I want to challenge your thinking. Stretch your paradigm. Pose a challenging “gauntlet” to how YOU see business life. And – please, lower your resistance here – open your mind; because I’m NOT trying to sell a thing. Nor, am I asking you for any response at the end.
So here’s the situation. A good friend of mine has a son, who is a famous Hollywood scriptwriter/director. Comedy is my friend’s son’s forte. His last movie was a runaway, box office hit! Everyone has seen it at least twice!
Anyhow, my friend’s son JUST completed his newest movie — starring three famous comedy actors. The studio took the finished footage and played it for 500 representative viewers.
That’s no big deal – focus group testing is pretty common, right? Right.
But what struck ME as outstanding, monumental, stunning – were all the impressive ways the market research group sliced and diced that film BEFORE it even made its way to the public. Why? Obviously to refine it, improve it, enhance it. Make it more likable, laughable, engaging – so word of mouth would explode! So the movie would do a billion dollars in ticket sales at the box office – worldwide!!!
Why am I telling YOU this? Because, most business owners don’t question, examine, evaluate, test and explore ALL the different impact points, leverage points, performance enhancement factors and forces that can positively (or negatively) impact the success or failure, the effect or performance of everything from ads to marketing to presentation, to website to emails, to follow-up, to web pages, to brand/image, etc.
Let me share with you just a few of the thought-provoking elements the research people evaluated in my friend’s son’s new upcoming movie:
Playability * willingness to recommend * humor * favorite scenes * other drivers of enjoyment * the film’s character * pace * specific scenes * perceptions about the ending * where it could be faster, funnier * how people will describe the film to friends * what viewers liked most * positive mental imagery conjured up by the movie * character and their perceived relationship to one another * whether the comedy worked * how the ending worked * whether the story was engaging/credible * how the beginning propelled or impelled the movie’s progress * the music/soundtrack * the drama * the romance * scenes liked least * jokes that went too far or didn’t work as well as expected * negative imagery * confusing parts * reasons people wanted to attend * perceived similarities to other movies
Bottom line? What more could YOU evaluate about your business’ sales/marketing proposition, presentation perception, performance, market impression, etc? Probably a lot!
I’ve been trained to carefully/clinically/
That’s it. Enjoy.