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?

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.

You can’t control social media

I was recently invited to Social Media Club Melbourne to appear on a panel with Scott Kilmartin of Haul and Sahil Merchant of Magnation. The topic was Building Brand Buzz.

The three of us were generally aligned on our thoughts, with varied executions using social media tools given the differences in our businesses. I’m a big fan of Magnation, but there was one area in which Sahil and I disagreed, and that was that he preferred to control the output of social media. His contention was that he wanted a single voice to represent the brand personality. On the surface this sounds reasonable, even rational, but even a week later I really think it goes against what it is all about and here’s why:

The voice of a brand is the collective actions of all of it’s representatives. Not the CEO, the marketing director or the advertising they put in the market. Just ask anyone about their opinion of banks in Australia. It has nothing to do with the voice banks project, and more to do with the customer interactions. The voice is what the people hear & experience on a personal level, not what the brand stewards say.

Social media can’t be controlled. So why try? There is nothing worse than limiting the voice of your people. They will talk anyway. They’ll share links, write about your brand and talk about it on line and off. They will have real interactions with customers, and if what the authorised voice says (Sahil in this case) doesn’t match the reality of the brand in action, then it all sounds contrived and is useless anyway. It’s more likely to have meaning and be authentic if its the word of the people, not the king. So let your people participate. Give them their own Magnation twitter account, a sub brand of sorts. Be a collective. Be real.

Create culture, don’t control output. It’s an errant assumption to believe you know better than your people do. It’s often not the case. What we need to do is educate our people on what we want to be as brand, the persona. Give them some guidance and let them represent us, make mistakes and be human. People love dealing with companies who have a human voice and mistakes are part of the human.

Trust creates value. I find it curious that companies trust their employees with the key’s to the building and the cash register and not their voices. It’s best to approach it like a parent does with a teenager. Give a bit, let them prove themselves and then loosen the lead a bit more. Trusted people usually over deliver to expectations. People who are shut out usually react in the opposite. In social media context we need to trust the average human outcome, rather than block all for fear of a single bad outcome.

The key point to me is, if you want a controlled voice, then social media isn’t the right vehicle for a brand. More traditional media would be more suitable. The word social is the giveaway here, because social implies conversation, not lecturing or monologue. All our people should be part of the conversation if we want to create real value.

twitter-follow-me

Startups and Standups

Listening to an interview with Jerry Seinfeld he said something which sounded like good advice for Startup Entrepreneurs.

Here is what he said verbatim:

“Your write and you write, and you don’t know if it is any good. You have to get up in front of an audience to find out if this is any good. You always have to try things, and the audience kind of writes the act for you in a way. They say, keep this, get rid of that. And you use them as a judge. They are the judge.”

It seems success in most enterprising professions are about being guided by your audience or customers. Testing, refining and constantly iterating.

Startup blog says: Real market feedback, is the only way to test any written plan. It beats research every time.

twitter-follow-me

Why scoreboards matter

Humans are compelled to count. We count everything. Days, weeks, months, years, birthdays, money in the bank, salary levels, years of experience. It’s part of the human condition, maybe it helped us evolve to a civilised existence .

As startup entrepreneurs we need to let our people count something. Whether it’s the savings they made or they friends they have, there needs to be a way for them to keep track. So our people know they have made progress. Commerce is an anthropological game of football. So we must keep score. But it must go beyond the corporate scoreboard of profit, share price, turnover, number of employees… it has to be an audience focused score. Like followers on twitter. It has to be about them, not us, it’s how humans roll.

twitter-follow-me