A dyslexic and a blind lady walk into a cafe… it sounds like the start of a joke, but access to effective digital communication it’s no joke for over half of the Australian population that is now living with some form of impairment.

So what do you get when a dyslexic and a blind lady meet up for a chat? With absolutely nothing in common except for the desire to put humanity back into business and just treat people like human beings?

A blog, A podcast, and a YouTube video. Content created with the use of AI and existing technology that is freely available to make life easier and grow small businesses. But most people don’t know how to use it.

• Video recording: Samsung A34 phone
• transcript: YouTube
• Captions: Clipchamp
• Blog editing: ChatGPT

Interviewer: I’m here with Narelle Gatti, and I’d like her to explain her role.

Narelle: I’m actually a digital accessibility auditor, and I work with digital access solutions and assistive technology to remove communication barriers on websites, digital content, and various documents.

Interviewer: Is this similar to SEO?

Narelle: It’s different from SEO, but it complements SEO efforts. We focus on websites, PDFs, emails, and computer-generated documents. We provide techniques and strategies to ensure that everyone, regardless of their abilities, can access and understand these documents and make informed decisions.

Interviewer: So, it’s about inclusivity for all, not just those with disabilities?

Narelle: Yes, exactly. We consider a wide range of users, including those with zooming, hearing, sight, and cognitive impairments, as well as brain injuries and neurodiverse individuals. Many people rely on captioning tools, and if documents aren’t designed with accessibility in mind, these tools can’t be used effectively.

Interviewer: So, in terms of accessibility, it’s not just about accommodating people with disabilities. It also benefits search engines like Google.

Narelle: Absolutely. Following digital accessibility guidelines not only helps users but also benefits search engines like Google. They rely on text-based content, so by incorporating descriptive text, we help Google understand and index content, even images. For example, a simple description of an image can make it accessible to Google’s algorithms.

How did you get into this field?

Narelle: It’s an interesting journey. I used to work for a company called Spark Solutions about 15 or 16 years ago. I was diagnosed with a severe eye condition, which eventually led to significant vision impairment. About four or five years into the job, I started struggling with accessibility. We sought help from Vision Australia, and that’s when Mark Muscat, co-founder of our business, came in to teach me assistive technology tools. However, these tools were limited by the structure of documents, which is where our focus shifted.

Interviewer: So, it’s not just about having the tools; it’s about structuring documents correctly?

Narelle: Exactly. Having tools is essential, but they rely on well-structured documents. If a document’s structure isn’t suitable, even the best tools won’t be effective. It’s like having a chair with a missing leg.

Businesses have a fear of using technology and AI. Why do you think that is?

Narelle: It often comes down to a fear of change. Many business owners are of a certain age and might not be tech-savvy. They see AI as a significant change and are hesitant to embrace it without a clear strategy.

Interviewer: So, businesses need to understand that accessibility isn’t just about accommodating people with disabilities but also about good communication and structure.

Narelle: Absolutely. Accessibility is about ensuring that all customers, regardless of their abilities, can access and understand information to make informed decisions. It’s not just a matter of sending information via email; it’s about structuring that communication effectively.

Interviewer: You mentioned that the tools for accessibility are already present in software programs. Is it a matter of people not knowing how to use them?

Narelle: Yes, exactly. These tools are readily available, but many people don’t know how to use them effectively. That’s where we come in, providing guidance and expertise to make these tools work for everyone.

How to approach accessibility

Interviewer: So, rather than creating specific programs for individual needs, your approach is to create a program that can address a wide range of situations.

Narelle: Yes, that’s correct. Instead of reinventing the wheel for each situation, we aim to create a program that can handle the majority of cases effectively.

Interviewer: You also mentioned standards and guidelines. Can you elaborate on that?

Narelle: Certainly. In Australia, there are established digital accessibility standards and guidelines maintained by Standards Australia. These are backed by the Disability Discrimination Act of 1992, enforced by the Human Rights Commission. Ensuring accessibility also aligns with international human rights conventions.

