When we moved into our latest home, we needed a good size shelving system for the home office. We evaluated a few options, some pre-built, some custom installed, and others requiring part selection and assembly.
In order to save time and money, we chose to pick out the specific parts and assemble it ourselves.
With all the measurements taken, we purchased the parts and brought it home to install. We were full of excitement for the adventure as the heap of wood and metal pieces left much to the imagination.
We quickly found that the dimensions of each piece were close but not exact. The metal-ish connectors for the shelving, drawers, and cupboards were a little more brittle than desired.
After a few 20 mile trips on the roads of LA back to the store to swap some parts for shorter versions, we had a nice looking shelving system.
On reflection, the cost was much higher than expected.
Yes, the initial cost of buying the pieces was less than the deliverable in the pre-built or custom scenario but there is more to this than wood. In our choice to build it ourselves, we were assuming the risk that all would go exactly as planned and be without variance.
Is this ever possible? Read the rest of this entry » »
Enthusiast has been around for over 7 years. Certainly standing the test of time is a big win.
However, time isn’t everything.
There are many other factors that can affect the success of a business, especially in the beginning. A great resource to help business through this process are books about other businesses showing what they did and did not do. One such book that just came out this week is “Zero to One Million: How I Built My Company To 1 Million In Sales… And How You Can Too.”
It chronicles the early years of a company, offers a unique process for evaluating ideas, and gives out some always needed passion and enthusiasm.
If you pick it up, drop me a line here and let me know what you think.
–jc
Have you ever been driving down the freeway while listening to Jack FM, and the first note of Hotel California sparks a symphony of creative and committed action items? Call Jane about the sales meeting, buy Made to Stick, etc.
I know I am not alone in this. I see the drivers next to me boldly tapping at their blackberrys.
Then I change lanes.
To save us all the risk of peril in light of our large thumbs and fading eyesight focused on such small buttons, I offer Jott as a solution.
One of our clients, Dr. Stuart Dauermann of Rabbenu, a futurist who is well ahead of his peers when it comes to innovation and technology mentioned Jott to me. He described how he often has “a ha!” moments in the car and often cannot capture them as leaving himself a voicemail is often cumbersome and then requires follow up dictation while listening to the long message over the phone which no one enjoys.
Jott solves this problem by providing a voice to text system with an email/sms delivery model that makes logging multiple tasks on the go a snap. In fact, for those of you out there who love to broadcast yourself, you can even update blogs and other systems using Jott as well.
Check out more at www.jott.com and leave a comment below on how you use it and what benefit it had.
With enthusiasm,
–jc
One thing I love about the Enthusiast model is how we are able to interact in creative ways with our clients. Not just once but along the journey as we all grow, mature, and learn. One client of note is a great local city paper out of Culver City, now 100% digital, called The Front Page. I wish my home town had such great coverage on the details of city hall, the school board, and land development activities.
I was graciously invited to begin a column on marketing and Internet related topics. I am happy to say my first article has been posted and I hope you enjoy it. Everyone in business wants their core business to be remembered and stick to their buyers. How this happens can be a mystery but there is a method to the madness. Read on to learn how your ideas can be like “gum on the brain.”
Here is an excerpt:
“All too often, the delegate sent in place of true audience understanding in marketing today is the common platitude.
Please welcome the meticulous “Quality is Job No. 1” to the podium. He is flanked by the energetic “Providing Innovative Solutions” and the plural presence of “Our People Make the Difference.”
Not only can these phrases be wielded by any competitor without malice, they lack the concrete, real life details that make schema connections with your audience. “
I invite you to read “SSKI vs. KISS: Schema and a Smooch for Marketing” for more.
– jc
In marketing and advertising, it can be quite challenging to get accurate measurement data about specific activities and campaigns. Even something as simple as giving out a squeeze ball at a trade show with your web site address on it has the potential to be tracked. Given the number of these distinct campaigns in a given year and the challenge of creating the unique “front door” for the visitors to enter through in order to be tracked, it is understandable why the best tool for measuring marketing success (your web site) often gets overlooked.
I too have this challenge as I market Enthusiast and Site Director so I thought solving my problem might help to solve some of yours too. I talked it over with our team and the solution to my problem is now known as WebForwardtm, my favorite innovation from 2007. This feature will be offered in a soon to be released version of Site Director and will give a new level of personalization and detail to the various events, expos, webinars, and campaigns that go on in business today.
Way to go team!
Now it’s your turn.
Last year’s post was dominated by Google services. I look forward to hearing what creative ways you have used the web for in 2007. Don’t forget to tell us why it’s important to you.
Happy Holidays!
– jc
When I come home in the evenings, I am greeted by my little boy Isaac crawling toward the door. It is precious. My wife Rachael takes a break from “myspacing” as she calls it, looks up, and asks the quintessential “how was your day?”
“Myspacing?” I have resisted myspace for many reasons, most notably the high doses of Excedrin I have to consume to tolerate the myriad visual phenomena that is a profile page.
However, seeing how it has captivated my wife and hearing the stories of her reuniting with college and previous work friends captured my attention as I know the power of networking and relationships over time.
So, I finally gave in and have signed up for Myspace LinkedIn & Facebook and have found similar joys to Rachael.
What I have always loved about the Internet is how interrupting it is. People innovate in even small ways and the pervasive nature and reach of the web push this innovation — with all the change it requires — to the masses.
