Bowling for Business: Info on the Go

Provide info-on-the-go to potential and current cilents and customers.

This column first appeared on RIMOFTHEWORLD.net on August 16, 2010 and in the Biz Press on August 18, 2010.

After borrowing my sister-in-law’s mobile phone in 1988, I was convinced that cell phone technology would never gain much of a following. As attractive and portable as a cinder block, it came with a 42-page instruction manual that was as user-friendly as the directions for programming the clock on an early-model VCR.

I noticed a sharp contrast while hosting a garage sale last weekend. Several customers walked up and down the makeshift aisles while feverishly tapping on tiny touch screens. When I asked one girl what she was doing, she said she was checking eBay to compare prices. It’s a brave new world.

Today, well over 250 million people in the United States use cell phones on a regular basis, which puts the mobile saturation rate at 82.4 percent. I have constant and immediate access to such statistics courtesy of the Information Superhighway delivered directly to my trusty Blackberry Smartphone.

Gone are the days of painstakingly searching for answers in reference books at the local library. If you have a question, just key it into your PC, laptop or handheld device and the answer will appear within seconds. Unlike a browser such as Internet Explorer and Mozilla Firefox, which power keyword-based Internet searches, Q & A sites like ChaCha are designed to answer very specific questions via Internet and/or text message.

One mobile question & answer website I often reference is ChaCha. My kids use the word as a verb, as in “I cha-cha’d” this or that, which might sound strange. But so once did “googling.”

ChaCha was founded in 2006 by a disgruntled Jet Blue flight attendant who purportedly cussed out a passenger, cracked open a beer and activated the emergency slide to make his escape. When he launched ChaCha, the site joined the ranks of popular Q & A platforms such as Yahoo! Answers, WikiAnswers and Ask.com.

These sites are significant for small business and non-profit managers because they offer cost-effective vehicles for interactive target-marketing. Let me explain. If someone wants to know why bug bites itch, they can enter the question on Ask.com. Immediately, organic (unpaid) search results appear in response. Then, immediately thereafter, related, paid text advertisements show up by companies including Terminix and BedSBug.net. And relevant, colorful banner advertisements appear at right. The smartest Internet advertising strategy includes all three.

For Free—

Build SEO so your website ranks high in organic searches. The most effective way to do this is to set up and regularly post to social media websites such as a blog, Twitter, LinkedIn and Facebook. Resist the urge to use your social media sites to do direct sales. Instead, provide relevant, frequent content to your target market, so the name of your organization will appear when potential customers, clients or donors ask questions related to your field. In this way, you earn your position as a noted expert.

On a Limited Budget—

Pay for text advertisements that appear underneath natural results. The great thing about this type of marketing is that you only pay when someone clicks thru to your website. Ad rates for sponsored results are usually set by silent auction. The more competition there is for any given phrase, the higher the price. If you want to investigate this option, check out several Q & A sites, since rates vary greatly. Some sites to compare:

  • AnswerBag
  • Askville
  • LinkedIn Answers (Business-Focused)
  • Lycos
  • Minti (Parenting)
  • Point Ask
  • Trulia (Real Estate Research)
  • Yedda

The Sky’s the Limit—

Develop colorful banner ads so visitors can click-thru to your website. The term “banner” comes from the general shape for such advertisements, which is a short, wide strip that is usually placed at the top of a webpage. In his book, How to Grow Your Business on the Internet, Vince Emery says that a click-thru rate of 1 percent is normal, while 10 percent is outstanding.

Although display ads are considerably more expensive than either text-based or social media positioning to gain Search Engine Optimization, no one can argue the appeal of sharp graphics and a clever turn of phrase. But then again, Internet advertising probably won’t ever really catch on.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Can’t Get No Satisfaction

Satisfaction Guaranteed

This column first appeared on RIMOFTHEWORLD.net on March 29, 2010 and in the Biz Press on April 17, 2010.

Several years ago, we stayed at an international hotel chain in Northern California. When we arrived, we were surprised that there were no pillows in our room. When we called the front desk to ask for a few, the staff informed us that they were out of pillows because, prior to our arrival, several other guests had requested extras. And, naturally, the maids thought it best to raid our room in order to meet the demand.

