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By Martin Zwilling

Traditional marketing and media are just not enough to attract and excite today’s generation of customers.

Feature Image Credit: Getty Images

By Martin Zwilling

Sourced from Inc.

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Tips and tricks to move to the top of Google’s results

An enormous amount of content is published to the internet every day, so if you want to attract readers to your blog, you’ll need more than the best website builder and a topic to talk about—you’ll also need to understand SEO, or search engine optimization.

SEO is the process of tailoring your blog post to make it more visible on search engines such as Google and Bing. These search engines analyse web pages for certain indicators of content and quality. If you learn how this works, you can implement a few simple tricks to move your posts higher up in the search results. In this feature, we show you how to write a blog post with SEO in mind, in order to bring in more readers.

Step 1: Have a clear purpose

how to write a blog post

Think about SEO when writing your blog posts (Image credit: Pixabay)

Before you write your post, think about what its purpose is. There should be one clear, specific topic that your article is about. Consider what kind of person you want to read your article, what they should get out of it, and what search terms they might use if they were looking for it. Answering these questions will help you write the article and implement the following steps.

Step 2: Structure your article for readability

Search engines can tell how readable an article is—that is, how easy it is for someone to read through and understand its points. A major aspect of this is giving your writing a clear structure. There should be an introduction, a main body of text, and a conclusion.

Step 3: Use a strong focus keyword

Many blogging sites let you set a focus keyword, which is the main search term that you want leading to the post. Choose one that’s specific to the post and not used by any other posts on your website; after all, you don’t want your pages to compete with each other.

A useful trick is to use a long-tail keyword, which is a longer term, and often a question. Make sure to include your focus keyword throughout your article. For example, the long-tail keyword of this article is, “how to write a blog post,” which we used in the title, the introduction, and this very sentence.

how to write a blog

A question can work well as a focus keyword (Image credit: WordPress)

Step 4: Use topic tags

Besides your focus keywords, you can add tags to your blog posts. These are like category titles, which organize all the content on your website. Think of them like the index words in a book—readers interested in a topic can find all your articles about it using the tag.

If an article covers several topics, you can include multiple tags. However, don’t use tags too similar to each other, like “SEO” and “Search Engine Optimization.” Search engines and readers are both clever enough to interpret this as you trying to trick them by listing the same content multiple times. It’s useful to have a set list of tags for your site and restrict yourself to that list.

Step 5: Have an effective title

how to write a blog post

Emotive words like “catchy” can help draw in readers (Image credit: Google)

Choosing your title carefully is important, because not only do search engines use the title to determine the article’s content, but it’s also the first thing that viewers see in the search results – so it plays a major role in their decision to click through.

It’s useful to include your focus keyword in the title. Google cuts titles off after around 60 characters, though, so make sure your keyword comes before that point. It’s also a good idea to use emotive power words. Think about how words like “easy,” “spectacular,” and “thought-provoking” might grab a reader’s attention.

Step 6: Optimize the meta description

The meta description is a summary of your article’s content, and it appears below the title in search engine results. In an engaging and concise way, summarize why readers should click through. Ideally, your meta description should be limited to 155 characters and include the focus keyword.

Recently, Google has started displaying parts of the article relevant to the searched terms underneath titles, rather than the meta description, so some SEO experts say that the meta description isn’t as useful as it used to be. But it’s still worth the short amount of time that it takes to write it.

Step 7: Use images effectively

how to write a blog post

You can find suitable images on royalty-free photography sites (Image credit: Pexels)

Since the human mind often finds it easier to parse visually appealing content, adding images to illustrate and help explain your point makes your articles more engaging. Consequently, they’ll be placed higher in search results. You can also embed videos for extra engagement.

It’s important to add alt text to your images. This should be a concise, specific description of the image. It tells the search engine what the image shows, and helps it rank in image results pages. Also, the image can be described to users with slow internet connections or screen readers.

In the introduction to this feature, we linked to another article on Tom’s Guide. There are two reasons to do this. First, it allows readers to discover other content on the site that may be relevant to them. The other reason is SEO-related.

Search engines can tell if an article is linked to and from other web pages. To the algorithm, this makes the article seem more valid and relevant, so it will be moved up in the search results. It’s useful to include internal links wherever possible in your blog posts—your pages will support each other’s SEO scores.

Summary

Search engine optimization involves a certain amount of technical understanding of keywords, meta descriptions, image alt text, and how search engine algorithms interpret all this data. However, most of it is about simple readability. The more engaging your content is to readers, the higher your search engine ranking will be.

