Category Archives: Reality checks

August 22, 2016 · 1:07 pm

Believe It Or Not

We’re busy prepping Rancho Deluxe for sale and so we’re in need of some outside services to perform tasks such as washing the roof (damn lichen). In our digital age, I’m doing what any person would do: checking the web for reviews as well as for potential service people. The problem is not finding information. The issue is knowing which information to trust. I suspect this is an issue for you and for your business as well.

There are review sites such as Yelp and Angie’s List. Yelp, in particular, has a reputation, justified or not, of having issues. Fake reviews are allegedly rampant and the company has been accused of elevating negative reviews to higher positions in the results if the company doesn’t pay to advertise on Yelp. As an aside, a court found that even if they were doing that, it wouldn’t be illegal, but it sure makes one question the validity of what you learn. Angie’s List has had similar problems, saying that they’re consumer driven when 70% of their revenue comes from advertising. That makes them less than disinterested information brokers in my book.

Do people really use reviews? A new study by Trustpilot suggests that 88 percent of consumers say that reviews help when deciding what to buy and where to buy it. The study also found, however, that only 18 percent say they think online reviews are actually valid, so do consumers believe them or not? As a business owner, can you believe what you’re reading or not before you think about taking action?

I don’t think there is a simple answer. Most fake reviews are fairly easy to identify. You look at how many other reviews have been written by the author, you check if there are multiple reviews with similar verbiage, etc. I’m a fan of Amazon’s identifier of reviewers who actually purchased the product via Amazon, and some sites let you see if the person has actually checked in. That’s more of a clue for negative reviews in my book. Yelp and other sites are probably more of a help as a consumer than they are as places to conduct business based on some of the alleged shady business practices. Check multiple sites and social media, gather a lot of information and form an opinion based on the preponderance of the evidence (can you tell I hang out with lawyers?).

Actually, that last sentence is probably good advice for anything we do in business, wouldn’t you say?

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August 8, 2016 · 11:36 am

Bad Headline, Good Reminder

I missed the end of the Sprint Cup race yesterday. Not a big deal, I thought, you can read the results in the paper or online. I still have some of my old school media habits and reading the paper with breakfast is one of them, so I was little surprised to see the headline you see pictured below. After all, the only NASCAR driver named Hamilton that I know of was Bobby Hamilton, who passed away in 2007. Had F1’s Lewis Hamilton somehow entered the race and how did I not know that? And why was he driving the 11, which has a regular driver?

None of the above. As it turned out the race winner was Denny Hamlin, who competes every week in the 11 car. The headline was completely wrong. This isn’t a website either, so millions of papers aren’t going to be corrected with the press of a button. Putting aside what must be some editor’s massive embarrassment, there is something any of us in business can learn from this.

Newspapers are supposed to be trusted sources of information. While there is no doubt that the public’s trust in media generally as unbiased factual reporting sources has declined, most mainstream outlets still hold themselves to a higher standard. When mistakes happen – and they do daily – most reputable outlets correct them and call attention to the fact that they have done so, recognizing that they erred in the first place. That’s applicable to any business, as is attention to detail. Someone screwed up badly here. Knowing that it’s generally the editors who write (and certainly approve) the headlines, my money is that the fault lies there. Messing up the big things is usually obvious but it’s the lack of attention to the little things that I think irk consumers even more.

This bad headline is a good reminder. Any business loses trust when they mess up. If we’ve done a good job filling up our karmic bank accounts with our customers, we’ll be fine making these withdrawals for mistakes. Do so on a regular basis, however, and that account becomes overdrawn. That’s when our customers move on. Does that headline make sense?

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August 5, 2016 · 10:45 am

The Problem With Talking Eggs

So guess what else falls on this Foodie Friday? My birthday! Naturally, wanting to be prepared for the inevitable rush by friends and family to buy me gifts, I was rummaging around the web for more useless gadgets I could add to my kitchen. I might have found just about the most useless one of all and oddly enough, a business lesson as well.

I think you’ve probably heard of the Internet Of Things. It seems as if almost everything – your fridge, your thermostat, your dishwasher – connects to the Internet. Maybe, however, this thing (thank you, Business Insider) carries it a bit too far:

The Quirky Egg Minder solves a question as old as time itself: “Why can’t I connect my egg tray to the internet?” Made in partnership with GE, this thing syncs with your smartphone and sends you push notifications when you’re on the verge of being eggless. LED lights on the tray itself tell you which of its 14 eggs nearing their expiration date.

I don’t know about you but generally, I don’t need an app to tell me when the egg tray is almost empty. My eyes aren’t quite that bad and I can still see when there are more openings than eggs. In my mind, this is the classic solution in search of a problem. While you know I’m all for solving customers’ problems (that’s the basis for any great product, after all), we can’t create problems to match our solution. It’s actually more rampant than you might think – witness the plethora of new drugs that fix issues we didn’t know we had (and probably don’t!).

I suppose there are some folks who would buy this just to be able to show their friends that their egg supply is sound. I’m not sure that will get you on the subway or a mortgage. I’m also willing to bet that any product that creates a problem in order to solve it is walking on egg shells.

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