Brands are funny things. Through careful planning and artful story-telling, an entire personality and set of values can be attributed to a lifeless entity. A name and logo can take on all of the traits of a person. We can feel loyalty to that brand, or we can despise it. Sometimes our feelings are so strong that intense emotions can be invoked. We can sometimes feel betrayed. Or we can be in complete denial, refusing to judge based on facts but rather our personal feelings. Two recent examples got me thinking about all of this.
People Like Companies Who They Think Are Like Them
The recent debacle involving the CEO of Whole Foods is a good example of brand betrayal. For those of you who haven’t been following, John Mackey, the CEO of Whole Foods, recently penned an Op-Ed in the Wall Street Journal coming out against health care reform and stating that health care isn’t a right, all which are right-leaning conservative views. I won’t personally comment on the issue here (I already did) but his comments were definitely shocking to Whole Foods’ customers, who tend to be fairly progressive and liberal. It has led to outrage on the web and the Whole Foods Forums, all calling for a boycott. Now, Mackey has every right to share his views with others. However, customers also have a right to react to those views. And it’s looking like sharing his opposing viewpoint was a bad business decision given his customer base.
How Open-Minded Are We
On the flip side, many people have a view of Wal-Mart that may not necessarily reflect the actions and views of the company. Long despised by many liberals and left-leaning citizens, Wal-Mart recently announced their support for the idea of employer mandates for health insurance (a position being advocated by the Obama White House). And they have made big strides to support sustainability and the green movement. You may not agree with everything Wal-Mart does, but it’s important to give credit where credit is due. Could this all represent a shift in the company’s philosophy? If so, it will be interesting to see how people react. Will liberal-minded shoppers started fleeing Whole Foods and flock to Wal-Mart?
Respect Their Minds AND Their Hearts
In a society that infuses such deep emotion into brand relationships, it’s important to respect your customers. Place importance not only on what they might think, but also how they may feel about the things you say and do.
If you choose to ignore them, it won’t be long before they choose to ignore you.
Topics: entrepreneur|ideas
17 Aug 2009
As a fun side project, I recently decided to launch ChangeSides.com, a mini-site that pulls together the blog posts and tweets of some authors, bloggers and entrepreneurs who have both inspired and encouraged me a great deal.
The goal of the site is to help others who want to make changes in their career by introducing them to the people who can help them along the way.
How It Came About
Making changes in your professional life can be both scary and confusing. Walking away from the perceived stability of the corporate world to work for yourself can leave you full of doubt and fear, leaving you questioning your decisions and worrying about ending up living, as Pamela Slim likes to say, in a “van down by the river.”
Sometimes it’s important to read how others have blazed this trail before you to prove that it’s A.) possible and B.) not as hard as you think. It’s also crucial to have some practical advice and step-by-step guidelines available to you when you hit a wall and aren’t sure how to make it to the other side.
Even for those who prefer to stay in the corporate world, there are probably still changes you would like to make. Whether it is creating a more flexible work schedule or navigating through office politics, chances are someone else out there has been through it before and has some words of wisdom to help you better enjoy your time at work.
The Guides On My Journey
As I’ve started down the path of self-employment this year, I have found various writers and bloggers who have helped me along the way. There are a lot of hucksters out there and so-called experts writing about entrepreneurship, lifestyle design, and career advice. But after a few months wading through a lot of poor writing, bad advice, and misguided “expertise” I have assembled an amazing group of people who share their thoughts and advice through their blogs, books, and videos. As I talk to more and more people about starting their own business, I find myself pointing them towards these same writers and sites that I read every week.
Find Your Guides
To make it easier to share these writers with others, I launched ChangeSides.com. The name comes from the idea that we all have bridges we want to cross and walls we need to climb in our lives and that these are the people who can help you take the journey and make it to the other side. The site has no ads and I have no plans to make money from ChangeSides. It was just my attempt to help people find some tour guides for their personal journey.
The website is a work-in-progress, so if you have suggestions or feedback, by all means let me know. Enjoy.
A special thanks to Aaron Foss of Alegean for his development help with this project and his overall general awesomeness.
Topics: entrepreneur
10 Aug 2009I don’t usually express my personal viewpoint of political debates on this blog, but there is one subject I would like to chime in on: national health care.
Employer-provided health insurance is one of the main reasons that having a standard, full-time job is still viewed as “safe.” Watching how companies responded to the economic meltdown by conducting layoffs and requiring furloughs has shown there is no such thing as a steady paycheck. When you work for someone else, you have placed the financial security of your family and yourself in the hands of that company. But primarily because of health benefits, we still view working for someone else as a conservative decision.
Walking Away From “Safe”
Taking the leap into self-employment and launching a small business can be scary. For many people, walking away from employer-provided health insurance is the hardest thing to do. Even young people just starting out fall into this trap. When you are graduating college and will no longer be covered under your parents’ insurance, you feel the need to go and find a job right away to get your own insurance. A study done by Harvard University a few years back showed that almost 50% of all personal bankruptcy filings were partly the result of medical expenses. So it’s not an unfounded fear. One major health incident while uninsured can quickly lead to financial ruin.
But what if we had national health care? What if the fear of not having health insurance were removed from the equation? Dan Gillmor posted his thoughts on the debate on BoingBoing and sums it up with this quote:
The day we have national health care is the day that we unleash a wave of entrepreneurship the likes of which we’ve never seen before. That’s one of the best reasons for moving toward such a system.
