February 2010

This month we take a trip down the High Street and remember that careless talk cost jobs.

• Fact Web
• Beeny Axes Agents
• Vote For …?
• Web Perils
• Crystal Ball
• Squirrel Update
• Screw It
• Less Is Less
• Death Of The High Street
• And Finally

Fact Web

“The web isn’t a way of amassing money, it’s about sharing knowledge.” Sir Tim Berners-Lee.
Unfortunately not everyone is as altruistic as the web’s inventor. But the good news is that the great man has teemed up with the Government to provide free access to lots of data. I say free, but this is information collected by HMG for which we have already paid through taxation, so we should make sure that we benefit from it. As Sir Tim points out, “…when it is sitting there on a disk in somebody's office it is wasted."

Have a look to see whether there is anything of use to your business: www.data.gov.uk


Beeny Axes Agents

Sarah Beeny’s latest business venture is the property website www.tepilo.com. It allows house buyers and sellers to cut out the estate agent. By doing so, sellers can save themselves the not inconsiderable fees charged. A quick look suggests that it is very well thought out and should make the process as painless as these transactions are every likely to be. But would you use it?

Beeny herself admits that many people will go on using estate agents. Inevitably there is likely to be a great deal of ‘that’s the way we’ve always done it’. Some people will be nervous of going it alone. And some just won’t want the hassle.

But talk to many people who have sold a house and you’ll find that dealing with the agent can add to the stress. So maybe there is a strong argument in favour of ditching the traditional High Street estate agent and doing business online. But read on …


Vote For …?

Some people always vote Labour or Conservative or Liberal Democrat. Nothing will change their voting habit. If you are running an election campaign, ignore them (but don’t annoy them). Your target is the so-called floating voter. The people who weigh up the arguments each time they vote.

So who do you vote for? High Street or Internet? We all know that politicians are very good with words but significantly less good with actions. Businesses, both High Street and Internet often promise only to disappoint. The committed may stay loyal but the floating shopper will move on. What will determine customer loyalty will be a consistent level of exceptional service, never for one moment falling below that level. That is only possible if EVERYONE in the team is at the top of their game for every moment on the pitch. But as we found with John Terry, off the pitch behaviour can still bring the whole thing tumbling down.


Web Perils

Or how to lose customers, your job etc.

I am convinced that businesses need to embrace the new media revolution to prosper. However, this needs to be done with care. Last week I read of a guy who had boasted on Facebook of a night on the tiles. He explained to anyone who was interested that he was ‘pulling a sicky’ the next day as a result. His boss was interested … and fired him.

Over the last few weeks I have been alarmed at some of the comments that I’ve seen on Twitter. As a result there are several businesses that I’d be wary of using and one or two individuals who I would be reluctant to employ. The upside of online media is that it can be read by anyone in the world. The downside of online media is that it can be read by anyone in the world.

Oh, and one last thing. Automated tweets on Twitter don’t work. Regulars soon spot them being repeated and ignore them. The advantage (and disadvantage) of Twitter is that it allows us to reveal a bit about our personality.


Crystal Ball

Do you remember my Silent Night item from January? I said that whenever there is a major issue involving Joe Public you can guarantee absolutely that the thing that turns a problem into a corporate catastrophe is a failure to keep the customer informed. Welcome to the world of Toyota!

What appear to be relatively minor technical problems have become front page news. Clearly there has been a problem in understanding fully the issues involved and putting in place a robust plan to deal with them. But a major recall handled well is a virtual non-story for the media. Toyota’s inept handling of the information has led to a PR crisis of the greatest magnitude imaginable. One thing is for sure; if you do not provide the media with clear and accurate information, they will make up the ‘facts’. To reiterate what I said last month, I trust that you all have a disaster plan in place that includes a robust media strategy.


Squirrel Update

Followers of the great squirrel drama may like to know that I’ve discovered that there are two of them. Both equally adept at helping themselves to the birds’ food. And it would seem that a fox is helping itself to fat balls left out for ground feeding birds.


