"A true story about a chair"

Lois Kelly is very big on the value of genuine conversation as a marketing tool. Her book, "Beyond Buzz," has been named as various types of "best" of 2007. (Gold prize winner in the 2008 Axiom Business Book Awards in the Ads/Marketing/PR category, and called one of the best business books of 2007 by Library Journal, one of editors’ two top picks for marketing and branding books. Just FYI, because the natural question here is what was the other one, it was "Made To Stick" by Dan and Chip Heath.)

In her blog, she posted this intriguing bit:

>> "Patrick Schaber over at The Lonely Marketer
has a beautiful post about his friend Jill, who put two chairs in the middle of a busy corporate campus and sat down to listen to anyone who had something to say.
Needless to say there was a line of people waiting to talk and be heard. This is one of the more innovative employee communications strategies I’ve heard in a long time." (3/3/08)

===
(I wrote,)
Hi, Lois,

This story about the lady and her two chairs really strikes to the heart of a great principle we all need to routinely remember to return to: looking for the Simplest approach to fulfilling a need.

The key to being able to see simple solutions? It almost invariably starts with being willing to
s l o w... d o w n...

- BR

===
Related, here:
“Serious Fun Dept.: The Playpump”
Simplicity (tag)

More from Lois Kelly in -
“Can trends be predicted, much less created?”

Can trends be predicted, much less created?

I came across a provocative, realistic thought in Lois Kelly's "Bloghound" today, in a discussion of whether it's possible to jump-start a trend by trying to influence the influencers. She quotes a "Columbia University network theory scientist" named Duncan Watts who argues otherwise, saying, "the complex network effects on society mean that trends occur randomly."

In an article in Fast Company, he says, "If society is ready to embrace a trend, almost anyone can start one — and if it isn't then almost no one can." In other words, Nothing Is As Powerful As An Idea Whose Time Has Come. Find one of those and then you've got something to work with.

That concept and this post produced a range of pings for me: I've been quoting a related idea for a long time, said to be one of the Laws Of Hollywood: "All Hits Are Flukes." (Just anecdotally, I remember this was reported as seen on the office wall of Trip Hawkins, back when he headed Electronic Arts.)

Yes, you've got to do your due diligence, put out as much intelligent, engaging signal to the right audiences as you can. But then there's always that point where you can only See What Happens. Farmers can plant the best seed at the right time and apply all their Best Practices; but then, it's largely up to the weather.

Companies are understandably nervous about investing money in marketing -- because the more time and money you've spent on marketing that came up empty, the more antsy you get -- so marketers can feel understandably pressured into issuing guarantees. But aren't those almost invariably fiction? What a marketer can do is stay on top of what's going on out there as much as possible, and give a company the best chance to succeed in getting their message out to fruitful effect.

~ ~ ~
Lois Kelly's angle on getting the message out is based on what she calls "conversational marketing." In the sample chapter of her book, "Beyond Buzz," she explains, "The big idea is simply this: marketing is about having conversations, engaging with people in interesting discussions, through new and traditional channels. Technology may be becoming the heart of marketing and communications, but conversations are the soul."

(I find it a parallel, complementary idea to the ongoing focus here on pursuing business by dealing with people face to face. I'll toss in here that while in-person contacts are still ideal, advances in videoconferencing are now making that medium the next best thing. Especially when it means you wouldn't have to undress at a trot in a cold airport.)

Photo of the Hollywood sign, chosen because it symbolizes
the empty facade that area is, posted to Flickr by Kiran Ambre.)

Related, here:
Interface or Face To Face?

Paying the price of iMpatience

On all these stories of the outrage of the first buyers of the iPhone over the recent price cuts -- oh, puh-lease!


In case you spent the last week in a wireless cold-spot, it was reported all over the Web that Apple cut the price of the $600 iPhone by $200 (with the Holidayshopping Season coming up), and early adopters went ballistic. So Apple offered existing users a $100 credit -- in any Apple Store.

This along with the news that they'd beat their sales forecasts for this next evolutionary step in Gadgetdom, with that phenomenal ultra-touch-sensitive interface. “One million iPhones in 74 days—it took almost two years to achieve this milestone with iPod,” said Steve Jobs, their CEO (Chief Embodiment & Oracle).

