I am lately doing some marketing activities myself at our international airport.
There is not much time since my prospects are on their way out to a job-destination so I have 20 – 30 seconds for my pitch to make them stop and listen. Early mornings at 05:40 a.m. – I love the idea! BUT, this decision topic doesn´t seem to be very attractive. Some wrinkle their nose when I speak to them in hope to make them stop to grab a flyer, others smile and politely say: “no, thanks!” A few happily say: “Yes, please!” …. and take the flyer …..
When do we decide? And why is deciding not attractive when we´re not really challenged? Asking these questions gives us 2 answers: We actively decide when we badly need change! We tend to rather decide during urgency or when a decision is forced on us.
The world is always challenged and the world now reacts!
Santiago de Chile.
Decision Making. A problem.
The Solution: an attractive decision to attract a specific target group!
Here´s the original problem Santiago de Chile was facing, understanding they´re forced to change something to build the future. Santiago de Chile was built on mining and maritime commerce, supported by its California climate. The metropole now is lacking the Entrepreneurial spirit.
Someone decided it is time for change! They asked the expert – Vivek Wadhwa, a fellow at Stanford Law School and adviser to the project “Start-Up Chile”. The goal was: how to make Santiago think like an Entrepreneur? >>> Advice and Solution: bring many Entrepreneurs to Santiago to train the city from inside out. Offer building a tech-startup scene.
The plan, the alternatives to reach it?
? ? ?
Find the most attractive offer to – attract!
The challenge – find out what brings new ideas into the country. The creators of the project knew one thing: to change the current culture of the metropole, you need to bring foreigners in and connect them to the local scene so they learn from each other.
How do you mix foreigners with local businesses with the long-term aim to motivate them to expand their companies across Latin America? Bring interested Entrepreneurs in and make them realize they can also start testing locally in Chile and as an American company, simply expland from there ino the world.
I can´t tell which decision criteria and therefore alternatives for the prospects didn´t make it to the end but this was the final solution: Santiago de Chile pays people to move there and start as Entrepreneur! The Government-run project started in 2010 with these main benefits:
- a 1 year visa
- free workspace
- 40,000 $ cash (now it´s 33,000 $)
The program was a hit: 16,000 Entrepreneurs answered to this attractive offer! 16,000 decided to attend and not resist. 75 countries delivered more than 1,000 start-ups. To do it? Some of them choose a sabbatical because Santiago is one of the best spots in South America to do business! By now, the mix of people from 75 countries and the local community brings out collaboration with a fresh biz flair. (INC. magazine, March edition, page 34)
If you want to attract, find the ideal decision alternatives for your prospects, when competing with other world locations who also try to attract the Entrepreneurial thinking and spirit! Mix it attractive –
I think I can learn something from this project to improve my marketing idea at the airport……
BE A DECISION MAKER. BECOME OUTSTANDING.
rita jaskolla – Leadership Architect –