Screw It

I like screw caps on wine bottles. Old fashioned cork often taints the wine or breaks up as you extract it. Synthetic corks can be nigh on impossible to extract. A screw cap is such an easy thing to deal with that it is difficult to see any rational argument against their use.

Recently I have come across one or two bottles where there has been a plastic lining inside the metal cap. Wowee! This tiny, low cost addition turns opening the bottle into a sensuous experience. The action is so silky smooth that you just want to open and close the bottle! I imagine that the principal reason for the plastic insert is to guarantee an airtight seal, but the real bonus is that opening a screw cap bottle is now an enjoyable experience in itself. And of course, the wine tastes better! Believe me, psychologically, that wonderful plastic insert will make you feel better about the whole wine drinking experience.

Is there one tiny improvement that you could make to your organisation that would transform the customer experience? That’s your challenge for the month. I’d love to hear how you get on.


Less Is Less

As regulars may have gathered by now, Seth Godin is one of my favourite bloggers. He points out that business school wisdom is that you do the least, spend the least possible to get a sale. But as he says, there is a crazy alternative that seems to work: do the most you can - over deliver. Putting a plastic liner in a screw cap for instance.

So whether you are operating on the High Street or online, doing less will probably cost you. Doing a little more, doing something unexpected may bring you a loyal customer. The art is in giving the customer a warm feeling whenever you have any dealings with them.


Death Of The High Street

"The reports of my death are greatly exaggerated." Mark Twain.
We all know that the traditional High Street has been under pressure for quite some time. So is there a future for ‘bricks and mortar’ businesses? The answer id ‘Yes, if …’.

Why will Sarah Beeny’s venture work? Because many estate agents do not add value for their large fees. If estate agents, insurance brokers, book sellers or anyone else provides a better overall experience than buying online, then they will survive. If they don’t, they won’t. But likewise, if web-based businesses provide a poor overall experience, then the customer will move on. Nobody is better than their last performance.


And Finally

OK, so it’s not just with online media that you need to be careful:
“I've talked to you on a number of occasions about the economic problems our nation faces, and I am prepared to tell you it's in a hell of a mess … we're not connected to the press room yet, are we?” Ronald Reagan.

"Oh, Lord. I didn't mean to say anything quotable." US ex-Defence Secretary, Donald Rumsfeld.


David

January 2010

This month we carry on Rambling Randomly.

• Squirrel Update
• Ground Feeders
• Silent Night
• 1,000 Fans
• Christmas No.1
• BRAvo Delegators
• Bank Twits
• I’m Busy Sleeping
• And Finally

Squirrel Update

Before we go any further, a quick update on the pre-Christmas squirrel. I had a new multi-function bird feeder for Christmas. The various elements are attached to a slim metal pole. No chance the squirrel could climb that.

The squirrel inspected it carefully, then shinned up it without the slightest bother. Extraordinary.


Ground Feeders

No, don’t worry, this isn’t turning into a wildlife column. However, it is evident that a number of ground feeding birds benefit from the fragments of seeds and nuts scattered from on high by other birds and the squirrel. It is also noticeable that several bird species expend considerable energy driving off ‘competitors’ for food/territory, whereas others get along quite amicably and focus their efforts on taking advantage of the food source provided.

It strikes me that this is a metaphor for the way organisations operate. The home-based businesses and small operators can’t always compete with the ‘big boys’ in certain sectors of the market but their lower cost base or greater flexibility or faster reaction time can allow them to succeed if they target the right area and try to pick up niche customers.

Likewise, small organisations could well benefit from a cooperative strategy with similar organisations rather than trying to see them off. One of the mistakes often made by start-ups is trying to operate in a secretive way for fear of being copied. More often than not they would be better to open up and ask if there’s anyone around who might help them.


Silent Night

Do you remember one of my other themes - I've called to say nothing? The point behind that was that the customer wants to know what is going on. The biggest complaint over the Eurostar tunnel debacle? Little or no information as to what was going on! Whenever there is a major issue involving Joe Public you can guarantee absolutely that the thing that turns a problem into a corporate catastrophe is a failure to keep the customer informed. It beggars belief that it happens time and again and yet organisations do not develop a communication plan to deal with such issues. Hope you've got yours in place!


