On your way to the top – you might fall down

I’d like to introduce you to Janet Simpson.  She is a nutrition coach and registered dietitian.  However, she’s also  an entrepreneur, a professor, a mentor, a grandmother and tri-athlete.  She could have cut time from her first triathlon if she hadn’t stopped to hug and kiss her grandchildren who were there to cheer her on.

In other words, Janet is “Wonder Woman” in the flesh.

Janet had previously shared with me that she was planning to run in a 5 mile “fun run”.  If running five miles doesn’t sound like “fun” to you – you ain’t heard nothing yet.  When she finished with her fun run, she planned on helping race organizers tend to the needs of those running the 100 mile course.  That’s not a typo – in addition to the “mini” 5 mile run, there were half and full marathons in addition to the  one hundred mile competition!!!

Eighty people signed up to run the 100 mile course, and Janet later told me that the winner finished in a mere 18 hours.  She reported that he looked as fresh and energized as if he’d just completed a jog around the block.  Of the 80 who signed up for the 100 mile run – 60 completed the course in well under the 30 hour time limit.  Of those who didn’t finish – all completed at least 60 of the 100 mile run – before succumbing to such injuries as their toenails falling off.  One competitor ran the entire 100 miles barefoot.  Did I mention the race was held in October in Michigan?  BRRRR!!!!

If you think running 100 miles in the course of a single day barefoot in the cold sounds like an entry in the DSM-IV for some form of mental illness – you’re not alone.

While the runner who won the 100 mile run finished the race looking and feeling great – the same couldn’t be said for Janet. The course she ran followed a trail which lead through a forest.   The leaves from the trees  had  fallen, covering the exposed roots and other hidden dangers.  As Janet began her descent down a steep hill, she found herself flying through the air.  She had inadvertently hooked her toe under an exposed  tree root- hidden from view by the leaves.  She landed face down with enough force to not only scrape her face, hands and knees but also to knock the wind out of her and  crack a rib or two in the process.

Here’s the amazing part – the part that anyone who aspires to build a business of any size needs to know –

Janet still finished the race.

Even though she was battered and bruised, she sill  finished running the race -and came in 2nd in her age category to boot.   Initially she justified finishing the race by saying that she fell at the 2.5 mile mark and it only made sense to keep moving forward.  However, she later admitted that she could have chosen to ride to the finish line – but she was determined to finish the race under her own power.

What this story has to do with building your business

Building a business is hard.  I’ve worked with literally hundreds of new business owners and few are prepared for how difficult the process can be.  It’s taxing physically, mentally and emotionally.  As a general rule, everything will cost more than you think it will and take longer to complete than you think it should.  It’s just how business launches go.

New business owners are rarely prepared for the many obstacles they will have to overcome as they launch their new business.  While some hazards are common enough to be experienced by almost all business owners, others are like the tree roots in the forest through which Janet ran which laid hidden beneath the leaves.

According to Patricia Schaefer at Business Know How, one of the key attributes needed to start a business is the ability to recover after encountering such hidden obstacles.  She writes:

You learn from your mistakes, and use these lessons to succeed the next time around. Brian Head, Economist with the SBA Office of Advocacy, noted that studies of successful business owners showed they attributed much of their success to “building on earlier failures;” on using failures as a “learning process”.

Some hazards you’ll encounter as you launch your business are predictable.  That’s why you choose carefully the team members you’ll use to support you as you build your business.  A good accountant, attorney or business consultant can help a new business owner see many potential hazards which lie ahead.  Their advice is often worth it’s weight in gold – but if you’ve never tripped on a hidden root and broken a rib – you might not realize how valuable your trusted adviser’s advice is.

No matter how good your counsel – chances are that as you build your business – you’re going to have to navigate a steep path covered with newly fallen leaves.  You too may stumble upon a hidden exposed tree root and you may find yourself lying face down on the ground, battered and bruised with the wind knocked out of you.

At that moment – you’ll  have a decision to make.  Will you use the fall as your excuse to leave the race?  Will you climb upon the courtesy cart and be ferried back to the finish line?  Or – will you pick yourself up and start running again – heading towards the finish line?

The answer ultimately determines whether or not you’ll succeed in your business – because it’s not a question of WHETHER you’ll fall.  You will fall.  It’s just a matter of when, where and why.

