Out of the Box - Strategy, Sales and Marketing

Like any hang glider knows, it is hard to control the wind. 

What about Reed Hastings and Netflix?  A decade ago he was embarrassed to tell his wife about late fees on a video rental he forgot to return.  A trip to the gym had him thinking, “why can’t I make renting a DVD video like my membership at the gym?  You pay a flat rate per month and use it all you want.”   Does Blockbuster wish they could turn back the clock and not charge this one guy a late fee?  Here comes a wind gust.  

Now Mister Hastings sees another wind gust coming and he is trying to figure out how to distribute your next movie through the internet.  His hope is to do that before his old business model goes away. 

Wind, like change is every there; sometimes escalating to hurricane force, at other times a gentle breeze.  Some wind . . . er . . . change comes as a real “game changer”, breaking the rules and creating whole new landscapes. 

Some massive changes that have . . . or will change your life. 

Websites. -  In three to five years you WILL have control of creating, changing and updating the information on your own web site.  Gone will be the days when some web designer charges you thousands of dollars to build an internet presence.  What is the change that is coming that will redo all the rules.  Robust blog software.   Can you say Wordpress?

Printing.  - Ok, so it has changed already.  But it is an easy thing to use as an example.  I ordered some post cards last week.  The price was one fifth the local printer.  Fast, inexpensive, and done right the first time.  I have an acquaintance who was smart enough to sell his printing business to another going concern who saw the writing on the wall and had ALREADY created a internet based ordering system.  In fact they have one employee who is their email marketing wizard.  She alone is responsible for a lot of their printing business as she brings customers in based on her expertise on NON-PRINTING marketing. 

Graphic Design Services. - If you have not discovered www.CrowdSpring.com then you are already behind on the trend called “crowdsourcing”.  This, and sites like InnoCentive, uTest and others uses a cost effective method to capture the creative abilities of the talented masses without paying for  overhead.  If LG can get a design for their next cell phone using CrowdSpring for $20,000,  why shouldn’t you get your next logo created for $200.  

Smart Phones - For twenty years I loved working in the personal computer industry.  For twenty years I heard hundreds of main frame “guys” talk down to the PC.  Over those twenty years I saw them quietly take their Cobol and Fortran expertise and ride off into the sunset (on their way to a A++ programming class).  The huge changes in cell phones in the next 4 to 5 years will have the same sort of disruptive power.  Who needs a LCD projector, your cell phone will have that built in (see http://www.theregister.co.uk/2009/05/06/green_lasers/

A.G. Lafley has had a great run at Procter & Gamble.  During his tenure as CEO the price of P&G stock has almost doubled.  His track record can be attributed to a lot of things (see . http://tiny.cc/dLQAC)   like the purchase of Gillette (another great Norton story that I can share with you later). 

But his ability to understand and manage the wind of change was masterful.  He realized that others could invent faster than P&G could improve their own products.  During his tenure he created a organization that sought out and rewarded creative ideas.  He wanted a huge percent of P&Gs growth from capitalizing on the new creations of others. 

Are you oblivious to massive change?   A short test.  If you answer “no” to any of the following questions you might need to be concerned. 

·         Do you have your Facebook and LinkedIn pages done?

·         Have you posted to Twitter in the last 30 days?

·         Do you spend more than 1 to 2 hours a week on Facebook, LinkedIn, or Twitter?  If you answered “yes” you also have a problem.

·         Have you bought any books on line in the last 6 months?

·         Do you have a YouTube video advertisement yet?

·         Do you have more than 30 connections on LinkedIn?

·         Do you Blog?

·         Do you “text”?

·         Have you done a new strategic plan since the start of the current recession? 

·         Have you talked to one of your customers in the last month about their ideas to improve your business?

Creativity is an imperative today.  It is a mandate for the future and since your future arrived yesterday, now is the time to ask yourself if you have tried to catch the wind . . .  or at least used it to sail into the future. 

Don’t ask.  I can’t tell.  Her name will stay anonymous.

She was on cruise control as she readied herself for the daily grind.  With an aspirin sized headache she looked around for liquid to help down a couple of Tylenol.  She spied the small glass of liquid, threw back the pills and washed them down handily with the glass of “water”.

That was when she remembered that she had filled that glass with Woolite a few days before.  This handy dandy cleaning solution - that will do wonders for “your sweaters and unmentionables” - had done a wonder in disguising itself as water.   

She rushed to the phone to call Poison Control.  They determined that she would be fine and that she “ought drink some water just in case.” 

So she downed several more glasses of real water to dilute the Woolite.

“That was where I really messed up” she told me.  “I had turned myself into a human washing machine.  Every time I burped I became a bubble machine.  Literally I was spitting up full formed bubbles for a couple of days.”  Lawrence Welk would have been so proud. 

