Youtility – Why Being Useful Matters

March 28, 2015April 29, 2020 / Josh Green / 2 Comments

One of the current aspects of business I find most fascinating is the model used to deliver value to customers. It is always rolling around in the back of my head as a see an advertisement, walk through a store or read a review posted online. There is the old school notion of who and where customers are and how they interact with the world, and the new paradigm that has emerged with the dawn of the social media age. A book I just finished for a marketing class, Youtility by Jay Baer, is focused on the latter. The book details how companies are effectively promoting their brand through providing value to the public though, free, useful tools. This is an exciting concept that I had not thought about in this particular way.

Youtility is the idea of providing the market self-serve information, which is radically transparent and has real-time relevancy. An example the book gives that I found most interesting is Hilton’s @HiltonSuggests program on Twitter. Hilton simply offers recommendations to those who ask about things to do, see and eat in cities all around the world. This program lays the groundwork for maintaining current customers and can provide the tipping point for finally converting consumers. Hilton’s program successfully hits on all elements that make up Youtility.

Most everyone has heard of the Hilton brand, but this added element allows potential customers to connect with the company in a new way. On top of having a reputation for high-quality hotels, this useful tool allows customers and consumers to be given value, for free, when they need it. There were several other examples used, but this one stood out to me as a perfect representation the book’s point.

With each chapter I read, I kept trying to think about why more companies don’t have programs like this. There are many programs out there, but it is certainly nowhere near the norm. Author Jay Baer points out a few understandable reasons; the breadth of social media’ power is not fully understood by many, there is no direct measure of return on investment with these programs, and it is not clear who in a company is responsible for overseeing these programs. I believe it boils down to many people see the potential, but no one wants to take on the responsibilities because, at the end of the day, they will be evaluated on a program where the results are not clear.

Throughout the book, ideas came to mind on how I can promote Youtility. What I have come up with is offering a way for those who read my blog to request a topic that would help them in their professional life. So, I have created a Contanct Me page where anyone can send me an email to request a future blog topic.

Now think about how you, or your company, can implement Youtility to provide usefulness to consumers. Could it be providing free resources online or starting a YouTube channel with videos on using your product/service? There are so many possibilities, but it is vital to understand Youtility only works if it is what the public truly wants and they are able to find it. So, let the thinking begin…

To kick off my own attempt at Youtility, click over to Ask Me and let me know what you would like to read about in an upcoming post.

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Starting a Business – One Martini at a Time

March 20, 2015March 20, 2015 / Josh Green / Leave a comment

Something that has always fascinated me about consulting is getting to work with a diverse array of clients who all have different needs. I find that being required to flex my creative and adaptive muscles is motivating. To have the best information to draw from, I attempt to learn from what I have done in the past, research what others have tried and, my favorite, learn from business owners who have done it themselves. By compiling this information, I have created my own library of best practices to draw from. To keep expanding this resource, I talk to as many people as I can.

I was recently introduced to Jessica Torres, co-founder of One Martini, a one-stop-shop for your creative cocktail needs. One Martini’s website content ranges from cocktail recipes to infused alcohols and spirit reviews to bar essentials. Jessica is a great example of a business owner finding success through adhering to simple, yet important, principles. Because of this, I was excited to be able to pick Jessica’s brain about her experiences in starting a blog and website. These are the highlights:

I first asked Jessica what tipped the scale for turning her personal passion into a business and I couldn’t have received a better business-minded answer – “The fact that I could make money doing something I enjoyed.” Having passion for what you do is, in my opinion, a vital element needed for success as a business owner. The other side of this is understanding how to turn a hobby, idea, invention, etc. into a successful enterprise. The next response from Jessica is what helps to make that success a reality.

Jessica mentioned that being open to change and not quitting were the most important lessons learned from getting the website to where it is today. Starting any business requires flexibility and perseverance, which can be some of the biggest hurdles to overcome. It usually comes down to accepting the need to adapt and having the grit to stick it out.

When it comes to specifically overseeing a blog and website, Jessica had clear advice, “Running a blog/website takes a lot of time, especially in the beginning and it can take a long time to start seeing results from your efforts; stick with it, focus on quality content, photography and SEO. It’s also helpful to network and meet other people in the same niche as you. They are the ones who will promote you and help you grow.” While this may sound simple, many people overlook these critical points and it is where they fall short.

Finally, when I asked about her most successful creation, Jessica went straight to The Weekender – a coconut vanilla tea infused rum cocktail. I find it easy to see the passion of those involved by the quality and quantity of the content on their site. The Weekender is just one great example of seeing the love of the subject-matter shine through.

