Category: entrepreneurship

The one thing you can do better than Apple

Posted on by Steve Sammartino

Apple store genius bar

You’ve probably been to an Apple store. They’re a very different proposition to what computer retail stores looked like in the first 30 years of the PC revolution. They are super busy, it’s no surprise it’s the most profitable retail outlet in the world per square meter. But the thing that impressed me the most isn’t the slick architectural design and visual brilliance, it wasn’t even the knowledge of the genius, it was this one thing:

I went in to get my macbook fixed after I made an appointment on line. When I arrived a staff member checked me in for my appointment, and then I stood in a line with other people waiting for help. I didn’t have to wait long. But when it was my turn a different guy turned up and said, “Hey Steve, come take a seat and lets get your sorted out.” The thing that threw me was that I was in a bunch of 10 people, I’d never seen this guy before, and yet he knew my name, and come right up to me. He didn’t yell “Steve?, is Steve here? you’re next..”

So I asked him how he knew who I was among all the other random people. And he told me what they do. When you check in on the iPad they write a description of what you look like. Clothes, colour hair, tall, short, red back pack and so on. So there can be no mistaking who is who. There could always be more than one Steve…. there could be two people wearing black t-shirts. This detail ensures they always get it right. He told me that they are told to come up to the customer and great them personally and intimately. And it really works, I felt good.

Now, I know you think that this is not so innovative. It’s hardly a new idea, and anyone could do it. And that is exactly the point. Anyone company could, but not many do. If the worlds biggest company can make a single customer feel like they are getting personal service, what could your startup or small business do?

You should totally read my book – The Great Fragmentation.

 

Getting paid with Mike Monteiro

Posted on by Steve Sammartino

I feel like marketing is more about design than it is about product. When I say this I’m really talking about the ability to make. In the TV Industrial era the hard bit was making. But we all have the ability to make today. Now it’s about the ability to design thoughtfully what is made. We all have access to distribution, manufacturing, ecommerce and the formally restricted tools of business. And so this means that designing the product, user flow, supply chain and customer interactions are really the hard part of what we do.

We are all designers now. It’s time to start thinking like a designer. 

With that comes certain challenges. Design is a trade. It’s not some flunky creative hit and miss process. It’s a bit like being a doctor – diagnose the problem, prescribe a solution, and then undertake strict methods of implementation to see if the problem is fixed. It might take a few goes – like Doctors sometimes do. it might take a specialist. But it definitely is vital and you get what you pay for.

But sometimes, especially to untrained eyes, it’s hard for people to see. They don’t see the skill required to make it happen. A result is that the work of design doesn’t get the respect it deserves. Sometimes it doesn’t get the pay it deserves.

This matters to you now as well. Because YOU are a designer, no matter what you think you do.

Here’s the best video I’ve seen on key design issues, like Gettin’ Paid with Mike Monteiro

If you find this inspiring, then I reckon you should go and check out the sessions he’ll be doing later this month in Melbourne.

Why working long hours is a hoax

Posted on by Steve Sammartino

breakfast at your desk

I can remember back to my corporate days when the hours people worked was a major point of discussion in the office. Management and staff would really pay attention to when people arrived at the office, and when they left. It kinda seemed like they didn’t really care if they were actually working, or just staring at a screen, but that they were in the office. The original ‘FaceTime’. Personally I think it is one of the most ridiculous things to emerge from office culture. You’d hear people explaining their office FaceTime regime:

‘I like to come early and leave early.’

‘I prefer to arrive late and stay late.’

I’d always counter this with my preference of coming later and leaving early. While they all thought I was kidding, it was the truth and I pretty much did just that. I guess I missed out on many career promotions because of it, but at least it helped me find my true path as an entrepreneur, author and running my own startups. I’m glad I’m not in that world and here’s my theory on the number of hours we work:

Reasonable time is enough time to achieve big goals.

It is not the hours we put in, but what we put into the hours. I’m living proof. I’d add that once you stop wasting your time in pointless meetings about upcoming meetings, and alignment sessions, it’s amazing what can be done. When you decided and then do, you basically invent time. An idea happens at 10am (remember I start late) and you implement by 11am, then finish by 12pm (remember I like to finish early). Do this and you’re probably months ahead of every company you ever worked for.

