by Next Wave Team | Oct 11, 2015 | Brand Relevancy
Seth Godin doesn’t need more retweets, or shares, but when I read his post this morning, he struck a nerve. His post, “Peak Mac” talks about leadership in your field, and putting named leaders in charge. I believe Apple does that, but as they’ve gotten rich, large, cocky and even more arrogant, they’ve lost a connection to the people who got them there- the ones like Seth and me, who started out with a very underpowered machine (my first was in Jan 1985- a 512K Fat Mac) and we struggled together to make beautiful things against the odds.
Here is what Seth says (and btw- I also was a Ready Set Go guy- long before Quark 3.0 became usable and Pagemaker was still a bad joke).
I got my first Mac in 1984. I was a beta tester for the first desktop publishing program (ReadySetGo) and I’ve used a Mac just about every day for the last thirty years. It occurred to me recently that the Mac hit its peak as a productivity tool about three years ago.
Three years or so ago, the software did what I needed it to. The operating system was stable. Things didn’t crash, things fit together properly, when something broke, I could fix it
.Since then, we’ve seen: Operating systems that aren’t faster or more reliable at running key apps, merely more like the iPhone. The latest update broke my RSS reader (which hasn’t been updated) and did nothing at all to make my experience doing actual work get better.
Geniuses at the Genius Bar who are trained to use a manual and to triage, not to actually make things work better. With all the traffic they have to face, they have little choice.
Software like Keynote, iMovie and iTunes that doesn’t get consistently better, but instead, serves other corporate goals. We don’t know the names of the people behind these products, because there isn’t a public, connected leader behind each of them, they’re anonymous bits of a corporate whole.
Source: Seth’s Blog: Peak Mac
Over the years, I’ve felt I’ve been unjustly treated a few times. When Quark charged me an upgrade price of $300 for a new license because I bought a PowerPC computer- but the “upgrade” didn’t give me a single extra feature. When my Apple Quadra 650 had a different chip in it than the Quadra 850- and it’s video co-processor was a fail, when every time a new mac came out- I had to leave my very expensive RAM in the old machine because they changed the spec- the list goes on.
But the newest problems have been tangible and critical- and really irresponsible.
It started with iMovie and then Final Cut Pro- in the name of progress, Apple “reinvented” my tools- and all of a sudden, the basic staples of my craft were gone. Need to edit two cameras at the same time? Or three- or eight- sorry, you can’t do that anymore.
If you were a carpenter, and one day, Eastwing “upgraded” your hammer- and you could no longer hammer nails… you get the point.
Keynote used to be able to create movies easily- synced to sound. Now, of course, you could do it in Motion, or in Final Cut- or a host of other programs- like After Effects- but, in Keynote, it was down and dirty and very easy. We’d also use it as a prototype tool for websites- for speed and ease. Now, we almost dread opening the app. It’s been dumbed-down to work on a phone. And, if you used any fonts on your mac- too bad, the iPad will swap your beautiful laid out prezo into something really ugly.
Learning a new interface was one thing- but then finding your tools don’t work- well- #applefail
We’ve also been the proud owners of Apples “Pro” line- usually this means you get to upgrade them to customize your tools. Our MacPro- the trashcan- which took three months to arrive- greats us with a constant battle of disk full errors- despite being connected to a 20 TB drive- because Apple Apps and most others - cache and save files to the root disk- a jarringly pathetic 256gb proprietary PCI flash drive that is way too small for our apps. Can we upgrade it? 2 years in- the answer still seems no.
And speaking of upgrades- Apple continues to charge premium prices for RAM and Harddrive space- how much? Try buying a laptop with a 1tb drive. With a 13″ display- it’s $2,500. The last upgradeable MacBook Pro- is the 2012 model I’m writing this on- bought as a refurb for $850 or so- and then upgraded with $120 of RAM to 16GB and a 1 TB flash drive for $300. Total cost- about half of what Apple wants to charge- and if anything goes wrong- they just point to my “after-market” mods. Note, any PC laptop can be found with 16 GB RAM and a TB drive for under $1000- with a bigger screen, because the money isn’t in the hardware anymore- unless you are at Apple that still doesn’t understand that they could have the Mac dominate the market the way the iPhone does- if they’d get rational about their pricing. Even the Mac Mini- which used to be easy to upgrade RAM- is now built as an expensive throw away- I’ve got a 2014 with 4gb ram and a 128GB flash drive sitting on the accountants desk that I’d like to throw away because it can’t run more than Quickbooks for mac (a heinous example of bad porting) and “Messenger” without being a dog. And, btw- let it be clear, you never owned Quickbooks- you only rented the current version, which has a loss leader price- so they can suck you into their very expensive payroll service.
The huge revenue growth at Apple hasn’t been from their hardware sales- it’s all been from the App Store and iTunes- where they take a 30% scrape from every purchase of everyone elses work. Sort of like the Mob asking for “protection money.” You buy from us- and our vetted sources, and we’ll make sure your stuff keeps working. Great- except, my iPhone 6 now barely makes it through half a day without a charge- since iOS9 came out.