Interviewer: So, accessibility is not just a matter of inclusivity; it’s also a business imperative?

Narelle: Precisely. Accessibility benefits everyone and is essential for businesses to thrive and meet their obligations.

Why would someone visit a place if they can’t read the menu? They can’t make a decision about what to eat. This could be due to the choice of fonts used. For example, a menu with dark text on a background with insufficient contrast can be hard to read. When menus are difficult to read, customers tend not to return. It’s almost as if they are no longer thinking outside the box; they have become the box that you have to fit into.

Who does accessibility affect?

Narelle: I’d love to know the percentage of people with perfect vision, hearing, touch, smell, and mobility. I believe it’s a very tiny percentage. When you know someone who works with accessibility, like Mark and this company, it’s because you’ve encountered accessibility challenges. People might suggest solutions, but if you’re content with the way things are, you might resist change. However, it’s not about more effort; it’s about doing things differently.

Think about how technology has evolved. We used to highlight entire words and go through a process to copy the text. Now, it’s as simple as Ctrl+C for copy. Similarly, email and mobile phones have become everyday tools. Starting a business or adapting to technology isn’t as challenging as some may think. If you can use email, Facebook, and Google, you have the tech skills needed for many aspects of business.

Even if you don’t want to start a business, it’s essential to learn about digital accessibility standards. For instance, if you have an image, right-clicking to view alt text and describing the image in under 100 characters can make content more accessible. However, many businesses are reluctant to invest in accessibility, often due to perceived costs. However, the cost of not making content accessible is lost sales, a significant detriment.

Changes to business due to COVID

Interviewer: During the COVID-19 pandemic, some businesses couldn’t afford to go online, which emphasized the importance of accessibility. But you can build a website with fewer formatting skills than creating a PowerPoint presentation. SEO practices are essential because search engines like Google rely on text-based content, and accessibility helps them understand content.

Narelle: One critical aspect of accessibility is proper grammar and punctuation in captions. If someone with a hearing impairment relies on captions, incorrect grammar or misplaced punctuation can change the meaning and message, making it crucial to double-check captions.

When it comes to people, we’re all different. Treating everyone with respect and acknowledging differences is essential. We may have varying needs and opinions, but we can agree to disagree respectfully.

Confidence in being oneself is crucial, and it’s something that takes time to develop. Making mistakes is part of the learning process, and it’s essential to learn from them and move on. Additionally, it’s crucial for both parties to acknowledge and accept mistakes, fostering understanding and growth.

The world has changed, with the introduction of AI and assistive technology. However, assistive technology has been around since the birth of computers. While it may be new to some, having empathy and understanding for these changes is essential. Learning how to adapt to new technologies and the evolving business landscape is part of the journey.

Failing forward

Interviewer: Errors are a part of learning, as Narelle mentioned. It’s essential to admit when something isn’t accessible and learn from it. Consider starting with a clean slate when rebranding, launching new functions, or releasing new products. Follow a startup process, like the seven steps, and reach out to Narelle to learn how to make it accessible.

Narelle: Once you know how to do it, it becomes as natural as using Ctrl+C.

Starting with the end goal in mind is crucial. While accessibility may stand out for some, others might not notice it until they need it. It’s not a matter of cost for some but a challenge to change habits. We hope that people develop accessibility as a habit.

I heard about the Matildas, who have a deaf player, playing soccer. She’s not letting anything hold her back, and that’s fantastic.

Contacting Narelle…

Interviewer: It’s been great chatting with you, finding common ground, and learning from each other. If you want to get in touch with Narelle, click her name for the link. She’s passionate about accessibility and eager to connect with others who share her passion. It’s all about making life easier. Thank you very much for your time!

The 5 steps model of buyer behavior was first introduced by John Dewey in 1910, in his book “How We Think”. However, the model was further developed and popularized by Engel, Blackwell, and Kollat in their 1968 book “Consumer Behavior: Theory and Practice”.

This model, also known as the EBK model, outlines the five stages that consumers go through when making a purchasing decision: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. The EBK model has since become one of the most widely used models for understanding consumer behavior in marketing and business.

