C-Suite Network™

Menu
Search
Close this search box.

Author: Linda Popky

Award-winning marketing expert Linda J. Popky, founder and president of Leverage2Market Associates, transforms organizations through powerful marketing performance.
She lives and works in Silicon Valley, where she’s been involved with many of the companies who developed and deployed the technologies that have changed the world over the last 30 years, including Sun Microsystems, Cisco Systems, NetApp, PayPal, SAP, Plantronics, Autodesk, Applied Materials, and others. Named one of Silicon Valley’s Top 100 Women of Influence and a member of Alan Weiss’s Million Dollar Consulting® Hall of Fame, Linda has extensive experience in marketing – in industry, agencies, and consulting. She is the co-Executive Director of the Society of the Advancement of Consulting (SAC), and former president of Women in Consulting.
She’s the author of the book Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters. A classically trained pianist, Linda released Night Songs, a CD of classical piano music, in 2013.

Categories
Best Practices Growth News and Politics Personal Development

 What Boeing Can Learn From Oncologists and Hackers

Boeing is dealing with the aftermath of two 737 MAX8 crashes in less than six months, causing over 300 deaths. All MAX8 aircraft have been grounded worldwide, the stock has taken a huge hit, and customers are now canceling upcoming orders.

How did the world’s largest manufacturer of commercial and military aircraft, with an outstanding safety record for decades, get themselves into this mess? Air travel is still the safest form of transportation. It’s just that when an airplane falls out of the sky, hundreds of people die. When it happens twice in a short time for the same reason, people panic.

One theory is that Boeing over-automated the aircraft. By taking control out of the hands of pilots to prevent stalls, they may have inadvertently created a situation that resulted in an automated system that may be causing more crashes than it prevents. Boeing also tried to simplify training—with some pilots only getting minimal training on the new aircraft via iPads. Did their efforts to get the plane to market with as little upgrade cost to airlines as possible backfire?

Perhaps the real answer is about mindset. If a new aircraft passed the prescribed tests, Boeing (and the FAA) deemed it to be airworthy…except it wasn’t.

Both oncologists and hackers will tell you betting that things are OK because you don’t immediately see a problem can often lead to disaster. There was a time when a doctor who ordered a mammogram or CT scan presumed that if no lumps or growths were seen, the patient was healthy. Now good radiologists and oncologists presume that there’s cancer lurking in every corner—until they can prove otherwise. They know that what they see is the full picture. The consequences of missing a few rogue cancer cells hiding somewhere may be the difference between life and death.

Top financial institutions take the same approach. They hire groups of hackers to break into their systems—to expose flaws no one knew were there. They know that just because no one has broken in so far that doesn’t mean the flaw isn’t there. It just means it hasn’t been discovered—yet. And finding out through a huge data breach can have severe consequences.

What Boeing should have done was hired the aviation equivalent of smart oncologists or hackers. Turn lose the most highly experienced pilots you can find and let them have at it in a simulator. Put the aircraft through its paces in the worst conditions they can imagine. Then go to younger, less experienced flight crews and see how they handle the same scenarios—do they take the correct actions, or do new issues arise?

Good user experience testing makes a critical difference. How are these systems actually being used? Are there learning issues for flight crews who are not native English speakers? Do experienced pilots expect the aircraft to behave in a way that may not reflect what actually happens? What are the unintended consequences of taking decisions like this away from the flight crew?

We can shake our heads at what Boeing didn’t do, but let’s not forget that it’s all too easy for organizations in almost any industry to make these same kinds of mistakes. We need to take these lessons to heart for our own businesses, rather than gloating at Boeing’s predicament.

Where are the potential gotchas in your systems, your products, your services, your delivery methods? Have you done a comprehensive scan from top to bottom to ensure no fatal flaws are hiding just under the surface? Are you hacking your own systems to find the weakest links?

When the first hint of a potential problem arrives, take it seriously. Don’t wait for the same issue to occur twice or more before taking appropriate action. Presuming a fatal flaw won’t occur is a strategy that just doesn’t fly.

