Most people recognize that as they get older they start to slow down; or at least their bodies start to slow down. There’s less they can do and there are more things slowly seizing up. Recently I had a friend jokingly comment that they were ok with the minor aches and pains, and the crick in their neck was not that big a deal because as they said, “Hey, I’m 53 now and things are starting to break down.” Continue reading Know Your Limits
One of the topics you’ll frequently see me write about (or speak on) relates to user interface and the user experience. I am passionate about providing the user with an experience that is both pleasing and easy to use. As a result I find that I am constantly looking at and analyzing the software and the interfaces of others. I find some that I think work amazingly well and I take note of what they do right. Unfortunately the majority of the interfaces I interact with I find do things poorly and in some cases absolutely horrendously.
What is it about gas stations?
The latest interface fiasco which forces me to write this particular article is captured in the screenshot below.
For the careful observer you’ll probably notice this is not the first time I have shared an image from a filling station or gas station. In fact, the previous time I pointed out something from the gas pump it also related to the user interface. If you don’t remember that image I’ve included it below as a refresher.
It’s hard to know where to start but I suppose I’ll begin with the first graphic since it’s the most recent one I have come across. There’s one major and very glaring problem with the simple four step process they’ve outlined on this card. If you guessed step number one then give yourself a gold star, you are right!
Yes, Yes, Yes
A good user experience should never begin with the first step requiring the user to cancel something. This starts the interaction off wrong from the very beginning. You want to instill positivity and encourage them, not start off with a negative. In fact, this is a rather well-known fact and a common practice in sales/marketing worlds. One of the earliest encounters I had with this principle came from a timeless book, How to Win Friends and Influence People, by Dale Carnegie. If you’ve never read this book I encourage you to do so. As you work through the principles you’ll come upon Principle #14:
“Get the other person saying ‘yes, yes’ immediately.”
Now, if we understand and agree with this principle then the idea behind this 4-step process beginning with a negative, “1. Press Cancel” is inherently wrong and a bad user experience. How do we make this experience better? Well, in this case simply changing the first step to “1. Press Go” or any other positive action word will resolve this conflict with the user experience. Maybe even drop the first step all together and move to a simple 3-step process!
One way to say yes
We started with the easy one, let’s now press on to the next image and a seemingly more difficult interface to fix. While at first glance this image and the user experience seems daunting and possibly unfixable the truth is that the solution is a simple one. One of the things I spend considerable time on is finding the best way, the most efficient way to accomplish a goal. I spend time finding ways to help others save time. I think good user interfaces should be efficient. And one of the best ways to be efficient I have found is by following another key principle. Keep it simple, otherwise known as the KISS principle.
“Keep it simple, stupid”
This is not a new concept and certainly not something specific to computers and software interfaces. But it can certainly be applied to these areas. Here is how you can apply the KISS principle to the user experience. Don’t make them click three buttons when one will do. Don’t give them 4 options to accomplish the same goal. Take the time to think through the interface and consolidate options. Give the user one way to say yes.
I know you may be thinking I am over-thinking and over-analyzing something as simple as the way I pump gas, or how I interact with the rewards program at a gas station, but this is how I see the world. I believe we can make even the everyday experiences better and more enjoyable. Because every interface has the opportunity to improve a relationship, or harm one. The details matter. Every detail matters. Be thoughtful about how to do things better, how to interact better. Make it simple. Make it efficient. Make it excellent.
When we talk about global marketing automation and the need for a product which can meet the diverse needs of a world market one of the first priorities becomes languages. I’ve written about this before but recent news has made this a good time to revisit the topic. More often than not people tend to forget that there are other languages spoken in the world. It’s just human nature to become comfortable and focus on your local environment. This is especially noticeable in the Western world (aka the United States). But this is close-minded and a narrow focus on the task to accomplish.
Marketing automation has traditionally been one of the largest offenders of this narrow view of the world. Case in point: some of the most well-known existing marketing software companies are proud (and actually brag) on the fact they provide their software in 5 languages. Five.
Mautic is an open source marketing automation platform where the focus from the very first day has been on a global environment and the vision for a product available to everyone in every language. This community-first approach has lead to some incredible milestones being reached at insane speeds. How incredible? Let’s look at some numbers.
