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Alltop, all the cool kids (and me)

A to Z: The 26 Most Lethal Words in Business

 

Bottom line- if you are using these words in the way described, you are going to have one hell of a time creating a sustainable business.

 


A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z

Wednesday
Apr072010

A is for Assume

The Culprit

assume

   [uh-soom] Show IPA verb,-sumed, -sum·ing.

–verb (used with object)

1. to take for granted or without proof; suppose; postulate; posit (Source)
 

The Crux

One of the most egotistical decisions you can make as an entrepreneur/design thinker is one where core components are based on assumptions. Assumptions are almost always fueled by a combination of ignorance and inflated ego.  It is when we are too 'proud' to ask, that we position ourselves for failure.  And failure by ignorance is not the kind of failure we celebrate.
 

The Cure

Luckily, this one is simple.  All you need is one part data, one part observation, and one part open mind.  To be 100% positive you are not assuming anything, remember this one final thought: All variables... are.

 

Wednesday
Apr072010

B is for Buzz

The Culprit

Buzz

Definition: 1. Speak insincerely or without regard for facts or truths

The Crux

The pitch for "Generating BUZZ" is, at the surface, intoxicating, but creating a campaign that spreads through forced word of mouth is not sustainable. 

*Disclaimer- If you have a one hit wonder, you are a one trick pony, betting the farm on a single heavy hit idea where it is a "numbers game" and you know that if even just .00001% of the generated traffic opt in you will be super crazy rich then please disregard this post. If not... read on.

Word of mouth activity is a reflection of (NOT the primary goal of) a good product or service. In this chicken/egg scenario, there is no question: Quality Product/Service always, Always, ALWAYS comes before the word of mouth activity of said product or service.  Bottom line: Forced interactions are short lived, hollow, and the increased activity can't replace the true value of a product/service.

 

The Cure

Shift your focus. Providing your community/target market with the ability/tools to spread your message is not only more sustainable, it is essential.  Combined with a quality product or service it is only a matter of time. No tricks, no shortcuts.

 



Wednesday
Apr072010

C is for Comfort

The Culprit

comfort

Definition: A state of ease and satisfaction... with freedom from pain and anxiety. 

The Crux

Comfort is a beautiful thing.  Comfort is sweat pants, a cup of coffee, and the Sunday Crossword.  Comfort has its place, and that place is anywhere but business. Comfort may be the most lethal word used by businesses and entrepreneurs.  Comfort slows growth, kills creativity, and often precedes a sinking bottom line.  Why?  When things are "going well" cashflow is a bit more flexible and organizations don't have to be creative/innovative. Remember, creativity is born from constraint (and the polar opposite of constraint... is comfort).
 

The Cure

Learn to recognize when you are slipping into your (business) comfort zone. Tempting though it may be, accept that the time to innovate is now.  You have the resources, the funds, and most likely the time to spare. Take action, take chances, eliminate comfort.

Wednesday
Apr072010

D is for Devil's Advocate

The Culprit

devil's advocate

Definition 1. One who debates from a view which they may not actually hold, usually to determine its validity, or simply for the sake of argument.
 

The Crux

Taken from The 10 Faces of Innovation:
"Rather than support and grow the ideas of their team members, the Devil’s Advocate assumes the most negative possible perspective to quash fledgling concepts, often doing so with those oft-heard words, “Let me just play Devil’s Advocate for a minute…” This person represents a subtle yet toxic danger to your organization’s cause, greatly diminishing the chance for innovation with their negativity and naysaying."
 

The Cure

The cure is remarkably simple: Finish the process. What does that mean? Durring the brainstorming/meeting process set the ground rules that:
  1. The goal is to build on each others ideas
  2. If you have a critical observation it must be paired with a proposed solution
Building off those two steps the devil's advocate will 'finish the process' by transforming him or her from a lethal tool working against you to a lethal tool in your arsenal (one that goes by the name "Critical Thinker").

 



Wednesday
Apr072010

E is for "Expert" 

The Culprit

"expert"

Definition 1.a person who has special skill or knowledge in some particular field; specialist; authority: a language expert.
 

The Crux

The best thing the internet has done for business is allow the "little guy" to disguise themselves and act a lot like the "big guy".  However, this is not the end of the story.  The internet also allows amateurs (and even poor performers/shady businessmen) to disguise themselves as "experts".

This impacts both client trust, and non-amateur credibility.

Bottom line/common sense: Talk is cheap. 

 

The Cure

As for the true experts there are two things to do.  The first is to encourage customers/clients to ask for verification (Examples, Case Studies, Refernces) when seeking new business.
The second comes from a quote Teddy Roosevelt picked it up in West Africa, "Speak softly, but carry a big stick."  In middle school/high school we all learned the if you call yourself "cool", chances are... that you are not.  Same rules apply here.  Let your work speak for itself.



Wednesday
Apr072010

F is for Fear

The Culprit

fear

Definition 1. Be afraid or feel anxious or apprehensive about a possible or probable situation or event.
 

