Hello world.

I’ve started writing again.

It’s exhilerating. But it’s long.

I had written a book, when I was still a highschooler. It was a big sci-fi manuscript. Never got published.

I can tell you I’ve tried.

This time, it’s sci-fi again. I’ve taken much more time to make my text legible. My marketing mind thinks about litterature positioning. I try to go to the point. I put everything in 3 parts, I want to bold letters to make it easier and faster to read. I want to put bullet points.

If I was to listen to myself, the book would only have 7 slides. (with big nice pictures).

Most of it would be with progressive disclosure. (you have to click “learn more” to unroll a descriptive paragraph).

Every page should be self sufficient.

Sentences would be no longer than 10 words.

And there would be a call to action at the end… “Recommend this book to your friends”.

The name of the hero would be “insert your name here”, so as to customize the book.

The more I try to write this sci-fi  book, the more it looks like an infomercial.

Anyway, see you next , “insert your name here”.

That single word is supposed to bring sustainable competitive advantage to your company.

Investors start to drool when they hear this word… And they start packing when they hear that it is unproven and that it is risky. That is true.

So let’s put the équation down: Something that looks new + Something that is proven = remarketing an old concept. I enclosed a picture of what I have on my desk.

That reminds me that I work in a very competitive industry where we dont see the world in black and white, where we dont just copy one another.

For me, those areas are marketing and customer service. Marketing and customer service are everywhere.

What happened to me, during Patrick and Severine wedding.
During their wedding, a photograph was walking around and taking pictures of everyone.
Up to now, nothing surprizing. That’s what he was paid for…
Then he started to hand out business cards which also had passwords and logins to connect to his website to get the pictures. Nice functionality. Never seen that before.
We started dicussing about why he put so much much information on the business card and how we could improve the design.
He started sharing tips on giving the business cards to get recurring revenue… He used to leave business cards on the table but nobody would take it. Then he gave it to everyone personally, but only the women kept it…
I said ”
- Hey! Do you custom print your business cards?
- Yes.
- How many do you distribute per wedding?
- more than 100, or so…
- … What if you put the pictures of the groom and the bride on the business card? Makes for an extra service, a bit of personalization, a lot of differentiation and in the end a nice souvenir of the wedding for everyone. Nobody will dare putting it with the trash, and your contact is on it. BAM!!”
He thoroughly agreed and said it was a great idea. Of course, I am great. It’s a work thing.
He now does custom business cards, and I feel I contributed.

But it’s not always to be pleasant.
I think it’s a work thing to deliver on the promises, but it is also a family thing to have expectations for the services we have paid for with our hard earned money.

What happens when Sanh, my brother, plays the mystery guest .
I was at the Pullman hotel in Bercy and I had the luck to be in a Junior executive suit.
The view was superb and the service was top-notch. And a free minibar.
It was so great that I had to invite Sanh to come around, have a look at the hotel, and show how I was living the life.

He came around and was really impressed, took out his iphone and started filming.
“And you even have a Nespresso machine!!!”
He jumped up and down and asked for a coffee.
I said “of course”. But I could not find the capsules…
Sanh immediately called the room service and politely said
“I don’t find the capsules for the nespresso machine, is that normal?
-They’ll be coming immediately, sir”.
We waited 20 minutes and had to leave for the restaurant.
“That’s outrageous, said my brother.
- Well, Sanh, I don’t really pay for that service, so I don’t feel I have the right to complain
- Your company paid for that service expecting you have a certain standards. It’s not there. You have every right to complain.”
BAM! Spot on.

He said he was quite surprised I did not reacted, as he was remembering us being a lot younger and me sending drinks back to where they came from because the cans were dented.
I had no recollection of that, but Sanh told me he thought I was trying to show him the example.
Could be.

But to understand how this is a family thing, you have to go one step up.

What happens when my mother and I play doll
The story I am about to relate has not been approved by my mom, and she always denied it ever happened.
But I can see the scene bright as day, and this actually matches so much her character, that I chose to tell that story.

I was a young boy playing “restaurant” with my mom. I think I as quite young, 6 or 7.
So I took the playmobil and pretended to sit at the miniature table. So my mom was animating the other playmobil. So I chose from the menu, and – oh, what fun times! – it was a great opportunity to train for adding numbers. After correctly adding the numbers – phew- I chose to pay in advance before the meal, so that I’d be done with the calculation.
Mom said “ok” and animated the playmobil back to the kitchen. So the waiter/playmobil/mom came back pretending to have a dish in the hands.
“Here is your dish, and by the way, we took the liberty of spitting in it”.