At the end of the day, Jessica is a business owner who understands what it takes to find success. I felt her key message was to be flexible, have perseverance and produce a quality product. Again, these may seem like simple ideas, but it is so important to ensure the details of a business startup hit on each one of them.

So, to see what a beautiful cocktail themed blog looks like, click over to One Martini’s website and, in a comment below, post a link for the cocktail or article you find most interesting.

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5 Important Questions for Building a Strong Business Foundation

March 13, 2015March 31, 2020 / Josh Green / 1 Comment

As I have stated several times, how you get started often has a direct relationship with your level of business success. Putting your best foot forward drastically increases your chances for success over the long-term. I see this all the time working in the Nevada Small Business Development Center. No matter the type of business or organization, I believe there are several key building blocks within a strong foundation. Below is a list of questions I ask each client when they are getting started.

What makes your idea different from everything else out there? And, is it profitable?

There needs to be something that sets you apart from everyone else. This can certainly be small in nature, but it needs to be distinct. Why would I buy your product or service, when I can get the same thing down the street? And, it may be a good idea, but will anyone actually buy it?

Doing your homework and talking to the right people is crucial. There is a fantastic network of Small Business Development Centers around the country and free quality advice is hard to find these days. If there is not an SBDC office to assist you, then let me know through a comment below and I will help you find resources.

Have you started to create a foundation for your business – your mission and values?

I have written about both mission statements and values in other blogs, so click over to learn more about creating each. The important thing to remember is these are key foundational elements that are meant to help you make decisions about how you do business – both the easy ones and the tough ones.

Have you created a business plan and used applicable research to form your conclusions?

A business plan (or organizational plan) is the framework that is built off of the foundation you place with a mission and values. Using a template off of the internet is easy and a great place to learn what needs to be included. Search for examples to compare from within the same industry to get additional ideas – perhaps things you haven’t thought of before.

How many points are listed out on your action item list?

First, have you started an action item list? If you have, it is likely that your list will need to double. I wouldn’t be surprised if each point requires something else to get you to where you want to be. What does this mean for you? You will probably need to do more research and estimate more time in the process of starting up. Never hold yourself back by putting off your launch date, but spending several hours or an entire day getting critical information is not a delay or a waste of time.

Were your financial projects constructed from real-world estimates?

Even if you are creating a non-profit organization, finances must be accounted for. In business, finances are what make the difference between profitability and closing the doors. The projections created for the business plan must be based on relevant and timely information. If you haven’t had experience with finances or accounting, it is very important someone with that experience is helping you out.

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This list is not everything that must be done, but it is where I think that everyone should start. They are all basic items I believe must be accomplished and separate the line between success and failure.

Once you have completed these initial steps, there are even more items that must be considered. The Small Business Administration has a helpful list. Now don’t put it off any longer. Follow me on Twitter to get helpful insights from others in the industry on finding and continuing success.

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Defining Your Values

March 1, 2015March 9, 2015 / Josh Green / 4 Comments

Similar to creating a mission statement, defining your values is one of the crucial first steps when beginning a business venture. Why? Because when you face tough decisions, this is what you lean on as a guide. Those decisions are easier to make when you have given yourself permission to make the difficult call. The difference between a mission statement and core values is an important detail; your mission should forge the reason for the business to exist and vales define what you believe in.

When you take the time to set your core values and then define what they mean to the business/organization, you force yourself to evaluate how and why you do business. This means having to look at the suppliers you use, customers you target and product/service you sell. By doing this, you can look at your preferred outcomes and determine if they fall in line with your values. There are several good examples of companies with well-defined core values. In no particular order: Zappos, Southwest and Chevron.

I have listed several steps to help you focus in on the values most important to you. I believe the ideal number of values is between 3 and 7; any less and it won’t cover the full spectrum of your business, and with too many the message can get lost.

What are your personal values? Personal values almost always reflect the business decisions being made. Why set business values you would have a personal problem living up to?
How do you want others to define you? What would you want in a testimonial and what do those words mean to you?
Look at your competition. This is NOT to copy, but to see what drives them. Would you have the same values? If so, what would set you apart from them?
Get the entire team involved. With a small business/company, everyone can get involved. If you have too many people to fit in a room, find a way to let everyone’s voice be heard.
Lock them in and send them out! Once they are set, make an announcement. This doesn’t have to be over the top, but make sure people know what drives you and your business.

