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Storytelling Gave Birth To The Marketplace

January 24, 2022 by Jim Blasingame

Cogito ergo sum. French philosopher Rene Descartes proposed this idea in 1637, which translates to “I think, therefore I am.” Certainly, the power of abstract thought is what separates humans from other animals.

Anthropologists now believe Homo sapiens succeeded, unlike other members of the genus Homo, Neanderthals, and Cro-Magnon for example, because their (our) brains had a greater capacity for speech and language. Today Descartes might modify his philosophy to “I think and speak, therefore I am.”

In Wealth of Nations, Adam Smith proposed the written word as one of the three great human inventions; the other two are money and mathematics. But long before humans were writing we were telling stories. And these stories – told, memorized, and retold over millennia – became the headwaters of human development. And here in the third decade of the 21st century, humans still love to tell stories almost as much as we love to listen to them.

Another thing that’s older than writing is the marketplace. Long before Madison Avenue ad copy, merchants were verbalizing the value and benefits of their wares. Clearly, early business storytelling was the origin of modern selling skills. [Continue Reading]

The “Customer? What Customer Syndrome?” Part II

January 17, 2022 by Jim Blasingame

Last week you were introduced to a dangerous trend in the marketplace, which I’ve named the “Customer? What Customer? Syndrome,” or CWCS. This condition is found in companies that are more concerned with competitors than with customers.

You learned that Level One CWCS infects employees who have received little or no training about the direct link between customers and their employer’s success and, therefore, their paychecks. Level One is dangerous but not hopeless because those so afflicted can be cured with better hiring and training.

Now let’s talk about Level Two CWCS, which only afflicts managers. Level Two is more troubling and organizationally more devastating because it occurs at the top, where strategic decisions are made. [Continue Reading]

The “Customer? What Customer Syndrome?” Part I

January 11, 2022 by Jim Blasingame

Here’s a classic business maxim that was an article of faith for generations: “It’s essential to know at all times what your competition is doing, or you might lose old accounts and new prospects.”

Do you still worry about the competition? In the Age of the Customer, an obsession with the competition can result in an unfortunate and dangerous condition I call the “Customer? What Customer?” Syndrome, or CWCS for short.

A company has CWCS when it’s more likely to ask, “What’s my competition doing?” than the much more appropriate questions, “What do my customers want?” and “What are my customers’ expectations?”

There are two levels of CWCS. In this column, we’ll focus on Level I. [Continue Reading]

How Much Is Call Reluctance Costing You?

January 3, 2022 by Jim Blasingame

Professional salespeople are the most important players in the marketplace.

The justification for my position springs from a classic business maxim: Nothing happens until somebody makes a sale.

But professional selling is as hard as it is important – especially at the B2B level. Plus, customer expectations in The Age of the Customer have increased the degree of difficulty in an unprecedented way. So, the last thing salespeople need is to be fighting their own demons – to not be able to get out of their own way.

For example, here are a few selling scenarios that, unfortunately, occur every day: [Continue Reading]

How To Get Success To Come And Play In Your Backyard

December 27, 2021 by Jim Blasingame

This is a “How to get your business off to a good start in the New Year” column, without any resolutions. You’re welcome.

It’s about fundamentals that have served businesses since proto-market was born when Og dropped his club and suggested to Gog that they do business instead of killing each other for what they wanted. If you’ll find a way to incorporate these ten fundamentals into your daily/weekly/monthly management practices this year, you’ll have more fun because success will come and play in your backyard. If you don’t, well, you know. [Continue Reading]

In Defense Of The Misunderstood Scrooge

December 22, 2021 by Jim Blasingame

Some say I’m a scrooge. They might be right.

The following exhibits (excuses) are placed into evidence in my defense of this indictment:

A. The early part of my career was spent in retail. Retailers know what that job does to your holiday spirit. There’s a survivor syndrome for everything else, why not one for retail survivors? Let’s call it RPTHSS: Retail Post-Traumatic Holiday Shock Syndrome.

B. Since I don’t wait until the holidays to give someone a gift, I just don’t get all worked up about holiday giving. Not that the ladies mind getting stuff all year (let’s not lose our heads). It’s just that they want me to be giddy about giving at Christmastime. Giddy? Bah! Humbug!

C. As an avowed and devout contrarian, it would be antithetical for me to feel obligated to do what everyone else is doing. And if there’s one thing that has become part and parcel of the holiday season, it is obligation. For example:[Continue Reading]