If you’re an entrepreneur and you’ve never been ‘people watching’, then start up blog strongly recommends a session. For a lot of reasons it’s a cool thing all entrepreneurs should do. For one, all our revered entrepreneurs are champion trend spotters. And they spot these trends a long time before they are reported in the Sunday newspaper lift outs.
Go some where busy, go somewhere where there are zillions of transactions, go somewhere sans commerce, go where families hang out, go somewhere singles hangout, look for the subgroups, watch people looking at shelves in stores – guess their decision process, see if this process is the same for all or different for all, see what they wear, see how they move, how did they get there, where are they from, bring a notepad with you and write down ideas, go places you’ve never been before…. Watch people, guess their motivations, view their life in action and then we’ll be the ones gaining life experience…. Just go and watch.
The funny thing about our world is that we are all in it every day, but very few of us are actually paying any attention to it. Step off the stage and become the director. Make it a habit to pay attention to what is going on in our world.
As entrepreneurs and marketers we are lucky. We can do our homework everywhere we go, and our start ups are the key beneficiaries.
Here’s the only two snippets of advice which matter for the time poor. Forget all other advice which you have heard. Especially, the long winded advice for time saving practices, which quite frankly the irony is not lost on me.
Advice snippet no: 1 – Never double handle any task. Touch it once. Do it once.
Advice snippet no: 2 – Cut stuff out of your schedule. Do less stuff, and learn to say no.
Do these two things and life will be better. That is all.
I was recently enthralled by the in store theatre of local Melbourne sports shoe retailer Active Feet. In fact it was much more than theatre. It was service, theatre and attitude. The store is owned and run by podiatrists.
We walked in the store and the first thing the store assistant did was introduce himself, and ask if we’d been in the store before. When we gave the ‘yes’ response and name, he asked to be excused for a few moments and went out the back to check the computer. Upon his return the assistant asked how the flat feet were going, how the particular joggers purchased worked out, and even how boot camp was going. It wasn’t contrived, but I could sense in the tone of voice and body language that this guy cared. I could sense it. All humans can, we can sense people who are faking it.
After this we moved onto the walking machine to assess the feet with some pretty impressive podiatry tools. He then went onto recommend some shoes to try based on the treadmill assessment and a mutual discussion. All of which can be seen in some action shots below.
How many companies have things like databases and valuable customer information that just sits on a computer somewhere and never gets reviewed, let alone used to great value for a returning customer.
Startup lesson: If we are going to collect information for our customers, then maybe we should use it, and not only use it but customize it.
Oh, we bought the shoes there.
Steve – founder rentoid.com
Maybe you’re a great web designer
Maybe you’re a great coder
Maybe you’re a financial wizard
Maybe you’ve got a flair for industrial design
Maybe you’re a craftsman with unique skills
Maybe you’re great at managing and building a supply chain.
Maybe selling isn’t something you enjoy, like or even care about. Maybe making presentations is the part of business that really isn’t your thing.
Problem is this: There’s plenty of great ideas, businesses and people who never reached their full potential because the selling bit was missing.
Step forward the ‘Sandwich man’
Startup blog definition: Sandwich Man – a gun presenter and public communicator who presents the ideas and sells the dream on behalf of the business.
A sandwich man is called such, because he holds together all the good things like the bread does on a yummy sandwich. Without him all the ingredients, nutrition, ‘reason for being’ could all fall away.
A good sandwich man would start and close any business presentation to people like venture capitalists, suppliers, key accounts, customers and the media.
Quite often successful businesses are run by a team where one of the members is the tech genius and the other is the Sandwich Man. Who then communicates the ideas and vision to get people on board. Rarely people are lucky enough to have both skill sets. Regardless of which skill set we have, we always need a sandwich man. We can even bring one into the team on a needs basis.
But without one, we may end up with a great product or business which never gets the traction it deserves.
I saw this auction sign board while walking in my local village. A real estate agent who has the night light powered by a solar panel. The first I’ve seen of it’s kind. I was surprised.
It’s not a huge innovation, it may even cost them more than a standard electric powered light does, I’m note sure. What I am sure of is this, it moves them and ‘us’, all a few steps forward. To using better and smarter technology.
I felt good about it, good enough to be writing about it here. So the question is this:
What small things can your startup do to take it’s brand, and us all a few small steps forward?
The Chief Mojo Officer, or the CMO.
Sure, I asked him what they did and here’s what he told me: (with some embellishment)
“Firstly you have to believe in mojo. If you don’t believe in mojo, then forget it. If you do, the CMO is in charge of general “Vibe Strategy”. The CMO has to make sure that the ‘vibe’ is right. There are no real quantitative measurements for mojo – you can just feel it. The CMO is the type of dude who can just feel it. They’ll know when it’s out of whack. The CMO is in charge of things which are nebulous, but actually matter. When the CMO has the general vibe grooving, the mojo is right, and revenue happens.”
Good news for startups with small staff is that we don’t have to wait for the employee head count to justify a new CMO. We can and should be doing it anyway. It’s our job!
But when you make it, I reckon it would be the best investment any company could ever make.
A while ago Philip Welnman spoke at the Hive. (Australian Entrepreneurial forum) One thing he said struck me, and I think it’s true
“Without relationships we can’t win. We never lose business over price, it’s always the relationship, and price is the fall guy.“
Sure, there’s probably some exceptions, like commodity trading. But who wants to trade commodities anyway?
Steve – rentoid.com
I recently had some beers and a meal at a place called Little Creatures dinning hall in Melbourne Australia.
For the uninitiated, Little Creatures is a craft beer which has it’s origins in Australia and has recently opened a flagship ‘dinning hall’ – seen below.
They’ve simply taken this to a new level. I’m not taking about the fact that they have weird and groovy beer flavours, all naturally brewed. I’m talking about the way they take you on a personal journey with their service.
My favourtie was the beer education programme. They have a ‘pony show’ – I don’t think it’s called that, but it is what I’ll call it for this post.
You get a taste in little groovy pony glasses of all their different beers, then choose one you like. One of their ‘Little Creatures Beer Experts’ comes and sits down on your table with you and they explain all the different types of beers. A real sit down for 10 minutes. A rare treat when the usual sitiation is waiting 10 minutes for crappy service in bars and restuarants. They teach you how to taste each beer and the slight nuances of each. They even provide an idea what type of people generally like the different types.
It’s really nice and fun. I even heard the word “sessionable” to describe a beer – They invent some nice jargon to make you feel part of a tribe. Cool.
No need to advertise this little venture. We’ll do that for them….
And this is what cool startups are doing in retail.
My problem is…. I’m a really nice guy. Really, I’m reasonably nice, just ask anyone who knows me….
Actually it’s more I’m not as smart as I’d like to think I am. You see, often I don’t do people any favours by trying at all costs to be, Mr Nice Guy. Even if it’s at the expense of helping them grow. The interesting thing is that I usually get what I give, and that is, people are generally very nice to me. Even if what I need on occassions, is some home truths to help me grow.
What I really need is tough love.
Turns out my team also need some tough love too.
Tough Love – Startup blog definition:
Having a team let each other know ‘in no uncertain terms’ when members are goofing off, at the expense of agreed upon and shared objectives.
It doesn’t mean we turn into nightmare colleagues or the boss we always hated.
It means that we have a culture where we don’t want to let each other down, but we pull each other up in tough times and provide mutual motivation. We give each other guidance when we need it.
Photo by Chuck Rogers
Words by Steve – rentoid.com