Tag Archives: media

The only real way to solve the problem of the shrinking middle class is through technological advances and higher levels of universal education. Governments at all levels have failed to provide the education required and continue to take more money away from the private sector. Money that could be used to develop new technologies and train their workers to move into higher paying jobs. They are taking actions to get the political support of those who cannot, or choose not to, understand that their simplistic approaches will fail. The envy of astronomically higher salaries of CEO’s are playing right into their political strategies that are definitely not “for the people”.

There may be merit to what you claim as to earning trust by doing what everyone else does. But I believe you might also be passed over….similar to a billboard that is there everyday but becomes so much a part of the landscape it isn’t noticed. Being different can at least get you noticed…then it is up to you and your message to earn trust.

The goal of marketing is to establishing top of mind awareness- the kind of awareness where the target audience thinks of your brand before they open their browser. So if the target audience cannot tell the chaff from the wheat because everything looks and feels the same, the marketer is placing the fate of his/her marketing budget on search engine results. Or playing a huge timing game.

The real reason automotive dealerships (as only one of many examples) fall into the same tired marketing rut is because it’s human nature to stick with what you’ve always done. They continually rely on marketing agencies with a specialty in their space, instead of seeking out an agency with a fresh point of view; it’s comfortable, and seemingly low risk because, well, they are rich and it’s gotten them to this point, hasn’t it?

Besides pioneering something new is risky… and change is scary. (Insert Einstein’s most famous quite here).

I am generally in agreement with Awake at 2 O’clock articles, but respectfully disagree with this one. What Uber has done is clearly disruptive to the traditional taxi industry. Previously the only phone number that would connect someone who wants a ride with someone who could provide one, was to a taxi company. Taxi company are a silo or vertical business model. Uber, and the other ride-share companies, have made it much more horizontal. The barrier to becoming part of a ride-share fleet is very low.

John correctly identifies that as a serious issue that will need to be dealt with. The barrier is very low and government is largely out of the dynamic (which is both good news and bad news). Of course one could argue that it is a classic case of a consumer accepting increased risk in return for decreased cost. The industry will have to evolve to deal with the issues, but it has pretty clearly been a disruptive shift in a long’standing business model.

Perceptive & so true

This is a great article and absolutely accurate! I represent a number of small to medium business owners and have owned businesses for many years and I find the credibility associated with online ratings to be quite shocking. As the owner of a law firm I continually stress about having a client get angry about a result in court one day and write a nasty online review the next, especially on a site that doesn’t allow users to delete reviews.

I have one client in particular that has had to reinvent and re-brand his business a few times because of online reviews and another client that was the victim of a consumer complaint site and is spending thousands of dollars trying to resolve the claims, most of which are wholly unfounded. Yet another client had the ex-husband of a girl he went on a few dates with post that he was a pedophile and claim that his business utilized fraudulent practices and was being investigated. Sadly, those posts will probably never come down because no one wants to spend thousands of dollars suing someone who will fight a silly fight and declare bankruptcy at the end of it all. Unfortunately for one of my client’s ex-employees, he is willing to spend any amount of money to get her to remove comments she made online after he fired her.

I would be surprised if employees or employers have analyzed the potential liability associated with posts and responses, or really any content they put online about another person. It is my opinion that most businesses should have new-employee trainings about this topic so as to avoid future problems.

Business owners certainly do not often consider the impact online reviews can have on the sale of their businesses. Buyers can decrease the purchase price substantially if they have to fight bad reviews because getting enough good reviews to offset one bad review is time consuming and costly. Whether or not the review actually impacts the business is irrelevant in negotiations because a seller can’t really prove otherwise.

Something new that is happening in the law is the use of reps and warranties associated with goodwill and how future reviews impact present covenants. We will be seeing a lot of litigation in the future over poorly written or understood reps and warranties in purchase agreements.

Great article John!