Josh Richards "jrichard"

When I started this post it was, initially, entitled my THREE biggest business mistakes. Then it got longer, more occurring to me as I typed. There are many more but I decided to limit it to the six that stayed top of mind, figuring they were probably the most important (thus far), and that I view as also being highly relevant to other folks.

So here they are:

1. Assuming that what others are doing, who are seemingly successful, is the best way. Studying the competition is one thing. But the best path to take is usually based on a mixture of creative ideas of your own and those stolen from other completely unrelated industries. Study the competition to be different from them and to spot the gaps.
2. Listening to and considering advice from folks who, while well meaning, have absolutely no idea, credentials, or background in where I was headed. Even those in the same business do not warrant serious consideration unless they are on the same plane that you aspire too. For example, if you desire to be wealthy don't take advice from those who are not wealthy, even if they have your best interests at heart and sound savvy. This also means most talking heads on the television and reporters in general are not the best sources of wisdom. (Though they, or rather those they report on, may be good leads as to who to actually to listen to, talk to, read about, etc. yourself). Ultimately you have to make your own judgments regarding sources of advice. I spend a lot of time figuring out how to discover who to listen to on particular topics so that I can spend less time listening to noise from others who aren't truly helpful or, worse, are spouting B.S.
   
3. Not focusing. Once I had narrowed down who I was going to draw inspiration from, there came a point where I should have stopped looking for external inspiration and started applying my new found capabilities and knowledge gleaned from all that studying of other successful folks. Yes, the additional study of systems that had worked for others was beneficial (and continues to be, as I keep up that studying every day). There is no clear "starting line" but at some point I realized that for all the good stuff I was learning for the future I was also to a point where I could do plenty with what I had if only I got to work applying it.
   
4. Thinking that marketing (mostly) meant advertising (and also, in part, being cynical about advertising and sales). Marketing IS the business. And I don't mean that statement in the way I might have interpreted it before I knew what I know now. Combined with cynicism I might have written that statement off. But marketing is about everything: the features, the products, the service, the positioning, pricing, every interaction, etc. In fact, there is not one thing that you could name in any organization that isn't about marketing. Nada.
   
5. Not studying direct response marketing earlier. Holy crap. If you think good marketing and advertising is about pleasing and artistic advertisements, headlines that are a "play on words" in an attempt to sound cute, and winning awards than you are, worst case, a sitting duck waiting for competition to stomp you. Best case: you are spending money on marketing without any idea what is working and what isn't... and thus no measurable ROI or means to improve it over time (which still means you're a sitting duck: for a savvy competitor who understands direct response to blow you out of the water even as you boost your marketing spending). Effective advertising and promotion does not flow from the hands of graphics designers anymore than a professional baseball player's home run is the result of the guy who mows the grass at the stadium. You may argue it plays a role, and that may technically be true, but there are far bigger factors at work that should be focused on first.
   
6. Under-appreciating the importance of mindset. I am not just talking about positive thinking here. I'm talking about feelings about money, success, being wealth, not following the herd, questioning the status-quo, etc. And things like who you hang around with, focusing on results/outcomes over tasks, etc.. A lot of this stuff is sub-conscious or invisible until you start really learning about it so you can recognize it. It's even more difficult to spot because the majority of folks are oblivious to it. You can be ambitious as hell and still fail to reach your goals if your mindset is off-base.
   

That's all for now. I'm sure there will be to discuss another day. Perhaps a few folks out there will find this post helpful.

-jr

The economy can only take so much blame for the woes of many of us before a bubble of a different sort bursts: our own. Especially for those of us who are business owners, we need to remember that we're in business for ourselves.

Business owners are rarely innocent victims of circumstances. Sure we can't anticipate every possible thing, but no one forced us down any particular path either. We business owners, especially those of us in the developed world, have far more opportunities, protections, and levers at our disposal.

We suffer from the same weaknesses as anyone else such as complacency, fear of uncertainty, and the need for positive cash flow. But we are not entitled to being handed solutions to these needs and problems. They are our own and and we must seek solutions that are empowering.

