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The Donald Cooper July Business Newsletter

Volume 5,  Issue 6 - July 2006

1.  Four simple steps to fix what needs fixing in your business!

(time to read this article is about 70 seconds)

Printable version.

As I work with clients throughout the world to refocus, reinvent and re-energize their business, I've found that there are four steps to the process of fixing what needs fixing.  Here they are…

Step #1 - Awareness:  "Awareness" is simply knowing that some part of your business isn't "right" yet. You're not yet where you want to be, or need to be, to be a profitable market leader, or to become your Vision.

Perhaps your products or services aren't the best they could be. Or, you're falling short in delivering the customer experience that you've promised. Perhaps you've not created the internal business environment required to attract and keep the best people at every level of your organization. Perhaps you're falling short in planning and budgeting, control, accountability, profitability or implementation and follow-up.  Your shortfall could be in technology, systems or communication. It could be that you've not yet met your commitments to your community or the environment.

Are you aware of the specific areas in your business that aren't "right" yet?  Can you list them and prioritize them? Without "awareness", there will be no improvement.  But "awareness" alone will get you nowhere!  Which brings us to...

Step #2 - A passionate commitment to fix it:  Many businesses know that something's wrong...but they really don't give a damn. They're tired or burnt out; they’ve lost their passion and they’re not prepared to do the work required to fix it.

Years ago my Father had a Jaguar XJ6 with the world's most unreliable windshield wipers (which he thought a bit odd given that it rains most of the time where Jaguars are made).  By chance, Father met the Chairman of Jaguar at some big-shot business event and when he mentioned that he was a Jag owner the Chairman enquired, "And how do you like your Jag?" 

Not wanting to miss an opportunity to go right to the top with his problem, Father told him about his huge frustration with the wipers. To which the Chairman of Jaguar offhandedly replied, "Oh Jack, we don't seem to have that one quite right yet, do we!"

Clearly, the Chairman was aware of the problem.  He had arrived at Step #1.  But, judging by his offhand remark, there was no passionate commitment to fix it. Are you passionately committed to fixing the things that need fixing in your business?


Step #3 - Analysis / Creativity / Decision / and a Plan:  Here's where the real work starts. For each thing that you’re committed to fixing or creating in your business, work through the stages of analysis / creativity / decision making / and documenting a Plan.

a)  Analysis:  Get the facts!  Remember, the beginning of wisdom is the recognition of reality.  If it’s a problem you’re solving, get to the real root cause.  If it’s an opportunity you’re pursuing, make sure that you have all the important facts. Either way, if your "size up" is wrong, your action will be wrong…and your outcome will likely be wrong.

b)  Creativity:  Encourage creativity within your organization and know when to “rent” creativity from the outside. Ask your team, your suppliers and your customers what they think.  Find out who the real experts are on what you’re trying to fix or create. The good ones will save you a bundle and the bad ones will cost you a fortune.

Don't try to "reinvent the wheel".  What are other successful businesses doing about this problem or opportunity...and then figure out how to do it even better!

Ask "the wonderful question" which is, "What would be the most wonderful thing that we could do here?"  In our famous lady's fashion store we came up with “wonderful” in the form of a choice of seven free beverages, four hooks in the change rooms, electric massage chairs for husbands, a pirate ship play area for kids and free diapers, diaper wipes and cream on the change tables and an invitation to "Please take as many items in the change room as you wish!", simply by asking "the wonderful question".

So, get creative. What are the possibilities?  What would be a "BIG IDEA" here?  BIG IDEAS grab your customers, clearly differentiate you from your competitors, make you famous and make you money.

What has never been done?  What ideas, when implemented, would blow your customers away or give you an operational advantage that would transform your bottom line?

Finally, what are the costs and the benefits of each of your ideas?

c)  Decision:  Don't analyze and create forever. Commit to a course of action in a reasonable time.  There's more money lost through indecision than wrong decision.  Nike’s slogan is NOT, “Just talk it to death!”

d)  The Plan:  Document specifically who will do what and by when. Involve all those whose support you need in the implementation process and get their commitment to specific deadlines and outcomes.

