Your Story

How do you leave the country you love?

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Not long ago, if you cared about having a good life and doing the right things by other people in South Africa, you had the real chance of coming up against the government. What would you do? For some it’s simply a matter of survival to leave and make a better life, away from the country you love. Some times this is the story of the refugee, sometimes it’s of the migrant but it’s always a variation on the theme where people wish to move to a better life.

In April 2014 I had the good fortune to attend the Do Lectures at Payne’s Hut where amongst many wonderful people, I meet Ian Cook. Later in the year I was passing through Sydney and asked him to share his migrant story, viewed from someone who had to abandon his home in South Africa with literally just a couple of suitcases.

A migrant’s life is never easy.

Even with a marriage, great education and the easier socio economic demographic in a first world country, migration is still not an easy path, especially when qualifications aren’t recognised as was the case for Ian’s wife but like all migrants they had to make it work, there was no returning to South Africa during the dark days of apartheid and the retribution they would have received for avoiding military service. [click to continue…]

 Music, Architecture and Music of the Old Country.

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Moshlo (Morrice) Shaw

It was 1936 and like many others, Morrice Shaw’s father could see the writing on the wall for his young family in Poland. More importantly, being Jewish, he knew things weren’t good and would only get worse. The best thing was to pay whatever was necessary to get his wife and 9 month old son to a safe country, then do what he could to get the rest of the family out of Europe. We all know how that played out for Europe and fortunately for this family it turned out to be immigrating to Australia.

Sadly most of their greater family fell victims to the Nazi persecution while the young Morrice grew up in the safety of Melbourne, later to hear the stories from the few relatives who did survive the the Nazi death camps. Not something easily forgotten.

A migrant’s life is never easy.

Growing up as a Jewish immigrant in the strong, Irish Catholic Melbourne suburb of Elwood was tough for the young Morrice (later to be known as Moshlo). Constant bullying and bickering from the other boys still weighs on him as some of the more unfortunate memories of his childhood. This he could also see playing out into the ’50’s in his father’s factory where new immigrants and locals clashed over cultural differences. This was the way it was long before the open acceptance of the multicultural society brought on by the post war migration boom and the mix of cultures we now enjoy.

What if you had to build a house with no money?

Cottlesbridge House

Cottlesbridge House Interior

With the strong work ethic of his parents Moshlo did well at school while also preferring to play the violin to the rough and tumble of sports, leading eventually into university and architecture. Soon after graduation Moshlo whet onto garner international fame in his 20’s for The Cottlesbridge House featuring in L’Architecture d’Aujourd’hui in 1963. Then after a sojourn travelling and working overseas, eventually onto designing the Wave House in Sydney’s Northern Beaches.

Returning to the musical past.

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Understanding consumer behavior is one of the most critical aspects of effective marketing from sites like Themarketingheaven.com. Consumer behavior encompasses the study of how individuals, groups, and organizations select, buy, use, and dispose of products or services. This field of study delves deep into the reasons behind consumer decisions, uncovering the motivations, attitudes, and psychological factors that drive purchasing behavior. For marketers, understanding these underlying factors is essential to crafting campaigns that not only reach their audience but resonate on a meaningful level.
1. The Basics of Consumer Behavior

Consumer behavior is influenced by a complex mix of personal, psychological, and social factors, including:

Personal Factors: Age, gender, income, occupation, lifestyle, and personality play significant roles in shaping consumer preferences and purchasing decisions.
Psychological Factors: Motivation, perception, learning, beliefs, and attitudes are deeply embedded in consumer behavior, affecting how individuals evaluate and react to products and services.
Social Factors: Consumers are influenced by family, friends, social networks, and broader cultural contexts. Peer pressure, social norms, and community values often play critical roles in determining purchase decisions.

