Regardless of what the classic Rolling Stones' song may say, time
is NOT on your side if you are not a doer.
Several years ago while reading one of the many technology
publications I receive, it was factually stated by one editor's
comments to which I will paraphrase:
"Although 2002 will not be the recovery in the technology sector
that everyone would hope for, it certainly should not be
underestimated. The prize will go to those companies that keep
their IT program moving and growing while their competitors
think, rethink, and overly analyze every move until which time as
the decision will have to be made at a much higher price. In
time, cost, lost revenues and opportunities."
Do you know that still applies almost 3 years later!?
We all seem to never have enough time. As you know it is simply a
matter of prioritizing. We live in a culture that is one of
workaholics, more time dedicated to making money to support our
style of living and need to acquire more "things" rather than
what is truly important - living and enjoying life, family and
friends.
Yes, you need to work hard to be financially secure, but I do
feel that we may have gone to the extreme in that many of the
"things" many work for really are not those that are important to
becoming truly happy. But we'll leave that discussion for
another day; another article.
You've all heard the term "Internet Time", right? What that means
is that time in regard to technology is going at warp speed. This
gig is simply not slowing for any of us. Ten years into this and
it is still as dizzying as ever! With technology evolving so
quickly added to the already previously established "emergency
mode" mentality, time is simply not on your side.
Actually, online, time can be your enemy if not used properly. If
you don't grab the time to learn, do, plan and react at that
specific point in time you may find it will be impossible to
catch-up down the road.
In the early 90's when the Web began it's serious infusion into
our culture and our businesses, taking your time, thinking about
issues, deciding not to react was O.K. But only O.K...
Those of us in tune to this soon to be Web-mania knew in our gut
that those who were the first, the leaders, the ones to mark your
territory like a lion would be those to have the best chance for
success in a field yet undefined and completely experimental. In
many cases it is still undefined and experimental!
Going into my 10th successful year consulting businesses and
entrepreneurs, those who followed my recommendations - at the
time given - are still reaping the benefits. And, because they
made the decision to trust the experts, rather than challenge and
second-guess each recommendation, they will continue to
experience the rewards this attitude produces. They took the time
to follow recommendations at a point in time that produced
results that simply cannot be duplicated now with the very same
efforts. Now, times 10 to produce a similar outcome.
This is where the Internet time thingy really comes into play.
"Doing" now, can position you for opportunities that subsequent
changes or the evolution in technology will be more difficult and
many times more costly to attain at a later date. As an example,
just ask my clients who from the start 7-8 years ago, chose to
participate in my Search Engine Optimization program - simply
because I recommended so vs. those who felt is was my opinion,
not necessary and chose to believe the Spam and hype on the
topic.
Those astute clients didn't necessarily understand all the how's
but they took the time to understand the why's. To attain the
very same positioning, at this point in time will cost other
clients thousands of dollars to gain parallel exposure.
Those that had to think about it, felt recommendations were only
one person's opinion, or decided to seek out those who had
solutions that required less effort or expense, simply are not
doing as well online. Some have actually gone off-line making
statements about how the Web doesn't live up to the hype or that
it isn't all it's cracked up to be.
Those site owners have only themselves to blame for poor
performance or lack of success. They took the easy road by going
down the path laid by those who had no proven history of
assisting businesses to succeed in technology.
As we all do at the beginning of each New Year, we reflect on the
past and look forward to the future with renewed optimism and
hope. However, no matter how optimistic or hopeful you may be if
you don't make the time now to implement methodologies that can
give you the edge - the edge will go to those who do. And, it may
take you twice, thrice, times 10 the time and cost to play
catch-up later - if you can catch-up at all.
That's it in a nutshell and the nature of this beast called
Information Technology. So, in an effort to help those of you
currently investigating stepping up your programs or with Web
sites that you feel are not living up to the hype...
hype Slang n.: Exaggerated or extravagant claims made especially
in advertising or promotional material. Something deliberately
misleading; a deception. To publicize or promote, especially by
extravagant, inflated, or misleading claims.
...I will attempt to share my observations in regard to the
"non-doers" vs. the "doers", those who didn't take the risks vs.
those who did. Those who made the decision at that point in time
to trust those of us who do take our client's success seriously
vs. those who chose to work with those that acquired clients
based on the above definition. > Not making the time to
understand technology well enough to make educated decisions
moving forward - only you as the site owner can make these
efforts. Many times I have found some will make requests based on
what they have "heard" or read elsewhere.
Certainly I understand questioning issues to understand the
variables but more times than not making across the board
decisions based on information that they do not understand or
realize the implications of purely because some outside,
unqualified source "said so" is not the way business decisions
should be made.
To succeed online one needs to take the time to understand the
technology they are using well enough to make what is many times
very important decisions. This includes knowing enough to
determine whether the source of conflicting information is based
on your program's unique requirements or someone wanting to make
a sale.
