Monday, July 14, 2014

World Cup Lessons

"Winning is not everything, but wanting to win is." --- Vince Lombardi

Billions were tuned into the final match in the World Cup between Germany and Argentina.  I can see why some consider soccer a dangerous sport because I almost passed out while watching it.  Well, more like dosed off.  I'm sure it is fascinating to some, because it is considered the number one sport in the world, it is just not my cup of tea.  However, I did pick up on some pointers from the World Cup that can be applied to business.

1.) Delegate the details.  With so much activity surrounding the World Cup, if the details aren't addressed, chaos can ensue.  Instead of trying to manage every portion of the game, the stands, the media, the travel, etc. World Cup officials put point persons in charge of various segments of the event.  Every point person reported back to the head organizer.  The same should apply to your business.  Instead of working on all the details, which will eventually lead to the death of your business, delegate areas of concern in your business to others. After you've delegated it, leave it alone.  Trust your people.

2.) Winning is not everything.  Brazil was trampled by Germany. Brazil knew they would win.  Their fans knew they would win. However, not only did they lose, but Germany embarrassed them with a score of 7 -1.  That is a big margin in soccer, but Brazil will continue to dominate future matches using what they've learned in this World Cup.  They will be on top again because the players, coaches and managers will review films, dissect plays, and improve on conditioning for future world matches.

3.) Keep your team energized.  Every team participating in the World Cup wanted to win, but all during the waiting and anticipation, the team leaders kept their players loose and motivated.  This can be a daunting task as the personality of each player must be in tune to the goals of the team and a clear-cut direction of the mission must be restated whenever possible.  Players can lose perspective and get distracted with all of the hype surrounding the World Cup.  The same is true with your business.  Distractions abound and without a repeated statement of vision and mission, team members can lose focus.

Like the World Cup, your business is in a competition on a daily basis.  You are fighting for contracts competing against others in your industry; you are fighting to ensure that all of the details of your business are addressed; and you are fighting to keep your team energized and focused.  The major difference is that the World Cup is once ever four years and your business is in it to win every day.  Make it a point to address these three key areas and remain in the winning game.

Monday, June 23, 2014

Don't Be Afraid

"We can easily forgive a child who is afraid of the dark; the real tragedy of life is when men are afraid of the light." --- Plato 
Business leaders have a lot to fear in today's market.  These are the days when it is good to have friends and peers to lean on and to share some of the problems and frustrations you face on a daily basis.  You can no longer look to the federal government for support; they are not your friend. State officials, at least in Florida, have been moving slowly toward a anti-business stance as well.  If you find yourself in a position with no one to voice your concerns and fears to, feel free to give me a call.  However, fear is oftentimes based on false assumptions.  Truth shines a light on fear.  Where truth can't be found, fear takes its place.  Here are three common fears followed by a bright light, or truth, to eliminate those fears.

1.) Fear of firing an employee.  During the Industrial Age, some businesses mistreated employees, used children for labor, and had unsafe working conditions.  Over time, the US government implemented laws to protect employees from these business leaders and to help ensure a safe working environment.  Through the years, these types of laws have increased to give employees more of an advantage over their employers and to make it easier for attorneys to make gobs of money representing terminated employees.  

Florida is an "at will" state which used to mean that you can fire an employee or the employee can quit without giving a reason.  Times have changed and it behooves the business leader today to document a case leading up to, during, and after termination to keep on file in case the employee decides to retaliate in some way.   Thankfully, Florida courts still lean in favor of the employer in termination cases as long as you can avoid issues currently under protection (e.g. "I fired him because he is handicapped," or, "I fired her because she is pregnant").  If you avoid the obvious and keep good records, you have nothing to fear when firing an employee.

2.) Fear of losing employees to my competitor.  This fear is understandable because you definitely don't won't your employees to jump ship, especially to go to a competitor and take your company knowledge with them.  There is a way to address this fear.  It may not be completely eliminated, but it can be reduced.

Communicate constantly with your team members.  Don't keep them in the dark about the condition or the direction of your business. Have a lot of face-to-face time with your employees.  Have a lot of meetings.  If you think you are meeting too much with them, meet some more.  Communication is key to keeping your talented team. 