If you follow all the tips and tricks that we’ve listed here, you should be able to significantly improve your blog post’s standing in the search results and attract large numbers of new readers in no time. For further advice, see our feature on common mistakes made by WordPress website owners.

Feature Image credit: Shutterstock

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Sourced from tom’s guide

The emergence of social media and other means of communication revolutionized how businesses communicate with their consumers. Most companies have historically focused on telephone contact and e-mail to get consumers involved. Yet over the last couple of years, things have changed so much.

Consumers don’t like newsletters today. You don’t want to be in touch like this anymore. They would like to communicate via social media, video chat, and other related platforms. This is why you have to adapt to organizations like yours. How do you do it best, however?

How best can you enhance communications with your clients? Well, you need a consumer engagement system/ platform. Such a platform will assist you to connect with your clients through a variety of channels. The consumer engagement system can also give you enough customer data to personalize your marketing campaigns. In a nutshell, a customer engagement platform has the ability to revolutionize your company’s customer experience and make it more dynamic.

Best Consumer Engagement Platforms: 1Q, RedPoint, Bold360, Astute Solutions, LivePerson, Pega, Chirpify, WalkMe, Aurea CX Platform, Vivocha, Velaro, Magentrix, Avaya, Eudata, Doxim, etc.

What are Consumer Engagement Platforms?

Consumer engagement platform provides the ability to centralize multiple customer experiences. Any of the services that a website can have included social networking, webchat, personalized marketing, and CRM functions.

It is important for customer involvement platforms to empower you with what you need to interact effectively with your customers, to monitor customer actions, and to test marketing strategies. This kind of functionality can help you appreciate the pain points of your client and deal properly with them.

Consumer interaction is a business communications link through several correspondence networks between a customer and a company. This relationship may consist of online and offline response, contact, effect, or overall customer experience.

Best Consumer Engagement Platforms

Bold360

BoldChat is a market-leading live chat and customer commitment solution which allows companies to engage customers online, mobile, and socially quickly and effectively. Unleash the distinctive identity of the organization and adapt chat execution to individual deployment methods, team dynamics, and specific market requirements. We also reinforced BoldChat’s proactive chat engine effective features to target a visitor to a website with the appropriate message at the right moment to connect with a live chat conversation, which is six times more likely to purchase proactive chat.

Avaya

Avaya offers business collaboration and interaction systems globally to businesses of all types. Avaya provides centralized email, call centres, networking, and associated services. Incorporating speech, video, data and notifications, conferences, and technologies to enable real-time commitment, the organization explores messaging, conference contact, and technology solutions. When Avaya brings companies together in an environment of convergence, software, social, and cloud, it connects business people more smoothly and improves efficiency. Innovation is flourishing and customer loyalty is growing.

1Q

1Q is the best consumer engagement platform that has changed the way brands reach consumers, giving you instant access to key audiences to make quick and informed decisions. By 1Q you can reach people where they live, where they are now, where they have been and where they will be in the future. With 1Q, consumers are paid instantly, per response, in cash, cultivating an eager, honest, and incentivized member base. 1Q knows the value of consumer’s time. While other platforms not pay.

WalkMe

WalkMe is a cloud-based Communication and Interaction Platform for businesses. The context-smart platform directs and leads users to work within every online experience. The Framework anticipates user requirements and offers support when and when it is needed. WalkMe also drives consumers to behave by identifying new features and suggesting good quality products. WalkMe is a forum for improving games that simplifies the online user experience immediately. WalkMe supports marketers and product managers to maximize customer acceptance and revenues by offering a lively, effortless, and customized online interface.

Pega

The next step in evolving the consumer engagement platform is Pega Marketing. With advanced customer analysis and market rules integrated in real-time, Pega actively reviews and advises the most appropriate offers, information, channels, and actions for any customer encounter. With Pega, consumer relations with consumers can be improved and customer service management can be focussed across all platforms beyond segmentation projects. Pega delivers a consumer brain that is still online. Pega Marketing allows the users to satisfy their loyalty to their clients.

Zendesk – Cloud customer service

Zendesk is one of the best consumer engagement platforms. Build improved consumer experience with Zendesk, which is the leading software for user involvement in phones, chat, e-mail, social media, and other platforms. With the help of Zendesk, you will easily respond to your customers. Implementation, usage, and scale are simple. With this app, you can become a reliable operator and establish brand loyalty. It’s a really marvelous company support ticket scheme.

Customer engagement Features: Analytics, Checkout, Churn Management, Communication Management, Community Management, Content Syndication, Feedback Collection.

