Michael Hostetler

Innovation must be continuous since the generated ideas end up being replicated by someone else. It’s not enough to innovate for a single project and then stop. Innovation has to be built into the framework of your business as if it is a fully functioning, necessary department.

Business can be an over-complicated mess of what boils down to a simple concept. People come to your business to satisfy a need. I need to eat. I go to a restaurant. I need a break. I go to a sunny destination spot for a vacation.

Your company’s ability to satisfy those needs is what will drive growth. If you can’t deliver on the consumer’s request, you fail. The key is determining what are the most important factors of the consumer experience and focusing on improving those areas. Is it speed of delivery, diversity of choices, or a smiling face?

Time is precious and limited. You can’t waste it by focusing on areas where the consumer does not care.

My sister is headed back to IU tomorrow to start her senior year. She is a wonderful person, very intelligent, and a hard worker. She’ll fare well in whatver path her life leads her down.

When I visit her or talk to her on the phone, I think of my time at IU and the profound effect it had on my life. I met most of my good friends at IU. I met my wife when I was a freshman. Most of the events that set the course for my career at IU, and my professional career, took place during that first year.

Think of what a consumer experiences when they visit your website or go to your store for the first time. What kind of effect does it have on their relationship with you.

The power of the first impression determines what they do from now on. Do they visit your site tomorrow? Do they come to your store again?

I have a recent blog post up on my board at work from Seth Godin.

Small is a weapon, not an excuse.

I work for a small company right now and I think that this quote rings true for our business. Being small allows you to be more personable. It allows you to move quickly. It allows for easier connection with your customer base. In that respect, all companies should try and be small regardless of their size.

One of the main topics of discussion yesterday at Blog Indiana was that personalization was becoming much more important in marketing. I agree with this 100%. Today, I came across a perfect example. I was at Eagle Creek Coffee Company for lunch today down by Fort Harrison. A woman came in and the cashier knew her name, knew her drink, and appeared to be genuinely happy to serve her. It was a refreshing experience.

Customers need more places where everybody knows their name. Businesses need to take steps to make it a possibility.

Went to the Blog Indiana conference downtown today at IUPUI. I learned a lot, and realized that there is a lot left to learn. The way that businesses can market to the masses now is incredible given these great new tools. It’s becoming a much more personal message. Consistency, relevance, and personalization are vital to success.

Marketing isn’t advertising. It’s so much more. Everyone in your organization is a marketing representative. Marketing isn’t an ad in the paper. It’s not a tv commercial. It’s not a billboard. Marketing is doing the right thing for a customer. Marketing is devoting energy to innovation. Marketing is taking care of and protecting the brand that defines your business.