According to the US Department of Labor Bureau of Labor Statistics, the top three reasons people leave their jobs to go elsewhere is because they 1.) want a financial stake in their work.  They want to know that what they do for the company gives them a piece of the company; 2.) want more resources and responsibilities.  They feel a sense of ownership and are highly motivated by responsibility; and 3.) hate working on things they are not good at.  

Understanding the importance of constant communication and the reasons people leave their jobs will help to eliminate some of the fear of losing your people.

3.) Fear of employees failing.  This is a big one I see on a frequent basis.  Business owners tell me, "My employees won't do it like I did it," or "I have to micro-manage my team in order to get the project completed correctly."  My response is always, "Well, then fire them."  That, of course, brings up fear number one in the owner's mind and the sweat begins to form on his brow.  Simply, it all boils down to the hard fact that if you didn't hire the right person to begin with, it is your fault and you should get rid of him or her.  But note that the key is to hire the right person, which means one with the qualifications that you believe can help to carry out your business mission.  That is one way to get rid of this fear.

Another way is to learn to begin trusting your team.  It is true, they are not like you... thank God for that.  They have other attributes you don't have and other talents, skills, and knowledge you don't have.  That is all great and helps to make for a well-rounded team.  Hire right, train them right, then get out of their way.

Friday, June 13, 2014

What Is Big Data? Use Your Illusion, Part 1

Reposted from Nate Smith's Adobe Blog:

