If one of the key things is Awareness, how do we do it more effectively nowdays? In his new book, UnMarketing, author Scott Stratten takes a hard look at traditional marketing tactics that aren't working, such as cold calling and direct mail, to rethink the way we do business. He looks at how we listen to customers – and how we don’t. He says, "Ten years ago if we would have had a (legal) way to listen in on conversations our customers and potential customers were having about us, we would have probably invested big dollars. This technology via Twitter is now free, yet many people, mainly marketers, are simply pushing out messages like ads. Brands that are guilty of this style of marketing are missing key opportunities to connect one-on-one with their customers.” Customer service in social media is so rare, it’s easy for companies to stand out just for being good listeners. Stratten notes Zappos empowers customers to use Twitter and other tools to communicate with the company. Still, he says, most brands big and small have a long way to go to fully capitalize on the connections that are possible through strong online relationships. Says Stratten, "If you believe business is built on relationships, then you should make building them your business."
Never, Ever Give Up, you can also see the Taj Mahal while achieving your lifetime goal, and you do not need to be in INDIA
HER BIO For ten years (1969-1979), Diana Nyad was known as the greatest long-distance swimmer in the world. In 1979, she stroked the then-longest swim in history, making the 102.5-mile journey from the island of Bimini (Bahamas) to Florida. She also broke numerous world records, including what had been a 50-year mark for circling Manhattan Island, setting the new time of 7 hrs 57 min. She is a member of the National Women’s Hall of Fame and the International Swimming Hall of Fame. At age 60, having not swum a stroke in decades, she began planning for her white whale of distance swims: the 110-mile ocean crossing between Cuba and Florida. She'd tried it once, in her 20s, and severe jellyfish attacks had defeated her then. But now, with a strong team and a new commitment to her vision, she stepped back into the salt. She spoke about this second attempt at TEDMED 2011. And at TEDWomen 2013, in December, she talks about how it feels to have finally done it. Nyad appears as part of a weekly five-minute radio piece on sports for KCRW called "The Score" (heard during KCRW's broadcast of NPR's All Things Considered), as well as for the Marketplace radio program.