Providing national health care would allow this nation’s best and brightest citizens to pursue their ideas without the fear of getting sick and ruining their lives. It would spark a new revolution of entrepreneurship that would help this country remain a global leader of innovation.
Ideas Don’t Require Money, They Require Time
While the Industrial Revolution required capital to buy land, build factories and hire large amounts of workers, the current situation is much different. In our world today, such capital isn’t required to launch an idea. Anyone can start a business at a much lower cost, taking advantage of our flat, connected globe. What we don’t have is the freedom to spark this new wave of small businesses because everyone is spending their time working for someone else. National health care would be an incredible leap towards providing that freedom.
It is unfortunate that this issue has become, like everything else, so politicized. I don’t view this as a Red vs. Blue, Liberal vs. Conservative issue. Politicians on both sides of the aisle say they are concerned with supporting small businesses. Establishing a national health care system would be one of the greatest benefits you could provide to entrepreneurs and small businesses across the country.
As the debate rages on, people remain behind a desk, working for someone else, dreaming of some game-changing idea. Let’s hope Washington is ready to help these people bring those ideas to life.
I had a lot to share on this subject, so this is the second post of a two-part series. If you missed the first part, read it here.
Yesterday we looked at the specific metrics that can be used to measure personal influence. Today we will discuss how that influence will be used to create value.
Having strong online personal influence will most likely be leveraged in two different ways, depending upon the person and the brand/marketer involved.
Directly
People who have an established network of followers and readers will be able to draw attention to other brands from within their own personal sphere of influence.
Professionals with a large group of Twitter followers or blog readers will be able to drive attention to a product or service from their network of other professionals (the Robert Scobles of the world are a good example of this).
Public personalities, such as a reality-show star, who have established a social network during their moment of fame will be able to offer that attention back to brands and marketers with quantifiable metrics. (We kind of saw the reverse of this with Tila Tequila).
Individuals within an specific group, such as indie music fans, will be able to quantify their social influence by the number of bands and fans they are connected to. Music labels could use these metrics to find the influential members of the target audience to share unreleased music and information about new bands, thus “seeding” the audience to help grow a fan base. Malcolm Gladwell wrote about influencers in The Tipping Point. Metrics like the ones listed yesterday will allow companies to more easily identify these social influencers.
Indirectly
Aside from showing your own personal value, there will be tremendous value in also showing the ability to use and succeed within social channels. For example, a successful ebook may demonstrate the ability to spread ideas, regardless of the relevance of the topic.
Take the example of a candidate applying for a marketing position who has built a large online network around their hobby of knitting. They maintain a blog about knitting (with a high number of monthly visitors), a large Twitter following for their knitting-themed account, a monthly email newsletter, and participate in online forums and comment on other blogs, all related to knitting. They have shown an understanding and appreciation of online social communities. Even if the job they are applying for has nothing to do with knitting, the demonstrated ability to effectively use online marketing channels is a valuable skill.
So who is listening to you?
We are witnessing the death of mass marketing and advertising. In an attention-based economy, the new currency is social influence. Being able to illustrate that influence with quantifiable metrics will increase your worth as a marketer and as an employee. So get to work building those metrics. The numbers won’t lie.
I had a lot to share on this subject, so this will be the first post of a two-part series. The second part will be posted tomorrow.
Update: The second part is available here.
Over at the Forbes CMO network, Marian Salzman recently wrote an article regarding the measurement of personal influence where she discusses the growing realization among marketers that anyone can be a brand.
Building an online sphere of influence can be a powerful way to market not only your product or service, but also yourself. Whether you are an entrepreneur or an employee, social influence is going to continue to grow as an important part of your professional credentials.
Creating an influence network (or Tribe) is a powerful engine you can put behind your ideas and your career. I see this influence being quantified by a mix of statistics and metrics, similar to the way we track online advertising or database marketing.
Audience:
# of Twitter Followers
# of Facebook Friends
# of LinkedIn Contacts
# of Monthly Blog Visitors
# of Blog RSS/Feedburner Subscribers
# of downloads of an eBook someone authored (along with languages it’s been translated to, or number of countries it has been downloaded from)
# of attendees at meetups held by the individual
-Success on social news sites, such as reddit or digg. (like, reddit karma points. Or total number of diggs to articles submitted).
-Google PageRank of their personal site, blog, etc.
-Search Engine results around terms (e.g. having a high placement for searches of “small business marketing”)
Frequency:
# of Twitter Updates/Facebook Status Messages
# of Monthly Blog Posts
# of Monthly Comments on other blogs
# of Meetups organized by individual
Engagement:
# of comments on their blog by others
# of LinkedIn recommendations
# of referrers to their blog/articles/tweets (are they stirring debate and discussion in their community)
# of page views by a visitor to their blog (are they just driving traffic, or building loyalty)
There are more of course, but you get the idea. While it’s unlikely we will see questions about these metrics popping up on job applications, the smart marketer/applicant will start promoting themselves in this way. As job applicants continue to talk about the diminishing returns provided by resumes and cover letters, offering a snapshot of their social influence will make much more of an impact.
Tomorrow we will take a look at the two different ways this influence will be used to make people more valuable.

One of the Co-Founders of SideTour, former TechStar (NYC Summer 2011), ex-NBA'er, and past TechCrunch Disrupt Hackathon Winner.