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Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Tuesday, 25 May 2021

It's walking and it's working - XI

Measuring up to averages

To an extent, I have walked myself ragged, for, in the last 4 days, I have walked 85,603 steps, but that is not the landmark, I can still feel it in my body. I only really got back to walking properly on the 8th of April, before that, I had only walked to reach or exceed the 10,000 steps daily for 31 days out of a total of 97 days in the year to that time.

Average for the year was low, and though I thought I might make it for the 5 months of walking last year, I fell short by over half a million steps to bring my average to 9,328 steps for the year. It was already the end of April before I caught up to the average for last year, though, if I had walked every day, I might have breached the 10,000-step average for the year.

It was yesterday on Day 144 of the year that I finally got there, with an average of 10,007 steps for the year 2021, but once we got to Day 145, I was short again. My intention is to keep the daily average for the year above 10,000 steps and have something in reserve. My walk today has given me a day in hand, as my total for the year is now at 1,460,470 steps.

Marketing defines the step rule

In truth, a Harvard Medical School research suggested women only have to make 4,400 steps a day t significantly lower the risk of death. There does not seem to be any significant benefit on the risk of death after 7,500 steps a day. So, you ask, where did the 10,000-step threshold come from? It came from the tradename of a pedometer sold by Yamasa Clock of Japan in 1965 called the Manpo-kei translating to '10,000 steps meter'. [The Conversation: Do we really need to walk 10,000 steps a day?]

There was no solid evidence for this recommendation, but it took hold and that became the de facto standard for walking fitness that subsequent and modern pedometers adopted. There is no doubt that exercise is good for fitness and health. I have seen evidence of it in feeling strong and able, losing weight, and the opportunity to explore nature clearing my mind of all the clutter of the day.

Whilst I do need to walk harder and work harder to reaching what one might consider the ideal weight when my electronic scale appears to suggest I am first overweight because of the BMI (Body Mass Index) measurement. For a system developed in the 1830s, the case is being made for discarding the measurement as an indicator of health and fitness. It is a crude and blunt measurement that it is suggested there is more benefit in measuring your waist. [Business Insider: BMI is bogus]

Monday, 22 March 2021

Opinion: Between statistical and personal side effects

Logs out of my eyes

A good deal of my job involves the gathering, analysis, and interpretation of activity and error logs. As I am not on site to observe with my own eyes the environment, situation, or circumstances that create issues, I am left with deducing from the jumble of logs, the what’s, the how’s, and the why’s of things.

Sifting through and parsing data in the language and the numbers to determine patterns to follow; the logic or sequence of events almost becomes second nature. You can scarily come to some conclusions with such certainty, you might begin to doubt if you have read the situation right, even if you are usually right.

Then, how do you account for bias or possible error when assessing data presented from other environments outside your professional purview? Clarity is essential and, in the presentation,, you need to see what is clearly known, what is definitely unknown, what is still in dispute, open to debate and inconclusive, and the direction of travel towards tying up the loose ends.

Making sense of what’s out there

Nowhere is this more pertinent than in studying the recent developments around the COVID - SARS-Cov-2 vaccine, in particular the Oxford/AstraZeneca vaccine. That it has courted so much controversy started with the bungling of the test profile first with the dosing and then leaving the over 65s out of the cohort.

Since then, there have been reports of blood clot incidents post-vaccine which have not yet been proven just as it has not been conclusively disproven that the vaccine is the cause that might have resulted in 9 fatalities. [EMA - COVID-19 Vaccine AstraZeneca: benefits still outweigh the risks despite possible link to rare blood clots with low blood platelets]

A personal experience of side effects

Whilst a cost-benefit analysis would lead experts to suggest the benefits outweigh the risks, that is a statistical thing that works for the majority but not for the individual that presents the cases of serious concern. I remember being put on Triumeq a few years ago, it was to replace my Atripla regimen.

I was to detach a card from the Triumeq package, one of the side effects was instant death, that was scary enough. However, I did not tolerate it that well, the side effects diminished my quality of life, I recorded in a diary 42 days of insomnia, nerve-tingling, unexplained sudden joint pain, nausea, diarrhoea, it was hellish that I asked to be put back on Atripla without considering any other options.

Now, whilst I have been on Atripla since May 2010, I had a few neurological and cognitive issues, vivid dreams, simulated psycho-activity as if I was on psychedelic drugs and insomnia, but over time, I had developed coping mechanisms for toleration and satisfaction with it. Other people have psychological and psychiatric issues evoking suicidal thoughts, depression and worse.

Report side effects always

Statistically, both drugs are amazingly effective at controlling the Human Immuno-deficiency Virus (HIV), the side effects are generally tolerable, however, to the individual that is more than just a statistic to accommodate the percentile for drug approval, the issues cannot be ignored. That is why we are invited to participate in the Yellow Card Scheme for reporting adverse drug reactions, medical device adverse incidents, defective medicines, and counterfeit or fake medicines.

