“A feature that you built and tested, but didn’t deliver yet because you’re waiting for the next major release, becomes inventory. Inventory is dead weight: money you spent that’s just wasting away without earning you anything.“ Joel Spolsky
I discovered a new tool for quick survey of the series of tubes of the web (Daily Show fun) – AllTop.com which lets you get a single feed around topics that you can create, or others have created. The ‘generic’ page led me to Joel’s blog post today.
But Joel’s thought on inventory struck me. I have different posts in ‘draft’ stage. I have different ideas in planning stages. I have different relationships in development stage – I promised to get them some useful information (by their feedback) that I have not. This inventory (or more appropriately WIP-Work In Progress) is not creating value for me, or more importantly for others. I am short-changing myself, and others, and I need to stop that.
I notice so many people I respect are not getting hung up in working on getting ‘it’ perfect, before they publish/post/deliver/share so few opportunities are missed. The value they are reflecting is important. So the question becomes, how I do that myself?
I am finally not only hearing the need for creating, sharing and niching, but delivering. Whether that means publishing, posting or just hitting send more often. Thank you Seth Godin, and the many who have preached this newer concept over the old framework of: design, develop, test, fix, retest, fix, retest, fix, retest….. deliver an outdated design for a changing world and market.
So this year there will be more posting, more ideas and consequently more mistakkes as I ‘iterate’ and continually improve. How are you going to change your models to improve this year?
There are a wide variety of blogs, sites, magazines, books, podcasts and more for learning and keeping up to date with how to market your online presence. One of the challenges is what to pay attention to, and what to ignore.
With that as a need, I am going to start posting what resources I find helpful and try to point out how I look at them for understanding how best to develop an integrated marketing strategy. These tools may have direct information on what to do, but more often they provide a framework for what not to do (such as Black hat SEO – best case a short term strategy, worst case can kill a business) as well as what creative solutions to look for to improve business.
These are just some of the tools and resources I am using today. Having ‘learned’ many industries over the decades, I have learned that trade magazines and newspapers were the best way to quickly see what was coming to ‘mainstream’ business, as well as how to read between the lines as to what are the best practices for today. I am forever thankful for one of my mentors showing me the subscription cards in most trade magazines. I also curse him every time I move, and I am not current, and need to toss my piles. There is so much changing in every industry, and marketing is no different. The underlying principles are often the same over the decades (ever notice how similar website marketing is to direct mail marketing), but the nuances evolve (7 touches is now 9 or 12 depending on your study and costs).
All of this leads me to ask you – what tools do you use to stay current?