Summary & Insights
0:00:05 Support for this special series comes from Mint Mobile.
0:00:06 You already know Scott Galloway
0:00:09 is an authority in business, career, and wealth management.
0:00:12 I mean, you’re listening to this show, aren’t you?
0:00:15 ProfG has the resume, the accolades, and the audience.
0:00:19 But sometimes, good advice comes from surprising places.
0:00:21 Like Mint Mobile, the cell phone provider
0:00:24 that can help you stop wasting buckets of money every month.
0:00:28 Head to mintmobile.com/profg to learn more
0:00:29 and stick around for advice
0:00:32 from another unexpected expert later on in the show.
0:00:35 (upbeat music)
0:00:36 – Welcome to the second episode
0:00:38 of the ProfG Pod special series
0:00:41 featuring some of our favorite Office Hours moments.
0:00:42 In last week’s episode,
0:00:44 we featured Office Hours’ best of business
0:00:46 and answered your questions surrounding the brand era,
0:00:49 big tech companies, and their ethical responsibility.
0:00:51 And when a founder CEO should step down.
0:00:54 – Advertising is a weird industry.
0:00:56 It’s always like one and a half percent of GDP.
0:00:58 It doesn’t go below that, it doesn’t go above it.
0:01:00 So this is not a growth industry,
0:01:01 but you have some companies
0:01:04 that are going 20 and 25% a year,
0:01:06 which means they are sucking the oxygen out of the room
0:01:08 for the other folks.
0:01:11 Corporate America, these are platforms for making profits.
0:01:12 And at the end of the day,
0:01:14 they are going to do whatever increases their profits,
0:01:17 full stop, that’s just what they do.
0:01:20 You should assume if you’re the CEO, you are not Bill Gates.
0:01:23 You should assume you are not Steve Jobs.
0:01:25 – Today, you’ll hear best of career advice,
0:01:27 including how to ask for a promotion at work,
0:01:29 when and if you should ditch your full-time job
0:01:33 for your side hustle and when to quit your job entirely.
0:01:36 So with that, first question.
0:01:37 – Hi, Pravji.
0:01:39 Now let me introduce myself.
0:01:43 My name is Kareem and I am from Toronto, Canada.
0:01:46 I work in a marketing team at a pharmaceutical company
0:01:49 and I’ve been enjoying what I do.
0:01:52 I’ve had a very exciting journey
0:01:55 to get to where I am right now.
0:01:59 And I’ve been in my current role for about a year
0:02:03 and I’ve had something in my mind for the past few months,
0:02:05 which brings me to a big question.
0:02:07 Is it the right time for me to ask
0:02:11 or maybe even bring up the topic
0:02:14 of possibly getting a raise or a promotion?
0:02:17 I’ve been thinking about this for a long time
0:02:20 and I can’t help but wonder whether it should be me
0:02:23 to bring it up or should I just hang in tight
0:02:28 until they share with me the good news.
0:02:30 Thank you so much for all what you do
0:02:34 and I’m looking forward to hearing your thoughts.
0:02:36 – Kareem from Toronto, thanks for the question
0:02:38 and congrats on living in such a wonderful city.
0:02:42 So it’s unusual and not a great indicator
0:02:44 or a great reflection on your company
0:02:48 that you don’t know when they announce promotions
0:02:49 and raises ’cause most firms,
0:02:51 once they get beyond a certain size,
0:02:55 say at the end of the year or in June of every year,
0:02:58 we sit people down and we talk about compensation,
0:03:02 which is usually bonuses, salary increases or promotions
0:03:04 and or none of the above, right?
0:03:06 And do a review all at the same time.
0:03:10 This is a big part of what I’ve done at all my companies.
0:03:12 I’m when someone does something especially good
0:03:15 or not so great, I do an email to the file
0:03:17 about this person at the end of the year,
0:03:19 I try to be very thoughtful about their compensation,
0:03:21 their role, their title, all that good stuff.
0:03:24 And if anybody comes to me off cycle
0:03:26 and asks for a raise or a promotion,
0:03:27 I say we don’t do that.
