Tag Archives: business

Cooking In A Closet

For those of you who live outside of New York City today’s Foodie Friday topic may be a little esoteric.

Tiny kitchen

(Photo credit: doraemon)

Then again, since I’ve never lived in an apartment in any other city, perhaps many of you can identify with it.  I know the subject was one I lived with in our NYC apartment and even when we moved to the suburbs the issue persisted:

The challenges of a small kitchen.

Our apartment’s kitchen was literally a closet.  A large walk-in had been changed into a kitchen.  There was a small stove with a tiny oven, a narrow refrigerator, some shelves and about two square feet of counter space.  A small  cutting board and a bowl would cover it completely.  My culinary ambitions generally overwhelmed my kitchen’s ability to produce what I was visualizing.  You’d cook sequentially instead of concurrently, making one course and removing it to another room while you started the next.  Two pots were tight on the stove even though it had four burners, and good luck if you need to sear something over high heat in a pan while simmering a pot somewhere else on the stove.

What cooking in a small kitchen taught me were a series of skills that I still use.  First, I had to think through the entire meal – what to cook when and how to have everything hit the table at the same time.  Second, I learned to be organized.  There wasn’t room to have clutter nor the luxury of extraneous kitchen equipment or ingredients. In short, I learned to focus on the essence of what I was doing and to do so in an incredibly efficient manner.  Which is, of course, the business point.

It’s not just start-up businesses that have resource challenges.  When I work with my clients who are early and mid stage companies, I think about cooking in a closet and how those skills are critical.  That said, every business can stand to think that way.  Sure, your ambitions are way bigger than your business, but what’s the essence of what you’re doing?  What’s really necessary in terms of tools?  How do I organize everything to maximize efficiency?  Since the business can’t do everything it wants to all at once, what’s needed to be done in what sequence to get us where we want to go?

I don’t cook in a small kitchen any more and I have way more silly tools than I know I need.  But while you can take the cook out of the small kitchen, the small kitchen stays in the cook.  I think it’s the same with small business people.  You agree?

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You’re Already Behind

The IBM folks have been surveying Chief Marketing Officers for quite some time and the latest results of that survey have come out.

Image representing IBM as depicted in CrunchBase

Image via CrunchBase

You can read the study yourself by clicking through but I’d like to point out one data point that really got my attention.  It was this:

It’s questionable whether CMOs are moving fast enough to keep up with the speed at which the commercial landscape is evolving, or whether they need something akin to a turbo boost…The situation is, if anything, worse than it was when we completed our last Global CMO Study.  In 2011, 71 percent of the CMOs we interviewed told us they felt underprepared to deal with the data explosion. Today, a full 82 percent feel that way. Two-thirds of all CMOs also report that they’re not ready to cope with social media, which is only marginally less than was the case three years ago.

This is scary.  It used to be that marketers would pay for tons of research better to understand their customers.  The dream was a 360 degree view of the customer’s purchasing and media habits.  Today, that dream is very viable – it’s within a marketers grasp – but only if the marketers have structured their organizations and daily routines to include analytics.  I’m not just talking about web analytics but also point of sale information, real-time data from social media, and any other font of information which can be integrated to round out that view.  That seems to me to be common sense and yet less than a fifth of CMO’s feel ready to deal with all of this.  Put that in the context of over two-thirds of them acknowledging that digital channels will play a bigger role in their interactions with customers in the next three to five years and one concludes that the vast majority of companies are far behind where they need to be.

I’m not sure why this is.  Maybe it’s an investment issue – it’s hard to find dollars to invest on new things in almost every organization.  It might be a priority issue but the folks in charge seem to acknowledge the need.  Maybe it’s the life-cycle of the CMO, which has always been one of the shortest tenured positions in the “C” suite.  No matter what it is, it’s a tremendous opportunity for anyone who can get their company’s stuff together and leap ahead of their competitors.  Will that be you?

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Is Push Dead?

Although the drumbeat about content marketing began a few years back, it seems to have become rather loud over the last few months.  We even see content marketing agencies and software pushing (pun intended) their products and services on a daily basis.

The image shows a technology push, mainly driv...

(Photo credit: Wikipedia)

Content marketing is  not a particularly new phenomenon unless you consider the end of the 1890’s new.  That’s right:  as long ago as that companies were creating content they would distribute to consumers in order to give them information as opposed to selling them something.  The theory is that compelling content creates a relationship – engagement – with the consumer and that at some appropriate point the recipient will turn to your company when they’re ready to buy.

I’m a fan of content marketing.  I think most people don’t like being sold to unless they’ve put their hands in the air and said “I’m ready to buy and I need information.”  Those kind of marketing messages – TV and other ads – are push content.  As Imus used to say “I talk, you listen” except what was being said by marketers was manufactured and shoved out the door.  Content marketing is more “pull” marketing.  It’s a newer model than the old push strategy.

But is push dead?  I don’t think so.  Here is why.

The basic definition of pull marketing means that you engage consumers or prospective/current customers.  To do that you need to know something about them.  If they’ve bought, you have that information and they know a bit about you through experiences that have left lasting, positive impressions.   Hopefully you’ve dazzled them with world-class customer service (which I think is push marketing too).  If  they haven’t bought (yet), maybe you’ve been helpful to them in other ways.

The implication is that, of course, is that you need to be discoverable.  You can’t do inbound marketing if you’re invisible.  If you’re trying to give potential customers the idea that they need to engage, they need to know that they have a problem for you to solve first.  Maybe they haven’t done that – defined the problem  – so how can they be considering a solution?

That’s where push comes in.  Sure, it may be intrusive and unfashionable and ridiculed as interruption marketing.  But it has a role in the marketing mix.  Even so, we have to keep a few thoughts in mind.  We can’t spam people – drop unwanted messages on them over and over again.  People have learned to tune those messages out.  Even as we’re talking “at” them, we can try to anticipate their needs and wants even as we’re defining their problems for them.

No, push isn’t dead, but it needs to be changed to match the ways in which consumer expectations have changed.  Then again, if your marketing plan is still very much a function of last century, your revenues might be stuck there too.  Make sense?

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