Tag / apple

by Nathan Coumbe

Bad marketing & yogurt

I was at the grocery store buying yogurt for my wife made by a well-known brand. I called her on FaceTime to confirm which flavors she wanted.

She told me the flavors, and I found them – strawberry, mixed berry, and vanilla. 

Strawberry was red. Mixed berry was purple, red, and blue. Vanilla was a yellowy-cream color.

Later when I got home, my wife informed me I’d also bought lemon and black cherry (both of which were disgusting). 

The black cherry was a mixture of the same colors used for both strawberry and mixed berry. And the lemon was a lighter shade of the yellow that was on the vanilla yogurt.

Not only were the colors too similar to distinguish between them, but they were all stacked on top of each other in the refrigerator. Naturally I saw one flavor and grabbed all the ones in the same stack, assuming they were together for a reason.

Now this could easily be the fault of a merchandising person, but I don’t like to think that way. 

I’d like to argue that it’s the fault of bad marketing.

Marketers have a responsibility to distinguish between their products. 

Putting products in the same metaphorical “boat” as other products, then letting customers assume they’re the same, or solve the same problem, or have the same purpose? That’s terrible marketing. 

This is misleading to you, the customer. And when you bite into the lemon-flavored yogurt (thinking it’s vanilla), you’re in for a nasty, unpleasant surprise. 

That leads to anger, frustration, a bad experience, and a literal bad taste in your mouth. It’ll prevent you from doing business with them in the future.

Making product lines nearly indistinguishable from each other is a good way to confuse customers and prospects, frustrating them when it comes time to make a decision. 

My favorite case study for this issue (apart from yogurt) is Apple.

Most of their iPhones are indistinguishable from each other, with only the most minor differences between them. These are differences only an expert in photography, mobile device design, or someone with a lot of spare time on their hands would recognize. 

Their computers suffer fro the same issue—minor “improvements” that, to the average person, make no difference whatsoever in how they use it, what they get out of it, or why they should spend more (or less) money on it.

The solution is to make products that are remarkable, radically different from what’s come before. 

That way there’s a reason to buy one or the other. When customers have lots of options—and they can’t tell the difference between them—often the simplest solution is to buy the cheap one.

Or… Walk out the door.

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by Nathan Coumbe

Encourage ignorance (and overcome it)

When you are serving other people (i.e., working), there will be times when you don’t have the answer to the problem in front of you.

Perhaps you work in customer service, a retail store, or banking. Someone is going to ask you a question for which you do not have an answer. What do you do?

If you went to a typical school or were processed through typical corporate training, you might have a few possible answers immediately:

  1. Tell the customer you don’t know, you’re sorry, and you can’t help them.
  2. Immediately go to your boss and ask her to give you the answer or take over the situation entirely (unless your boss is a crazy control freak and wants her finger on the pulse of every step you take, she won’t appreciate this).
  3. Try to figure it out yourself by moving through all the formulas, procedures, and company policies with which you were conditioned (definitely not the worst option, but it’s limited in its effectiveness).

Do you see a better option?

The better option

You are surrounded by people that know more than you, have more experience than you, and do the same type of work as you, either in person or resources on the internet. Ask them for help, but take it one step further.

Learn alongside the person you are trying to help. It’s easy and has two benefits: 1) the person in need gets the help he or she requires, and 2) you learn something new that will be in your toolbelt for next time.

Here’s your answer when you don’t know:

“I don’t know the solution to this problem, but I guarantee we can find one. Let’s find out what it is together!“

The flaw in our system

Most of our education and training conditions us to work by ourselves, independently from everyone else, under an authority figure who has all the answers.

“Only raise your hand if you know the answer” becomes “never acknowledge ignorance in front of customers!” That will only discredit you. They will lose faith in you. You will be humiliated.

Actually, no – by being humble enough to admit your ignorance, they will respect you for not lying to them, not giving them bad information that will fail or hurt them in practice, and not wasting their time.

The real world is full of collaboration, synergy, and needs us to use all available resources to find the answers. The real world is an open-book group test.

It is not full of, nor should we encourage, independent work with no outside help, an authority figure with all the answers, or a lack of information that you are not allowed to remedy by looking up the answer.

If the real world isn’t like that, why are we training people to operate that way?

Be bold, be brave, and admit your ignorance. Then go find the answer using every person and resource at your disposal.

“I don’t know – let’s find out together.”

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by Nathan Coumbe

You probably don’t need more schooling. You DO need to take action.

You are stressed, frustrated, angry, bored, or perhaps feeling underutilized. Your job isn’t satisfying, you’re treated poorly, or maybe you’ve lost your job during this crisis.

A common solution to these problems seems to be more education: another degree in a different field, a higher-level degree like a master’s or doctorate, or some other very expensive piece of paper. But is more education going to get you that dream job? Probably not.

Going back to school might actually be a way to hide: you don’t know what you want to do so you hide from making a decision by doing the socially acceptable move of going back to school. You are looking only at job postings online that ask for master’s degrees and Ph.Ds (when in reality you don’t need either in truth–they are simply trying to weed out applicants so the don’t have to look at as many resumes).

Action, not education, is the key to better work

What you really need to do is take action! Start doing work that you actually care about whether or not you get paid for it.

Do you want to move into marketing? Raise $50,000 for your favorite charity, the local zoo, or a museum you love. Run social media for some small businesses and restaurants in your area. This is how you create a portfolio of work that proves you can do the work that someone who is looking for a marketer needs.

Do you want to start counseling people on how to better communicate with their spouses, coworkers or bosses? Read books, attend seminars, create free guides and send them out to friends and connections online. Start creating videos with tips. No one truly needs to have a Ph.D. in Psychology to help people with their personal problems.

Do you want to become a teacher? Start teaching! Read literature, history, business books, magazines, whatever material you can on whatever subject you want to teach. Be a lifelong student. Start tutoring. Private schools don’t require teaching licenses, but they do want to know that you know your subject and know how to teach.

Do you want to be a freelance writer? Start writing! Create a blog, write articles on LinkedIn, pick up a book on copywriting and start making fake promo materials for real companies you care about or fake companies you made up.

A portfolio of work is better than an expensive piece of paper

You need a portfolio, not an expensive degree, to find work you really care about. You need a body of work, examples of what you have done and can do in the future.

You need projects behind your name, not letters. Companies care less and less about degrees with each passing day–just look at Apple, Google, Amazon, or Tesla. They want to know if you can do the work and take initiative on your own. A portfolio of work and projects will show them both. You might need to learn how to code, but you can do that for $40 a month rather than $50,000 for a degree that will be outdated in 2 years.

Schooling rarely gives you what you need to thrive in a career. Actual work, practice, and personal development is the key.

Get an education that pays

If you want some ideas about how to develop yourself without spending a fortune on a soon-to-be useless degree, check out this post I created recently. Another great resource is this article here by my mentor Dan Miller.

While you’re at it, surround yourself with people who are trying to level up and find work that is meaningful, purposeful, and profitable. Check out the 48 Days Eagles group, and surround yourself with likeminded people. Click this link here and get 3 months for the price of 1!

Create a body of work you’re proud of, and you will never want for jobs or income.

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