Archive for April, 2009

Perfect Process

Wednesday, April 8th, 2009

Spend some time in large and medium sized businesses, and you’ll come across encyclopedic procedural manuals. These three-ring behemoths bind together page after page of flowcharts in an effort to regularize the behavior of employees and departments. Manuals like this have obvious value for efficiency-driven businesses (which we all are, to an extent), but they can be detrimental, too.

The benefits of having a set of agreed upon processes are obvious.  Work can be done consistently, certain questions can be answered once and for all, and new employees can more easily find their place in a definitive system.

But there are downsides, too. Adhering too strictly to procedures can mean missed opportunities to grow your business. Freewheeling thought tangents can be quashed by procedures that are too authoritarian, and while that can result in increased focus, it may also eliminate the ideas that would best serve your business in the long term.

So here’s my question

What role does process play in your business (or life)?

If you’ve got a thought about this, please share! Just type your thoughts below in the “Leave a Reply” field.

Looking forward to hearing from you!

-Braden

Actually Free Credit Reports

Tuesday, April 7th, 2009

Just wanted to pass along the good deed done by Seth Stevenson in his Ad Report Card blog  for Slate Magazine.

You’ve probably seen the ads for FreeCreditReport.com. They feature a 20-something guy singing songs about his poor credit, and wishing he’d taken the time to visit FCR.com. The songs are clever, and the promise implied by the title of the website is obvious.

But it isn’t true.

FCR.com is actually a sales page, built to sell you a paid monthly service. You can get a free report from them (or so they say), but only if you buy what they’re selling.

If you actually want a copy of your credit report for free, and with no strings attached, visit www.AnnualCreditReport.com.

To publicize AnnualCreditReport.com, The Federal Trade Comission has released a few Public Service Announcements that poke fun at the FCR.com ads. (You can see them here and here.) As Stevenson’s article points out, they’re not as clever as their source material. But what they lack in slick writing, they more than make up for by actually delivering what they promise. I’ve used it myself, and encouraged my friends to as well.

Google’s Brand Update

Wednesday, April 1st, 2009
A Hot Brand. Get it?

A "Hot Brand". Get it?

Early this year, Google made a major change to the way it ranks websites on its search engine. In working to provide searchers with the most relevant results, Google has begun to give heavy emphasis to websites operated by brands.

Here are a few quotes from Google CEO Eric Schmidt that neatly summarize his feelings toward the worth of Brands. (I lifted these from an article on www.seobook.com. This site is an absolute treasure for learning about SEO:

Quote #1: “The internet is fast becoming a “cesspool” where false information thrives”, Google CEO Eric Schmidt said yesterday. Speaking with an audience of magazine executives visiting the Google campus here as part of their annual industry conference, he said their brands were increasingly important signals that content can be trusted.

Quote #2: “Brands are the solution, not the problem,” Mr. Schmidt said. “Brands are how you sort out the cesspool.”

Quote #3: “Brand affinity is clearly hard wired,” he said. “It is so fundamental to human existence that it’s not going away. It must have a genetic component.”


So with all this emphasis on branding, does this mean the little guys will be unable to compete on Google?

No, it just reinforces something I’ve been suggesting to my clients for a long time: BUILD YOUR BRAND.

Work on your positioning statement. Discover what you do better than anyone else, and make that your unique selling position. Build a community of people who trust you. You don’t need billions to act like a big brand.