Search the Archives

  • A Salute to Companies Sticking to Their Guns

    Posted on August 11th, 2010 by Eric Dodds and currently 2 commenting.

    I’d like to share a few thoughts that have been floating around in my head - I might re-visit them in more depth later, but I think a little discussion could be a good thing - even if they’re in rough form.

    The fact that voices of customers are online and discoverable is quite amazing - companies everywhere are learning more about how which people view, use and talk about their brand, products, experiences, etc.

    I think, though, that this ‘power of voice’ is a double-edged sword. One reason is because, as Joshua Blankenship points out (1), the ability to comment on the internet can reveal just how mean people are. Another reason, though, is that I think the knowledge that a company can hear your voice has also given people the ability to complain like they’ve never complained before. Complaining can be good; the ability to discover a customer’s bad experience and mend a relationship is invaluable, and the internet has allowed companies to meet needs in incredible ways. But it also seems that some customers have hijacked the idea that “the customer is always right” as an excuse to complain about or demand unreasonable things en masse, using the information swarm of the internet as the vehicle for their voices.

    A few examples:

    Salute 1: MG Siegler wrote an interesting article (2) related to feature demand - his discussion of the iPhone ‘copy and paste’ outcry is an interesting example of a company sticking to their guns despite negative outcry from their customers. (Side note, this is not a discussion of details about Apple’s feature release or the iPhone as a device, it is a reflection on their devotion to user experience):

    Jobs cited the iPhone’s cut, copy, & paste functionality as one example of Apple getting a feature right. I have to agree. For two years, everyone complained (myself included) that Apple didn’t have this functionality. Could Apple have done it sooner? Of course. But would it have been half-baked? Probably. Just look at how it works on other devices — or maybe I should say: look at how poorly it works on other devices compared to the iPhone.

    Release details, timelines, opinions on devices, and even outcome aside, Apple’s devotion to user experience should be saluted. Customers complained and demanded the feature, but Apple didn’t give in to public opinion (have they ever?) - they stuck to their guns and released the functionality when it was consistent with the user experience that is their brand.

    Salute 2: I first heard about Intelligentsia Coffee after Geno and Heather had visited on a trip to Los Angeles. Geno’s description was so interesting to me - “When I ordered, they made it the way they think a latte should be made, and that’s what I got.”

    After a little bit more digging, I found out that the company’s founder, Doug Zell, has an intense devotion to “providing coffee in the way it tastes best.” (3) His devotion has led to the removal of the 20oz. drink size form their menu - a move that will allow users to experience coffee in an amount that doesn’t allow for unbalanced ratios (like the larger sizes do).

    In a market where major coffee brands are marketing all sorts of options (more variety of flavors, consistent introduction of new types of drinks, etc.), Intelligentsia deserves a salute for their commitment to providing the best coffee experience possible, even if that means decreasing options for customers.

    Salute 3: Google offeres several phone features (phone number, voicemail, SMS) through a service called Google Voice. All of the features are used through an internet browser and, following suit with most of Google’s offerings, it’s free.

    Not so long ago, there were rumors in the techno-sphere that Google was going to release an actual desktop application for Google Voice, and potential users rejoiced. The project came to a halt, though, when Google’s founders questioned whether a desktop application was consistent for a company who developed browser-only technology.

    Blogs ranted about the injustice of halting the project and a petition to continue development circulated.

    But Google’s internal struggle to continually evaluate their brand and clearly define which types of technology they want to develop should be saluted.

    What do you think? Have customers always complained and demanded as much as they do today, or has the visibility of their voices on the internet just made us more aware of it? Any other good examples of a company staying true to their brand despite complaining and demanding customers?

    • (1) - Joshua Blankenship’s article, “On the State of Comments on the Internet,” can be found here.
    • (2) -  MG Seigler’s feature-demand example can be found in his article, “What’s Missing From iPhone 4 Is Part Of What Makes It Great,” here.
    • (3) - Read The Chicago Tribune’s coverage of Intelligentsia’s decision to decrease options here.
    Tags: , , , , , , , , , , , , , , , ,

  • The words we choose

    Posted on April 22nd, 2010 by Robbin and currently 3 commenting.

    The other day I wrote a blog post and used a set of words I regret. They were very judgmental and frankly went against one of my core beliefs:

    I was not put on this earth to judge anyone.

    Tracy kindly pointed out the disconnect. Thanks for that Tracy.

