Category: Practical Advice

Case Study: The Marketing of Fear


In my consulting practice, I have a client who has a family-ran business.   It has been established several generations back.  He is doing well.  Yet, one of his sons wants to be an entrepreneur of his own stature.  He wants a complete independence – something I very much admire.  The young man has a pretty fascinating idea worthy of at least trying to attract venture capital.  Of course, he wants to do everything himself.   I know the boy for a really long time – when he embarked on figuring things out, I told him he could always count on my advice if he had any questions.

He came to me a few days ago, his model  clearly formulated and ready to be formalized in a business plan.  But he was all out of sorts about the business plan.  His original intent was to buy a PaloAlto's Business Plan Pro (still a #1 business plan software on the market) for $199.99 and work within its framework.  But then somebody told him that he can go cheaper and "easier" with a Growthink's Business Plan Template – only $97 for a pre-written, fill-in-the-blanks, Word document/Excel spreadsheets.  Excited, he went to look at the company's website and ended up having a panic attack.

I went to see for myself what could possibly spook him like that.  Let me tell you right away that I have nothing against Growthink, a 10-year-old consulting company, specializing in business planning and investment brokerage.  They appear to be quite successful in their core business of charging high-rate fees to moneyed clients looking for more funds, expansion or exit strategies.

The thing is, though, that in their daze of success they also decided to "reach out" to the general public.  According to their Special Announcement, they

"regularly receive requests from entrepreneurs who want to hire Growthink but cannot afford our consulting fees. For this reason, we have developed a business plan template that allows entrepreneurs to quickly and cost-effectively develop professional plans."

How about that?  They charge their conventional clients tens of thousands of dollars for their services, but here it is – for $97 you can have exactly the same thing.  Well, that's nothing new.  Consumer beware!

What caused the young entrepreneur to go into a frenzied mode was something else – it was the brutal, fear-fueling tactics that Growthink uses to market their side products.  I don't know how they talk to their conventional clients, but their online lingo is nearly unethical.

You take a vulnerable group of people setting off on a scary quest of entrepreneurship and you tell them,  "You don't know anything.  We are the only ones who know all the secrets.  Here, we tell you 4 out of 10 things you must know and then you will have to buy more products to know the rest.  If you don't do it you are doomed.   Here is another set of products with secrets from Venture Capitalists that were revealed only to us.  Everybody else do it wrong and so will you, if you don't buy this," etc, etc.  And it all enhanced with a rapid-speed audio. 

By the time they are finished talking, the poor young entrepreneur feels he MUST SPEND $1,200, or there is no hope for him.  And all he wanted to do is to spend two hundred bucks on the best business plan software on the market.      

The funny thing is that the template has only three reviews.  Do you think that the $1 billion of venture capital, Growthink claims their clients raised, was attracted by a ready-made generic template?  I don't think so.  Plus, if you are a creative person, capable of original brilliant idea, would you really want fill in the blanks and have somebody else's words expressing your aspirations?                 

Language Barrier


I don't know why, people still single out the US as a country of immigrants.  Just because before Columbus "found" the "New" World, this land was vastly unpopulated, and after that Europeans started moving in?  Well, people,  all over the world, migrated from one place to another through the history of humanity.  And I can assure you that Americans who can trace their origins to Mayflower and beyond, don't consider themselves immigrants.    

Of course, we have an inflow of new immigrants, and we  do lead in absolute numbers, but per capita, Australia's and Canada's immigration rates are currently three times higher than America's.  Also, there is a question of concentration.  What we should be called is a country of uneven immigration. 

There are places where people have never seen an immigrant.  I have a Turkish friend who once stopped with his half-Swedish-half-French wife in a small Midwestern town for gas and the shop-keeper called a sheriff.  100% true story. Homogeneous regions and countries scare me – they are too easy to manipulate.

I enjoy the blessed places, where you can see different faces and hear different tongues every step you take.  And it is with a great reluctance, I have to recognize the fact that the language barrier problem sometimes affects the work environment.  Well, it's rather accent barrier.   

I myself have no such problem.  Over the years I worked with people from more than 20 countries.  I pay attention and my ears got accustomed to all sorts of accents and grammatical deviations.  Unfortunately, that cannot be said about everybody.  Many times I have encountered situations of stark misunderstanding between employees of different origin.  It results in  frustration, waste of time and even errors. 

