Daniel H. Pink and The Pixar Pitch

After randomly catching a couple intriguing interviews via podcast / radio (see below),  I picked up Daniel H. Pink’s (http://DanPink.com) latest book “To Sell Is Human (The Surprising Truth About Moving Others).” Perhaps you recognize Mr. Pink from one of his previous top-selling efforts, “Drive” or “A Whole New Mind”? To cut a short blog post even shorter, if you’re a fan of Mr. Malcolm Gladwell (http://Gladwell.com), you’ll enjoy Mr. Pink’s communication style.

NPR: Death Of The (Predatory) Salesman: These Days, It’s A Buyer’s Market

Spark (CBC Radio): 202: Selling, Thriving, Developing

Beyond that, I’m not making this effort to deliver an encompassing book review of Pink’s everyone-is-in-sales research-a-thon. There’s no need for that. I’m also not a critic. My intention is simple. I want to share my discovery of Chapter 7’s highlight, The Pixar Pitch.

The chapter begins by proposing that there are six successors to the classic 30 second elevator pitch. Evidently Pink saved the best for last because that’s when The Pixar Pitch is mentioned. Yes, in case you’re wondering, this Pixar is the Steve Jobs’ numberswiki.com

Pixar. Also, if you’re wondering about the other five hits of the post-elevator pitch era you’ll have to buy the book.

In any case, Pink’s proposition is that there are a half dozen optimal ways for making a (sales) pitch. The Pixar Pitch is the formula Pixar uses to craft the movies of its Oscar winning success.

The Pixar Pitch:

Once upon a time {fill in the blank}.

Every day {fill in the blank}.

One day {fill in the blank}.

Because of that {fill in the blank}.

Until finally {fill in the blank}.

Why do I think this simple exercise is brilliant?

As I see it, its potential goes well beyond Pink’s focus, the sales pitch. The Pixar Pitch is the basis for a press release. It’s the framework for brainstorming product development. It could guide the definition of the scope of a brand, website, WordPress plugin, etc. Admittedly, these too must be sold. I would just prefer to inject the Pixar approach further up stream. In other words, sooner rather than later.

The bottom line: The beauty of The Pixar Pitch is that its simple, focus and unavoidably highly effective. Done!

10 Quick Tips to Better Email Marketing

To the point, this is my reply to a question posted on Quora (http://Quora.com):

How can one reduce the chances of their emails being ignored?

  1. Realign your expectations. While you might believe your messages are relevant and uber important, it’s the receiver who decides that. No isn’t no. It’s just not now, perhaps later.
  2. Consider yourself not an emailer but a content provider or at least a marketing machine. The power of your brand to draw attention is a function of the ongoing relevance of what you distribute. You’re not sending emails, you’re building a reputable brand.
  3. That being said, it’s not – nor should it be – always about you. That is, if the content you distribute is in the context of all about you all the time, instead of the readers’ context (i.e., info of value to them), then you are, over time, going to lose readership.
  4. Test. Test & Test some more. From subject lines to day of week + time of broadcast – look for sweet spots and (dead) dogs. There is no magic bullet.
  5. Integrate other media channels. For example, Twitter, Facebook, LinkedIn, etc. Perhaps the combo of noticing a tweet + reading an email subject line will get you optimal results. It might (read: probably will) take multiple “touches” before you get an sort of reaction / interaction.
  6. Devote at least 10% of your budget to experimenting. Keep looking for the magic bullet (even if it doesn’t exist).
  7. Consider using a CRM. That is, those who reply (probably) expect a different ongoing conversation than those you are still trying to reach. A CRM – if used properly – should allow you to customize your relationships.
  8. Along the same lines, segment your list. Perhaps there are subtle or not so subtle difference in your target(s). For example, try different subject lines against different segments.
  9. Be mindful of the volume of information being forced upon the receivers. Far too many marketers believe theirs is the only brand in the information sea. Ha! Whether you believe it or not you are competing with the likes of soda adverts, car adverts, etc. The finite commodity is the receivers’ attention and in your case, the time / motivation to reply.
  10. Be creative. Given #9, perhaps the standard channels with the standard messages aren’t going to be enough. Send flowers. Send wine. Send a snail mail handwritten personal note. If you want to cut through the clutter – note: you are part of the clutter problem too – then you’re going to have to be creative.

Launch: GregsLandscaping.com

Launch: GregsLandscaping.comCongratulations to owner/CEO Greg Garnich on the launch of his new & improved iproperty GregsLandscaping.com.

Gregs Landscaping is a full-service company that believes that no client/project is too small or too big. Communication of all that is Gregs Landscaping was one of the key challenges of this project. The good news was Greg is also an avid photographer and has plenty of image content. Solving how to address the 20+ services took a bit more analysis. After a number of detailed discussions we all eventually agreed on displaying the services in a layout inspired by a “tag cloud”. The added innovation was that the tiers for each service could be service specific. This custom build functionality was essential to giving the GL brand the depth and breadth it needed.

Finally, the third key component of this iproperty was that every page is designed to function as a free-standing landing page for that particular service. When a potential customer does a search and then lands on an “inner page” for a particular service all the essential content will be there on that page. Even when they scroll to the bottom of the page the request a quote button and phone number is there waiting for them.

All this came together to form an experience that accurately reflects the Gregs Landscaping brand—honest, thorough and always easy to do business with.

Highlights of Phase 1

—Gregs Landscaping is built on the content management system (CMS) platform ExpressionEngine (EE). It is EE’s robust functionality and highly regarded flexibility that allowed AU to build a website that could “deliver the right content at the right time.”

—For example, content can be targeted to services/pages. That is, each FAQ, gallery image, header image, link and testimonial can all be assigned to the service(s)/page(s) it supports. Each is entered only once and is then assigned to many services/pages.

—Aside from being able to configure the tiers for each service in the service “tag cloud”, Gregs also has the ability to display content based on month. For example, if Gregs Landscaping wanted the copy on the home page for Sept to March to be different from the copy for April to August that is possible. Once the content setting were configured EE would handle the rest. In fact, even the service cloud can be configured to be seasonal. Images, testimonials, etc. all have a month by month setting for defining when a particular slice of content should be displayed.

—The URL structure and page markup is best described as “SEO friendly.” AU also consulted GL on SEO best practices (e.g., giving image files relevant names).

—To make Gregs’ site social media and “Facebook friendly” the markup includes a handful of key Open Graph tags.

AU’s Contribution

—Alchemy United is proud to say that this project was 100% AU. From project management, business needs analysis and wireframes, to design, HTML markup and CSS, and Expression Engine development, we made all the magic happen.

