30 Reasons to reply quickly

Paul O’Mahony & Roger Overall [P&R]
– podcasting from Cork, Ireland –
talk about how to be genuinely attractive in business today (GAIBT).

Recorded in @RepublicofWork The Mall, Cork City centre.

The podcast recording was live streamed on Periscope.

P&R discuss:

(1) A serious approach to branding.
What is your brand? It’s what others expect from your business.
“This is what you are in the mind of others…”

P&R emphasise the importance & value of doing research to find out what your business is in the minds of others –
research may surprise you.

(2) What if a business can’t afford to do research about its brand?

(3) Roger tells a story about his plans to travel from Cork to Vancouver – via Aer Lingus & Air Canada.

Paul is shocked by Air Canada.

What happened:
Roger emailed both Aer Lingus & Air Canada to find out about his luggage. He expected a poor, slow response from Aer Lingus. He expected a top class response from Air Canada.

Brand Canada is strong, much stronger than Brand Aer Lingus – in Roger’s expectations.

The shocking thing
is that Air Canada sent an email :

“We will respond to you within 30 working days.”

You hear Paul cracking-up. Paul says it’s like someone calling a fire brigade and getting a reply – “thanks for your call, we’ll be with you within 30 working days.”

BusinessJazz-S4-E3-Cartoon (1)

P&R (Paul & Roger) decide :
“Let’s send this podcast to CEO of Air Canada Calin Rovinescu”

Next time Paul books to fly Air Canada he expects a reply “we expect to be able to collect you within 30 days of your booking date.”
Horrific story – almost unbelieveable.

(In case you’re wondering, Aer Lingus sent a reply that left Roger in some doubt – but at least it was an honest answer that sounded as if they couldn’t provide an absolute guarantee that nothing would go wrong.)
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Part Two:

Paul & Roger (P&R) chat about

(1) An understanding of what a brand is. Many miss the point that “I don’t have control over my brand.

(2) A book: “Markets are conversations” – the No 1 thesis in “The ClueTrain Manifesto” (1999).
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P&R summarise key points from their conversation:

  • You need to have a huge interest in the expectations people already have.
  • Strong Brands discourage some people from being interested in their products & services (saves people from wasting their time). An Undertaker doesn’t want to be confused with Pizza parlour.
  • It’s good to “Be Ignorant” about what other people think
  • Don’t base your understanding & decisions on
    (1) an unrepresentative sample
    (2) what you fear people are saying

Your company values:
Consider

  • You can control the extent to which you behave in line with your values.
  • Your values can’t be changed without changing the Board, the hiring policy, the people.
  • You may gradually need to ditch some of your clients – in order to move to working with your “ideal clients”.

Many companies have “values” – value statements. But statements are not what matter most – behaviour is what people base their expectations on.

Paul tells story about a company he once worked for whose No 1 value was FUN
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P&R summarise the Key Points from this week’s episode.

(Bitcoins get a brief mention)

EIR brand is an elephant or a tanker – slow to change. It’s in a market that’s high tech – fast – nimble. P&R say there’s a “phenomenal mismatch” between Eir’s brand and the market in which they aim to succeed.

“If your No 1 value is X – why do you do Y?
“If that’s your No 1 value – why are you doing that?

The ClueTrain Manifesto : “Markets are conversations” is highly recommended

Paul & Roger would like you to contact them via BusinessJazz.net

Our ABOUT US page

Important Note:
Big thanks to Jane Boyd in Vancouver for contacting us about our “About Us” Page: she pointed out that it’s out of date.

Sometimes you really do screw up – even when your heart is in the right space.

Please tell someone about Business Jazz Podcast.

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Be yourself – Watch for confirmation bias

___________
Podcasting from Cork Ireland,
for 35 minutes you’ll hear
Roger Overall & Paul O’Mahony talk business

This is the start of Season 4.
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(1) You hear P&R address the topic of SWEARING in business – and swearing during podcasts.

Blasphemy, GaryVee & iHeartRadio are discussed. One person’s unattractive phrase is another person’s way of emphasising a point – or attracting attention.

How you present your business matters – but what about presenting yourself in a GENUINE way?


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Paul & Roger (P&R) argue

  • your website is your home on line
  • it’s where you can be who you want to be
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(2) You own your website – you don’t own ‘platforms’ like Twitter, Facebook, Instagram, You Tube, Snapchat, Audioboom.

A platform has the power & right to change its terms & conditions. What happens to your stuff if they change direction?
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(3) P&R carry out a ‘thought experiment”.
What if you want to connect with people who would dislike your usual way of presenting yourself – what should you do?

What about attracting people on a false basis? Like using a woman’s voice to introduce a podcast – and then presenting male voices in the podcast – like Business Jazz does?

P&R talk about Sarah & Mark.
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(4) The Audioboom Story
How Audioboom recently changed its focus and terms & conditions. How Audioboom communicated the changes to people who’d used their service for years.

Roger rants against the $9.99 price point too many companies adopt.

Paul thinks companies should reward early adopters & big users who’ve helped a platform to grow – rather than ignoring them.

What follows is detailed discussion about how some people responded to an email from Audioboom: Paul was “particularly pleased & shocked to get a reply so quickly” – four others reacted differently.

This led to discussion about ‘confirmation bias’. People tend to look for confirmation of their expectations.

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Roger summarises the suggestions made during the podcast:
(1) Pay attention to the risk of ‘confirmation bias’ – its always there.
(2) A single communication doesn’t exist in a vacuum – best to have a unified approach to all your communications.
(3) Your Brand : it’s what people expect from you – attend to the reputation of your brand all the time.

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Thank’s very much for listening to Season 4. We intend to serve you well.
Paul O’Mahony & Roger Overall.
——————–
Appeal to our supporters :
Please tell one other person
about #BusinessJazzPodcast
______________________

Contact us at BusinessJazz.net

Mizspellinz and How to Name Your Company

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Podcasting from Cork Ireland, for 35 minutes
you’ll hear Roger Overall & Paul O’Mahony
talking about name-calling

Topic
How should you name your company?

 

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In Episode 11 of Season 3
we discuss:

  • Amazon Alexa
  • Case study : why Alexa appeals to one family (Bernie Goldbach family story) 1.20
  • How to  make a new product genuinely attractive today  (2:00)
  • Internet of things – increasing suspicions (2:20)
  • Need for positive stories
  • How Alexa can be another member of the family (3:00)
  • Never call your child Alexa (4:05)
  • What about people called Alexa?
  • What would Alexei Sayle do? (4:40)

Insight
What’s in a name? that which we call a rose
By any other name would smell as sweet;

  • Naming your product
  • Call it after a famous person?  (they’ll have to talk about it) (5:00)
  • “Richard” would  be a disaster

How do you make your product appealing?  (6:08)

  • Naming your product is very important
  • Recent blog post “How to start a business
  • How to steal reputation and other dirty tricks‘ appeals to our listeners  (6:50)

Funny unpronounceable names we discuss:

  • HOKA11 (running shoe manufacturers)  – ‘HOKA one one’
  • NIKE – Nikon – Adidas – Tomato – Schedule
  • Name your company
  • how to name it without getting into complications (9:00)
  • Do you need a confusing name or a clear one? (9:40)

Insight
The Company name is irrelevant

  • General rule
  • It’s crazy for a Startup to have a sexy obscure name  (10:30)
  • Obliquity‘ (Book by John Kaye found on Roger’s bookshelf) won’t do
  • What Robert Scoble said to Paul  at Dublin WebSummit  (11:40)
  • Straplines are what matters (12:00)
  • Pronounce NGINX

Insight
If you want people to talk about you
have a name they can say

Roger’s Story:

  • How ‘Show & Tell Communications‘ was named (13:15)
  • ‘Republic of Work’ name + ambitions (14:00)
  • General rule:
    (1) When you name your business – have a name that explains what the business does (14:30)
    (2) If you have a good strapline, the name doesn’t matter much
  • A short pithy phrase not a boring one

Announcement 

‘BusinessJazz Services’ was born on BusinessJazz Podcast 
What BusinessJazz Services offers to clients (18:30)

 

  • Product name : what Amazon did
  • Back to Alexa: Is Alexa a female name?
  • McDonald’s

    Insight
    Be sure to have a big strap

 

  • What to do when you’re naming your product
  • Long term best way:
    (1)  Start with the brand
    (2) Think of the company name & product name later
    (3) Decide on your strapline before you name the company
    (4) Research Straplines others are using
  • More of Roger’s business story:
  • “How we got to ‘Show & Tell Communications'”
  • Children know the difference between ‘Show’ & ‘Tell’
  • Playfulness & Light
  • Apple was first called ‘Apple Computer, Inc’
  • IBM was ‘Computing – Tabulating – Recording Company (CTR)
  • Acronyms as names
  • Passing reference to the artist formerly known as Prince (TAFKAP)

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We offer you our best advice: 

1. After branding your business,  adopt a strapline

2. Don’t make us guess what you do

3.  Make your company & product  name pronounceable

4. Check out the cross-cultural associations

 

 

——————–

Appeal to our supporters :

Please tell one other person

about #BusinessJazzPodcast

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We spoke fondly of

Amazon Alexa
Bernie Goldbach
Alexei Sayle
HOKA one one
NIKE
Nikon
Adidas
John Kaye (author of ‘Obliquity’)
Robert Scoble
NGINX
Show & Tell Communications
Republic of Work
Apple
IBM
Prince
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Let’s work together – fondly

@rogeroverall

@omaniblog +353872911982

@bizjazzpodcast

@mcfontaine. Www.audiowrangler.co.uk

Businessjazz.net