Trade Show TalesBlog

Posts Tagged ‘Malcolm Gladwell’

Word on the Street — October 26th thru October 30th

October 30th, 2009 Mel White 1 COMMENT
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

Variety is the Spice of Life

How many times have we heard that? For me, it is something I truly believe — both in business and in my personal life.

Earlier today, I watched a great online seminar by Malcolm Gladwell who, as many of you know, is someone I admire greatly. In this video, Malcolm speaks about Howard Moskowitz, the man who revolutionized the way the food industry looks at and delivers its products to consumers. And I mean revolutionized!

Take some time over the weekend or at lunch and watch this video: 

http://ennome.blogspot.com/2009/10/ideas-worth-spreading-malcolm-gladwell.html

His philosophy boils down to two main points — which Malcolm Gladwell highlights:

  1. The mind knows NOT what the tongue wants
  2. In embracing the diversity of human beings, you will find the path to happiness

How does this relate to the trade show industry? Well, it’s no stretch to apply it to our world.

For years, the guiding principle of Custom Builders has been to focus on projects that keep their saws turning. End users have been conditioned to think that when they need an exhibit of a certain size and a certain capability, then they call their Custom Exhibit Builder.

When the same customer finds themselves in need of a smaller, more “portable”  or “modular” exhibit, then they call their Portable/Modular Exhibit distributor.  

I would suggest that both of these transactions happen because “that’s just the way it’s been done historically.”  However, if you were the owner of that Custom Exhibit Builder business, what would you say if that customer told you they spend $500k – $1 million per year on their Portable/Modular/Hybrid Exhibit program? Do you say, “Sorry, I’m in the custom exhibit business . . .  not I’m in the exhibit business.”

The idea of Horizontal Segmentation in business is so critical, yet often ignored. I am not saying it is ignored intentionally. But too often, no one recognizes it until there is an emergency. For many of us, the economic downturn has been that emergency. 

Whether you build Large Custom Exhibits, Portable/Modular/Hybrid Exhibits, or P.O.P Displays, your client may have a need for all three. Why not offer them Plain Sauce, Spicy Sauce, and Extra Chunky Sauce? Because what we know from Howard Moskowitz’s research is that 1/3 of consumers love Extra Chunky sauce, but unless you have it to offer, you will never know that.

Have a safe and restful Halloween weekend.

Be Well!

–Kevin Carty

http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a

 

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Connectors and Relationships

April 20th, 2009 Mel White 2 COMMENTS
The Tipping Point and Connectors

The Tipping Point and Connectors

Have you ever noticed that one person at a party, a business function, or a public gathering that seems to know everyone? There is a reason for that . . . they do know everyone and everyone knows them.

The most common term I hear in reference to that is “connector.” You can find them in about every situation in life. Connectors are not just loud mouth people that like to hear themselves talk. That is not what I am referring to at all. Rather, they have a unique and very genuine knack for listening to and remembering things about the people they come across in life. And they do so genuinely. It’s something I admire greatly. Whether in business or in private settings, Connectors understand the importance of relationship building.

Let’s face it, when you have a business associate or friend come up to you and ask about your 12 year old son and your wife Sally. . . .when, it fact, you have 2 year old twins and your wife’s name is Lindsey, it sort of diminishes the sincerity of whatever it is they are trying to say.

But, when you come across someone who asks you how your son’s (Billy or Johnny) baseball team is doing this season, and if they made the payoffs again this year, it leaves you thinking “wow, this guy or gal really cared enough to listen and remember what I was saying the last time we spoke or saw one another.” At that moment, a “connection” is made that often can be stronger than anything ever acheived in a sales presentation.

Relationships, we would all agree, are an important driving force in our personal lives and most certainly in our professional lives. Malcom Gladwell, author of The Tipping Point, focuses on the meaning of being a Connector and clearly separates Connectors from Sales People. Connectors are “people specialists.” So Are you a Connector?

  1. Do you know a lot of people?
  2. Do you like people?
  3. Do you tend to remember people’s names?
  4. Do you enjoy going to parties and meeting new people?
  5. Do you collect acquaintances?

If you answered Yes to 4 or more, chances are you are a Connector.

As a Connector, you focus on connecting others with each other, as well as creating groups where people feel at home. Connectors are some of the best relationship builders I know personally and professionally.

Do you know any good Connectors? What makes he or she a good Connector? Share your experiences.

–Kevin Carty

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Posted in Kevin Carty, Uncategorized | 2 Comments »