Monthly Archives: February 2013

Solitaire

Is there anyone who hasn’t played solitaire? It seems as if it’s available on every PC and Mac addicts can grab it in Game Center. I have it on my phone as well as on a Nook, and I’ve come to the realization that it’s a pretty good business tool. Let me explain why.

English: A GNOME version of Klondike (solitaire).

(Photo credit: Wikipedia)

There’s the obvious – it gets your brain cranking.  I find, however, that there are some other skills that are required to finish many hands.  The first is patience.  It’s rare that you get through the game the first time you leaf through the deck.  In fact, I’ll often use that first pass as a form of research that helps me figure out the strategy for the rest of the game.   Doing that research before settling on a strategy is another often overlooked business skill.

I’ve found that the key to solving the puzzle (and I’m playing the most common version of the game called “Klondike“) is to get the down (covered) cards turned up as quickly as possible.  In business terms this is removing the unknowns so you can get a clear look at the situation.  I’ll usually keep attacking the biggest stack of covered cards just as in business we should focus on the areas where we know the least.

Since a finished pile – the stacks beginning with the Ace  – is an objective, there is a real temptation to add cards from the board to the Ace stack.  I only do that when I know I still have a place to put a lower card that still remains.  In business we sometimes make that mistake – we try to finish a task without thinking about the rest of the dependencies.

Sometimes you hit a wall.  All the cards are red and you’re only turning up additional red cards or you get to where you must turn over a specific card to keep going.  That’s when the creative thinking kicks in – how can I move something that’s already there to free up a slot?  Keeping the same suits (Hearts, Clubs, etc.) in the same lines can be helpful.  This often means delaying the play of a card into an obvious opening with an eye on something other than top-line data – the card’s number.  Yes, that may be a nuance but using all the information I have – number and suit – helps with the long-term solution, sometimes at short-term expense.  Sounds like a smart business practice, doesn’t it?

You probably have a solitaire game on whatever device you’re reading this.  Spend 5 minutes and try looking at the game in a different way.  After all, that’s how we need to approach business too, right?

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Hitting The Mark

I’m not a big bourbon drinker but I do enjoy it from time to time.  A friend of mine invited me to be a Maker’s Mark Ambassador a while back, which is a sort of frequent flyer program for the brand.  That’s given me a front row seat to something that’s happened over the last week and is a fantastic example of how marketing works these days.

Maker's Mark

Maker’s Mark (Photo credit: Wikipedia)

Maker’s Mark has been doing an awful lot right with the brand, so much so that there is a shortage of product.  Earlier this month (about 10 days ago as I write this), the distillery emailed us that they were going to be reducing the proof of the liquor a bit.  Watering it down would be an apt description. Another bourbon brand did the same thing a decade ago and not much happened when they did so.  This time,  as one might expect, outrage ensued.  However, as we’ve discussed fairly often here on the screed, that outrage is now easily broadcast across the planet.   The negative response built on Twitter and Facebook and after three days there were thousands of posts which were amplified by others.

Maker’s Mark then did something very smart.  They listened.  They acted.  They sent an email to all of the Ambassadors.  Mine showed up yesterday morning and it said, in part:

Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.

You spoke. We listened. And we’re sincerely sorry we let you down.

Perfect.  Take responsibility for your actions (don’t hide behind “mistakes were made”), express regret, and explain what you’re doing to fix it.  The positive reaction was immediate and loud – 16,000 “likes” on their Facebook page and a couple of thousand positive comments within a few hours.   This is how it works in the social age.  Listen, respond, be transparent, rinse, repeat.  This is how the Maker’s hit the mark after a big miss.  They’ll have to find another solution to their supply problem – once which doesn’t involve watering down the product (and the brand!).  It’s a good lesson for any brand.  Do you agree?

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Filed under digital media, Helpful Hints

A Peek Forward

I’ve written before about how the hardest job in digital media and technology is seeing over the horizon.

Image representing comScore as depicted in Cru...

Image via CrunchBase

The folks at comScore try to be helpful in that regard and issue an ongoing study about trends and predictions.  As they put it, they “examine… the latest trends in social media, search, online video, digital advertising, mobile and e-commerce are currently shaping the U.S. digital marketplace and what they mean for the coming year, as comScore helps bring the digital future into focus.”  Exactly.

The latest version of the study – The 2013 U.S. Digital Future In Focus Report – came out last week and there were a few nuggets I thought you might find interesting. You can read the entire deck here.

The first has to do with something that content producers have dealt with for years – the perceived mindset that consumers won’t pay for content:

Digital Content & Subscriptions, a category predominantly composed of digital content downloads such as music, movies, TV shows and e-books, ranked as the top-gaining retail e-commerce product category for 2012, its second consecutive year to claim that distinction. The increasing proliferation of devices like smartphones, tablets and digital music players has accelerated consumer demand for digital content downloads, contributing to the 26-percent gain in the category.

So much for that myth.  As it turns out, people will pay for high-quality content delivered seamlessly to all devices.  The next tidbit is related to, or perhaps even drives, the previous finding:

Smartphones continued to drive the mobile landscape in 2012, finally reaching 50-percent market penetration in 2012. Smartphone media usage is dominated by apps, which account for 4 out of every 5 minutes spent on smartphones with mobile web usage accounting for the remainder. Despite Facebook’s leadership in the app market, Google apps dominated the rest of the list of top apps visited in the U.S., with Google Maps, Google Play, Google Search, Gmail and YouTube ranking as the most heavily visited apps next to Facebook.

Consumers are using these devices to access content but I think there’s an opening for some smart company.  Notice that 80% of the usage is not on the mobile web.  I’ve yet to run into a great mobile web experience (although there is a lot of B+ stuff) and so developers are having to support the two big platforms, often with very different degrees of success between the two.  It’s interesting to me that the top mobile apps are all, with the exception of Maps, continuations of a desktop experience.  Instragram (not a top app) is about the only exception to that.

Finally, just as the web became a valuable extension of media’s primary channels, so too mobile is becoming that for the web:

The average Top 25 digital media property extended its reach via mobile channels by 29 percent. Even those with a relatively modest incremental reach in the teens are recognizing that mobile channels represent more than a mere rounding error. The future revenue streams of these media companies depend on effectively delivering content and commerce to their consumers through these channels, and demonstrating why they are an important part of the marketing mix. Failure to meet consumer expectations and aggressively prove the value of these additional channels in 2013 could spell a very rocky economic transition by the time 2014 comes around.

There’s your peek over the horizon.  Now, what are we going to do with it?

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