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Free Enterprise, Free Will

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Free place to sleep

This is Part 2 in a series. In the last post we discussed a woman who wanted to provide a collection of free information. She had the option of giving or selling the information to active companies in her market who would provide both content and service. She refused because she was adamant that it should be given away rather than sold.

Readers Weigh In

Brad Shorr noted: “One of the beauties of the free market system is that people are free – free to give things away or charge for them, if they can. What is wrong is to condemn the whole idea of profits.” Meryl K. Evans agreed and pointed out that giving it away for free “could lead to an unfair situation if someone else takes advantage.” Sherwood MacRae cut to the heart of it asking, “Could it be that the attitude she appears to have is the reason she has not accomplished her objective?”

Capitalism – economic system in which individuals and firms are relatively free to compete with others for their own economic gain

Free is a Price

As many of you noted the beauty of a free market system is we are free to set a price, even if that price is zero. As much as Mrs. Teague protested capitalism she was an active participant. She was not running a business and had no desire to profit from her offering. There is nothing wrong with that at all. She was however, wrong in her judgment of other businesses that chose to exchange similar information for fee.

The Solution

Putting economic theories aside I focused on helping Mrs. Teague achieve her objective. The price point did not change the need to cover the basics of service, sales, and marketing. We had a product and a price and now had to work within her defined budget to get it to market.

An early idea was to give the content to the local library. The library was honored but could not accept it as they did not have the staff or resources to manage the information. Determined to move forward, Mrs. Teague decided to create her own website to host and distribute the information to visitors.

With a limited budget, the next step was determining the best and highest use of her dollars.  It was essential that site visitors had the ability to search by term or alphabetically. The search results would link them to the appropriate PDF which they could then download immediately. Usability was essential, and therefore the highest budget priority was the site and site functionality.

She wanted to hire a copywriter to write the site content. However, I advised her to write it on her own. She would only need a short intro text instructing users how to search and what was available. There would be no call to action, contact forms, opt-ins or need to develop an ongoing relationship with the visitor. She could gain inspiration from similar sites.

As of this writing, Mrs. Teague is working with a highly experienced web design company to get her new site up and running.

Free is a choice but one that comes with the same responsibilities of a higher price point. In other words, whether fee or free, it’s still business as usual.

Once we stripped away the emotion around fee or free, we were able to focus on executing on Mrs. Teague’s vision. Her problem was easily solved, but it’s not so easy for other business owners. Tune in for the last installment in this series as we take a look at the emotion of money.

Are you surprised that Mrs. Teague proceeded with her plan? What advice do you have for others considering if and what to charge? Please share your thoughts in the comments.

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Should I Charge for That?

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Various Federal Reserve Notes, c.1995. Only th...

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The following post is based on a true story. Some details have been withheld and names have been changed to respect the privacy of the subject.

 “Money grubbing corporations,” she uttered with a slightly raised fist as she raged against modern corporate capitalism. Her anger was palpable making her appear larger than her mere 5 feet. Her graying hair softly bounced from side to side as her body communicated her disgust that someone would dare want to profit from her life’s work.

Mrs. Teague had been dedicated to her profession for nearly half a century. She had years of research and information meticulously cataloged in PDF files. She wanted to develop a website and provide the information “to the people” for free. Many organizations in her industry would have gladly taken her research and offered it to their millions of buyers and subscribers but Mrs. Teague refused, knowing they would sell rather than give away the information.

I listened politely, nodding at the appropriate moments. The years faded away as she talked and I pictured her as a young woman with long dark hair with beads around her neck protesting against an evil government. I fought back a smile not wanting to appear disrespectful, returning my attention to her present diatribe.

Like so many I have met, Mrs. Teague had definite ideas about money and profit. Her work, in her mind was valuable but to assign a price tag would be blasphemous. She had accumulated it in the course of her work, and as such it was created for “free” and should be offered for the same price. Yet, she would need a site that not only housed the information but a searchable database. She would also need to market the site so that “the people” could find it and access the free information. None of that would be free. She wanted to spend very little money to offer it, did not want any contact information on the site, and wanted no questions or follow up discussion from those who downloaded the information. She simply wanted people to come, download what they needed and go away.

