How often do you meet people who are pleasant and friendly but ultimately uninspiring and very forgettable. I know it sounds a bit harsh but it’s true isn’t it? Most people in business are not very memorable, and not very interesting. Yet they still want you to remember to do business with them and not someone else.

How much better does it feel when you meet the other type of person:
The lady who is both interesting and interested – in you;
The  man who’s personality and passion oozes from every pore;
The person who you tell your partner or colleague about that night because they made such a big impression on you.

How cool would it be – not to mention incredibly valuable to your business – if you were that second person?

“Oh it’s not me”, I hear you cry.  “Unlike Lady GaGa I wasn’t ‘born this way’”.

Well that’s where you would be wrong, and at our local January BGA Meeting, with a bit of help from Mr Bright Shirts himself (!) I’m going to show you exactly how to make yourself interesting, intriguing and talked about.

And all without any scandal or sexual innuendo. (oh well, maybe just a bit then!).

Seriously, we’ll share the 5 simple steps to ensuring that your customers are eagerly waiting to open your emails and take your calls. What you need to do so that they genuinely can’t wait to hear what you have to say next, including the single biggest secret to making yourself and your business interesting.

You see there is a process that can be followed here. And it works. And I’ve got it all for you at our January meetings

I think it’s going to be one of the most fascinating sessions we’ve run so far and I hope you’re able to join us!

It’ll be fun, useful and, er…interesting!

Book at http://www.businessgrowthadvisor.co.uk/southwestwales

or call me on 01550 739 053

Chris

Venues

Carmarthen 11th January Falcon Hotel

Llanelli 18th Parc Y Scarlets

Haverfordwest 25th Hotel Mariners

All from 6pm for a 6.30 start and finishing around 9pm

 

New columnist Walter May takes a sideways look at technology.

We live in an increasingly IT dominated world.  Popular opinion suggests we are liberated by being connected 24/7, constantly in touch via laptops, iPads and smart phones (according to a recent report from Ofcom one third of UK adults now use smartphones).  On-demand, on-the-move seems to be the mantra of the 21st century generation and a small percentage of us baby boomers.

Facebook, LinkedIn and Twitter are the platforms on which we build our professional and social lives.  Increasingly we are also watching internet TV via mobile devices using the BBC’s iPlayer, etc.

Happily and seemingly with little of no restraint, we give up our personal details and information on our likes and dislikes, needs and wants to those unseen, unknown data analysts who categorise each of us via some demographic algorithm or criteria that feed ads and other promotions aimed at appealing to our purchasing preferences.

Whilst we accept that this is the price we pay for free access to the world of the internet and popular TV, there are other areas of our personal IT world that impact us in less obvious ways.

Have you ever been frustrated by trying to meet a deadline only to find your PC runs incredibly slow or locks up, ultimately resulting in a complete reboot in the hope that the problem goes away? We shrug our shoulders until the next time we are forced to do the same, no wiser than before.

Why is it that external processes such as updates and other intrusive, even sinister, applications are given higher priority use of your computer memory and disk space, leaving you increasingly frustrated waiting for a response from a web page or a painfully slow graphics application? Are you left thinking, “it’s my computer, I paid for it and I seem to have little say on how it is being used”?

Ever felt someone, somewhere is creating this situation for commercial gain?

If poor customer service or product failure can be confidently attributed to the supplier, then that organisation will suffer the consequences in terms of a lowering of turnover and profit. However, in the network and increasingly ‘cloud’ dominated application environment, we cannot easily assess good or poor service or attribute blame when things go wrong.

Is the problem related to the hardware, software, network, ISP, virus, spyware, etc?  It sometimes feels like you are a victim of a conspiracy to force premature replacement of a perfectly functioning product. If you think that’s a little far fetched, remember the millennium bug?

The fear of IT meltdown at midnight on December 31st 1999 forced the biggest IT investment ever seen. Application software providers and IT consultants cashed in, in a big way, as every responsible business the world over scrambled to replace their business critical systems and migrate their data. Once the date had passed without incident, IT Directors breathed a sigh of relief, patted themselves on the back and moved on – not wanting to reflect on if the threat was real or an IT industry con.

Can anything be done to remedy the progressively poor performance of your PC?  Investing in tune-up software, in my experience, suggests not.

We all know who stands to gain when a 2 to 4 year old PC stops performing to the point where increasing frustration and declining personal productivity forces you to buy a new one.

Is it always wise to switch off automatic updates (surrendering the benefits of additional functionality and a shiny new interface) and/or disable your resource-hungry anti-virus software, or are we too risk averse when it comes to our IT dependent world?