1,000 Fans

No, sadly we don’t have that many fellow Ramblers yet! The article below is lifted in its entirety from a recent Seth Godin blog post. The Kevin Kelly article to which Seth refers is primarily about artists and performers but it is transferable. Suggest reading Seth’s view below then clicking the link to the KK item. (3T RPD readers note: rapid prototyping gets a mention!)

“Kevin Kelly really changed our thinking with his post about 1,000 true fans.
But what if you're not an artist or a musician? Is there a business case for this?
I think the ability to find and organize 1,000 people is a breakthrough opportunity. One thousand people coordinating their actions is enough to change your world (and make a living.)
1,000 people each spending $1,000 on a special interest cruise equals a million dollars.
1,000 people willing to spend $250 to attend a day-long seminar gives you the leverage to invite just about anyone you can imagine to fly in and speak.
1,000 people voting as a bloc can change local politics forever.
1,000 people willing to try a new restaurant you find for them gives you the ability to make an entrepreneur successful and change the landscape of your town.
Even better, coordinating the learning and connections of this tribe of 1,000 is not just profitable, it's rewarding. If you can take them where they want to go, you become indispensable (and respected).
What's difficult? What's difficult is changing your attitude. Instead of speed dating your way to interruption, instead of yelling at strangers all day trying to make a living, coordinating a tribe of 1,000 requires patience, consistency and a focus on long-term relationships and lifetime value. You don't find customers for your products. You find products for your customers.”

(PS – If you need a rapid prototype/low volume production run visit: www.3trpd.co.uk)


Christmas No1

Remember the moral of the pre-Christmas squirrel story? Push your luck too far and someone will rebel. Of course, as we all know now, that's exactly what happened to Mr Cowell when his mighty X Factor marketing machine was overtaken by a Facebook campaign to determine the Christmas No.1 single.
It should serve as a timely reminder to any organisation that people power will triumph ultimately. And just in case you'd missed the point, it was also the most dramatic demonstration of the power of the Internet. And of how to gain 1,000 (or more) fans.


BRAvo Delegators

I was browsing a recent edition of the Nat West Business Sense magazine and spotted an article by Michelle Mone, the CEO and founder of Ultimo. When she set up her business apparently she found that delegation was the most difficult challenge. But she says, “You can’t do everything on your own – and you shouldn’t think that you can. You have got to be good at delegating tasks or you will never get the job done.”

She goes on to say that one should try to get a mentor: “Sometimes you can’t see the wood for the trees and having that person can really help.” Even though the Ultimo business is now worth around £50 million she says that she still needs the help of her mentor occasionally.


Bank Twits

I know that there are many sceptics but when a major bank has a full-page article in its business magazine that states, “Twitter is a powerful business tool” I would suggest that you ignore it at your peril. Suggested reading is: www.econsultancy.com/blog.


I’m Busy Sleeping

Long standing Ramblers may remember an item in August 2008 about ‘The Discipline Of Daydreaming’. Loose, unstructured thinking with no particular goal in mind – gazing into space as I put it – is often more productive than focussing too closely on a problem or issue. Well, now it seems that it may even be beneficial to go beyond just gazing into space and actually nod off. Research at the University of California has shown that a quick doze during the working day can actually enhance problem solving skills and improve alertness and creativity.

So here’s my challenge for 2010. How many of you will encourage your team to have forty winks after lunch each day?


And Finally

The concept of power napping is not new. Back in the 60s I understand that it was the habit of the MD of the Jensen car company in West Bromwich to take a nap after lunch. He would retire to the boardroom and settle himself on the boardroom table. To make himself more comfortable after his executive lunch he would undo the buttons on his trousers. The great man’s secretary understood that nobody was to be allowed into the boardroom during this sacrosanct period.

All was well until the lady went on holiday and a temp was brought in. Unfortunately her briefing had failed to cover the MD’s post luncheon nap. One early afternoon she was trying to locate him and finding his office empty popped her head round the door of the boardroom. She was alarmed to find our man motionless on the table. Naturally she feared the worst and screamed in alarm. This was unfortunate.

