Rational vs Irrational!

Posted on June 23, 2009. Filed under: approaches, Discussion, opinions, Prospects | Tags: , , , , , |

2231275834_6c1349ed9aI was at the forum about communication strategy in Fundesem discussing with the assitants and the speaker about the rational versus irrational…

As was a subject that seemed interesting, I decided to deepen…Of course! I asked several people if they consider if  there was nothing to be neatly separated, if  it was impossible to take a decision only with the reasoning or only with the emotional. Then, as  overall conclusion I find out that people equate being emotional with being irrational… but nothing could be further from the truth. If the situation calls for crying and someone is laughing, then that is irrational… not emotional. People who can “emote” are usually the people that have the ability to be very fluid and understand a situation at hand quick enough in order to make a valid, proactive snap decision… which can also include reasoning. There are benefits to being emotional and there are benefits to reasoning. An entire subject of logics was created to teach people how to think — but it doesn’t discount the person who is also emotional. In fact it can be a real asset!

I’ve also discivered that There are many different kinds of decisions and the division is more between the Cognitive and the Behavioral. Some decision can be made with one or the other and some with both. The gate is the type of decision being made, a nuance often overlooked.

The more complex is the problem, the less likely it is that we can completely isolate our emotional motives from our rationale calculations. This is because our instinct to act on our gut feel is still too strong; it had been a driving force behind behaviors of our ancestors for much longer than rational thinking had. Sometimes it takes a great effort to chose the rational path, so strong is the instinct. And sometimes gut feel gives us a better answer. But I think it happens less and less often, since the models we use get a little better with every generation (with a certain element of random fluctuation, of which the current crisis is a good example.)

In addition to this. I would like to add that in some extent we are referring to the  Emotional Intelligence which is seen more as an exceptional advantage in today’s corporate world. In fact, there are courses taught all over the world. The term emotional intelligence describes the ability to identify, assess emotions of one’s self, and others. Look, if the situation calls for a complete rational decision then one would have to base the decision on logic and vice-versa. Usually decision call for a mixed approach. It leads me to think that all emotion is involuntary when genuine.

To end up as an afterthought, I would like to quote a fragment of ‘Life on the Mississippi’ : ‘And mind you, emotions are among the toughest things in the world to manufacture out of whole cloth; it is easier to manufacture seven facts than one emotion’.

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Position is not an active verb, but a passive noun.

Posted on May 29, 2009. Filed under: communication, Marketers, Marketing, Positioning, Prospects, Service marketing | Tags: , , , , , , , |

We want to position ourselves as the market leader, say several of marketing managers every year.j0438805_2

They cannot do that. They cannot poisition as a leader por one simple reason.


You can focus your efforts and your communication, which sometimes can influence your position. But your position is a place, and someone else puts you there: YOUR PROSPECT.

No matter if your company do nothing to position itself. Inevitably, your company will have a position. Prospect simply takes what he knows about the company and position de company accordingly.

position is a passive noun; It’s something that the market does to your company. The smartest thing is take your position and turn it to your benefit.

Don’t start by positioning your service. Instead, leverage the position you already have.

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There are no two services equal

Posted on May 24, 2009. Filed under: approaches, Engagement, Insights, Marketing, opinions, Positioning, Prospects, relational marketing, Service marketing | Tags: , , , , , , |

differentI’d like that you ask this question to any CEO or principal you know, “What makes your service special?” I’m sure that the 70% of the times you’ll get a disappointing response. “Honestly, nothing special. We’re all pretty much the same”. They’ll often say…

WRONG. Every service is different, and creating and communicating differences is vital to effective marketing.

If buyers can perceive differences in products, then people certainly will perceive major differences in services, after all. comprise unique components: people, no two of whom are the same.

From my point of view, It’s all about perceptions, passion, devotion, energy, optimism, profesionalism…all these qualities are palpable within the first fifteen seconds of entering the lobby. You can read the DNA of a company from the boy of errands and discover it replicated throughout the company.

If you cannot see the differences in your service, you MUST!!! LOOK HARDER.

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Egocentric Focus

Posted on May 17, 2009. Filed under: Ad, Marketing, opinions, Positioning, Prospects, Service marketing | Tags: , , , , , , , , |


‘Stand for one thing that will give you one competitive advantage’

In today’s marketplace with lots of competitors with first class services and excellent products – not to mention the famous economic downturn – I think we have to pay an important attention to position our company, our service and even ourselves.

I’d like to remark the principle of the focus of Al Ries and Trout’s marketing classic POSITIONING . In its most important essentials, POSITIONING says:

1. You must position yourself in your prospect’s mind.

2. Your position should be singular: one simple message.

3. Your position must set you apart from your competitors

4 You must sacrifice. You cannot be all things to all people; you must focus on one thing.

To my mind I’d say that the key concept of possitioning is an egocentric focus on doing on thing really well. It will give you an unbeatable competitive advantage.

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Last Impression Last

Posted on May 14, 2009. Filed under: Prospects, relational marketing, Service | Tags: , , , , |

Each impression you make will- temporarily, at least- be your last.

I would like to highlight this words, ‘I care about what people think of me when I enter a room, I don’t care what they think when I leave’…

The rule of first impression is reflected in dozen of ways. Consider apologies and forgiveness, for example, the last impressions a person makes, by apologizing, often obscures the person’s memory of the event that led to apology.

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Show your warts!!!

Posted on May 14, 2009. Filed under: Ad, Buzz marketing, Facebook, Guerrilla, Media planning, Operational, Prospects, relational marketing, Service marketing, Social Media, Strategy, Tactics, Trends, Twitter, Uncategorized, Youtube | Tags: , , , , , , , |

Tell the truth. Even if it hurts, it will help.

Rather than hide your weaknesses, admit them. That will make you look honest and trustworthy – a key to selling a service. 

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  • About Isra García

    My job simply isn't make waves but riding them!

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