The use of the word everything is an over-statement. None the less, this is a damn good round up by Stoney deGeyter to get your search engine optimization (SEO) juices flowing, as seen on SearchEngineGuide.com (http://www.searchengineguide.com).

Part 1: Everything You Need To Know About SEO
Part 2: Everything You Need To Know About Title Tags
Part 3: Everything You Need To Know About Meta Description and Keyword Tags
Part 4: Everything You Need To Know About Heading Tags and Alt Attributes

“The Three-Minute Rule” by Anthony Tjan (Harvard Business Review, 22 January 2010). Let’s look past the trying too hard title and focus on bottom line — context. Nearly everything from web design, ad design or a phone conversation, to buying a product or using service – exists within context. Furthermore, it’s crucial to keep in mind that the context is often not yours but theirs. So, as has been mentioned here quite a few times before, be sure to add Context’s twin Empathy to your checklist.

Essential pull quote:

These situations illustrate the narrow-mindedness to which it is easy to fall prey. In the Thomson example, we were thinking of ourselves as a data provider, though we were really part of a broader workflow solution. We failed to realize the importance of customer context over our own product capability. In the cross-selling and shopping-basket examples, the three-minute rule reminds us that rearranging the context of a shopping experience to better meet customer patterns can be extremely effective. Customers seek solutions, but it is likely that your offering is only part of one. The three-minute rule is a forcing mechanism to see the bigger picture and adjacent opportunities.

Understanding context is certainly important, but to truly interpret it correctly one must also have a healthy supply of empathy.

“Using Checklists to Prevent Failure – Interview of Dr. Atul Gawande” by Harvard Business IdeaCast (Havard Business Review, 22 January 2010). This 15+ minute audio interview is going to save you hours, if not days as well as avoid excessive stressful moments. A classic case of what should be obvious and second nature is really a handy reminder. Thanks doc!

In a nut shell: Think ahead, develop a plan, keep it simple, write it down,  communicate, get and keep the rest of the team on the same page, avoid getting bumped off track by refering to the plan but be flexible.

Further proof that more often than not best practices are not rocket science.

“Bill Gates Sets Out His Global Charitable Goals” (NPR.org, 25 January 2010). As a supplement to yesterday’s post, here is a link to Mr. Gates being interviewed on National Public Radio’s (NPR) Talk of the Nation.

For the most part Mr. Gates’ perspective is global. He does however mention during the inteview that s in the United States the two biggest issue his foundation is  addressing are helping teachers and online learning. Contrast this with the fact that Uncle Sam’s approach has lead to a system where only 60% of the students who start high school actually graduate.  The irony comes when one considers how many massive corporations jump through tax loopholes to avoid paying into the system and then those same outfits also expect to have a well educated work force available so they can be even more profitable.

Is the system just dented and bent, or broken and in need of a complete makeover?

“2010 Annual Letter from Bill Gates” by Bill Gates (Bill & Melinda Gates Foundation, 25 Janueary 2010). While certainly not an oracle, Mr. Gates, former Microsoft head honcho, is well established and well connected and needless to say very very wealthy. If you’re curious about what’s ahead then invest some time in Mr. Gates’ thoughts.  In short, good economy, bad economy or New Economy, we have a lot of work to do.

In the event you don’t make it to the last page, Bill says:

I have decided to take the notes I make after taking a trip, reading a book, or meeting with someone interesting and pull them together on a web site called www.gatesnotes.com. This will let me share thoughts on foundation-related topics and other areas on a regular basis. I expect to write about tuberculosis, U.S. state budgets, creative capitalism, and philanthropy in Asia, among other things.

What is interesting is that many of The Gates’ concerns are resource and/or “head count” driven. Yet, there is little mention of population and population control as a means to helping solve some of these problems. We’d all agree that technolgy can be a wonderful tool, but let’s not forget about (changing) good ol’ fashion human behavior as a means to a better ends.

“Frequently Asked Questions About Google Wave” by LifeHacker.com (www.LifeHacker.com). Wave – some love it, some don’t, some don’t know what to think, and finally others have yet to try it. Regardless of which category you fall into this article and associated comments (which are always insightful) should help you decide where you are, or maybe where you should be on this H2O based subject.

Have you tried it? And … ?

Wired magazine (www.Wired.com) has collected a series of articles on failure. The title of the grouping is, “How To Fail: Screw ups, disasters, misfires, flops. Why losing big can be a winning strategy.” Take some time, these are sure to put the value of “R&D” into proper perspective.

