Art and Bart were college buddies at the University of Georgia (Go Dawgs!). They both graduated from the school of Landscape Architecture and went on to work at various companies to gain experience and knowledge. In 2014, they each embarked on opening their own Landscaping business, Art on the Northside of Atlanta and Bart on the Southside of Atlanta. Each started slowly, but by the end of 2018, through hard work and talent, they had each established very successful businesses with the following financials at the end of 2018:
ART’S LANDSCAPING
BART’S LANDSCAPING
Revenue 2018
$4,800,000
$4,800,000
Number of customers 2018
500
500
Revenue per customer /month
$800
$800
net adds / churn per month*
0.5%
0.5%
At the beginning of 2019, a large landscaping company, Grass R Us, established 4 new franchises in the Atlanta area with a heavy advertising campaign and an initial price offering 10% lower than Art and Bart. This resulted in a change of net adds/churn to -2.75% per month. Through the end of June, Art and Bart had each lost about 75 customers and over $60,000.
Art felt confident that he knew his business and knew the market. He had anecdotal information from some of his crew that the lower prices offered by Grass R Us was the issue. So, as of July 1, Art lowered his prices across the board by 10%. This did have an immediate effect of decreasing net adds/churn to -1.5% per month. The overall result for Art’s business at the end of the year was a loss of about 114 customers and over $90,000. He wasn’t happy about the outcome, but by swiftly lowering his prices, Art believed he had averted a much larger hit on his business.
On the other side of town, Bart was faced with the same issue. But Bart remembered another old friend from UGA, Suzanne, who was in the Master of Marketing Research (MMR) Program. Suzanne was now working for a small research agency in Atlanta. Bart called Suzanne and asked her if she could help him with his problem. Suzanne designed a marketing research study for Bart to identify the core issues causing his customers to move to Grass R Us. Although the cost of the research was $30,000 and would take 6 weeks to complete, Bart felt that having good information would help him make a better decision.
The research was executed by Suzanne’s company, and the results indicated that the most important issue was NOT cost. Bart’s customers were satisfied with Bart’s service and pricing but were drawn to Grass R Us by fancy marketing and a highly promoted 100% guarantee. Bart decided, that, unlike his friend Art, he would not lower prices, but started to promote his own written 100% guarantee in September. Not only did the loss of customers stop, but net adds soared to +4.0% per month! By the end of the year, Bart had lost only about 32 customers and just over $25,000. Including the cost of the marketing research, Bart lost about $15,000 less than his buddy Art!
Projecting out to the next year, if everything remains equal, Art will continue to lose customers at a rate of about 5 per month and will lose an additional $50,000+. Bart, on the other hand, will gain about 20 customers per month and increase revenues over the year by over $200,000!
Although this is a hypothetical example, we are left with two important lessons. First, the cost of doing marketing research is justified by the savings in cost or increases in revenue experienced through better, data-based decisions. And second, whenever possible, hire a graduate of the UGA MMR program to lead your marketing research!
Carl Fusco
Carl Fusco is an accomplished Marketing Research Consultant who helps businesses more effectively solve problems by applying research techniques and data-based insights. For more information, email him at carl_fusco@yahoo.com or call him at 770-364-7160.
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With respect to the Company’s goals, vision, mission, purpose, and core values, the Culinary Manager is accountable for the overall smooth and profitable operation of the kitchen with a focus on quality control, fast ticket times, positive management, and solid teamwork. The Executive Chef trains managers and hourly team members on proper BOH operation procedures, regulatory agency guidelines and provides ongoing training for updates and maintenance of training standards.
ESSENTIAL FUNCTIONS:
PRINCIPAL DUTIES
Provides Leadership, Management, and Accountability for the back of the house (BOH).
Maintains a positive work culture that will facilitate the overall success of the restaurant. Demonstrates the core values by “living” them.
Routinely works all kitchen stations as needed to meet budget and quality goals.
Accountable for focusing team efforts to ensure our mission as a memorable experience that guests will rave about, exceptional guest experiences, and the constant building of guest loyalty.
Accountable for facility safety & security, maintenance, and cleanliness by monitoring the physical premises daily.
Accountable for recruiting, hiring, performance management, compensation management, employee relations, ACA compliance, terminations of the BOH staff.
Accountable for initial and ongoing training of BOH team members with the goal of developing associates to their full potential.
LEADERSHIP, MANAGEMENT, ACCOUNTABILITY
Directs the work of kitchen staff.
Oversees semi-annual evaluations for all team members and completing evaluations for direct reports.
Conduct all necessary kitchen staff evaluations and meetings. Daily line up, monthly kitchen meetings, wrap meetings as needed.
Communicates menu/operational changes to the rest of the team.
Manages kitchen staff during pre-service, service & closing hours. Management includes:
Executing kitchen schedule, quickly increase or decrease staffing per shift as needed, coordinating with the management team.
Provides direction, instruction, and coaching to the team members (daily), executing prep list/cleaning.
Monitors team members’ performance. Comments/corrects. performance through proper use of performance documentation.
Expedites all orders for dining room, carry out, catering & special events
Participates in weekly meetings with the leadership.
Work with the management team to prepare for kitchen and all-team meetings
Interacts effectively and maintaining good rapport and professional presence with team, customers, purveyors, community, and owners.
Maintains a healthy lifestyle, promoting a stress-free and vigorous management style.
Knowledge of and the ability to use company resources to resolve issues
Recommends updates to training material and SOPs
Establishes and maintains contact with vendors and service providers
Updates job knowledge by participating in educational opportunities, attending seminars, reading professional publications, etc.
Maintains a professional appearance. Follows current Uniform policy.
Ensures sufficient staffing levels to meet guest satisfaction, team engagement, and business requirements. Assigns cook stations
HEALTH INSPECTIONS & FOOD SAFETY
Complete line checklists: AM/PM
Monitoring daily the kitchen and storage facilities, as well as related equipment.
