Back to the Future(ish)

When I read 1984, it was about the future. And it was still in the future.

It might be more confusing now. A book called "1941" would probably be about Pearl Harbor, right? But 1984 is still about the future. It's still science fiction, in the same way Asimov and Bradbury and Vonnegut are, but they're more than that of course.

I remember what Orwell describes looking like the Soviet Union. No one is making that analogy these days, but 1984 is still an important book. Why? Well, if you don't know you should read it. It's $3.99 on your Kindle (or borrow it on paper at that government building where they have all the free video rentals, what's it called again?).

Your Two Cents

Remember "letters to the editor?"

It used to be you would type up a letter in response to an article, put a 15 or 20 cent stamp on it, send it in, and watch the next couple issues to see if it was published. It was a kick to see one of your comments get picked up, and ensured your continuing interest in getting the paper. Better yet if something you wrote actually made it to the "mainstream media."

Today letters to the editor are coursing toward the same fate as the daily newspapers they still appear in. With an internet story, you don't have to hope your response is printed. It just appears in the list at the bottom of the story within a few minutes. Along with all the other ways to participate on the web, this is huge.

Sellers like eBay and amazon know dialog is part of their business. They invite you to rate the product and evaluate the transaction and the seller. We've gotten used to this idea. If you wanted to, you could make voting, commenting and providing feedback into an avocation.

What does this mean for the way we communicate in a presentation? Some people are still inclined to give a presentation like a newspaper, ignoring the fact that their listeners are more interested in, and accustomed to, a dialog than being presented with information. Because there's no shortage of information. There's your opinion, and theirs. Remember it's a microphone and not a bullhorn, and your last slide is not the conclusion; it's the beginning of the dialog.

The Art of the (Amazon/Zappos) Deal

Here's a memo out today from Zappos CEO Tony Hsieh about his commitment to keeping his business-as-usual approach, and at the same time using Amazon to take Zappos to the next level.

The deal between the two online retailers was finalized over the Halloween weekend. If you missed it earlier last month, here's a link to my ten-question interview with Tony in TechRepublic.

Ten Questions with Tony Hsieh of Zappos

OK, let's dig in our heels and get Q4 off to a great start. Tony Hsieh of Zappos has some valuable insights to offer us that point to his success with Zappos as a result of a simple focus on great customer service, and not being distracted by comparisons.

Whether or not you're selling millions of pairs of shoes and partnering up with Amazon, delivering customer happiness is a goal all of us in business ought to be shooting for. Frankly, this economy demands it. Link here to read the full interview in today's TechRepublic.

Changing the rules

Have you ever gotten directions from someone with descriptions of one mile, two left turns, three stoplights, but no street address? And the ending address is what you really need to plug into your map application or GPS. The rules about giving directions have changed.

In business, you can adapt to the new rules like Verizon is doing with its rollout of 500 downloadable applications for their phones, (although new iPhone apps like copy & paste or a radio player came loaded on Verizon's Palm Centro last year). You'll also see the new rules about using your database to create most-popular and recommended lists, as well as offering text updates.

Or (sometimes) you can change the rules. Amazon changed the way we think about customer data, reviews and feedback. Now they're changing the way we think about books, as Adam Penenberg points out in the latest Fast Company, to adapt to the kind of rules Apple has already introduced for music.

The other option of course is to ignore the rules, as in the company formerly known as GM (of which you are now part-owner) and the major newspapers.