No- the question is whether you decide to get up and try, try again after the fall. Will you view your fall as a learning experience – or will you view it as the end of the race?

The Business Value in Being First

business value of being firstThere’s all kind of cachet around “being first”.    In Immutable Laws of Internet Branding – we are told that you absolutely MUST be “first” if you want to win in business and branding.   But is it true?  Is there really that much economic value in being “first”?

(Note: I’m not talking about being UNIQUE in this post, but about being the first to market.)

In What Michael Jackson can teach business about social media I shared that the King of Pop did not create the first music video.  He did however effectively use music videos to market the biggest selling album of all time.

There’s a lot of “history” to be made in being “first” – and today there are all kinds of businesses clamoring to make their mark by being the “first” in their field.

For example, according to the LA Times, the first Digi-Novel  Level 26 is being introduced at this year’s Comic Com. What is a digi-novel?  It’s a book which enables the reader to participate in a “companion experience” online.

First usually needs explaining

There’s an old sales saying that goes, “A confused mind always says no.”   This is one reason why being first doesn’t guarantee success. When you hear about a Digi-Novel – the first question that comes to your mind is probably, “What’s that?” (Answer: In a Digi-Novel,  every 20 pages or so – the reader can “log on” and watch a 3 minute “mini-movie” to supplement the story. In addition to being able to tune in for “mini-movies” – readers can also create online profiles for themselves and interact with each other.)

First can be frustrating.

Being first means you get to discover all the bumps and twists in the road.  When a trail blazer cuts a new path through the forest – they usually emerge covered with cuts and bruises.  Being a trail blazer isn’t easy.  It takes dedication and hard work to carve your own unique path through the forest.  It certainly takes a lot longer than taking the well worn path of least resistance.

Sometimes as a trail blazer, you ‘ll cut your way through the forest only to discover you’ve created the most direct path through the forest to a 200 foot drop dead end off .

First means educating your user.

Not only do you have to familiarize your users with what your product is – you also must teach them how to use it before you can sell it to them.

One of my favorite anecdotes to share illustrating this phenomenon is the story of Google.  In the early days,   when “regular” users were sat down in front of a computer and told to “search” – they would looking pleadingly up at the researchers and  ask, “For what?”  Google’s minimal home page was confusing and overwhelming to most internet users at the time.

However, thanks to the dot com  boom and millions of dollars of venture capital, people quickly learned about this new thing called the internet. In the aftermath of the dot com bust-  not only were more people going “online” but casual internet users finally knew what it meant to “search” thanks in part to the millions of dollars invested in promoting companies that couldn’t make it simply because they were the first online.

When you’re first – there’s a significant amount of user education going on along the way.  You’re not only having to create marketing messages which are compelling and selling, they also must be educational as well.

Being first can mean setting the standard.

You’ve heard of social media – and social media marketing – but EQAL is creating the first “social entertainment” company.

LonelyGirl 15 was an example of a new use of a new medium and the ensuing new type of media production company.  LonelyGirl 15 caused a lot buzz online – most of which happened was when viewers learned the whole thing was “staged”.  In the uproar that followed, the  first”social entertainment company” was launched.

Learn more in this video interview with the creator Miles Beckett….

The only way to take users someplace they never expected to go was by being FIRST. In this case –  being first was the key to success.

In an attempt to imitate the success of LonelyGirl 15,  Naked Communications launched a similar “viral video” campaign on behalf of the Australian fashion designer Witchery. Here’s a link to the video.  It generated a lot of buzz  again – not all of it good.

Adam Broitman labeled it as one of interactive media’s most offensive campaigns.  By the way, if you click over to the article, you’ll notice that Adam references “A website was created that cleverly (?) uses an Apple .ME account:”.  That attempt to deceive is no longer around.  However, the video which was uploaded to YouTube is still there – living on in what may well now be infamy.

Which just goes to show –  you don’t have to be FIRST to get bloody and bruised by misusing social media.

Being first is probably the most difficult path of all to choose when you’re starting a new business.

When geese fly in formation – they frequently change leaders because being the leader of the V formation is so draining.

If you plan on being first, know that you’ll need plenty of support as you take that uncertain – but exhilarating – path to success.

