Monthly Archives: September 2008

Crowdsourcing Andy

My friend Andy Nulman is conducting an interesting exercise to help promote his book about surprise.  Andy is a brilliant marketer and his blog about surprise is one I read regularly.  Despite his inherent skill in marketing, or maybe because of it, he’s crowdsourcing the marketing plan by encouraging his blog readers to send in “those ideas that you always wanted to do, but for some reason couldn’t and didn’t.”  A firm believer in The Wisdom of Crowds, Andy is

looking to embrace, and put into play, your way-wayway out-there ideas for it; the type your employer was always too conservative to go with you on, the type that you may have been afraid to bring up, the type that nobody in their right mind would ever even contemplate.

I have some “out there” ideas but I think I’ll share those with him directly.  I also have some thoughts about doing things this way and they’re mostly positive.  Mostly.

Even the guy who wrote the aforementioned Wisdom of Crowds notes the shortcomings inherent in the process.  The crowd can be too homogeneous (not enough perspective to weigh all the factors), too emotional (if you’ve been watching the political conventions the last couple of weeks you understand…), unable to reach consensus, and other factors.  That said, I’m a believer in the process but I prefer to use the crowd’s output as an important factor in decision-making, not the only factor.  Businesspeople often rely on research as a crutch and not as a tool.  Don’t make that mistake!

So Andy, this post is my surprise to you today.  Hopefully someone who is smart enough to read my blather is also “out there” enough for your purposes.  Help Andy.  Send him your ideas (I’m starting to sound like Jerry Lewis) – Andy@AndyNulman.com and please tell him I sent you!

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Filed under What's Going On

Consumer Reports

I’ve been reading Consumer Reports for decades and I’ve always found it to be a useful resource.   Today, it helps me blog!

One of my favorite parts of the magazine is in the very back – a page called Selling It.  The page contains “goofs, glitches, and gothcas” – things marketers have done either in error (goofs, glitches) or on purpose to deceive consumers in some way (gotchas).  If I were a CEO and my company or product ever appeared on this page, I’d be making some wholesale changes very quickly.

Typically, the goofs are based on sloppy work – someone didn’t proofread something such as a bust of Thomas Jefferson with a plaque affixed commemorating him as our second president.  I guess the TV series about John Adams had it backwards – he must have followed Jefferson into the White House.  Then there are the ads that promise to “Illuminate underarm sweating for up to 6 months with a single treatment” (Botox) or for an “Insulted Cargo Vest” (I’m not sure who said what to it but they should apologize).

More egregious, in my opinion, are the gotchas – CU catching marketers engaging in deceptive behavior.  Not the big guys?  How about a box of Kellogg’s All Bran that features “real strawberries” on the front but which contains far more “strawberry flavored apples” in the ingredients than the few freeze-dried strawberries consumers are lead to believe would predominate.  As we all know (hey – we’re consumers too!), this kind of thing goes on all the time and it shows a total lack of respect for your consumer.

It’s not hard to stay off this page.  Be honest, be careful, have redundant systems to check the checking, hold people accountable, and if something ever does slip through, apologize, make restitution, and be open.  And most importantly, fix the problem and the system or people that permitted it to happen.

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Filed under Consulting, Helpful Hints, Huh?

Stepping Out

I hope everyone had an enjoyable long weekend.  One of the enjoyable things I did was to play in a scramble, which is a team-based golf tournament.  In fact, this format was a step-out scramble in which everyone hits a tee shot and then whomever hit the tee shot the team selects to use can’t hit the next shot.  Everyone putts once the ball is on the green, but if the approach misses the green, the person whose approach shot you’re using still can’t hit.

It’s a interesting format that forces the team to make tough choices from time to time.  Do you pass up using the best (longest, most accurate) shot because you need the player who hit it to hit the next shot as well?  If one ball is close to the pin but not on the green, do you pass up one player chipping or do you take the longer shot where all four can putt?

Of course, there are a few business points here.  First, this format demonstrates once again that a solid team can achieve things than no individual member of that team can.  We finished three under par – none of us has ever shot anything close to that on our own.  Second, different team members bring different skills to a task.  We had a person on out team who could not hit a ball more than 125 yards but was deadly accurate putting, where she saved us more than once.  She contributed as much as the gorilla who drove the ball 270 yards but kept missing greens with approaches (ahem…).  Third, and most important, the team has to learn to function without key members from time to time.  The unique thing about this format is the immediate loss of someone who has just made a key contribution – best drive?  Sit down!

The decision-making process was fascinating and the reason I think we did pretty well was that each member of the team performed well when the pressure was on.  We didn’t rely on our best player to hit great shots all the time and bail out the team.  In fact, we were able to the the “A” player try to hit shots that were low percentage because we already had put a ball in play in a good position.  To me, that equates with having some solid operations generating the cash flow that permits a business to try new things that are risky but potentially more rewarding that what the firm is doing currently.  It is, in my opinion, the only way ventures keep moving forward and shooting good scores.

Does your company rely on the “A” players too often?  Is everyone contributing?  Can the better players take time off or do something else for a while and will the team still perform?  Have you been able to try some risky shots while knowing you were safe even if they didn’t work out?

We tied for fourth. missing third by a shot, out of 20+ teams.  Not bad, and a great way to end a long weekend.  Back to work!

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Filed under Thinking Aloud