Farewell. Ida – Ida Haendel 192?-2020
So Ida has left us – a legend has departed. What a violinist! What a woman! Magnificent, unique, incorrigible – she was a law unto herself.
First, the playing: a film about her was aptly entitled: ‘I AM the Violin.’ And she was! The violin was her life; she mastered it, devoted so much of her existence to it, cared so much about it. Every performance was an event, which she took absolutely seriously, giving each concert her all. She spoke through her violin, proved herself through it, lived within the music she made. She was a marvel, an icon; each note she played was the result of total conviction – and as a consequence was totally convincing. She had been groomed from the beginning to be a star – and a star she was.
But she was also an adorable person. I had heard of her, of course, from my childhood onwards – hadn’t everybody? But I didn’t meet her until - I think - 2000, when I attended a memorable recital she gave at the Wigmore Hall (apparently her debut there!), concluding with a magisterial performance of Enescu’s 3rd sonata. I’d heard, to my delight, that she’d heard me somewhere, and had liked it, so I dared to go backstage afterwards. Having enthused about her playing, I rather uncertainly told her that I was Steven. She looked at me disbelievingly. ‘You’re NOT’ she announced, in her wonderful deep voice. I assured her that I certainly had been last time I looked in the mirror. She accepted this, and proposed that we play the Brahms Double together. It was such an honour; but alas, I just couldn’t do the dates she suggested.
I came across her shortly thereafter, however, at the Verbier Festival. I’d seen that she was giving masterclasses there, so when I saw her, I asked how they were going. She looked at me severely. ‘Steven,’ she boomed, wagging her finger. ‘I don’t teach.’ I was puzzled; she was, after all, advertised as the teacher of the violin class. ‘So you like teaching?’ I said, provoking her. The finger wagged again. ‘Steven,’ she repeated with equal seriousness, ‘I don’t teach.’ ‘So how’s the teaching going?’ I asked. Her finger was on its way in my direction, and she’d started to say my name in the same tone of voice – when suddenly her face broke into a big smile. ‘Oh – so you’re a tease,’ she said. After that, we got on famously. My other main memory of that Verbier encounter was of her examining something – I couldn’t see what - in the hotel lobby, and then calling me over. It turned out that the object in her hands was an album of recent photos of her. ‘Look, Steven,’ she commanded urgently. ‘Don’t I look gorgeous?’
Later, we took her to dinner near her flat in London. Tottering through the streets in her high heels, she suddenly came to a stop in front of a (closed) clothes shop, where either a pair of gold shoes or a gold dress (I can’t remember which) had caught her eye. It was impossible to budge her, late though we were for the restaurant. ‘Wouldn’t I look wonderful in that?’ she asked us challengingly. We agreed that she would. ‘I’m coming back here tomorrow morning,’ she assured us. She spoke that night about her appearance. ‘You think I dress like this just to go out?’ she asked. ‘No! Catch me at breakfast – I’ll look just the same.’ Her pride in her appearance was never-changing. Perhaps in someone else it could have been too much – but with Ida, it was wonderful, admirable; life-affirming, in fact, like her pride in her playing.
It is funny that already I’ve seen two obituaries giving her age five years apart. She’d certainly have preferred the younger estimate… It was impossible to get the truth out of her. I remember asking another glorious violinist-character, Lorand Fenyves, whether he knew Ida. ‘Oh yes, of course!’ he replied. ‘I knew her when I was 16 and she was 15.’ He paused. ‘And now I’m 80 and’ his eyes twinkled, ‘she’s 55!’
Although we never got to play the Brahms Double together, we did perform the Beethoven Triple concerto with Martha Argerich and the Rotterdam Philharmonic under the then little-known Yannick Nezet-Seguin in (I think) 2006. Now THAT was an experience – to put it rather mildly… Playing with those two way-larger-than-life ladies was something not to be forgotten; the two adored each other, and it was great fun to witness their interaction. Ida had only played the piece once before, as I remember; but she played it with utter conviction. And Martha was – well, Martha. And Yannick kept the whole thing together, somehow. So – it was special…
It was supposed to happen again, in Miami (where Ida lived); but alas, it didn’t. Still, I kept in touch with Ida and on one memorable occasion got to interview her at the Wigmore Hall (there’s a recording of that occasion on Youtube). She also came down to Prussia Cove once for three days, her visit culminating in a breathtaking account of the Bach Chaconne (she sported an almost equally breathtaking dress to match!) at the Hall for Cornwall. We also played and taught/didn’t teach together in 2010 at the Summit Music Festival, just outside New York. That was another unforgettable experience. At the concert that concluded the festival, Ida played virtuoso pieces with the orchestra that would have been impressive in someone thirty years younger – even younger – than she was. But equally Ida-ish was the post-concert experience. For some reason, it got very late, and it was well after midnight when we were taken in search of food. Not surprisingly, there were few options in the countryside at that time of night; but eventually we found a 24-hour diner. We went in and occupied a table. Looking around at the bikers and other rather unpredictable-looking types, I was a tad nervous; not Ida. I fortified myself with a margarita; she had tea. At one point, the conversation turned to Schumann, and his 2nd violin sonata (which at that time I didn’t know very well). I asked a question about it. ‘You want to hear how it goes?’ Ida demanded to know. She strode over to her violin-case, pulled out the violin, and to the astonishment (and then, luckily the delight) of the assembled company, began to play it. A photo taken at the time (below) shows me a little less than comfortable – and her absolutely in her element.