What does that mean? Never pay in advance.
Mom has always been here to tell us to be careful about big bad wolves. They are everywhere.
And once again, mom, that DID happen.
And YES, we know, it’s for our own good and we (Sanh and I) thank you for that.

What happens hen Dad goes to the supermarket
Dad has always been looking for deals to make or save some euros. Not because he wants money. But because he likes the fact he has found loopholes in the system.
Just one example:
In Auchan and Leclerc, there was a machine that was automatically making bread slices from the whole piece.
But one company was making people pay 10 cents and the other was not. Just can’t remember which one otherise I would have said.
Immediately, my father sent a mail to the customer service.
It wasn’t the money, it was the fact that a service as free in one company and chargeable in another one.

The day after, the said company reacted and gave that service for free and asked my father to go collect a small present for his dedication. He did not want that. He just did not want people to think he was stupid and that he would pay for a service that is free in another company.

That’s how we are.
As a family, the possible nightmare of generations of customer services.
I will devote myself to get more and more challenging.
Just today, at Air France Airport lounge, I complained about the 15cL coke cans that were to small, create too much work for me to have the equivalent of one normal can, and generate so much waste.

Complaining is caring.

I had million of ideas to create revenue streams, new advertizing ideas and even small changes on how to improve my computer desktop for increased productivity.

Am I still an entrepreneur now?
The honest answer is no.

Am I doing marketing?
Hell yes. Marketing in a big company is a great thing. I can do marketing all day long without having to closely follow all the details of the product development. I can stay close to the market and I deal with products which unit costs are hundreds of millions.
The budgets we get to play with have nothing to do with what I had for my startup.
When I have a question, all the experts are around, and having right working conditions is a given.
Not to mention that failure does not mean bankrupcy and not be able to feed your family.

With the right management help in your company, you can push for new projects and gain responsibility, and as long as you deliver, your actions will gain momentum. There is indeed some entrepreneurship in big companies.
Some people even came up with a name: “intrapreneurship”.

Is “intrapreneurship” real entrepreneurship?
The most soothing thing for my conscience would be to say “yes”. But “no”.
No employee is an entrepreneur.
The employee does not have a full interest of developing projects. The monetary perspective is a payraise that is subject to Human Resources policy and management fit. The employee will not be able to get a real full picture, or will only inherit it from someone who has built the business.
Every employee is important, but not irreplaceable.

The entrepreneur might be a big fish in a small pond, but the entrepreneur has created a long-standing asset. Being a shareholder in the company, the entrepreneur will see the startup grow and generate value without his direct work being needed.

The employee, when leaving the company, will only have the passive revenue stream of a unemployment pension that only lasts 2 years.

So it’s not the same.

Conclusion
As a closing cliche, I would say that between entrepreneurship and intrapreneurship, none of them are better, they’re different.
Aren’t you glad you read until the end?

Just allow me to start talking about presentations first, then about magic…

Yes I will tell you about one of my most devouring hobby: Street magic and how I’ve been using my marketing skills to enhance all my effects.

Presentations

I’ve been doing marketing presentations for some time, now…

People’s attention span is fluctuating.

The attention span peaks at several moments, and you can create those moments.

Examples:

- Pause before a message. It gives more perspective to your message.

- Change your tone, speak louder when you want to create a moment.

- Do something unexpected. It could be something like a funny picture, a personal anecdote or just a little dance.

But the best moments are the beginning and the end.

At this point, I’ve seen more than a hundred presentations, and I can tell you that people will make their minds in the first minute of the presentation, and people wake up at the end to listen your conclusion.

START WITH A BANG – FINISH WITH APPLAUSES

Magic

I’ve been learning and experimenting with some magic tricks for some time now, and like most things practice makes perfect.

There are many categories in magic:

Coin magic:

Magic with coins. Make them disappear reappear or multiply them.

Ponta the smith is THE recognized master of coin magic. Notice the graceful moves and the simplicity.

That’s how magic should be.

Card magic:

Magic with card.

Card magic is one of the most common type of magic, and everyone starts with it.

The cards are common as props, as most people have played with them.

A good magician gives the impression that he can change the identity of any card he holds.

Notice how the charisma and the storyline makes the whole stuff work.

Mentalism

This is a very specific type of magic.

This one works best with adults. Many people will actually believe that the mentalist has superpowers.

By using a subtle mix of tricks and soft skills, the successful mentalist will create a bizarre atmosphere.

Like most mentalism tricks, it is a bit verbose, but it IS definitely worth it.

World famous Derren Brown has made a name by using a mix of NLP (Neuro Language Programming) and mentalism tricks. I highly recomment his latest show: Enigma.

