Category Archives: Thinking Aloud

August 6, 2014 · 1:15 pm

Experts? Hardly.

You may be following the saga of Foursquare as it tries to find a business model that works.

Foursquare Logo

(Photo credit: Wikipedia)

The bloom of collecting badges has clearly worn off and almost every app has some sort of check-in feature to let your friends know where you are. Now Foursquare seems to be moving in a direction that will let them compete with Yelp (which has a good business model) and are splitting off the check-in part of the service into another app (Swarm).
Maybe you got the same email I did the other day which talked about their new feature called “Expertise”:

In the new Foursquare, we want to reward people who share their expertise, helping other people to great experiences. When you leave great tips, you make progress. And, the more people like or save them, the faster you’ll earn expertise.

It goes on to say that all of the tips you post thereafter will show they were posted by an expert.  On behalf of people who actually DO have some expertise on a few things, may I call BS?  I’ll even go further: I’m offended.

I’m offended because any moron with the price of dinner and a mobile device can write a review which may be complete blather and very inaccurate. I have no problem there.  But if they do so 10 or more times, does that really make them an expert or just a blithering idiot?  How is anyone to recognize the real experts?

I’m offended  because Foursquare is doing something that I find offensive among a number of content companies.  They are using the very same audience they sell to marketers to make their product.  The reward to the consumer for doing so?  An ego trip:

Once you’ve earned an expertise, we both mark your tips as coming from an expert (so the world knows), and make sure more people see them because they’re high quality. And, when you’re looking for great things to do when you’re at a place, you can see which ones come from experts.

How about something more tangible – a gift card, a weekly sweepstakes, anything that reflects the value of the contribution?  Foursquare seems to believe the famous Woody Allen quote that showing up is 80% of success.  If you show up at a place and write about it, you’re a success – an EXPERT!  My take?  Hardly.  Yours?

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August 5, 2014 · 11:33 am

You HAVE To Read It – It’s My Birthday – Again!

I realize that might be the most ridiculous post title ever but it happens to be true.  It’s also the post I wrote last year on this day.  I’m going to tweak it a bit to reflect that I’m a year older but in reading it again, I kind of liked it.

A picture of a birthday cake

(Photo credit: Wikipedia)

OK, not that this is a must-read, but it is, in fact, my birthday.  Maybe there’s an attention whore living deep inside me although I suppose any of us who dump our thinking on to the World Wide Web have some of that.  In any event, birthdays are one of those occasions that prompt introspection.  My favorite author, Mark Twain, said that when he was a younger man he could remember anything whether it happened or not.  Much of what you read here is exactly that – what I remember or have figured out along the way.

I turned 59 today.  I’m not much of a numerology guy, but since today is 8/5 I thought I’d look up what meaning is associated with my birth date.  Apparently 5 is associated with freedom. “5” people seek change and adventure.  What stood out to me was that 5’s are naturally curious and are  constantly trying to find the answers to life’s questions (maybe there IS a reason I’m writing!).   5’s are very persuasive and excel at motivating people which makes them ideal candidates to become salesmen.  Given the early part of my professional life, that fits.

8’s are born with natural leadership skills. We’re very ambitious and goal oriented, with strong organizational skills and broad vision.  I don’t know how they figure this stuff out but I like the thought.  It also applies to what I’ve been doing for the last 5 years as a consultant.  Of course, one can add the 5 and 8 together and get 13, a lucky number in numerology.  For me, that applies as well: I’m fortunate to have my health, a great family, many friends and more close friends than to what one ought to be entitled in one lifetime.

Then there is my full birthdate number, including the year.  I’m a “33,” a “master number”, which is a big deal to numerology people:

Qualities: responsibility, consciousness, mysticism, compassion, indulgence. It provides: ability to worry about other people, resolution of conflicts. Goals: to bring a transformation to society.

I don’t have any big business thoughts today – I’m giving those a rest so I can enjoy the important stuff.  Yes, I’m working but I’m doing so with a smile on my face as I get Happy Birthday calls.  The hard part is holding this feeling for the other 364 days and the realities of business show themselves.  Hey – maybe there IS a business point today.  Thanks for reading – that’s a gift any day.

 

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July 31, 2014 · 11:38 am

Don’t Leave Home

One of the classic ad lines is”don’t leave home without it” which David Ogilvy penned for American Express 40 years ago.  I asked myself how the line would have been written today as I read a study from Accenture on shopping and retailing.  It’s called From Retail to “Me-tail” and you can read it here if you are interested in their take.   These points really caught my attention:

• Stores as we know them will no longer be relevant—many shoppers will never even visit one
• Consumers will be able to shop seamlessly across multiple channels—and expect to find relevant content on all of them
• “Fast fashion” will be the de facto industry standard—with dramatic consequences for store inventory levels
• Supply chains will be optimized across the full product lifecycle—right through to disposal
• Consumers themselves will help form the communities of talent required to service a vast diversity of new and constantly shifting demands

That first point has profound implications.  What will take the place of retail outlet?  I can’t see Main Street populated by warehouses or shipping centers.  The truth is that as my family’s shopping habits have shifted to online, we leave the house far less often to hit the stores other than the supermarket.  Ogilvy’s classic line works less well when consumers don’t leave home at all, at least not to shop.

What can retailers do? I like one site’s take on the study:

Ensuring consumers are comfortable and confident wherever they make purchases is critical for brands as they bridge their online and offline experiences. The comfort of brick and mortar stores can easily be replicated online with the right tools and tactics. And, brick and mortar will continue to become more like online via their use of analytics and in-store digital tools that enhance the customer experience. Once these types of strategies are in place, customer satisfaction will improve along with the retailer’s bottom line.

That makes sense to me.  You?

 

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