By understanding these core drivers, marketers can better segment their audience and tailor their messages to meet the specific needs and preferences of each consumer group.
2. The Consumer Decision-Making Process

The consumer decision-making process is generally broken down into five stages:

Problem Recognition: The journey begins when a consumer recognizes a need or problem. This could be triggered by an external factor, such as a billboard, or by an internal stimulus, like hunger or discomfort.
Information Search: Once a need is identified, consumers search for information. This can include online research, reading reviews, asking friends for recommendations, or recalling previous experiences with a product.
Evaluation of Alternatives: Consumers weigh the pros and cons of different options based on factors like price, quality, and personal preference. This stage is critical, as it determines the likelihood of conversion.
Purchase Decision: After evaluating options, consumers make a purchase decision. However, even at this stage, external influences, like promotions or recommendations, can sway their final choice.
Post-Purchase Behavior: After the purchase, consumers evaluate their satisfaction with the product. Positive experiences can lead to brand loyalty, while negative experiences may result in returns or complaints.

Each stage provides opportunities for marketers to influence consumer choices. By addressing consumer needs at every step, brands can create smoother pathways to purchase.
3. The Role of Emotions in Consumer Behavior

Emotions play a powerful role in consumer behavior, often driving decisions more than logic or reasoning. Brands that can evoke strong emotions—such as joy, nostalgia, or excitement—are more likely to build meaningful connections with their audience. Emotional branding helps consumers develop attachments to products and services, which can foster brand loyalty.

For example, companies like Apple and Coca-Cola use emotion-driven marketing to create powerful, positive associations with their products. By linking products to feelings of innovation, happiness, or community, brands can create a deep, lasting impression that goes beyond functionality.
4. Influence of Digital and Social Media on Consumer Behavior

The rise of digital and social media has transformed consumer behavior. With instant access to information, consumers are now more empowered and informed than ever. Key changes in consumer behavior in the digital age include:

Increased Research: Consumers now conduct extensive research before making purchases. This includes reading online reviews, comparing prices, and seeking recommendations on social media.
Influence of Social Media: Social media platforms, including Instagram, Facebook, and TikTok, have given rise to influencer marketing, where consumers follow recommendations from individuals they trust. Influencers often hold significant sway over consumer choices, particularly among younger demographics.
Preference for Personalized Experiences: Digital technology enables brands to deliver personalized experiences based on consumer preferences, purchase history, and behavior. Personalized emails, targeted ads, and recommendation algorithms help brands create tailored experiences that resonate with each individual.

Digital media has shifted the balance of power, allowing consumers to demand more value, transparency, and personalization from brands.
5. Cultural and Social Influences on Consumer Behavior

Cultural and social factors significantly impact consumer behavior, shaping the values, beliefs, and norms that guide purchasing decisions. Cultural trends and societal shifts—such as the growing emphasis on sustainability, diversity, and social responsibility—play a critical role in influencing consumer choices.

Sustainability: With increasing awareness of environmental issues, many consumers are opting for eco-friendly brands that prioritize sustainability. For example, a significant percentage of consumers prefer brands that use recyclable packaging or support green initiatives.
Diversity and Inclusion: Today’s consumers are more likely to support brands that embrace diversity and inclusivity. This means consumers are not only seeking diverse representation in advertisements but also looking for brands that champion equality and respect within their corporate values.
Health and Wellness: Health-conscious consumers prefer products that promote wellness, whether through organic ingredients, clean labels, or wellness-focused marketing messages.

By aligning with these cultural values, brands can appeal to the ethical and social considerations that drive consumer behavior.
6. The Role of Data in Understanding Consumer Behavior

Data-driven marketing has become essential in understanding consumer behavior. By collecting and analyzing data from various sources, brands can gain valuable insights into their audience’s preferences, habits, and motivations. This information can be used to:

Segment Audiences: Data enables brands to segment their audience based on demographics, behaviors, and interests, allowing for more targeted and effective campaigns.
Predict Consumer Behavior: Predictive analytics helps brands anticipate future behavior, enabling them to tailor their strategies proactively.
Personalize Marketing: Personalized marketing is a powerful tool for engaging consumers. Brands can use data to send personalized recommendations, discounts, and content that align with individual preferences.