On the vaccine, I took the first dose of the Pfizer/BioNTech vaccine just under 4 weeks ago, I am glad it was available, and it offers me some protection including taking consideration for my frequent visits to South Africa. I had to check the side effects and possible drug interactions with my current medication with the view to raise concerns if necessary.

Praise and accountability matter

The success of getting the vaccine to most adults in the UK is commendable and it puts us well ahead of Europe. It was a gamble that paid off, being first movers that presented UK patients as Guinea pigs with a recalibration to allow for a higher proportion of first jabs to full inoculation. That being said, there must be accountability for the rotten debacle of the loss of lives at over 126,000 people and the exorbitant Test and Trace regime that did little to contain or control the virus when it really mattered.

We can in the dearth of good news run away with the slither of good fortune at the expense of other things or adopt a more pragmatic approach, being able to see the bigger picture, giving praise where it is due and excoriation where it is deserved. No one issue is mutually exclusive of the other, they are all part of the narrative where you see the rose, the thorns, or the whole bush.

References

[EMA - COVID-19 Vaccine AstraZeneca: benefits still outweigh the risks despite possible link to rare blood clots with low blood platelets]

[The New York Times: AstraZeneca’s Covid-19 Vaccine Is Found to Be 79% Effective in U.S. Study]

[BBC News: Covid vaccine: US trial of AstraZeneca jab confirms safety]

[MHRA: Yellow Card scheme]

Tuesday, 26 March 2013

Thought Picnic: Your Local Website is a Global Shop Window


You are out there
I fear that many businesses that have a web presence are missing out on an essential bit of public relations that is well beyond their control.
Beyond the presentation facade, there is the experience and the opinion dimension that has now become integral to the product.
If you are an airline, a hotel or an outfit that offers services, develops products or even compares things, activities and circumstances, you are now at the mercy of the real life views which can be anything from seriously positive to downright negative, the matter of honesty is a variable that is indeterminate, it is taken on trust.
You cannot choose your audience
In the first instance, except where the establishment decides to restrict viewing by filtering or challenge/response engagement, any website, no matter where uploaded and regardless of the expertise of the designer has global scrutiny.
The traffic from outside your locality might not be great, but be assured that it is viewable by all. When I look at my blog, it has a Netherlands registered URL, I am resident in the UK, I write about personal and activist issues in my locality and in relation to my heritage which is partly Nigerian but I get the largest audience from China, then the United States, followed by Norway, the United Kingdom comes 4th, the Netherlands 7th and Nigeria 10th.
I cannot explain why the greatest interest in my blog comes from those locations and I cannot control the access that this audience has to my opinions.
You local website is a global shop window
I make this point because I feel that many Nigerian websites of the government, educational institutions, businesses and much else fail to recognise that their audience is well beyond the myopic confines of who they traditionally think will visit their websites.
This morning, I found myself commenting about the website of a premier Nigerian University, the first observation was though it provided a unique service, the design was poor and the copy was full of spelling errors.
In my view, that was just unforgivable, one expects a tertiary academic institution to apply itself to rigour, correctness and exactness. For a university of that standard not to exploit the services of its languages departments and proofread copy before publication is just beyond belief.
It behoves one to ask, if out of interest in Nigeria for all the good that is known of the country some prospective student were seeking admission or some organisation wanted to bestow a chair the first view of the university being the website shoddily presented will lose the university custom long before the prospects are given the opportunity to explore further – we do not have the attention spans to maintain interest after the disappointment of avoidable sloppiness.
We assess and discriminate better
Then to hotels or other services, forums on the web all seem to come with easy access to review and critique based on experience. Between mood, fairness and honest opinion, by the time a few reviews are read you get a good idea of the product, the service, the people, the ambience and immediately come to some conclusion as to whether you want to use that service or not.
Whilst price can be a differentiator, it is hardly the main variable in the decision making process, there is no point going to an affordable place if you will be treated with contempt and levity, you want to be able to shop with a sense of security.
One discriminating factor I used in choosing a hotel recently was that for the same price point in 5 places only one offered the option to cancel with charge, some were charging up-front with the option to cancel and one even had a non-refundable no-cancellation policy – all for the same price – I chose the most flexible option for my security, safety and convenience – I will never trade those variables off if I could help it.
The reviews make all the difference
When it comes to mobile applications, we are met with choices that are never fully explained but in the experiences of others – more 5-stars than 1-stars and you think it is probably a good product, equal stars for the top and bottom rating, you try to find out why it excites such divergence passions and wonder if your experience will be for the better or the worse. Too many low ratings and you just don’t waste your time trying to be a charitable user of what everyone hates.
At the same time, you can control all the levers before you are exposed to ridicule; this requires planning, consideration, service, responsiveness and proactive remediation, this will always eventually boost rankings or ratings, leave any of these to lie fallow and your business will be pulled down by the negative – you cannot afford to have a stubborn resolve even if you are the only show in town – people will find something else to do than suffer your service for a second.
Think well about what your product is, what your service is, work on customer satisfaction and make sure your web page is an honest portrayal of what you do because nothing irks a customer more than to be lied to.

