Habit 1: Drink Red Bull like Felix Baumgartner.
Not really. I admit I am the sorts who feels queasy even looking at the sky dive in a video. To be honest as the world was cheering the new world record of the highest jump from the edge of space and papers were reporting how “Red Bull and Felix Baumgartner take sponsorship to new heights” I was digging my feet into solid ground writing this post.
I recently found a free executive summary of the book “7 Habits of Highly Effective People” in an ebook form – which I promptly downloaded for handy reference. Most of you might have either read or heard about this business and self-help book written by Stephen R Covey.
As I browsed through the new introduction, one sentence struck me - "The world has changed dramatically since the 7 Habits of Highly Effective People was first published in 1989… are the 7 Habits still relevant today?"
The world has changed indeed - by the time Baumgartner was ready to jump there were over 8 million people viewing online. Brands are moving forward from sponsoring to creating content, event and news.
In fact as I re-read the “Habits” I did think that they were very relevant today and especially to to us as marketers. So here are my thoughts on the 7 Habits of Highly Effective Marketers:
Habit 1: Be Proactive
This habit is more than just initiative. Act or be acted upon.
Habit 2: Begin With The End In Mind
All things are created twice, first in the mind and then in the world.
Habit 3: Put First Things First
Habit 1 says you are the creator. Habit 2 creates the first mental picture and Habit 3 is the worldly manifestation of that Habit 2.
For digital marketers these habits are more true than anyone else. The Awareness Interest Desire Action (AIDA) funnel journey of the buyer has become a complex maze.
Buyer behavior - Forrester.com
Proactive brand managers need to understand how the new media is changing peoples behavior, how you can best reach the audience and how to focus your efforts on the channels that garner maximum visibility.
But first things first – what does your brand stand for? For Red Bull “the concept of investing in events rather than merely sponsoring them was deeply ingrained in the company's culture.”
Habit 4: Think Win-Win
This is a frame of mind that constantly seeks mutual benefit in human interactions.
Habit 5: Seek First To Understand, Then To Be Understood
Use empathic listening to be genuinely influenced by a person.
Habit 6: Synergize
Synergy is the essence of principle-centered leadership. Combine the strengths of people through positive teamwork, so as to achieve goals no one person could have done alone.
Win-win not just for consumers but also for your fellow employees and vendors. This RSA presentation is still relevant today for building wining relationships, understanding consumers and synergizing the strengths of people around us.
Habit 7: Sharpen the Saw
Habit 7 is about renewing the four dimensions of your nature, physical, spiritual, mental and social / emotional.
What does this mean for your brand? What dimensions will you use to measure overall health? What's your measurement model? What dashboard do you have pinned on your desks to monitor your campaign?
Here is a great Digital Marketing & Measurement Model that's one way of looking at sharpening the saw.
For me, it was interesting to read the summary again after 10 years. I would like to think that I can perhaps grasp some of the concepts better than I did before.
I can see the layers of the Maturity Continuum of moving from Independence to Interdependence even in the professional / inter-departmental communications. Interdependence is a more mature, advanced concept. As an interdependent person, you have the opportunity to share yourself with others and have access to the vast resources and potential of other human beings.
Brands are tapping into this vast potential of humans more and more. My facebook wall is filled with the shares of the Red Bull Jump.