After we unpacked, we rode the elevator to the lobby. Brianna leaned on the metal railing, knocking it to the ground, slamming it against her exposed toes. Brent bent down to extract the fallen metal edifice from our daughter’s swollen feet and encountered screws and sawdust, which had apparently fallen from the disheveled elevator ceiling.

Ordering food in the restaurant was difficult because the waitress informed us the kitchen was out of, well, food…bread, fruit, coffee, lettuce and milk. Later, the combination of loud party-goers in the atrium and thin walls made us desperate to see the light of day so we could finally end the misadventure and check out of Hotel Hell.

While I don’t normally complain about poor service, when our trip was over, I wrote a letter to recount our experience to hotel management. In addition to a letter of apology, we received a refund for our visit as well as vouchers for a free two-night stay. The next time we were in the area, we threw caution to the wind and booked a suite. Construction was complete. A gift basket welcomed our return. All was right with the world.

I share this story because I believe the Holiday Inn Sacramento Northeast did things right. We live in an imperfect world. Stuff happens. Odds are if you are in business long enough, you will one day inadvertently provide less than stellar service or inferior products to unwitting clients, customers or donors. What matters is how you prepare to respond to the challenge.

For Free—

Establish a customer-centric procedure for handling complaints. Once upon a time, virtually every business man and woman adhered to the adage, “The customer is always right.” Since this is no longer standard procedure, your company will gain favor by letting potential clients know that they matter. For ideas, take a cue from brands that are known for superior customer service such as Nordstrom, Four Seasons, Apple and General Motors.

For what not to do, look to the third annual study done by MSN Money, the Customer Service Hall of Shame. AOL, Comcast, Sprint Nextel, Capital One and Time Warner Cable head the list for what avoid when it comes to handling customer concerns.

On a Limited Budget—

Once you develop superior customer service policies, leverage them in your advertising. Come up with a campaign slogan that includes the details of your customer satisfaction guarantee. Then repeat the slogan in every form of marketing. Add it to your business cards, website, stationery, and the signature line of your email.

Internet users who enter “100% customer service satisfaction” in Google search bars stumble upon otherwise little known companies such as Oak Plus Furniture, Cigna and Fieldhouse. If your business has yet to make its mark, what better way than by guaranteeing satisfaction to otherwise wary would-be consumers?

The Sky’s the Limit—

Entrepreneurs sometimes hesitate to guarantee satisfaction for fear the policy will be costly. But according to a recent study done by McKinsey & Company, “Companies that have a strategic approach to customer satisfaction and make technology investments to support specific business and financial objectives are likely to achieve high rates of customer retention, fast growth, and increased profitability.”

In other words, if you invest on the front end to guarantee customer satisfaction on the back end, you will reap the rewards of more traffic, repeat business and a better bottom line.

And with the increase, you will be able to pop for the little things that make a difference…say, for example, food for your restaurant or pillows for your hotel.

Until next week, I’ll be Bowling for Business.

Bowling for Business: Stop the Hype

Halt the Hype

This column first appeared on RIMOFTHEWORLD.net on March 15, 2010

Under-promise and Over-deliver

Before the advent of the Internet, cable television or PlayStation, as a five-year-old, I was over the moon with excitement about my kindergarten class’s upcoming field trip to Albertson’s. In the weeks leading up to the outing, Mrs. Dale would remind us to turn in our permission slips and then she would recount the following highlights of our impending journey:

  • We would be greeted by the store manager, who would give us an official “Albertson’s uniform.”
  • He would usher us to the back of the store, where we would be given an exclusive “behind the scenes” tour of the market.
  • Then, the produce manager would show us where the deliveries arrived and how the fruits and vegetables were processed.
  • Next, the bakery manager would take us into the magic room where all of the breads and pies were created.
  • And, finally, to cap off the exciting event…we would be given a special treat, created exclusively for us.

After what felt like several years, the morning of our field trip finally arrived. To kill time (and evidently drive the rest of the bus crazy) on the 45-minute journey, my friend and I sang an endless loop of Grandma’s Feather Bed. (Don’t ask me why we didn’t visit a grocery store nearer to our school. Even in the 1960s, there were markets on every street corner. Also, don’t ask me why we chose that particular song. Even at five, I wasn’t a huge John Denver fan.)

