Seeing Airbnb’s business model as old school

business model as old school

What would happen to the disruptive business model, if we saw business models for cutting-edge companies such as Airbnb and Uber as old school?

What would happen if we instead of creating apps that are the “tinder for xx” or the “next facebook” we decided to start from a clean slate? Not being inspired by casestudies or what other people in the field we’re in, are doing? What if we didn’t focus on short- term marketing stuff but rather on longterm business models?

Is that even possible? Can we innovate business models without looking at what’s already out there?

There’s a lot of pointers going towards that redeveloping business models is a part of the ‘new’ black. I in particular enjoy the concept of ‘holacracy’ and ‘sociocracy’.

It’s needed. In particularly since the models that most companies they use today, are often the same as business models that was used 40 years ago (sometimes even more).

If you want some cold-hard case studies on alternative management structures you can find some in this article from culture zine.

 

 

 

Make your brand stand out: Speak in taglines

speak in taglines

What makes brands vulnerable?: Not have gone through the process of developing taglines.  Their inability to pave out in cement what they stand for. A huge part of working with your brand is to get these things developed.

Your brand lives inside people’s head, and it might mean something else than you imagine.

Your taglines can help direct the brand, so you have some control of what you stand for, being inside of people’s heads and all. r. It’s a way for people to get to know you better, and it’s a way for your brand not to be indifferent or simply not stand out from the competitors because you’re too ‘vanilla.’

What are great taglines?

Great taglines are sentences that add a sudden kind of ‘oommpff’ to a brand. It’s what differentiates. Depending on what industry you’re in, your taglines could be world-revolutionary. They could also be an off-spin of ‘having the customer in focus’ (which a lot of companies uses as a tagline, but it’s a given in the contemporary business world). It depends on your industry and how you want to position yourself. I would love to have a business world where more people spoke in taglines. It’s short, sweet, and it makes a whole lot of difference in your personal business world.

 

rock on

 

Mindload instead of workload

mindload instead of workloadOne of the toughest things for me, when it comes to work, has been the mindload. Thinking all the time, never stopping. Not being present in the now because there’s always something new you can do. There’s always a new spin on the record – of an old or a new idea. Living in my inner world in my head.

Mindload is very different than workload. Workload is things you have to do. Mindload is things you have to do + whatever else you can think up to help you achieve the goals for your life.  And you can get so caught up, it’s scary. I noticed how far out I had personally come when it came to ‘ 100% focus on my brain, no focus on my body’ when I started not being able to sleep at night. I had to think. I had so many ideas and things to do; it made me feel numb most of the time. I had so many worries. These days mindload is my friend. So is workload. I have made a pact with myself not to burn out again ever. I have a made a pact with myself to shine my brilliance and take it slow. Doing one thing 100 percent instead of doing a hundred things 1 percent. Oh and give my brain a rest from time to time.

rock on

What do you do when people want your intellectual property for free?

no intellectual property for free

A couple of weeks back I had a meeting with a potential client on Skype. Well, it wasn’t just a meeting, it was a Nordic PR proposal that we’ve used a lot of time to put together, me and a Swedish + a Norwegian agency. Henriette Weber Inc. was leading agency, and I and the awesome  Elizabeth Rankich had used around 20 hours crafting this and we were totally ready to land this project. However, halfway through the meeting they started questioning our credentials and our media relationships in Scandinavia. They wanted us to come up with some “examples” of people we knew and who they could contact.

Instantly all the agency side participants felt like they were asked to give away their gold for free. And none of us agency side participants would. The conversation turned awkward, especially since this was a  big project. Afterwards, we haven’t heard from them. So what are we going to do next time?

We’re probably going to have the same approach as always, refusing to give away our intellectual property for free. It’s hard though and it’s a fine line between helping people out a bit for nothing and having them leeching on our network. It’s a hard knock life out there, especially in the business world and you could end up working for free for weeks every month. Remember, your intellectual property is your intellectual property, and if you have a notion going on inside your head that what people want from you for free, isn’t cool, then it probably isn’t.

 

rock on

How to develop a hashtag strategy

how to develop a hashtag strategy

Have you ever thought about adding a hashtag strategy to your digital marketing plan?

A hashtag strategy is where you’re mapping down the hashtags you’re going to use for your content on social media. You have to ask yourself if you’re going to use hashtags for measurement or community building (or maybe a bit of both).

So how do you develop a hashtag strategy?

There are several different layers to it. The first is to figure out what hashtags are the most used on a global level based on which social media is being used. Here you can see the most used hashtags on Instagram and Twitter (in my opinion the two places where hashtags are used best for brand building and community building).

After you’ve printed these hashtags in your mind, it’s time to get closer, especially if your content is localised, and you’re not communicating in English on Instagram or Twitter. Try to have a look around on both Instagram and Twitter and see if there are any hashtags that are localised that people use? Localised can also be within a certain theme or subject. I have done a bunch of work for a record label lately (community building and digital strategic consulting). For a record label, some of the best hashtags aren’t #love #instagood or #tbt. Those hashtags known to be the biggest, but they should rather use hashtags such as #nowplaying and #listeningto that people use to find new music suggestions. So even though you know what hashtags are the biggest, they might not be  relevant for you and your brand.

You can also develop your own hashtags. It’s a great way for people to hook up with each other if they are at the same event, or if they are interested in certain topics. Even if n you want to create movements and get people to post images or tweets about certain discussions or on certain days. Hashtags are a fun way to engage, and a great method to build digital communities and have people connect offline at events as well.

When you’re done researching hashtags, and have created your own – you can always keep track of the impact they have on a service such as hashtracking.