0:03:30 There’s only one time during the year we consider this
0:03:33 and that is in December.
0:03:36 And the fact that you don’t know when that time is
0:03:37 is sort of strange.
0:03:40 Now, what I would suggest is the following,
0:03:42 is that you find out when and where you hear
0:03:45 about compensation and salary increases
0:03:48 and that you establish a relationship with a mentor
0:03:49 or your boss such that it’s informal enough
0:03:52 such you could say, you know, which should my,
0:03:53 you can ask very straightforward,
0:03:56 which my expectations be around a bonus
0:03:58 or how are bonuses evaluated?
0:04:00 What about promotions?
0:04:02 You know, you should just have more insight.
0:04:05 And I think it’s okay to take your boss
0:04:08 or a mentor to launch and say, I would like to be promoted
0:04:11 and I’d love your advice on what I need to do
0:04:13 to increase the likelihood I get promoted.
0:04:15 I think that people like ambitious people.
0:04:18 – Yeah, it depends if you can kind of read the tea leaves
0:04:19 is the company growing quickly.
0:04:20 Are you well like there?
0:04:22 Are you generating revenue?
0:04:25 A manager’s job is to manage expectations
0:04:27 and then ideally if they can,
0:04:29 I don’t want to say exceed those expectations.
0:04:32 I always worked for growth firms.
0:04:33 A few of those firms are done really well.
0:04:35 So we were in a position to kind of surprise
0:04:36 into live people.
0:04:38 Sometimes in a big company, it’s not growing that fast.
0:04:41 So it just isn’t, if the company’s only growing 2% a year,
0:04:44 it’s hard for them to give out 4% raises even
0:04:45 because that means they’re going to have to reduce
0:04:47 their profits or if their profits themselves
0:04:50 aren’t growing faster than 4% a year.
0:04:52 Well, you don’t want to do a set up a when lose situation
0:04:53 where they’re looking for excuses
0:04:56 not to give you a raise or a salary.
0:05:00 So it’s be a good citizen.
0:05:02 Don’t bring it up more than once a year.
0:05:04 Be grateful, don’t be bummed out.
0:05:06 And if you really think they’re screwing you over,
0:05:08 start looking for another job.
0:05:10 But I find as someone who manages a lot of people’s
0:05:13 expectations when they’re constantly pushing me
0:05:15 for raises and promotions,
0:05:18 I find that I naturally want to not do it.
0:05:20 That I have a gag reflex on it
0:05:22 and there’s certain people in my organization
0:05:23 that just work really hard
0:05:24 and I want to surprise and delight them.
0:05:26 Some people would argue it’s the squeaky wheel
0:05:28 that gets the grease.
0:05:30 That has not been my experience.
0:05:32 But boss, you need a mentor here
0:05:34 or a relationship with your boss
0:05:35 so she can start having these conversations
0:05:39 and find out when is the compensation window
0:05:42 and get advice on what you should be doing
0:05:43 to reach your goals.
0:05:44 Thanks for the question.
0:05:46 Question number two.
0:05:48 – Hey, Scott, Ryan from Philadelphia here.
0:05:49 Love the podcast.
0:05:52 Spotify told me I was in the top 2% of your listeners.
0:05:54 So objectively, I’m one of your biggest fans.
0:05:55 Here’s the question.
0:05:57 I’ve been working at a large consulting firm
0:06:00 in cybersecurity for the past 10 plus years,
0:06:03 while also leading and running multiple tech startups,
0:06:05 some of them more successful than others,
0:06:07 but obviously they’re still a side hustle.
0:06:09 As they apply to new roles within my organization
0:06:10 and even outside,
0:06:13 I’m torn whether I highlight those experiences
0:06:15 and startups or not.
0:06:18 Will it hurt me or will make my chances stronger?
0:06:22 – Ryan from Philadelphia, 2% bitch, commit.
0:06:24 Why are you in the top 1% to resist this feudal
0:06:26 given to the dog?
0:06:29 That’s right, be a 1%er.
