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The Sous Chef

Foodie Friday! I’ve been watching Top Chef Masters (I know – huge surprise) again this season. The twist this year is the presence of a sous chef brought into the competition by each of the masters. For those of you unfamiliar with the pecking order in a kitchen, a sous chef is, literally, an “under” chef. They’re the number two person in kitchen. While the executive chef or chef de cuisine sets the menu, it’s the sous chef that make sure that menu is executed daily to the chef’s standards.  The sous chef also creates the daily specials but this is a real understatement of their responsibilities.  Frankly, the main task of the sous chef is to keep the kitchen from falling to pieces.

The competition this season revolves around how well the sous chef performs in a series of contests  among the other sous chefs.  A sous chef not doing well can dramatically impact the master chef’s chance in the main competition.  Conversely, their sous chef winning can give the master chef immunity from elimination without them having to lift a finger.  Pretty sweet when your subordinate can throw that kind of protective wrapper around you!  Which is of course, the business point.

Throughout my professional career I was blessed with incredible sous chefs.  Of course, in the business world they’re called something else – assistants, secretaries, whatever.  They made me look good when I was having a bad day, they kept me on task and on time, and when I wasn’t able to handle a task directly they had the knowledge and intelligence to step up and get things done as I would have.  In a kitchen, the sous chef’s role is to back your chef, no matter what, at least to the rest of the world. What we would discuss or fight about was for us and never (to my knowledge) made it to the rest of the staff.

The best assistants were of the rest of the team but not really in the rest of the team.  Everyone loved them but respected their positions as well as the fact that they could speak for the boss when the boss was otherwise occupied.   Why do I bring this up?

Too many executives underestimate the value of a great right hand.   It could be your assistant, maybe it’s another executive on your staff.   No matter what, every great executive I’ve known has someone who can stand in their stead and make sure things run smoothly until the boss can step back in.  If there is no one with whom you work that can do this, you need to do one of two things:  find someone, or get ready to get replaced.

Here’s to sous chefs everywhere – in kitchens and in cubicles!

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Karaoke

I suspect by this time you’ve probably sung some karaoke, even if you don’t exactly know what the word means. Translating from the Japanese, it means
empty orchestra, meaning that the lead vocal has been stripped way from a popular song.

Cover art

(Photo credit: Wikipedia)

The instrumental track is there but the thing that gives many songs their passion and meaning has been left to you to supply.  That would be the lead vocal – the main thing that puts the words to the music.

I’ve done karaoke, and despite having sung lead in rock bands for many years, I can’t do justice to most of the songs I undertake.  Oh sure, I can hit most, if not all, of the notes.  But it’s not the same, and I  suspect it doesn’t matter how well amateurs such as me try to sing the songs; they’re just not getting it done.

What does this have to do with your business?  If what you’re doing is trying to sing the lead vocal to some other business’ song, you’re probably going to come up as short as  do when I’m  trying to be Bruce Springsteen or Roger Daltrey.   It’s not just about hitting the notes.  It’s about lending meaning to the lyric and bringing passion to the verse.  Think about how many great singers have done wonderful interpretations of someone else’s song.  That’s far different from karaoke.

The business point is that too often we’re thinking about doing karaoke and not about providing our own interpretations.  It’s not so much about hitting the note or the raw material.  It’s about how we bring our own meaning to the lyric.  You can’t run a business as a karaoke exercise.  You have to bring your own passion and perspective.  Otherwise, you’re just some person pretending to be something they’re not, and your customers will see through that in a heartbeat.

You agree?

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Horns

Business took me away for a hotel stay last evening. As you might know, Rancho Deluxe, better known as the home office, is located in a pretty quiet suburban town. Some random deer sneezing is about as loud as it gets in terms of external noise.  Living in a city is different and last night’s stay reminded me of when we lived in Manhattan. It’s rarely quiet.

Car horn symbol

(Photo credit: net_efekt)

The sound that seems to dominate is that of horns. Car horns, truck horns, construction horns. All day and most of the night, their incessant sound can drive you nuts until you learn to ignore it. Which is, of course, the business point.

Too many brands use their marketing messages much as a driver uses a horn. Think about how you use your car’s horn.  There are the friendly little taps to let someone know you’re there and to come out to the car.  There are the intense, lean-on-that-sucker blasts to tell the moron texting that the light has changed and to get moving.   Despite its simplicity, the horn can send a lot of different messages, all of which are intrusive and attention-getting.

Marketing is like that too.  Some brands are still treating their audiences like the line of traffic in front of them.  They blast away even when it’s obvious that the horn will do no good.  How do you react when a driver does that to you?  I don’t react well.  Than again, you learn to ignore it.

Consumers have learned to ignore car horn marketing.  The harder you slam away, the less chance you have to get them to pay attention.  Using car horn tactics in channels such as social media can do way more harm than just the apathy caused by ignoring your messages.  Your inept marketing can be held up for ridicule, much like the dope that’s too busy reading his email to drive.

Horns can be lifesavers – alerting another driver you’re behind them as they back up or making sure a pedestrian is aware you’re coming, for example.  If they’re abused, however, they’re just so much noise and serve no purpose.  We need to make sure that our marketing doesn’t fall into that trap.

You with me?

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