All in all hashtags are a community builders game out there, but it’s such a creative thrill to work with them.

rock on

 

 

 

 

 

 

Managing fear in your business

managing fear in your business

I have been practicing a thing lately in Henriette Weber Inc: fear. Looking fear straight into its eyes. Corner it and telling myself; what are you afraid of? I have become great at identifying my fears and asking questions around it – where the most action-packed question I can ask myself is: how can I turn this into something I am not afraid of any more?

Let me give you an example. Last week I was in a meeting with a potential client that I want to work with. I am in a place where I don’t take new freelance work in, but this client would be close to a con-amore project, so I would totally make room for it in my calendar. Our values align, I think they’re awesome – but not that digitally-savvy, yet. Even though, I do a good job of communicating technically hard-to-understand issues to people who haven’t been introduced to them before. I have a metaphor for every issue that could be hard to understand to have people understand it better. However, I just didn’t feel like I was coming across properly. I did my best, but I left the meeting feeling kind of down because I know my message, and the reason they should hire me, hadn’t come across clearly. Now, normally I would have been hitting myself in the head for a day or two because I hadn’t done a great job. I probably wouldn’t be the one running their brand strategy and turning them into the most admirable company in their field. But this time I opened my notebook and wrote down ‘to-do: plan more basic content around my work for newbies’. I turned the fear of being misunderstood into an actionable to-do that I am already working around.

After my illness, and having looked the worst of fear in the eyes and lived with it every day (yes, the fear of dying far too soon). I’ve changed my looks on fear. I could go into the wildest of details, but believe me, having battled a life-threatening illness will make you change your views on pretty much anything. You have to hope for the best and celebrate the small things you can do today that you haven’t been able to do yesterday. For me, every full breath of air was a winning-streak. I have gotten a brand new perspective on how I run my business and how I make my money.  And I have promised to treat my bad-ass self better and more lovingly. Getting myself caught in being misunderstood is not something I want to be afraid of anymore. It will be something I create new cool initiatives around to prevent.

If you turn your fear into actionable items then it will become manageable. If you turn your fear into something, where you have a ton of backup, then at some point it’s not fear anymore. That’s how you’re managing fear in your business.

rock on

 

Why do we need disruptive trends?

why do we need disruptive trends

The business world is in dire need for diversification. Every brand has a need to stand out these days. Enter stage: disruptive trends. Think about what Patagonia has done with their ‘buy less’ strategy. Standing out has become one of the primary reasons for selling your products. If you’re good at spotting disruptive trends, you can get ahead of the competition. But if you’re great at implementing these trends you can hit a home run with your branding. You can save a gazillion dollars in marketing because you’ve already claimed the mind space of your clients and potential clients within that niche.

This means that businesses are becoming more creative and making more state-of-the-art/ cutting-edge products – in order to gain market share.

If you can define disruptive trends and show the business world what it will look like in 3 years there a good chance that you can get ahead of the game.

 

 

Social media DO’s and DON’Ts

social media do's and dont's

Here’s a small list of social media do’s and don’ts  that was mapped down on a piece of paper at Henriette Weber Inc. HQ. It’s the structure of  a talk that I did around CSR and social media a while back.

Do:
define and show the substance of your brand
– engage people in the things you care about and you do
– Make sure you practice what you preach – also in public

– transform great ideas into great content
-facilitate the people saying great things about you

don’t:

– be stupid
– maintain – be proactive instead. otherwise you’re not generating leads OR love.

rock on

Add action to your personal mission statement

personal mission statement

You should create a personal mission statement, so you always know where you need to go, where your true north is.  My personal mission statement has become a way to adjust what I am doing and what choices I am making.

Another  important element is to start showing the world how you’re living your mission statement. Adding action and documenting those actions in pictures, blog posts, tweets, pins, snapchats, you name it. Documenting your journey is  something I refer to as “storyliving” – a word I have developed and a cornerstone of my branding work with my clients.

Actions and documenting those actions (the glossy word “storyliving”) when it comes to personal mission statements adds substance and trust to your brand. Suddenly you’re not only claiming you’re doing living your personal mission statement, you’re showing  the world around you how you’re true to yourself.

You’re not just sharing buzzwords and making your way to becoming an expert because of your brand. You’re consistently showing that you’re adding action upon action and that you mean what you say.

rock on

Current trends in disruptive brand building

current trends disruptive brand

I see the business world right now as a place that’s frantically looking for disruption. The “old school” disruptive brands such as Amazon and Facebook has managed the digital transition very well, but at some point they went from being idealistically based to being stakeholder and money based. I know they are not the companies that are the least disruptive (some companies are not even looking at disruptive brand practices yet).

A while back I wrote a comment for the Danish magazine Berlingske about living in a world with 800 million cover girls. Everyone can take a selfie.  Is It very glitzy and glam, right? And at the same time so exponentially hollow and not grounded. I can’t tell you how many times I have met people who want to talk about using social media to promote a not-relatable, guru-like brand. Mainly because the brands themselves, think they are better than the people to whom they are relating. I can’t begin to describe how many business plans and yearly reports I have seen the word “connect” and “relationship. Then when it comes to disrupting a brand by connection and creating relationships, businesses chicken out because they are afraid of losing value by being “among the crowd” and not sitting on their high horse.

Want to build a truly disruptive brand these days? Turn to the relatable and the nearness. See people eye to eye. The small things. The daily execution.  It might not look innovative on a day to day basis, but keep that course, put it in your communication and marketing plans, and you will be disruptive entire industries.

rock on

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