In each Own It!! podcast, Nicola and Judith discuss their chosen Business Word Of The Week for that particular week.
Their words for Episode 022 of the Own It!! podcast are Opposite & Cobbled:
Nicola: So what’s your word of the week, then?
Judith: It’s OPPOSITE.
Judith: I was reminded yesterday that there are two sides to every coin—it was that point earlier about being contrary—and for every opinion and thought that I have and hold, someone else thinks the opposite. Now, the thing about that is that—on social media and so forth—it would be very easy to be cowed and fearful about expressing one’s own views. You know, because somebody else always jumps in and disagrees with you or whatever, but I think it’s worth remembering that—a bit like I was saying earlier that clients come in in infinite variety. You know, the way I see the world is unique to me, and it isn’t necessarily a match for everybody else. So there are two sides to every coin and that’s the beauty of it, and the annoying thing sometimes.
Nicola: Yeah, what was it—there was quite—was it you that put the thing on that said something along the lines of, “Every time I see someone…” no, I don’t—anyway it doesn’t matter who it was. It said, “Every time I see something negative on Social Media, I think that’s your truth.” That made…
Judith: Yes, it was me, yes it was me. There was some variation of that yesterday, yes. I’ve shared that, it wasn’t my idea; it was somebody else’s. That’s absolutely right, that’s your truth, yeah.
Nicola: You could just—and then that just helps you to move on and not necessarily engage in the….
Judith: Yeah, I do think—I think we need to appreciate that there’s more than one way of looking at everything, and I think that’s quite useful. I mean, I find myself saying in blog posts quite often, “The opposite is also true,” and it’s amazing that both sides of the coin can be true; but they can be.
Nicola: Yeah, absolutely. Well, my word of the week is OPPOSITE.
Judith: No, it’s not.
Nicola: That was your word of the week.
Judith: I was going to say, that’s a coincidence isn’t it, because that’s mine.
Nicola: I’ve been very diligent and making notes today, because you know how I often have to go back to you and say, “What was your word of the week?” [Laughter] No… my word of the week is COBBLED.
Nicola: And that’s because of my dilemma about the membership site, because I’ve been trying to cobble together a—and also, I had a very good conversation with a client on a mastermind for which I added back in yesterday so I was feeling a bit lonely. [Laughter] So, what this person was doing, she’d invested in Infusionsoft, and she wasn’t really getting on with it very well. I think she got some sort of deal where she didn’t get the usual coaching stroke implementation package, so it was a good deal but it wasn’t that good because she—it hadn’t helped to move forward with it. She outlined what she wanted to do, and she was talking about going back to AWeber; which I knew was, you know, it was a bit conky. It doesn’t, you know—say for example you’ve got a prospect list and someone buys. There is a way to move people from the prospect list to the new customer list, but it isn’t a 100% fool-proof; you always have to go and check.
So I was, you know, whereas Infusionsoft does do all that stuff seamlessly, so… and the other thing that Infusionsoft does that she really wanted to do is behavior-based marketing. So if someone clicks this, they get put on to this Autoresponder sequence; and the only thing that stops that Autoresponder sequence is a purchase. If they don’t click that, then they go on to the next thing that you want to talk to them about. And AWeber is never going to be able to do that in a million years, even though there is AWeber Pro Tools (which is another bit of software that bolts onto it, but you know). So basically, she was trying to cobble together a not very good solution to save something like £50 a month. And we’ve talked about this before, haven’t we: people not being willing to invest in the proper tools—and what this client was doing, and actually we’ve got an Infusionsoft session later on—I can bear it. And so to save £100 pounds a month, she’s…
And I’ve also witnessed this for the VAT mess thing. I’ve got one client who sells e-books, and because he’s been—he’s literally spent the last six months trying to sort out the VAT thing even though he only sells about 4 copies of the e-book a month to EU countries. So, he could’ve just switched off the EU Sales and he would’ve been 4 copies a month down, instead of which he ended up going with a solution that doesn’t actually work and ends up not talking to AWeber, his email host. And he’s actually halved his sales for the last six months because he’s been trying to fix this with a cobbled-together solution instead of going to the best-of-breed solution, which would’ve been slightly more expensive. So he’s halved his sales for six months, he’s taken up so much of his time that could’ve been used in opportunity cost; you know, he could’ve written another book in that time.
So my word of the week is COBBLED, because it’s a big temptation to cobble things together. Actually, I’m a bootstrapper; I love cobbling things together until you get to the point where you could afford the right solutions. But, you know, just be aware of what you’re giving up in terms of time, opportunity cost, and grief. [Laughter]
Judith: I think it’s that—looking at that story is like looking at the wrong direction, and a lot of people got hung up on that VAT thing. I remember discussing with you before Christmas in which I said we just—“Entrepreneurs look for the work around.” We don’t look for, “How can I keep trading?” That’s what we look for. We don’t look for, “How can I be compliant?”
Nicola: Yeah. Absolutely, yeah. And you know, the easy thing was to just put an element of human intervention into it, but…
Nicola: Yeah, but some clients just…
Judith: Well I liked your one, I would’ve turned off the EU sales and lose four books a month, actually.
Nicola: Yeah, instead of which he lost half his sales which was something like…
Nicola: …15 a month.
Nicola: And then he, you know—I had to tweet the chairman of the company—he was waiting for FastSpring, who apparently do look after the VAT thing quite well. But they don’t integrate with AWeber, so we had no email follow-up at all, you know, to deliver the book once the person had bought it. And you know, I had to tweet the CEO because he was sitting patiently waiting for this company to come back to him, and say when they were going to integrate with AWeber. I said, “Look, come on, this is an IKEA bed situation, get on Twitter and shame the man into replying.”
Nicola: And find out. Again, because entrepreneurs don’t wait for other people to get—keep moving their business forward.
Judith: I know, you nudged us on that topic a few weeks ago, actually.
Judith: Patience was your word that week, you know; don’t be patient, move on.
Nicola: Yeah, be unreasonably impatient, because it’s your business. It’s your…
Judith: There’s an advert on the telly, for a supermarket—I forget which one it is, but the slogan is “Be more demanding!”
Nicola: I’ve seen that one. It’s probably one of the supermarkets we’ll never go to.
Judith: I don’t think it is actually, but then that doesn’t matter. Be more demanding.
Nicola: Alright, I will.
What do you think of our Business Words of the Week this week? What would yours be? Let us know in the comments!