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How to Protect Your Company in a World of Disruption
Y’know that feeling when you’re driving somewhere super familiar and, all of the sudden, you’re just… at your destination? When autopilot takes over and you basically black out the whole drive?
In this case, familiarity = mindlessness, and it doesn’t just happen driving to and from work. It can happen in work, too. This is how today’s Listen starts—addressing the necessary change in our environment so we can stay sharp, productive, and happy. Disruption, as it turns out, is crucial in protecting ourselves and our team against, well, disruption.
In this episode of Building a StoryBrand podcast, Whitney Johnson, author of Disrupt Yourself, shares how to prepare yourself and your team to manage change in an age of disruption… (Wow, how many times are we going to say “disruption”?)
The interview starts around 08:00. Here’s what to expect:
- (08:45) What disruption really means
- (09:10) What it means to disrupt
- (09:35) How disruption is predictable
- (09:50) Other examples of markets that have been completely disrupted
- (10:45) Coping with and harnessing change
- (11:00) Why change is not linear but instead an “S Curve”
- (11:25) Whitney’s role in diagnosing where companies are in the “curve of change”
- (12:40) How the S Curve can be used in the psychology of disruption
- (15:25) How to properly distribute your employees on the S Curve – where to put capable employees vs. where to put new employees
- (20:00) What the accelerated pace of technology means for learning and how quickly employees hit the top of their S Curve
- (25:45) How to get ready for the next disruption and how to get to a new S Curve
- (26:00) The S Curve’s “sweet spot”
- (27:25) How to build an A-team and be the kind of boss people love to work for
- (29:40) One of the enemies of disruption
- (30:40) The value of hiring employees without thinking in terms of them being permanently in that role…
- (31:20) The “gift” of disruption
P.S. Building a StoryBrand also does a great job at summarizing this one for all of you who love a good read.
The Ultimate AdWords Retargeting Guide
Wait, wait, wait! We know you’re thinking about scrolling right past this section but don’t.
AdWords might not be the coolest ad platform out there, but when used right, it’s stupid effective. And we all know effective ads are seriously cool.
That’s why we’re taking some time to simplify AdWords for you. The easiest and best performing AdWords ads are retargeting ads. Okay, let’s get into it.
Frustrating stat of the day: Only 2% of shoppers convert on their first visit to your website. If you want that other 98% to convert, you need to get in front of them again—with retargeting ads.
Here’s what you need to know about AdWords retargeting ads:
- You’ll first need to add a retargeting tag to your website. It’s easier than it sounds. If you use WordPress, there are a number of plugins that can help, or you ask your friendly neighborhood web developer to help.
- Now it’s time to figure out who to retarget. You don’t just have to retarget everyone, you can retarget based on specific pages or a handful of pages. You can also retarget based on people who visited your website on specific dates.
- Pro-tip: Retarget based on YouTube and mobile app usage. One of the coolest features, you can retarget people based on YouTube videos they’ve watched from your channel, or if they’ve used your mobile app.
- The fun doesn’t stop there. If you real fancy, you’ll wanna retarget with dynamic ads. These are ads that change based on what products your visitors have viewed. It’s more for ecomm companies, but can be used for anyone who has multiple products.
There’s still way more in this post, including how to set up Customer Match Retargeting, which is like a Facebook Lookalike Audience on steroids.
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Writer’s Blocks
Jordyn loves Legos. Like a lot. They’re all over her desk and she spent two hours Tuesday night making a BB-8. So, when we stumbled across a Lego ad today, we were like kids at Christmas…getting Legos. (Minus the mess and foot casualties.)
This holiday season, Lego Australia crafted a mini stop-action movie starring elves, Santa in peril, and an unlikely hero. We think it has the power to inspire your own creativity or, in the very least, make you want to watch The Lego Movie for the 9th time (but maybe that’s just Jordyn).
“The boss people love to work for is the boss who lets you bring your dreams to work.”
Whitney Johnson
