Image by rscottjones via Flickr
Written by Karen D. Swim
Well, today is November 5th and in case you missed it, the United States has elected Barack Obama as its 44th President. I did not want to allow the day to pass without acknowledging the historical significance of this moment. Yet, when I tried to form words this morning, I simply could not. Everything sounded trite or cheesy. I am quite frankly still absorbing the weight of America’s decision.
I have been fascinated this election season by the marketing campaigns, lessons in communications and of course the comments, opinions and reactions of voters. As a writer and marketer, this has been akin to hitting the inspiration lottery. I could devote several hundred posts to the nuggets of wisdom from this election but today I shall focus on the one thought that dominates – Discomfort leads to action.
I moved to Michigan from California a few years ago. Michigan has been in a one state recession long before the economy went south in the rest of the country. Most Americans were still happily spending and going about their business unaware of the declining economy in our little neck of the woods. However, that recession spread. Fuel prices soared, layoffs increased, financial institutions collapsed and wall street became a nauseating roller coaster ride. Suddenly, everyone was checking their wallet in search of the thief that was stealing the value of their dollar.
In short, many people became uncomfortable. We humans are funny, creatures of habit. Some of us like constant change and will mix it up “just because.” Most will stay the course until something shakes us up and forces us to change. Dave Navarrro wisely articulated this in a recent post on the impact of the wake up call. When we’re comfortable, we don’t rock the boat but discomfort leads us to action.
America became uncomfortable. Barack Obama tapped into that discomfort and offered a prescription for relief. People registered to vote, others who had not bothered to vote stood in line to cast their ballot. Obama reminded us that we were not comfortable, many had a wake up call and took action.
Pain. Discomfort. These words have great meaning to those in sales. You want to uncover pain and discomfort and offer your customers a prescription to make it all better. You are always offering the cure or the prevention to pain and discomfort. Always. You may have the best product/service/source of knowledge but if you can’t sell it then it’s worthless.
Whether you are an employee fighting to recession proof your job or a business owner seeking to stay alive, you are selling and pain is your key. How can you help your customer / employer avoid or relieve pain? Answering that question will take you far. If you don’t believe me, check out America’s next President.
screenwritingforhollywood says
As bloggers, one thing we all know is that the negative voices speak louder than the positive ones.
Yes, you are right, discomfort puts people into action. Comfort makes people complacent. The news prospers off of this, always instilling fear to get people to watch. If everything was ok, why should anyone watch the news? It’s like watching the weather channel in San Diego: Another day of sunshine. I liked to watch this one old guy on KUSI because he was so funny and positive, even though he didn’t have much with which to work.
For me, comfort is the death of creativity.
A new friend of mine in California was canvassing Detroit Michigan for Obama this election. The stories he told me were painful… He said in certain neighborhoods, 8 out of 10 houses were exploded. As car manufacturing jobs went overseas, it destroyed the people of Detroit. He said it looked like a war zone. Because these people had no money, no car or no gas, and often no food, the Obama campaigners drove these people to the polls to vote.
I was in San Francisco Nov.4, people were dancing in the streets, drumming, going absolutely wild late into the night. Had I not ran out of camera battery, I would have had some great photos of the cops carrying many bottles of champagne to the trash where the vagabonds were surely stoked later that night.
This is a day I did not think I would see in my lifetime, I am moved and happy to see a real step towards equality for the USA. As the older generations die out, so goes their closed-minded ways. Now if we could just get over the religious hurdle! Religious conflict is something I would like to help people overcome in my novel writing.
Great post.
Karen Swim says
Hi Robyn! One day, I would love to explore more of your observations as I think they can be enlightening to so many. What a tremendous insight about the challenge of leadership. In the past couple of days with more bad news from the auto industry that challenge becomes greater. I believe the leaders who seize this opportunity have an opportunity to leave a mark of greatness.
Karen Swims last blog post..How Comfortable Are Your Customers?
Karen Swim says
Andrew, that story is such a powerful illustration of pain that leads to change. As you noted that level of pain however differs. In sales you learn to find that threshold which comes through a vigorous discovery process. You have to know your market and that means knowing their tipping point.
Your comments and insights are always so valuable Andrew. I really, really appreciate you reading and sharing your wisdom.
Karen Swims last blog post..How Comfortable Are Your Customers?
Robyn McMaster says
Hi Karen, I have had the privilege of working in Michigan within the last year and I loved the people I met there. Leaders face quite a dilemma to inspire workers to engage their creative juices rather than to fall to the toll of circumstances which may surround them. I believe Barak Obama leads the way and many people recognize that and voted for him based on his merits to lead and bring change!
Robyn McMasters last blog post..What I Learned from a Government Deportation Notice
Andrew says
Karen,
Your post reminds me of an old story:
“A man was walking down a road, and he noticed a dog which was whining and in some apparent discomfort.
The man asked the owner, “Why is your dog whining?”
The owner replied, “Because he’s laying on a nail.”
The puzzled man then asked, “Why doesn’t he get off the nail?”
The owner replied, “Because it’s not hurting bad enough!”
It has long been accepted that the ‘pain points’ of prospective customers become key selling points in cases where your organization is able to offer a product or service which addresses such issues.
Without disputing the value of pain points as selling points, I guess what the above story illustrates is that people only respond to pain once they reach a certain threshold. Until such a threshold is reached, I would not have thought that the strategy of selling based around pain points would be an effective strategy.
Andrews last blog post..Employee rights part 1 – Fundamental rights of every worker
Karen Swim says
Alex, “risky happiness.” Hmm, that is one that I am going to hang on my wall. I never thought it in quite that way but you are right! I am off to apply your words of wisdom.
Alex Fayle | Someday Syndrome says
I’m all about discomfort. Comfort derails most people’s attempts at being happy because unhappy comfort is often easy than risky happiness…
Alex Fayle | Someday Syndromes last blog post..Improvising Life: Do You Play Along?