Book: Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers
Author: Geoffrey Moore
Category: Business
Tricks of the Trade
I don’t remember how I first came across the site Tricks of the Trade. But I’ve kept it bookmarked and occasionally return to it because I think it’s pretty cool. (Unfortunately it’s not updated too often.)
The site is basically a list of tips & tricks for all kinds of random things, like how to make mayonnaise or get a ride home from a pizza delivery guy after a night of heavy drinking and no means of transportation. Or, as the site’s tagline says, “Professional secrets from those in the know.”
The author is Matthew Baldwin, of defective yeti fame. I don’t know him or anything, but I’ve heard of his site (again, I don’t remember how) (I probably should get my memory checked, eh?).
If you’re familiar with Haley’s Hints or Haley’s Cleaning Hints, this site is just like that. If you’re not familiar with Haley’s Hints, they’re a collection of household hints, like how to remove stains or construct a satellite radio/microwave using toothpicks and vinegar. Or something like that.
Tricks of the Trade goes beyond household hints though. Here are a few business-related ones:
For Managers: If you manage a large number of people who are always offering suggestions, insist that feedback be submitted in writing. Blame your faulty memory, if you want to be diplomatic. The bad ideas will be discarded before you hear them, as the employee won’t want to go through the effort of writing them out; the good ones will be more complete and better articulated, as the submitted will have to think his idea all the way through before sending it in.
For Bartenders: When serving alcohol, card every woman who looks like she’s in her 30’s or 40’s. They will to tip better. (Mike’s note: BTW, I was a bartender once, and this is certainly true!)
For Meeting People: If you are unable to remember someone’s first name, simply ask them: “What’s your name?” When they reply with their first name, laugh and say “Oh no, I knew that, of course. I meant your last name”. This is a much more acceptable thing to forget–and you still get their full name.
For Partiers: If you need a ride home after a wild night out, walk into a pizza parlor that delivers and order a pie to be sent to your house. Then ask if you can get a lift to your house — hey, they’re going there anyway! (Mike’s note: This isn’t really a business-related tip, but it’s a good idea!)
For Office Workers: If you are sending an email with an attachment, add the attachment first, then compose the message, and then add email addresses tothe send line. Now there’s no chance you’ll have to send the ever-popular “whoops, forgot to attach the file” follow-up. In fact, it’s a good practice to always put the email addresses of the recipients in last, to ensure that an errant carriage return or mouseclick won’t fire off the message half-baked.
For Salespeople: If you’re calling a business to speak to someone specific and you get a receptionist, it’s often helpful to say “I’m returning a call for such-and-such,” instead of just “I’m calling for…”. It will typically get you transferred in with less fuss.
For Business Travelers: Always ask for a business discount. You may not have a business, but you work for one–and even if you don’t, how would I know? The worst that will happen is someone will say no. Most motel and hotels have corporate discounts. Nobody tries very hard to find out how legitimate people’s business claims are, and most of us secretly don’t care. In fact, when buying any product or service, try asking for a discount. You’ve got nothing to lose, and you’ll be surprised by how often it works.
Matthew was solicited to write a book with these tips a couple of times. Unfortunately, none of them panned out. But he hasn’t given up on the idea. So if you have a tip or trick, submit it and maybe you’ll get into his book! Or just check out his site for some amusing tips & tricks.
iPhones Sold Out – Not
I know a few people who waited on line for the new iPhone. I’m sure you do too. The buzz & excitement has been huge. For the last few weeks, you couldn’t read a tech blog anywhere without reading about the new iPhone.
I even remember hearing that a scuffle broke out at the Palo Alto Apple (AAPL) Store. It’s like the Sony PlayStation 3 and Nintendo Wii all over again.
Except that this time, the iPhones… haven’t sold out?
Ars Technica just reported that there are still plenty of iPhones left.
24 hours ago, few thought it would be like this. Mad people were lining up in New York City days in advance of the sales. People camping out, people trying to sell their place in line for hundreds of dollars. And then there’s “Mike,” who I met at the North Shore Mall (just north of Boston), who walked in and bought his iPhone and accessories this morning, without so much as waiting in line 5 minutes. …
We’ve heard from readers who were standing in lines all over the country; those same readers are reporting that there are loads of iPhones left in NYC, San Francisco, LA, Chicago, Indianapolis, and everywhere else.
Want one? No need to rush. Just mosey on over to your local Apple Store and I’m sure you’ll find one.
In Apple’s defense, it’s not that iPhones aren’t selling. They are. Perhaps they just stocked their inventory well. There are reports of sales volumes being in the thousands. Blackfriars’ Marketing predicts that 500,000 iPhones will be sold this weekend alone.
Damn!
If that happens, then I predict services like Cellswapper.com are going to explode. They’re going to get a ton of swappers soon, with new iPhone owners unloading their old phones.
And even better, if you’re in the market for a new cell phone, perhaps you can find a good deal here! I mean, think about it—there will soon be 500,000 iPhone owners desperately trying to give you their old phones & contracts. It’s a cell phone buyer’s market!
