Intended Consequences

If you're a designer, eventually your designs will be evaluated by neophytes. Whether you're part of an in-house team or work for an agency, your best work is going to be scrutinized by company executives who never spent a day studying design or doing any UX research.

Do you stand alone defending your designs or give them what they want?

Tom Niemeyer is a Design Scientist at Conversion Sciences with over 18 years of digital design experience, and he has a unique perspective on the value of data to the designer.

On today's show, Tom and Brian continue their discussion of data and the design process. Listen in as they examine how you can effectively defend your designs with data.

Quick Links:

• Connect with Tom
• Follow Brian on Twitter
• Learn more about Conversion Sciences

If you're designing for the web, you're in a wide-open space of possibilities. These seemingly endless options can produce anxiety and hinder your design efforts, as every unknown feels dangerous.

What if integrating data into your designs is the answer?

Tom Niemeyer is a Design Scientist at Conversion Sciences with over 18 years of digital design experience. He has a unique perspective on the value of data for the designer.

On today's show, Tom and Brian discuss the nuances of introducing boundaries to the design process, and how these constraints can improve the effectiveness of your designs.

Listen in to hear the full conversation.

Resources Discussed:

• Studies of Rats

Quick Links:

• Connect with Tom
• Follow Brian on Twitter
• Learn more about Conversion Sciences

When you're attempting to persuade, do you emphasize the positive aspects of your offering or the potential loss of not taking action? This negotiation concept is called "prospect theory," and today's guest is an expert. Literally.

Calum Coburn is the Director and Vice President of The Negotiation Experts, a training and consulting firm that enables sales teams to drive measurable profit improvements.

On today's show, Calum and Brian discuss the finer points of "prospect theory," along with how to start building the foundations of trust as soon as your prospects see your web copy.

Listen in to hear the full conversation.

Resources Discussed:

• Myers Briggs Test http://www.mypersonality.info/personality-types/
• www.personalitytype.com/career_quiz
• Kolbe Index https://kolbe.com
• Stanford Study: https://credibility.stanford.edu/guidelines/index.html
• The Speed of Trust by Stephen M.R. Covey
• Waiting for Your Cat to Bark by Brian & Jeffrey Eisenberg
• Thinking Fast and Slow by Daniel Kahneman

Quick Links:

• Connect with Calum
• Learn more about The Negotiations Experts
• Follow Brian on Twitter
• Learn more about Conversion Sciences

Sales is a conversation, so how can you expect to sell if that conversation never happens, or doesn't happen fast enough? On today's show, Brian chats with Sammy James, CEO and founder of Speak2Leads, an automated lead response and follow-up tool.

Sammy is a sales and marketing guru with experience in media, radio, tech, and advertising. He understands the nuances of sales and the challenges marketers face when working with their sales teams, most importantly that salespeople are humans too, not cold-calling machines immune to rejection or sales inertia.

Listen in to hear the full conversation.

Quick Links:

• Connnect with Sammy: https://www.linkedin.com/in/sammyjames/
• Learn more about Speak2Leads: https://www.speak2leads.com/
• Follow Brian on Twitter: https://twitter.com/bmassey
• Learn more about Conversion Sciences: https://conversionsciences.com/

What would it look like if you could give your digital brand a human voice? On today's Intended Consequences, we brought in Rob Walch, VP of Podcaster Relations at Libsyn, the world's leading podcast hosting site.

Rob was one of the earliest podcasters in the industry and a highly sought-after speaker and consultant in the podcasting community. Listen in as he shares some fascinating insights on the world of podcasting, the numbers involved, and how a semi-digital medium fits in a digital marketing context.

Quick Links:

• Connect with Rob
• Learn more about Libsyn
• Follow Brian on Twitter: https://twitter.com/bmassey
• Learn more about Conversion Sciences: https://conversionsciences.com/

In this episode of Intended Consequences, we're bringing you a direct competitor of Conversion Sciences. Why? Because you need a second opinion, and we'd rather you find it here than on your own.

So we've brought in Jon McDonald, the founder and president of a conversion optimization agency called The Good, to chat with Brian on when you should–or should NOT–start investing in conversion rate optimization. His method and background are surprisingly similar to Brian's, and the two have been at it about the same amount of time.

