“Being mindful of deception detection can help one stay safer in life. Accurately detecting deception can be a lifesaver.” -Greg Williams, The Master Negotiator & Body Language Expert (Click to Tweet)
“Micro Macro Expressions Deception Detection – How To Win More Negotiations”
People don’t realize they’re always negotiating.
What value do you place in your negotiations on recognizing facial expressions that lift the veil that hides hidden thoughts – some of which might help in deception detection? Do you know how to accurately read the feelings and opinions that lurk in the recesses of someone’s mind based on the micro-expressions and macro expressions they display?
By reading the other negotiator’s micro-expressions and macro expressions, you gain a more precise interpretation of their thoughts, along with the pending actions in which they may engage. And that awareness can help assist you in achieving more winning negotiation outcomes.
Continue to gain insight into how you can use micro-expressions and macro expressions to gain an advantage in your negotiations. You will also gain an understanding of how the two differ and the meaning of that difference.
There’s a popular meme going around the internet asking who led the digital transformation of your business in 2020.
Your CEO, CTO, or COVID?
The pandemic gave us all a really interesting look at what running our business is going to be like moving forward.
When everything is digital, including how we find and attract new customers online.
We have the added pressure of not just convincing people why they should buy from us but why follow us online before ever becoming a customer in the first place.
This is why we’re all basically media brands today.
The #1 Challenge Facing B2B Brands Today
Finding and engaging with customers online has become the #1 challenge for b2b brands today.
Gone went the days of being able to rely outbound marketing and networking events (insert your familiar traditional marketing tactics here).
Today, when the customer is in control of the content they consume online, creating content to convert their attention on the subject they’re interested in.
Brands can no longer rely on traditional methods alone to simply exist in their marketplaces. Instead, we must live out and act on their values on increasingly digital platforms.
Where we will either thrive or die on them.
If You’re Not Putting Out Relevant Content Online – You Don’t Exist On It…
Create Your Content Strategy
In order to find and attract new customers online, businesses are turning to content marketing to create the content their customers want to consume.
That’s why it’s important to have a content mission statement. Here’s how…
3 Questions to Determine Your Content Mission Statement:
1.Who is the target audience for your content?
______________________________________
2.What media (articles, podcast, video channel) will you create to reach them?
______________________________________
3.What outcome or benefit will your audience receive by subscribing?
______________________________________
What problem are you going to solve and champion for your subscribers?
Instead of creating direct marketing messages for why people should buy from you treat your site, your video channel, or podcast for your target audience to come to for advice.
Remember that time Red Bull spent $65 million on one video so that we could all watch someone skydive 24 miles from outer space?
Seriously, who the hell does that?
Well turns out his name is Dietrich Mateschitz. He’s the founder and CEO of RedBull and currently #53 on the Forbes list of richest people with a net worth of $19.5 billion.
Making him the richest man in his home state of Austria and easily the most prolific figure to come out of the country since Arnold Schwarzenegger.
WATCH:
I mean, what kind of strategy does one need to become a self-made billionaire selling a can of sugar water in an overcrowded and cut-throat beverage industry?
How does one take over significant marketshare in a crowded industry?
To quote the parting words from the final scene of Leonardo DeCaprio’s Jordan Belfort portrayal in The Wolf of Wall Street….“Sell me this pen” (or technically an energy drink in this case).
Whatever your answer is, chances are, most of our marketing plans would have focused on promoting the beverage product to retail buyers. RedBull on the other hand, developed a vision to dominate the entire world of peak-performance culture by promoting the lifestyle to build an audience of athletes.
Before He Started Red Bull
Long before Dietrich took over the world with RedBull, he had pretty relatable back story for a soon to be global marketing mastermind.
First off, it took Mateschitz 10 years to earn his degree in business from the Vienna University of Economics and Business. While spending his decade as a career university student he spent a good portion of that time working as a ski instructor to pay his bills.
After graduating, at 28, he spent the next 10 years as a the international marketing director for a German hygiene manufacturer called Blendax. They sold toothpaste…
Then, at the age of 38, something happend. He hit a wall. In an interview awhile back with Duff McDonald of Bloomberg Business Week, Dietrich explained his outlook at the time;
“All I could see were the same gray airplanes, the same gray suits, the same gray faces. All the hotel bars looked the same, and so did the women in them. I asked myself whether I wanted to spend the next decade as I’d spent the previous one.”