0:06:30 – That’s a scary thought.
0:06:32 Anyways, thanks for your listenership.
0:06:35 Let’s talk a little bit about Philadelphia.
0:06:37 I had never really spent any time in Philadelphia
0:06:39 and then I went on the board of Urban Outfitters,
0:06:40 a very interesting.
0:06:44 Two of the top brands, according to millennials,
0:06:46 are Urban Outfitters and Free People,
0:06:48 both owned by Urban Outfitters.
0:06:49 Think about that.
0:06:52 One company owns two of the 10 hops brands among millennials.
0:06:55 Also, they have the coolest HQ of any company
0:06:56 I’ve ever been to.
0:06:58 They took over the Navy Yard
0:07:01 or they have their HQ at the Navy Yard in Philadelphia.
0:07:02 So you’ll be in a conference room
0:07:04 talking about quarterly financials
0:07:06 and you’ll see this old aircraft carrier
0:07:08 bobbing up and down.
0:07:11 Anyway, smart people really enjoyed my four years there.
0:07:12 I would not describe Philadelphia
0:07:13 as kind of the old Navy of cities,
0:07:15 sort of 60 or 80% of New York
0:07:17 for 40 to 60% of the price.
0:07:18 Seemed like a good quality of life
0:07:19 at a lower cost of living.
0:07:21 Anyways, Philadelphia, there you go.
0:07:23 Okay, what was your question?
0:07:24 Oh, whether or not you,
0:07:27 when applying for internal roles,
0:07:29 talk about your side hustles.
0:07:30 This is situational.
0:07:34 I can only tell you how I would respond.
0:07:37 And that is as your boss, I don’t think I’d respond well.
0:07:39 And I’d be like, Ryan, if you want a promotion,
0:07:43 here’s an idea, focus on this fucking job boss.
0:07:48 So I can tell you that I get having side hustles.
0:07:51 Actually, I don’t get having side hustles.
0:07:52 Let me cut to the chase, Ryan.
0:07:56 I think your side hustle needs to be your main hustle.
0:07:58 I think you need to have one hustle.
0:08:00 So do the hustle, but do one fucking hustle.
0:08:02 And that is if you want economic security,
0:08:05 find something that satisfies you to the extent
0:08:07 that you don’t feel the need to do a side hustle
0:08:09 and go all in on it.
0:08:12 I mean, the idea, I think the reason I’m,
0:08:15 one of the reasons I’m economically secure,
0:08:17 probably the primary reason I’m economically secure
0:08:19 is I was born in the right place at the right time.
0:08:21 But in terms of my economic security
0:08:24 coming from my professional success, it was focus.
0:08:26 And that is I went all in, Ryan.
0:08:27 I went all in.
0:08:30 I was in the office on weekends,
0:08:32 returning emails immediately.
0:08:34 If you’re at a small organization or a place
0:08:36 where people are looking to develop economic security,
0:08:38 the way you develop economic security
0:08:41 is by garnering an unfair share of that market
0:08:45 and getting more economic currency than your peer group.
0:08:47 I mean, the average wage globally
0:08:48 is I think about $18,000 a year.
0:08:51 So if you want more than that, you gotta be in an economy
0:08:53 and you gotta bring more productivity.
0:08:56 And part of that is just pure elbow grease and focus.
0:08:59 So I’ve never understood the idea of a side hustle.
0:09:00 I get it if you’re at a big company
0:09:03 and they’re paying you well and you wanna stay there,
0:09:06 but okay, if you’re gonna have a side hustle,
0:09:09 have it for a while and then it either takes off
0:09:10 and you go all in on it or give it up
0:09:12 and go all in on your company.
0:09:14 Because my guess is the fastest blue line path
0:09:16 economic security, your current job,
0:09:19 would be to be great at it or specifically great er
0:09:20 as in focus more on it.
0:09:23 So my advice to anybody who has a side hustle
0:09:25 is if, let’s put a time limit on it.
0:09:27 And if the side hustle begins to grow,
0:09:31 then quit your current job and go all in on your side hustle.
