Successful Blog

Are you Making Mistakes with Your Customer Data?

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Customer data is one of the keys to running a successful business. In order to provide great service, you must know as much as you can about your target audience, the people in your “funnel,” and those who have actually purchased from you.

It used to be that you could collect tidbits at any time, any place, via cookies, online forms, customer surveys, etc., without much regard for what happens to the data after it’s collected.

That is no longer the case.

The smart business owner now views customer data as belonging to the customer. This requires a mindset shift:

  • Only collect information that is specifically needed, to serve a business purpose
  • Always tell the customer what you’re going to do with it
  • Make a plan to protect and keep the information secure
  • (Ideally) allow the customer to view, edit, and delete the information

When you start with the idea that the consumer’s data belongs to them (and you’re just a custodian), you’re on a better path to deal with any potential regulatory challenges that might arise.

Regulations like the EU’s GDPR and California’s new Consumer Privacy Act are only the beginning of the global shift that’s happening. Consumers and regulators alike have been driven to action by sloppy data collection and sharing practices, and now it’s time to to establish new best practices.

What does this mean for a solo entrepreneur or small business owner?

  • First, keep yourself informed of changing data protection rules in your state, country, or region. If you belong to any professional organizations, that can help you stay on top of relevant news. When GDPR went into effect a couple of months ago, you wouldn’t have been able to avoid the news unless you “went ostrich.” So don’t give in to the temptation to just bury your head in the sand and hope it goes away.

 

  • Second, take a look at the customer information you have. Even if you aren’t subject to any regulations (contractual relationships often legitimize data retention in the rules), you might want to purge outdated information, or data you no longer need. Double check that you’re maintaining good security over the data (both technologically and physically). Establish good “housekeeping” processes to delete information when a customer leaves (perhaps after a specific period of time). And make sure you’re transparent with all of the above.

 

  • Third, start thinking about privacy by design. It doesn’t have to be a highly technical, structured system. It’s really an approach. If you put your customers’ privacy foremost in your mind when you’re working on a new marketing campaign, purchasing new CRM software, or working with a new partner, you’re already ahead of the game.

This article is not legal advice, and I don’t play an attorney on TV. If you’re handling sensitive information (medical, legal, financial) you certainly should consult with your own legal advisor to ensure that you’re doing it right.

 

Author’s Bio: Rosemary O’Neill is an insightful spirit who is CEO of Narrative, a new social content platform coming in beta in Q4 of 2018.  You can find Rosemary on Twitter as @rhogroupee

 

How To Change the World: Revisiting The Question 10 Years Later

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This post is an update of:  Change the World: Help Others Pursue the Passion

 

By Brett Farmiloe

 

You ever wonder what you were thinking ten years ago?

Well, the Internet is a wonderful place that documents all types of things, including random blog posts like the one I contributed to this blog 11 years ago.

 

Hey, Brett, How Can We Change the World?

That was the question that inspired this blog post from my 22 year old self. I think it’s a great question to revisit every so often.

So, let’s revisit it. How can we change the world?

Ten years ago, I purchased an RV to travel around the country and interview people about their career paths. Today, I own and operate a digital marketing company that is experiencing Inc. 5000 types of growth. Along the way, my perspective on how to make an impact has evolved.

Let’s take a section of the blog from my 22-year old self.

My idea of changing the world is tapping into a powerful, yet largely ignored natural resource — passion — the passion of people who do what they love.

Yet the model we’re living is not designed to produce passion. It leads us down well-traveled career paths of 8 to 6 jobs that promise bonuses, promotions, and job stability. The model does not place importance on an individual’s love has for the work, but on the quantifiable measurements an individual brings.

I’m not buying that model.

Yikes! Strong words, young Brett.

But, older, more realistic 33-year old Brett has this to add: Money matters. When you have kids, a stay at home pregnant wife, and ba-ba-bills – you need something more stable to stand on…income.

Which brings us back to the question: what’s the way to change the world?  