Ensures proper food handling procedures are followed at all times per regulatory agency guidelines and company standard operating procedures.
Maintains a clean & sanitary work/storage area with regard to the health dept.
Helps manage proper food handling on the serving line, per ServSafe requirements.
Manages on a shift by shift basis all necessary cleaning (daily & weekly)
Checks out all BOH team members at end of shifts (station and cleaning).
Assigns cleaning tasks as needed to keep BOH areas sanitary and immaculate.
MENU MANAGEMENT & INNOVATION
Contributes to ongoing menu development. Menu production will include appropriate costing, training, recipe documentation.
Demonstrate creativity in results of product offerings using culinary techniques, market trends, sales data, and originality.
Monitoring and effectively planning for specials, seafood, weekly, monthly, and others.
Menu development, including:
Monthly Specials (apps, entrees, dessert, etc.)
Weekend Features
Assist with seasonal menu changes, draft “new stuff” monthly memo
CULINARY EXECUTION
Testing, costing, and implementation of new menu items.
Maintain food recipe database and printouts, including cooking methods.
Monitoring and effectively planning for specials, features, special events.
Mis en Place & Line checklist.
Preparing and monitoring prep list at every shift.
Maintains ticket times and food quality throughout all hours of operation.
Inspires team members to perform at their highest level through ongoing recognition of behaviors that align with core values.
FOOD & DRY ORDERING AND INVENTORY CONTROL
Maintaining FIFO and inventory levels – managing waste.
Ensures inventories are completed accurately and on time.
Maintain proper food and disposable inventory needed for efficient and profitable restaurant operation. Maintain food cost ratios set forth by management.
Communicate with purveyors regarding ordering and delivery schedule.
Processes paperwork, invoices, and reports as needed.
Maintains accurate and comprehensive record keeping.
Broadline ordering – Sun/Tues/Thurs.
Chemical ordering – Once a week.
Protein ordering – Sun-Thur.
Disposable ordering – Weekly.
Inventory – weekly.
Disposables Inventory – Monthly.
PHYSICAL REQUIREMENTS
Ability to stand and walk continually throughout service shifts
Ability to frequently lift 30lbs from the stove and trays from the oven.
Ability to occasionally lift 50lb for product delivery and restocking.
Ability to communicate easily to guests and team members.
Advanced knowledge of culinary, baking, and pastry techniques.
Proficient knowledge of kitchen equipment, time management, and sanitation regulations.
This position regularly requires long hours and frequent weekend work.
Reliable transportation for the required trips for errands (bank, store, printing, etc).
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.
Jim Weber – President New Century Dynamics Executive Search
“Truth is like the Sun. You can shut it out for a time, but it ain’t goin’ away.” Elvis Presley
Dr. Stephen H Dawson
Ah, the search for truth. I see the term truth as a singular term. There are parts of the truth we understand, but never all of the truth. If someone understood all truth, then they would be omniscient. We covered our understanding of truth last week when we considered the linear connection of worldview, ethics, morality, and virtue. Today, let’s talk about how to assess the folks who have applied to work in your organization to help accomplish the strategic planning work that you need to be accomplished by your organization.
I have encouraged during our time together that appropriate research be accomplished when considering all things. I shared research is part of how I have worked for years in a research-before-action mode. I provided examples of this belief. I cautioned against analysis paralysis. I described the differences between looking and reading. You now need to read through the applications submitted by the folks who want to come work for you. Let’s go through some of the facts you face, and see how you can best identify some qualified candidates.
ROLE CONSTRUCTION
The means to define a role in your organization begins with the job analysis. Work is performed to understand what each role needs to accomplish, how each role needs to accomplish the work, and the resources used by each role. The job analysis work is then finished and termed as the job analysis asset. A subset of the job analysis asset then forms the job definition asset. A subset of the job definition asset then forms the job announcement asset. A person is then sought to fill each role in your organization to do the job required by each role.
APPLICANT TRACKING
An applicant selected for consideration to fill a role you have in your organization is then called a candidate. The applicant tracking system is valuable for keeping track of applicant information. It alone is not valuable to evaluate applicants for their match to any role. A resume or CV can be padded with loads of terms, matched with a fake cover letter, only to waste much time. I have found no resume parsing technology worth using. The screening call must occur by telephone to know with any degree of certainty if a candidate is a potential match to a role. The screening could occur in person, but it has been my experience this screening step best occurs by telephone conversation. Meaningful applicant screening cannot occur until after the screening call when a qualified subject matter expert can speak with the candidate and find out how much truth resides in their application package.
Now, all of these laws, requirements, and guidelines can be averted with ease. Person A has a job to fill. Person B applies for the job to work for Person A. Person A tells Person C to read through the many social networking options available to accomplish research on Person B. Person C then tells Person A verbally what they found out about Person B.
This plan has been around for millenniums. It provides plausible deniability to Person A that they have not violated an employment discrimination law. This plan also introduces the possibility of improper research occurring along with the possibility of incorrect interpretation of either the proper or improper research. It also furthers the possibility Person B did not maintain the necessary confidentiality of Person A. The hassles here are not worth the risks. I do not endorse this plan. My linear connection of worldview, ethics, morality, and virtue would not consider this plan, but the plan is possible for anyone to perform.
THIRD-PARTY TESTING
The Myers–Briggs Type Indicator and the Strong Interest Inventory are workable options to help meet your needs to understand the personality held by each candidate. The ProfileXT assessment includes an assessment of candidate’s cognitive ability. A suitable personality assessment helps to understand a candidate, but personality testing alone is insufficient to understand the potential match between each role you need to be filled and each candidate’s ability to fill each role. This testing could be used in combination with other applicant evaluation methods. I am leery of using a third-party test alone to evaluate anyone or anything. I hold this concern because there are still too many gaps in the picture to get to the truth of an applicant’s ability to join my organization and do the work I need to be accomplished.