Once again, congratulations Greg. With your images and this full-power ExpressionEngine website we’re certain you’ll be converting more prospects to happy Gregs Landscaping customers.

Social Media ROI: Alchemy United vs Google URL Builder – Part 4

Here we are again, face to face with social media and ROI. A question for the ages, is it not? The original plan was to introduce you to the Alchemy United vs Google URL Builder (Google Docs) spreadsheet in Part 4. I have since refactored the path to that goal. Instead (per a couple requests), I want to add a little bit more flesh to the bones of Part 2. Consider this Part 2 of Part 2, if you will. Since 2 + 2 = 4 let’s pretend we’re still on course.

Social Media ROI: Alchemy United vs Google URL Builder – Part 1

Social Media ROI: Alchemy United vs Google URL Builder – Part 2

Social Media ROI: Alchemy United vs Google URL Builder – Part 3

There are tens if not hundreds or perhaps even thousands of opportunities where a link back to your website is shared. The more thorough you are in managing the tagging of the various sources of inbound traffic, the better you’ll be able to segment your data once that traffic arrives. As the great analytcis evangelist Avinash Kaushik (Kaushik.net/avinash) likes to say, “Segment or die.” (He also says, “Experiment or die.” If you don’t want to die—at the hands of Avinash?—then you should probably double-down on your daily dose of segmenting and experimenting. You’ve been warned.)

Just don’t over-think it. We’re looking to optimize this process. That doesn’t necessarily entail we perfect it. Typically, there’s too much flux and uncertainty for perfection. In other words, no matter how thorough you try to be there is going to be some traffic that will remain somewhat of a mystery. The objective is to force that slice of the pie to be as small as reasonably possible. The less unknowns the better.

Full disclosure: Writing this series has forced me to revisit and rethink my ideas, strategy and implementation of URL tagging. That said, I’m going to forge ahead warts and all, eventually share with you the spreadsheet mentioned, gather input and then re-execute. “Experiment or die”, right?

Some of you might be thinking, “But we don’t really share that many links in that many places.” To that I reply: Really? How about…Email signatures, leaving comments on industry blogs (both in the comment itself and via the avatar’s link), social media profiles (individuals/employees), social media status updates (individuals), social media page URL (in the info section), social media page status update, Flickr (i.e., in the photo’s caption), Pinterest, email blasts, guest blogging on other websites, QR codes, print ads, print brochures, web banner ads, links sent by sales to a prospect, and press releases. These were just the obvious ones that come to mind fairly quickly. Ideally, many of these strike you as Source and/or Medium for URL tagging.

Now imagine a Z dimension if you will. That is, you could have two or more employees participating in these numerous efforts. Without tagging you would just see a mish-mash of traffic in Google Analytics and not really have a firm idea where it came from or why. Helpful none the less? Probably. But far from optimal. On the other hand, if you take your tagging seriously you could—in theroy—see that:

  • Sue, the “average” employee in HR, was actually pulling on the most traffic to your site with her daily tweets. Not even marketing’s tweets were doing as well as Sue.
  • Bill, the guy on the pink slip bubble you caught “screwing around” on Pinterest last week, was sharing photos of company products that were actually resulting in leads and sales.
  • The QR code marketing paid uber top dollar to be published on the back cover of a local publication didn’t generate any meaningful traffic. In fact, the sales it did generate were low margin and high churn customer.
  • The company tweets on evenings and weekends actually produce a higher quality of traffic than the tweets what go out during normal business hours.
  • Posting multiple times per day to your company’s Facebook page does well. But the guest blog post you do one per quarter does twice as good. Actions: Perhaps pull back on Facebook; speak to the blog owner about doing a monthly article; seek other guest blogging opportunities.

Perhaps the URL Builder parameter Name could be employee name, or an assigned code? Or maybe you assign that identifier to Term or Content?

Granted, getting your entire operation to embrace URL tagging is easier said than done. Yes, perhaps that’s too high of an expectation? However, at the very least sales/marketing should be required to follow such a regiment. Also, difficult or not there might also be an opportunity to develop a process for URL tagging such that employees who participate are given an incentive to do and/or a reward based on the results they produce. Maybe “average” Sue isn’t so average after all?

Contrary to popular belief social media is not “free”. Time is being spent. Quite often money is being spent. There’s no doubt different activities by different people are going to product different traffic profiles on different days based on different messages, platforms, etc. URL tagging might not be Nirvana but it certainly has the potential to lower noise, increase clarity and identify opportunities for data-driven action.

From bar napkin to zillionaire in 10 “easy” steps

Funny how these things happen sometimes. A friend of a colleague/friend read my “How YouTube and Facebook are Killing Innovation and Success” from a couple weeks back. She/he appreciated the insight and suggested we get together to discuss a collection of ideas she/he and a couple “partners” had been kicking around.

A day or so later we met. After an couple of hours of mostly highly discussion she/he popped the question: “Mark, what would you do?”

Below is a rough and obviously very high level synopsis of the answer that came off the top of my head then (and has been refined a bit since):

Note: Many of these are not silos. That is, the reality is they are interconnected and take form in an agile and interactive fashion. They tend not to happen in a nice and neat linear list as you see here.