The 5 steps in buyer behavior are a framework that describes the typical process that a consumer goes through when making a purchase decision. These steps are:

1. Problem Recognition:

The first step in the buyer behavior process is problem recognition. This is the stage where the consumer becomes aware of a need or a problem that they want to solve. This could be triggered by internal stimuli, such as a desire for a new product, or external stimuli, such as an advertisement or a recommendation from a friend.

2. Information Search:

Once the consumer has recognized a problem or need, they will typically engage in an information search to gather more information about the product or service that they are considering. This could involve gathering information from various sources such as personal experiences, family and friends, online reviews, and other sources.

3. Evaluation of Alternatives:

After gathering information, the consumer will then evaluate the various alternatives available to them. This could involve comparing the features and benefits of different products, considering their price and quality, and assessing how they meet the consumer’s needs and preferences.

4. Purchase Decision:

Once the consumer has evaluated the alternatives, they will then make a purchase decision. This could involve selecting a specific product or service, choosing a particular brand or store, and determining the quantity and timing of the purchase.

5. Post-Purchase Evaluation:

The final step in the buyer behavior process is post-purchase evaluation. This involves evaluating the product or service after it has been purchased and used. This could involve assessing whether the product met the consumer’s needs and expectations, whether it was a good value for money, and whether they would buy it again in the future. This stage is important because it can influence the consumer’s future purchase decisions and brand loyalty.

Overall, understanding the five steps of buyer behavior is important for marketers and businesses as it provides insights into consumer behavior and helps them develop effective marketing strategies that align with the consumer’s needs and preferences.

The 5 types of empathy.

You will hear people like Gary Vee say you need to use empathy in business to be successful. Everywhere for getting sales from customers, to giving “kind candor” to your team to develop their skills, and better manage performance expectations from business owners.

You will also hear leadership coaches talk about using kindness and empathy as a skill that great leaders possess.

But what I rarely hear is people talking about using different types of empathy in different situations. So, it depends on a person’s understanding of empathy as to what type of empathy they use.

Empathy is one of the 5 “Personal Skills” that are essential in a modern work environment to build trust in your team. Trust can easily be broken if there is a mismatch between the type of empathy you use, and the type of empathy others are looking for.

This breakdown in trust is more obvious in buyer behaviour as you lose contact with customers at different stages of your sales funnel.

With all the talk about AI taking over, personal skills are in no danger of being replaced anytime soon. So to put humanity back into business, let’s talk about the 5 types of Empathy Human Beings generally look for at different stages of your sales process. Mapping it to Dr. Dan Siegel’s five types of empathy as a model you can use:

1. Cognitive Empathy:

Cognitive empathy involves understanding the thoughts, beliefs, and perspectives of others. This type of empathy is more focused on understanding the other person’s point of view and is less about sharing their emotions. This type of empathy is important for resolving conflicts, negotiating, and building stronger relationships. This requires a person to use thinking skills, particularly critical thinking, to identify problems that your customers are looking for solutions for (without creating the problem).

2. Compassionate Empathy (Sympathy):

Compassionate empathy involves feeling the emotions of others and having a desire to alleviate their suffering. This type of empathy is often described as having sympathy for others and wanting to help them in some way. Compassionate empathy is important for building relationships and fostering a sense of community. The trick at this stage is to show you understand your ideal customer’s situation by giving them 3 options to investigate to solve their problem without looking like you are telling them what is best for them. If they see the options are viable for them, they will continue to the next step. So obviously your solution will be one of the 3 options. This is known as soft-selling in old-school marketing days to identify red-hot leads for the sales team to convert.

3. Perspective Taking (or Mentalizing):

Perspective-taking involves imagining oneself in another person’s situation and understanding their emotions from their point of view. This type of empathy helps us understand the reasons for another person’s behaviour and can help us avoid negative judgments or misinterpretations. This is when you get the opportunity to explain to potential customers why your option will solve their problem. But you are not there yet, and you may lose them at this stage by “overselling”. Which is generally giving too much information that the customer doesn’t need about other ways they “could” use your product. It breaks trust if they don’t see themselves using it in that way. The question is if you actually have bothered to get to know them at all, so this is the stage where you ask the most questions.

