From the category archives:

Creativity

The Value of Speed

by Tim on January 9, 2012

in Creativity, Marketing, Strategy

The value of speedGoogle introduced its latest “Think Quarterly” online magazine today, this time focused on speed. But why does speed matter in marketing?

Adaptability

The most basic reason speed matters? Adaptability. Change happens every day. And those changes occur increasingly rapidly. With the volume of change, it’s almost impossible to predict where the world will be 5 days from now, let alone five years. But what you can do is adapt quickly to the world around you.

“Fast mover” vs. “First mover”

Most people forget that Apple didn’t create the first MP3 player. Or the first mobile phone. Or the first tablet computer. And Amazon wasn’t the first online retailer. Or the first provider of cloud computing services. Or offer the first e-book reader. And yet each has staked dominant positions in their respective markets.

Why?

Because they learned from the people who came before them, introduced clear improvements on the existing products, then continually innovated to maintain their market leadership. Their efforts haven’t always succeeded (see Apple’s Newton or Amazon’s auctions platform—on second thought, don’t). But they’ve learned from their mistakes and moved forward. Quickly.

SEO and customer benefits of speed

Of course, so far we’ve only looked at the pace of product and service innovation. But at least two other places exist where speed matters, especially in terms of SEO and customer experience:

  1. Your web platform
  2. Your content process

Platform

Google values fast websites. Increasingly, Google’s algorithm factors speed into the equation when determining who gets that vaunted top search result.

But more than that, your customers care, too. Imagine you’re looking for a phone number or address when searching from your mobile phone (actually, this is one of the key reasons Google cares about speed so much). 4G may provide reasonably fast service, but bloated, clunky websites that take a while to appear on a desktop computer become downright glacial on mobile devices.

Customers and search engines simply aren’t going to wait for your page to load. They’re going to click to the site that answers their question quickly and readily.

Content

Customers have too much on their plate to wait for answers to their questions. We’ve frequently seen companies waiting to address customer complaints—and by doing so, failing to do so effectively.

By contrast, companies that act quickly in response to customer concerns often gain from those actions. Waiting to say what’s on your mind (or address what’s on your customer’s mind), risks missing the moment.

Plus, of course, our old friend Google also values frequently updated content. So a content process that isn’t built to support regular and rapid updates isn’t much of a content process.

Speed matters

My very good friend Mike Moran is fond of saying “do it wrong quickly.” In fact, he’s been saying it for over 5 years (the man is both fast and ahead of his time). Don’t wait until 2013 to catch up. Make “value speed” one of your New Year’s Resolutions right now and get ready to leave your competitors behind.


Are you getting enough value out of your small business website? Want to make sure your business makes the most of the local, mobile, social web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

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In my commentary on Steve Jobs’ passing, I both quoted and reiterated the idea that you must do what you love. Yesterday, I got an email from a reader asking,

“What do you mean by ‘do what you love?’ The economy’s in a shambles, unemployment is ridiculously high… I don’t care whether I do what I love, unless you include putting food on my family’s table in that category.”

Additionally, I spoke with a local business owner the other day—one with 16 years in business here in town, in an industry he’s passionate about—who told me he’s having his worst year ever. He’s downsizing his operation and looking for less-expensive real estate.

Some argue that those who say “do what you love” are bragging or offering bad advice.

So, is it crazy to think you can both do what you love and earn a living?

In a word: No.

At least, not if you don’t abandon reality along with it. There’s no harm in asking how you can make money doing what you love. In fact, most successful people do just that.

Wired Magazine’s obituary of Steve Jobs notes:

“[Job's 'fall back plan'] changed when Steve Jobs saw what a high-school friend, Steve Wozniak, was doing. Wozniak was a member of the Homebrew Computer Club, a collection of Valley engineers and hangers-on who were thrilled at the prospect of personal computers, which had just become possible with the advent of low-cost chips and electronics. “Woz” was among several of the group who designing their own, but he had no desire to commercialize his project, even though it was groundbreaking in simplicity and also was one of the first to include color graphics.

When Jobs saw his friend’s project, he wanted to make a business. While other home-brewers were also starting companies, Jobs was unique in understanding that personal computers could appeal to an audience far beyond geeks.” [Emphasis mine]

Jobs loved computers. And he loved the idea of building a business around them. Tony Hawk loves skateboarding. And he figured out how to get paid for doing it. Nathan Sawaya has built a business out by building things out of Lego.

None of these people got where they were by ignoring their passion or by ignoring their need to make a living. Instead, they looked for the intersection of the two.

The economy sucks. No one’s arguing that. And you’ve got to work to figure out exactly how to make a living doing what you love. No one’s promising overnight success. But, you can do what you love and feed your family at the same time. In fact, I’d argue that you’re more likely to succeed at something you actually enjoy than something that’s soul-crushing drudgery.