More than 253 collaborators have joined the Mautic translations team. Together these engaged volunteers have actively been translating Mautic into 24 languages. With more than 47 languages started. That’s amazing! (24 languages is 500% more translated than the other marketing platforms.) And the Mautic community has accomplished this in under 10 months. That’s not a typo; in less than a year this community has come together and built a robust platform available in a way unlike anything before. Local and familiar.
But this is not the end of the story. Even Mautic has a long way to go. Our community has some great momentum but this is not the time to sit back and relax. Because this is the bigger picture:
“There are roughly 6,500 spoken languages in the world today.” (Source)
And so, even though Mautic dominates the marketing landscape there are still thousands of languages yet to go. And as we have done so far we will continue to do, pressing on, empowering people around the world to use cutting edge marketing software in their native language. Because that’s what open source and community means. This is the power of our community and this is the power of Mautic.
If you look at what made RedHat successful you will find a unique story. Unique in a variety of ways. First, the marketplace was dominated with closed source box software and lacked any open source freely available products. The dominant players sold licenses of a single software version. Secondly, the notion of free software but paid support was practically unheard of. Again, the dominant players would offer a paid product with free support. RedHat offered a reverse on this model. Many people are aware of this part of the story. Many understand the implications of free software and paid support and how enticing this proposition was. It is easy to see how this caused the global market to shift. Free software regardless of the support is a powerful motivator for someone to begin using a product.
But this is where the majority of people think the RedHat business model ends. This is the point at which many new companies attempt to mimic the supposed “RedHat Model”. And this is the fallacy. Because this is not the complete RedHat model. Look deeper and you find a much more detailed strategy which helped to make RedHat successful. Even still what follows may not be a complete picture but should provide at least a slightly more detailed view of the story.
Though the “free software and paid support” model does play a role in the overall strategy there are many more levels of opportunity present. This is the key to a modern day RedHat model. These often overlooked additional features are how a current open source model can replicate the success found in RedHat. Here’s a better look at the RedHat model.
RedHat offers a freely available product; an amazingly good codebase available for anyone to download. Then, in addition to offering support for this product RedHat provides a wide range of additional services offered as add-ons to effectively make things easier for businesses. Note what this does not mean. This does not yield a sub-standard or crippled free open source code. The free source code is every bit as powerful and is the basis on which RedHat builds everything else. Rather than maintaining a separate and “better” product RedHat takes away the pain of compiling and building the finished product. Then they offer support for this product (everyone sticks on this part)…and they offer additional services focused on specific market segments.
This is a brilliant strategy for a number of reasons. This approach still supports and encourages open source completely. This provides anyone and everyone regardless of the size of their business or their revenue the opportunity to use incredibly powerful software. This allows a global community the opportunity to find and improve the software and to implement improvements that meets the goals and needs of the majority. This strategy empowers people. And this strategy also allows a successful business to be built around this product. But this is just the beginning. Structuring things in this way paves the way for other businesses to find success and also be built on this same amazing source code.
RedHat is more than a support company. RedHat is an open source company that empowers people regardless of size. They have turned an industry on its head and revolutionized the way software could be released for free and still be profitable. This strategy, this complete strategy, can be replicated. This is how you can be successful today replicating the RedHat model. Look at the bigger picture. Don’t neglect the community. Don’t cripple the core open source code. Build supporting services to meet specific needs. Empower people.
I love talking to people and listening to them as they share their story with me. I find it fascinating to hear about what they do, what they work on, how they live, and what they love. There’s always one thing I notice when I have these conversations. When you ask someone what they do you will most often get some story about how they make money. Inevitably the question of what someone does is intrinsically tied to their bank balance. But if that’s the case then you’re asking the wrong question.
I’ve seen many posts before suggesting alternatives to the question about what someone does which will give you a better answer or a more enlightening response. I love those suggestions because that’s when something different happens. That’s the moment I notice something different.
Ask a better question, get a better answer.
Ask someone what they love, or ask someone what a perfect day might look like to them (and feel free to specify that it does not need to even be related to work) and watch the reaction and response you get. You’ll immediately see what I’m referring to. They don’t rattle off some answer related to how they pay their mortgage. No, instead you’ll see a passion ignite in their eyes, you’ll hear a lift in their voice, maybe even a smile will slowly emerge across their face. This is golden. This is why I love to listen to people share their story. I enjoy hearing what people are passionate about. I especially enjoy watching them get excited and feeling that excitement start to resonate in my own spirit. Because in this moment, in that flicker of a spark, you connect with someone on a deeper level.
Their passion, their excitement, their eagerness to share with you something they deeply care about and love is contagious. When you’re passionate about something and you share it with someone else you have the opportunity to go much further than answering the “what” question, you answer the “why” question. Did you catch that? Your motivation and energy to accomplish something which answers your “why” can resonate with others.
Imagine this with me now. What happens if you were to spend time each day sharing your passion, and your driving force with others. This contagious spark spreads. Your passion leaps from person to person, motivating, inspiring, and engaging. Those individuals in turn will share that passion and that experience with another, and another, and another. Suddenly what started as your vision, and your passion, a single solitary flame burning inside you is now a raging inferno spreading farther and faster than you ever imagined. Now you’re no longer alone, now you are a group of individuals brought together by a common goal, a common purpose and a common passion…wait, does that last sentence sound familiar? It should. I used a similar sentence once before in a previous post, only this time I’ve left off the first three words. Here is my previous sentence:
“Every successful community must be centered around a common belief, a common passion.”
You see, that same passion which excites you, and ultimately those around you; that same driving force which answers your “why” and that of others ultimately provides you with the basis of a community. And as that fire spreads your community grows.
People often ask why Mautic is such a successful community. They wonder at how we’ve grown so incredibly fast in such a short time. The answer is easy. In fact, the answer is so easy at times people struggle to believe its true. But it is. The Mauticians which make up our community have a common belief and a common passion. We rally around our goal and the answer to our “why” and we spread like a wildfire. If you still don’t believe this, talk to a Mautician, find someone who knows and loves Mautic and ask them about it. Watch the light in their eyes, the smile on their lips, and hear the excitement in their voice as they tell you how we’re revolutionizing the world, disrupting an industry, and empowering everyone. And then afterwards, well then I imagine I’ll see you very soon in the Mautic community.
Find someone who knows and loves Mautic and ask them about it. Watch the light in their eyes, the smile on their lips, and hear the excitement in their voice as they tell you how we’re revolutionizing the world, disrupting an industry, and empowering everyone.
Marketing automation is highly complex. A free app gives the wrong signal as if everyone with MA can be successful.
I recently saw this tweet and it annoyed me. The foundational belief that if something is free it cannot therefore be of real value is completely and totally false. Availability has never implied success. Cost does not unequivocally equal value. Granted there are many areas of life and the world where a brand may charge a premium for a similar product. You may find yourself paying for a logo, or a particular “name brand” recognition, but this hardly means the higher the price the greater the value.
The reverse is even more fallacious. The more affordable (or even free) price does not automatically relate to the quality of the product, the value of the software, or even the ability of this software to be helpful in future success.
A free app means the availability of the raw goods, the resources, are available without cost. The impetus still lies within the business to correctly implement the software to be successful. Let’s take a different perspective.
Imagine you find a stunning piece of software, it’s beautiful, it’s highly functional, it does absolutely amazing things. But you can’t find the price anywhere. You’re convinced this software is just what you need so you agree to begin using it regardless of the price. Now, you have two possible outcomes, you either fail to successfully implement the software and it sits there, beautiful, shiny, untouched. Or, the second option, you take this software run with it, implement it, and it makes your business incredibly successful. You’ll notice one thing that’s not revealed. The cost. Through this example what we discover is that the price of the software plays absolutely no role in the eventual outcome.
The price of software tools used should never be thought of as an indicator of the business’s eventually success.
Now, marketing automation has traditionally be considered complex, detailed, and difficult to use. But the status quo exists to be broken. Disruptive organizations, like Mautic, demonstrate this fact. Mautic revolutionizes the marketing automation industry with convenient, easy-to-use, intuitive marketing software. Mautic empowers everyone, and gives each the tools they need to be successful. Mautic gives the raw product. Mautic supplies the things necessary to be a success; but does not guarantee it. And an interesting fact, as we look at Mautic and what it has the capabilities to do, we haven’t once discussed price.
This leads to two obvious and glaring contradictions to the initial suggestion. First, marketing automation is no longer complex and difficult to setup or use. Second, Mautic doesn’t make you successful any more than having the various parts to a bicycle means you can ride one. Regardless of price, software is a tool to be used to accomplish a goal. You can read more about this theory in a recent marketing automation tool article on Mautic.org.
Bottom line: Don’t reject something new based on preconceived possibly erroneous notions.