“One thing is for sure” she confessed to me as I was rolling on the floor with laughter.  “I found out for the next couple of days that Woolite WILL clean you out.” 

She had become a victim to the 4^th Level. 

Remember the 4 levels of Learning

1.       Unconscious Incompetence

This is when you are stupid and you don’t know it.  Don’t know how to drive a clutch?  Dumb. Don’t know what Twitter is?  Ignorant.

2.       Conscious Incompetence

Someone tells us that we are stupid.  We become aware of our ignorance in a given area or on a certain subject.

3.       Conscious Competence

We develop skills and acquire knowledge.  Here we practice, learn and refine.  The natural tendency for mankind is to adapt and conquer. 

4.       Unconscious Competence

This is the point where we get so good at doing the new thing that it becomes habit.  You no longer have to think about the mechanics of tying your shoes.  You don’t even contemplate the steps in tying that tie.  This is a great ability that is part of the human organism.  It allows you to do several things at once.  You can think about other stuff as you mindlessly drive that car down the road. 

But wait.

One half of the job of a great leader is to get people to see new possibilities.  This half of the leaders work is making people STUPID (Steps 1 & 2).  Introducing them to the new and helping them see possibilities.  Creativity and innovation are a must in all Leaders. 

The other half of a great leader is focused on helping people to not be STUPID; by growing in Steps 3 and 4. 

The problem is that when we go on auto pilot, step 4, then we don’t apply our knowledge properly.  We drink the Woolite without thinking about it. 

There is a word that describes this knowledge applied.  The word is Wisdom.  Understanding how to apply our knowledge.

We have a whole world of over educated derelicts.  But understanding how to apply that knowledge is key.  Hear the words of Solomon “With all thy getting get understanding.” (Prov. 4:7.)

So until you UNDERSTAND (getting wisdom) don’t overlook what you already know.  Those things that are second nature to you.  Beware of not applying what you already know; doing the obvious and common sense thing may be your down fall.  Might you be too close to the forest to see the trees?  Ah, the joys of having others to point out the obvious to us.  Hence the need to make sure you engage friends, family . . . and Kordell (big grin).

Don’t drink the Woolite. 

Wanna raise?

There is an online retailer called The Pearl Outlet.  Now who buys pearls?  Especially on line?  Well that is something that they wanted to know.  If they did a marketing campaign that said, “Say you are sorry with pearls” would that work? 

So they commissioned a study of 8,000 customers and a real surprise popped up. 

Those customers who were willing to say they were sorry earned more money.  In fact they earned twice as much as those who rarely, or never apologized. 

It turns out that those who earned $100,000 a year or more were twice as likely to apologize as those who earned $25,000 a year.  Now don’t get ahead of yourself.  It is not that they had more money.  Their research shows that they just tended to be more apologetic. 

Humility pays. 

There was a point in the past twenty years when apology by a leader was seen as a real weakness.  We think of President Nixon thumbing his nose at the American populace in his guilt.  The message went out “if you are big enough and have enough clout you can do anything you want.” 

Fast forward to today.  Those arrogant bosses,self centered leaders and celebrities are not respected anymore.  Today an apology is a sign of confidence, of civility.  It shows a degree of maturity and . . . dare I say it . . . emotional intelligence. 

All the self justification, the fault finding and the blaming of others.  Why haul around all that negative dead weight.  Do we really think we are fooling others?  They see that fault and our unwillingness to do anything about it as arrogance.  Who have you wronged?   Whose feelings have you slammed to the floor?  What person did you just walk over? 

Remember the 4 R’s of Apology?

Recognize

Come clean.  Find a little honesty in your “self” inspection. I am married to the most saintly woman on Gods green earth.  Do we argue?  Do you see me turning red right now?  I know at the judgement bar He is going to look down at me and shake His head and ask, “what were you thinking?”  We become so good at justifying our side of things.  Given time most likely you will realize that you were in error. 

Remorse

You have to say it.  You have to speak the words, “I am sorry.”  This is where that most elusive of the cardinal qualities - humility - kicks in. 

Restitution

Put your money where your mouth is.   Words are just that.  But the actions that show the words have mass; that they have heft are a must.  What do you need to pay back?  Who do you need to make things right with?  Here is where the true manifestation is found, otherwise your apology is just lip service and you don’t really mean it.  This is where you walk away from the $100,000 income and satisfy yourself with the $25,000 income.  This where an investment of time, money, or actions say you really believe in an apology.

Repetition

I remember Johnny Carson making a joke about President Jimmy Carter’s brother, Billy.  Billy Carter was a one person Americas Funniest Video show all by himself.  Speaking of Billy Carter Carson said, “I don’t mind him shooting himself in the foot.  But the problem is that he reloads so fast.”