I look at the pile of job applications and wonder if it is possible to find a candidate suitable to meet my needs. I get tired from reading the applications. I get overwhelmed by the work I need to be accomplished by my people getting further behind. Sound familiar? I experienced this pain for years. I finally said enough to this way of working and decided to gain the help of someone who is qualified to meet my needs by paying them to fill a short-term role in my organization.
COUNSELED RESULTS INTERPRETATION
A podiatrist is someone who I do not need all of the time in my life. However, should I need work performed on my foot, then I want to talk to someone who knows how to help solve my foot problem. I also want someone qualified to work on my foot. Do you remember our discussion about heavy equipment operation? The same principles from that discussion hold true to your need for help to find suitable applicants to consider.
I do not see a straight line to finding a suitable applicant for any role in today’s world. There are too many changes occurring in global commerce, social, and political landscapes to plan for an organization to have any worker remain their entire work career with any organization. I cannot afford to endorse any candidate for a role unless I have credible research supporting my endorsement.
I do see the need for strategic foresight. I am both a scholar and practitioner of strategic foresight. Anyone can do some meaningful form of strategic foresight. Just ask a single mother who raised her kids to graduate from school, stay off alcohol and drugs, and stay out of jail. She is living proof strategic foresight can exist at all levels of society.
I do see the need for succession planning. I am both a scholar and practitioner of succession planning. Ask anyone who lived through the changes that occurred during 2020 to tell you their version of succession planning. This planning has a lot to do with contingency planning. Sometimes these planning efforts also benefit from the help of strategic foresight, should strategic foresight be accomplished before it was needed.
What you are trying to avoid is more problems coming to you. You cannot escape the truth your linear connection of worldview, ethics, morality, and virtue combination must have a suitable overlap with the linear connection of worldview, ethics, morality, and virtue combination held by everyone you bring into your organization. Furthermore, that overlap must also be suitable for those in your organization now to have the inclusion effect occur productively across the linear connection of worldview, ethics, morality, and virtue found in your organization’s culture. Remember, your organization includes any matrix-supplied folks involved in doing work with your people, your customers, your strategic partners, and your supply chain network.
What you are hoping for is the reality of truth helping you both find and select a suitable job applicant for each role you need to be filled in your organization. You are hoping one candidate will stand out among the rest, or at least find you have no appropriate candidates. Light helps with eliminating darkness, yes?
My recommendation to help you find some qualified candidates from the job applicants you have now is to evaluate their personality and worldview. This consideration will help to diversify your organization by walking out the linear connection of worldview, ethics, morality, and virtue held by everyone involved in working with each role you need to be filled by your selected job applicant. You are going to face their personality and worldview eventually. It is best to understand both of them during the assessment process.
You do not need a counselor to help you interpret the skills held by an applicant. The skills form a clear set of credentials. If applicant skills are not clear, then they are not qualified to become a candidate.
A match by personality to a role is realized by also matching skills and worldview. An espoused worldview is the most straightforward means I have found to understand more about a person. Their personality and skills may help me understand their worldview, but it is not a guarantee. Personality may be situational. Worldview is often continual. Skills are often temporal.
I urge keeping the screening call bound to a list of predefined questions prepared by you. This approach will help assure the person conducting the screening call does not attempt to interject an interview approach you do not approve of. It will also help assure all applicants are evaluated fairly.
If I were you, then I would select someone who can prove to me they can help me accomplish the candidate assessments and interpret the results of each assessment by their provable work history along with the education and certifications they hold. I would check their references. I would ask for examples of their already accomplished relevant work. I would also take their assessment of the first person they assess and run it by some other qualified professionals. I know the second person will want to do their own assessment, but it is worth an objective review by an objective person. If the second person refuses to interpret the first person’s work results, then I would not ask for any further help from the second person. I know my family doctor and podiatrist share their research and findings. So, other qualified professionals can do the same sharing of materials they are qualified to interpret.
I recommend you take time this week and consider how you desire to gain a deeper understanding of the personality and worldview of each applicant you are considering for each role you need to fill. The best means I have found to understand a person’s worldview is to ask them the following question: what is your worldview? I also recommend you select some third-party personality testing sources to use with your applicant after they pass their first interview with their potential boss.
So, I ask you: where do you want to go? I hope your answer is to develop the plans necessary to accomplish the strategy you know you need to achieve to arrive at your desired destination. If this is the case, then let’s get to work. If not, then I wish you the best of everything.
I hope we will see each other here next week. Email me if you need to talk before then.
Stephen Dawson is an executive consultant of technology and business strategy, serving significant international organizations by providing leadership consulting, strategic planning, and executive communications. He has more than thirty years of service and consulting experience in delivering successful international business development and program management outcomes in the US and SE Asia. His weekly column, “Where Do You Want To Go?,” appears on Thursdays.
Dr. Dawson has served in the technology, banking, and hospitality industries. He is a noted strategic planning visionary. His pursuit of music has been matched with his efforts to lead by service to followers. He holds the clear understanding a leader without followers is a person taking a long walk alone.
Stephen has lived his life in the eastern United States, visiting most of the United States and several countries. He is a graduate of the Regent University School of Business & Leadership. Contact him at service@shdawson.com.
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Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so; please leave a comment.
POSITION SYNOPSIS:
As a key member of the senior leadership team, the highly entrepreneurial Head of Marketing will drive the development and execution of a comprehensive marketing plan and growth strategy to align with the company’s objectives. The position oversees the organization’s branding, digital & traditional marketing, partnerships, event planning, public relations, community outreach programs, and customer experience group.
Key qualities for success include:
● Entrepreneurial
● Can get things done tactically while moving a business forward strategically.
● Has successfully built a team, in a phased approach.
○ Balancing readiness for the investment against spend for agencies.
