Neurolinguistic Programming) (NLP) helps us understand people better and that is why it is useful in business and in life.

Google’s genius in Search Engine Marketing is performed by the use of BERT, a Neurolinguistic Programming based deep learning machine tool. 

Day in and day out, Google is marketing a single competency to you and me and that is it’s expertise in search and display of queries. It’s its Core Competence (Gary Hamel, CK Prahlad). 

But Neurolinguistic Programming is bigger than this. It’s genius is Subject Matter Relevance. And it’s ability to modify the human scripts we employ daily to assess people, relationships and make decisions relating to both. 

Seeing the world is mapping it 

According to The Coaching Institute of Australia who are experts in NLP, we don’t see the world as it is. We see the world according to pre-prepared mental maps handed to us by academics, parents, siblings, friends, newspapers etc. Breaking these maps is fundamental if we are to see reality and change it. NLP helps us take that all important ‘step back”, it allows us to see the subtlety of people’s communication- it allows us to detect fear, not that we may leverage it (that would be predatory) but that we may be able to understand how our skillset may resolve or assuage it. 

We practice NLP daily 

When we write, when we speak, when we listen and when we respond. Each of these activities creates a program in our brain for what is acceptable behaviour and for what is not and then becomes a mental map or script for the way we will play the rest of our lives out. 

NLP allows us to change our behaviour but what it also does is allow us to role model others into changing theirs. This is why it is the number skillset or tool CEOs, CFOs, CTOs, CCOs and CMO’s in Sydney must have or tap into. 

By Patrick Bernard Dsouza 

Patrick Bernard D’souza is a Competitive Strategist who helps people in marketing and Business understand that ‘the Nature of Life is Competitive’. Competition is not to be feared but to be embraced. It is through Competition and through Competition alone that we are able to find our Core Competence (our Gift) and deploy it for the betterment of our lot as well as Society’s, Community’s and Humanity’s.  

He can be contacted for fresh insights into understanding problems at a root level and resolving them, profitability – in permanency. He can be contacted on 0450 545 725 or Patrick@dsouzaconsulting.com.au .

His talent is strategy. His love is the Content that leads to it.

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The rules of business, life and sport are the same.

The principle rule of Sport is this – the moment we look down on a competitor, they will take our pants off when it comes to performance. This is the name of the game no matter what our industry is.

The reason this happens is Spiritual – when we look down on an individual, we unknowingly pass our ‘power’ to them. We become stronger, they become weaker.

In 1971, Vijay Amritraj was never taken seriously by tennis greats like Jimmy Connors, Bjorn Borg and Rod Laver – because India did not have a reputation for producing athletes.

What happened next was inevitable – he humbled every one of them by defeating them in principle matches they could not afford to lose.

This is the Principle of the Universe -who we look down on, we unconsciously bless (all fortunes are made by people who came from hardship not comfort – think Kerry Stokes, an orphan, Fr Bob, an orphan, Steve Jobs, abandoned at birth, Gina Reinhardt abandoned by her father).

What all these men and women faced was the extreme hardship that comes from ‘not being wanted’. But they refused to bow to the challenge, choosing instead to be buoyed by it!

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https://www.smh.com.au/business/fortunate-son-of-the-streets-20100326-r34i.html

#australia is a brand- let’s treat it as one.

#channelmarketing #channel7australia #ch7

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As I study people, I realise, what ails them. Attention they were deprived off as children.
Attention is more important than money. More important than toys. More important than video games. Food even.
When a child is deprived of attention, it is deprived of a key growth hormone it needs to develop its brain. Such children, if not born with autism, go on to develop it, later in life.
We are giving our attention to musical instruments. To mobile devices. To games, X boxes.
But are we giving attention to each other? The jury is out on that.

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When I look at most social media pages, I find too many are cooked up.
A brand promises cheap deals – I find the writing style for 7 different characters to be the same. Someone’s posting questions and answers. You can’t make money being dishonest. You can only lose money and face by being it.
Being honest is being yourself. It’s the start to heing something bigger. Better. More marketable. Saleable. How you look to others is not important . How you look to yourself is.
Be honest, everything else is taken. 0450545725. patrick@dsouzaconsulting.com.au

