Doing Well by Doing Good, Part IV

This series of posts has mostly been about things that people or companies do that help make the world a better place — sometimes when it’s their core mission, other times (here and here) when it becomes an important supporting role at the company.

Today’s post is different — it’s actually a Book Short as well of a new book that’s coming out later this fall called Green to Gold:  How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage, published by Yale Press and written by Daniel Esty (a Yale professor and consultant), and a good friend of mine, Andrew Winston, a corporate sustainability consultant.

Green to Gold is a must-read for anyone who (a) holds a leadership position in business or is a business influencer, and (b) cares about the environment we live in.  Its subtitle really best describes the book, which is probably the first (or if not, certainly the best) documentation of successful corporate environmentalstrategy on the market.

It’s a little reminiscent to me of Collins Built to Last and Good to Great in that it is meticulously researched with a mix of company interviews/cooperation and empirical and investigative work.  It doesn’t have Collins “pairing” framework, but it doesn’t need to in order to make its point.

If you liked Al Gore’s movie, An Inconvenient Truth, this book will satisfy your thirst for information about what the heck the corporate world is doing or more important, can do, to do its part in not destroying our ecosystem.  If you didn’t like Gore’s movie or didn’t see it because you don’t like Al Gore or don’t think that many elements of the environmental movement are worthwhile, this book is an even more important read, as it brings the theoretical and scientific to the practical and treats sustainability as the corporate world must treat it in order to adopt it as a mainstream practice — as a driver of capitalistic profit and competitive advantage.

This is a really important work in terms of advancing the cause of corporate social responsibility as it applies to the environment.  Most important, it proves the axiom here that you can, in fact, Do Well by Doing Good.  If you’re interested, you can pre-order the book here.  Also, the authors are writing a companion blog which you can get to here.

(This is the second post in the series… the first one When to Hire your first Chief Customer Officer is here)

I mentioned in an earlier post that few startups begin with a full-time Chief Customer Officer and the likely scenario is to promote someone from within the service organization to that role. It’s possible that the person who takes on the CCO role will be ideal for the job, but often startups end up searching for someone outside the organization to lead the customer success team. Either way, promoting from within or hiring from outside, there are several telltale characteristics that great Chief Customer Officers share, and there are three things they do particularly well.

First, the CCO is the primary evangelist across your executive team and entire organization and this message should be so constant and consistent that everyone in your organization will be able to finish the sentence of the CCO. At Return Path our CCO, George Bilbrey, was constantly reminding everyone that the purpose of Return Path was to do the job the customer hired us to do.  In non-professional service businesses, where the bulk of the organization is not face-to-face with customers on a regular basis, it can be very easy for employees, teams, and projects to quickly become internally focused.  They focus on projects, milestones, internal metrics—all the things that customers don’t care about. The great CCO is the one who brings the Outside In, every day.

 A great CCO is equal parts quantitative and qualitative.  Almost all high-level work that the CCO and their team does includes quantitative measures: math, metrics, analytics, and statistics.  Net Promoter Score analysis.  Customer segmentation.  Customer profitability. Anything worth knowing has usually got a measurement behind it and the CCO must nail these or, if partnering with the CFO or someone else, at least be fluent in them.  And the greatest CCOs are also the ones with the most customer empathy, something that comes by listening carefully to customers, and I mean really listening. Once they understand customers on an emotional level the great CCOs have the ability to relate that feeling to others in the company, and to other customers.  They can recite customer and experience stories like a politician giving a stump speech.

The final characteristic or skill of a great CCO is that they like designing processes.  Account Management, Customer Success, Support, Onboarding, Professional Services, Knowledge Management — all the different teams reporting to a CCO — must work together in a seamless way to apply their specific areas of expertise to bring general solutions to the customer.  The head of the team, the CCO, must be a rock star at process envisioning and design, and at engaging teams in the process.  Otherwise, the teams will be inefficient, hand-offs will be missed, there will be no single source of truth, and customers will not be well served.

Whether your CCO is promoted from within your organization or hired from the outside, the great ones all have the same traits: evangelists for the customer, quantitative and qualitative skills, and a passion for processes that connect disparate parts of the organization into a seamless, functioning team.

(You can find this post on the Bolster Blog here)

Old and Young Alike?

Fred has a couple good posts today about the age of entrepreneurs (here, here).  His evidence is that most entrepreneurs are in their late 20s or early 30s — in a very non-judgmental way.

I have a slightly different take on it.  I heard from someone once that entrepreneurs are either late 20s/early 30s or in their 50s or even 60s.  So basically, the young entrepreneurs have nothing to lose because they’re so early in their careers…and the older ones can afford to take risk because they have already made their money elsewhere.

