Posts Tagged ‘inc magazine’

[Inc Magazine] How to Break Up with Employees

Wednesday, November 2nd, 2011

This is a cross-post of an article published here for Inc Magazine.

Now, more than ever, departing employees should be treated with care and respect. Serial entrepreneur Dave Balter explains why.

To Kim N.: I’m sorry you were dismissed with anger and haste. To David S.: I wish I’d told you that even though you worked with us just 89 days, I don’t regret that we gave it a try. To Sam C.: I apologize for sending a signal that we didn’t value every minute you were employed by us. To David W.: I wish we’d thrown you a going-away party after you resigned, given all that you contributed to our business. To countless others: I was a coward for having someone else deliver the news of your termination, and I wish I’d met with you directly before we parted ways.

After employing–and saying farewell to—hundreds of people over the past two decades, my list of apologies could go on forever. But one thing is certain: I never want to add anyone to this list again. And if you’re in any type of leadership position, you should keep your apology list short, too.

For most of my life as an entrepreneur I got angry when employees resigned. I felt betrayed, broken up with. I seethed about losing a colleague who knew my complete strategy, my darkest fears, and my many weaknesses. How could they just take off, cast my company and me aside, and think about some new professional relationship to make work-love to?

When I felt rejected I turned against departing employees. Early in the history of BzzAgent, my fourth startup, a key employee gave notice. I was bitter and frustrated and responded as many do: I started treating him like an outsider, re-crafted his image to the rest of the organization (“actually he wasn’t great at…”), and began the process of working around him. Within two weeks, the divide was huge; we exchanged half-hearted goodbyes and he left with a shrug. And even though today we still share similar interests and are active in the same business communities, we don’t have a relationship. Indeed, we hardly speak. (To Kevin W.: I really valued those early days when you were one of the first-ever believers in our vision. Thanks for inspiring me way back when.)

A “bad break up” with an employee is a huge mistake. The one who leaves and the one who is left both must understand that the emotions at the time of departure—the frustration about mistakes that were made, the disagreements over strategy, and the heated debates won’t mean much in a short time. Bad memories will fade. What remains is a bond from shared experiences.

It wasn’t until I’d sold my company (to Tesco in June 2011) that I realized how deeply these relationships mattered. Post-sale I tried to enlist my head of marketing to throw a BzzAgent alumni party, with the vision that we should have one last celebration with everyone who helped impact the business. He politely informed me that many people might not show up, as some are still disappointed and bitter about how they were treated when they shoved off. It was then that I thought of all the relationships that were lost as employees left. I vowed then to handle departures differently. I decided to maintain bonds instead of breaking them and it became clear to me that staying connected to former employees is more important now more than ever. Here’s why:

  • We are infinitely connected in a social world. I started BzzAgent as a word-of-mouth marketing company but it took me too long to realize that positive word of mouth plays a big role in building a good company where the best talent wants to work. LinkedIn, Branchout, Bullhorn Reach, and other social networks help people share business contacts. Former employees are easy for client and employee prospects to find to check your reputation. They can drive business and talent to (and away from) your company. Former colleagues may even become future collaborators: When Joe Chernov, our onetime head of PR, left BzzAgent in 2009, our relationship shifted but continued to evolve into shared projects, co-authored thought pieces, ideation sessions, retweets and Facebook updates. Where our employee-employer relationship allowed for one dimension of interaction, our corporate alum relationship had multiple dimensions of interaction and value.
  • Former employees provide invaluable perspective. They have critical knowledge about your business—and you—that practically guarantees they’ll always be beneficial. With the knowledge of your organization’s vision in hand, they can provide an incredible external perspective that is sometimes lost within the confines of an inward-facing company. They can make introductions to a whole new set of clients. They can point you toward competitor information they’re receiving now that they’re on the outside. In short, their paycheck may not be determined by your vision anymore, but as part of your network they will continue to do things that make your vision a reality.
  • Monogamy in corporate America is dead. We now live in an era where we’re no longer committed to a single corporate entity for years. Rather, it’s common—and even expected—that people will change jobs and switch careers. But beyond transitions, it’s expected that employees will take part in extracurricular business activities such as joining associations or taking part in Meetups or Hackathons. It’s accepted that an executive may take time to advise other companies or join a board, roles that only increase their knowledge and value. Star employees may collaborate with friends and rivals at other companies on community building parties or events, such as Ruby Riots or 1,000 pirates or even Tech Proms. It’s not just that you’re connected by six-degrees (or less), but rather that each connection is likely another potential collaboration and learning opportunity.

