The Upwardly Mobile

Seth Godin wrote a great little post last Friday on the differences between fitting in and standing out. Although Seth doesn’t state it explicitly, the differences in mind set of those who seek to fit in and those who seek to stand out make up a significant portion of a company’s culture and have startling implications to productivity and the bottom line. Let’s examine three global companies to see the impact of this corporate culture ideal on a firm’s outlook:

Continue reading “Do What Works”

This is an advertisement I saw on CNN.com today.  It reads, “Obama is the New President!  $133,000 Mortgage for Under $679/Month!” I’m not one for pointing out the obvious, but those two sentences have absolutely nothing to do with each other. In addition to the fact that the ad doesn’t seem to make much sense, it states almost nothing about what the advertiser actually does, with the exception of the ominously vague “Calculate New House Payment” line that appears in tiny font at the bottom of the frame. If you do decide to click on the advertisement, you quickly learn that LowerMyBills.com, an Experian company, will offer you “free” lender matches after filling out a quick, two-minute form. Some of you may remember Experian as a company that recently got in trouble several times for misleading advertising and received a grade of “F” for customer service. What Experian won’t tell you, of course, is that “Britain’s most invasive company” hasn’t changed its practices much in the United States, and that your name, email, and contact information will be sold without regard to your privacy. All of this for something you could get for free by calling a few banks.  So why am I telling you this?

Continue reading “Don’t Insult Your Customers, Stupid.”

Examples of firms retreating further into their niche seem to increase with every day of the recession. Most companies will realize too late, however, that they’ve lost the opportunity to expand their scope and increase their revenues by being there for their customers in their time of need. The reality is that being too precise or too general eliminates your opportunity to grow and forces your firm to depend heavily on only its existing clients, many of whom may be looking for ways to cut costs that might include severing relationships with companies like yours.  In today’s market, companies don’t need an engineering company any more than they need a consulting firm. What they really need is a  company that can offer real value by solving a core business problem, aligning that solution with the firm’s goals, and implementing it in a way that ensures its acceptance by the company’s existing culture.

Continue reading “What’s Your Firm’s Perspective?”

Times are certainly tough for startups these days, but there are a few things you can do help your business brave the storm. Here’s The Upwardly Mobile’s list of the top five.
Continue reading “Top Five Tips for Getting Your Startup Through Tough Times”

In Sunday’s post, I mentioned that being a Purple Cow is about delivering exceptional value to your customers that exceeds their wildest expectations.  It’s also about conveying that value through the kind of marketing that really lets customers know you’re something special.

Take a look at The Engine Is Red.  I stumbled across this company when reading an article from my news feed about 8 entrepreneurs who are defying the risk-adverse economic faux-wisdom of the times by starting companies during the recession. Each startup has its own story, and several have very interesting ideas. But despite the fact that The Engine Is Red was, perhaps, the least original concept of the eight, it was the only company that really stood out.  One look at the company’s website makes it clear that the firm is not an average design company.  Marketing with most firms, the site quips, is like a one night stand; marketing with The Engine Is Red is about solving core business challenges, driving sales, and increasing profits. Red is about creating value.

In short, The Engine is Red is quickly becoming the Little Red Engine That Could.

Spend some time thinking about what your marketing says about you.  In a time when most firms–even banks and insurance companies the self-proclaimed giants of experience and reliability–don’t really live up to their names, it’s time to focus on value, not tradition. When potential customers are looking at the herd, is your cow easy to spot?

No matter who you are and what business you’re in, you don’t know your customers well enough. I can’t overemphasize this. You don’t know your customers well enough.  What makes matters worse is, your customers are always changing, so you never will.

That’s not necessarily a bad thing, though.  Understanding this concept and integrating it into the heart of your bussiness operations always yields powerful results that can increase sales, eliminate waste, and connect you with your customers, suppliers, and employees in ways you’ve never imagined.

Continue reading “You Don’t Know Your Customers Well Enough, and You Never Will.”

Most entrepreneurs worth their salt have something interesting to say about why their  company matters. In the private sector, they can tell you that their product is cheaper, more efficient, and better designed. In the public sector, they can tell you why their service is eco-friendly and provides opportunities for the underprivileged. These entrepreneurs are certainly right.  But they’re also boring. You, however, don’t have to be.

Continue reading “Value is Purple”

With the economy heading quickly towards recession, more companies than ever are considering hiring Virtual Administrative Assistants. A Virtual Administrative Assistant can provide the specialized support that both small business owners and top executives need. However, concerns and uncertainty about virtual assistants have kept many from taking the final leap. Here are five foolish fears about hiring a virtual administrative assistant and the reasons you shouldn’t worry:

1. Can a Virtual Administrative Assistant Get the Job Done?

One of the biggest fears surrounding hiring any virtual assistant involves the ability of in-office staff to communicate effectively with those out of the office. With today’s technology, however, this fear is entirely out-dated. Video Instant Messaging, Cell Phones, Conference calls and VOIP technologies like Skype make it easier than ever to communicate with off-site workers.

What really causes the most difficulty is a lack of process many companies encounter when hiring a virtual administrative assistant who works entirely remotely. When hiring a virtual administrative assistant, it’s important to create the same kind of structure you would otherwise have at a physical office. Have your virtual administrative assistant prepare and deliver your morning agenda in the same way every time, schedule a midday brief with her every day, and remember to follow up just like you would in your normal office environment. Remember: since most small successful business owners and top executives conduct the majority of business outside the office, face-to-face interaction between administrative assistants and their bosses is already minimal. It no longer matters where your administrative assistant works, and having a virtual administrative assistant is more viable than ever.

Continue reading “Five Foolish Fears: Hiring a Virtual Administrative Assistant”