johnmaconline

Universal fame could instill universal trust.

I see this person on TV. He plays my favorite character or plays for my favorite team. I know him. I like him. We (supposedly) have the same values. I (want to) believe him. He wouldn’t (knowingly) steer me wrong.

Although there was always a little “that’s not my guy” on the fringes, or maybe a newspaper quote raises an eyebrow, and certainly the Cowboys QB wouldn’t be shilling cars in Philly, good spokespeople were universal. 

Just like the brands — universal.

Sure, you might be a Chrysler guy, not a Ford guy, or a Coke gal, not a Pepsi gal, but these were broad strokes and massive customer groups. You probably didn’t hate Pepsi as a company because Michael was their spokesperson (fun fact: Michael didn’t like to drink Pepsi). 

The script was tried and true. Find a famous person, and they’ll help us build universal trust in our brand. 

Today, large brands and universal spokespeople have a dilemma. Universal trust has been replaced by niche trust. Niche-trust follows from defining your ideal person, knowing what they care about, what they stand for, and who matters to them. 

Brands include, by excluding. 

The choice of spokesperson still helps to build trust but in a different way. Trust is built by taking a stand. This, not that. You, not them. A choice of spokesperson excludes as much as it includes. 

Who do we want to push away so our people will trust us?

Could you imagine your dog living outside on a chain in a doghouse?
Could you imagine letting your 8-year-old go wherever she wants on her bike and just asking that she’s back by dark?
Could you imagine sending a handwritten letter making plans to meet on another continent three months from now?
Could you imagine smoking on an airplane?
Could you imagine a house phone?

Could you imagine any of those today? What changed? Not physics. Not the human body. Not our intelligence.

Our collective perspective changed.

Perspective is a powerful guiding principle. Understanding and possibly shifting your perspective can help you become a better leader, marketer, product developer, parent, spouse, and community member.

Culture shift is also perspective shift. A collective perspective shift that we buy into. What was normal and acceptable is no longer.

The world changes. Will you change with it?

I had a discussion recently about whether a personal job interview still matters. You know…Moneyball. AI. Spectrum-adjacent super-billionaires in charge. Etc.

They are. But the reason might not be what you think it is. It’s not because “you can look someone in the eye and figure out what kind of person they really are.”

Useful team members have the adultiness quality.

They show up. They (attempt to) do what they say. They’re (mostly) honest. They know their limitations, but also will do their best even if they’re not the right person for this task. They get along with others. They share. If they don’t know, they find out. They put the team’s purpose ahead of their personal purpose. They know when to defer.

You might be saying, “Yes, of course.”

But what I’ve found is that not every human walking around in an adult body has the adultiness quality. In fact, dissappointingly few have it.

Adultiness doesn’t come across in a resume. AI can’t find it for you. No amount of keyword screening will uncover it.

The only way to find it is to have a conversation.

You should keep yourself informed of current events.

Why?

Because it’s good to know what’s going on the world.

Why?

Because it’s your civic responsibility.

Why?

Because then you can understand and empathize with others.

Ah. Finally, a worthy answer.

However, feasting on “current events” as they are served to us through the news, social media, and other media, is different than experiencing other people and other perspectives. If you want to understand and empathize with others, dig in past the headlines, sound bytes, and synopses.

Be careful with the high fructose corn syrup. In small quantities, no big deal. If it becomes your main source of nutrition, it’ll kill you.

What if each year looked a little different than your current year?

What if you deleted social media once a year?
What if you turned off the news once a year?
What if you trained for an endurance or strength event once a year?
What if you drove to somewhere you’d never been once a year?
What if you went on a spiritual retreat once a year?
What if you traveled by yourself once a year?
What if you volunteered to fix or build houses once a year?
What if you ran a charity fundraising event once a year?
What if you took a class once a year?
What if you ordered something new from the menu once a year?
What if you painted some part of your house once a year?
What if you planted and tended a garden once a year?
What if you changed your own oil once a year?
What if you decluttered your closet, office, or basement once a year?
What if you cleaned your email inbox once a year?
What if you audited your subscriptions once a year?
What if you wrote a year-in-review letter once a year?
What if you created a vision board once a year?
What if you wrote a gratitude list once a year?
What if you updated your resume once a year?
What if you updated your will and estate documents once a year?
What if you planned a lunch with former colleagues once a year?
What if you knocked one thing off your bucket list once a year?
What if you hosted an extended family holiday dinner once a year?
What if you tried a new hobby or art project once a year?

Change is possible. Little things can make a big difference if you do them every year.

What if each month looked a little different than your current months?

What if you donated $100 a month?
What if you invested $100 a month?
What if you took an art class once a month?
What if you volunteered at a community meal once a month?
What if you tutored at the local school once a month?
What if you served on a local board once a month?
What if you attended a networking event once a month?
What if you had lunch with your boss once a month?
What if you had lunch with a client once a month?
What if you took an overnight trip once a month?
What if you booked a speaking gig once a month?
What if you submitted an article once a month?
What if you ran a half-marathon once a month?
What if you fasted from food for 24 hours once a month?
What if you fasted from social media for 72 hours once a month?
What if you fasted from the news for 72 hours once a month?
What if you made dinner for a friend once a month?
What if you conducted a personal audit against goals once a month?
What if you attended a half-day workshop once a month?
What if you cleaned the garage once a month?
What if you cleaned your photo library once a month?

Change is possible. Little things can make a big difference if you do them every month.

What if each week looked a little different than your current weeks?

What if you cleaned out your car once a week?
What if you cleaned your desk once a week?
What if you balanced your checkbook once a week?

What if you paid for a stranger’s coffee once a week?
What if you went to a place of worship once a week?
What if you volunteered at the shelter once a week?

What if you prepped your meals once a week?
What if you ran 20 miles a week?
What if you cycled 40 miles a week?

What if you turned off social media once a week?
What if you had date night once a week?
What if you had coffee with a friend once a week?

What if you set your work priorities and goals once a week?
What if you tuned in to an industry webinar once a week?
What if you wrote a status report once a week?
What if you made 10 new LinkedIn connections a week?

Change is possible. Little things can make a big difference if you do them every week.

What if each day looked a little different than your current every day?

What if you woke up and went for a 3-mile walk outside?
What if you did 100 pushups and 300 air squats at lunch?
What if you did yoga in the evening while watching TV?

What if you read 5 pages of ancient text before you started work?
What if you meditated/prayed for 10 minutes at lunch?
What if you wrote in a journal each evening?

What if you ate your weight in protein throughout the day?
What if you made all of your meals and snacks from scratch?
What if you drank your coffee black?

What if you made your ToDo list before you opened your email?
What if you did the hardest task first?
What if you got back to that person you’ve been putting off?

What if you told a family member you loved them each morning?
What if you reached out to an old or new friend at lunch?
What if you thanked someone for something each night?

What if you wrote down 3 things you’re thankful for in the morning?
What if you wrote down 3 things you’re thankful for at lunch?
What if you wrote down 3 things you’re thankful for in the evening?

Change is possible. Little things can make a big difference if you do them every day.