Few years ago I had two employees in my analytics group – one was a woman from Ukraine and another was a man from China.  While I had no problem communicating with them, they could not understand each other.  The woman was very cautious about filling the gaps in information with her own assumptions and guesses.  Instead, she would drag him into my office, asking me to explain.  CFO, the Interpreter! 

Something needed to be done.  I thought of replacing one of them, but that's not my way of doing things.  Instead, I asked them to communicate in writing – every time they needed to say something to each other, they used IM.  Some people may think that it took away more time – not true.  They spent so much time trying to understand one another and getting me involved, my solution was actually a time-saver.  Actually, seeing the words has improved their verbal communication as well.    

I think problems like that are rooted in the lack of effort.  The two kept asking me why I didn't have problems understanding either of them.  I'd said,  "Just pay attention to expressions and emotions and it will be easier to understand."

Like in this video.  The great comedian speaks a cartoon language he invented himself.  Yet, people all over the world understand him.

 

    

    


   

The Frustrated CFO Takes Lessons from Karl Pilkington


Images Karl Pilkington of Ricky Gervais Show and An Idiot Abroad has nothing to do with CFOs and Controllers.  Nevertheless, his unconventional wisdom, profound understanding of how bizarre life is, and unwavering ability to stay calm, deserve recognition in this blog.  After all,  the majority of issues we discuss are related to coping with the overwhelming strangeness of our professional existence, and human behavior.   Moreover, we look for the ways to get rid of our anxiety and frustration, and Karl has a good grip on his emotions and an admirable attitude towards life.  Watch the video at the the end of this post and you will see what I am talking about.

It is difficult for over-educated and jaded people like us, who spent their lives doing what was expected, to take lessons from someone who accepts life as it comes and is not afraid to voice his unusual opinions.  Karl Pilkington possesses the truthful innocence that we either never had or lost in the early stages of our childhood through severe parental and educational brainwashing.  Nevertheless, considering how frustrated most of us are with our lives, we should definitely try.  So, here are five lessons The Frustrated CFO draws from Karl Pilkington's wisdom.  None of them are profound breakthroughs and you probably knew them to be true already.  It's just that we frequently forget these truths, while Karl lives by them.

1.  If you keep your cool and don't refuel attackers, they stop pretty quickly.  We see Ricky laughing at Karl's every sentence, calling him names, etc.  Karl just sits there with Zen calm, not even smiling, or saying anything back.  The attack dies very quickly.

2.  If you don't retaliate people's insults, you automatically get yourself on the sympathetic side of the argument.  Ricky calls Karl an idiot, an empty-headed buffoon, etc.   We never hear a single crass word back.  So, what happens?  People say that Ricky is "soooo mean"  and everyone loves Karl.

3.  If you criticize a group of people instead of attacking a particular individual representing that group, it will have a much better effect.  When you address faults of one person they get offended and stop listening.  When you speak about shortcomings in general terms, people think its not about them, but subconsciously may recognize their own traits.  Karl never says "my doctor," or refers to his local Chinese restaurant.  So, instead of attacking an employee whose lack of urgency drives you insane, or throwing accusations of oppression into someone's face, we should find a right moment to talk about laziness and bullying in general.

4.  You can speak your mind and cover up your harshest statements with innocent humor.  Of course, this one is hard – not everyone possesses a sense of humor, but I found for myself that a smile alone goes a long way when you make severe statements.

5.  This is the hardest lesson to learn.  If you manage to unclog your mind of politically correct, pre-programmed bullshit, you can unlock free-thinking abilities that you didn't suspect were inside your head. 


 

Job Search: Ageism


Age discrimination is an undeniable fact of our lives.  Young people are never taken seriously as customers, clients, health patients, philosophers, business developers, etc.  On the other hand, media, entertainment, advertising and marketing adore youth.  And one thing is sure: their "young" status is going to change.   Discrimination of older people even more pervasive and they don't even have a benefit of hoping for improvements. 

The problem is particularly acute in human resources.  The age discrimination is at its worst when you are searching for a job, or expecting layoffs, or know you may be deemed too expensive.  