Eating Your Own Dog Food… Or Not
It’s generally believed that using your own products is a good thing. You’re eating your own dog food, so to speak.
Dave Shen, a former Yahoo! (YHOO) employee, suggests otherwise. He writes:
I would put forth that the blindness that happens with being comfortable and focusing on yourself and your own company is precisely the way you get blindsided by some fast moving kids out of college developing something that is so cool and compelling and you see them gaining traction only after you’ve fallen behind.
What’s the best way to combat this?
USE THE BEST PRODUCT OUT THERE FOR WHATEVER IT IS YOU DO. (Emphasis his)
That’s pretty sound advice. Using the best product for your needs, even if it’s not your own, is a great way to understand why it, and not yours, is the best product out there. And if you feel bad about not eating your own dog food, you can think of it as “competitive research.”
Business Advice from a Restaurant Owner
“I forbade my daughter from opening up a restaurant,” said the restaurant owner.
“Why?” I asked. “You started a restaurant; a few of them, actually. You were very successful. Shouldn’t you be happy that your daughter wants to follow in your footsteps?”
He shook his head. “No, I’m not.” He paused and fixated on the tablecloth. “I came to this country a poor man. I worked hard, very hard, every day of my life to build these restaurants.”
He held out his arm and patted his bicep. “I had to use the muscles in my arms to build these businesses.”
I nodded.
“My daughter, I gave her an education in this country so she wouldn’t have to work hard like me. Same is true for you. Your parents came to this country and gave you an education too. What we want from you, our children, is to work smart, not hard.”
He patted his forehead. “Use the muscles in your brain, not the muscles in your arms, to build your businesses.”
He sat back in his seat and sighed. “That’s why I don’t want my daughter opening up a restaurant. And that’s why I wouldn’t advise you to open up a restaurant either.”
Dogs For Dollars
I visited Tokyo recently and was surprised at all the dog-related products I saw. There were clothes for dogs, costumes for dogs, even spas for dogs. Apparently this is a huge market in Japan.
Wired just ran a story about dog gadgets, entitled: Doggie Style: Cell Phones, Webcams and GPS for Hounds. Yup, seriously.
Other products include a treadmill (“made especially for little dogs who need an aerobic workout but never leave the apartment”), a pedometer that shows how many steps your dog has taken, a paw-shaped doorbell for your dog, and, of course, Doggles (pictured here), with 100% UV protection and flexible rubber frames.
Wow. What a market. The article adds that “in Japan, more households had pets than kids in 2006.” It certainly did seem that way when I was in Japan; Tokyo struck me as a very pet-friendly city. I didn’t see any pets in the subway or department stores, but most people had tiny dogs which could fit into pocketbooks and be carried to those places.
Most, if not all, of these products are available to US customers as well. The California Bay Area is also pet-friendly area. I could see many of the products and services in Japan work just as well here. Hmmm. Anyone want to start a pet spa with me?
Oops, damn, it’s already been done. (And, to be fair, I’ve seen a few clothing shops for dogs here too.)
Book Summary: The World is Flat
Mindset: The Effort Effect
Last month, Guy Kawasaki wrote about Carol Dweck, a psychology professor at Stanford. In the Stanford Magazine article by Marina Krakovsky, “The Effort Effect“, Dweck explores why “a really capable child [gives] up in the face of failure, [while] other children [are] motivated by the failure.”
Her field studies in learned helplessness and attribution theory led her to launch a new field of educational psychology: achievement goal theory.
In short, there are people who believe they have a fixed mental capacity (known as a “fixed mindset”) and there are people who believe they can always learn new things (known as a “growth mindset”). A person with a fixed mindset, even highly capable ones who are already highly intelligent, don’t try as hard as those with a growth mindset and therefore don’t excel as well. Dweck’s new book, Mindset: The New Psychology of Success, goes into more detail about these conclusions and offers parenting tips as well, since her field studies were conducted mostly on elementary school children.
Guy, useful as ever, cites some of Dweck’s tips and adds the word “employee” to show how they are relevant to business and management:
Listen to what you say to your kids [employees], with an ear toward the messages you’re sending about mind-set.
Instead of praising children’s [employee’s] intelligence or talent, focus on the processes they used.
Example: “That homework was so long and involved. I really admire the way you concentrated and finished it.”
Example: “That picture has so many beautiful colors. Tell me about them.”
Example: “You put so much thought into that essay. It really makes me think about Shakespeare in a new way.”When your child [employee] messes up, give constructive criticism—feedback that helps the child [employee] understand how to fix the problem, rather than labeling or excusing the child.
Pay attention to the goals you set for your children [employees]; having innate talent is not a goal, but expanding skills and knowledge is.
Don’t worry about praising your children [employees] for their inherent goodness, though. It’s important for children [employees] to learn they’re basically good and that their parents love them unconditionally, Dweck says. “The problem arises when parents praise children [employees] in a way that makes them feel that they’re good and love-worthy only when they behave in particular ways that please the parents.