Just the other day my friend Sean D’Souza put some material out there that used to be sold for $2500. I have advocated his materials for years and was impressed when I saw he was giving one of his old products away. I didn’t even think about it, I just tweeted the link to my followers.

This wasn’t something that Sean asked me to do, I just did it because I want to give people following me on Twitter something of value  and I know his product is good having been his customer in the past.

This is a way of selling that we’ve been doing since the stone age but now by utilizing social media companies can take advantage of social selling. We’ve always relied on first hand evidence from friends, colleagues, Mrs Jones or the caveman next door before making our own decisions on what to buy into.

Sean is asking you to buy into his idea, and removing any risk by giving you the product. He then hopes you’ll buy his book and his other range of products. In effect he is using old customers like me to tell you how good he is so that you’ll buy into his idea and then you make your own mind up.  I know this and I don’t mind.

With only a little planning, measurement and effort you can take what you sell and turn your customers into a free salesforce that is more powerful than any cold call, email, product pitch or slick sales talk.

With that in mind, do you have examples of social selling you would like to share? And are you optimizing them effectively?

Slightly bigger news from the other side of the world then!

There were 3 Omniture guys at the event and like me, none of them saw it coming or at first understood why it had happened. After reading reactions, particularly a good one here from Russ Mann and a very good one here from Eric Peterson as well as talking to Omniture I have reached my own conclusions.

1. This is a great deal for Omniture. Probably Josh just did the best deal of his career and you’ve got to applaud that. The Omniture management team basically managed to sell a company that is struggling under fierce competition from Google and Yahoo! free solutions as well as a number of lower priced good systems for a price that is 25% higher than its market value. $1.8BN is a superb price for a company yet to make a profit. This was my first reaction to hearing the news and that opinion hasn’t changed since.
2. Like Eric Peterson I don’t buy the synergy. Russ Mann makes some great points about how the technology “can be integrated” with Omniture. But what he fails to address is that while it might make it easier to code flash or flex it isn’t going to solve the fundamental cultural problems that exist in companies. Just because the designs have tags in them doesn’t mean that people will suddenly start using analytics. I have written 280 pages on this subject and could’ve written another 500! It’s a bigger problem than the technology.
3. Adobe have certainly taken a bold step and drawn a clear line in the sand to Microsoft and other competitors. It takes balls (the kind made of granite). I was surprised when Omniture bought Visual Sciences. That though was a completely understandable deal for Omniture and VS with easy to see wins on both sides. Adobe however are entering a market they really have very little idea about and the business models are totally different right now. The move by Adobe is certainly brave in my opinion. It remains to be seen whether it will be a foolish move.

The jury for me is out on this one.

I have my doubts that the market is ready for Adobiture.

No-one I know in the Analytics field uses Adobe products to any great extent. Adobe creative products are for the designers and coders and education in this sphere about Analytics is one of the big jobs facing the industry. If Adobe expect that to change then they will run into trouble in my opinion. Of course if this is a step in the direction of educating the creatives then that’s great!

I hope for Adobe’s sake they have done their due diligence on how they will work with analytics beyond their own product suites, actually in the enterprises using analytics. I can see Adobe products integrating with Omniture as both companies have the technical abilities to do that. However I think the bigger problem is educating the people using their products as well as those that don’t inside the enterprises that will be their customers.

If Adobe feel they need to revolutionize their products to include measurement, they have my support but I feel they could’ve done it a lot cheaper than acquiring the biggest vendor on the planet.

I have left Trainers’ House because the plans in 2009 did not match my ambitions. Their growth system story is good and I believe it can and will work. I would like to say good luck to those at Trainers’ House and thanks for 3 good years. I learned a lot about working with large enterprises, consulting, and had a great time there. I don’t have any hard feelings towards the company at all, I just felt that they were focusing their energy into a different direction than I need to go.

Different path

In July 2 serious opportunities were presented to me (among a number of ones I didn’t like the look of). One was to hold an executive position in a global company to help spearhead their analytics division which is already a large going concern and probably a big salary to match. I didn’t hesitate, I took the second option without wasting the time of the good folks who offered me the first. The second was to start again as a director with a new company. Those of you that know me, know that I have already been down the second path and may wonder about my eventual decision to do this again.