  1. Develop your logo / brand identity. This includes domain name(s), social media profile handles, etc.
  2. Formalize your mission statement. Be clear and concise about your idea to the point that all partners agree and sign-off, be it informally or formally.
  3. Organize your collection ideas into a 10 slide “”pitch-deck”. There could be multiple versions of this pitch depending on the target audience. Regardless, each pitch should answer the target’s “What in it for me?” Note: This step is as much about aligning the partners as it is about organizing your pile of ideas and crafting your pitch(s).
  4. Sketch out a marketing plan and set some goals. For example, how many Twitter followers and Facebook “friends” equals “critical mass” and success.
  5. Set up social media accounts (e.g. Twitter, Facebook, etc.) and begin collecting followers. Track that against goals and regularly assess how much resources it’s going to take to hit your targets.
  6. Set up a basic / coming soon / sign-up-for-beta website. Use any of the above content to flesh that out. Ultimately, the site should get beta sign-ups, help add FB Likes, Twitter followers, etc. The fact is, with barriers to entry so low, cutting through the clutter is a very difficult task. Most non-marketers severely under-estimate how difficult engagement really is. In other words, you’re not the only outfit with a great idea trying to get people’s attention.—Be sure to use Google Analytcis on the site so you can monitor: traffic, nature of the visits, clicks, etc. in order to gauge the level of interest. GA is essential. Collect and analyze your all data in order to refine the sketch of your marketing plan.—I’d recommend a blog on the site to communicate ideas, show progress, collect comments, etc. A blog is also good for SEO. That said, content generation takes time. Who’s going to do that? Reply to comments, manage the social media accounts (correctly), etc.?
  7. With that said, define roles. Of the partners, who is responsible for what, when, etc. Don’t assume. In fact, never assume. Also, there’s a massive amount of truth to, “The devil is in the details.” You’d be surprised how easy it is to not  on executing once you get past the idea on a bar napkin stage.
  8. As that’s all moving along, refine your wants-list into real business needs, (fairly detailed) functionality, wireframes (hand-drawn is fine), etc. and begin to design and develop the brand’s website. Your critical mass goals, sign-up progress and traffic will help to dictate your timeline.—The current rule of thumb is to get in the game with a raw but solid idea and refine as you go. None the less, you have to have some framework to start with. Especially, if there are multiple decision makers. It goes without saying that personalities change as the bumps in the road come bigger and faster.
  9. As all that’s moving along, develop a network for press releases and other “good will” type channels. Contrary to popular belief, big dogs (e.g. Facebook) don’t exactly go viral. Once the angel investors and VCs kick in their part those players open up their “little black books” of media contacts to fan the fire of interest in their new investment. When someone tosses in 5, 6 or 7 figures they aren’t just sitting around praying for “viral”. They’re playing puppet master. If you’re more grassroots and boot strapped then you might be limited to praying for viral. It’s up to you.
  10. Discuss if not formalize an exit strategy. You’d be surprised how well defining the way out helps to determine the path(s) you take. Building a house to live in and building one to sell are usually two very different approaches.

And now for the Bonus Tip:

Don’t quit your day job until your have to. On the other hand, there’s something to be said for, “Where there’s a will, there’s a way.” Having your back up against the wall can be inspiring—provided the partners agree on who’s going to bear that burden.

Social Media ROI: Alchemy United vs Google URL Builder – Part 2

In Part 1 of this series, I introduced the idea of link tagging (and Google URL Builder), why it matters to your website analytics, and how these tools are essential in the context of social media and measuring online marketing effectiveness. I also ended Part 1 suggesting the more curious check out these two Google resources:

Tool: Google URL Builder

Google Analytics Help: How do I tag my links?

Well, now the party is over. These two links are now required reading. No problem, I’ll wait.

Ready? Let’s go…

In short, by setting the various URL tagging parameters “correctly” you’ll be able to better analyze the traffic your link sharing efforts pull in. While Google only specifies that three of the parameters are required, I typically suggest you try to take advantage of all five. It’s rarely a bad idea to do so. Setting more of the parms means more data details to analyze.

What’s open to interpretation here is “correctly.” Let me explain. In order to tag your links correctly you have to develop a game plan for how you want to analyze this traffic once it arrives to your site and the resulting data into Google Analytics. Not ever business has the exact same needs. This is why correct is subjective and as much art as it is science. For example, do you want your Campaign Source to be social_media or perhaps you want Campaign Source at the social network platform level (e.g., facebook, twitter, etc.). It all depends on your reporting needs and how you might what to aggregate or dis-aggregate your traffic as it relates back to Source.

I’d like to mention that Google Analytics has many powerful custom reporting features. In many cases, the only limit is your imagination and your time. However, these power-user capabilities often require an added level of expertise. So (for example) while in theory it’s possible to aggregate multiple Sources into one or two buckets the process for doing so isn’t always as transparent (read: easy) as you might like it to be.

Therefore, I recommend you spend a reasonable amount of time upfront thinking about your tags, as well as doing some exploring of Google Analytics and how it lets you manipulate, pivot and parse the data from your website’s traffic. The better your tagging strategy is structured upfront, the easier it will be to pull the information you need from your GA data.

Important: If you’re looking for quick & easy then you might want to stop reading now and resign yourself to being yet another member of the legion of wanna-be online marketers who still believe you can fake it to make it. On the other hand, if you want to do this correctly (or at least strive for a higher level of thoroughness) and you appreciate the ROI from making the investment then please continue reading.

Ironic, isn’t it? To understand your marketing ROI, you have to invest time & effort in using and understanding the tools for doing so. If it were easy then everyone would be doing it.

Aside from Source, below are some ideas on the other link tagging parameters available. While it’s certainly not rocket science, there’s plenty to keep you busy and thinking hard as you’re developing your social media/emarketing URL tagging strategy. Trust me, it’s worth it. If your current employer doesn’t appreciate the attention to detail, your next one certainly will.

Campaign Medium – You could go with social_media_update for all links posted to any social media page (in the event you share a link to your site but the share is not on your own page). But in all likelihood you’d want to differentiate between links posted on your brand’s pages/accounts and links posted elsewhere. The nature of the traffic certainly could be different.

There’s also the possibility—which I’ll cover in Part 3—of shared links that go to other sites, not just your own, and being able to track engagement with your followers at a link clicked level for those shares. Obviously, that traffic isn’t going to show up in your Analytics. None the less, I’d still recommend you use different a Campaign Medium (or some other tagging parameter for identifying shared links pointing to other sites).

Note: The set of values for Campaign Medium is probably going to be selected from a finite and fairly static list. The same applies to Source. That is, there’s always room for a new value as your business needs evolve but you shouldn’t be making new ones up on the fly every time. It’s best to think about how you have been posting updates and sharing links and then reverse engineer those experiences into your URL tagging process.

Campaign Name – In terms of required parameters this is the third and final required tagging parm. Typically, I envision Campaign Name as being some sort of code. For example, you sell clothing and have an annual Spring Sale in April. A few weeks prior you rev up your marketing engines and begin to seed awareness. Those status updates and shares would be coded for that particular marketing effort (read: campaign).

Once you assign a unique code also be sure to log it somewhere. You not only want to be consistent as you’re running various campaigns but you’ll also need to matrix the code to your analytics data later. Yes, it’s certainly possible to have multiple campaigns running at the same time.

On the other hand, an example at the other extreme of granularity are the social media updates pushed out from the Alchemy United website. In this case, each article is treated like a unique marketing campaign. As a result, along with the other parms, Google Analytics is able to show which article via which social media channel pulled best. On another site I work on, blog article author ID and article category are both added to this mix. As you can imagine the vectors for crunching the data across just those various parameters is both robust and insightful.

Campaign Term – Again, sticking with the clothing example. Perhaps you’d like to track incoming traffic by the nature of the post. For example, gender, type of clothing (e.g., pants, tops, shoes, etc.) or nature of the post (e.g., new arrivals, sale, clearance, fashion tip, etc.) On the other hand, I’ve also seen Campaign Term assigned the time of day (i.e., morning, afternoon, etc.) an update was posted. The idea being, most social media updates have a very brief shelf-life. The client felt that time of update might be valuable to track. The jury for time of day is still out. It all depends on the project, the audience and what the you/the client believes is going to help them answer most of their marketing analytics question better.

