Monthly Archives: October 2014

Want To Change Your Habits? Just Go F*cking Do It

“Change might not be fast and it isn’t always easy. But with time and effort, almost any habit can be reshaped.”

Charles Duhigg (from the Power of Habit)

How many times you have decided to start to lose weight?

Or stop procrastination?

Stop smoking?

Start exercising?

Be happier?

Eat more healthily?

Go travelling?

Cook more often?

Or try to update blog every day?

Quite often, I would say (especially for the last part)

Behavior change is difficult, although the components are simple. You have cue, such as feeling stressed out at work. You have routine, such as smoking to relieve that stress. And then you have reward, which is actually the break from your office desk. To succeed in habit change you should always change one variable at time. So that´s why eating a carrot or “smoking” your pen might work even better than nicotine patch in stopping smoking habit. You alter your routine, but keep cue and reward intact. To be honest though, the physical addiction to smoking makes it one of the trickiest habits to break so you might need the help of some nicotine products as well.

The main principle is still clear. You cannot start a new habit from the scratch. You have to build it upon your existing habits. Lack of this insight results that majority of habit-changing apps don´t really work.

“It is facile to imply that smoking, alcoholism, overeating, or other ingrained patters can be upended without real effort. Genuine change requires work and self-understanding of the cravings driving behaviours.” 

-Charles Duhigg

Cue-routine-reward is the technical side of habit change. Important bit is also the motivation and that is where there are major differences between people. Different things motivate us. I personally am motivated by competition (mostly in sports, but how I see it you can compete in everything). Some people are not motivated by it at all, but more driven by social doing together or sense of fulfillment (and other crap I don´t really care about). The lack of understanding of what motivates people is one of the main reasons why companies can´t keep their employees. We tend to generalize our own motivation to apply to other people as well, so leaders try incentivize and motivate people using quite limited amount of tools.

Money motivates as well to certain extend, but again you have to craft the habit-changing program well. Yearly raise motivates us generally less than getting bonuses throughout the year for good performance (as we humans are quite adaptable). For smoker the schemes where you either get financial rewards or get penalized for not reaching the goal have been proven to be effective in studies. The motivation difference in these two ways is subtle: gaining attracts people who love winning and keeping those who are afraid of losing. Both work well. Also money is never only money. It acts as a metaphor of the sweet triumph or a bitter loss. The strength is that you can put a monetary value to almost anything and it can symbolize the struggle and fight behind reaching your goal.

Tapping into this insight comes this new site with catchy title:

go do it

Go Fucking Do It.

The premise is simple. You set a goal, deadline, supervisor and the amount of money you give if you do no reach your goal. Not surprisingly if you lose that money to charity it reduces the effectiveness of your decision.

“If you want to do something that requires willpower—like going for a run after work—you have to conserve your willpower muscle during the day,” 

-Charles Duhigg

justfkingdoit

The site has a potential, but important thing is to have really sharp and understandable goals. For example getting gluten-free is easily attainable than getting a girlfriend as the former one is only up to you and has clearly identified steps. That you do not have girlfriend can be due to multiple variables, so you would have to fist prioritize those variables and start changing those one at a time.

I like the attitude of the site though. Quite often we should not overcomplicate things and just fucking do it.

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How to Know When It Is Time To Quit?

This night at 2AM I got rude awakening.

Some drunken moron was scratching our door and did not realize that he was on the wrong door. After trying to tell him that he is on the wrong apartment for about 100 times (and those who know me I do not have that subtle or quiet voice, quite the contrary), I eventually called the cops. Cops took him out and apologized.

After maybe an hour this nitwit came back. Apparently half an hour of trying to open door with no success with his key and excursion from authorities was not enough to unsettle his dedication. This guy was adamant that it is his house, although all the evidence pointed totally opposite. He was naturally drunk as skunk, but full of willpower nevertheless.

Luckily this ignoramus was finally placed in cell or passed out somewhere on the streets after my second call to the police. There was peace in the household and I finally got some sleep.

This got me thinking about persistence. When you should know when to quit?

We always appreciate people who struggle through obstacles: those who go against the grain, those who succeed against all odds, when there is a will there is way –type of business. Although everyone says to them that it will not work, they just believe in themselves and make it work by sheer decisiveness. Even I celebrated that boneheadedness on my yesterday´s post. Sometimes however you should give up and change your course.