Chirpify

Chirpify is a conversation white-label platform. It offers users different features for tracking social media, such as holding tags on similar hashtags, images, check-in, and sites. Triggers can be tracked and an instant and complex response can be submitted to them when a customer sets a key. It helps users to start electoral campaigns, tournaments, gating materials, utility management, and more. The analytics functionality by Chirpify analyses consumer campaign views, posts, scope, and impacts. The functionality tests the transfer of ads and demonstrates whether clients link their social media pages to the programs of users.

Vivocha

Vivocha is a small and big company’s online customer interaction platform. In a few simple steps, the online customer service can be set up, beginning with collaboration and re-time collaboration, which allows the customer directly to reach an agent via chat. The next move is to include consumers on every website by constructive guidelines, for example, the “working time.” Pageviews and communications can then be displayed graphically by real-time analysis and reporting. The most interesting last move is definitely to design the logo using the widget designs.

Velaro

Velaro is a live chat software company that offers its customers the best living chat experience. Live chat lets consumers reach the brand’s distribution and support team directly so that Velaro offers all the major resources that the customer needs. It also gives an insight into what the guests do and from what they come to ensure that figures will still refresh the brand. Velaro focuses on Workflow and Routing, in addition to visitor monitoring, allowing the user to locate the correct person at the right time for their issues.

Eudata

Eudata is a hub for customer engagement and supports large corporations in providing value-added services for the customer base. Eudata WCS is the perfect companion for all moments of contact with digital consumers and organizations, from self-help programs to the initiative. Live or continuing contact between business executives and consumers (agents, specialists, or account managers). Organizations can use voice or video on the web or on smartphones to humanize the experience of their customer.

By Sam Altman

My work at OpenAI reminds me every day about the magnitude of the socioeconomic change that is coming sooner than most people believe. Software that can think and learn will do more and more of the work that people now do. Even more power will shift from labour to capital. If public policy doesn’t adapt accordingly, most people will end up worse off than they are today.

We need to design a system that embraces this technological future and taxes the assets that will make up most of the value in that world–companies and land–in order to fairly distribute some of the coming wealth. Doing so can make the society of the future much less divisive and enable everyone to participate in its gains.

In the next five years, computer programs that can think will read legal documents and give medical advice. In the next decade, they will do assembly-line work and maybe even become companions. And in the decades after that, they will do almost everything, including making new scientific discoveries that will expand our concept of “everything.”

This technological revolution is unstoppable. And a recursive loop of innovation, as these smart machines themselves help us make smarter machines, will accelerate the revolution’s pace. Three crucial consequences follow:

  1. This revolution will create phenomenal wealth. The price of many kinds of labour (which drives the costs of goods and services) will fall toward zero once sufficiently powerful AI “joins the workforce.”
  2. The world will change so rapidly and drastically that an equally drastic change in policy will be needed to distribute this wealth and enable more people to pursue the life they want.
  3. If we get both of these right, we can improve the standard of living for people more than we ever have before.

Because we are at the beginning of this tectonic shift, we have a rare opportunity to pivot toward the future. That pivot can’t simply address current social and political problems; it must be designed for the radically different society of the near future. Policy plans that don’t account for this imminent transformation will fail for the same reason that the organizing principles of pre-agrarian or feudal societies would fail today.

What follows is a description of what’s coming and a plan for how to navigate this new landscape.

Part 1

The AI Revolution

On a zoomed-out time scale, technological progress follows an exponential curve. Compare how the world looked 15 years ago (no smartphones, really), 150 years ago (no combustion engine, no home electricity), 1,500 years ago (no industrial machines), and 15,000 years ago (no agriculture).

The coming change will centre around the most impressive of our capabilities: the phenomenal ability to think, create, understand, and reason. To the three great technological revolutions–the agricultural, the industrial, and the computational–we will add a fourth: the AI revolution. This revolution will generate enough wealth for everyone to have what they need, if we as a society manage it responsibly.

The technological progress we make in the next 100 years will be far larger than all we’ve made since we first controlled fire and invented the wheel. We have already built AI systems that can learn and do useful things. They are still primitive, but the trendlines are clear.

Part 2

Moore’s Law for Everything

Broadly speaking, there are two paths to affording a good life: an individual acquires more money (which makes that person wealthier), or prices fall (which makes everyone wealthier). Wealth is buying power: how much we can get with the resources we have.

The best way to increase societal wealth is to decrease the cost of goods, from food to video games. Technology will rapidly drive that decline in many categories. Consider the example of semiconductors and Moore’s Law: for decades, chips became twice as powerful for the same price about every two years.

