Marketing 3.0

Marketing

In the early days of marketing, companies relied on print, and broadcast media. Newspapers, magazines, television, and radio provided advertising solutions for everyone. Then came the internet. During the last decade, we’ve seen marketing rapidly move to things like Google AdWords as well as social media. Today, people make heavy use of Facebook, Twitter, and Instagram to push their brand. Through both paid advertising as well as providing content, social media is now a major player in the marketing realm.

Unfortunately, however, this seems to be changing faster than many would like to admin. Facebook’s user base is dwindling, and Twitter is typically only used by people looking for information within a niche market – such as music or tech. Worse yet, LinkedIn – once a place for professional networks – is becoming the venue of choice for advertising. Initially, I embraced the use of LinkedIn to advertise my services to local businesses. Unfortunately, over the last year, I have been increasingly bombarded with connection requests from people who simply want to sell me products. Now, I am increasingly reluctant to connect with people I don’t know. I look for where the individual is located, and if it’s outside the US, I reject the connection. I’ve removed individuals who acted as spammers. None of this is new, of course, I’ve talked about it before (Social Media Etiquette and Sleazy LinkedIn Users).

Now, I am left to wonder where the next phase in advertising will take us. I assume others are having the same experiences, and are wondering the same thing. Mobile advertising seems to be good, but only if you’re selling games. Advertising on digital audio services such as Pandora or Spotify are great – if you’ve got the budget. I have to assume that other’s are having the same experiences I am, and so these methods are becoming less useful. I think we are on the brink of a massive shift in marketing, but I’m not sure what it will be. But whatever it is, I hope it’s less spammy than what people are doing now.

Local Hack Day 2019

Learning

In December, I once again spoke at the South Hills School of Business and Technology for their Local Hack Day. I shared some of the lessons I learned throughout the year, and would like to share them here on my blog as well.

Team Members

Throughout the year, I encounter people who would like some development work on the side. They may be experienced developers looking for additional work, recently graduated noobs, or people just trying to find a place to start on their software engineering journey. As a small business, I don’t have the bandwidth to take them all on. But when I see potential, I try to see if I can plug them in. This year, I learned three valuable lessons about staff. First, inspect what you expect. Just because someone says they possess a particular skill does not mean they actually do. Finding this out late in the game can be very costly. Second, I would encourage noobs to check their attitude at the door. If you’re just starting out, don’t assume you know more than me. You don’t. Third, friends don’t always make great team members. They may be great to hang out with, but mixing personal and professional relationships can be dangerous.

Customer Relations

As a software engineer, learning to deal with customers is a new challenge for me. This year, I learned the value of contracts. While I have always preferred to do business with a handshake, I’ve learned that customers may not always think the same. Without a contract, you have no recourse when your customer relationship goes south. On the flip side, when you do have a signed contract, treat your customer like the girlfriend (or boyfriend) that you’ve always wanted. Show them how much they matter as a customer. Otherwise, they’ll find a service provider who will!

Productivity

I started this year doing a lot of work that yielded no value. As a business, I must focus on those things that generate revenue for my organization. Some of that work is obvious – such as billable customer hours. Others tasks are essential, but don’t generate revenue directly – such as advertising efforts. Still other tasks are utterly useless – stop doing them. For things that are essential but don’t generate revenue, find ways to automate them or to lesson the workload. I use Hootsuite for my social media, for example, because it optimizes my social media workflow.

Valuable Tools

As a developer, it’s important to have the right tools available to not only be in a position to exploit future opportunities but also to be able to meet current business demands. I have been telling people for the last year to learn OpenCV and Artificial Intelligence. The future will undoubtedly involve computer systems doing work previously only done by humans. In the meantime, learning how to create PDFs is a far more practical business need for everyone. I’ve also found LaTeX to be a very useful tool for creating business documents. Not only can I easily check the documents into source control, but I have 100% control over the layout without my software injecting the style it thinks I want.

Education

In the tech world, you can never be left behind. You need to always be learning new tools, frameworks, and languages. Go to sites like Udemy or Coursera and further your tech skills. Seek out valuable certifications and read books. Louis Pasteur famously said “luck favors the prepared”. In the tech world, that’s typically the programmer with the broader skillset.

Conclusion

Each year of our lives, we should strive to be more than we were last year. The starting point for that is to reflect on the last year and learn from your successes and your mistakes and then to apply those lessons to the coming year. Look back on your last year and take note. This year can be the best year ever if you put in the effort to ensure you’re on the right path.

