Howard Stern’s lesson in customer loyalty

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Howard Stern has lost most of his audience. I’m not a big fan of his. I like public discussion of sex that is more interesting and productive than Howard offers. But I’m not above learning from him, and how can you not learn a lesson or two from a guy who has lost almost 11 million of his12 million listeners in just a few months?

Stern bet that his audience was so loyal that they would pay $13 a month to listen to him on satellite. Inside Radio reports today that most of Stern’s listeners are just plain too lazy to make the switch. (Though 13% don’t want to pay the extra fee.) The findings of this survey are consistent with the conventional wisdom that 80% of lost customers were not actually unhappy with what they were getting.

Each of us takes little gambles with our customer base all the time. Yesterday, for example, I told someone that I was changing our project specifications a little bit. I moved away from her vision and closer to my own. I made a bet that she likes working with me enough to put up with my change.

In this vein, an editor once told me, when I turned in a column late two weeks in a row, “People who write as well as you can be late. You just need to keep writing well.” That worked for a while, but then I really pushed his limits and he fired me. In this sense, I have empathy for Howard that he overestimated loyalty. Today I make more conservative estimates, and I bet Howard would do the same, if he could.

Once we all admit that we are all marketers, then we’re more humble about loyalty. Then we’re more careful to really get to know your clients and what matters to them — be they radio listeners, editors, consumer purchasers, or the guy in the cubicle next to you.

Howard Stern overestimated how dependent his listeners were on him, but perhaps he underestimated how beholden individual radio stations were to him. The trick, as a marketer, is to find out whose business is most dependent on you, and who you are most dependent on. Then you know where you have room to wiggle.

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Improve your career by moving the candy dish

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Here’s news in the category of good-looking people have better careers:

Now you can blame your co-worker for your tanking career and science will support you: A candy dish at work can make you fat. But a candy dish that is more than 6 1/2 feet away from you will be less tempting. Measure your co-worker’s dish. If it’s too close, move it every morning before she gets in. She’ll never notice.

Maybe there is actually some justice to the fact that thin people make more money than fat people: A study at Tufts University found that when rats ate foods higher in fat and sugar their minds were not as sharp as the minds of rats on a lean diet. (Reported by Self Dishes, which, if the editors are reading, should have more articles and fewer recipes)

Of course, there are some people who are never going to be in the good-looking category. And I am a big fan of self-knowledge, so I applaud anyone who can admit this. (Note of personal limitation: I could never admit this, and I would kill any worker who kept candy by my desk.) Here is some useful advice from Marty Nemko about how to improve your earning power even if you are ugly: Career Advice for the Unattractive.

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Snoop on other people’s careers to gain self-knowledge

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We are bad at predicting what will make us happy, so the best way to pick a career is to study people to see if you like what their life is like. If you do, then try their career.

This is not very efficient, though. I mean, you can’t study that many people. So New York Magazine’s Watching the Clock is a gift for all you career searchers. You can read a minute-by-minute account of each person’s day.

Of course, it’s an account of their best day. No one reports anything like “1:36 pm put head on desk and worried about failure.” But still, you can learn a lot from reading about how someone really spends their day.

Also, you can learn about yourself by watching how you read the pages — you will read carefully what seems like the most fun to you. When I read, for example, I went first to the publicist, and relished every minute of his day. I even took pleasure the relentless pitching he did, within this piece, for his client, Bombay Sapphire. I skimmed the location scout’s day, and the contractor’s day. I read five scattered words about the chef’s day and they were all about food (who eats porchetta anyway?) and I couldn’t bring myself to read anymore. So no cooking school for me. Ever.

What if you like reading all of the profiles equally? Maybe you should be a librarian.

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The official announcement of my blog

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Today is the official announcement of my blog. I actually started blogging three months ago, when I was doing interviews for my recent column about blogging. It became clear that anyone who is very serious about their career should have a blog, and I didn’t have one.

It turns out, it is not that easy to blog. Well, it’s easy to write a blog for an audience of six best friends and your mom. But if you want to be seen as an expert in your field by making a significant contribution to the daily community discussion, then you need to think things through a bit.