The “money grubbing” organizations in her niche offered people a variety of services and support in addition to some free information. They charged a fee but they also provided something in return. Mrs. Teague failed to make the connection and simply saw profiting as evil. Her time and expertise in collecting the data would indeed be valuable to users, who would gladly pay to access already bundled information that would have taken them a huge amount of time and effort to gather on their own.

So, was Mrs. Teague wrong in wanting to give the information away? What would you have advised?

In the next post we’ll dig a little deeper into our attitudes about money and discuss the options in this scenario. Please join the discussion by adding your comments below.

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In Search of the Big Green Line

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Long-journey

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Fidelity Investments “Turn Here” campaign shows a green line that investors follow to stay on track. You can watch the video here: Fidelity | Turn Here. The core message of the commercials is that Fidelity gives you the direction to reach your goals. I’m sure that there are days when many of us have longed for a green line that carefully guides us down the path, telling us when to stay straight and when to turn.

hallway with doors to monks' cells at the form...

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In business the path is a never ending hallway with doors on each side that lead to yet another hallway with more doors. A big green line would handily tell us which door to pick on any given day and avoid the occasional stumbles we have when we make the wrong choice.

If only life were that easy. We can however, map out a journey that will keep us on the right track to our personal and professional goals. Before you make your line you need a very clear starting and ending point. It sounds simplistic but far too many businesses have murky goals such as “be profitable,” or “success,” and even cloudier ideas about how they will get there. [Note: Your target market is NOT everyone with a pulse!]

 

X marks the spot ... A view looking west towar...

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You should have a concrete destination that allows you to focus in on it with laser sharp clarity. Once you know where you’re headed, you can begin to detail how you will get there, the length of time it will take and who can help you reach the destination.

The “who” of your equation should include your target market, your organization (do you have the right people in the right positions to get you where you need to go?) mentors, advisors and experts. With these details in place you can focus on the how, what and when of your journey. How will you move from start point to destination? What tactics align with your strategy? When will you begin and how long will you remain at each stop along the way?

The clearer you are about where you want to go, the easier it will be to draw your own line. And like every good plan, you should periodically check and modify as needed.

So where will your green line take you? Feel free to share your goals in the comments and if you need help with your destination strategy let me know.

Resources:

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

21 Shoestring Marketing Secrets That All Small Business Owners Need to Know

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Is it the Economy…or is it YOU?

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pointing-finger

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Economic challenges have dominated news headlines for much of the past three years. While the US has struggled with recession and a tepid, often faltering recovery, other countries have also grappled with high taxes, high unemployment and turbulent markets. So without surprise, I hear from professionals in and outside of the US about how the economy is impacting their job, or business. After listening to story after story about how the bad economy:

  • Prevents them from getting a job
  • Is keeping them in a job they hate
  • Is making it impossible to get new business
  • Has caused their business to lose money
  • Is causing their customers to spend less?

I have concluded that they are all wrong. If at this point you’re ready to throw something at me, hang on and let me explain.

In each case, as I dig deeper, and ask questions there is always a solution that has nothing to do with the economy. The economy serves as an easy scape goat, temporarily relieving us of the hard work of looking at our mindset and actions.

If you show up day after day to a job you hate/have outgrown/abuses you but you have taken no steps to change your situation, is it the economy or is it you?

If your business plan depended on one big client with no consistent marketing, is it the economy or is it you?

I am not in any way diminishing the tough times many are facing. Hey, I’ve been there too, disillusioned, discouraged and flat out busted. So I know from personal and professional experience that it is far more productive to focus on what you can do to change your circumstances, rather than being a victim of the economy. You may be serving a market that is drying up, or work in an industry that is rampant with downsizing but how you react to those changes is in your control.

Today, if the media began reporting every day that there is world peace and the economy is booming everywhere, how would it change your outlook? Would you take action to leave a job you hate? Would you confidently market your business because you know your customers are once again buying? Why not take those proactive steps today?

If your market is dead, find a new market or a gap that allows you to solve their current problems. If your business model requires you to give all of your time to one client, change your model or change your offering. Hate your job? Research and act upon your options. Do what you need to develop yourself so that you can effectively seek a better job.

The economy is always going to experience highs and lows. However, having a good solid plan and making good choices will help you to weather the ups and downs. It is painful to admit that we are where we are because of our choices, but once faced, we can change it. Isn’t that a brighter proposition than blaming forces beyond your control?