Unfortunately, our arrival at the store marked the end of the adventure. No one greeted us at the front door. Instead, we wandered back to the meat counter, where a gruff butcher gave us paper hats in lieu of uniforms. Mrs. Dale and the room mothers were told to occupy us by pointing out the food. Mind you; while we were easily amused in the 60s, walking up and down the aisles was hardly entertaining, much less educational. And, our exclusive “treat” was a small, stale cookie…the kind that each child gets at every bakery department in America, when accompanied by an adult.

As we rode home that afternoon, I made a silent resolution. “I’m just a kid right now. So they think I don’t matter. But, someday, I’m going to be a grown-up who shops for groceries. And I am never going to spend my money at Albertson’s.”
Somehow, despite the loss of my business, some 40 years later, Albertson’s remains a viable entity. And, looking back, I doubt any field trip could have lived up to the hype. But I learned a valuable lesson that day which has served me well in my own business. Whatever your product or service, target market or budget: under promise and over deliver.

For Free—

If you can’t do it, don’t say that you will. While this sounds like common sense, the concept sometimes evades sales reps intent on landing new clients. This is especially true of mountain folks, who are, unfortunately, notorious for saying they will start and finish projects in unrealistic timeframes. If you can’t start a project for three weeks, tell the truth. If you do what you say you will do when you say you will do it, your business will grow. And this is true regardless of the location of your company.

On a Limited Budget—

If circumstances arise which make it impossible for you to hold up your end of any business bargain, hire someone to help you out. While this might negatively impact your bottom line in the short run, in the long run, it will pay dividends where they matter most…in satisfied customers and glowing referrals.

The Sky’s the Limit—

If you can afford to promise the moon, then do it. There is nothing wrong with promoting the superior products that you provide. If you can afford to give away exclusive gifts, then, by all means, let your target market know about the perks. Just remember that if you fail to live up to the hype, you will most likely lose their business for life. Because that’s the way the stale grocery store cookie crumbles.

Until next week, I’ll be Bowling for Business.

Bowling for Business: Take my word for it.

Shout your message from the rooftops. Word of mouth works!

This column first appeared on RIMOFTHEWORLD.net on Monday, March 8, 2010.

A stray Labrador Retriever we found sitting quietly in front of the dog pound, Maggie was beautiful, loyal, intelligent and, unfortunately, quite destructive. She met me at the door when I came home from school; sat on top of her doghouse instead of inside of it, dumped over the trash cans inside and outside of our house and routinely opened the gate so our other pets would run away.

Fed up with her antics, my parents reluctantly decided to give her to my friend, Lori, and her family. Since Lori lived in the country, they explained, Maggie would be happier and less hyper. Devastated, I sobbed into my faithful companion’s shiny black coat the entire drive to Lori’s house. I’ll never forget Maggie’s sad brown eyes staring back at me when we left. I was certain she felt abandoned, forsaken and betrayed.

The weeks that followed were difficult. Usually a happy, bubbly kid, I was inconsolable, moping around as if I had lost my best friend. So the day my dad drove by Cherrylynn Elementary School during my lunch break, with Maggie in tow, remains one of the highlights of my life. It also marked the first and only time I got into trouble and had to stay after school.

When lunch was over and we went back to our classrooms, I was too excited to contain myself. Regardless of my classmates’ interest or lack thereof, I told everyone the news that Maggie was back in my life. Mrs. Tomasini repeatedly warned me to be quiet. But I was, literally, incapable of biting my tongue.

As punishment, I had to write “I will not speak out in class” 100 times on the chalkboard. Not exactly scared straight, if I had it to do over again, I wouldn’t change a thing. Sometimes, news is just too great not to share. And that is the essence of word of mouth marketing.

Word of Mouth is defined by Wikipedia as the passing of information from person to person. Originally the term referred specifically to oral communication (literally words from the mouth), but now includes any type of human communication, such as face to face, telephone, email and text messaging.

Any time you form an opinion and share it using your mouth to speak or fingers to type, you are engaging in Word of Mouth. Where you share the information determines how many people hear what you have to say and whether or not it is passed on to others. Until now, my story about Maggie was heard only by a small group of third graders at an Englewood, Colorado elementary school. But when content catches on and travels, it’s referred to as buzz or going viral.

Among the first to successfully systemize word of mouth marketing was Trip Advisor. Founded in February 2000, the free website provides a forum where customers can write reviews and share opinions, favorable or not, with Internet users. Amazon.com and eBay were also early adopters of the practice of publicizing unbiased customer reviews.