“Accept Defeat: The Neuroscience of Screwing Up” by Jonah Lehrer

“Stay in the Game: The Fall and Rise of Alec Baldwin” by Scott Brown

“Learn to Let Go: How Success Killed Duke Nukem” by Clive Thompson

“Time Your Attack: Oracle’s Lost Revolution” by Daniel Roth

“My Greatest Mistake: Learn From Six Luminaries” by Wired Magazine

“Accidental Art: Three Alternate Histories” by Christoph Niemann

For those who like to look up at the stars then “Six Luminaries” is the obvious first read. Other than that, just dive in. Don’t be afraid to pick the wrong one. And for those of you who like to believe that the key to success is perfection. Well, you’re making a big mistake.

“How To Bounce Back: The Last Drop” by Miles Austin as told to Charles Curtis (ESPN Magazine, December 2009). First, to the non-sports fans out there please excuse the sports “analogy” — but it works. Second, for reasons unknown to mortal man & woman, this (brief) article was only in ESPN’s print edition. No, AU value add today. That time is being invested in typing this in for you.

It’s a receiver’s most egregious sin: dropping a pass when he’s wide open. But that transgression might actually be a necessary evil.

Just ask Cowboys’ wideout Miles Austin. The way he tells it, his bobble during the first half of Dallas’ Week 5 win over Kanas City helped him break the franchise record for receiving yards. That day, he went for 250 yards, 234 gained after the drop. Since then, Austin has averaged 17.4 ypc (yard per catch) and scored 4 TDs (touch downs). We asked the four-year vet how he used his big mistake to come back big.

“Right before halftime, Tony Romo threw a fade pass to the corner of the end zone. For some reason, I lost concentration and didn’t stick my arm out for enough. The ball went off my hands, and immediately,  I thought, I have to lock back in. Mentally, I treated the moment like the game had started over. Luckily, the worked. For the rest of the day, I attacked the ball and tried to reach out and grab the ball before it hit me.”

“When I drop a ball I think I should have caught, I focus more during practice the week afterward. For example, right before Wednesday practices, we run what’s called pat-and-go. To warm up, the quarterbacks will throw a few fade routes to us. That’s a point where you could easily lose focus, but that’s when I try to concentrate more on the looking the ball in.

“In Week 9, against the Eagles, Romo threw the same type of ball to me on the opposite side of the field. I looked it on and caught it, the same way I wanted to catch the one I missed the month before. That turned out to be the game-winning touchtown”

We all drop the ball. We all make mistakes at work. We all make resolutions and then have transgressions. The point is, don’t get sucked into the black hole of a past you can not change. Just get up, learn your lesson and keep going. Also be sure to forgive your “team mates” when they drop the ball too.

“Think Beyond Your Means” by Robert S. Levin – Editor-in-chief (The New York Report Magazine, 23 December 2009). For one reason or another it’s been somewhat slow starting this year in finding material to blog about. Not to worry, Mr. Robert S. Levin uncorks another bottle of bubbly inspiration. This was his Letter-from-the-editor in the latest issue so it’s a quick read. No need for pull quotes, etc. required.

Also, kudos to NY Report for beta launching their new web site: http://www.NYReport.com. As small biz resources go, this outfit consistently  provides “good stuff”.

“How the 2010 Computerworld Premier 100 IT Leaders were chosen” by Ellen Fanning and Mari Keefe (Computer World, 7 December 2009). Before you side step this article with, “But I’m not in IT” or “I’m not a CIO” — pause that thought for moment. Dismiss the “IT Leadership” bit and look at this grading scale from these four perspectives:

1) Consider these as leadership qualities that are universal, not just for IT.
2) You don’t have to be at the top of the org chart to be a leader. This is especially true if you want to get to the top of the org chart.
3) In many cases, these criteria also apply to brands, not just individuals. How well does your brand lead? Or not?
4) Finally, instead of “were chosen” substitute “will be chosen” and adjust your resolutions for the year ahead as you see fit.

Which of these dozen or so characteristics do you value most in a leader? What characteristics did Ms. Fanning and Ms. Keefe  miss? Who is your leadership hero?

“The future is a gimmick” by David Weinberger (KM World, 1 Jan 1 2010). The parties are over and it’s back to reality – cold, non-stop reality. But let’s not be foolish and try to break into a full sprint from a dead stop. It’s always smart to loosen up a bit. As you sip your coffee and gear up for 2010, consider this article toe touches and jumping jacks. Enjoy!

“Seeing Customers as Partners in Invention” By Mary Tripas (New York Times, 26 December 2009).

