Question

Topic: Strategy

The Hot Poop - Volume I, Issue-01

Posted by Blaine Wilkerson on 7/7/2004 at 12:32 AM ET 4000 Points
The Hot Poop - Volume I, Issue-01

Welcome to the first installment of a series of Q&A and Hot Topic Articles/Discussions called:

The Hot Poop



I would like to kick off this first edition with an open discussion regarding a few particular topics.

1. Let 'er Rip!!- Lay it on me. Ask me ANYTHING! Tell me what you think of me -good or bad...no holds barred, anything goes (Well, no kicks to the groin)!

2. What aspects of marketing/business do you wish to know more about, and what are you absolutely sick of talking/hearing about?

3. If someone figured out a way to measure the ROI of marketing tactics and advertising across the board, do you think companies would pay major bucks to learn how?

4. Is it possible to assess/test/determine an individual's and/or company's inherent ability to become successful and proficient in marketing and/or business? Why or Why not?

Answer any way you wish, just as long as it is coherent. I will do my best to keep up with the replies.

After I close the question, I will compile the results into a newsletter with my own additional thoughts and commentary, and send it out to all that wish to receive it. You may opt-in by stating so here in the forum AND by sending me an email request in which I will respond with a confirmation.

Well, Let 'er Rip!
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RESPONSES

  • Posted by Peter (henna gaijin) on 7/7/2004 at 1:28 AM Member
    Someone has some points to burn, eh?
  • Posted by Deremiah *CPE on 7/7/2004 at 2:00 AM Accepted
    Jett,

    1. When did you first come to the understanding that you possessed a strange but unique approach to living your life and how did that make a difference in the way you attracted customers to your business?

    2. How do you think through the process of helping your clientele get a more clear understanding of what they offer in terms of benefits to their customers.

    3. At what age did you began to recognize that you had it in you to become great?

    4. How would you motivate others to recognize their unique gifts?

    Thanks for your time. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE
  • Posted on 7/7/2004 at 4:59 AM Accepted
    Dear Jett,

    I'll take you up on the first topic, which probably has to do with the first stages of your career:

    You seem to be a self-starter and a go-getter. Have you ever had an off-day / off-week / off-month, etc.? Have you ever had trouble motivating yourself and/or had to combat any feelings of inadequacy? If yes, what did you do about it? Personally, I am now at a cross-roads and do not know which road to choose (easy office job with a real salary? Difficult, risky consulting business?) Has that ever happened to you in your career?

    In essence, has your "get up and go" ever "got up and left"? And how did you get it back?

    Ciao--
    Ricky
  • Posted by Blaine Wilkerson on 7/7/2004 at 5:05 AM Author
    Peter - I guess you could say that...but it also seems to get people's attention.

    Deremiah -

    1. I realized I was very imaginative in 3rd grade. My school was hosting its annual Science Fair and I was finally old enough to enter. Rather than make a volcano with baking soda and vinegar, or a styrofoam solar system, I wanted to explore some of the curiosities of nature. At that point in time, I was fascinated with plants and how they managed to "drink" water. So, after lots of reading and questioning my family and neighbors, capillary action became a mind-boggling concept to me. In order to prove it, I took a white carnation, split the stem in half - placing one half in blue colored water, and the other in red water. After a few days, the white carnation was half red, half blue, with a purple stripe down the center. I won first place.

    This was the first of many scientific experiments and artistic projects (graphite, scratch art, painting, etc).

    I believe this to be the beginning of my maverick point of view. While not alone (I continued to surround myself with others who think like me), my "type" was certainly a minority - always questioning the teachers, parents, rules, laws...not out of rebellion, but by challenging the logic. It drove people crazy (and still does), but all of my clients have been very appreciative and awe stricken by my creative thinking. So much that one client put me in his Will so when he passes, I can continue to carry on the legacy of his dream/business. Others have been brought to tears by my devotion and motivation without emptying their wallets. Ultimately, I gained the confidence to be myself, and speak my mind with as little "butter" as possible. This faith has proved to be quite rewarding. I keep growing, learning, and receiving blessings everyday...so I figure I am doing something right.