Communicate the Plan to everyone involved.  Make sure that they know the purpose, objectives, deadlines and expected results.  Make sure that they know why their roll is important and get their commitment to specific outcomes.

Determine from your team what additional information or resources they need to be successful, and make sure that they get what they need.

Step #4 - Effective implementation and follow up:  Get it done! Businesses don't die from a single shot to the head...they die, slowly but surely, from a thousand uncompleted tasks!

Effective implementation is one of the biggest problems in business today. Here's the simple solution.  Every time you assign a task, agree on a specific date by which it will be completed. Document that commitment and always follow up.  Then, you must hold people accountable, celebrate success, reward performance and deal firmly with non-performance.

So, there they are...four simple but powerful steps to fix what needs fixing in your business. Where are you in the process? First, are you aware of what needs fixing?  Then, are you passionately committed to getting on with it?  Is it the analysis, creativity, decision making or planning where you need more focus?  Or is it in the implementation that you need to improve?  How will you use the insight of these four steps to fix what needs fixing in your business?

2. It's time for a mid-year business check-up! 

(time to read this section is about 20 seconds)

3.  The most important thing that you can do in your business is to find and keep outstanding people...and doing so is sure to get tougher!  

(time to read this section is about 45 seconds)

1.	What kind of company do the best people want to work for in our industry or labour market?
2.	What must we do to become that kind of company?

This is what it sounds like when we take ownership of the problem.  Rather than adopt the “victim” mentality, commit to doing what’s necessary to become the kind of company that the best people want to work for.  Is that more work than “bitching”?  Sure it is.  But the future of your business depends on it.

If you need help to create the kind of business environment that the best people want to work for, just order my brilliant DVD Video Seminar on "The 8 Essential Steps to Finding & Keeping the Best Staff!", with step-by-step Implementation Guide, at the very special price of only $30.00.  This 2 ½ hour Seminar regularly sells for $60.00 but it’s our Summer Special Offer.  The way I figure it, that saves you $30.

To pay only $30 to find the real and “do-able” answers to how to make your business the place where the best people want to be is probably the deal of a lifetime.  Applicable taxes will be added for our Canadian readers and $6.00 ($12 for overseas customers) will be added to cover shipping costs.  This is a very good deal!   TO ORDER NOW CLICK HERE!

 

Item #1:  “Retirement” redefined:  A recent study by Merrill Lynch shows that 71% of those surveyed expect that they will have to continuing working in their retirement.  So, it’s pretty much a case of “hit 65, have a party, get a watch…and keep right on working!”  WOW!

Back in the middle ages people worked until they died…but, back then, that usually happened when you were about 35.

Item #2:  Shocking Water Facts:  Last year I wrote an article in which I predicted that in the next 20 years more wars will be fought over fresh water than over oil.  As an update, here are three interesting and slightly shocking “water facts” that help put it all in perspective…

a)	Less than 1% of all the water on our planet is readily available fresh water.  The other 99+% is either salt water or fresh water frozen in glaciers.
b)	It takes 400 gallons (2,948 liters) of irrigation water to grow just one cantaloupe. For you meat eaters, the news is even more troubling. It takes 1,232 gallons (4,650 liters) of water to produce just one serving of steak. That’s how much water the steer will drink in the process of “creating” just one steak. So, those of us in the so-called “civilized” world consume, directly and indirectly, huge quantities of fresh water while much of the world’s population has no access to a safe and reliable supply of it.
c)	Evian water is about 6 times the price of gasoline in the USA. In a hotel mini-bar it can be as much as $30.00 a gallon, when you do the math.

Item #3:  So what’s all the excitement about ethanol? America is on a huge push right now to become less oil-dependant.  The new hot “alternative fuel” is ethanol, a form of alcohol produced from corn or other plant material.  However, a Stanford University study shows that it actually costs $1.04 in raw material, water and energy to produce $1.00 worth of ethanol.  That’s like buying a $1.00 bill for $1.04.