0:09:32 But the way to economic security,
0:09:33 the way to success,
0:09:36 the way to professional currency in my view
0:09:39 is 110% focus on one thing.
0:09:40 Thanks for the question.
0:09:43 We have one quick break before our final question.
0:09:44 Stay with us.
0:09:51 – Fox Creative.
0:09:53 – This is Advertiser content from Mint Mobile.
0:09:59 – Well, the first time I saw a Bengal cat was in 1991.
0:10:01 In that moment I knew my life’s work
0:10:02 would be to bring more of these
0:10:05 exquisite creatures into the world.
0:10:08 I’ve been breeding Bengal cats ever since.
0:10:14 Now it’s not easy or cheap.
0:10:16 I feed them all a strict raw food diet,
0:10:18 plus with a veterinarian
0:10:21 and an endless array of toys and activities.
0:10:24 I had to embrace personal financial responsibility
0:10:27 to make it all work.
0:10:28 I cracked down on my spending
0:10:30 and got smart about my savings.
0:10:33 My investments and my retirement.
0:10:35 Now not only are my friends jealous
0:10:37 of my cat lady lifestyle.
0:10:39 I mean, who wouldn’t be?
0:10:42 They’re jealous of my checkbook.
0:10:46 My finances are positively boring, darlings.
0:10:48 Anyone can be an expert,
0:10:50 even those you least expect.
0:10:52 Only a small-minded person would look at me
0:10:54 and think crazy cat lady.
0:11:00 I’m not crazy, I’m fabulous and fabulously wealthy.
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0:11:30 Texas and Fees Extra, see Mint Mobile for details.
0:11:35 – Fox Creative.
0:11:38 – This is advertiser content from Mint Mobile.
0:11:43 – Well, the first time I saw a Bengal cat was in 1991.
0:11:46 In that moment, I knew my life’s work would be to bring
0:11:50 more of these exquisite creatures into the world.
0:11:52 I’ve been breeding Bengal cats ever since.
0:11:58 Now it’s not easy or cheap.
0:12:01 I feed them all a strict raw food diet,
0:12:04 plus with a veterinarian and an endless array
0:12:06 of toys and activities.
0:12:09 I had to embrace personal financial responsibility
0:12:11 to make it all work.
0:12:14 I cracked down on my spending and got smart
0:12:17 about my savings, my investments, and my retirement.
0:12:20 Now not only are my friends jealous
0:12:24 of my cat lady lifestyle, I mean, who wouldn’t be?
0:12:25 They’re jealous of my checkbook.
0:12:31 – My finances are positively boring, darlings.
0:12:34 – Anyone can be an expert, even those you least expect.
0:12:37 – Only a small-minded person would look at me
0:12:42 and think, “Crazy cat lady, I’m not crazy, I’m fabulous.”
0:12:44 – And fabulously wealthy.
0:12:48 – At Mint Mobile, we’re experts in affordable phone plans
0:12:49 with great coverage.
0:12:52 Get unlimited premium wireless for $15 a month
0:12:54 when you buy a three-month plan.
0:12:57 Head to mintmobile.com/profg
0:12:59 to cut your wireless bill to 15 bucks a month.
0:13:02 Trust us, we’re experts.
0:13:04 $45 upfront payment required,
0:13:06 equivalent to $15 per month.
0:13:08 New customers on first three-month plan only.
0:13:11 Speed slower above 40 gigabytes on unlimited plan.
0:13:12 Taxes and fees extra.
0:13:14 See Mint Mobile for details.
0:13:19 – Welcome back, question number three.
0:13:21 – Hey Scott, love the show and appreciate all the help
0:13:23 and guidance you bestow upon the masses.
0:13:25 My name’s Robert, I’m 30 and living in Los Angeles
0:13:27 and I’ve been working in investment banking
0:13:29 since leaving grad school, about 10 years.
0:13:31 Thus far, I’ve made a good living with this career,
0:13:33 but as of late, gotten to the point in complete disillusionment
0:13:35 with where the field ultimately takes you.
