Naja Faysal | Blog

I’ve read Good to Great for Jim Collins about two years ago, but now, I was looking into my notes to surprisingly stumbling upon the below points from the book that I find quite interesting back in the time. So I decided now to share these points that could be especially inspiring to people embarking on new challenges in this rainy and freezing day at the Lebanese mountains.

Jim Collins thinks of transformation as a process of build up followed by breakthrough broken into 3 broad stages:

I. Disciplined people

1. Level 5 leadership
2. First who then what

II. Disciplined thoughts

1. Confront the brutal facts yet never loose faith in the ability to prevail – the Stock tail paradox
2. The hatch-hockey concept: gained by deep understanding of 3 intersecting circles:

• What can you be the best in the world at?
• What economic denominator best drives your economic engine?
• What you are deeply passionate about?

III. Disciplined actions

1. Culture of discipline: create a stop doing list
2. Stay focused on the intersection of your 3 circles

Remember

• the technology accelerators
• the fly wheel: accumulating momentum turn after turn
• to preserve your core ideology while stimulating change and progress
• to set BHAG (Big Hairy Audacious Goal) that falls in the middle of the 3 circles

How my skydiving experience brought “Skydive Dubai” tens of new customers with little to no marketing money.

Skydiving is an extreme sport that not too many people have even heard of. It was something on my list-to-do, and finally took the decision. I went ahead and posted on Facebook my intentions to skydive with a link to an article written about skydive Dubai. This article was written by a  journalist, colleague and dear friend of mine (Pauline Forte) on the matter. My tweets and status updates are not usually super-dooper interesting but this status update was extremely appealing in attracting many likes and comments. The threads around my skydiving experience were the most popular of all my activities on the social media sphere so far, and on the big day, people were encouraging me and anticipating my big jump from 13,000 feet over the palm jumeirah.

The jump was the most thrilling life experiences i had so far. The anticipation, excitement and extreme fear have substantially changed my life. I always believed that fear is a universal hurdle for people on achieving their highest potential, and when you simply take this leap from the sky, decisions seem to be easier to be made and fear seem to be just a sound in the background. I’ve simply have done one of the most scary and frightening activities in the world and I never regret it. We’ve boarded the little jet and quickly flew over the sea of JBR. From where i was seated, i could easily see the pilot and the cockpit, full of buttons and meters. We’ve looked in the windows just to see the amazing palm and beaches of Dubai. Then the moment of truth came and the door opened. Suddenly a cold breeze filled out the cabin and as my turn start approaching, adrenaline started pumping high. On the door, looking down to a more than 4000 meters of clear space, air, of a sunny day, throwing myself along my tandem, was an extreme moment that takes my breath away. Coming down on more than 800km/h speed of free falling, i don’t remember catching a breath in these moments. Then he pulled the button and from going down so fast, an opposite force pulled me up so fast too, that was the parachute i realized. Later on, it was a cruise in the sky, less threatening in comparison to the fall but still the fear of heights could easily take the heart of a young man.

My life has been relatively easy, i haven’t encountered extreme experiences before. I’ve grown up in a decent family of educators. Earned my Bachelors degree from a top American school in Lebanon then worked in one of the most reputable advertising agency in the world. I enjoy a good social life and lucky to have some really good friends. I have now around 900 friends on Facebook and 600 followers on twitter, and I’m definitely not the only person out there who has more than thousand people on their social networks. However, i barely notice the number of people on my lists since the interactivity is summarized to a small group of closed friends.

The moment my skydive started to get popular, i was overwhelmed and wasn’t able to respond to every like, comment, reply or direct message i received around the topic. I can now feel what does it mean to have a thousand-plus contact on social media. Reflecting back on that incident, I realized that i just had my first hands-on experience on contagious stories. Skydive Dubai has made sure to equip me (the customer) with the tools needed to become their full time brand ambassador before, during and after that experience.

Skydiving is by nature an activity the people would look in amazement to. Some people would love to do it, others would never do it, but both would love to hear about a friend doing it, see pictures and ultimately see video. The brand Skydive Dubai has made sure to deliver the thrill of the experience in the best fashion. I had nothing to complain about. The staff were friendly, things were organized and everything appeared safe and fun. A camera man followed me from the moment of wearing the vet to the moment of landing, capturing my emotions from start to end. Finally, i went home with a CD full of amazing shots and a well-edited DVD video of the experience. What they gave me was content worth spreading and my facebook, youtube and twitter accounts were the perfect channels.

Today, I work for the biggest and most reputable digital agency in the middle east – Flip Media (www.flip.me), and what we do lies at the heart of what i experience with my Skydive jump. Isn’t all about delivering over your customers’ expectations on every touch point with the brand? isn’t about giving an emotional memorable experience? Isn’t about empowering people with sociable content ready for spreading? Isn’t about the basics of word-of-mouth the brings the best of business?

I truly think Dubai – the brand, is one of the most successful experience-driven brands in the world and that skydive Dubai is just one of its manifestations.

Click here for a full album of pictures on my skydive and below is the video:

Social media marketing is obviously the trend of the decade that everyone is buzzing around these days, and most companies jump on the band wagon and create facebook pages or twitter accounts without having a clue on what to do and how to do it. In fact, if you don’t have anything to say there, its better to keep your focus on your website and not go there in the first place!

I understand that it is important to join the conversation, engage with your audience and listen to what they have to say, but you as a brand or company are still in the eyes of the people a business that wants something. People aren’t foolish and with time they grow nervous, cautious and angry with companies following them everywhere to sell them something.

People finally found social networks, a place interruption-free for their entertainment and social interaction needs and what happened? companies start following them there pushing spam messages like usual. Funny thing is many marketeers go ahead and make judgements that social media marketing is not working for them and is not worth their investment.

You know, I can understand why some marketeers make such judgements. It is because social media game is different. They seem not to be able to step out of their comfort zone to embrace a new way of thinking and new way of doing marketing. On social media, you’ve got to be less obsessed about sales and more obsessed about having fun and giving fun to people. The essence of being entertaining is being relevant. So you need to first listen, learn and discover about your audience on these networks. Next step is that you’ve got to have an idea.

When we talk ideas, I think it all has to start from the brand’s roots. If you’ve got an inspiring purpose for your business, that is great, it means that you’d need to represent this in a cool way on your social networks. Make your social network an outlet for a cause or a mission that has nothing to do with your business. If you don’t have an inspiring purpose for your business, so its time to have one.

So to summarize, your social networks presence has to have an idea, gesture, cause, concept anything the makes you a welcome guest to the people’s private life, not an unwelcome intrusion.