● Understands and believes in holding consultants accountable via contracts with performance metrics.
● Understands that a budget is a guideline, everything must be evaluated as time and direction change.
● Is fanatical about the numbers — especially about CAC and conversion
● Ability to shift between tactical and the strategic
● Has managed an e-commerce DTC brand – either someone from food
delivery or someone who comes to the table with great ideas on how to
apply their experience to food/meal delivery.
KEY RESPONSIBILITIES:
● Work collaboratively with other members of the leadership team to define objectives, KPIs, develop budgets, strategies, and achieve targets in line with founders’ vision and the company’s mission
● Lead development and execution of a differentiated, consumer insight-driven brand strategy.
● Diversify the mix of digital and analog acquisition channels to more effectively target prospective higher affinity customers, increase conversion and LTV, reduce CAC, and scale.
● Monitor and optimize the payback period of each cohort of users making the necessary adjustments in the quality of acquisition.
● Set up frameworks to create successful funnels. Design an acquisition mix that is truly user-centric and leads media buying to bring traffic that converts to new users that meet our growth targets.
● Design, develop and execute formal customer retention strategies and programs.
● Identify and engage key strategic partners to increase brand awareness and drive growth.
● Develop and manage the consumer-facing digital and offline experiences.
● Oversee the company’s customer experience group
● Develop value-add presentations to engage key internal stakeholders, investors, and partners.
● Drive company vision, messaging, and brand consistency; instill a growth-minded culture.
● Full P&L responsibility for the marketing department
● Recruit and lead talented internal and outsourced teams
QUALIFICATION REQUIREMENTS:
● Minimum 10 years of marketing experience, and a successful track record formulating and leading marketing strategy, implementation, and team building for direct-to-consumer e-commerce companies.
● 5+ years of marketing experience driving customer acquisition across marketing channels (PPC, Display, Paid Search, Paid Social, Retargeting, etc) – startup experience preferred.
● 5+ years of marketing leadership experience
● Subscription experience is preferred
● Experience working with ad-serving platforms and digital monitoring tools, as well as offline marketing tools and strategies as well.
● Experience in leading and managing A/B testing, embedded media, and marketing program optimization
● Demonstrated data insights (KPI’s, traffic, revenue, conversions, ROI) to improve marketing efforts
● Demonstrated interest and/or experience working with or coaching a fast-growing company.
● Excellent oral and written communication skills with the ability to effectively communicate with and influence colleagues at all levels.
● Excellent eye for design and can understand and interpret design language (digital and analog), experience managing designers, developers, and agencies.
● Sense of urgency in assisting the brand to navigate the ever-changing landscape to commercialize opportunities.
● Strong leadership, talent mentoring, and talent development skills.
● Enthusiastic, can-do approach, with the ability to prioritize effectively in a rapid-paced environment.
● Self-motivated with critical attention to detail, deadlines, and reporting.
● Bachelor’s degree in Marketing, Communications, Business Administration, or related field of study. MBA Degree preferred.
Compensation and Benefits
● This position is an “at-will”, full-time, salaried, exempt position. The salary will depend upon the candidate’s relevant experience
● Competitive benefits are available – medical, dental, vision, life, disability, and 401k
Location
We work in the East Coast Time Zone. The majority of work is remote. Available for periodic meetings – after the pandemic in greater NYC. Relocation expenses are not available.
The Company is an equal opportunity employer. We value a diverse workforce and an inclusive culture. We encourage applications from all qualified individuals without regard to race, color, religion, gender, sexual orientation, gender identity or expression, age, national origin, marital status, disability, and veteran status.
Ideal Candidate Profile
Who comes from a Tier 1 D2C Meals Company that has grown to become a market/sector leader:
HelloFresh
Freshly
Factor
Tier 1 D2C Consumer Brands:
Magic Spoon
Stitch Fix
Allbirds
Warby Parker
Away
Bonobos
Glossier
Casper
Harry’s Razors
Dollar Shave Club
Or Tier 1 Early Stage Branding Agency who has helped companies like the
above ideally early on that led to a growth inflection point: e.g. Red Antler.
If you asked a group of Kindergarteners what they wanted to be when they grow up, you’ll get a lot of answers like Doctor or Firefighter or Teacher or Athlete, but I would wager that no little boy or girl would say, “I want to be a marketing researcher”. Even if you asked a group of High School students, I don’t think a single one would state that their ambition was to become a marketing research professional. So, how do people wind up as researchers? Well, for most, it’s a combination of fate and opportunity, and the path is rarely straight.
When I was a little boy, obsessed with dinosaurs, I wanted to be an Archeologist. By the time I got to High School, growing up with the space program and watching men land on the moon, I thought I wanted to be an Aerospace Engineer. Taking Physics in High School made me realize that I didn’t really want to be an Aerospace Engineer. So, instead of going to an Engineering School, I enrolled at Oneonta (NY) State and selected Statistics as my major. So, how did I wind up as a marketing research professional? Basically, I can attribute the beginnings to two Professors at Oneonta (NY) State College.
Dr. Esmat Nouri, the Head of the Statistics Department at Oneonta and my academic advisor was the first major influence on my chosen profession. Dr. Nouri was a brilliant statistician and excellent teacher (though because of his thick Egyptian accent he had difficulty pronouncing the word “statistics”). He was laid-back, easy to talk to, and he really cared about his students. At the beginning of my Junior year, it was about time that I started to think about what kind of career I could expect when I graduated with a BS in Statistics, and I set up a meeting with Dr. Nouri. During the meeting, Dr. Nouri told me that most Statistics graduates entered the field of actuarial sciences. He explained in detail the type of work that Actuaries did, the series of exams that they needed to pass, the good earnings potential, and the stability of the career path.