Once completed, you are off and running. Values are not a required piece of any business, which is why I feel they are so important – values will set you apart. Defining the values of your business will serve as an essential piece of the foundation that success is built upon. To close, here are a few words from Steve Jobs talking about using values when tough decisions need to be made.

To get you started, please share what you believe your three personal values are in the comment section below.

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Working Remotely – Friend or Foe?

February 21, 2015May 6, 2015 / Josh Green / 6 Comments

The idea of working remotely can seem like a dream – sleeping in, wearing sweatpants all day, avoiding traffic, no weather issues and not having to find parking. However, it can also turn into a disaster if you are not ready for the transition. It all depends on your personality and ability to self-motivate. Having worked remotely for over six years, I found it to be an amazing situation that ended up benefiting me and my employers.

This is where important aspects of personality come into play. To start, I have listed a few potential pitfalls and items to consider.

Salary vs. Hourly: Assuming the honor system is in place and working well, tracking your time should be easy. I believe working remotely is easier in a salaried position, but hourly can work just as well.
Trouble getting started: Getting started can be difficult. When you are at a physical office location, you have already traveled from home and are now fully aware of your changed surroundings. However, working remotely, you move from the bedroom to the couch, table or coffee shop – not a significant journey.
Distractions: TV, food, family, phone, internet, your bed, etc. This can be the linchpin of being able to work remotely. There has to be a balance and personal understanding of how you are going to work and what your expectations are for yourself.
No whistle at quitting time: Like Fred Flintstone at the end of the day, many office employees watch the second-hand tick to End O’clock and leave the office. When you work from home, when is the end of the day? Is 4:30 good enough? Does finishing one last thing turn into working until 6:00? It may change every day. You have to make the call.
No water-cooler and no boss: When at home, it is difficult to form meaningful professional relationships with your coworkers, which can be deeply important for networking and your career. And, you can’t just pop into your boss’s office to ask a question. Trying to get him or her on the phone can be a major challenge – I know from experience.

If any of the items above make you feel like an issue will arise, then perhaps working remotely isn’t for you. An honest discussion with your supervisor is always a good place to start. Now, if you can get the secret sauce just right, working remotely can become the most rewarding and professionally important time of your life. Here is why:

No commute: It saves time and money, limits stress and is a rare opportunity to actually create more time in the day.

Flexibility: Taking a break, running an errand or attending your kid’s baseball game, a remote office can make it easy to not miss out on important life events.
No interruptions = high productivity: Turn the phone over and work for hours without interruption. People will need to actually schedule time to connect with you. Remember though, this is important time you need to schedule to maintain positive professional interactions.
Go to the office when you want: Unless it is in a different city, you can head in for a day to change it up. If you schedule a meeting, plan to stay longer; make sure you talk to your coworkers, boss and others at work to keep relationships strong.

During my time working remotely, I found a great middle-ground that allowed me to produce high-quality work, surf almost every day and enjoy my job that much more. Working remotely isn’t for everyone, but if you can overcome the potential pitfalls, it can become as wonderful, mutually beneficial, work experience.

If you can think of other benefits or potential pitfalls, please let me know through a comment below.

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Mind, Body and Business

February 19, 2015March 9, 2015 / Josh Green / 1 Comment

When looking at success, it is easy to focus on getting a good job, the big promotion or a new client. However, to me, success is built off of the idea of maintaining balance. Too often work and business are put at the forefront of our priorities, disregarding family and health. Without these, however, I don’t believe true business success can be obtained. And, over time, it is bound to catch up with you in a negative way.

In my opinion, without health, you truly have nothing. For that reason, it must be set as a top priority. What that doesn’t mean is that it has to take up a large amount of your time. Excuses are easy to come by regarding health – not enough time or not enough energy. For energy, I believe that is a matter of simply having the motivation to get started, but the longer you wait, the more difficult it becomes. For time, that usually comes from a lack of creativity. And, as someone once told me, “If you are too busy for your health, then you are just too busy.”

What I have found as the easiest and most time conserving workout program out there is You Are Your Own Gym by Mark Lauren. Developed as a strength training program for special operations forces, it is a simple guide that takes between 20 and 40 minutes from the comfort of your own home; 4 or 5 days a week. The book clearly lays out what exercises to do and how to do them. There are versions for both men and women. No commute time to the gym and each exercise can be completed with what you likely already have in your home.

If you need to actually go to a gym, then there are usually plenty to choose from in every city. And, chances are, you will pass one on the way to work. Or, you can simply go out and run; it’s free, easy and comes with a healthy dose of fresh air. Basically, it comes down to what will be easiest for you and can keep you motivated to stick with it.