The reason is simple. I feel I have unfinished business. I have an itch to scratch. Can I help develop one of the best analysis and marketing companies in the world? Can I continue what I started in 2003 in the days of Aboavista? This remains to be seen. My targets however are to have 20 people working with me by the end of 2009 (with revenues to match). To double that by the end of 2010 and to continue to strive for excellence in all that we do.

Right now we don’t even have a logo, nor a website (well we do but it has no information on it). We do however have a concept. Quantic is a mathmatical term meaning “a rational, integral, homogeneous function of two or more variables.” (dictionary.com). In other words the rational result of 2 or more things. I’d like to think that our new company Kwantic will strive to get good results for our clients from doing analysis and taking action based on that analysis. Simple as that.

So please bear with me if this blog is a bit light on the content side for a while as I help build the foundations of the new venture and as always feel free to add your comments. Onward and upward!

There will be drinks afterwards at Teatteri for those interested in beverages in the afternoon sunshine.

Copenhagen 17th June

Cult of Analytics enables professionals to build an web analytics driven culture into their business or organization. Marketers will learn how to turn tried and tested tactics into an actionable plan to change their culture to one that uses web analytics on a day to day basis. 

With examples from dozens of companies ranging from small businesses, to consumer sites like Amazon, to some of the largest companies in the world including Tesco and Google, Cult of Analytics is a must have experience for any serious or ambitious digital marketer.

 ”Steve has spent years down in the weeds, talking to executives and meditating on a mountain. That unique perspective is the main reason Cult of Analytics is such a unique book. Easy to read, easy to follow, easier still find relevant ideas you can implement in your company”.
Avinash Kaushik,
Author - Web Analytics: An Hour A Day

 What you will experience

• A guide to building web analytics into online business and marketing
• Real-world examples show what does and doesn’t work online to meet online business and marketing objectives
• Covers both the technicalities of web analytics and the strategy behind using them

What you will bring home

• One handy guide to give marketers the complete picture for online marketing
• Online business and marketing Quick Wins and How to Use Them
• How to develop you organizations unique online set of KPI’s
• Tips & tricks to improve your online business

What they say

“Steve Jackson draws on years of experience to show how to improve results from digital channels without being overly technical” – Dave Chaffey

08.30-09.05        Registration and coffee
09.05 -09.15        Welcome & about the day – Steen Rasmussen

09.15-10.25         Building a Cult of Analytics (Introductory presentation) – Steve Jackson Trainers’ House
Why is web analytics important from a marketing perspective

10.25-10.40         Coffee break
10.40-11.50         This is URGENT! Creating Urgency, Leading Change, How to do it (Presentation/interactive session) – Steve Jackson Trainers House Part presentation and part brainstorming. Steve Jackson demonstrates the concept from a online business perspective and how to create urgency based on the competition activities, the economy & the participant own business models. As part of the session he also activates the participants marketing leadership.

11.50-12.40         Lunch

12.40-13.50         The Cogs. Process such as the Hub and Spoke, REAN and KPIs (Presentation/Interactive session)  – Steve Jackson, Trainers House. Part presentation about how to build the process into their marketing and business and part interactive session where we will discuss how the participant can build their own REAN model and part where we actually get the whole room to do it.

13.50-14.10         Coffee break

14.10-15.10         Winning. Planning Quick Wins (Presentation/interactive session) – Steve Jackson Trainers House
Finding low hanging fruit are vitally important to get Cult of Analytics adopted. This session will explain the concept of how to ‘win’ and then show where to start looking. As part of the session we then brainstorm things the participant can look out for in their own online businesses.

15.10-15.15         Coffee break

15.15-16.15         A Local cult of analytics – Adapting a “cult of analytics” approach to the Danish market  – Steen Rasmussen, IIH Nordic - Understand how to implement and utilize this approach on the local market to ensure the best possible effect of you online marketing budget all the way.

 16.15-16.30         Questions and comments, Steve Jackson & Steen Rasmussen

Who should attend?

Online marketers, digital business managers and ebusiness owners. The lessons and real life cases from around the world will ensure all a measurable positive outcome of the master class.

Steve Jackson is an international renowned web analytics specialist working for Trainers’ House Analytics the largest web analytics consultancy in Europe. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers’ House) in 2006. His clients include Nokia, Nokia Seimens Networks, KONE, MTV, Vodafone, Vattenfall and a host of others.