In the last couple of decades, costs in the US for TVs, computers, and entertainment have dropped. But other costs have risen significantly, most notably those for housing, healthcare, and higher education. Redistribution of wealth alone won’t work if these costs continue to soar.

AI will lower the cost of goods and services, because labour is the driving cost at many levels of the supply chain. If robots can build a house on land you already own from natural resources mined and refined onsite, using solar power, the cost of building that house is close to the cost to rent the robots. And if those robots are made by other robots, the cost to rent them will be much less than it was when humans made them.

Similarly, we can imagine AI doctors that can diagnose health problems better than any human, and AI teachers that can diagnose and explain exactly what a student doesn’t understand.

“Moore’s Law for everything” should be the rallying cry of a generation whose members can’t afford what they want. It sounds utopian, but it’s something technology can deliver (and in some cases already has). Imagine a world where, for decades, everything–housing, education, food, clothing, etc.–became half as expensive every two years.

We will discover new jobs–we always do after a technological revolution–and because of the abundance on the other side, we will have incredible freedom to be creative about what they are.

Part 3

Capitalism for Everyone

A stable economic system requires two components: growth and inclusivity. Economic growth matters because most people want their lives to improve every year. In a zero-sum world, one with no or very little growth, democracy can become antagonistic as people seek to vote money away from each other. What follows from that antagonism is distrust and polarization. In a high-growth world the dogfights can be far fewer, because it’s much easier for everyone to win.

Economic inclusivity means everyone having a reasonable opportunity to get the resources they need to live the life they want. Economic inclusivity matters because it’s fair, produces a stable society, and can create the largest slices of pie for the most people. As a side benefit, it produces more growth.

Capitalism is a powerful engine of economic growth because it rewards people for investing in assets that generate value over time, which is an effective incentive system for creating and distributing technological gains. But the price of progress in capitalism is inequality.

Some inequality is ok–in fact, it’s critical, as shown by all systems that have tried to be perfectly equal–but a society that does not offer sufficient equality of opportunity for everyone to advance is not a society that will last.

The traditional way to address inequality has been by progressively taxing income. For a variety of reasons, that hasn’t worked very well. It will work much, much worse in the future. While people will still have jobs, many of those jobs won’t be ones that create a lot of economic value in the way we think of value today. As AI produces most of the world’s basic goods and services, people will be freed up to spend more time with people they care about, care for people, appreciate art and nature, or work toward social good.

We should therefore focus on taxing capital rather than labour, and we should use these taxes as an opportunity to directly distribute ownership and wealth to citizens. In other words, the best way to improve capitalism is to enable everyone to benefit from it directly as an equity owner. This is not a new idea, but it will be newly feasible as AI grows more powerful, because there will be dramatically more wealth to go around. The two dominant sources of wealth will be 1) companies, particularly ones that make use of AI, and 2) land, which has a fixed supply.

There are many ways to implement these two taxes, and many thoughts about what to do with them. Over a long period of time, perhaps most other taxes could be eliminated. What follows is an idea in the spirit of a conversation starter.

We could do something called the American Equity Fund. The American Equity Fund would be capitalized by taxing companies above a certain valuation 2.5% of their market value each year, payable in shares transferred to the fund, and by taxing 2.5% of the value of all privately-held land, payable in dollars.

All citizens over 18 would get an annual distribution, in dollars and company shares, into their accounts. People would be entrusted to use the money however they needed or wanted—for better education, healthcare, housing, starting a company, whatever. Rising costs in government-funded industries would face real pressure as more people chose their own services in a competitive marketplace.

As long as the country keeps doing better, every citizen would get more money from the Fund every year (on average; there will still be economic cycles). Every citizen would therefore increasingly partake of the freedoms, powers, autonomies, and opportunities that come with economic self-determination. Poverty would be greatly reduced and many more people would have a shot at the life they want.

A tax payable in company shares will align incentives between companies, investors, and citizens, whereas a tax on profits does not–incentives are superpowers, and this is a critical difference. Corporate profits can be disguised or deferred or offshored, and are often disconnected from share price. But everyone who owns a share in Amazon wants the share price to rise. As people’s individual assets rise in tandem with the country’s, they have a literal stake in seeing their country do well.

Henry George, an American political economist, proposed the idea of a land-value tax in the late 1800s. The concept is widely supported by economists. The value of land appreciates because of the work society does around it: the network effects of the companies operating around a piece of land, the public transportation that makes it accessible, and the nearby restaurants, coffeeshops, and access to nature that makes it desirable. Because the landowner didn’t do all that work, it’s fair for that value to be shared with the larger society that did.