Back to the original subject…

I have some good tricks. Definitely, some of them do create a WOW.

At first, I wanted to create a really good attention grabber.

That’s why I used my best trick.

Ultimate card revelation

Basically, I walk to the audience, introduce myself.

I say “think of a card” while holding a card face down.

One of them says “5 of spades”, for example. I turn it up, it is the 5 spades.

Jaw-dropping. Eyebrows-lifting.

I got the audience where I wanted.

But I quickly realized that any other trick went downhill from there.

Starting so high got the expectations so high that anything looked dull.

Learning from that,

I now START WITH A BANG, I do some small lesser impressive tricks, and then

I FINISH WITH A  BIG BANG!!!

Videos available soon…

I recently did an improv show. The poster above was the one advertising for our show.

Improvisation is one of my passions. It’s like living on the edge of reason.

What is improv?

Improv is the constant challenge of coming up with a show inspired from a random word given by the audience within 30 seconds. With the other comedians the word-inspired story can last from 3 to 10 minutes. It’s a total blast.

How do you do it?

• Accept.

Accept what the others propose. If they want the story to be a space love story, play along. Their inputs will blend with yours. Say YES. Say YES. In doubt, just say YES.

Only this way can a story be built. Only when a knight accepts a quest, can a dragon be defeated and a damzelle be rescued.

Only when someone accepts to die, can his son avenge him.

• Spice it up.

Accepting is not enough. YES opens the door. YES does not pushes you through.

YES, AND is the magic formula. (YES, BUT is like a NO).

- Go get me some food.

- Yes, and I think I’ll get a huge heart shaped pizza for you. It’s Valentine’s day, and I love you.

Compared to a short YES, or a NO, just notice how this brings along a new twist to the story and gives your teammate something to play with.

• Trust.

Trust your teammates to help you.

Some situations will make you feel very lonely on the stage. That happens in theatrical improvisation. That’s life.

Until someone helps you by bringing a new element, you will suffer.

This might even inhibit you from going onstage or taking the lead.

But YOU need to TRUST. You will trust your teammates to help you.

You might not understand what storyline they have in mind when they bring in an awkward character, but TRUST them, accept, spice it up and enjoy the ride.

Conversely, trust your teammates that they will find a way out of a harsh situation that you created.

You will have to put them on the spot. They will be in the stress zone.

Example

You: I heard you needed to confess something to me?

Them: Hrmm… Yes… It was… You know… (startled eyes)

And then you can help them. But they will learn from it. The team will learn from it.

Trust each other enough to play in the danger zone as a team.

• Think. Reuse. Recycle.

Do those stories remind you of something?

- A spaceship is lost in space. But an unexpected passenger seems to be around and members of the crew disappear one by one…

- A giant boat is at sea. A love story begins to take shape, when a big iceberg appears from nowhere…

-A young couple is madly in love, but their families have an ancestral hatred that will keep them apart…

Every story has been told. At least once.

“Alien” is “Jaws” in space. “Avatar” is “Dances with wolves” in a sci fi context.

Rocky 2 is rocky 1, but this time Rocky wins.

Rocky 3 is rocky 2, but this time he fights Mr T.

Rocky 4 is Rocky 3, but this time he fights a russian guy.

Rocky 5 is Rocky 4, but this time he fights a newbie he trained.

Rocky 6 is Rocky 5, but this time he fights the current champion.

What about Rocky in space versus an alien?

Your mind is full of pop culture.

When you are watching a movie, ask yourselves how it should finish.

Make your own endings and notice how every storyline has been worn to death.

Cross the different movies and create new ones. Think about great plots that you can reuse.

Think. Reuse. Recycle.

• Let your character live

That’s when it becomes tough.

Imagine your character’s life. Let’s suppose it is a man.

Where is he from? Name? What is he doing here?

How would he behave in that situation?

What is his posture, his voice or accent? What physical traits should you play on stage to convey all that?

With thick characters, your improv will become realistic and deep in emotions.

The audience will feel involved and will not only perceive them as puppets for a plot, but as beings living extraordinary events.

- And what if the character had to say NO to remain true to himself?

Then you have to say NO. The character’s integrity is the most important thing. Without autonomy, no credibility.

Example

- Jump off the cliff!

-No… hrmmm… Yes, and…hrmmm

If the character does not want to say YES, make him propose something else. He can jump, and then use a secret parachute, or just say no and propose something like giving money.

I know. It’s complicated. At this point, you’ve probably given up reading this post.

But Autonomy and Acceptance are antagonistic forces that fuel the improvisation.

