Understanding Your Customers Comes Before “The Five P’s of Social Media”

In his posting The Five P’s of Social Media–Where Do You Start? on the Fast Company site, Lon Safko writes about where to get started in social media that:  “The Five P’s are; Profiles, Propagate, Produce, Participate, and Progress”. His discussion is worth a review.[[1]]

I might add a preface to to these “Five P’s” that is a fundamental precursor to success in web social media (as well as all other marketing).

Focus on your customers, clients, and prospects first – what is your value to them?

Focus on your customers, clients, and prospects first. What is it that they are interested in? What is the value they desire from you? What language do they use to talk and think about the problems you might solve for them? Use the proven tools of FABing to keep your focus on what your customers are actually interested in. Don’t fill up your web space with content that they are not interested in and which is not presented in their language.

FAB refers to Features and Benefits (some say Features, Advantages, and Benefits). This is a simple, powerful axiom of marketing (and sales) that proves elusive even to seasoned practitioners. Simply put: Customers buy Benefits not Features. Features are the physical, functional attributes of a product or service. Benefits are the values, as perceived by the customer, of using a product or service. Continue reading

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  1. Thanks to Brendan McLaughlin at Westglow Technology Consulting for pointing this article out to me. []
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Learning To Be Effective – comments on Kelley’s How To Be a Star At Work

Learning to be an effective manager is almost entirely a self-guided learning enterprise. Almost no business schools even approach the topic despite the hundreds of courses they offer on almost every functional aspect of management[[1]]

No Significant Differences between Stars and Average in Intelligence, Problem-solving or Technical Skills

So it was with some anticipation that I read through Robert E. Kelley’s  How to Be a Star at Work: 9 Breakthrough Strategies You Need to Succeed (Three Rivers Press, 1999).  This book is based on research at Bell Labs in the 1980s, and 3M a bit later, on the differences between “stars” and average managers.  . Learning to be an effective manager is a multi-disciplinary-multi-modal effort. Clearly an important step is to understand what constitutes the approaches, practices, and skills of an effective manager. How To Be a Star at Work - KelleyBased on work with hundreds of managers, Kelley found that there was no significant difference between “star” and average managers in their raw intelligence, problem solving skills, and technical skill attributes.This may seem surprising until you remember that accomplishing real results in the business world is not a based on individual performance but on the collective efforts of a whole organization. There are almost no significant business problems (or technical ones, too) that can be solved by a single individual. In fact, it is the job of a manager to bring together all of the resources required to achieve real results, focus them on the task and push, pull, inveigle, cajole, lead, or any other verb that describes the persuading that goes on to organize groups in action to achieve real results. Viewed from this perspective it seems less surprising that being a “star” manager has more to do with attributes other than raw intelligence, problem-solving, and technical knowledge.

Better Strategies and Skills in nine areas

What Kelley did find was that the stars has better strategies and skills in nine areas:

  1. Initiative – working the white spaces of the organization
  2. Networking – knowing who knows what in the company’
  3. Self-management – managing your whole life at work
  4. Getting the big picture
  5. Followership – checking your ego at the door and leading in assists
  6. Teamwork
  7. Leadership – doing small-”l” leadership in a big”L”world
  8. Organizational savvy
  9. Show-and-Tell: persuading your audience with the right message

There is some overlap among these nine strategies. For instance Followership, Teamwork, and Small “l” leadership are clearly interdependent ideas. But I do not want to quible here. If you compare this list with the attributes of high performance organizations you will find useful correlations and synergies.

This book is widely available through your local library and from bookstores local and online.

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  1. see Henry Mintzberg, Managers Not MBAs: A Hard Look at the Soft Practice of Managing and Management Development, 1st ed. (Berrett-Koehler Publishers, 2004) for more on this. []
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Getting Things Done by David Allen – a revisit

d-allen_get-things-done-bookcover

I have used David Allen’s  book, Getting Things Done: the art of stress-free productivity (Penguin: NY 2001)  both personally and with clients for a number of years. Recently I volunteered to lead a discussion of the book’s approach to personal productivity with the Greater Boston Business Network. This provoked me to re-read the book in preparation. Here are a few thoughts following my re-read and the discussion with GBBN.

Underlying Principles and Thoughts

Work and personal are now quite blurred. And so, this book is about everything in your life. There is no boundary between work and personal when it comes to being more productive. And, your mind does not treat them as separate, so a productivity system can not either. There is also a need to incorporate the big picture, strategic view, with the tactical day-to-day,  but the emphasis must be on actionable tasks. Thus, the title, Getting Things Done.

Getting into a “Productive State”, what I might call a state of flow,  when required is both a challenge and an objective of a productivity system.[[1]])

Allen builds his approach to productivity on a few “principles”.

