Likeable Is Not a Department

Marketing podcast with Dave Kerpen

photo credit: br1dotcom via photopin cc

Dave Kerpen had the foresight a few years ago to lock up the term Likeable. It’s the name of his business, Likeable Media, the name of his mega selling book Likeable Social Media and it’s been applied to his latest work, Likeable Business.

But as Kerpen quickly points out, being likeable in business isn’t about social media or even the marketing department, it’s about a profitable way of doing business.

Applied to the business globally it extends to behaviors as much as tactics. It applies to how you listen and respond, how you tell stories, how authentic and transparent every aspect of your business is, how you change and adapt, how surprise and delight, how you partner, how you do business in general and even how you say thank you.

In many ways we no longer have a choice about being transparent and authentic – we either are or we aren’t and it’s pretty much on view for the world to see, consider, write about and share.

In this episode of the Duct Tape Marketing Podcast, Kerpen talks about businesses that are getting this right and how any business can naturally become more likeable.

It’s time to understand that this isn’t something nice to consider when you’ve got a moment or two, this is a highly practical way of doing business that is fast becoming an expectation in every market segment.

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  • Chris – ProCntr

    Great discussion. Really makes me want to get some more of Dave’s work. It’s interesting that as companies become more and more technologically savvy, consumers come to expect the traditional mom-and-pop experience–even with big companies. Consumers have every reason to expect that companies will, so to speak, pat them on the back and ask how their mother is doing, and then give them a free sample of the new product. (Of course, the ironic result of that expectation is that some of those actual mom-and-pops in various industries can now be seen as cold and unresponsive because they don’t have the bandwidth to adopt to modern media.) Adjusting to that expectation does, like the two of you said, require a lot of discussion and thinking. But that means that the CEO has to become a thought leader as well as a business leader. I think that so many CEOs get used to getting information on kind of a sound-bite level. They’re trained to ask employees for just the bullet points, and that’s where a lot of these conceptual changes can get applied really poorly.

    -John-Paul Narowski – Founder, karmaCRM

  • Walter Adamson

    What Dave says about the bigger meaning of likeable and the internal cultural challenges and changes tunes in exactly to a book I read last night by @bernadettejiwa I hope that you don’t mind me posting the link to Amazon I don’t have any connection to that book, and your readers might find it a companion to Dave’s ideas as I did.

    I’m waiting to buy Dave’s book when it comes on Kindle. I truly believe that the sociable likeable business is a strategic necessity for the majority of businesses.

  • Dave Crenshaw

    Great interview. Very insightful. Thank you!