The first time I read it I had to re-read it. The second time I read it I laughed. Soon after I saw the brilliance.
Imagine approaching a new employee during training and offering them money to quit if they are not fully committed to your business? I didn't think so.
When you bring in the right employees who will commit to your mission you will have fewer problems providing high level customer service. If you have a workforce loaded with people "collecting a paycheck"...you will. It's great to be customer focused, it's better to be employee focused.
Tony Hsieh at Zappos.com is a genius. He took the time to calculate the financial hit as well as the customer service cost involved in bringing in the wrong people. He realized that offering $2,000 plus wages earned during his four week training program was less costly than the alternative. Shocking!
Ask your friend who owns a business how much it costs to hire a new employee. It goes far beyond the salary. Ask them to calculate the cost if the employee leaves in the first 90 days. It's staggering.
Tony Hsieh's policy was hard to fathom at first. My hope is that it inspires you to think differently about how you run your business.
Monday, July 30, 2012
Friday, July 27, 2012
Political Marketing: Why not versus Why
Political silly season is upon us. Here comes a barrage of unbearable television and radio commercials. It starts slowly in the summer and climaxes in November just as you volunteer to be water boarded.
Political pundits will tell you that "negative ads sell" proving that this subculture of our society sees the world upside down. It's not why we should vote for Joe Brown, it's why we shouldn't vote for Harry Williams. And on and on and on. Have you noticed that more Americans can name this year's American Idol winner than they can the Vice-President? Wonder why?
For the remainder of you in the sane world, craft your marketing message with the purpose, cause and beliefs of why you exist. The reason you shop at Whole Foods isn't because Stop & Shop sucks. You stand for something unlike anyone else. Make sure you tell us about it.
On the rare occasion that a politician states why you should vote for them, and does it with clarity and credibility...it will hit you like a breath of fresh air. Scarcity creates value. And it makes for a rare, desirable politician.
Political pundits will tell you that "negative ads sell" proving that this subculture of our society sees the world upside down. It's not why we should vote for Joe Brown, it's why we shouldn't vote for Harry Williams. And on and on and on. Have you noticed that more Americans can name this year's American Idol winner than they can the Vice-President? Wonder why?
For the remainder of you in the sane world, craft your marketing message with the purpose, cause and beliefs of why you exist. The reason you shop at Whole Foods isn't because Stop & Shop sucks. You stand for something unlike anyone else. Make sure you tell us about it.
On the rare occasion that a politician states why you should vote for them, and does it with clarity and credibility...it will hit you like a breath of fresh air. Scarcity creates value. And it makes for a rare, desirable politician.
Wednesday, July 25, 2012
Simplicity in a brilliant marketing message
"Less cancer, more birthdays."
If we were playing Jeopardy it would be the answer to: Why does the American Cancer Society exist?
ACS understands the importance of communicating their "why." They place a positive face on a challenging health issue. Their "why" inspires those who want to volunteer and raise money. The result of these efforts allows more people living with the disease the chance to experience the mission of the organization.
Resist the temptation to use boring, generic terms when defining why you exist. This example is the ultimate proof!
If we were playing Jeopardy it would be the answer to: Why does the American Cancer Society exist?
ACS understands the importance of communicating their "why." They place a positive face on a challenging health issue. Their "why" inspires those who want to volunteer and raise money. The result of these efforts allows more people living with the disease the chance to experience the mission of the organization.
Resist the temptation to use boring, generic terms when defining why you exist. This example is the ultimate proof!
Monday, July 23, 2012
Lessons learned from an informative workshop
Workshops have the most value when you can build on what was learned and apply it in the future.
Rebecca Cohen recently spoke about "What's Your Story? Creating your personal marketing strategy and redefining your story." She shared many valuable ideas with a group interested in better management of their careers. Consider this quote from her presentation: "The thoughts you think and the words you speak determine your level of success." Let that wash over you for a moment.
Rhonda Byrne in The Secret explained the "law of attraction" which says the way you think and feel attracts people, events and circumstances that correspond with your thoughts. There are similarities to each and is fascinating when you take the time to think about it.
Ms. Cohen stressed the importance of clarifying your intentions. Why do you love accounting? Why do you crave independence or recognition in your work? Why do you want to be your own boss....or part of a large, multinational organization? You know the answers...and they are made up of your intentions.
Another key takeaway from "What's Your Story" is that you should have personal discipline when thinking about what you say to others. Do you talk about dreams, passions and aspirations or is a negative story about an encounter with bad luck the overwhelming theme? You must take your unconscious stories and somehow make them conscious. Ask peers to critique your story. Are you interesting or undesirable based on your words?
When the glass is half full you are bound to attract an audience of followers. The alternative will leave you vulnerable to isolation and confusion about your personal marketing strategy.
Rebecca Cohen recently spoke about "What's Your Story? Creating your personal marketing strategy and redefining your story." She shared many valuable ideas with a group interested in better management of their careers. Consider this quote from her presentation: "The thoughts you think and the words you speak determine your level of success." Let that wash over you for a moment.
Rhonda Byrne in The Secret explained the "law of attraction" which says the way you think and feel attracts people, events and circumstances that correspond with your thoughts. There are similarities to each and is fascinating when you take the time to think about it.