Campaign Content – Similar to Campaign Term this too is fairly open ended. In one case we assigned (an encoded version of) the customer’s ID from the client’s database and used that to tag links via a mail merge over a series of mail blasts. As that campaign (of emails) went on, we were able to glean an understanding at a very granular level.

Another example might be for Campaign Content to be the product ID of the product/service mentioned in the post/update. Perhaps promoting Widget Q on social media has zero engagement. Perhaps promoting Widget X as increases (or decreases) sales of Widgets Y and Z. Or maybe mentioning Widget X leads to more conversions (e.g., sign up for email list). The point of setting any of these parameters is to attempt to turn parameter value into Google Analytics data, and then that data into useful marketing and business information. If you’re flying blind at the moment then things can only get better, right?

Finally, while it would be nice to think otherwise, this series is by no means capable of being the be all and end all on the subject of link tagging. Hopefully it’s raising your awareness, increasing your curiosity and inspiring you to progress beyond the usual social media guru cliches. You’ve made it this far, so please spend some time (between now and the next article) doing some digging on your own.

Also, as I mentioned, take inventory of your current social media usage and other online marketing initiatives up until this point. Consider the URL Builder parameters, how those relate to who, what, where, when, why, how, etc., and then mash that up with your marketing efforts and the questions you’ve been needing to answer. With each twist, iteration and jotted note your tagging strategy will take form. Social media ROI happiness is just around the bend.

In Part 3 I’m going to discuss how using a URL shortener (e.g., bit.ly) is going to supplement your linking tagging efforts.

Social Media ROI: Alchemy United vs Google URL Builder – Part 1

Social media and online marketing in general continue to be the blessing and the curse of marketers big and small. The change is constant and the noise ever increasing. New this. UI change that. It’s endless—and exciting. If Sisyphis has a modern day cousin it’s the 21st century marketing aficionado. Yet regardless of who, when or where there is one question that seems to remain constant: How do I measure the effectiveness of my social media marketing well as other online marketing efforts?

The answer is simple: Tag your links using Google’s URL Builder*.

Before we continue let me add some additional context that should help make embracing this extra step a no brainer. In the pre-social media days, link tagging (with URL Builder) was primarily intended to help measure the effectiveness of banners ads on third party sites, as well as for email blast tracking. For example, you might have placed a number of banners across a number of different “partner” sites. By properly tagging the links associated with those banners you could slice & dice your website analytics to see which banners drew the most clicks, longest visits, most conversions, etc.

Think about it. What are links shared via social media but banners ads without the banners? Right? Right! They’re across different sites. Check. Over time they are advancing different messages and pages/content. Check. People (hopefully) click on them. Check. And finally, you’d like to understand the nature of those visits. Check. Check. Check!

True, there’s a loss of context with social media. That is, in most cases you won’t know gross impressions for a given shared link (i.e., status update). None the less, at least you’re gaining an understanding of the effectiveness your social media efforts are generating. Are you getting 5 clicks or 500 per status update? Is that traffic leading to 1 conversion of 100? Which status updates are getting the most clicks? Chances are that (even without the context of impressions) answers to these questions are a lot more than you know now.

Truth be told, it’s a pet peeve of mine—and a major emarketing faux pas—when brands will highlight a particular product, service or article and then try to lead me to it with a simple, “Check our website” and a link to their home page. No! I will not check your website. If you want to read a particular section of a book would you just toss the book at me and say, “Find it”? Of course not.

Perhaps for you it’s a given. You are already particular about the URLs you share. If not, in 2012, it’s time to stop being that brand. The one that still thinks it’s okay to waste my time, as well as screw-up their own analytics. Because if you’re not measuring then you’re not really marketing.

If it helps, think of link tagging as a way to make your analytics more granular and more filterable, if you will. So instead of just gleaning, “We got 500 visits from Facebook” with link tagging you’ll be able to segment that 500 by the status update (i.e., link shared) and when done correctly, even the social media platform that update was shared on. Sounds good, yes?

Finally, this is the first part of a series of articles on the topic of URL Tagging and how to use it in the context of (mostly) social media. If you’re the type who likes to explore and wants to get ahead of the curve a bit then you might want to check out these two links:

Tool: URL Builder

How do I tag my links?

Else, just sit tight and wait for the next release in this series. I’m going to drill down deeper, as well as share a spreadsheet I use for making the link tagging process easier. Naturally, if you have questions and comments in the meantime you can leave a comment below.

*Note: This article presumes you’re using Google Analytics as your website’s analytics tool. That said, similar tools often have some sort of equivalent tagging methodology. These concepts should still apply. You just might have to implement in a slightly different manner.

The Taming of the Screw

Earlier today I had coffee with a respected colleague. We both have unique perspectives so it’s always refreshing to meet for some engaging banter. As it often does, the conversation turned to the economy (old vs. new), the internet (web 2.0 vs. web 3.0), and how such dynamic parameters impact companies/organizations in pursuit of growth.

Here is a non-all inclusive summary of our conversation in no particular order:

  1. Now more than ever, the parameter settings (so to speak) that grew a successful company to Tier X, is quite often not the same settings to get to Tier X+1, Tier X+2 and beyond.
  2. Early growth is like pounding a nail. However, at some point that nail turns into a screw. The brute force of a hammer that drove the nail is all but useless for turning screws. Simply pounding harder is not the answer. In fact, it’s a false assumption that is distracting and counter productive. Pounding even harder qualifies as insane.
  3. By definition, change (e.g., growth) requires change. In addition, more is more and better is better. Simply repeating more of yesterday’s this-works is probably not the formula for a better tomorrow. Believing otherwise can be dangerous.
  4. While culture starts with HR, it’s management’s role to set direction, motivate, maximize productivity and reinforce that culture. Culture doesn’t just happen. If the culture is failing it’s not the fault of staff.
  5. While few, some things have not changed. As in sports, victory is shared by the team. However, the responsibility for coming up short belongs to management/leadership.
  6. While certainly not a panacea, tool selection (i.e., technology) can be the deciding factor between getting to Tier X+2 and Tier X+4.
  7. Bureaucracy is not absolute, it is relative. In other words, what’s counter-productive for a Tier X company can be best practices and M&Ps for a company a tier or two up. The challenge is making the transition from controlled chaos to focused, efficient and low noise.
  8. Act like the company you want to be, not the company you used to be. In today’s environment, yesterday as an anchor is no longer a positive.
  9. As organizations grow what is required to sustain that growth evolves. For example, entrepreneurial leadership is often replaced with a more seasoned approach. Darwinism dictates that organisms that don’t evolve die.
  10. If growth were simply a matter of scaling up sales then there would be a glut of multi-million dollar companies. The difficulty of scaling marketing/sales aside, there’s more to sustainable growth than more sales. Higher volume increases noise. Therefore, noise reduction is also critical.