If everyone owns a slice of American value creation, everyone will want America to do better: collective equity in innovation and in the success of the country will align our incentives. The new social contract will be a floor for everyone in exchange for a ceiling for no one, and a shared belief that technology can and must deliver a virtuous circle of societal wealth. (We will continue to need strong leadership from our government to make sure that the desire for stock prices to go up remains balanced with protecting the environment, human rights, etc.)

In a world where everyone benefits from capitalism as an owner, the collective focus will be on making the world “more good” instead of “less bad.” These approaches are more different than they seem, and society does much better when it focuses on the former. Simply put, more good means optimizing for making the pie as large as possible, and less bad means dividing the pie up as fairly as possible. Both can increase people’s standard of living once, but continuous growth only happens when the pie grows.

Part 4

Implementation and Troubleshooting

The amount of wealth available to capitalize the American Equity Fund would be significant. There is about $50 trillion worth of value, as measured by market capitalization, in US companies alone. Assume that, as it has on average over the past century, this will at least double over the next decade.

There is also about $30 trillion worth of privately-held land in the US (not counting improvements on top of the land). Assume that this value will roughly double, too, over the next decade–this is somewhat faster than the historical rate, but as the world really starts to understand the shifts AI will cause, the value of land, as one of the few truly finite assets, should increase at a faster rate.

Of course, if we increase the tax burden on holding land, its value will diminish relative to other investment assets, which is a good thing for society because it makes a fundamental resource more accessible and encourages investment instead of speculation. The value of companies will diminish in the short-term, too, though they will continue to perform quite well over time.

It’s a reasonable assumption that such a tax causes a drop in value of land and corporate assets of 15% (which only will take a few years to recover!).

Under the above set of assumptions (current values, future growth, and the reduction in value from the new tax), a decade from now each of the 250 million adults in America would get about $13,500 every year. That dividend could be much higher if AI accelerates growth, but even if it’s not, $13,500 will have much greater purchasing power than it does now because technology will have greatly reduced the cost of goods and services. And that effective purchasing power will go up dramatically every year.

It would be easiest for companies to pay the tax each year by issuing new shares representing 2.5% of their value. There would obviously be an incentive for companies to escape the American Equity Fund tax by off-shoring themselves, but a simple test involving a percentage of revenue derived from America could address this concern. A larger problem with this idea is the incentive for companies to return value to shareholders instead of reinvesting it in growth.

If we tax only public companies, there would also be an incentive for companies to stay private. For private companies that have annual revenue in excess of $1 billion, we could let their tax in equity accrue for a certain (limited) number of years until they go public. If they remain private for a long time, we could let them settle the tax in cash.

We’d need to design the system to prevent people from consistently voting themselves more money. A constitutional amendment delineating the allowable ranges of the tax would be a strong safeguard. It is important that the tax not be so large that it stifles growth–for example, the tax on companies must be much smaller than their average growth rate.

We’d also need a robust system for quantifying the actual value of land. One way would be with a corps of powerful federal assessors. Another would be to let local governments do the assessing, as they now do to determine property taxes. They would continue to receive local taxes using the same assessed value. However, if a certain percentage of sales in a jurisdiction in any given year falls too far above or below the local government’s estimate of the property’s values, then all the other properties in their jurisdiction would be reassessed up or down.

The theoretically optimal system would be to tax the value of the land only, and not the improvements built on top of it. In practice, this value may turn out to be too difficult to assess, so we may need to tax the value of the land and the improvements on it (at a lower rate, as the combined value would be higher).

Finally, we couldn’t let people borrow against, sell, or otherwise pledge their future Fund distributions, or we won’t really solve the problem of fairly distributing wealth over time. The government can simply make such transactions unenforceable.

Part 5

Shifting to the New System

A great future isn’t complicated: we need technology to create more wealth, and policy to fairly distribute it. Everything necessary will be cheap, and everyone will have enough money to be able to afford it. As this system will be enormously popular, policymakers who embrace it early will be rewarded: they will themselves become enormously popular.

In the Great Depression, Franklin Roosevelt was able to enact a huge social safety net that no one would have thought possible five years earlier. We are in a similar moment now. So a movement that is both pro-business and pro-people will unite a remarkably broad constituency.

A politically feasible way to launch the American Equity Fund, and one that would reduce the transitional shock, would be with legislation that transitions us gradually to the 2.5% rates. The full 2.5% rate would only take hold once GDP increases by 50% from the time the law is passed. Starting with small distributions soon will be both motivating and helpful in getting people comfortable with a new future. Achieving 50% GDP growth sounds like it would take a long time (it took 13 years for the economy to grow 50% to its 2019 level). But once AI starts to arrive, growth will be extremely rapid. Down the line, we will probably be able to reduce a lot of other taxes as we tax these two fundamental asset classes.