0:13:38 Among the many red flags, most of the higher-ups
0:13:40 of the firm were alcoholics and/or divorced
0:13:43 and seem to just be supporting an expensive lavish lifestyle
0:13:45 without size pay.
0:13:47 While I understand this is a privileged problem,
0:13:49 I’m about to cut the cord and quit in your future.
0:13:51 I envision my next chapter being one to two years
0:13:53 playing a tourist visa game,
0:13:54 working odd jobs around the world
0:13:57 and figuring out my next chapter in life is gonna be.
0:14:00 While I have enough save to support many months on the road,
0:14:01 I do plan to look for professional
0:14:04 and investment opportunities throughout the Odyssey.
0:14:07 Any advice you’d send my way prior to embarking?
0:14:10 – First off, I feel you.
0:14:13 Jobs typically bifurcate into one of two things.
0:14:15 They’re either very stressful,
0:14:17 but very interesting and rewarding,
0:14:20 or they’re very, very non-stressful but boarding
0:14:21 and not that intellectually stimulating.
0:14:25 I found investment banking to be this unique combination
0:14:27 of an incredibly boring subject matter
0:14:30 with a shit ton of pressure placed on it.
0:14:32 And I spent a lot of my life at the printer.
0:14:36 We actually printed prospectuses or S1s for public offerings
0:14:40 and my job was to go through this fucking prospectus,
0:14:42 this 80-page prospectus,
0:14:45 read it frontwards and backwards to find errors,
0:14:48 to make sure the base rental payment on page 33
0:14:52 wasn’t base rental payments on page 81.
0:14:54 And if I missed anything and there was a typo,
0:14:57 I could no joke, there was a good chance
0:14:58 I’d be fired the next day.
0:15:00 So I’d be up till four in the goddamn morning
0:15:01 proofing a prospectus.
0:15:04 It was just awful work.
0:15:07 I thought I was gonna be doing deals on the Concorde
0:15:08 and hanging out with interesting people.
0:15:11 Instead, I worked with a bunch of abusive assholes
0:15:13 and they were assholes.
0:15:15 And it was just incredibly boring work.
0:15:17 Now, having said that, it was a fantastic training
0:15:19 because work is hard, taught me attention to detail,
0:15:22 taught me sort of how to manage people with big egos.
0:15:24 But everyone in my firm, not everyone,
0:15:26 the majority of the senior people, not happy,
0:15:28 would rather be doing something else,
0:15:31 but it got to the point where they built a lifestyle,
0:15:34 where they needed to clock their half a million,
0:15:38 million, two million dollars a year in investment banking
0:15:40 and could either go be the CFO of a company
0:15:43 and take a 60% pay cut or go try and start a business
0:15:45 and none of them were really entrepreneurs at heart.
0:15:47 So they were kind of all trapped, if you will.
0:15:48 Now, there’s some, a small subset of them
0:15:50 that really enjoyed it.
0:15:51 But I literally think for most of them,
0:15:54 the term work was the appropriate term.
0:15:56 Anyway, the fact you’re getting out
0:15:58 and you’re pulling the ripcord, good for you.
0:16:02 Having said that, I wouldn’t take too much time on the road.
0:16:05 As a matter of fact, and it may be too late for this,
0:16:10 you know, it’s so much easier to find a job with a job.
0:16:13 Is there any way you could find a job
0:16:15 or try and figure out what you wanna do next
0:16:19 whether it’s a startup and then take your three months
0:16:20 sojourn?
0:16:22 I know that I’m sounding like your dad right now,
0:16:24 but you’re just a used car.
0:16:26 You’re not as attractive when you’re interviewing
0:16:27 and you don’t have a job.
0:16:29 There’s no sense of urgency.
0:16:32 In addition, my experience with people who kind of go
0:16:34 to touch Indians and, you know, practice yoga
0:16:36 or whatever it is you’re gonna do
0:16:38 or hang out with llamas in Argentina.
0:16:40 Do people do that as a thing?
0:16:41 I don’t think I’m gonna have this epiphany
0:16:43 of what you were meant to do.
