Roy Rogers and the Age of Transparency

I have always been fascinated by codes of conduct and marketing, perhaps because I believe the two are compatible and aren’t mutually exclusive even though it might not often be easily implemented in practice
My favorite codes were the ones I discovered back in my childhood. The text of two are reproduced below from http://www.elvaquero.com/The_Cowboy_Code.htm:

Roy Rogers Riders Club Rules
1. Be neat and clean.
2. Be courteous and polite.
3. Always obey your parents.
4. Protect the weak and help them.
5. Be brave, but never take chances.
6. Study hard and learn all you can.
7. Be kind to animals and care for them.
8. Eat all your food and never waste any.
9. Love God and go to Sunday School regularly.
10. Always respect our flag and our country.

Gene Autry's Code of Honor
1. A cowboy never takes unfair advantage - even of an enemy.
2. A cowboy never betrays a trust. He never goes back on his word.
3. A cowboy always tells the truth.
4. A cowboy is kind and gentle to small children, old folks, and animals.
5. A cowboy is free from racial and religious intolerances.
6. A cowboy is always helpful when someone is in trouble.
7. A cowboy is always a good worker.
8. A cowboy respects womanhood, his parents and his nation's laws.
9. A cowboy is clean about his person in thought, word, and deed.
10. A cowboy is a Patriot.

When I was a kid if you joined a fan club you were able to get a copy of these so-called Cowboy Codes and you could carry them around so you could live by these rules of conduct. Marketers have a published code of ethics. The Statement of Ethics of the American Marketing Association may be found at http://www.marketingpower.com/AboutAMA/Pages/Statement%20of%20Ethics.aspx.

I wonder how many marketers and those marketing their products and services carry a copy of, live by, or are even aware of this code of ethics. In this age of the Internet where non-brick and mortar businesses abound, and a professional look can be obtained for a Web site for pennies, not to mention sites like Amazon and eBay where a millions of secondhand businesses have mushroomed overnight. And let’s not forget “reality” television and second life technology environments in which the image that we want to become reality becomes “reality.”

Yes, Roy Rogers and Gene Autry played fictional characters, so it too was a false world. And maybe I live in my own false world. But in my world, there is a professional marketing code of conduct that must be followed similar to those Cowboy Codes of yesteryear.

Questioning Our Consumption Accelerator

In an article that I wrote for Practical Accountant at http://www.webcpa.com/prc_issues/2009_1/30188-1.html entitled, “Money in Going Green,” I explained how greater environmental consciousness at accounting firms is increasing efficiency, generating revenue, and aiding in staff attraction and retention.

I believe this type of increased awareness is also evident in other businesses and with respect to individuals in a change in thinking and an understanding that “going green” isn’t a cause, but rather a possible and viable choice. This explains why reducing carbon footprints are being incorporated into many businesses’ long-term plans.

The economic recession is helping. Trading in gas guzzlers and, taking advantage of tax credits, and a turning to tap water are just two examples. Here are hyperlinks to four articles that conclude the economic recession is providing added support for going green: http://www.presentations.com/msg/content_display/incentive/e3i38bf3aadfb41b3f62638aed77e4ea253, http://www.cosmosmagazine.com/news/2751/consumers-going-green-despite-crisis-study, and http://www.associatedcontent.com/article/1748322/combat_the_economic_crisis_by_going.html.

Technology is playing its part as used textbooks are being sold on Amazon and second-hand reasonably priced clothing is widely being purchased at sites like eBay. This going-green trend is also evident with regard to charitable donations. Rather than throwing used appliance, cabinets, and fixtures away, those who are remodeling are making donations to charity for distribution to the needy. And there are the stadiums and restaurants donating prepared food that isn’t sold at the end of the day to charity. An article in the New York Times at http://www.nytimes.com/2009/08/16/sports/baseball/16stadium.html?_r=1&scp=1&sq=yankees%20food&st=cse describes a program that arranges for the food from Yankee Stadium to be delivered to a church for distribution following a game.

Changes in behavior and thinking are often caused by a change of circumstance. It looks like this economic recession’s impact will have long-lasting effects. It’s nice to see one of those will really benefit society long-term.

A Vital, Missing Soft Skill

Whether it is a professional firm, a business or a not-for-profit, many in upper management have a common complaint that workers and staff don’t deal with, or want, change. That rationale is often the reason why individuals are laid off or frozen out and not consulted. I wonder if the problem isn’t an opposition to change, but rather that very few people are skilled at managing change.

Interestingly, there is increased attention to the development and perfection of soft skills. Training is provided in such areas as listening better, negotiation, consensus building, project management, etc. However, I haven’t noticed much employee training on developing and perfecting change management skills.
How good are you and others at your organization at:
· Recognizing the need for change,
· Anticipating changes affecting your industry or profession short- and long-term,
· Identifying and evaluating the steps that need to be followed when making a change,
· Adopting to change,
· Encouraging others to change, and
· Making a change quickly?

The impact of new technology, commoditization of good and services, online communities, globalization, and the economic environment are just a few of the factors requiring businesses to be more nimble. By developing change management abilities at all levels, both the entity and the individuals will benefit

Upper management needs to understand that to change isn’t about getting rid of employees and staff, but rather about creating an environment where employees and staff are the contributors to change.

The Recession Psyche

In these tough times, understanding the psychology of human nature is paying economic dividends.

Restaurants are restructuring their menus offering specials such as “recession-busting burgers” and “bear market brisket.” There are also those frequent-buyer deals where the seventh or tenth meal is free.

