Business blogs are not band-aids for the gaping wound that is your badly-run enterprise. If your customer service sucks, blogs will not help you. If your products are shoddy, blogging is the last thing you should ever do. If your IT people hate you because you’re clueless, please do the world a favor and touch ye not thy keyboard. However…
If you’re thinking, “man, there’s some crazy new stuff going on in the business world, and these bloggers seem to have the pulse of it,” then there may be hope for you. If you’re getting the inkling that other people are running their businesses in a completely different way than you are… and they’re wildly successful, while you’re not, then you may be ready.
You see, all this dinosaur-age command-and-control, endlessly worthless middle management do-nothings, meeting-to-death, bureaucratic, ancient technology way of running a business just doesn’t work, anymore. You may already be dead, it’s just taking a long time to stop moving.
Many businesses are using computer software as a straight-up replacement for the paperwork they did before, without really taking advantage of the technology at their fingertips by doing new things entirely (not just old things in a new way). Slow death, my friends, very slow death.
If you think that marketing (when you think of it at all) has something to do with only the marketing people, and that marketing is synonymous with advertising, well, you could be doing a lot better, and you may not even know it. How much better? How about thousands of percent better. No, I’m not kidding.
What does this look like?
Blogs really only benefit businesses that are run a certain way. Here are some defining characteristics:
- No bureaucracy or middle managers to sit on things and obfuscate processes and hold things up. Instead, processes are handled immediately by software or by as few steps as possible.
- Utter dedication to providing customers/clients with innovative, high-quality, mind-blowing products and services.
- The organization is bottom-up, rather than top-down: the people on the front lines have the power and the authority to do whatever it takes to make customers/clients thrilled with your company.
- Technology is used to its fullest paradigm-shattering effect to completely bury your competition while providing customers with what they want and capturing actionable data during the whole process to make better decisions later.
- There is no marketing department. Not because they don’t believe in marketing, but because when you’re in business, everyone’s in marketing. Yes, absolutely! Everyone. Is. In. Marketing.
- Talent and extreme competence are recognized and rewarded accordingly. Risk-takers and those who question the status quo are the company’s heroes.
- The organization is “projectized:” everyone knows what project management is and knows how to use project management tools & methods.
- The portfolio of projects and clients is the hottest, coolest, and most enviable in the industry… and if it’s not, then everyone’s shooting for it.
Below are the most important resources any business could utilize to improve the way they actually do business, so that when they get a blog, they’ll be the kind of business that will truly reap the benefits. If anyone has other suggestions, please feel free to offer them in the comments below.
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