Reliable and based on experience or just taking advantage of the
fact the source knows you don't know. To just assume everything
you read, hear or is offered online, in an e-mail or in some
seminar is true and accurate is one of the worst mistakes you can
make if you don't investigate the source's validity to your
program.
> Not making the time to learn the necessary tools and software
programs critical to supporting your online endeavor. I have
experienced those who resist recommendations in regard to the
type of software and information gathering tools that will make
them more efficient and effective in lieu of not having to
experience the learning curve that comes with new software and
applications.
Issues that are solely related to how to use your browser and
e-mail software unnecessarily frustrate many online because they
do not take the time to learn - causing time to be wasted. As
with all software, (and even your computer itself), each has HELP
tabs that will answer your questions; many including tutorials.
If tutorials are not included in the software, they are on the
manufacturer's Web site.
Taking the time to master your online tools will help determine
your level of success while at the same time minimize your
frustration. This includes taking the time to learn how to use
your computer - your main online tool!
> Not making the time to investigate whether your
products/services are even desired or priced competitively. This
is where knowing even if there is a demand for your product or
service in the first place is crucial! An "idea" no matter how
good it sounds, simply cannot be implemented successfully unless
time is taken to investigate if that idea is in fact viable and
profitable.
I can't tell you how many potential entrepreneurs still believe
that their "idea", which is not based in any reality of business
due diligence, will make them rich by putting up a Web site
developed by just anybody – or worse yet – themselves having no
design or development experience.
An idea is only a start. You then need to take the time to come
up with a plan, investigate all your options, and choose your
partners wisely. Lack of these efforts doom your enterprise to
failure even before you start or your Web site is launched.
> Not making the time to utilize and implement the full range of
skills you need to succeed. I always ensure I literally hand
over my 10 years of experience about what each site owner has
within their control and must embrace to ensure their Web site is
effective and meets their goals. The majority of activities only
take your time - not money.
It is almost as though many forget the interactivity part of this
gig – nothing happens unless you make it happen. Those who took
the time to implement these recommendations are reaping the
results while others question what the problem is.
> Not making the time to truly understand your market's
demographics and have your Web site cater to those needs. Your
site needs to cater to your visitor's needs. What you "want",
"think", "feel" of course is important - it is your site. That
said however, many times site owners will override
recommendations in lieu of "it's my site and that's what I want"
- again based on no real-world business point of view or
experience with technology.
Many don't want to take the time to understand why
recommendations are made by reading the resources and statistics
provided. What you want is irrelevant when compared to what your
prospective site visitors need. Don't take the time to determine
your site visitor's needs, and what you will want will be to
shutdown due to lack of results.
> Not making the time to learn about the reality, limitations
and culture of what the Web actually is. Some online insist on
trying to make the Web what they wanted it to be (or were willing
to deal with). Some actually choose to believe that they have the
choice to not do the necessary such as ongoing marketing
activities, growing your site with valuable and useful
information, answering e-mail promptly and professionally just to
note a few examples.
Such issues really are neither an option nor choice for you to do
or not do if your are seriously committed to your project's
health. These are the matters that need to be addressed and time
taken to be worked at to succeed.
> Site owner was unwilling to admit the existence of "Internet
Time" and was inflexible and uncomfortable playing in a field
that is always in flux and consistently changing. The only thing
consistent with technology is there is no consistency. There is
no predictability ability!
Lack of time to learn new things, keep up with forming trends is
tough for everyone involved. Not a single person participating in
technology will tell you that the constant change is not
frustrating, aggravating and sometimes down right irritating! But
that is part of the game. It is what it is. And you need to make
the time to keep up or time will march on without you.
For any business or entrepreneur currently online or still
thinking about getting online your key will be those that you
partner with, then, making the time to following their
recommendations. Making the time to implement proven successful
methodologies - not the hype.
Making the time to form educated decisions based on real-world
business practices. Not on emotions or egos, not on whether you
want to or not. Not whether you "feel", based on little to no
experience with technology, that issues important to your success
can some how be minimized down to someone's opinion you can
choose to ignore because you may not like it, the costs or the
effort required.
Take the time to find your guru, consultant, and technology
partner and ensure they have a proven track record of partnering
with their clients for the long term. Then, hang on their every
word and take the time to follow their recommendations. Don't
challenge them with every instance of conflicting or different
information. Look at the source of the "information" first to
determine even if it worth questioning!
If you took the time to do your due diligence in choosing your
technology partner it is that other "noise" that should be
second-guessed. Realize that whom you chose, as well as your
ability to form long term, mutually respectful business
relationships over time, from hosting to development to
marketing, will literally determine how successful your program
will be. This is business and success takes time – time to do.
Time only you can allocate based on your desire and commitment
to your goals.
About the Author
Judith Kallos is an authoritative and good-humored Technology Muse.
Check out her new book: "Because Netiquette Matters! Your
Comprehensive Reference Guide to E-mail Etiquette and Proper
Technology Use" @: http://www.BecauseNetiquetteMatters.com