What if you are going totally in wrong direction? It does not help to struggle, if every step takes you just further away from your real goal. It is a delicate balance, because I have always believed that it is better to fight until the bitter end than to give up too easily. However, if you try to win a fight by any means necessary you quite often jeopardize the whole war. It is hard to say when to call it quits, but here are three tricks you should utilize:

1. Believe in yourself, but do not trust yourself completely.

If you do not believe in yourself, no one else will. Many of the great men & women have been driven with egomaniacal belief of their own capabilities and vision. However when you only have hammer all the problems start to look like nails. When we are obsessed with our single-minded vision, we neglect the screws and bolts around and just try to hammer through.

The thinking of that drunken muttonhead was right in principle: “I have a key. It will open a door”. He was too obsessed with opening the door that he did not stop to think was it even right door at the first place.

2. Listen to the people you trust and who have knowledge.

Sometimes it is not beneficial at all to listen to other people. Some people just want to spread negativity. When something has not worked for the first time that is indication for those pessimists that it will not work ever. People like this are miserable company and you should try to avoid them by any means necessary. Unfortunately there are besserwissers like these in every organization. Just ignore them and keep your positivity.

However, it is good to get feedback from the people you trust and who are not as close to the project you are doing. They usually approach your problems from fresh angle, which provides unbiased point-of-view.

Although I did not know this cretin staggering outside our door, I had more informed stance of his situation. If he had listened to me, he would have avoided the embarrassing meeting with the police. I just wanted to sleep, I did not necessarily wanted him to end up in jail.

 3. Give deadlines to yourself.

The late Metallica bassist said to his parents, when he was 21 or so that he wanted to be professional musician. Instead of shooting this dream down, they gave him a deadline:

“OK, we’ll give you four years. We’ll pay for your rent and your food. But after that four years is over, if we don’t see some slow progress or moderate progress, if you’re just not going anyplace and its obvious you’re not going to make a living out of it, then you’re going to have to get a job and do something else. That’s as far as we’re going to support you. It should be known by then whether or not you’re going to make it”

He made it big. Same thing with your start-up or if you are fed up with your work. Give strict but realistic deadlines when things have to change or have moved. If things have not changed by that time, it is unlikely that they will ever change. People are good to make promises, but generally quite bad at keeping them.

If this drunk had given himself strict deadline of maybe 5 minutes, which is totally sufficient time to open a door, he would not had to have encounter with police and probably would not make one planner grumpy at his next day at work.

Admitting defeat is always hard, but sometimes it is the only way to grow.

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I Love Advertising, Because I Love Lying

I think that Jerry Seinfeld´s acceptance speech in Clios this year, was the most appropriate representation of what we actually do. Jerry might just be taking piss on every ad people on the audience and it might be filled with evil sarcasm and irony. I did not take it that way, I think it spoke with clarity and honesty why our industry is so great.

Five important points from Seinfeld´s Clio speech:

1. “I love advertising because I love lying. In advertising, everything is the way you wish it was”

Advertising is not really lying, but more of massaging the truth. Advertising is like your wedding photo, job interview or date. You are not making blatant lies, but you are emphasizing your good parts and trying to hide the bad parts. People are not stupid and this is the way the game is played. Just like in life, it is not the most handsome guy getting the prettiest girl. Who gets the prize will be the

2. “I don’t care that it won’t actually be like when I actually get the product being advertised because, in between seeing the commercial and owning the thing, I’m happy, and that’s all I want.”

I know that the weightlifting shoes I ordered will not make me the most awesome weightlifter in the world (or not even in my gym). There are no shortcuts for hard work and when doing sports your whole life you know it. Having those increases my mood and eventually will make me better lifter. The motivation to buy things is much more nuanced than just showing off or filling some kind emotional void and misery.

3. “We know the product is going to stink. We know that. Because we live in the world, and we know that everything stinks. We all believe, hey, maybe this one won’t stink. We are a hopeful species. Stupid but hopeful”

This is what makes us human beings so great. Our hopefulness exceeds our stupidity, and latter we have plenty of. Majority of start-ups will end in bankruptcy. Majority of marriages will end in divorce. Majority of the diets will end in you getting fat or even fatter again. But the flipside is that there are people who are living happily ever after, becoming multi-millionaires and staying in shape. Our ability for rational thinking combined with total negligence of that same rational thinking makes us the most dominant species in this planet.

