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The First Corporate Selfies?

by Hank Barnes  |  July 29, 2014  |  Submit a Comment

I am not a fan of selfies, at least for myself.   I have no huge problem with others who enjoy taking and sharing them, but it just feels a bit narcissistic to me. But then again, I don’t enjoy getting my picture taken in general

Alix Spain Selfie

(For this post, I asked my daughter for a selfie and this is what she sent me.  As a note, she made it VERY CLEAR to me that she does not like taking selfies with just her in them–she saves that for Snapchat, but she took this one to show the tile work while she was traveling in Spain.  Her other “selfies” are always with friends. So maybe my daugther is not a narcissist–but I’ll leave that to others to determine–kidding, Alix.)

For some reason I was thinking about selfies a lot this week  (don’t ask me why–I don’t really know, unless it was my colleague-Jenny Sussin sharing that she has taken over 26 #MondayMorningSelfies since starting the “trend” inside Gartner as a goof.). I came to the conclusion that selfies have been around for a long long time in the corporate world.

Yup, the corporate Web site (and for that matter most of the marketing collateral and sales presentations), may have been the earliest selfies.   Check it out.  Browse a few sites, read some collateral, or think about presentations.  Too often, they scream “Me, Me, Me!”.

What they should convey is value to you, you, you!

But they don’t.

A few years back, my colleague, Richard Fouts, wrote a  research note on how to score your Website for customer-centric messaging.  Here was his formula for how to evaluate communications and sections of your Web site:

customercentric

After doing this, if your score was 25 or higher, the assessment is that you are doing a great job.  Below that and you range from wanting to talk about yourself more than customer with lower scores being the ultimate “Its all about me!” experience.

As you develop stories to improve your messages or meet with customers, consider Richard’s model and ask yourself it you are creating a selfie or communicating value to your customers.

 

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Category: future-of-sales  go-to-market  

Tags: customer-centric  messaging  selfie  

Hank Barnes
VP Distinguished Analyst
6+ years at Gartner
30+ years IT Industry

Hank Barnes explores the dynamics, challenges, and frustrations enterprises face when buying technology products and services. Using that customer-centric lens, he advises those responsible for marketing technology products and services, general managers responsible for product portfolios, and startup CEOs on next practices to drive success for their customers and their business. Read Full Bio




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