Linda J. Popky, Founder of Leverage2Market Associates, is an award-winning Silicon Valley-based strategic marketing expert who is the author of the book Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters and the Executive Director of the Society for the Advancement of Consulting (SAC). Follow her on Twitter at @popky #mktgabove.

Categories
Culture Growth News and Politics Personal Development

An Empire Crumbles: Why the Jussie Smollett Situation Matters for Business

Last Friday, March 8, actor Jussie Smollett was indicted on 16 felony charges for filing a false police report about his claim he was brutally assaulted in Chicago in February.

Smollett is the actor from the hit show Empire who came forward with a chilling story of assault that included both homophobia and racism. What happened to him sounded terrible, and it shocked the nation.

The problem was that from the beginning nothing added up. The “assailants,” who were identified from video surveillance, were Black men who had a prior connection to Smollett. They weren’t the right-wing Trump supporters Smollett claimed had accosted him. They told police Smollett had paid them to stage the entire ruse. The whole thing appears to have been a pitiful attempt to garner attention and get Smollett a pay raise for his role on Empire.

Serving Smollett with 16 felony counts seems a bit extreme, but the city of Chicago wanted to send a message. Consider what Smollett’s actions unleashed:

1. Civil rights leaders, celebrities, politicians, and others came forward to denounce this kind of attack as unacceptable. They were then each forced to backtrack on their statements once it became clear things were not as it had first seemed.

2. The Chicago Police Department took this situation very seriously. They invested a great deal of time and manpower to investigate an incident that never actually happened. Those resources could have been deployed elsewhere to solve other, real crimes.

3. Incidents similar to this do happen to other people. This type of caper hurts all those people with real experiences of homophobic, sexual, or racial harassment. Now anyone who reports an incident like this will be scrutinized more closely. Is this claim for real? Has it been exaggerated? Or, is it totally made up, like Smollett’s story was?

What lessons are there for those of us in business?

1. Don’t jump to conclusions. In the #MeToo era, it’s natural to want to act quickly to stop harassment and bigotry when it occurs—but sometimes things are not as they first seem. Take time to learn what’s really going on. Don’t make accusations or come to conclusions before doing a thorough investigation.

2. Don’t automatically believe charges of this type are not real. This case stands out because it is so unusual to see an incident of this type staged. While there is always the possibility of a he said-she said issue, most of the time when there’s an allegation, there’s at least some behavior or action that may be questionable. See what’s going on before dismissing incidents as fake news.

3. Put a process in place now. Don’t wait until you’re in the crosshairs of an emotional incident to figure out how you will deal with serious allegations like this. Just like you have a process for evacuating a building when the fire alarm rings, you should have a process for handling allegations of harassment and bigotry.

4. Be clear that there’s no room for hate. Let employees, suppliers, and customers know that you will not tolerate sexual or racial harassment, misogyny, homophobia, Islamaphobia, anti-Semitism or anything of the like. When you are clear that there’s no room for hate in your organization, it’s less likely these situations will occur on your watch.

Linda J. Popky, founder of Leverage2Market Associates, is an award-winning Silicon Valley-based strategic marketing expert who is the author of the book Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters and the Executive Director of the Society for the Advancement of Consulting (SAC). Follow her on Twitter at @popky #mktgabove.

Categories
Best Practices Growth News and Politics Personal Development

Plagiarism or Sloppiness: What Happened to Jill Abramson’s Merchants of Truth?

Editor: Fix, Correct, Heal Yourself!

Former New York Times editor Jill Abramson is in the spotlight with her new book Merchants of Truth for all the wrong reasons.

Abramson has been accused of plagiarizing a number of passages in the book from other previously published material. Her initial response was to categorically deny this had happened. However, after reporter Michael Moynihan posted tweets showing several passages from Abramson’s book side-by-side with nearly identical content from other sources, Abramson pulled back, “reviewed the situation,” and is having the errors fixed.

What happened here?