0:16:45 Maybe, maybe, I think most people who do that kind of stuff
0:16:46 and they have an epiphany,
0:16:49 it’s that they should return to the religious roots
0:16:50 or get more involved in non-profit,
0:16:52 but they usually don’t think,
0:16:54 oh, I should really be in healthcare,
0:16:55 maintenance software or something.
0:16:58 I don’t know if that’s gonna happen on the road.
0:17:04 So look, I don’t know enough about what your skill set is.
0:17:06 If you’re at an investment bank and you’ve done well,
0:17:07 you’re good in services.
0:17:09 So that lends itself really well to consulting.
0:17:11 You have an understanding of finance.
0:17:13 So that lends itself to operations
0:17:16 or to be the CFO or in finance.
0:17:19 But my suggestion is at your age,
0:17:22 I would go or you think you have some interest
0:17:25 or you think you can leverage your investment banking skills
0:17:27 and an industry that’s growing.
0:17:29 Having said that, it means I don’t know.
0:17:31 I would need to know more about you, my brother.
0:17:34 What I would suggest though is that you begin
0:17:35 to make those inquiries sooner rather than later
0:17:37 and just so I can play dad for a moment.
0:17:39 Time’s gonna go really fast.
0:17:41 And what you don’t wanna be is wake up a year,
0:17:43 two years later and you let perfect be the enemy of good
0:17:46 and you didn’t take any offers to just chase anything down
0:17:47 and you start to smell.
0:17:49 What do I mean by that?
0:17:51 Once you’re out of the job market for longer than a year,
0:17:52 you begin to smell.
0:17:53 And I know how terrible that sounds.
0:17:54 And that was people like, what is wrong?
0:17:56 And your skills begin to atrophy.
0:17:59 So I would be making as many contacts as possible,
0:18:01 having coffees, following up with people,
0:18:04 get an idea of what you wanna do, have a plan maybe
0:18:06 and then take off.
0:18:08 But anyways, you’re obviously a very talented guy.
0:18:11 Investment banking I found paid off for the rest of my life
0:18:14 in terms of the skills and the discipline
0:18:15 and attention to detail.
0:18:16 It taught me even if you don’t like it.
0:18:19 And I also think if you don’t love it
0:18:20 or you don’t have to have the money,
0:18:22 I think you’re smart to get out.
0:18:25 It is, in my opinion, a fairly soul-crushing,
0:18:28 non-redeeming way to make a living.
0:18:31 Too much, too much.
0:18:32 Thanks for the question.
0:18:35 That’s all for this episode.
0:18:36 If you’d like to submit a question,
0:18:37 please email a voice recording
0:18:39 to officehours@proptimedia.com.
0:18:43 Again, that’s officehours@proptimedia.com.
0:18:56 Support for this special series comes from Mint Mobile.
0:18:58 If you want the best advice for questions
0:19:00 about career, parenting, and business,
0:19:01 you turn to Scott Galloway.
0:19:03 If you want the best advice for how to save
0:19:04 on your cell phone plan each month,
0:19:06 you turn to Mint Mobile.
0:19:09 Go to mintmobile.com/profg
0:19:12 to get your new three-month premium wireless plan
0:19:14 for just 15 bucks a month.
0:19:17 That’s mintmobile.com/profg.
0:19:19 $45 upfront payment required,
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0:19:23 New customers on first three-month plan only.
0:19:26 Speed slower above 40 gigabytes on unlimited plan.
0:19:28 Taxes and fees extra.
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Bán hàng là một bộ môn khoa học phức tạp hay đơn giản như việc bước tới và đánh một quả bóng golf? Cuộc hội thoại này khám phá triết lý “đánh bóng” — ý tưởng rằng cách hiệu quả nhất để thúc đẩy kinh doanh và tạo sức ảnh hưởng là loại bỏ những quy trình rườm rà và tập trung vào tâm lý học cơ bản của con người. Từ “quy luật đáp trả” đến nghệ thuật hạ bệ những đối tượng có địa vị cao, cuộc đối thoại nhấn mạnh rằng sự thiện cảm, hài hước và khả năng giải quyết vấn đề thực chất mới là những động lực chính dẫn đến thành công, vượt xa mọi thông số kỹ thuật hay chỉ tiêu doanh số của doanh nghiệp.