4. Empathic Resonance:

Empathic resonance involves feeling the emotions of others and resonating with them. This type of empathy is often described as “feeling someone else’s pain” and is important for building emotional connections and fostering a sense of compassion. If you don’t feel this when you get the sale, it may be a hollow victory. They will most likely be the 20% of customers that cause 80% of your problems, or worse leave a bad review if you don’t feel it at the point of sale. It is a gamble, but if you go over the last step again, you can confirm if you would be better off referring them to another option in the previous step. Reminding them of your refund policy at this stage may lower the risk of making the purchase, or suggesting payment plan options (such as Afterpay or Bpay pay in 4) could show you understand their situation even if they don’t mention it.

5. Empathic Joy:

Empathic joy involves feeling happy or joyful when others experience positive emotions or success. This type of empathy is important for building positive relationships and can foster a sense of connection and goodwill between individuals. You will feel this if the customer gets a solution to their problem that is best for them, whether they buy from you or not. These are the customers that you will feel comfortable asking for them to put a positive review online, and they will refer others to you. If you don’t feel this, think about the last step if you missed something. If there is any doubt, there is no doubt that you didn’t resonate with them. But it’s not too late, don’t dwell on it. Flag them for a follow call to see “if there is anything else I can do for you”. Asking “Were there any problems” may project that there normally are problems, so they would be less likely to give a referral and can undo all your hard work in the first 4 steps.

Overall, these five types of empathy provide a useful framework for understanding the different ways in which we can empathize with others. Each type of empathy is important in its own way and can be useful in different contexts and situations.

Putting it all together into a marketing strategy

The biggest challenge, particularly for micro-business owners, is finding metrics that indicate a return on your investment efforts for each type of empathy you are required to project to move people down your sales funnel to generate revenue.

Put simply, whatever definition of empathy above sound most like what you do will determine what content you would be best suited to develop to share on social media, as this is your strength.

You can outsource the rest. Even if you just use ChatGPT, trying to overcome your weaknesses is not good for business. What would you rather double, $10 or $50?

Using empathy take practice, so go with your strength and double $50. Then you have an extra $40 in your pocket while you spend the $10 on overcoming your weaknesses.

That all sounds good in theory, but in the real world you need to put budgets and track results of your marketing spend. Particularly when you outsource to a cheap overseas VA for $10 per hour who may not have a full understanding of the culture of your target market.

So using the above example, you could spend $40 an hour on a local assistant to help, which is well above the minimum wage, but you still need to put a dollar figure on this to ensure it is productive work.

Let me join the dots (points above) for you… Day 1 (points 1) in Monday on your social media post topic, and day 5 is your Friday post topic. I’m sure you can fill in the gaps for the rest of the week.

If not, let’s chat about that.

Another 5-step model to use for marketing metrics…

This model may be familiar to business owners who have been through startup training. Or if you have used a Business Model Canvas you may also have seen it.

It has many uses, but here’s how we suggest using for your marketing metrics, even if you are a solopreneur as you can use free apps to track results and divide up your sales results to create a marketing budget.

Dave McClure, a venture capitalist and startup advisor, introduced the “Pirate Metrics” model in 2007. This model, also known as AARRR, provides a framework for analyzing and optimizing the growth of a startup or business. The five metrics are:

1. Acquisition:

Acquisition refers to the number of new customers or users that are acquired through marketing efforts or other means. This metric measures the effectiveness of a company’s marketing strategy and is the first step in the customer journey.

2. Activation:

Activation refers to the percentage of acquired users or customers who take a desired action or engage with the product or service for the first time. This metric measures the effectiveness of a company’s onboarding process and the quality of its user experience.

3. Retention:

Retention refers to the percentage of users or customers who continue to use the product or service over time. This metric measures the effectiveness of a company’s customer experience and its ability to keep users engaged and satisfied.

