Category: On Business


Seth Godin…

Admission: I’ve not yet read Seth Godin’s books. This is very unfortunate because I love the daily feed I get from his blog.

This arrived in my email box this morning…it’s the last line that really touched me. So, I’m asking myself, where’s my courage in my business? Want to ask yourself that too? Whatever your answer, I’d love to hear of your response to Godin’s comment about market testing.

“Netflix tests everything. They’re very proud that they A/B test interactions, offerings, pricing, everything. It’s almost enough to get you to believe that rigorous testing is the key to success.

  1. Except they didn’t test the model of renting DVDs by mail for a monthly fee.
  2. And they didn’t test the model of having an innovative corporate culture.
  3. And they didn’t test the idea of betting the company on a switch to online delivery.

The three biggest assets of the company weren’t tested, because they couldn’t be.

Sure, go ahead and test what’s testable. But the real victories come when you have the guts to launch the untestable.”

Till next time… ~Cyndie

I’ve written in recent months about the corporate stupidity of Sears selling porn on the company website. Since www.onemillionmoms.com alerted the public to the debacle around May, ’10, the company has battened down the hatches and, with an unmistakable, ”don’t-ask-us-if-we-care-’cuz-we-don’t” snotty attitude, has resolutely refused to protect children…let alone the rest of us…let alone it’s own reputation and brand. So, I am now a former customer. I won’t be returning. My dollars will be spent elsewhere.

As Sears’ insanity continues, however, here’s a true story about a store and its management who know EXACTLY what it means to support their customer base, EXACTLY how to bond customers to their brand FOR THE LONG TERM. My source is reputable. My source is my daughter.

EJ is an Army wife. She and Hubby are anticipating transfer to a new post in the next couple of weeks. She says, “95% of our belongings remain in the original moving boxes. We’ll unbox when we finally get to our next post.” 

On a recent weekend, EJ and Hubby were working on a home-improvement project when they discovered a need for the electric drill buried somewhere in the gazillion unopened moving boxes in the garage. Because of the pressing need of completing the project ASAP, it was really easier for them to buy a new drill than to spend a day or more searching through the boxes.

So, EJ made her way to the Lowe’s store near their home. In the tool department, she stood with a helpful clerk and explained that because she and Hubby are awaiting transition to a new post and that since the vast majority of their belongings are boxed, she needed to buy a drill. What EJ didn’t know at that point was that was that she overheard by a Lowe’s district manager on a tour of the store with several members of the store’s management team.  

The district manager approached EJ, introduced herself to EJ and asked her to repeat the story. EJ says the woman listened, then said, “My brother was killed in Iraq several years ago, and I want to thank you and your husband for your service to our country.”

Of course, EJ was saddened by the woman’s loss and her grief. Knowing in her heart that she was put there to be a sounding board for the woman, EJ listened carefully noting the woman’s pain, transparency and vulnerability. They talked for awhile and when the conversation wound down, the district manager beckoned the clerk over and, referring to EJ, said, “This young woman is the proud wife of a U.S. Army soldier. Get her a drill and any accessories she needs and send her home with the products on loan.”

EJ was stunned. Reaching for her wallet, she said, “Let me get my credit card number for you so you have something for use as collateral.”

The district manager replied, “That won’t be necessary. This is just one way Lowe’s can support military families.”

EJ was rather speechless as the clerk handed her the drill and a set of bits. Expressing her gratitude, she left the store a committed “forever” Lowe’s customer.  Two days later, the project was finished and the drill and bit set were back in the possession of the store.

The story of good will created by the shared moment, the trust and the store’s act of generosity will be told over and over again by EJ. The story is now spreading its way across the country by her friends and family.

More valuable than primetime advertising, THIS is the best PR a company could ever hope for. Congratulations, Lowe’s!

A fact of life: accidents of monumental proportion happen.

It’s what we do, individually and as a society, after the accident that counts.

In the case of the explosion of BP’s Deepwater Horizon platform and the tragedy of the disastrous, ongoing oil spill, people demand the corporation to act responsibly. . .but in truth, the torrent of their demands, actions and personal attacks on company officials indicate nothing will satisfy them.  Nothing.

