Cabernet Logic

Twisting Backwards

For about a decade in my 20s, I finally had an opportunity to chase my childhood dream of being in the Olympics. Being a very competitive diver, I moved to Florida to train with one of the best coaches in the country.

In the first week of training my coach began practice by saying, "for the remainder of the week, you guys will do all your twisting dives in your opposite direction." TWISTING BACKWARDS?!?

Not wanting to offend this world-class coach, I muttered very quietly, "Are you out of your mind, i know how to twist, its my best dive, why on earth would i want to switch something I have done so well for years?!?"

I suffered, stumbled, wobbled, smacked, failed...well you get the point. At first it was a shock to the system, but slowly I focused. Methodically, I broke the skill set down to the absolute basics, stripped away all the habits I had formed, stripped away all the excess and examined the core skills of twisting.  A week later I was allowed to go back to my natural twisting direction and the difference was evident from the first dive.

Could your organization or company benefit from twisting backwards? How often do you look at your current processes? How often do you strip away the bad habits, the bloated SOP, the "its how we have always done it" mentality?

For those that have embraced the fear and stepped backwards in the name of progress, PLEASE share your stories with the other readers. Drop a comment or TrackBack to your own blog with your stories of your success with deconstruction.

Remember - the person that consistently goes about their safe, never-changing routine may avoid facing the adversity of a belly flop, BUT they will most certainly never taste the sweetness of a Gold Medal performance.

Viral Failures and the iPod

Viral videos...viral campaigns...viral marketing...viral blogging...the term "viral" is one of the top blogged words on the net today. From industry leader Seth Godin - whom practically invented the concept of permission marketing - to the once a week recreational business blogger, VIRAL (aka word of mouth) marketing is a hot topic.

Agencies, small business owners and marketing pundits all contemplate how to construct the next great viral campaign. Money is spent, markets researched, demographics studied...all to increase the awareness of a product(tangible item, service, or brand.) The million dollar question: with all the information, tips and tricks on-line and around the concept of viral advertising, WHY do so many of these campaigns FAIL?

The answer is simple - the Aforementioned Product! Has your organization spent as much time making sure your product is desired, something needed, something that the world will see as remarkable? The legend and lore of advertising is that it can sell just about anything, and truth be told it can help. BUT the number one factor in success is offering a product or service that is needed, that is polished and that provides an INCREDIBLE user experience.

Seth blogged today commenting, "Maybe the reason it seems that price is all your customers care about is that you haven't given them anything else to care about." Also today he inquired as to why people use those weight machines in turnpike rest stops.

The answer to both of his questions as well the "viral" dilemma above is that companies and organizations too often provide consumers with a product that does NOT elicit emotions.

The iPod never gets compared on price. A consumer's desire to have an iPod is the same as a consumer's media based desire to be thinner or healthier. And the iPod viral marketing would be another cute project had the iPod not been such an incredible product in both design and functionality.

Does your company or organization offer products that instill emotional pride in your customers or does your organization simply make cute ads?

Weekend With TED

New weekly feature at Cabernet Logic....how about a nice video to enjoy while you waste away your weekend. (yes i realize that this is posting on Monday, BUT from now on look for these posts on Fridays and Saturdays.)

If you have not already discovered www.ted.com you are missing out on some of the best speakers in the world speaking about everything from politics to business to social change.

This week we hear from Barry Schwartz as he discusses why "Too much choice it not a good thing."

What are your favorite 5 speeches accessible on-line? Comment or TrackBack your own blog and let's begin a sharing of some of the best on the net.

Out of Sushi

A few nights ago I ordered to-go food from one of my regular places right down the road from the house. They said it would be about 30 minutes for the order to be ready.

I drove up there about 40 minutes later to find a camera crew taking down lights from a commercial shoot in the restaurant. I spoke with the bartender and he apologized saying it would be a few more minutes as they are running far behind because they were shooting a new TV spot for the place. Hmmm...

As i sat at the bar waiting, a hotel guest came up and ordered sushi, and the bartender explained to him that they "were out of sushi." Mind you we are sitting at the sushi bar, the glass cases full of colorful, raw fish. The bartender understood the confused look and clarified, "Well we were shooting this commercial for our place tonight and the sushi chef had to prepare all these pieces for the camera and she is getting tired so she has asked to not sell any more sushi." Hmmm...

Does your company's advertising and marketing strategies GET IN THE WAY of your actual customer experience - i do not mean the literal sense of my bad meal example, but overall. Is your agency or in-house team trying so hard to "sell your story" that they forget about selling your product?

Needless to say, it won't matter how slick or cute or funny or viral their ad eventually turns out from that night - in order to achieve that one traditional advertisement, they created about a half dozen viral ones. I cannot speak for the other angry customerswaiting on their food, but I have certainly spread their story since that evening, unfortunately for the restaurant, its not the ending they would have desired.

Posts for the Road

This morning I am on my way to New Orleans for some work, but I wanted to leave readers with a few great posts to laugh at, think about or simply enjoy:

1. For the few of you that have not stumbled upon this video delight, here is a great one from Bring the Love Back.

2. Not to list two videos for your enjoyment but the above made me search out my favorite from an Addy Awards Show Intro.