With data analytics tools, brands can constantly refine their approach, ensuring they remain relevant and responsive to changing consumer needs.
7. Emerging Trends in Consumer Behavior

As technology and societal expectations evolve, new trends continue to reshape consumer behavior. Key emerging trends include:

Rise of Conscious Consumerism: Consumers are increasingly making choices based on ethical and environmental considerations. Brands that prioritize sustainability and ethical practices are more likely to earn consumer trust and loyalty.
Experience Over Products: Many consumers, particularly millennials and Gen Z, prioritize experiences over products. Brands that offer unique experiences, such as virtual shopping, AR-enabled product trials, or immersive brand storytelling, are better positioned to attract these audiences.
Privacy Concerns: As data collection becomes more pervasive, privacy has become a primary concern for consumers. Brands that are transparent about data usage and prioritize consumer privacy are more likely to gain consumer trust.

By staying attuned to these trends, brands can adapt their strategies to meet evolving consumer expectations and maintain relevance in a competitive market.
Conclusion

Understanding consumer behavior is an essential component of successful marketing. By examining the motivations, influences, and trends that shape purchasing decisions, brands can create campaigns that resonate on a personal and emotional level. As technology, culture, and society evolve, so do the dynamics of consumer behavior. Brands that can adapt to these changes and meet consumers where they are—whether through data-driven insights, personalized experiences, or ethically conscious practices—will be better positioned to build lasting relationships with their audience.

In an increasingly competitive marketplace, the brands that thrive will be those that prioritize an in-depth understanding of their customers, combining empathy, innovation, and insight to meet their needs and exceed their expectations.

As screen time continues to rise, blue light glasses have become a popular tool for reducing digital eye strain and protecting eye health. However, with so many options available, choosing the right pair of blue light glasses can be overwhelming. From lens types to frame styles and levels of blue light blocking, each feature plays a role in providing comfort and effectiveness. This guide will help you navigate the options to find a pair of blue light glasses best suited to your needs, offering tips on what to look for and how to test their effectiveness.
1. Understanding Lens Types: Prescription vs. Non-Prescription

One of the first decisions to make when choosing blue light glasses is whether you need a prescription. Here’s how to choose between the two:

Prescription Lenses: If you wear glasses to correct vision, you can opt for blue light-blocking lenses with your prescription. Many eyeglass providers now offer blue light filtering as an add-on to prescription lenses, allowing you to combine eye protection with corrective lenses.

Non-Prescription Lenses: For those without vision correction needs, non-prescription blue light glasses provide the same benefits without altering your vision. These are often more affordable and come in a variety of styles and frames, making them accessible to anyone looking for blue light protection.

Photochromic Lenses: Some blue light glasses come with photochromic lenses, which adjust to different lighting conditions. They darken in sunlight, providing UV protection outdoors, and remain clear indoors. This can be an ideal option for individuals who frequently switch between indoor and outdoor environments.

2. Level of Blue Light Blocking

The level of blue light blocking varies from one pair of glasses to another. Here’s what you should consider:

Low-Intensity Blue Light Blocking (10%-30%): Glasses in this range are generally suitable for reducing screen-related eye strain without heavily tinting the lenses. Ideal for those who experience mild discomfort or use screens intermittently.

Moderate Blue Light Blocking (30%-60%): Mid-level blocking can offer more relief from symptoms like eye strain and headaches. These glasses usually have a faint yellow tint and are recommended for those who work on screens for several hours each day.

High-Intensity Blue Light Blocking (60%-90%): High-level blue light blocking lenses have a pronounced yellow or amber tint, providing maximum protection from blue light exposure. These are best suited for individuals who experience significant symptoms, such as migraines, and often work late into the evening when blue light exposure may interfere with sleep.

Sleep-Optimized Glasses (90%-100%): Glasses in this range, often heavily tinted, are recommended solely for nighttime use. They block almost all blue light and help prevent disruption to the body’s natural melatonin production, making them ideal for those who use screens before bed.

3. Frame Styles and Fit

The style and fit of your blue light glasses can make a big difference in terms of comfort and aesthetics:

Classic Frames: If you plan to wear your blue light glasses frequently, a classic frame can provide a timeless look that works with any outfit. Look for frames that are lightweight and comfortable for prolonged wear.