4. “I also think that just focusing on making money and buying stupid things is a good way of life.”

I think so too.

5. “I believe materialism gets a bad rap. It’s not about the amount of money. Nothing’s better than a Bic pen, a VW Beetle, or a pair of regular Levi’s. If your things don’t make you happy, you’re not getting the right things.”

My grandmother mentioned in my wedding that after a day of shopping I had happily shouted: “This is the life everyone should live!” On that same occasion my father reminded that when he first took my little brother & me to McDonald´s and I got my first ever Bic Mac. I commented that important event with the declaration: “This is the happiest day of my life”. No wonder I ended up in advertising.
Consumption makes us feel good and yes it gets bad rap for no reason. I still get happy when after meticulous saving, I was able to secure myself a pair of Technics turntables. Those have served me well for over 15 years and I still feel utterly happy about that purchase. How many other events you still savor after 15 years? I still remember getting my first jeans (Levis 501s). They were not just jeans, they were passage to adulthood.

With advertising we try to channel the inner need of consumerism to the brands and products we represent. We do not create any new needs for consumers. We do not try to make you feel miserable of not owning stuff, but rather make you happy when you make the right purchase. Consuming products and experiences can have tremendous uplifting affect to your mood.

That is a great and we should be proud of what we do.
At least I am.

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Pay Attention to Detail: No Brown M&Ms

If I would be a famous rock artist, I definitely would demand local AA meeting schedules, a sub-machine gun, a 12-foot boa constrictor and a jar of Grey Poupon mustard. And I am not making these ones up; this is straight from Mötley Crüe´s rider.

One of the most famous demands has been the removal of brown M&Ms for Van Halen, which according to urban legend resulted in trashing the hotel room when there were some brown candies in bowl. While at glance it is on the same level of ridiculousness as a rainbow on wheels, it actually served a practical purpose.

van halen rider

During the time this request was made, Van Halen was the biggest, loudest and flashiest of the metal bands. This resulted that their show was also demanding from technical perspective not only with their riders with KY tube jelly. Some of the venues were old and not necessarily that up-to-date with technical or safety requirements. Brown M&Ms served as an indicator of how seriously the concert organizers paid attention to detail. If there were brown candies, that meant they should probably check the technical setup on stage as well. David Lee Roth explains the thinking below:

Attention to detail is an important skill; because it is the most visible manifestation of that you give a shit. If you have job application full of typos and presentation with wrong date, it gives a message that essentially you do not care.

All relationships are based on passion & reliability, and you have to be able to convey both of these traits. One of them can be the driving force, but you cannot neglect either of them if you want to make it last.

You also have to know when to switch details-mode off. There is a time when everything needs to be 100% and there are moments when you can be more relaxed. I have seen so many perfectionists already burn themselves out on trivial tasks and then failing in game-changing moments. It is probably the most important skill to learn in work: when to put it all in and when to just wing it. Some idealists can say that you should always give all in, but that just leads to exhaustion, depression and broken dreams.

It is like sports. You do not need to run as fast as you can as long you run faster than others.

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Lidl is The Most Authentic Brand

Unfortunately quite often advertising is totally removed from reality:

You cannot say anything negative.
No, we cannot mention competitors.
And we definitely cannot challenge them.
We cannot say that we are cheap. We should be affordable.
Let´s just do what we have done before and hope that enough media budget will save us.

Firstly of the seven basic human emotions only one is totally positive (happiness). Surprise can be either or and the rest of the five are negative (fear, sadness, disgust, anger, contempt). If sticking to happy smiling people we are only working with slightly over 20% of human emotions. Rest of 80% can trigger buying behavior as well, but majority of the brands are just

Secondly, brands should stand up for something and be proud of it. All the great brands in the world have distinct character and strong belief in something. That something benefits their customers and makes them loyal to that particular brand.

“You have enemies. Good. That means you´ve stood up for something sometime in your life”
-Winston Churchill

If competitor is attacking your brand, you should strike back hard. Or better yet, strike first so that your competitors do not know what has happened. For majority of the brands, the competitive strategy is dead simple: your either premium or your cheap. Being in the middle is just waiting the death of your brand.

