January 7, 2009 178 Comments

The Optional World

You don’t have to watch commercials on TV. You don’t need to participate in the sweepstakes. You can put your phone on the do not call registry. You’re not obligated to go out and buy my book. You don’t need to read my blog. You don’t have to follow me on Twitter.

Everything is optional. Everything is opt-in.

You (in this case, the consumer of things) has all the power. Use it wisely. Including, and here’s what’s on my mind today, the power to move on. If you don’t like something, move on. Forget about it. Talk about the thing you like. Why bother fixating on the things you don’t like?

One quick story and I’ll leave:

On my flight to Vegas, I sat next to a new friend from Maine, who worked at the Walmart distribution logistics center. He went on to talk about the millions each year that building paid his city in taxes, the 800 local jobs it supported, and how Walmart handled things during Hurricane Katrina. But what struck me was that I noticed that he watched my face intently the first time he said the word “Walmart” to see if I was a hater.

Every thing is an option.

Are you investing lots of energy into things you can move on from just as easily?

And you, marketer types, are you appreciating the relationship you have with the people who opt to receive your messaging, or are you beating them with it?

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  • http://rerevealed.com Lani Rosales

    I would add that when someone has vehemently opted OUT of your brand or your message (as so many have with Wal-Mart), the best marketing choice you can make is to focus on those who are opted IN or have not opted either way yet- too many companies spin their wheels overcoming objections when it may be a small minority that objects. Focus on the customers that pay your bills, those that have already opted in.

  • http://rerevealed.com Lani Rosales

    I would add that when someone has vehemently opted OUT of your brand or your message (as so many have with Wal-Mart), the best marketing choice you can make is to focus on those who are opted IN or have not opted either way yet- too many companies spin their wheels overcoming objections when it may be a small minority that objects. Focus on the customers that pay your bills, those that have already opted in.

  • http://www.luisbenavides.com Luis Benavides

    I opt for not leaving a comment.
    Oh, I just did :)

  • http://www.luisbenavides.com Luis Benavides

    I opt for not leaving a comment.
    Oh, I just did :)

  • http://www.luisbenavides.com Luis Benavides

    I opt for not leaving a comment.
    Oh, I just did :)

  • http://www.myonehundredthings.com Christian

    We always want to add more and more to our lives. I like your point that everything is opt-in, which means maybe it’s a good idea to CUT things out from time to time. I wish people did more of that.

  • http://www.myonehundredthings.com Christian

    We always want to add more and more to our lives. I like your point that everything is opt-in, which means maybe it’s a good idea to CUT things out from time to time. I wish people did more of that.

  • http://www.myonehundredthings.com Christian

    We always want to add more and more to our lives. I like your point that everything is opt-in, which means maybe it’s a good idea to CUT things out from time to time. I wish people did more of that.

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  • http://pheaktol.com Pheak Tol

    good observation, i think im going to start observing more during conversations with people i bump into to see what type of signals they sending out with their facial expressions or body language

    I always felt like i get beated on by marketers who try to emboss a product or service into me, but lately, things have changed.

    good post Chris!

  • http://pheaktol.com Pheak Tol

    good observation, i think im going to start observing more during conversations with people i bump into to see what type of signals they sending out with their facial expressions or body language

    I always felt like i get beated on by marketers who try to emboss a product or service into me, but lately, things have changed.

    good post Chris!

  • http://blog.budgetpulse.com/ Craig

    This whole world now is all about options, you nailed it. People today wants options, they want to be able to customize, they want to feel like you are doing everything you can for them, that they are your only customer. And why shouldn’t they.

  • http://blog.budgetpulse.com/ Craig

    This whole world now is all about options, you nailed it. People today wants options, they want to be able to customize, they want to feel like you are doing everything you can for them, that they are your only customer. And why shouldn’t they.

  • http://blog.budgetpulse.com/ Craig

    This whole world now is all about options, you nailed it. People today wants options, they want to be able to customize, they want to feel like you are doing everything you can for them, that they are your only customer. And why shouldn’t they.

  • Michael Daniel

    In some ways I agree, our opt-in life is too short to be fixating on the stuff we hate… but what about the stuff we want to like, but can’t because some part of the system (cable installer sleeping on a couch, super-box store with questionable employee-rights policies, super Christmas present for the kid that comes missing parts) is broken???

  • Michael Daniel

    In some ways I agree, our opt-in life is too short to be fixating on the stuff we hate… but what about the stuff we want to like, but can’t because some part of the system (cable installer sleeping on a couch, super-box store with questionable employee-rights policies, super Christmas present for the kid that comes missing parts) is broken???