Fortunately, I’m a person who loves to learn something new. Here’s what I did:

1. I called all the people I knew who were bloggers and asked them about their technique.

2. I spent two hours a night for a month reading other peoples’ blogs. I read hotshot blogs, like Lifehacker and smaller blogs like Communication Nation.

3. I started blogging furtively. I told only my blog mentor and my brother (who said “You should get a better picture of yourself.”)

Today is the last step: Announcing the blog to everyone else.

It turns out that I really love blogging. It appeals to three very big aspects of my personality: I love to write, I love routine, and I’ll read anything. This last thing is genetic, I think. My mom will read anything, too. My mom has an amazing memory, and she was on the game show Jeopardy. I don’t have her memory, but I’m a good synthesizer of information, and blogging is a great outlet for that.

According to the guys who wrote the best selling book Freakonomics, the idea of talent is overrated. What makes people stand out — concert pianists, Olympic athletes (and probably big-time bloggers) is that they love to practice. They love to do it day in and day out and so they get really good at it.

This is the reason that people should do what they love — because that’s what they’ll be really good at because they’ll do it a lot. So I’m happy to have found something I love.

For those of you who are still looking for something you love, you should know that I did not know that I would love blogging before I tried it. In fact, before I tried it, I thought blogging would be a daily pain in the butt. But I took a risk because I know you can’t find what you’re really good at without trying a lot of things.

Blogging is a very big time investment. And it’s not like I'm getting paid to do this. But you cannot get paid to do everything in life. I have made almost all my big career steps by doing something that I did not get paid for. I have written business plans with no assurance that they’d be funded (I got the money). And I have contributed time and ideas with no assurance that I’d get credit (I got a job).

In this case, I’m not really sure where the blog will lead, but I feel strongly that I need to be doing it, to contribute to the online conversation about work and life. Some days I worry about how much time I spend on the blog, but I tell myself that good things happen to those who take risks to do things they love. So, I’m doing that. We’ll see what happens.

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Visualize success like a major league all-star

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I read in the Boston Globe about this guy, Jim Fannin, who is a mental coach for hundreds of people, including twenty-two major league baseball all-stars. So I decided to interview him, thinking that I’d be able to implement his program for my own goals.

Most of what I know about mental coaching comes from my experience in professional beach volleyball. At the top of any sport, the difference between players is not physical skills because everyone has them. The difference is mental. Who can stay focused and believe in themselves during every game.

I couldn’t do that on the volleyball tour, and I know this shortcoming holds me back in my work today, too. So I was very curious about Fannin saying that he can teach people how to gain mental focus.

It turns out, that Fannin teaches people how to be top in their field by teaching one thing: Play a movie in your head of you achieving your big goal. For Alex Rodriguez it was being a top hitter. And he became the American League MVP. Not just in his own movie, but in real life.

Sounds easy, but for most people, getting to the movie is very hard. (Which is why Fannin wrote a book.) Here are the steps you have to take:

1. Know exactly what you want. A defined, very specific goal. Not “start a company” but “open a dog-grooming business in Portland.”

2. Know exactly what reaching the goal will look like — the steps leading up to the achievement. If your goal is to win a Nobel Prize, you need to imagine yourself making the great discovery.

3. Organize your life around your goal so that you can play your movie in your head before you go to bed and immediately when you get up. This means you need to get to some sort of meditative point where you can sit still, for maybe ten minutes, while you play your movie in your head.

4. Find optimism. Lots of it. Because you have to believe in yourself enough that you will actually do this exercise every day until you reach your dream.

I believe that this will work. It makes sense to me, and it’s worked for thousands of people. Not just athletes.

But this morning, when I woke up, I realized how hard it was going to be. I had no movie to play in my head and I had not set aside time in my schedule to day to plan what my movie will be. So I guess I’ll start tomorrow.