First principle: Deal Effectively with Internal Commitments

Continue reading

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  1. Here you might compare this with the work on how we work best in a state of “flow” as discussed in  see Mihalyi Csikszentmihalyi’s   Flow: The Psychology of Optimal Experience ( Harper Row, NY: 1990 []
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Managing Key Personnel – Do What Is Inevitable – evasion and self-deception will not work

Recently I was speaking with the owner of a financial services firm. She has 15 people in her organization which is now almost 18 years old. By any measure a successful firm.

She told me about one person who has been with the firm for eight years. The owner described this person as the most professional and reliable person in the organization. She performs all sorts of important customer-facing activities flawlessly. This employee is a key person in the organization. The owner went on to tell me about a recent conversation she had with this key person who confided that she did not want to be just an “insurance geek”. She was emphatic about this. The owner told me that this statement jived with other comments this person had made recently. She believed her and felt that her days are numbered.

The owner then went on to describe how she had begun to put together a job manual for all of the key tasks now under the wing of the key employee. This seemed to me to be just the right step. First, the key employee was cooperating in constructing the job manual. This is a great sign of continuing good faith. Second, the owner is testing out the manual to be sure that it really will be a solid platform for training a replacement. Continue reading

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Time Management – is now the time to get beyond this distracting oxymoron?

Time management is an extremely popular topic. Is this productive?

A Google search for the phrase “time management” returns the droll news that there are more than 14,900,000 responses. Amazon lists 448 books with ‘time management” in the title or subject line. A similar search on Youtube.com returns over 2,000 videos about time management.

But, what can this really be about? Time is a concept we use to delimit the past from the present, and whatever future there might be. Einstein is reported to have said, “The only reason for time is so that everything doesn’t happen at once.”[[1]] Perhaps because we, as human beings, are a fleeting moment, we have a special focus on time. We are very aware that our time is limited, unknowable. Continue reading

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  1. I could not find a reference citation for this quote. It is ubiquitous on the web. Perhaps it is apocryphal? In a recent re-read of David Allen’s Getting Things Done Penguin, 2001), he has a side note (p. 5): “Time is the quality of nature that keeps events from happening all at once. Lately it doesn’t seem to be working”. – Anonymous []
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Podcast – Increase Your Value Through Customer Perception in Professional Services

Increase customer perceived value by managing expectations, making services visible, and following up.

This podcast is 12 minutes 41 seconds long.

A text version is available here

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Increase Your Value through Customer Perception in Professional Services

Most professional services firms, and many other companies where services are a significant component,  are troubled by customers who do not perceive or understand the true value of what they are providing. They have difficulty getting customers to pay for upfront diagnostic/assessment work,  concept modeling, prototype development, and so on. In some cases, professional services firms have difficulty sustaining the customers awareness and proper valuation of the work done during an engagement. This is a problem in financial services, for example, where planning and execution services seem invisible, or entirely obvious, and thus not valued by the customer. After all, I can do stock trades myself on the Internet. Where is the value-add from paying a financial services firm a management fee to do that?

Here is a conceptual model for improving how customers value services.

There are three basic phases in a service event or client engagement:

  1. Pre-service awareness – establishing expectations
  2. Service engagement – making the process visible
  3. Post-service follow up – the ongoing engagement

Lets walk through each of these phases and explore opportunities to increase customer perception of our value to them. Continue reading

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Podcast – What If Agreements – get them in place now, before a what if occurs

Put your Founders’ Agreement in place before the inevitable business conflicts arise.

This podcast is 2 minutes 51 seconds long. The text is available here.

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What If Agreements – get them in place now, before a what if occurs

Just this morning I heard another tale of woe from a business owner who is now entering into legal disputes because a partner is getting divorced. The business is ten years old, healthy, in fact, holds a strong position in a niche market. But, now the business will be sold or broken into pieces. Several lawyers are also enjoying a feast of fees. 

All of this points back to a fundamental of business formation and business planning – the need for “what if” agreements among the owners.

What if someone dies, becomes disabled, divorced, married, wants to leave the business? How are new partners added? Can a founder be fired? Who owns what and in what form? How will disputes be settled? And, the list of “what ifs” goes on.

So often people start businesses and, in the glow of start up enthusiasms they think, or don’t want to think, about the almost inevitable “what ifs”. They quickly go through setting up the incorporation process and get to work ignoring what will turn out to be all important, the Founders’ Agreement. 

If you are just starting out, make sure that you work through the discussions and legal work for a Founders’ Agreement within the first couple of months. Put your Founders’ Agreement in place. On the other hand, perhaps you have ten years of success in your wake and you still have no Founders’ Agreement (referred to also as Owners’ Operating Agreement and other title). You are living on borrowed time. Get together with your business partners and make it a priority to think through the obvious “what ifs” and then involve your attorneys to formulate an agreement. When one of the “what ifs” occur ,you will be very happy to fall back on its structure.

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Podcast – Early Intervention Is Key to Employee Success

Early intervention for new hires and promotions is key to success.

This podcast is 4 minutes 59 seconds long.

A text version is available here.

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