  • Michael Daniel

    In some ways I agree, our opt-in life is too short to be fixating on the stuff we hate… but what about the stuff we want to like, but can’t because some part of the system (cable installer sleeping on a couch, super-box store with questionable employee-rights policies, super Christmas present for the kid that comes missing parts) is broken???

  • http://www.boomerinthepew.com David Porter
  • http://www.boomerinthepew.com David Porter
  • http://www.boomerinthepew.com David Porter
  • http://www.thestrump.com TStrump

    So true – I have the option of waking up early each morning and being more productive, but I just can’t seem to drag my ass out of bed.
    I think what happens is, we start to believe that we don’t have options and that we’re stuck.

  • http://www.thestrump.com TStrump

    So true – I have the option of waking up early each morning and being more productive, but I just can’t seem to drag my ass out of bed.
    I think what happens is, we start to believe that we don’t have options and that we’re stuck.

  • http://kamfamily.wordpress.com Nathan Kam

    Chris, couldn’t agree with you more. We need more positive energy in the world right now and what you’ve said here is a great reminder on how we can all do that. Aloha!

  • http://kamfamily.wordpress.com Nathan Kam

    Chris, couldn’t agree with you more. We need more positive energy in the world right now and what you’ve said here is a great reminder on how we can all do that. Aloha!

  • http://kamfamily.wordpress.com Nathan Kam

    Chris, couldn’t agree with you more. We need more positive energy in the world right now and what you’ve said here is a great reminder on how we can all do that. Aloha!

  • http://www.marketleveragetv.com MLDina

    I think I may have to start watching faces every time I mention a certain company or brand to gauge reactions. While I realize that’s not the main point of your post, it’s a good idea!

  • http://www.marketleveragetv.com MLDina

    I think I may have to start watching faces every time I mention a certain company or brand to gauge reactions. While I realize that’s not the main point of your post, it’s a good idea!

  • http://www.marketleveragetv.com MLDina

    I think I may have to start watching faces every time I mention a certain company or brand to gauge reactions. While I realize that’s not the main point of your post, it’s a good idea!

  • http://www.HennArtOnline.com Henie

    Exactly! Choices are always synaptic. Pity not everyone is aware of this.

    Thanks for this post.

    On another note, I am a novice blogger having fun while learning, but it can get overwhelming at times, especially if you don’t know what you’re doing quite yet. Is there a book or convention that you would recommend? Much appreciated.

  • http://www.HennArtOnline.com Henie

    Exactly! Choices are always synaptic. Pity not everyone is aware of this.

    Thanks for this post.

    On another note, I am a novice blogger having fun while learning, but it can get overwhelming at times, especially if you don’t know what you’re doing quite yet. Is there a book or convention that you would recommend? Much appreciated.

  • http://www.HennArtOnline.com Henie

    Exactly! Choices are always synaptic. Pity not everyone is aware of this.

    Thanks for this post.

    On another note, I am a novice blogger having fun while learning, but it can get overwhelming at times, especially if you don’t know what you’re doing quite yet. Is there a book or convention that you would recommend? Much appreciated.

  • http://www.ninja-radio.com/ Ninja

    “…always keep in mind that a path is only a path; if he feels that he should not follow it, he must not stay with it under any conditions. His decision to keep on that path or to leave it must be free of fear or ambition. He must look at every path closely and deliberately….‘Does this path have a heart?’’”
    - Carlos Castaneda circa 1960

  • http://www.ninja-radio.com/ Ninja

    “…always keep in mind that a path is only a path; if he feels that he should not follow it, he must not stay with it under any conditions. His decision to keep on that path or to leave it must be free of fear or ambition. He must look at every path closely and deliberately….‘Does this path have a heart?’’”
    - Carlos Castaneda circa 1960

  • http://blogharbor.wordpress.com CGabriel

    The Optional World certainly extends well beyond the parameters of any work environment. To wit…

    Here in Minneapolis, I constantly hear people bemoaning the cold of winter…the snow…the absolute horror of it all. “I am so sick of the cold…I have had it with shoveling snow…why do I live here?”

    Exactly. Why DO you live here? Living in Minnesota, one understands it’s the Land of 10,000 Breeds of Mosquitoes in the summer — snow, sleet and ice in the winter. If you have any issues with either extreme – and the winter complainers are generally the ones doing the same in the summer – you have a choice….you have an option…

    You can move.

  • http://blogharbor.wordpress.com CGabriel

    The Optional World certainly extends well beyond the parameters of any work environment. To wit…

    Here in Minneapolis, I constantly hear people bemoaning the cold of winter…the snow…the absolute horror of it all. “I am so sick of the cold…I have had it with shoveling snow…why do I live here?”