Don’t reload.  You have got to let them know that you won’t do it again.  Perhaps ask, “if I go that direction again and you see it happening . . . would you let me know?”     

It does indeed look like the meek will inherit the world. 

They will buy it with their own money. 

And I am not sorry for saying that. 

Kraft Mac & Cheese, pantyhose, and Apple iPods. 

When times get tough, we see the emergence of true leadership and vision.  The choice is to wallow in pity, self doubt and second guessing or - to act and charge ahead, WITH COURAGE. 

It is during hard times that we most need to look for opportunities, to get creative, to hone our capabilities and look for new ways to succeed. 

In the recession of 2001 and 2002, General Electric, with billions of dollars of sales in light bulbs failed to keep up with the inventiveness of rivals who were developing more-efficient LED technology.  Last year GE tried to sell their lighting business and there were no buyers.   Are they maybe too late? 

In the recessions of the late 70’s and early 80’s the main “gymnastics” foot wear companies (Keds, and Converse) did not pay attention to the market and consequently a couple of upstarts got their momentum.  Ever hear of Reebok or Nike? 

This list of those who got their start during hard times is impressive.

·         Miracle Whip at the 1933 Chicago World’s Fair.

·         The iPod arrived shortly after 9/11.

·         DuPont launched nylon at the 1938 World’s Fair.

·         Kraft Macaroni and Cheese was a 1937 creation. 

During the early 1980’s I worked on the small team of 3 that introduced a brand new concept in the United States.  We invented and introduce to grocery stores in this county a thing called No-Name Generics.  These plan labeled food products took the country by storm.  Any bad memories of that economic downturn are non-existent for me, because we were so busy.  We couldn’t keep up with the business.  It was a blast to see our products whoop up on the Kraft Foods and General Foods of the world.  We had no advertising, the ultimate in bad packaging and sometimes lesser quality, but win we did. 

So as a leader how can you capitalize on the current business environment? 

1.      Listen to your employees.  There was a time when the executive knew they had to do their Strategic Plan at least once every three to five years.  Not any more.  In a few weeks I am facilitating a planning retreat for a company that is doubling in size every year (even during these bad times).  They do their Strategic Planning every three to six months.  Of course they use me, because I get everyone involved and gather the insights from all the team members . . . fast.

2.      Listen to your customers.  Before the current successful run of Apple Computer and their laptops, iPod and iPhone there was the Newton and the Lisa.  Most are not familiar with either of these two products.   After hearing about the issues  and complaints on the Lisa computer Apple went back to the creation process and introduced a “new and improved” product titled – The Macintosh.  The lessons learned from the Newton personal digital assistant morphed into the rich offerings of the iPhone. 

3.      Fail.  If you ask a successful person what they have learned from their successes they will probably give you a blank look.  But ask them what they learned from their failures and you will get rich, thick wisdom, as they share the lessons learned from the monsters conquered. 

4.      Look into your own heart.  Courage is what is called for these days.  The lack of leadership is evident in government, our companies, the military and even various churches. 

Ask yourself, “what are my goals.”  Think New Years Resolution.  Think competitive.  Think coaching and teaching the team so that when the pace picks up again (and it will pick up again) they are more than ready for the challenge. 

Zig Ziglar had an old say that goes, “the optimist is someone who, when he wears out his shoes, is just on his feet again.” 

It may not be the best time to make huge investments, but it is a great time to wear  yourself out in doing, building, planning, expanding, learning and leading. 

It is the courage and faith of leaders that when coupled with action creates the enthusiasm that is contagious.  Years ago, I was in Australia doing a job that was tough, tough, tough.  Everyday I would quote Henry Ford’s Fireplace motto to myself before leaving for work. 

You can do anything if you have enthusiasm
Enthusiasm is the yeast that makes your hopes rise to the stars.
Enthusiasm is the sparkle in your eye,
It is the swing in your gait, the grip of your hand, the irresistable surge of your will and your energy to execute your ideas.
Enthusiasts are fighters! They have fortitude.
They have staying qualities!
Enthusiasm is at the bottom of all progress, with it there is accomplishment, without it there are only alibis!

So let me bring this rant to an end.  Make those plans.  Set those goals.  There is a religious term for this . . . FAITH.  When the storms come, the maps come out and alternate routes are created.  If that is good enough for the airline pilot or the ship’s captain, should that not be a great consideration for you?  Are you an inspiration or are you in desperation?

Well said Shakespeare: 

There is a tide in the affairs of men.
Which, taken at the flood, leads on to fortune;
Omitted, all the voyage of their life
Is bound in shallows and in miseries.
On such a full sea are we now afloat,
And we must take the current when it serves,
Or lose our ventures.

Julius Caesar Act 4, scene 3, 218–224

It has been ten years.  That is what the celebration is all about. 

