How to Get Past All the Hype about a New Business

Samuel Langhorne Clemens, otherwise known by the pen name Mark Twain, once said, “There are three types of lies: lies, damn lies, and statistics.” Today, we’re past the sad story of Theranos and the fall of Elizabeth Holmes. But, Elon Musk and Tesla are filling the void. (As are a number of other brands and emerging technologies.) You can pick your favorite, because there are a number of these hyped or buzz generating entities out there. And, it’s precisely the attention and shine that fools so many people. This includes people looking for opportunities to go into business for themselves. So, how do you know if it’s legitimate or just hype?

Why Hype often Falls Short

Let’s begin with an important lesson. Buzz dies down and hype eventually wears off. But why? The question is more about a matter of time than some exotic explanation. The fact of the matter is, when an organization or a product is surrounded by hype, it’s usually due to an artificial yet real, phenomenon. In other words, some outrageous (or ingenious) marketing tactics work. People are awe-struck and want to believe.

Fortunes were made on products using such hype marketing strategies. Many a consumer bought in to the sizzle once, never to be burned again by products that couldn’t possibly live up to the hype. The world’s a different place today, and consumers are far more demanding. The list of tactics that no longer work on today’s savvy consumers is long, and so is the list of things you can learn from the failures of hype-marketing tactics.
American Express OPEN Forum

Although, we all know, reality will rear its presence, at some point. There comes a time when hype and buzz just can’t conceal the fact there’s not much there, there. When the dust settles, hindsight becomes 20/20. Now, sometimes, like in the case of Theranos and Elizabeth Holmes, it’s just investigative reporting. But other times, it’s just high expectations. Remember when the Segway concept first leaked to the public? It proclaimed the future of transportation. That fell way short.

How to Get Past All the Hype about a New Business

So, just how do you tell if a business idea or even a product or service is only hype? What are the telltale signs? Unfortunately, there’s no magic bullet. But, there are some things you can to do get past all the hype about a new business:

  • Quick! Stop the press! Thomas Edison didn’t exactly invent much. In fact, he once said he’s more of a sponge than an inventor. He also used what’s known as the vaporware marketing tactic. Hearing a rival would soon introduce the first incandescent light bulb, he invited newspaper reports to see his, first. He brought them into a room, one-by-one. And, showed them a prototype. He’d then hurry them out just before it burned out. The same remains true today. You’ve got to look past the glowing press coverage.
  • Look at the fundamentals. Speaking of looking past the media buzz, how about going a bit deeper and actually investigating the fundamentals. Is the company sound? Does it have a workable plan to grow? These and other questions will help you separate fact from fiction.
  • If it sounds too good to be true… Okay, this is practically cliché. Or is it? Take a big step back. Take time to breathe. And, come back with a fresh disposition. If it sounds too good to be true, it probably is. But, it takes an objective look to cut through the buzz.

What other ways do you spot hype? How do you look past the buzz and get to the real story? Please share your thoughts and experiences by commenting!

Interested in learning more about business? Then just visit Waters Business Consulting Group.

Like this article?

