We had another patient lined up to see the Doc in January, but unfortunately, she was ill at the last minute. Yes, I know, ‘to ill to go to the Doctor’ – ironic, isn’t it?; but true.

So, in the tradition of live radio, we thought on our feet, turned on a sixpence – and employed every other cliché we cold think of – and decided to take a general lok at what makes a strong, healthy brand.

All my training and instincts tell me that good shows need preparation; careful planning – but just occasionally, something which you pull together at the last minute really works. It has a spontaneity about it. You wonder how the hell it all comes together so quickly – but it does – and it’s a great feeling! A lot of it, I have to say, is down to having a guest who really knows their stuff.

The conversation Ivan and I had (which we’d only planned in very general terms, in reception before going on air – yes, really!), ranged from baby buggies to the link between Cocacola and Santa Claus! I won’t tell you any more because I’m aiming to get the show online asap. I’ll let you know when that happens.

This afternoon, I start another new, occasional series: ‘Where do I start?’, with Paul Smalley of Startup Revolution.

As always, you can catch the show at 3PM on Gateway 97.8 if you’re in the area, or listen anywhere at gateway978.com – and if you have any feedback, or any ideas for possible one-off shows or a series, get in touch.

Speaking literally, have you seen the latest research by the Chamber of Commerce? It suggests that Chamber members believe the economy will struggle during the first half of 2012, but we’re not in for a double-dip recession. Well, thank goodness for that at least! During a piece on BBC Breakfast, a Chamber spokesman said that in the longer term, it would be those who exported – especially outside the EU – who would stand the best chance of success. The presenter asked, in that case, what of those businesses which couldn’t export? He came back with an explanation as to how to get into overseas markets – by using the Chamber (of course!) and UKTI (UK Trade and Investment) etc.

Now, I’ve used UKTI myself – very successfully. I was lucky enough to be part of a trade mission to the US in 2007 in which they were involved. So I’m all for them getting a plug – but I don’t think that was actually what the interviewer was asking. My guess (and I may be wrong here) is that she was in fact trying to find out what the prognosis might be for a business whose products or services just didn’t travel.

That got me thinking: how many of those are there? My first thought was that I’m running one of them – or rather, that where our products and services might travel to (other English-speaking countries – like America) wouldn’t help us much in terms of growth, because they’re at least as far along Sheisser Strasse as we are in the UK!

Then I thought again … Australia! They speak English, they have a thriving business population, they’re close to growing Asian markets – and they haven’t seen a recession – and I happen to have connections already working there!

So I’m off to Oz in the morning – BYE!!!

No, just kidding –I’ve got to sit down and plan our strategy etc before I can even start thinking about a visit.

That brings me on to the metaphorical part of my question. Business coaches are always telling us we need to set goals; we need to know where we’re going; but realized last year that the most important question when it comes to objectives of any kind isn’t ‘What?’ but ‘How?’

During last week’s radio show, I threw that around with Vicky Kelly of Butterfly Effect Coaching. We talked about ‘the pain train’ – or at least, the pain station and trying to get away from it. It was 4th January, so it was a fair bet that some listeners had already broken at least one new year’s resolution. So how, I wanted to know, could they salvage that situation – rather than beating themselves up about it for the rest of the year?

Vicky’s answer was: ‘Celebrity magazines’.

No, ok, that’s not quite true. Her real answer was: incentives. ‘When we’re at the pain station,’ she said, ‘we can’t wait to get away from it – so we work like crazy to move. Once we’ve covered some distance, we’re far enough away from the pain for it not to hurt any more – but we’re still a long way from the pleasure station’ (no, that’s not a dodgy club in London – although maybe it’s a business opportunity for someone …!).

The answer is to break the journey down into smaller sections, with incentives scattered along the way. No, the celeb magazines aren’t my idea of an incentive either – but they work for Vicky (as guilty pleasures so often do).

I’m still working on my own equivalent guilty pleasure … possibly playing with lego …

So now I need to plan my strategic route to Australia … how can I work lego into that I wonder …?

