“Keeping pace with evolving technologies” by Mary K. Pratt (ComputerWorld Mag, 18 May 2009). Let’s hope that these couple pull quotes inspire you to consume this one pager.

“I’ve had to change the way I think about what work means, because technology is changing us. Everything has to be instantaneous, and convenience is a big factor,” says Christopher R. Barber, senior vice president and CIO at Western Corporate Federal Credit Union.

“It used to be I just programmed in the functionality. Now we have to think almost psychologically about what the consumer wants and expects,” says Michael Carlson, vice president and CIO at Xcel Energy Inc. in Minneapolis.

The world is changing. The internet is here to stay. Embrace an AU state of mind or get left behind.

“Opinion: When head counts are low, take time to save time” by Sharon Machlis (ComputerWorld Mag, 18 May 2009).

In theory Ms. Machlis is correct. It is true, there is always room for improvement.

Unfortunately, it is rare that management (in larger organizatios) incents such behavior – let alone rewards it. As the fear of loss of job increases the willingness to take chances (read: invest time in investigating / developing a more productive approaches) decreases.

What Ms. Machlis is advocating rarely takes place in the best of times. It doesn’t seem realistic that corporate-think (i.e., small minded, short sighted, territorial based behaviors, etc.) will change when the man/woman in the next cubical (or corner office) might be your replacement.

This isn’t a glass half empty opinion but an accepted and well established reality.

” Will Customer Service Be Another Casualty of the Recession?” by Donna Fluss (CRM Magazine, May 2009)

Ms. Fluss raises a  good question as well as adds a number of helpful insights. To her foundation I’d like to add:

— True high-quality customer service has been suffering for years, even through the best of revenue times. Maybe the reality that it is the customer who drives a company forward (not just revenue) will finally come back in fashion?

— I too appreciate the need to keep a business solvent. However, I think it should be said that the impact of changes in how budget is spent (in this case cutting back) should be the same whether the tide is rising for falling. All budget decision should be made with the intention of adding the most value to the customer. In short, cuts that fail to have empathy for the customer and therefore possibly damage the relationship with the customer will only lead to more cuts.

Unfortunately, when the going gets tough it seems that too many “decision makers” become small minde and short sighted, only to take the easy way out rather than prove they are truly deserving of their inflated salaries.

The latest issue (May 2009) of The New York Enterprise Report (NYReport.com) is bursting with must-reads. Below are the highlights with an essential pull quote from each, as well as a few caveats.

Enjoy! Pass it on…

“Marketing Matters More Than Ever” by Robert S. Levin

The reality is that marketing is on the back burner of most small businesses, but marketing is what puts your company on the front burner of your prospects.

AU caveat: As tbarriers to entry (read: costs) for marketing falls for the amount of clutter is going to increase. Now more than ever the quality and relevance of the impression is as important as the quantity.

“Levin’s Law on Cheap and Easy Marketing Mediums” by Robert S. Levin

There is no magic pill in marketing, regardless of the cost of the medium. Success in marketing depends, and always will, on hitting the right audience with a compelling message.

“Get The Right PR For Your Event In 8 Steps” by Beth Silver

Whether in magazines and newspapers, or on radio, TV, or the web, it’s vital to understand the different types of media and audiences that are available, and what is correct for your audience.

AU caveat: Where Step 4 speaks of focus we would use target, targeting, etc.

“Maximize Your Online Presence” by Tony Grass

SEO is not about chasing marginally interested traffic and then trying to sell everything to everybody, it’s about targeting and pulling in those customers who want to buy, and selling to them by featuring what they are searching for. To put it another way, traffic quality means more than quantity.

AU caveat 1: If it’s been three years since you’ve revisited the objectives of your web site – or any other part of your business for that matter – then it’s probably time for a redesign or at least a serious make over.

AU caveat 2: When done property SEO is all part of the up-front analysis / design / development process. Yes, there are adjustments that can be made after the fact but doing so once the site has been built is the less than ideal approach.

AU caveat 3: To paraphrase President Obama, “You can’t put lipstick on a pig.” All the SEO / SEM in the world is not going to save an ugly site with a poor UX. Get your house in order before you decide to invite guests.

AU caveat 4: In 2009, if your designer / developer isn’t insisting on a content manamgent system (CMS) then engage someone else. ASAP!