But, I will close with this thought about whether you can do what you love and still earn a living, from Henry Ford: “Whether you believe you can do a thing or not, you’re right.”


Are you getting enough value out of your small business website? Want to make sure your business makes the most of the local, mobile, social web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today.

Or subscribe via email.

And while you’re at it, don’t forget to follow Tim on Twitter.

Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

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Moneyball Movie PosterThe thing you have to know about “Moneyball,” the new Brad Pitt film, is that it’s got nothing to do with baseball. Oh, don’t get me wrong. It’s got a lot more to do with baseball than did Michael Lewis’ fantastic book(see my review here) on which it’s based. But the story of “Moneyball,” both on screen and on the printed page, revolves around a fundamental question: “…how does a low-budget operation manage to win consistently against the best-funded teams in sports.”

The film does an excellent job dramatizing that struggle, watching the beleagured Billy Beane (Pitt), and his trusty assistant “Peter Brand” (a film amalgamation of real-life assistants Paul DePodesta, J.P. Ricciardi and Dan Feinstein, played ably by comic actor Jonah Hill), battle on-field opponents, baseball’s institutional inertia, and their own self-doubt every step of the way. It makes for great entertainment, while providing a storyline just about any entrepreneur, small business owner or “working-class hero” can relate to.

More important than the story, though, are the lessons within “Moneyball” (and here’s where the book is a better resource than the film). In the years since the book’s release, the team at the center of the story has regressed, moving from a perennial post-season contender, to a middle-of-the-pack mob of outcasts, misfits and outright mistakes.

And many within the baseball (think “business”) and media (think “media”) establishment have pounced, claiming that “Moneyball” (the approach, not the book), has failed. “Stats are overrated,” the critics claim, finding evidence in Billy Beane’s recent struggles.

But the lesson of “Moneyball” (the book and the film) is this:

“…[S]tats were beside the point… The point was understanding.”

In both the book and the film, Billy Beane’s Oakland A’s, with limited payroll, used stats that no one else was using define each player’s value and contribution to the team’s success.

For instance, during the 2002 season the film chronicles, the team believed that conventional fielding stats failed to account for a player’s contribution to team wins. As Paul DePodesta recounts to Michael Lewis in the book,

“The variance between the best and worst fielders on the outcome of the game is a lot smaller than the variance between the best hitter and the worst hitters.” The market as a whole failed to grasp this fact, and so placed higher prices than it should on defensive skills. [p. 136—Emphasis mine]

For a team that couldn’t afford high-priced players, this automatically placed great fielders out of its reach. But the team didn’t respond by giving up. Instead, they sought players with skills the market undervalued—and as a consequence fielded a team that, well, couldn’t field.

But they could—and did—win.

The actual stats the team used don’t matter—and, in fact, have become so common within baseball as to require new measures to find undervalued contributors.

It was seeking understanding of what teams valued and didn’t that led Beane’s club to its particular set of stats. In most other industries, we’d call those key performance indicators. Baseball, at the time, called them “heresy.” Then most other teams in baseball adopted those same stats, while bringing larger checkbooks to the table, once they wanted to duplicate the A’s success. The A’s recent struggles don’t reflect a failure of their old mindset, but rather their inability to find the key performance indicators their opponents undervalue now that most teams use the one’s that brought the A’s success in earlier seasons.

Regardless, you don’t have to like baseball movies to enjoy “Moneyball” on the screen. You don’t even have to like sports. But if you’re interested in a classic “David vs. Goliath” tale, you’ll likely enjoy the film and Beane’s journey to success. And, if you’re interested in playing David to someone else’s Goliath, you’ll want to pay attention to the mindset that got him there.

Image credit: nxusco via Flickr


Are you getting enough value out of your small business website? Want to make sure your business makes the most of the local, mobile, social web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today.

Or subscribe via email.

And while you’re at it, don’t forget to follow Tim on Twitter.

Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

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Todd Henry’s “The Accidental Creative: How to Be Brilliant at a Moment’s Notice” (Book Review of the Week-ish / Back to School Beach Reads)

August 29, 2011 Book Reviews

Todd Henry’s “The Accidental Creative: How to Be Brilliant at a Moment’s Notice” looks at creativity and idea generation. We read and review the book.

Read the full article →

Off-topic: Thoughts on Steve Jobs Resignation As CEO Of Apple

August 25, 2011 Creativity

Quick thoughts on Steve Jobs’ resignation as CEO of Apple.

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What Problem Can’t Be Solved? (Small Business E-commerce Link Digest – July 22, 2011)

July 22, 2011 Creativity

The end of the world is upon us? I don’t think so. Here’s why.

Read the full article →