Get up, work out and you will be energized for the day, plus feel fantastic from taking care of yourself. Research shows that exercise will make you more productive at work and improve cognitive performance. Combined with eating wisely and getting enough sleep, this can be one of the best decisions you make. These things aren’t dismissed because people don’t know it is important, it is simply a matter of making the choice to live better. That doesn’t mean having to be a triathlete, but feeling better today and potentially adding years to life is worth making the positive decisions to improve your health. And, it has the added benefit of improving your performance and abilities at work, which should help with getting the good job, big promotion or new client.

What would it take for you to get started? If you tweet at me (button below), I will follow-up and try to get you motivated!

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Your Mission – For Business and For Life

February 15, 2015March 9, 2015 / Josh Green / 4 Comments

When starting a new business, there are many items that must be worked out, taken care of and secured. To me, one of the most important is defining your mission. Why? Simple – because the mission for your business should be the foundation you build everything upon and for making almost, if not, every decision.

The mission for a business will generally mirror those of the owner(s) because what drives them is what will drive the business. So, with that idea, the concept of defining a mission is a deeply personal endeavor. If you have already gotten your business started, or even been in business for years, the importance of creating a mission is just as high and can make just as much of an impact.

Long or short, the length (almost) doesn’t matter; just the content. As an example, energy company ConocoPhillips has a very short mission statement – Use our pioneering spirit to responsibly deliver energy to the world. This is short and straight to the point. People reading this, and even the company itself, can be reminded about what drives them. The reason I said that length “almost” doesn’t matter is because mission statements can be too long; such as H&R Block’s. The message can be lost if no one wants to read through it.

When looking to write your mission statement, there are a few points you should think about before you get started.

Be honest and write from the heart – The last thing you want is for people to read your mission and not believe it truly represents you or your business.
State your ideal situation – If you want to be the best, world-famous, put your customers first, grow to be the biggest company in your industry, then put that in there. This is as much about what you want to be, as it is how you want to be seen.
Don’t limit yourself – Your mission statement should remain the same throughout the life of your business. Therefore, if you only sell baked goods, but in the future you would like to expand into coffee, then don’t just state you want to be the best baker in the world.

If you need inspiration, I found www.missionstatements.com, which has a multitude of examples for almost every type of mission statement to get the creative juices flowing. Once you have put together your mission, get some feedback from those you trust and then start using it as your guide and post in for the world to see.

Finally, because the mission can be short and covers a broad level of what you do, other items can be created to help clarify who you are and what you are about, such as a vision and values, but I will save my thoughts on those for another time.

As a small push to get started, and if you are feeling brave, please write a one line personal mission statement in the comment section below.

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3 Key Steps for Finding Success

February 14, 2015March 9, 2015 / Josh Green / Leave a comment

There is no secret recipe for a successful future. Certain elements are usually required to get there; such as hard work, dedication and specific skills. However, there are easy to follow steps to help reduce the risks by taking the time upfront and focusing on what is most important. These steps hold true for all decisions; both personally and professionally.

Picking a Path

Starting is by far the most difficult part of any journey. And, that is why the most time should be spent on this stage. When deciding what big change you are going to make or is coming up in life, research and knowing the information that will lead you down the right path is crucial. Test your ideas and make sure you truly believe in your new path.

Plan – For Your Life

While on your journey, there are inevitably going to be hurdles that come up. So, it is important to make sure you have plans and backup options. You can never know exactly what is going to happen, but you can be prepared. What does that mean? It means saving your money, keeping your resume current, networking with as many people as possible, getting additional education or certifications. For business, it means also saving your money, investing in what will be the future of your business, constantly develop new customer relationships, do a SWOT analysis to see what could be your greatest threats and keep customer service as a main priority. You will not be able to know or plan for everything that comes along, but you can put yourself in the best possible position for when it does.

Define Your Success

Finally, you must define your goals and what success means to you. No one can tell you what success looks like. It is a deeply personal belief. Few people look at success in the same way. Someone may only look at success through the lens of fame, money, title or power. Others may simply see it as leaving work with a smile each day or having a customer do so. You must set your own bar for success. This will keep you motivated, push you to meet your own goals and allow you to find true happiness and job satisfaction.

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Whether it is in your personal life or the business world, these are three key steps that should always be taken and can make success that much more likely.

Now, I believe there is a fourth step, which is also very important, but comes afterwards. Please leave a comment with what you feel is crucial to future success that happens after decisions are made and outcomes are known.

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