4. Revenue:

Revenue refers to the amount of money generated by the business through sales, subscriptions, or other means. This metric measures the effectiveness of a company’s monetization strategy and its ability to generate revenue from its user base.

5. Referral:

Referral refers to the number of new users or customers acquired through word-of-mouth marketing or referrals from existing users. This metric measures the effectiveness of a company’s product or service and the satisfaction of its user base.

Overall, the Pirate Metrics model provides a useful framework for understanding the key drivers of growth for a business. By focusing on these five metrics, any business can identify areas for improvement and optimize its strategies to drive growth and success.

No matter who you are, what you do, and how good you are at it, imposter syndrome strikes everyone at some time. It is more than just a lack of confidence. It is more than overcoming fears. But just like fear can stop you from doing things, fear can also save your life. So, in that sense, imposter syndrome can be both a good and a bad thing.

It is a complex problem that has a different solution for everyone. Although increasing knowledge can actually make it worse, to explain why it is a problem and develop solutions we first need to define the problems. For that, we use different interrelated theories.

With the hope of creating self-awareness, more so than trying to explain time travel, in this article, we will talk about how the different theories work together so that you can create your own solutions, or at least ask for help with that.

The dunning-Kruger effect

The Dunning-Kruger effect is a cognitive bias that refers to the tendency of individuals with low ability or knowledge in a particular domain to overestimate their own competence and expertise in that domain. In other words, people who are less skilled or knowledgeable in a certain area are more likely to overestimate their abilities in that area, while those who are more skilled or knowledgeable are more likely to accurately assess their abilities.

The effect is named after social psychologists David Dunning and Justin Kruger, who first described it in a 1999 paper. They found that people who scored in the lowest quartile on a test of humor, grammar, or logic tended to significantly overestimate their scores, while those who scored in the highest quartile tended to slightly underestimate their scores.

The Dunning-Kruger effect is often associated with the phrase “ignorance is bliss” because those who are less skilled or knowledgeable may be more confident and optimistic than those who are more skilled or knowledgeable, even if their confidence is unwarranted. The effect can be particularly problematic in domains where decisions have important consequences, such as medicine, finance, or politics, where overconfident individuals may make costly mistakes.

The Peter Principle

This is the opposite to imposter syndrome on the Dunning-Kruger effect. Basically they have confidence in their own abilities to do or learn a job, even if they don’t have the skills and knowledge to do it. It manifests as a “fake it till you make it attitude”, and generally don’t go through the dip in confidence on the curve above thanks to positive affirmation through awards as a fast learner. Technically skilled people who are promoted to management positions without training often fall into this too.

The Peter Principle is a management theory that suggests that people in a hierarchical organization tend to be promoted to their level of incompetence. In other words, employees in an organization will be promoted based on their performance in their current role until they reach a position where they are no longer effective, at which point they will remain in that position.

The theory is named after Canadian psychologist Laurence J. Peter, who first proposed it in his 1969 book, “The Peter Principle: Why Things Always Go Wrong”. According to Peter, organizations promote employees based on their performance in their current role, assuming that success in that role indicates that the employee has the potential to be successful at the next level. However, as employees are promoted, they may reach a level where they no longer have the skills, knowledge, or abilities to perform effectively, leading to a decline in their performance and productivity.

The Peter Principle can have negative consequences for organizations, as incompetent employees in key positions can lead to a decrease in productivity, morale, and profits. To mitigate the effects of the Peter Principle, organizations can provide additional training and development opportunities for employees who are promoted to new roles, as well as regularly evaluating and re-evaluating their performance to ensure that they are still effective in their roles. Additionally, organizations can consider non-promotion-based career advancement paths, such as lateral moves or increased responsibilities within the same role.

What is imposter syndrome?

