Comments on: The water hose and the rain cloud http://yastrow.com/2010/the-water-hose-and-the-rain-cloud/ Author, Speaker, Consultant: Ideas on Creating Profitable Customer Relationships Fri, 03 Feb 2012 15:05:25 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Steve Yastrow http://yastrow.com/2010/the-water-hose-and-the-rain-cloud/comment-page-1/#comment-12609 Steve Yastrow Sat, 24 Apr 2010 18:51:03 +0000 http://yastrow.com/?p=1440#comment-12609 No doubt, Amy. The next level is when the customer's frame of reference is his/her We relationship with you ... when you both, together, figure as important characters in the story. Thanks. No doubt, Amy. The next level is when the customer’s frame of reference is his/her We relationship with you … when you both, together, figure as important characters in the story. Thanks.

]]> By: Amy http://yastrow.com/2010/the-water-hose-and-the-rain-cloud/comment-page-1/#comment-12604 Amy Fri, 23 Apr 2010 04:29:37 +0000 http://yastrow.com/?p=1440#comment-12604 I would adjust your metaphor slightly, to suggest that marketing involves listening to your customers' stories, and then creating stories in which THEY figure as important characters. I would adjust your metaphor slightly, to suggest that marketing involves listening to your customers’ stories, and then creating stories in which THEY figure as important characters.

]]> By: Tom McCallum http://yastrow.com/2010/the-water-hose-and-the-rain-cloud/comment-page-1/#comment-12570 Tom McCallum Sat, 06 Mar 2010 01:05:20 +0000 http://yastrow.com/?p=1440#comment-12570 Steve, Evolutions of the Species wasn't accepted as "conventional wisdom" for quite some time (and not even yet, in certain circles.. sigh), so whilst some of us know it to be true, the question is.. how do we get through to those who need to hear it ? I seem to find that those who wish to retain "look ahead" marketing consultants who are already themselves among the more forward thinking, so they can get ROI from our advice, but the real returns would be from those who are nowhere near getting it.. but hey, we all know they won't hire us at this stage in the evolutionary cycle ! :) Steve,

Evolutions of the Species wasn’t accepted as “conventional wisdom” for quite some time (and not even yet, in certain circles.. sigh), so whilst some of us know it to be true, the question is.. how do we get through to those who need to hear it ?

I seem to find that those who wish to retain “look ahead” marketing consultants who are already themselves among the more forward thinking, so they can get ROI from our advice, but the real returns would be from those who are nowhere near getting it.. but hey, we all know they won’t hire us at this stage in the evolutionary cycle ! :)

]]> By: Steve Yastrow http://yastrow.com/2010/the-water-hose-and-the-rain-cloud/comment-page-1/#comment-12568 Steve Yastrow Fri, 05 Mar 2010 03:52:46 +0000 http://yastrow.com/?p=1440#comment-12568 Tom ... sounds like the Darwinian Marketing Revolution is here! Tom … sounds like the Darwinian Marketing Revolution is here!

]]> By: Tom McCallum http://yastrow.com/2010/the-water-hose-and-the-rain-cloud/comment-page-1/#comment-12567 Tom McCallum Fri, 05 Mar 2010 02:29:38 +0000 http://yastrow.com/?p=1440#comment-12567 Engaging with customers rather than dicating to them. I was just interviewed by a journalist and spoke on this today. He hit the nail on the head when he said "so, people are scared and don't know what to do". Boom ! With reference to larger organisations, part of the problem is who they are taking their advice from... typically the agencies they've hired to help them. Now picture this, a room full of people from : - Advertising - Creative - PR - Media Buying - Web design etc Most senior people in those fields will have come up in the business before the internet took a firm grip on communications of all types and will still be struggling to catch up. Now imagine how scary it must be to now be confronted with the incredibly rapid shifts that social media is unleashing. Human nature is to be defensive and conservative in our actions and thoughts when we are scared. Who, then, is going to advise large organisations effectively on how to, as I put it in a recent blog, "reinvent.. or die" ? Engaging with customers rather than dicating to them.

I was just interviewed by a journalist and spoke on this today. He hit the nail on the head when he said “so, people are scared and don’t know what to do”. Boom !

With reference to larger organisations, part of the problem is who they are taking their advice from… typically the agencies they’ve hired to help them.

Now picture this, a room full of people from :
- Advertising
- Creative
- PR
- Media Buying
- Web design
etc

Most senior people in those fields will have come up in the business before the internet took a firm grip on communications of all types and will still be struggling to catch up.

Now imagine how scary it must be to now be confronted with the incredibly rapid shifts that social media is unleashing.

Human nature is to be defensive and conservative in our actions and thoughts when we are scared.

Who, then, is going to advise large organisations effectively on how to, as I put it in a recent blog, “reinvent.. or die” ?

]]> By: Steve Yastrow http://yastrow.com/2010/the-water-hose-and-the-rain-cloud/comment-page-1/#comment-12564 Steve Yastrow Wed, 03 Mar 2010 00:22:59 +0000 http://yastrow.com/?p=1440#comment-12564 Great point Larry ... the essence of "We" is that the customer sees both of you, intertwined, in her story. Great point Larry … the essence of “We” is that the customer sees both of you, intertwined, in her story.

]]> By: Larry Kaufman http://yastrow.com/2010/the-water-hose-and-the-rain-cloud/comment-page-1/#comment-12563 Larry Kaufman Mon, 01 Mar 2010 15:32:13 +0000 http://yastrow.com/?p=1440#comment-12563 I would adjust your metaphor slightly, to suggest that marketing involves listening to your customers' stories, and then creating stories in which THEY figure as important characters. I would adjust your metaphor slightly, to suggest that marketing involves listening to your customers’ stories, and then creating stories in which THEY figure as important characters.

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