Behind the Scenes at Global-Roam

Over the 10+ years we’ve been in business, we’ve been lucky enough to gradually stumble upon a formula that provides us our own measure of stickiness with clients, and potential clients, in the electricity market:
1)  We have products, such as NEM-Watch, that have proven sticky products (the manifestation of ideas) in their own right
2)  The way our clients perceive us (in terms of “making the electricity market understandable”) has proven to be understood by many (though not all) people who come into contact with us – as we have been told by those who responded to our recent survey.
3)  In addition, we’ve had some (though far from all) of our communications prove to be fairly sticky.

Given where our bus is headed, we have a keen interest in building on this base to make ourselves much stickier in future – in the above ways, and more

1)  Binary Review

It’s for this reason that this book was of great interest to me…

The Book	What we thought
“Made to Stick - Why some ideas Survive and others Die” by Chip Heath and Dan Heath	… and it did not disappoint

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Food for thought, this morning, when I trundled along to a breakfast event hosted by the AMI, featuring Dr Don E Schultz of Agora fame, and author of a number of books (none of which, it would seem, we have previously added to our shopping cart).

Don’s main thesis is that:

1)  The “modern” approach to marketing emerged in parallel with the industrial age of society, and hence is based on similar principles (e.g. a Taylorist view of the world – which leads into a “command and control” focus internally, and a top-down mentality in terms of push-based marketing to “consumers” (how I hate that term).

2)  Given that we’re progressing from this Industrial Age into what’s been termed by a number of people as a “Customer Age”, Don’s view is that marketing also needs a transformation.

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Have seen this posted about before, but never taken the time to look – it was an Anthill article “The best three-minute video about leadership you will ever see” that prompted me to hit play.

A bit weird and wacky, but relevant to us – even in an industry that could be thought of as boring:

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Not sure about “the best” tagline – but this video is very instructional, and entertaining at the same time.

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Following Stephen’s review of the presentation made by Phillip Di Bella, I was pleasantly surprised to see that he had also bought us a copy of Phil’s new book “Roasted Passion”.

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Binary Review

The book was a quick read (over and done with in 4 hours flying time to and from Melbourne this week).

The Book	What we thought
“Roasted Passion” by Robert Norton	. . Not a classic, but gets a gong as it has a few good points, and is a quick read

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This is to follow Adam’s post on the Scott Ginsberg seminar, and specifically to follow Adam’s post with some more specific thoughts about what it means to us.

The post was initially made restricted, but I have now shifted some of the more confidential comments to a “part2” restricted post here….

1)  Be Remarkable

(in the truest sense of the word) – as in, present yourself in such a way that other people want to talk about you.

One of Scott’s most telling points (and he had stolen this from others) is that:
1)  If we talk about ourselves, the listener (naturally) assumes it is marketing, and is inclined to switch off.
2)  However, if other people talk about us, then this provides our name/brand some instant credibility, in the listener’s mind.  The extension of this is that the amount of credibility we gain is proportional to the listener’s view of the person talking about us. read more »

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Read this book back in 2006 or 2007 (so apologies to those who take offence at my habit of back-dating posts like these to keep them in logical order). 

1) Binary Review

Well worth reading, and a great influence on our strategy, as it continues to unfold!

The Book	What we thought
“The Long Tail – why the future of business is selling less of more” by Chris Anderson	Not perfect, but worth reading

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