The call for openness and transparency is being echoed in many aspects of our daily lives (banking, politics, media) so let’s end the fear, uncertainty and doubt regarding how our personal networked PC’s (which an increasing number of home-based self-employed people are relying on for their income) are being utilised to the benefit of others, often to the computer owner’s detriment and cost.

I for one would like more control on how my critically important gateway to the outside world is used with easy-to-use and understand management tools to ensure I maximise my personal productivity and return on investment.

Find your brand

 Business News  Comments Off
Jul 052011
 

Although it is possible to dress it up in different subtle words such as the ‘drive for shareholder value’, at this moment in time, many businesses of all sizes are simply struggling to make money.

Many are cutting back on costs, some are reviewing product investment, and most are slugging it out to win the very few sales that are around.

In some parts of Welsh industry, however, business leaders are also taking a closer look at a well-proven method of creating value: brand management.

It is surprising that brand management is not more generally recognised to be the powerful tool that it is. It certainly has more impact than many things attempted over the past 20 years by different management teams.

During that time companies have not hesitated in reaching for passing management fashions such as ‘total quality management’, ‘process re-engineering’ or dot.coms as a means to create profit. These fads, sponsored by pundits, gurus, or the City, have come and gone, with dubious impact on organisations and their profits.

But by contrast, a number of companies have managed brands, with their associated price premium, in different markets over many decades. They have shown that it is possible to create an entity which appeals to a group of customers and, over time, becomes a very valuable asset.

This flies in the face of much recent management thinking (that everything is changing fast and that price is constantly under pressure) but it is, nonetheless, true. It is astonishing that more companies have not invested extra resources and attention into what is a proven technique.

Unfortunately, brand work tends to involve a wide spectrum of activities. At one end, creative companies help to design new images such as the international tail fins for British Airways or new names such as Consignia. These projects attract public attention and sometimes criticism or even ridicule.

At the other end, journalists have challenged the ethics and integrity behind brand building, suggesting that brands exploit consumers, causing them to pay more than they should for the goods on offer.

The range of experts operating in the field of brand management proliferates by the day. In addition to professional brand managers in large corporations, there are strategists, design consultants and valuation specialists.

Yet it is still hard to define exactly what a brand is and as a result, many companies have ignored, to their detriment, the precious role that brands can play in the life of both companies and customers. It is therefore possible that Welsh industry might miss a very powerful, proven source of profit.

Despite the disparity of work, it is beyond dispute that a carefully designed image rests in the memory of customers and helps them to buy. We also know that numerous firms have proved that, by managing that image carefully, a product or a service will appeal time and time again to a group of interested customers. It becomes a familiar part of their life, giving them consistent benefits in their day-to-day life.

As a result, they will pay a premium for this offer and develop a loyalty towards it. But this does not mean that this incremental cost is not valuable to them. Quite the opposite. Over time, they become fond of these entities and, if they think about it, regard them as part of the landscape of their life.

What starts as simple reassurance about quality or consistency becomes, on a deeper but harder to measure level, an emotional bond in a hectic modern lifestyle of constant pressure and change.

As a result there are people who feel warmth towards a tin of paint, a sugar-filled drink or sports shoes. In fact these items mean so much to them that they can be as upset and unforgiving if they think a favourite brand has been damaged, as when a favourite soap character is killed off.

So why hasn’t this marvellous technique been more fully adopted by all businesses? The answer lies in the fact that truly adopting brand management often involves major changes to an organisation.

The company must become market, rather than supply-driven. Customer segments need to be clearly defined and their needs understood in detail. Branded propositions then need to be created, giving direction to sales, service and operating functions.

Large firms do not typically have the political commitment to radically alter the balance of power in their internal operations in order to achieve this longer term benefit. They have to be driven there by relentless market forces, often going through traumatic management change en route.

Smaller companies, on the other hand, can be daunted by the world-class power of better known brands like Coca-Cola or Nike. They forget that many successful brands, such as Uniliver, Virgin or Body Shop, were built from scratch by business leaders with very modest initial resources.

However, whether brand success has resulted from vision as with Mars or luck in terms of Virgin or the ravages of the market as has happened with the motor industry, the steps needed to succeed are well-known.

It is possible for any sized firm to create a brand which customers prefer and pay a premium for over many years. But first they must first understand the key customer groups; second, understand their rational and emotional needs; third, design a clear, unique proposition; and fourth, deliver consistent, reliable benefits over time.

In order to thrive, companies of all sizes need to take a hard-headed look at brand management. This has been shown in different sectors of the world to produce real value over time and guard against the ravages of the market.

What’s up Doc?

 Business News  Comments Off
Jun 282011
 

I am always amazed to hear of air crash victims so badly mutilated that they have to be identified by their dental records. What I cannot understand is if they don’t know who you are, how do they know who your dentist is?