Let me weigh in. To truly change the world, I believe you need to create something that produces a net positive. For me personally, it’s a profitable business with a work environment conducive to bringing out the best in people. For others, creating something can range from writing a book to raising a beautiful family to generating positive results within a job function.

Yes, I said it – you can change the world within a job. As long as you are a “net positive” for your employer, and your employer effectively applies your contributions to maximize the collective efforts of it’s workforce.

The key is getting clear on the definition of a “net positive.” In other words, the “change” in “change the world.”

 

Net Positive Formula:

Change \ Consumption = (Greater than 1 = You’re changing the world; Less than 1 = you’re temporarily draining the world)

That definition for me has shifted to two parts: “how many people do we employ who are actively engaged with their work” and “what is the impact our efforts have for our clients.” Starting a business multiplies the net positives because of the internal (number of people employed) and external measurements (impact of our work) of the change we’re looking to make. That to me, is changing the world.

For others in a job, a definition can be “do I produce a benefit for my employer that exceeds my salary & associated expenses (benefits)?” For speech givers, ditch diggers, or any position – is the change greater than your consumption?

What does changing the world mean to you? What are you creating? What is the “net positive” you’re measuring to see if what you’re working on – and are passionate about – is making the intended impact?

I’d love to hear it in the comments. And hopefully, let’s revisit this question again before 2028.

 

Brett Farmiloe is the CEO of Markitors an an advisor to an organizational leadership degree program. He has owned 3 RV’s in his lifetime. The last one he traded on Craigslist in exchange for wood floors in his house in Scottsdale, Arizona.

Featured image: Photo by Eugene Quek on Unsplash

7 Ways to Quickly and Efficiently Re-Brand Your Small Business

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By Nathan Sykes

You may be thinking about a re-brand for your business for many reasons, but the most common one is because you’ve hit a rut. No matter why your company isn’t growing, updating your image, changing your audience or selling new products could all be excellent solutions.

However, changing your business around won’t happen overnight. Some ways to go about rebranding are quicker than others, but keep in mind that this isn’t an instant process. Nonetheless, be sure your new brand is right for your business before investing time and money.

Here are seven of the quickest, most efficient ways to make sure the public knows you’re going in a new direction with your business.

1. Get a New Look

The first step in making your business different is to redo your look. Even if you don’t plan on renaming the company, make sure you invest in a professional artist to create a new logo. Try to get your logo to look as modern as possible — unless you’re marketing to a more traditional audience.

With a new logo comes new promotional material. You’ll need to remake all your pamphlets, billboards, uniform shirts and storefront signs, to name a few. The most important change is going to be your business cards. Update cards with your new logo as soon as possible. Often, a business card is your first contact with new customers and clients. You’ll also need to update your website to match your new brand.

If your brand is changing because of shifting audiences, be sure to look into new avenues for advertising. Try taking out ads on popular websites like Facebook or Reddit that can reach your audience.

2. Remodel Everything

If you want or need an entirely new look, remodeling your brick and mortar stores is an excellent place to start. While not exactly instant, remodeling your stores will be the quickest way to tell the public you’re taking a new approach. One of the easier ways to remodel is to redo the wall panels and siding of your business. Changing the siding isn’t as drastic as tearing down walls, and the new look will speak volumes.

During the age of technology, you may have a lot of customers who never walk into your store. That’s why remodeling your website is just as important as the building. Make sure to streamline and update your site as much as possible. Don’t add programs that will make your site complicated or slower. Hire a professional to do the job for you, or remember to use minimalism to your advantage.

3. Launch New Products or Services

Even if you’re not rebranding because of a new service or product line, introducing at least one new product or service as you’re rebranding will help. Having a new offering shows the public you’re changing along with your look. Bringing in a new product or service may also prevent you from having to rebrand completely.

The new product or service you launch will depend on your business, but keep in mind that this is partially an advertising campaign — new offerings will bring in new customers.

4. Join Social Media

Changing your tone and image on social media is one of the first changes you should make, as customers worldwide will have access to the new you. More importantly, social media allows you to interact with your audience and promote advertising. You can get involved with current topics and trends, address customer concerns immediately and show off your new brand message.