Of course, there are inherent risks associated with allowing folks to share their opinions. People expend effort to communicate only when they are passionately driven to do so for one of two reasons—a great experience made them fans or a negative incident turned them into foes.

In the Gas Pedal book I highly recommend, Word of Mouth Marketing, author Andy Sernovitz examines how the world’s most respected and profitable companies get people to talk about their company, their causes, and their stuff through the power of word of mouth. The nice thing about this particular form of advertising is that you can implement it regardless of your marketing budget.

For Free—

Make it easy for folks to share their opinions about your products and service. To do this, first, make sure you provide excellent products and superior customer service. And then, add a public forum to your website. But don’t censor negative feedback or you’ll appear disingenuous.

On a Limited Budget—

Have your webmaster add plenty of links to “share this post,” “comment,” “subscribe,” “follow us”, “join our community,” “tell a friend,” and “share your experience.” The easier you make it for visitors to participate in your online community, the more invested they will be.

The Sky’s the Limit—

While you can’t pay for word of mouth, you can hire someone to help you publicize legitimate comments from your existing fan base. People trust people. Professional communicators know how to gather the best feedback, give full attribution and strategically position testimonials to let existing customers advertise your offering. Take my word for it.

Until next week, I’ll be Bowling for Business.

Bowling for Business: Confessions of a Professional Spinster

All effective public relations is based firmly on the truth.

This column first appeared on RIMOFTHEWORLD.net on February 28, 2010

While I was growing up, my best friend, Lori, and I used to play in the woods near her home in a small rural suburb of Denver. We would leave her house in the morning and stay out all day, trying to make it back home before dark. But sometimes, our vivid imaginations would carry us away, causing us to lose track of our play-time curfew. On such occasions, when we finally arrived at Lori’s house, we were greeted by her very unhappy mother, who had quite a set of lungs for a woman of such an advanced age. (Everyone seems old when you’re in grade school. At the time, Judy was all of 28.)

To try to ward off the lectures, Lori and I manufactured elaborate cover stories on our way back to her house. On one such occasion, we told her mom that we had been kidnapped by factory workers at the abandoned DuPont factory in Louviers. An impressive sleuth, Judy somehow saw through our tall tale and promptly called my mom to ask her to pick me up. Lori and I learned a valuable lesson that day. No matter how creative the spin, a lie is a lie.

As a public relations practitioner, I try to disassociate myself with unscrupulous folks in my field who have yet to learn the message. Popular culture portrays us in shades of gray, with television shows like Spin City and SPINdustry and movies like Thank You for Smoking and The Hoax. The prejudice can probably be traced to our predecessor P.T. Barnum who had a knack for finding and exhibiting people, animals and a range of oddities, many of which were hoaxes, such as the infamous Feejee Mermaid.

But leaders in our field know that the only way to successfully pitch anything is to make sure all promotions are based firmly on the truth. Wikipedia defines Public relations (PR) as the practice of managing communication between an organization and its publics, which gains an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement.

What sets PR pros apart is our knack at taking any given company or individual’s reputation, activities or incidents, and reinterpreting them from the Point of View (POV) of the client to the POV of the intended target market. A timely case study of this is the recent public relations’ nightmare faced by SeaWorld Orlando. Global news coverage started shortly after the attack when an animal trainer drowned after being dragged underwater by a 12,000-pound killer whale during a show called (of all things) Dine with Shamu.

Further complicating the incident is the fact that Shamu is the name generically used for the killer whales at the theme park, according to Steve Baker, president of a theme park consulting and management company called Baker Leisure Group.

Shamu is the SeaWorld icon. Shamu is SeaWorld.

So how do you convince potential park guests that Shamu won’t dine on them? I believe the order of the day for SeaWorld is honesty. Dennis Speigel, president of International Theme Park Services, Inc., a management consulting firm, concurs,

The big task (for SeaWorld professionals) is to be honest with the public and the media as they conduct their forensic study on why the accident happened, because that will determine how SeaWorld is perceived in the future.

If I were on the public relations team for SeaWorld, the first order of the day would be the prompt removal of the tagline currently posted on the Dine with Shamu section of the theme park website. “It’s exclusive. Intimate. And unforgettable.” no longer seems appropriate. It will be interesting to watch the actual SeaWorld PR team in the weeks to come. No doubt they’ll be pulling out all the stops to get SeaWorld back on track. Tools at their disposal include the same ones your company or non-profit group can employ.