The bottom line…we both agreed that in spite of the macro-economic gloom and doom there continues to be  opportunities for growth minded organizations willing to evolve.

There are no silos in The Guest Experience

“Obsess About Your Customers, Not Competitors” by Lior Arussy (DestinationCRM.com, August 2011). I hate to say, “I told you so,” but I told you so. Just check the AU Success Realized page and you’ll see it in black & white, literally.

That said, it’s not rocket science—just stop for a moment and think about how you think. Do you differentiate one brand experience from the next? Not usually, right? Bad service is bad service and great service is great service. Keep in mind that there is always a brand on your tier (or lower) that is willing to raise the bar. If that brand isn’t you then you will forever be playing catch up. If Guests don’t care about silos they certainly don’t want to hear excuses either.

Again, think about it. You’ve done it yourself. You’ve taken a lower tier brand experience and applied it up a level or two. Your competition isn’t just to your left and right, it’s behind you too. When was the last time you looked behind you? As for inspiration…it’s right in front of you. It’s every time you leave the house.

There are two essential bits that I want to pull from Loir’s article:

“Naturally, those experiences shape his expectations. This person’s definition of a great experience is influenced largely by the vendors that serve him. Welcome to your new competitors—the best-of-the-world companies that are obsessed with customers, not competitors.”

“Don’t let industry thinking be an excuse for inferior customer experience. The ultimate competitive advantage will not be achieved by making product-to-product comparisons or catching up to the next vendor. Rather, a true edge will be achieved when customers are standing in line to purchase from you.

Indeed, customers will vote with their wallets. So it is time to immerse yourself in their world. Measure yourself against the best vendors in the world serving your customers. Ask yourself this: When my customer has been asked to spend $10,000, how has he been treated by the vendor?”

Thanks Lior. Thanks for further validating the Alchemy United state of mind.

Marketing, Motivation & Being Human

“4 Ways to Capture Me & Make Me a Buyer Forever” by Steve Woodruff (MarketingProfs, 3 February 2011). This is one of those classic instances where after the first read it all sounds simple and logical. However, once you dip into the reader comments your perception changes a bit, and sometimes more. Initially Steve’s list seemed fairly benign, but then there was a comment that triggered me to contribute this:

Agreed Nick! However, I believe that focusing on motivation(s) should be #1, not #5. Trying to effectively attend to #1 – 4 isn’t really possible without have a damn good idea what the motivational target is, eh? And that comes from listening.

Also,  in some regards #1 almost seem comical. Is this where we’re at, “extreme marketing”? Yes, there’s a lot of noise but does that dictate things must escalate to nuclear volume? (As seemed to be implied.) When in doubt, shout? Really?!? Correct me if I’m wrong, the object is quality attention, not more of it. Yes, that requires creativity (and maybe I’m parsing words too much) but “daring” (as well as the example) just sounds a bit sloppy to me. But again, such focus is all a function of determining motivation, which as noted, is missing from this list.

On top of that I’d like to add that, “…make me a buyer forever,” probably isn’t practical either. Noble yes, but more likely than not a goal too far. The reality is, there is going to be churn, as well as the uncommitted. As humans we naturally deviate (for convenience), experiment (out of boredom) or just don’t always do what we say we’d like to do (because we’re human). As a result, try as you might, a very low percentage of your customer base will buy 100% from you 100% of the time.

Get used to it. Embrace it! The fact is, you have you have no choice.  Be smart and reformulate your goal to make more efficient use of your resource. Instead of going for all, consider coming down a notch and build relationships and ambassadors for life. Less really can be more. Whether The Guest is always buying from you isn’t as important as they are always telling others to buy from you. They can leave—and  they will—the key is to connect in such a way that keeps them coming back again and again and again.

It should be noted that such a long term quality relationship might not result from a “$20 for $10″ first kiss. I’m not saying it can’t. I’m simply noting that getting attention from dropping your trousers is not the same thing as something that might be less “daring”. But that’s often the difference between a relationship and a one night stand.

To Blog or Not To Blog

In the event that you haven’t been following my more granular work stream site Chief Alchemist (ChiefAlchemist.com), I’ll recap a bit. A couple months back I was commissioned by Trenton, NJ based Association Business Solutions (ABSNJ.com) to do a guest blogging series. The topic? Blogging. Yes, blogging on blogging.

Below is Part 5, the final chapter in the series. To read the prior four chapters just follow the linked titles back to the ABS blog.

Blog or Not To Blog: Part 5 (It’s as easy as 1, 2, 3, 4)

Hard to imagine that you started down this road to blogging bliss less than two months ago, isn’t it? What once seemed to be an insurmountable unknown has evolved into a 2011 must-do. In the spirit of you have to start somewhere, just embrace your inner athlete and as Nike says, “Just do it!” But maybe you’re feeling just a bit under-inspired? If that’s the case then how about a quick recap?

Part 1: The Four Letter “B” Word?
The best place to start is at the start. What we learned here was that blogging isn’t as bad as many interpret it to be. In fact, blogging is just another fairly simple way to communicate.

Part 2: Self-Publish or Perish
Things picked up a bit on Part 2. I explained that as marketing evolves from being one directional to conversational a blog is the perfect way to embrace your public, and they you. Regardless of simplicity, for those organizations that want to reap the benefits, blogging is becoming the new business card. That is, it’s a necessity.

Part 3: Social networking friends with blog benefits
You asked for more benefits and you got ‘em. The content in a blog can be instrumental to improving your website’s SEO (search engine optimization). In short, Google’s bots and algorithms like blogs. A blog is also a great way to disseminate information by harnessing the power of social networks and the “share culture”.

Part 4: They say, “Everyone has at least one blog in them.”
And then in the previous chapter we resolved your final set of fears. “I don’t know what to write about,” and “I’m not that good of a writer,” and “I’m too busy,” were all resolved. Another answer was the soft sell – contact Karla or Paula at ABS and they’ll work with you to develop a solution to meet the needs of your business. Done deal!

Regardless of what your personal feeling are about the Internet, I think it’s pretty safe to say that it’s here to stay. It’s certainly not going to go away just because you ignore it. Whether it’s blogging, using photos & video, tapping into social media or whatever other innovative trend or staple is ahead, your brand is going to have to participate in some way. There’s no need to overwhelm yourself, just chip away at it. The more you do, the more you’ll learn. And of course there are also resources such as myself to guide you along the way.

