Flintsnotes

Long Copy vs. Short Copy

2013-05-17T14:00:17+00:00

How discovering the optimal length of a webpage produced a 220% increase in conversion.

On Sustaining Velocity in the Purchase Process

2013-05-17T13:56:59+00:00

The value proposition begins as an abstract concept, but the moment it is engaged by the prospect it enters the time-space continuum. It moves from "thing" to predicate. At this moment (pun intended), time becomes a key element. The value proposition's force is sustained by velocity. This principle can be understood with four simple observations:

1. At various points in the micro-yes series we may have difficulty adjusting the force of the value proposition so that the perceived value outweighs the perceived cost. This is because of business rules and/or various constraints.

2. The key is to build enough forward momentum from the previous series of micro yes(s) so that the prospect will "roll on" through these potential "chokepoints."

3. Now, if we aggregate too many of these chokepoints, or if we embed a chokepoint with too much constriction, purchase progress stops.

4. The momentum is initiated by the value proposition, but it is mitigated by the friction of the process.

At MECLABS, we have pioneered a fundamental understanding of the micro-yes/conversion sequence, but we need to account for the importance of velocity in the purchase process.

On the Difficulty of Grasping the Concept of Non-Existence

2013-05-16T13:15:51+00:00

Is death a form of existence? If the opposite of existence is non-existence, then the opposite of to exist is not to exist. Even for the scientist who does not believe in the afterlife, there is a belief in matter. A person, who dies, does not cease to exist. At the very least, their corpse simply changes its form. So, whether in life or death, we exist (though perhaps not consciously).

I don't think it is possible to conceive of non-existence. Every aspect of the thinking process engages contradiction. I question at what point birth becomes existence. There is something here that I cannot fathom. Does birth (in the early stages of the womb), itself, produce existence? I cannot think so. Existence precedes birth. I don't think I can marshal an argument for this point, yet. So I only hold the proposition tentatively. But one point, at least, seems clear: The greatest miracle is not resurrection, it is coming into being.

On Achieving Discipline from the Whole

2013-05-15T13:07:41+00:00

Many of us struggle with self discipline and these struggles are characterized by attempts to achieve consistency in a number of different areas. We try to achieve discipline in our eating habits. We try to achieve discipline in our prayer life or discipline in our studies.

Most of the time, discipline is approached in piecemeal fashion. We are trying to achieve this virtue with a specific focus. I have noticed that there is a more fundamental and perhaps effective approach. When we have our spiritual compasses set, there is a kind of integrity at the core. From this place, self-discipline may emanate. We are too focused on peripherals instead of the center. Get the center right and it is easier to align the peripherals.

On Balancing the Long-Term with the Short-Term

2013-05-14T18:46:19+00:00

My whole life has been a combination of short-term and long-term investments. In a sense, I am very sensitive to the cash conversion cycle of my own production. Twenty years ago I made investments in myself that I do not expect to pay off for yet another 20 years. But all along the way, I built a "cash position" with the rapid conversion of a small percentage of my activities into a "monetizable offering".

The key here is to adjust the differential between the short-term and the long-term so that one has a strong enough financial position to continue generating those major investments that will have the longest and greatest impact.

On the Dilemma of Knowing What You Cannot Say

2013-05-13T15:55:48+00:00

There is a dilemma in life that comes not from what you do not know, it comes from knowing that you cannot say what you do know – it defies articulation. How does one say the “un-say-able”? The fact that something is “un-say-able” does not make it less real/true. The truest elements of our existence transcend articulation.

On the Value of Passion and Polarity

2013-05-10T13:25:17+00:00

Sometimes you don’t know what you are for until you know what you are against. In public, it is wise to withhold criticism, to guard your tongue. In private, as part of the creative process, you must sometimes work with the ricochet-principle or the “anti-x” principle.

You don’t know what ideas you are trying to say until you know what it is you are not trying to say. You don’t know what it is you believe until you are clear what it is you do not believe.

And so, while one must be guarded in public as to their comments, it is sometimes useful in private to allow your passion to escape in the form of a diatribe. Ask, “What is motivating this intense response?” Ricochet off the opposite intellectual pole to understand the current one. Exploit polarity, but guard against polarization.

On Leadership and the Choice between Pervasive Popularity and Meaningful Results

2013-05-09T21:12:11+00:00

Sometimes, the leader deliberately pushes “the organization” in a way that makes his people feel he is being either unfair or unrealistic. In some cases it is neither. The leader is merely testing the system to see how much production can be achieved. The results of this “test-push” may be used to improve the organization, the team’s capacity, or the leader’s approach.

This relational risk requires the leader to determine the standard by which they will judge their own effectiveness. Is the ultimate test of leadership pervasive popularity or is it meaningful results? It is easy to criticize the latter choice (it seems harsh, even cold), but this natural bias can limit growth. Indeed, the tension is resolved if one of those meaningful “results” is actually the development of people.

On the Difference between the Process and the Conclusion

2013-05-08T15:04:16+00:00

Some people can arrive at a proper conclusion through a poor research process. Never confuse the process with the conclusion. A poor process is an indicator that a conclusion might be wrong, but a poor process is not evidence that a conclusion is wrong. The truth is where you find it, and I have found it in the most peculiar places.

On The Difference Between Inserting Yourself and Replacing Yourself

2013-05-07T13:34:07+00:00

The leader needs to know the difference between inserting themselves and replacing themselves. Leaders often rush around the organization inserting themselves to increase quality or quantity. This may be necessary to uncover a weakness in process or design. But it is no substitute for replacing yourself. Be careful of forever propping up the organization with your own talent.