First though we need to be honest with ourselves:

• How much credit do we really deserve for our growth during boom times? Was it strategic or more the result of the pie growing around us? (i.e. did business fall into our lap... as well as our competitors... or did we attract it systematically and through compelling positioning?)
• How much is our blame on the nebulous "economy" our way of deflecting from our own weaknesses, mistakes, and oversights while putting off the nitty gritty work of tackling them?
  
• What's the profit in continuing to blame things that are outside our control while ignoring the things that are?
  

As a blogger Brandon Boyd recently said:

This economy is 'thinning the herd' of weak business practices. Its affect will be a benefit to the customer in the long run - as businesses that truly 'deliver' will remain.

I'd add that it'll benefit business owners in the long run too. Those that manage to do more than simply coast through economic downturns will build stronger businesses. They will be the leaders, regardless of economic cycles. Those that go away, well, they were lucky to begin with.

The truth may hurt but that doesn't mean it can't be helpful. The first step is admitting it, right?

-jr

Too much marketing is impersonal and "me too".

Make your marketing personal, emotional, and human.

Start saying "I" a lot more. Talk to your prospect directly by saying "You" a lot more too.

It's harder to copy your personality than a slogan. It's easier to connect with a human than generic language.

And while you're at it, stop saying "we're the best". Show them, paint a picture, and lead them to realizing it on their own. Make it obvious but discoverable.

The secret to good marketing isn't fancy slogans or perfect copy. It's about connecting and relating. It's much harder to do that while being inhuman and generic even if it makes for excellent academic prose.

-jr

I have mixed feelings about Kiva's recent experiments with lending to U.S. based entrepreneurs. I'm going to let that concept roll around in my head and read more about Kiva's own reasoning for the foray before making up my own mind (Prosper.com, Lending Club, Pertuity Direct, and others already seemed to cover that space... and do so as commercial businesses).

However, something else immediately intrigues me: Of the $34,576,235 of loans with completed loan terms to folks in third-world countries, the default rate is 1.6%. Pretty good. While it's not apples to apples (for one, Kiva individuals don't have credit score categories to map into for comparison; secondly, Prosper and Lending Club lend don't loan solely to entrepreneurs), that's actually better than the across-the-board peer-to-peer lending statistics at both Prosper.com (stats) and Lending Club (stats).

What interests me most is how the statistics will look several years: will the U.S. based borrowers have as good a record as the ones from impoverished third world countries?

Another interesting tidbit, which I realize can be partially explained by cost-of-living differences, is that the U.S. based borrowers have far larger loan requests in nearly all cases. Usually $5,000 to $10,000 (though there are some outliers that are $1,000-ish).

The only loans this large from non-U.S. borrowers (which are most of the sample base so this is a pretty accurate set of statistics) are actually from large groups of entrepreneurs who are only borrowing $200-$300 individually in most cases (this group lending is common practice in micro-lending in these types of communities -- it reduces lending risk since peer pressure combined with the other members covering when someone comes up short ensures repayment).

It may be an unpopular, uncomfortable viewpoint, or simply cynical but my gut tells me that a higher percentage of the U.S. based loans will default over several years. Not because they don't mean well but because even the poor in the U.S. take a lot of things for granted. Lots of low-income folks pay for cable television, overpriced hyped cell phones like the iPhone, manage to go to Starbucks everyday, etc.

Don't get me wrong -- I support micro-lending, even domestically. I'll be curious to see the data though. While third-world countries may suffer from the risk of political instability and lack of resource availability, developed nations suffer from taking things for granted and curious personal money management practices. Even our worst off citizens have it better than much of the world's population. That doesn't make either okay but it does provide some context and, I believe, a catalyst for different mindsets when it comes to money management, suffering, and learning from our mistakes.