Ten years ago Jim Gilmore and Joe Pine wrote the book, the Experience Economy.  If you have not read it . . . you probably ought to consider it.  More about that in a moment.

I met Jim for the first time when he was a consultant to our company in Texas.  I had no idea that he would, in the future, co-author a book that would change my life and the way that many Fortune 500 companies did business. I have to say that my first book (the second one is with an “editor” as I write) was in part inspired by Jim’s book.

So, a few weeks ago I got an invite to an event to celebrate the 10 anniversary of Jim’s book.  At the core of his doctrine is the concept that people want experiences.  That Customer Service is something you get when someone messes up.   But an experience - be it Disney, or a wedding, a life changing event is what will be the required of all businesses as time goes by.

I thought.  This I have got to see.  Who wouldn’t want to see what a party is like that is thrown by the guy who wrote the book.

So I went on the 28th, just like the invite said.   You know what I found?  Nothing!!!!!!

I went to the Ritz Carlton (I mean if you are going to have a party you might as well conduct it in the most experiential locations available) and asked for directions.  They didn’t know.  Magically a second Ritz employee showed up to help.  Still no one knew where the event was happening.  Within less than two minutes there were 9 . . .NINE (did I say nine already?) Ritz Carlton employees were trying to help me find the event.

That was when I pulled out my Blackberry and realized I was one month early.

Bummer.

As I was riding down the elevator I though, “wait a minute.  I am missing the point.  Ritz Carlton, known for their customer service, had made spectacular service AN EVENT, AN EXPERIENCE.  I mean, who has employees that are drawn to their customers problems like moths to a flame?   It was like these 9 people heard the pied piper call of someone in distress and vulture’d in on the hapless soul.

I had to take the elevator back up to steal a Ritz Carlton bag.  Actually I just asked for it and they gave me one.  But stealing sounds so much more risky . . . no? “Bond. . . Jame Bond . . .may I have a shopping bag.”   (I can see Renee just rolling her eyes right now. . .can’t you?) I need to show something when I talk about it in upcoming presentations.  (Note: even their bags are over the top.  A gorgeous thing with gold braided rope handles)

So here is the question.

Is your business providing Customer Experiences that make your customers come back and ask for souvenir’s?

That is one of the hallmarks of a great business.  People want to keep the memory alive by getting a keepsake.  I know when I have given a great presentation, or facilitated a super workshop because people ask for books, DVDs, to be put on the mailing list.

This is the most fulfilling thing I get to do with clients is to help them orchestrate EXPERIENCES.

What is YOUR souvenir?  Hmmmm.

Mickey Mouse was pretty smart with all those mouse ears on stuff.  It wouldn’t sell if they didn’t do such a great job creating memorable experiences that people want to do again, and again, and again, and . . . . .

Mike Vance is, in my opinion, one of the greatest business speakers in the last 100 years.  His work on developing creativity is cornerstone.  He introduced the three methods to create something.  Those were:

• Invention Invention (i.e. the light bulb)
• Invention Extension (i.e. the flashlight)
• Invention Devention (see below)

An old Nike T-shirt had a saying plastered across the front that read, “The older I get the better I was!”  That is me.  Believe it or not, there was a time when I was the captain of the swim team -many, many, many pounds ago with the svelt torso to match. “So what,” you say?

For decades the thinking was that to swim faster you wanted to make the swimsuit smaller and lighter.  Hence the jokes of the Speedo clad swimmer being almost naked.  Just how small can those suits get.

So how do you de-vent the Speedo?

You actually make the suit bigger, a lot bigger.  Enter the Speedo LZR body suit at $550 a piece.  These suits made a major splash at the last Oympics and since then are becoming a must for competitive swimming.

Speedo made the outside of the suit more “slippery” in the water than human skin, they also create a total body “girdle” effect by redistributing body mass around so that body fat, which is more buoyant than muscle, makes the human form sit higher in the water.  I knew there was a reason I am carrying all this “buoyancy” around (big grin).  In fact in these suits, having a little extra body fat is a good thing.

Results?  Since it’s debut last year there have been 82 world records set versus 15 in the past seven years.  Swimmers are worried that they might NOT have access to one of these suits and so the budget of the respective swim team is now a consideration.  These pricey little items have a shelf life of about 12 swims before they fall apart, or about $45 a race.  Can you say razor blade cartridges as a powerful sales and marketing tool?

The current economy has people getting creative to make ends meet.  The question to ask yourself, “what can I do, pro-actively, to ‘de-vent’ my product and services?” Well might you ask yourself:

• How can I make my product bigger?
• How can I make my product smaller?
• How can I eliminate my goods and services and morph the business to give the customer what they want (that which they pay me for) without the current inventory and services?

If you don’t think like this, don’t worry, your competition is doing it for you.

