The old value-add?

Back in the day, I always heard the term "value-add," as the kind of extra a seller threw in to show the product or service was worth the price being asked. An article argues those small extras appeal to Millennials, especially in the beauty markets. Other popular spending categories included cell phones and Uber rides.

Points:

• A proxy for the Fountain of Youth? "...American consumers are transfixed on youth (something makeup can provide)."

• Small things give a big feeling? "...spending money on makeup can feel like a 'small indulgence.'"

• Goliath beaten by a bunch of Davids? "...while department stores used to be a key destination for beauty many of the mainstream players have been outsmarted by specialists."
• All about the experience? "...they [specialty stores] sell experiences - something millennials love."

Enthusiasts will say Millennials have transcended material desires, so little things will suffice. Cynics may say Millennials go for this because they can't afford larger luxuries due to overly high expectations collide with student debt and underemployment.

I'm not sure either one is the only reason.  Called engagement marketing, the approach of getting consumers to participate with the brand has been spreading among sellers. Agencies specialize in creating experiences that lead to buyer engagement. Maybe the observation about Millennials is one manifestation of that approach.

Validating people

Via Business Insider, this little video is about what to give fathers on Fathers Day. The psychologist challenges viewers to not give gifts. Instead, give validation. For example, thank Dad for being there when you needed him.

Come to think of it, this could apply to what we can do for other people. We can validate our colleagues at work, our other family members at home, and our neighbors in the community.

What does it take besides saying something nice? It takes understanding of what the person does to have an impact in order to find the right words to say. For example, at work, we can say, "Thank you for stepping up and doing that particular task. There was no else to do it, and it got us through this particular part of the project." Notice how the thanks is tied to a specific act.

We can also validate people for what they've done over time. A friend told a story about an old Little League coach of his who was impressed when my friend's father thanked the coach for taking the time to spend with the boys on that team. The coach said most parents complained, but my friend's father was one of the few who recognized the value of what the coach was doing.

Happy Father's Day.

Thriving in an automated workplace

Via McKinsey, a core workplace issue is how to thrive in an automated workplace. It's pretty optimistic. Some background the article provided:

• Occupations won't be automated out of existence in the near term. But up to 45% of activities will become fully automated, leading to job redefinition.

• Benefits of automating activities is 3-10 times the cost.

• Fewer than 5% of occupations will be fully automated by current technology, but 60% of occupations can automate at least 30% of activities.

• Paradoxically, activities in high-wage occupations (e.g., 20% of a CEO's activities) can also be automated, but certain lower-wage occupations can't be easily automated, e.g., home health aides, landscapers, maintenance workers.

• What sets humans apart, so they say, is creativity and emotional intelligence. However, only 4% of activities require creativity, and 29% require emotional intelligence.

What does this mean for the future?

• Jobs need to be redefined to absorb automation of activities.
• New job forms can engage people in more creative and innovative activities.

Other thoughts: Christians in the workplace have an additional opportunity. Determining and pursuing God's calling can't be automated. A calling creates a vision of an end state, and reaching that end state requires creativity, innovation, and integration. Those areas are still the province of humans.