Category Archives: What’s Going On

February 6, 2019 · 11:25 am

Five Feet From Where?

If you’ve been reading the screed on a regular basis of late, you know that my recent experience of purchasing and moving into a new home has provided wonderful fodder for my rants. Today will continue the trend.

One thing that I asked the builder to do as part of the deal was to put up a five-foot fence in the back yard. He agreed and yet another adventure in communication began. It dawned on me as this adventure progressed that there is a great business point contained within.

I live in a community that has an HOA – a homeowner’s association. I’d never lived with one before and so wasn’t really used to the fact that most of the people living in “neighborhoods” down here live with the fact that a board can tell them everything from what color they can paint their home to the type of trees they can plant to the type and height of the fences they can erect and where. To build my fence, I needed HOA approval, and that’s when the fun started. I couldn’t get that approval until I actually owned the home. Until then, the developer’s regulations applied, meaning the fence could only extend five feet from the side of the house and be no more than four feet high. I wanted to live with the HOA rule of the fence being five feet from the property line, not from the house, which in my case meant it would extend an extra eight feet from the house. I also wanted the HOA to approve a five-foot-high fence. You with me so far?

The builder was happy to put up the fence but he would have to do so within the builder regulations unless I wanted to wait almost 2 months, the time it would take to close on the house and go through the HOA approval process. I won’t bore you with the details, but I managed to get the approval much faster (it helps to have golf buddies with good connections). The fence was going up as of last Friday and should be done by Monday, move-in day.

I drove by the new house on Friday and sure enough, the five foot high posts were in the ground, exactly five feet from the house and NOT from the property line. Despite many emails and calls back and forth, somehow the point of the delay – to get a variance to get five feet from the property line and not from the house – was lost even though the message about extra height got through. The fence company was told five feet from the house and they were not happy when they got the call to reset all the posts. Of course, there were also emails asking for proof that the variance had been granted (they’d received the copies several weeks before). As of right now, I’m looking at posts five feet high sitting five feet from the property line (and 13 feet from the house) awaiting the rails and pickets to be attached, hopefully, today or tomorrow.

What’s the business point? No matter what you think you’re communicating to someone, it’s always a good idea to review it again, especially when it involves something that’s not easily undone. Have the person repeat the instructions back to you. Make sure that nothing was lost in the communication. In my case, “five feet” wasn’t the issue. Five feet from where certainly was and that’s what got lost somehow. Good teams are all built around great communication. So are good partnerships and great customer service.

Frost wrote Something there is that doesn’t love a wall. Apparently, that something is unclear instruction and faulty communication, right?

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February 1, 2019 · 10:35 am

The One True Holiday

It’s Foodie Friday and it’s the eve of the annual national holiday called the Super Bowl. It’s America’s only true national holiday in my book. Oh sure – most Americans celebrate Memorial Day, July 4th, Labor Day and Veteran’s Day and even Thanksgiving, but none of those have the vast majority of the country focused on exactly the same thing at the same time. Only the Super Bowl does that.

Along with the game goes the food. Or, rather, THE FOOD, since inevitably there is a lot of it. Even those years in which I’ve watched the game by myself rather than at a party or a bar, I’ve managed to have copious amounts of generally not very healthy food by my side. Try to find a food site without a Super Bowl menu on it. Try to find a bar or a non-fine dining place that isn’t throwing a party.

Here was my take 8 years ago. Nothing has changed off the field (we won’t go into how the on-field experience has changed):

The Super Bowl is unlike any other sporting event from just about any perspective.  It’s watched by more people and is even covered by media people who wouldn’t know an H-back from Preparation H.  Hundreds of marketers, both authorized and unauthorized, try to tie in with “The Big Game” (for you ambushers) whether they’re selling food, TV’s, or anything else along the durable to non-durable scale.

So what do you do as a marketer? Do you try and fight city hall and run your own campaign not related to The Big Game? Do you pay the NFL’s or the broadcaster’s price tag (if your category is available) and use the marks or even just buy TV time in or around the game? Do you just stay quiet and begin your Valentine’s Day promotion after the game?

Tough question. If you’re in the food business, Super Bowl Sunday is one of the most popular takeout days of the year (1 in 7 Americans order takeout food for the game!). A third of Americans consume some sort of dip. Are you staffed properly if you’re a restaurant? Have you ordered extra dip and sour cream if you’re a market? If you’re not a food business, you need to account for this holiday – especially this holiday – in your marketing and content plans. Unlike any other sports championship, people watch The Super Bowl even when they don’t have a favorite team playing. They actually watch the ads. They generally participate in word of mouth and social media conversations. It is America’s holiday and if you market behind the others, maybe you need, as it says on many pizza boxes, to try the best since you’ve tried the rest. Make sense?

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January 21, 2019 · 11:33 am

Happy MLK Day. Dream On!

I think I got it right last year so I’m reposting it this year along with the introduction I wrote at the time. Happy birthday, Dr. King!

As I sat down to write this morning’s screed with Dr. King’s birthday on my mind, I realized that it’s been 50 years since that horrible year of 1968. I was 13 at the time and if you’re younger than about 55 today you probably have no memories of the almost non-stop bad news. It’s hard to believe but things seemed even more screwed up and polarized than they do today. The day Dr. King was shot is one of my indelible memories and the killing of Bobby Kennedy two months later snuffed out a small glimmer of hope that Dr. King’s legacy might come to fruition soon. It took another 40 years for that although there are valid arguments that we as a country are still waiting in many ways.

With that, what follows is my post on celebrating Dr, King and his message from a few years ago. It’s about listening, something many of us don’t do often enough. Maybe you can give it a try this week?

Today is the day we pause to celebrate Dr. King’s birthday.  I went back and looked at my post from two years ago, which was about dreams – specifically one of Dr. King’s dreams becoming a reality.  That was sort of focused on what he saw – his vision.  Today I want to focus on one of the great man’s best qualities that influenced how he acted to make that vision real.  I think it’s applicable to business.  No, it’s not going to be another ethics rant (although those are never out of style in my book).  Today, it’s about the most important skill I think all great businesspeople – and great leaders – possess.

To me, great leaders serve to fulfill the needs of their people.  For Dr. King, it meant endless meetings with various groups to understand their concerns and explain how broadening civil liberties to be more inclusive could help meet them.  For those of us in business, it means paying more attention to the concerns of our customers and co-workers than to our own agenda – these folks ARE our agenda to a certain extent, along with the underlying needs of our businesses.  In a word – listen.

Everyone wants to feel as if their ideas and thoughts are being heard if not acted upon. Without someone hearing them, acting on those concerns is impossible. Listening, then speaking, brings trust.

I know this isn’t a new thought in this space but it came to mind on this day thinking of Dr. King.  If you go back to the early days of Dr. King’s involvement in the civil rights movement, it’s pretty clear that he was a reluctant leader. He was drafted to lead and was kind of unsure of himself.  As he listened to the members of the community and other clergies, he realized that he was simply a voice for the community and their agenda became his agenda.

Many of you will be familiar with Stephen R. Covey, who wrote that we ought to “seek first to understand, then to be understood.”  I think Dr. King if he read pop-psychology, would have appreciated that.

What are you listening to today?

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