    2. First, I try to encourage focus on what they are "really" selling. Next I place myself in the role of a customer and ask them to do the same. In short, I look from the outside in versus inside out.

    3. Well, I feel a bit narcissistic by calling myself "great", but as an early teen (13-14), I began to feel as though my creative thinking an artistic talent "HAD" to be given to me to serve a "great" purpose. Does that make ME "great"? I don't know. But I try to excell in everything I do.

    4. It usually starts with getting to know someone. Once I begin to see and hear a unique talent - whether it be compassion, art, mechanics, intelligence, sports, acedamia, etc., I start to encourage them to focus on their gift and help them develop ways to utilize it. Sometimes I feel that I get too involved and take it very personal if I cannot help one expand upon their gift. I have to constantly tell myself that people have to want to change...as cliche' as it may sound.
  • Posted by Blaine Wilkerson on 7/7/2004 at 5:12 AM Author
    Gavin - You have asked some excellent questions in which I will answer in great detail tomorrow. I am very tired right now and would like to respond with a fresh mind (Deremiah's questions took what little energy I had left for the evening! (It's 3 AM). Look for my response in 5-6 hours.

    Ricky -In short, "YES" to every question. As I told Gavin, I am about to get some rest and would like to address your questions after some sleep. I realize you are in Italy, so you should be awake when I come back. Stay tuned!
  • Posted by telemoxie on 7/7/2004 at 9:02 AM Accepted
    I wish I knew more about simple and effective project management and reporting.

    Years ago, as a Product Marketing Manager, I had used some project management tools to track product rollouts, brochure status, etc. I found that when I took the time to keep the system and reports up to date, there was not much time for anything else.

    Today, I need to report active project and task status, as well as keep track of potential future campaigns, for a number of clients. I'm reluctant to spend a lot of time generating a report which my clients might enjoy, but which is pure overhead to me.

    Online tools which I have researched seem overly complex or overly expensive, e.g. if I have 20 active clients, I would need a 20 user license (so that each could have password access to their own material).

    I've considered setting up an account for each project at www.yahoo.com and using the Blog and email for simple project management, but I don't want a complex solution which will take all my time.

    I've also considered retaining a part-time project manager who would "ghost write" the reports, and ideally create a template I could use for future projects.
  • Posted by Deremiah *CPE on 7/7/2004 at 9:25 AM Accepted
    Jett, (continued)

    Thanks for your excellent responses. Jett you are a great man (except it), my compliments !LOL!! :-)

    5. Beside the fact that it seems most people are extremely lazy and self serving why do you think customers fail in the area of Customer Service and how can good marketing improve that.

    6. Benjamin Franklin said "Early to Bed Early to Rise makes a man wealthy healthy and wise? From this prose of wisdom from a master of observation you would think he got plenty of rest. But when I observed his autobiography often times he went to bed after midnight and was up before sunrise. How early do you get up in the morning, how late do you go to bed and do you think that sleep is "over rated"?

    7. There is the public life of Jett on KHE and there is the private life of Jett. Give us an example of how you might differ in your private life?

    8. When's your birthday?

    9. Do you think you know more now then you did in the past or do you think you understand better how much you don't know?

    10. (A). Why do you think working across cultures is key to the success of Industry?

    10. (B). How can better marketing across cultures improve profit margins and at the same time improve relationships?

    11. My favorite mentor from the past is Einstein. Why do you think imagination is important?

    12. What is the difference between information, knowledge and wisdom...and why is it important to know the difference?

    Thanks Jett. (to be continued)

    Is there anything I can do for you?

    Your Servant, Deremiah, *CPE
  • Posted by Blaine Wilkerson on 7/7/2004 at 10:22 AM Author
    Gavin -

    1. You seem to be using the word "bad" synonymously with "unethical" or "evil". Is this your intention or do you mean bad as in "this products sucks...every hates it...it is pratically useless"?

    2. Continued Education, Customer Retention, and Clean, Clear Channels

    3. Yes, I believe marketing is a form of science and art, which leads me to say "Yes", there is such a thing as a correct strategy. The tactics may vary from one specialist to the next, but the overall, optimum strategy can be as precise as a balanced chemical equation.