Item #4:  Is the Chinese economy slowing down? Many experts say it is but the facts suggest otherwise. For example, car sales in China for the first half of this year were almost double those of the previous year.  To put it in perspective, typical growth for just about anything in our economy is somewhere between 1% and 4% a year.

Interestingly, GM, who is in so much trouble in North America, is currently the market leader in China. 

Item #5:  The famous Alex Tilley is now on our staff…but not on our payroll!  Alex, inventor of the famous and enormously successful Tilley Hat (www.tilley.com) is one of the world’s sharpest marketers and ad writers.  I’m also delighted to say that he’s a fan of my work, as I am of his.

For some time now Alex has been after me about the little typos and spelling mistakes that creep into my Newsletter from time to time and he has now agreed to be our unofficial proof reader and word fixer.  We welcome Alex to our team. 
 

7.  Why not grow your business by "doing the right thing" spectacularly well?

(time to read this section is about 30 seconds)

Printable version.

In the current issue of Consumer Report magazine I’ve just read about…

a)	Whitening toothpastes that don’t whiten teeth,
b)	Farmed salmon sold as wild salmon at more than twice the price,
c)	The $19.99 Pasta Express machine that’s a total rip-off…and,
d)	The Janie spot remover pen that doesn’t remove spots.

Why is it that so many businesses try to succeed by cutting corners or by out and out lying to their target customers?  What would be wrong with building a business and creating long-term profitability by always doing the right thing spectacularly well?

Sure, doing the right thing is probably more work and doing it spectacularly well is definitely harder work but, in the long run, I believe it’s the way to go.
For example, the Portland, Oregon based Umpqua Bank has won awards and thousands of new customers with its in-bank computer cafes, free coffee, ice cream and flat-screen TV’s delivering up-to-the-minute financial news.

Some years ago, as a retailer of ladies clothing, we became famous for doing the right thing wonderfully.  We offered our customers a selection of seven free beverages, electric reclining massage chairs for husbands, a pirate ship play area for kids, free diapers, diaper wipes and cream for young mothers in distress, large change rooms with four hooks, a stool and a mirror …and our amazing invitation to “Please take as many items in the change room as you wish!”

No retailer in the world had done all this and thousands of women drove up to three hours, in a recession, for the experience.

At the time, the retail ladies fashion business was all about deceit.  High pressure, commissioned sales ladies told you that everything was on sale and that everything looked fabulous on you.  If you weren’t dressed a certain way they ignored and dishonoured you and if you looked ripe for the pickings they wouldn’t give you a moment's peace. 

We, on the other hand, had a very large sign just inside the front door that said, “Our staff are NOT on commission…they treat you this well because they love what they do!”  Then, we implemented a policy of “no games, no tricks, no lies.”  
We created “the shaking finger test”.  Every time we made a decision that affected our customers in any way, we simply pretended that a committee of those customers was standing behind us, looking over our shoulder, watching what we were doing.  And, if they would shake their finger at us, you know, like your Mother used to do, DON”T DO IT!

So, what might you be doing in your business this isn’t quite on the “up and up”?  Are customers people to be helped, respected and nurtured…or sheep to be sheared?  What would your business look like if you always did the right thing spectacularly well?  How would the customer experience be different?  How would your products and services, policies and prices, advertising and communication all be different? And, finally, what would be the long-term value be of thousands of amazed and loyal customers? 
 

8.  Our "Quiz of the Month":

(time to read this section is about 40 seconds)

"Thanks" to all of you who answered our June Quiz question which was, “Name the second most expensive country in the world in which to buy a Big Mac.”  The answer is Iceland.  

And the Bonus Question was:  What is the price of a Big Mac (in US dollars) in this 2nd most expensive country?  The answer is that in Iceland a Big Mac costs $6.37 US.

