Critical Thinking

write 600 words with min 2-3 peer reviewed references


“Zooming In” Activity : Olloclip page 339 – Part 1

Answer critical thinking.


Critical Thinking

• Why is using a gentle, soft-sell approach so important to persuasion?

• What are some critical take-aways from Lena’s story and her views of persuasion?

• What factors influenced ōlloclip’s success?


Guffey, Mary Ellen; Loewy, Dana. Business Communication: Process & Product (p. 339). Cengage Learning. Kindle Edition.


Your submission must be double-spaced with uniform 1-inch margins and using 12-point Times New Roman font.


Please refer below article and reference inorder to answer this questions



Business Communication: Process & Product (9th Edition) by Guffey and Loewy (ISBN-13: 9781305957961) Publication Manual of the American Psychological Association (7th Edition) (ISBN-13: 9781433832161)



ōlloclip: Smartphone Lenses That Sell Themselves “If I had to explain trade show life in three words, it would be: exciting, exhausting, and educational,” says Lena Galasko, a young, charismatic sales & channel marketing representative at ōlloclip of Huntington Beach, California. The tech startup sells mobile photography accessories— small, wearable lenses that clip onto smartphones and dramatically increase users’ creative photography options. Despite long hours at times, Lena seems to have the life many college graduates dream of. She promotes products that are functional and well made, as she tells it. She travels to trade shows and hip events, such as CES in Las Vegas and SXSW in Austin, Texas. Within 12 recent months, Lena visited ten cities in five countries on two continents. Of course, she documents her trips with her own ōlloclip-enhanced photography on Instagram, Facebook, and other social media. Lena took a huge gamble when she joined fledgling ōlloclip after graduating with a degree in international business. She was the first official hire—a “first born” or “No. 1”—as the joke goes within the company. ōlloclip was founded in 2011 by the UK-born amateur photographer Patrick O’Neill. The expat successfully used the crowdfunding platform Kickstarter to launch his company literally in his kitchen. He persuaded 1,300 backers from 50 countries to fork over almost $70,000 on his original funding goal of $15,000. “As a European myself, I was intrigued by a small company with a promising global brand building future,” Lena says. Her good instinct has served her well. Once ōlloclip secured retail placement in all North American Apple stores and at Best Buy, its brand of mobile photography began to thrive. In 2013 Patrick O’Neill was named Entrepreneur of the Year by Entrepreneur magazine. In December 2014 the company sold its millionth lens and now offers macro, wide-angle, fisheye, ultra-wide, and telephoto lenses as well as other accessories. Most recently, ōlloclip was featured in the History Channel’s Million Dollar Genius show. Like many smart marketers, Lena listens to customers and tailors the product demonstration to fit their needs. A dermatologist interested in a macro lens might not view a quirky fisheye lens as a huge priority. Because Lena is actively using ōlloclip lenses, she is able to showcase their features and sell without actually selling, as the puts it. “Customers love real!” she says. “Ours is very much a soft sell, but we make every effort to tell our story.” Public relations is key to ōlloclip’s strategy. Six agencies on four continents are telling this story—for example, by offering photo contests. Journalists are listening. Rave reviews are pouring in by the likes of Wired, PC Word, and Mashable. 1 You will learn more about this case later in this chapter.


Guffey, Mary Ellen; Loewy, Dana. Business Communication: Process & Product (p. 339). Cengage Learning. Kindle Edition.