    4. "Atlas Shrugged", by Ayn Rand

    Ricky -

    Let's talk about my "off-day / off-week / off-month, etc.".

    I suppose I could write a novel about my about my "down times" (couldn't we all)! Perhaps the most profound humbling experience was a crushing burn-out after 3 years of working full time, attending 12-18 credit hours of college per semester, nurturing a new marriage, furnishing/decorating a new home, and managing a website allthewhile hosting a massive ebay campaign. I was super motivated and took on more than I could maintain. As a result, I almost lost everything...secondary to situational stress (and not coping very well).

    So what did I do aside from taking a break from school? My wife and I decided to have a child, LOL! Makes a lot of sense huh?

    But more specific to my current carreer, I took a MASSIVE financial and emotional blow after my first marketing company I started with a now "ex" best-friend ended with the discovery of my partner grossly mis-managing corporate funds, breaching client contracts, and almost manipulating every ounce of energy from me. I took the high road upon discovery and sided with the clients during the legal investigations. Needless to say, my "friend/partner" and the corporate investors who were still snowballed by his manipulations ostracised me to the extreme. I was broke, on the brink of divorce and bankruptcy, and no longer had a company. The combination of humiliation, embarassment, anger and resentment ate me alive. "This wasn't supposed to happen to me", I kept telling myself.

    As a result, I went from workaholic to throwing a 2 month pity party for myself. My office and computer remained untouched, I disconnected the Internet, and was literally afraid to log on. Then my little brother died. Talk about insult to injury.

    My brother was an epileptic and a former heavy drug abuser. He spent the last few years of his life transforming from a stoned shithead, to an Honor student in the Biochemistry program at the Univeristy of Oklahoma (following my footsteps).

    His death motivated me to get off my ass, and get Jett Enterprises up and running again (The other company mentioned above had nothing to do with Jett Enterprises, it was a separate venture and entity). I had about $20, my mortgage was 4 months in arearrs, and my car was about to be repossessed. (Sound like a country song yet?)

    "Something" clicked inside me..that old spark that had ignited my previous motivation lit a fire that continues to grow to this day. I reconnected the Internet, built a website, landed 3 contracts in the first month (2 were from clients I assisted in the legal battles against my former partner), and started working my tail off. Each successful strategy, tactic, accomplishment, etc. kept pushing and lifting me higher and higher. I later joined this forum as a venue to learn, network and build my brand.

    It was tough, but I did it. Jett Enterprises Inc. was built by myself with less than $100. When I say "by myself", I am being very literal. No partners, investors, teammates, etc...just me and my drive to succeed.

    I transfer this energy into my client projects by taking on small/start-ups who need direction, motivation, and solid leadership. The more I give, the more I get...hence my bordline obsession with this forum...it helped save my corporation and I could not have asked for a better place to learn and share knowledge.

    So if anyone out there has fears, reservations, and/or doubts about their ability to succeed on their own, feel free to contact me. Not only have I been there, I beat it!
  • Posted by Blaine Wilkerson on 7/7/2004 at 10:32 AM Author
    virago -

    1. I'll say it: "Hot Shit! ", but "poop" is American slang for "info", "topic", "lore", etc.

    2. I spoke of unique talent because Deremiah asked me to talk about it. If you read my response to Ricky, you will find plenty of reference to my weakness.

    As far as which would I choose to work on - strengths or weaknesses...it depends on which one requires more attention at the time being. I work on both as necessity dictates.

    3. Are women better at marketing than men? I don't know. But it raises an interesting topic to add to my studies on measuring marketing ability. Personally, I haven't noticed a trend either way, but I was not looking for it either. Thanks for bringing it up!
  • Posted by Blaine Wilkerson on 7/7/2004 at 10:37 AM Author
    telemoxie - I hear ya man! We share the same dilemma. one of my friends is a PM consultant. He charges $45/hour, but may be able to throw something together for you. Drop me an email for his contact info.

