Why I Enjoy Printed Publications on My Travels

Why I Enjoy Printed Publications on My Travels

With lots of business travel this week & last, together with having already recently authored a detailed post on Brexit letter, I’ve decided to take it easier this time. Based on my reading while travelling, here is a review of a few articles from printed magazines that I found helpful.

I’ve previously sung the praises of listening podcasts (which I find particularly useful while driving on business) and insight newsletters (that I skim during my morning routine). However, probably like you, I also spend a fair amount of time traveling on trains & planes. During these journeys, there are times when it is just easier to have a printed magazine to read. I, for one, still value that format.

But, as more and more valued insight publications go digital only (including the much mourned DataIQ Magazine), what is there still out there in printed form to read?

Well, in this post I hope to share a few with you. Please ignore the irony of (because of the media) sharing links to their digital versions. If we have a chance to meet for a coffee, I will gladly lend you a physical version, or you can subscribe at their sites.

Why the insight challenge is different for B2B businesses

The first article to grab my attention (whilst flying in this case), was one in Database Marketing magazine. For those familiar with this publication, for many years it has provided the ‘voice of the industry‘. A chance to keep up to date with what is happening in the worlds of data & database marketing providers.

Despite being predominantly full of ‘supplier voices’, it still manages to have some article well worth reading by client-side data & analytics leaders. In this, first one, a quartet of Simon Lawrence (Uncommon Knowledge), Nigel Magson (Adroit), Jon Clarke (Cyance) & Adam Erbert (Market Location) share their experience of applying data insights in B2B contexts. As they highlight, a lot of groundwork is needed to improve data that is normally in a worse state than B2C data & in which any definition of Single Client View is more complex/nuanced. Despite the challenges, the authors so a good job of highlighting the opportunity for B2B firms to benefit from insights through segmentations, prioritised relationship marketing & list filtering. Worth a read for anyone working in B2B.

Controversial analysis of ‘Minorities march on Middle England’

In danger of reading more like a Daily Mail headline, this is actually the title of a fascinating (if controversial) article by Professor Richard Webber. Readers will probably know him as the ‘father of Mosaic’ and arguably the widespread use of sociodemographic segmentations purchased by so many businesses. Always worth listening too (especially to understand the attribution work that goes on behind the scenes when launching an updated version), in this short piece, Prof Webber outlines evidence of cultural diversity reaching Middle England.

Based on simply postcode & surname analysis (with ethnic origin implied by surnames), it is interesting to hear evidence of this movement away from city centres (including inner London). The evidence for greater use of multiple retailers & questions on readiness of leafy suburbs to offer greater diversity are interesting. Worth reading & just checking that your own interpretations are assuming an ethnic origin mix in your consumers that is outdated (in terms of location).

Are you considering emotions & behavioural biases in your treats for customers?

As an associate of British Psychological Society (BPS), to inform my coaching work, I also benefit from receiving monthly “The Psychologist” magazine. In the April 2017 edition, I was pleased to see an article from Jonathan Myers on how we all make choices.

With the engaging title of “Chocolate cake, sex & valuing behaviour“, in this well written piece, Jonathan offers a layman’s overview of the evidence for both emotions and other behavioural biases negatively influencing how we make choices. Despite also working on application of this understanding to Financial Services, Jonathan offers an engaging list of examples from everyday life & wider society. This is supported by evidence from both behavioural trials and neuroscience monitoring studies.

A useful read, especially as an introduction to this field.

Read this on thepsychologist.bps.org.uk >

Stressful thinking patterns are bad for your heart, so stop & breath deeply

If you are also a director, you may have also signed up to the Institute of Directors and benefit from their range of member benefits. For me, the use of airport lounges & Regus business lounges alone pays the cost of my subscription. Anyway, avoiding an advert for them, I reference the IoD as they also send me the beautifully produced “Director” magazine. On a train this time, it was my final magazine reading to share this week.