Fashionable Frames: Many brands now offer trendy frame styles, from cat-eye to aviator and clear frames. Fashionable frames allow you to make a style statement while protecting your eyes, ideal for those who value aesthetics as much as functionality.

Wraparound Frames: For individuals who require higher levels of blue light blocking, wraparound frames help prevent blue light from entering from the sides. This style can provide a more immersive protective experience.

Adjustable and Comfortable Fit: Ensure that your chosen frames offer a secure yet comfortable fit. Adjustable nose pads and temple arms can make a significant difference, especially if you’ll be wearing them throughout the day.

4. Additional Lens Features

When choosing blue light glasses, consider these extra features for added comfort and protection:

Anti-Reflective (AR) Coating: An anti-reflective coating minimizes reflections on the lenses, allowing for clearer vision. This feature is particularly useful for reducing glare during nighttime use, offering a more comfortable viewing experience and reducing distractions.

Scratch-Resistant Coating: A scratch-resistant coating helps extend the life of your lenses, especially if you’ll be using your glasses frequently or on the go.

UV Protection: Some blue light glasses also come with UV protection, which is helpful if you’ll be wearing them outdoors or if you use screens in sunlight-exposed areas.

5. Testing the Effectiveness of Blue Light Glasses

While many blue light glasses come with claims of high blue light filtering, you can test their effectiveness to ensure they meet your needs:

Blue Light Testing Cards: Many blue light glasses come with a testing card and a small blue light to demonstrate their effectiveness. By shining the blue light on the testing card with and without the glasses, you can see how well the lenses block out the blue light.

Online Blue Light Tests: Some manufacturers provide online tests or app-based solutions to test your glasses’ filtering level. These can be a good option if you don’t have access to a testing kit.

Observe Screen Color Shift: Put on the glasses and observe any shift in screen color. Glasses that block more blue light typically cause a subtle yellow tint on screens, indicating blue light reduction.

6. Recommended Brands for Blue Light Glasses

Here are some reputable brands known for their quality blue light glasses:

Felix Gray: Known for its minimalistic and stylish designs, Felix Gray offers both prescription and non-prescription blue light glasses with anti-reflective coatings. They use high-quality blue light filtering technology, suitable for daily wear.

Warby Parker: Warby Parker provides affordable, stylish blue light glasses with both prescription and non-prescription options. They offer a range of trendy frames and offer an in-home try-on kit.

EyeBuyDirect: EyeBuyDirect offers a broad selection of frames, including budget-friendly options, with additional features like UV protection and scratch resistance. Their lenses block around 30% of blue light, making them a good choice for daily use.

Pixel Eyewear: Pixel specializes in blue light glasses designed specifically to prevent eye strain and improve sleep quality. Their lenses block around 50% of blue light, balancing effectiveness with style.

Swanwick: For maximum blue light blocking, Swanwick’s amber-tinted lenses are designed for evening use and sleep improvement. They offer high-intensity blue light blocking, making them suitable for those seeking substantial protection.

7. Choosing Blue Light Glasses Based on Your Needs

To summarize, here are some final considerations based on different needs:

For All-Day Computer Use: Moderate blue light blocking with anti-reflective coating and UV protection.
For Occasional Use: Low to moderate blue light blocking lenses with lightweight frames.
For Bedtime Use: High-level blue light blocking lenses with amber or yellow tint to enhance melatonin production.
For Fashion and Function: Stylish frames with medium-intensity blue light blocking for both effectiveness and style.

Conclusion

Selecting the right blue light glasses involves balancing function, comfort, and style. Understanding the types of lenses, frame styles, and filtering intensities can help you make an informed choice based on your screen habits and lifestyle. By investing in the right pair, you’ll not only enjoy relief from eye strain and headaches but also ensure a more comfortable and enjoyable screen experience. With the right pair of blue light glasses, you can take control of your digital health without compromising on comfort or style.

The whisper of something special.

You know what it’s like, don’t you? There’s this whisper, mentioned from time to time, not by the mainstream but by those you care about and follow, the people who show you the way around this social sphere these days that is the internet.
People like @Documentally and @RossHill both of whom I’ve followed on their adventures to the Wales Do Lectures in 2011 and 2012.