If you already use social media for your business, customizing your profiles to fit your new image is easy on most sites. Vowing to get more involved on Facebook and Twitter is one of the best choices you could make when rebranding.

5. Network All Over Again

If you thought your business graduated from the world of networking, think again. When you rebrand, you’re redoing everything about your business. You’ll have to reinvent your image from the ground up, which includes the basics of networking.

Touch up your LinkedIn profile and attend more networking conferences. Keep in mind this is for your business, not a personal rebrand — you’re trying to build connections all over again. This directive is a lot less important for companies in retail than for a client-centric or contract-based business, but networking may be something to look into if you want your business to move up no matter your industry.

6. Invest in Photography

Finding a good photographer might sound like a strange part of rebranding, but it’s crucial. If you haven’t shown off your employees and staff before now, this is the best opportunity to do so. Customers love seeing small businesses honoring their employees. Bringing everyone to a professional studio and spending a little money can go a long way with making the human connection with consumers.

If you already have photographs of everyone, updating them during rebranding is a must. Don’t bother taking the pictures yourself with a smartphone or even a decent camera — you want your business to look professional. If all goes well, your new photos won’t be outdated for several years to come.

7. Donate Locally

This might sound like another odd piece of advice, but donating to local charities is a fantastic way to get your name out there and shed a favorable light on your company. Ethics matter to customers who research businesses — if you haven’t participated in local charities or fundraisers before, consider doing so as you rebrand.

On the off-chance that there’s nothing local to participate in, consider starting an annual fundraiser. Hosting food or toy drives during the holidays can go a long way with making a good name for your business — not to mention, you’ll be helping your community.

The Finishing Touches

Rebranding a business is not cheap or easy. You can complete some steps more immediately than others, such as joining Twitter or getting a new web domain. Other measures, like remodeling your office and networking, will take patience. If you want an effective rebranding of your business, these are some of the best places to start.

No matter your rebranding goals, the most critical step is to remember why you’re changing in the first place. Keep your mission in mind, and the rest will fall into place.

About the Author: Nathan Sykes writes about the latest in business and technology from Pittsburgh, PA. To read his latest articles, check out his blog, Finding an Outlet.

 

Photo by Lonely Planet on Unsplash

Overcoming Writer’s Block: How to Just Start Writing

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Snoopy always started with the infamous phrase, “it was a dark and stormy night.” Perched at a typewriter on top of his iconic doghouse, he never had a blank page.

However, for most of us, that blank page looms every once in a while. You’re writing copy on a deadline, you’re embarking on your own book project, or even writing a blog post like this one, and your brain refuses to communicate words to your fingers. Writer’s block has smacked you in the face. What do you do?

This article will offer some fresh ideas to help you overcome writer’s block and start writing.

Do most of the work before you sit down.

Your brain is a wondrous tool, and it can work out problems best when you’re not actively thinking about them. According to a Carnegie Mellon research project, having a “distractor task” actually helps your brain solve the primary problem. If you’re trying to write on a specific subject, looking for a hook or theme, discipline yourself to think about the assignment before you go to bed (or before you jump in the shower). Then go about your business. If your mind rolls over the assignment, let it, but don’t fixate. Using this method, half of your writing could be done before you type a word!

Take care of the first sentence.

Like Snoopy, you could use a jumping off point that takes the edge off of that empty space. You can even use “it was a dark and stormy night” if you like. Or go to your bookshelf and “borrow” an interesting first sentence (just be sure to replace it once your writer’s block is resolved). Sometimes having the first sentence out of the way is all you need to get going. Another idea is to use an overheard sentence as your creative spark. After all, many of us do our best writing in a coffee shop, right?

You must also develop a system for jotting down those brilliant thoughts when they occur to you (regardless of whether they’re immediately usable). Use Evernote, a paper journal, or your phone’s Notes app to retain phrases, sentences, or topics that inevitably assail you as soon as you’re not trying to write.They can then become jump-off points for your next writing session. I often have 3 or 4 articles in progress at any time, and I use Google docs to organize and flesh out these “article stubs.”