Jewelry stores with sales plummeting are turning to buying gold. They and companies advertising mail-in services are promising quick and easy cash. The ads are enticing especially to those in need. Interestingly, if you go to five stores, there may be a 50 percent difference in the purchase price. This is a reflection of a buyers’ market awareness of desperate sellers.

Psychology is also seen in the limited employer-provided outplacement services for laid-off employees. Employers are hoping in part, that departing employees don’t bad mouth them hurting their reputations, and that the remaining employers’ are comforted by that benefit so their morale isn’t adversely impacted.

These psychological aspects are all at the surface. The recession is also causing deeper psychological problems. For people out of work, it is affecting their perceived self-worth. Many, at times, view themselves as failures, although they aren’t at fault. It is also affecting many of those with jobs, dramatically impacting and changing their spending patterns and investment philosophies. Many are becoming much more risk adverse and want guarantees. The growing appeal of annuities and the move from equities are proof.

There is a particular need for a greater study and understanding of human nature and psychological ramifications of this prolonged recession. How many of our parents and grandparents were identified as having a depression mentality and how did that impact their behavior and thought processes? Will there be generations similarly impacted by this recession?

In that regard, I expect businesses and professionals will be paying increased attention to understanding the psychological implications of this recession and how to capitalize on it. For example, some financial planners will incorporate so-called “financial-planning therapy” into their service package in various ways.

The Real Technology Learning Curve

I am fascinated watching the newest technologies and how individuals and business experiment with them. There is a perception if you aren’t taking advantage of the latest technology you are totally out of it. The converse is that if you are utilizing the latest technology, you must be with it. Neither is true. Examples are Twitter, which often reads like a stream of consciousness, and those businesses encouraging their employees to experiment with new technology without providing guidance or effective evaluation and monitoring of the progress.

Just because you have mastered how to utilize a particular technology doesn’t mean you are promoting a greater good or using it in the best ways possible. Just think of all the text messaging going on including “talent” shows on television that allow viewers to vote for their favorite performer. People quickly vote and incur a charge, often a dollar a vote. Those in the media aren’t helping in their reporting on technology as often they are often just promoting the latest and greatest. You read and hear constantly on the newest, “improved” version which feeds a consumer-oriented culture.

Both the hype and wastefulness really turns me off. The technology learning curve that fascinates me is when a real problem is solved with technology. One example is remote tracking cell phones that allow you to log on to a Web site “to see the exact location the child is currently at. If the child changes location, you will be able to track and see the movements on the map. If the child is in or driving a car, you will be able to see the travel speed along with the direction of travel.”

Another one is Nationwide Insurance’s new mobile application for iPhones that acts as an accident toolkit. According to Nationwide, it:
· Calls emergency services,
· Helps you collect and exchange accident info,
· Stores your insurance and vehicle info for easy lookup,
· Locates Nationwide agents near you,
· Takes and stores accident photos,
· Converts your iPhone into a handy flashlight,
· Helps connect you with towing services,
· Helps you start the Nationwide claims process,
· Finds Nationwide repair facilities.

Giving a child a tracking cell phone might calm many a parent who is worried when there chiild is late in coming home. Similarly a cell phone application to assist when there is in car accident could be very useful and calming.

The bottomline of the technology learning curve should be figuring out a worthwhile use, not just about mastering a particlur technology.

Revisiting My Best Of

Out of the hundred of www WebCPA.com columns I have written, Here are my five favorites and the reasons for their selection.

1. “It's Not What, Rather It's How You Read,” at http://www.webcpa.com/news/21944-1.html stresses the importance of understanding how most people now read.
2. ”A Thought Follower, and Proud of It,” at http://www.webcpa.com/news/25852-1.html points to the advantage of learning from others.
3. “Bothered by the Silo Effect?” at http://www.webcpa.com/news/27603-1.html sees a need to focus more on integration and execution.
4. “Voting for a Two-Question Survey,” at http://www.webcpa.com/news/28178-1.html is a simple way for getting honest customer feedback.
5. “It's Time for an Efficiency Rating,” at http://www.webcpa.com/news/10237-1.html identifies five keys for improving effectiveness.

A Three-Part Answer to What Do You Do?

I am noticing more and more that when you ask someone for a business card, the individual pauses to decide which one he or she should give you. For example, an accountant might carry one that prominently shows a CPA credential and another one that identifies the individual as a consultant. I have also met two individuals who offer one card for resume writing services primarily to entry-level job seekers and another for career coaching aimed at more experienced workers.

These aren’t marketing ploys, but indicative of a rapidly changing marketplace. The assumption of many identities is a natural result. There is a need to have greater varied appeal in the marketplace so there is a willingness to be identified with a number of different descriptions.

In conjunction with this, there is also an increasing understanding that job security and employer and employee loyalty is rapidly disappearing. Cost-cutting is focusing on higher-salaried benefits and reducing benefits. Individuals are beginning to understand that to protect themselves it pays to simultaneously have three separate vocations so they aren’t reliant upon a single job for their livelihood. A good example is the individual that works for accounting firm, also does independent consulting on the side, and is the part-time editor of a magazine.

It used to be that individuals worked more than one job in order to provide for the immediate needs of their family. Now, it is in part because of the uncertainty of continued employment. The Internet helps as it is very easy to market oneself as a consultant, establish an online business presence, etc. These additional vocations provide comfort in knowing that you can hit the ground running immediately, rather than having to spend substantial time reeducating yourself and trying to begin a new career.

We keep hearing that most people will have many different employers and even careers in their lifetime. Won’t it be better some of these jobs and careers are concurrent?