On April 24 2009 he published his first book The Cult Of Analytics. He is also the editor and contributing writer for the Conversion Chronicles website, writes his own blog (blackbeak.com) and serves as International Co-Chair for the Web Analytics Association.

Steve has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference in Stockholm, The Search Engine Strategies in Stockholm, the IAB Finland in Helsinki, Media Plaza  in Amsterdam and The eMetrics Summit in both London, Munich, and Stockholm.

Steen Rasmussen is a dedicated and experience presenter in both English and Danish and a Senior Partner at IIH Nordic. He established one of the first Danish house dedicated to web analytics and optimsation of web sites in 2001 but sold his share of the company in 2005 to co-found IIH Nordic with Henrik Stenmann.

He is a regular guest lecturer in online business and communication for the PhD. Students at the University of Copenhagen and during the last couple of years Steen have done presentation and workshops all over Denmark and in Germany, Sweden, Spain and the UK. Steens experience includes training and workshops for companies like Microsoft Denmark, The Red Cross, Johnson & Johnson, SAS and Danfoss.
 
Steen has an extensive experience in both presenting and creating results within ebusiness, online marketing, optimization of web sites, usability and web analytics. His clients include ELLOS, Telia, SIXT, and Experian among others.

The premise is the same. Find targeted media sites, add your banners and hope that you get click through to good landing pages. Simplistically speaking that’s all we do. Marketers push and try to intrude into your day in the hope they will click through and you get interested.

I think banners, TV, Videos, image ads are all mediums that can be used much more efficiently than they are now to create attention. I feel that they should be used to generate awareness that should then translate into searches (in other words you use banners to create intention) or take advantage of social marketing and word of mouth. Adidas do this well with impossible is nothing (latter part of this article describes it more in depth).

The key is learning to use the media differently. Everyone measures clicks and conversions at the moment but I would bet that traffic to your website from associated or brand keywords also lift when you do attention driving activities well. Have you got other sales from those sources?

Have you planned catchy phrases around your banners and attention driving medias that you could have measured whether the lift to those keywords had risen in Google meaning you could test different campaigns for effect on brand lift.

TV, banners, videos and other forms of attention gathering media need to to be measured as forms of driving attention, not just direct conversions in my opinion.

Adidas have never run a SEM (paid search marketing) campaign around their ‘impossible is nothing’ campaign and yet look at their results.

The above graph is a tidied up version from Google Trends.

They started in Feb 2004 with TV ads and got a huge lift in related searches around the term impossible is nothing. They have continued this theme over the years with various attention raising activities hitting 420,000 searches via a eurosport campaign in October 2006. Currently they aren’t running any paid search because they don’t have too, they achieve what they need to achieve without it. They are getting approximately 135,000 searches for that term quite steadily. This is attention marketing which is driving “intention”. People remember the term from a TV ad or a poster or whatever and then go online to search for it because they have been inspired.

If you do a search on Google for impossible is nothing you will see that there are 29 million results - lots of free youtube footage and Adidas website comes up at number 1.  As marketers this is what we should be aiming for when driving attention. It requires clever planning and good measurement but I expect marketers to start doing this on a much smaller scale in the coming years.

In my opinion measuring the last click (or the second last click or the third last) is nice but over-rated. We should measure lift in attention to your brand and the good news is that with web analytics and combined free tools available on the market now (Google trends, Compete, BlogPulse, BlogScope, Twitalyzer Brand and many others) we can start to trend how our brands are doing.

Adidas are using the power of raising attention to create word of mouth and search that drives a lot of traffic to their website. Seth Godin agrees with me. Do you?

Jim Sterne had asked us to sit on a panel at the end of the last day to tell everyone what we learned. In preparation for this I made some notes, hence this blog post.

Peers

I learned quite a bit. First from my peers, other consultants in the field that we’re presenting educational material and their latest concepts.

I really like the phrase “turning the lights on” from LoganTod, a process Matthew Tod has developed internally at his company to describe the process of enlightening their clients about the value of analytics data. I will steal that phrase, sorry Matthew but at least you got credit! Matthew also gets credit for the great response from one of his clients when receiving a report, “If there is no arse to kick then why is it in my report?” Beautifully put phrase I thought, meaning if there is no-one responsible for acting on the information then why bother reporting the finding!

