Brian Solis is definitely an award-winning author of 8 publications and an internationally known keynote speaker. I’ ve had the particular pleasure of knowing Brian for several years and he has consistently been probably the most thoughtful, inspiring and intelligent individuals I know.
Not long ago John and I had a chance to catch up and shared with me the news of their new book Lifescale – How to reside a more creative, productive and delighted life . That’ s quite a compelling title and being as much as my neck in digital interruptions, multi-tasking and a need to break free away from that chaos, the notion of Lifescale was immediately interesting to me each personally and as a way to better accord with customers as a marketer.
Not only did I pre-order the book (it came yesterday) I had an opportunity to talk with Brian and record an interview about the premise of the guide, the problems it can help people solve, training for marketers and a fun sport of word association.
You can watch the video here and section of the text of the interview is transcribed below.
Lee: What’ t the fundamental premise of Lifescale plus why did you write this?
Brian: Yeah, nicely it’ s not the guide I set out to write to be honest together with you. I was writing a book to follow upon X: The Experience When Company Meets Design and am had these ideas of aiming to create a more mainstream book. This really is my 8th book, but it’ s my first personal guide.
I wanted to switch in the world of business to a more mainstream entire world. That brought a lot of pressure to consider differently, to think deeply, to be a lot more creative than I had in the past. I simply got stuck. I blamed this on writer’ s block and all kinds of different things, just being uninspired, unmotivated and too busy. Really I was really disappointed and heartbroken because I ended up losing the chance for that book at the time.
After I had time to reflect, I actually started to dig deeper and peel off back layers to see what was actually going on. It turns out I was suffering from exactly the same distractions from the same technologies I used to be covering for the past 10, 12, fourteen years. I decided to get to the guts of the matter and understand what’ s really going on here at the rear of the tech, what’ s this doing to me as an individual. Certainly, if it’ s affecting the ability to go deeper and influencing my creativity, what else could it be doing?
I seemed that whole mission could be some thing to share with everyone. Because it definitely wasn’ t out there on Google. There are a great number of solutions for the symptoms but not lots of solutions for the problem. To be honest, many of the problems are still being discovered.
Lee: It’ s important that you mention problems since there are a lot problems that Lifescale might be able to resolve or facilitate the solution of. Exactly what are some of the key promises that Lifescale can deliver on.
Brian: It’ s funny, I recall talking to Shannon over at Wiley and he or she said, “ Whatever you do, don’ t make a book about troubles. Don’ t make a book regarding tech, or all of the things that it really is doing to us. Write an e book about solutions because that’ ersus what people really need. ” I was totally with her but I didn’ t know what the solutions had been because they didn’ t really can be found. So , after many glasses of bubbly and thoughtful exploration, I noticed that what we had been missing is a manual for a modern life.
If you feel about it, a lot of how we work or even learn, our standards for success, our own routines every single day, the traditions plus aspirations that were handed down to all of us by our parents and their own parents sort of really starting to turn out to be outmoded in these modern times. At the same time, there is absolutely no real guiding light to tell all of us how to balance all of these things. We’ re sort of being exposed to more information, a lot more misinformation, we’ re empowered exactly where we’ re becoming accidentally narcissistic where we’ re reaching for people things because it makes us really feel in the moment validated or important.
Lifescale is really regarding is scaling life in modern times. Providing us a guidebook to reimagine or rethink or reacquaint yourself with what is important.
All of these things are intoxicating yet they’ re also very new. These people didn’ t come with an instruction manual. All of us didn’ t really have parents, or even mentors or teachers or supervisors to guide us and navigate all of us through all of these things. We’ lso are all trying to figure it out there.
What Lifescale is actually about is scaling life nowadays. Giving us a guidebook in order to reimagine or rethink or reacquaint ourselves with what is important. What does pleasure look like? What does success really appear to be? It really has nothing to do with tech per se, yet uses tech as the impetus to get these discussions because we’ lso are all, in one way or another, sensation that anxiety or that tension or that pressure.
Lee: Could book’ s appeal and program is broad, what are the applications associated with Lifescale for a marketer?
Brian: It’ s twofold: One particular, there’ s the life of the online marketer. They’ re using a lot of these types of technologies in their personal life that will they’ re also using professionally. They’ re applying how they using technologies personally to how they use it expertly. They’ re assuming people on the other hand want to be engaged in the way that they’ re using technology through the channel.
On the customer side, or the receiving side of things, whether that’ s an employee or a partner, you’ re essentially trying to reach those who are incredibly distracted whether they know it delete word. They have their own intent every single day associated with what they’ re trying to perform online, whether that’ s in order to celebrate their life online, talk about exactly what they’ re doing, participate the community to move something forward, discover how to make a decision on a purchase or a great investment or what to do regarding something. There’ s this intentionality that’ ersus happening every single day.