    Nonetheless, I will note this topic and discuss it in more detail after I research some potential solutions.

    Great stuff!
  • Posted on 7/7/2004 at 11:07 AM Member
    Heavy stuff, Blaine. Thanks for opening up and always having time for everyone. Basically, thank you for you!
  • Posted by Blaine Wilkerson on 7/7/2004 at 11:18 AM Author
    Deremiah- Thank you for the compliment. I appreciate your kindness and positive energy!

    Here are some answers to your additional questions:

    5. You ask, "...why do you think customers fail in the area of Customer Service and how can good marketing improve that?". I must say I am a bit confused by this question. "Customers" fail in customer service, or "companies"? Please elaborate for me.

    6. I go to bed around 1-2AM and wake up around 5-6AM. Undoubtedly, a short, mid-day nap is sometimes called for. Contrary to my schedule, I love to sleep...but I don't have enough time! lol..

    7. "An example of how you might differ in your private life?". Well, aside from my occasional burts of professionalism, I try not to wear to much of a "mask" here in the forum or with my clients and colleagues. I love to goof around and make people laugh...especially my son, Jett. Imagine a 30 y.o. man dancing around the living room with an 18 month old boy singing "The Elmo Song"...that's me.

    8. Jan. 21, 1974

    9. I definitely feel like I have a better understanding of what I DON'T know. Who was it that said true knowledge is realizing you don't know everything....?

    10A&B. I feel that working across cultures is key to the success of Industry because of the inherent advantages/talents/experiences each culture possesses. If you limt yourself (or business) to one culture, you are electing to deny yourself a wealth of knowledge and opportunity. We all live on the same planet, and for the most part, utilize the same "stuff" and share similar aspirations. Tapping into the "heads" of various cultures opens the door and exponentially increases your reward (not just monetary). Can anyone feel a Whitney Houston song coming on? LOL...

    11. Einstein is one of my favorite mentors as well. Imagination has always played a role in the various successes/achievements in my life. Without a strong imagination, and faith in your own creativity, you have no choice but to folow they herd. I like to cut my own trails. Do I occasionally run into an empasse? Sure I do! But Ican't think of a more rewarding way to learn than falling on your face and getting back up again.

    12. Information - The building blocks of knowledge
    Knowledge - The building blocks of wisdom
    Wisdom - Knowing the difference and how to use it.
  • Posted by Blaine Wilkerson on 7/7/2004 at 12:48 PM Author
    Andrew - I'm glad you like the name! lol...

    1. Thank you for your kind words. One can never get too much appreciation!
    Although it may seem like I answer every question...I don't. The subject matters and panel of experts have broadened so much since the beginning, there is way too much for one guy to answer!

    Sitting by the pool, huh? That would be nice! The truth is I work the forum into my 12-18 hour days. I work very hard off-site, and drop in when I can. Rest assured, when I figure out how to become so rich that all I have to do is sit by the pool with a laptop and a margarita...I'll write a book!

    2. In short, YES, it is VERY possible...I did it. I would like to elaborate on this subject more so I will post a better response to this question in a bit.

    3 & 4. ...same thing. I have a lot to say about your inquiries but I need to take care of some client projects right now. I'll be back.

    cal - Thank you for always contributing to my questions! Like I told Andrew, I have to take care of some work right now, but I'll be back later to expand on your statements.

  • Posted by Deremiah *CPE on 7/7/2004 at 2:47 PM Accepted
    Jett,

    GREAT Answers! You got "Soul" man let it sizzle! Thanks for your wonderful input and ideas.

    Question #5. should be:
    5. Beside the fact that it seems most people are extremely lazy and self serving why do you think companies fail in the area of Customer Service and how can good marketing improve that?

    Deremiah, *CPE
  • Posted by SteveByrneMarketing on 7/7/2004 at 4:43 PM Accepted
    Here goes …

    - Beyond your intellect and drive, I think you’re a darn nice guy Blaine, completely committed to playing a role in the evolution (perhaps revolution) of professional marketing and the entrepreneurial spirit.

