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Pink Goldfish 2.0 Foreword by Jay Baer

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Pink Goldfish 2.0 Foreword by Jay Baer

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"You need something different, and distinct, and memorable. If you want more stories told about you, you need to be worthy of a story." This is my favorite quote from the Foreword to "Pink Goldfish 2.0 - Defy Normal and Exploit Imperfection" by Jay Baer.

You can read the entire Foreword in the carousel post below.

Here are a few other memorable quotes from Jay:

"The fact is that all human beings ignore what is average, and discuss what is different."

"Because after consulting with more than 700 organizations, I have found it to be exceedingly difficult to find lasting success in business without meaningful differentiation."

"You have to stand out in a way that is noticeable enough to create a tsunami of stories about that differentiator."

I am huge fan of Jay's work. If you haven't picked up YOUtility, Hug Your Haters, or Talk Triggers, you should. There is a reason Jay is in both the Word of Mouth and Speaking Hall of Fames.

David Rendall and I are honored he wrote the Foreword. We're excited for the launch on July 5, 2021.

"You need something different, and distinct, and memorable. If you want more stories told about you, you need to be worthy of a story." This is my favorite quote from the Foreword to "Pink Goldfish 2.0 - Defy Normal and Exploit Imperfection" by Jay Baer.

You can read the entire Foreword in the carousel post below.

Here are a few other memorable quotes from Jay:

"The fact is that all human beings ignore what is average, and discuss what is different."

"Because after consulting with more than 700 organizations, I have found it to be exceedingly difficult to find lasting success in business without meaningful differentiation."

"You have to stand out in a way that is noticeable enough to create a tsunami of stories about that differentiator."

I am huge fan of Jay's work. If you haven't picked up YOUtility, Hug Your Haters, or Talk Triggers, you should. There is a reason Jay is in both the Word of Mouth and Speaking Hall of Fames.

David Rendall and I are honored he wrote the Foreword. We're excited for the launch on July 5, 2021.

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Pink Goldfish 2.0 Foreword by Jay Baer

  1. 1. “Today, word of mouth is the most effective and least expensive way to gain new customers… FOREWORD PINK GOLDFISH 2.0 BY JAY BAER #the1299 Photo Credits: Pixabay, Pexels, Unsplash, and Gratisography
  2. 2. This was also true five years ago. It has always been true. It was true when the first caveman sold a better-than- expected arrowhead to another caveman. It will always be true. THE FOREWORD TO PINK GOLDFISH 2.0 BY JAY BAER CONTINUES
  3. 3. Yet, very, very, VERY few businesses make any meaningful attempt to boost word of mouth. Instead, it’s just taken for granted. It is nearly always assumed that if the organization just does a good job, and executes well, customers will naturally notice that excellence, and tell others about it. This is what most company leaders think.
  4. 4. But each of those leaders is expecting customers to behave how they themselves do not. Because the fact is that all human beings ignore what is average, and discuss what is different. Competency doesn’t create conversation. It never has, and it never will.
  5. 5. Competency keeps customers from defecting. But it doesn’t create new customers. Why? B e c a u s e w e E X P E C T competency. That’s what we’re paying for, after all.
  6. 6. And we don’t make a point of telling our friends about that time we got exactly what we expected. This is why there are so few 3-star reviews: “Paid for a sandwich. Got a sandwich. 3 stars.” If there is no story to tell, we simply don’t tell it.
  7. 7. I have had six accountants in my professional career. All of them competent, as far as I can tell. Yet, I have quite literally never told a story about any of them, to anyone. What would be the gist of that tale? “You won’t believe it! I got my tax return back, and all of the numbers added up!”
  8. 8. To turn your current customers into volunteer marketers on your behalf, you need more than competency: you need something different, and distinct, and memorable. If you want more stories told about you, you need to be worthy of a story.
  9. 9. Pink Goldfish 2.0 is your instruction manual for unlocking and implementing your uniqueness, which becomes the plot line for those stories.
  10. 10. I have spent nearly 30 years as a marketing and customer experience advisor to major brands, and have written or co-written six books in the category. I have had the pleasure of knowing Stan Phelps and David Rendall for many of those years. I love their work throughout the Goldfish series, but Pink Goldfish is closest to my heart.
  11. 11. Why? Because after consulting with more than 700 organizations, I have found it to be exceedingly difficult to find lasting success in business without meaningful differentiation. If you’re disproportionately good at marketing, that will help. If you’re better than average at customer service, that will help. If you have - at least temporarily - a product that is actually superior, that will help. If you have exceedingly devoted employees, that will help.
  12. 12. But none of these is enough to create significant, sustained success.  You have to stand out in a way that is noticeable enough to create a tsunami of stories about that differentiator.  In short: if you’re not a Pink Goldfish, eventually you’ll become a sick goldfish.
  13. 13. Being different is critical, yet few organizations choose to actually be different. For my book about word of mouth, I studied why organizations fail to embrace different, and found there are three main hurdles: Why?
  14. 14. 1. Leaders don’t understand why differentiation is needed
 2. Leaders don’t understand how to differentiate, or in what way
 3. Leaders don’t have the courage to differentiate (if it ain’t broke, don’t fix it)
  15. 15. What I love most about Pink Goldfish 2.0 is that it addresses all three of these obstacles. This book makes a sturdy case for why different matters. This book - with its sublime FLAWSOME system - shows you precisely all the ways different can work. And this book illustrates why different should be embraced, not shunned.
  16. 16. Further, it’s common in marketing and customer experience books to be presented with some case studies and examples that are a bit too tidy: they are shoehorned and gerrymandered to perfectly fit the narrative, but leave the reader not sure how to apply the principles in their own situation. This is not that book.
  17. 17. Indeed, the number of stories, and ideas, and inspirational detective work contained in these pages is extraordinary. You will find a cornucopia of examples in this book that make you think, “you know, if we put a twist on that, it could work for us.” If you don’t, you’re just being obstinate.
  18. 18. I know you will enjoy Pink Goldfish 2.0. It’s an engaging and exciting read. It’s the kind of book you tell your boss about when you’re half-way through. And if you’re the boss, it’s the kind of book you call a team meeting about when you’re half-way through.
  19. 19. But don’t start yet. Be prepared first. You will be propelled by the ideas and the humor and the overall accessibility of this work. You will not want to stop, so make sure you’re not trying to start reading this book in a 15-minute gap between your next appointment.
  20. 20. First, clear your calendar.  Then, clear your mind.  Now you’re ready for the Pink Goldfish. Enjoy!  Jay Baer Founder of Convince & Convert Co-author of Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth
  21. 21. Big thanks to Jay for writing an amazing Foreword. -Stan & David

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