And like Michael Phelps, they are doing it fast.

I was just finishing a meeting at the Crowne Plaza hotel in Columbus when pulling out of the hotel breezeway, I was brought to a screaming stop by Mr. Incredible.

Actually in the world of Customer Experiences, there is not many that measure up to The Arnold Classic.  Each year 150,000 atheletes and visitors converge on the Columbus, Ohio Convention Center for this yearly event.

What started as a body building expo for steroid and testerone overdosed Herculian types has now morphed into competition for fencing, archery, karate, and a dozen other sports.

Now the interesting thing to note is that a big event like this got that way because they listened to the customer and have adapted and refined their message over time.

At one point the Schwarzenegger Classic changed it’s name.  Why?  Well you just try spelling, little alone Google “Schwarzenegger”.  The Arnold Classic is so much easier.

Quickly they figured out that people wanted more than just watching body builders.

Get your message down.  Find out what others find hard about buying your product.  Refine your messaging.

Back to the opening comment.  The Arnold Classic has a ton of body builder fans, that to call them die hard, is an understatement.  There was one of these overdeveloped fans in some spandex black body hugging shorts . . .and that is it.  The rest of his over developed, muscled and bulging body had been air brushed so (right down to the black mask over the eyes) he looked like a real live Mr. Incredible.  Of course he just happened to have a couple of kids that were dressed, well, er, as Incredibles.  And his wife, too was in her red atire.  Although, unlike the Mrs. Incredible in the movie, this one had a body just like a boy.  You know, “oh boy, oh boy, oh boy.”

Bill Gates, The Beatles and Chad Hoopes.  Chad Hoopes?  Who is that?   Hang on.

As pointed out in Malcom Gladwell’s latest book, an Outlier is someone who lies outside the norms found in a bell curve.  So Outliers becomes a descriptive term for super achievers.

These super performers,  who so outstrip the rest of the world with skills that dazzle, amaze, and inspire have several things in common.  For example Gladwell introduces the concept of 10,000 hours.  These shooting stars don’t just happen overnight.  They have paid their dues.  By doing some basic calculations Gladwell calculates that before they become “geniuses”, they have already practiced their craft for 10,000 hours.

Which brings us back to Chad Hoopes.

Chad belongs to a family who are great friends.  He is proceeded by two gifted musican sisters, both of whom are gorgeous (with matching long blond hair to boot).  Both sisters are of themselves world class (one is hoping to get into Julliard as I write).  But then there is Chad.

Chad is a diminutive 14 year old with a disarming presence of humility and a warmth that is almost shocking.  It isn’t until you hear him perform, his violin solos accompanied by world class orchestras across the globe - that you come to realize that this “child prodigy” is the real deal.  He walks onto the stage and the audience is taken back by his age, size and presence.  Then the notes flow, like a rainstorm, they soak into the souls of the listener.  His ability to offer beauty, majesty, emotion, and love out of 4 short strings is an experience, that causes you realize that you are hearing history being created.  You think, “I was there when. . . .”.

Last year he won a major world violin competition and was recently dubbed the greatest youth violinist in the world by ABC News.  So when he isn’t in Norway, or Philadelphia, or playing with the Cincinnati Pops, you can find him practicing.

And practice he does!  Four hours a day (it is probably a little higher) - 6 days a week or 1, 248 hours a year.   He started playing at age 3 and 1/2 and listening to his older sisters since he was 6 months old.  That is 13 plus years of listening and practicing.  So in rough calculations that is about 13,000 hours of practicing.  Give or take an hour.  By exceeding the rule of 10,000 hours of practice, and by adding his already divinely gifted talent, you can understand why he is in demand by the great symphony orchestras around the world. All before the age of 15.

Last year he signed up with IMG, the same group that manages Jack Nickolas, John Madden and hundreds of the most visible celebrities in the world.

So what does that have to do with you?

The world you compete in requires results RIGHT NOW!  But I think we need to push back.  Before you expect Chad Hoopes type performances out of yourself, and your organization, you need to understand that there needs to be a lot of practicing first.

To many organizations push the products and services too early.  They don’t perform and then get feedback.  They don’t tune the strings and warm up before they step on the stage.

Doctors “practice” medicine.  Lawyers are the same with their law.

Are you practicing?  Or are you performing?  With the world of instant gratification, there is too much of, “do it now and do it with world class performances.”  The results in the need for Customer Service, which is another way of saying, “we performed at too low of a level and now we need to fix things.”

And, while we are on the subject.  What about those who are still practicing?  Are you pushing your kids, your fellow workers, your organization out there too fast?  Is there enough training and skill development?

I see this all the time.  Too many organizations executing to some plan . . . before they even do the planning.  Just climb the tree and don’t even ask if it the ladder is up against the right tree.