Creating a Website that Does Almost Nothing.


business successs secrets

I’ve worked with hundreds of business owners in creating websites for their business – and often discover during the process that there’s a lot of “magical” thinking out there when it comes to web site development.

Many business owners just assume that by simply creating a website, they’re going to automatically experience floods of traffic from qualified prospective clients/customers.

They expect the website to collect and process leads while acting as a 24/7/365 sales force that never sleeps.

Of course all of the above is possible – but only if you build the website with accomplishing those goals in mind.

In Steps to Starting a Small Business, I advise small business owners to:

Remember, when you’re starting your own small business everything is going to take longer and cost more than you planned.

Chances are, you aren’t a MASTER at all of the jobs you’re going to need performed in your small business, so you should probably plan on farming out at least SOME of the work.

One of the jobs I recommended you farm out is the development of your website because there truth is, unless you’re an experienced web developer, the first website you create is going to be a piece of shit.

(Sometimes even experienced web developers need a little help at seeing “the forest for the trees” which means, it’s possible for an experienced web developer to create a piece of shit for themselves – even though they “know” better!)

Whether it’s your first website or your first blog, you wil no doubt be FILLED with pride when you complete it.    If there were such a thing, surely your website would win the “good for a beginner”  award.

The problem is, no one is “grading” this project.  This is your BUSINESS we’re talking about!  If your business is small, then you REALLY want to do everything you can to make your business look – professional, established and trust worthy!

If money is tight, the last thing you want to scrimp on is your web presence!

Here’s one of the first websites I ever created – talk about long ago and far away: WADERS.  I created these web pages by hand using Notepad.  I thought WYSIWYG HTML editors were for the weak and addle minded!  (Turns out they were MAGIC for those who charged by the hour!)  The site was created when you accessed the internet via dial up and a 28.8 baud modem was FAST!

When you come to those pages “organically” there isn’t anyone explaining my beginning programming status.  There’s no commentary saying, “These were created without an WYSIWFG HTML editors.”  “Look ladies and gentlemen, she’s an economics major performing low level (HTML) programming!  Let’s hear it for her!”

Thank goodness the websites I later created for pay were better than those I created in my humble beginnings!

If you’ve read more than 2 blog posts on this blog, you’ll know that I’m all about “integrity”, “authenticity” and most of all “trust“. I believe that trust is the foundation of any successful business.  I am CONVINCED that “branding” and “TQM” are attempts at QUANTIFYING the trust a company has established with its customers.


The Exclusive Concepts website features a blog post headline:  Bad Advice in the Wall Street Journal: Creating a Website for Almost Nothing. Scott writes:

Instead, the title should have been, “Creating a Website that Does Almost Nothing.”
(NOTE:  YES, I STOLE THIS FOR THE TITLE – IMITATION IS THE SINCEREST FORM OF FLATTERY!!!)

The Wall Street Journal is offering bad advice to millions of small business readers by recommending an “on the cheap,” “don’t bother to think it through” approach to the 64% of small businesses (businesses under 100 employees) that don’t yet have a website.

I find it ironic that while the WSJ continues to tout the fact that the web is changing the world, the author, Vauhini Vara, would have you think that your company can capitalize on this by launching a cheap website that is nothing more than a hope and a prayer.

After reading the article it is clear to me that “objective” experts informed very little of the information provided. In fact, the first thing I did when I finished the article was to see if it was labeled as an advertising supplement.

Scott goes on to THOROUGHLY dissect and dismantle the article.    He’s brilliant, he’s articulate and he’s right on the money.

Because I recognize the TRUTH in what he says, he’s already gone a LONG way towards building trust with me.  Not because he’s referenced in an article oniMedia Connection – because he’s writing and sharing his expertise.  I recognize the truth in his analysis and truth leads to trust.

Building Trust is What Blogs Do Best!

Scott was inspired to share truth (one of the signs of a good SEO practictioner, according to Ron Belanger’s article) instead of hiding behind a veil of secrecy.   In doing so, he’s instantly gained my trust – while alerting me to a reason why the WSJ doesn’t deserve mine anymore.

There are SO MANY small businesses with websites that do almost nothing.  When they start looking for answers – they find websites that shouldn’t get an ounce of trust.  These peoploe don’t know what they don’t know, so it’s buyer beware time.  They’ll spend hundreds if not thousands of dollars on empty promises.   If they survive long enough, they might find the answers they need.

