Your Last Action Speaks The Loudest

Your Last ActionIt is SUCH a great feeling isn’t it? When you complete a huge project successfully, or hit that major goal it feels like nothing can stop you – and there certainly is no reason to hold back on the celebration. In fact, celebrating big achievements properly can encourage us to tackle the next assignment with the same energy as the last. Time marches on though, and those who allow the celebration to last for weeks… months… years… (I knew someone who celebrated for decades!) may be brought back to the present with a rude awakening.

Please don’t confuse what I am trying to describe for mere “remember the good old days” talk. No, that is nostalgia and a different (if not equally unhelpful – in business) feeling altogether. Nostalgia wishes for different circumstances around a person, while what I am describing is someone wishing to be a different person to be the person they felt like during a past win, even though they are now facing a new and different challenge.

To avoid the trap described above, always remember that your last (most recent) action speaks the loudest. It is the most true depiction of who you are as a person, and more importantly how finely tuned your skill set is to meet current challenges.

I’ll prove it to you in just two words. Lance Armstrong. Ok, maybe that was a cheap shot. How about… General Petraeus. Ok, ok… imagine instead for me the BEST new home marketer in the world… in 1995. Lets say he stopped learning and interacting with the outside world until we dropped him in 2013. Would he still be the best marketer in the world? His skills have not kept up – he is no longer competitive. He’s never even heard the words “online lead” before. Yet, if you called him to a meeting he would likely reference his domination of the marketing world… back when news print was king. No one would care… and they shouldn’t! Past successes more than three years ago do not indicate any better chance of future success than someone who is unproven but well prepared. Yes, the world is changing that fast. The answers for the test back then will not work on today’s final exam.

What to do then? Focus on continually increasing your skills, and not on telling others how you’ve “done this before” or “did that once.” Always be analyzing the surrounding landscape and asking “do I have the skills to appropriately tackle this challenge should it arise?” Again, if you succeeded at the same task more than three years ago, you are likely to be blindsided without careful self evaluation.

True experts will focus on skills that will serve them well forever. Can you learn quickly? Can you teach yourself? Are you disciplined? Can you interact well with other people? Can you lead them? Motivate them? Motive yourself? Can you analyze? Strategize? Take action? Are you self aware? Those will serve you much better than becoming a MySpace expert (even if it seemed important in 2006), or an expert App developer (in 2012).

So today take some positive action, and don’t coast – because tomorrow your new boss won’t have anything else to judge you on. He certainly won’t care what you did 3+ years ago.

PS. Your resume is not a piece of paper in today’s world. It is the connections you’ve made, how you’ve treated them over time, and your last few actions. That’s it. (this goes for companies too! Mind your brand.)

Mission Critical For Your Business

Mission CriticalThere are only two things that are always mission critical in business – customer satisfaction and profit. Many companies talk about how important it is that every member of their organization is actually part of the “sales force” no matter what their actual title or position is. I think, however, that it may unintentionally get everyone in the company focused on a metric that doesn’t always matter – volume. Sure, there will be periods of intense growth in any company where reaching a certain level of volume will matter and create efficiency, however taking your eyes of off what is mission critical can do serious damage.

Why do I keep using the term “mission critical?” All companies have a purpose – a mission, and the items that are crucial for that company continuing to do business are critical. Satisfaction used to be the lesser concern behind profit. Back in the “good old days” for some companies, customers had no true voice that could match the power of advertising. As long as your product was profitable enough, you could buy your way out of trouble.

Things have certainly changed. A couple bad Yelp reviews, or one ticked off customer with 30,000 Twitter followers can seriously harm your ability to continue. The best way to deal with these issues? Prove that those less than ideal testimonials are nothing but a freak accident – representing only .001% of your customer’s experiences. A secondary option is to have a brand so strong that it can take a direct hit and still give you time to prove (or improve) the prevoius point. Most companies, despite their own opinions, aren’t quite strong enough for that though.

Yes, profit keeps the doors open and the engine of business turning – but it now plays a secondary role to customer satisfaction. Even if you are nothing but a pure capitalist then you understand that a predicatbly higher satisfaction level than your competition will let you charge a higher premium – and increase your profit.

So today, look around and ask yourself how you can have the biggest impact on your customer’s experience and take action. Your companies margins will be glad that you did. Haven’t a clue where to start? Then start listening to your customers – closely.

Beginning A New Year? Learn To Tie Your Shoelaces

Start again - learn to tie your shoes

A whole new year is right around the corner. It is fresh start with nothing but huge opportunity in front of you. Surely there is no time to waste, and BIG new goals need to be both set and acted upon in BIG ways. I mean, you already learned all of the lessons from the previous years… don’t waste time rehashing what you already know.

Start with a bang.

Or, you could begin by learning how to tie your shoes – again. John Wooden was the head coach of the UCLA men’s basketball team from 1964 to 1975, and he won 10 national titles. He was also the first person to be inducted into the basketball hall of fame as both a coach and a player. So when each new season came around, many people are surprised to learn that he always started by teaching his players how to tie their shoes.

It served real purpose too. Improperly worn shoes could encourage unnecessary sloppiness of play, injuries, and ultimately could cost the team their ultimate goal – winning. You see even when a star junior player returned for the following season, he was not exempt. In fact, he would fully embrace this review of the most basic of fundamentals – because he knew how it had positively impacted his previous season.

Of course, you still should set your goals and plan to win your own national title this year… whatever that may be.

But I think it would be wise to also consider your shoelaces when your first practice begins.

