Tomorrow is another country

Words: 217
Reading Time: 0 minute 43 seconds

All around me are preparations for the first England match in the World Cup. Whatever you may think of football – or of the England team - enormous enthusiasm is being exhibited nationwide. When we consider the record of the England team delivering against such expectations, I begin to wonder why such raving fans exist.

I believe the most likely explanation is that – once again – they have been sold, not the reality of past results, but the dream of future glory. This is not the past all-over-again; this is new territory, the dynamics are different; the possibility exists. It is hope-against-hope time and an excuse, among some, for a party.

And then there is the loyal cognoscenti who would enthuse whatever the circumstances – either for football in general, or for the England team in particular – although they are probably a minority.

What are the implications for business?

I would suggest the following lessons:
1) Don’t ignore your loyal fan base, they will keep you going through tough times;
2) Find out why your prospective supporters should care;
3) Sell the future for your customers, not the products' past;
4) Dreams overpower reality.

If business recognized and realized the way their potential supporters think, they would have many more enthusiastic aficionados and a very different tomorrow. Computer firm Apple is the classic example.

Making a change

Words: 329
Reading Time: 1 minute 5 seconds

Today I came across a solution to an issue that has been facing me for a while, but has been unresolved until now.

Some while ago I made a decision to write a book on business in conjunction with a business partner. Both of us made a start, both of us are well-intentioned, but neither of us has consistently put in the work needed. Consequently, the timetable has slipped and continues to slip.

I took on yet another suggestion, just this week, which involves simultaneously writing a second book. This one will be a simple guide to finding material for speeches, writing and delivering them.

I am anticipating both books being stalled in the starting gate. I know I can write at the office. I also know I do not write at the office.

Sometimes these things are about the person; sometimes they are about the situation. Whichever it is, something – often just one thing – has to change to make a difference. For me it was the offer of a very economical hot-desk at a close and convenient location.

There I have a bare desk, bare walls, fast internet access if I want it and free tea and coffee. Here I can go with just one mission: to write. This will be my writing space. I will do nothing else there. And if it is not the solution that I think it is I will have lost very little.

If I sound pleased with myself, it’s because I am.

As I a business coach I have clients that also recognize the need for a change, but fail to find it. I will now have a story to tell that they can work with to move on and develop their own version of my hot desk.

Suggestions:
1) If what you are doing isn’t working, then stop;
2) Make a change, any change;
3) Test to see if the change has brought an improvement;
4) If not, return to 1).

Judging by appearances

Words: 373 Reading Time: 1 minute 14 seconds

Seeing the sun and feeling the warmth of early summer – finally – is very welcome. And being this early in the season means both men and women are wearing clothes that expose more, but before developing that attractive, but all-too-brief tan. This is the period of product enhancement.

If you are searching for a mate, now is the time to judge appearance.

While appearance is only one factor in a relationship, it is often where a relationship starts. That’s true whether the ‘relationship’ in question is with a product, or a person. That’s why the car industry spends a shed load of money on design, why companies like Apple obsess about it and why fake spray-on tans sell a bundle.

So why judge now?

Because now is when you get to see what will only be temporarily enhanced later with the benefit of tanning. Now you can judge the basic, underlying qualities of the pallid ‘product offering’ without being seduced by the shallow surface sheen.

Businesses could make a useful change to the way they operate in just the same fashion:
- By engaging with new companies as they begin to grow you can influence the way they develop and the level of service you receive;
- By engaging early on with new products you can help determine the features and benefits of the finished item to your own advantage;
- By taking on young employees, not only do you invite fresh thinking and enthusiasm untrammelled by unfortunate experiences elsewhere, you are also in a prime position to train them the way you would prefer.

Early adoption has its risks – but they are demonstrably no greater than those inherent in the typical wait-and-see strategy that misses boats and has expensive catch-up consequences, or the head-in-the-sand posture so tempting to all your competitors.

