Ever since we first started to harbor devious thoughts of owning our own company, we’ve picked up on the incessant chatter.
“What’s the business model? The model is broken. We must find a new business model.” Etcetera.
Though we here have done plenty of thinking about our own business model, and created something we believe is right for the times, differentiated from many others, and will give us a shot at feeding ourselves, I keep getting this nagging feeling that building your business by imagining into existence a business model is a big fat red herring. Or at least, a herring that needs a healthy dose of salt.
Here’s my theory.
Stick twenty people in a room. At a long, long table. Make sure their skills are complementary, and that they have general agreement on what’s wrong and right in the world. Tell them to go solve marketers’ challenges. Ta-daaa.
Get the right people. Get it done. That’s the business model.
Friday, November 21, 2008
Tuesday, November 18, 2008
Saturday, November 8, 2008
I fear that as we all help steer our clients towards transactional ‘you get this for that’ messaging, we will miss the underlying humanity.
This morning I heard a delightful excerpt from an NPR interview with the late Studs Terkel.
Studs was my introduction to real American culture (versus Hollywood culture). When I first moved to Chicago from London, I picked up a second-hand paperback set of his books and read them one after the other. The paper smelled of Chicago, the writing more so.
Here’s what Terkel said in his interview that got me thinking this way. He’s riding on an automated airport shuttle train, with automated voice commands over the PA, automated doors, and passengers too numbed to even smile at each other. This by now very old man turns to a baby cradled in its mother’s arms:
“And I said to that baby, ‘Sir or Madam, what is your opinion of the human race?’ And the baby started to giggle. I said “Thank God! The sound of a human voice!’”
We have a lot of problems, to say the least. But let’s remember that our customers aren’t just balance sheets. Let’s keep the human voice front and center. I believe the brands that remember this will differentiate over the next year. They will bring much appreciated light. And their customers will remember them for it once we return to business normal.
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