Do Business Well

So open up your heart and hear this.

The whole business world needs a good slap around the back of the head. Someone holding its head down shouting, ‘What is that? What do you think about that?’

There is no joy to be found in doing a half a job and there’s very little money either. You need to get into the mind of the real e-customer. And he’s legion, multiple, distinctive, and ever-changing.

You can’t force him to feed. He’s hungry but not for tasteless slop. Electronic channels need to open up all six senses to an improved world. They exist because of the relentless need of the inventive to build a better way. Networks were built to connect. The internet was put together to combine the thoughts and research of one group in a way that did not depend on the centre. If the channels do not change the world then we should shut them down. Turn them off.

Just stop throwing away the legacy of the e-generations. Believe that what you are offering is worth more than it costs to provide. Make your profits the honest way. Offer the e-customer real value and he will come back tomorrow, teach him it’s free and he will expect it for a lifetime. Create stuff that the e-customer will appreciate and value - something more than just an alternative use of his money.

Adopt the hacker’s perspective. Build things that matter. Give back to the e-customer. View waste as evil. Expand your mind. Let in dangerous thoughts. Anything is possible in this post-DNA world. Everything will happen. You must think of everything.

The e-customer will never stop wanting it all. So make the desirable feasible. Turn the impossible into the profitable and be sought after. The e-customer will come to you if you have what he wants before everybody else. If you always have it first then trust can start to deliver supernormal profits.

Be the friend that the e-customer cannot live without. Present loving arms that hide the technology. Robo-Nanny. Techno-Host. Welcome him in. Serve him and turn his demands into revenue. Match his whingeing with your wisdom. Align yourself to his desire to be smarter with less effort and experience infinite growth.

See and serve your e-customer multi-dimensionally. Link the real world and the virtual world with bridges that offer handrails and an easy gradient. Let the diversity of the e-customer flood into your organization. Respond with a team that can use its expertise and experience to represent the e-customer. Designing for his priorities, his eyes, his ears, his world, and using his tone.

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