Where are you heading this year (or over the next few years), physically or metaphorically, how are you planning to get there – and how will you keep yourself motivated along the way? If you don’t already export, could you – and if so, where to?

One key part of our export strategy will obviously have to be branding. Back on 1st December, I had our new brand checked over by the Brand Doctor (AKA Ivan Newman of Living Inside the Brand). Ivan is back at 3PM this Thursday. The patient we had booked in has had to postpone, so instead we’re looking generally at ‘Brand strength and wellness’.

Catch the show at 3PM on 97.8 FM in Basildon and East Thurrock, or everywhere at Gateway978.com.

If you have any ideas for the Enterprise Gateway, please, get in touch.

Back in the days when physical business letters and documents ruled (whether they were written by hand, on a typewriter or on a computer), they were taken seriously. They were often drafted and redrafted before seeing the light of day – and they were seen as the ultimate evidence of fact and intention. Certainly in the profession I originally trained for, the law, whether or not something was ‘written down’ was hugely important – and still is. If you put a promise – or an admission, come to that – in writing, it’s always been assumed to be binding, whereas if it’s ‘only verbal’, the assumption tends to be that no-one could hold you to it. Those assumptions haven’t always held up in reality, but still they persist – along with the assumptions that a piece of paper has a level of importance – even gravitas – that an electronic copy just doesn’t have.

Email threw the whole world of written communication into virtual chaos!

The plain fact (and I’m writing it down here so it must be true!) is that it always has been and always will be very difficult to get a complete message across in writing – whether in ink or electricity. Research shows that we actually manage to communicate much less than half of what we want to say – no more than 37% – when we only have the words themselves. Without tone of voice etc, the rest is lost. Legal documents try to get over the problem with their belt-and-braces language; but still, they’re open to interpretation. I once read a judgment by the infamous Lord Denning, where he started off passionately advocating one way of looking at what Parliament’s intentions had been when they drafted a particular statute and finished up disagreeing with himself equally passionately – apparently without realising he’d shifted from one side of the argument to the other!

What a lot of people still don’t fully understand is that these days, emails can be as binding in law as anything set down on paper – and they can never be shredded. Hit delete as often as you like – once it’s sent, an email is ‘out there, somewhere…’.

Laws are written and rewritten several times over – and still no-one is quite sure what they’re meant to say. The trouble with emails is that most of us dash them off in a rush, often while doing something else – and thinking about something unconnected with either task! When these spontaneous little outpourings arrive in the recipient’s in-box, they’re skim-read through the filtering lens of their state of mind – and then responded to in as much of a rush and with as many distractions as we wrote the original.

That’s exactly what happened to me on Monday. I asked a friend for some help with a work project. He answered at the end of a long day, probably with one eye on the TV and his mind on whether he could clear the other 199 messages he hadn’t yet managed to rread before the next morning brought another electronic avalanche! I can’t be sure, but I’m guessing he wrote it as quickly as possible on his new IPhone (no mean feat at the best of times!) and hit ‘Send’ without reading it back. I picked it up a couple of hours later, at the end of a personally extremely difficult day. So all I read was: ‘No – I don’t want to help you’. Now, before you glance at that and think ‘how rude!’, I have to say, the ‘no’ was his – the ‘I don’t want to help you’ was supplied by my tired and unhappy state of mind – neither of which had anything to do with the writer of the email! Fortunately, we are friends and we’ve known each other a long time, so when I read the message back the next morning, I could see it more clearly. The only problem was, I’d already answered it the night before…

I heard a similar story yesterday, in a business context (where there was no personal relationship to aid interpretation). A professional writer once had to try to give a tactful appraisal by email of a client’s documentation. He did his best, but the client sent back what the original emailer described as ‘a stinking reply’ saying “How dare you!”’.

In both cases, if the message had been delivered verbally, there would have been a lot less scope for misunderstanding. If my friend had been able to explain on the phone or in person why he couldn’t help this time, I’d have understood immediately that it wasn’t personal – and I didn’t have to feel bad about asking; and if my associate had been able to talk his client through his concerns – about the fact that their documentation was wide open to misinterpretation – , he’d had had a far better shot at taking the sting out of it. The words might have been the same, but the tone, pace – and little asides – could have made all the difference.