“Being customer-driven doesn’t mean asking customers what they want and then giving it to them,” says Ranjay Gulati, a professor at the Harvard Business School. “It’s about building a deep awareness of how the customer uses your product [or service].”

It’s not just about interaction and listening. It’s deeper than that. It’s about awareness and understanding. Taken a step further, it’s not about wants. It’s about meeting needs. Wants are easy. We’re all quick to recite our wants. Needs however are much more profound.

Later Ranjay is said to say:

“It’s an execution problem.” Companies, he says, “aren’t generally structured to access, absorb or utilize customer insights since they are organized by product, not by customer.”

Interesting enough, does this not sound quite similar to the ideals mentioned on our Success Realized page (as well as elsewhere within the AU framework)?

“O’Reilly Insights: The Importance Of What You Say” by Scott Berkun (Forbes.com, 15 December 2009). A friendly but necessary reminder in the vein of Chip Heath & Dan Heath’s “Made To Stick” (Random House). Of course the idea is important, but if it can’t be communicated such that others can understand it then it’s no idea at all. The biggest take away I got from “Made To Stick” was to take care to describe your new idea (that you want to be understood) by referencing something that is already understood. I believe the example in the book was that the movie ” Snakes On A Plane” was described as Diehard With Snakes.  Got it!

A more current example is Google describing Wave as, “If email were invented today”. If you’ve used Wave you’ve probably realized that tag line is an over simplification. On the other hand, it is a bite small enough to consume without fear or confusion. Doubt, confusion, lack of comfort, etc. will kill a sale every time.

The key is to not be self-absorbed (as so many entrepreneurs are) and not to assume that everyone “gets” your product/service like you do. You have to step back and have some empathy. Success without empathy is rare. Think big but make sure when you have to communicate your ideas to others your genius is small enough for them to grasp. You don’t have to dummy it down, just keep the bites chewable.

“On My Mind: Measuring Good-Cause Effects” by Raymond Fisman (Forbes, 10 December 2009). As the holidays get closer and resolutions are being made for 2010, doing well by doing good is probably on quite a few to-do lists. If that sounds like you, then give Mr. Fisman a few minutes of your time, please.

Now before you jump to conclusions, there is one bit (in the third from last paragraph) that is not fully explored but seems rather intriguing:

Interestingly, in the months after Hurricane Katrina made landfall in August 2005, there was a big boost in sales probability and price from Giving Works for all Ebay sellers, young and old. So, when a national spotlight shines on particular causes, it may be possible to do well by doing good.

Possible conclusion? Be specific, and possibly current, about the cause you’re supporting. Just saying, “we do good” and “a percentage of sales goes to charity” might not be enough. Makes sense since most people would want to know exactly where their money is going. Don’t you prefer clarity and transparency over vague and mysterious?

“Mashable’s Social Media Guide for Small Businesses” by Matt Silverman (Mashable.com, 4 December 2009). Brilliant! So jam packed with goodies that the best thing to do is get out of the way and let you jump right in. Enjoy!

Another buzz service that maybe you’re familiar with is Google Voice. In short, it’s a free phone number with it’s own outgoing message. No more using your personal number for business. Or maybe you just need a special (temporary) number for a special project. Skye, Yahoo! and others do provide free numbers but more often than not they don’t allow for your own personalize outgoing message.  And this is just the tip of the iceberg.




Intriguing, eh? From here be sure to consume “How To: Totally Overhaul Your Phones With Google Voice” by John Herrman (Gizmodo.com, 12 December 2009). That should get you started. Much like Google Wave, Voice is in limited beta. It’s invite only for the moment. But the turn around is approximately two weeks — http://www.google.com/voice.

What’s hard to say, but certain to be interesting, is how Google eventually integrates Wave with Voice. For those who have thus far underestimated Wave, the ball is still bouncing so keep your eye on it.

Depending on where you fall on the Geek IQ scale, you may or may not have heard about Google Wave (http://Wave.Google.com). The buzz around this beta release has been building over the last few weeks. Some love it. Some don’t. And most seem to be somewhere in between. While it’s too early to pass judgment my prediction is that trend will build towards love it.

Google’s pitch line is that Wave is what email would be if it were invented today. In a Made to Stick sense, that’s probably an accurate and easy to consume marketing pitch. But as user friendly as the email reference might be, Wave is not email. The analogy to the postman/woman doesn’t hold water very long. Wave is a multi-vectored communications and collaboration platform that excels in real time, and is still better than email even when it’s not. It’s a bit clunky right now in implementation but the theory behind it, simple as it might be, is stunning.

