Category Archives: Reality checks

There’s No “I” In Storm

One more bit of thinking today as Hurricane Florence approaches the Carolinas. While it’s easy to see the eye of the storm in the satellite photos, the message here on the ground is that there is no “I”. Let me explain and tell you why it’s relevant to your business as well.

Riding this thing out seems to be a communal effort here. My neighborhood has a closed Facebook group and it’s been overwhelmed with offers from neighbors offering to help one another with everything from cleaning up yard waste to clearing storm drains to fixing generators. There are constant reports of where there is bottled water or gas available to buy (both are hard to find) as stores’ stocks are replenished. In short, while everyone is looking after their own storm prep, they’re doing so with an eye to the community as a whole.

That’s something that gets lost in business sometimes. Each of us is very focused on our own success and we sometimes lose track of the whole. I don’t just mean the entire enterprise (how well is the business doing) but also of our co-workers (how well are the people doing). Too many of us are selfish. We spend time self-promoting. We try to climb over others on our way up the ladder, not recognizing that doing so creates the envy and resentment that can poison an organization.

The truth is that while of course business is competitive, at its best it’s also collaborative. You can’t succeed, either as an individual or as a business, without the trust and support of others.

We’ll get through this storm just as we did the last one. That, in part, will be due to good preparation and help from one another. As with the storms that happen in business, it’s much better than trying to ride it out alone, don’t you think?

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Mental Images, Mental Mistakes

Shut your eyes and picture the typical “All-American” family. Go ahead, I’ll wait. OK – have that picture in your mind? What does it show? Mom, Dad, and a couple of kids? My guess is that if you’re Caucasian so is your picture, and I’ll bet the typical family is also quite heterosexual.

Here’s the problem with your mental image. According to the 2010 U.S. Census, only one in four American families matches that description. That was almost a decade ago and I think we’re all aware of the changes that have been happening with respect to familial, and societal, composition.

If you’re in marketing, that mental picture has some fairly important implications. It might impact how you make creative for your campaigns, how you plan your media, and how those decisions provide relevance and meaning to consumers. For an example, the folks at HP brought together 13 Chicago families of different races, ethnicities, ages, genders and sexual orientations. They were split up and another group of people was asked to reassemble the families.

Guess how many people could put the families back together? Exactly none. In general, they tried to find groupings of the same race, different gender, and heterosexual. Oops. But this has implications even for those of you out there who aren’t in marketing. It speaks to the broader issue of preconceived notions and how we can’t just form opinions without adequate evidence. Some folks are seemingly determined never to let the facts get in the way of a good story, whether they’re reporting something to their boss or just ranting among their friends. It’s really a bad idea.

How often do a new employee or a business prospect walk into the room and you make a snap judgment before they’ve even uttered a word? We all do it, unfortunately. In fact, it’s sort of a “truism” that hiring decisions are made quickly. Well, according to a research study, some of the interviewers did make snap decisions about candidates. Roughly 5% of decisions were made within the first minute of the interview, and nearly 30% within five minutes. I think that has to do with the preconceived notions in the interviewers’ minds about who they saw in the job as well as who they saw in front of them.

Rip up those mental pictures as best you can. Do the research, seek the facts. and THEN form the pictures. Ready, fire, aim rarely works, don’t you think?

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Red Delicious

This Foodie Friday, let’s consider the Red Delicious apple. Until very recently, it has been the dominant apple in orchards all around this great nation of ours. According to the US Apple Association (as quoted in the NY Times), it has recently lost its dominant position to the Gala, and Granny Smiths are closing fast. You can probably hear Honeycrisps off in the distance too.

I know what you’re wondering: is this some sort of tangent brought on the by the start of football season (Go Blue!) and, therefore, the fall apple season? Not really, because there is a business lesson in the fall of the Red Delicious that can be used by any of us.

Have you ever eaten a Red Delicious apple? If you’re not sure, buy one the next time you’re at the market. They will be easy to spot. They’re very pretty – your prototypical apple. It’s a lovely deep red and their skins are generally unmarked. If you were trying to find an apple to use in an art class, the Red Delicious would top your list. So what’s the problem?

Bite into one. What do you get? Not much. They are bland and almost flavorless. That skin is so beautiful because it’s too thick to bruise. Oh sure – you get a blast of sweetness but there really isn’t much of a flavor there, especially when you compare it to pretty much any other apple. While people do eat with their eyes, at some point what they’re eating gets to their mouth and the food needs to deliver on the promise made by how it looks. That’s true of any product or service. Nice packaging, wonderful design, or a fancy sales brochure may attract a large consumer base but if what’s delivered doesn’t fulfill the promise made, it will be one and done. Either you’re solving the customer’s problem and providing superior value or you’re not, and it doesn’t matter how pretty you are.

Don’t be the Red Delicious of your business sector. It may be nice to be number one (and it’s probably pretty profitable for a while), but over time, it’s unsustainable if all you are is pretty. Substance matters, don’t you think?

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Filed under food, Reality checks, Thinking Aloud