While contemplating the change he wanted in life, he went on a trip. He took a flight to Thailand in 1982, an experience that would change Mateschitz’s life forever.
The Origin Story of Red Bull
While suffering from jetlag, as the story goes, Deitrich was introduced to a bizarre working-class drink the locals loved called Krating Daeng (Thai for “water buffalo”).
Krating Daeng had a cult-like following by Taiwanese truck drivers. It was Invented by a former antibiotics salesman who owned a small pharmaceutical company, Chaleo Yoovidhya, who developed the original concoction as a low priced alternative to coffee.
Dietrich fell in love with the concept as a cure-all for jet lag, tiredness, and even hangovers. Dietrich came up with the idea to rebrand the product to a western market. At the age of 40, he quit his job and started out on his own.
In 1984, Mateschitz approached Yoovidhya, and convinced him on the idea that the two should invest $500,000 apiece to establish a 49/49 partnership (the other 2 points went to Yoovidhya’s son), with the plan to take the drink world-wide as dual partners.
When Red Bull Failed to Launch
Mataschitz struggled for the first few years trying to get the proper international license to sell the drink in his home state of Austria. He lost over a million dollars in two years just trying to get started. He still believed his idea would work though and made the decision to launch the brand to a different market.
The two then decided to introduce the product in Hungary, Germany, and the UK. With a revised product. Dietrich carbonated the drink and altered the taste and branding. They moved away from the Krating Daeng name.
This was a pretty mission critical stage of the journey. With no money left to invest in advertising, he had to borrow favors from friends to try to build a brand presence.
The Guy Who Invented the Red Bull Logo
Dietrich turned to a college friend who owned an ad agency. Johannes Kastner’s and his team developed the iconic blue-and-silver can emblazoned with the logo of two muscular bulls about to smash heads in front of a yellow sun. On spec!
Johannes was ALSO credited with the birth of the infamous slogan: “It Gives You Wings.” Which means that it provides skills, abilities, or the power to achieve anything you want.
It’s as much an invitation and call to action as well as a request to take on bold challenges.
Taking his new brand positioning to another level, Mateschitz’s strategy early on proved to be a brilliant one. Rather than promote the beverage itself. He immediately started to promote the lifestyle that he himself was lacking at the time…FREEDOM!
How Red Bull’s Brand Values Took Flight
Everyone values freedom and Red Bull sponsored it through sports and activities wherever they could. Inspiring others to pursue their dreams as well.
Most of the early sponsored events they covered were all Dietrich’s Austrian friends that were in his network.
Red Bull then went on to sponsored exclusive and exciting events that got high volumes and more importantly, FREE global media coverage.
They “sponsored” over 500 extreme sports athletes who compete in special and often record-breaking events.
Red Bull is More of a Media Brand than Energy Drink
Instead of creating a marketing department. Red Bull went on to create a media publishing house, Red Bull Media House, with the mission to inspire and fascinate people through sports.
And their strategy is brilliant. Triggering engagement through inspirational awe-inspiring videos that naturally go viral with their fan base of adrenaline junkies (with their brand prominently displayed of course).
In the post digital era where every brand has access to communication tech to become a media company. Few companies take it as seriously to heart as Red Bull has from the beginning of its inception.
inside Red Bull, led by Dietrich Mateschitz, is a true pioneer in every sense of the business. Stud.
CONCLUSION
The Red Bull brand manages to inspire people. Instead of marketing a product they marketed values: freedom and taking massive action in life while you can.
Instead of running commercials, Reb Bull became the show itself and ultimately became a legitimate publishing network.
By taking the bull by the horns and having the ability to play outside the box Red Bull has sold over 68 Billion cans..That’s roughly 10 cans for every human alive (But mostly from men aged 18-35).
I can still remember a time when nobody knew what a Red Bull was. Today it’s on par with Starbucks and Coke.
Their logo can be spotted everywhere from the isles in chain-store supermarkets to roadside novelty shops. The Burt’s Bees brand swarmed the US and abroad and has grown into a legitimate household name brand with an obsessed customer base.
Their lip-balm business was cemented into business hall of fame when their founder sold it to Clorox for jaw-dropping $970 million. But long before their rockstar exit, the origin story of Burt’s Bees started in the middle of no where in Maine by 2 eccentric loners.
As it happens, the Burt’s Bees, story started with a bearded hippy living out of a modified turkey coup with no electricity or running water, and a hitchhiker who eventually became his business partner and lover.