For Free—

Dust off your phone book and call an editor to introduce yourself. If you take time to get to know their editorial needs (without wasting their time in the process), they might give you an idea or two for potential coverage. The most important advice I can give you about press relations is to learn to be a resource instead of a pain in the neck.

And, on June 15, the Public Relations Society of America’s-Inland Empire Chapter, is hosting a free event, Speed Consulting at the Speedway, for businessmen and women in need of pro-bono PR.

On a Limited Budget—

Hire a freelancer to write a press release about a new product or event you want to promote. Then, subscribe to a free or low-cost electronic press release service such as E-Releases, I-Newswire, BusinessWire, PR Log or PR Newswire. The social media releases we post get clicked an average 215 times. Those clicks lead to valuable press coverage.

The Sky’s the Limit—

Hire an agency. Only a trained public relations professional will be able to skillfully speak on your behalf, work with the media, handle crisis communications, manage social media and oversee effective employee communication. And that’s not spin.
Until next week, I’ll be Bowling for Business.

Bowling for Business: The Write Stuff

This column first appeared on RIMOFTHEWORLD.net on and in the Biz Press on February 18, 2010.

Clearly convey your intended messag

No doubt you’re familiar with the game of telephone, where you whisper something to the first person in a line and then wait to hear how the message gets scrambled on the other end? According to the Guinness Book of World Records, the current record-holding “telephone game” whisper is, “They inherited the earth and then the army came and scorched it.” The final words passed on were “Mayfield College.”

I’m confident the folks at Guinness would reevaluate the record if they came to my home, since we unintentionally play the game on a daily basis. My husband’s instructions to Kaitlin to “Clean your room” are heard as, “Watch television all day long.”

My requests to Lauren to “Take out the trash” are interpreted as, “Make brownies and destroy the kitchen in the process.”

As a family, we’re working on refining the communication model. Brent and I have recently discovered that while communication theories like repetition, parroting and paraphrasing do no good, threats yield results. Miraculously, the girls accurately discern messages like, “Vacuum the living room or hand over your cell phone.”

The reason our teenagers pay attention to this type of message is because we have made it relevant to their world. By engaging them on their terms, we make them an active part of the conversation. I’m embarrassed it took so long to adopt the practice at home since we do it all of the time when it comes to writing website copy for clients at Mountain Marketing Group.

In real life and Cyberspace, effective communication boils down to understanding and speaking to your audience from their point of view. When it comes to marketing, this relatively simple concept is revolutionary. Instead of designing and writing a website that looks like a billboard, remember that the reason people go online is to gather information. That’s why it’s called the Information Superhighway. Your site should provide help, not hype.

For Free–

If finances are tight, write website copy, yourself, using the following tips—

  1. Personalize your message and involve readers.
  2. Be friendly. Use anecdotes. Don’t talk down to your audience.
  3. Let your passion about your product or service come through.
  4. Prominently feature testimonials.
  5. Be real. Avoid overly-technical explanations and corporate-speak. If you mean to say, “If there’s a problem,” don’t write, “In the event of an unsatisfactory experience.” 
  6. FOREGO EXCESSIVE USE OF CAPITAL LETTERS, BOLD TYPEFACE AND EXCLAMATION POINTS!!!!!
  7. Talk benefits instead of features. How will your product or service improve your clients’ lives?
  8. Leave your mission statement off of the homepage. Visitors don’t care.
  9. Include a guarantee or free trial.
  10. Proofread everything at least three times. Errors undermine credibility.

It’s exceedingly difficult to look at your own copy with objectivity. Left unchecked, your greatest asset, familiarity with your offering, can be a liability. So, after you’ve written the copy, run it by other people so they can give you their opinions. Be aware that friends and family will be biased. They already have at least a rudimentary understanding of what you do. So, try to get the verbiage in front of someone who has no preconceived ideas of your product or service.

On a Budget–

Hire a writer who specializes in creating direct response copy, which is designed to solicit a reaction that is both specific and quantifiable. An experienced writer will understand how to do all of the above and will be able to skillfully provide interesting information as well as a seamless call to action. And this is of paramount importance. After all, what good is a great website if it fails to improve the bottom line?