Cuộc thảo luận chuyển từ tâm lý cá nhân sang “ý chí độc tôn” cần thiết để xây dựng những công ty huyền thoại. Thông qua các ví dụ như người sáng lập Magic the Gathering và sự trỗi dậy của UFC, các diễn giả lập luận rằng một số doanh nghiệp nhất định chỉ có thể tồn tại nhờ một “tập hợp kỹ năng” (skill stack) đặc thù — một sự kết hợp hiếm hoi giữa niềm đam mê ám ảnh, sự không ngại đối đầu và sẵn lòng trở nên ngớ ngẩn trong mắt người khác. Những doanh nhân này không chỉ tìm thấy kẽ hở của thị trường; họ áp dụng một mức độ đam mê mãnh liệt và sự mày mò tinh chỉnh mà một thực thể doanh nghiệp tiêu chuẩn không thể nào sao chép được.
Cuối cùng, cuộc trò chuyện đề cập đến việc theo đuổi một di sản vượt xa khỏi sự giàu sang thuần túy. Bằng cách phân tích những nhân vật như Brian Johnson và Bernard Arnault, các diễn giả đối lập việc theo đuổi vô nghĩa danh hiệu “người giàu nhất” với khát vọng trở thành “con người của lịch sử”. Dù là thông qua việc phá vỡ ngành công nghiệp trường thọ hay xử lý một cuộc khủng hoảng truyền thông bằng sự hóm hỉnh tự nhiên, bài học rút ra rất rõ ràng: những người đáng nhớ nhất là những người ưu tiên tầm ảnh hưởng và sự chân thật hơn là sự an toàn của các chuẩn mực kinh doanh thông thường.
Những góc nhìn bất ngờ
- Quy tắc “Aspirin đối lập Vitamin”: Mọi người sẽ luôn mua “aspirin” (giải pháp cho nỗi đau tức thời và cấp bách), trong khi “vitamin” (những cải thiện chung) thường khó dự đoán và khó bán hơn nhiều.
- Người thợ cơ khí bi đá: Thành công vang dội của Magic the Gathering không chỉ nằm ở thiết kế trò chơi, mà ở sự chuyển đổi từ một trò chơi “cố định” (như Cờ Tỷ Phú) sang một trò chơi “sưu tầm” dựa trên trải nghiệm tuổi thơ khi trao đổi những viên bi.
- Sức mạnh của “Sự không phòng thủ”: Bernard Arnault đã biến một loạt bài điều tra tiêu cực thành một chiến thắng về thương hiệu bằng cách sử dụng sự hài hước và cảm ơn các nhà báo, chứng minh rằng một thái độ không phòng thủ sẽ làm tăng sự thiện cảm và quyền lực.
- Nghịch lý của Di sản: Việc hầu hết mọi người đều bị lãng quên ngay sau khi chết mang lại một sự giải thoát; nhận thức này cho phép các doanh nhân chấp nhận rủi ro lớn hơn vì nỗi sợ bị xã hội phán xét cuối cùng là không đáng kể.
Bài học thực tiễn
- Áp dụng Quy luật Đáp trả: Hãy thực hiện một đặc quyền nhỏ và tinh tế cho ai đó (như mua một ly cà phê hoặc chia sẻ một nguồn tài liệu hữu ích) trước khi đưa ra yêu cầu để tăng đáng kể khả năng nhận được câu trả lời “đồng ý”.
- Bán kết quả, đừng bán công nghệ: Khi chào hàng, hãy ngừng tập trung vào “các dòng mã” hay “hợp chất hóa học” và chỉ tập trung vào bốn điều mà con người thực sự mua: thời gian, tiền bạc, tình dục, hoặc sự an tâm.