I hope you can see what I’m getting at just from what I’ve written? I’ve read it back and tweeked it a couple of times, so hopefully it says what I want it to. If not, perhaps I should cover it on the radio some time – or do a podcast – so you can hear what I’m really thinking!

Once a month, he’ll sit down with a business person to give them a constructive critique of their branding – from their website to their mission, vision, values and personality.

The first patient is – well, it’s me – or rather, my new brand, Speak For Yourself. I never like to ask anyone else to do something that might be the least bit challenging, unless I’m prepared to do it myself first – so here goes!

Catch the show live at 3PM, on 97.8 FM in Basildon and East Thurrock, or anywhere at http://www.gateway978.com. The programme ill also be available for download in the not too distant future – I’ll give you the link as soon as I have it.

Just keeping my fingers crossed that the Doc doesn’t find anything too horrendous in the course of his examination – and that the prescription isn’t too hard to swallow…

I sometimes think people on the commercial frontline – in call centres etc – should be given that training.

My mother is eighty-four years old and housebound. Her challenges are all physical – mentally, aside from the odd memory lapse (which she acknowledges and even laughs at) she’s as sharp as she ever was.

Because going out shopping on her own isn’t possible any more, she buys quite a lot from catalogues. A few weeks ago, a new book dropped through her letter-box, which included some fantastic Christmas gift ideas, for members of the family who are normally really difficult to buy for. There was even something for my fussy brother – and it was all reasonably priced!

So Mum set about making a list. Then she called the 0844 number.

First issue: it went to a call centre which was obviously overseas. The line was poor and the operator had a strong accent, making it difficult for Mum to hear everything she said.

Second issue: Mum is old-school. She doesn’t like credit. So she wanted to pay for everything on her card, there and then. That, she thought, should make the process very simple. Not so!

The operator started asking her a long list of questions:
‘Full name?’ – fine, thought Mum;
‘Address?’ – no problem;
‘Date of birth’ – not sure why that’s relevant – but ok;
‘Age?’ – hang on, Mum thought at this point, didn’t I just give you my date of birth? Are you checking my mathematical powers – or are you the one that can’t work it out?!

When the girl got on to who owned the house, Mum flipped. Why on earth, she wanted to know, was it necessary to ask that when she wasn’t applying for credit?

I suspect that (and other frankly cheeky questions) was designed to build a picture of the average customer they were attracting, so they could channel the information into future marketing.  I know that because I do it myself (within reason) – as I’m sure you do – but my mother has no business experience, so all she knew was that some young kid miles from these shores was being rude for no apparent reason~! 

Did the call centre operative explain why she needed all this apparently irrelevant information? Of course she did – she said quite clearly, ‘I have to ask – you want to set up an account and it’s on the form’.

Eventually, Mum had had enough. I came in in the middle of what was becoming an increasingly heated exchange and she handed me the phone.

To cut a long story short, I tried to explain to the voice at the other end that Mum simply wanted to understand why such indepth questioning was necessary when she didn’t want credit. Why did it matter who owned her house when she was paying upfront?

All I got back was, ‘I need to set up an account and the questions are on the form’.

In the end, the perator became very snappy and Mum and I decided it was timeMum to put the phone down. She’d find what she wanted elsewhere.

So the catalogue company lost not only that order but any future orders she might have made. They also ensured she’d tell her entire social circle not to borther with them!

Most of us have to ask potentially tricky tricky questions of our customers at some point; but if they understand why, generally they’ll be happy to answer. More to the point, if we’re delegating the task to someone else, I’d have thought it was pretty essential that they should understand why they’re asking the questions in front of them! This girl clearly had no idea.

As for the overseas call centre issue – and the dodgy phone line – well, that’s another rant, for another time.

If you’ve read the last couple of posts, you’ll know I was there, interviewing as many people as possible for this afternoon’s radio show. As a result, it promises to be a busy, varied programme. I managed to talk to the Project Manager, one fo the speakers and four delegates – two of whom went on to win the CEWE Entrepreneur of the Year award.