The changes coming are unstoppable. If we embrace them and plan for them, we can use them to create a much fairer, happier, and more prosperous society. The future can be almost unimaginably great.

By Sam Altman

Sourced from https://moores.samaltman.com

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Traditional command and control leadership styles are being replaced by Agile management techniques that encourage collaboration and foster accountability.

What is Agile leadership?

Agile leadership is a management style that involves the application of the principles of Agile software development to running teams. Rather than the command-and-control tactics of traditional management techniques, Agile leadership relies on decentralised decision-making, with workers encouraged to take more responsibility.

What are the origins of Agile leadership?

Agile software development itself only has a short history; it emerged in 2001, when a group of developers met in Utah to create the Manifesto for Agile Software Development, which is a set of values for developing software in an flexible, iterative manner.

As Agile development took hold in IT departments, so tech chiefs started thinking about how the approach could be used – not just to create software products – but to lead teams and projects more generally. As this happened, CIOs started talking about the importance of Agile leadership.

SEE: Guide to Becoming a Digital Transformation Champion (TechRepublic Premium)

Over the past decade, the use of Agile as a technique for leading and completing projects has moved beyond the IT department and across all lines of business. The increased level of collaboration between tech organisations and other functions, particularly marketing and digital, has helped to feed the spread of Agile management.

Why has Agile leadership spread so quickly?

In many ways, it hasn’t. CIOs might have been talking about the importance of an Agile leadership approach for more than a decade, but it has been slow to grow. That might be about to change.

Johnson Matthey CIO Paul Coby agrees that CIOs have been talking about the importance of Agile methodologies for the best part of 15 years. But he says agility is now crucial to supporting the business’ almost-continual transformation: “They need agile IT, in the best sense of the word, to support that.”

The challenges of the coronavirus pandemic have led to the adoption of Agile leadership across IT departments and the wider business. The need for rapid digital transformation in all sectors means projects had to be completed by cross-functional teams quickly – and Agile leadership proved a good fit.

Why is Agile leadership so well-suited to digital transformation projects?

When the lockdown came, workers and their managers went home. However, organisations in all sectors still had a huge to-do list: they had to keep operations running and find innovative ways to deal with their business challenges.

Many CIOs report that Agile management has been a great fit for the new working normal – and they’ve adopted leadership approaches to support this shift. Here are some examples:

What are some of the key techniques of Agile leadership?

Although Agile leadership leans heavily on the principles and techniques of Agile software development, such as iteration, stand-ups and retrospectives, it’s probably fair to say that it’s a management style that involves a general stance rather than a hard-and-fast set of rules.

Mark Evans, managing director of marketing and digital at Direct Line, says the key to effective Agile management is what’s known as servant leadership, a leadership philosophy in which the main goal of the leader is to serve.

On the other hand, Elke Reichart, chief digital officer at TUI Group, has coined her own philosophy for effective Agile leadership known as management as a service, which is about being available to make decisions rapidly.

What is undoubtedly true is that Agile leaders are nothing like traditional managers. They’re open-minded, rather than closed, they encourage their teams to make their own decisions, rather than keeping a tight grip on control, and they enjoy the process of learning and reflection, which means embracing failures and celebrating teams successes.

Consultant McKinsey refers to three sets of capabilities for Agile leaders. First, they must transform themselves to evolve new mindsets and behaviours. Second, they need to transform their teams to work in new ways. Third, they need to build the capabilities to transform the organisation by making agility core to the design and culture of the enterprise.

How do business leaders apply Agile management techniques?

Rich Corbridge, CIO at high-street chemist Boots, reflects on how his firm has applied Agile leadership during the past 12 months and says it involves three big elements. First, it’s about how organisations make decisions quicker: “How do we do stuff in small batches and test and learn?”

Second, it’s about establishing growth, mindset and collaboration – that’s to do with getting people to step up, do new things and then create new leaders. “A set of skills across my team has really being exposed by working in this way that we didn’t know existed before,” he says.

Finally, Agile leadership is about closer interaction with the rest of the executive body – rather than formal three-hour meetings every week, C-suite execs at Boots chat every day at 8am and 5.30pm.

“We do two half-hour standups; one at the beginning and one at the end of the day. It’s been an amazing way of getting to know my colleagues and really value what everybody brings to the table every single day,” says Corbridge.