Now, more than ever, departing employees should be treated with care and respect. When they leave, bosses should thank them for their time and their contributions. In fact, a company’s relationship with corporate alums should be fostered, beginning at the moment that you decide to stop working together. It doesn’t matter who makes that decision. If handled appropriately, relationships with former employees can be a source of immense, incredible benefits for both parties. (To Kristen B.: Early at BzzAgent, you helped us build a fantastic brand and I don’t know if I told you that enough. Let me tell you that again!)

Some very smart companies figured out the value of maintaining connections to former employees long ago. Open Market—one of Boston’s high flyers in the late ‘90s—has an alumni group listserv where people seek advice, share job openings, and create new relationships. Procter & Gamble famously hosts a big splashy event for their alumni every year—and you can’t get in unless you worked at a certain level at P&G, which makes it all that more exclusive and special. IBM, too, is known to go to lengths to make sure its former employees remain fans.

It’s even possible to maintain good relationships with employees you have to let go. A few years ago, due to an evolving business model and economic depression, we had to do a round of layoffs at BzzAgent. We let go of two fabulous employees—Aaron C. and David E.—who we then offered workspace in our office for them to take on their next career move. Another former employee, Rob T., decided he wanted to leave BzzAgent to start his own company. He now runs ProctorCam, a company that monitors online test taking, with a dozen employees inside our offices. Together, we all now “cohabitate” and have generated infinite points of value through hallway dialogue and the good-feelings from current employees understanding how we support our own.

Just a few months ago, another key BzzAgent employee gave notice. But this time—with the historical knowledge in hand of nearly 300 employees coming and going—it was different. First, I congratulated him on what would likely be an exciting career move and expressed how much I appreciated everything he did for us. We then worked together to craft a really solid transition plan, including to whom, and when we would announce his departure. And in the time between his notice and his exit, we didn’t ostracize him—rather, we worked in unison to achieve the goals we’d laid out together. Ultimately, we threw him a party and we bought him a bottle of Vueve Clicquot to celebrate our appreciation for the value he provided us. By the time he left, our relationship may have been stronger than any time during our previous three years working together.

So to Dave D.: thanks for everything you did for BzzAgent as our president for three years. I look forward to working alongside you again in some endeavor sometime, somewhere—and let’s share a pint of Brown’s Ale together at our upcoming BzzAgent alumni party.

Social Media is a Waste of Time

Friday, October 7th, 2011

This is a cross-post of an article published here on Inc.com.

If you are like most small businesses, you and your team are stretched thin. If you even have a team. All day long you are servicing customers, delivering products, managing finances and doing whatever it takes to keep your business up and running. The last thing you need is to waste time. But for many small businesses, that’s exactly what they are doing when it comes to marketing with social media.

The typical small business Facebook page is a ghost town. It might have some pictures of the business, a few posts about an event six months ago, and a handful of followers who joined when the page launched. On Twitter, there might be a couple posts a month and none of them are related to any customer question. The same is true for Foursquare. Groupon is like going to the casino: there’s a good chance you’ll come home with empty pockets.

It’s hard to resist the promise of marketing in social media. It’s personal, efficient, and it is growing at a remarkable rate. Your customers spend most of their media time on these sites and they are discussing product experiences and researching purchase decisions. But that doesn’t mean that every business should drop everything and start a Facebook page or a Twitter account. This isn’t like buying an ad in the newspaper or the Yellow Pages; You don’t just set it up and walk away.

To make the most of your social media marketing, you need to have a plan. Social media is about having an ongoing conversation with your customers, not droning on about your business while they ignore you. You have to put in the time to cultivate your existing customers and attract new ones. Yes, this will take a little more time and thought, but that’s why it works. If you “set it and forget it,” you are wasting your time. Guaranteed.