Matthew also showed a great visualization in Excel that showed a way to present analytics data based on variance techniques.

The idea is that you move the filters on the right hand side and depending on what you moved the visualization changed and showed areas where you needed to act. Very insightful to be able to adjust the number of add to carts of a particular product and see how it compares to other products in a simple excel spreadsheet.

We’ve done similar things in the past in excel but the variance in percentage across x and y was a new idea that I’ll experiment with.

Another idea could be combined with turning the lights on above. Ask your salesperson to use your website page copy in his pitches. If he says no way then you have a problem. The idea being that your website should in effect be as simple as the way a salesperson discusses things with his prospects.

Tools

Then there were the tools. Some I’d never seen demo’d quite so well and some I’d never heard of that I’ve now investigated;

• Forsee results > I thought they were just an MVT tool but apparently “impact on staisfaction” is tied into analytics based on Survey data.
• Yahoo site explorer > A tool you have to login at Yahoo to see (which is why I’d never seen it before) but it shows more accurately how many links are posted in your direction. Useful for SEO purposes.
• FaceBook Lexicon > A tool to measure keywords used in peoples walls as an aggregated chart. Shows interesting trends and measures buzz on FaceBook. I didn’t know this was released by Facebook yet though I’d heard it was coming.
• Autonomy > A $4Bn company that deals with unstructured data (unstructured being data that doesn’t have a data model like something you can store in a database).

Research topics

Finally there were plenty of snippets I picked up that I needed to research. For instance how easy would it be to copy what hotels.com have done with some of my clients. They have for instance a wiki that tracks global spend attribution, so if they had run a campaign 12 months ago they would be able to see why a spike in traffic existed. It also took them 2.5 years to get a good level of implementation and sophistication in their reporting interface (Omniture).

I also was forced to think about how to track things like OpenTable. A great idea. You browse your mobile and find the nearest available restaurant seat! Very cool but for ideas like this we need to track how people have engaged with the restaurants - a mobile/internet mash-up of measurement.

Mike Grehan also discussed cognituve search among other things. What he means is people learn by their searches whether they have found what they’re looking for. So you might start by typing “BMW” and then refine your search to be “BMW 116E with 5 doors”. That is a simplistic example but the idea is if we can find the first term and display the correct ad (in this case a BMW 116E 5 door ad when someone types BMW) then whomever does that is going to end up being a millionaire as they will be able to bid on relatively cheap SEM terms but convert relatively highly. The secret is knowing the 1st term people use. In my example “BMW” is most likely wrong as the first term someone would type. It might be something like 5 door hatchback instead. Mike discussed his thoughts on why Google hold this data from us marketers, but also suggested something like Hitwise might be a solution to finding out the first term.

He reckons Cognitive search results are the future of Google’s algorithms.

Then finally I heard that the long tail is actually very short according to a Harvard report. The argument is that blockbusters still stomp on the long tail and concluded that The importance of individual best sellers is not diminishing over time. It is growing….

You’d need to buy the Harvard report to find out how they came to that conclusion but it is quite convincing. So there you have it. What I learned this year from eMetrics. Hopefully I’ll be at Stockholm in October too learn more! I suggest you join me.

Oki, getting serious with this mentoring thing now.

What I would start doing is writing about stuff you really want to become a professional in, doesn’t matter if you don’t think it will work now, just do it anyway and try to get people to re-link to you (use Twitter & FaceBook to spread ideas about what you’re writing about).

Apply what you learn in Brain Audit to the stuff you’re writing and remember nothing is likely to happen for 6 months to a year till you figure out what you want to do with all the new knowledge you have. The key is practicing the techniques as often as possible. In anything you do (where it’s relevant) at first. You’re already a good writer, you just need to do more and more often.

Try the business card trick. Power of 3 works. Something similar here which may appeal to your artistic side!
http://audio.tutsplus.com/tutorials/composition/the-rule-of-three-and-music/

If you liked the persuasion techniques Sean talks about the next book might be Influence by Robert Cialdini.
http://www.amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/0688128165

I have a copy you can borrow. Sean is unique in that he explains stuff lightly where as Cialdini is a bit heavier but he goes into a lot of depth and brings a lot of science into the picture.