    Exactly. Why DO you live here? Living in Minnesota, one understands it’s the Land of 10,000 Breeds of Mosquitoes in the summer — snow, sleet and ice in the winter. If you have any issues with either extreme – and the winter complainers are generally the ones doing the same in the summer – you have a choice….you have an option…

    You can move.

  • http://blogharbor.wordpress.com CGabriel

    The Optional World certainly extends well beyond the parameters of any work environment. To wit…

    Here in Minneapolis, I constantly hear people bemoaning the cold of winter…the snow…the absolute horror of it all. “I am so sick of the cold…I have had it with shoveling snow…why do I live here?”

    Exactly. Why DO you live here? Living in Minnesota, one understands it’s the Land of 10,000 Breeds of Mosquitoes in the summer — snow, sleet and ice in the winter. If you have any issues with either extreme – and the winter complainers are generally the ones doing the same in the summer – you have a choice….you have an option…

    You can move.

  • http://marthastewartweddings.com Amy

    Great point. Taking responsibility for the path we take is key.

    thanks for this message.

  • http://marthastewartweddings.com Amy

    Great point. Taking responsibility for the path we take is key.

    thanks for this message.

  • http://marthastewartweddings.com Amy

    Great point. Taking responsibility for the path we take is key.

    thanks for this message.

  • Jim

    but what about fixing things (vs fixating?)… I bet if you showed signs of being a Wal*Mart hater, your fellow traveller would have tried to convince you otherwise (because he has commitment, passion, perseverance) – he wouldnt have just walked away from you (especially at 30,000ft)…. maybe we should all opt in to a few of the things we can make better!!!

  • Jim

    but what about fixing things (vs fixating?)… I bet if you showed signs of being a Wal*Mart hater, your fellow traveller would have tried to convince you otherwise (because he has commitment, passion, perseverance) – he wouldnt have just walked away from you (especially at 30,000ft)…. maybe we should all opt in to a few of the things we can make better!!!

  • Jim

    but what about fixing things (vs fixating?)… I bet if you showed signs of being a Wal*Mart hater, your fellow traveller would have tried to convince you otherwise (because he has commitment, passion, perseverance) – he wouldnt have just walked away from you (especially at 30,000ft)…. maybe we should all opt in to a few of the things we can make better!!!

  • http://blogbuildingu.com Hendry Lee

    It’s amazing how the Web is more about choices nowadays. People choose to subscribe or leave. Not only that, they not only choose from whom it come from, but in which format or channel they like.

    I think that sums up Web 2.0.

  • http://blogbuildingu.com Hendry Lee

    It’s amazing how the Web is more about choices nowadays. People choose to subscribe or leave. Not only that, they not only choose from whom it come from, but in which format or channel they like.

    I think that sums up Web 2.0.

  • http://blogbuildingu.com Hendry Lee

    It’s amazing how the Web is more about choices nowadays. People choose to subscribe or leave. Not only that, they not only choose from whom it come from, but in which format or channel they like.

    I think that sums up Web 2.0.

  • Lizz Harmon

    Chris, this is one of the most important blog posts I’ve read in a long time. In PR, we always teach that brevity is key. You said it succinctly, yet drove home your point. I love that “or are you beating them with it?” Impactful piece. Thank you.

  • http://Http//www.harmontampa.com Lizz Harmon

    Chris, this is one of the most important blog posts I’ve read in a long time. In PR, we always teach that brevity is key. You said it succinctly, yet drove home your point. I love that “or are you beating them with it?” Impactful piece. Thank you.

  • http://humanvoice.wordpress.com Tom O’Brien

    Chris – nice post. Years ago when I worked at NutraSweet we had a PR ephiphany. Stop arguing with people about whether NutraSweet is safe or not – the science is crystal clear – and just say it is a choice. This changed everything.

    WalMart strikes me the same way. It is a choice. Everything we put our attention to is a choice. Choose the light!

    TO’B

  • http://humanvoice.wordpress.com Tom O’Brien

    Chris – nice post. Years ago when I worked at NutraSweet we had a PR ephiphany. Stop arguing with people about whether NutraSweet is safe or not – the science is crystal clear – and just say it is a choice. This changed everything.

    WalMart strikes me the same way. It is a choice. Everything we put our attention to is a choice. Choose the light!

    TO’B

  • http://www.liquidlearning.com Ron

    Yes, it is really hard when you are being successful with something, but there is a stigma around it.

    Walmart has a stigma

    MLM Products have a stigma

    Internet Marketers have a stigma

    Lawyers, IRS, City Government…..

    It is good that people can move on. It is sad when some people create a stigma that spoils it for other people that want to support something they like but are afraid to.

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