Thursday, 9 February 2012

ASGA - Advanced Shaving Gel Acronyms


They sprouted late
I could write a long story about shaving though I never really saw the need to shave until I was well past 25; I almost thought I would never have the need to shave.
Then the wayward desert sprouts of hair began to multiply and before I knew it, a beard was forming whilst I could still sport a flat-top crew-cut with a slightly pointed head.
The regimes of shaving started with clippers and all sorts of shavers, each with improved technologies until Philips introduced a wet shaving machine that allowed you to introduce the shaving gel as you passed the shaver around your face.
On top, there was the advent of male-pattern baldness, I decided inspired by snake-oil remedies for preventing hair-loss to take it all off and so my shaving became the complete removal of facial and scalp hair.
Losing hair battles
After a while I got fed up of using electric and battery-powered shavers especially when I had to deal with in-growing hair causing bumps. I even tried using depilatories which had their side effects of discomfort and then memories of my father using Magic shaving powder had me shopping for those in African shops though I was never one for Old Spice.
One evening in a hotel in Germany I had a 3-blade Gillette shaving razor and did my scalp and head in one go, that began my use of the razors and my preference for shaving gel over shaving foam.
That was the Gillette Mach 3 Turbo that I used according to instructions on the packet, one the strip faded, I replaced the razor, but after a few years of using that brand, one evening whilst preparing for dinner on holiday I took a clean 2 square centimetres off my scalp – it hurt like I had never felt pain before – the search for a better razor commenced after that.
Better than a scimitar
Gillette Mach 3 Power was simply the same razor, at least from my layman’s perspective acting like a shaving vibrator; sure, I did scoff at the idea because they were expensive, trendy but honestly quite silly.
So, one day I walked into a drug store and saw the Gillette Fusion, a 5-blade razor, that seemed like the ultimate razor, in fact, any more blades would have made it a follicular combine harvester but you cannot put it past these people and for the humongous cost, I eventually realised the razors were good for probably a 100% more shaves than the usage indicators suggested.
Having sorted out the razors, there was also the story of shaving gels, I easily settle for the Gillette brand shaving gels but those had more varieties than colours of rainbow offering every sort of comfort for the skin and labelled for the razor in order to bump up the prize – we really have been had on these matters.
I usually favoured gels with Aloe Vera and Vitamin E, I noticed on my holidays to Gran Canaria that Aloe Vera was literally a weed, it grew everywhere like grass in the strangest places and for all its natural properties for the skin and as a drink the real thing has an almost sickening smell when cut and it is one smell that sticks to your olfactory receptors for hours just as onions leave a marker on your hands for hours after peeling and cutting them.
King of Shaves
But long before I became a razor fan with the need for shaving gels, I was told of products from the King of Shaves that could deal with bumps and other skin irritation as a result of shaving. I started with the After Shave and the Moisturiser but never the shaving gel. In fact, I did start using King of Shaves when I was still living in the UK and because the products were not available in the Netherlands, I had to find alternatives.
Sometime ago, on one of my London sojourns, I saw a variety of King of Shaves products, got the usual ones and thought I will try the shaving gel. I never really got to use it until a few days ago and really it was yesterday that I bothered to read all the stuff on the tube.
What got me were the acronyms as I peered through the running shower to read the spiel – SSE v5.0, ALS2, mDDS, MME & PSP. I was ready to risk the unusual expletive because looking at the acronyms one would have thought I was talking of software, probably some scientific process and something so complex that it would require the mathematical genius of a savant to unravel.
Really, King of Shaves, Azor, Advanced Shaving Gel, does take it to another level of marketing that is almost crass. I a hardly impressed with marketing sophistry, in fact, if I had read this before purchase, I most likely would have put it down for it pretentiousness but for the fact that I like other King of Shaves products.
Here goes
The one I have does not seem to be in stock anymore, though it seems Remington has it, but it is necessary to see what all those acronyms refer to.
King of Shaves Azor® Advanced Shaving Gel utilises SSE,™ v5.0 of our unique Skin Surface Enhancing technology, to deliver our best shave ever with ALS2 (Advanced Lubrication System) and mDDS™ (micro Dual Delivery System) that helps protect, moisturize and lubricate your skin throughout the shave giving superlative razor performance and glide. Your face will be left amazingly smooth, supple and moisturized.This unique black gel with MME (Micro-Magnetically Enhanced) particles help the gel ‘stick’ to the blade throughout the shave.For best results use as part of the King of Shaves PSP™ (Prime, Shave, Protect) regime. PRIME: Shave during / after warm bath or shower and wash your face with King of Shaves Face Wash or Scrub. SHAVE: Squeeze a generous amount of Azor Gel onto hand and massage into wet beard. Shave carefully in direction of hair growth taking special care around the sensitive neck area. Rinse the blade frequently. PROTECT: After shaving, thoroughly rinse off, pat dry and protect skin with King of Shaves Moisturizer or Balm.
After which, you can be sure that you have not only had a close shave but you’ve been truly shaved. Phew!