For those of us involved in the col­lec­tion and analy­sis of data, we sim­ply can’t avoid the topic of Big Data. It now has the dubi­ous honor of being the most con­fus­ing buzz­word of the decade—and for good rea­son. It’s a label that is lib­er­ally applied across the tech­nol­ogy land­scape. From indus­try thought lead­ers try­ing to one-up each other to com­pa­nies try­ing to make their prod­uct releases more appeal­ing, Big Data has popped up every­where, and one can eas­ily feel over­whelmed try­ing to find its promised oasis of unpar­al­leled insight in a desert of attrac­tive look­ing mirages.
This is the first in a series of post­ings where I’ll be talk­ing about some of the illu­sions that I see sur­round­ing Big Data as it relates to dig­i­tal mar­ket­ing. My intent is to pro­mote the real­ity that any orga­ni­za­tion can take advan­tage of Big Data and that it doesn’t take mil­lions of dol­lars or mov­ing moun­tains to get started.
The Big­ger Picture
First, a real­ity of Big Data is that it can give you a high-resolution view of your cus­tomers. The illu­sion is that sim­ply hav­ing more data will some­how mag­i­cally accom­plish this.
Doing the same analy­ses on a deeper set of data will def­i­nitely increase accu­racy as you move from ana­lyz­ing sam­ples to pop­u­la­tions (which is fan­tas­tic!), but with­out tying in addi­tional data sets or doing dif­fer­ent types of analy­sis (addressed in my next post), new insights will be limited.
With Big Data, it is often assumed that we need to go deeper to gather all the infor­ma­tion we could pos­si­bly need. In fact, we should be going both broader and deeper, mean­ing we need to inte­grate our data sources together.  As data con­tin­ues to mul­ti­ply, more data will be avail­able tomor­row and from more sources than today, and most of it will be unstruc­tured. Who knows what is going to be dig­i­tized and datafied tomor­row? Our cus­tomers are inter­act­ing through mul­ti­ple chan­nels includ­ing mobile, video, web­sites, and point of sale con­tacts daily. Cap­tur­ing this unstruc­tured data set and join­ing it with another data set to see what shakes out—that is when we begin to get to the real­ity of Big Data.
Let me illus­trate: I had an expe­ri­ence this past sum­mer that was a prime of exam­ple of a non­pro­duc­tive use of Big Data. I bought a set of golf clubs from a national chain sport­ing goods store. I had a great in-store expe­ri­ence and even signed up for the rewards pro­gram. How­ever, a few days later, I received an email offer for 25 per­cent off the dri­ver I had just pur­chased. Whoops. All that equity the brand built with me started going down the drain. If their data col­lec­tion was fine-tuned and inte­grated, they would have known that I already pur­chased the club and would have sent me a notice of sav­ings on shoes or some other acces­sory. Instead, the notice served more as a slap in the face or “gotcha” than as a prof­itable mar­ket­ing event.
I’m sure that each team involved prob­a­bly thought they hit a home run. The demand-generation team that sent the email out prob­a­bly saw the per­cent­age of open emails go up. The team in charge of in-store point of sales saw another per­son sign up for the rewards pro­gram. The per­son­al­iza­tion team sent a golf-related email to some­one who has a golf inter­est. Sep­a­rately, the team that sent the email, the ana­lyt­ics team, and the per­son­al­iza­tion team were all under the illu­sion of suc­cess, high-five-ing one another in their indi­vid­ual silos. Was it suc­cess­ful? I have yet to take them up on any offers.
The dis­con­nect is obvi­ous when we peer in from the out­side. For what­ever rea­son (tech­ni­cal, orga­ni­za­tional, polit­i­cal, etc.), these teams are not com­mu­ni­cat­ing and con­nect­ing their data, which results in lost opportunities.
This is what I’m talk­ing about by mak­ing Big Data broad and not just deep. Com­plete, inte­grated data sets don’t have to be mas­sive to real­ize the promise of Big Data for busi­ness, which is know­ing your cus­tomers well enough to pro­vide valu­able expe­ri­ences that keep them com­ing back again and again.
At Adobe, we are get­ting a higher-resolution view of our cus­tomers because we are con­nect­ing data sets and gath­er­ing more data from wider, out­side sources. For exam­ple, Adobe doesn’t own Face­book, but peo­ple post a lot of infor­ma­tion about Adobe there. It is impor­tant that we cap­ture that data and get a closer look at it in rela­tion to all the first-party data we col­lect. As we layer other data (social, email, adver­tis­ing, etc.) on top of our Web data, the pic­ture of our cus­tomers becomes clearer and new insights are revealed.
Real­iz­ing the promise of Big Data can start with one con­nec­tion. You don’t need to boil the ocean. For instance, most Web ana­lytic providers have out-of-the box inte­gra­tions with many email providers. It’s a quick win for new insight and can help pave the way for orga­ni­za­tional buy-off as you un-silo more com­pli­cated data inte­gra­tion.
A word of cau­tion here though: keep in mind that with more data comes more types of analy­sis and more room for “data fit­ting.” One of the car­di­nal sins of data analy­sis is mis­us­ing data to jus­tify a course of action based on an agenda. Good data gov­er­nance will keep this to a minimum.
Striv­ing for Completeness
Let’s talk about data com­plete­ness a lit­tle more. A lot of orga­ni­za­tions that try to get a han­dle on Big Data will start to col­lect every bit and byte under the sun and then sam­ple their data sets, cre­at­ing more prob­lems. The key is to get closer to the pop­u­la­tion with the goal of com­plete­ness, not just a big silo of data. Full data sets pro­vide the free­dom to explore, much like a high-resolution photo, but this is where sam­pling can cause it all to fall apart, like turn­ing that high-res photo into a small JPEG file.
We can be more con­fi­dent with our pre­dic­tions with more sam­ple (or com­plete) data than with smaller sets. Frankly, that’s the whole point of cap­tur­ing data: to run ana­lyt­ics on it and pre­dict what offer or action is going to make our cus­tomers pull the prover­bial trig­ger on a purchase.
Big Ana­lyt­ics
Cut­ting through the hype and get­ting to the real­ity of the use of Big Data is nec­es­sary to improve your cus­tomer engage­ment strate­gies. The mis­con­cep­tion regard­ing Big Data is that once you’ve obtained it, your busi­ness will nat­u­rally improve its bot­tom line based on the infor­ma­tion you’ve received. The con­cept of data com­plete­ness, as well as being con­fi­dent in our cus­tomer pre­dic­tions using data, must be aug­mented by inte­grat­ing data sets. Only then can we use ana­lyt­ics to make sense of the data we want to take action on.

Wednesday, April 23, 2014

Save A Life

"If writing seems hard, it’s because it is hard. It’s one of the hardest things people do."   --- William Zinsser

Writing in business is not easy.  Whether it is communicating via email, submitting a bid proposal, reprimanding an employee, or sending a newsletter to clients, writing is a chore, and doing it correctly can be a burden.

Delegating this task is probably the easiest way to handle it, but some correspondence requires your style and your voice.  Some freelancers can provide the communication materials that you need and that may be another option.