Frequently we use these same technologies to attempt to disrupt it. It’ s not really new. Advertising and marketing has always been about interruption. Can I get your attention, may i hold it for a second, then can we trend for a moment, then move on. But , I think additionally, it opens the door to a new era of marketing that I call age assistance.
People are deliberate about what they’ re trying to perform online. They are distracted but they may also be empowered, informed and connected, so, just how would you plug-in to that to add worth?
This is an chance for marketing to become the entire journey, to ensure that customer experience becomes the new advertising.
Every single day they’ re leaving signals on what they wish to do or what’ s necessary to them. There’ s ways to bring in things not just to sell or disrupt whatever it is that they’ lso are doing but to find ways to build worth so that the brand or the marketing gets associated with value add. So you’ re building brands based on sympathy and emotions rather than interruption plus attention.
Lee: So we’ re not really interrupting people anymore but assisting them to do what they want to do.
Brian: I’ mirielle not saying stop doing everything you’ re doing today, yet I am thinking that this is an opportunity for marketing and advertising to become the entire journey, so that consumer experience becomes the new marketing. You’ re thinking about that journey which lifecycle and adding value all through and that makes marketing that much essential.
Lee: There are many themes in the book therefore let’ s play a game associated with word association. I’ ll point out a word and you share what it takes in the context of Lifescale.
Efficiency – Not just obtaining work done, it is about obtaining the right work done to the correct output.
Mindfulness – Being found in the moment to which anything or anybody around you recognizes that you’ lso are in that moment with them and that there’ s value exchanged.
Personal Growth – Accepting that no matter how much you really feel you have conquered or grown in every area of your life today that there is always something new to understand and something old to un-learn.
Lifehacks – They often treat the symptoms although not change your life. What if you could crack your center of reference to ensure that when you make decisions about what you need to do that you have hacked them to be appropriate, pertinent and fruitful.
Hustle – Just because you work all the time, doesn’ t mean that it matters in order to everybody. It doesn’ t indicate that it’ s the right function to be doing. Life is balanced along with other things other than work. If your function is the thing that is actually all of that’ s consuming you, i then feel sorry for the people that are around a person.
Creativity – It has never already been more important. We live in an era associated with machine learning, artificial intelligence and much more technologies on the horizon. Automation is going to turn out to be wildly pervasive. That creativity, the way you think, what you do, how you act, that which you produce, your output, your work ethic, your imagination that goes into something – all of those things stand out. We all don’ t need filters to become great. We don’ t require animated gifs to get that point throughout. What we need to do is take a moment to become creative, to imagineer what another person couldn’ t see or perform.
Leadership – There’ s lots of management and there’ s lots of following the rules and a lot of following the pathways that were laid out before us. Some those are rooted in the analog era. When we talk about leadership we need to think about what does it mean in order to forge a new path for a brand new time. That’ s what I wish Lifescale is about – producing a brand new breed of leader.
Personal Development – All of us always have something new to learn every single day. I usually say that my occupation is that of the student. Things move too fast. There’ s always someone smarter, there’ s always someone more innovative. The more that we challenge or force ourselves, even in a fun way, creating what we do personally and expertly is only going to keep us more related and I think, happier.
Distraction is holding you back again from greatness and possibility that will define your life.
Distraction – The average person looks at their phone regarding 1, 500 times a week which usually adds up to about 177 minutes each day. If you added that up with time and think about all the different things you can do, like learn a new language, learn to scuba dive, anything that you wished to do that you didn’ t perform or that you’ ve already been putting off or making excuses to not do, distraction is holding a person back in ways that you haven’ capital t realized. Distraction is holding a person back from greatness and chance that would define your life. If you request the universe, the universe can give to you – nothing is going to occur if you don’ t know what it really is that you’ re working toward and if you don’ t work at it.
Lee: Lifescale is essentially a worldview, it’ s like a movement. Exactly what does success look like for you?
Brian: There are a lot of people who have made motions out of their work. For example , Claire Sinek with Why and Bernard Ferris with the 4 Hour Function Week. I don’ t realize that I have it in me by yourself to do that. What I’ ve chose to do is make Lifescale the universal movement to give it towards the community.
I have excellent friends like Dennis Yu plus Karen Freberg who are helping me personally turn this into a Lifescale training program. We have a qualification program for people to undergo the Lifescale process so they subsequently can extend and teach all their network so that I’ m not really holding back Lifescale but everyone can bring the Lifescale message plus movement and help all of us escape from distractions and be more innovative again.
Thanks a lot Brian! You can find John next speaking at SXSW and Social Media Marketing World and follow him on Tweets at @briansolis. Of course you can find out read more about Lifescale on the website .
If you liked John Solis on Lifescale – Tips on how to Live a More Creative, Productive plus Happy Life Plus Improve Your Advertising by Lee Odden Then you'll love Miami Internet Marketing Consultant