Archive for January, 2009

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New Economy, New Customers and New Good News for Experts

Thursday, January 29th, 2009

As if the gloomy economy isn’t enough change, a new customer mindset is the second of a one-two punch for Corporate America. Are they still spending money? Yep, especially later this year. But what they are spending on will outlast the current economic turmoil.

Consumers are still demanding and what they want most: time with a perfect fit. Convenience, customized solutions, and service that goes beyond business hours. The winners here: technology experts who help organizations adapt to 24/7 service models and customized delivery. Marketing experts who tie good causes to new market strategies. And diversity folks specializing in reaching ethnic markets such as Hispanic buyers.

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Leadership redefined (and toned down)

Tuesday, January 27th, 2009

A wide variety of research out there suggests that leadership is being redefined. What’s out: glamour, glitz and heroes. What’s in: low-key collaboration, transparency and action. Why? The next generation of leaders grew up in groups. This is a natural evolution. And the challenges facing them are beyond the capacity of individual leadership. Studies such as a 2007 survey of 500 plus global leaders by the Center of Creative Leadership have documented what has been simmering beneath the surface for a while.

You better believe that these changes will require vast shifts in skill-building. These leaders must go beyond being “people oriented and balance the IQ needed to translate complex issue and the EQ needed to implement complex tasks with a wide variety of players.” Don’t let the bad economic news fool you. This will be tackled. Watch for more on-the-job skill-building, more “serious play” via games and more facilitative formats.

Couple these vast shifts with predictions that management, scientific and technical consulting will grow by 60.5% by 2014….and you get a heap of opportunities for those experts who take advantage of the trends.  The key: act now….

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Hidden opportunities in economic rubble

Thursday, January 22nd, 2009

Should the banking industry be avoided like the plague? Maybe, maybe not. Marketing and customer care experts are going to have a field day, if the findings from IBM’s “The Paradox of Banking 1015” come to pass. This report outlines top growth areas that will get the attention (and budgets) for growth. The winners are: new products and services, new markets and “customer intimacy.”

Remember, this is not an industry up for experimentation. But if you have a good track record with their peers, you’ll get a fair hearing. The key: find the buyers who care about these issues now. They are the visionary ones, who can see past the chaos and are in predatory mode. They are under the radar, so let them come to you. In this case, articles in prestigious journals (coupled with an aggressive distribution strategy) will be very effective….

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What happens when you implement strong market strategy

Tuesday, January 20th, 2009

Getting out there is one thing. Getting out there with a strong voice and specifics is another. The former is a lot of effort with little result. The latter brings in the hidden (and big) opportunities.

Case in point: Turbocharge client Lisa Orrell is a marketing maven with her sights on the millennial generation. Instead of building the same old billboard website, Lisa livened it up and hit the streets with a blog full of relevant, hopeful and practical content. She showed demand by highlighting recognizable clients. She showed her media savvy with her MSNBC interview. And now Pepsi just hired her (she was approached by their PR firm) to be their spokesperson for January 2009. Why? Because she’s plug and play – she already shown she’s ready for prime-time. Her secret: great content with good energy; relevant observations with a media-friendly persona.  Take notes here: in this economy, the deals with the big boys are still out there.  You just have to show you can play the bigger game.

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Wellness programs under the microscope

Thursday, January 15th, 2009

For all you wellness experts out there:  your programs are about to get a hard dose of “put up or shut up.”  In the good ol’ days, Corporate America was willing to pay for the promise of lower health care costs.  Now, that assumption has to be backed up with facts.

Like most programs, lack of standards was a big obstacle.  But a couple of non-profits have developed tools that not only determine Return on Investment (ROI), but can also be used in the sales process to make a business case for your help.  Efforts are underway to standardize definitions and develop models by the National Committee of Quality Assurance and the Alliance for Wellness ROI.  Get intelligent about their efforts and watch your buyers see your programs in a new light.  Looking for a free online tool that might help?  Check out Wellness Council of America’s ROI Calculatorfor estimated savings on a variety of wellness programs.

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Looking for new (and big) budgets to tap?

Tuesday, January 13th, 2009

Attention all you social entrepreneurs out there: there’s a little-known business structure that can help you get funded by foundations for your good works. In the past, you had to be a non-profit to access this capital. No more, thanks to L3C structures available in Delaware (but you can headquarter your business anywhere.) Alert reader Loni Gray passes along this non-legalese explanation by attorney for social enterprise and mission-driven efforts, Gene Takagi:
http://www.nonprofitlawblog.com/home/2008/07/l3c.html

Bottom line:  Now is the time to think outside the box on where the money is for your business. Chaotic times create great opportunities when you question your assumptions.

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Ready for 2009’s roller coaster ride?

Thursday, January 8th, 2009

Getting a lot of great questions from Here’s the Deal folks for next week’s call about setting direction. My answer usually starts with “it depends.” In this case, it depends on where you are at RIGHT NOW. Those in a weak position need to get real and get ready for reduced revenue. Time is not your friend. You need to act now — even if it’s to get a job to tide you over –to shore up what assets you have. This is not the time to be proud. Accept where you are and cover your flank. And remember, this too shall pass.

For those experts not up against a wall, it’s time to turn predator. Shed the “maybe this will work” and stick to your knitting. If you hunker down too much, you’ll pass up opportunities that keep you strong. If you go too far away from your core capabilities, you’re risking too much for too little. Think: intelligent risks.

Here’s an article that outlines five clear action items. Yes, the comments are geared to larger businesses, but the application to us is real.

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Your Best Tool For Setting Direction

Tuesday, January 6th, 2009

Happy New Year! Now it’s time to get to work. The #1 question on everyone’s mind: what to do in this ever-changing market. In preparation for next week’s Here’s the Deal call, I analyzed almost 150 market assessments I conducted since 2003. It took most of December, but the findings were worth it. What I found surprised even me.

Most folks had ideas that sounded good but wouldn’t work. The real problem: they also had many good ideas and a couple of great ones that were buried in the heap. And because they all sounded alike, it’s hard to tell them apart.

It is that discernment — how you separate the ideas that seems to make sense from slam-dunk home runs — that makes all the difference. This call on January 13th will be full of surprises! Here’s the link if you want to check it out: Here’s the Deal 2009

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Why Writing a Book Now is a Double-Edge Sword

Monday, January 5th, 2009

Yes, 2009 is going to be a wild ride. Now is not the time to hide. And those hidey-holes are insidious.

Biggest victims for 2009 will be those who write books with the belief that their tome will save them. Very tempting for low-cost experts who see their opportunities fade in favor of free authorities. Newsflash: not gonna happen. The role of books on your brand is still important — but the roles have switched. In this economy, books will not revive a sagging market presence. It will not catapult a weak brand into a higher-fee bracket. Books are now booster-rockets, not launch pads. They are momentum continuers, keeping those strategically branded high-flyers in orbit. They are another revenue stream for already established communities.

Poster-child for strategic use of books: New York Times columnist Tom Friedman’s latest best-seller, Flat, Hot and Crowded. This book is a timely follow-up to his blockbuster hit The World is Flat. It keeps him in the game and fuels another round of publicity. It continues his voice and extends his prominence in foreign affairs. The book showcases an already good brand.

Bottom line: Take a hard look in the mirror. Quit hiding behind a computer screen. Brand first, then write your showcase. Those who put out weak branded stuff will not recover from this economy.

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Hidden Speaking Opportunities in the Insurance Market

Monday, January 5th, 2009

Yes, insurance conferences and incentive trips are under the microscope. Are they being canceled outright? Some are and some are just getting smaller and closer to headquarters. Pure entertainment is out. Motivational speakers are in. But here is the big change: the high-priced, rah-rah message is obsolete. These buyers are focused on serious content without the celebrity fees. Experts who have compelling, relevant content still have cool opportunities in this segment. Experts who reside close to headquarters will also fare well. Don’t throw the baby out with the bathwater.

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