I’ll never forget the lesson I learned from a rather famous book entitled, How to Win Friends and Influence People. Granted, this book is almost a rite of passage for some industries and now sits among others on the shelf of great books. There are many lessons you can learn and practical tips you can take away from this author’s suggestions and advice. One of them which I doubt I will ever fully master (though I continue to try) is the importance of remembering a person’s name. One of the quotes from the book perfectly encapsulates this idea:
“Remember that a person’s name is, to that person, the sweetest and most important sound in any language.”
If this is the sweetest and most important sound than what a tremendous opportunity to demonstrate that you also find them important. Simply remember their name. There are of course numerous ways to attempt to do this. I’m sure you’ve experienced the sad, and awkward occurrence when someone tries to remember your name by repeating it at you over and over through the course of a one minute conversation. Clearly this is somewhat embarrassing and a bit annoying. They’re attempting to use a technique which has been around forever. Remember this?
“Repetition aids learning. Repetition aids learning. Repetition aids learning.”
This advice, though accurate, can be detrimental to the relationship if used inappropriately or done too obtrusively. Therefore, remember the importance of learning someone’s name but also the importance of doing it the right way.
A person’s name is special. Even though there may be millions of Davids, or Steves in the universe to each individual that name is special and unique. If there is one way to improve your relationship with someone then prove that they are important to you by remembering something special to them: their name. It’s almost an offhand conversation starter. What do you do when you meet someone for the first time? You ask their name. You’re probably not even listening to the answer because you have already moved on to the next question in your mind or the next thought you want to share. But this is a mistake if you want to build a relationship (and all those times when you don’t know if you want to build a relationship). Because you don’t always know where a road will lead.
Asking someone their name therefore is your first chance to build the right foundation for a relationship. Don’t take the opportunity lightly and don’t let the moment pass you by. Ask with care, ask with purpose, ask and then…listen. Your first question is also your best chance to start right. Take a moment the next time you ask: What’s your name?
Recently I answered a question on Quora about the efficacy and “rule of thumb” for the benefits of marketing technology and how this tech should increase revenues. I thought it was a great question and followed a train of thought I have recently been pursuing so I added my answer to the page.
I believe you will be hard-pressed to find any definitive metrics for how efficacious marketing technology is for a business. The reason for this is in part related to a previous blog post I wrote on Mautic.org. The short version, summary, of that post in essence says that marketing automation platforms and other marketing technologies should always be considered tools to be used and not solutions. Here is what I mean and how it relates to this question. Let me use an analogy to make it easier to understand.
I’m very interested in bass guitars. I love the idea of laying the foundation of a musical rhythm the rest of the band then builds upon to create beautiful music. Bass guitars come in a variety of sizes, shapes, and styles. Each has their own beauty and their own purpose. They are powerful tools that, when placed in the right hands, can be used to impress and stun the audience. But, if I were to give a bass guitar to my son (awesome kindergarten kid) the result would be vastly different. Obviously you naturally and instinctively understand this difference. The guitar didn’t change-the player did. And the results are completely different.
The analogy should be fairly self-explanatory. Those same principles apply to marketing tech. These are tools to be used and with the right marketing department they can impress and stun the C-Suite and others. Inexperienced or new marketers will find the benefits far fewer and their path much different.
Once we’ve established this baseline understanding there are numerous metrics and statistics which demonstrate what is possible with effective marketing strategies. But remember, you should think of this like putting a Rickenbacker 4001 in the hands of Cliff Burton. If I were to pick up the same instrument my results would be different. Here are a few statistics floating around regarding marketing technology and improvements in efficiency and costs. Your results may vary.
Marketers who implement marketing automation see 53% higher conversion rates and annual revenue growth 3.1% higher than others.
Email marketing has an ROI as high as 4,300%.
Successful lead nurturing programs average 20% increase in sales opportunities.
So, there’s three quick stats, a quick google search will yield hundreds more. The key here again, is that the marketing automation platform, or the marketing technology used is only the tool to help you be a better marketer. The right tool can save you hundreds of hours. Pair your expertise with a powerful platform and the results will be epic.
*For full disclosure, I contribute to the Mautic, free marketing automation platform, and have a strong bias to the belief that a powerful platform doesn’t have to cost a fortune. Mautic is an open source tool capable of helping you rock out like Metallica.