It’s one thing when a no name nobody slaps up a one page sales page and buys adspace to promote this garbage.  However, when the Wall Street Journal presents it as “news” – well – this comes at a time when I thought my opinion of the press couldn’t get any lower!

 

Who told you this was easy?

Lately, I’ve been being “peppered” with “complaints” of sorts. Oh, complaints isn’t the right word. It’s just an overall sense of “Gee… this building a business stuff is HARD work!”

For example, there’s the client who is struggling to get a logo designed for his business. He signed up and paid his money ($200) to an online company that promised “satisfaction” and came back with four nice, high quality, “generic” logos for his business.

The problem?

His business is not “typical” of this genre. His original web developer “got” that when he built his web site… and I “got” that after a few conversations with him. Heck a year later, he still holds my feet to the fire reminding me of that fact!

The problem was that this logo company didn’t get it. He tried SEVERAL times to explain it to them, and each time they kept “regurgitating” back the same “generic” logo samples. Obviously, they didn’t WANT to get it or weren’t capable of understanding. Either way, they were NOT gracious when he asked for his promised “satisfaction guaranteed” refund.

We had the same “problem” when we hired a video production company to produce his television commercial. We even used a firm in southern Florida so I could work closely with them on the production of the commercial. I know I drove the company NUTS but in the end, we fought and kicked and screamed and finally ended up with a commercial which accurately “reflects” this client’s business.

In the middle of the logo debacle… my client wrote to me and his frustration came through loud and clear, even through email: “Why can’t ANYTHING be simple!”

Right now… as he’s building his business…. NOTHING is easy. We’re pouring the foundation of the business… and just like pouring the foundation of a building, this is important. This is the stuff his business success will be built upon. He’ll be using that logo, the web site, that television commercial, those business cards for YEARS to come. Better to pay a little extra today than pay to rework it all next year.

I’ve never, ever heard ANYONE in any marketing circle say, “What the hell! It’s OK if it doesn’t “tell” the client’s story at a glance. After all, it’s just a logo!”

So if you didn’t know before, I’ll tell you now:

BUILDING A SUCCESSFUL BUSINESS IS HARD WORK!!!

building a businessIt’s hard and anyone who tells you otherwise is selling you snake oil!!!!

The reason for the high “failure” rate of new businesses is NOT because the business “didn’t make it.” The number of business “failures” in the sense of the business was in debt and unable to cover its expenses are actually much less common than you may imagine.

Over at Business Know How, Janet Attard says:

In fact, US Census Bureau data shows half of new employer businesses survive more than four years, and about one-third of closed businesses were successful at closure.

In other words, the reason for business “failure” is not because the business didn’t bring in enough cash to cover expenses but rather because the owner said, “SCREW IT! I can make more money for less headaches working for someone else!”

As a “boot strapping entrepreneur” you get to wear ALL the hats… even the ones you hate. You get to wear the sales hat… the bookkeeper hat… even the janitor’s hat. Oh, and even when your business “grows” to a point where you can hire other humans to wear these hats for you… the buck still stops with you. If the bookkeeper you hired doesn’t do his/her job… the buck still stops with you. If the sales superstar you hired doesn’t deliver, the buck still stops with you.

I guess because I grew up a family supported by my self-employed father, when I launched my business I knew it was going to be a long, hard road ahead.

As a side note, one of my father’s close friends was the late Jim DeVoe who launched J.D. Byrider. The J.D. in the name stands for Jim DeVoe. Another childhood friend of my father is Joe Astorg who now owns a chain of car dealerships in West Virginia. Both these men launched from “nothing” and worked for many years growing NOTHING into something BIG!  My father was also a car dealer who launched several other businesses as well.  I grew up hearing business growth stories nightly at the dinner table.   I guess that helped to set my expectations when I launched MY business. I knew the business would first have to sit up before it could crawl… and crawl before it could walk… and be able to walk before it could pull a loaded wagon!

Now, 10 years later, running my business is not NEARLY as hard as it was in the beginning. However, when the “young pups” who launched their business last October call to complain… I remind them that their new business is a BABY! They haven’t even been in business a full quarter yet and they’re expecting their “baby business” to be walking, talking and going to work supporting them. I wish I could think of an example of a time when that has worked.