The scream startled the MD from his slumbers and, forgetting his position on the table, he leapt to his feet. This was also unfortunate given his state of undress and the fact that there was a chandelier immediately above the table.

Alerted by the commotion, others burst into the boardroom to find the MD standing on the table with his trousers round his ankles, blood pouring from a head wound, confronting a, by now, hysterical young woman.

Please take care where you take your lunchtime nap,

David

December 2009

This month we get into the Christmas spirit with theft, violence, greed, incompetence and other everyday stories from the business world.

• Wike v. Squirrel
• Dear D. Wike
• Navel Gazing
• Is Your Customer A Twit?
• I’ve Called (Again) To Say Nothing!
• Help Your Employees to Leave
• Location, Location and Google Maps
• Circulation Details
• And Finally
  

Wike v. Squirrel

Throughout much of the year a grey squirrel has been a regular at my bird feeder. Despite its strenuous efforts it was unable to break in and had to content itself with nibbling nuts through the wire mesh in the same way as the birds. The birds and the squirrel take turns so all are happy. Then, where the squirrel had failed, a woodpecker succeeded in opening up the mesh. Now the squirrel is in a nut-fuelled frenzy and all previous restraint and moderation abandoned. The last week and a half has gone like this:
1. New feeder bought with release mechanism for base to allow cleaning. Squirrel says thanks very much as it operates quick release and deposits nuts on lawn to be eaten at leisure.
2. Feeder moved to out of reach location. Squirrel reaches it and drops on floor – result as above.
3. Feeder wired in position to prevent removal. Squirrel switches attention to another feeder on tree.
4. Feeder on tree suspended on long wire out of reach. Squirrel hauls up wire and unhooks from tree, drops feeder on floor as before.
5. Feeder attachment wire fixed to tree to prevent removal. Squirrel hauls up, removes top, turns upside down and empties contents on floor.
6. Top held in position by wire. Two days without attack, then I witness violence I would not have thought possible from a squirrel as it hauls the feeder up and gives it such a shaking that the top comes loose and the nuts are spilled again.
7. Top now firmly wired in position so no chance of a break in … is there?
8. This morning there has been a sustained and violent attack but so far the defences have held.

What’s all this got to do with business? Not much but it is nearly Christmas! Hang on though. Isn’t the squirrel like a lot of MPs? If it had contented itself with the odd visit and nibbling a few nuts I wouldn’t have objected. But when it pushed its luck too far my tolerance was exhausted and I took action to remove its nut allowance. The Chancellor has now slapped a tax on the nut bonus of banking squirrels. What next? Often small business can operate under the nose of larger competitors until they start to become a threat and are then squeezed hard. Learn from the squirrel’s mistakes and don’t be too greedy!


Dear D. Wike

I received a communication from De Vere hotels. The letter started off ‘Dear D. Wike’. My hackles were up immediately and any hope they had of gaining attention for the letter’s content was lost. A few days later I received a repeat of the same letter. So not only do they not know/care about the correct form of address, their mailing arrangements are inefficient.

Digressing slightly – well, quite a big digression actually (but it’s nearly Christmas) – when I was at school the boys were addressed by their surnames, the girls by first names. However, for some reason known only to her, one teacher always addressed one boy by his first name. Which was unfortunate as she had a slight speech impediment. Even Wobert was at a loss as to why she addressed him so.


Navel Gazing

Many people will be aware that the City of Birmingham Symphony Orchestra is a mighty fine orchestra. But I bet not many know that their marketing manager is on maternity leave. Whilst I am very happy for the lady, I’m not sure that I needed to know. In fact I only found out when I received a mailing from them signed: Anna Ambrose, Marketing Manager (maternity cover).

Do I, or any other recipient of the communication, need to know that Ms Ambrose is there temporarily? But if CBSO feel it is important, can’t she just sign as Acting Marketing Manager? I think it extremely unlikely that the customer will care. They just want to know if there are any concerts of interest to them.


Is Your Customer A Twit?