Here’s their story…
Escaping Life in the “Big Apple”
Burt Shavitz was a photojournalist in New York City in the 1960s covering the key issues of the day. He was credited for example with capturing key figures during the civil rights movement with the likes of JFK and Malcolm X.
Shavitz had a promising and safe career working for established media publications like Time and Life Magazines. But Shavitz wasn’t long for the corporate world.
Mass media in the 60s began rise of TV journalism. Shavitz felt the times were becoming less relevant in the big city for a photojournalist. So he began contemplating how he would dedicate the next chapter of his life.
Then one day, after snapping a photo of an elderly neighbor looking out her apartment window, he realized he no longer, if ever, belonged to the hustle and grind of New York City.
“I knew that that would be me, 90 years old and unable to go outside, if I didn’t get the hell out.”
So he did, Shavitz got the hell out of NY. He traded the life he knew in the concrete jungle for small parcel of land in the backwoods of Maine where his only possessions left included a golden retriever named Rufus, and a beehive intended to make into a hobby.
Meanwhile in San Francisco
On the other side of the country, living a parallel life, Roxanne Quimby, 15 years younger, was a struggling artist living in San Francisco. Who like many other young people at the time, was escaping the urban sprawl of city life seeking freedom in the remote wilderness. Pregnant with twins, she found herself moving to Maine to start a new life with her boyfriend.
While settling into her new home, Quimby’s boyfriend left her. Expecting children and in need of work and money she set out to fend her own. Literally hitchhiking her way into the nearest town in pursuit of any employment.
As fate would have it. The two future business partners met that very day on the side of the north-woods rural highway as Burt pulled over to pick up a complete stranger thumbing a ride into town. What are the odds?
It was the summer of ’84, and Maine artist Roxanne Quimby was thumbing a ride home (back when you could still do that sort of thing). Eventually a bright yellow Datsun pickup truck pulled over, and Roxanne instantly recognized Burt Shavitz, a local fella whose beard was almost as well-known as his roadside honey stand. Burt and Roxanne hit it off.
The 2 Became Business Partners (of a kind)
The two eventually became partners in both life and in business. While Burt was content selling his honey to his local patrons on the side of the road. Quimby was looking to supplement both of their income.
Burt had a lot of unused wax on his property, viewing it as simple organic waste from his bee hives, but none-the less, never disposed of it in case he had future use of it. What Burt saw as waste, Roxanne saw it as future product lines.
She started out converting the excess wax into homemade candles and began selling them at local craft fairs, bringing home a total of $200 at their first show The duo generated just $20,000 their first year in business together.
The honey was a steady seller but Quimby could only move the candles in the fall and winter holiday season. People just didn’t seem to want them in the hot summer months. Forcing Roxanne back to the drawing boards, looking for something else to craft with the unused wax.
Then, she stumbled across an article in a Farmer’s Almanac that contained an all-natural wax lip-balm recipe from the 1800s…
On her wood stove, she heated a cauldron and poured the liquid wax to cool in small polishing tins. She instantly loved the old time look and feel of her new creation.
Building the Brand
Quimby outsourced an artist to create a sketch of Burt for the product packaging, and the brand took on its now-famous character. She labeled them Burt’s Bees.
Now beyond honey and candles, Quimby was able to introduce a line of shoe polish and the eventual coup d’é·tat, an all-natural honey infused lip-balm.
This was the beginning of the Burt’s Bees brand, (which today is the second largest selling natural care brand of cosmetics in the country, second only to Chapstick and Blistex).
In 1994 they grew their revenue to $3 million business, Quimby decided they had outgrown their small marketing in Maine and needed to find a more favorable business climate.
Maine was high on taxes for one, but now they were selling their products all over the country. She required a supply-chain infrastructure to properly supply their increasing demand. Quimby found what she needed and moved the entire operations to North Carolina.
But the Partnership Came to an End
Burt accompanied Roxanne but he only lasted two months into the move when things changed their relationship forever.
During that transition, Shavitz was forced out after having an affair and ultimately accused of “sexual harassment” with an employee. This is another story all-together which he explained in the popular Netflix documentary, Burt’s Buzz.
According to reports, Shavitz had an affair with a younger woman and was forced out of the company with a payout of $130,000 in 1999 to go back to his life in Maine.
