To help explain this concept, I wanna introduce you to a friend of mine.
Her name is Carla and she drives a minivan and I wanna
see how much you can guess about her based solely on the car that she drives.
So if you had to guess, for example, how old would you guess my friend is?
Well, you might say 35, maybe 45.
Does she have kids?
Probably.
Do they play sports?
Probably.
What sport do they play?
Well, you might say soccer.
How did I know that you would guess all those things?
Do I know that you know Carla?
No, because choices communicate information, the car we drive and
also the clothes we wear.
I thought a lot about what to wear for this video.
I knew that you'd be looking at me and making inference about me based on how
I'm dressed and I know that I have a little bit of a young face.
So I wore a jacket to seem professional and encourage you to think that I'm 24 at
least rather than 18 and have my own money and can buy my own clothes.
Because if I was talking to you wearing a t-shirt as I'd probably much
prefer to be doing, you probably wouldn't take me seriously.
What we're wearing,
our clothes are a signal of who we are just like what we drive.
Well, it's the same thing with what we talk about and share.
Do you ever look online and
notice that people share all sorts of positive things on social media?
Look at me on vacation.
Look at me I got a promotion.
Look at me my child did well on school.
Why do people less likely to share negative things?
Why does nobody share look at me,
I'm in front of my computer doing Excel spreadsheets?
They share things that make them look good rather than not good.
They share things that make them look smart, special and
in the know rather than not so smart or not so special or not so in the know.
What we share is a signal of who we are.
Some people love talking about sports, it's a signal of their identity.
Some people are foodies, love talking about the newest restaurants.
People that are into technology or business,
talk about those areas to signal things to others.
And so if we wanted to get people to talk about us,
one key thing we need to do is find that social currency.
How can we make customers, our clients or
the people we wanna talk about us feel like insiders?
Feel smart, special and in-the know like their not like everybody else?
Please don't tell did a great job of that, a hidden bar.
It makes you feel special and know that you are different from others.
Coca Cola put people's names on the bottles,
you can see pictures of different names when you walk in to the store.
You see your name on a bottle, you're much more likely to pick it up,
because it makes you feel different from others.
That's one way to get social currency, but there's a few more and another fun one is
to find the inner remarkability and I think this one is particularly important.
Remarkability means worthy of remark, something that's surprising, novel or
interesting.
And you might say, well, certain things are naturally remarkable and
others are doomed to fail.
Think about a product or
service you think would be difficult to get people to talk about.
You might say, toilet paper or socks, accounting, maybe dishwashers or blenders.
Nobody would talk about blenders.
Let me show you a fun example how a company got over 200 million view for
videos about blenders.
>> Will it blend?
That is the question.
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