So, these innovations — called social networking sites — are causing problems now too. Apparently people can’t stay away from them. And maybe for good reason. Wherever there are people meeting and growing relationships, the business of life and commerce happens.
A recent News.com article says 50% of businesses are blocking access to LinkedIn, Myspace and others on grounds of malware but also productivity loss.
Is it blocked at your office? Should it be? If your boss asked you how you are using it in your work, what would you say? (you don’t have to leave your real name. =-)
–jc
I have a 10 month old son. He is my first and I remember how my wife and I debated over his name.
“The meaning isn’t right!”
“It sounds strange.”
“Its too different!” we would interject about each other’s ideas.
What we didn’t do is take our options and see what search equity, if any, they had.
That is what the WSJ recommends saying you’re “nobody” unless your name Googles well. Well, maybe our lack of diligence in that area paid off as some would say our son is already famous.
- jc
p.s.
Enthusiast provides a variety of services in our web solutions. One of them is assisting HR departments increase the measurement and recruiting efficacy through leveraging the web and marketing concepts within the recruiting process.
You are invited to an in-person seminar discussing these issues in Irwindale, California.
Recruiting as Marketing: Three Ways to Reduce Open Positions in an Applicant’s Market
Description:
Growth is the focus of business today. This growth requires capable
team members to serve prospects, customers and partners. But where do
you find them? There is no shortage of options claiming to be your
magic bullet. Monster.com, job fairs, CraigsList, and many others vie
for your attention - and dollars.
In this session you will learn:
- How to speak to relevant employee hot buttons
- How to measure and make the most of your recruiting spend
- What a typical job description should but doesn’t say
- How to differentiate your organization and positions from the other’s vying for the same applicant.
Presenter:
Jon Cline is CEO and Marketing Director for Enthusiast Web Solutions in Los Angeles. Enthusiast helps small business benefit from revolutionary web solutions that are manageable, measurable, and deliver results. Through writing and speaking, Jon helps solve business problems with insight and experience. Enthusiast continues to empower quality organizations such as AFI, Lucas Oil, MAP, and Telecare in addition to others in the education, health care, non-profit, service, and retail industries.
When:
Wednesday, November 28, 2007 11:30 a.m. – 1:30 p.m. Bring your brown-bag lunch
Location:
Irwindale Community Center
16102 Arrow Hwy
Baldwin Park, CA 91706
Click here for a MAP
It seems that retailers and other sales channels are dwindling in value to buyers. An article on ASPNews.com, a news web site focused on Software as a Service (SaaS) topics, speaking about the necessity for manufacturers to speak directly to consumer questions gave this example:
“Fifteen years ago if you wanted to buy a Nikon camera, you went to a local retailer, spent $2,000 and if you had a question you went back to the retailer to ask… Flash forward and today we pay $200, not $2,000, buy online or at Costco or Wal-mart, and if we have questions, our expectation of asking the retailer, is zero.”
“…that means the costs of supporting a client [directly] goes through the roof.”
“The distribution channel is cut and if [a manufacturer] doesn’t answer the question the consumer goes to [a competitor]. Without the ability to deliver a great customer experience, brand equity is eroded.”
At the root of most bad customer experiences, he says, is a lack of knowledge.”
The fact that customers trust data delivered directly from manufacturers is nothing new. What I found interesting here is how the “middle man”, the local retail store, is really not at all relevant in a sales capacity any longer. To many of us, having gone to a store to find expert information, only to be read the package descriptions by the “salesperson,” this is obvious.
However, given this example of how manufacturers are moving from reacting to such behavior to reinforcing it should be alarming to any company with a product to sell.
Web Marketing is becoming increasingly close and personal.
I don’t mind it at all as it saves me time in making buying decisions but puts Best Buy and others in a precarious position as many buyers will already have their mind made up when entering their doors and will use the “salespeople” more as a human search interface than a relevant part of their buying decision.
– jc
I like attending or speaking at conferences in person (such as Dreamforce2007) as I am a people person and love to shake hands and meet people. However, webinars provide additional opportunities due to their convenience and flexibility. The costs associated with conferences and transportation can make them out of reach for many businesses so webinars meet a significant need for small business.
In addition to the upcoming webinar mentioned below, I will be hosting a series sponsored by Enthusiast to further help small business take advantage of web marketing strategies and tools.
The next opportunity is a free 1 hour webinar on Oct 2 for Marketing professionals called “The Power of Marketing” with Ron Jobson from Forsight Marketing and I. We will be talking first about how to maximize marketing returns in this challenging business landscape and then more specifically how to leverage the most powerful marketing tool we have, the Internet.
Feel free to post questions that you would like to have answered below prior to the event and be sure to enroll soon as space is limited.
– Jon
***
Every year, small and mid-size businesses spend hundreds of thousands of dollars on marketing and web site solutions. Unfortunately, the majority of companies are throwing money away due to ineffective and outdated marketing! The # 1 challenge facing every company is getting prospects to actually listen to your marketing message…and getting them to take the next step toward your company. By simply changing what you say, how you say it, and measuring the results your marketing can overcome those challenges, thereby generating 2, 3, 4 or even 10x more leads, sales and profit!
Duration: 60 minutes
Fee: No cost to you
View Recorded Webinar.
Download Slides in PDF format.