 According to a research quoted in The Gale Group's  Small Business Encyclopedia, over 52% of surveyed executives admitted that age is one of the key factors in job searches for people 47 years old and up.  What do I think about that number?  The other 48% lied.  Age is ALWAYS a factor. For one or another reason, when we hire people we take their age into consideration.  So, we should accept that, when the tables are turned, we will be treated the same way.

I have to own up to the fact that while wearing the CFO's hiring hat, I automatically estimate the age of applicants.   I don't care about their age per se.  I do it to quantify their accomplishments against the length of their careers.  It helps with assessing their work ethics and personal ambitions.  

Other hiring managers and recruiters don't even have a justification like that.  They just go, "Too old," and send the resume into Trash.  With the job security becoming a myth of long-forgotten times, more and more middle aged people will be forced to enter the circles of job search hell.  This possibility practically hangs over everyone's head in the world of vulnerable small-size businesses.

Having that in mind, I would like to share with you an extremely useful The Ladders' article on adapting your job search, your professional "brand" and your resume to your age: Job Search in Your 20s, 30s, 40s, 50s and 60s.

By the way, is it just me, or have you also noticed the funniest thing (I am not laughing) that's happening in our media?  The "official"economists, major newspaper analysts and politicians are trying to convince us that the recession has ended months ago and we are "recovering".  Yet, every article or post related to job search and HR issues contains a phrase "especially in this economy" and you can almost hear the author's sad sigh.  

I think the old terminology of recession, recovery, economic conditions have lost their meaning.  People just don't want to admit it to themselves, because, as I frequently say, they are afraid of changes, especially changes for the worse.    The phrase "this economy" gives a false hope of a better future.  The truth is – we live in a NEW REALITY.  This is the "recovered" state.  Things are only going to get more difficult.  Everyone should be prepared to face job search ordeals in their 50s, 60s, and beyond.

Job Search: CFO’s References Trap


I have no clue how those big-time CFOs, with seven-figure salaries, manage to get fired for screwing up and immediately land new jobs.  It's like, their skins are coated with teflon and nothing sticks.  And that's fine.  May be they deserve such recognition.   Most definitely, the companies who hire them deserve what they get.

Those CFOs and Controllers who toil in smaller companies, rarely get fired for poor performance.  If they are knowledgeable, diligent and hands-on, they don't screw up.   Yet, no matter how hard they work, they can loose their jobs.  The owner retires; or someone makes him an offer he cannot refuse; or, despite everyone's best efforts, the business goes under.  Very rarely one of us gets fed up with the abuse and quits on his own – I know a few  brave people.

Well, nobody waits for the unemployed small business CFO or Controller with a new position.  Nobody knows who he is.  There are nearly 6 million companies with less than 100 employees in this country.  Recruiters have never heard of them.  So, this erudite, experienced, smart and loyal professional is thrown into the grinding machine of job searching, where every CFO/Controller listing generates thousands of responses. 

It turns out, the trickiest part of the small business CFO's job search is the references list.  Of course, you've got your connections – bankers, auditors, attorneys.  There are former coworkers and subordinates who will be happy to speak about you.  You compiled a two-page long list of excellent professional references.  But… it fails. 

Why?  Because there are no "supervisors" on the list.  Well, technically, if you are a real CFO, no one supervises you.  The only person (sometimes, there are two)  between you and the higher powers of the Universe is the Owner/CEO.   And how many of them did you have in the past 15 years anyway? Two?  Three?

In some instances, they are still reachable and you have permission to use them as references.  However, most of the time…  Who are you going to use?  The one, who sold the company and went back to Thailand?  Or the guy who has  been hiding from creditors and changed all his contacts?

Now you have this prospective employer – another privately-held company.  You passed all interview levels, including the owner.  He seems to like what he is hearing from you very much.  At the end, he asks,"May I have your last boss's number?"  Didn't you just tell this guy that you were cheated out of your annual bonus at that job?

Here is my advice: 

  • ALWAYS expect that someone will want to speak with at least one of your old bosses. 
  • During the interview process, never reveal anything that may come back to haunt you. 
  • If your wonderful reference list is not enough, never show any resistance to providing the former bosses' contacts.  It's very suspicious and will end your chances right then and there. 
  • Give them whatever info you have. Who knows what's going to happen?

This is the best you can do.