Convention busting – retail

Long held wisdom in the retail industry is that items must be displayed on shelves by category. Idea being that we know what thing we are looking when we shop. But what if we’re just browsing? What if we don’t want anything in particular? Bring on Smiggle – stationary retailer who display their range by color.

Eyeball worthy…. I better go check out what they have in purple.

They aren’t the only ones moving towards it, as  on line retailer etsy also display their range on line by color, with an amazing interface – check it out. It just works.

What other conventions need to be busted in your startup category?

Self taught

With the exceptions of reading and writing, all of the most important things I know (and can do for that matter) have been 100% self taught.

Marketing, Public speaking, Entrepreneurship, Motivating others, Creative writing, Financial Investing, Surfing, Gardening / Growing vegetables, Weight training, Riding a bicycle…. everything.

I think the best way to learn is by paying attention and being curious. Which always leads me to observing others, reading and getting out there and having a go at things.

Observe, Read, Try. Repeat.

That’s it. I find that when the desire is there, the rest comes easy. Which is why I’ve always done much better at everything outside of my schooling. Things for which I had real desire. The unfortunate thing about this ingredient, is that it is removed from most of the development & selection programs in modern society. Instead, we say ‘Rote learn this’, then we might let you do something you care about. One great example is that Architecture University studies require physics as a prerequisite, and yet Architecture studies don’t involve physics, and architects never do the engineering function in building.

Startup blog advice: Don’t let a terrible system, reduce belief in your own capabilities. The stuff that kept you out, you didn’t really care about anyway. It was a rule built by someone else to protect themselves. If you forge ahead and teach yourself, the right people will notice. They will come searching for you because they understand not just the importance of what your know, but the value of how you went about learning it.

How to run a corporate Twitter account

I was writing a guide for a social startup Abbostford Biscuits on how to approach twitter. Here’s a little snippet I thought was worth sharing for anyone wanting to embrace twitter in their company.

The twitter account should be open to all in the Abbotsford Biscuits organisation. Anyone should be allowed to tweet on behalf of the company. This is important because the aim is to share the company culture and values, so that you can build a following. The reality of any culture is that it is the amalgam of all viewpoints. If the brand twitter account is just maned by one person, then the personality will be too singular to truly display the organisations values. It also adds variety to the output and creates more interest with followers.

The team should be given a set of guidelines and then allowed to tweet as they please. This will also help with frequency of output, without impacting the general responsibility of staff and workers. They can do it on their breaks, or any time in or out of the office. The chaos of this proposed situation must be embraced or it simply wont work. For a true social media engagement control must be relinquished. The voice must be human, overtly honest and omnidirectional.

Your thoughts?

Feed your conscience

I’m currently working on a project with a social enterprise called Abbotsford Biscuits. Which I am proud to be involved with.

Abbotsford Biscuits is a social enterprise that had its genesis back in 2005. It exists to employ people who have been excluded from mainstream training and employment. Abbotsford Biscuits has an ambitious vision of becoming a self sustainable social business over a 3 year period. And I’ve been called in to help make it so. My part will be getting the company involved in digital media and getting people like you (those who care about stuff because it’s worth doing) involved.

First – how good is this tag line:

Second: I’m aiming on for some crowd sourced strategy ideas to supplement what I already have planned. So I’d love some input in the comments.

The current plan includes the following ideas:

  • A loyalty club. Where shareholders get paid in biscuits not money. Where members can get customized gourmet biscuits. Ideas include members own design or company branded biscuits?
  • Fund raising for other organisations utilizing AB products.
  • Customised biscuits for members which can be their own design.
  • Micro financing to support the brand and grow the brand.
  • Access to exclusive events with leading Australian chefs.

But it’s an open book, which could make this project a lot of fun. I’d love some input.

Here’s a couple of pics I took while on premise recently, they look like twitter biscuits!

Yummy!

Brand Trust

Apple Inc sold an amazing 700,000 ipads on launch day. That’s around $350 million in revenue in one day. Most of the eager purchasers didn’t have full knowledge of what the gadget was even capable of. Which makes me ask these simple questions:

(A) Is Apple the most trusted brand in the world with loyalists? (B) And if so what creates such zealotry?

Startup Blog Answers:

(A) Yes, I think so.

(B) Abridged answer: Over delivering to expectations on multiple occasions.

The only other brands I can even think of people buying into without knowing what they are actually getting is the ever lasting life that comes with most religions!

Startup blog says: Over deliver, be patient and get compound returns.

Inside the minds of others

When our genes could not store all the information necessary for our survival, we slowly invented brains. But then the time came, maybe tens of thousands of years ago, that we needed to know more than could be conveniently stored in brains. So we learned to stockpile enormous amounts of information outside our bodies. We are the only species as far as we know to have developed a communal memory, and the warehouse of that memory is called the library.

Something extraordinary has been happening on the planet earth. Rich information from distant lands and peoples , has become routinely available. Computers can now store and process enormous amounts of information extremely rapidly. In our time a revolution has begun. A revolution perhaps as significant as the evolution of DNA and nervous systems and the invention of writing. Direct communication among billions of human beings is now made possible by computers and satellites.  The potential for a global intelligence is emerging, linking all the brains on earth into a planetary consciousness.

The above words were spoken 29 years ago by Carl Sagan (in Cosmos 1980). Well before the personal computer revolution, the graphical user interface, before the internet had left military installations and Universities. Carl was a prophet, with great insight. He’s just described our world so poignantly, well before it arrived.

It makes me excited to be able to share my thoughts so easily, like Carl said we would all this time ago. It makes me want to ensure my digital contribution is positive and leaves a valuable legacy. It makes me want to make sure we all know how important this gift of omnipresent communication is, at a time when our species needs to collaborate so strongly for our survival.

Now that we can so quickly enter the minds of others, we should all make sure our contributions are positive, that we add something of value to this collective consciousness.

Originality is for artists

There are no prizes for originality in business. There is no shame in copying others, sorry – idea borrowing. So many aspiring entrepreneurs say they are just waiting for a great idea. The original idea for them to launch a startup under. I was once this person too. And I was so very wrong. I learned the hard way by losing half a million in venture funding that originality is over rated. I’m convinced highly original ideas increase our probability of financial failure.

The startup blog view is this: originality is for artists.


Let me explain. People want change they can cope with, and so the business world (consumers) are most likely to reward incremental improvements. Ideas which people can cope with. Ideas that are easy to spread because the audience has a reference point. Something to switch to, a substitute. Yes, radical products and services can be a success, but they are so rare (especially with low and self funded businesses) that it is tactically foolish to chase them. We ought leave that to large corporations, and heavily VC backed startups.

It comes back to our objective – do we want to run a business, or be original? It’s rare to achieve both, so make the choice early and know whether you are an artist or an entrepreneur.

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