Sep 13, 2010 | Collaboration, Communication, Leadership
It occurred to me that during the recent election campaign, and subsequent “Phony Government” that both sides over-used the term “Social Capital“, as well as mis-using it. Whilst it was not one of the hollow slogans of the campaign, it got a pretty fair run as each side tried to give their “policies” substance.
Social capital is created when a person contributes without any expectation of reward, it is just the right thing to do for the group, and for that sense of well being that individuals feel but do not often articulate. This giving creates a sense of mutual obligation, which is the glue that holds social groups together.
The same dynamic is at work in collaborative systems, if you put in, the sense of obligation is created, and others join the effort. Commercial collaboration has at its heart making a bob, but the social aspects of the collaboration process are ignored or under-estimated at the peril of the collaborative project.
For a number of years I have looked after the grass courts at my local tennis club. It takes some time, it is entirely voluntary, and I do it simply because I enjoy playing the game on grass, the costs of professional maintenance are way beyond the capacity of a small club to fund, and once the grass is replaced or let go to become a cow paddock, it will never come back, and few would want that to happen. In this case, perhaps the mutual bit comes in when other club members are still prepared to play with me in my tennis dotage, which is sometimes a bit closer than I would like.
Sep 12, 2010 | Change, Innovation, Marketing, Social Media
Product optimisation is not product discovery, the techniques to get the best results differ, usually markedly, as the challenge to collect data to mitigate risk for entirely new products is substantially more difficult than collecting the same data for what is effectively a range extension .
However, in a web environment, experimentation is becoming easier and easier with the Google analytic tools now freely available, so product optimisation is easier and quicker than ever, to the extent that there is no excuse not to use them. The same tools also make collecting data on new products, almost as easy, so long as an “experiment” can be set up.
However, outside the web environment, where the results are not so immediate or transparent, a bit of creative thought will open up ways to use the tools of the web to track test markets, early adopter customer feedback and reactions, service difficulties, unexpected uses that evolve, and the myriad of other factors at play in a genuinely new product, it just takes a bit more effort to dream up and implement the experiment.
Sep 8, 2010 | Branding, Marketing, Small business
Many companies face the challenge of commercial sustainability in mature markets, with declining patronage, increasing costs, and often a fatalistic view of the future.
Last year, I went with a couple of my kids to a performance of ‘A midsummer nights dream” in the Sydney Domain. Wonderful!.
This performance recognises there is an untapped market for these wonderful plays amongst people who would be unlikely to be theatre goers in the “normal” sense, i.e., they do not subscribe to a theatre season, or frequent Shakespeare performances, but the less formal, relatively cheap experience of seeing a classic comedy play under the stars, enjoying a picnic on a summer evening is irresistible to some of those missed by traditional theatre marketing.
What a great way to introduce new customers to Sir Bill, and perhaps convert them to regulars, opening new avenues for exploration, a lesson for others in mature markets?.
Sep 5, 2010 | Change, Communication, Social Media
In a generation, electronic communication has grown from initial inception to ubiquitous, the fastest adoption of any technology and supporting behavior change ever.
I have heard all sorts of babble about why this is, but it seems to me that there is one simple reason, the removal of the transaction costs in earlier forms of communication.
It now costs virtually nothing to send a message via email, and no more to broadcast that same message to hundreds, often thousands of geographically spread recipients.
The downside of course is that our in-boxes have become clogged by stuff we do not want, and did not ask for, but the delete button is pretty effective.
Sep 2, 2010 | Change, Customers, Marketing, Operations, Sales
We spend lots of time dreaming up new stuff, but there are almost always things that we take as given, things that we do not question, usually because they are so basic, that we never think to do otherwise.
Many years ago, a part of my responsibilities was for the marketing of Ski yoghurt in Australia. At that time, all 1kg yoghurt came in round tubs, it was easy, cheap, all the filling equipment was designed for round tubs, as it was the cheapest shape to produce and print, anything else was a dumb idea, and would cost a motzza. I changed Ski to a rectangular tub, and sales tripled overnight, and the market was changed. Consumers for a number of simple, practical, but to then unspoken reasons, preferred a rectangular tub
The whole industry had been dependent on the manufacturers of the filling equipment, who supplied machinery designed to deliver the least cost option, nobody was silly enough to even consider an added cost alternative, so round tubs were the standard, all operational equipment was optimised for round tubs, and the suggestion that you should retool a factory for an alternative was never considered. It’s just that consumers when given the choice abandoned the round tub overnight, and retailers, reaslising a rectangulat tub offered better shelf utilisation, were happy to put them on shelf.
When looking for opportunities, consider the things that are just “there” that are part of the fabric, and are as a result taken for granted, and find one to change.
Sep 1, 2010 | Communication, Management, Personal Rant
PowerPoint, the Microsoft program has become such a part of the daily regime of sharing information sharing that it has impacted on the way we communicate, and it has its detractors, of which I am one.
Some time ago, I was at a conference where a senior bureaucrat was presenting her departments position. The presentation was replete with animations, and the various tools in PPT to the point where she was prattling on about the great features of the program. What dross.
PowerPoint is the default position now in many situations, but is becoming a crutch, as illustrated in the NY times story.
The lessons are simple:
- Use minimum words on a slide,
- Dump most of the tricky features that just distract from your message,
- Use the opportunity to sell a simple proposition, not to do a “brain-dump” of everything you know,
- Watch and respond to the audience, connect with them,
- Use the program to illustrate your points, not just list them .