Anyone who has spent anytime in a “War Room” during a crisis situation knows that solutions come neither easily nor on schedule. But for outside observers, especially those from the political arena, there is great advantage in spinning solutions, demands and accusations, sometimes from thin air.

Diana Furchtgott-Roth, Senior Fellow at the Hudson Institute recently wrote:

When oil is spewing into the Gulf of Mexico and all the administration’s efforts appear only to be slowing down the clean-up, there’s nothing else to do than attack a convenient Republican. Rule 11 of Saul Alinsky’s Rules for Radicals: A Practical Primer for Realistic Radicals, states: “Pick the target, freeze it, personalize it, polarize it. Don’t try to attack abstract corporations or bureaucracies. Identify a responsible individual. Ignore attempts to shift or spread the blame.”

That’s what Democrats are doing with Representative Joe Barton. No Democrat has addressed the issue that Barton raised, namely why has the administration expropriated without clear legal authority the distribution of compensation? Why is the administration, rather than BP, writing checks to hundreds of thousands of Americans harmed by the spill? Can the administration do a more efficient job than BP of rapidly processing the claims? Is the administration using the compensation process for political gain? If the oil spill isn’t solved by November, Americans will be angry at the administration, not at Joe Barton.

I agree. Furthermore, from a PR perspective, here is what I’ve seen:

• BP, yes, apparently unprepared to correct the specific way in which the pipe twisted when it blew;

• BP officials who, with their corporation, continue to work relentlessly to meet the technological demands of the repair – who are brainstorming, analyzing, testing and implementing solutions 24/7;

• The BP CEO who appears before the media on-demand and has since the first moments of the crisis; a CEO who is transparent, honest, straight-forward, willingly vulnerable at the jaws of a presidential administration, Congressional leaders and a public ready, it appears, to crucify him, for example, for trying to recuperate for a day on his yacht;

• A global corporation, BP, who is prepared to do the right thing by paying out a minimum $20 BILLION in reparation payments as soon as possible – this in addition to the cost of repair and clean-up.

What kills me are the sanctimonious actions and holier-than-thou rhetoric of members of the congressional committee who interrogated CEO Tony Hayworth last week.

Were Senator Joe Barton to be able to do it over again, he may choose to rephrase his statement regarding his suspicions that the presidential administration had railroaded (my term, intended) BP into the $20B reparation payment. In that phrasing, he created the vent from which the lava of hyperbole spews. Had he phrased differently from the outset and released the statement outside the halls of the congressional committee, the statement could have been productive – politically and otherwise.

So, let’s get a grip here….a firm grip on what teamwork on a national scale during crisis really means, what it looks like and how it’s done.

America needs proactive leadership….we don’t need the current administration continuing to instigate a 2010 version of the Salem Witch Hunt.

Till next time ~Cyndie

Recently, in a marketing blitz of gifts available for dad’s on Father’s Day, retail icon, Sears, featured a number of pornographic posters for sale.

(Stop!…before you streak off to the Sears website to try to find the offerings. The company, apparently six weeks after initial posting of the items and the onslaught of complaints, FINALLY took them off the site late last week…and, then, only after a 48-hour barrage of phone calls to the corporate office of company CEO, Bruce Johnson by consumers disgusted by the posters and doubly disgusted at the company for its decision to post them in the first place!)

Were it not for blanket media coverage of the BP oil spill in the Gulf, Sears could quickly have found its charred remains featured as lead story on all manner of news outlets. Major, irreconcilable wound to a company whose previously golden history goes back some 77-years!

Mid-week, last, I received word of this issue from a friend who sent me an alert from the national nonprofit organization, OneMillionMoms.org. This organization is to be highly commended for leading the charge to demand Sears remove the pornographic material that was easily accessible by children.

I went to the website and saw for myself the offensive photographs. Then, I got on the phone and called CEO Johnson’s office.

Now, shame on Sears for posting the material in the first place. But compounding the injury to company and consumer alike, the receptionist I talked to was both rude and sarcastic. Here’s what happened. The call was so short, I can assure you this is an accurate retelling of the incident.

