Tag Archives: Business and Economy

Top Posts Of 2018 #2

This is the second most-read post written in 2018. I wrote it following the passing of my uncle, the husband of my only aunt and my godmother. The post is about being willing to be surprised and to be wrong. What I found out about him changed a view I had held for many years. Since then, I’ve reminded myself constantly that what you think you know today might be completely wrong tomorrow and I try to behave accordingly as I run my business and consult with clients. Enjoy!

My uncle passed away last week. He was married to my mother’s sister and, obviously, wasn’t a young man. Still, a loved one’s death is never easy and due to a lengthy illness, this one was especially hard. I flew to Florida to attend his funeral and to offer love and support to my aunt and cousins. If you’ve ever sat with folks who’ve experienced a loss, maybe you’ve had a similar experience to what went on. There was much talking and reminiscing about my uncle and many old family memories were shared with a mixture of laughter and sadness.

My uncle was a man I’d known my entire life and yet during the time spent chatting I learned something I’d never known. There was a book on my aunt’s table. In it were poems that my uncle had written over the years, mostly to her. It turned out he had also written a play. I was very surprised by this since my uncle was a rather vocal prognosticator on whatever topic happened to be at hand. Sports, in particular, was something about which he was never at a loss for an opinion. He was in an odd way a less knowledgeable Howard Cosell and although he was frequently wrong he was never deterred from speaking his mind. The fact that he had written love poetry to his wife was not exactly something that I thought he’d be doing.

The point of this is to remind each of us that no matter how well we think we know a topic or a person we need to keep an open mind and a readiness to be surprised. If someone had told me that my uncle was a playwright I’d have thought they were joking. That fact that I saw his poetry reminded me how little I really knew or understood about him.

Be willing to be wrong. Accept that there are things you don’t know and seek them out. Get as many facts as you can. Oddly, my uncle would often opine without having some key facts at hand. Even so, it’s his last message to me as expressed through the existence of his poetry that was probably the best thing he ever said to me. Does it resonate with you too?

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Filed under Helpful Hints, Thinking Aloud

Top Posts Of 2018 #3

It has become an end of year tradition here in the screed that I use the time between Christmas and New Year to post the most-read posts written during this past year. You guys did a lot of reading – traffic was up 17% this year over last. Thank you!

Today I’m posting the third most-read post. Tomorrow will be #2. On Friday you’ll see the most-read Foodie Friday post and Monday will be the most-read of the year. Today’s post was written last August following my daughter’s wedding. It’s about decision-making, which is a hard thing for many people. Maybe that’s something to put on the resolution list I just know you’re writing now?

I had one of those wonderful Dad moments over the weekend. We walked our youngest daughter down the aisle to meet her true love under the wedding canopy. It’s one of those moments that really don’t hit you until you’re standing there at the back looking down the aisle. In my case, 28 years of this child’s (now woman’s) life came flooding back in a rush. I wonder what the pictures captured as we walked her forward?

Of course, the 48 hours preceding the wedding were a minor nightmare as family, friends, and others hustled to transform a huge empty space into a magical circus that could seat 130 for dinner as well as for the wedding ceremony. Place settings, table and site decorations, room for aerialists and fire-breathers (I’m not kidding), as well as dancing and food all needed to be pulled together. And that’s what leads to today’s screed because the entire process reminded me of one thing.

Nothing happens without someone making a decision. That sounds awfully basic but it almost crippled us as we set the wedding up. First, no one was really in charge and empowered to have the final call. Does the salad plate sit on the table or on the dinner plate? 10-minute discussion. Where should the dessert bar go? 10-minute discussion. Silverware rolled into napkins or placed separately? 10-minute discussion. Meanwhile, a dozen helpers are sitting idle and the clock is ticking.

It’s critical that decisions get made. It’s critical that there be firm deadlines set by which they’ll get made and that someone is empowered to make the decision at that deadline if one hasn’t been reached in some other way. The team needs to have a roadmap, a project plan with milestones. It’s a guide which can limit distractions (and emergency trips to the store!). Don’t go chasing every shiny object that presents itself and keep to the deadlines you set. Appoint a “benevolent monarch” whose word is law when those deadlines come.

As with most productions, there were things that didn’t go as planned and, as with most productions, no one in the audience noticed. The bride was gorgeous, the drinks were cold, and the dance floor crowded. The most important decision did get made: for two people to spend their lives together. We were all just lucky enough to watch that marriage happen. You, however, can’t run your business just on luck. Make some decisions!

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Filed under Helpful Hints

How Did We Get So Far Off Track?

I started working in the digital world in the mid-’90s. While I wasn’t exactly there for the dawn of the digital age, I was a relatively early member of the group of executives that began building businesses on the internet and on walled gardens like AOL used to be. A couple of things that have happened recently have me shaking my head, wondering how it’s all gone sideways.

First, I asked Twitter to send me something:

Keith Ritter, your advertiser list is ready! The list attached includes the advertisers that have included you in a tailored audience. These advertisers have included you in one or more tailored audiences. Tailored audiences are often built from email lists or browsing behaviors. They help advertisers reach prospective customers or people who have already expressed interest in their business.

I figured since I do a fair amount of cookie-blocking and other means to prevent tracking that I’d turn up in a handful of audiences and I was right. I appear in exactly 9 audiences. However, the rest of the 57-page document (not a typo) listed the similar audiences Twitter has decided I fit. They market me as a part of these audiences and I have no control over it. I can opt out and it will change the ads I see on Twitter. It won’t however, remove me from these audiences. I am included in over 1,000 of them, my data used and sold quite unwillingly.

Then there are the constantly apologizing folks at Facebook. This article in the NY Times is both frightening and disappointing. It talks about how Facebook “gave some of the world’s largest technology companies more intrusive access to users’ personal data than it has disclosed, effectively exempting those business partners from its usual privacy rules, according to internal records and interviews.”  Their privacy track record is abominable and every week it seems there is another apology and a promise to do better. Fool me once…

It’s taken years for the marketers and publishers to push back on the rampant fraud and abuse of programmatic ads. Social media is rife with “influencers” who buy fake followers and regularly violate FTC regulations on advertising. It seems that everyone under 30 is either a ninja or a guru. Fake reviews for products that are complete rip-offs are everywhere (run a link to an Amazon review through Fakespot if you don’t believe me).

All of this leaves one question: what the hell happened? How did the digital business world get so screwed up? At some point, Facebook and many other digital businesses decided that making money is way more important than serving their users is, I think, the basic answer. I’m all for making money, as my business track record shows. There are limits, however, and I have a fundamental belief that making money can only happen over the long term when you respect the customer. As the great David Ogilvy once said, “The customer is not a moron. She’s your wife.” Because most of the people who use digital have no concept about how they are tracked and marketed, most businesses treat them as morons and therein lies the problem.

I could rant on but I’ll end it here with a plea. To any of you who are in the digital world, please resolve to get back on track. Way back when in 1995, all we wanted to do was to amuse a few people and keep them engaged. Yes, we sold ads but we also didn’t track people once they left our domain. We didn’t treat them as numbers or rubes. You shouldn’t either. I get that the tools are more sophisticated and more powerful and that the world has changed. Basic business principles and human decency haven’t, have they?

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Filed under Huh?, Reality checks, What's Going On