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Smashing Magazine

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The Next Web

Before and After

Mad Men’s Don Draper is morally bankrupt in his personal life, but quite admirable as head of creative in the ad agency Sterling Cooper. One of my favourite Don moments happens when the head of accounts, Duck Phillips announces that to really grow the company, they should sell as much advertising as possible including [...]]]>

Mad Men’s Don Draper is morally bankrupt in his personal life, but quite admirable as head of creative in the ad agency Sterling Cooper.  One of my favourite Don moments happens when the head of accounts, Duck Phillips announces that to really grow the company, they should sell as much advertising as possible including lots of expensive TV.    Don stands up calmly and states very simply, “I sell products, not advertising”.  He goes on to say that if that’s the kind of agency they want to build, that’s fine, he just won’t be part of it and he leaves the room.

How many creatives have desperately wanted to say exactly that – and with the same calm confidence as the mighty Don Draper?   And how many clients would like to know that their agency is focused on selling more products, not just more billings.

Episode 13, Season 2

But as a lifelong communicator, there have been times when people have complained to me about a lack of communication when it didn’t seem justified. Yet I am not sure [...]]]>

I’m just fresh from analyzing an employee survey.  Not surprising to me is that many people see internal communication as a weakness.  They’re right.

But as a lifelong communicator, there have been times when people have complained to me about a lack of communication when it didn’t seem justified.  Yet I am not sure we can ever blame the receiver of the communication. Somehow, we didn’t get through.  We didn’t say it clearly, often enough, at the right time or with some kind of memorable impact.

Employees don’t like not knowing.  How many times have you heard this – “they never tell me anything”.  I’ve heard that when calling customer service.  I’m not sure where ignorance is bliss, but I know it’s not in the workplace.

I’m currently having a discussion with some colleagues about how corporate policies impact the culture of a company and ultimately how that culture impacts quality overall.

Every company wants to believe that it can control quality – be it products or customer service. Companies can spend hours on process improvement or quality programs in [...]]]>

I’m currently having a discussion with some colleagues about how corporate policies impact the culture of a company and ultimately how that culture impacts quality overall.

Every company wants to believe that it can control quality – be it products or customer service.  Companies can spend hours on process improvement or quality programs in order to attain higher levels of quality.  But if corporate policies dictate a culture where people do not feel valued, quality suffers.  People don’t go above and beyond.  They complain and gossip. They commiserate with customers about how bad their company performs.  They tell their friends about the lousy company they drag themselves to every day.

Companies that do not understand this relationship will never meet high quality standards.

My first job was at McDonald’s when I was 15.  Even though I was paid just 10 cents above minimum wage, I felt valued.  I was given 2 free uniforms (no excuse not to be clean) and I got a free meal with every shift (no reason to steal).  We had company parties twice a year, excellent training, clean change rooms and on-time reviews.  Company policies met every labor standard and people were pleasant.  For the times, McDonald’s was a great place to work and I in turn, worked hard for them.

Give and take, simple and true.

Few people in business can say they don’t fall into the trap – the big sticky jargon trap. Some top phrases in use right now with my interpretations:

Reach out: a “CRM” style way to say you sent an email or left a voice mail, maybe even had a real live chat with [...]]]>

Few people in business can say they don’t fall into the trap – the big sticky jargon trap.   Some top phrases in use right now with my interpretations:

Reach out:  a “CRM” style way to say you sent an email or left a voice mail, maybe even had a real live chat with someone (but usually not)

Move forward:  a non-committal way of saying someone might do something at some point

Thinking outside the box and pushing the envelope:  two office supplies-based metaphors for saying someone has a interesting idea and he might use it so stand back because it’s risky.

I’m guilty, but I try very hard not to use these phrases and other jargon-infused phrases of the day.  Force yourself to use plain language or really descriptive, but original language and you will convey your ideas better and with more impact.  That goes for meetings, marketing and just everyday talks with colleagues.   Pretend that your audience does not speak English.  That will make you drop the metaphors and jargon very quickly.

I learned from a pro many years ago that great design leaves only what you need. Simple. Take away the excess to leave the simplicity.

I’ve worked with graphic designers on concepts where things get added and you realize that this is often because the fundamental design is flawed and now you [...]]]>

dualit toaster

I learned from a pro many years ago that great design leaves only what you need.  Simple.  Take away the excess to leave the simplicity.

I’ve worked with graphic designers on concepts where things get added and you realize that this is often because the fundamental design is flawed and now you are trying to fix it by adding distractions.  That’s when you need to stop and start over.

In an interesting interview with John Sculley, the former Apple CEO talks about a visit to Steve Jobs’ home in the 80s where the man had an Einstein picture, a Tiffany lamp, a chair and a bed.  As a minimalist, he carefully thought before he acquired.  This same philosophy is obvious in the industrial design and user interface of the Apple design in general.

Over the years, I’ve worked with many companies on product development.  The processes between companies varies widely from the Apple-like way to more of a “Hey, can you slap a few more buttons and lights on it to make it cool?  We can charge more for that.” The best method is thought out from the user’s perspective for elegant, functional and simple designs. Before I bought an iPhone, I never understood how to use my mobile phone, other than I could answer and make calls.  The rest of the so-called interface was awful, cluttered and confusing.  But there were pretty blue lights on it.  I also like my Dualit toaster.  The toast doesn’t even pop up automatically on this classic chrome workhorse, you have to use a lever.  It’s a beautiful thing.

I’ve been reading many things about brands lately including other blogs and Linked In posts. It’s very interesting to see what some people in the general public see as a “best brand”. To me, a brand is a best brand only when it stands for something (and the something should be good). If it’s [...]]]>

I’ve been reading many things about brands lately including other blogs and Linked In posts.  It’s very interesting to see what some people in the general public see as a “best brand”.  To me, a brand is a best brand only when it stands for something (and the something should be good).  If it’s simply a brand because you know its name, it may be a strong brand name, but it’s not a best brand.  I call these mega brands.

Let’s take some mega brand names as examples.  What does Pepsi stand for?  Do you think of any particular core values for that brand?  Do you think of traits such as trustworthy, quality, or leading edge?  For me, I don’t really think of anything for Pepsi other than tasty soda that is often substituted for Coke when I order Coke.  What about a brand like Target?  For Target, I think of pretty cool stuff for a good, or even great value.    When you ask a group of non-marketing people about best brands, you are more likely to hear a list of huge names that have little in the way of core values.

Brands such as Apple, Mercedes Benz, Bose and Target are “best brands” along with a list of many more.  Not only do these brands have high awareness, most people have an impression about what these brands or companies stand for, and, those impressions are usually very positive.

Creating best brands is more difficult than creating huge brand names.  The reason for that is best brands require a mantra for everything the company does.  From product development, to training to customer experience, best brands look at every detail. My list of best brand companies all have to worry about what you think after you buy their product.  They want you not only to love their product, they want you to recommend their brand to all your friends.  Best brands also have to worry about your buying experience.  Apple makes sure that the package you open is as good an experience as using their products.  Their retail stores might now be the easiest and most pleasant physical shopping experience in existence – no receipt, no line up, no bag – thank you!

Best brands advertise, but they invest heavily in many other marketing activities to create success.  Mega brands that are not “best brands” tend to spend the majority on their money only on advertising and sponsorship.  Most of the mega brands are ultimately commodities that rely on advertising to create a brand. A “best brand” is differentiated by values inherent in the product and in the company at every turn.

This week, my eyes were opened to a process of selling that sent my mind reeling! I observed a selling process that must not have evolved in over 15 years. It involved: