Posts Tagged seth godin
Graphing to find new products
Seth Godin writes today about using graphs to help predict new products. Visit his blog entry Bandwidth-sync correlation that is worth thinking about.
The point is that if you create two axes of qualitative or quantitative aspects of a situation and then place items on that graph where they fall with regards to those two aspects, you can start to see relationships and gaps in the product offering. Furthermore, you can see which products may work better and which may be poor performers.
To create these graphs, you can poll your customers on the two qualities of the products and then place those products where they fall. Ultimately, this is a tool that can be used to create more effective products.
When DIY may be detrimental
Yesterday, I wrote about how sometimes do-it-yourself is detrimental. I referred to Seth Godin’s blog post that you should go out there and be your own graphic designer. He wrote about four common areas. I argued against it, and today, I am going to add three more areas that people often DIY and why it can be a problem. All three areas are related to the development of the brand:Branding: What is your brand and how do you present it? There are many self-help books out there that can make you very educated on brand; however, this is often painful trial and error. However, the essense of most businesses is their marketing, and the essence of marketing is developing a brand and selling that brand. If you are going to spend time learning something, then this would be it.
Hiring an expert for a couple of hours to give you a brand checkup would be ideal. Unfortunately, it is hard to get them to just stick to a couple of hours. Maybe I should address that in another post?
Look and feel: This is an element of the brand, but is specifically the physical aspects of the brand. What is the color scheme and layout that would best represent you? How can you have a consistent scheme between all your collateral that says you know what you are doing? What does the packaging look like? Good graphic designers and artists understand color theory: what colors work together and what emotions the colors represent. Every heard the saying, “I don’t know why I don’t like it, I just don’t?” That is what happens when someone looks at a bad color scheme.
Logo: Every business needs a decent logo design. Many people try these themselves and just miss the boat. If you can afford it, get a professional to help you. This can be really expensive, but worth it. Why is it hard? The best logos are often the simplest, and many times, someone from outside the business, thinking outside of the box can identify the simplest and coolest logo.
I do agree with him that some research is necessary to develop skills. For example, if presenting material on a website is going to be integral then you should learn a little bit about web design and typography.
Branding, Color scheme and logo are more advanced than presentations, web sites, business cards, and bio photos. However, if developed together, a designer could come up with a common theme that can be used on all collateral. This usually saves money and time; and often lends more credibility when getting customers. However, even the designer needs guidance. This is where research into branding comes in handy and where hiring an expert to guide you (tutor you) would be money well spent.
What about those that are very cash poor and are trying to attract investors? How do you avoid spending too much? That is for tomorrow…
Professional vs. DIY
Professionals are called professionals for two reasons. First, they do the job better than most people. Second, other people call them professionals and pay them because of the first reason.
Many people will tell you to “save money” and “do it yourself”. In some instances, this is very sound advice; especially when you have no cash. However, it is often taken too far and becomes counter-productive by destroying credibility and turning away the target audience. The end result looks amateurish and buyers (customers and investors) walk away.
Today, I read on Seth Godin’s blog (see the CONNECTIONS section) his article titled: Why aren’t you (really) good at graphic design?
His premise is this: Today, business professionals are expected to have professional looking presentations and collateral. However, because of today’s “easy” software, instead of hiring someone you can do it yourself. You will not be as good as a professional but you will be “really good” and that is good enough.
I have seen “really good” and usually it is not good enough. The problem with “really good” is that it is purely subjective and often based on the other idea, “I just do not want to spend the cash.” Standards and expectations are lowered by the business owners. The problem is that customers do not lower them and expect professional. The customers go elsewhere.
When I was the marketing director of an animation festival and executive producer for a startup animation studio we saw many portfolios, many artists and graphic designers. There is a big difference between DIY and professional. There are many levels of professional and wide range of prices.
Maybe you cannot afford world-class, but maybe you can afford something. You need to make the right decisions on when to DIY and when to find a qualified person within your budget. When you approach a professional, tell them what you want and your budget. Don’t hide the budget but figure out what you would pay for what you want. If it is not enough, they will tell you. In my expereicne, if the designer does not have a budget they will usually overbid. You keep it under budget by giving them a budget.
Godin identifies the four big things people try to DIY and suggest you can too: PowerPoint presentations, web sites, business cards, and bio photos. It is just not that easy to do all four. Here is my response:
Presentations in Power-Point: Absolutely DIY. Why? The best ones today are simple with no animation. They just look good. You could hire someone to develop a color template and then use that template over and over. This would be branding development (see tomorrow’s post).
Web site: If it is very simple and you are satisfied with out of the box, then by all means go DIY. Otherwise, hire someone with talent. Amateur sites look that way. There is a lot more to it than meets the eye. If your business depends on look and presentation, then you have to spend the time and money on a web site.
Business Cards: If you do a simple black and white design or use one of the online pre-designed cards, then DIY. Otherwise, hire a designer. When it comes to printing them, save yourself a lot of time and trouble and just get them printed. At overnightprints.com you can get 100 double sided color cards (standard size) for $14.95. You can get 1000 for $49.95. It is worth it. If you print them and cut them yourself it will look amateurish. $50 is a sushi dinner for two. Skip one of those and get business cards.
Bio photo: Anyone can take a photograph. Having someone take a good photograph and then knowing how to color correct them well for presenting on the web and in print (which are different from each other) is another story. You could probably take a lot of decent pictures of yourself. It is a challenge for me. If you can take the time to figure out to color correct it then do it; otherwise ask a professional.
Godin missed a few more items that many people also DIY which maybe they should not. I will write more on that topic tomorrow.