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Good negotiating skills decrease stress

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If you want to know the inside dirt on being a top-flight waiter, Waiter Rant is the blog to read. Yesterday he wrote about the stress of the Memorial Day crowd. I am always shocked by the insane and totally out of line antics this guy has to put up with, which is why his blog is so popular.

Some of the most stressful jobs are the ones where you have to negotiate among difficult personalities. You could be launching a rocket to the moon, but if everyone is getting along and working very well together, it’s might be less stressful, in the moment, than managing a room full of screaming airplane passengers who have been told their plane won’t take off that day.

My best negotiating lessons came in couples therapy, when my husband wouldn’t get his bike out of the apartment (we live in New York, in a tiny space). The couples therapist did not, as I was hoping, tell my husband to shut up and put his bike in storage. The therapist had us read Getting to Yes and then negotiate a solution we could both live with. (For those of you who doubt my negotiating skills, the bike is gone, but believe me, it was a lot of hard work, and I recommend that book.)

The most important part of negotiations is understanding the other person’s motivations. You could learn this by being a waiter, or any of a long list of service workers whose job is to read people in order to make them happy. (My friend is a hairdresser-to-the-very-rich and has the same types of stories as the waiter.)

But it takes a lot of years of being a waiter or a hairdresser to be great at reading people. You might do better checking out Speed Reading People by Paul Tieger and Barbara Barron-Tieger. These are people who have mastered the art of bringing the personality test to the masses. And in this book you learn how to apply the Meyers-Briggs principles to people you meet so you know how to communicate with them.

A lot of your workplace stress could be alleviated if you were better at negotiating — asking for less work, better projects, getting co-workers to stop annoying you, convincing your boss to listen — these are all negotiation points. So when you are feeling stressed, think about how to solve the problem through negotiation. And meanwhile be thankful you don’t deal with the customers on Waiter Rant.

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Get married first, then focus on career

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Women who want to have kids should make it a high priority in their early twenties to find a partner. This week’s Newsweek cover story, Marriage by the Numbers, says is okay to wait until after 35 to get married. Newsweek is revising the saying that a woman has more chance of getting hit by a truck than getting married after age 35.

But the article ignores one of the most pressing issues facing Generation X: Infertility. No generation of women has had more trouble with fertility than this generation who received the terrible advice, “Wait. You have time. Focus on your career first.”

In fact, you have your whole life to get a career. This is not true about having a baby.

Even if you are past your early twenties, or not heterosexual, if you’re single and want to have kids with a partner, you need to find one now. Take that career drive and direct it toward mating because your career skills will outlast your ovaries.

In case you think you’re waiting for “the right time,” there is no evidence to show when in a woman’s career is best to have kids. At any point, she is thrown off track. At any point when a woman has kids, statistically she will start to earn less money even if she takes no maternity leave whatsoever. There is no evidence to show that it’s easier to take time out of the workforce at a certain point in a career. People just plain don’t know.

Phyllis Moen, professor of sociology at the University of Minnesota, told me in an interview, “Don’t wait until the right time in your career to have a child or it will never come.”

However there is lots of evidence to show that a woman’s biological clock takes a nose-dive at age 35. I know, because that’s when I started having kids. The geneticist showed me and my husband a graph of Down’s Syndrome and we nearly keeled over when we saw the cliff at 35. We had no idea. That Down’s Syndrome cliff, though, is a stand-in for everything, because a huge percentage of fertility statistics get bad at 35.

There is also lots of evidence to say that having kids at least two years apart is best for the kids. However there is a distinct advantage for first-born kids. They are richer, smarter, and as if that’s not enough, year after year 90% of Harvard’s incoming freshmen are first-born. You can mitigate the impact of birth order on your second child by having three years between kids.

If you start when you are thirty-one, you can have two kids, three years apart, before you’re thirty-five. But this plan does not take into consideration that about 20% of pregnancies end in a miscarriage. This means you have almost a 50% chance of having to go through three pregnancies to have two kids, which means you should start when you’re thirty.

