Wednesday 28 July 2010

Whoever invents a fun gym wins

I hate going to the gym. It's hard work, I get the whole 'reward relationship' thing but why can't it be fun. If it's fun it's not working you will be told. Well, to get in to the habit of going to the gym to be able to do punishing workouts you have to make the gym a place you want to go. Otherwise, and stop me if this sounds familiar, you'll go a few times and hate it and then stop going.

So, here's my tip: Just go to the gym three times a week for 45 minutes for 4 weeks. When you get there, forget about plans, just use what you want to use. Go where you want to go. Stay active and get sweaty but let yourself play and enjoy the environment. When you've got used to going you can then start to kick your ass in the knowledge that you like going and so will be more motivated to tough it out through the 'I hate the gym' phase before the rewards kick in.

Trust me, I've been there. No pain, no gain maybe right, but equally and even more right is: no train, no pain, no gain.

You've got to be in it to win it...the gym that is! So get down to the gym and have some fun. bet you never heard that before!

Wednesday 14 July 2010

First rule of influence? Don't talk about influence!

I just had a moment of clarity that connected four relatively unrelated themes. I tweeted that moment thus:
ooh, a blog post was just born in my brain, writing it now... #fightclub #fastcompany #influence #oldspice
Let me explain. FastCompany recently launched their influence project. Frankly, it sounded naff and very gameable. It did not engage me. It did not fire my ego. FastCompany as a brand aged in my mind. From what I could see it was panned at the start on twitter, surely the undisputable home of early adoption and social influence, and if the tweeters weren't buying an influence project then who the hell would? Like the Times Online, I suspect no-one of any influence is buying it. Nice try but ultimately it's a big fat #fail imho.

Today, out of absolutely nowhere, an old brand engaged brilliantly and resulted in an awesome explosion of brand conversation. FastCompany and the rest of us should be able to learn a lot from it.

I have not thought about Old Spice for maybe two decades since my dad last wore it. The brand became younger and more relevant to me today. Complete positive reconnection. I will now almost certainly try it next time I'm near a shop. Job done! I bet I buy a bottle. I bet I feel like this guy...

The secret? Talk about the product, the audience, the humour, the flaws, the usp's, anything but not about the conversation itself. And that's where FastCompany went wrong. They should have focused on the product. Instead they focused on the conversation. And everybody knows the first rule of Fightclub is that NOBODY talks about Fightclub!