Delivered weekly, the Inflight Briefing is designed as a blueprint for the builder and inspiration for the curious. It's for those doing good marketing.
045: Getting a proper read of the field / room
How are the first ten minutes of your day? If they’re like mine, you’re immediately thinking of the 1,000 things on your to-do list while pouring a coffee and devouring a frozen bagel — I do usually toast them first.
But, what if we approached the day like Messi? He often starts matches looking sluggish. But it’s because he’s reading himself and analyzing his opponent’s strategy. Then he pounces.
This sounds like a better approach than my starting doing the 1,000 things in no particular order!
It always feels like there’s not enough time to set up the right end-of-year campaigns. But if you’ve been engaging with your community all year, this is a great time to simply invite them into taking the next step with you. The best way to stand out from all the other noise is to have done the work throughout the year of gaining and building trust.
Competing at Messi’s level likely comes with a lot more stress than the average job. So how does he do it? By intentionally slowing down at the beginning to see where he’s at, and to assess what his opponent’s up to. We all likely could learn from Messi to slow down for a second, so that when the moment arrives, we’re ready to pounce.
We all know the power of content and stories, but F1 increased American viewership by 40% and boosted their valuation from $8 billion to $17 billion as a direct result of their Netflix series Drive to Survive. You may not be able to place your next story as a top watch on Netflix, but that doesn’t mean you can’t leverage the power of stories today.
Adobe defines marketing segmentation and then explores why it's so necessary for email success. It’s often said that marketing is about getting the right message in front of the right people at the right time. But all three of these things are dependent on the person receiving the message. And without segmenting, there’s no reason to think the right people will see the message.
We’ve all read about self-driving cars in crashes. But these driverless cars are still on the road to being far safer drivers than us humans. Waymo has an especially good record if you ever decided to compare it to a person.
Something for your inspiration folder
Hip, hip, hurrah for tech! AI and tech are on a hot streak these last few weeks. I was skeptical when we had inspirational tech stories two weeks in a row, but then I was happily surprised again this week.