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From The Editor
Where’s your Sense of Humor?
Wow, did we have a spectacular interview recently with one of Twitter’s founders on our ASI Radio Show (it was one of my favorites).
Biz Stone, who keynotes ASI Dallas this month (February 3), was witty, wise and perhaps most surprisingly, funny and relaxed. Some would use the success of the 140-character-or-less social networking/ micro-blogging service to take themselves a bit too seriously, but not Biz, who was lightheartedly named “Nerd of the Year” by GQ magazine, in addition to the more weighty title, one of the “Most Influential People of the Year” by Time.
On his website (bizstone.com), he describes himself as an “Internet guy who believes in the triumph of humanity with a little help from technology. Yadda, yadda, yadda.” And there you have it.
During our interview, Biz (real name Christopher, which he pronounced “Bizziber” as a toddler) talked about making many mistakes and learning from them, but always taking them in stride and with a sense of humor. Case in point: In the beginning, when the Twitter site went down “a LOT,” he says, he looked for a fun, evocative image that would relay many people working together on a tough challenge.
What resulted was the “Fail Whale,” a picture of little birds trying to lift a whale. When his partner noted that all the birds were flying in different directions, Stone said, “Well, that’s fitting.”
“Humor is a great way to deliver the truth,” he says. You’ll see the whimsical whale image any time Twitter experiences technical difficulties. This is only one example of Stone’s mission to develop the most creative, fun and teamoriented work culture that he possibly can.
Another lesson he’s learned along the way is that you should “over-communicate to the point of absurdity.” I agree, which is why I go on and on in my editorials.
Seriously, though, our cover story is about common objections salespeople hear from buyers and how to conquer them. In my opinion, most if not all, can be overcome by communication and education. Ever heard a prospect say, “We don’t need any SWAG”? According to our writer Alex Palmer, this means they don’t see promotional products, as they understand them, to be a useful tool. Of course you know better and have the testimonials and case studies that will change their narrow minds. It’s your job to open those minds up and show them the possibilities through, as I said, communication and education.
There’s much more great advice throughout, so as you read this month’s issue from cover to cover, keep in mind Biz Stone’s core belief: “The open exchange of information will have a positive influence on the world.”
That’s what we aim to provide here, and that’s what you should provide for your colleagues and clients.
Khuston@asicentral.com
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