Ultimately, Wave is a collaboration tool, and collaboration depends on bodies. Where as email’s effectivenss degrades as more people get added to the To: list (i.e., the famous Reply Alls from hell), Wave increase in value as your network of collaborators grows. Unfortunately, currently Wave is a limited, invite only, beta. So unless your fellow collaborators also have Wave accounts then Wave, as it stands today, is obviously not going to be very effective.

However, as Google lets more people use Wave the more Wave’s value will increase. And thus the trend towards more people loving it. What do you think?

“Mistaken Metrics” by Lauren McKay (CRM Magazine, October 2009). Please pardon the delay in getting to this one but it has finally bubbled to the top of the to-do pile (on a Saturday morning no less). It is also not exactly lite reading for a weekend but it’s certainly not rocket science either. Grab a coffee and let’s go!

In short, the twin sibling of, “Be careful what you wish for” is, “Be careful what you measure (and what decisions you make based on that data/information.” As we all know, numbers and statistics can be misleading especially when data is coming from multiple sources. Or worse yet, is the wrong measurement to begin with. The majority of the time there are caveats, or should be, because no info/date source is perfectly clean. Of course, there is also always the human element (read: bias) when collecting data and using it.  And finally, just because you can collect it faster doesn’t mean it’s right.

Yes, there has to be measurements but don’t be afraid to question their validity and value when applied to decision making. As Ms. McKay concludes:

No matter what you do or what you measure, you’re destined to pick the wrong yardstick at least once. The trick, experts say, is not to force yourself to live with the wrong measurement — the trick is recognizing when the measurement you’ve chosen is the wrong one and having the fortitude to step away from it.

In the same issue, as a side bar was also, “Your Metrics Are Outdated” by Lauren McKay. If you have to pick one, pick this one. The first article gives “Outdated” context but none the less is fairly freestanding if you are at least somewhat familiar with measurements and their impact on management decisions.

You have all weekend so try to consume both. It’s time to start lining up the ducks for 2010.

“A Web Presence Needs Sizzle, For Shizzle” by Fritz Nelson (Information Week, 18 November 2009). Good golly Rudolph, give this guy a candy cane and double him up on the eggnog. Santa should no doubt move Mr. Nelson to the top of the nice list.

Aside from sharing some damn good examples of inspiration, he hovers under the mistletoe and plants this golden gem of a KISS on us all. (Note: The bolding was added for effect.)

On the Web, entire economies and cultures emerge with surprise. The less creative or visionary watch and try to follow, as if there’s a secret formula to be revealed to the most astute observer. People look at the NetFlix corporate culture Google (NSDQ: GOOG) free lunch program, and Obama open government mantra and say: It worked for them, it will work for us. There’s some truth in that, but the success variables are never the same. Ultimately, each business must create its own wave.

Success on the Web, like The White Rabbit, is alluring in its urgency and its insistence on its path. Words like “crowdsourced,” “social,” and “sticky” are simple labels for complicated ingenuity. Anyone who sets out to create The Next Big Thing invariably fails compared with those who create something out of real social need, or passion. There’s no hidden button for “Go Viral” on the Web, and there’s no magic formula to replicate what happens when something does. Take new social media buzz factories, FarmVille and FourSquare.

In other words, just because you use the channels doesn’t guarantee anything. That said said there is a “secret” for going viral and that is, introduce something to the conversation that’s worth talking about. The usual blah blah blah is not going to get anyone attention, nor is it going to differentiate you from the masses. And if you don’t have an authentic passion for it then certainly no one else will either. There are enough me-too and cookie-cutter type outfits out there. The time has come to suspend the belief that your brand is special just because you think so.

The web hasn’t changed the fact that you have to have passion. Someone has to have passion for your brand (for which you provided the reason(s)). And ultimately to cut through the clutter you have to differentiate both in medium and in message. Actually, if the web has changed anything it has made these must-dos even more essential. Can you afford to do X? Nope! The question is, can you afford not to? That is what your guest will be looking for- The Winner. The one who goes the distance with them and for them.

Thanks Fritz! And a ho ho ho to you too.

“Furnishing Higher Profits – Business Intelligence: How Analyzing ERP Data Helped a Retailer to Get More Value from Suppliers” by Kim S. Nash (CIO.com, 28 October 2009). Today seems like a great day for KISS so let’s just get to the bottom line.

BI (business intelligence) is great but even the less enabled don’t need such a heavy duty investment to benefit from the takeaways of this article. Keep in mind:

— There is more to cost than the number on the price tag.
— You get what you pay for.
— When you’re the seller (and not the buyer) be sure to communicate the holistic value you provide for the fee you charge.

Done! Enjoy!! Pass it on…