Let me state emphatically that I have a tremendous amount of respect for the men and women who work in the actuarial profession, and I understand that it is an excellent, important, and lucrative career. But, at the time, my 20-year-old brain could not fathom a more boring thing to do for the rest of my professional life. I left the meeting depressed and anxious. Did I need to change majors? Would it delay my graduation? Is my life ruined? (Yes, I could be very dramatic back then.)
Well, I graduated with my degree in Statistics and took enough business courses to earn a minor in Business Economics.
I took a year to figure things out. Then, I returned to academia and pursued an MBA in Marketing at SUNY Albany. Upon graduation from Albany, while most of my classmates were getting jobs in New York City, I decided to move to Atlanta. Although Atlanta was then a growing city, it was not a hotbed for marketing research and my degrees from Albany and Oneonta did not impress any potential employers in the South.
Through a stroke in fate, my father saw a job posting in the Wall Street Journal for Lecturer positions at my alma mater, Oneonta State. He encouraged me to apply, even though I had no interest in teaching nor felt that I had the experience or academic qualifications for the job. But, to please my father, I went ahead and applied, not believing that I had a shot.
To my surprise, I got the job and joined the faculty at Oneonta State. I enjoyed three years teaching Accounting, Intro to Business, and Marketing and, finally, in Year 3, I got to teach a course in Marketing Research. But in the back of my mind, I still had that goal of becoming a professional marketing researcher.
While teaching at Oneonta, I got a flyer in the mail from the University of Georgia promoting a new academic program leading to a Masters in Marketing Research (MMR). As a member of the business faculty, I was supposed to talk to my students about the program and encourage applications. Not only did I share the information with my students, but I decided to apply for the program myself, was accepted and enrolled.
After completing my MMR, I finally had the marketing research credentials to combine with my Statistics degree and Marketing MBA to reach my goal and I landed my first professional marketing research job in Atlanta.
So, my path wasn’t direct, but I eventually found my way. My career has had its up and downs and twists and turns, but I have worked in the marketing research profession now for more than 35 years!
I’ve got Dr. Nouri to thank for being forthright and honest with me about what careers to expect with an undergraduate degree in statistics, highlighting what I didn’t want to do. Unfortunately, Dr. Nouri passed away in 2003 and I never got the chance to thank him for his influence. I am appreciative of George H. Webster for sparking my interest in Marketing with his enthusiasm and expertise for the subject, helping me to discover what I did want to do. I don’t know what has happened to Mr. Webster, but if he’s out there and reading this… Thanks!
How about you? What was your professional path? Was it full of twists and turns? Who were the people who helped put you on the right road? What’s your story? I’d love to hear about it.
Carl Fusco
Carl Fusco is an accomplished Marketing Research Consultant who helps businesses more effectively solve problems by applying research techniques and data-based insights. For more information, email him at carl_fusco@yahoo.com or call him at 770-364-7160 .
I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.
Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so; please leave a comment.
In your pursuit to build your brand, you have to separate yourself in a competitive environment. You have to put yourself out there, elevate your game, and stand-out.
This presentation is all about YOU.
• Learn how to determine your keywords for your resume and LinkedIn
• Learn tips and best practices for business & networking cards
• Learn the difference between taglines vs. slogans
• Explore the six-word memoir
• Perform a LinkedIn SWOT analysis of your profile
• Develop personal branding on LinkedIn
• Reflect on your online and offline reputation
• Create your action plan
BIO Lynne Williams
Lynne Williams
Lynne M. Williams, Ed.D. Candidate, is the Executive Director of the Great Careers Group & BENG a volunteer-run 501(c)3 nonprofit organization that provides career education and networking connections for: 1) jobseekers in career transition, including veterans and 2) employed and self-employed for career management.
In addition, Lynne is also the owner of Around the Clock Executive Helper, a writer of resumes and LinkedIn profiles. Lynne presents unique research-based workshops on LinkedIn, resumes, the Applicant Tracking System, the Art of Networking In-Person & Online, and other career-related, social media, and technology topics. She is currently working on writing her doctoral dissertation and is a contributing author to Find Your Fit: A Practical Guide to Landing the Job You Love along with the late Dick Bolles, the author of What Color is Your Parachute?.
“We cannot become what we need to be by remaining what we are.” Max De Pree
Stephen H Dawson, DSL
There is only one person who matters when defining what must be done in any situation. That person is our self. The reality of our impact both now and tomorrow is the challenge of living what we believe by doing what we believe. This impact is the linear connection of worldview, ethics, morality, and virtue.
We are working to resolve your delay in accomplishing your strategic planning work by swapping out some folks in your organization. You have decided to become what you need to be by not remaining what you are now. You are completing your materials summary, your Love Action Items list, and scheduling the first meeting with your boss based on the plan we covered recently. Today, let’s cover what I, in both a dignified and proper manner, call…the stuff. The stuff is the linear combination of worldview, ethics, morality, and virtue. Think of them as indispensable blocks to build your life, your organization, your society, your country, and our world.
I held off discussing the stuff with you earlier, as I did not want to overwhelm you with too much to process at one time. You are growing as a healthy leader by going through the process we are working out together. We are not late discussing the stuff, as you are now working on completing your materials summary and your Love Action Items list. Now is the time to discuss the stuff, to help round out your writing and prepare it for your first stop: your boss reviewing your written forthcoming leadership plan.
I will not bore you with the background of the Greek philosophers who became famous from their perspectives on worldview, ethics, morality, and virtue. They did not invent the terms, they do not own the terms, but they did much to help people understand the terms. I appreciate their help in my learning these terms. Yet, we do not answer to them. We answer to reasoning that can withstand scrutiny.
Here is how I see the stuff: No one cares about what I care about in life unless they are willing to pay me for what I care about in life. Their payment to me can come through countless options. I urge you to adopt a similar perspective. I will now teach you all there is to learn about the stuff in less than five minutes, holding our shared understanding that it takes a lifetime for everyone to do the stuff to prove to our self’s we know our stuff.
