Tag Archives for " Steve Jobs "

Just say “NO.” How to build your business by bowing out gracefully.

Saying no is one of the most difficult, yet liberating things any business owner can do. You might want to practice at home, with your kids.

The most effective managers and executives say no a lot. For instance, they politely decline to pursue business that doesn’t fit their strategic objectives. They say no to employees who try to hijack their time. They don’t tolerate overblown financial projections and long, drawn-out presentations. They say no to new initiatives that doesn’t fit the brand personality or the corporate culture.

They even say no to their bosses and to their best clients sometimes.

The typical small business owner on the other hand, says yes, yes, yes to anything that comes along. In an effort to grow the business they make a habit of appeasing people. 

Just say no to being a yes-man.

“Sure, we can do that.”  Yes, we can do that too.”  I admit, I’m guilty of that. In professional service firms, it’s a common problem, because after all, it IS a service.

Unfortunately, this overly agreeable approach is often symptomatic of two glaring managerial shortcomings: A lack of courage, little or no strategic thinking and a brand that’s not very focused.

Strategy is all about choosing a specialty, setting goals, and turning away business that doesn’t fit with your core brand values.  The clarity that comes from a well-defined, well written brand strategy makes it much easier to say no when the time comes.

When Steve Jobs returned to Apple in 1997 the company was, in his own words, “in deep shit.” They had at least 13 new initiatives and product ideas but no direction. No strategic focus. No “gravitational pull,” as he put it.

Jobs killed all but two of the initiatives. One was the iMac and the other was the G4.

By saying no, he set the company in a specific, definable direction that’s still paying off today.

“Companies sometimes forget who they are.” Jobs once said.  “Fortunately, we woke up. And now we’re on a really good track. It comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. We’re always thinking about new markets we could enter, but it’s only by saying no that you can concentrate on the things that are really important.” *

Best-selling author Ken Blanchard, (The One-Minute Manager, Gung Ho) says without clear goals you will quickly be a victim of too many commitments. “You will have no framework in which to make decisions about where you should or shouldn’t focus your energy.”

Peter Drucker believes the only people who truly get anything done are monomaniacs – people who are intensely focused on one thing at a time. “The more you take on, the greater chance you will lose effectiveness in all aspects of your life.”

So I guess modern day multi-tasking isn’t the shortest route to success.

Mahatma Gandhi said, “A ‘no’ uttered from deepest conviction is better and greater than a ‘yes’ merely uttered to please, or what is worse, to avoid trouble.”

As a Creative Director I say no a lot. Clients often make impossible requests at the 11th hour or float their own “creative” ideas in early strategy meetings. Sometimes, I swear, they’re just trying to get a rise outta me.

Here are some good things that come from saying no:

• You have more opportunities to say yes to the right customers.

• You have more time to focus on more important tasks, like long-term planning, strategic thinking and branding.

• Your operation will become more streamlined and efficient.

• You’ll have a better sense of balance in life — between work, home and play.

• Saying “no” expresses how you really feel. You’re not hiding anything, and you’re taking responsibility for your own feelings.

• Saying no actually increases your value in the market niche you’ve choosen.

At BNBranding one of the goals of our new business development effort is to say no more often. And not just to accounts that are too small, but also to businesses owners, marketing managers and entrepreneurs who might pay well, but don’t share our core values.

As the old saying goes, “values mean nothing in business until they cost you money.”

Fast Company magazine recently ran a great article about Jim Wier, the CEO who said no to Walmart. Wier gave up tens of millions of dollars in annual sales with one visit to Arkansas. But he was adamant that selling Snapper mowers through Walmart stores was incompatible with their strategy and their brand.

Now that’s courage. And focus.

Most large companies with a well-respected brand like Snapper would be tempted to launch a line extension strategy to accommodate Walmart. Just produce a cheaper mower oversees and slap the Snapper name on it. But Wier knew that would just dilute the brand and confuse people.

Like when Subway recently announced they’d be test marketing pizzas. How does that fit with their “eat fresh” healthy fast food strategy? Can you see Jared, the Subway spokesperson, losing 60 pounds while eating pizza?  I don’t think so.

Someone should have stepped up and said no to that idea.

* The Steve Jobs story is from “The Perfect Pitcth” by Jon Steele. 

 

1 Getting to the Point in PowerPoint Presentations

Every year at the Mac Expo, Steve Jobs used to unveil some fantastic new, game-changing technology from Apple. His presentations were always outstanding, both for the content and for entertainment value.

macbook_air_introFor instance, when he introduced the MacBook air back in 2009, he didn’t just talk about the specs of the new product, he demonstrated its thinness by pulling their tiny new laptop out of a 9×12 manilla envelope.