The Sky’s the Limit–

Hire a professional website development team, which will make sure your copy is stellar and that the artwork matches the tone and feel you wish to convey. A web team will eliminate the potential for your message to get lost in translation. And, unless you want to challenge the current record in Guinness, that’s a very good thing. Until next week, I’ll be Bowling for Business.

Bowling for Business: Armchair Figure Skater

This column first appeared on RIMOFTHEWORLD.net on February 8, 2010, in the Biz Press on March 4, 2010 and in the Press Enterprise on March 6, 2010.

Social Media success is more a marathon than a sprint.

I’ve never been much of an athlete. In fact, in kindergarten, I had such a difficult time climbing the thick, giant rope that dangled from the ceiling in our gym that, when I finally achieved the goal, my PE teacher invited me to perform at Parents’ Night. The other invitee was a sickly girl named Lisa who didn’t have eyebrows, skin pigmentation, or stamina.

My lack of athletic prowess is probably the reason I’m such a die-hard fan of figure skating. The polar opposite of me, figure skaters demonstrate power, artistry and precision in everything they do. I’ve been watching every televised figure skating event since Dorothy Hamill won gold at the 1976 Olympic Games in Innsbruck, Austria. I was one of the few who didn’t tire of endless news reports about Nancy Kerrigan and Tonya Harding in 1994. And I’ll probably see every Olympic figure skating event held this year in Vancouver.

But, along with other Olympic fans, thanks to advances in technology, the way I watch the games this time will be different.

  1. TiVo—instead of enduring countless commercials, I’ll be using our DVR to tape events. If I watch any advertisements this time around, it will be because they catch my attention as I fast-forward.
  2. Website—rather than relying on NBC producers to spoon-feed me the information they believe most relevant, the Olympic website offers information, ad infinitum, about every athlete, venue, competition and affiliated sponsor.
  3. Interactivity—if I’m so inclined, I will be able to connect with the athletes by reading their Tweets, perusing their blogs or watching videos on YouTube. And I won’t be hampered by location or previous commitments since I can access it all, 24/7, on my Smartphone.

So what does any of this have to do with marketing small businesses and non-profit organizations? Just this. Contrary to our cultural training as consumers in a society that expects on-demand entertainment and instant access to anything and everything, when it comes to advertising in 2010, we have to be willing to wait.

Instead of blasting our message to a passive audience, we must recognize that we are on the supply side of the equation. To learn what our target market demands, we have to be willing to listen, engage in relevant conversations, and earn a share of the voice. Social media success is less a sprint than a marathon because social media is all about relationship. And, in the real world as well as Cyberspace, it takes time to build relationships.
For Free—

Ironically, when it comes to social media, the most important step is the one most often overlooked. Unless you take time to listen to what people are saying about your organization, you won’t know what you can offer to the conversation. To do this, do a keyword search for terms relative to your field. Then, when you find the sites where folks gather, put away your keyboard and read. Once you understand the neighborhood, resist the urge to lecture. Instead, engage and contribute so that you become a trusted member of the community.

On a Limited Budget—

If funds are tight, hire an intern or junior staff member to monitor social media conversations and report back to you. But save the heavy-hitting for the folks who understand your brand. To succeed in social media, you have to become an expert in sharing whatever interests your target market. So teach your employees how to take advantage of blogs, wikis, Facebook, or YouTube. A great resource for this is a social media book I’ve touted, before, Groundswell. In it, Forrester researchers Charlene Li and Josh Bernoff provide plenty of social media case studies, along with proof they work.

The Sky’s the Limit—

Instead of joining a social network community, start one yourself. One of the first high-profile companies to do this was Dell. In the early days of social media, Dell turned a deaf ear to complaints lobbed by a customer named Jeff Jarvis, who started blogging about “Dell Hell.” But Jarvis’ discontent struck a chord. Within months, the highest ranking Google search term for Dell was Dell Hell.

Eventually, Dell had no choice but to address the nightmare. Their solution was to create a social networking site called Idea Storm, where customers post ideas and vote on products. The transformation didn’t happen overnight. But, in time, Dell went from cautionary tale to the benchmark for successful business communication, proving that flexibility and persistence pay off for anyone trying to climb the corporate ladder (or a giant rope).

Until next week, I’ll be Bowling for Business.