WATCH: You can watch the full documentary here:
Burt’s resignation ultimately led Quimby to buy BUrt out of the company by acquiring his shares.
With Burt gone, Quimby moved massive products skyrocketing from $23 million in 2000 to $164 million in 2007. The industry saw massive golden opportunities in the market for green products.
Selling the Business
Through a series of subsequent business deals that occurred as a sole proprietor, Quimby was able to sell a majority of her interests in the all-natural brand to a private equity company for $170 million while still negotiating a remaining 20% minority stake in the company.
Which Quimby later on subsequently sold her remaining interests to Clorox for an additional $290 million.
For a brand forged on the side of a highway, Quimby expertly maneuvered Burt’s Bees through one hell of a business transformation.
Roxanne went from hitchhiker to the mastermind behind the household brand name we know today with a total earnings payout of $404 million.
What Happend to Burt?
If Burt hadn’t gone through the scandal in the late 90s, giving up his stake in the brand for $130,000, his shares would have been worth about $59 million.
Although he passed at the age of 80, Shavitz wasn’t one to linger in the past.
In an interview with the New Yorker, Shavitz said;
“I’ve got everything I need: a nice piece of land with hawks and owls and incredible sunsets, and the good will of my neighbors.
What I have in this situation is no regret. The bottom line is she’s got her world and I’ve got mine, and we let it go at that.”
Which sounds exactly like what a guy who sells honey on the side of a remote road in Maine might say.
What Does One Buy With $400 Million?
While it’s none of my business, it does make one curious. What did Quimby do with all that money? She went to Hawaii, then to Antarctica and all the places she felt like. She shopped for a home in Palm Beach…She bought six.
But it turns out she invested most of her newfound wealth in forrest land to protect it. She then purchased 100,000 acres of land in Maine turning 87,500 acres into a protected national forrest land she gave back to the US government along with $20 million in cash to keep the park funded.
As of 2016, she is a resident of Portland, Maine, where she remains prominent philanthropist and leads a number of charitable organizations in the area.
A few years ago, in an office in Toronto, an Oglivy advertising intern named Hunter Somerville, was working a part time job for a Kraft Cereal brand client, called Shreddies.
Shreddies Cereal Had a Major Problem
The Shreddies brand was facing a major dilemma. It was 60 years old with an aging and declining customer base.
So Kraft hired Ogilvy, in a bit of a hail-mary attempt to come up with fresh ideas. Their goal was to return their crown as the rightful heir to the throne of the breakfast kingdom they had once dominated.
So Kraft tasked the Ogilvy to give their older brand an exciting new makeover. But only under one condition, the couldn’t actually change any aspect of the actual product…
With that massive caveat in mind, the Ogilvy team acccepted the challenge. But now how would the team alter the perceived brand value without changing the actual product?
Then an Idea Emerged…
The answer turns out, came in the form of a joke made by an intern in a client brainstorming session.
You see, during a team meeting, according to Fameable, Hunter Sommerville, reached into the cereal box, and pulled out one single square piece of Shreddie cereal.
Holding the square carefully in his fingers, he then rotated it 45 degrees, and jokingly boasted; “this isn’t a square, it’s a DIAMOND!”
It was in this moment, out of these fateful ashes, where Hunter planted the idea for the new, and far more exciting, Diamond Shreddies. I kid you not.
They Didn’t Change the Product – They Just Changed the Story
The team immediately jumped on the fresh idea. A square is a term that literally means boring. But a diamond, that’s rare, coveted, and exciting!
They spun Hunters joke into pure gold. They stepped into it and made it a full campaign. They made it into a viral sensation. Reviving the aging brand in awesome fashion.
They re-tooled the messaging while maintaining all the physical characteristics of the original. With a twist (literally).
WATCH:
They Became Worth Talking About
But wait, what happend to the square Shreddies version? Don’t worry, they came up with a concept to make them both available. In a combo pack! LOL!
They gave consumers the option of choosing between the two shapes, traditional or diamond. Both of which were, in fact, the same exact product. It became an inside joke that create awareness for the brand.
By updating their messaging they were able to create awareness for the product that translated to an increase in sales by 18%.
You can watch the entire campaign explained by Ogilvy executive, Rory Sutherland here:
Brand Conclusions:
For starters, it paid off to turn to an outside perspective for a fresh approach to solve an aging brand problem. Specifically, from someone that occupied the demographic they were hoping to attract.