Congratulations to Jennifer Monteith, of the Royal Bank of Canada this month’s winner who selected as her prize our Human Marketing and Simple Truth About Effective Business Leadership DVD Seminars.

  

This month’s Quiz: 

  

I’ve just returned from speaking to 200 Australian business people at a Conference in Santiago, Chile (yes, it is a strange world indeed).  From the towering volcanic peaks of the Andes to the ancient forests of the southern Lake District, Chile is a magnificent country that’s about 200 KM (125 miles) wide and 4,300 km (2,700 miles) long.  That means its length is about the same distance as from New York to San Francisco and that its climate varies from sub-tropical to sub-polar.

With its incredible natural beauty Chile attracts visitors from all over the world.  It’s also famous for its fine wines and it’s the second largest producer of farmed salmon in the world. So, this month’s Quiz Question is, “What is Chile’s largest industry?”   Choose from tourism, agriculture, seafood or copper mining.  

Bonus question:  Chilean Sea Bass appears on many restaurant menus around the world. In fact, it’s so delicious and so popular that the poor fish may become an endangered species. But, in fact, it’s not actually a member of the sea bass family at all.  Chilean Sea Bass is a made up marketing name for an ugly fish that nobody wanted to eat. 

The bonus question is, “What is the original but undesirable name of the now revered Chilean Sea Bass?” 

Send your guess to Sharen Skene, our wonderful Director of Marketing, at sharen@donaldcooper.com.  Each correct answer received will go into the ‘pot’ and one winner will be randomly selected.  The winner will receive their choice of any of our excellent Video Seminars worth $60 to $80. 

BONUS:  If you also answer the bonus question correctly, you’ll get to pick two of our wonderful Video Seminars.  

9.  Where in the world is Donald? 

(time to read this section is about 40 seconds)

We share this info, not to brag, but to create opportunities for clients to save money by tying in with our existing bookings.  Since 85% of my work is repeat and referral business clients often want to know if I shall be in their “neighbourhood” in the next few months.  If you'd like to chat about travel-sharing opportunities, simply contact Sharen at sharen@donaldcooper.com to look at dates.

September, 2006:
1) Sept 14th - I am speaking in Vancouver, BC.  Sept.15th to 16th - I’m speaking in Whistler, BC. This provides an opportunity to share travel expenses for any client in Western Canada.

2) September 26th  - I am speaking for a full day in Louisville, Kentucky.
 
3) Various other dates in September - I’m speaking in the Toronto, Southern Ontario area.


October, 2006:
1) In early October I’ll be in London, Ontario.

2) In mid October I’ll be speaking in Gravenhurst, ON.

3) Throughout the middle of October I’ll be doing a speaking tour of Atlantic Canada.

4) October 27th finds me in Edmonton, Alberta.

 

 

December, 2006:
1) In early December I’ll be back in Vancouver, BC.

March,  2007:
1) I shall be speaking and coaching in Australia and New Zealand for most of the month of March, 2007.  This is an excellent opportunity for clients and “fans” in that wonderful part of the world to tie in on a cost-friendly basis.

10. That’s all for this month!

"Thanks" for all of your great feedback and suggestions!  We especially love to hear of your successes using our insights.

 

Don't forget to visit our Free Articles section on our website for lots more valuable info on how to sell more, manage smarter and make more money in your business.

 

Also, let us know what you'd like to hear more about...or less about.  And, do send us your stories and examples of great, horrible or just plain bizarre business practices that you find in your travels.

 

Finally, if you know of others, anywhere in the world, who will find value in this E-Newsletter, we'll appreciate your sending this along to them and inviting them to sign up at www.donaldcooper.com.

 

Kindest regards!! 

Donald Cooper,  MBA

Canadian Speaking Professional

Member of the Canadian Speaking Hall of Fame

For information about booking Donald for your company or Association, contact Sharen Skene our wonderful Director of Marketing at Sharen@donaldcooper.com.

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