Monthly Archives: August 2012

Non Troppo

It’s hard to know what topic to choose for Foodie Friday in the middle of Summer.

English: Insalata caprese, made from mozzarell...

Insalata caprese, made from mozzarella, tomatoes, olive oil and basil.(Photo credit: Wikipedia)

After all, there is no other time of the year when a cook has so many great ingredients from which to choose. Tomatoes, peppers, eggplants, zucchini and (it seems) just about everything else are near or at their peak season now. It becomes hard to choose a topic just as it is to choose which to use for dinner.
Of course, the ingredients themselves are a theme we’ve hit before. I’ve written about being choosy and not settling for an inferior product, either in the kitchen or in the office.  Today I want to write about the corollary to great ingredients: not getting in their way.

Obviously you can’t put basil fresh from the garden next to a perfect tomato and buffalo mozzarella and expect a brilliant caprese salad to put itself together.  You still need to do some work and add a bit (and only a bit) of salt, acid, and great olive oil.  But, as the italian phrase goes, non troppo – not too much.  Overdressing or over seasoning the great basics just gets in the way of their flavors.  You want to bring those flavors out, not hide them.  Slices of zucchini and other summer vegetables perfectly sliced and roasted can be a fantastic meal.  Bake them in layers and cover them in cheese and you might get a tasteless, soggy mess of a gratin.

It’s the same with your team.  Find the best people, educate them on your goals, help fill in their skill set where necessary, and then get out of the way.  You want to manage them but non troppo – not too much.  How many of us have worked for a micro-manager who wants things done his or her way even if they’re wrong?  How often are you sitting around having drinks after work with your peers and the discussion uncovers widespread unhappiness with how the team is being used?  The better that team is the more likely that they have skill sets in certain areas that are superior to those of their supervisor in those areas.  As managers, we want those people on our team.  They’re not threats – they’re our salvation.

I love cooking in Summer since there’s less I have to do.  It’s more about the shopping than it is the cooking.  Great managing is that way – it’s almost more about the hiring than it is the managing.  You need to manage, but non troppo.  You with me?

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What’s The Most Valuable Social Network?

Like many of you I’ve been following the ups and downs of Facebook‘s recent IPO and the stock’s performance subsequently. I thought about it again this morning as I read a release from The Incyte Group (via Research Brief) that states consumers want deeper connections with brands – but open social networks are not where they want to build these connections.  Facebook is the biggest of the bunch and while marketers put over $3B on to Facebook’s revenue line last year, if you speak with many marketers the ROI on that spending is unimpressive.  The notion that sort of pops into my head about marketers searching for the best social network to reach consumers is that of a drunken sailor bouncing from bar to bar, spending a little cash along the way, looking to get lucky.  Facebook to Twitter to Pinterest to LinkedIn.  Turns out that’s not what holds the most promise when we’re talking about reaching them via social networks:

(Consumers) do not expect, or even want, these communities to be part of an existing social network like Facebook or LinkedIn. Instead, their preference is for customer communities that are:

  • Run separately from open social networks, but have strong linkages to them so they can easily share information with like-minded friends
  • Proactively managed by companies
  • Tightly integrated with the company’s website

So what, in my mind, is the most valuable social network?  Amazon.  Think about it – much of the time when I’m on Amazon I’m not  actually sticking things in a shopping cart.  I’m researching.  I’m reading reviews to discover new books or music.  I’m commenting in things I’ve bought or used that are for sale.  When you look at the research findings, Amazon meets all the criteria plus it closes the circle by offering products for sale.  It’s not an ad-supported model but their sales were over $12B.  For a quarter. Several times what Facebook or any other social network’s were.

Amazon is the most valuable social network for marketers because it is for consumers.  Now ask the next logical question:  what’s your strategy on Amazon and is it the best one when you think about it as social and not as commerce?  Do you agree with my thinking here?

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Poison Ivy

One of the hazards of hitting a golf ball a little off line (OK, maybe more than a little) is a close encounter with poison ivy.

Poison Ivy

(Photo credit: Mark Sardella)

It’s everywhere on the course I play. When you keep the ball away from the weeds, it’s not a factor but when you chase one into the edges of the course, you often come home with an itchy reminder of a bad shot.  At some point over the last week I must have had a close encounter with some of it since I’ve now got a few seriously itchy patches on me. This, of course, got me thinking about business.

As you might be able to tell from the photo, the plant has attractive, innocuous little flowers.  As long as you don’t touch the leaves, the urushiol stays put and you don’t itch.  Unfortunately, the oil sticks to everything that touches the plant, and if you touch whatever it was (like a golf ball) later on, you’re probably going to have an allergic reaction that brings on the fits of scratching.  The oil doesn’t go away when the plants die either.  You can get just as bad a case touching a dormant or dead plant in winter as you can in the middle of summer.  The business point?

There are people out there who are just like poison ivy.  We bring them into our organizations because on the surface they seem harmless.  Maybe we notice that they resemble something against which we’d been warned (leaflets three, let it be!) but we’re distracted by something – finding a golf ball, making a hire, closing a deal.  Once we let them touch our business, however, they cause all sorts of harmful reactions and those reactions persist long after we’ve freed ourselves from contact with the plant or the poison.

We’ve all had close encounters with human versions of the plant.  Lieber and Stoller wrote about one – “you can look but you better not touch”.  These people do “come on like a rose” but we’re well-advised to stop, take a hard look, and keep our distances.  The short-term gain is rarely worth the long-term misery.

Want to add any thoughts about someone you’ve encountered like this?  Hit the comments.

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