One last question.  If you are going to do something for 10,000 hours, shouldn’t you be passionate about it before you start down that road?

Are you passionate about what you are doing?  That is a lot of steps if it is not going to take you to the land of Outliers.

A month ago we had the arrival of our third grandchild.  Of course he is gorgeous.  How do we know?  We have pictures of him.  His mother and father were the recipients of a new Flip Video camera for Christmas, a gift from Grandpa Norton.  This neat little device allows the less than competent (like me) to take instant digital videos and then move them at will to other people.

How do I know they are so easy to use? 

Recently I was a speaker at a conference in Mississippi.   At the end of my presentation, I pulled out my Flip Video and cornered a few of the attendees to get their feedback. 

http://www.youtube.com/watch?v=X40tbnNNl0s

So what is so special about this? 

I think each generation has a defining technology reach.  Now these can be seen in the technology item that was introduced and moved that general group ahead.

For the World Ward II generation it is the remote control (there are a few of us who were our parents “remote control”.  “Hey, Kordell, why don’t you change the channel for us?”  How barbaric is that?)

For Baby Boomers it is the transistor (remember when you looked inside of your television and there were things that glowed in there?)

For the Gen X it is the Flat Panel Display (in both the computer and the cell phone.  To this generation the keyboard became a thing of the past as touch screens, mouses, and cell phone pads created texting speed typists)

For Generation Y – those sub-25-year-olds – our very own YouTube generation it is technology that becomes transparent as they move pictures and video around the world without effort.

It is interesting that to each generation, the technology that is introduced DURING their lifetime always seems to be a little bit of a miracle.   To the generation that grows up with that technology it is passé, a given, almost a ho-hum.  

So if your customers are Baby Boomers, they see smart phones, the internet, Flip Videos, digital cameras something of a magic thing.  But to the YouTubers those things are a ho-hum. 

So if you are providing customer experiences that are a ho-hum, what happens when your competition is seen as cutting edge? 

Now how does that Flip Video thing work again? 

I don’t know how the virus got through, but attack it did.  I had a computer that had a mind of its own, and was as ill behaved as a college freshman away from home for the first time. 

As I discovered the name of the virus, the prognosis did not look good.  As a former executive at one company who had 2,600 computer “engineers” on the payroll (for example, we had 26 people on-site at Microsoft to fix their computer problems) I knew that this problem was going to either 1. cost me a lot of money to fix, or 2. require me to blow away my hard drive and start over.

That was when a small notice of a new service caught my eye. 

The Norton AntiVirus people have a new service that cleans up viruses and spyware on your computer via your internet connection.  No hauling your computer into a shop where it is held hostage for days or weeks.  No more frustration in backing up your files before you “start over” with a new hard drive image. 

I forked over the $140 thinking, “what have I got to lose?”

IT WAS AN AWESOME EXPERIENCE!

You do have to deal with some of the language issues that come with those of India accents.  But it was well worth it.

From the moment you give them control of your computer you watch as the mouse cursor flies around the page.  I was amazed at the orchestration of tools, software, patches and fixes that danced on my screen.  There were times when the action idled as they went in search for fixes and knowledge in the ranks of the wise geek squad so many miles away. 

But today I sit writing this on a squeaky clean computer.  I have been involved with the distribution and maintenance of personal computers for over 25 years and have been involved in BILLIONS of dollars of PC sales.  In a day where costs keep going up, and service is as hard to find as a snowflake in the Amazon this was a refreshing customer experience. 

Ah, the hallmark of a great customer experience.  You want to tell others about it.  But isn’t that what being a great business is all about anyway?

How is YOUR customer experience working?    

He leaned close and said, “there is not a missing tooth in sight, is there?”

The land of magnolias, sweet tea, and southern charm out the Yazoo (Yazoo City that is). Mississippi.

Last week I was presenting at a conference in Jackson, Mississippi.  Gorgeous country and warm people.  While at a luncheon the person sitting next to asked if I had been to his state before.  “Nope” came the reply, my witty rapporteur in full swing.  He asked what I expected on my first visit and I had to admit that in many ways his state was light years ahead of where I had it.  Since Mississippi is in last place for average income per household of these United States, I guess I thought it would be a dreary place.   The movie set of Deliverance it was not.

Add to the beauty of the country side, the extremely warm and hospitable personalities of these true southerners and I found myself leaving with a new found respect for the state with the longest name.

Now if I could just emulate their accent, I could double my income.

If you could get finish all of YOUR customer interactions with “Y’all come back now”with the authenticity of these folks, YOUR business would double as well.

We are addicted.  There, I said it. 

