Wes Kao — Blog

Comparisons heighten drama

Before-and-after comparisons tend to catch my eye in magazines or ads. I’ve been thinking recently, why are before-and-afters so alluring? What draws the viewer in? Why do brands use feature these photos?

In general, comparisons heighten drama, because they make the difference between two objects more apparent. Your mind skips over the part where the two items are similar, and will naturally focus on the point of difference. Comparisons direct your attention in an intentional way.

Before-and-afters are a specific type of comparisons, because it shows the same person/object over time.

Storytelling, MarketingWes KaoOctober 30, 2015Storytelling, Marketing

Say compliments out loud

Those of you who know me, know that I have many theories and philosophies on life. One of the philosophies is this: life is short, so you should trim the lukewarm parts and only leave room for the best.

Only eat food that you love, only do activities that you actually want to do, only buy things that delight you, and only hang out with people who you think are awesome.

Because of this filter, the people I spend any amount of time with, or attention on, are people who I think really highly of.

I realized, though, that many times I'm gushing about friends, acquaintances, distant heroes, or colleagues....in my head. I don't actually say some of it out loud. In my mind, I think I'm complimenting them all the time, but in reality they have no idea.

Leveling upWes KaoOctober 29, 2015Authenticity, Levelling up

Here's what the Airbnb ads could have looked like

Disrupting a static industry is hard. It’s even harder when the city you’re headquartered in hates you.

People are angry with Airbnb for recent billboards and bus shelter ads in San Francisco. The ads were a cheeky way to allude to Proposition F, which is up for voting in the next few weeks. The messages refer to the estimated $12 million in hotel taxes that Airbnb paid to the city in the last year.

But the campaign came across as passive aggressive and smug. Social media erupted, and Airbnb is taking the posters down.

This isn’t simply a local issue.

MarketingWes KaoOctober 28, 2015Marketing, Ads

Is it difficult, or just dramatic?

"I quit."

Those words are dramatic.

I used to think that quitting your job was the craziest, bravest thing you could do. Then I did it twice, without anything lined up after, and realized that it's not that crazy or hard.

More importantly, over the years, I realized that walking away isn’t always the bravest option.

Our culture certainly glorifies the idea of a dramatic exit. We can confuse the act of getting up and walking out as being the hardest part.

Leveling upWes KaoOctober 17, 2015Career advice, Levelling up

Why incremental polishing is a waste of time

You’ve made up your mind 90%. But sometimes, right at the end, the remaining 10% veers uncontrollably into a black hole of overthinking. "I just want to tweak it to make it a little better. It's almost ready. I just need a bit more information. Once I have that, I’ll know for sure.”

I've come to the conclusion that spending a lot of time adding incremental polish is not helpful.

Why do we feel the urge to do it in the first place?

Leveling upWes KaoOctober 15, 2015Career advice, Levelling up, Time management

Can people change? My thoughts on the altMBA

Can people change? This seems like such a debated age-old question, it might not even be worth asking. But I think it's important to consider. Today is the last day of the altMBA September session, and two days ago, we opened applications for our January 2016 session (Seth's blog post here).

I'll admit, I wasn't sure what to write about in this post.

This is ironic, because we have our students publish their work 3x per week, and because I think about altMBA 24/7. So you would think I could easily find something to write about here.

Influence and PersuasionWes KaoOctober 3, 2015Influence and Persuasion

"Let's go around and introduce ourselves": How to respond to this terrible ice breaker

There's a common ice breaker at conference breakout sessions. It's the dreaded "Let's go around the room and introduce ourselves" question.

Here’s what's supposed to happen: You learn that, in addition to being a sales manager, Tim likes wind-surfing on weekends.

You do too. You find him during the break and talk. You build rapport.

Influence and PersuasionWes KaoSeptember 30, 2015Influence and Persuasion

Using affirmative phrases: "Do this" versus "Don't do that"

Clarity of language and intent is important. It is to your benefit to be as clear as possible when you speak or write, because clear communication helps you get what you need. Whether you want to change someone's behavior via feedback, or you want them to agree to your suggestion, it helps to understand how words shape the person who's listening.

One way to do this is to speak in the affirmative, rather than the negative.

StorytellingWes KaoSeptember 25, 2015Feedback, Storytelling, Career advice

How waiters should respond when a customer says, "What do you recommend?"

Have you ever gone to a restaurant and said, "It's our first time here. Everything on the menu looks delicious. What do you recommend?"

When a customer asks that question, it's an opportunity for the waiter to shine, to kick off the next hour together with a positive interaction. The customer is giving you a bid, and you can respond by leaning in. What ensues could lead to a lively exchange and transfer of knowledge about the juicy eats that the restaurant has to offer.

But sometimes, what happens is a frustrating impasse.

Influence and PersuasionWes KaoSeptember 23, 2015Framework, Influence and Persuasion

The story we tell ourselves: Farmer's market vs Safeway

At Safeway, there are pricing signs everywhere that allow you to compare exactly how much something costs. Milano cookies are 2/$5, or a package that's $7 is actually 23.5 dollars per ounce if you break it down.

There are coupon inserts in the front of the store. There are bright yellow signs saying peaches are $1.99 per pound this week, hanging over the sign that says that they're normally $2.49.

If you go to a farmer's market, GOOD LUCK trying to find how much that organic kale costs. There's typically little mention of price anywhere.

Marketing, StorytellingWes KaoSeptember 17, 2015Product, Framing ideas, Marketing, Storytelling