Persuasion is always good to know but the most powerful of the tactics is what Cialdini calls social proof. Sean discusses it when he talks about getting testimonials. There is probably nothing stronger than having other people talking you up.

That’s what you need to do, provide enough value through your content that other people talk you up. When Seth Godin (another blog to subscribe to) talks about spreading the ideavirus, this is what he means. People get your idea and forward it. He also talks about purple cows (you look at something because they’re unusual, Sean describes the same from a different perspective when he discusses writing about the problem).

I ended up specializing in online marketing and measurement but your path might be something entirely different and I can’t tell you what that would be.

Do something you love and it doesn’t matter if you’re poor. That might sound rich (excuse the pun) but when I started down this path I was brass monkeys skint! I was living on €400 a month for a long time (over a year). I ended up putting a lot of expenses on my own companies account (stuff like food written off as corporate hospitality). I had so little money that I would go to corporate events not to learn (most of the talks were in Finnish) but to network with people and get the food at break times!

I was scared shitless most of the time and had to count every penny but looking back I was so out of my comfort zone and so into what I was doing that it forced me into failing in the right way so that I could learn from the mistakes.

You don’t need to do this and you can learn from my mistakes (I would have saved myself a lot of stress had I knew what I know now) but you will need to make sacrifices (even if it is only a lot of time) to follow the path you set-up for yourself.

It depends on what you want. If you want to be an expert and go for the full “I love what I do every day thing”, where no amount of effort is stress then that I would say is you need to figure out what you love doing otherwise you won’t find the energy. I am lucky in that I think I managed to find this. Yes there are things I don’t like doing, but they are minimized and I’m working on ways to eliminate that altogether.

If it’s just better work and a career path you’re looking for you’re better off trying to find a job in something you’re interested in doing and applying the techniques, this way at least you will start moving up the ladder because of your innovation.

By the way, what I just wrote here has taken me 20 minutes and is a potential blog post to my readers (with a few tweaks). This is how Seth Godin blogs. He simply posts everything he thinks about! So keep everything somewhere. You never know when it will be useful.

Cheers
Steve

So there you have it. I would bet that the people I have mentioned in the post (Sean D’Souza, Seth Godin & Robert Cialdini) all had their own stories about when they started out. Everyone of them was a student once. When you leave university is when the learning begins, not when it ends. I read something useful every day (have a library of books at home - the best ones are the ones you re-read), am still a student and always will be.

That’s how I think I learned enough to fill a book myself.

I promise there will be no sales pitches, I just want to see if I’m right on what the majority of your needs are at the moment. I will post a follow up in the near future discussing this in more depth.

Promoplanning

Because you have Analytics at your disposal you have a gold mine full of nuggets waiting to be mined. What promoplanning does is essentially make you look good after you already found the gold. In Analytics terms what I mean is that you investigate the current situation, find a “win” for your business and then reveal the win after you got approval to go and look for it, thus proving the value of analytics while also looking like the hero.

Planning to be the hero

Your boss might not think this is entirely ethical if he found out of course but it’s a dog eat dog world out there and what you’re doing is presenting yourself in the best possible light while also providing business insights that previously your business wouldn’t have had. It’s a “Win, Win” scenario as long as you play it right.  Not only that but by implementing this strategy as a process you develop a longer term strategy making you continuously look good and continuously do good things for your business.

The process looks like this:

(Source: Cult of Analytics, Fig 4.1 - The Quick Win Process)

The above process comes from a diagram in my book used to describe a process to plan quick wins in order to build business culture. Click on it to see the steps if it’s too small to read.

The Pre-Study phase

The pre-study phase is when you or your analysts look to find you some low hanging fruit in web analytics terms.

Study current situation

If this is the first time the website has been analyzed then there is a good chance you can improve an outcome. Start with conversion (activate) and work backwards.

In Pre-Study you could look at:

1. Reach. Which sources of traffic are the best performers in terms of volume and cost? Why?
2. Engage. Which processes have high abandonment points? Which pages have too high bounce rates? Which keywords engage more visitors? Which pages have higher exit points than others? Which places on the website are not clicked very well when their main function is to attract click through? Where on the site is there poor time spent? Is this justified (link pages?) or is this content you want to have read which is being ignored?
3. Activate. Which reach sources are the best at converting traffic? Which keywords generate the most conversions? How do your process funnels convert?
4. Nurture. For now you could look at things like email newsletter responses. You’re looking for short-term gains, so simply by showing the lift in traffic (plus related activation and engagement) after sending a newsletter is proof enough.

