You Have 3 Minutes! - Chapter 1 Notes

I read lots of books. Usually, I write down notes & thoughts. Would it be useful to you if I shared my notes? It would be for me. So for business & marketing books, I’ll share my unedited notes and thoughts beginning with You Have 3 Minutes! by Ricardo Bellino.

YOU HAVE 3 MINUTES - CHAPTER 1 NOTES:

“It is by science that we prove, but by intuition that we discover.” ~ Henri Poincare (French Scientist)

Adaptive Unconscious is the part of the brain that unconsciously:

• processes information
• establishes objectives
• judges people
• detects dangers
• formulates stereotypes
• infers causes

Thought: These are exactly what people do in the first few seconds of visiting your website. That is why it’s important to have a professional website design.

Mental Note: Check out book he mentions - First Impressions: What You Don’t Know About How Others See You by Ann Phd Demarais and Valerie Phd White.

Experiment 1: People who make quick decisions stuck by their decisions. People who took time to make a decision ended up changing their minds later and regretted their first choice.

Experiment 2: Students were shown photos of professors for 2 seconds. Their evaluation was the same as those who took a whole semester with the professors.

Thought: The 2 second rule starts when observation starts. If you are non-existent in their world, 2 seconds hasn’t started yet.

“A person’s personality is faithfully coded in the first 30 seconds of his behavior, which does not mean people pick up on it accurately all the time.” ~ Professor Bernieri

Idea: Run surveys with questions that expire in 20 seconds. Show the homepage of a website and ask: Do you trust this company?

Thought: In a job interview, in the first 3 minutes, you have to make the impression that “you are the right person for the job.”

Idea: Instead of saying “thank you” (which is said by most without sincerity), say “thank you very, very much.”

Lesson 1: Intuition is an extremely important tool. The sharper it is, the more successful you will be.

Lesson 2: First impressions may be wrong but they still leave their mark. Be more concerned with make a good impression from the very beginning.

Many times we do not realize we caused an unfavorable impression. Even before our projects, ideas, merits and qualifications are evaluated, our personality has already been judged. This evaluation is made by the adaptive unconscious. If we fail here we don’t move to 2nd stage which is where our projects, ideas, merits and qualifications are evaluated.

Creating a favorable impression in a natural manner involves:

• Knowing yourself
• Sharpening intuition
• Verbal & Non-Communication
• Capacity to create empathy
• Transmitting confidence
• Knowing how to listen
• Demonstrating genuine interest

Thought: Transmitting confidence is about instilling confidence. Displaying confidence is being cocky. Displaying can transmit confidence but not always. Transmitting confidence also implies that you have it first and then you transmit it to someone else.

If favorable first impression is the key that opens the door, think about “what do I do to get to the door? What do I do after opening the door?”

Thought: Strategy is your plan for what to do before, during and after.

Getting to the door = knowing how to create opportunities & how to take advantage of them.

What to do after = present content that is worthy of the favorable impression you created.

Whereas a negative impression is difficult to be changed, a positive impression is not all that hard to be reversed.

• The person can realize:
• you are not worthy of the confidence
• you are not fulfilling what was promised or
• you are not behaving in a manner that corresponds to the positive image projected in the beginning.

Creating & maintaining a good reputation is the first step toward making a good first impression.

• Intuition alone will not be enough to create a good reputation.
• Intuition must operate hand in hand with:
• sensitivity
• planning
• strategic thinking
• perseverance and
• discipline.

Don’t confuse intuition with impulse.

• Intuition is the inner voice. It is connected to the adaptive unconscious.
• Intuition doesn’t jump out of nowhere.

Thought: Intuition is a thought. Impulse is an urge. Intuition is a hunch. Impulse is a rush.

Thought: Good reputation and good first impression are two difference things. Good first impression is about someones first-hand experience with you. A good reputation is about a good past.

After conceiving the idea and studying its feasibility, I devised a strategic plan to reach Donald Trump.

• John Casablancas wrote letter introducing Ricardo.
• When Trump conceded those 3 minutes, Ricardo was already followed by a good reputation.
• Positive factor.
• Worthless if Trump had not had a favorable first impression of Ricardo.
• When Ricardo finished his 3 minutes, Trump asked George Ross (Trump’s executive VP) to discuss project with Ricardo.
• Made favorable impression and door was open.
• Worthless if he hadn’t presented a consistent, feasible and promising project to George Ross.

Used same combination of intuition and strategic planning to approach investors, choose collaborators and gather people.

— End of You Have Three Minutes: Chapter 1 Notes —

Please give me feedback. Did you find them helpful? Suggestions? I should continue adding my notes?

Leave your comments below.

~ mel

Melvin Ram
Volcanic Marketing
(916) 743-9369

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This entry was posted on Sunday, October 15th, 2006 at 4:58 pm and is filed under Marketing Book Reviews. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.