Tag Archives: planning

Tossing It

Somewhere along the line it became most cost-effective to throw things away than it is to fix them.

broken ipad screen

(Photo credit: 3dom)

I know people who buy new printers rather than spend the money on the ink – it’s about a wash financially and they get a new printer.   I recently replaced a small appliance (ok, a little wine storage unit) because when I found out how much it would cost to fix the fan that had broken, a new unit, complete with warranty, made more sense.

Tech may be among the worst offending industries.  I mean, if the battery goes on your iPhone or MacBook Air, you can’t replace it.  We toss the unit and get a new one.  TV‘s are so cheap that the notion of repairing one is pretty alien these days, particularly when we consider that the new item will inevitably be better technology than what’s being fixed.

There is a problem with this mindset, however.  Too many people and businesses extend it to their thinking about customers, employees, and others.   When a relationship gets broken, we weigh the costs of fixing it against the expense of replacing it.  Rather than “fix” an employee who might have underperformed, we fire them.  That results in a few things – writing off the investment we’ve made in that person thus far as well as incurring the time and expense to replace them with no guarantee of better results.  Rather than investigating each and every customer complaint about service, we try to placate the disgruntled customer with some token gestures (the hotel room isn’t clean?  Oh, have a free bottle of water!) and don’t really mind when they don’t return again – they’re a pain.  We don’t look at them as fantastic suppliers of information about our failings – we consider them to be pesky children who rouse us from our daily business sleep.

Business relationships – with staff, with customers, with the public at large – are not disposable.  In many cases they are not replaceable and all efforts must be taken to repair them.  It’s almost never more cost effective to toss them.  You agree?

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I Wonder…

When I talk about meeting new people or potential new hires, I always look for two things which are related to one another. The first is how curious that person is while the second is how they translate the results of that curiosity into cogent thinking. I suppose when I’m hiring I push this second point a little and try to get at how that thinking translated into action (and results). Both of these things come down to that person’s ability to wonder.

The Thinking Man sculpture at Musée Rodin in Paris

(Photo credit: Wikipedia)

It’s nice to respect the thinking that got a business or individual to where they are.  For some businesses, continuing to move forward on the basis of the usual patterns of thought can work.  For many, however, it won’t.  Markets change as do market conditions.  More importantly, the technological changes of the last decade and a half have ripped apart and rebuilt almost everything we thought we knew about how to interact with those markets.

The best way to approach business today is with a strong sense of curiosity.  We need to use one phrase a lot:  “I wonder…”  I wonder what would happen if we skipped a trade show and used the money to throw a golf outing.  I wonder what would happen to our sales if we took money out of TV and put it into search and I wonder if the drop in our unaided brand awareness is a big deal.  We need to maintain a mindset I try to foster in brainstorming sessions.  No idea is a”bad” idea.  Maybe some aren’t feasible as expressed but perhaps lurking inside that idea is a nugget of innovative thinking brought about by wondering about a topic.

Ask questions.  It’s a great social media strategy, by the way, since your audience is probably wondering about some of the topics that might help your business grow.  As an aside, it’s an important mindset for us to maintain as people – and citizens – as well.

If you can find a minute or two today, start wondering.  Ask questions.  Don’t dismiss the answers you get out of hand no matter how unfeasible or silly they might seem.  Start a sentence with “I wonder…” and see where it leads.  If you get a chance, tell me how you made out, because I wonder what you think!

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Imposing Our Will

There is an expression used in sports that coaches sometimes employ when they’re trying to fire up their team.  They talk about “imposing our will” on the other side.  It’s a catchphrase that hints at a physical beating – being faster and stronger – as opposed to being smarter.   It’s often a good thing to impose one’s will when it refers to mental toughness and not so good when it refers to taking advantage of someone who is incapable of fighting back.

English: Evolution Directions of Mobile Device

(Photo credit: Wikipedia)

I got to thinking about this while I was reading a study on, of all things, email.  Hopefully if you’re a regular here on the screed you’re used to these little jumps in logic, but let me explain what prompted the thought.  The study came out a few weeks ago from the folks at Yesmail Interactive. It is all about the way marketers send email and how recipients interact with it.  There’s a bit of a disconnect:

The report reveals that marketers have failed to account for the shift to mobile by not optimizing emails read on a mobile device. While 49 percent of all email opens happen on a mobile device, the click-to-open rate (how many consumers clicked after opening an email) is significantly lower for mobile. Twice as many people click on an email after opening it on a desktop (23 percent) than a mobile device (11 percent)…The study finds that 61 percent of consumers now read at least some of their emails on a mobile device, with 30 percent reading email exclusively on mobile devices.

In other words, the differences in those click-through rates show that mail not optimally formatted for the device gets tossed, and with it, your opportunity for engagement or a sale.  That’s what prompted my thought.  Our job as marketers isn’t to impose our will, it’s to satisfy the desires of our customers.  Sending out mail and demanding that the reader struggle through a communication that is better read on a different device is dumb.  Wondering why the email channel isn’t performing is dumber.  We need to spend the time and resources to bend to the customer’s will – a desire to read on a mobile device in this case – and not demand that they change their habits.

We can’t impose our will on our customers.  It’s quite the opposite.  Make sense?

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