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AUGUST 2020
We’re All Adapting in a Changing World
At the end of summer, there’s one tradition we all count on: kids going back to school. This year, things are a little different. Some schools are welcoming back students, while others are holding classes online. Schools and students, just like businesses, have had to adapt to a changing world. That really feels like the theme of the last few months — adapting. Even parents have to adapt when their kids head off to college for the first time. That’s a big change, and sometimes you have to adapt quicker than you expected. One day, your child is at home, and the next, they’re moved into their dorm a state away or clear across the country! That can be overwhelming as a parent. It’s not unlike how businesses had to adapt this past spring as the pandemic entered our communities. One day, their employees were working in the office, then a few days later, their employees were working from home for the first time. Again, that can be overwhelming as a business owner or manager. It’s a big change, and one many businesses weren’t ready to make.
They couldn’t pop their heads over the cubicle to see how things were going. They couldn’t check in to make sure everyone was staying productive. Employees were in a similar boat. When they’re used to working in an office, and then they’re suddenly working from home, a lot of their support system isn’t there anymore. They can’t go to their boss’s office and chat or ask for help. They no longer have coworkers they can turn to in a pinch. Kids going off to college can’t run to Mom and Dad when they need something then and there. And they probably find themselves separated from many of their friends. For kids and employees, this change can feel isolating at times, even with
In any circumstance, you don’t realize how difficult it can be until you’re actually going through it. As a parent, when your child goes off to college, you don’t get to see them every day. You don’t know where they are, you can’t make sure they get their homework done, and you can’t remind them to be back by 11. All those responsibilities are in their own hands. That’s the same feeling that hit business owners, managers, and supervisors. As they adapted to working from home, they didn’t know exactly where their employees were.
"Here’s another thing: Employees don’t behave dramatically differently working at home versus working in the office. If you have a dedicated employee who keeps their nose to the grindstone and always gets things done, they’ll carry over that work ethic when working at home."
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978-362-0500
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How Telling Your Story Helps You Keep Customers BUSINESS IS PERSONAL
When it comes to figuring out the best way to market a business, getting personal is a choice that many business owners shy away from. Some think they have no worthy story to tell, while others find it hard to imagine that their personal life will strike a chord with another person, let alone get that person to buy a product or service. But the reality is that numerous studies and market tests have shown that when business gets personal, it can yield great results. No business owner got to where they are today without experiencing moments that fundamentally changed their perspective in some valuable way, and consumers love to hear about these insights. These stories are important and need to be shared with current and prospective customers if a business is going to succeed. It’s a fact that consumers want to do business with people they know, like, and trust. When a consumer is engaged with a company on a personal level, they’re more likely to delete a competitor’s emails or ignore its ads, even if the competitor offers a better price. If a consumer has a negative experience with a business they feel close to, then they’re also much more likely to give it a chance to make it right. The opposite is true too — people are quick to sever all ties the first time something goes wrong if they don’t feel any personal connection to a company or the people who run it. The logic behind personal marketing is simple: Your competitors can duplicate your product, your pricing, and your models, but they can’t duplicate you . If you’re recoiling at the very thought of sharing your stories, consider how much easier marketing can be by injecting some personality into it. Your greatest marketing tactic could be found right in your head. That episode of "Law & Order" you caught last night may have you thinking about the perils of overworking, whereas a family trip to the beach may have offered insight into the value of relaxing. These revelations are powerful glimpses into the true brand of your company: humans! For as fast and innovative as technology is, humans will always crave interaction with other humans. It’s that connection that fuels your business. Remember, your marketing messages are not the place to flex your Ph.D. or awards. Those can be valuable marketing tools, but they shouldn’t be the main message. What makes you human is what bonds you to your potential and current customers. This is called personal marketing.
Giving customers a peek into your life via personal marketing, whether it’s about your pets, your family, or your own journey through the pandemic, is important. Remind people that you’re an expert in your field and that you know how to help them, but don’t forget to show them your character and give them a reason to want to connect with you. Embracing vulnerability in your communication with your clients and prospects can lead to a dramatic increase in your customer lifetime value. That’s something that every business needs as they continue to navigate through these strenuous times. Your stories can be great for your bottom line, but they’re important in more ways than one. They can provide more value and insight for your customers and yourself than you might be giving them credit for.
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Going into the fall, we still have a lot of adapting to do. Businesses, just like parents, have to adapt and rely more on technology to stay connected at a distance. In many ways, they also have to learn how to let go. When a business has good technology in place, from a secure VPN to secure remote server access, and they have tools to track productivity, it becomes easier to maintain that distance. Employees and students have to maintain personal responsibility. They have adapted to not having someone looking over their shoulders and not having someone nearby they can rely on for support. Again, they can lean into technology to find new ways to stay connected. Apps like Slack and Zoom do make a difference. We’ve all had to innovate over the last several months. It’s made us more efficient and, going forward, we’ll be in a better place. We’ll adapt.