Once you have defined the opportunities you then define the potential win. This should be in terms of business objectives and related where possible to financial opportunities.

Determine potential wins

You now try to determine things you can demonstrate have monetary value.

Let’s say for instance you have found that traffic to your website that comes from a particular Google adwords campaign bounces (arrives but then leaves without doing anything) at a certain page at a rate of 80%. On looking at the ads and the page you see that the ad is discussing one aspect of your service but the landing page doesn’t talk about this aspect. In other words the landing page is irrelevant to the visitor and your visitor is not finding what he/she expected to see.
For arguments sake let’s say the campaign cost was €1000. Immediately you can see €800 of this is currently being wasted.

You could stop the campaign to re-think and you would immediately see a saving. However you could go a further step and find campaigns don’t have a high bounce rate in comparison to this one.

If the campaigns are designed to generate leads do they convert better from lower bounce rate landing pages? Is it possible you could learn from the way the lower bounce rate campaigns work? What do they do better? Let’s say you find another campaign that provides a more relevant experience to the visitor that bounces at 20% that generates 4 times as many leads.

Run tests

After running some simple tests (basing your ideas on what worked for the good campaign) you see that by changing the Google ad to something more relevant to the landing page you get similar results to the page that bounced at 20%.
Let’s say each sale is worth €10,000 and you just found a way to generate 4 times as many leads. If your lead to sale ratio is 10% and you can generate 100 more leads from your campaign you can then confidently say that the value of your change is (100/10)x10000 - a staggering €100,000. Now that’s a win. Once you have found this keep it to yourself until you have gone through the next step, which is to design the win.

Design the win

Once you have the information you need to package it nicely into something everyone can understand and into a form that everyone can use. The first thing to do is put the win into a common platform.

Extract data to a common platform

Don’t expect that your superiors or anyone else will understand web analytics at all and will most likely never have logged into your web analytics tool. You also need to pass this information around in an easy distributable form. For instance Microsoft Office’s Powerpoint, Word, Excel or Adobe PDF documents are good tools to use to package the information because everyone in your organization will understand how to use these tools.

Concept the win - drive a tank through the office

Easy to understand is the key to successfully conceptualizing your win. There is no point demonstrating that landing page ‘a’ had an 80% bounce rate and landing page ‘b’ a 20% bounce rate from Google campaigns. Even though this is true it doesn’t drive a tank through your bosses office window.

You need to start with the money. Changes across key Google campaigns could result in an estimated lift of €75,000 in sales would wake your boss up much more effectively. Over deliver if you can. Those of you whom are awake will have noticed I suggested €75,000 in sales. This is so you can easily over achieve. You promise your bosses 75K and then deliver 100K. It makes you into an even bigger hero and brings even more attention to your value and your work.

When your boss sees your pre-study in this kind of format it’s a no-brainer for him to approve your campaign changes. Only now do you make the changes that then result in the business lift you predicted.

This is key to the promoplan because the superiors in the organization need to be in control of the business, they need to understand what is going on in their team. Their understanding what you do is key to your success, because the more wins you achieve the more valuable you become to your boss. If your boss feels he had a hand in the €100K lift in business this is a result for him too. Don’t be the mysterious dude whose job no-one understands, be the team player who communicates to everyone openly what he’s trying to achieve and why.

Communicate the win to the whole business

Once you have designed your win and put it into a format everyone can read you now need to communicate it throughout your organization. This is the part where you and your boss show off your results to the whole business.

If you have a corporate Intranet put the win there and display it prominently with a strong headline. “Learn how we made an extra €100K with the same advertising cost as last month” is better than “Bounce rate analysis”.

Also don’t forget your in house email lists, send the intranet link to all staff celebrating the win, and call the business to action asking for them to follow up with questions they might have about their own campaigns or business success.

Finding wins is never this easy but promoplanning is

It’s more than likely that you won’t find a win as simple as the one I described, but you will find an opportunity. I have yet to work with any business that didn’t have an opportunity to improve. I also truly believe that implementing this promoplanning or quick win process will be beneficial for all concerned.

How will 2009 turn out for you? Disemployment? Or Promoplanning to win?