When it comes to business and marketing what I like to say is, The Internet. You can figure it out now, or you can figure it out later. But you will need to figure it out.

The Guest Defines The Experience (Not The Brand)

“Your Club Experience Is Your Marketing” by Denise Lee Yohn (ClubIndustry.com, 4 November 2010). This is yet another solid article that falls under, “it doesn’t just apply to gyms/clubs.” Much of Denise’s philosophy is similar to my own. That said, there are a handful of things I’d like to tight up a bit.

“That means the key to continued robust sales is less about attracting new members and more about retaining the ones you have.”

— Yes and no. First, the problem I typically have with the club industry’s view of retention is that it’s rarely seen as a marketing issue. That is, it’s rarely addressed that maybe you attracted the wrong customer in the first place. Some people are going to leave. Maybe it’s best that you let them go as quickly and as quietly as possible? Else, your brand could become the victim of online “bad mouthing”.

Second, there’s no reason to believe there aren’t new customers available. Sure, you might have to be more creative about attracting them and smarter about motivating them to buy, but they are there. If you ignore them now, that could come back to haunt you later. Don’t give up on attracting the new. You don’t want that muscle to go soft. (Pun intended.)

“Customers also are becoming more knowledgeable and discriminating. They’re swayed less by savvy salespeople and cool promotions, and their brand preferences are formed more by what they experience when they do business with your company. People also rely on the actual experiences of others…

In this environment, traditional sales and marketing tactics are becoming less important—and your club experience is emerging as your most powerful marketing tool.”

— The first bit is (obviously) very true. Stop whining and deal with. Someone said to me last week, “No one steals your clients. You lose them yourself when you don’t do your job to a level that matches their expectations.” True, very true.

As for the second bit, be wise and put heavy emphasis on “becoming less important”. That said, the traditional channels can still be effective. They are after all just channels. However, how you used them (read: the messages you send out) should be under review at any give moment. If you’re in set it & forget it mode then please don’t expect dynamic results. We no longer live in a set it & forget it world.

And finally, Denise’s list of action ideas is good but I believe she missed a key one. That is, speak/interact with your customers (and make a habit of it). Find out where they’re at. See how *they* define “experience”.

No matter how hard they might try, the brand is extremely biased and therefore should not make decision without consulting with The Guests. My point being, what the brand emphasizes as key to the “experience” might not be relevant to The Guests. A brand’s message(s) will only be as effective as those engagements actually connect to real Guest motivators. A point of differentiation is meaningless if The Guest doesn’t care about that point.

In short, look before you leap because The Guest defines the experience, not the brand. Assume otherwise at your own peril.

80% is the new 100%

“Use the 80-20 Rule to Increase Your Website’s Effectiveness” by Oleg Mokhov (SixRevisions.com, 2 September 2010). While we apply the rule somewhat differently, Oleg and I are certainly in agreement. It’s the ultimate rule to follow because it can be applied to everything, not just web sites.

Three other good rules that all play well together are:

— Divide and conquer.

— You can’t be everything to all people all the time.

— How do you eat an elephant? One bite at a time.

For example, if your business is about a particular set of core services, focus on communicating those 80% of the time. when sending an email blast target it such that it connects with the interests and expectations of 80% of your list. If the web site is about selling those services then put 80% of your time and effort into defining those pages. That’s not to say shouldn’t trust your gut and igore your hunches. Just be fully aware that you are doing so when you do.

If you get distracted by the 20% you will ultimately only dilute the 80% that really matters. Stay focused! As a general rule, as you are fine tuning X, shoot to get it 80% r complete and correct. When that dust settles, go back to the remaining 20% and attack 80% of that. And so on, and so one. As a result of focusing 100% on only 80% you will  be more effective. In addition, you and your team will  have more senses of accomplishment more often. Good motivators are always a good thing.

The bottom line is that in all likelihood you will  build a customer base such that 20% yields 80% of your business.  80% of your team will be happy 80% of the time, and so on. Now if only life were so easy.

Yes, but maybe your brand just kinda sucks

“Are You Listening?” by Mary Brandel (ComputerWorld, 12 July 2010). Yes, all good points. But let’s just cut to the chase… Maybe your brand just kinda sucks.

For example, take the Domino’s Pizza YouTube incident. A few months ago I responded to an article by an (old school) PR type. Evidently, she was appalled that one person and a video could do so much damage to a brand. While it was unfortunate, the fact was,  in terms of quality and stellar brand reputation Domino’s was already in questionable territory.The video was a symptom.

I’m not trying to imply that guy did with the video was right. One the other hand, the management at Domino’s made a conscious effort to built the brand around, “Delivered in 30 minutes of less.”  Not, “The best damn pizza without leaving the house.” Nor was it, “Domino’s Pizza — Quality delivered.”My contention was that the video had meaning because to enough who viewed it it was feasible.

Long story short, Anne and I went a couple rounds until eventually the discussion ran out of gas.  However, it should be noted (in a last laugh sort of way) that Domino’s latest campaign is about quality. Why? Because, yes Virgina, the perceived quality of the product, including taste, impacts how one perceives the overall brand. Yes, that video was low. Low enough to strike Domino’s right between the eyes.

Or maybe you kinda suck in a different way…

Twice in the last week or so I’ve been told by two different outfits, “…but we meet with our perspective clients…” That’s great, provided that’s how the merchant/client wants to be approach. Maybe that cold call walk in is an interruption? Maybe, much like myself, they want to gain all they can online and then if interested schedule proper meeting to get right to the meat of the matter?

I agree that in today’s world pounding the pavement and the flesh is a great differentiator. But it’s not a panacea. It’s not a one-size-fits-all solution.

Online reputation management is important in a reactive sense. But don’t stop there.  Don’t overlook the possibility of being proactive and ensuring best you can that your brand doesn’t kinda suck to begin with.

Be BI smart and respond (but that includes proactive listening too)

The journey of this post starts here: “Business Intelligence Meets BPM: Using Data to Change Business Processes on the Fly” by Kim S. Nash (CIO.com, 17 June 2010). On one hand this is fascinating stuff — collecting data, analyzing it and distilling information that objectively drives business action. The business side of my brain goes, “Wow!” But then reality sets in and that, “Wow” turns to, “Wow, scary.” This freight takes two forms:

1) The private person in me shutters to think that Big Brother is not only watching but he’s storing, tracking, cross referencing and analyzing too. This is taking place at and unimaginable level of granularity.