WORLDVIEW
What a person believes. It is a singular term. It is the list of items a person believes. The listed items do not need to be defined clearly to the person believing them. There is no mandate to one’s self to prove what that person does by self-debate. Worldview defines the subset of truth to the person but does not define truth entirely. Share on XOne does only need to believe something for it to be a part of their worldview. Worldview is nothing more than what a person believes.
ETHICS
What a person does. It is a plural term. It is the list of items a person does. The listed items do need to be defined clearly to the person doing them. Each ethic is performed both consciously and purposely. There is a mandate to one’s self to prove what that person does by self-debate. Ethics are nothing more than what a person does.
MORALS
What a person must do based only on their worldview. Morality defines right and good. It is a plural term. It is the list of items a person must do as the subset of what they could do to fulfill their worldview. The listed items do need to be defined clearly to the person doing them. Each moral is performed both consciously and purposely. There is a mandate to one’s self to prove what that person does by self-debate. Morals are nothing more than what a person believes they must do.
VIRTUES
The items at the top of a person’s morality list. It is a plural term. It is the list of items a person must do as the prioritized subset of what they could do to fulfill their worldview. The listed items do need to be defined clearly to the person doing them. Each virtue is performed both consciously and purposely. There is a mandate to one’s self to prove what that person does by self-debate. Virtues are nothing more than what a person believes they must do before doing anything else.
Congratulations. You just mastered understanding the terms worldview, ethic, morality, and virtue. I hold the worldview more folks in this world should master what you just learned.
Please understand it is not my intent to trivialize these terms. It is my intent to keep them from causing you harm. You have been doing the stuff since the moment you took your first breath. You will continue to do the stuff until the moment you take your last breath. It is best, as with all doing, one knows what they are doing after a suitable period of learning occurs. We talked about this consideration when I asked if you wanted me to use heavy equipment before I learned how to operate the heavy equipment.
A common phrase in social and political circles today is moral responsibility. I struggle to find a meaningful definition of this phrase as a term, so I do not identify this phrase as a term. A moral can only be held between two people when they perform similar ethics based on their similar worldviews. What the verbal assailant is doing with this phrase is attacking your virtues, not your morality. It is a form of intellectual cowardice, as they refuse to learn the terminology they use in their statements.
I encourage you to remember the linear relationship between worldview, ethics, morality, and virtue the next time someone tries to push you around with their demand that you supply them your morality as they see fit. Think back to our discussion on power when you hear them place such a demand on you.
CONCLUSION
I know we covered some heavy topics this week. Fear not, for indisputable facts help strengthen your leadership ability. Take the stuff for what it is: your stuff. Remember, there is only one person who matters when defining what must be done in any situation. That person is our self.
I encourage you to spend time this week completing your materials summary, your Love Action Items list and schedule the first meeting with your boss based on the plan we covered recently. Also, consider how your followers speak and act in light of what you have now learned about the stuff. Finally, consider how much of an overlap there is between each follower’s worldview and your worldview by considering what they do…their ethics. We will look at their morality and their virtues during future discussions.
So, I ask you: where do you want to go? I hope your answer is to develop the plans necessary to accomplish the strategy you know you need to achieve to arrive at your desired destination. If this is the case, then let’s get to work. If not, then I wish you the best of everything.
I hope we will see each other here next week. Email me if you need to talk before then.
Stephen Dawson is an executive consultant of technology and business strategy, serving significant international organizations by providing leadership consulting, strategic planning, and executive communications. He has more than thirty years of service and consulting experience in delivering successful international business development and program management outcomes in the US and SE Asia. His weekly column, “Where Do You Want To Go?,” appears on Thursdays.
Dr. Dawson has served in the technology, banking, and hospitality industries. He is a noted strategic planning visionary. His pursuit of music has been matched with his efforts to lead by service to followers. He holds the clear understanding a leader without followers is a person taking a long walk alone.
Stephen has lived his life in the eastern United States, visiting most of the United States and several countries. He is a graduate of the Regent University School of Business & Leadership. Contact him at service@shdawson.com.
I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.
Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so; please leave a comment.
Join me and the “What’s Your Plan B?” Executive Development networking group for this informative, interactive online discussion.
Am I Cut Out for Self-Employment?
Thursday, June 24th
8:00 am ET (45 min + Q&A)
FREE event (join at 7:45 am for networking) RSVP – click here
While the autonomy and flexibility of self-employment are appealing, how can you know if it’s for you? Can you achieve your desired success as your own boss? What are the risks and rewards? What are your available options? If you are considering self-employment, or find yourself at a career crossroads, this session will answer:
Common traits of successful, happy self-employed professionals.
Pros and Cons of Acquisition, Consulting, Franchising, and Start-ups.
Affordable funding options.
Free resources for new business owners.
The COVID-19 impact for considering starting a small business (benefits and challenges) will be discussed.
Want to chat with me now? Please use my scheduling link to choose a time to take my call: https://calendly.com/leslie_kuban
To your success,
Leslie
Large consumer companies like Coca-Cola, Proctor & Gamble, and Frito-Lay spend millions of dollars each year on marketing research to gain an edge in a competitive market. They have a large staff of people with PhDs, MMRs, and MBAs creating and managing complex research studies to provide data and insights to support business decisions.
But what about smaller or medium-sized businesses? Are the insights leveraged by big companies beyond their scope because of a lack of resources and personnel? Should they depend on guesswork and intuition to drive marketing decisions? The answer is NO.
Attaining insights to drive your business is within the reach of any business. The scope and scale may differ, but the focus should be on five key learnings.
Know Your Company
Know Your Customers
Know Your Prospects
Know Your Competitors
Know Your Communications
A good starting point to addressing all of these is an Awareness, Attitude, and Usage (AAU) study. A comprehensive AAU study provides the necessary component measures to understand and define your place in the marketplace and how you are perceived by consumers and prospects. The study can be scaled to fit the needs of the organization based on the size of the market, the number of competitors, and the extent of your budget.