Although the day was all about women’s entrepreneurship, men weren’t excluded, onstage or off. Delegates included some lads from local schools and colleges – and from the platform, we witnessed what I think must be a unique – or at least incredibly rare – event: a singing minister!

More of him and the rest of the conference on this afternoon’s programme, which you can hear at 3PM on Gateway 97.8 in Basildon and East Thurrock, or at gateway978.com wherever you are.
event – a

I’ve been thinking a lot about this recently because I’ve made major changes, at work and outside. On the work front, there was the rebrand a few weeks ago – the best thing I ever did, incidentally, but quite a scary prospect beforehand.

Personally, I’ve just changed what I drive. No, I’m not talking about swapping a Ford for a Mercedes. I’ve just decided that after twenty-five years of driving Labradors (guide dogs), it’s time to switch to a long cane. What’s the difference? Well, it’s like driving an automatic for years, then suddenly moving to a manual gear box. When you drive an automatic, you still have to know where you’re going and pay attention to what you’re doing and to other road-users etc (as you do with a dog), but there are things you don’t have to worry about. Behind the wheel of a manual car – and behind a long cane – you’re responsible for absolutely everything! Right now I feel I should have L-plates – but this time, I’ll make it work. I’ve tried before and given up – because I didn’t have the motivation to make it work with a cane. This time, for reasons I won’t bore you with, I really want and need to make it happen – so I will.

Coming back to business, I’ve just started reading ‘Fusion: the new way of marketing’ by David Miles and David Taylor. The book is, in a very small nutshell, all about how, whether we like it or not (and those of us over a certain age may like it slightly less than our younger counterparts), our websites must now be at the heart of our marketing and social media has to be a main artery through the body of that marketing.

Last Thursday, at the CEWE conference, organized by the University of East London, I met members of the next generation of entrepreneurs, including two new graduates whose dissertations were business plans. We’re now following each other on Twitter. For them, the need to use Twitter, Facebook etc to promote their new business is as obvious as it was to my generation that we needed a website, or to the previous that they needed to produce leaflets.

Plenty of us who are a little older are getting into social media, of course – it hasn’t been the preserve of teens and techies for some time – but we need to get to grips with using it intelligently, strategically. Without giving too much away, if you’re around my age, you have at least twenty years of working life to go – so, like me, you’re way too young to get left behind.

On that note, I’m off to tweet about this post – and put it on Linkedin … and Facebook … and the website … and …….

Last week, for instance, I was talking to Danny Miles of Ability Gateway. The business springs from Danny’s unusual mix of skills – from life coaching to Blind Football – yes, really! What links those two apparently completely unrelated areas together is a desire to help a broad range of people take control of their lives and fulfil their potential. Obviously, the Blind Football side of things has particular relevance to blind and visually impaired people who have perhaps always been without their sight (or the bulk of it) and have never been involved in sport, or who have lost the sight more recently and think they have to lose their sporting hobbies with it.

Danny also wants to get involved with sports clubs, which might be inclined to overlook anyone who can’t play the game in the conventional way.

So how does that feed into life coaching, for individuals and businesses? Because at the heart of it all is the confidence to push the perceived parameters of possibility – which (as I was discussing at a meeting last Friday, with someone who has just read the Steve Jobs biography) is what links every entrepreneur there ever was, is or will be!

On that basis, there is a clear connection between last week’s and this week’s show, however far apart they might seem at face value.

This week, it’s all about women and enterprise. Next Thursday, I’m off to the inaugural CEWE conference – the Centre of Excellence for Women Entreprenneurs, established by the university of East London. I’ll be covering the event in detail on the radio on 24th November, so this week I want to set the scene.

You can listen on 97.8 FM if you’re in the Basildon and East Thurrock area, or online anywhere.

Although I won’t be around in person for next week’s show (because I’ll be at the conference), I will be there in spirit – with an amazing story that proves thae old adage: ‘If at first you don’t succeed, try, try and try again!’

So between now and 23rd December, I’m magically turning myself into your fairy PodMother. ‘Oh no you’re not!’ Oh yes I am – and all that.