It’s highly doubtful that someone with as long and distinguished a journalistic career as Abramson set out to purposely plagiarize others’ material in her own book. The passages cited are background and context setting material that would not be of issue had they been tagged with footnotes that referenced the original published source. Without the footnotes or references, however, the passages appear to be Abramson’s work when they really are not.

It looks like one of the industry’s best known editors missed the boat when it came to the editing of her own book. The question is how could something like this happen.

The book was published by Simon & Schuster—a well-established publishing house. How did this get through the various editors and reviewers who looked over the manuscript?   Perhaps someone along the way made the presumption that the work of a former New York Times editor didn’t need as much review and editing. Or perhaps someone was trying to save a few dollars by outsourcing this to the least costly resource available. Or trying to move too quickly and got sloppy.

I’ve edited and proofed a number of nonfiction books, some commercially published, some self-published, on a variety of topics. Often, I’m brought in to salvage a book after another editor (possibly offshore) has supposedly reviewed the manuscript, but errors remain. Some of these authors are fairly distinguished, highly educated, experts in their fields. Regardless, their work still needs review and editing.

Some times I find grammatical or punctuation errors. Other times I see repetitive phrases or unclear sentence structure. Still other times, I find problems with narrative flow or continuity.

It’s certainly not unusual for me to find situations like Abramson’s where attribution is missing. I flag these and direct the author to reference the source and add the proper attribution through a footnote or endnote.

That’s what good editors do, but for whatever reason, it didn’t happen here.

There are several lessons here for anyone who produces work to be published:

  • You can’t edit your own work. You can’t possibly get enough distance to read this with an unbiased eye. There isn’t a selfie stick long enough to give you the right perspective on something you create.
  • Don’t be wowed by the pedigree of the author. Everyone needs this kind of review. We are all human. The more prestigious the author, the more important it is that their work be as error-free as possible.
  • You get what you pay for. Yes, you can outsource this function to a cheaper resource, but is it worth it? A good, thorough, knowledgeable editor will cost more, but is more likely to catch errors like this.

Simon & Schuster will fix Abramson’s book in online and future print editions. But the cost to the reputation of both the publisher and the author is significant. After all, this is a book that is subtitled, “The business of news and the fight for facts.” Whoops.

Linda Popky is an award-winning Silicon Valley-based strategic marketing consultant, writer, and editor who helps organizations get heard above the noise. She is the author of Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters,  as well as the Executive Director of the Society for the Advancement of Consulting.

Categories
Leadership Marketing Personal Development

Is This the Best a Brand Can Get?

Gillette has caused quite a stir this week with the web ad they released to celebrate the 30th anniversary of their slogan “the Best A Man Can Get.”

The new “The Best Men Can Be,” campaign is intended to address such negative behavior as bullying, sexism, and “male toxicity,” and to encourage men in this #MeToo era to practice more positive behavior in order to be their best. The campaign includes $1 million a year donations to organizations like the Boys & Girls Clubs of America for the next three years.

The initial ad, called “We Believe,” focuses on negative behavior among men, and then says, “ We believe in the best in men: To say the right thing, to act the right way” because “the boys watching today will be the men of tomorrow.” Razors and blades are barely mentioned.

It’s a daring move. Some people think it’s great. Others hate it. Still others think it’s a nice try but poorly executed. Some are comparing it to the ads Nike ran featuring former NFL quarterback Colin Kaepernick for the 30th anniversary of the Nike slogan, Just Do It. Those ads led to some customers boycotting Nike products, but also resulted in a 30%+ year over year increase in online sales for Nike.

It’s too soon to know whether or not this campaign will pump up Gillette’s sales. But one thing is certain: People who haven’t thought about Gillette for years (or ever) are now talking about the brand.

In this industry, the razor is usually given away to sell the blades. Once a customer has Gillette’s razor, they’re hooked—switching costs are high. But today, there are more interesting and lower-cost offerings, like Dollar Shave Club and Harry’s, aimed at younger men. Millennials likely aren’t hooked on Gillette products and probably think about Gillette as the name on that stadium in Foxboro, MA where the New England Patriots play. Until now.

