Integrity Scales Results

Living in truth and integrity means that you tell the truth and hold others to the same standard.

When you work with people, partners and businesses who tell the truth and have integrity, you can grow quicker because you deal in facts and create real value in the world.

Who are you working with who isn’t in integrity?

Do you want to keep working with them or not?

Invictus

Out of the night that covers me, 
      Black as the pit from pole to pole, 
I thank whatever gods may be 
      For my unconquerable soul. 

In the fell clutch of circumstance 
      I have not winced nor cried aloud. 
Under the bludgeonings of chance 
      My head is bloody, but unbowed. 

Beyond this place of wrath and tears 
      Looms but the Horror of the shade, 
And yet the menace of the years 
      Finds and shall find me unafraid. 

It matters not how strait the gate, 
      How charged with punishments the scroll, 
I am the master of my fate, 
      I am the captain of my soul.

BY: WILLIAM ERNEST HENLEY

Whose problem are you solving?

As marketers, we launch products.  It’s easy to fall into the trap of thinking the products we launch are amazing.  It’s extremely likely that they aren’t.  Not yet.  They need to come into contact with your target users.  It is then that you will (hopefully) get the feedback you need to make your product truly amazing. Feedback provides a real-world path for improvement.

Morning Power Questions

Spend 10 seconds on each of the questions below for an amazing day.

  1. What am I most happy about in my life now?
    1. What about that makes me happy?
    2. How does that make me feel?
  2. What am I most excited about in my life now?
    1. What about that makes me excited?
    2. How does that make me feel?
  3. What am I most proud about in my life now?
    1. What about that makes me proud?
    2. How does that make me feel?
  4. What am I most grateful about in my life now?
    1. What about that makes me grateful?
    2. How does that make me feel?
  5. What am I enjoying most in my life right now?
    1. What about that do I enjoy?
    2. How does that make me feel?
  6. What am I committed to in my life right now?
    1. What about that makes me committed?
    2. How does that make me feel?
  7. Whom do I love? Who loves me?
    1. What about that makes me loving?
    2. How does that make me feel?

I don’t do this exercise every day, but the days that I do, I notice that I am focused on all the right things.

These morning power questions were developed by Dr. Robert Dee McDonald.

The Zone of Indifference

 

Has anyone sent you an unexpected gift?

It leaves an impression.

It works in business, too.

In fact, sending unexpected, personalized gifts to cold prospects has proven to drive us 5x more appointments than just with cold calling.

Why? Because it gets them out of what I call “The Zone of Indifference”.

Let me explain.

Take your entire target market and lay their level of satisfaction with their current solution, the solution you’re trying to sell, your product or service, and lay it on a normal distribution curve. It looks like a bell curve.

On the faaaar end of one side, you have customers who are very satisfied with their current solution.  These are the customers who not only enjoy great value with their current product or service, in many ways, they’re so happy that they promote the company, and the products / solutions they provide, to other people without solicitation. They love their current solution, and they want others to love it as well. From a Net Promoter, or NPS, perspective, they’re what they call “Promoters”.

At the other far end of the bell curve, you have customers who are very unhappy with their current solution, and they’re in the market actively looking for other options. These are your motivated buyers. These are the people who you’re going to capture through inbound channels, if you do your inbound marketing properly. These are going to be people who are on Google searching with bottom of the funnel keywords, downloading e-books and white papers,  on social media asking their network for recommendations, so on and so forth. If you’re doing inbound properly, these are people you’re going to capture through those means.

From an NPS perspective, they’re what they call detractors. They’re defecting from their current solution, and they’re in the market looking for something else.

What’s left is everyone else in the middle. This is the area I call “The Zone of Indifference”.

zone of indifference

These are the customers who are neither very satisfied nor very unhappy. In other words, they’re just generally happy with the solution they currently have to the point where they’re not actively spending any consideration on it. The solution they have works, and they don’t think about it that much. As such, making a switch is a low priority, so the topic just sits somewhere in the back of their minds, and they don’t act on it.

It’s important to note that this is the biggest section of the bell curve:

zone of indifference

I use MailChimp as an email marketing platform, and they have a lot of features that meet my needs, but there are some features I wish they had, such as better automation functionality. With that said, with MailChimp, I’m able to get the job done that I need to get done, and the switching costs are a bit high for me, so I figure, “Why change?” But at the same time, I’m not actively promoting the MailChimp brand or the platform to anyone. I’m not wearing my MailChimp t-shirt that they sent me out around, but on the other hand, I’m not so unhappy that I’m shopping for another email marketing provider.

If were to find another email marketing provider who had all the features I was looking for, and I was convinced the switching cost was low relative to the value I’d receive, then I’d be inclined to make that change. But I’m not looking for it, and if the solution does exist out there, I don’t know about it, so I’m going to stay put. For now, I’m in the zone of indifference, like a vast majority of your target customers. That’s what “The Zone of Indifference” is.

Maybe your company’s next growth opportunity exists in the “Zone”.  And if so, what are you doing to initiate value-added conversations with the businesses that exist there?