Microsoft Account Mayhem

Mayhem

Recently, I purchased a laptop for a non-profit organization. The user was not a super tech-savvy individual, so I decided to get everything setup as much as possible for her. Since the laptop was running Windows 10 in S mode, I would need to first upgrade to the standard Windows 10 version. During the initial laptop startup, I avoided using a Microsoft account. However when started the upgrade process, the first thing Windows did was ask me to sign into my Microsoft account. No problem, I enter my credentials and wait for the upgrade to complete. As I continue, however, I notice that Microsoft added my OneDrive account and had started downloading my data. Then, I see that Microsoft Office is registered to me. Obviously, I didn’t want any of this. So, now I go through everything piece by piece and remove my account information.

A few days later, I’m at a client site setting up Office. I enter the credentials for the user, and am provided with an error that another Microsoft user is already signed into the machine. Search as I may, I could not find out what Microsoft was complaining about. Fortunately, after a reboot I managed to get it working again.

I really like how Microsoft has integrated their services into Windows. OneDrive is an amazing tool to easily share between machines, and using a single sign-on to enable all the Microsoft services can be convenient. Or, it can be a nightmare. Microsoft, how about you stop forcing someone to login to get a Windows update. Or, better yet, ask if we want to use that same sign for other services. While you’re at it, change Office registration to be more friendly for business users. I think we’d all rather have a product key than to worry about registering Microsoft accounts for every member of our team.

Electronic Check Payment

Money

Like many small businesses across America, I use QuickBooks to manage my accounting. While it’s sometimes buggy, overall it’s a great application. So, when I got a message to setup online payments for my customers, I thought it sounded like a win. Customer’s wouldn’t have to deal with writing a check, and I’d get my money quicker. Or would I?

I typically bill customers at the end of the month. So, when October 31’s rolled around, I sent bills to all my customers. It was the first time I enabled electronic payment services, and one of my customer decided to take advantage of that service. In fact, he had paid me within 2 hours of receiving the invoice! I was excited, and eagerly waiting for the money to appear in my bank account. And I would be waiting for an entire week. That’s right. In a world where I can email someone in China within minutes, or call someone in Australia right now, it takes a week for money to electronically transfer to a bank across the city.

This isn’t the fault of QuickBooks. When I went back to their terms, I found out that 5 business days was the expected turnaround time. But for the $10 fee they charged me, I actually waited longer for the check to clear than I would have if the customer mailed me the check to manually deposit in the bank.

How is this even possible today? How is it that banks – where I can withdraw money at an ATM anywhere in the world, won’t let me move money electronically in the same time period?

Well, as it turns out, I actually received an email from QuickBooks today – their new service will offer next-day payments. Thank you, QuickBooks, for bringing payment services into the 21st century!

Mac – Not For Business Anymore

Catalina

A few years ago, I fell in love with the MacBook Pro. From the amazing display to the incredible battery life and everything in between, the MacBook Pro is an amazing machine. Unfortunately, Apple started killing that when they removed support for standard USB and I decided not to upgrade. Now, Apple has placed the final nail in the coffin for professional users with Catalina.

Apple has grown accustomed to telling their customers what they want and providing few options. Whether it’s the iPhone, the iPad, or their computer products, you typically don’t have many choices. This has always been a complaint lodged against Apple by PC users. But during the last year, this has killed the effectiveness of the MacBook Pro for business users. With Catalina, Apple has removed support for 32-bit software applications. Unfortunately, as a business user, I don’t have the luxury of upgrading my system if it’s going to kill applications I need for my business. In the business world, legacy code and applications may exist for a decade or more. So, I need to support those systems until they are end-of-life. This means insuring that I having support for 32-bit applications well into the future.

So, as of Catalina, I am no longer an Apple fan. I will keep my current MacBook Pro until it is no longer usable, but my next machine will be a Windows laptop. I can pick what ports I want, and find the corresponding laptop. I can decide what OS I want and what software. I don’t need Apple to tell me what I want – I’m a business user and I know my tech needs far better than they do.

Sleazy LinkedIn Users

Bar

As a small business owner, I am always trying to improve my social network. It’s an essential part of business development and the main point of LinkedIn. During the last decade, I’ve communicated with clients, prospective customers, old colleagues, and people I went to school with via LinkedIn. Unfortunately, now that I’m a business owner, I increasingly find that too many LinkedIn users behave like they’re at a sleazy bar. They connect with me to ‘grow their network’, and within a month I’ve received a half-dozen unsolicited messages to give them my business. I find this utterly annoying. Just because I connected to you doesn’t mean I am looking to outsource to your company, purchase your health care, use your accounting services, or anything else. And your behavior ensures that won’t change.