I won’t tell you how many OSX Server upgrades have broken my configurations causing my machine to not work anymore- costing me time and money. Or, go on about renting my tools like Adobe CC- making me a digital sharecropper- instead of a craftsman who used to proudly own the tools of my trade.
I’m also waiting for my internet infrastructure to improve from third world status- so all this online joy of rental is actually fast and effective- but the people running the company that I grew up with don’t live in places where gigbit internet is a pipe dream instead of a fast pipe.
Do I agree with Seth- and all the other pundits who think Apple peaked already- no. I’m sure there is a bunch more money they can wring out of us fanboys and fangirls, but as to being my benevolent partner in my pursuit of creative bliss- now, more than ever, the big ideas will still be drawn on a napkin- because the tools of the trade are no longer owned by me. I’m just renting and trying to beat the system that wants to turn me into a sharecropper.
by Next Wave Team | Aug 19, 2015 | Marketing & the Web, Practical Marketing 101
Before buying anything these days, customers are able to find out all kinds of things about your products and your company- with a simple Google search. For many, the first place they may look is a review site- Amazon for general merchandise, B & H Photo and Video for photography gear, or user forums- either run by your company or by your fans.
There are also review sites that are independent, offering testing and evaluation of your product that will tell you more about your product than you probably ever want to know. In photography- you can go to:
I own and ride a BMW motorcycle. Invariably, I find lots of good information about outfitting, repairing, or general knowledge about my bike on the BMW forums- which aren’t run by BMW-
Where you can find information from people “just like you” who have the same questions.
All those searches, all those clicks, all those links- which could help the BMW brand grow its brand reach, are on sites where BMW doesn’t have any control.
You know the old adage, a happy customer tells a few people, an unhappy customer tells everyone? Well, it’s your job as the Chief Marketing Officer of your company to make a decision- do I spend more money on ads talking about how great we are, or do I spend that money making sure our existing customers are super happy and only telling a few?
Even though we’re in the business of making ads- we’re going to tell you that great customer service stories out perform any ad. Making ads about customer service stories only resonate if every customer gets that kind of level of satisfaction when they have a complaint/problem/issue with your product.
Tom Peters was into Wow! A long time before the Internet made it so easy to share experiences
Some businesses have distinguished themselves with outstanding customer service. Zappo’s is one example. They focus on creating “Wow” experiences. Don’t believe me- google it: zappos customer service stories. But don’t think they were the first to come up with this, Tom Peters wrote “The Pursuit of Wow!” back in 1994.
We’ve run into clients who don’t want to run a forum on their site to respond to customer issues. “We don’t have time for that” is what they say, yet, when they get call after call about the same issue- they may put up a lame-o FAQ or write a blog post, but only after the 10th call.
Forums are easier to manage than ever, as well as running great help desk type software. The difference between the two is who is answering the questions- on a forum, your fans and customers can work with other customers, while a help desk means you will be running it. We strongly believe that the investment in a well moderated forum is as critical as any large ad campaign. Customers will find out about your arcane policy on battery replacement, or that your manual has a problem on page 37 a lot faster than your staff will.
Smart companies don’t implement “social listening” without having a well supported customer service department to work through the problems. We often find the people involved in social monitoring to be more responsive than those in traditional “customer service” positions. The social media amplification factor of dissatisfaction is and can be deadly. Dell Computer learned this early on in the age of the web when Jeff Jarvis blogged about his customer service nightmare- which he called “Dell Hell” and it blew up online.
Here’s some advertising advice- go Google your products, and problems, and see where you end up? If it’s not on your own site that you manage, get to work. If you need help, you can call us.
by Next Wave Team | Jul 7, 2015 | Brand Relevancy, Differentiating Your Brand
Can Jello wiggle out of this?
Let’s see, we can’t really figure out what’s unique or better about your brand or product.
The boss likes… hobnobbing with celebrities! Great, we’ll hire one, or create one, or associate our brand with one.
How’d that work out for?
- Hertz with OJ Simpson?
- Florida OJ with Anita Bryant?
- A whole bunch of brands with Bill Cosby- including Jello?
- Same for Tiger Woods.
- Kobe Bryant. Martha Stewart. Donald Trump…
Today, Subway’s spokesperson, Jared Fogel is being tied to child porn, although there are no pending charges or proof.
Why risk building a brand on a person who is human and capable of falling from grace? Even if it’s the CEO- Wendy’s has floundered since the death of Founder Dave Thomas.
Find your brand voice and build it so that it has a life of its own. McDonald’s Ronald McDonald, who never goes away. Kentucky Fried Chicken had the Colonel, then they didn’t, then they became KFC, and then after years of floundering- back comes the Colonel, only this one’s a lot more memorable.
Even if for three years, Apple used two actors to say “I’m a Mac and I’m a PC” you didn’t hear them identify themselves- or make claims based on their own credibility.
But, if you insist on going the celebrity endorsement route- make sure you buy celebrity fail insurance, because, as they’ve always said, “the bigger they are, the bigger they fall.”