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In Hindu (Indian) culture , elephants are portrayed as Gods. The most popular God in India is Ganesh. Ganesh has many important characteristics that make him a God. Big ears (to listen more). Long nose to water the herd, and the young, make them conscious. A roar that can be heard for miles when treated unfairly.
But really what makes this Elephant God special to me is EMPATHY. And that’s the hidden symbol or semiotic held within the Ganesh. Elephants are the worlds most empathetic creatures. And their message to us is be EMPATHETIC too. Empathy is to put yourself in someone else’s shoes. This is difficult because the moment we do this, we lose a key pleasure – the motivation and thus ability to judge.
Ganesh is a very important God (cultural icon) for all cultures. Elephants show that you can be big and strong by being vegetarian. By being kind. By drinking lots of water. And by looking after your young and letting your women lead. Elephants are a matriarchal society and a herd species the way we also are.
But what interests me the most about Elephants is this statement about them that I read recently: “Elephants are considered to be one of the world’s most empathic species. In my last blog, I wrote about how African elephants grieve and mourn their dead, proving that they’re truly empathetic, social animals.”
Too often, we castigate people for grieving for one who has been lost. We ask them to move on. To get over it. But let me tell you what I’ve learnt about loss – nobody gets over it.
We endure loss, we never get over it.
So don’t take life, or the people or animals you meet in it, for granted. Life is a gift, the most precious, we can ever be given. Treat it, the way you open it, with RESPECT.
www.worldanimalprotection.org/blogs/understanding-emotional-lives-elephants

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Data is useful because it allows you to speak to a person like they are a person rather than a number. Or a tag. People resent being numbered and or tagged – so don’t do what every self styled media guru in social media on the planet tells you to.
Err on the side of caution. Test. Learn. Roll out.
You only roll out a campaign, after you are sure what your return on it is going to be. Data allows you to run a campaign, collect responses to it (marketers really have to go beyond clicks – clicks make Google rich – NOT your brand) use clever codinf strategies and then calculate how much value the campaign generated from a brand, financial, emotional, social and personal (a key consumer insight is still the most important thing you will generate) perspective.
Once you have a core metric – your next step is to benchmark for the rest of the year against it.
The biggest issue with databases is not data – it’s the way it’s been collated. When fields are not consistent, analysis becomes hard- even impossible. Big consultants and digital agencies are selling you expensive solutions, not quality ones. Their motivation is their mortgage not your business or your success as a Chief Marketing Officer, CEO or Chairman of a Board. All they are selling is glorified Excel – standardised fields into which your staff mindlessly enter data without any thought for how they’re going to use it to drive profit or margin (your KPIs) at a later date.
Field consistency is important but it’s basic The real game is using data to make accurate predictictions on your market and where it’s going next. For these predictions to be robust, data cannot work in a silo. It has to integrate with the media. And other qual research that is vailable for marketers to tap into.
A good qualitative research will generate the same insights that customer data does. The difference is with customer data we can tailor products, purposes, prices, promotions and a range of other factors that allow us to be more successful with brands and the way we market them – position and sell them – to their customers.

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Whether you’re in Sydney or Mumbai. The first thing you have to realise about content is you need to take it seriously. So, content (that’s going to work for you, not against you) must always be is SERIOUS.
This is a truism that David Ogilvy, probably the world’s best copywriter, has highlighted since the seventies.
Flippancy doesn’t work because it doesn’t sell. And what you are always trying to do, as a content writer is trying to sell.
What you are selling may not be a product, it may be a value. Honesty. Humility. Friendly. For example. And that’s ok.
But the way to sell even a value is to make sure the story that sits behind it is genuine.
If consumers find your story isn’t genuine, it’s game over. Think the guy Brahmini who claimed he was raised by an Aboriginal family after he was found abandoned by a river. What’s clear is he’s been reading too much about Moses and the bullrushes. When the brain is weak, it takes short cuts. Fills in the blanks and doesn’t worry about consequences.
Not worrying about consequences is not a personality issue, it’s a nutrition and or sleep issue. With so much of reflective light, and poor food choices (chips, burgers, milk chocolate)- the vast majority of kids and adults in the west and now Asia and the East are not getting their daily nutrition requirements. This is causing their brain (their gut) to shrink. An expanded gut (belly breathing) is expanded consciousness of what we all need to do to survive.
And life is a game of survival – not thrones. To be basic, to be ‘dehat’ (Bihari) is to in on the game. Also to be on top of it.
The campaign the writer highlights is called Humans of Bombay. Itd probably fine by an ad agency that’s trying to win an award without noticing while their communication is creative, it’s not genuine. Credibility not creativity bis going to make you rich and famous.

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Search Engine Advertising is now effective than its ever been.
What’s driven it’s effectiveness is changes Google has made to the way they display ads.
Simply, easily, effectively.
Google has adopted the model, all viable brands need to adopt today. This model is based on a Content Approach. .
Content Marketing does not ask you to abandon Strategic Marketing Principles. On the contrary, it asks you not to start your campaigns before you embrace them.
As I am moving house, I entered “Best energy suppliers in Redfern”. I chose the first ad option that appeared, called and signed up. I went Simple Energy. The ad is very mediocre, there is zero thought in it but it still won because of Media Placement.
But imagine, if you combine Excellence in Media with Excellence in Strategy and Creativity? What you’re talking about is Business Results no competitor will be able to match!
*#digitalmarketing* *#contentmarketing* *#strategy*

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