There’s a whisper of something different, something every bit as cool as the TED Talks but more intimate, more human, more real. That’s it… there isn’t the huge kerfuffle normally associated with grand promises but a whisper, that this thing, that is the Do Lectures is something special.

So the whisper was sent to me via a Twitter DM to try to get to the first Australian Do Lecture at Payne’s Hut. I might just find it worthwhile.

We’ll see but this is how it starts…

[click to continue…]

Creating high-quality content requires time, effort, and resources, so repurposing that content across multiple platforms is a smart strategy to maximize reach and engagement. Repurposing doesn’t mean simply copying and pasting—it’s about transforming and tailoring your content to suit different formats and audiences. In this article, we’ll cover the top strategies for repurposing content effectively, ensuring it reaches a broader audience while reinforcing your brand message.
Why Repurpose Content?

Repurposing content allows you to:

Expand your reach: By adapting content for different platforms, you reach audiences who may not engage with the original format.
Save time and resources: Rather than creating something entirely new, you can reframe existing content to suit other channels.
Reinforce your message: Repeating key themes and insights across formats helps establish your brand’s expertise and messaging.
Boost SEO: Repurposed content across different platforms can create more opportunities for backlinks, social shares, and keyword targeting, all of which improve your SEO.

1. Turn Blog Posts into Social Media Content
Key Steps:

Extract Key Points: Identify the main takeaways from a blog post and create bite-sized content for social media.
Create Visuals: Convert data points, quotes, or statistics into eye-catching graphics or infographics.
Use Different Platforms: Post the visuals and summaries on different social media channels like LinkedIn, Instagram, and Twitter to cater to platform-specific audiences.

Example:

If you wrote a blog on “SEO Best Practices,” share snippets as separate posts on LinkedIn with tips, or create an infographic summarizing top tips for Instagram.
2. Convert Webinars or Videos into Blog Posts
Key Steps:

Summarize Key Points: Write a blog that captures the most important points discussed in the webinar.
Embed the Video: If the video is available, embed it within the blog to increase engagement.
Highlight Quotes and Takeaways: Include any quotes from expert speakers and expand on points discussed for added depth.

Example:

A webinar on “2024 Digital Marketing Trends” could become a series of blog posts, each covering a specific trend or strategy. These blog posts could then be interlinked to create a content series.
3. Transform Blog Content into an Email Newsletter
Key Steps:

Summarize or Curate Blog Content: Summarize recent blog posts into an email newsletter, offering a digestible recap for subscribers.
Add Call-to-Action Links: Link back to the full articles, encouraging readers to visit your blog for more information.
Include Additional Insights: Add bonus insights or a sneak peek into upcoming content to make the email feel exclusive.

Example:

If you have a blog series on “Content Marketing Strategies,” compile a summary in your newsletter with links to each post, encouraging readers to explore the series.
4. Break Down Long-Form Content into a Series
Key Steps:

Divide into Sections: Break down comprehensive guides or eBooks into shorter, digestible blog posts or videos.
Link Content Together: Include links to the next and previous pieces to encourage readers to consume the entire series.
Use Various Formats: Publish the series across different formats, such as blogs, videos, or social media posts, to engage a diverse audience.

Example:

An eBook on “Social Media Marketing” could become a series of blog posts, each one focusing on a different platform (Facebook, Instagram, LinkedIn), creating a more manageable content flow.
5. Repurpose Data into Infographics
Key Steps:

Identify Key Statistics: Pull interesting or surprising data points from reports, whitepapers, or case studies.
Design a Visual Story: Create an infographic that highlights the data in an easy-to-understand format.
Share Across Platforms: Publish the infographic on your website, LinkedIn, Pinterest, and as a downloadable resource for subscribers.