This analysis is rather tentatively linked to the issue of health, in particular why small businesses are affected more than others when staff go sick.

For labour-intensive small businesses, the biggest single efficiency improvement available is likely to be the reduction of sickness absence. Yet many small firms overlook its importance and fail to put in place sufficiently robust systems to reduce ill health absenteeism.

The vast majority of sickness absence – 80 per cent of it – relates to short-term episodes, caused by such things as colds, coughs, flu and minor back pains. The cost of illness absenteeism averages £476 per employee, or a loss of £12 billion to the national economy.

At present, the provision of sickness certification for illness lasting more than a week remains part of a GP’s contractual duties. But research just published by the British Medical Journal shows just how halfheartedly and inaccurately GPs fulfill the task.

Key research conclusions show that GPs have a conflict of interest between their roles as patient advocate and benefits gatekeeper, that different doctors adopt greatly varying approaches to their role.

Almost all doctors interviewed in the study spoke of the underlying conflict of interest, with most believing that their patient loyalty outweighs any responsibility for reliable certification.

Many suggested that refusing to provide a sickness certificate to a patient would put them in a very difficult position. One GP, not unique, spoke of adopting ‘no discrimination at all’, providing certificates to anyone who wanted one.

These findings were backed by the editor of Doctor magazine, who was quoted by the BBC as saying that he knew of one surgery which had a pile of signed sickness certificates waiting on the reception desk to be handed out to any patient who wanted one.

The approach of doctors is underpinned by a common resentment at having to do the job of sickness certification at all. Their representative body, the British Medical Association, has long campaigned for the task to be moved away from GPs, enabling them to be freed up to see and treat those patients who genuinely need help.

The act of seeing a GP when a patient has merely a bad cold or the flu can be counter-productive – they may just need to stay in bed for a day, but struggling into a doctor’s practice may make them more ill, or spread the virus.

From the employer’s point of view, the current process might be considered worse than useless. It provides them with often false information on the health of an employee, while perhaps encouraging staff not to return quickly simply because they have, in effect, a doctor’s permission to take a week or two off work.

In future, sickness certification could form part of the role of occupational health centres, many of which could be based within larger workplaces.

Employers such as Peugeot and Coca Cola have already expressed interest in hosting centres with certification responsibilities, in which company doctors will decide whether an employee is fit to work. Small firms might join independent services, some of which may even operate within existing GP practices – but run by nurses who are occupational health specialists. Some £10 million is being set aside to finance pilot occupational health centres.

Such a change would not only provide employers with more accurate information, but would also improve communication between the certificate issuer and employer.

 
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SPECIAL FEATURE

This article is about financial infrastructure solutions for the Welsh Economy and Welsh Business. Originally published (in edited form)  in agenda the magazine for the Institute of Welsh Affairs ( summer 2010 No.41).

Adolf Hitler rose to power during the Great Depression of the 1930s because of fear and loathing of bankers coupled with racism and economic collapse. We all remember nightmare images of people paying for bara brith with a wheelbarrow load of paper Reichsmarks. It is a vision embedded in the collective unconscious of Europeans such as ourselves, or, to use modern parlance, it’s in our DNA.

Karl Marx clearly recognised how Capitalism is built on the flow of money and this, in turn, puts the ‘levers of power’ in the hands of people who understand this or are in positions to control it: i.e. the banking systems. Communism and its many re-interpretations by the likes of Lenin was built on this understanding.

Two main factors helped the USA emerge from the Great Depression, where a hatred of the depredations wreaked by banks, especially in rural farming communities, was more than equal to that of Europe. These were US President Franklin Delano Roosevelt’s New Deal infrastructure programmes and the huge re-employment provided by an emerging military-industrial complex at the outset of WWII. To a certain extent the New Deal programme saved America from a descent into demagoguery and the equivalent of German National Socialism. For those interested in the history of the implementation of New Deal structures and their political and socio-economic ramifications, Robert.A.Caro’s immense Pulitzer Prize winning biographies of Robert Moses and Lyndon. B. Johnson are a ‘must read’. There are lessons here that those in power both in the UK and in Wales, need to learn.

It is clear therefore, that an awareness of the political zeitgeist, history and what has worked before and is working now, is intrinsic to any sustainable regeneration of the Welsh economy. Our current governing class appears to show lamentable ignorance in these matters, is far too parochial in outlook or vision and seems also to be hell-bent on ‘re-inventing the wheel’. But the wheel has already been invented; what is needed now is fuel for the engine and suitable lubrication – which brings us back to … money.

How money is used, and how it flows is the only key to any solution that can unlock our economy and thus enable the realisation of any kind of social or public service agenda to which we may wish to aspire to as a Society.

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