I remember one of my most powerful mentors (he has since passed beyond this cacky coil) was so miffed when he found out that each box of Tide soap had an allowance for Soap Box operas. . . daytime TV.   He was so incensed that he was the force behind introducing No-Name Generic Food products here in the U.S.   Is was during this effort that we connected, starting me on a journey of marketing and consumer packaged goods.

I came to know and understand the quality of various products.  Is there a difference between afore mentioned Tide and the “house brand?”  Is tomato sauce from Del Monte any better?  Heinz catsup?

I came to appreciate the value savings of Private Label and saved nickles and dimes over the years as a result of Equate (Wal-Mart) Janet Lee (Albertsons) and a host of other store brands.

Then I discovered Aldi.  This German based company has made an art out of providing savings.  One recent 20/20 program on TV indicated that could save between 10% to as high as 40% on your food bill by frequenting Aldis.

I often use Aldi as a point of illustration in my Keynote Speaches.  The Customer Experience is exceptional.  It fits in the same catagory as Southwest Airlines.  A product and service that is world class and that caters to the low end of the product offering.

One of the things that they do that puts them into the Customer Experience Hall of Fame is all their products carry the double guarantee.  If you buy a product and it doesn’t meet your expectations you get another product free of charge and you get your money back.

Makes you wonder what would happen if all of our business had a double back guarantee?  Would you deliver your service a second time AND give them back their money?

I am writing an article for an association magazine and recall seeing a set of rules that came from Nike in the 1980’s.  Referred to at the time as an escaped email from within Nike it outlined 10 Principles that supposedly represented the dogma and maxims of Nike as they went out and competed in the market in the early days of their existance.  In searching through the Internet, I had a hard time finding them.  Finally I resorted to calling Nike’s PR arm in New York City.  Leaving a message I thought, “well, they will never call back . . . I might as well do a little more search.  Alas I found them (below).  The rest of the store is. . . NIKE CALLED BACK.  The big giant corporation is responsive to the little guy.  There is still hope.

The NIKE Principles - www.Nike.com

1. Our business is change

2. We’re on offense. All the time.

3. Perfect results count — not a perfect process.

• Break the rules; fight the law.

4. This is as much about battle as about business.

5. Assume nothing.

• Make sure people keep their promises.
• Push yourselves push others.
• Stretch the possible.

6. Live off the land.

7. Your job isn’t done until the job is done.

8. Dangers.

• Bureaucracy.
• Personal Ambition.
• Energy takers vs. energy givers
• Knowing our weaknesses
• Don’t get too many things on the platter

9. It won’t be pretty.

10. If we do the right things we’ll make money damn near automatic.

My sixteen year old daughter had just come out of the restroom, her hands still wet from washing.  She smiled, walked over and put her damp hands on my forearm and looked up into my face and said with a giggle, “Excuse me mister, could you help me get my penny out of the toilet?”

Argh!

It takes me back to a visit to the COSI Museum in Columbus, Ohio.  That is where I was engrossed (or is that gross’d?)  in the bathroom stall experience.

As I entered the mens room and found that appropriate seat, I looked up and there on the back of the bathroom stall door, in beautiful lettering was a detailed sign that defined and discussed the word “Flatulence”.   At first I thought my eyes were deceiving me.  Then the giggles came.  This was truly the definition of bathroom humor.  Anyone coming into the mens room at that moment would have thought a real weirdo was “in there” laughing for no reason.

Once I stopped laughing, I realized how brilliant that was.  Where else could you broach such a subject, than in a kids museum.  It turned an ordinary customer experience into a humorous and education moment.  Brilliant.  Creativity and focusing on the customer with magnified attention.  What ten year old wouldn’t find that a bit cool?

So, what would you do?  You would do exactly as I did.  You would go look at the back of the doors of the other stalls.  You too would want to know what other words were defined and elaborated on?

What did I find?  Hey, bathroom humor should only go so far.

What a gas.

http://www.cosi.org/

I work with lot of colleges and universities.  Several years ago I did some strategic planning for one group of post secondary schools which eventually lead to being asked by a lot of different education institutions to conduct Strategic Planning, Sales Training, Marketing & Branding classes and workshops.

Recently Kent State University started asking me to help some of their internal customers as well as external clients with various projects.

I have come away from these experiences with a new found respect for the professionalism of some of the Kent State people.  These are warm, intelligent and yet very progressive individuals.

As both a provider of experiences for them and a customer of their value it is refreshing.

What can be learned?

1. Have a plan and executive to that plan

2. Constantly ask for input and insights from your customers, fellow employees and vendors

3. Be firm but calm.  Let all around you know that you mean business, but politeness and manners go a long way.

One quarter TRILLION catalogs a year and over 600,000,000 customers makes IKEA of Sweden big.  But not so big that they can’t pay attention to customers.