Stop Negotiating to Make Your Brand Great

Don't negotiate on attitudeNope, I’m not talking about negotiating on price – although that still would apply. I’m talking about your most important asset, your people. You must stop negotiating with attitudes and behaviors at your organization and you must have core principles that everyone agrees to follow. John DiJulius, author of What’s The Secret  calls these your organization’s non-negotiables, and they transcend job descriptions.

Before I explain in more detail, here is the list I created for my builder’s marketing, online sales, and design studio group:





S.P.I.R.I.T.

SERVICE: We are all here to serve others, not to be served.
PROBLEMS: Never share your problems without also sharing a potential solution.
INFLUENCE: Develop relationships that allow you to get things done because of who knows you, not what your title is.
RISK: Taking risks is not optional; it is required to invent something better – for change to occur.
IMPROVEMENT: Improvement in yourself and your work must be a daily goal.
TIME: Put in the time needed to get the job done – including the extra 15 minutes to make it great.

Job descriptions do serve a purpose in describing the deliverable expectations of a position, but they often ignore the importance of how you arrive at those deliverables. Do you have an employee who consistent produces good work, but leaves bodies in their wake? Do you have a sales person who always hits their goal for the month, but is always complaining to everyone they interact with? Are you nervous to have conversations with people about their behavior or attitudes because you’re not sure how to have them without making it feel like a personal attack?

By publishing this list and making all new hires agree to follow them, you now have something to reference and hold people accountable to and in time it will have an enormous impact on your corporate culture. I’m not sure what should be on your list, but you do. Resist the temptation to re-use someone else’s – it has to be something you own and individual to your goals. Finally, remember that you can’t hold anyone accountable to something you don’t hold yourself accountable too as well.

What would be on your non-negotiable list? Share in the comments below.

Case Study: Home Builder Billboard Part 2

Schumacher Homes BillboardThe message on this billboard is not a new one in any industry. It attempts to gain awareness by saying your product is the most affordable and deserves consideration. Let me start off by saying that it is a legitimate strategy – IF you are dedicated to it no matter the cost (pun not intended – but I’ll take it). Once you lead with low price it is more likely that your business will no longer be in business than to later successfully change that strategy.

There is always someone hungrier and less risk averse than your company who will offer something cheaper. I once had someone tell me, “Yeah, but no one will trust those cheaper guys. Look at the Chinese drywall scandal – you get what you pay for.” He didn’t see the irony in his own statement, but that is your prospects mindset too.

What about resale? What about foreclosures? Might they offer a cheaper price per square foot? If they do, then the sales person will have to backtrack and explain why value – not price – is what they really need to be thinking about. While I’m thinking about it – do people really purchase by square feet? As they walk through your model home can you see their lips move as they silently count off their steps? When I showed a photo of this billboard to a friend of mine he asked “Is he a home builder or a shoe cobbler?”

Sure – everyone starts out with a desired threshold number. 2,000 square feet for example. It’s a nice round number… why not? The reality is that it is just like a mortgage amount to them. Ask someone how they came up with their square footage threshold and they’ll tell you the same way they came up with their mortgage limit. “I don’t really know – it is what we’re comfortable with.” Let me suggest that when a prospect brings up price per square foot to you that you should only internalize it as this – they have been to a low price competitor already. They are only asking you to defend your value (not your price!). Remember that they are in front of you because they love your home (or else they would have just bought what was cheapest).

So that this post doesn’t go on forever let me list three quick downsides to this message in terms of buyer psychology:

1. Which Side of the Brain Are You On?

Focusing on price takes people to the analytical left-brain and away from their emotional right brain. You are trying to prime the sales pump – but you are more likely to stall out the engine. We all feel long before we think. A recent IPA database study of hundreds of advertising campaigns found that emotionally oriented ads generated twice as much profitability as hard-sell ones.

2. You Get What You…

Price and quality are linked incredibly close during the initial exploration and information gathering part of shopping. Everyone wants the highest quality – however they are not sure they can afford it (or if it would be wise even if they could). However in the United States today there are more people who will rule out the cheapest right from the beginning than will rule out the most expensive. Stories of recalls, safety notices, and worse have all caused the consumer – especially the female consumer – to look for safety in quality. Those who keep the lowest price in their consideration set will be more skeptical and potentially harder to convert. They will keep the more expensive options open longer when searching for a home because it is what they aspire to, and are hopeful they can find a way to make it affordable.

This brings up an interesting side topic of surprise. Let’s say your company was committed to being affordable, but you didn’t lead with it. Instead you started with how beautiful your homes are, national quality awards that you have won, and an innovative home design process that is fun and pain free? After all that, then you proved that you were also extremely affordable. How would your prospects be likely to react? Never discount the emotions of surprise and delight. Timing matters – a lot.

3. Is That All?

Leading with a low price leads consumers to believe you have nothing better to talk about, and without experiencing or researching your product – price has no meaning. I’ll prove it to you. Do you want to buy this really cool thing from me? It’s in my pocket and you can have it – and it’s only $50. The skeptics out there are saying “that’s not the same at all. At least in the billboard people know you’re talking about a house. I have no idea what is in your pocket.” Touché. Ok, I have a ring in my pocket and it’s only $50… no do you want it or not? I could have a 2ct. diamond ring or a my two year old’s costume ring but because you don’t know enough about it you can’t even begin to determine if you are getting more or less for your money.

The words I don’t care for in the message on this billboard are “price per square foot.” I do like the word “best,” but that alone wouldn’t make a very good… wait a minute.

Billboard Redesign

(If you missed the other post discussing the use of billboards as a medium and the creative design of this particular one, you can read about it here.)