Talking about Signs


Think of signs in two ways: those that appeal to people outside of your place of business and those that appeal to people who are within the place where you do business. The first category consists of billboards, small signs on bulliten boards, window signs, store signs, banners, signs on trees, and poster-type signs. Category two is made up of interior signs, commonly called point-of-purchase, or point of sale signs.

 Whichever you use, or if you use both, be certain that your signs tie in as directly as possible with your advertising. Your ads may have made an unconscious impression on your potential customers, and your signs may awaken the memory of that advertising and result in a sale. Many people will patronize your business because of your ads. Your signs must be consistent with your advertising message and identity or those people will be confused. If the signs are in keeping with your overall creative strategy, consumers’ momentum to buy will be increased.

 Most exterior signs are there to remind, to create a tiny impulse, to implant thoughts a wee bit deeper, to sharpen an identity, to state a very brief message. As a rule, exterior signs should be no more than six words long. Naturally, some successful signs have more than six words, but not many. Probably the most successful of all have just one to three words.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

The Three Kinds of Talent


There are three basic categories: striving talents, thinking talents, and relating talents.

 Striving talents explain the why of a person. They explain why he gets out of bed every day, why he is motivated to push and push just that little bit harder. Is he driven by his desire to stand out, or is good enough good enough for him? Is he intensely competitive or intensely altruistic or both? Does he define himself by his technical competence, or does he just want to be liked?

 Thinking talents explain the how of a person. They explain how he thinks. How he weighs up alternatives, how he comes to his decisions. Is he focused or does he like to leave all his options open? Is he disciplined and structured, or does he love surprises? Is he a linear, practical thinker, or is he strategic, always playing mental “what if?” games with himself?

 Relating talents explain the who of a person. They explain whom he trusts, whom he builds relationships with, whom he confronts, and whom he ignores. Is he drawn to win over strangers, or is he at ease only with his close friends? Does he think that trust must be earned, or does he extend trust to everyone in the belief that most will prove worthy of it? Does he confront people dispassionately, or does he avoid confrontation until finally exploding in an emotional trade?

 Striving, thinking, and relating: these are the three basic categories of talent. Within each you will have your own combination of four-lane highways and barren wastelands. No matter how much you might yearn to be different, your combination of talents, and the recurring behaviors that it creates, will remain stable, familiar to you and to others throughout your life.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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