One way to be heard above the noise is to do something different and a bit outrageous. Yes, you run the risk of getting cut when you shave too close. But is it better to slip away into obscurity because you’re afraid to sharpen the blade?

Linda Popky is an award-winning Silicon Valley-based strategic marketing consultant who helps organizations get heard above the noise and the author of Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters. She is also the Executive Director of the Society for the Advancement of Consulting.

Categories
Entrepreneurship Leadership Personal Development

Friction for Startups is a Necessity: Five Rules to Transform Heat into Profit

It happened very quickly. The car began to skid in an unintended direction. The tires had lost frictional contact with the pavement when the car encountered a large pool of oily water.

Friction is the resistance that one surface or object encounters when moving over another. We often think of friction as a negative force—as in there’s too much friction between two people or two organizations.

Yet many things in our lives, such as automobiles, depend on friction to operate. Wheels need friction on the road: encountering a “frictionless” surface causes the driver to lose control of the steering and often results in a crash. A gasoline motor depends on friction. The motor transforms the reaction in the engine into a positive force that moves the vehicle not just down the road, but over mountains as well.

Startups need friction, too. Unfortunately, too many startups totally avoid friction rather than managing or even encouraging creative friction. Too many others explode from destructive friction, which is the result of unmanaged friction that is allowed to get out of hand. Sadly, in both cases, the result is a potentially great product or service never makes it to the marketplace but is instead doomed to oblivion.

How do you know how much friction is right for your startup? Here are our Five FrictionFactorTM Rules for Startups.

1. Keep close contact with the road. Even if the road looks bumpy, you need to get out and drive. Make contact with potential customers and stay in contact, even when the going is tough. If there are no bumps at all, you may have lost contact with the road and with your customers. Stay close to the market and understand what’s happening with them and in the environment around you.

2. Watch your dashboard. You wouldn’t drive without looking at your dashboard. The speedometer tells you how fast you’re going. The gas gauge warns when you need to refill. Warning lights let you know if there is a mechanical problem brewing. Establish similar leading and lagging measures for your startup. Then be sure to check them regularly to anticipate opportunities and to handle problems as soon as they occur.

3. Love the heat. The bigger the friction, the greater the heat, and the greater the potential to be realized. Startups that are most successful have a mindset that says its OK to be uncomfortable, to try things that haven’t been done before. To make an impact that might just raise eyebrows and even voices, don’t be afraid to stir the pot. Keep looking for how you can keep things exciting. In other words, learn to love the heat.

4. Transform heat into energy. Like a car where the brakes lock, too much friction can grind things to a halt while make a smoking ruin of your tires. We have seen friction like this between developers and marketing or sales. Successful startups look for ways to manage friction before it becomes destructive. The secret is to use the energy of that friction to create innovation. How can you take competing viewpoints and encourage collaboration to create an even better option?

5. Keep creating friction. The way to breakthrough the noisy marketplace is by thinking differently. While the simplest form of friction is rubbing two things together, the foundation of innovation is rubbing together two or more ideas. Putting people together with different approaches and ideas may create clashes but it may also result in the energy you need. Always look for what you can do to increase innovation and encourage people to think differently. You won’t achieve breakout success by staying in your lane in second gear. Do more than think big, act big!

In the example above, the driver fortunately knew what had to be done. He steered in the proper direction, applied the right amount of braking and gas to re-engage with the pavement, and regained the ability to control the vehicle.

Following the FrictionFactor rules will allow your startup to keep contact with the market, enabling you to power up to the mountaintop of success.

Linda Popky is a Silicon Valley-based strategic marketing consultant who helps organizations get heard above the noise and the author of Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters. Alan Willett is an expert on transforming the heat of friction into innovation. Alan has consulted with high tech organizations around the world. Alan is the author of Leading the Unleadable: How to Manage Mavericks, Cynics, Divas, and Other Difficult People.