Dariako Valko Business News

Archive for May, 2011

You’ve landed what you thought was the job of your dreams. Each stage of the interview went smoothly – you sold them on your skills and expertise, and your prospective boss sold you on the position and benefits of joining the company. He/she seemed excited about extending an offer. And then, with offer in hand, it was thrilling to give your notice (or tell your friends you’re finally employed after a long stint of unemployment!). All seemed right with the world.

You’ve now been on board a few days… a week… perhaps even a month. Suddenly you’re not so sure you’ve made the right decision. The job that seemed like a dream is starting to feel like a nightmare. Perhaps the position isn’t what you thought it would be; it’s either too narrow, too broad, not challenging enough, or more of a stretch than you imagined. Maybe the company isn’t measuring up. Or, perhaps your boss isn’t the caring, supportive mentor you thought he/she would be.

In a state of confusion, you wonder what you should do. Stick it out? For how long? Leave? Then what? The decision to stay or leave a new job is a personal one, with no right or wrong answer, as everyone’s situation is unique. And most people, at one time or another, have been faced with this dilemma. To help you think through your next move and determine what’s right for you, here are some questions you may want to ask yourself:

Is it just the newness of the job? Changing jobs can be an unsettling experience. In your previous job, you knew your way around – you knew what was expected of you; you knew your job; you knew the players; you felt like you belonged. In a new job, however, it takes time to learn the ropes and feel like you’re truly adding value. Sometimes it’s best to give yourself time to get over the “newness” and then decide if the job is right for you.

Can you live with your boss? Hiring managers sometimes put their best foot forward in an interview, then do an about-face when a new employee arrives. Even though your boss isn’t the supportive manager you thought he/she would be, can you live with the change? If so, it may be worth staying. If, however, you experience a nauseous stomach on Monday mornings or a rise in blood pressure every time he/she walks into your office, it may be wise to consider leaving.

Can you navigate the politics? Office politics can be the bane of many employees’ existence. If you’ve been hired into a political crossfire, it will be important to assess your political skills to determine if you can make it work. If politics aren’t your strength, you may want to leave before you find yourself failing without even knowing why. If you’re good at developing relationships and working with differing styles, as well as “managing up”, you may want to consider staying and seeing if you can make a tough situation work.
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Here are four things you should keep in mind as you build your company’s brand:

1) Own the “Significant Thing”: Dole tried to be all things to all people spend your time focusing on a single clear message. Mercedes-Benz owns “ Engineering “ in the car industry because it’s focused on that singular message for decades.

2) Consistency is key: consistent presentation will ensure that your customers recognize you. Be consistent in the use of logos, taglines, visual elements, tone, and ad copy. Coca-Cola it is one of the most recognized brands in the world because they haven’t changed in decades. Make sure your brochures, website, Direct mail, and all the other advertising have the same feel and message.

3) Make your message relevant: know your audience, know what they care about and how to speak to them. Make sure what you sell is what they need. Remember the conversation should always be about your audience, not you.
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We are living in a world of change. Shift happens! Competition comes from all over the world, which means that many American businesses are in trouble.

Many decisions are being made that are contrary to both good business sense and building customer loyalty.

Most organizations’ marketing is usually an exercise in figuring out what to do to get current or potential customers to spend more dollars with them.

I’m suggesting that instead of thinking about what to do, figure out what to stop doing. In other words, stop doing the “stupid stuff.”

Not doing the stupid stuff means finding out what prevents customers from spending money with you and making sure that that action or reaction never happens again.

Here’s an example of what I call “stupid stuff.” Some airlines now want to charge customers who want to speak to a live agent.

That’s stupid stuff in two ways. First, they’ve chosen to penalize customers who want to continue getting what they’ve always gotten – one-on-one attention. Worse, they’ve done it by saying they will charge more for this previously standard level of service. How many customers will they lose because of this decision? I know of at least one.

There are more subtle, but no less damaging, stupid things businesses need to stop doing.

Take, for example, the new Wheaties boxes. General Mills recently introduced Wheaties boxes with photos of the U.S. Olympic gold medalists. One was missing: Paul Hamm. Why?
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