It wasn’t just passion and natural charisma that made Jobs an effective communicator. It was his ability to convey ideas in simple, concise ways. He used honest demonstrations. Stories. Theater. And yes, some Hollywood special effects.  Not Powerpoint.

PowerPoint is the antithesis Apple and the enemy of innovation.

Some time ago I attend a two-day branding conference down in Austin, Texas. The keynote speaker was a notable pro who speaks and teaches professionally all across the country. He had an assistant with him, as well as tech support from the conference facility.

Three hours into it and he was still fumbling around with his Powerpoint Presentation… Lights on. Lights off. Sound’s way too loud. Sound’s not on. Sound’s out of sync. Slides are out of order. Video won’t play. How many times do we have to look at this guy’s desktop?  What a disaster.

But to be fair, even if the computer had behaved itself his presentation would have fallen flat. Because his ideas were totally scattered. His slides were loaded with text that he read verbatim. And his speech wasn’t really a speech at all. It was more of a walk-through of the slides. He would have been better off just speaking.

Thank God, I’m not a middle manager in a big corporation where I’d have to endure daily doses of that crap. Powerpoint, as it’s commonly employed, is a terrible form of communication.

In “The Perfect Pitch,” Jon Steele says, “most presenters start with the slides, and then treat what they are going to say simply as an exercise in linkage. The unfortunate consequence of this is that the presenter is reduced to a supporting role. To all presenters, I say this: YOU are the presentation.”

That’s easy to say if you’re as big as Steve Jobs. But you don’t have to be famous to put on a gripping and persuasive presentation. You just have to change the process and forget about Powerpoint until you’re three-quarters of the way through.

Instead, think of yourself as a storyteller — in the old-fashioned, verbal tradition of story telling.  Stories are way more compelling than slides. And no matter how boring the topic may seem, there’s always a story buried in there somewhere.

So tell the story. Write it down. Flesh it out and practice it before you ever open Powerpoint. Then use the software to create visual support for your main verbal points. Not the other way around! You’ll be amazed how focused your message becomes.

The first rule of communicating is to eliminate confusion. Make things clear! When you throw a bunch of data up on a slide, you’re not making things more clear, you’re just adding confusion.

AED1345115281_463_work_work_head_image_eepv1aBack in the day, before PowerPoint was ever conceived, you had to send out for slides. And they were expensive!

So you were forced to think long and hard about the content of each and every one. You had to plan the flow of the presentation. You had to know what the most important points were. And you were forced to boil it down until there was nothing left but the absolutely most powerful, relevant points for the slides. Then you’d cover the rest of the stuff in your speech.

Powerpoint makes it too easy to add slides and overwhelm people with charts and graphs. The technological tool has become a crutch that hobbles great communication. Got an idea? Just jump right into PowerPoint and start creating slides.

Another unfortunate side effect of PowerPoint is lousy, truncated writing. People think they have to limit their words to fit the slides. And what they. End up with. Is choppy. Confusing. Information. That doesn’t. Flow. Or Communicate. Much of anything.

221.stripIf you write the script first and then use PowerPoint slides as visual aids to drive home the main points, you won’t have that problem. You’ll be speaking from a coherent, human, story-based script, not reading random bullet points right off the slides.

I suspect that much of the problem stems from the fear of public speaking. And that’s understandable. People with that fear like to hide behind the PowerPoint slides. They can become almost invisible.  But that’s not how you’re going to make a sale, further your career or build a successful business. You have to suck it up, and put yourself out there.

Truth is, if you want to improve your presentations you’re going to have to get comfortable with public speaking. Join Toastmasters. Watch some YouTube videos and watch how the pros do it. Find a good mentor… Salespeople are usually the best at it, so if there’s someone really good at your company offer to be an audience as they practice. Watch, listen, and learn. And forget about mastering all the technical bells and whistles of PowerPoint. That will just distract you from the main objective.

So here’s the final word:  If you want people to remember your words, translate them into a picture. Put the picture up on the screen, then speak the words. Don’t put the written words up there, just to be repeated from your trembling lips. It’s redundant. It’s boring. And it’s unimaginative.

Steve Jobs didn’t put the words “thinest laptop on the market” up on the screen. He showed us the product. He demonstrated how thin it was while he talked about the details.

Another option is to hire someone like myself to write and produce the presentation for you and coach you through the delivery. Do that a couple times, and you’ll either catch on, or you’ll decide that it’s just best left to professionals.

Either way, you’ll end up with an effective, engaging presentation, even if you’re not introducing the latest, greatest invention from Apple.