    - I’m naturally curious about all aspects, and specifically 1. how the human mind works in response to commercial messages 2. how product design, ergonomics and the like affect marketing success 3. how the enterprise will evolve to bring “the revenue chain” into balance with the gains achieved in manufacturing and the supply chain. CRM, at least today’s sort of passive aggregator of data form of CRM verses what might be called CRM execution, is only one aspect the revenue chain discussed here. Others aspects include product development, understanding what customers will want and need down the road, it’s actually a long list (see EMM software benefits). Is the DELL WAY pointing the way? Is Marketing playing catch up with other core business functions in adopting enterprise level processes?

    - “across the board” measurement has proven to be difficult, if not impossible to date. How do you measure the great creative of a mass media campaign? Brand equity research and the like have been a beginning but not nearly as reliable as A/B split ads or quality SEM programs. Still my answer is yes, companies would pay and I think as marketers we are getting closer and closer. Bob Stone and all the direct response marketing pioneers knew the power of knowing, they limited their marketing efforts to what they could know and based their careers on it.

    - “possible to assess ..”, Yes and No. Certainly a proven track record of success, particularly process-driven success, would indicate a propensity for continued success. But on the other hand, every situation is uniquely different with too many variables to provide any guarantees of success. Certainly the Lakers thought Gary Payton would be successful (no, I’m not putting the whole Lakers thing on Payton). On balance I’ll go with yes, as with most things taking the right steps, following a proven process and just the wisdom gained from experience leads me to think it’s possible more times than not.


    Thanks for this post

    - Steve
  • Posted by Blaine Wilkerson on 7/7/2004 at 7:57 PM Author
    Ok everyone..I want you to know I appreciate your posts and will reply to each and every one this evening. I got tied up all day and now Jett and I have to watch our daily dose of Elmo!

    Stay tuned...
  • Posted by Pepper Blue on 7/7/2004 at 8:47 PM Accepted
    Jett,

    Please consider this as my double opt-in permission-based request for any and all of your communications.

    I will also respond via separate email.

    1. As I said before, this forum would not be the same without you as you are the only expert that I put in numerical order as being #1.

    As we have agreed before, our minds think alike.

    'nuff said on that one.

    2. I love hearing how other experts who own their small business get new business and manage all that needs to be done to keep the doors open.

    I'm sick of bad questions that have no preparation time in them. I'm sick of having homework questions posted. I'm sick of answers that are too long. I'm sick of answers that are consistently put together with little thought or care as to their sentence structure and general grammar. Forget an occasional incorrectly spelled word or typo, we all do that, I'm talking overall sloppy structure.

    3. Depends, some companies get it some don't. Some companies don't care that 50% of their advertising dollar is wasted (if they are lucky). You can show them validated ROI on alternative marketing tools all day long and they won't care, because THEY DON'T GET IT. To them, marketing is all about having a fancy logo and tagline and then putting it on expensive collateral material

    Other companies would be all over it.

    4. I don't think you can do this because there are too many variables involved, mainly timing, luck, fate, Mr. Murphy and the ability to stay ahead of entropy.

    That's my short poop for now, I can thread on if requested.

    PBlue
  • Posted by Blaine Wilkerson on 7/8/2004 at 12:42 AM Author
    Andrew (cont'd)

    2. Well, man. I tell you what...in addition to my previous comments about your question regarding how to get started and using creativity over traditional methods....I have been thinking about how to deal with this all day and night. I have concluded this can be handled one of 3 ways:
    A) Give away my "trade secrets" and let you run with 'em.
    B) Offer you a chance to get your feet wet with some of my clients,
    C) Both A & B.

    If you are willing, I like option "C". Drop me an email so we can start getting to know each other better and perhaps get something rolling.

    3. We are definitely the one the same page with this one!

    4. Thank you for your input! I don't have the answers either, but I'd like to explore the possibilities. My intentions for this topic is to gather data, opinions and expertise. Your point of view is very similar to mine, so I feel confident you can play a major role in any developments.

  • Posted by Blaine Wilkerson on 7/8/2004 at 2:03 AM Author
    Sorry..I'm tired..I meant to say "on the same page"...lol

    More to come for Cal, Frances, Kevin, Tim and Steve.