Not sure how much universal truth there is to that, but one thing I’m certain of is that using the Internet as a barometer of this is a mistake!

What Convergence Really Means

Rebecca Lieb wrote a great column last week in ClickZ about Advertising Week and how disappointed she was in it.  The article is worth a read for many reasons, but there was one quote in particular that stuck out to me as I re-read it tonight.

Some people talk about convergence as the coming together of old media and new media.  Others talk about digial meeting analog.  Still others talk about the melding of cable, telco, Internet, and wireless.  A brave few even talk about direct marketing and brand advertising.

But Rebecca quoted the head of global advertising for American Express, who really nailed what convergence means in the world of media today — the convergence of advertising and publishing:

“No longer can we view our job as filling gaps between other peoples’ content,” said Scotti. “Soon, there won’t be gaps to fill because everything is content.”

Boy, isn’t that the truth?  And it’s not just the much-hyped world of user-generated content, YouTube, Facebook, MySpace, and blogs.

It’s as much about advertisers getting smarter and becoming content publishers themselves.  Think about any good email you get from a marketer.  What makes it good?  Sure, a nice discount, maybe free shipping, certainly a relevant offer based on your preferences and purchase behavior.  But the other thing that makes it good is the presence of content to surround and drive the marketing messages.  The applesauce around the pill, if you will.

It works.  We see it every day.  And we only see more of it happening in the future as consumers get smarter and more discerning about the brands with which they choose to interact.

Business Week just ran an interesting article entitled “I’m a Bad Boss? Blame My Dad,” which unfortunately I can’t link to because Business Week online is for subscribers only. The premise of the article is that our past is always with us…that the patterns of behavior established in our home environments as children inexorably follow us to the workplace.

You may or may not agree with the premise — certainly, there is at least a little truth in it — but the article had another interesting statement:

CEOs often get hired for their skills, and fired for their personalities.

I’ve always felt that Boards and CEOs need to view “personality,” that is to say, the softer skills, as equally important to the classic skills: strategy, analytics, finance, sales, and hard-nosed execution. People who can do all of those things well but who can’t inspire others, show empathy, balance self-confidence with humility, communicate properly and clearly, and operate with a high degree of integrity, will fail as a CEO in the long term. I’m not sure how Boards and hiring committees can adequately screen for those characteristics in advance, but they certainly should!

And for the record, if I’m a bad boss, I blame myself. If I’m a good boss, I am happy to give my parents credit.

Fred Wilson has a great posting today about how as a VC, it’s important to tell CEOs the truth when you don’t fund them so they can learn from the experience. As someone who’s been dinged by his share of VC’s (although not yet by Fred), I completely agree. He drew a great comparison to a conversation he had with a woman on an airplane about telling someone she didn’t want to go on a second date with him.

I’ve always felt that as a manager, firing someone is a lot like breaking up with a significant other. As the song says, Breaking Up is Hard to Do! This is particularly true when the person is either a long-time employee or is someone you have to lay-off, where the termination is not his or her fault.

When I think back to the first time I ever had to fire a person while I was at MovieFone, I remember it as one of the most horrific experiences of my life. Not to be glib about it, but I think it was harder on me than it was on her (and it was a lay-up – she was being fired for cause!).

Anyway, for an empathetic person, it is hard to look people in the eye and tell them they don’t have a job any more, whatever the reason. And I also think that people are generally well-served, even if they don’t think about it that way at the time, if they can understand why they’re being let go so they can continue to constructively develop their careers going forward and seek out jobs for which they might be a better fit.

Of course, in a non-layoff situation, someone being terminated should know why they’re being fired because a good manager would have coached them and given them appropriate warnings and conversations along the way, but that’s the subject of another posting.

5 Ways to Spot Trends That Will Make You (and Your Business) More Successful

I’ve recently started writing a column for The Magill Report, the new venture by Ken Magill, previously of Direct magazine and even more previously DMNews. Ken has been covering email for a long time and is one of the smartest journalists I know in this space. My column, which I share with my colleagues Jack Sinclair and George Bilbrey, covers how to approach the business of email marketing, thoughts on the future of email and other digital technologies, and more general articles on company-building in the online industry – all from the perspective of an entrepreneur. Below is a re-post of this week’s version, which I think my OnlyOnce readers will enjoy.

Last week I published my annual “Unpredictions” for 2011. This tradition grew out of the fact that I hate doing predictions and my marketing team loves them. So we compromise by predicting what won’t happen.