Oddly enough, I couldn't find any word on Apple's site about that coupon offer -- so I found Job's Sept. 6 letter "To all iPhone customers" through a Web-wide search. There he explains, "Details are still being worked out and will be posted on Apple's website next week."

But my point is this:

"Early adopters" should be observant enough to understand that they're paying for the privilege of being the first one on their block with the new toy. They don't call it "the bleeding edge" for nothing.

Starbucks Hears the Music

Naturally, there’s no shortage of opinions that Starbucks has waded in over its head in the wrong pond by starting a record label.

From the AP story (3/13):
“Now, rather than basically lending the Starbucks brand to an album, the Los Angeles-based Hear Music label will sign its own artists and sell records through Starbucks stores and other retailers.”

Makes perfect sense to me: not only has sophisticated music been an essential ingredient in their presentation from the start, but they’ve been pushing individual artists and recordings in their stores for years, and, it’s always seemed, very successfully. (They're quoted as claiming music to be only 1% of their business.)

Of course it’s in character for them: the first part of their name, the leadoff sound, has always been "Star." And success in the music biz has always been about stars and hits – the money’s made with them, which supports the rest of the bets you place in constant search for winners.

Hear Music says they won’t build in any advantage over other retailers in distribution or prices. Music stores had better start serving top-drawer coffee, though: the coffeeshops put their product in front of 44 million customers per week. This should certainly expand their role as another Oprah.

(Thank goodness they seemed to have leveled off from the frenzy of store openings of years past – one of the funniest bits I ever saw in the Onion was about a Starbucks that opened in the restroom of an existing Starbucks. And it is true that a drive down Harvard Ave in Boston, for example, will make you feel like Bill Murray’s Groundhogged newsman. Sure smells good, though.)

Starbucks Launches Record Label
By CURT WOODWARD, AP, 3/13/07

Related, here:
Brick and mortar e-music & bookstores (2/12/07)

Brick and mortar e-music & bookstores

I’ve sometimes conducted my web surfing and electronic communications from an independent bookstore, Lord help them, but I feel guilty about it because I never buy anything besides coffee and a pastry.

The last time I moved, I’d accumulated far too many shelves and boxes’ worth of volumes to deal with, and I got to the point of deciding half of them had to go. Either they got read by then or didn’t, but I wasn’t going to move them again, except to the bins in back of the library.

The mad magazine and newspaper reading I used to do (and the Mad Magazine reading, too,) has also been replaced by making the rounds of numerous favored sites, and then a large number of the sites the first ones point me to, work up a lather, repeat as necessary.

There’s so much to read there, such linkical overabundance, you feel as if you never have time for more than a taste of it all. Why buy more of it on paper, which you'll then have to carry back out your door?

So what’s a indie bookstore owner to do? Being so cybernetic, I naturally turned to the idea of suggesting they adapt to, you might say “co-opt,” the competition, that being the electronic distribution of “content.” (Ick -- can’t stand that word, but it is so damnably accurate and convenient, if empty and bland; in fact, the term itself is devoid of content.)
I just had my first encounter a couple weeks back with a Starbucks/Hear Music store in Miami Beach, one of seven in the country, begun in mid 2005. I bought my sister a new Jeff Beck album with singer Imogen Heap and carried it out, which was pretty good considering that they didn’t have it in stock. But they did, of course – in the database.

A resident Starbuckian introduced me to the system, where we just did a search for the album and poured it into a CD, I handed over about 13 bucks and walked out with the disc. They said it was full audio, not MP3s, and it comes in a generic though classy case, with a tiny, maybe 1” square cutout of the album cover.

Imagine, as if CDs weren’t already small-enough canvasses for the once-glorious medium of album cover art. But it’s still pretty cool to combine the vast storage of digital choices with the ability to walk out of a store with something new in your hand. One hopes a little more generous helping of the visuals could be worked out with the rights holders.

The bookstore business is essentially about selling information organized into ideas and products for consumption. How about making the store a destination where people can lounge around in the contemporary fashion, wirelessly connected, sipping on downloads and highly customized digital offerings?

What can a store offer that a downloader can't get at home, at least in the same way?
• wide-angle viewing of visual media
• a (semi-)professionally produced product, for show and tell with their friends
• community
• coffee (not their same old grind,) and snacks

TV commercial breaks reach The Outer Limits

Call me a starry eyed innocent, but I made an honestly shocking discovery recently. Now, I don’t generally watch a lot of TV, but it was vacation, I was tired of being glued to the computer, already took a walk, yatta yatta, so I decided to see if there was anything on. (“Yeah, yeah, alright, get on with it.”)

…Okay, I’ll admit that during basketball season, you will find me plunked down in front of the tube many evenings, for at least the second half. But it’s the off-season; this is a whole different ballgame.

Anyway, with no games on – and even the Red Sox back in the traditional wait-til-next-year mode – what sounded good that night was an early John Cusack film, “The Sure Thing,” which was showing on WE – that’s right, the chick-flick channel.

(Directed by Rob Reiner, it’s a cute one when or if you’re in the mood for a witty romantic comedy. I was coming in around the last half of the movie, and quickly remembered that I’d seen it before with my lady because of one scene. It’s when the female lead’s painfully-perfect Ivy League boyfriend offers her a cup of tea, and smugly starts to tick through his long list of choices. “…English Breakfast -- but that’s more of a ‘studying’ tea, isn’t it?” Funny the things you remember.)

But what I noticed this time was that the commercials just seemed to go on and on, and on… Every time my attention rose in expectation of the film resuming, yet another commercial started. Even with the sacred Mute button armed – don’t watch without it! – it was exhausting and frustrating. So, after spending the next break in the kitchen, I started timing the breaks. I was dumbfounded to discover that the commercial break was eight minutes long. Eight minutes!

But Wait, There’s More: in between these stupifyingly long series of ads, they generously screened 12 minutes of the film.

One gropes for a word that would begin to do justice to this: impossible? Absurd? Grotesque? I would not have believed it if I hadn’t seen and measured it myself.

Equally as astonishing as the length of these assaults was a mind-numbing phenomenon which we are all sadly accustomed to: at each break, they show you all the same commercials! On this channel, the same ones they hurled at you just twelve minutes before. It's relentlessly mind-numbing, insulting, and makes me angry at the companies pushing them at me. Put that in your focus group and smoke it.

Do you mean to tell me that anybody is sitting there and watching all, or most, or any significant percentage of those commmercials? Hel-lo, TV advertisers – they couldn’t possibly be. Nobody could even take in all that so-called information: if those were 15-second spots, that’s 32 commercials in a row. You’re letting that station make fools of you if you think anyone’s even capable of recognizing your message in the middle of all that, no matter how many times it’s shot at them, I don’t care what kind of stats they’re claiming.

You are wasting your money.

Being a longtime believer in Proactive Television Watching (TM), I did hit my friend and ally the Mute button (as usual), and literally pulled out a book and read during the next couple commercial breaks, because I didn’t remember how the movie ended. So yes, I kept watching the film, but decisively tuned out the ads – and that’ll be the last time I watch that channel.

O how we long for the return of the original “Outer Limits” show – because at the end they used to say, “We now return control of your television set to you…”

(Postscript)
I did have a similar experience a couple years back – although it wasn’t this bad – when I tried to watch the film “Rudy” on ESPN Classic. I was literally exhausted by the end of it, and that’s the last time I watched a film on that station, either.
To be fair, I just saw “9 to 5”, with Tomlin, Fonda and Parton, on AMC last night, and they’ve kept their heads at that channel; they ran the old fashioned two-minutes’ worth of ads, which seems reasonable.
We're not anti-advertising types, by any means -- we have a pantheon of favorite ads, too. Just be clever about it, and we'll watch and even tell friends about them. But if you can't attain the heights of Cleverness, jeez, at least be intelligent about it.

Getting Closer to Microsoft (for purely defensive purposes)

“Deluge of flaws” being found in Office

You are not going to see much in here that’s all warm and fuzzy on the subject of Microsoft, or even particularly friendly. But let’s be practical, everybody uses their stuff. And it’s because of that fact that this is bulletin is important, nay, crucial.

Ziff-Davis’s E-Week reports that:

"What started as an amusing eBay listing of an Excel vulnerability for sale has developed into an all-out hacker assault on Microsoft Office applications.

"Security researchers and malicious hackers have zeroed in on the desktop productivity suite, using specialized 'fuzzing' tools to find a wide range of critical vulnerabilities in Word, Excel and PowerPoint file formats."

("Fuzzing tools”? You mean, marketing? No, eWeek explains,)

"Fuzzing, or fuzz testing, is an automated technique used by researchers to find software bugs."

