16 January 2008

The Wall Street Journal

On 14 Jan 2008, WSJ posts below advertising message.

In a non-stop world you need non-stop news. That's why The Wall Street Journal Asia delivers daily understanding for business leaders in print, online and direct to all your mobile devices. One subscription brings you everything you need including selected e-newsletter updates. The Afternoon Report, Market Data alerts and AsiaLinks. Everything you need for a non-stop world. That's understanding. That's The Wall Street Journal Asia.

Then on 16 Jan 2008, there is another advertising message.

Knowledge is vital. But knowledge is nothing without understanding. That's why for over 30 years Asia's most successful business leaders have started their day with The Wall Street Journal Asia. To receive the Journal Asia on your doorstep first thing every morning and on your desktop every minute of the day, visit www.wsj-asia.com or call +852 2831 2555. That's understanding. That's The Wall Street Journal Asia.

Are they different messages, or the same? What is WSJ trying to tell its readers in both messages?

Non-stop knowledge?

07 January 2008

Yawn Beta

"A yawn is a silent shout." G K Chesterton

Everyone yawns. Although it is an involuntary natural biological response to the need of more oxygen, people always find it offensive, because yawning is also said to be caused by boredom.

People can choose to open mouths wide and breathe in deeply, or take a big yawn but cover their mouth out of courtesy.

Which one delivers positive touchpoint experience?


Yawn itself is not negative, but how people yawn determines the experience.

How, the little things.

05 January 2008

Connections Beta

"Eventually everything connects - people, ideas, objects. The quality of the connections is the key to quality per se." Charles Eames

How do people connect to others? Nokia? Connecting people? What exactly is Nokia doing? Allowing people to connect to others anywhere anytime with a device? How about those who do not own a Nokia phone? They do not communicate with others?

Of course they still do, but not via a Nokia phone. The phone itself is not a touchpoint, but a channel or platform which enables touchpoint to take place. Other channels include face-to-face, fax, telegraph, mail, email and instant messaging (IM) such as MSN and GTalk.

The penetration rate of mobile phone in Hong Kong in 2006 is around 130%, which implies that one Hongkonger owns more than one mobile phone.

If mobile phone is used as a measure of connectiveness among people, then Hong Kong should be a country full of warmth, since it has the highest penetration rate in the world. However, in one research report, Hongkong people are seen as selfish, harsh, and cunning.

People do not want to be disconnected. They develop every means to stay connected, which results in a flat world. However, how can there be a close bond if the communication is always done virtually and remotely?

There is no feel nor touch. There is simply no intimacy. Skype, MSN, ICQ, and all those IM tools... are they bringing everyone closer to each other, or are they separating people by providing a small cyber-space for everyone to shy away from everything?

What exactly connects people together?

Relevance? Common interests? Or serendipity?

02 January 2008


"What do you mean, "No I won't?" Don't presume to tell me what I will and will not do, you don't know me!" Rose in Titanic

WIIFM is an acronym for "What's in it for me?" It is a must-ask question when delivering touchpoint experience to others.

Why WIIFM, but not WIIFY, where Y stands for You? What is the problem of asking WIIFY? Isn't it important to put oneself in other's shoes? Isn't YOU the magic word?

When someone asks WIIFY, it is not from others' perspective. The person asking WIIFY is already making the assumption what others want, and persuading others to accept what he/she has to offer based on the inaccurate assumption. Without truly understanding what others really want, the touchpoint experience delivered cannot be positive.

The You in WIIFY is not really the others, but the person him/herself. The person has to be in other's shoes completely in order to be him or her. When the person becomes others, answering WIIFM correctly will deliver positive touchpoint experience.

The first part of WIIFM was written on 19 April 2007, and is available at WIIFM I.