“Well! A beautiful tomorrow – just a dream away. That says we’re going places.. there’s progress ahead!”
Because its purpose is to create a customer, the business enterprise has two—and only these two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.
- Peter Drucker
2006 CONE MILLENNIAL CAUSE STUDY Findings: (PDF)
“Millennials [people born 1979-2001] say they are prepared to reward or punish a company based on its commitment to social causes.”
Socially and Environmentally Responsible Business’s reap Rewards
Other Notable Consumer Surveys:
Edelman GoodPurpose 2010 Survey (PDF)
In the United States, after quality and price…
Since 2007, our highly acclaimed national studies and ethnographies have painted a clear picture of this powerful and fast-growing consumer segment:
PRWeek/Barkley Cause Survey (PDF)
Over the years, I’ve developed a list of personal guidelines that help me evaluate which business relationships and ideas to get involved with. I am regularly approached by people with the next big great idea and I’ve learned that it’s extremely important to stay focused and avoid the “shiny object syndrome”… especially with all the exciting ideas and opportunities floating around today.
With that in mind, this recent post from SImon Sinek’s Re:Focus blog caught my attention and I wanted to repost the four simple rules that have proven worthwhile to him.
These simple techniques ensure that the relationships I engage in offer true value and last for the long term.
1. Do a Background Check
Be it an individual or a company, it takes only a few minutes to google them and do a D&B check. On more than one occasion I’ve discovered that a company was on shaky ground before we worked with them.
2. Slow Down
So many deals, especially between small companies, are done with excitement and optimism driving them. Simply slowing down the process reveals so much. I slowed down a deal that was going too fast and it completely changed the dynamic of the relationship. The other party became more aggressive, more impatient with me. They seemed a little too keen to get the contract signed quickly. Good business relationships should not be built to go fast, they should be built to go far.
3. Start Small
No deal needs to be comprehensive from the start. A new relationship should start small. Doing so often reveals true intentions and, more importantly, allows you to test the relationship with less on the line. Instead of a complete rebranding, for example, start with just a logo and see how it works out. I won’t do a big deal with new relationships anymore. They all start small.
4. Don’t Work With Anyone in Trouble
Pay close attention to the kinds of things that are causing someone stress. If they seem to be under financial stress, either their business is not doing well or they are having personal money issues, do not engage with them. You cannot have a productive business relationship when someone is panicked about where their next pay check will come from. (note: there is a difference between not having a lot of money and being stressed about it).
There’s a delicate balance balance between being ahead of the curve and “first to market” … but I’ve learned the hard-way that ignoring any of these rules can come back to bite you in the butt if you aren’t paying attention. What else would you add to this list?
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(image: Creative Commons / by orkboi )
TED Global kicked off this afternoon and here are a few speakers from “TED University” that I really enjoyed…
Julia Hobsbawm, CEO, Editorial Intelligence
“Overcoming Shyness in the Age of Communication”
Julia is an expert in interpersonal networking and talked about the direct relation to technology and the increasing amount of shyness.
”Creativity loves good communication. Good communication loves creativity”
Jessica Pryce-Jones, CEO iOpener
“Being Happy at Work”
Jessica spoke about the measurable benefits of optimism in the workplace. Her research shows that happy employees are twice as productive as unhappy employees. A video clip she showed reminded me of Coca-Cola’s Expedition 206 project where three ambassadors travel the world to find out what makes people happy.
Alex Kelleher CEO, Cognitive Match
“Your Brain and the Web”
Measurable response to website based on their usefulness and stress responses in the brain. How square corners cause stress in the brain and why apple uses rounded corners in their design.
The web makes our brain more effecient.
Niall Murphy “Founder of Evrything” (Nice self-appointed title but I’m still the “Leader of the Freeworld” 
Niall talked about how everything will be networked. Even what we now know as common everyday objects will someday have a digital presence.
Dan Cobley, Senior Director of Marketing, Europe, Google
“What Physics Taught me about Marketing”
The bigger the brand the more force is needed to change direction. He cited Heisenberg’s uncertainty principle in that when people are exposed to product marketing their behavior is changed from their responses given in market surveys. He said working at Google he knows porn is the most popular content on the web – although most people will never admit it.
He talked about how brands (like BP & Toyota) that have spent decades building a positive image can be quickly destroyed in the information age.
Julian Treasure, Chairman, The Sound Agency
“Sound Health”
Listen Consciously
On a personal note, Julian is one of the kindest people I have met at TED Global. Here is a link to Julian’s previous TED talk, “The 4 Ways Sound Affects Us“
Amitai Etzioni, Professor, George Washington University
Dr. Amitai Etzioni changed his topic at the last minute and gave a very high-level talk in the spirit of the conference, “And Now the Good News”. He talked about focusing on social, spiritual, and non-consumer activities once you have hit a certain place in your life.
He cited Maslow’s Hierarchy and how consumer product marketing increases artificial needs after the fundamental human needs are met.
At the party I had a chance to meet many more great people, where we shared further insights, a bunch of laughs and thoughtful exchanges about the future, the present and where things can and should go. Today was the perfect start to a week of mind-blowing TED talks.
“Since 1984, visionaries in technology, science and entertainment have met at the TED conference, to share their ideas for a happier, healthier world. Now it’s coming to Oxford”
“Read any newspaper, or turn on any news report, and there’s so much doom and gloom and cynicism,” says Bruno Giussani, who has organised the programme for the event. “But we think people are looking for a new sense of possibilities; for rationally optimistic thinkers, for solutions to big and complex problems.”
Rest of Article at Guardian UK Observer
Hi. I'm Sean... an entrepreneur into creating successful business ideas for the social web. I run a digital marketing company called Freeworld Media that creates and executes social media strategy.
This blog is where I write about the intersection of business, technology, marketing, branding, sustainability and all the other parts of my life.
