Tag Archive for primary research

Doing More With More

Amid these trying economic times, we are often counseled to do more with less.

Which means deploying fewer resources to achieve a greater end result than we did before, when we had more tools at our disposal.

Indeed, sometimes the immediate financial situation requires the clever use of limited funds.

But never forget for a minute that just a few extra resources — more research, more opinions, more diligence — might give you the slightest edge you need to excel.

Bluntly speaking, making the right decision is far more important than making the most immediately frugal one.






The Importance of Being Social

Social media has reached a tipping point in the corporate world. How important is the social component? It depends who you ask.

Just be clear, the underlying need being fulfilled by social media is not trend-related. It’s all about the data.

There never has been as much data available to help companies parse their marketing strategies. That doesn’t mean it’s easy to know how to use it. As corporations refine their online strategies, they need more and more tools to track the results of those strategies.

Salesforce.com’s deal to buy Buddy Media for $689 million is evidence of this trend. Salesforce.com sells software as a service and has benefited from its expansion into the cloud, where it will no doubt deploy its new social media tools.

Enterprise tends to trail consumer interest in Internet applications, and social media is no different.

Buddy Media allows its customers to build integrated social media applications into their Web presences and then mine the resultant data to hone their marketing strategies.

Automated marketing research is a trend that’s here to stay. It’s practically what Web 2.0 is built on. My guess is that the bigger social media gets in the enterprise space, the more valuable old-style investigative research will become. Social media is important until everyone is using it. Then it’s on to something else that generates a different kind of data.




Knowing What You Don’t Know

Becoming an expert has never been harder — or easier.

Fully understanding a topic, whether brain surgery or Beethoven’s sonatas is a lifelong pursuit. Malcolm Gladwell has written about the 10,000-Hour Rule, the 10,000 hours that someone needs to practice something to became proficient at it. Honestly, it probably takes 50,000 or even 100,000 hours to feel truly confident about that proficiency.

Donald “Duck” Dunn, the legendary Booker T. and the MGs bass player who died yesterday, liked to joke that he played bass because it had two fewer strings than the guitar, so it was easier to master. He wasn’t kidding.

Few people ever know the feeling of knowing everything about something. There are simply too many subjects we need to learn just a little about to reasonably become an expert on any of them.

Thanks to the Internet, it is easy to dive down deep enough to get expert information on almost anything. Or is it? Who has the time or knowledge to figure out which information is the most important?

Better to engender the help of others with the resources to gather and analyze the information. ¬†Knowing what you don’t know is easily as important, if not more important, than knowing what you do. And knowing a lot about the right thing at the right moment is priceless.





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