Recently I was eating lunch with family in one of their stores (the famous Swedish Meat Balls with mashed potatoes.)   I noticed a young man a few feet away from me with his back turned toward me.  He walked away and there was a Microwave.  Right in the middle of the cafeteria.  A microwave.  How many restaurants would even consider allow YOU, the lowly customer, the choice of reheating your food when it cools off?

Like the garbage can right next to the exit in the rest room, or apples at the check in counter of the hotel after a long day’s travel . . . I love these organizations who think like the customer is thinking.

Don’t even let me get started on the big display of products conviently placed inside the elevator.  The ultimate shopping experience. . . on the elevator.

I came home from a Holiday get away to a cold house.  My Bryant furnace was on the fritz.  Told by the repairman that it was the “Cadillac” of equipment.  He then proceeded to tell me how I would need a new squirral cage fan and motor for $1000.  A new furnace is only $3000.  What a rip off.  There is no way a motor and some fan blades cost $1000.   Our conversation now turned very cold.  He finally came back with an offer which gave me a discount if I bought a one year service contract that brought the repair price in at $50 less.  But then I realized that Bryant Heating (a division of Carrier) just inflates their part prices.  When you are cold, you will pay what they are ransoming.  What a horrible customer ploy.

Oh, it gets interesting.  When I called Bryant, the person that answered could only tell me where to go to buy their equipment.  No one was there to take a customer complaint.  Does that surprise you?

Godiva has to have great looking products that stand on their own. They must, because if you take away the gorgeous packaging and the great looking products . . . the rest looks pretty bad.

I was doing sales training for a large group of executives in Reading, Pennsylvania.  I found out that Godiva has their chocolate plant in Reading and so I tried multiple times to connect with someone, anyone with in the Godiva organization.  What I found out was that there is no way for you to talk to a real person at Godiva.  No one returns your phone calls.  Most efforts to connect via phone will find you put in endless loops of messages and promises.

I finially decided to drive out to their plant.  Ugly.  If there were not a sign in front, you would think it was the small to medium sized business that was turning out metal parts.  Brick and faded paneling.

I thought of how drastically different the beautiful Hersey facilities are an hour away and wondered at the Godiva marketing machine.   Godiva better hope that the press doesn’t discover that all that glitters is NOT gold.

My experience does change my story about Godiva as I criss cross the country talking about branding and perceptions.  In this case, the gold has lost it luster.

Bryan Badger is THE honcho at Hot Pockets.   For two years he has been the CEO in Colorado.  In our conversation he pointed out that his sales track the economy.  As it goes south, his sales go north.

The really cool stuff he is doing has to do with the culture there at Hot Pockets.  The average age of his employees is about 32 years of age, so he had to change the culture to cater to the younger audience.  Some of his ideas are so simple that they are brilliant.

Guitar Hero for lunch.  That’s right.  There are times when they break out this popular video game and have contest between employees.  Ever one to be at the center of a party Bryan and his folks are known even to fire up the BBQ and feed the employees during these kind of times.

Volunteer Day.  The whole facility shuts down and they divide up the employees, with groups going to various local organizations, to volunteer and serve.  It was at one of the locations that Bryan noticed a group that had divided a task into two parts with two group members on each of the tasks.  When one group fell behind one member on the other team quietly moved over to help his comrades catch up.  Not a big deal. . . but the magic of self directing teams that doesnt always need verbal communications is very synergistic.

No Bitch with out a Pitch.  When several individuals in a team meeting were commenting on the length and complexity of their mission statement they found themselves recruited to the team that needs to create a new mission statement in 5 words or less.

The 10 Minute Bio.  At his team meetings he has one or two people take 10 minutes to do a brief Bio on their life . . .  complete with baby pictures, trophies, family backgrounds.  “These people seem to really like finding out about each other” says Bryan.

The Jim Gaffigan Promotion.   You may be familiar with the comedy of Jim Gaffigan, more especially the ribbing he doles out to Hot Pockets. Since the humor tends to not only make fun of the product, it also makes us laugh at ourselves.

So . . . .Bryan put together the Jim Gaffigan promotional tour.  As Gaffigan criss crosses the country in his latest tour, there are the Hot Pocket folks stationed at various strategic locations to give out coupons, shirts, hats and the works.  So now Gaffigan looks out at his audience and THEY have on all this product promotional attire that is now hitch hiking on Jim’s humor.

I am the President Elect of the National Speakers Association - the Ohio Chapter in 2009 and 2010.  As part of that assignment I get to pick the speakers for our Sunday meetings.  Now the NSA has 4,000 professional speakers across the country.  The best of the best.  All of them as a way of “giving back” and to get exposure want to get on the agenda.

I am so excited for my fellow NSA brothers and sisters as I look at the considered field.  These will be absolutely awesome.

If you could learn from the best of the best of the best.  The most inspirational, who would you pick.  What experiences we could have.