Bureaucracy Tends to Protect Itself Even If That Causes Its Own Failure

This is a short post – because I mostly wanted to pass along Steven Dennis’s excellent thoughts about innovation in big operations. He posted those thoughts this morning on his blog in an entry titled “The problem with saying ‘no’“. You can find him on Twitter at @StevenPDennis.

In this post he observes that while there are important times big operations (bureaucracies) need to say “no”, it is far easier to reject risk than to embrace the opportunity that’s possible through that risk.

He also observes that the reward system in corporations leans heavily toward risk avoidance – and I’ll add that this is true even when avoiding that risk leads to failure.
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The 24 Hour Fitness Personal Greeting Is Creepy

Some of the worst ideas start when someone means well, but doesn’t think clearly. Or. maybe, just thinks clearly badly. Either way, 24 Hour Fitness’s newly impersonal “personal” greeting just doesn’t work for me.

The Facts. I joined back up with 24 Hour Fitness just over a year ago. It’s a beautiful facility with gorgeous big windows overlooking the Willamette River and Portland’s West Hills. And, I have a great personal trainer, the equipment’s solid, the facility good, etc…

Except, somewhere in the past few months, the front desk team received orders from above to “greet members by name”. To some executive it probably sounded like a warm, personal way to build connections with members. Perhaps it came under the category of “engagement”. Regardless it’s one outstanding example of how “personalized” can mean “creepy”.
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Where There’s New Media Smoke, There’s Usually a Smoke Machine

I modified a JFK attributed quote for this title. But also thought another modification explains a lot about one of the biggest hassles in modern marketing:

Where there’s smoke, there’s usually deep pockets writing a check.

Marketers today are pummeled with smoke — especially about new media, brand love, and about big data. And there’s a reason the smoke is so thick… There’s a set of big companies, venture startups, and VCs that think they can make big money by selling these ideas. And that opens their checkbooks wide.

But just because the checkbook is open doesn’t mean they’re selling anything important. All it means is that a pile of VENDORS stand to make big money if they can only convince you that what they have is important. (Most often they’re the ONLY ones making money through the idea.)
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The Search for Meaning in Big Data

Big Data has been around long enough now that it’s clear that analyzing big data can deliver some sweet benefits. What’s less discussed are the challenges companies face in finding those benefits.

A Key Challenge:  Irrelevant Data. My friend Shahin Khan recently tweeted about one of the key challenges with big data.

@ShahinKhan The ratio of relevant data to irrelevant data will asymptotically approach zero. #BigData

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Cursed by Checkbox Video

You know the videos I mean – the ones made so the agency can check the box “Cool video complete”. (Of course, many of them aren’t very cool – at least to consumers. But we’ll hold off on that discussion.)

Checkbox work has always been a curse. Before it was video (back in the dark ages of the 1970s and 1980s) it was the checkbox slide show. When I was a client shopping for supercomputers in the 1980s aerospace business, if the salesman brought the slide show or video I’d skip the meeting. My team had learned that these checkbox presentations never communicated what mattered as we evaluated computers.

That was then and this is now. And what used to be merely dull and boring has exploded in that way only the web can make things explode… (It’s amazing how fast bad marketing choices replicate across the web.)
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The Absurdity of Brand Disconnected from Product

Last week I ran into research that presents a strange example of disconnected brand thinking. I found it in a study claiming to tell us what brand attributes are most important to the fabled Millennials. (Link here.)

Problem is the research draws broad brand preference conclusions that are entirely disconnected from product – there’s no product anywhere to be found. And that means the reported findings are entirely meaningless since consumers can’t tell us about brand in the abstract.
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A Peek Inside Retail at JoAnn’s

My wife passed me a blog post from The Bitchy Stitcher summarizing an in-depth discussion The Stitcher had with a JoAnn’s store manager. (Link here.) What a great blog nickname…”The Bitchy Stitcher”…

I strongly recommend reading this (lengthy) post. The post, along with the excellent comment stream at the bottom, gives us an unusually interesting and varied peek inside daily operations at a mass market retail store.
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