Listen in as they share some industry secrets, pricing models, and even a few facepalms.

Quick Links:

• Connect with Jon
• Learn more about The Good
• Follow Brian on Twitter: https://twitter.com/bmassey
• Learn more about Conversion Sciences: https://conversionsciences.com/

Listen in to Part 2 of Brian Massey's conversation with Tara Hunt, CEO of Truly., as they continue to discuss the Cluetrain Manifesto.

You can check out Part 1 by dialing back one episode in this feed or visit intendedconsequencespodcast.com for a full list. You can also hear Brian's reading of the full Cluetrain Manifesto on this feed.

In this episode, you'll also hear Tara's thoughts on 'Jobs to Be Done' by the Harvard Business Review and Donna Pappacosta's 'Earbud Intimatacy' theory when it comes to listening to podcasts.

Resources and links discussed:

• Connect with Tara: https://ca.linkedin.com/in/missrogue
• Learn more about Truly.: https://trulyinc.com/
• Cluetrain Manifesto: http://cluetrain.com
• Donna Pappacosta's 'Earbud Intimatacy': https://www.trafcom.com/about/
• Jim Collins Flywheel: https://www.jimcollins.com/concepts/the-flywheel.html
• Know Your Customers' "Jobs to Be Done": https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
• Follow Brian on Twitter: https://twitter.com/bmassey
• Learn more about Conversion Sciences: https://conversionsciences.com/

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Contrarians are very important during times of change. They're often one step ahead of the herd.

Are you a marketing contrarian? Here's a quick test.

Listen in as Intended Consequences host Brian Massey reads the Cluetrain Manifesto and make note of how you feel.

Are you feeling excited or just meh? If you're excited, you are probably a contrarian. Do you feel a sense of hopelessness as you read? Then you might be a contrarian trapped inside a role that is too rigid for you. If you felt hopeful, you may be in a place that works for you.

Resources and links discussed:

• Cluetrain Manifesto: http://cluetrain.com
• Creative Commons license: https://creativecommons.org/licenses/by-sa/4.0/
• Follow Brian on Twitter: https://twitter.com/bmassey
• Learn more about Conversion Sciences: https://conversionsciences.com/

Contrarians. They're trouble. At least they're trouble in structured organizations. They are the "But maybes" in your "Of courses!" They come up with the exceptions to your rules.

It's hard for businesses to find a place for contrarians. But, when they do find their place, the results can be incredible. Think Steve Jobs: He was kicked out of the company he founded before returning to it at a desperate hour.

In this episode, you'll hear Tara Hunt, CEO of Truly., and host Brian Massey reminisce about the Cluetrain Manifesto, which was released in 1999. What has the impact been from this document? Did businesses learn the lessons of the Cluetrain Manifesto?

This conversation took so many turns that we split it into two parts. Our next episode features Part 2 of Brian and Tara's conversation as they discuss social media, which was nothing like it was when the Cluetrain Manifesto was created.

Resources and links discussed:

• Connect with Tara: https://ca.linkedin.com/in/missrogue
• Learn more about Truly.: https://trulyinc.com/
• Cluetrain Manifesto: http://cluetrain.com
• Donna Pappacosta "Earbud Intimate": https://www.trafcom.com/about/
• Jim Collins Flywheel: https://www.jimcollins.com/concepts/the-flywheel.html
• Know Your Customers' "Jobs to Be Done": https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
• Follow Brian on Twitter: https://twitter.com/bmassey
• Learn more about Conversion Sciences: https://conversionsciences.com/

"The best way to really learn something is to teach it to someone else."

In this episode of Intended Consequences, we're talking to BJ Fogg, PhD, author and founder of the Behavior Design Lab at Stanford University. His new book, "Tiny Habits," has turned business management lessons into a program for individual behavioral change.

Anyone involved in marketing is involved in what BJ calls "behavioral design." How can science change your behaviors and your marketing effectiveness?

Habits make time for themselves. Listen in.

Resources and links discussed:

• Connect with BJ: bjfogg.com
• Learn more about Tiny Habits: tinyhabits.com/book
• Follow Brian on Twitter: https://twitter.com/bmassey
• Learn more about Conversion Sciences: https://conversionsciences.com/