Awareness (the percentage of the target population who are aware of your brand vs. other brands) helps marketers understand their position in the marketplace and the success of their marketing communications programs. Awareness is measured in three components:
Top-of-mind awareness- the percentage of people who mention a brand as the first one that comes to mind.
Unaided awareness- the percentage of mentions of brands that people recall beyond top-of-mind without any prompting.
Aided awareness-the percentage of mentions after providing a list of brand names from which to choose.
Attitude measures provide insights about the reputation of your brand and competing brands in the mind of consumers, leading to the development of your brand positioning. Attitude is usually measured using a series of statements about brand attributes that respondents rate on how well those attributes fit with or describe the relevant brand.
The final part of AAU, Usage, is directly linked with sales and provides insights into the number, frequency, and timing of purchasing combined with the consumer’s behavior and thought process while purchasing the product.
A well-constructed AAU should also include psychographics, lifestyle, and demographic questions that can be used to categorize and segment consumers in the marketplace. Here is how an AAU can provide insights to the five questions:
Know Your Company
Organizations of all sizes must develop detailed strategic plans that describe their mission, goals, and objectives and define key strengths and weaknesses. Through the AAU study, you will develop a greater understanding of the marketplace dynamics and consumers to identify your unique selling proposition and better target your organizations’ goals and objectives to the needs and characteristics of the marketplace.
Know Your Customers
Beyond understanding how consumers perceive your products and services, the AAU study can help you further understand the needs and wants of your customers and characteristics about their lifestyle, media consumption, and demographics that you can leverage to better meet those needs and wan
Know Your Prospects
Like a shark that must swim forward to stay alive, a business organization must grow to survive. Marketing Research is necessary to learn about the differentiating characteristics of your non-customers, your prospects. Deploy the AAU study among prospective customers to measure their attitudes and usage of your and competitor brands as differentiated from your customers. Additionally, the data can be used to identify prospects in homogenous groups or segments that can be differentially targeted with specific marketing programs to gain their adoption of your products or services.
Know Your Competitors
Having insights about your competitors can identify gaps in their delivery of consumer needs and wants to exploit in your tactical marketing. Of course, the AAU will provide a relative measure of brand awareness for your company and that of your competitors. The AAU should also include interviews with customers of your competitors to measure their attitudes and to understand competitive brand positionings. Ultimately, your analysis should “map” or compare your brands’ strengths and position versus those of your competitors.
Know Your Communication
In a world overrun with messaging, how do you get your messages to stand out? The AAU will provide information about how successful your marketing campaigns are in building awareness and supporting your brand positioning. The attitudinal information will also help guide the development and structure of your advertising and promotional messaging to effectively break through the clutter, clearly communicate, and support the positioning and unique selling proposition of your products and services.
For more on this and other Marketing Research topics, follow me on LinkedIn or reach out to me at carl_fusco@yahoo.com if I can help you in any way.
Carl Fusco
Carl Fusco is an accomplished Marketing Research Consultant who helps businesses more effectively solve problems by applying research techniques and data-based insights.
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Standing in the spotlight can be a scary experience. The focus is on the person or persons in the spotlight, while many others view using some form of judgment. Many people in the world today are prepared to attack anyone in any spotlight. It is becoming more and more popular to be nameless and faceless while seeking fame. This combination results from group thinking, not individual thinking, leading to group identity serving as individual identity. This combination is not only silly, but it is also impossible.
Leadership is achieved by people who lead. Group leadership is a flawed concept resulting in a toxic leadership style. It is flawed because the leader-follower relationship involves specific people following a specific person serving as their leader. Team leadership is a viable means to build an organization, either small or large. The definition of team leadership is not the same as the definition of group leadership. Furthermore, both the team and group leadership constructs eradicate the power of signing paychecks. The power is lost because people work for a mysterious team or group definition, not a boss in whatever form a boss exists in the organization structure even though wages are paid every pay cycle. Neither the team nor the group leadership condition forms the employer-employee relationship. Leadership is only successful when a productive leader-follower relationship is present.
We have been working on resolving the impediments suffering the accomplishment of your strategic planning. We concluded you have a people problem, not a worker skills or workspace problem. We have covered many topics preparing for the action item necessary to resolve your most significant impediment: your need to get different people assigned to the work. We talked about the definitions of love. We considered a concept for how to harness the energy supplied to you by love so you can combine the topics we have discussed to help you form a plan to evaluate the candidates you have as you consider offering them a role in your organization where they will help complete your strategic planning work. We acted last week to capture your action items for how you will deliver love to your followers in a table called the Love Action Items list. Today, we will review your work from last week and further prepare it to be understood by those who will report to you in the operation of your organization’s future structure.
YOUR BOSS
Your Love Action Items list requires the support of your boss to be enacted successfully. You require their support and approval for the following reasons. First, you report to them. They must know what you are doing to run your organization. Second, if you hold a similar worldview as the rest of the world that values reason, then you would do well to honor your boss by coming to them for their input, support, and approval of your efforts to run your organization. Third, their role can help provide you access to more resources to develop further your Love Action Items list than the resources you had access to when you built the list you hold in your hand now. Finally, they may shut down your entire effort to run your organization by way of your Love Action Items list.
It is probable your boss will ask how each HOW item matches the organization’s objectives to accomplish the organization’s goals in pursuit of its mission statement. Have a direct match connecting each HOW item to your organization’s objectives presentable in a flow diagram. The diagram can be as simple as boxes with connecting lines and arrowheads showing flow directions. A picture states a thousand words, so use your flow diagrams to your benefit.