Read more.

I know, you don’t have time to read because you’re on a deadline. However, the more widely you read, the more you’re feeding your mind. Make time to read long- and short-form articles, novels, poetry, and classics, on lots of subjects. One good source of literary suggestions is the Brain Pickings blog and newsletter, which often surfaces writing I would have otherwise missed. Then, take that inspiration and use it to write your own classic.

Try a change of scenery or equipment.

Just like an insomniac shouldn’t toss and turn in bed, the blocked writer shouldn’t force herself to sit at the computer screen waiting for an idea. If you typically write at your kitchen table, try going out to a coffee shop. Stuck at home? Listen to coffitivity while you work.

If you always write longhand, try using a computer instead. You need to drastically disrupt the blocked pattern, so do something out of the box. Take your laptop to the beach, record some voice notes, switch up the music you are listening to (or turn off the music completely).

Another way to approach this disruption technique is to change the format of what you’re writing. If it’s supposed to be a blog post, try developing it as a video instead. If it’s a report of some kind, consider creating it as a slide deck. Often we get trapped in writer’s block because the expected structure is too constricting.

Read (and practice) “the Artist’s Way.”

There’s a reason why Julia Cameron’s book has been a global phenomenon for the last 25+ years. One of the key practices outlined in the book is the “morning pages,” three longhand written pages of freeform writing. This is not a journal or a diary, it is intended to be a “mind-decluttering” project. It will teach you to stop censoring your thoughts, which flow to your writing. This self-censoring is yet another reason we get “writer’s block.”. We think “it won’t be good enough,” “I don’t have anything to say,” or “my ideas aren’t special.” Committing to the morning pages routine will help you get out of your own way and get the words flowing again.

For the blocked writer, the most important thing is to stop the mental processes that cause the block itself. Since every person is unique, the solution to each person’s block will be unique as well. Try each of the ideas above, and one of them just may help you get momentum and complete your writing project.

Please share your own ideas in the comments as well!

 

Author’s Bio: Rosemary O’Neill is an insightful spirit who is CEO of Narrative, a new social content platform where the members are in charge.  You can find Rosemary on Twitter as @rhogroupee

Featured image: Photo by Steve Johnson on Unsplash

Q&A with Debra Ruh, Author of Inclusion Branding

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I have a special treat this week! I’m happy to share an interview I conducted with Debra Ruh, whose new book, Inclusion Branding, will be released this week. Her latest book is about how brands can learn to engage with the Community of Persons with Disabilities and other minorities to create solid ROI and Positive Social Impact.

The book shows what it means and why it matters to develop inclusive marketing and branding, as well as how to humanize brands and manage community expectations. The book also touches on how to manage the risks associated and how to understand the communities.  I was able to read an advance copy of the book, and I found it a huge eye-opener. 

Enjoy our Q&A below.

Q: You dedicated the book to your mother. How did your mother inspire this mission and work?

Debra: Great question Rosemary. My mother passed away suddenly the last day of 2017. My mother was a strong influence in my life. She was a hard worker, she had a great work ethic and was dedicated to her family. However, my mother also struggled with a mental illness most of her life. She was diagnosed with Borderline Personality Disorder later in life and probably also suffered from Bipolar. My mother moved to Virginia from her beloved Florida after my father passed away and she never got over my father’s passing. My mother taught me a lot about resilience and taking care of yourself. She also struggled with negativity and often saw the glass as half full.

When my daughter Sara, named after my mother was diagnosed with Down syndrome, my mother was scared and could often only see the scary aspect of a life with Down syndrome. She also taught me sometimes by being a challenging role model to decide how I was going to live my life and contribute to society. She also had diabetes and that negatively impacted her mental health. Diabetes is an ugly disease in my family and has taken other members like my grandfather. My grandfather lost both of his legs due to diabetes. Early on in life, I was determined to see life from a different perspective. My mother and I were linked in a way that is hard to explain. Of course, she was my mother but she challenged me to make a difference. I am still walking the grief process after losing my mother but I know she is in a better place. I also believe my mother is still a big part of my life and the lessons she taught me, will continue to be with me for the rest of my life.