Previously, I wrote a blog about Social Media Etiquette. In that blog, I mentioned the Like/Know/Trust model. The idea is that you move connections from the outer circle to the inner. I start by getting you to like me, then get you to know me better, and finally get you to trust me with your business. Unfortunately, when you start by spamming me, I don’t like you. If I don’t like you, I will never get to a point where I trust you.

Why are people engaging in this sleazy behavior? I assume, sadly, that it gets results. If you spam enough people, you only need a small percentage of conversions to consider your method a success. But what happens to your reputation among those who didn’t purchase your product? It’s possible that I may have purchased your product at some point, had I ever gotten to know you, but now I never will. You have lost a potential customer who, because of your sleazy business practice, will never be converted to a client.

My advice for social media: slow and steady wins the race. Develop meaningful relationships with people, share meaningful content, engage your network. Through this process you will earn friends. And we all know that given the choice of working with a friend or a stranger, nearly everyone will chose to give their business to someone they know and trust.

To those who spam me on LinkedIn: my new policy is to immediately remove you from my network. You bring nothing of value to me. I get enough spam in my email, I don’t need it on social media too.

Value & Time

Growth

When we think about value, we think about the cost we pay for something. However, that’s a very shortsighted definition. We probably only consider cost as defining value because most of the things we buy are defined this way. For instance, when we go to a grocery store, we look at two brands of cheese, and the cheaper one is the better value. It doesn’t matter much which is the better quality cheese, it simply matters which is the cheaper cheese. As consumers, we typically only consider the cost. To me, the definition of value is far more complicated.

Buying Vacuum Cleaners

Twenty years ago, when I would buy a vacuum cleaner, I only considered cost when purchasing. The cheapest vacuum was the best value and the one I would purchase. But time and time again, I found that my value vacuum cleaner would stop working after about a year. So, I’d go back to the store and buy another one. I was paying about $100 per year to purchase vacuum cleaners. Note that now my value definition has a time element. After several years, I considered buying a Dyson vacuum cleaner. It was four times as expensive, but I had hoped it would do a better job than the $100 vacuum cleaners and that it would last longer. And today, 15 years later, I still have that same Dyson vacuum cleaner. If it were to break today, I would have spent $400 over 15 years for my vacuum. That’s a substantially better value than before!

Value of Technology

The cost of computer technology is very similar. You can buy the $300 laptop and expect to replace it next year, or you can buy a MacBook and have it for 10 years. But custom software is a little more difficult to directly compare since the price tag isn’t as clearly defined. What I’ve found is that when customers purchase consulting services or software development services based solely on the cost of those services, they often find that the price tag explodes over the lifespan of the product due to poor development. When you find the developer with the lowest cost, he probably has the least experience. He will take longer to accomplish the work since he’s bound to run into more snags than an experienced developer. He’s also likely to overlook things that a senior developer wouldn’t. These issues will result in additional costs during the lifetime of the application to fix in addition to lost time and productivity from your software users.

Conclusion

Paying for custom technology services is more like buying a vacuum than it is purchasing a block of cheese from the grocery store. The true value of those technology services will be defined not by cost alone, but by how long those services solve your technology problems.

Drive & Success

Drive

Most people would say that I’m a successful person. I’ve started my own business, enjoyed 20+ years of a happy marriage, raised a wonderful daughter, earned a third degree black belt, and done so much more. Of course, each of us may view success differently. To some, success may be earning their first million before 30 or to earn their MBA. Success may be marrying the woman of your dreams or buying the car you’ve always wanted. Regardless of how you define success, the formula is pretty much the same.

Drive

The relationship between drive and success is well defined. Tommy Hilfiger said: “The road to success is not easy to navigate, but with hard work, drive and passion, it’s possible to achieve the American dream.” Chuck Norris also recognized the connection: “I’ve always found that anything worth achieving will always have obstacles in the way and you’ve got to have that drive and determination to overcome those obstacles on route to whatever it is that you want to accomplish.”

But what too many people seem to ignore, is that the opposite is also true – without drive, you will have a very difficult time being successful. When I look around, the people I most often see struggling to get by are the same people who have little – if any – drive. They buy their next lottery ticket and hope this is the one. They put their money into fad diets because it’s easier than working on the body they want. They rely on whatever easy method or get rich quick scheme they can find. And where does it leave them? Exactly where they started.

My wife has often says I’m driven by a rubber band. She says that I never stop, and that she believes I could achieve anything if I set my mind to it. I’m thankful to have that drive. It has served me well. But to those of you who have not achieved the success in your life you have wanted, why do you think that is? Are you driven to success, or just driven to the couch to binge watch the next season of your favorite show? Are you as interested in learning Italian as you are sitting on the deck all summer? If you’re not getting where you want in life, what do you intend to do about it?

It’s never too late to change your life to be what you want it to be. However, you need to start by taking charge of your life and focusing on the things that will drive you toward the success you wish to achieve!

Fit for Sale

Sales

As an app developer, I am often approached by friends and acquaintances with “great” app ideas. They believe their idea is worth millions and that I should drop everything and develop their app. Businesses too fall prey to the idea that “I need an app“. Either way, it’s imperative that adequate market research be performed prior to developing any piece of software. 

A Great Idea

A few years ago, I was approached by an individual who had a “great idea” for a software application that was going to revolutionize the industry. He had some startup money to develop the application, and was in a hurry to get started. He contacted me to write him a mobile application, cloud-based management system, and REST services for integration points. It was an ambitious project for the client, and I was excited to start developing. He provided the requirements to me, and I wrote the software. I provided feedback to improve the application, but it was ultimately the customer’s decision what he wanted to include or not include.

Poor Market Research

Unfortunately, as the project moved forward, I learned that the client had very little money for development. None-the-less, we worked to create a working product which we achieved on his budget. But, as he would learn during the next month, he was creating an application that nobody actually wanted. Not only did his application lack features that would be necessary for adoption, it served only a very small niche market. The customer assumed he knew what people wanted, and had never bothered to reach out to any prospective clients for feedback.

Consequences

Due to the customer’s poor market research, he was unable to find clients interested in his software application. Months went by with very few interested parties, and nobody ultimately purchased the software service. Consequently, the customer blamed me for writing an application that nobody wanted. He even fought me on payment because he was unable to make his money back through sales.

Lessons Learned

There are several important lessons to be learned from this experience. First, if you’re paying someone to write you software or create any other work for you, make sure it’s worth the cost. It’s your job as the customer to know what you are purchasing and to ensure that it will meet your business objectives. As a software consulting firm, I can provide you with information and develop software. However, I can’t tell you wether or not your application will be a success. Second, market research is of paramount importance for any project. If you don’t know the target market, the demographics, the estimated number of consumers, and other key data; you can’t determine financial viability of the project. Before you go into any project, do your part first and ensure that the work you are paying for will take you where you’re trying to go!

Scheduling & Planning

Schedule

Last January, I made a decision that profoundly changed my life – I started scheduling and planning my time. Most people are subjected to schedules and plans at the workplace, but few take their life so seriously. As a consequence, we all end up in a place we never intended to be. We all have hopes and dreams, but we fail to plan the steps necessary to get there. During the last year, I started my business full time, completed 61 college credits in 6 months, read four books in Chinese, and accomplished more than I have in years. None of these things would have happened without planning and scheduling.

Pen & Paper

Many people may use electronic tools like Google Calendar or their iPad Reminders. While these are both great tools, they are way too easy to ignore. I have found that using a written planner is so much more effective. Every night, I plan out out the most important things I need to accomplish the following day. On Sunday, I plan the big items I need to accomplish throughout the week. I take notes of what happened in any given day so that I can reflect on my progress later and see where I can improve. I nearly always have my journal nearby so that I can capture anything important to me.

Electronic Tools

While I prefer to do my scheduling and task lists on paper, there are some things that simply work better via electronic scheduling. For instance, when I write a blog post, I schedule it to be published at a future date. That way, I can write several posts during one block of time and have them go out during the upcoming month. For my social media, I use HootSuite for the same purpose. I can schedule all my media for the week or the month and not worry about it during the week. This ensures that my blog and my social media are constantly fresh and updated without the necessary worry about posting every day.

The End Result

Through the use of scheduling tools, I have found that I am able to be substantially more productive than ever before. Tasks get accomplished on time, more gets done, and I have more free time to focus on the things I enjoy in life. Even more importantly, I know where my life is headed. I have a plan, and I know where I’m going. Do you?