    Thanks for your patience!

    Good Night!
  • Posted by Blaine Wilkerson on 7/8/2004 at 1:33 PM Author
    cal -

    I haven't read the book yet, but I will. I remember you mentioning it before so perhaps it is a new wave.

    Personally, I believe more objective methods of measuring ROI on marketing tactics is the next big "thing". It is so fresh and currently a completely subjective, internal procedure, that there really isn't much info on how to go about it. A major problem, as many have pointed out, is business' overall resistance to marketing in general. The big corps get it, but the SMEs tend to find every excuse NOT to invest in good marketing...let alone a way to measure it. This fact alone dictates a need/call for action. Someone (including myself) is going to try to figure it out. While there may not be an objective TEST, I believe there is an an objective METHOD waiting to be discovered. It may turn out to be a pipe dream along the ranks of trying to find a mathematical predictor for the stock market, but my curiousity is going to drive me to explore it before writing it off.

    Feel free to use this in any questions, articles, etc. you may wish to post. Let me know when you do because I may have more to add. Thanks again Cal!

    Frances - I agree- TeamWork is a major factor. Companies have a hard enough time getting there employees to collaborate, let alone focus on a new aspect of marketing. But as they say "good things come to those who wait".

    So how do I avoid bad partnerships? Easy, I don't have any partners! Over the past several months, i have toyed with the idea of getting a true business partner, but nobody has really showed any interest yet (and I haven't been looking either). However, I DO create several associate relationships with other marketing consultants...especially KHE members. Some day, one or more of the relationships may lead to a merger of sorts, but I am going to let it happen naturally. I found that if I concentrate on my tasks at hand and keep moving forward on my own instead of worrying about getting into "debt" with partners and investors, my needs are usually met. Now, I would not turn away an inquiry or proposal for investment/partnership, but I no longer place it on my priority list. If I had some extra funding, I believe Icould launch one hell of a corp...untill then, slow and steady growth are proving to be pretty rewarding.

    Regarding politics and dealing with clients...I'm with you - I hate engaging in debates and/or high maintenance customers. You know what I did (and will do again if necessary)...I "fired" all my headaches. Life is too short, time is too precious. I started my own company to finally do what I ENJOY for a living by my own rules. If a client gives me too much crap, or gets into that "customer is always right" mode, I kick em' to the curb. The piece of mind is well worth the dent in revenue...not to mention it opens up my schedule for new projects! Perhaps when Jett Enterprises gets too much for me to handle (I already have to contract help with all the projects)...well, I should say when it becomes much larger than it is right now, I can implement some client tolerance policies...as long as one of my partners/employees is the one dealing with the headaches! LOL.

    I hope this helps!
  • Posted by Blaine Wilkerson on 7/8/2004 at 1:51 PM Author
    Kevin - I wish I could say more than "Thank you", but I feel you pretty much stated your opinions and ideas! I'll address your concerns in my "official" draft and keep you informed of any progress.

    Tim - Consider yourself double-opted!

    As always, I appreciate your endorsements! You know from our offsite convos, we are on the same page.

    As for your frustrations, I'm with you. Please "thread on" to elaborate! I look forward to it!

    Steve - I re-read your post and would really like to comment on all the issues you brought up in my final draft. Just like Kevin (and others), you bring up several points of interest. I am doing a lot of data gathering as well, but will definitely talk about your subjects.

    Thank you for your kind observation. I like the word "revolution" better!
  • Posted by Blaine Wilkerson on 7/9/2004 at 3:50 PM Author
    Michele Thanks for your input! I can always count on you to provide sound advice. I'll keep you informed.

    Jim - I feel ya man! You kinda caught the tail end of all this so I will address your comments in the distillation of all the posts. Thank you for your contribution!

    Everyone I'm closing this out now. I'll let everyone know when the official draft is ready for distribution. It will most likely be a few weeks since I have a lot of subject matter to cover and organize, along with acquiring copyright info from the MP Administration.

    Once again, THANK YOU!!
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