On Purpose

This is top of mind, because tomorrow I’m speaking to 40 leading companies in digital entertainment. They’re coming to UCLA Extension from Korea – where’s they’ve each won awards for superior performance in the sector. Here’s some of what I’ll say tomorrow.

There’s two rules that budding psychologists learn as they study the literature on relationships:

  1. All happy families are happy in the same way.
  2. All unhappy families are unhappy in unique ways.

Point is: there are billions of ways to do things wrong in relationships.

There is one way to do things right. Make your job about keeping your relationships healthy and growing.

Dr. Phil (www.drphil.com), our famous media psychologist, says he turned his marriage around, from being difficult and unhappy by having one focus. When his wife was in any place, among any other people: he wanted her to feel that she was the most beloved, respected and cared for woman in the room.

Because that’s his philosophy, they have a happy, deeply satisfying relationship. And, because he knows the greater good: why he’s working so hard – he has built a business worth tens of millions of dollars. Beyond his fortune, his behavior has created a loving wife: fiercely loyal to him. And, if you’ve seen Dr. Phil – a regular guy: chubby and bald, who was poor as dirt for most of their marriage – and has a consuming workload, you know that his intentions and actions overcome his shortcomings.

Most of us are making a big mistake in our business relationships. We’re engaged in trying to satisfy ourselves by doing things that satisfy ourselves. We’re not focused on the nearly 7 billion people whom we could nurture so they become our satisfied, lifelong customers.

Where are we ruining relationships everyday? Our websites. Most are up 24/7/365 with self-serving content and systems. Surf the Internet and finds billions of ways to do things wrong.

  • Sites are difficult to navigate.
  • They’re filled with promotion and deficient in meaningful content.
  • They’re made to trap visitors rather than engage in two-way communication.

These mistakes confuse visitors, discourage them and make them click off your site.

The guiding principle to doing it right: Be completely visitor-centric. See your website from the only perspective that matters: your customer’s point-of view.

Amazon (www.amazon.com) has made history not because of specific techniques – it has gone from $15 million annually to nearly $15 billion annually in less than 11 years – because founder Jeff Bezos and his company’s culture is always asking the same thing:

How can we give more to the customer?

The one answer to one question will convert your prospective visitors to becoming your lifelong customers.

On your website, how can you give more to your visitors?

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