What are the benefits and downsides of Agile leadership?

Agile management produces benefits in two key ways: it gives workers the empowerment that research suggests they crave, and it frees up leaders to focus on higher-level tasks, such as refining strategy and developing new business models.

The obvious drawback of Agile leadership is the potential for a loss of control. As managers empower their teams, so they stop being involved in the minutiae of decision-making processes. Get Agile management wrong and there’s the possibility for chaos and anarchy.

Feedback and iteration, therefore, are crucial to a successful Agile leadership style, just as they are to Agile software development. Good Agile managers don’t use command-and-control to manage their staff, but they do focus on fostering accountability and creating a careful balance between total freedom and micro-management.

What’s the future of Agile leadership techniques?

Agile management is here to stay. First, the technique has proven its value during the COVID-19 crisis – self-empowered teams have produced great solutions to tough business challenges quickly. Second, agile management is a great fit for the future of work, which is likely to involve a blended mix of home- and office-working.

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Sourced from ZD Net

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By now, we all know that key to cultivating a creative business — one driven by — is to ask lots of . Warren Berger wrote a best-selling book about this back in 2014, called A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas, which laid out the path to innovation in three parts: Why? What Ii? And how?

A good example of the Why-What If-How paradigm is the origin story of the camera. It started, as Berger explains, with a Why question from the daughter of Polaroid co-founder Edwin Land: Why did it take so long to see the photographs Land had just taken, using a traditional camera? That “why” led to a “what if”: Could he build a darkroom within the camera? And then, “how”: What combination of chemicals and paper would make that magic happen? In 1948 — five years after that first question was asked — the instant camera was born.

Market researchers help companies stay innovative by asking important questions of consumers all the time. But we also know, from experience, that it’s not just what questions are asked, but how they’re asked; in the media maelstrom facing consumers today, many people speed through traditional surveys, doing anything to get to the end.

Here are six things to consider, from context to timing to tone, when building your survey of “beautiful questions,” while ensuring that the experience is both fruitful and enjoyable.

1. Show that you understand the brand personality

Brands that are fun and edgy speak a different language. Take REVOLT TV, Sean “Diddy” Combs’ digital media company dedicated to urban contemporary music. They have a large and very engaged community (which, full disclosure, my company does  with) and use words I barely understand (like “that’s really wig,” which means something so good your wig flies off your head). If I sent one of these REVOLT surveys to some of my colleagues, it might go over their wigs, but the slang and tone makes sense for Revolt’s audience.

2. Mirror the way actual human conversation works

When I’m talking with a friend, there is a natural cadence. One person says something, and the other person responds. (“I really enjoy hiking in the mountains.” “Yeah, hiking is great. What do you like most about it?”) It’s all about listening, then acknowledging what was said. You don’t throw away the research script, but by “piping” part of a consumer’s response back into the next question, you’re keeping them engaged in organic conversation.

3. Make your survey snack-sized

Asking one question doesn’t give you enough to drive much insight, but asking somebody 30 or 40 questions guarantees you lose them forever. Consumers don’t want a survey experience that takes more than two or three minutes — max. While there may be a subset of people, like retirees, who will happily spend hours doing your long survey, just about every other demographic is looking for one that’s short and sweet.

4. Balance ‘things I want’ with ‘things you want’

A meeting host rarely dives into Agenda Item No. 1 without a warmup. A journalist won’t start an without an icebreaker. In any serious conversation, it’s never 100% about business. Think about when you have to give somebody criticism. You offer up a “praise sandwich,” with the negative sandwiched between two positives. Same thing with surveys. Along with the necessary client questions — “the meat” — ask some questions that show you care about the consumer.

5. Be vulnerable and share back

If you expect consumers to give you video feedback, upload a video of yourself and tell consumers something you’ve learned along the research process, particularly how their efforts are helping your client’s business. “Your input is going to drive some huge decisions in our product team,” you might say. Or: “Because of your feedback, we are launching this ad campaign. We want to share it with you first, one day before it is released to the public.”

6. Say thank you

Showing is essential in any business transaction, and research is no different. Maybe you share a fun meme or emoji or a video from an internal team member. Perhaps you make a charity donation in the consumer’s name as a way of saying thanks. These things are not the reasons people participate — not the goal that is driving them forward — but it makes them feel appreciated just the same.

Bottom line: Every engagement you have with consumers is a branded one, including research. So make sure your approach reflects the brand, and make the experience actually engaging.