But the truth is that the annual prediction ritual – while trite – is really just trend-spotting. And trend-spotting is an important skill for entrepreneurs. Fortunately it’s a skill that can be acquired, at least it can with enough deliberate practice (another skill I talk about here).

Here are five habits you should consider cultivating if being a better trend spotter is in your career roadmap.

Read voraciously. I read about 50 books every year.  About half of them are business books, and I also mix in a bit of fiction, humor, American history, architecture and urban planning, and evolutionary biology.  I keep up with more than 50 blogs and I read all the trade publications that cover email.  I also read the Wall Street Journal and The Economist regularly.  What you read is a little less important than just reading a lot, and diversely.

Use social media (wisely). Julia Child once said that the key to success in life was having great parents. My advice to you is quite a bit simpler:  make friends with smart people. Facebook, Twitter, LinkedIn and others have given us a window into the world unlike any other. Status updates, tweets, and – maybe most important of all – links shared by your network of friends and colleagues gives you a sense of what people are talking about, thinking about and working on. And you can’t just lurk.  You actually have to be “in” to get something “out.”

Follow the money. Pay attention to where money gets invested and spent. This includes keeping an eye on venture capital, private equity, and the public markets, as well as where clients (mostly IT and marketing departments) are spending their dollars and what kinds of people they are hiring. Money flows toward ideas that people think will succeed. A pattern of investments in particular areas will give you clues to what might be the big ideas over the next five to 10 years.

Get out of the office: I think it’s hugely important for anyone in business, and especially entrepreneurs, to spend time in the world to get fresh perspectives. I’m not sure who coined the phrase, but our head of product management, Mike Mills, frequently refers to the NIHITO principle – Nothing Interesting Happens in the Office.  Now that’s not entirely true – running a company means needing to spend a huge amount of time with people and on people issues, but last year I traveled nearly 160,000 miles around the world meeting with prospect, clients, partners and industry luminaries. You don’t have to be a road warrior to get this one right – you can attend events in your local area, develop a local network of people you can meet with regularly – but you do have to get out there.

Take a break. While you need information to understand trends, you can quickly get overloaded with too much data.  Trend spotting is, in many ways, about pattern recognition. And that is often easier to do when your mind is relaxed.  Ever notice that you have moments of true epiphany in the shower or while running? Give yourself time every week to unplug and let your mind recharge. As Steven Covey says, “sharpen that saw”!

Return Path Core Values

At Return Path, we have a list of 13 core values that was carefully cultivated and written by a committee of the whole (literally, every employee was involved) about 3 years ago.

I love our values, and I think they serve us incredibly well — both for what they are, and for documenting them and discussing them publicly.  So I’ve decided to publish a blog post about each one (not in order, and not to the exclusion of other blog posts) over the next few months.  I’ll probably do one every other week through the end of the year.  The first one will come in a few minutes.

To whet your appetite, here’s the full list of values:

1. We believe that people come first
2. We believe in doing the right thing
3. We solve problems together and always present problems with potential solutions or paths to solutions
4. We believe in keeping the commitments we make, and communicate obsessively when we can’t
5. We don’t want you to be embarrassed if you make a mistake; communicate about them and learn from them
6. We believe in being transparent and direct
7. We challenge complacency, mediocrity, and decisions that don’t make sense
8. We value execution and results, not effort on its own
9. We are serious and passionate about our job and positive and light-hearted about our day
10. We are obsessively kind to and respectful of each other
11. We realize that people work to live, not live to work
12. We are all owners in the business and think of our employment at the company as a two-way street
13. We believe inboxes should only contain messages that are relevant, trusted, and safe

Do these sound like Motherhood and Apple Pie?  Yes.  Do I worry when I publish them like this that people will remind me that Enron’s number one value was Integrity?  Totally.  But am I proud of my company, and do I feel like we live these every day…and that that’s one of the things that gives us massive competitive advantage in life?  Absolutely!  In truth, some of these are more aspirational than others, but they’re written as strong action verbs, not with “we will try to” mushiness.

I will start a tag for my tag cloud today called Return Path core values.  There won’t be much in it today, but there will be soon!

Who Controls the Future of Technology?

I read an interesting article in the Wall Street Journal today, then got to my inbox to find both it and its opposite forwarded to me by Brad.

The Journal says that the consumerization of technology wins out in the end, and that:

In the past, CIOs and their staff had a reputation for being snarky, geeky guys who were always looking for ways to tell employees what they couldn’t do. Now, at the most progressive companies, the tech department’s main job isn’t to say no. Instead, it’s to find a way to let employees safely run any device or program they like. The thinking goes like this: Employees are most productive when they’re allowed to work with the tools that make them happy.

