Reputation As Your Career Currency – A Blog Series

I want you to take some time (maybe 5-10mins) to reflect on this:

– What organizations are you fiercely loyal to and why?
– If you could be Harry Potter and wave your wand to enact changes ASAP, what main things would you change today in your company?

It is important to look back in history and appreciate the industrial age, which has 4 primary mindsets generated from it.

One-way mass communication (Print media)
Domination of big businesses and brands
Win-lose sales mindset
Command and control

The industrial age was sales and marketing-focused. Everything was designed around getting sales and profits. This approach worked because customers had limited access to third-party reviews, information, and alternatives.

With the birth of the internet, what happened is that we are now in a business world of two-way communication. Which can be classed as the “social revolution”. It generated a massive change in human and customer behaviour, and most organizations are still blissfully ignorant of the size of the change.

In order to build reputation and referrals in this new age, you have to be fantastic at delivering consistent service and continually improving the customer experience (reputation) and leveraging this to drive repeat business, cross sales, and new customers (referrals), rather than traditional sales and marketing.

However, it also carries a blight with it, and that is the social revolution that has oversaturated the market with information. The more this world of communications grows, the less real communication people are actually getting.

So in order to break through that mess and become someone who stands out in a crowd, you have to be special. You have to be great or remarkable. Otherwise, you are invisible!

You might have a perfectly optimized website, but it could likely be optimized for a one-way communication philosophy, or your target customers are just too busy, or have too much info to analyze, or simply just can’t find you.

There is nothing wrong with a corporate website, I assure you! It is a fundamental requirement, but it is rarely a route to anything highly valuable in this socially engaged, two-way mass communication world.

In this series of blog posts on reputation, I will discuss key themes such as :

– How to invest in reputations and referrals
– The human need for attention
– Building a feedback system for your business
– Taking a leap of faith and just talk to people!
– The need for social proof
– How to be ‘referable’
– Elastic and Velcro Marketing
– The four levels of customer relationships
– Why you should love complaints
– Why you should love “bad” feedback

Stay tuned for more on this!

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