Social Media is the new marketing currency. There are companies specialising in telling us how to use it more effectively. Whilst writing this item I flicked across to Twitter and what did I see? A short article on the use of social media on the business website The Start Up Donut: http://bit.ly/4oeaJY.

The reality is that you should not rely on a single approach to promote your business. Relying entirely on Twitter or Facebook probably won’t get you very far. Social media is just another means to communicate with customers or potential customers. It should be a means of building a relationship but doesn’t replace physical networking or telephone conversations any more than a website replaces more personal contact. But equally you cannot afford to ignore social media as a means of developing a relationship with your customers.


I’ve Called (Again) To Say Nothing!

The March 2008 Ramble started with the following words: “So why would anyone call to say nothing? Because it gives us the opportunity to tell a customer that we are ‘on the case’ even if we don’t have a conclusion to whatever we might be doing.”

The original item was prompted by my experience when asking an organisation to give me a quote for something. My follow up emails and phone calls were answered by silence. I had no idea whether I’d been overlooked or whether they were on the case but it was taking a time to resolve. As it happened it was the latter. But I was extremely frustrated by the lack of response or progress report and determined not to use them again.

In December 2009 it seems that things haven’t improved much. Recently I have heard of several cases where there has been a failure to follow up on enquiries, leading to frustration and, probably, a decision to take business elsewhere.

Everyone can overlook things occasionally. I’m sure I’ve done it a few times. But to make a habit of it begins to look like carelessness.

PS – I’ll try harder in 2010!


Help Your Employees to Leave

For her next book, ‘Working 5 to 9 – How To Start A Business In Your Spare Time’, Enterprise Nation’s Emma Jones will be profiling around 50 people who are running their businesses evenings and weekends after finishing their ‘day job’. The vast majority are doing so with the knowledge, and in many cases, the support of their current employers.

A good many of these entrepreneurs will eventually leave to run their businesses full time. However, in the meantime it seems that their employers have the benefit of more fulfilled and motivated employees. So perhaps you should encourage all of your team to become entrepreneurial in their spare time. In fact perhaps you should buy them all a copy of Emma’s book when it’s published in the Spring. I’ll keep you posted on publication date or register here: www.working5to9.co.uk. (Inside information suggests that publication may be a little later than advertised)


Location, Location and Google Maps

Have you moved? You may not think so but Google Maps may have a different view. I was looking at a Birmingham organisation and zoomed right in to check its location. Then I spotted several names that I recognised and realised that they were pinpointed quite some way off their actual positions.

Then I was checking links to Stourbridge Speakers Club website and clicked on the map to the venue (the Talbot hotel). Good heavens, someone’s moved the place a couple of hundred yards up the High Street. I know that the link did point to the right location because I put it there. Clearly Google have been playing around with their maps so that the link coding has changed slightly. You will be pleased to know that this ancient coaching inn is now restored to its usual place on the High Street … or it was last time I looked.

Might be worth checking that Mr. Google hasn’t moved your office or shop down the road.


And Finally

As an appropriate follow up to last month’s ‘Does the boss know what he’s doing?’, here is another gem from John Niland’s Success121 newsletter. By the way, anyone involved with marketing might do well to sign up at www.Success121.com for John’s free webinar on January 27th on Research Led Marketing.
Anyway, as it’s nearly Christmas, what better time for a Corporate Shake-Up! Read on:

Feeling it was time for a shake-up, an organisation hired a new CEO. The new boss was determined to rid the company of all slackers.

On a tour of the facilities, the CEO noticed a guy leaning against a wall. The room was full of workers and he wanted to let them know that he meant business. He asked the guy, "How much money do you make a week?"

A little surprised, the young man looked at him and said, "I make £250 a week. Why?"

The CEO said, "Wait right here." He walked back to his office, came back in two minutes, and handed the guy £1,000 in cash and said, "Here's four weeks' pay. Now GET OUT and don't come back."

Feeling pretty good about himself, the CEO looked around the room and asked, "Does anyone want to tell me what that goof-ball did here?"
From across the room a voice said, "Pizza delivery guy from Domino's."


Oops!
Hope you enjoy your turkey pizzas, see you next year,

David