The Times says that it’s all about the CIO when talking about Oracle:

Oracle needs global exposure, and Mr. Hurd needs people who will testify to other big buyers on his behalf…Oracle became big in its 36 years thanks to one of the strongest sales cultures in technology. You can find so many of its former sales executives throughout the industry that sometimes is seems like the Valley’s finishing school for deals. And whatever the business, sales still is all about relationships.

So which is right?  It’s hard to imagine that the sentiment in the Journal piece doesn’t win out in the end or at least that the truth lies somewhere in the middle.  Yes, there are still big enterprise software and hardware deals all over the place, and there probably always will be.  But even the biggest and most complex applications like databases are subject to disruption from below, freemium business models, and open source products.  Courting users, not just people who control budgets (perhaps both), is what a contemporary enterprise software salesforce has to focus on.

Book Short:  Triumph over Adversity

In truth, Malcolm Gladwell’s most recent book, David and Goliath: Underdogs, Misfits, and the Art of Battling Giants, was a bit of a disappointment.  I thought his first three books, Tipping Point, Blink, and Outliers, were fantastic, and I routinely refer to them in business.  David and Goliath isn’t bad, it’s just a little light and hangs together a lot less than Gladwell’s other books.

I just read a scathing review of it in The New Republic, which I won’t bother linking to, mostly because the reviewer was on a total rant about Gladwell in general and was particularly insulting to people who read Gladwell (an interesting approach to a book review), essentially calling us self-help seekers who aren’t interested in reality or wisdom.  Nice.

Two seminal quotes from the book that get at its essence are:

To play by David’s rules you have to be desperate. You have to be so bad that you have no choice.

and

He was an underdog and a misfit, and that gave him the freedom to try things no one else ever dreamt of.

Those things are probably generally true in life, but also applicable to business.  A business book I read years ago called The Underdog Advantage: Using the Power of Insurgent Strategy to Put Your Business on Top, by David Morey and Scott Miller, brings this principle to life for work.

I also liked the concept Gladwell talked about a few times in the book about being a big fish in a small pond, and how that can sometimes be a better place to be than a small fish in a big pond in terms of building self-confidence.  That’s certainly been true for me in my life.

If you go back the premise of Gladwell’s books in general, as I heard him say on The Daily Show the other night — “to get people to look at the world a little differently” — then David and Goliath does that on some level.  And for that alone, it’s probably worth a quick read.

Book Short:  Internet Fiction

It’s been a long time since I read Tom Evslin’s Hackoff.com, which Tom called a “blook” since he released it serially as a blog, then when it was all done, as a bound book.  Mariquita and I read it together and loved every minute of it.  One post I wrote about it at the time was entitled Like Fingernails on a Chalkboard.

The essence of that post was “I liked it, but the truth of the parts of the Internet bubble that I lived through were painful to read,” applies to two “new” works of Internet fiction that I just plowed through this week, as well.

Uncommon Stock

Eliot Pepper’s brand new startup thriller, Uncommon Stock, was a breezy and quick read that I enjoyed tremendously. It’s got just the right mix of reality and fantasy in it. For anyone in the tech startup world, it’s a must read. But it would be equally fun and enjoyable for anyone who likes a good juicy thriller.

Like my memory of Hackoff, the book has all kinds of startup details in it, like co-founder struggles and a great presentation of the angel investor vs. VC dilemma. But it also has a great crime/murder intrigue that is interrupted with the book’s untimely ending.  I eagerly await the second installment, promised for early 2015.

The Circle

While not quite as new, The Circle  has been on my list since it came out a few months back and since Brad’s enticing review of it noted that:

The Circle  was brilliant. I went back and read a little of the tech criticism and all I could think was things like “wow – hubris” or “that person could benefit from a little reflection on the word irony”… We’ve taken Peter Drucker’s famous quote “‘If you can’t measure it, you can’t manage it” to an absurd extreme in the tech business. We believe we’ve mastered operant conditioning through the use of visible metrics associated with actions individual users take. We’ve somehow elevated social media metrics to the same level as money in the context of self-worth.

So here’s the scoop on this book.  Picture Google, Twitter, Facebook, and a few other companies all rolled up into a single company.  Then picture everything that could go wrong with that company in terms of how it measures things, dominates information flow, and promotes social transparency in the name of a new world order.  This is Internet dystopia at its best – and it’s not more than a couple steps removed from where we are.  So fiction…but hardly science fiction.

The Circle  is a lot longer than Uncommon Stock and quite different, but both are enticing reads if you’re up for some internet fiction.