If your company isn’t performing as well as it should, the answer may be closer than you realize. Your customers may be able to help you figure out what you’re doing well and what you need to improve. Richard Whiteley’s excellent book, The Customer-Driven Company, explores companies that regularly pursue input from customers and build … Read more
I’ve long recognized many of the companies with the best information do the worst job of presenting it. It’s clear they have the expertise, but the wrong people are responsible for sharing that knowledge. It’s not really the fault of those individuals. Each of us has specific skills and knowledge areas. But while someone in … Read more
With so many new technologies in our lives, it’s no surprise many folks are becoming overwhelmed. The sheer volume of information is pushing a growing number of people into overload, and even when we know something will provide a benefit to us, we groan at the thought of having to learn yet another new thing. … Read more
When it comes to marketing, one of the most common mistakes I’ve seen companies make is basing their decisions and efforts on whatever troubles them most. It may be an aspect of their product or service about which they’re particularly sensitive. Could be a perceived flaw they worry the competition will exploit. It can even … Read more
When creating a website, a brochure, or an ad, many people believe the only thing that matters is the raw facts. “Nobody has time for fluff,” they insist. Given their insistence on using fact-based material, they choose to use brief bullet points instead of sentences and paragraphs. I won’t argue that bullet points are certainly … Read more
Long ago, Sir Walter Scott penned some advice today’s business leaders would be wise to remember: “Oh, what a tangled web we weave/When first we practice to deceive!” That quote came to mind after a greeting-card envelope appeared in this week’s mail. No return address, no stamp, just a colorful envelope. I slit it open … Read more
As social media grows, all sorts of companies and organizations have been trying to court followers. You probably receive solicitations through Facebook and other platforms asking you to like their pages, follow them, or take whatever action fits the specific channel. Visit a store or a restaurant, and you’ll see the same. I drove past … Read more
If you’re looking for a powerful way to differentiate your company from your competitors, I have a simple suggestion: just fulfill your promises. I know that sounds ridiculously simple, but recent experiences with companies that depend upon top-notch service to draw repeat business have convinced me that far too many organizations see promises as tactics … Read more
It’s time once again to present some typos and other amusing mishaps that appeared in the media. I don’t poke fun at individuals for making mistakes, but professionals should know better. All three of these examples involve the use of the wrong word. In each, the writer chose a homophone of the intended word, and … Read more
If you bring a group of business owners or managers together and ask them the most effective way to promote their organizations, you’ll get a wide range of answers and little agreement. One may insist on blogging, another on radio spots, a third on coupon envelopes, and a fourth may affirm billboards are the only … Read more