Monday, 25 October 2004

Are you selling or shelved?

Recently, I was touted as someone who knows a bit about making CVs do what they are supposed to do. Create interest and get an interview.
So, in the end, I did receive a number of CVs and ended up writing this commentary which I believe would help towards ensuring that you are represented to the standard you do want to be recognised when your material lands on a recruiter’s desk.
Some of the commentary is directed and personalised, but no less relevant to any CV you read or write.
Introduction
I read your CVs with interest and decided it might be better to share a few thoughts about what I believe makes CVs do the talking before they really, really want to meet the persona behind the data.
I have a number of analogies which I think would help reframe a lot of the detail of what in your CVs to bring out the qualities that really sell.
At first, I view a CV as marketing literature, it is your brochure that says, when I sent you my resume, I saw myself as the best person you could recruit for that role. How do you get your CV to do that.
First Analogy:
This is quite morbid but contains some interesting facts of life. When I visit a cemetery, I first look round the first few tombstones to give me an idea of the time frame in which people were buried in this cemetery after which I go looking for the mausoleums or grand edifices that tell you about the persons, persons and families buried therein.
Then I hear a famous person is also buried there and go looking for their headstone usually expecting to see something grand. If the stone is grand, fine, however, if it is ordinary, I am a bit underwhelmed.
What is the point here? Many CVs are tombstones, ordinary, plain and simple, nothing of note apart from gleaning an idea of what is about. The CVs that stand out have professional formatting, straight to the point and clearly engage the interest of the reader - these are the mausoleums.
Always give your CV a different look.
Second Analogy:
Culled, edited, personalised and updated from an article about the Perfect CV.
This chap comes round and says, "I've got a gun", in some cases he would instil fear, if well known, he is probably trying to show off and his friends say "so what?" Any one can get a gun.
That is the Feature - many CVs are full of features and lists. The reader has to figure out how each feature might apply to his recruitment situation or rather discard the CV and pick another up.
Maybe, the chap was caught mid-sentence and he says, "I've got a gun and I shot someone". That is an Achievement, of sorts, but it could also be murder and everyone is appalled and horrified, he is about to be shopped to the police.
And so, many CVs are full of achievements, but who are the achievements for and why?
Then he really gets to complete his sentence, "I've got a gun and I shot someone with it and because I did that, we won the war". Everyone exclaims, "You won the war?" He is feted, honoured, respected and the feature or achievement pale in significance because he used those two to gain a Benefit.
Anyone who reads that benefit through from the feature has his imagination excited about who this person is and that is what your CV should do.
Anything you have done that cannot be quantified as a benefit to the firm you work in is of no great significance.
There is not though that the order you bring into the chaos of change management saves money, time, resources and increases productivity and so on.
People who can clearly illustrate that they have brought benefits to any environment in which they have worked are seen as people who have something to bring to the party even if they are initially not considered qualified for the job.
Work to be done!
Your profiles should be a brief about you which should cover 3 essential things - who you are, what you bring and your pledge to fit in. Eliminate jargon and profession letters from that profile.
Each aspect of your work experience should concentrate on how your contribution helped and benefited, then you can list or analyse how you used the tools to get there.
Use statistical stuff like you halved waiting times, increased success results by a percentage, got people involved in some scheme.
One of my jobs was tough to explain and this is how I put it down "Three teams were combined into one; my role was to make them work as one." - Then I talked about how we got about it.
How do you get promoted at interview? Your CV raised expectations, your presence exceeded expectations.
Only put in the jargon where it helps shed more light on what you have done.
The area where you did temping jobs, you were useful to whoever employed you and achieved and benefited those organisations, spruce that up.
If you travelled, give a general idea of what you did - white-water rafting, crocodile baiting or lion-riding.
Recruiters like unusual, weird, crazy but collected people; they have a great outlook on life. - Statement from Tom Peters the uber-guru.
Close your CV with an idea of where you think you are going career wise and what general skills you have that do not fit in the body of the CV per se.
Do not waste space on old jobs except if they do contribute positively to the whole picture.
Have fun!