Monthly Archives: February 2018

My Uncle’s Poetry

My uncle passed away last week. He was married to my mother’s sister and, obviously, wasn’t a young man. Still, a loved one’s death is never easy and due to a lengthy illness, this one was especially hard. I flew to Florida to attend his funeral and to offer love and support to my aunt and cousins. If you’ve ever sat with folks who’ve experienced a loss, maybe you’ve had a similar experience to what went on. There was much talking and reminiscing about my uncle and many old family memories were shared with a mixture of laughter and sadness.

My uncle was a man I’d known my entire life and yet during the time spent chatting I learned something I’d never known. There was a book on my aunt’s table. In it were poems that my uncle had written over the years, mostly to her. It turned out he had also written a play. I was very surprised by this since my uncle was a rather vocal prognosticator on whatever topic happened to be at hand. Sports, in particular, was something about which he was never at a loss for an opinion. He was in an odd way a less knowledgeable Howard Cosell and although he was frequently wrong he was never deterred from speaking his mind. The fact that he had written love poetry to his wife was not exactly something that I thought he’d be doing.

The point of this is to remind each of us that no matter how well we think we know a topic or a person we need to keep an open mind and a readiness to be surprised. If someone had told me that my uncle was a playwright I’d have thought they were joking. That fact that I saw his poetry reminded me how little I really knew or understood about him.

Be willing to be wrong. Accept that there are things you don’t know and seek them out. Get as many facts as you can. Oddly, my uncle would often opine without having some key facts at hand. Even so, it’s his last message to me as expressed through the existence of his poetry that was probably the best thing he ever said to me. Does it resonate with you too?

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Filed under Helpful Hints, Thinking Aloud

A Not So Super Formula

Super Bowl Sunday is not only a celebration of the NFL championship. It’s also a day celebrating commercialism is in its glory. While some forms of it are heinous (think of the price-gouging going on in and around the stadium), I think most of us enjoy checking out the commercials each year. Some are funny, some are just dumb, but all of them are selling us something.

Photo by Andrae Ricketts

The commercials got me thinking about another form of selling that made news this weekend. You’ve probably heard about the memo released by a member of Congress concerning the investigation into how Russia interfered in our election. Putting aside the politics (we don’t do them here), it provides a very instructive thought about marketing.

Much like the release of a new movie or any other product, the memo was preceded by a campaign to raise awareness of it. There was a hashtag used to build that awareness along with demand and various friendly outlets promoted the fact that the memo was something all Americans should see. That’s where things go off the rails a bit since the reason given why we should all see this document was that it contained new, critical information. The promise was that once we all saw this information, our perception of how the investigation was being run or even its entire existence would be called into question. That, dear readers, is the lesson.

The memo was released and while to some it was a big deal, the general response to it was that it’s a big dud that contained nothing new and was somewhat misleading. In fact, some of the folks who were hyping its release are now backing away. What it shows us is the problem with overselling.

Overselling in its simplest form is selling more than you have to offer. If you’re an airline or hotel, you sell more seats or rooms than you have because there are usually cancellations or no-shows. It another form, overselling is going well beyond the substance of what you have, teeing up the consumer for disappointment when they find you’ve underdelivered. It’s an extremely dangerous thing to do.

Isn’t hyperbole part of selling? I don’t think so. In fact, I think great selling is about helping a prospect gain clarity about their situation while hyperbole is about obstructing reality to a certain extent. Overpromising and underdelivering, whether in releasing a report or running an ad in the Super Bowl, is a formula for failure in my book. Yours?

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Filed under Consulting, Huh?

Building A Better Filter

I came across something this past week that I knew immediately would have to be our Foodie Friday topic because in a flash my reaction went from “duh” to “brilliant” to “life-changing.” It is a coffee filter. That’s right: the thing into which you put the coffee as you prepare your morning cup. It actually can remind us a lot about business.

I was visiting my sister and went to make the morning coffee. As I opened up a filter to place it into the conical thing that holds the ground coffee, I saw something on the white paper of the filter that I’d never seen before: lines. That’s right – pre-measured markings to delineate the levels of ground coffee, much as you probably have on the coffee pot itself for water. I literally giggled with glee. No measuring spoon to wash nor losing track of how many scoops I’d counted out. Just hit the same line each day with the water in the pot and the coffee in the filter and get the same brew, no matter how sleepy I was as I made the pot.

What does this have to do with business? A few things. First, coffee filters are commodity items. Not much distinguishes one filter from another and anything which can do so will remove price as the only variable. In this case, I don’t see evidence that these filters even cost any more than those without lines.

Second, this is clearly a change made with the consumer in mind. After all, it must cost a little something extra to print the lines on the filters as well as to implement a step in manufacturing that wasn’t there before. Based on the filters without measure lines, I don’t think anything had ever been printed on them, so this might even have involved purchasing new equipment to provide a customer benefit. It would have been very easy to say let’s charge more to maintain our margins or to forget the “new” product altogether but some smart manager didn’t.

Finally, it shows us that even something as simple as a coffee filter – literally a folded piece of paper – can provide room for innovation and a better product. All that’s required is to keep the focus on customer benefit and to think outside of the box (or inside the filter!). Those are things any of can and should do.

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Filed under food, Helpful Hints