I've learned over the years of proofing and re-writing for various business leaders that there are some common recurring mistakes.  Until you sub it out to someone else, here are three common mistakes that you can eliminate to better communicate in the written form:

1.) Too many words.  Emails, letters, and memorandums can lose the effect of the communication if too many words get in the way.  There is no reason to state,"The implementation of the project should begin as early as next week, assuming we don't run into too many obstacles."

Revised: "The project will begin on Wednesday."

Or, "I am writing you to say thank you for your participation in the project."

Revised: "Thank you for your participation in the project."

After writing the letter, make a conscious effort to cut out as many words as possible without losing the intended message.

2.) Not seeing it from the receiving end.  Would you want a message that stated,"I requested that my team work on finding a solution to your issue..."?

Revised: "We will be on your property Thursday morning to fix the problem."

After you've constructed a letter, read it from the standpoint of the recipient.  In fact, get out of your chair and sit in another chair and read the letter as if you've just received it.  How would you feel?  What changes can you make to it?

3.) Using too many buzz words.  The bottom line.  At the end of the day.  24/7.  At this point and time. Awesome.  These are some of the overused terms that most annoy people.  Don't use them!  Stick to straight, sensible talk that communicates nicely.  Don't add additional flavors.  You are writing for business purposes and not for social media or to win a poetry contest.

I've uncovered many more mistakes in my freelance work, but these three are the most common.  Above all else, proofread before sending and have someone else proof it as well.  It takes a quick effort to ensure the recipient does not focus on your grammar and instead hears what you have to say loud and clear.  

Wednesday, January 29, 2014

Applying Cookie-Cutter Business Practices to Improve Employee Engagement Doesn’t Work —- Just Being There Does

With all the talk, hype, suggestions, practices, and training that goes into employee engagement, I believe it is important that we first understand what is meant by employee engagement and from that starting point we can identify how our organization can improve this business concept.  In a nutshell, an engaged employee is one who is enthusiastic about his work and strives to do what is best for the organization.  We all want employees who are engaged and who work to serve the interest of our business, but what does it take to get employees not just engaged, but on fire at work?   There are three things your organization can do now to begin stoking a fire in your employees.

These three steps are simple, but often overlooked.  That is because many business leaders are looking to identify a problem with their employees when the first step should be to look inwardly.  Taking ownership of the responsibility for employee engagement is the basis for motivating employees to be engaged and setting your team members on fire.  

1.) Let your light shine.  A recent Gallup survey revealed that 70% of American workers are “not engaged” or “actively disengaged” and are emotionally disconnected from their workplaces and less likely to be productive.  Currently, 52% of workers are not engaged, and worse, another 18% are actively disengaged in their work costing the US between $450 billion to $550 billion each year in lost productivity.

How about you?  Are you engaged?  Does your work energy exude a sense of engagement?  Leaders that walk the walk doing what they say their values are and working in line with what they say the company’s mission is, are more likely to have engaged employees that follow in their path.  

Look inward and see if there are areas of your work where you are not fully engaged.  Find out why.  It could be a lack of belief in one area of the direction of the business or a faulty understanding of the organization’s mission and vision.  Take the necessary steps to get back in the game.  Your team members are watching you.

2.) Talk about it.  Leaders that assume that their actions alone should be enough to inspire employees end up frustrated.  The smart players will talk it up with the troops taking every opportunity to discuss the direction of the company, various successes, and interesting challenges.  

In order to fan the flame of enthusiasm in your employees, it is necessary to communicate on a regular basis your vision for the future.  Weekly meetings, company parties, one-on-one meetings, and company-wide correspondence are just a few examples of tools you can use to help get your employees more engaged.

3.) Brag a little.  Don’t be ashamed to use peer-pressure to your advantage.  When you become aware of an employee’s success in a project or a customer service situation, broadcast it to the troops.  Share with everyone what that individual or team did to propel the organization forward.
The psychology behind this boasting session provides results that are twofold:  First, when others see what can be accomplished, and the positive reactions and consequences surrounding the outcome, they too want to strive for the same; and second, the team members being doted on now have internal flames that are burning all the more.  Acknowledging people is another way to ensure that your employees become more engaged in their work everyday.

These three steps are all controlled by you.  They are not a “formula of the day” to get employees  on fire and engaged in their work.  It is a foundational application that comes from within and one you can use to build upon.  Application of these three key points, that come from both the gut and the heart, will work in any workplace setting.

