Monthly Archives: November 2014

November 21, 2014 · 12:41 pm

The Same Old Thing

It’s the last Foodie Friday post before Thanksgiving here in the U.S. and I thought this might be a good time to reflect upon that meal. I’ll start cooking this weekend by making turkey stock and I’ll be doing a little each day right up until mealtime on Thursday. Hopefully the 25 folks in attendance will all get fed at the same time and fall asleep watching football in a food coma.

English: Thanksgiving cheer distributed for me...

(Photo credit: Wikipedia)

If the truth be told, I don’t love this meal although it’s one of my favorite holidays. It’s a favorite because the family gathers together, something that’s a precious occasion as we all get older and become more spread out. But I don’t love the meal because it’s always the same menu with the odd little variation – a different take on a vegetable or maybe a new pie.  It’s kind of boring as a cook but I know the people who are being fed love it.  Which got me thinking.

All of us in business seem to be under a constant imperative to innovate.  To make our products better.  To change things up because if you do what you’ve always done you’ll get what you always get.  If you’ve spent any time here on the screed you know that I buy into looking at our businesses through new eyes as often as we can.  Then I think of the Thanksgiving meal.

The family likes the familiarity.  They look forward to some of the dishes that they only eat this one time each year.  They know what they’re going to get when they traipse over to Rancho Deluxe for the meal. Our customers are like that too, I think.  When you walk into most QSR chains you know what you’re going to get when you order a menu item. Whether you’re in New York or Los Angeles it will be the same.  For many people who are risk-averse, that’s comforting and critical.

The balance between innovation and stability is something we need to maintain as we go forward in our business thinking.  When I switched over to frying the turkey on Thanksgiving I still roasted one so the family could make the move in their own minds instead of me imposing my will.  We no longer roast a bird because everyone’s preferences changed.  There’s no need for any of us to repeat the “New Coke” disaster.

I’ll be serving the same old thing for Thanksgiving.  It makes my “customers” happy.  You?

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November 20, 2014 · 11:48 am

The Lady Does Protest Too Much

You might have read Hamlet. Perhaps unwillingly in high school English, perhaps for pleasure since it’s one of the greatest dramatic works in the English language. At one point Gertrude says “The lady doth protest too much, methinks.”

Tiger Woods Photo by Paddy Briggs

(Photo credit: Wikipedia)

That line has been used as a figure of speech ever since (and since 1602 means for a long time) to mean that a person’s overly frequent or vehement attempts to convince others of something have ironically helped to convince others that the opposite is true, by making the person look insincere and defensive. Thank you, Wikipedia!

I thought about that quote the other day as Tiger Woods responded to a satirical piece written by the great Dan Jenkins. Jenkins wrote an “interview” with Tiger which was clearly labeled as made up in which Tiger was made to look cheap, dumb, and nasty. What happened next is instructive for all of us and for any business.

The “interview” ran in the print-only edition of a golf magazine.  Had Tiger left it alone, it would have been read by hard-core golfers and died.  Instead, Tiger took it upon himself to issue a 600 word rebuttal on ThePlayersTribune.com which was picked up immediately by the media.  The interest in the controversy grew quickly, and the golf magazine then posted the original article on its website where anyone could read it.  The mostly ignored problem became a front and center issue.  Which is the point.

Maybe you’ve heard it called “The Streisand Effect.”  This is when an attempt to hide, remove, or censor a piece of information has the unintended consequence of publicizing the information more widely.  It’s instructive.  By protesting too much we fan the flames of the problem.  Should every negative comment be ignored?  Of course not.  But had Tiger responded publicly (and I’m not sure he should have in this case) with an appreciative chuckle and a wink of the eye (“I’ll have to work harder and adjust my thinking to live up to the bad guy image you made up”), this all would have gone away.  Better would have been a phone call to Jenkins and a quiet meeting someplace to straighten it all out.

There are dozens of examples of companies and individuals choosing the wrong course and triggering The Streisand Effect.  While our emotional response to something false or misleading might be to take that course, the smarter response is to choose another.  What’s yours?

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November 19, 2014 · 10:53 am

Brand Purpose

I was reading a report on lifestyle segmentation and women when I came across a term that I really like: Brand Purpose. I know – if this is what you read for fun, what the heck does your work reading entail?  In any event, the term comes from the folks at Harbinger Communications and it’s so of their USP – Unique Selling Proposition. They define it thusly:

Brand purpose is the ownable, actionable impact the brand will make on the lives of the target consumers, rooted at the intersection of what the brand offers the world and the consumer’s deepest cares and desires.

There are a couple of things to consider here and I think it isn’t a bad exercise for anyone is business (and, therefore, anyone with a brand) to think about them.  First, what does your brand offer the world?  How is it different from anyone else doing what you do or offering the same type of product or service?  What problems are you solving for your customers?  I’m amazed when I speak to businesses about this how few of them have a very clear notion of the answer to those questions.

Second.  What do you know about your consumer?  You have rams of information at your fingertips about the “what” – what did they buy, what was the average sale, etc.  You might know their basic demography.  But what do you know about their motivations?  What primary research have you done?  What feedback do you get on a regular basis?  The world is no longer “we talk, you listen.”  Brands need to do way more listening than talking.

Finally, how can you “own” the answers to the above?  Can anyone else come in and take your place in the consumer’s mind?  Is your positioning and purpose actionable, or is it just a nice mission statement?  Are you adding genuine value to peoples’ lives or are you just making this month’s sales target?

Something to consider today!

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