Short interview for Iberia / Air Nostrum Magazine: ALADIERNO

Here a short interview I shot for ALADIERNO, the magazine that Iberia Regional and Air Nostrum offers in their flights inside Spain.

It’s both in English and Spanish. Hope you find it insightful.

isra garcia intreview iberia air nostrum

isra garcia intreview iberia air nostrum Original interview: Revista ALADIERNO. – Photo credit: Looker media.

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Too fast will kill excellence

The idea is amazing, breathtaking and really disruptive, but we need something fast that creates value in the marketing and in our potential buyers. We need innovation, yes, but only when we succeed quickly first. This is the everyday battle gains the excellence. I’m talking about the most complicated part when you’re an entrepreneur, businessmen, CEO or when you belong to the marketing industry. It’s not a question about high-quality ideas, yet great ideas are dying so well. What the first sentence means is the erosion of launching and execution. And the frustrating ability to kill a business opportunity.

“Your great idea doesn’t sell anymore”

“We need something greater than a simple idea”

“We should execute practical thoughts, not good intentions”

“We’re here for the adventure and action that comes with it, not for having ideas”.

Every time this is happening, it’s the beginning of the end. And, as this critically affects work quality and performance, it’s only the begging of a painful end. Fat is important. Being fast it’s being smart. Having ideas it’s only having ideas.

And yet, being too fast only will bring misfortune and bad results. It’s worse than doing something mediocre. That is to say, fast can destroy excellence. Both are anything but diametrally opposed.

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10 ways to improve your email marketing writing

1. One target one email. Ask only one question.

2. Write briefly. Short sentences. Less than 400 words. 300 words if you can.

3. Delete information from your signature. The easiest to understand, the better. You should communicate only one thing at a time.

4. Pick one or two ways so people can contact you. Phone and email preferably.

5. Use text. Don’t rely on GIFs, high-resolution pics or videos.

6. Send it always at the same time and same day.

7. It’s better to use bullet points for the fastest consumption.

8. Include only one call to action, make it simple.

9. Design your email marketing for a quicker response.

10. Don’t include the biography or products/services, nor sales related moves. Focus only on the value you can provide to your customer.

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Marketing plan simplified system

Every time you work on a project where marketing is needed – almost every project – there are 3 elemental options. First, you search the web for a “step-to-step” marketing template and you follow it through. Second, you hire a marketing consultant that can do it for you. The third one, you can create a marketing plan simplified system, at your own way. Respecting not the fundamentals, but the very key factors for every essential area.

The idea behind this simplified system is that you can develop and execute the plan you build in less than 10 hours.

Marketing plan – the system (simplified version)

This is the method we follow in advising, consulting and also at IG.

Marketing plan simplified system

1. Goals. Set your goals. Plan the plan. What is in for you?

2. Stop doing. What to give up. What to quit. Where you wouldn’t go. Management and efficiency. Priorities and opportunities.

3. Strategy. Draw the road. Where are you going to focus on? How to obtain the goals you set up? The method.

4. Mechanics. How to start pushing ahead. Creating forward motion. Where to start. Where should we establish the command base?

5. Connection. Your potential target. How to connect with the people that would buy your product or will use it as a service. Marketing at its fullest meaning.

6. Core. The centre of your main activity. The place where everything nourishes and perishes. How to create, develop and optimise your website for meeting business purposes. Then working on improvements.

7. Content tactics. Content marketing for beginners. Storytelling, campaigns, activations and the technics. Ready for the selling.

8. Actionable marketing, better said, fast marketing. Easy marketing outposts and simple creative promotional ideas, so you can enter, obtain results, and then leave silently.

9. Launching. Simplified execution template.

10. Real world. Flesh and blood. This is what happens when the human and real interaction occurs.

Respect for the simple stupid

My job, your job, the marketing, the industry, our customers, clients, do not respect tradition, we all respect the outcome. Don’t talk me about fundamentals, tell me about how are you creating value and utility for the rest.

Simple, simplified, for amateurs… yes, just what it’s easy to do. It has no such a mystery, everyone could do it. That’s the key part, so your marketing, your sales, and your business will start skyrocketing. Leave complicated for the experts.

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How to create the ultimate personal brand

The most important thing first, forget about personal branding.

Start working relentlessly. Push yourself forward so hard that whoever is chasing you don’t have time, energies and determination enough for even copy you. Find your art, the work that matters, the one that you and only you (or very few) can do. Understand the context, industry, clients, constraints and success factors and make a difference in every chance you have.

How to do it

  1. Invest in learning and acquiring really difficult to achieve core abilities, super habits and driven execution methods.
  2. Build stuff valuable and scarce.
  3. Ship – experiment – test.
  4. Fail and learn how to fail.
  5. Try differently.
  6. Repeat the process during 5 or 6 years. No rest. No holidays. Preferably. *Don’t stop sharing the (honest, vulnerable and useful) story you’re leaving behind while you’re living it up.
  7. Improve every day, one learning a day, or weekly maybe.
  8. Develop a platform when you can tell all those stories, adventure, projects, experiments, results and reflections.
  9. Support you stories with evidence and facts that speak for themselves. Be concrete.
  10. Offer small tests of (almost) everything that makes you special. During at least one or two year time-period. Services, products, workshops, etc.

 Shortcut towards your personal brand

If the option I offered you below seems hard and you feel lazy, try this shortcut:

  1. Work diligently over 7 years (more or less).
  2. Be exceptional at least in one single thing, if you’re not, return to #1 until your exceptionality appears.
  3.  Do 30 times more than the times you’re talking. Later on, let the results take credit.

If what you do don’t shine for itself, it means that it’s not the moment for your personal brand, It’s the moment for being brilliant at what you do.

