who doesn’t have credibility? 

4. Gossiping and office politics. People get in a huddle, starts laughing and all of a sudden leave when they see the jerk coming towards them.

How To Create and Sustain Extraordinary Results

Results matter to your credibility. Stephen M.R. Covey used a metaphor about a tree in his book Speed Of Trust- “Results are the fruits, the tangible, measurable end purpose and product of the roots, trunk and branches”. However, you can’t get a sustainable yield of good fruits if the results are severed from the character roots. A foundation of character and values yields good fruits! The most difficult people to deal with are those who have high results but are poor in living the values. You may want to call them double standard or inauthentic but these are the people who produce results at all cost, compromising their values and impacting their relationships and personal well being.

You really want to produce authentic and inspiring results? Something that’s vital to your personal and organizational credibility? Be honest and ask yourself the following.

1. Am I producing results that are expected of me? What kind of results are they? Does it increase or lessen my personal credibility?

2. How good is my track record? If I get interviewed for a new job, will they hire me based on it?

3. Does it inspire confidence and trust on others? 

We may have all the excuses or all good reasons but at the end of the day if the results aren’t there, neither credibility and trust can be established.

Be Responsible For Results In Order To Build Trust

It’s no use saying, “We are doing our best” You have got to succeed in doing what is necessary.- Winston Churchill

We don’t just succeed in doing what we’re supposed to do, but in doing what’s necessary- Results! To establish credibility and trust we need to deliver the results that are expected from us. But how do we do that? The key to success is in taking responsibility for results, not activities. I myself get so overwhelmed sometimes with a lot of task and activities at work that I forget to account for the results. You want to succeed? Then take responsibility for results not just activities. If you didn’t get results the first time, try it another way. Just don’t sit there and whine, “I did exactly what you told me to do.” Sounds familiar isn’t it? For example you wan’t to loose 10 pounds. The activities would be to exercise daily and probably eat less carbs. If you missed the mark don’t kid yourself by saying you tried your best. A James Ingram song best describes it- “I did my best, but my best wasn’t good enough.” Gave your best? Just give me the results. Period!

A results focus is a way of thinking. It requires a different attitude and beingness than activities focused.That’s how leaders think! They accomplish extraordinary results that build credibility and trust. It’s amazing how the impact of taking responsibility for results plays out in business and our personal life. Instead of blaming or judging try saying “I accept responsibility for my part in this or the impact of (mention result).” There you go, just restore credibility and trust. Anything is possible after that.

Top Research Database for Secondary Data

Aside from getting primary consumer research data for clients, it pays-off to gather some relevant secondary data about the industry, competitor and market trends.

The key point in strategic data gathering is to keep the context or the purpose of the study in mind during the process. Otherwise, you will ultimately end up with data overload. Here’s what you do, always ask yourself and your team the relevant questions to be efficient.

Here are just some of the examples we use in our organization to add value to our primary research.

For specific industry reports 

- Frost and Sullivan, Reuters Business Insight, S&P Net Advantage

For market trends

- Factiva, Market Research Monitor

For competitor data

- MarketLine, Hoovers

Still don’t know where to get it? Of course there’s Google.

When Do You Do A Focus Group?

To focus group or not to focus group, a prevalent question for marketers, whether you’re testing concepts for a new product or advertising or purely gathering inputs for a full blown consumer research. Some would ask me, “Do we do a quantitative or FGD?” It really depends on the purpose or the objectives of the study. 

FGDs are exploratory in nature and it can also stimulate discussion not included in the moderator’s agenda. A not so rigid out of the discussion guide free wheeling facilitator is required to accomplish that.  

Bruce Crandall’s of Decision Analyst suggested these pragmatic approach on focus groups. 

Conduct focus groups when:

1. Relatively little is known in a given product or service

2. You need to explore multiple concepts

3. You want to develop survey for a subsequent quantitative research

Download “To focus group or not to focus group” to find out why.

Research Your Way Through A Recession

The global financial crisis is weakening both consumer confidence and the consumer spending. I don’t know about you but I see the importance of researching the customers more when making marketing plans or whenever I make a strategic marketing move.

Instead of cutting the market research budget, you need to know more than ever how consumers are redefining value and responding to the recession. Price elasticity curves are changing. Consumers take more time searching for durable goods and negotiate harder at the point of sale. They are more willing to postpone purchases, trade down, or buy less. Must-have features of yesterday are today’s can-live-withouts. Trusted brands are especially valued and they can still launch new products successfully, but interest in new brands and new categories fades. Noticeable consumption becomes less prevalent.

Listen and get engaged with your customers.

What Would You Do If You Have 1 Month To Live?

Here’s one for the books, and it took me a while to blog this. What’s your favorite love story movie? I mean a love relationship between human beings, opposite sex, a boy-girl, man-woman love connection movie. How about this for goosebumps? What was your favorite scene in the movie? A memorable scene, that triggered your emotions, happy or tragic scene that made you teary eyed or mesmerized.Im sure you’ve heard love quotes like, ” You have never loved until you have loved.” or “You are designed to give love and receive love.” Yikes!

We all have fallen in love at one time or another.But what if you only have a month to live? What would love mean to you? How are you going to express or show your love particularly to your love ones and the people around you? You’ll probably make every moment count, wouldn’t you? Or maybe even have wandering thoughts such as: What else is missing in my life?  Yes, it’s still about “me.” Ask someone how he would live his last days on earth and it’s not suprising to get answers like travel around the world, bunjee jumping, space travel, etc., all the things that they’ve been aspiring or dreamed of. Die happy for themselves and live life to the max until their last breath and that’s it? How sad isn’t it? Did they leave any legacy to their love ones or left behind a pile of credit card bills?

Here’s the point Im driving at, Love is about giving, sharing and service to others. It’s taking risks and opening up oneself to a possible pain. A strong foundation of love is how long you persevere, hold on until the end. 

You’ll find out more about how to live a powerful no regrets life from One Month To Live by Kerry Shook. Or download the “diary” which you can use to put yourself into action.