Spaces on the Wall

I want substance

I think too many people subscribe to the belief that that the web has to operate at a 60 mph pace. Maybe so when we're in hunting mode, but happens when we've locked in a scent? Too many times, there's not not enough to "eat".

To dumb everything down to simple parts as a standard best practice is just lazy. The design community is embracing simplicity to an extreme.

Case in point - I invest in with a brokerage firm for my retirement accounts. I'm looking for real meat as to the risks, fees, investment strategies, etc. Instead, I get a bunch of hypothetical charts and dumbed down data that is totally meaningless. I want substance, not a sales pitch. I want to read some heavy hitting shit. At least I can find an FAQ's section.. but how much real detail can one gain from that?

If you think your users are all stupid, what kind of message are you sending to them in the first place?

Removing Essentials is a Killer

What NOT To Do

Asking every possible question before you've even exchanged information is counter productive. Go here to see what I'm talking about.

Feel a bit overwhelmed? Who benefits from all these questions? Certainly NOT the customer.

I think there's a simpler way to question.

1. What's the goal?
2. How can we work together to achieve this goal?

These core questions get the to the heart of the matter and demonstrate real conversation (for both seller and buyer). That's how you build real rapport.

It's Like Going To The Dentist

Two days before my dentist appointment, I feel the urge to all of a sudden take a greater interest in my orthodontic habits - flossing incessantly, brushing more often than usual doesn't really seem to matter. When I go in there on the big day, she already knows. 

No amount of short term care is going to do trick. Same is true for refining a skill-set, cultivating search engine exposure or completing a big project. You have to put the time in. The daily drip-drip-drip  of putting action into practice will never replace the authenticity of a long-term gain.

I say this in the most respectful of tones: If you expect results overnight, don't bother hiring us.

Phantom Ghost

Here's a neat idea. The other night, an unexpected gift was dropped off my front porch. A care package filled with Halloween goodies for the kiddies - and a special note from the "Phantom_Ghost". My kids went ape-shit.

The idea is to pass on the goodness to two other families in the neighborhood - eventually allowing all families to accept and participate in a pretty cool experience. Although low-tech in messaging and execution, it's highly effective and serves its primary objective - to get families involved in the neighborhood and excited about Halloween.

I ruined the original hard copy instructions. Bummer. So as my punishment, I took the liberty of re-creating the original Phantom Ghost instruction letter. If you're like me and need an electronic version for everything, feel free to download the PDF, and keep the Phantom Ghost phenomenon alive.

Better, Cheaper and Faster

Chicago Merchandise Mart used to be the place for hip, trendy designers to show-off their wares. But the drive is too long, the costs are too high and the space is too small. It's not effective anymore. Now Todl does a greater job with a greater reach at a lower cost.

Newer players that understand this sea-change are cashing in hand over fist. But it's not to late for established companies to adjust. They just need to monitor the true trends, follow through for their customers and continue to bring value. Otherwise customers will turn elsewhere.

It's becoming easier to take on these off-line Goliaths because we now have a chance to match a network effect more efficiently than ever before on-line.

How much is a lead worth to you now?

Discounts & Headphones

First time shoppers get special discounts. Or frequent flyers get free headphones. Whether new or old, we all like to feel extra special.

But companies must know (or least I hope they would) who their best customers are for them.

I asked a prospect this week - What is the lead worth to you anyways? I'm talking lifetime, not POS. He said I was the first to ask that question and that he didn't really know. Granted, it's hard to determine something so intangible - but it brings about a new way of considering our customers - FOR LIFE.

If we give a little now, feed and take care of their needs, over time the business will blossom like a delicate little flower. We must reward customers at critical times. Discounts = seeds. Headphones = water.

Do You Do All The Talking?

Schizophrenic Brands

I see it everyday. Companies want a blog, but are too closed to disclose information with teeth. Schizophrenic. Kinda like when Hooters leans more to a family oriented restaurant. Or when McDonalds serves Gourmet Coffee. The lie is to just big to ignore. These brands were built on the complete opposite of what they are now trying to sell.

Maybe they do this to be a little more with the times, or increase new market share. But they miss the point of what got them their in the first place. Big boobs, and cheap fast food.

When I think of going to Hooters, the last thing I think about is taking my wife and kids there. We don't go to Hooters for the food. Even I admit, the quality of eye candy has dropped dramatically. But the fried food alone is not enough to satisfy core customers. The standards decreased, and so did the service (and tips). They forgot who they were. Maybe that's why they're closing locations.

McDonalds is hawking gourmet coffee. The idea may be right on paper but translates horribly in real life. The experience is all wrong. Who goes into a McDonalds to feel relaxed, slow down, take a deep breath? At a McDonalds? The lightening alone is enough to make me nauseous. If their intent is to steal Starbucks coffee drinkers away, they're going to have a real tough time doing it. This will only advertise in favor of Starbucks, sending the message that gourmet coffee really is important and worth the extra cash.

Catering to new customers won't save Hooters and McDonalds. They have abandoned their die-hard fans in search of the quick buck in unfamiliar markets. They must return to what made them great to begin with. Big boobs and cheap fast food.

iPhones on eBay

The price will cool off although I don't see iPhones going below $299.00. Bragging rights for being first is just too expensive and rarely do they ever pay off (that goes for businesses too). I'd rather wait till they work out the defects anyway.