It is doubtful your boss will be willing to step through the detail of the materials we have covered up to this point. You will need to summarize in writing the materials we have covered for them to understand better what you are bringing to them. They will most likely need to take some time to step through your materials summary and your Love Action Items list. The best-case scenario is they meet with you a few times to cover your materials summary and your Love Action Items list.
TEST IT OUT
Take your Love Action Items list and run it by some people who are not in your organization. Take it to people who will not share the Love Action Items list with anyone in your organization at this point. This anonymity empowers both you and them to be as transparent as possible in your discussions with them. I am not saying they must agree 100% with everything you have contained in your Love Action Items list. I am saying listen to their reasoning and modify your Love Action Items list by further development as appropriate.
If your Love Action Items list does not contain wording sufficient to satisfy all cognitive levels present in your organization, then you must wordsmith your Love Action Items list to the point all members of your organization can understand clearly the message of each HOW item, understand how each HOW item matches a specific love definition, and why they will benefit by doing the items on your Love Action Items list. The items are your words stating your leadership plan. This Love Action Items list is work you must accomplish without outside writing assistance. It is understood you will use outside editorial assistance to refine your Love Action Items list after you have written it as a draft.
You testing your Love Action Items list also involves discussing your list with your organization’s general counsel and then with your organization’s human resources after you complete discussions with your general counsel. This strategy assurances all codified requirements match the construct of your Love Action Items list by those who are qualified to make this interpretation. Then, your time with human resources assures their support both to you and to any follower of your leadership who feels they are not being treated fairly by the HOW items in your Love Action Items list.
My strategic partner David Daniels shared with me his input on dealing with the people problems at this point in the process. “Every organization has an IN group and an OUT group. NO company avoids this dynamic. Diverse input, can be sidetracked by those that are perceived to be in control. Share on XOften, when this attitude prevails, many employees feel isolated and not included. The result: you get the prevailing wisdom from those who already maintain the dominant position in your organization. This critical part in the strategic process gets derailed and the CEO loses the ability to surface great ideas that could move the company forward.” David went on to say, “Engaging the GC & HR lead is important, but they may be part of the IN group and will resist giving up their power and influence. The CEO needs an extremely competent Chief Diversity Officer who reports directly to the CEO. This person can identify the IN group to guide them to a much better place demonstrating how to include all relevant voices. Please remember, Diversity is far more than race, gender, sexual preference, etc.”
David and I agree on the central point of your role in your organization. You run your organization. You are seeking the input of the general counsel and human resources. You, after gaining their input, then must make the decision to run your organization.
LIGHT IT UP
You are now ready to take your Love Action Items list and write the job announcements for each role replacement you need to be filled to help accomplish your strategic planning work. Your efforts to this point will connect all of the materials we have covered with the focus of using love to energize the light to shine on these job announcements. Plan to post the job announcements in as many ways possible that are suitable for your organization’s privacy requirements.
It is then time to accomplish communications with your organization’s members of the changes you have decided to make. The communications must include you teaching your people the four definitions of love. It is best you do not accomplish these communications before posting the job announcements. You are the leader of the organization. You are acting appropriately to resolve some people problems in your organization that impair the accomplishment of your organization’s strategic planning. There is nothing about your people replacement decision needing the approval of your followers at this point.
The best-case scenario is anyone who does not want to follow your leadership by way of your Love Action Items list will complain about you as a person, not your leadership. This complaint is a misdirection effort to hide the fact they do not want to act in accordance with the items you have listed in your Love Action Items list. The good news here is you are now able to see clearly who no longer wants to follow your leadership, you see perhaps a bit more of why your strategic planning work is not progressing as you prefer, and you have the opportunity to discuss with the complainers why your Love Action Items list is written as it is for you to lead your organization.
If this discussion, not discussions, is not successful for the complainer to understand fully the future of the organization you lead, then the complaining follower will need to leave your organization. Your single discussion, combined with the well-written contents of your Love Action Items list and associated communication materials, serves as more than enough for any adult worker to understand how your organization will now operate. The time you spent with your boss, your general counsel, and human resources sharing the material we have covered and your work to develop your Love Action Items list will pay off for you immensely. You may be a bit rattled by either the person or persons who complain, but there is no place for either you or them to stand on the same ground anymore. You made the decision for how you both need and want to run your organization. It is now time for you to fulfill your leadership decision.
This review effort may take some time to accomplish. Do not be discouraged at the time and effort necessary to accomplish the review effort. We have other actions we need to accomplish before you start interviewing applicants, so we will be working in parallel with your review effort to achieve these actions as you wait for your reviewers to step through your materials summary, your Love Action Items list, and meet with you.
So, I ask you: where do you want to go? I hope your answer is to develop the plans necessary to accomplish the strategy you know you need to achieve to arrive at your desired destination. If this is the case, then let’s get to work. If not, then I wish you the best of everything.
I hope we will see each other here next week. Email me if you need to talk before then.
Stephen Dawson is an executive consultant of technology and business strategy, serving significant international organizations by providing leadership consulting, strategic planning, and executive communications. He has more than thirty years of service and consulting experience in delivering successful international business development and program management outcomes in the US and SE Asia. His weekly column, “Where Do You Want To Go?,” appears on Thursdays.
Dr. Dawson has served in the technology, banking, and hospitality industries. He is a noted strategic planning visionary. His pursuit of music has been matched with his efforts to lead by service to followers. He holds the clear understanding a leader without followers is a person taking a long walk alone.
Stephen has lived his life in the eastern United States, visiting most of the United States and several countries. He is a graduate of the Regent University School of Business & Leadership. Contact him at service@shdawson.com.
I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.
Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so; please leave a comment.
Large consumer companies like Coca-Cola, Proctor & Gamble, and Frito-Lay spend millions of dollars each year on marketing research to gain an edge in a competitive market. They have a large staff of people with PhDs, MMRs, and MBAs creating and managing complex research studies to provide data and insights to support business decisions.