Share on Facebook
Share on Twitter
Share on Linkdin
Share on Pinterest

Related Posts

The Biggest Pros and Cons of Strategic Partnerships

A strategic partnership can provide a number of advantages to just about any size business. In fact, it’s the reason that some multinational corporations team up together. Even though they have vast resources of their own, there are often specific tools, appeal to a certain base, experienced skill sets, and more which simply make it more advantageous to partner than do it on their own. Small businesses can likewise benefit from strategic partnerships much in the same way. However, just because there are some distinct advantages doesn’t mean these are always the best choice. Biggest Downsides of a Strategic Partnership There are drawbacks to entering into a strategic partnership. For instance, you must rely on this particular partner to carry out some responsibilities. How, when, and where should obviously be agreed on beforehand. But, this doesn’t necessarily mean it will all go according to plan. Then, there’s the matter of putting your reputation in the hands of another company. If you rely on your strategic partner to represent your business in any way publicly, you are obviously putting a great deal of trust and faith that they will execute accordingly and bolster your company’s name rather than tarnish it. One of the biggest mistakes business owners make is trying to do everything alone. To combat this error, business owners must hire and train the right employees. In addition, they should leverage strategic partners. So what is a strategic partner? A strategic partner is another business with whom you enter into an agreement that aims to help both of you achieve more success. —Forbes.com There is also the possibility that your strategic partner doesn’t truly possess the means and resources you think it does. In other words, you might have to put far more into the relationship than you get out of it. Of course, that would pretty much defeat the entire purpose of teaming up in the first place. Lastly, your strategic partner might be put in a position where they must decide between their own self-interest and their shared interest with your company — you likely know which they will ultimately choose. Biggest Advantages of a Strategic Partnership Of course, strategic partnerships aren’t always bad or no businesses would ever team up together. There are some compelling advantages to partnering with another company. Here are some of the biggest benefits of entering into a strategic partnership: More resources. The single biggest benefit is usually almost instant access to a greater amount of resources. By partnering with another business, you’re essentially expanding your own team and reaching more customers nearly immediately. More versatility. A strategic partnership can also bring with it various skill sets and experiences. Instead of having to seek out individual talent and spend time and effort to bring these things on board from within your own company, you already have an established organization to help your business grow. Different perspective. Perhaps one of the most valuable aspects of having a strategic partner is having another set of eyes and ears to examine situations. Rather than having to rely on just your own judgment, past experiences, and biases, you’ll have someone that has their own interest (and therefore yours too) at heart, which can be extremely beneficial in various sets of circumstances. What other pros and cons of strategic partnerships should be included? Please take a brief moment to leave a comment and share your thoughts and experiences so others can benefit from your strategies. Interested in learning more about business? Then just visit Waters Business Consulting Group.

Read More »

How to Manage Your Teleworking Staff

Managing a staff remotely presents a number of challenges, some of which are completely unexpected. When a business first goes to a telecommuting or teleworking structure, it naturally undergoes some growing pains to adjust to the new dynamic. Although it is ostensibly more beneficial, cutting down on some expenses, and providing more convenience to staff who no longer have to commute, there are still some issues which can arise. So, it’s best to know what to expect. The Upsides of Telecommuting for Small Businesses There are a number of advantages to remote work situations. It gives team members more flexibility with their schedules. Also, it cuts down, if not nearly eliminates, office politics. Additionally, another benefit is that it can reduce operating costs, having to rely less on a dedicated, physical location. Particularly for small businesses, telecommuting seems an effective strategy for maximizing a workforce while still keeping costs low. You don’t need to pay for a centralized office space or deal with a drive to work, but you do have to contend with YouTube, Facebook and myriad other online distractions. —American Express But, it also means having to wrangle with coordination efforts, relying on different forms of communication, along with various other things to work out. With just a bit of tweaking here and there, it’s possible to make it work and even to reach a point where pretty much everything flows seamlessly. Ways to Manage Your Teleworking Staff Of course getting from Point A to Point B requires a combination of ingenuity, cooperation, and some out of the box thinking. To effectively manage a remote staff, you’ll need to do the following: Clarify roles. Each team member must clearly understand his or her role within the organization to eliminate duplication of effort, gaps in productivity, and more troublesome issues. Every person should have a defined, central role, as well as alternative responsibilities, just in case there is a need. Set expectations. In addition to defining everyone’s role, you’ll also need to clearly delineate your expectations. Otherwise, people won’t know exactly what you want out of them, and that’s a recipe for disaster. Develop procedures. It’s pretty straightforward to set up and explain and demonstrate procedures in a face-to-face environment, but presents quite a challenge with remote staff. This is where most of the initial communication will be necessary, in order to coordinate how things should be done. Set Regularly Scheduled Conference Calls. Regular communication is key with your staff in order to develop relationships and high trust cultures with accountability. Have a set time and day with a set agenda on key performance metrics and results, project updates, review current challenges and opportunities and collaborate openly so that there is a sense of community. Use a video conference application like ZOOM or GoToMeeting.com or other for more effective communication. Understand security issues. With remote work comes the risk of work-product being compromised. You need to learn about and address any potential issues by being proactive as possible. Reach out for help when needed. Lastly, if things just don’t seem to work, you should seek help with the right people. you might need to consult or hire a technical professional in order to get everything you need in order for the system to be fully functional. What other suggestions do you have? Please, share your thoughts and experiences by commenting! Interested in learning more about business? Then just visit Waters Business Consulting Group.