Example:

If you conducted a survey on “Customer Preferences in 2024,” create an infographic summarizing the key insights. This makes the data more accessible and shareable on visual-heavy platforms.
6. Create Slide Decks or Presentations
Key Steps:

Organize Content into Slides: Take blog post content or report findings and structure them into a slide deck.
Use Visuals: Enhance the presentation with images, icons, and data points to make it visually engaging.
Publish on Platforms Like SlideShare: Share your presentation on SlideShare or LinkedIn to reach professionals who prefer learning through visuals.

Example:

A guide on “Building a Marketing Strategy” can be condensed into a slide deck covering the main points, which can then be shared with professional networks.
7. Turn Interviews or Testimonials into Case Studies
Key Steps:

Collect Quotes and Highlights: Extract meaningful insights, stories, and testimonials from interviews.
Structure as a Case Study: Organize the content into a case study format, detailing the client’s background, challenges, and how your product/service provided solutions.
Distribute as Both PDF and Blog Post: Offer the case study as a downloadable PDF and as a blog post on your website.

Example:

If you have customer testimonials, compile these into a case study that highlights the benefits of your product. This can serve as a powerful tool for potential clients and can be shared across email and social media.
8. Use Quotes for Visual or Audio Content
Key Steps:

Extract Memorable Quotes: Identify powerful quotes from articles, webinars, or interviews.
Design Quote Cards: Create visually appealing quote cards for Instagram, Twitter, or LinkedIn.
Add to Audio or Video Content: Use quotes as introductions in podcasts or video content to add authority and intrigue.

Example:

Turn expert insights from a whitepaper into an engaging series of quote cards that highlight key takeaways. These visuals can be shared weekly to maintain engagement.
9. Host a Q&A Session or AMA (Ask Me Anything)
Key Steps:

Invite Audience Questions: Use content from blogs or guides as the basis for a Q&A session.
Host a Live Session: Hold the session on platforms like Instagram Live, LinkedIn, or Twitter Spaces.
Repurpose the Recording: After the session, share the recorded Q&A as a podcast episode or a video on your website.

Example:

A guide on “Email Marketing Strategies” could inspire an AMA session, where followers submit questions, which are answered live. The recording can later be used as content across platforms.
10. Package Content into a PDF or eBook
Key Steps:

Collect Related Content: Gather related blog posts, guides, or articles on a single topic.
Design an eBook Layout: Structure the content in a visually appealing eBook format.
Offer as a Downloadable Resource: Use the eBook as a lead magnet to grow your email list, or distribute it as an exclusive resource.

Example:

If you’ve published several articles on “SEO for Beginners” compile them into a comprehensive eBook and use tips from themarketingheaven.com. It can serve as a free resource for email subscribers, attracting new leads.
Conclusion

Repurposing content is one of the most effective ways to maximize reach and engagement without continuously creating new material. By transforming existing content to suit various platforms and audience preferences, you’ll boost your brand’s visibility and ensure your message resonates with a wider audience. Remember, repurposing isn’t just about copying; it’s about creatively reimagining your content to bring value to more people, wherever they are.

How much do I love my Atomic!

While I was on The Wolverine at the end of 2012 I had access to a metal buffing machine so thought it was worth giving my trusty Atomic Cappuccino Maker a good clean and refresh. Over time it slowly tarnishes and once every few years it’s nice to return it to it’s brilliant, shiny newness.

Last time I did this while working on Narnia and sadly damaged the label which I wasn’t able to have replaced without taking it personally into Bon Trading. You have to understand, there are copies out there which people label with an Atomic label to then pass off as the real thing, so the good folk at Bon Trading need to see the unit to confirm it’s genuine. Sadly this meant I had to wait until I returned to Sydney which fortunately for me was in 2012.

The moment I dropped my Atomic on the counter I had a surprise reaction from the staff. I don’t think they have seen an atomic that shiny in a good long time. It even scrubbed up better than a new machine after being freshly polished.

We all got raving about it so I asked Irene to tell us a few things about the atomic and its history.

Then as a favour for them I recorded a little impromptu video for them. [click to continue…]

Bringing it all together in one place.

I thought it was worth bringing the whole story of Sabina and my trip to Canberra as part of #HumanBrochure in one place. What better way than the best of the audio and images I could find from the greater group of people we meet on the week-end.

[click to continue…]