We said what it is not above, but If you look back at the chart above, imposter syndrome effect people who miss the first 2 steps when learning new things and tend to go straight to the “I’m never going to understand this” step. Some people may take years in their field to recover from this, and the likely triggering of a separation sensitivity generally cause business to fail due to cashflow issues (as we spoke about in this article here)

Imposter syndrome is a psychological phenomenon characterized by persistent feelings of inadequacy, self-doubt, and fear of being exposed as a fraud despite evidence of competence and success. People experiencing imposter syndrome often feel like they have deceived others into believing they are more capable or talented than they actually are and fear being exposed as a fraud.

In the workplace, imposter syndrome can limit the earning capacity of skilled workers in several ways. First, people with imposter syndrome may hesitate to negotiate their salaries or ask for a raise, even if they have the skills and qualifications to justify higher compensation. They may fear being perceived as arrogant or being found out as a fraud, which can prevent them from advocating for themselves and their worth.

Second, people with imposter syndrome may hold back from pursuing new opportunities or taking on leadership roles because they feel they are not qualified or deserving enough. This can limit their career advancement and earning potential in the long term.

Finally, people with imposter syndrome may be more likely to accept lower-paying jobs or projects that do not match their skills and experience because they feel they are not good enough for higher-paying roles. This can result in underemployment and lower earnings overall.

To overcome imposter syndrome and increase their earning capacity, skilled workers can seek support from mentors or coaches, challenge their negative self-talk and beliefs, and focus on their accomplishments and strengths rather than their perceived shortcomings. They can also practice advocating for themselves and setting boundaries, such as negotiating their salaries and taking on roles that match their skills and expertise.

That is what you can do, which leads to the next question. How do you do that?…

How do you overcome Imposter Syndrome?

It’s simple, but by no means easy. And you are unlikely to be able to do it without support.

It basically requires you to develop a secure attachment strategy, which again every person in the world will do differently. You will need support. We all need a little help from our friends every now and then, right?

A secure attachment strategy refers to a healthy and secure emotional bond that individuals have with their attachment figures, such as parents or caregivers. Individuals with a secure attachment strategy tend to have positive and trusting relationships with others, feel comfortable seeking help and support when needed, and have a positive sense of self-worth.

Behaviours of people that have a secure attachment strategy may include:

1.    Seeking help and support:

Individuals with a secure attachment strategy tend to feel comfortable seeking help and support from others when needed, as they trust that others will be responsive and helpful. It’s not a sign of weakness, and I’ve found this is a surefire indicator that a person has a weakness in one or all of their 4 Ps if they struggle to ask for help or can’t delegate tasks when they do get help.

2.   Feeling comfortable with intimacy:

Individuals with a secure attachment strategy tend to feel comfortable with intimacy and closeness with others, as they trust that their emotional needs will be met in relationships. In a business sense, this relates to having complimenting skills. You can’t do everything (see point 1), and people with a secure attachment strategy know if they have Action, Thinking, or Personal skills as their strengths. They generally seek out 2 other people to collaborate with to fill in the gaps.

3.   Being independent:

Individuals with a secure attachment strategy tend to feel confident and secure in their ability to be independent, while also valuing and maintaining close relationships with others. Doing everything yourself does not make you independent, in fact, this can project your own insecurities and break the cycle of trust. Again, see point 1.

4.   Feeling comfortable with the emotional expression:

Individuals with a secure attachment strategy tend to feel comfortable expressing their emotions, as they trust that others will be accepting and supportive. Not showing emotion is a sign of low emotional intelligence in business. Fear can prevent you from doing things, but it can also save your life. If you are not comfortable in expressing your emotions, both positive and negative, look into help to overcome executive dysfunction.

5.   Developing positive self-worth:

Individuals with a secure attachment strategy tend to have a positive sense of self-worth, as they have received consistent and positive feedback from attachment figures throughout their lives.

Overall, individuals with a secure attachment strategy tend to have healthy and positive relationships with others, feel comfortable seeking help and support when needed, and have a positive sense of self-worth. These behaviours reflect a healthy and secure emotional bond with attachment figures and the ability to form positive relationships with others throughout life. If this blog resonates with you, and you want help or just want to chat, book a call through our website HERE.