    Then about ten minutes later, Eric Whitlock sent me the words pictured above from artist Martin Firrell. Martin places text in public spaces to promote debate and positive social change.

    Don’t you love that simple, but brilliant idea.

    When we work with our clients we think a lot about vocabulary. We listen hard to the words they use. Looking for disconnects as well as for what reasonates. Because frankly whether you are an individual or a company, you are the words you choose. Ever meet someone whose words were constantly negative or sarcastic? Well guess what? They ARE most likely negative and sarcastic people. Period.

    One of the things that has puzzled us for a while is the vocabulary our industry often uses like “target”, “penetrate”, “demographics”, and “market share”. And even the newer ones like “eyeballs” or “followers”. So weird when you really think about it. It’s like we long to make our work impersonal in an effort to make it seem harder to understand. Or something.

    But here is the simple truth about marketing that you can’t ignore. Especially now:

    It is about people.

    Real people with dreams and lives and passions. And if we don’t change the language we use as marketers, we will never embrace the real opportunities in front of us.

    I reached out and asked someone to take a look at something for Brains on Fire and perhaps give some input. In all fairness, this is a busy guy and it was a long shot favor.

    Anyway this is how the email exchange went: I will not give the specifics but this is the jist of it.

    Dear Robbin Phillips,

    On April 20th you wrote:

    Then they repeated my email:

    ______(insert busy person’s full name) says he gets many requests a day and can’t guarantee anything. Send to _______. Again no guarantees.

    Hmmm.

    And this is guy who is out preaching about how companies need to connect with their fans as humans.

    The words we choose can change everthing.

    Think about the words you use today and how they impact not only others, but how they impact YOU.

    P.S. Just for fun, I will share this set of words from Dodds. We have had some emails issues and some changes, and wanted to make sure we don’t miss any important emails in process. Here is the bounce back he quickly spit out:

    Well hello there, friend.

    This is the Giant Burning Brain that lives inside the email system here at Brains on Fire. 

    Just wanted to let you know that the person you were trying to reach either isn’t at the Brains on Firesphere anymore, or they were getting so much spam that I had to give their address some concrete shoes and tell the digital stork to fly them in a new one. 

    Either way, DON’T PANIC. We’re here to save the day, electronic life preserver and all.

    Just shoot your request to either robbin@brainsonfire.com or firestarter@brainsonfire.com and they’ll help you with whatever you need. 

    Digitally yours, 
    The Giant Burning Brain in the Email System

    Tags: , , ,

  • What are your defining stories?

    Posted on April 7th, 2010 by Robbin and currently 10 commenting.


    Photo via flickr from geeo123

    We have this saying around the halls of Brains on Fire.

    You are the stories you tell.

    Whether we are talking about an organization or an individual this holds true on so many levels.

    So I think a lot about stories. The cool thing about stories, as I mentioned in my last post, is usually they are emotionally charged and therefore we tend to remember details and emotions more vividly.

    So today’s post is actually going to be a little challenge and an exercise that we can do together.

    You ready?

    Okay. Think about a moment in your life (since this is a business blog, why don’t we stick to our professional lives or on second thought anything goes — I hate rules). Anyway… think about a moment that defined you. A incident that had a consequence.

    When a memory has consequences it becomes a life story.

    Here’s one of mine. I have many. I am not gonna hold anything back so here goes.

    I am was about 29 years old. I was attending a meeting — in fact — presenting an idea for a trade show booth of all things to a very large client of ours a the time. There was a BRAND new CEO of this rather large company. I was the only female in a room with about nine or ten “white shirt” kinda of guys. I can still remember the clothes I had on. Let’s just say there were suspenders involved and I had this habit of thinking it was cool to not worry about matching. And boots. I definitely had on boots.

    My business partner was there. It was two days before Christmas. And we were on an impossible deadline.

    That new CEO I mentioned was nothing short of bi-polar.

    On many occasions I had seen him rip into others for little or no reason. He was a man to learn from. I learned a lot from him on how i DIDN’T want to lead a company. I believe mutual respect and understanding are the way to lead.

    Okay. So I am presenting my passionate heart away and out the blue he stands up and screams the worst set of words I have ever heard anyone say. And they were without a doubt aimed at me.

