July 21, 2008

Mass is out; Niche is in

Lots of conversations surrounding web2.0 lately; lots of conference invitations for web2.0 marketing events (none of which I can or will attend - poo-poo). I read a comment recently that the greatest benefit of web2.0 is that the world is your oyster. Groan. Meaning? Dumb cliché aside – thanks to web2.0 the world is the new audience. Eh? Wrong.

If you start targeting everyone, in reality you’re targeting no one. Web2.0 creates outreach (i.e., targeting] and engagement [i.e., the conversation] but understanding who your audience is crucial for defining your marketing message. Particularly for small businesses, marketers need to be cognizant about knowing who they want to reach but more importantly they need to be realistic about who they can reach. One downside of web2.0 for many is that it can create the perception of static “channels” be it social network sites, blogosphers what have you; but as many already know, these channels are constantly changing - new channels open up, some disappear, and the outreach environment for many in terms of advertising is becoming more and more stringent as web users gain more control. As marketer’s, our hollistic marketing strategy has to be based on audience - not on "channel.” That said,

Stop thinking “broad-base” and start thinking “niche.”

Think Blackberry: a niche product that garnered mass-market attention but it grew from the path of niche-mindedness. For many businesses, small and large - there are probably a hundred and one other seemingly similar products on the market that are either skimming the profit margin or blundering horribly. The unique proposition of a partciular product or service is how you get to niche. And within niche-mindedness lies a more compelling, relevant marketing message for your audience. With time and effort and the right people on your team - at the end of the day you will get better results and it will [should] cost you a lot less.

June 9, 2008

Bad Managers Be Gone...

So there are managers, and there are “managers.” Fortunately, I’ve never had any “horrific” managers – some were weaker than others certainly…..but I’ve known plenty of people that were bad managers and I’ve known plenty more that have had bad managers. My team recently grew and after having a series of one-on-one’s last week, I started thinking about the importance of being a manager and the responsibilities that we as managers have to our employees.

It’s not an easy job and I believe that the performance review process for managers – in so far as how they’re doing as a manager - is grossly insufficient. There are far too many that continue to take on reports when in reality they should be booted from their managerial seats and stripped of their manager titles.

So, with that said…what are the essential qualities of a good manager? Here’s my vote on the top 6 ….

Good Managers Assume Responsibility and Protect Their Employees

  • You can delegate authority but you cannot delegate responsibility. When people screw up, a good manager takes responsibility because the chain of command goes up, not down. Managers can address the issue directly with the employee and take separate action but when dealing with higher-ups, a manager does not throw that individual under the bus; that’s just poor form. And yes, it’s happened to me to me once or twice and no, when it happens - you don’t forget. In fact, any manager who violates this essential quality…is a dirt-bag.

Good Managers Empower Their Employees

  • They understand the team process and believe in promoting responsibility and accountability. They understand the concept of “delegating authority.”

Good Managers Develop Employee Skills

  • Set goals and objectives; develop stretch goals and action plans. They don’t just throw something slipshod together, attach some numbers and call it a “performance plan.” They are mindful. Few things irk me more than managers who take little or no interest in the professional development of their employees. I took on several new reports and reviewed their latest performance evaluations and for one individual, I saw more N/A’s for entire sections of a three page document than any one employee should ever have --- ever. I was deeply offended. Setting goals and objectives is a critical part of being a manager, for all the moving parts that are involved. Goals and objectives should be communicated clearly, and in a meaningful and relevant way. Managers who fail to take an interest not only face a greater risk of having poor performers, but of losing the respect of their employees and their colleagues – as bad management rarely goes unnoticed. That’s not to say of course, that the reverse will guarantee top-dollar billing but non-participation gets you, the manager, absolutely na-da other than bare-minimum effort. Obviously this is not good – for productivity, efficiency or morale; and all of these things impact the company.

Good Managers Take Time and Make Time

  • OK. I don’t mean the mindless weekend chitchat – although I’m sure this is acceptable in some environments ;-) Good managers communicate often with their teams be it by email, phone, or quick drop-by’s. Good managers take the time and make the time to meet with their employees on a regular basis; discuss projects, new developments, etc. They “itemize.” Keeping employees informed helps maintain the spirit that “we are a team and you are an important part of that team.” Plus, an informed employee doesn’t hurt the company either.

Good Managers Understand Productivity and Efficiency

  • They know what objectives must be achieved within stated time frames and they are able to communicate that information in a meaningful way to other people. Equally as important is effectively managing productivity and performance. For me, weekly meetings are helpful for keeping the team up-to-speed with what’s going on. If you’re having weekly meetings, please – make sure they’re “productive.” Almost as irksome as having to deal with bad managers, is having to attend useless meetings where questions go un-answered, problems remain un-solved and I just wasted an hour of my time. If an employee consistently follows-up a meeting with multiple follow-up questions or worse, multiple missteps, managers need to take heed and rethink the format of their meetings and/or meeting agendas (or consider actually putting together a default meeting agenda).

And finally,…GREAT Managers aren’t just a title, they are a living force.

  • They’re tough and they have high standards, but it’s their force and their leadership that inspires and drives the team to accomplish and get things done. A great manager has not only a purpose but dedication and emotional commitment to the job and to the team.
So…agree-disagree? Miss something? Ever have a “BAD MANAGER” experience?? Do tell; I love juicy gossip….