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What you shouldn’t be doing

What’s on your list of thing you shouldn’t be doing?

  • Counting likes as a success metric.
  • Checking your social networks every 30 minutes.
  • Verifying your email inbox 15 times a day.
  • Writing the article at the end of the night.
  • Leaving the hardest task for the last of all.
  • Working on assuming rather than on questioning.
  • Preparing yourself 30 minutes before the performance.
  • Rambling 3/4 of the times you should get straight to the point.
  • Talking the double of the times you are doing.
  • Cursing everyone when you don’t get results.
  • Eating so much before going to bed.
  • Ignoring “the story in your mind”.
  • Feeding yourself only when the clock says so.
  • Embracing bad habits.
  • Eating wheat.
  • Taking salt, sugar and flour.
  • Reading books only from time to time.
  • Lowering your manipulation degree.
  • What a powerful technique in order to be focused.

Every morning when you wake up, take a look at the list and focus on sticking to two or three particular items. New distractions or time killers will come up, while others will drop down.

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How to launch a project


1. Projects that require big budgets are a heavy weight for launching, there’re a lot of constraints going on. On the other hand, small or really creative / no resources projects are very likely to be launch more easily. Develop projects without big resources, if you learn how to make it through the scarcity, you’ll win. Learning how to do less with more, helps you to do more with more.

2. Avoid the “you-need-a-business-plan” tale. You don’t. Most of the times.

3. Don’t look for validation about your project, your idea-project will be killed.

4. Don’t invite ego to the party. Assume you’ll have to trash frequently and a lot. No problem, just admit it.

5. Set a launching date (deadline), o matter what happens, you must stick to the deadline. Then, when it comes, launch.

6. Hire your weaknesses. Focus on your core area and/or strength. Look for the right people, not only the one that makes the project more powerful but, the ones who you can trust to and commit with.

7. Assume you’re going to launch and you’ll fail at something. Wear the “permanent beta” t-shirt and enjoy the ride.

8. Test first with you best critics.

9. Build and launch a campaign that tells a wrong and negative story about your project, when you launch people will be caught off-ward.

10. Build a really tactical promotion plan. Develop some creative campaigns that get you closer to the people may be interested in your project. Set up an email account “” so every time someone sends an email, they’ll get an automated reply that contains a reward, discount or a surprise.

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How to make any business work


1. Assume that you need an extraordinary product beforehand, or a service that marvels customers. You must create something quite different from what the rest is offering. If you don’t have it, if your business is not remarkable, you must focus on this key point until you have an edge. Stop reading, stop looking for the secret sauce, subscribe less, stay on track, do what you need to do. Rethink, prototype, enhance. Ship, test, redesign, polish, ship again, test again, analyse. One day, you’ll have this kind of product or service.

2. Build a list of the right people you need in order to make your business works. That’s basically your (dream) team. Do not consider hiring anybody unless they develop a critical function: customer care, maintenance, distribution, design and development, operations, sales, etc.

3. Build another list with a comprehensive and detailed job description for every position you need to fulfil.

4. More lists please, build another list (which follows the other two) that describes what these people need to achieve.

5. No matter if you have a freelancing team or not. You should consider firing everyone that does not match #1, #2, #3 and #4. Then, go, look and test for minded-professionals until you find the right people for the desired outline – outcome.

From now and on, it’s a matter of time. What is coming next are strategies, tactics and execution. Team spirit, finance management, media and sales. The rest is plain guts, passion, is excellence, caring, consistency. It’s humanity and coherence. And principles.

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Non-requested advice


Focus your job on delighting only 20 customers.

Don’t look for applause, look for the part that was not understood.

Ignore destructive criticism at all cost.

Stop working for people that have different values than yours.

Launch as many things you are capable of.

Go and create a business that helps you grow. At least one in your life, just try and see how it feels.

Frame your story in terms of your customer worldview.

Look people in the eyes.

Do something absurd every week.

If in doubt, act randomly, but most importantly, act.

Build a personal relationship community around 40 people at maximum.

Switch off at least 7 days every three or six months.

Say no. More often than not.

Give yourself 30 minutes every day to work in your craft.

Instead of doing simply the job you are required to, go the extra mile.


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Thought-provoking marketing

Looking for thought-provoking marketing?

Organising an industry event that over-promises and under-delivers.

Finding products that only meet your more basic needs. A just-ok product.

Getting bad criticism for the job you did, even if it wasn’t created for the audience you intended.

Welcoming flattering comments for the magnificent work you did, even if it was performed for a different audience you had in mind.

Targeting micro-niche you can’t enchant and support.

Developing a marketing strategy for connecting the connected.

Implementing a digital plan for connecting the disconnected.

Building the next big move everyone will talk about. Distracting you from doing the work that pays your bills.

Working for people that don’t know you, doesn’t want to know, doesn’t’ like you and doesn’t interest you.

Focusing all your sales efforts on reaching to a newer audience, this instead of focusing on retention, rewards and cross-selling.

Making a difference in your brand and not in your employees.

Spending money on Television ads.

Investing more a more in ridiculous agreements that enslave customers and suppliers.

Trying to win power and influence only because you know the right influencers.

Amplifying doubt and fear so people can buy your product or use your service.

Exchanging short-term goals for dignity and possibility.

Ignoring the community’s advice about what your brand should do to care more.

What is still being considered as expensive, it will continue being perceived as expensive. Marketing is filled with missed opportunities and lesson that haven’t being learned.

It’s not marketing either

Of course is not. Clearly not.

It never was valuable, useful and thought-provoking marketing, it’s not now either, and it never will be.

The good news, just about everything that reverses these practices, it’s thought-provoking marketing. Indeed.

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