Q: What is the biggest misconception about disability inclusion efforts within the corporate world?

Debra: That persons with disabilities are not qualified to do the jobs available in the workforce. Also, that the disability is a liability instead of a strength. I interviewed a successful entrepreneur, John Little, Successful Resume (www.successfulresume.com.au) from Australia on my Show (Human Potential at Work) the other day. John said “I succeeded with these businesses because of my disability not despite my disability”. Corporate brands are starting to understand the value that persons with disabilities bring to the workforce.

My last book was called, Tapping into Hidden Human Capital: How Leading Global Companies Improve their Bottom Line by Employing Persons with Disabilities.  That book explores this topic from the eyes of over 30 multi-national corporations. These corporate brands understand that hiring and retaining persons with disabilities is good for your bottom-line. We are your employees, your customers, your investors, your vendors, and partners. According to World Health Organization (WHO) 1 in 7 people in the world has a disability. According to National Organization of Disability (NOD) in the United States, 1 in 5 people identify as having a disability and that is 1 in 3 families in the US.

So many corporations still have a misconception that it is difficult to include persons with disabilities. I am hoping my book ‘Inclusion Branding’ will continue to break down some of these barriers and misconceptions. It is time for corporate brands to understand that persons with disabilities as a population, is a powerful and loyal market segment, with powerful buying attributes, and strong work ethic. Persons with disabilities also cover all other diversity segments including, age, gender, ethnicities, geographic areas, genders, and religious preferences. Many persons with disabilities are innovative problem solvers because the world is often not accessible. These talents add great value to the workforce.

Q: Do you think proponents of disability inclusion can tap into the desire of Millennials to deal with “socially responsible” brands?

Debra: Yes, this is an excellent point. Millennials expect corporate brands to be socially responsible according to many studies, including a few cited in my book ‘Inclusion Branding’. Other generations also expect brands to be socially responsible. Brands want consumers to do business with them because they believe in their products and services. Consumers want to trust the brands to which they show loyalty and believe that these brands are making a difference in their communities. Often the communities that brands are trying to attract do not know which brands to trust.

There are also growing expectations that brands have diverse workforces that include persons with disabilities. The workforce is changing, and so are employee values, thus, keeping employees satisfied has never been more important. Workers expect their employers to align business goals with positive social impact as part of their Corporate Social Responsibility (CSR), which should align with an impact agenda dedicated to the mission of the brand. The Nielsen June 2014 report “Doing Well by Doing Good”1 showed that 67% of millennials want to work for a socially responsible brand.

Q: How can a solo entrepreneur take steps to support disability inclusion (since they may not be doing a lot of hiring)?

Debra: Solo entrepreneurs can support the community of persons with disabilities by selecting us as vendors and partners. The USBLN has created a certification for businesses owned by persons with disabilities called The Disability Supplier Diversity Program (DSDP). DSDP is the leading third-party certifier of disability-owned business enterprises (DOBEs).

You can also welcome us as customers by assuring your business, your services and products are fully accessible. The good news about accessibility is that those efforts make your location, products and services accessible to everyone. Remember, as we age, over the age of 65, 46% of us will acquire disabilities. With 72 million baby boomers in the US alone, controlling 60% of the wealth –this is a market that no business including solo entrepreneurs should ignore.

Q: What are some ways a business can shift from seeing disability inclusion as a legal requirement, or charity, to seeing it as an ROI generator?

Debra: Understand that persons with disabilities are people first and that we are everywhere. We are your parents, your children, your friends, neighbors and maybe you are a person with disabilities (PwD). Take the time to understand why including PwD in your workforce, making your locations, products and services accessible and telling us that story, via advertisement, chatting about it via social media or on your website, will help drive in business and qualified applicants. Too often this community is viewed from a charitable or corporate social responsibility (CSR) standpoint as noted in the introduction of ‘Inclusion Branding’ by my chairman, Richard Schatzberg.