Micro-lending continues to fascinate me in any case. Especially when it can be done with less overhead using smart software and the Internet. Too much overhead (background checks, interviewing borrowers, checking in regularly to encourage prompt repayment, following up on late payments, etc) relative to the loan amounts has traditionally been one of its main hurdles. One which Kiva.org has tried to break through and commercial peer-to-peer lenders have tried to make viable on-line.

-jr

1. Those that give up. There's nothing dishonorable about this. Owning a business isn't for everyone at all times. Perhaps these folks will try again later. Perhaps they won't ever come back but they'll feel better that they gave it a shot.
2. Those that survive. They hunker down and manage to get by. They don't thrive but they survive. When rosy prevailing economic conditions come back they are not much worse of then they were before.
3. Those that thrive. They use the downturn as a motivator to tackle the elements they knew (or at least sensed) were missing previously. When business was just falling into their lap it was easier to put off things like establishing predictable and systematic business attraction mechanisms. While putting in the extra work now they will also be building a much stronger foundation for all economic climates. Their businesses will thrive and be far more durable. They will enjoy greater long-term profits, less frustration and uncertainty, and probably greater fulfillment as business owners.

Those businesses that focus on thriving and not just surviving are the counter-intuitive twist to all economic downturns: the output of the downward cycle consists of stronger, better and more focused and profitable businesses... and business owners.

Which camp do you intend to be in?
What small step can you take today to get moving in that direction?

-jr

The single greatest opportunity for your business to prosper (yes, even now) awaits... are you blowing it?

Dramatic changes in economic sentiment and wholesale rewrites of entire industry structures leave a lot of chaos in their wake. That chaos is, for most of us, uncomfortable. For some it is very negative, dramatically changing the course of their lives, while for others it only leaves them confused and uncertain but otherwise relatively unscathed (when viewed objectively).

The gravest mistake I see, in businesses which are otherwise perfectly reasonable ones to be in still, is too much of an inward focus. Businesses do not exist to and will never prosper when they focus on themselves. Your business exists to create value for your customers. In both good times and bad there are customers for all manner of products and services.

You may need to tweak your present offerings. Or reach out to your customers in ways that you have not had to in the past. You may need to connect with them in ways that are relevant to the conversations they are already having in their minds.

In some cases, depending on what your value add to the world is, that may mean reminding them about what's going on while giving them a different perspective on the situation. In other cases your job may actually be to save them from all the doom and gloom.... by helping them escape from it even if it is just for a brief bit of time. Only your own capabilities intersecting with your chosen customers can determine where on the spectrum your positioning should fall.

The single greatest corollary of the above also presents business owners with a tremendous opportunity. It is one of the most ubiquitous yet largely untapped opportunities to be seen in a long time. It spans across industries, has nothing to do with technology, and hits at the core of what successful businesses should already - and always - be doing anyhow: connecting with and adding value to their customers lives.

This is always a goal, of any business. Yet, especially in so-called "good times", it is easy to get complacent and simply focus on what is in front of you, what is handed to you -- on the customers that just seem to fall into your lap.

But there are always more customers out there. In good times you are leaving a lot on the table but just don't realize it. And in bad times you want a larger share of what is normally left behind.

The key is to get your marketing, relationship building, product, service, and offer development efforts, and other keys to value adding aligned. By doing this in good times as well as bad times, natural business cycles flatten out more and even under very poor economic conditions things are bearable.

The point being that those who are able to not be paralyzed by recent economic turmoil and use it as an opportunity to build a stronger foundation for their businesses will also be more profitable in good times. Survival is important and prospering remains possible with the right foundation.

The world has not ended. It has simply changed albeit dramatically (at least on the short time spans most of us view things under).

Get moving. But hurry... you're running out of time to capitalize on this opportunity!

-jr

The Pacific Crossing trans-Pacific undersea fiber network (PC-1) connects Asia and the U.S. It lands here (where I'm based) in Grover Beach, California. It was originally part of the Global Crossing network but was sold off during GBLX's restructuring several years back.

Today NTT (Japan's largest telco & a major international carrier in its own right) acquired it:

Official Press Release
Official NTT News Release
PC-1 web site

-jr