Three Cs of Social Selling Success! Content, Curation and Community

Social Selling is all the rage and if not already, will very soon be the ‘go to’ methodology for B2B sales success! For B2B salespeople and leaders, do you know what your personal Social Selling Index (SSI) is or the SSI of all your sales team members and how this compares to Social Sellers in your network and Industry?

Whether you’re just setting out on your Social Selling journey or have already attempted and don’t feel you’re getting the results expected, there’s a formula I call the 3Cs of Social Selling. These are ContentCuration and Community and building these three legs allow you to create a virtual Social Selling stool which will stand on its own and combined these 3 components will synergistically deliver greater results than any of these 3 strategies employed individually.

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Toward Dumber

If you want to reach more people, if you’re measuring audience size, then the mantra of the last twenty years has been simple: make it dumber.

Use clickbait headlines. Short sentences. Obvious ideas. Little nuance. Don’t make people uncomfortable or ask them to stretch. Remind them that they were right all along.

Generate a smile or a bit of indignation. Most of all, dumb it down.

And it works.

For a while.

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The self-healing letter of complaint

You’ve been wronged. The service was terrible. You went unseen, disrespected and abused. You didn’t get your money’s worth. The software is sloppy, the people were rude, the entire experience was lousy.

A letter to the organization is called for. At the very least, you’ll get an apology, some free samples, and maybe, just maybe, they’ll fix the problem for everyone who comes after you. How generous of you to dig in and share the vitriol.

Better put a sharp point on it, personalize it and make it sting.

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What Is Influence 2.0 And Why Is It Important In The Future Of CX?


Before social media, before modern digital marketing and before DCX and digital transformation, I spent much of the late 90s and early 2000s studying and experimenting with online influence. In February of 1999, I opened a lab to test and learn and in the process, was one of the many contributors to shape the future of digital marketing and customer engagement. Shortly after joining Altimeter Group in 2012, I shared all of the research I had collected and more and published the findings in a comprehensive report, “The Rise of Digital Influence.” In fact, that report is still considered the standard in understanding how people influence the impressions and actions of others online.

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Toward civilization

If war has an opposite, it’s not peace, it’s civilization.

(inspired by Ursula LeGuin writing in 1969)



Civilization is the foundation of every successful culture. It permits us to live in safety, without being crippled by fear. It’s the willingness to discuss our differences, not to fight over them. Civilization is efficient, in that it permits every member of society to contribute at her highest level of utility. And it’s at the heart of morality, because civilization is based on fairness.

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Customer Experience Versus Just Experience: Why The Difference Is Key To Brand Relevance



Customer experience aka CX is one of the most important trends changing business today. And, experts believe that it represents the next big competitive advantage for companies that invest in it. But what is customer experience exactly? It’s one of those terms (and movements) that is defined and interpreted differently depending on who’s talking about it within the organization. But without a common appreciation for customer experience and what it represents to customers, not just our view of them, our CX efforts may not be as effective as we think.

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Time to Move from E-Commerce to E-Commpetition!

Since the advent of the consumer internet in the mid-1990s we’ve heard and seen the word e-commerce some several billion times as it has blended into the smoothie that is today’s societal lexicon.

Funnily enough, it’s only now that the last laggards are finally beginning to spin up e-commerce sites as they realize they’re slowly sinking deeper into their single channel swamp.

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What have we become? (And what are we becoming?)


Every day, we change. We move (slowly) toward the person we’ll end up being.

Not just us, but our organizations. Our political systems. Our culture.

Are you more generous than the you of five or ten years ago? More confident? More willing to explore?

Have you become more brittle? Selfish? Afraid?

Grumpy and bitter isn’t a place we begin. It’s a place we end up.

Do we intentionally choose the optimistic path? Are we eagerly more open to change and possibility?

Every day we make the hard decisions that build a culture, an organization, a life.

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Videos and Visions: Of Omni-Channel and Airports

VIDEOS & Vision

So… what does the future of retail look like and what might an airport have to do with this?

Well first off, Omni-Channel’s a great buzzword, but how best to define the term and how can retailers (and even airport authorities) get from where they are today to the promised land?

This week’s share ‘Videos and Visions: Of Omni-Channel and Airports’ seeks to shed more light on both the definition and growing manifestation of future state omni-channel retailing.

To get started you should check out part of Jim Tompkins video ‘The Titans’ specifically focusing on his third game changing strategy ‘Omni-Channel Retail’

The entire video is 34 minutes long (well worth a look) but for today’s purpose have only selected the last 15 minutes in which Jim puts forward one of the most condensed, compelling and complete definitions of omni-channel retail I’ve seen to date!

Sure hope you enjoyed Jim Tompkins expanded views on omni-channel retail and how mastering same will truly be a game changing strategy for those retailers who successfully cross the chasm.

Evolution to omni-channel retail is all about transforming the customer journey and what better place to begin talking about journeys than the airport!

Omni-channel evolution is all about taking the ordinary, re-imagining what could be and then recreating the traditional customer experience into the extraordinary.

This is what has been done at the Frankfurt Airport through their omni-channel e-commerce transformation as highlighted in this video!

How are 160,000 daily travellers contributing to making the Frankfurt Airport the largest shopping mall in Germany?

The answer is e-commerce integration leveraging space and time to uncover opportunities for travellers to take better advantage of time during delays, stores in other terminals of airport and keep up with gate changes to ensure packages get to passengers before departure.

These opportunities also extend to arriving/returning passengers who can have their groceries ready for pick up upon their arrival/return to conveniently take home with them regardless of the time of day.

All of this was developed for Kai Schmidhuber of Frankfurt Airport courtesy of Kian Gould and the team at AOE, along with Magento, representing just one more example of how omni-channel continues to transform how we’ll all shop in the future!

Let’s now re-imagine all of the ordinary in a digital lens to see where space and dead time can be leveraged; the waiting room, concert venues, commuter trains/stations, sports stadiums, the gas station and even the shopping mall are all places ripe for re-invention.

Time to digitally rethink the ordinary to discover and create the truly exceptional.


Jeff Ashcroft

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Future of Retail as an Omni-Channel ‘Internet of Things’




Future of Retail as an Omni-Channel ‘Internet of Things’ | Jeff Ashcroft | LinkedIn

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