Corporate brands should work hard to create positive brand recognition. Brands who include persons with disabilities among their employees create an excellent way to enhance brand image. Persons with disabilities should be viewed as a viable pool of potential employees as well as an emerging market that, together with their friends, families, and caregivers, have trillions of dollars in disposable income. Stories of successful disability inclusion within a company should be included in marketing efforts, shareholder reports, and corporate social responsibility reports.

Thank you so much, Debra, for this insightful discussion!

About Debra Ruh: 

Debra Ruh is a recognized market influencer and advocate for the rights of persons with disabilities, a leader, a published author, a successful entrepreneur and a fantastic mother.  She has created a path to empowerment and success for those with disabilities. Debra is the co-founder of #AXSchat, the second largest Tweet Chat in the world and her podcast Human Potential at Work with weekly listeners in more than 84 countries. http://www.ruhglobal.com/our-story/

Debra is a global leader and has worked with countries, UN agencies, national and multi-national firms all over the world helping then create programs, strategies, and processes that fully include persons with disabilities. She is a contributor to the Huffington Post, and her catalyst for starting RGC was her daughter Sara born with Down syndrome. Her work has been featured on many news outlets, and she has been granted many awards. http://www.ruhglobal.com/media/

Author’s Bio: Rosemary O’Neill is an insightful spirit who works for Social Strata — makers of the Hoop.la community platform. Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee
Featured image:Photo by Kirstyn Paynter on Unsplash

Book Review: Building on Bedrock, by Derek Lidow

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Successful entrepreneurship starts with donkey poop and watermelon juice, according to Derek Lidow. I couldn’t agree more.

Some people think that successful entrepreneurs roll around in expensive cars, giving interviews on CNN, and gracing the cover of the Wall Street Journal in pixelated glory. The reality of it is years of very hard work, financial sacrifice, lost family time, and unglamorous tasks.

Building on Bedrock by Derek Lidow uses the life stories of some well known (and some not-so-well-known) entrepreneurs to illustrate the path to entrepreneurship. Sam Walton started from nothing (and leveraged the aforementioned donkeys and watermelons), Estee Lauder was struggling against an unkind comment from a store patron, and “Jody” Maroni just didn’t want to work in his dad’s butcher shop.

I’d recommend this as a good read for anyone who might be wondering whether they’re cut out for being an entrepreneur. Using the interwoven stories of these successful men and women, the author provides a “gut check” of how, when, and why you might want to start your own business.

Continuing the lessons of the highlighted men and women, they all slowly built their empires one step at a time. Once the new business was launched, the real success came with control, low risk, and patience. We can all draw some inspiration from these stories.

There is a diversion in the book, going into detail on “high risk” entrepreneurs, and the venture capitalists and angel investors they typically deal with. At first glance, it seems off-topic; however in today’s world of high-flying tech geniuses, it’s useful to know the pros and cons of dealing with that type of business model.

The financial foundation of a quick-start, high risk tech startup is vastly different from the “bedrock” entrepreneurship of a Sam Walton (not that one is better or worse, they’re just different, and it’s best to go in knowing where you fit into the equation). The two different modes require completely different personalities and leadership styles.

Another recurring theme among the entrepreneurs is travel and face-to-face interaction with the team. Walton even bought a used plane at one point, so he could more easily visit his franchise locations. Estee Lauder spent years on the road while her husband took care of the family.

Ultimately, according to Lidow, it comes down to five core skills:

  1. Self Awareness
  2. Relationship Building
  3. Motivating Others
  4. Leading Change
  5. Enterprise Basics

Are you thinking about starting your own business? Would you consider yourself a “bedrock entrepreneur?”

 

 

Disclosure: I was given a digital copy of this book for purposes of this review.

Author’s Bio: Rosemary O’Neill is an insightful spirit who works for Social Strata — makers of the Hoop.la community platform. Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee