Actual for You - Business

Five Reasons You Were Rejected for the Job You Thought You Had
You thought you had the job nailed. The interview went well--the interviewer seemed to like you and your skills were a perfect fit. They even seemed to be on the verge of offering you the job on the spot. But your agency tells you the next day you didn’t get the job or contract. What happened? It came as a big shock, didn’t it?Losing a job or contract you thought you had is a real blow to your self-esteem. All sorts of reasons start to race through your mind. Was your agency up to something? Did one of your references put in a bad word for you? You just can’t believe it or understand it.Having been on both sides of this situation, here are some of the reasons that it might have happened:1. Better CandidateBy far the most likely thing to have happened is that somebody walked in later that afternoon, or the next morning, for an interview who was a better fit perfect for the position than you. As an employer it used to happen to me fairly regularly that I would interview someone I felt happy with and would have been glad to take on. But then somebody else would come along later who was exactly who we wanted, even more so than the previous candidate.2. Agency Hocus PocusAlthough reason number one is by far the most likely, there is the possibility that the agent sent two candidates along for a cont

rous teacher training. Each teacher has several mentors that inculcate different aspects of the Harvard system.

If you've got a sales force, how about training them to be teachers? If you're a small business, how about making your website or your brochure an education system? How about having a training course just for your clients?

Here's what WebGhostum should do

Customers have no idea why one web host should charge $15 per month while the other charges $75 for the same space and bandwidth. So in the true spirit of education, here's what WebGhostum could do:

1) They could have a web page or a booklet outline the dangers of choosing the wrong web host. There are dozens of very important factors that need to be explained to potential online businesses. Business owners are often oblivious to the facts. The webpage or booklet would be a vital tool in educating them abo

Fancy A Change Of Career - Why Not Try Carbon Coaching
What is a carbon coach?In July 2005 I left a near perfect job, Director of a successful consultancy (ABS consulting) to set up in business as The Carbon Coach. My mission (and it is mission possible!) is to coach celebs and influential individuals: to help them prosper and feel good by shrinking their lifestyle carbon footprint for real (the tonnage of carbon dioxide emissions that their households travel and energy is responsible for.) I hold their hand while they change a (energy efficient) light bulb!How does it work?I aim to rapidly raise peoples awareness of their direct carbon impacts on the environment. The people I coach actively want to change, but are busy and dont know where to start. I usually arrange to meet them at their home, and quickly assess their carbon footprint from energy bills, travel data – a few simple questions. Then I will discuss with them the ways they have considered reducing it – at this initial stage its very broad-brush stuff.Who is using a carbon coach?There are plenty of chief executives, company directors, politicians, celebs, neighbours even, who want to know their carbon footprint – their tonnage. I also provide this same carbon advice for a business, and for its employees.When individuals commit to making a difference in their home lifestyle, and exper

I stopped. I stared.

Something in the display window caught my eye. There was a picture of Muhammad Ali swinging his fists and grimacing like only Ali can. But it wasn't so much the picture that caught my attention. It was the words.

Here's what the words said:
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Impossible is just a big word thrown around by small men Who find it easier to live in the world they've been given than to explore the power they have to change it.

Impossible is not a fact. It's an opinion. It's not a declaration. It's a dare.

Impossible is potential.
Impossible is temporary.
Impossible is nothing.
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Do you believe that business success is close to impossible? And why would it be possible for one business to succeed when others fail? Why did Muhammad Ali succeed when others got slammed into the ropes?

The difference between impossible and possible is persistence and education. The more you know, the further you can go. It's that simple. Persistence can come from within you.

Education must come from elsewhere.

And let's face it, no one does the education bit better than Harvard. What they teach you in the Business School is irrelevant. The marketing system and structure they employ are what bring in the big buckeroos.

Ahem...Isn't that system worth emulating?

Or do you want to do your own reinvention? So let's find out what Harvard does that draws endless customers. Then simply take their structure and bolt it onto your business.

And cowabunga, you have lift off!

US$19.2 billion.

If you take the annual budgets of 142 countries including Cuba, Jordan and Lithuania and add them up, they won't amount to US$19.2 billion.

Yet in the year 2000, that sum was Harvard University's endowment. If you're thinking,'Wow! That's amazing!' there's another wow coming up.

In 1999, Harvard's endowment was US$14.4 billion. In one amazing year, Harvard University's wealth jumped nearly a third. What's fascinating is that the $4.8 billion dollar increase alone is larger than the total endowments reported last year by some of the nation's other top universities, including the Massachusetts Institute of Technology ($4.3 billion), Columbia University ($3.6 billion), and Dartmouth College ($1.7 billion).

So what's Harvard University doing that you aren't?

Mmm...Good question. And one worth answering. Because Harvard's structure and marketing system can teach us one heck of a lot.

Let's get into the classroom, shall we? And while I'm at it, I'll take a real business example, so you can make the leap into understanding without too much difficulty.

Business Case Study: An Imaginary Web Hosting Company called WebGhostum.

Harvard Lesson No. 1: Teach your clients well...

Huh? What kind of marketing strategy is that? The best kind, my friend. How much time do you spend on the education of your clients?

Lookeee at what Harvard is doing. They're not just educating their clients, but they're actually making the clients pay for the education. The smarter the clients become, the more they earn. The more they earn, the more they credit Harvard University.

So yeah, you've got a sales system in place...

But have you got an education program for your clients? Nope? Why not? Couldn't you have a training program where your clients would pay to learn what you know? Wouldn't that make your clients oh so smart and consequently richer?

Harvard puts the highest emphasis on the art of teaching. New professors take rigorous teacher training. Each teacher has several mentors that inculcate different aspects of the Harvard system.

Here's what WebGhostum should do

Customers have no idea why one web host should charge $15 per month while the other charges $75 for the same space and bandwidth. So in the true spirit of education, here's what WebGhostum could do:

Why Should You Outsource Your Sales Lead Generation?
The answer is simple….. It makes good business sense to do so!An outsourcing partnership with a 'good' lead generation and appointment setting supplier is more effective at getting the quality and quantity of leads you need and in the long run costs considerably less than doing it in house. Here's why:1. Delivering results.No matter how many times you tell them, most salespeople don't do enough prospecting to keep their pipelines full. They frequently don't enjoy cold calling and would far rather be negotiating or closing a deal. This is a sweeping generalisation but it holds true in many organisations. By outsourcing you are assured of a steady stream of new prospects.2. Turning a fixed cost into a variable cost.Handling your own telemarketing means building and maintaining your own telemarketing team with the necessary human, financial and technical capabilities needed to do the job properly. This brings with it a high fixed cost. By outsourcing you turn this fixed cost into a variable and scalable cost - you pay only for hours worked on your campaign (no vacation, holidays, sick days, etc.) and you can increase activity or turn it off easily.3. Removing the opportunity cost of 'non-core' activity.If running a lead generation telemarketing team is not your core busi

ossible and possible is persistence and education. The more you know, the further you can go. It's that simple. Persistence can come from within you.

Education must come from elsewhere.

Ahem...Isn't that system worth emulating?

Or do you want to do your own reinvention? So let's find out what Harvard does that draws endless customers. Then simply take their structure and bolt it onto your business.

And cowabunga, you have lift off!

US$19.2 billion.

If you take the annual budgets of 142 countries including Cuba, Jordan and Lithuania and add them up, they won't amount to US$19.2 billion.

Yet in the year 2000, that sum was Harvard University's endowment. If you're thinking,'Wow! That's amazing!' there's another wow coming up.

So what's Harvard University doing that you aren't?

Mmm...Good question. And one worth answering. Because Harvard's structure and marketing system can teach us one heck of a lot.

Let's get into the classroom, shall we? And while I'm at it, I'll take a real business example, so you can make the leap into understanding without too much difficulty.

Business Case Study: An Imaginary Web Hosting Company called WebGhostum.

Harvard Lesson No. 1: Teach your clients well...

Huh? What kind of marketing strategy is that? The best kind, my friend. How much time do you spend on the education of your clients?

So yeah, you've got a sales system in place...

Harvard puts the highest emphasis on the art of teaching. New professors take rigorous teacher training. Each teacher has several mentors that inculcate different aspects of the Harvard system.

Here's what WebGhostum should do

Customers have no idea why one web host should charge $15 per month while the other charges $75 for the same space and bandwidth. So in the true spirit of education, here's what WebGhostum could do:

The Myths of Career Change
Chances are you already have many ideas about what it takes to successfully transition into a new career, even if you have never done it before. Some of those ideas might be useful – most probably are not. In this article I would like to expose The Myths of Career Change, which might actually be holding you back.MYTH #1: PASSION AND WORK ARE NOT COMPATIBLEIn fact, research shows the opposite to be true. Most successful people are those who have learned to follow their passion. The problem is that many of us were taught to be rational when we make career decisions. So we buried our passion.Think about your own career path. Maybe you were passionate about writing when you were younger, but made the rational choice to go into nursing. Maybe you were passionate about working with children, but decided accounting would be a “smarter” choice. (By the way, if nursing or accounting is your passion, and you followed it, congratulations.)When we are passionate about our work, we are able to be spontaneous and joyful because we are tapping into our natural strengths and abilities. When we enjoy and are fully engaged in our work, our self-esteem is higher, and we are able to perform at a higher level.On the other hand, when we are unable or unwilling to connect emotionally to our daily tasks, we are less

ersity's endowment. If you're thinking,'Wow! That's amazing!' there's another wow coming up.

So what's Harvard University doing that you aren't?

Mmm...Good question. And one worth answering. Because Harvard's structure and marketing system can teach us one heck of a lot.

Let's get into the classroom, shall we? And while I'm at it, I'll take a real business example, so you can make the leap into understanding without too much difficulty.

Business Case Study: An Imaginary Web Hosting Company called WebGhostum.

Harvard Lesson No. 1: Teach your clients well...

Huh? What kind of marketing strategy is that? The best kind, my friend. How much time do you spend on the education of your clients?

So yeah, you've got a sales system in place...

Harvard puts the highest emphasis on the art of teaching. New professors take rigorous teacher training. Each teacher has several mentors that inculcate different aspects of the Harvard system.

Here's what WebGhostum should do

Customers have no idea why one web host should charge $15 per month while the other charges $75 for the same space and bandwidth. So in the true spirit of education, here's what WebGhostum could do:

Customer Neglect
What have you done for your existing customers lately? Probably not much, if you are like most businesses.I know that hunting new business is more of an adrenaline rush than working the business you already have, but it is not as crucial to your long-term success. The best new business program is delivering excellent service to existing clients. Let's review some things you might want to consider doing for current customers.Really personal mail has become a thing of the past. Buck the trend and stand out. Send a hand signed and addressed card to your clients. This could be a birthday card or a "thank you for your business" card.Create a special customer event. Invite customers to a non-commercial event such as a wine tasting, or an event that ties back into your core business. For instance, an outdoor retailer could host a free day of canoeing. It gives you a chance to get to know your clientele in a social setting. It also provides fodder for customers to talk about you.Gather your customers' business cards and distribute them to people likely to use your customers' services. Write a note on the back that says "referred by (your business name here)."Most businesses neglect their customers and it takes very little effort to stand above the crowd. So, take care of your current customers, and they'll tak

Business Case Study: An Imaginary Web Hosting Company called WebGhostum.

Harvard Lesson No. 1: Teach your clients well...

Huh? What kind of marketing strategy is that? The best kind, my friend. How much time do you spend on the education of your clients?

So yeah, you've got a sales system in place...

Harvard puts the highest emphasis on the art of teaching. New professors take rigorous teacher training. Each teacher has several mentors that inculcate different aspects of the Harvard system.

Here's what WebGhostum should do

Customers have no idea why one web host should charge $15 per month while the other charges $75 for the same space and bandwidth. So in the true spirit of education, here's what WebGhostum could do:

What Designers Do and Don't Want You to Know About Deadlines
Deadlines are a part of business, particularly in the business of design. Clients often approach me in the 11th hour, expecting a miracle. The truth is, while accomplished designers can create extraordinary artwork in a shorten amount of time, it's more advantageous for business owners to afford the designer ample time to go through her/his creative process. Sure, I can pull some rabbits out of my hat and work some minor miracles, but you'll get some much more out of your investment if you allow ample time.Good design, like Rome, was never and shouldn't be created in a day. The amount of time needed by a designer to work through the creative process depends on a number of factors; some are more measurable than others. As a general rule, the more creative energy and thought that a project requires, the more time a designer needs to create a lasting, imaginative, and effectual piece of artwork. What this means is that your periodic web site updates will require much less creative "juice" than creating an entirely new business identity. Some projects are more routine than creative, the more routine they are, the faster they can be done (most of the time). Ideally, I'd like to have at least 2 days on a project. Secondly , the scope and size of the project also has a direct bearing on the time needed

rous teacher training. Each teacher has several mentors that inculcate different aspects of the Harvard system.

Here's what WebGhostum should do

Customers have no idea why one web host should charge $15 per month while the other charges $75 for the same space and bandwidth. So in the true spirit of education, here's what WebGhostum could do:

2) The Web host could have a 2 hour training session which they charge for, on how to choose the right host. Plus they could add on an expert who talks about how to create a website that not only draws huge amounts of traffic, but also converts customersinto paying clients.

3) They could educate their sales force by getting them to attend these training sessions and reading the webpage/booklet. The salesperson then becomes an educator instead of a pushy salesman/saleswoman.

Which brings us to Lesson No. 2. The art of playing hard to get.

Harvard Lesson No. 2: Just say No

In 1997, there were 880 seats for Harvard Business School. Nearly 7,500 students applied.

Harvard says no to over 90%. Partially, it's because of Harvard's limited capacity, but if you notice carefully Harvard hasn't quite increased the size of its classroom either.

Harvard does a superb job of saying NO. Incredibly the more they say NO, the more the customer psychology kicks in. The desire to get into Harvard grows stronger than ever.

So how do you say NO to your clients?

Do what Harvard does. They set up a carrot and stick criterion. You have to qualify before you will be considered. Once they set up this criteria, Harvard sits in its little castle and pull up the drawbridge.

And darn it, you as a student want to get past that moat and get into the castle more than ever before. You so want to get that carrot, that you're tripping over yourself to get in.

Harvard's NO extends to other areas too...

Harvard created customised courses for companies. But Harvard laid down rules as well. The Business School won't take on a company if there are no participation and commitment from the CEO. If the criteria aren't met, no matter how lucrative, the business school says NO.

So here's what the Web Host could do:

1) They could list the huge benefits a person would get if they joined the web host. Alongside the benefits, the web host should also list the qualifying criterion.

2) To qualify for these benefits the client would have to fill in a form and submit it to the web hosting company. The web host would then evaluate the form and the space would only be given once the evaluation met the criteria.

That's the equivalent of Just Saying No. It's a whole lot better than saying yes to every customer that knocks on your door. And contrary to common sense, Harvard has proven that you get far more customers when you say NO. A systematic and strategic system will allow you to say no and still grow your profits exponentially.

If you don't believe in NO, look at the figures

Harvard accepts only 15 clients at a time in it's specialised Customised Courses. In 1997 alone, Customised Courses accounted for US$50 million.

And Harvard doesn't quite stop there.

Lesson No. 3: Are you a publisher yet?

"Since we can't bring everyone to campus, we extend the brand to the places where people work or to their homes," says Linda Doyle, CEO of Harvard Business School Publishing.

Good point Linda.

So how do you get customers who won't come to your campus all excited? Harvard does it with Harvard Business Review, Harvard Business online and dozens of publications, interactive and digital media.

In fact Robert Clark, Harvard's current dean says there is evidence that the Harvard Business Review and the electronic media tends to increase a student's desire to attend live sessions at the campus.

Do you take your brand to your customer?

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Actual for You - Endless Customers: Sobering Lessons from Harvard University

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