As this is business, though, I want to do a deal with you: If you can help me out with some research, I’ll enter you into a draw to win your own professionally-produced podcast in the new year. I need your email by 23rd December and I’ll announce the results of the draw on 3rd January.  To get involved, just email me your answers to these questions.  In the multiple choice questions, just delete the options that don’t apply to you – you can leave in as many as you like. 

1 – Do you download business podcasts:

At least once a week?
At least once a month?
Occasionally – if something grabs your attention?
Never?

2 – If not, what stops you?

Not being sure what a podcast is?
Not having an IPod?
Not knowing what’s out there which could help you?
Not knowing how the technology works?
Another reason?

3 – If you download, do you prefer podcasts that deliver:

Business news?
Information?
Inspiration?
Something else?

4 – How long do you like your podcasts to run?

Less than 5 minutes?
5-10 minutes?
10-20 minutes?
20-30 minutes?
Other?

6 – Do you prefer podcasts which are:

Audio only?
Enhanced with pictures?
Available in both formats?

7 – Do you watch or listen to your downloads while you’re:

working?
Travelling?
At home?
Involved in leisure activities?
At any other time?

8 – What do you like best about podcasts?

Finding material that meets your needs?
Accessing the information you want, when you want it?
Listening or watching where you want to?
Listening or watching while doing other things?
hearing directly from experts in a particular field?
Something else?

9 –What is most likely to spoil your listening or viewing experience?

Poor sound quality?
Poor picture quality (if appropriate)?
Poor presentation?
Poor interviewing?
A badly planned programme?
Anything else?

10 – If you download a podcast which includes advertising, does it intrude on your listening or viewing:

Generally?
Unless it’s relevant to the subject of the podcast?
Unless it’s relevant to you?
Less than radio and TV advertising?
Not at all?

11 –What are your 5 essentials for a great podcast?

There’s the opportunity of some free publicity for your business attached to this – but if for any reason you want to remain anonymous, just tell me in the email.

Why ‘5 wishes?’  Look at question 11.

Thanks, in advance, for your help.

On 1st august, I wrote a blog called: ‘My baby eats cash and poohs paper’, about the similarities I could see between bringing up a child and growing a business. One of those similarities is they both grow out of their clothes.

The last time mine got a whole new wardrobe was when it came into the world, in 2008 – until yesterday.

I’ve been quite personally attached to the name, ‘Savvy Business’, ever since it came to me in a flash of inspiration, in the shower, in 2008; but a few months ago, I realised we’d outgrown it. When we started, it worked with all the podcast series we were doing: – ‘Law Savvy’, ‘US Savvy’, ‘People Savvy’ – you name it, it fitted.

Since then, though, our horizons have broadened. Podcasting is still a very important part of what the business does (teaching people to do it themselves, or doing it for them), but there’s so much more to it now.

The fact is that the company which started out as a business network making podcasts has evolved into an organization specialising in helping people to talk business in the 21st century – live presentation, doing business on the phone and using on and offline media –that includes podcasting, of course, as well as traditional radio.

So the time had come to kit the company out with a new outfit – a new logo, a new website – and (scariest of all!), a new name.

It’s a big decision, to move away from a name everyone’s familiar with. It’s backfired on certain large organizations (remember the Post Office’s attempt to rebrand?)

I’ve taken the pragmatic approach though – far better to take my growing business out in clothes that fit and that reflect ‘who’ it is and where it’s heading, than to go on squeezing it into what it wore as a newborn, just because ‘it’s familiar’.

So, as of yesterday, the trading face of Savvy Business Communications Ltd is Speak For Yourself. The new name, and the new logo and website that go with it, are much more suitable to its personality now – and there’s plenty of room for growth!

Have you ever gone through a major rebrand? What prompted it? – and how did it go? Or perhaps you’ve thought about it and shied away from the idea, in case you lose the mindshare you’ve spent years building up within your market? Either way, I’d love to hear from you. Drop me a line – at my nice shiny new email address!

A lot of what I’ve been doing over the last couple of months has revolved around branding – mine and other people’s – of which, more next time.