(Building An Exceptional Team)
Part of my duties in my day-to-day life involve finding the next great talented person to join our team. I don’t think by any means I am an expert at this, but I have been told on numerous times that we have a great team. (That’s not me, that’s the team believing in what we do). Remember these are not just empty chairs floating around and in need of a warm body. These are highly important positions for your team. Every single team member is important. When it comes time to build a team or fill seats, whether that is for a business or for a community there are several things I think are incredibly important. Some of these qualities might be surprising and some may be noticeably absent. I would like to share with you the five qualities I seek most often when looking to build a team.
These might be different for you and you may find mileage may vary depending on the industry or the focus of your company or organization. But I believe the following five qualities are a great place to start when building a team. I’ll give them each to you quickly and explain why I feel they are important.
Of course everyone is looking for an honest employee or co-worker. No one wants to think they are working with someone that will lie, cheat, or steal (remember though: if it’s in the refrigerator and unlabeled- that’s fair game). But in seriousness, an outstanding team member must have outstanding character. They should be not only honest and trustworthy but open. No, not the type of person who blabs every little detail about their personal life. But rather, they are quick to share their concerns, their potential problems and their work struggles. They are open and transparent in both successes and failures. I believe this is one of the most important character traits you want to find.
I love determined people. I am highly determined. I’m motivated. I love to work with people who are determined. They take the tasks they are given and they “make it happen”. Sometimes today that feels like an overused phrase but this determination to accomplish things is important. Immediately you may think the opposite is laziness, but I disagree, the opposite of determined is disinterest. They may be present and performing their job but without determination they are not the outstanding team member they could be. Determined does not mean working long hours every day either. Determination may require an occasional late night or at the least the willingness to put in extra time when the situation arises, but being determined is not being a workaholic. Being determined is more about a state of mind.
A great team member will be proactive not just in doing what is required of them but seeking out other ways to help the team succeed. This state of being proactive means being a thinker. Proactive team members are always interested and engaged, they want to see great things happen because they believe in what they are doing. But more about that deep down belief in the next point. Proactivity isn’t just doing more work or finding more work to be done. Proactivity means a sense of alertness to the team environment and the outside community. What does that look like exactly? I’m glad you asked. Here is a simple three word phrase that I like to use to describe this concept. Proactive means listening. Many consider listening to be a reactive or passive activity. But if you are actively listening to what’s being said what you’ll find is you are essentially hearing what could be next. If you are actively listening you are proactively building the future.
Yes, an outstanding team member needs to be caring. I don’t mean a touchy-feely, let’s all hold hands and dance through the fields type of caring. But the outstanding team member needs to care deeply about the team, the organization, and the community. How does this happen? Simple. When you build a team surrounded about a shared belief system. When you find those team members who see, understand and share the vision of the team then you will have found an individual who will care. Let me describe this quality by sharing another opposite. The opposite of a caring individual is an apathetic person. They show up, they do their job, and then…then they leave. They only punch the clock; these individuals lack determination, they lack the proactive understanding about the underlying foundation for why you do what you do. They don’t care. A caring individual must be deeply motivated by the reason why.
The last character quality I like to seek out when identifying exceptional team members is their ability to get excited. Too many times I think the idea of excitability gets a bad rap. People label someone as excitable if they are easily agitated, that’s a completely different word. When I say excitable I mean someone who’s passions can be stirred. They are caring, they understand the vision and they are compelled by the vision to accomplish the mission of the team. And this excites them. This drives them and gives them determination. to be proactive. I love to see someone get excited about what they are doing. This speaks to me. I see their passion and this passion, this excitement, is contagious. It spreads throughout the team. If you have a team member that does not have the quality of excitability then the team as a whole suffers. But when excitement works its way through a passionate team then each person feeds on that excitement and the passion builds, and builds, and builds within the team.
And those are five of the key qualities I like to look for when building a team. When I find someone with those traits I have a pretty good feeling they will fit within the team. They will share in the culture of the team. There are some great examples of company culture and team culture which I follow but I will refrain from commenting or sharing my thoughts on that aspect of hiring in this post.
You may have noticed a few qualities conspicuously missing from this post. No I haven’t neglected the importance of formal training, potential salary requirements, or the hard-working nature of a team member. But these are secondary qualities. They play a part but they are not what I look for first. I want to build a team that will last, a culture that inspires, and a community that grows for years, and decades to come. When I meet someone with the five qualities I listed above the result is usually someone who will not only fit into an amazing team but become an amazing part of the community.