2) The business side of my brain also appreciates the fact that Guests are people. They are not just data points on a graph or cells in a spreadsheet. Analysis is certainly essential but one would bet there are plenty of companies over-valuing this new found power. They are forgetting that they are in business to serve people, not just respond to ones and zeros. As a matter of fact, read this article first: “Superhighway to Hell” by Stephen Saunders (InformationWeek.com via InternetEvolution.com, 19 June 2010).

Back to the first article by Kim Nash. There are some bits to this article (pull out of the context of the whole article) that beg to be addressed AU style:

As Kilcoyne and Coyne learned, modern business intelligence and analytics tools can extract data from enterprise software, populate pre-built statistical models and quickly produce insights that used to take weeks. “In the past, doing predictive analytics needed a PhD in statistics to build a model and interpret results,” says Aberdeen’s White. But newer analytics tools “hide the underlying statistical nerd details,” he says. “Business people don’t have to worry about how the sausage gets made.”

One word: Derivatives. No one needed to understand those either, correct? Information is only as good as the understanding the business people have of the data that was used to compile it. A report without caveats and context is no report at all. If BI is about removing assumption then that thoroughness should be part of the end to end approach.

Key to game-changing decision making is the ability to detect and respond to market changes, taking into account historical knowledge. DirecTV uses analytics to save customers who want to cancel their television service. The company started the program two years ago when it sought to cut churn rates.

What’s interesting is that the examples sited are all reactive. There is some action and then analysis is used to define the appropriate way to respond. Maybe this should be supplemented with a proactive approach as well? That is, avoid upfront engaging customers who don’t meet the good customer profile. For example, for a fitness club, membership retention would be less of an issue if the right customers were attracted in the first place. Waiting to see who leaves seems archaic, no?

How hard agents press depends on how valuable the customer has been to DirecTV, Gustafson says. “There are some people we just do not want to lose.” About 60 percent of customers who want to depart are deemed worth trying to save, he says. The company uses tools from Teradata and SAS to analyze past behavior, evaluating data such as the average annual revenue the customer represents, her payment history and how many pay-per-view shows she buys.

This is a perfect example of forgetting that we’re dealing with real people here. Maybe I am a marginal customer. But if I have 500 Facebook friends and 1,000 Twitter follows then that should be a factor too. To simply place a value on an account (notice I did not say guest or customer) is at best dangerous if the evaluation is this superficial.

Every customer saved is one less customer the company has to try to win back weeks or months later—an expensive process, Gustafson says, that can involve mailings, e-mail and telephone calls as well as sending someone out to reinstall the service. “When the customer first calls, they have a certain mind-set: They want to cancel,” he says. “When we call back, they’re unprepared. It’s a little psychological advantage we have.”

Oh no he didn’t! Forgive me if this sounds insulting but only an idiot would go on record saying such a thing. But again, Mr. Gustafson’s statement is another example of forgetting that guests are real people, not rats to be manipulated.

Now, though, the My Coke Rewards program has helped the company develop more in-depth knowledge about loyal customers. The inside of every bottle cap is printed with a 12-digit code that customers can text or type into a website or desktop widget to accumulate points that can be exchanged for prizes and other awards. Those who opt in to e-mail marketing receive regular offers to gain more points, as well as other marketing pitches. Each is customized based on segments created from demographic information and behavior collected by the site. On average, 285,000 customers visit per day, entering an average of seven codes per second. Information embedded in the codes may include a region or location where the bottle was sold and whether it had special packaging, such as an Olympics logo, that Coca-Cola uses to tailor its pitches.

Read that again… It’s not a 12 digit number, it’s a code. In other words, you can’t drink a soda in peace without wondering when and how Coca-Cola is going to watch you. Scary, right?

After four years, My Coke Rewards is among the longest-running marketing programs in Coca-Cola’s history. And as the program has grown, the company has changed the way it runs in response to insight from analytics, Rollins says.

First, of all the programs Coke has ever had four years constitutes “among the longest-running”? MyGawd, has their marketing department been thinking or just rolling the dice and hoping to find something that sticks. Must be nice to have that type of budget. Furthermore, this reads as if they are responding to analysis, not guests. Not good.

Coca-Cola uses the FICO Precision Marketing Manager suite of statistical analysis tools to study data from its websites. Marketers look at which come-ons elicit the most and best responses, says Thomas Stubbs, Coca-Cola’s interactive marketing director in global IT. Coca-Cola also exchanges data with companies that supply prizes, including Nascar, Nike (NKE) and Sony. “As technology has evolved, we’re able to do more and have a relevant dialog with customers, not just push our ideas out there,” he says.

“A man might not want to admit that he’s a Diet Coke drinker. He will say in a survey that he prefers Coke. But we see he enters only Diet Coke PINs and market accordingly.”

Danger Will Robinson! While it’s true that Coca-Cola might want to know more about who consumes their products, Coke is treading on thin ice if they believe that their definition of the guest is better than the guest’s himself/herself. Do such details constitute useful information? Yes, of course. Might they also be making over-confident decision, and possibly insulting the guest? Yes, that’s very true too.

The idea is not just to save business but to create new business. Successful projects spark new ones. Analytics tools help companies create more money-generating interactions with customers and shave costs from internal operations. CIOs should connect analytics technologies with ideas about refining business processes, says Aberdeen’s White. “Meld them together and that’s very powerful.”

Bottom line… it’s about The Guests, not data and analysis. This shouldn’t be about “refining business process” but about improving The Guest Experience. Same ends? Maybe (but probably not). Different means? Yes, very different means. One puts The Guest first and one does not. If you could analyze the two approaches which would you bet to be the winner? Of the companies you deal with which try to improve The Guest Experience and which are more concerned about their processes and their bottom line?

And finally, to help get it all back into perspective: “It’s Not Your Relationship to Manage” by Lauren McKay (CRM Magazine via DestinationCRM.com, May 2010).

Social networking is only a means

“Interview: John Jantsch – 5 Minutes with…” by: Daria Meoli (NY Enterprise Report, 19 April 2010). You know John, author of Duct Tape marketing, as well as his new book The Referral Engine: Teaching Your Business to Market Itself. Good stuff, right?

Well, if you read and retain one thing this week then this paragraph should be it:

DM: What does “teaching your business to market itself” mean?

JJ: I actually went out and interviewed people from about 50 or 60 companies that get a lot of referrals. They’re doing a lot of business by word of mouth. What I discovered pretty quickly was that the number one way that these organizations were successful in generating referrals had nothing to do with a super special cool way to ask for referrals; they just did stuff that made the experience of doing business with them so great that people voluntarily wanted to talk about them. That’s the idea behind teaching your business to market itself. How do you become the trusted resource? What are all the touch points? What about your culture and your people? The idea is to get your clients so connected to your business that they’d go out of their way to refer you, and not just because they like your product and it does what it says it does, but that they really want to see you succeed.