Read More »

What Small Business Owners Need to Know about Instituting Employee PTO

Providing Paid Time Off (PTO) is a critical component of a comprehensive employee benefits package. For small business owners, understanding the nuances of PTO can be crucial for both employee satisfaction and business success. In the following article, we will explore the pros and cons of offering PTO to your team members, helping you make informed decisions that balance employee well-being and operational efficiency. The Pros and Cons of Small Businesses Offering Paid Time Off As you already know, Paid Time Off (PTO) is a benefit that allows employees to take time away from work without losing pay. It can be used for vacation, sick leave, or other personal reasons. While there is no federal law requiring small businesses to offer PTO, many states do have their own laws. For example, California requires employers to provide at least 10 days of paid vacation per year after an employee has been with the company for one year. So, be sure to look into the specific laws in your area in order to be legally compliant. Pros of Offering PTO When small business owners first consider instituting a Paid Time Off program, they of course think about the cost. But entrepreneurs should also equally consider the enjoyment current employees will experience, and the appeal it will have for future hires. Such a benefit has other positives, too, including the following: Employee well-being. Offering PTO demonstrates your commitment to your employees’ work-life balance and overall well-being. PTO also helps reduce stress levels for employees. When employees are able to take time away from work to relax and recharge, they are better able to cope with the demands of their jobs. Enhanced morale. PTO boosts employee morale and job satisfaction, leading to higher levels of motivation and productivity. When employees feel like they are valued and have the opportunity to take time off, they are more likely to be happy and engaged in their work. Attracting talent. A robust PTO policy can attract top talent, showcasing your business as one that values its employees’ time and efforts. In fact, a survey by Glassdoor found that 72% of employees would be more likely to accept a job offer if it included PTO. Reduced burnout. Regular breaks contribute to reduced burnout, increasing employee engagement and long-term retention. This in turn, also reduces employee turnover, which is yet another huge benefit, especially in terms of continuity. Flexibility. PTO provides employees with flexibility to address personal matters, reducing stress and absenteeism. It also provides them with a sense of freedom and less apprehension about having to ask for time off that is not compensated. Plus, Paid Time Off will help to boost creativity and innovation. When employees are able to take time away from their work, they can come back with fresh ideas and perspectives. Cons of Offering PTO Okay, there’s just no getting around the fact that with any change, even an ostensibly positive one, it will come with at least a few downsides. With this in mind, here are the most common disadvantages small businesses experience when introducing such an employee benefit: Operational impact. PTO can disrupt daily operations, especially if multiple employees are on leave simultaneously. That means it’s best to coordinate ahead of time in order to avoid such inconveniences. Financial considerations. Paid time off requires budgeting for wages during employee absences, potentially affecting cash flow. Be sure to have this worked out before making an announcement to your team. Workload redistribution. When employees are on PTO, their tasks may need to be redistributed, causing potential strain on remaining team members. Potential abuse. Some employees might abuse PTO, leading to reduced team productivity and resentment. Yet another downside is a lack of coverage. In a small team, the absence of a key employee on PTO might result in a lack of expertise or coverage. Additionally, if too many employees are taking time off at the same time, it can be difficult to keep the business running smoothly. Tips for Effectively Implementing PTO Policies The decision of whether or not to offer PTO is a complex one. There are many factors to consider, such as your budget, the needs of your employees, and the laws of your state. If you are considering offering PTO, here are a few more things to keep in mind: Clear guidelines. Develop clear PTO policies, outlining accrual rates, approval procedures, and blackout periods. Advance notice. Encourage employees to provide advance notice for PTO requests to facilitate operational planning. Fair allocation. Ensure PTO is allocated fairly, preventing any perception of favoritism or inequality. Seasonal considerations. Plan for peak seasons when PTO might be challenging to accommodate without affecting business operations. Encourage balance. Promote the use of PTO to maintain a healthy work-life balance among employees. Of course, communication is also important. Clearly communicate your PTO policies, including how to request time off and the expected response time. Offering Paid Time Off is a critical consideration for small business owners, with far-reaching impacts on both employees and operations. The benefits of PTO, including improved morale, productivity, and employee well-being, can offset the challenges of operational disruptions and budgeting. By thoughtfully designing and implementing PTO policies, small business owners can create a positive work environment that attracts and retains top talent, promotes employee satisfaction, and contributes to the overall success and growth of the business. Interested in learning more about business? Then just visit Waters Business Consulting Group to learn more about us and the services we offer.

Read More »

Imagine Selling Your Business…

How Would Your Life Change?

You didn’t start your business just to stay busy—you built it to create freedom, security, and options for yourself and your family. Selling your business can be life-changing, but the real question is whether you’re intentionally building toward that outcome or simply leaving it to chance.

Sign up below for a free consultative session to learn what your business could be worth today and in the future! 

Thank you for your interest in learning what your business is worth. We will be in touch shortly.