For the above-mentioned reasons I have started to love Lidl.

They stand for something, which is being cheap. Not being affordable or other jargon, which does not mean anything. They are cheap, cheaper and cheapest. That is simple to understand. Last week they were attacked with the new scheme from Morrison. That got quite a lot of press and buzz. This quote from their chief executive Dalton Phillips however puts things in perspective:

“We are not and will not become a discounter. Match & More is about neutralising on price so that the rest of our offer will really shine through. There are so many areas where discounters will never be able to compete with Morrison.”

So basically you do not even yourself know what you are?

I think the following rebuttal has way more clarity, wit and balls:

Lidl is The Most Authentic Brand

Lidl-Morrison 1-0.

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Anatomy of An Insight: Don´t Skip Breakfast

Good insight comes always from human truth. But that human truth can be super simple. That human truth can also come from specific media constraints.

Pre-roll is currently the most under-utilized and boring digital advertising format, but luckily there are brands who are putting some thought to it:

EAT – Don’t Skip Breakfast from Brave on Vimeo.

Insight: People skip most of the pre-roll ads. Many people skip their breakfasts as well. Latter is unhealthy, first probably opposite. Can we combine these two skipping behaviors?

Eat is a sandwhich chain. All of the office workers skipping their breakfast at home and skipping those YouTube pre-rolls at work, are a lucrative target audience for them.

Just acknowledging the fact that the skip ad –button is there is great.
Then rewarding those who watch it to the end is just brilliant.
This is simple, but genius work from Brave.

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Why Don´t I Use Data on My Smartphone?

Constant amusement for my co-workers is that I use pre-paid phone with no data. So you cannot reach me with e-mail when I am not anywhere with Wi-Fi. I cannot be reached with WhatsApp (or at least not that fast).

Yes, I work in digital agency.

Originally this started because I was not quite sure how long I would be in Singapore. Now that it has gone well over two years, it might just be procrastination. When asked my odd mobile behavior, I will always tell these three reasons:

1. Only way to protest is through consumption

All of the telecom operators offer only 2-year plans, which I oppose in principle. I believe that you should be able to make profitable business without forcing the customer lock-in. Forced customer lock-in is total opposite of what great brand should do. It is a cheap move and there are smarter ways to do that lock-in as well (see: Apple)

If someone would come with more flexible plan, I would probably sign a proper deal. Until that, I am minimizing my phone costs and paying to any Telco by having the pre-paid. And they are already screwing me up with my home internet plan, so they are getting them nevertheless.

 2. Connectivity can be good: constant interruption is not

Being connected to Internet is a great thing and I damn the lack of data every single time I cannot get a cab. There is a superb app for that in here. If I would be constantly connected, I would also be constantly interrupted with different alerts (from mail, social media, other apps). That makes you stupid and it is a fact.

I counted that I have read over 100 novels, while I have been here. I mostly do my reading while commuting. With data, I would have probably read 100 novel worth of inane status updates or have a Nobel laureate in Candy Crush Saga.

3. Limitations set boundaries

My co-workers know that I do not have data and I generally do not read mails after leaving office. After a while they also respect that and also know where they can contact me if there is something urgent. As Internet and digital is so much of what I do at my work, I rather spend my spare time with analog activities. Which does not mean that it is a good thing, I just prefer vinyl records to music streaming services. Different strokes for different folks.

Am I a Luddite?

I don´t think so. I genuinely believe in the possibilities of digital. I think that digital detox is bullshit. Mobile Internet is constantly making our lives better. I am not a better person compared to antisocial commuters with their mobiles. I am antisocial with my book. What works for me, does not necessarily work for you. And vice versa.

I am also super excited about new technological possibilities. Yesterday I was totally amped up when testing new virtual helmet. I am probably abandoning my pre-paid days to fully experience Apple iWatch (as I believe in the potential of wearables). I constantly test new apps and services (I am even on Ello, which is probably the most overhyped new service ever). I usually test them for a while and find out what makes people tick. Why they are using them? Then I usually abandon them.

You don´t have to be a digital native to be able to do successful digital marketing. You have to be curious and always open to new things. And you better understand that none of your peculiar old-school habits reflect any other people. Then you will be just fine.

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