California called Prodoscore tracked their employees’ productivity over the last several months and found they were, on average, 47% more productive at home versus in the office. This lines up with older studies about working from home showing that it’s good for productivity! In general, there are fewer distractions at home than at work. It’s easier for someone working at home to focus on what needs to get done and stay focused. They aren’t dealing with phones going off in the background or people coming up to them throughout the day — two things that can be very distracting. Here’s another thing: Employees don’t behave dramatically differently working at home versus working in the office. If you have a dedicated employee who keeps their nose to the grindstone and always gets things done, they’ll carry over that work ethic when working at home. In fact, they’ll probably be even better at their job because of fewer distractions, and they don’t have to commute!
technology. While apps like Slack, Google Hangouts, and Zoom are great (and have been put through their paces in recent months), it’s not the same as having someone right next to you can talk with. Even school systems are having to figure things out, much like businesses. Many of them had to put together a new business model in preparation for the 2020–2021 school year. They want to make sure their students and staff have the option to learn and teach from home. For many districts, education is getting a big overhaul. One of the challenges faced by businesses, schools, and students alike is the fact most people aren’t used to working from home or distance learning. Because of this, there has been a lot of concern about productivity. Businesses are worried their employees won’t be working as hard. Parents and educators are worried students won’t learn as effectively. Interestingly enough, several studies have found working from home boosts productivity. A company in
–Chuck Mosca
HAVE A Laugh
The Most Famous Art Heist You’ve Never Heard Of
One hundred and nine years ago this month, one man — or was it three? — fled from the Louvre Museum in Paris, carrying what would quickly become the world’s most famous painting: Leonardo da Vinci’s “Mona Lisa.” Historical accounts of the theft agree only on who was the ringleader: 30-year-old Louvre handyman Vincenzo Peruggia. At some point on Aug. 21, 1911, Peruggia lifted the glass case he himself had constructed to house the “Mona Lisa” and stole the painting. Some versions of the story say Peruggia was assisted by two brothers, fellow Italian handymen Vincenzo and Michele Lancelotti. Peruggia successfully spirited the painting back to his one-bedroom apartment, where it lay concealed in a false-bottomed trunk for more than two years. Peruggia was eventually caught attempting to sell the painting in Italy and spent eight months in jail.
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Inside This Edition
1. 2. 3.
Adapting to a Changing World
Why Your Story Matters for Your Business
Have a Laugh
Meet the Man Who Stole the ‘Mona Lisa’
4.
Cultivating Creativity to Optimize Efficiency in 3 Steps
Battling Mental Hurdles 3 Habits Entrepreneurs Use to Excel During COVID-19
what makes it worthwhile, and if you would have done anything differently.
inconsequential decisions. You won’t be distracted by wondering when you’ll get lunch or if you’re missing a big meeting. It’s all already on the calendar. Reducing daily decisions gives you more time to think about what matters and helps you dedicate more of your mental energy to solving problems or refining big ideas. They take time to recharge. This doesn’t mean spending all day watching Netflix. Recharging your imagination is an active process. If you’re feeling creatively drained, go to a place that inspires you. This could mean taking a walk around a park, going on a hike in the woods, or visiting your local library. Immersing yourself in others’ ideas can also help recharge your creative batteries. Swing by an art museum, pick up a new book, or treat yourself to a solo movie date. Ask yourself why a particular piece of art inspires you,
They practice creating. You don’t have to wait for inspiration to strike. Cultivate creativity by making something every day, even if it has nothing to do with your projects at work. Doodle during lunch, sing along to the radio during your drive home, or write a few sentences of a short story each night. Don’t worry about whether these personal projects are “good,” just focus on bringing them into the world. Practice makes perfect. If you believe that creativity is something that only a select few are born with, then you might find yourself struggling to be imaginative during difficult times. However, when you view it as a skill that can be strengthened, you’ll develop habits to see you through what might otherwise be a creative drought.
Why did some companies thrive during the COVID-19 pandemic while others had to shut their doors forever? The answer is simple: Successful companies embraced creative solutions to overcome the obstacles of the shelter-in-place orders. Creativity is key to a profitable business. Innovative problem-solving is how business leaders come up with new ideas, address unexpected issues, and inspire their teams during difficult times. Here are a few habits that resourceful entrepreneurs share. They make a schedule. Though it may sound counterintuitive, structuring your day actually improves your ability to be creative. Establishing a schedule in advance allows you to avoid having to make small,
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