Monthly Archives: March 2012

Learning The Language

A fascinating report came out at the end of last month from The Pew Internet and American Life folks. This one has to do with the impact of an “always on” connection on young people and whether that impact will be positive or negative. You can read the release and the report itself here and there was a good summary of the study done here.

These are really the key points:

…many of the young people growing up hyperconnected to each other and the mobile Web and counting on the internet as their external brain will be nimble, quick-acting multitaskers who will do well in key respects.

At the same time, these experts predicted that the impact of networked living on today’s young will drive them to thirst for instant gratification, settle for quick choices, and lack patience. A number of the survey respondents argued that it is vital to reform education and emphasize digital literacy. A notable number expressed concerns that trends are leading to a future in which most people are shallow consumers of information, and some mentioned George Orwell’s 1984 or expressed their fears of control by powerful interests in an age of entertaining distractions.

I don’t know about you, but I spend a lot of time each day online and have for years.  There is no question it has an effect on one’s brain.  I notice how my thinking has changed – at times I feel more distracted because there are always a few other things I’m doing concurrently but I also notice that when I read offline I read the “above the fold” portion of articles (usually the lede and a few paragraphs) and then scan the rest – the mind gets restless.

My thought today is this.  Digital literacy has become something that young people learn as they do their native language.  Anyone under 21 has grown up using digital devices and their brains are wired to operate a connected environment.  Ever seen a three year old play with an iPad?  Kids are digital before they can read.  They also don’t seem to focus as well (coincidence that there is an epidemic of ADD?) and can grow impatient quickly.

That statement about the digital language is several implications.  First, we don’t think about where our native language comes from (other than those of us who study philology).  We just speak it. People know how to use the digital tools but have no clue how they operate (unless they’re engineers).  Sometimes I think we confuse speaking a language with studying one and treat people who do the former as if they’ve done the latter.  Second, when one reads articles about companies enhancing broadband wand WiFi availability in one area while others are abandoning those efforts in poorer areas, it makes me think about immigrants who can’t speak the language of a new country.  If you’re not speaking digital, pretty soon you’ll be treated as a different class.

Have a look at the study and tell me what you think (if you can focus long enough!).

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Trust Me

You might have read the book “Trust Agents” by Chris Brogan.  It deals with the need to become a resource to your customers.  The book was relevant when it was written (2009) and is even more so now, as the results of a recent study show.  According to the research, conducted by Brightlocal.com and reported here:

  • Approximately 72% of consumers surveyed said that they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business.
  • Only 15% of consumers said that they had not used the Internet to find a local business (vs. 21% in 2010)
  • 16% of consumers said they used the Internet every week to find local businesses (vs. 9% in 2010)
  • More consumers are reading online reviews now than 15 months ago, with 27% regularly reading online reviews when looking for a local business to use.
  • Just 28% of consumers cite location &/or price as main decision-making factor

The takeaway is that local search is being used to research your business and positive online reviews are a bigger factor in your success than location or price.  That’s amazing but not surprising to me.  After all, the behavior of asking friends, family, or others about impending purchases isn’t a new phenomenon.  The technology and ease of finding that information is a relatively recent thing, and becoming easier every day.

There has been something in accounting called “goodwill” which is that value of a business above and beyond its assets.  Call it reputation, call it trust, but it’s definitely something that has value even if it’s intangible.  This piece called ‘Why Trust Matters More Than Ever For Brands” lays it out beautifully and this is the key quote:

We’ve all been taught that trust and reputation are important elements of branding. Today, though, trust is not simply a nice thing to have, but a critical strategic asset.

So what are you doing to make sure everyone in your organization conveys that your firm can be trusted with a customer’s business?  How actively are you watching your company’s reputation?  Maybe something for today’s (and every day’s) “to do” list?

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Taking Out The Garbage

At some point, the garbage can in the kitchen fills up.  Unless someone takes it out, it starts to smell.  We’ve all been there – a significant other asks us to take out the garbage and so we lug the smelly bag to the trash can or dumpster or incinerator chute (for you apartment livers).  Not a pleasant task but one I’m pretty sure nearly all of us do on a regular basis.  I don’t think any of us think “it’s not my job” or “I’m too good to be doing this.”  Something is starting to smell so we handle it.

store garbage bag #1574

(Photo credit: Nemo's great uncle)

I wonder, therefore, why that attitude doesn’t translate over into some managers’ thinking when they get to the office.  I’m always surprised when I hear tales of closed doors or having to make an appointment weeks in advance to see one’s supervisor.  I’ve also seen executives who won’t call their travel department, type their own memoranda, or get their own dry-cleaning.  They insist that their assistant does it.  These would be the first people to complain if their kids were snubbed in an autograph line by a truly famous person but who don’t understand that they are guilty of the same thing on a daily basis by snubbing their own employees.

“Don’t you know who I think I am?”

These are the folks who confuse who they are with what they do.  The reality is that those of us who were privileged enough to have supervised others had our positions defined by those folks.  We were there to help them accomplish the broader tasks of the business.  Sure, providing them with sound strategy and reasonable resources was part of it, but it also meant being available, supportive, inspirational, and honest.

If you’re too damn important to take out the garbage, you probably shouldn’t be allowed to manage others.  You’ll be more of a detriment than an asset.

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