The month of March has been great for new books in my office, I love social business books, and I like this one, Gary has a special way of saying what’s on his mind and what he sees. CRUSH IT was just a sampling of what’s yet to come out of Gary, he describes his first book as his Keynote(s), and this second book is his consulting. This book is packed with example after example, be sure to pay attention while reading.
I finished the book today, I am full, this book has more to digest than CRUSH IT, more to think about, and it makes you look at your own business again and again. The book grabbed me right from the first paragraph, why, I’m older and remember small town thinking, maybe you do to. Everyone knew each other, everyone helped each other for the most part, and we watched out for each other. The neighborhood watch was invented back before Jesus walked the land. The first chapter has you reminiscing, Gary starts the book with, “Think back on the last time someone did something nice for you.”
That opening sentence really sets the tone for the rest of the book, I’m sure that’s no accident, he touches the nerve-endings that make you remember back to a better day. A couple paragraphs jumped out at me, ironically, near the end of the book, but I enjoyed the book from beginning to end.
Gary says, “the biggest disconnect for business leaders is in their understanding of how they should treat customers they meet face-to-face, and how they should treat the ones they meet through their computers, iPad, iPhone and what have you, there should be no difference.” He’s right of course, I’ve always said, Social Media is not new, it’s just gone digital, so your off-line conversations have merely moved to the Internet.
Later on he makes another interesting statement, “companies that soar in 2011 and beyond are those that will figure out a way to balance the short-term demands of what wall street or investors with the long-term demands of The Thank You Economy.” Think about that for a moment, maybe read it again.
I loved his few words on how fear blocks innovation:
“It’s becoming more unusual for a big consumer brand to really innovate and create a great product. Vitamin Water didn’t come from Coke; Pom didn’t come from Pepsi. Too many companies get stuck in the muck of their own fear and short-term concerns, which prohibits them from taking risks and following through on great, creative thinking. They’re too wrapped up in meetings and procedure and stock value, or worst of all, the politics of keeping their jobs, whereas smaller, scrappier companies are often still ruled by passion and have the freedom to experiment.” WOW! I couldn’t say this better!
On page 228 he lists the biggest mistakes companies make with social media, keep in mind this what most companies and individuals do in my humble opinion, here is Gary’s list:
1.) Using tactics instead of strategy
2.) Using it exclusively to put out fires
3.) Using it to brag
4.) Using it as press release
5.) Exclusively re-tweeting other people’s material rather than creating your own content
6.) Using it to push product
7.) Expecting immediate results
I’m not going to add much here, I can’t improve upon anything Gary shares in his book(s). As a futurist, I see much of what Gary claims, and some things he doesn’t, in the end we are shouting from the roof tops to pay attention to what’s going on in the world of business. Great book Gary, thanks for being who you are.
I hope you enjoy the book, if you don’t have it, you can buy The Thank You Economy right here.
Gary’s point is this, The Thank You Economy is about the life-time value of a customer, brands / businesses need to be human, period.
Tell me, did you like the book, and what was the best part for you?
Here we are yet once again, Christmas time. Why is it that we are all shocked by the fact it’s upon us and we just aren’t ready for it? If you’re one of those people, and you are a business owner, I ask you, how do you stay in business? I’m mean really, you are the one who is supposed to have the house in order, making sure all is on schedule, and then you say you’re not ready for Christmas?
Ya I know I’m ranting a bit, it sounds silly doesn’t it, but yet many of us do just that, some credibility is lost when you admit you aren’t ready for Christmas. It’s the same date every year, it happens only once per year, you know what it means, and you know what you are supposed to do, so what’s the problem.
Now I’m generalizing here but, we tend to spend our time & money on what we believe is important to us, not being ready for Christmas speaks volumes about how you value the world, how you value the people around you, and especially your immediate family.
Those in Social Media circles claim they love their followers and so on, we are all very nice to each other here, we lift one another up, we help for free alot, and we say things we don’t really believe. That’s the truth really, but we want to move forward and move ahead, and in the Future of Business you won’t be able to do that without people helping one another. We are moving into a Merry Christmas Economy!
In a Merry Christmas Economy we help one another, we don’t expect anything back, we just want to be a part of something larger than ourselves. We will share openly, we will click on Like buttons and Re-Tweet icons to show how much we value others and their businesses. We value relationships, we value the world differently, and we all have the same basic needs (in general), this new economy is open to anyone, it’s to good to be true, it’s awesome! You will need to make your brand / product or service like-able if it isn’t already, that’s how your business will be judged.
Gary Vaynerchuk has written about the Thank You Economy, is he talking about the same thing, he wants you to care, to care about those around you, and mean it. He not only wants you to say it, he wants you to actually do something about it. But will you, why all of a sudden now, why in this Social Media ERA is that so important?
It’s gut check time now, look deep into who you are, why you’re in business, why you in Social Networks, are you practicing, are you participating in business for others or yourself? If you are honest, others are secondary, but they shouldn’t be, they pay your bills, they provide the roof over your head. They will determine if your business is liked! But yet, we make it difficult for customers to deal with us, we make them jump through hoops to get our help, we make them work to hard to do business with us, why is that?
The Future of Business will be very different, being social is the osmosis of being connected, being connected means the world will decide what is good and what is bad, not slick marketing. This connectedness means we are on the move at all times, we are mobile in such a way your business will have trouble tracking and understanding the consumer, unless your values match with there’s.
The Merry Christmas Economy has an underlying problem, it has to solve the problem of an entitlement mentality. In The Future of Business, we must provide access over pay-walls, and find seamless ways of qualifying the consumer. When we get past the entitlement thinking, we will get to the heart of the matter, where people matter, make doing business with our brand, product or service virtually painless, only then will we have insight into the future of business. Dealing with your business has to be like breathing, no thinking, no obstructions, no walls, wide open hospitality, an experience they won’t forget, something they do through osmosis. Just like in the movie A Field Of Dreams, they will come and they won’t even know why. Is that your kind of business, one that participates in the Field of dreams, if you build it, they will come. It could be like that, but it will boil down to how you value others in a Merry Christmas Economy?