Second, they choose to address the obvious elephant in the room, that their brand became became stagnant. They turned the problem inside out and openly made it into a campaign and something fun to talk. Finding a fresh way to tell the story of a 60 year old product to a new generation of buyers.
They brilliantly introduced themselves to a new era of Shreddies consumers that now view the brand as fun and creative.
The Shreddies story is a great example that innovation can take place without changing the product but how you introduce your product or service. Shreddies increased sales by 20%, just by simply talking about their product in a new way.
To avoid some conflicts, observe body language signals that foretell their arrival.” -Greg Williams, The Master Negotiator & Body Language Expert (Click to Tweet)
“Body Language – How To Avoid Conflict And Win More Negotiations”
People don’t realize they’re always negotiating.
How many opportunities do you miss by missing body language signals during negotiations? And what do you think missing those signals cost? Even more, how many of those missed signs do you believe lead to conflict?
There are leading signs that indicate pending conflict during negotiations. Some stem from prior relationships, and some occur due to their value perspective. When you negotiate, keep those thoughts in mind. You will gain insight via the body language gestures a negotiator emits based on those factors.
So, what are a few body language signals that can lead to conflict in a negotiation? What follows is the answer to that question. And the ways you can increase your negotiation outcomes by reading body language more accurately to avoid conflict that stems from missed body language signs. Being observant of nonverbal signals gives you greater control of the negotiation development, flow, and conclusion.
“5 Big Mistakes Bad Negotiators Absolutely Make When They Negotiate”
People don’t realize they’re always negotiating.
Do you consider yourself a good or bad negotiator, or somewhere in between? What separates good and bad negotiators during negotiations is their questions, thought processes, and how they control their discussions. And throughout the negotiation proceedings, there are five big mistakes bad negotiators make that rob them of more significant negotiation outcomes.
The following are five egregious mistakes bad negotiators make and how you can avoid them to enhance your negotiation outcomes.
“Muddy Waters – Advice On How To Actually Win Negotiations Faster”
People don’t realize they’re always negotiating.
Are you a damn imbecile? Do you actually want to win negotiations? The organization’s president, whose team was engaged in a negotiation that would determine the company’s fate, asked his lead negotiator those questions. The president was fuming! And rightfully so, a lot was riding on the outcome of the negotiation. And the lead negotiator had allowed his team to be demeaned, outmaneuvered, and bullied by the opposition.
When was the last time you were either demeaned, outmaneuvered, or bullied during negotiations? I ask because one of those three aspects has occurred to everyone when negotiating at some point in their life.
But after you use the following information in your negotiations, you will be armed with insights that will allow you to win more of your bargaining sessions.
“A good magician uses trap doors to disappear things. A good negotiator uses them to disappear the opponent’s opportunities.” – Greg Williams, The Master Negotiator & Body Language Expert (Click to Tweet)Click here to get the book!
“Avoid 7 Trap Doors – Ultimate Advice On How To Win More Negotiations”
People don’t realize they’re always negotiating.
Everyone is vulnerable to falling prey to negotiation traps at some point in negotiations. Even when some negotiators are aware of the potential danger in negotiation traps, some do not recognize the signs. Thus, they know not how to avoid the traps that lead to entrapment in negotiations.
What follows are seven traps to avoid in your negotiations. Not heeding the following insights will make the number 7 unlucky for you in your talks.
Hello, all you fans out there. Kak Varley here with another kTip.
I wanted to talk about why there is no silver bullet in marketing. You see it all the time in ads. They’re going to make you a million dollars tomorrow, from what I understand, and there’s always a new tool. There are a ton of tools in the digital marketing space that tells you that they’re going to get the job done, they’re going to make you money or make your job easier. And it is true. There are plenty of them and they do a great job. They do what they say they’re going to do in terms of functionality. But here’s the first thing I ask my clients when they come across a new tool, do you know how to use it? Do you know how to use it? Do you know how to set it up? That’s the question. The second question I always ask is, what kind of marketing principles are you going to apply to this tool to make it provide results? Because the tool itself isn’t going to do what you want it to do in terms of goals. It’s the marketing principles that you apply that will have an effect.
If you have any questions, please contact me at KakVarley.com. I’m going to keep on doing these tips, but I don’t do them on a regular basis, I do them in batches. If you want to know when the next one’s coming out, please hit the subscribe button over here. I’d like to keep on providing you with this kind of help.
