Today, October 12, is Columbus Day. Where it commemorates Christopher Columbus’ discovery of the New World, it is also a day to celebrate Italian heritage. As a 100% Italian American, it is a time to think back reflect on my heritage and what it means to me, and now to share it with my daughter. It is a holiday in the US, but not everything is closed – even my firm Dunkirk Systems, LLC is still open for business today.

In my effort to keep it light today, I am sharing a picture of a sign I took this summer when on a getaway to La Porte, Indiana. We stayed at this Holiday Inn Express and seeing this sign with its message, “Service is no Big Thing, It’s a lot of Little Things,” obviously caught my attention.

Just a little food for thought today. Other food to have today includes my favorite pasta, gnocchi! To my follow Italian Americans, salute!

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Have you ever felt that all of the sudden you hear about someone who has done something great and then wondered, where did they come from? The term “overnight sensation” is commonly given to these people. But is their success truly something that materialized over the course of 24 hours? This is the idea behind the book Outliers by Malcolm Gladwell.

In Outliers, several categories of people are analyzed as well as famous people who fall into those classifications. Gladwell is seeking to find out why they are successful – is it by chance, or were there contributing factors to their success? The book is told in a narrative, non-intimidating style for a book that presents a lot of data and unique scenarios to consider. He makes conclusions based on his research which in the end are rather simple – I won’t give them away as I don’t want to spoil it if you decide to read the book!

There were a couple of takeaways for me from Outliers. The greatest was we don’t often know the whole story behind a person’s success. Many times when a person’s story is told, you hear their achievements and perhaps some obstacles they had to overcome, but not much more. This is no fault to journalists or whoever is telling the story, as these are the most interesting parts. Many other events occurring in a person’s history may not even be interesting; however they may have contributed greatly to their success. In the book Bill Gates is highlighted. Where most people may know he dropped out of Harvard University, most probably don’t realize the high amount of access he had to computers as a youth, which Gladwell contributes to his success.

Another takeaway from the book was there could have been other titles for this book. I assume “Outliers” was chosen as the people highlighted are considered outliers from the mainstream of society. Another good title could have been “Chances” as many of the people in the book had chances and opportunities others have not which contributed to their success. Another title could have been “The Rest Of The Story” which though is probably trademarked by the late Paul Harvey’s estate would have fit as it does tell the rest of the story of those featured. I’ll admit the given title did not compel me to read the book as much as who wrote it, as I have liked Gladwell’s other books.

I enjoyed Outliers and would recommend it to anyone in business or beyond, as the back story of the book helps remind you there is probably more going on or has gone on than you may realize. And to fully disclose, I was offered this book by a colleague, and it was shipped to me directly from either the publisher or a publicist at no cost. I was not asked to write a review or takeaways on it. Note the links to the book within this story are affiliate links to Amazon.com, where I would earn a few pennies if you did buy the book from one of the links.

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This is from The Hot Iron, a journal on business and technology by Mike Maddaloni.

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Book Take-Aways • Business • (0) Comments • Permalink

Over the years I have built the first Web sites for many individuals and businesses of all sizes, and have taken over the on-going development of others. Where I am proud of the work my firm Dunkirk Systems, LLC has done, in some cases I am disappointed, and that comes from the fact that a lot of the features and functionalities of these Web sites are not being used to their fullest.

Trust me, I am not on an ego trip here. I state this in general as I want my clients to fully exploit all of the tools they have in their Internet toolbox! I also fully understand, as a business owner myself that the continuous changing of hats and roles in a business causes for priorities to change and something inevitably falls on the list.

Know What You Own

There’s no time like a slowing economy to revisit what you have to see how it can help you. Here’s a list of some suggestions I have made to my own clients recently, most of which apply to anyone who owns a Web site.

• Review your Web Analytics – Whether it’s Google Analytics or the reporting from your Web host, gain an understanding of the traffic to your Web site. Where are Web visitors coming from, what are they going to, how long are they there, and what are they doing while they are there? This will tell you how effective your Web site is itself, its search ranking and will identify potential “opportunities” to improve your Web site.

  If you are not aware of how to do this or don’t have Google Analytics on your site, this is a worthy, yet affordable, enhancement for your Web site.

• Review the Web Site Itself – When is the last time you actually looked at your Web site? Sure, you may be familiar with the home page. But when is the last time you fully walked through every page of the site, reading it in detail? You may be surprised to see what you are reading! Not only is this important to know what is out there from a branding and accuracy standpoint, but it is good to know what your customers are reading.

  Identify any important content changes, and make those changes yourself if you have a content management system (CMS) on your Web site. If you don’t have one, having your Web developer execute on even the smallest changes may make a big difference.

• Buy Something From Your Web Site – If you have an eCommerce Web site, buy something. This will allow you to re-visit the user experience of shopping on your Web site, both to see what others see and compare it to other shopping carts you have used on other Web sites.

  Many eCommerce platforms have a robust set of tools, most of which may not always be utilized. These include volume discounts, coupon codes and affiliate marketing management. It may be as straightforward as activating one of these features and setting up coupon codes to send to customers to drive sales. If you can, why not do?

• Ask Your Customers About Your Web Site – No matter the economy, I always ask my clients to query their customers at some point in the sales process. Simple questions such as, “have you been to our Web site?” or “did our Web site help you in doing business with us?” can give you real insight and feedback on the effectiveness of using your Web site.

  But don’t just ask, write it down! Logging and reviewing this feedback can provide areas of improvement, not to mention a reinforcement of how awesome your Web site may be.

• Build Your House List – If you don’t have one already, start compiling the address – both postal and email – of your customers. You don’t even have to be currently sending any mailings to your customers, but it is important to have an accurate “house list” of your customers and strong prospects to market to. If and when you decide to start a newsletter or other correspondences, you can then focus on the campaign itself and not on the mundane of compiling information.

Share Your Wish List

As you have read, going thru what you own may identify areas of change for your Web site. Write them down and review them. You may decide to wait on these until sales and revenue increase, or you may deem them vital now to increase sales and revenue. In either case, share them with your Web developer so you will both be on the same page of the importance of your Web site.

Are you doing any of these? Is there something else you’re doing that could make the list? If so, please post a comment to join in the conversation.

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The next likemind will be Friday, October 16, 2009 in dozens of cities around the world.

In Chicago, it will be at Argo Tea, 140 S Dearborn St. at the corner of Adams and Dearborn Streets in the Loop from 8:00 am to 10:00 am.

I call likemind a gathering of creative-minded people, from various disciplines including Internet, advertising, art, social media, et. al. For more information on likemind, you can read this great article on likemind from the New York Times.

No RSVP is required. You are also welcome to join the likemind Chicago Facebook group.

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Dunkirk has a new mailing address. Effective immediately, post mail and packages can be sent to:

Dunkirk Systems, LLC
17 E. Monroe St., Suite 120
Chicago, IL 60603-5608 US

Our phone number remains the same, as does our Web site and email addresses.

You may be wondering why the immediate change. As many entrepreneurial companies do, Dunkirk has had its mailing address at a UPS Store. This has worked very well for us for over 3 years. But after a change in management, service went downhill at an accelerated rate that it effected the level of business at the store, and we just got informed it is shutting down next week! Fortunately we had an option, and have a new mailing address at a different UPS Store, one with a different franchisee and one that comes on high recommendation from customers.

Now it’s back to changing our address everywhere…

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Announcements • Business • (2) Comments • Permalink