If you want to have babies when you’re thirty, then you probably want to be married when you’re twenty-eight. This is good news because if you marry very young you’re more likely to get divorced, but the statistics get much better if you wait until you’re twenty-five. For a healthy marriage, experts think people should be married two or three years before they consider having children. A reasonable expectation is to meet someone, date for a couple of years, and get engaged with almost a year’s time to pull off a wedding. So you need to meet the person at age twenty-four.

So this means that it may make sense for men to work full-speed ahead on their career in their early twenties, but women cannot afford that. Women need to make time in their lives to search for a mate in the same systematic, focused way that women have been searching for careers in their early twenties. And don’t tell yourself you’re waiting until you know yourself better. Getting to know yourself is a lifelong process, and after age twenty-five, waiting to get married won’t decrease your chance of divorce.

The good news here is that a large body of research shows that you will gain more happiness by being married than by having a good job. Yes, you should not have to choose between a good job and marriage. But this column is not about what is fair or what is just. It is about what is real.

You have a biological clock that does not pay attention to issues of social justice. You cannot control your biological clock and you cannot control the workplace. But you can control where you spend your time and energy, and you should look hard for a husband early on. Line up the marriage first, then the career.

 

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Avoid off-shoring by being creative

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None of you should be concerned about jobs getting shipped off shore. That's because the jobs going off shore are jobs you wouldn't have wanted anyway. The highly creative, innovative, thought-leadership jobs are staying right here in the United States.

In an interview, Dan Pink, author of A Whole New Mind told me we are in the “conceptual age where key abilities will not be high tech but high touch,” the ability to make connections will matter most in an age where information is a commodity.

Some people have to worry about losing their job to a PhD earning $10 an hour in India: If you like to sit in a room and code without having to talk to anyone else, you will find yourself out of work. If you like to take orders and never want to have to risk being told your original idea is stupid, your job can definitely be done by someone who works when Californians are sleeping.

But take a good look at yourself. If your job is going overseas, then you probably are not being your best self at work. Because everyone is creative and everyone has a spark to share with the world. So take some time to find yours.

If you can only see yourself alone in a dark room, you are probably lonely. And if you can only see yourself taking orders, you are probably bored. You're just not admitting it. Don't tell me you are a genius. If you were a genius you'd find a way to be creative and save your job.

Danica Patrick’s unique selling proposition

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Okay, so Danica Patrick still has not won a race, and now that the Indy 500 is over, a new round of complaining has started. There is truth the complaining. Patrick does have very good equipment in a sport where equipment matters a lot. And she does have more sponsors in a sport where other competitors have had to win a lot of races to get sponsors.

But instead of pointing out all the factors that make Patrick an anomaly, look at how she is like you: She is looking to do something she loves, and she is figuring out a way to make it work. She sees an opening — selling herself to the media as the only woman driver — and she takes it. This is not unfair. In fact, Jamie Birch reminds us that having a unique selling proposition is integral to good business and we all need one.

So as you’re doing your job, keep an eye open for what will make you pull ahead of the crowd, and don’t be discouraged in a field of fast drivers. You don’t need to win a race to have the best selling proposition.

You do, however, need to have a good understanding of what you offer. Be realistic of why someone is coming back to you. Patrick wishes people loved her because she wins races, but they love her because she’s the first woman. Don’t be so picky about why people love you — just leverage that affection to do the work you want to do.

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Sticking to routine

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Happy Memorial Day. I am working today. I used to think it was lame to work on a holiday. I used to think it was a sign of poor boundaries when I would go into an office to catch up when the rest of the world was at a picnic.

But today I am working and I’m happy. It’s taken me a while, but I’ve learned that an insane work schedule to one person is a dream schedule to another. You just need one that’s good for you.

One of the perks about working for myself is that I can set my own hours. And what I really love is routine, a schedule that never changes. I have set things up so that I work every morning, seven days a week, at a coffee shop by my apartment.

Today there are not a lot of people awake in my neighborhood at 7am. My regular coffee shop is closed and so is my backup coffee shop. But my gym is open, so I am working there, and I am happy to be doing my regular routine, even on Memorial Day. Besides, I never realized my gym had such a fast Internet connection.

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