- Xây dựng “Tập hợp Kỹ năng”: Đừng chỉ nhắm tới năng lực chuyên môn; hãy kết hợp một kỹ năng kỹ thuật với một đặc điểm không truyền thống (như sự bướng bỉnh hoặc một niềm đam mê kỳ quặc) để tạo ra lợi thế cạnh tranh độc nhất.
- Hợp tác với những người có tầm ảnh hưởng: Khi tung ra sản phẩm mới, đừng cố tiếp cận thị trường đại chúng ngay lập tức. Hãy tìm “điểm nóng” trong phân khúc ngách của bạn và chinh phục những người gác cổng (chủ cửa hàng, blogger, vận động viên chuyên nghiệp), những người có thể đóng vai trò là động cơ bán hàng cho bạn.
銷售是一門複雜的科學,還是像走上前擊球般簡單?這場對話探討了「擊球」的哲學——即推動業務成長與發揮影響力的最有效方式,就是剔除過度工程化的設計,將焦點回歸到基本的人類心理學。從「互惠原則」到高地位反制(high-status takedown)的藝術,對話強調了親和力、幽默感以及真誠地解決問題才是成功的真正驅動力,其影響力遠超技術規格或企業配額。
討論隨後從個人心理轉向建立傳奇公司所需的「單一意志力」。透過《魔法風雲會》(Magic the Gathering)的創辦人以及 UFC 的崛起等案例,講者認為某些企業之所以能成立,是因為具備特定的「技能組合(skill stack)」——一種由偏執、不隨波逐流(disagreeableness)以及勇於顯得愚蠢的意願所構成的罕見結合。這些創業家不僅是找到了市場缺口,他們還投入了一種狂熱的激情與鑽研精神,這是標準的企業實體無法複製的。
最後,對話觸及了對超越單純財富之「傳承」的追求。透過分析 Brian Johnson 和 Bernard Arnault 等人物,講者將追求成為「世界首富」的空虛感,與渴望成為「歷史人物」的願望進行對比。無論是顛覆長壽產業,還是以輕鬆的機智化解公關危機,其啟示十分明確:最令人難忘的人,是那些將影響力與真實性置於傳統商業規範之安全感之上的人。
驚人之見
- 「止痛藥 vs. 維他命」原則: 人們總是會購買「止痛藥」(針對即時、劇烈痛點的解決方案),而「維他命」(通用型改善方案)則不可預測且難以銷售。
- 彈珠機制: 《魔法風雲會》的巨大成功不僅在於遊戲設計,而是在於將遊戲從「固定式」(如大富翁)轉向基於童年交易彈珠經驗的「收藏式」遊戲。
- 「不防衛」的力量: Bernard Arnault 成功地將一系列負面的調查報導轉化為品牌勝利,他透過幽默感並感謝記者,證明了不採取防禦姿態能增加親和力與權威感。
- 傳承悖論: 大多數人在死後很快會被遺忘,這個事實其實能帶來一種解脫;這種體悟讓創業家敢於承擔更大的風險,因為社交審判的恐懼最終微不足道。
實踐要點
- 運用互惠原則: 在提出請求之前,先為對方做一件微小且貼心的事(例如買杯咖啡或分享有用的資源),能顯著提高對方答應的機率。
- 銷售結果,而非技術: 在提案時,停止關注「程式碼行數」或「化學成分」,而應專注於人們真正購買的四件事:時間、金錢、性,或心靈平靜。
- 建立「技能組合」: 不要僅追求專業能力;將一項技術技能與一種非傳統特質(如高度的不隨波逐流或古怪的偏執)相結合,創造獨特的競爭優勢。
- 影響影響力者: 推出新產品時,不要試圖立即觸及大眾市場。找到你所在利基市場的「核心熱區」,贏得那些能充當銷售引擎的守門人(店主、部落客、職業玩家)的認同。
Welcome to the second episode of The Prof G Pod’s special series featuring some of our favorite Office Hours moments.
Today, you’ll hear: Best of Career Advice, where Scott speaks about how to ask for a promotion at work, when and if you should ditch your full-time job for your side hustle, and when to quit your job entirely.
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