Here are six steps to make sure you don’t waste time in social media:

1. Pick the right channels.

You know that location is everything in business, so make sure you are in the right place. What social media sites do your customers use? How do they use them? Where do they turn to research your product? You need to be where they are and where they are talking to each other. For example, if you run a restaurant, you should pay attention to Yelp. If you have a jogging-goods store, you may want to engage with folks on RunKeeper. If you offer laser hair removal you should know all about Groupon (if you don’t already).

2. Write posts for your customers, not you.

You can’t have a meaningful dialogue with customers if you don’t know what they want to talk about. Think about the questions you hear every day from customers. Look at what people are talking about on discussion boards, in blog comments, on competitor sites, and on review sites. Engage with active customers individually by answering their questions and asking for feedback. Their responses will give you ideas for new blog posts and places to engage folks, and may even lead to new promotions or offerings. Remember, social media marketing is about your customers; it’s not about you.

3. Give to Get: What offers can you make to drive loyalty?

Everyone loves a deal, and they love to share it when they find one. Access to offers is one of the biggest reasons people follow brands in social media. Give them something exclusive. Make them feel special and encourage them to share it with their friends on Facebook and Twitter. It’s a great way to get people buzzing about you. It will build your following fast, and it’s a heck of a lot less expensive than what you pay sites like Living Social or Groupon to distribute your offer.

4. Mix it up. Dull content is like Spam.

You’ve heard it before, but it’s worth repeating. Social media is a conversation. Conversations can be insanely boring if you say the same thing over and over again. Add variety to your posts. Ask for feedback and questions. Run a contest or a sweepstakes. Try humor, and candor. Invite people to submit photos of their family and friends using your products. Share the stories of your best customers. This is your community online, make it fun.

5. Budget enough time to engage, or else hire someone.

You are making a commitment to your customers and you have to follow through. Make it a daily routine. Schedule reminders in your Google calendar. Cover your desk with yellow stickies. Do whatever it takes. This is an important task that is part of your job. If you don’t have the time for it, find someone who does. Make sure that person understands your business completely, has the authority to solve customer problems, and can communicate with the public in a professional way.

6. Use the right tools.

Like any project, the right tools can make the job a lot easier. The Internet has many free tools you can use to monitor discussion and measure the impact of your efforts. Some of my favorites are Tweetdeck to manage Twitter, Topsy for trending discussion volume over time, and Socialmention for evaluating the sentiment of conversations surrounding your industry. To make your update posting easier, check out Posterous for distributing updates to all your networks and communities, and Cinch.fm for recording voice messages on the phone that can be shared with your social network followers. You can see a more complete list of the popular tools here.

[Inc Magazine] The Humility Imperative: CEOs, Keep Your Arrogance in Check

Thursday, June 23rd, 2011

This is a cross-post from an article appearing here on Inc.com.

This is a message to every entrepreneur, CEO, and leader: Dig a hole, throw your ego into it, and pour concrete on top. Find humility instead.

Hello, my name is Dave Balter, and I’m a CEO who used to be totally ego-driven. (There. I said it.) This ego gave me the confidence to be a great leader, but also nearly destroyed BzzAgent, the word-of-mouth pioneer I created. Had I not dramatically adjusted my leadership style, in all likelihood my partners and I wouldn’t have found our way to a successful exit: This spring Tesco subsidiary Dunnhumby acquired BzzAgent.

I believe—due to an inflated market, easy cash, and entrepreneur glorification—that there are thousands of companies destined to fail if their leaders, who may feel like business deities today, don’t immediately turn their hubris into humility.

I learned the hard way that a CEO isn’t God. I launched BzzAgent, my fourth start-up, in 2001. By 2005 I had a tiger by the tail: Venture capitalists were wooing us, competitors studied us—and the media swooned. BzzAgent was featured on the cover of The New York Times Magazine and the company was the subject of two Harvard Business School cases. I was called a genius, and I believed it: In 2004 we generated $3 million in revenue. That rocketed to $8 million—profitably—in 2005. Our clients included some of the biggest companies in the world—from Procter & Gamble and L’Oreal to Penguin Publishing. In January 2006, the company closed a groundbreaking $14 million round of institutional financing.

