7.30.2013

Go ahead - Add more chickpeas!

Being on vacation, I have found allrecipes.com to be a great place to procrastinate. I find recipes and read reviews.. sometimes hundreds of them. They are quite entertaining as crowd sourced wisdom forums generally are. You always find the person who complains that the recipe doesn't deserve the 4.75 stars followed by a fan who responds with a "You didn't follow the whole recipe" followed by an oblivious person who raves about "her" version of the recipe with the 15 new items and viola its a dessert instead of an entrée now. The fan is upset with the complainer and even more upset with the oblivious person. By this time, I start to seriously wonder if the so called fan is not the recipe writer with a pseudonym. See the drama is addictive!

Personally - I've never met a recipe that I haven't modified and this morning was really no different. I found an authentic Israeli hummus recipe and instead of following it, I decided to add some un-boiled chickpeas for 'texture.' As my grinder gurgled, I knew I had made a mistake. Oh why do I never follow recipes I pondered.. and a few minutes later I was picking out the un-grounded and un-boiled chickpeas from the otherwise perfect hummus.

This isn't about the hummus or recipes - I never follow instructions unless someone is standing right there glaring at me and making sure I follow instructions. So clearly if Betty Crocker wanted me to follow her recipes, she would have to personally stand in my kitchen and glare at me. But seriously if Betty Crocker was in my kitchen, she would be making the cakes not me.

Instead of feeling guilty (and in defense of all people who modify recipes) I would say that we are just a different group of people who see instructions more as 'guidelines' or 'launching pads' not as rules. So next time a fan gets mad at the recipe-modifier, I'd encourage them to live a little dangerously and modify some recipes ... worst case, you will be picking out the un-boiled chickpeas in your hummus with a grin on your face. And the hummus will still be delicious.

2.08.2013

Word-of-mouth more powerful than before

The New York Times published an article yesterday about two sisters who used social-media marketing to create the brand presence of Dannijo - an upscale jewelry store. Social media marketing sounds quite heavy when in fact it is just a bunch of tools used to make "work-of-mouth" marketing much more powerful. Now instead of just telling your best friend and sister about the hip bracelet you bought from the new store around the block, you get to post on Facebook and alert the 500 other people you haven't spoken to in years about the new store around the block.

Ah but some of you are thinking, word-of-mouth isn't powerful enough to replace the marketing and PR function of a company. Do you know how Intuit got started? Word-of-mouth marketing more than 20 years ago without any help from social media created an 18 billion dollar company.

So if you have a great product today, how do you build a business? Find some smart young person who can effectively leverage social media to help you can create the billion dollar brand of tomorrow.