When to resist technology

My readers know that I love technology –  I literally rub my face in it.

But technology is not always the answer. Sometimes it pays to resist the use of it. This is especially true when technology lacks differentiation or is the lazy option. A hand written letter has far more value today than an email, tweet or whatsapp message does. We know you care more, we know you made more of a concerted effort with a pen and a post box.

It comes down to swimming against the tide. Music is one industry that has been impacted incredibly by new technology. Every laptop is a world class studio, opening up the music making to everyone regardless of their budget. But prized musician David Byrne (of Talking Heads fame) has some interesting views on why this might not be the answer to make great music. Watch the video below, and think about the work you do and how it applies. If you listen close enough you’ll come up with some new anti-tech ways to both make a difference and a better product. Enjoy!

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Know what you’re selling

It was Friday night and I was having a drinks with colleagues who were discussing the relative taste profiles of various beers. I went on challenge the crowd that they wouldn’t know which beers was which in a blind taste test. None of them believed me.

Turns out it’s true. I once worked in a marketing role at Fosters, and 90% of beer drinkers cannot pick any brand within the same type (eg lager, pillsner, bitter ale). Beer is not bought on taste, it’s bought by brand. Sure, there are other factors which come into the decision like availability and price. But both trail and subsequent loyalty is never about taste.

So we have to know what we are selling. Not in the primary sense (the physical product) but in the secondary sense, the real motivation which makes us choose brand A over brand B. And in most categories it’s not what it seems

Beer = fashion

Electricity = company interactions

Coffee = socialisation

Cameras = memory library

For entrepreneurs the message is simple, we must know what we are selling. It’s most often how we market the secondary benefit which will drive our brand over the competitor.

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Your phone number

I have my personal mobile number published on the rentoid.com contact page. Crazy? Maybe. Yes I do get the occasional phone call from overseas at 3am – and I answer it bleary eyed, and turn on my laptop to help the rentoid member.

Here’s why I do it:

– I get instant feedback on what we need to do to improve rentoid

– I ask them how they found us

– I tell them things they not not know about rentoid to improve their experience

Importantly, I surprise them with some personal service, from an actual fully fledged web business, which is beyond expectations.

Sometime in business we need to be prepared to be ‘annoyed’ in order to ‘delight’

Startup blog says: Make yourself available.

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