Initiating a project, a blog, a wikipedia article, a family journey. Initiating something even when you’re not put actively in charge.

At the same time, almost all people believe they are capable of editing, giving feedback or merely criticizing.

So finding people to fix your typos is easy.

via Seth’s Blog: Who will say go?.

I just had a go.

My purple cow is Howies, you might know it.  Whether it gets in or not, I think they are a remarkable bunch.

http://www.howies.co.uk/

Howies clothing is a truly remarkable organisation.  It makes and sells clothes.  But it provides brainfood.

Howies partners with charities, views its business through truly sustainable eyes and makes the most beautiful brochures I have ever seen.  The reason it can do this is because it understands its customers. It also understands they care about the future of surfing, the battle for clean beaches, the world’s coolest skate parks, sustainable organisations, ethical supply chains….you get the picture.

Howies is one of the few organisations that manages to completely personalise its company by making every employee “the brand”.  So they photograph the stories for the catalogue.  They write the blog.  They hold charity debates in their local stores.  Howies features its product by showcasing it in a world its customers care about.  But it does this from the roots of the company, not just out of the marketing department. And although it shouldn’t be, that is still pretty remarkable.

Which company is remarkable enough to make it onto your list?

Do you have customers or members? If you changed your model to have members instead, what would that look like? If people had to subscribe, or be admitted, or apply… and if you had to please the membership, not convert new strangers. The web likes businesses that have members.

via Seth’s Blog: Do you have customers or members?

How would your business change if you removed the word customer from your strategy or model and started building a strategy around your members? A greater focus on customer service? More importance placed on members understanding you and valuing the products you offer? A focus on building advocacy, renewals and references instead of adding heaps of new people to the list?

As usual, Seth provides food for thought.

“If it’s important enough for you to spend your time finding and connecting with new people online, it’s important enough to get the first impression right.

If you use any online social network tool, the single most important first impression you make is with the 3600 to 5000 pixels you get for your tiny picture.”

You’d think that writing a new proposal or programme for an existing client would be so much easier?

In theory, yes, however there are some things to remember that can make the finished article have much more impact and much more success down the line.

1. Rethink…don’t just re-hash a previous proposal or campaign. Ever. Keep learning and keep sharing that learning. Look at how stuff you have learned could solve the new comms challenges an organisation has.
2. Improve…use the opportunity to review results for the previous year/existing campaign and make sure you tweak any areas that aren’t working and build on those that are
3. True…to the organisation and its customers. Their values and demands are what counts at the end of the day.
4. Remarkable…Seth Godin’s mantra has never been more relevant. Make sure the content, communities and conversations you are aiming to create will cause people not only to take notice but to want to get involved and spread the word.
5. Measurable…no brainer. If you can’t prove value, be prepared to be cut.
6. Transparent…think of new ways your team and your client’s team can collaborate and be open about practices, processes, costs and activity
7. Valuable…it’s what you are aiming for and what you should be measuring. Press cutting numbers or Twitter followers doesn’t even come close….we’re talking genuine value to the business and its customers and employees.
8. Efficient…what can you cut from the programme? What can you share? What can you recommend the client does in-house?
9. Challenge…the market, the competition, the organisation and yourselves. Your client needs new stuff? Then learn it. Find it. Invent it. Create it. Practice it. Then propose it.
10. Interesting…because if the proposal is dull then chances are the programme will be…

*I deliberately haven’t put creativity here because if you are doing this stuff, you should be creating something fresh, new and exciting anyway.