Monday, January 27, 2014

Exercise Your Mind

"You are your greatest asset. Put your time, effort and money into training, grooming, and encouraging your greatest asset."   --- Tom Hopkins

In the hustle and bustle of running a business, a lot of things can get overlooked--- some of them intentional and some just because there is never enough time to cover everything.

One of the most commonly overlooked, and that results in one of the most destructive actions, is omitting our own personal development plan.

This can be a costly mistake because of all the people in the organization, we are looked to for answers and are expected to provide direction and leadership.  This can be difficult to do if we are not at our best.

In order to stay sharp and at our finest, there are three things we can do on a regular basis to feed our minds and increase our leadership knowledge and skills.

1.) Be a Reader.  If you are not currently a reader or read only occasional magazine articles, consider upping your reading materials.  You may have heard it said that good leaders are good readers.  It could be that you feel you don't have the time to sit down and read a book, but you may be surprised to know that simply 15  minutes of reading per night should put you through a handful of books per year.  

Pick up some good books on leadership and begin applying tips and strategies that will help you to become a better leader.

2.) Connect with Other Leaders.  Pick one or two Meet and Greets in your area or visit a Chamber meeting to connect with leaders in your community. Those events are a good place to start, but if you are like me, you may find it more beneficial to have one-on-one meetings with another leader to foster a long-term relationship.  These meetings help you gain new insights and perspectives that you might have overlooked.  Your feedback can do the same for the other leader as well.

3.) Share Your Leadership Skills.  This tip doesn't seem like it will be too helpful on the surface, especially since you are trying to improve your skills, not share them.  However, sharing what you've learned helps to solidify your knowledge and provides a platform to analyze your knowledge and skills as you share with others.  There are several ways you can do this:  You can become a mentor to someone either within or outside of your organization; you can join a trade group or other gathering where you can be the guest speaker sharing your knowledge; you can offer your insights in written form by getting published in newspapers and magazines; or you can volunteer for a charity organization using your leadership skills.

Sharing your leadership skills and knowledge is a great way to expand your learning and hone your skills, talents, and abilities.  You will learn what works and doesn't work and you may even find that what you once believed about leading an organization no longer applies.

Try implementing all three of these strategies this quarter and begin feeding your mind.  You will find these tips will provide you with a refreshing new way of looking at leadership and what you have to offer to your company.

Saturday, November 16, 2013

Using the Written Word to Attract Customers

"Without promotion, something terrible happens... nothing!"  --- P.T.  Barnum

Nobody knows your business like you do.  You live it everyday.  It is yours to cuddle, feed, grow, and nurture.  Part of the growth plan is yet another aspect of the people side of business, and that is the promotional side.

For some it is difficult to toot the horn of a business and to promote the positives, but it is a necessary component toward building and maintaining success.  One of the many tools available for doing this is in the form of the written word.

Several variations of use of the written word for promoting your business exist and not all may be right for your business.  Let's look at three that you can incorporate into your marketing campaign beginning today.

1.) Bios and Profiles.  Creating a bio and profile for key members of your team is a great way to communicate to your market the attributes of the people leading the business.  This creative write-up allows you to showcase the credentials of team members and helps the reader to better understand the "brains" behind the business.  This gives your prospects and customers an introduction to the leadership team and an appreciation of how and why the business operates the way it does.

2.) Advertorials.  An advertorial is an article that is either about your business or your business is included in the piece.  Here is one about Google Glass that highlights the accomplishments of a particular business.  The piece is informative for the reader while providing great exposure for the business.

Your can do the same with you business both online and in print publications, focusing on publications that reach your particular market.  Publishing advertorials on a regular basis gives your business exposure as well as seen as an expert by your audience.  Most publications are hungry for content and willingly accept advertorials as long as they don't read like an advertisement.

3.) Press Releases.  Press releases are great tools for promoting your business and practically any change in your business constitutes a reason for publishing a press release.  A recent promotion, a change of location, a new product or service, a change in pricing policies and awards are recognition are all great reasons to create a press release.  Press releases are easy to construct and can be distributed by various PR companies for a reasonable fee.  Here is one I created for a augmented reality software company that has received tremendous exposure.

Using the written word to your advantage with these three vehicles is a great way to promote your business and gain momentum in acquiring new prospects and customers.
web analytics tool