Brilliant, eh? What did you think of the rest of the interview? Are you going to buy the new book?

When the push is the process – Part 2

“Campaigns No Longer Matter: The Importance of Listening” by Shashi Bellamkonda (SocialMediaToday.com, 4 May 2010). Just a quick follow up on the ideas in the post from earlier this week. Embrace it for this is the current state of the art of “marketing” in 2010. Two rules (aka absolute truths): (1) Walk the talk . (2) Actions speak louder than words.

When the push is the process the mountain moves closer

“Special Report: e-Commerce Payment Processing & CRM” by Mira Allen and Laura Quinn (NonProfit Times, 1 April 2010). It’s not easy being a 501(c)3. With so much focus on the mission the necessary level empathy for those on the outside looking in can be difficult to muster. This is especially true when it comes to fund raising. Rarely will the guest (outside) be as committed as those fulfilling the mission (inside). Guests have their own mission(s) as well. Work, wife, kids, etc.

In short, successful donor engagement is no longer a once a year push, but an ongoing process. Resources are of course tight so management must embed the push in the day to day process, which in turn needs to align closer to the day the day lives of the target audience(s).

Mira and Laura (from www.IdealWare.org in Maine), cover many of the highlights in how to best to eat the donation elephant.

“As for any campaign, it’s important to formulate a plan before rushing out to ask for money. Start by developing a compelling message to inspire people to donate. Tell supporters a story — not just about why it’s important to support your organization, but specifically what the donations will support. Maybe the goal is a scholarship fund to help more people take advantage of your programs or a new piece of equipment. When possible, put names or faces to the people the campaign will help, or paint a vivid picture of what the hoped-for results will look like.”

Actually, for best results the story should be ongoing. It’s something that should reflect the mission and be constantly reinforced with every “blurb” that your org puts into circulation. Marketing in the 21st century is about a two-way conversation and not just traditional one-way messaging. It’ s a walk the talk world so be prepared to show them what you got. And then keep showing them! Additionally, it’s getting to be more difficult to meet fund raising goals when the marketing machine only gets ramped up once or twice a year. How do you think it makes your donors feel when you only come looking for them when you want money? While that might not be entirely true, if that’s their perception then consider it written in stone.

Whatever your medium, make sure you create compelling hooks to encourage people to donate. A simple “Help support our organization” might not get the same response as a “Help add 100 books to the library by midnight!” Almost any online message — whether ad, email, or status update — should be crafted to grab attention. Entice your constituents with intriguing and motivating calls to action.

At the risk of sounding like a broken mp3, do realize that the hook is for the donors, not for you. It’s not what those on the inside should find engaging and only have time for. What’s most important is what do those on the outside of the .org hear and/or expect to hear. How many times have we all seen an advertisement – not just from a nonprofit – that is about what the sender wants to say, and not about what the receiver is expecting to hear as well as how they are wanting to hear it. A product/service benefit isn’t a benefit unless the receiver thinks it is.  For example, the sender say,”Been around for 50 years…” While the receiver thinks, “Big deal! What are you going to do for me today?” That’s not to say tradition and established aren’t important to some, but hey are certainly further a way from the benefit target than “saves you time” or “saves you money”.

Btw, as a rule any “sales pitch” should avoid “cute” and don’t over think “creative”. If it’s not reinforcing the idea(s) then it’s probably a distraction. Nine of out of ten time KISS is will get the job done. Do you have the time to wrestle with unraveling a “cute” message? Don’t be that sender.

It’s more difficult to tell how many people are responding to your social networking appeals, but you can look for spikes in donations when you post something to Twitter or Facebook. It’s also possible to collect donations inside Facebook (using the Causes application), making it very clear how much is coming from Facebook users.

Actually, and this goes for you for profits as well, there’s a tool from Google called URL Builder that is an extension of their free website Analytics offering.  In short, you can add parameters to each of the links you post and Analytics will be able to better track that incoming traffic for you. And not to worry, the URLs generated with URL Builder still work with URL shortening services like TinyURL, Bit.ly, etc. Yes, URL Builder adds 120 seconds extra step but it’s time well invested if your .org want to analyze and understand what worked and what did not.

Three to get ready (for next week and beyond)

You might not be an executive. You might not have users.  You might not be a CFO. However, if you’re looking for ideas, inspiration and strategies for staying on a path to success then this trio is for you:

“Escaping the Executive Bubble” by Kate O’Sullivan (CFO Magazine, 1 February 2010).

“There are a whole bunch of natural filters in an organization,” Roberto explains. “It’s not because people are necessarily hiding things, but as information moves through the hierarchy of a company, it gets packaged, streamlined, and analyzed.” As a result, the “news” that arrives at the CFO’s desk has usually been cleaned and polished. And distorted.

“Opinion: Love Your Users” by Frank Hayes (ComputerWorld, 22 March 2010).

Yes, users also burn up a lot of our time with password resets, downloaded malware and simple dumbness. We could cheerfully strangle them for things like that.

But some users, at least, have eyes, ears and brains that can be IT’s first line of defense against problems that we wouldn’t spot ourselves until it was too late.

“We Fail Fast, Learn, and Move On. An interview with Steven Neil, CFO of Diamond Foods Inc.” by David M. Katz (CFO Magazine, 1 April 1 2010).

We got our supply-chain folks involved, studied our approach, and identified what my kids call the “duh” factor. The way we had been loading the truck facilitated the operations of our warehouse rather than our customer’s warehouse. So we changed how we packed the truck to align with the layout of the customer’s warehouse.

Get it?

Opinion: Love your users

March 22, 2010 06:00 AM ET

Understanding a non-profit and loss statement

“Helping Hands” by Jessica Tsai (CRM Magazine, February 2010). It’s not easy being a 501(c)3, aka non-profit. By their very nature the measuring stick that the rest of the world use to define success has been removed. Therefore, the challenge is to define what cause’s  success will look like and communicating that to the public/target. Easier said than done, eh?

On the other hand there are a fair number of best practices, free tools and other reasonably priced resources that readily available yet too often ignored. So maybe the issue isn’t so much profit vs. non, but must adapt vs. adapting isn’t so important when all that’s needed is another grant and some more volunteers?

But does it have to be that way? From the outside (i.e., guests) looking in (at the brand) is there really a difference in perception and expectations? In  saying, “But we’re different…” are non-profits actually doing themselves a disservice? Does the fear of competing create an organizational environment that is unable to compete?