Early exposure also works for new companies, new products and new employees. The sooner you can get external feedback and outside input, the sooner the rough corners are smoothed out and the true value recognized. Waiting for ‘just the right time’, or ‘one more improvement’, or ‘the perfect opportunity’ risks being still stuck in the starting blocks when the race is already over.

Plough a new furrow. In business you do not even have to wait for the sun.

Creative Marketing

As professionals we know we need to market ourselves and our businesses. However, for some of us marketing is, like Churchill’s Russia: a riddle, wrapped in a mystery, inside an enigma.

One simple definition of marketing might be “the techniques used to attract and persuade prospective clients”.

A more far reaching definition might be “the management process that anticipates and identifies customer requirements and devises an appropriate offering efficiently and profitably”.

Yet, whatever way one defines it, the whole process seems fraught with uncertainty while taking the spectral form of a bottomless pit for money and resources.

But, on second thoughts, does the gloom in this picture owe a large measure of its murkiness to the artificial separation of marketing’s black art from everything else we do?

Is marketing truly some arcane, ritualistic necromancy wholly divorced from the daily round?

Do its witches and warlocks have to conduct their cabalistic practices in dank and dingy corners for it to be fully effective?

Or can we bring some of its brighter, more benevolent aspects to our every day dealings?

In delivering services to our clients it is obviously impossible to separate us as a person from the product we provide. Thus the way that we interact with prospects, patrons and the public at large carries a marketing message.

Either we are smart and courteous, or shabby and slipshod.

Either we are calm and concerned, or we are distracted and dismissive.

Whatever our attitude it conveys a clear message, whether we wish it to, or not.

Since we are unavoidably committed, cross-examined and condemned to some form of marketing then it can only be beneficial to pay attention to the messages we send, lest by inattention we send the wrong ones.

It also gives us scope for inventiveness and having harmless fun while doing so. And, as Peter Drucker pointed out: "Because its purpose is to create a customer, the business has two basic functions: marketing and innovation” so we can legitimately and judiciously combine them.

Here is a simple story illustrating one woman’s lateral thinking when marketing her business:

Bernie was in New York on business. On his 3rd night, he went back to his hotel room feeling quite miserable. Although the trip was going well, business-wise, he was feeling very lonely and missing his wife Sarah.

He casually picked up the Gideon bible from his bedside table and opened it. On the first page, he read: -

"If you’re sick, read Psalm 18."

"If you’re troubled, read Psalm 45."

"If you’re lonely, read Psalm 92."

That’s it! He stopped there, immediately turned to Psalm 92 and started to read. How surprised he was, then, when he got to the end of the Psalm, to see someone has written: -

"If you’re still lonely, why don’t you call Fifi on 202-123-7659."

Well…"if you're not in business for fun or profit, what the hell are you doing here?" (Robert Townsend).

How invisible are you?

Recently I was talking with a new contact who offers data management services - basically making digital copies of archive documents. He was wondering whether having a presence on sites like Ecademy or Facebook would yield any benefit to his business. On balance he doubted it.

The reason he gave was that he dealt mainly with people like the Senior Partner in a firm of Solicitors or the CEO of a Hospital Trust. He questioned whether that sort of individual would ever look at any website, even Ecademy, to find services such as his. Probably not.

I asked him to imagine that he was a Senior Partner.

Only then did he recognise the full course of events that led up to a request to tender and eventually a signed contract. He realised - for the first time - that although he might end up meeting people like Senior Partners, such exalted beings do not do the initial leg-work to identify possible service providers.

Generally that is done by someone much lower down the organisation, usually a lot younger and with no decision-making capacity - but certainly with the freedom to list, or not to list, those who might provide that service. And, being younger, that more junior person would almost certainly look at Ecademy, Facebook and other similar sites.

Clearly, if his firm had no presence on those portals, then he would be invisible to the list makers of this world.

Being on the list would not guarantee an invitation to tender; but not being on the list would certainly guarantee no invitation to tender.

It was a small point, missed by my new friend until now, but with all the potential to make a difference. And all from a small piece of networking.

So, how invisible is your firm? And would you like to get more noticed?