At the same time, my entire style evolved from confident to cocky. When I heard rumblings that members of my family were put off by my “inflated self-worth because of BzzAgent,” I chalked it up to being shortsighted. When I interviewed job candidates, I was less conversational and more confrontational. I refused to attend conferences that didn’t choose me as a keynote speaker. By the time 2007 rolled around I was blinded by my own press and felt BzzAgent was unstoppable. Sure, I thought I listened to others, but looking back I realize now the only voices I heard were the ones in my head: I made every product decision, shunned investment overtures, and ignored competitors as wannabes and copycats. I believed my vision was untouchable. These were signals of CEO behavior that could doom any company, even in good times.

Then came 2009. The recession started to pull against BzzAgent. It was a tough period for many businesses, but it was especially hard for us because of my outsized ego and the way I was leading the company. New rivals emerged and social media platforms evolved. My attitude prevented us from seeing changes coming until they were choking our business. Innovative clients who wanted to try new concepts didn’t get it. In the world according to Balter, there was only Balter’s view.

BzzAgent’s revenues flattened, which made our budgeted expenses unsustainable. In 2009, we let go of more than 40 people—nearly half of our staff—in three separate rounds of reductions. Talented ‘A’ players who weren’t let go ended up taking other jobs. My partners and I strategized and debated and fought and, in scarier moments, wondered if this was the end of the road for BzzAgent.

Board meetings became tense as we recognized the problems stretched beyond the economic climate, but struggled to identify the root cause. After one such meeting in early 2010, our chairman pulled me aside and said it was the worst meeting we’d had in five years but not because of how the business was faring. My attitude was the problem. That was the wakeup moment.

The Humility Imperative: How I Changed

I was forced to grasp that I didn’t have all the answers. In fact, I had to face the fact that I was pretty lousy at some things—the process of product development, for instance. Humbled, I started to change my mindset. I became a student and a sponge. I sought and analyzed as many different perspectives, management styles, and corporate structures as possible. I joined a CEO group and learned to listen to and communicate with a dozen other leaders who had experienced similar challenges and understood the reality of needing to evolve.

I changed the way I made decisions, too. Rather than just say I valued input from employees and peers, I followed their opinions. I turbocharged BzzAgent’s social media efforts, and embraced social networks as an important tool for our volunteer citizen marketeers. I even started housing start-up companies in our Boston office. From individuals to recently funded companies, I literally surrounded the company with other innovators, ideas, and points of view. Gradually, my inward gaze turned outward.

With persistence, BzzAgent came out leaner, better, smarter, and stronger. While the effort we made to redefine our vision, and become a client-driven business helped us tremendously, none of it would have happened had I not embraced vulnerability and humility.

I worry now that other entrepreneurs are about to repeat my mistakes. There’s a bubble brewing in the rich and frothy start-up market. A new class of CEOs and entrepreneurs are finding it easy to get funding from top-tier VCs or big-name executive backers from Facebook or Groupon. Their names pop up in TechCrunch and AllThingsD.com, and they’re on the map. They’re being recognized at the Google I/O Developer Conference or slapping one another on the back over bacon and eggs at Henrietta’s Table, a Cambridge gathering spot for the best and brightest. Man, oh man, they’re even dressing up for fashion shoots. The biggest concern for the class of 2011? A dearth of talent to build bigger teams now. But the easy money and the fashion shoots will dry up. Cheerleaders will disappear, rivals will emerge, and the market will become less forgiving. Arrogant CEOs won’t see the changes coming.

The Humility Imperative: How to Make It Work for You

The humility imperative is simple: If you’re an ego-fueled leader, find humility today, before it’s too late. Disregard the fawning fanboys and king-like power you feel right now. Instead, choose to recognize your place in the universe is no more important than anyone else’s. Know you can learn from every single interaction—no matter the person’s credentials. Understand that your competitors are smart—perhaps (gasp!) even smarter than you. Believe that media glory is fleeting. Remember that fundraising is a tactic, not a strategy. Your reputation isn’t forever golden because VC firm Kleiner Perkins Caufield & Byers backed you. Here’s what matters more: You treat your employees with kindness; You are willing to be wrong; and—yes, this is hard—you share the spotlight.

Having trouble admitting your ego is out of control? Ask your family, friends, or most trusted adviser. Find someone willing to tell you straight. Your business will be much better for it and you’ll truly have the opportunity to create something great. Humility will prepare you for the endurance test to come. It will give you the flexibility to create a business that can thrive in good times and survive the bad.

Have humility, or your hubris will have you.