• Allow yourself to be average

You can’t always perform at 100% of your capability.

If you set your expectations too high, you will freeze on stage, trying to find the perfect thing to do.

That can not happen all the time. Allow yourself to have some poor performance displays and enjoy them… every mistake makes you better for the next time.

That will free your mind from pressure and will give you confidence to go on stage.

So as a conclusion

1. Accept
2. Spice it up.
3. Trust.
4. Think. Reuse. Recycle.
5. Let your character live.
6. Allow yourself to be average.

The good thing with marketing people is that they will always try to pass their messages in the best, sweetest possible way.

I often give feedback on presentation techniques given by engineers.

How do you understand what’s really behind the words of a marketeer?

Here’s a few tips on how to interpret those words:
1) “You were perfect.”

- I did not watch the presentation.
- I fell asleep and I am hungry now.
-Just go away.

2) “Good.

Slide 15, just put the scale.

I feel it would be easier to understand the message.

Otherwise, really good.”
-I woke up at slide 15, noticed something I could bitch about, went back into trance-mode.

3)”Very exciting.

You really go into details to give us the full picture.”

-You lost us in  the first minute when you’ve shown a math formula on a slide. A MATH FORMULA on a slide! You should be shot. Don’t use presentations like crutches.

I could go on forever on the subtle back-handed compliments that could spice the days in a cubicle, but just let me tell you about a specific technique.

The shit sandwich.

Imagine you have to pass a message. Imagine it is absolutely bad. It is basically an insult to your audience.

The shit sandwich.

Just sandwich your insult between two compliments. It will go through like a charm.

Example:

4) “The presentation had no spelling mistakes in there and the grammar was impeccable.

Your presentation is an insult to the audience intelligence and we all think you’re a fraud. 

I like your tie, is it made of silk?”

Notice how the insultee will be taken off guard following a compliment… Right time to push in for the insult.

Then another compliment will ease the pill, and a question will immediately prompt a response on the compliment – not allowing to react on the insult.

As a funny anecdote, I heard this technique was also called “Praise Burger” which gives it a really nice name for such a devious technique.

- Hi. By the way, don’t tell me what you did this week-end… I don’t care.
- Hi. You must be underaged and have some father issues. Would you fancy some intercourse in the men’s room?
- Hi. I don’t really know what I am doing here. My boss told me I had to attend this meeting and payraises are being discussed.
- Hi. Just get me the cheapest wine on the menu… and serve it like it’s very expensive, I want to impress my friends.
- Hi. I am applying to this job because I have been unemployed for 4 months. I’d even settle for your company.
- Hi. I hate you. Yesterday, I dreamt you were eating a hamburger with maggots. I enjoyed it.
- Hi. You look awful today. Stop wearing that dress. It’s making my eyes bleed.
- Hi. Your gibberish corporate blabber is raping my brain. Can I just walk away and play sudoku on my cell phone?
- Hi. Our service is average on the market and is slightly overvalued. But rest assured that you will know every drawback of our product before you buy it.
- Hi. I know you’re just doing your job, but your flyer will jump straight to the trash can. It does not feel right for the tree that was cut down in agony.
- Hi. I have a wallet full of cash, but I don’t feel like giving any change to you. You are probably going to spend it on alcohol as your 5 empty whisky bottles seem to suggest.

Wouldn’t it feel better afterwards?

Radical honesty has been developed as a self-improvement program.
Lying creates stress, as it is conflicting with your values.
Just state how you feel and get prepared to get slapped.

Feels good huh?

As an additional note, here’s a video that I’ve seen lately on the radical honesty topic. It will also give you great insight on how financial markets are being run… in a very honest manner.

Update: Here’s the link to an interview with the founder of the Radical Honesty concept. Page 2 is a delight.

Following the ratings your manager gives you, your bonus is impacted likewise.

However, recent studies have shown that higher incentives created poorer performance !
And what people really wanted were:
Autonomy. Mastery. Purpose.

To know more about that, here is a video, I would have liked my bosses to see. – I was on the verge of sending it to them -

Notice how they manage to keep their presentation fresh and entertaining.

This is the original version with Daniel Pink

Don’t get me wrong. I still want a bigger bonus. (if you’re my boss, this is a subliminal message)

It is a Don MacMillan video (ex Engineer) who is now a comedian – he still calls himself a recovering engineer.

Here’s for a true gold nugget.
=> Never make a create a powerpoint under influence of alcohol: don’t even think about presenting it during your hangover.

I’m pretty sure you enjoyed that!
I’ve kept some good ones I’ll publish later…