The Power of Vulnerability: Putting People before Perfection

transcript

The Power of Vulnerability:Putting People Before PerfectionMichael LazerowChief Marketing OfficerSalesforce Marketing Cloud @lazerow

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“Connection is why we’re all here.”

-Brene Brown

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“… the one thing that keeps us out of connection is our fear that we're not worthy of connection.”

-Brene Brown

Connected people share one trait “They fully embraced vulnerability. They believed that what made them vulnerable made them beautiful.”

Why do we love goofy?

12 IMAGE: Copyright The Walt Disney Company

So if vulnerability is so important to humanity, why is it a dirty word in business?

“Honesty and transparency make you vulnerable.”

-Mother Theresa

@Lazerow’s Vulnerability Dilemma

The Result Companies strive for perfection in a world that embraces and rewards imperfection – and do not tap into the power of vulnerability.

“...human nature dictates that people have a hard time genuinely connecting with, being close to, or really trusting other humans who (pretend to) have no weaknesses, flaws, or mistakes” - trendwatching.com April 2012 Trend

Briefing

http://trendwatching.com/trends/flawsome/

Source: www.trendwatching.com. One of the world's leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide.

HUMAN BRANDSConsumers turning away from bland, boring brands in favor of brands with personality.

TRANSPARENCY TRIUMPHConsumers are benefiting from radical transparency in all aspects of their lives and expect flaws.

http://bit.ly/Oz8cjL

Source: Report titled “Bad reviews are good for busines.” Reevoo.com Jan 2012

Suspect censorship or fake reviews when they don’t see bad scores

Trust reviews more when they see both good and bad scores

Higher conversion rate for consumers who seek out negative reviews

P&G Thanks Moms & Embraces Human Struggle

“Our consumers expect transparency, authenticity and honesty from the brands that they are purchasing.”

- Irwin LeeP&G UK & Ireland Managing Director

$500M+ in sales off the Olympic campaign

Retailers that have activated campaign with in-store displays have seen a 5%-20% sales lift for P&G products during Olympic merchandise period

Domino’s Admits its Pizza Sucks & Embraces

Transparency

Being vulnerable delivers results

Stock up 4X over competition

Finally, A Personal Story about Embracing Flaws

http://www.youtube.com/michaellazerow

250,000+ views on Youtube & Facebook.

180+ countries, including Madagascar, Yemen and Somalia.

“probably the highest-ranking social media professional in any publicly traded company.”

-Forbes Magazine, 5/29/2012

Clients and customers don’t remember the price tag, or the details of the deal.

But they were inspired by the video, and remember me for it.

What’s the ROI of that?

The Lessons

Embrace your flaws.

Demonstrate some empathy.

Be generous.

Be flexible.

Don’t fear your sense of humor.

Don’t fear your sense of humor. (Develop one if you don’t have one)

Show some humanity – and your customers, employees and partners will do the same.

And above all else, be humble in victory.

Your goal is not to create flaws.

But embracing them is critical.

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@BuddyMedia/ @lazerow

Thank you!Contact us at www.salesforce/marketingcloud.com or:

The Power of Vulnerability: Putting People before Perfection

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