The article points out that as Microsoft (belatedly) got serious about security vulnerabilities in Windows, hackers and hence security researchers have moved up the software ecosystem to go after “the low-hanging fruit” in applications. Well, there ain’t any bigger trees in the orchard than Word, Excel and Powerpoint, which were originally put together with the same oblivious attitude to security as the OS.

In short, what this means is that in order to keep our lives simple, we’d all better keep in touch with all the bug fixes, "service packs," etc., for Office from the E-Empire. (That “E-“ is for “electronic” – no, honest! ; - )


(…half an hour later:) Oooh, boy, is my head spinning. Well, try this, bravely found by starting at microsoft.com, Gawd help us:
Security and Office: Find out how to help protect your data

This page was obtained by clicking Office under Product Families in the navigation column at left, then typing “security” into the search box. (I’m specifying all this as a disclaimer, since there’s an awful lot of stuff there, and who knows what’s the most recent and comprehensive.) There are, naturally, thousands of rabbit holes there you could disappear down, so if you’re a masochist with a week or two to spare, have at it!

Here's a case where you really might be better off hiring a professional to at least get you set up with this. (No, we don't do that; this is not a subtle sales pitch.) It'll cost you, true, but it beats the hell out of having your computer taken over by zombies, spending long hours trying to get it exorcised, and losing all your data (because few are those who back theirs up).

Just a sec -- here we need to say, BACK UP YOUR COMPUTER! This weekend! At least just copy all your own files onto CDs, preferably rewritable CD-RWs. (There, now you can't say nobody warned you, okay? And we've done our duty as digital citizens.)

Even More on 'More about Great Customer Service'

In the reader comments on Pogue's Post on Crutchfield we discussed yesterday/below, a number of people got in the spirit of it all to recommend other companies they found notable for their service and attention to customers -- which would be us.

Canon, for their cameras, IBM/Lenovo for the Thinkpad, Audible.com (downloadable audio books), and Apple Computer -- especially for the free, detailed advice at the Genius Bars at Apple Stores -- were applauded. And seemingly everyone who wrote chimed in affirmatively about Crutchfield.

I can echo the experience of Apple and their Genius Bar -- although, to be "fair and balanced" about the company overall, they were inexcusably slow to offer a replacement option for iPod batteries, and it's still an expensive pain, apparently. You can’t just go down to the drugstore or wherever and buy some batteries from the Bunny, like with pretty much everything else.

Then there's the whole question of DRM, or CRAP, or even DAM; but that's a subject for later -- or maybe earlier. (Since if it's later enough, in the odd, upside-down world of 'blogs, you've already been there. Just can't get used to that, at least so far. I'll stop now with that, since I can just hear someone saying, "Oh, get over it!" But as of this date, it's later, alright?)

But more to the point, I wanted to toss in a vote for MacConnection/PC Connection. In many years of dealing with them, they too deserve the gold star for responsiveness, patient help, sending you a replacement without waiting for the defective or wrong product to be returned, etc.

More on the crazy new concept called "Customer Service"

The witty and perceptive David Pogue, the New York Times’ personal technology columnist, has given us another excuse (Ding!) to write about the idea of really, truly focusing on taking care of your customers.

He had posed a question in his blog asking if any readers knew of a trusty website that catalogued third-party auto parts, and wrote last week that, “No fewer than 25 people… all responded the same way: ‘What you want is Crutchfield.’” He then goes on to detail the incredible attention to detail and eager helpfulness he encountered from Crutchfield, both on the Web and on the phone, since,

“When the package arrived, there was Crutchfield’s installation manual, with the company’s “we’re here to help you” toll-free number printed in 60-point type on the first page.

What are they, nuts!? They are actually *inviting* people to call them for free technical support? Don’t they have any idea how that idea will kill their revenue stream? Haven’t they learned anything from the computer industry?

I can't help wondering why nobody else has questioned the wisdom of the current "go away, customer" attitude that prevails in the penny-pinching computer and software industries. That attitude will never generate repeat customers, will never build a cult of fans and will never turn a company into the Crutchfield of its industry."
David Pogue:
A New Business Model
Business 101: Quality Customer Service Breeds Customer Loyalty

(“Pogue’s Posts” is only one corner of the far-flung Pogue publishing empire, which also includes being the creator of the Missing Manual series of computer books; this is one of those hyper-productive people who you figure there must actually be at least three or four of. )