Following up on the above psychological theme, the IoD editorial team included an interesting short article, summarising a recent study published in The Lancet. That study suggests the link between stress and cardiovascular disease could lie in the brain. It seems some people may have a higher sensitivity to too much stressful thinking in the amygdala causing more white blood cells to be produced by bone marrow, causing damage to the arteries & greater risk of heart attack.

Just one more reason to take the advice of Mindfulness trainers to heart. Practice breathing exercises & being more present focussed. It has helped me.

Paul Laughlin
Client Experience
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Paul is the founder of Laughlin Consultancy, a business that enables companies to maximize the value of their customer insight. This includes growing their bottom line, improv ... Click for full bio

Most Read IRIS Articles of the Week: April 17-21

Most Read IRIS Articles of the Week: April 17-21

Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, April 17-21, 2017 

Click the headline to read the full article.  Enjoy!

1. Market Keeping You up at Night? Look for the Right Hedge

Like so many others in the industry, I was wrong. For years, I was certain that the bull market was nearing its end. I thought the market was over-extended, and that, surely, the wild equities run was coming to an end. But everyone else was bullish, and perhaps rightfully so. And while I’ve watched equities continue on their spectacular rise, I do think now is the time (really!) to put a hedge in place. Here’s why. Here’s how. — Adam Patti

2. How to Manage Bond Market Pain and Seek the Gain When Rates Are Rising

The realities for fixed income investors have changed. How is this being reflected in markets? Bond investing has become increasingly difficult over the past decade. Markets have been heavily distorted by ultra-low interest rates and quantitative easing, as well as by extreme risk aversion in response to the global economic crisis and the eurozone debt crisis. — Nick Gartside

3. Seven Reasons You'll Fail as a Financial Advisor

Is being a financial advisor worth it? I am an optimistic person and I encourage other people to keep a positive mental attitude (shout-out to Napoleon Hill and W. Clement Stone). However, by taking a good, hard look at the negatives in life, we can successfully pivot towards the positive aspects that will help us achieve our goals. — James Pollard

4. The Secret to Turning Every Prospect into a Client

How do you treat one of your most valued, existing clients? Here’s a list of some things that come to mind. — Andrew Sobel

5. Why Do Clients Change Advisors?

According to many advisors I speak with, the only clients that leave are those who have died. And while attrition may not be a big problem in this industry, I have to assume that at least a few clients change advisors without doing so via the funeral home. — Julie Littlechild

6. Why You Should Focus on Getting Referral Sources

I was talking with an advisor last week about how to get into conversations about what he does. He was relaying the story of going jogging with a friend who could be a good client but is, more importantly, connected to a large network of people who fit this advisors ideal client description. — Stephen Wershing

7. How Big Picture Thinkers Seize More Opportunities in 7 Steps

Big picture thinkers are not unicorns - rare and mystical. And they were not born with the innate ability to think big. They do, however, pay attention to the broader landscape and take the time to think, analyze and evaluate. — Jill Houtman and Danny Domenighini

8. 5 Actions to Build Your Reputation

Your reputation is who you are and how you show up, Monday to Monday®.  Many of us take our image and reputation for granted.  Give careful thought to the kind of reputation that you would be proud of Monday to Monday® and that would resonate with your purpose and priorities. — Stacey Hanke

9. How Are You Poised to Begin Welcoming GenZ to Your Workplace?

The generational changing of the guard is a fact of life as old as time. Young replaces old in responsibility, importance, control and culture. Outside of the family, the workplace is perhaps where this is seen most regularly by most people. — Shirley Engelmeier

10. Are Price Objections REALLY Price Objections?

Next time you hear your prospects give you price objections, it’s not because of the price. The give price objections because they don’t know the full value proposition that they’d be paying for. And it’s not based on their need, or your features and functions. It’s based on the buying criteria they want to meet internally. — Sofia Carter

11. Understanding the Economic Value of Transition Deals

Last week we wrote about the economic rationale behind going independent vs. moving to another major firm as an employee. As a follow-up topic, we thought it prudent to analyze transition packages attached to big firm moves and peel back the layers of the onion to show the components of these deals. — Louis Diamond

Douglas Heikkinen
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IRIS Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues to ... Click for full bio