The Crux

Fear plays two roles in the business world.  It is a sleazy (albeit damn effective) marketing strategy.  Fear also impacts individuals in business themselves, whether they run their own business, or work for someone else.  The focus here is the danger of fear at the individual level, and how to overcome it.  At the core, fear is a 100% internal human emotion, and needs to be treated as such.  A business with individuals who fear doing risky, innovative, and new things will soon find themselves and their business stagnant and stale... if not a complete failure.
 

The Cure

Fear is internal and is rooted at the individual level.  The cure is too.  All you need to do is find a jackhammer.  What is a jackhammer?  A jackhammer is a word, short phrase, or sentence that you say to yourself over and over to consciously acknowledge, face, and dismantle your fear.  The saying, whatever it is (and YES, it will be different for everyone) needs to encompass three elements:
  1. It needs to pump you up
  2. It needs to remind you that NOTHING is as bad as it seems once you get through it.
  3. You need to believe it with every fiber in your being.
For me it is the word "YOLO" (short for You Only Live Once).  When I am apprehensive to take a task by the horns (whether it is surfing the biggest waves I have ever seen, or starting a new business) I repeat this saying over and over both in my head and out loud.  That breaks through all the bullshit, clears a path, and amps me to dive in head first.
Wednesday
Apr072010

G is for "Gen Y"

The Culprit

Gen-Y

Definition: 1. describes the demographic cohort following Gen X. Its members are often referred to as Millennials.
 

The Crux

There is nothing wrong with being grouped into the loose fitting description of "Gen-Y".  Things start to turn sour when a small, uncontrollable, seemingly insignificant fact is worn like a badge of honor, used as a barrier to entry, and considered superior.  There are certain bloggers/entrepreneurs/individuals out there who boast about their generational letter as if it means something.  The single biggest issue, as with any form of (unnecessary) exclusivity, is that you are harming potential opportunities and relationships with anyone who does not fit into that group. 
This is very different from a niche.  A niche forms a bond when a group comes together around something they are passionate about (things like wine, tech, or chickens are all great examples).  The groups are exclusive because there are people who simply don't care about the topic at hand and that is ok.  They are not restricted by an element that has zero practical application.  Boasting that you are Gen-Y is like boasting about how your hair color will impact your business.
Finally, before you get a tribal "Y" tatooed on your arm consider this: Is boasting your generation a sustainable business decision?  Are you really that passionate about the year you were born? Really?  It may work for now (and that may be all you need) but in the long run Z is going to take over... followed by AA... can you see where this is going?
 

The Cure

Luckily, this is one term that is only abused by a portion of the business world (hint: Gen Y).  The cure is simple: Stop using the term.  There is nothing special about Gen-Y that was not special about Gen-X a decade or so ago.  Gen-Y is not entitled to anything, and as Shane Mac says over at the squab "We are all in this together". 
If you want to build a niche, build it around an idea, a passion, a way of life... not an age group.  You may always love wine, but
One question to leave you with:  20, 10, even 5 years from now, will all the Gen Y "Rockstars" still refer to themselves as such?
I, for one, doubt it.
Wednesday
Apr072010

H is for Hostility

The Culprit

Hostility

Definition:
1. A hostile state, condition, or attitude; enmity; antagonism; unfriendliness.
2. Opposition or resistance to an idea, plan, project, etc.
 

The Crux

In the quest to define a brand too many brands take the easy way out by shifting focus from promoting their own product or service to cutting down competitors.  Don't get me wrong, conversationally a healthy amount of Snark is a good thing, excessive hostility however, is not.

Find an auto commercial running today that doesn't mention it's competitors a single time and I'll show you a company that is going to be around for a long time.  If the hostile campaign were truly successful, and (to continue with the car company example) drove the competitor out of business... what benchmark would they compare themselves to? How would they position their product?

 

The Cure

***Yes, hostility works for some, and short term it may work for you.  Though this core of this post is rooted deep in academia there are still valuable take-aways in talking about a truly sustainable business strategy. 

Focus on the positives of your own product or service, nothing more.  Ask yourself, if the element you are hostile towards disappeared... how would you position yourself differently?  How would your strategy change?  What would you focus on?

Wednesday
Apr072010

I is for Independent

The Culprit

independent

Definition: 1. Free from the influence, guidance, or control of another. 
 

The Crux

When starting your your own business or working for yourself the notion of "not wanting to work for the man" is an all to common mantra.  This, however is not the problem with independence.  It is not vertical independence (i.e.- independence from a company) that becomes an issue, but horizontal independence (independence from your peers) where many run into trouble.  
Call it arrogance, call it ignorance, but a common mistake made in the race to succeed is to rise above your equals.  However, the only sustainable way to advance is not by clawing your way above your peers, but by being lifted up by them.  
 

The Cure

Don't be so proud.  You may be more talented, you may be smarter, you may be ready for bigger things, but if you don't have the support of a team behind you (be it family, co-workers, or firends) the journey is going to be much more difficult.  Things might be easy now, but when you slip who will have your back? 
Surround yourself with people who will bring you up, who are smarter than you, and who share your passion. You need a team you can rely on. Nobody does it alone.  If you want to succeed at something bigger than you are it is going to take a lot more than just you.
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