So tell me now that you are firmly back in the driver’s seat, where are you headed?

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Can’t Buy My Love in 140 Characters – Like, Friend and Trust in the Online World

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facebook like button

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Relationships were a topic of discussion on this weeks #solopr chat. From how we define friends and vet subcontractors to determining the right circles on Google Plus, there is clearly a need for constant evaluation and clarity about our online interactions. At the core of any discussion about relationships is trust. How much I trust you will not only determine the breadth of our relationship but what and how much I share with you. I may “like” you but not “friend” you, and I may +1 you but not add you to a trusted list of people I refer to clients.

Trust is not freely given but earned. In our fast moving world of tweets and shares, many have fallen into the trap of believing that this path has a shortcut in a digitally connected world. Let me assure you that there is no shortcut to earning trust and building real relationships. To earn trust you have to show yourself trustworthy and that is not accomplished in a single 140 character missive or Facebook update.

As professionals, we should work to earn trust and guard it passionately once earned. After all, trust directly impacts our credibility, reputation and influence, and that ultimately impacts the trajectory of our businesses and careers. Trust can earn you a seat at the table and treating it lightly can lose it just as quickly. So, it’s puzzling to me why many are squandering the opportunity to earn trust and build sustainable relationships.

The seeds of a relationship are planted from the very first impression. Online we don’t have the benefit of a full presentation of body language to aid a first impression so we are left with our words and actions. Consider then how critical it is that we are mindful and purposeful with both, especially in the course of doing business.

There are those who dismiss the “small talk” that perpetuates social media preferring to get to the point and short circuit the unessential. Yet it is often the small talk that holds clues that allow you to thoughtfully develop relationships. Admittedly, it may not be sexy or fast paced but human relationships cannot be automated.

You want to get your news covered or your expert client quoted? Pay attention to the details and don’t treat the people who can get you to your goal like interchangeable tokens on a monopoly board. Put the work in to discover who they are, what they cover and how YOU can help them. Spend the time to craft a personalized, targeted pitch rather than resorting to a “quantity” mentality that has you blasting out your news to a random list.

Earning trust is well worth the effort and will reward you with richer personal and professional relationships that will yield bountiful results. Isn’t it worth it to take time to show and prove that you are a professional?

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Stronger, Better, Faster: How to Use Competition to Your Advantage

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grandma's bicycle

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I was on the final leg of my third workout of the morning. It was a perfect summer morning and as I pulled up to a red light on my bike I exhaled into a smile. Another rider pulled up beside me. He was over 6 feet tall, muscular and clearly a far more experienced rider than me. We chatted about the day and the beautiful weather until the light changed. As we said our ‘’good days’ in one fluid motion he was nearly a block ahead of me. Without even thinking, I gave chase. I ignored my already weary legs, dug down and began pedaling faster than I ever had (I only took up riding again two months ago). The world around me became a blur as I focused on one thing – catching my opponent.

I did catch up two lights later. This time I came to my senses and my destination and did not give chase when the light changed. I admit, I have a bit of a competitive streak (it’s why I hate the gym, I always want to be the last one standing on the treadmill) but it’s mostly harmless. As I replayed the ride, I realized that trying to keep pace with a more experienced, faster rider had allowed me to push through to a new level. In my quest to keep up with a stronger opponent I had forgotten “my place” and simply rode like the wind.

In the days following my wild ride, I rode faster and harder, because I knew I could. My confidence soared right along with the numbers on my heart rate monitor. I had a new base thanks to my competitor.

People that are better than you are, whether it’s in sports or business, are an essential part of your own growth. If we surround ourselves with people on or below our level we may never know our own capabilities. Challenge yourself to explore your own limits by competing with someone you know is faster, stronger and smarter than you. You may not beat them but you are guaranteed to up your own game.

In business and life, there is never a lack of opponents. While I am not suggesting that we constantly pursue world domination, it is healthy to challenge yourself to compete at a higher level. It is easy to become complacent with our success, especially if we are the top dog in the puppy store. But, it is so satisfying when we push a little harder and discover that we are capable of even more.

Who is stronger, better, faster than you in your industry or job? How can you compete with them in a way that makes you better?

 

 

 

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