And in the words of the great Brian Tracy, the worst use of time is to do efficiently something which ought not be done at all.

You should totally read my book – The Great Fragmentation.

Read this before you accept a new job

Posted on by Steve Sammartino

RIM office

If I could give people one piece of advice on which job you offer should never take, it is this:

Never accept a position which is a turnaround job.

Read here; never take a job which requires you to help save a brand, company or business to make it great again. The rule applies no matter how big the business is, or was. The rule applies no matter how well resourced the company is.

This is one of those situations where this oft sighted cliche applies. A rising tide floats all boats…. which also means the same boats get marooned on the reef when the tide is going out.

There are so many things you can just never control inside a large organisation. If it was doing poorly before you arrived, large parts of that will still be outside of what you can influence. In times of disruptive change, this is even more pronounced. I’ve had a few turnaround jobs in my early career, and the hardest part was never reinventing the strategy, but fighting against an outdated corporate culture. It’s also a game of probability. While the turnaround may succeed and you’ll be a hero, it’s a low probability bet. A bet not worth taking.

Another factor we have to consider is the brand associations you get from where you work:

  • Do a terrible job in fast growing trendy company and you’ll still look like a winner.
  • Do a terrific job in a declining company, and you’ll look like dead wood.

A resume with Facebook employment on it looks better than one with Kodak on it.

This is not about being negative, it’s about having the wisdom to not inherit other peoples problems.

You should totally read my book – The Great Fragmentation.

It's getting much quicker to fly across the globe, here's why.

Posted on by Steve Sammartino

Boeing 707 - Qantas

Over the years flying overseas on a ‘public jet’ has become seriously more comfortable. Sitting back watching a movie, having something to eat and drink in air conditioned comfort ain’t that bad, despite  the ill founded whinging. Yet, the time it takes to fly across the nation or globe hasn’t improved much in 50 years – or has it?

Yes, it still takes around 8 hours to fly London to New York, but it is less than 10% of the price it was in 1965. That means we only have to work 10% of the hours we did 50 years ago to afford the ticket. Time and money are inextricably linked. So on this measure it is 90% quicker to get there.

Something we should think about with what we sell isn’t just the time it takes to do something, but the time it takes to acquire the ability to do it.

There are many ways to measure money, but the the best measure I know of is time. It’s the only asset we can never get more of.

You should totally read my book – The Great Fragmentation.

Which are you of these 2 types of startups?

Posted on by Steve Sammartino

business tools

People often ask me what the difference is between a startup and a new small business. At Pollenizer and in their terrific book Focus, the difference is defined as follows:

A new small business – has a proven business model and method of success – e.g. a cafe.

A startup – tries to prove a new business model through solving problems in a new way.

If it is that you are the latter – then it pays to know what kind of startup you are having a crack at. Is it an If & Then or a When & Who?

If & Then – A business where something needs to happen during the building process for a commercial model to emerge – possibly critical mass or wide adoption of a new concept. Then, it will work…. The IF bit is what makes it hard and the most unpredictable type of startup. I’d put Airbnb in this category.

When & Who – A business which seems inevitable, often aligned with a technology curve jump. It can either be a race to get the tech ready or a timing issue for when people are ready for it. I’d put social networks and most e-commerce categories in this category.

Knowing which one you are matters. It changes everything from how and when we scale, to who matters when we launch. The challenge of course is that when it succeeds, even the If & Then startups seem like When and Who’s.

You should totally read my book – The Great Fragmentation.

Who to believe in 2016

Posted on by Steve Sammartino

You read one book and it tells you that if you want to be successful and happy, then you must do this. You pick up another book and it says, if you do what it says in that first book your read, then you’ll wind up poor and miserable. So which one to believe?

Read them both and then make up your own mind.

And that is the simple difference between being a student and a follower.

We also need to remember that studying is not enough. We need to take what we’ve learned and become a practitioner, that’s how we find a path that works for us. Once we’ve done that, we can give back by sharing our own theory.

Good luck in 2016.

If you like my blog, you’ll love my book – The Great Fragmentation.