Ms. Cohen stressed the importance of clarifying your intentions. Why do you love accounting? Why do you crave independence or recognition in your work? Why do you want to be your own boss....or part of a large, multinational organization? You know the answers...and they are made up of your intentions.
Another key takeaway from "What's Your Story" is that you should have personal discipline when thinking about what you say to others. Do you talk about dreams, passions and aspirations or is a negative story about an encounter with bad luck the overwhelming theme? You must take your unconscious stories and somehow make them conscious. Ask peers to critique your story. Are you interesting or undesirable based on your words?
When the glass is half full you are bound to attract an audience of followers. The alternative will leave you vulnerable to isolation and confusion about your personal marketing strategy.
Friday, July 13, 2012
What came first, the chicken or the...website?
Humor me as I modify the age old question.
A current project that I am working on has multiple dilemmas revolving around the organization's identity. Years ago a website was set up that has content and functionality that doesn't reflect the current mission of the organization. Add to the mix the need to write proposals to secure business and not being sure how to position the organization or reference the website prior to changing it.
Sound familiar? Marketing plays a massive role in organizational identity and business development. When done correctly it eliminates confusion and differentiates your services from others.
When starting a business there are fundamental rules that should be followed. The first is...state why you started the business? The answer isn't "lowest price and best service" because everyone and his brother says the same. You have a reason you know in your heart as to why you chose to go this route. In addition to establishing your "why" is a set of beliefs that you have about your business and the market you serve. Find a way to articulate those beliefs. These critical points will be at the core of your marketing plan.
When Rollin King and Herb Kelleher wanted to start an airline 40+ years ago they were told they were crazy because at the time 15% of Americans flew and the market was already over crowded. Their response: "We want to serve the other 85%. We don't want to be an airline, instead a champion for the common man." Today we know that airline as Southwest Airlines, one of the few profitable airlines and country's strongest brands. When you fly Southwest you clearly understand the identity, culture and mission of their business.
Marketing becomes a bit easier when using the model Southwest used. They didn't build their website or marketing strategy prior to establishing why they would come to exist in the first place. It's a lesson for aspiring entrepreneurs and businesses unsure of why they lack growth.
A current project that I am working on has multiple dilemmas revolving around the organization's identity. Years ago a website was set up that has content and functionality that doesn't reflect the current mission of the organization. Add to the mix the need to write proposals to secure business and not being sure how to position the organization or reference the website prior to changing it.
Sound familiar? Marketing plays a massive role in organizational identity and business development. When done correctly it eliminates confusion and differentiates your services from others.
When starting a business there are fundamental rules that should be followed. The first is...state why you started the business? The answer isn't "lowest price and best service" because everyone and his brother says the same. You have a reason you know in your heart as to why you chose to go this route. In addition to establishing your "why" is a set of beliefs that you have about your business and the market you serve. Find a way to articulate those beliefs. These critical points will be at the core of your marketing plan.
When Rollin King and Herb Kelleher wanted to start an airline 40+ years ago they were told they were crazy because at the time 15% of Americans flew and the market was already over crowded. Their response: "We want to serve the other 85%. We don't want to be an airline, instead a champion for the common man." Today we know that airline as Southwest Airlines, one of the few profitable airlines and country's strongest brands. When you fly Southwest you clearly understand the identity, culture and mission of their business.
Marketing becomes a bit easier when using the model Southwest used. They didn't build their website or marketing strategy prior to establishing why they would come to exist in the first place. It's a lesson for aspiring entrepreneurs and businesses unsure of why they lack growth.
Tuesday, July 10, 2012
Are you smarter today than....?
Yesterday?
Last week?
6 months ago?
Do you measure your intellect? Are you conscious of the knowledge you gain by accumulating days and experiences on this planet?
Count the ways you can gain knowledge. It may occur when you are online, or when reading a novel by James Patterson, or talking to people on the street or listening to the radio. Learning never ends...it's as intrusive as the air we breathe.
Why is this important?
Gaining knowledge is directly related to your marketability. Being aware of the knowledge and experience you acquire allows you tell a story that enhances your marketability.
The questions posed above should be easily answered. If not, you are losing touch with the dynamics that give you a competitive advantage.
Last week?
6 months ago?
Do you measure your intellect? Are you conscious of the knowledge you gain by accumulating days and experiences on this planet?
Count the ways you can gain knowledge. It may occur when you are online, or when reading a novel by James Patterson, or talking to people on the street or listening to the radio. Learning never ends...it's as intrusive as the air we breathe.
Why is this important?
Gaining knowledge is directly related to your marketability. Being aware of the knowledge and experience you acquire allows you tell a story that enhances your marketability.
The questions posed above should be easily answered. If not, you are losing touch with the dynamics that give you a competitive advantage.
Tuesday, July 3, 2012
What's worth more?
- 400 LinkedIn connections you barely know or 3 who will drop everything to help at a moment's notice?
- Receiving birthday wishes on Facebook because your network has been prompted to do so, or getting a hand written card from a good friend?
Less is more in these cases. In your race to have more friends to aid your celebrity persona you may be losing touch the importance of quality relationships.
Quality relationships start with genuine interest. Valuable relationships feel good, and are not based on a numerical calculation.
If you have the choice to have 5 or 200 relationships, start with 5. The depth, quality and sustainability will yield more than you can imagine.
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