“Sears Corporation…how may I direct your call?” said the receptionist.

“Good Morning,” I said. “Please connect me with Bruce Johnson.”

She herrumphed. (You know, “hrrrrr-umphhhh”…that sound that we emit when we’re ticked off beyond belief and unable to hold back our irritation…)

Assuming too much – I mean, I could have been Johnson’s stock broker, doctor, mother – she continued in a terse manner, “Sears is aware of the issue you’re calling about and the company is doing what . . .” – CLICK! She cut the line.

There’s the old adage “Fool me once, shame on you. Fool me twice, shame on me.” Well, two’s my number…I don’t try a third time. Whether purposely or accidently discharged, I was left shaking my head in utter disbelief at the whole issue and decided that it would take time and an observable, major change in Sears before my dollars would get spent with the retailer.

Apparently, at one point, Sears spokespersons said the pornography was posted by a “third party” retailer and that made Sears only partially responsible for the material.

To this I say, “Baloney!” The only banner my eyes landed on above the selection of posters was a large “Sears” logo and  a sub-banner that said “Father’s Day Gifts”. Sears is a global retailer and that excuse doesn’t hold water.

No matter how large the company, the investment of time, effort and finances in the consistent review, editing and oversight of all company collateral pays off in multiple returns. Review is THE most important marketing and PR function of all.

Till next time, ~Cyndie

I just received a link to an article in the Financial Times from client, Sam Shmikler, CEO of Resilient & Tested, LLC. After reading the article in the Financial Times, link to Resilient & Tested’s website to learn MORE. (www.resilientandtested.com).

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Sam Shmikler, CEO Resilient & Tested, LLC

“2010 has seen a range of unforeseen events that have wreaked havoc, from the eruption of Eyjafjallajökull, the Icelandic volcano, which closed down European airspace, to the financial crisis in Greece and the oil leak in the Gulf of Mexico.

These incidents follow the financial crisis that unfolded as a result of a confluence of events that produced consequences few predicted, let alone prepared for. It seems the “unknown unknowns” observed by former US defence secretary Donald Rumsfeld are becoming more common and their potential consequences more serious…” (link below to full article)

Disaster Management is a Growth Market” by FT’s Mike Scott, is a global perspective on what happens to businesses (small, medium and large) when an unforeseen event happens. The global perspective of the article’s information translates all too well, too often and too easily to local and regional geographic locals. It’s a game of industrial dominoes…and your business is projected to be one of the first dominoes to fall.

Examples of “…unforeseen events…”? Earthquake, fire, sudden illness or death of key business leaders, reputation attack, terrorist incidents, internet sabbatoge, bank failures . . .to name but a few.

QUESTION IS: WILL YOUR BUSINESS SURVIVE AN UNEXPECTED EVENT? According to a Continuity Insights survey, 71% of businesses without plans close their doors within two years after a crisis.

Link to the full article. LINK: http://www.ft.com/cms/s/0/7adcfa30-5f83-11df-a670-00144feab49a.html      NOTE: You may be required to create a free account to access the article. But the article is definitely worth the effort and the registration is quick and easy. ~cju

Prepare, Plan, Implement, Test. . .be a business survivor.

From a comment I made to a colleague’s post last year. I just found it remotely referenced here on WordPress and thought I’d post it here. ~Cyndie

I think the common interpretation of the term “professional” is exaggerated and the images related to the term are inaccurate. Being a professional is definitely more than having an an advanced degree. It’s much more than any of the trappings one might imagine when pondering the term. (Trappings: CEO, Fortune 500 company, Rolex watch, custom-made silk suits, Italian sports car, vacation home in the Hamptons, etc.)

The term “professional” is all about committing to as high a standard of service as you can possibly achieve…then ratcheting UP that goal and HOLDING to that commitment no matter what tempts you to do otherwise.

I’ve met consummate professionals behind the counter at McDonald’s and know professional people exist in all job classifications. Being professional isn’t just about jobs with six-figure (and higher) annual income levels. It’s about heartfelt service and dedication to being in accordance with one’s sterling values and steadfast ethics. # # #

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