Oh, Ida. By the last time I spoke to her – too long ago, but not that long ago – I’d heard that she’d become very forgetful, so wasn’t quite sure whether to call her or not. But I dialled anyway, and the phone was answered. ‘Hello, Ida?” ‘Who is it?’ ‘It’s Steven – Steven Isserlis.” Silence – then the phone went dead. Oh dear. I tried again. This time I was able to hold her attention long enough to remind her who I was. We started to talk, and as the conversation progressed, she evidently remembered more and more about our friendship. It was true that she repeated herself a lot; but still – she was very much Ida, the same wonderful voice, the same love of life.
And now she’s gone. Farewell, Ida the legend; we humanoids will miss you – but thank you, thank you for giving us so much. Everything, in fact.
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phone interview beginning 在 AppWorks Facebook 的最讚貼文
[How Does a Customer's Need for Progress Create Demand?]
Have you ever wondered what is going on inside someone else's head?
Why do customers who have learned about your product fail to try it?
How can you use marketing to create demand in potential customers who have not taken that risky first step like the early adopters?
The answers lie in figuring out whether your product can actually help someone feel progress. Progress enabling is a core demand-side catalyst in early stage product marketing.
A core piece of the marketing process is understanding how an emotional or mental demand for progress tunes a potential customer's strategy for choosing your product. You may have heard of "Jobs to Be Done" theory. There's a piece of this theory that I have used when talking with founders about how they shape marketing messages and strategies for early stage product.
Take a look at the image. These "levers" of progress making forces are good ways to interpret what a customer might be experiencing when they choose your product. How can you exploit this? There's a conceptual approach and then actual steps.
Conceptually: It's important to approach this by undrstanding that a customer wants to assign a job to your product. In other words, they don't choose your product because it's cheaper than the competitions or because it's blue or red, or big or small. They aren't worried about features. What they are concerned with is, "How does this help me do the thing that I want to get done?"
As the founder, who is also managing marketing, you need to interpret that inner drive, and then translate that back to the customer as a phrase, a story, or a design concept that helps them see that journey in your product.
Okay right, so how do I do that? Good question.
Tactics
1. Find early adopters of your product. You have obviously had early success, that's why you are contributing time, thoughts and money to this marketing project. You need to talk to those early adopters.
2. Ask them to sit down for an interview with you after telling them you would like to interview them about their personal journey in choosing this product. This can be on the phone or through online video, but it's ideally in person. You want to be able to see body language, facial expressions, and feel the tone of the person when you ask them questions about their journey.
3. Work through a series of questions with them that focus on their emotional state and their approach to the product. There might be several types of questions here, but what you are trying to dig for is: "What were you thinking when you chose this product? What were you feeling?"
4. At this point, you want to really get super detailed about exactly what they wanted, how they obtained it and what was the result of that success. Ask them to play a movie in their head, and they are the star of that movie, and ask them to describe, step by step, as if they are in that movie, exactly what happened when they chose your product.
5. Take copious notes about this. Try to interview a series of people in this same manner. Make it a logical process and standardize it.
At the end of this process, you should have a trend. Each of these customers should show you something that is similar to each other customer about the WHY of their choosing.
It should resemble something close to this image. There should be encounters with each of these progress-making forces.
Your marketing story then needs to take the shape of offering the product as a catalyst or an enabler of this progress. No one product will look the same in terms of its storytelling characteristics.
If you want an example of what a progress-making story looks like in marketing, you should watch the video about Snickers that I have put at the end of this post. You should be able to see exactly what I am talking about. The marketing for this product is a story, not about the features of the candy, but about the progress that the customer feels, exactly as he feels it. And the product is simply the prop in that customer journey. It's about experience.
I hope this helps early stage founders understand the forces of progress that are in a customer's life. If you would like to talk about your marketing strategy, please ping me by leaving a comment or sending me a message. At AppWorks, we love spending time with founders and figuring out these hard problems.
Video: https://youtu.be/vW6ZXHWvaGc
If you are a founder who would like help getting better at building, marketing, or driving revenue growth, come join us at AppWorks Accelerator for the 2020 session beginning in March, applications close on December 16: http://bit.ly/32YvBYh
Doug Crets
English Communications Master, AppWorks
phone interview beginning 在 黃之鋒 Joshua Wong Facebook 的最讚貼文
#眾志國際連結 【ABC News訪問:絕不後悔投入公民抗命】
CY Leung clears a new road to the new Government led by Carrie Lam. However, Beijing government would charge us even though Carrie Lam was not SELECTED.
The timing of prosecution shows that the government will continue to pursue hardline approach dealing with civil society. It is clear that the target of Beijing government is to wipe out all democratic forces in Hong Kong - From the prosecution of Umbrella Movement leaders to unseating democratic lawmakers.
Beginning today, the opposition shall reunite to become an effective force of resistance against authoritarianism.I have not received phone calls but expecting it very soon. I feel calm and I would not regret it.
http://www.abc.net.au/news/2017-03-28/carrie-lam-elected-as-hong-kongs-new-chief/8392106
phone interview beginning 在 Chapter 8: Step 4 (Continued): Master the Interview - GitHub ... 的推薦與評價
Interviews lead to job offers and acceptances, so it's vital that you network with ... to evaluate your candidacy, the real interview begins much earlier. ... <看更多>