3. When your agency needs an agency....you might be in trouble...check out this gem from Brand Autopsy.

4. As a big fan of the life lessons buried in The Little Prince (a children's book), I was delighted to see Accidental Creative blog about Rest Rabbit Rest.

"Scare Tactics"

Will posted a comment on an earlier post in regards to actions versus words.

"but doesn't traditional wisdom tell all politicians (marketers) that the way to get the attention and control the people is to scare them?"

Will brings up a very valid point, but even Seth Godin posted a great Starbuck's anecdote today about the fact that its never too late to change your marketing or story or in this care your technique in making change.

I agree the "scare technique" was commonly used throughout the 80s and 90s, and its only built momentum since 9/11, since that time its become a daily political tool....BUT the monumental success stories come from those who finally break out of the status quo(traditional wisdom) and take things in a different direction.

Look at the state of politics, its no longer a well written speech here, a great smile with wit there...the informed public of the 2000s tend to dig deeper, they want substance in order to make decisions.

I would offer up HOPE instead of FEAR...whether it be product, environment or simply political agenda, I say rally your supporters on a platform of hope...of teamwork...of we CAN make a difference...

Fear creates internal, personal movements BUT hope creates a community of change, a community of purpose.

Am I a bit idealistic...YES...a bit little league coach...YES...but imagine building a confidence within your org, within your followers, within your community...a trust that your company/campaign can make a difference...its that attitude that makes your company or organization a GREAT LEADER...and great leaders garner great results!

Talk is no Longer Cheap

Earlier I was posting about Actions Speaking Louder than Words and I almost found myself using the phrase "Talk is Cheap."

Just ask companies like AOL if this phrase still holds true. In fact ask any company or organization that has been on the receiving end of bad viral campaigns started by angered and brushed aside customers.

In today's environment I think we need to re-think the phrase....

"Talk is FREE, but can cost you dearly."

What ideas are your customers spreading about your organization?

Actions versus Words

There is no doubting that the newest "fad", "trend" or "mainstream buzz topic" is BEING GREEN.

Everyone is talking about it...

Everyone is marketing and advertising around it...

Everyone is proudly joining the conversation about "being green"...

Talk, talk, talk....everyone is talking...BUT is anyone DOING?

Nedra of Spare Change brings up a good point when she is referencing Al Gore's Live Earth Concert Series this coming summer...her post leads out with "More examples of unintended consequences from good intentions..."

I think she poses a great question at the end of her post..."the messages coming from the concert need to avoid screaming about how we're all going to die and focus on just a few easy, concrete actions people can take."

Using the current abundance of media and entertainment outlets to showcase your problems does little to actually solve those problems....we have heard it 1000s of times before....ACTIONS SPEAK LOUDER THAN WORDS...

Take a look at your organization from the outside, do your consumers see a company preaching to them about a topic or product? Or do they see a company working(taking action) with their customers to create a better result?

Allowing Internal Intelligence

This afternoon I was speaking with one of our department managers about an upcoming trip I would be taking to New Orleans. She is a smart women, smart enough to have taken over her boss's job and continue to do hers without too many glitches along the way. She is a perfect employee for a company. She listens to the policies and dares not sway from them - our SOP is a bible to her daily decision making.

Sounds great doesn't it? That is until I have to request a company car and get told that I might need to incur the cost to rent a vehicle so they can maintain one vehicle locally. I inquired if there were even shoots locally during my trip and was told it did not matter, the rule was to have one company for local issues that might arise.

Its not her decision, she is just following the rules set in place...and as we all know black and white rules leave no room for intelligent employees to make rational decisions which may save the company money or time.

Has your organization empowered your employees - executive or administrative - to sway from standard SOPs when the situation warrants?

Building trust and confidence should not stop at just your customers, you should strive to build those same qualities with your employees. 

Vacation Posts

Admittedly I have taken a few days off from writing  in order to enjoy a brief time with family, but today I am reading my favorite blogs to begin shaking the hangover effects and return to some Cabernet Logic. Here are some stories to sip upon:

1. Penelope Trunk shares some great business myths via Guy's How to Change the World - I could not be happier that in addition to quite light-hearted and humorous, Penelope is 100% correct in the observations. PS - You can buy her new book here.

2. The age of viral and 15 minutes of e-fame are upon us. Businesses are all looking for gimmicks, hitches, and angles...John at Duct Tape Marketing reminds us of the importance of Long Term Marketing.

3. Via Steve Rubel's Micro Persuasion, here is a wonderful article from eMarketer reminding the electronic world that everyone must set the blackberry or treo down from time to time and spend a few minutes in front of your customers. It covers word of mouth and face to face and their continued importance in the every growing electronic society we are living in today. For a talker like me, this is very good news...almost justifies more and more business lunches.

...and in honor of my vacation here is a nice list from Tim Ferriss with some wonderful vices for less than $5. His article and my time off serves as a nice reminder that succeeding without taking the time to enjoy those successes is not really success at all!