    Now, I have pretty tough skin. I really, REALLY do. Ask anyone. But this was bad. And well — weird. And uncalled for in my youthful mind. So I went right back at him. I said, “NO ONE talks to me that way. EVER. PERIOD. I am out of here.” I looked at my partner, grabbed my stuff and said, “Come on.” I felt as if I was going to wet in my pants. Right there in the conference room. I was so mad.

    My partner looked at me and said. “Sit down, Robbin. There is surely a solution here.”

    I was stunned. Stunned. So stunned I did what he said. (Man, I am shaking just telling this story.)

    After the meeting was over and we were walking back to our car. I said — still shaking, “Why didn’t you support me on that?” He said, “It’s two days before Christmas, which five people are you going to let go? Let’s give this decision the thought it deserves.”

    So now, when someone upsets me in a business situation, I remember that defining moment. And I stop and think about the consequences to my reaction.

    If I could go back and talk to this CEO, I would thank him. (You will be happy to know he was fired about 8 months into the job). Anyway, we resigned the account two weeks later with a plan. We only had to lay off two people.

    So you go.

    Try and remember details to a story that defines who you and what you stand for. Where were you? What were you feeling? If you could speak to someone at this moment what would you say? Was it hot outside or cold? Push yourself to remember the details and then the effect it had on you. Maybe I can learn from your stories.

    Tags: , ,

  • What are you trying to do?

    Posted on January 27th, 2010 by Robbin and currently 4 commenting.


    Photo via Eric Dodds, aka doddfather, doddsie and all around freaking amazing guy

    I had an ah-ha moment today.

    I like to think of myself as someone who sees the bright spots (to borrow a phrase from the Heath Brothers). But today I had a conversation and in the middle of my sentence, it struck me.

    My words were falling on dead ears. And in some ways that makes them sort of negative. Empty. Make sense?

    I was trying to get this person to see MY point of view. Instead of inspiring them with a new thought – a new vision. I wasn’t trying to share with this person or even find the common ground, but persuade or push them over to my point of view.

    I had to stop myself from smiling as I realized how pointless my words were. Even if I were to talk this person over to my way of thinking, he would not own that view for very long. Nothing would really be accomplished at all. It would a temporary win.

    And that got me thinking about the work we do as marketers. So many of us are still trying to persuade others to join us or buy our products and services.

    See things our way.

    Instead of inspiring and supporting and lifting up the conversations that are real and shared and true.

    I believe we are all looking for the higher purpose in the work we do. We are looking for emotional connections to others and the mark we make on the world. And that means putting yourself as a person and a company — out there. Flying your passion flag. Letting your spirit show.

    Cordell said in a meeting today. I hate the word “tagline”.

    Amen.

    Think about it, what a silly little word. What if instead of spending so much time looking for your company’s “tagline” or “slogan”, you ask yourself “What five things do we know to be true? What do we stand for? How can we make our customer’s world a bit better?”

    Are you a company that inspires and makes emotional connections with your employees and customers or company that is still trying to persuade?

    Tags: , , ,

  • Defining who you aren’t

    Posted on January 21st, 2010 by Spike and currently 4 commenting.

    A prospective client came and visited us at the Brains on Fire worldwide headquarters this week about a naming and identity project. And in our discussions talking about how a solid identity defines who you are, she also mentioned how a solid identity also defines who you AREN’T.

    We couldn’t have said it any better ourselves.

    photo via tmtphotos from flickr

    We live in a world where well-intentioned companies start out doing one thing really well. But after a while - through boredom or greed - they start to stray until they are trying to be all things to all people. Like when Hardee’s decided to reinvent themselves and concentrate on making the best fast-food burger around. Bravo. And now look at their freakin’ menu. Or even the iconic Mini Cooper is about to start producing SUVs. Really? *Sigh*

    When you put a stake in the ground, yes, you are saying “this is who we are and what we stand for.” But you are also saying, “we will NOT stand for this.” People are going to be drawn to you as much for what you do as they are for what you refuse to do. Because your belief system also includes those things you DON’T believe in. Make sense?

    So when you’re thinking about your next PR or marketing initiative and how it’s “on brand,” also think about how to leverage what you aren’t. Powerful identities can be polarizing. And that’s not a bad thing. At all. Because when that happens, people know where to put you in their lives.

    Like we often hear around the BrainsOnFiresphere, “‘Like’ is not a Brains on Fire word. We want people to love you or hate you. Those are powerful emotions. ‘Like’ is a deathtrap.”

    Tags: , , , , , , , , , , ,
« Older Entries