Names are for people, pets and imaginary friends

For some time there has been a trend whereby companies name their internal projects or methodology, as if operational acts command the creation of an interesting sobriquet in order to effectively communicate its importance to the organization. Projects named with an underlying technology erode corporate identity in favor of a third party product. Even more confusing is when those underlying technologies change yet retain the original project name. Similarly, naming corporate methodology or processes gives rise to corporate in-speak and leads to confusion by clients not, “in the know.”

I understand the intention behind naming projects, I've heard many of the arguments - it's a cheap form of branding, it provides an umbrella for troops to rally under, it is different and therefore exciting for folks participating. But I don't agree. I have never known craftsmen to get excited about their tools, but I know plenty that get excited about the work itself. The customer. The product. The service. This is where the focus should be, not on names.

After spending several years working on named corporate initiatives, I see they are lightning rods for derision, cynicism, cause confusion and fail to communicate benefits. Overly idealistic names (the “People Plan”) cause the scope of efforts to expand unchecked. That last example began in 2006 and continues today, encompassing pretty much anything people do at work. Sub-committees have been created to handle every possible permutation, though none of this effort correlates to increases in sales or improved product offerings.

Rather than branding projects, emphasis and effort should be directed towards effectively distilling and communicating the project benefits. For those projects that benefit customers, this information can then be shared concisely. At no time should methodologies be named or shared with clients.

What has your experience with project & methodology naming been?

Do one thing that sucks, every day

One of the best habits I have ever cultivated is to do at least one thing each day that I would rather not do. The more difficult and unattractive, the better.

Find something for yourself, anything, that you know needs to get done, would rather not do and have been putting off. Do it. Now, repeat that behavior every day from now on.

You'll be amazed how easy this become over time. You'll marvel at your knowledge will increase and your personal borders expand. And, when you really need to do something really difficult, you will have created reserves of strength and energy to get the truly tough stuff done.

The Importance of A First Date (in Marketing)

Marketing materials - whether they are your website, brochure, print ad, or facebook page all serve the same purpose: a “first date” between your company and a potential customer. The interactions should be comfortable, informative, and encourage consumers to want know more or, better still, to commit to the relationship by purchasing products or services.

Like dating, marketing materials can suffer from a bad first date. However, unlike dating, when things go wrong with the marketing message, it really is “you” and not the customer with the problem. Here are common tactics that can ruin that first experience.

Bragging - while it's a great to be proud of your company and it's products, it is not OK to go on an on about it on at first contact. Text heavy marketing materials are almost never read - they are too much work.

Self-involved - these communications focus on the company perspective of what it thinks is important instead of how the product/service will benefit the customer. Marketing communications must clearly define benefits to the customer to be effective.

Introverted - the opposite of the above, these tactics say too little about the company, products or services. This seems to be a tactic reserved for small businesses who often follow the, “build it and they will come” marketing model. With no dialogue it is even harder to start a relationship with customers.

The best dates, like the best marketing, are smart, thoughtful and concise. Suitors demonstrate an understanding of their dates, contextualizing benefits and encouraging meaningful dialogue. Make sure first dates with your company encourage long-lasting relationships.

If I were to have a first date with your product, how would it go? Does it clearly tell me how it would be useful in my life? Encourage me find out a bit more? Solicit my feedback for improvements?

For anyone interested in an evaluation of their marketing content or collateral, please contact me via the comments board. I’d love to hear from you.