Feature Image Credit: Omar Osman | Getty Images 

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Entrepreneur Leadership Network Contributor. Founder and CEO, Rival Technologies

Sourced from Entrepreneur

By Daniel Lubetzky

You have an innovative and differentiated product that has withstood your relentless scrutiny and you are ready to go forth and conquer. (In other words, you’ve mastered what I call the “3 Cs of Entrepreneurship,” which you can read about here.)  Now it’s time to talk about how to build your ideas into reality. I approach this process by working through five key steps. It’s critical to give all of them your equal attention and to understand how they influence one another.

Here are my “5 Steps to Strategic Execution”:

Vision: This is your dream—what you want to be and where you want your enterprise (whether social, business, or hybrid) to be in 20 years. Some may say your mission should come first, but I start with vision, because you need to know where you are headed to forge a road to get there.

While dreaming can be criticized as undermining an entrepreneur’s ability to stay grounded and focused, it is an extremely valuable pursuit, because it orients us toward where we are going. As Henry David Thoreau said, “If you have built castles in the air, your work need not be lost; that is where they should be. Now put the foundations under them.” Let’s talk about building those foundations.

Mission: This is what you were put on this Earth for, what gives you meaning and sense of purpose, and what you are ultimately aiming to accomplish. If your mission were to be fulfilled, what would the outcome look like? Mission is your raison d’être, imbuing everything you do with a higher purpose that can be highly motivating.

Sometimes it is useful to begin with understanding the mission underlying your vision before you begin to dream about the future. But the passion and meaning you derive from your mission can catapult you toward your vision, in which case it’s helpful to first uncover where you want to go. Whichever approach you take, you will need a strategy to get there.

Strategy: This is a big-picture, top-level construct aimed at building a pathway between your mission and your vision. Strategies should help you determine which forces you will rely on—do you want to be available to everyone, everywhere? Or should you build your anchor expertise in a particular channel before you branch out? Will you pursue retailers and wholesale accounts or focus on selling direct-to-consumer? Are you a premium service or mainstream?

I often think of strategy as what not to do. One of our greatest strengths as entrepreneurs is our drive to do. But this can also be the source of our undoing. Strategy forces us to focus. It helps us to set priorities and double down on our greatest opportunities without letting the smallest ones derail or distract us.  If you haven’t thoroughly figured out from which pursuits you will abstain, regardless of the temptations, you haven’t done enough strategic planning.

Tactics: People often think of “tactics” as the boring or easy part. But just as a strategy can arm you with an entirely new playbook, so too can tactics help you outperform by doing things differently through how you execute.

If your strategy is to have best-in-class customer service, one tactic may be to ensure that team members are evaluated regularly based on the value with which they leave consumers. How can your evaluation practice be better than others? What incentives will you offer and what technology will you use for tracking? These details will go a long way in distinguishing you from your competitors.

Execution: To carry out your tactics effectively, you must maintain a commitment to excellence, relentless productivity, entrepreneurial spirit and tenacity, and integrity too. Take all the values that are important to you and make them part of your company culture and leadership style so that they permeate through every action, big or small, that you take.

Execution is about giving it your best, your gritty relentless best, and outperforming by running faster, with better form and better posture than others. Ultimately, it will make or break your success—you could have every other piece in place but then falter on your execution, and the rest would be worthless.

As you prepare to bring your product or service to market, working through these steps will help you to refine your launch plan. Now what are you waiting for? It’s time to make your vision a reality.

Feature Image Credit: [Photo: oatawa/iStock; rawpixel 

By Daniel Lubetzky

Daniel Lubetzky is the founder and executive chairman of global snack company Kind and the Kind Foundation. Through his family office, Equilibra, he invests in companies that help people live and eat well. 

Sourced from Fast Company

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The top six Google tools to help grow your website SEO score

Building a website has never been easier than it is today. However, building a successful website is getting harder and harder in a highly crowded space, especially when considering the importance of website SEO (search engine optimization).

While choosing the best web hosting for your website will go a long way to helping you succeed, there are numerous  other tools you should be make use of, and Google’s toolkit is a great place to start.

In this article, we look at six of the best Google tools. If you’re not already taking advantage of them, it might be time to change the way you work.

1. Google Ads

website seo

Google Ads is a powerful marketing tool (Image credit: Google)

Most experienced website owners will agree that Google Ads (formerly Google AdWords) is one of the most powerful marketing tools available. It includes a suite of smaller tools, effectively allowing you to perform keyword research, low-key competition analysis, and PPC (pay-per-click) marketing from one central hub.

Of course, this isn’t free, and it can cost quite a bit if you don’t know what you’re doing. But learn how to run effective ads, and you will soon be driving a decent amount of traffic to your website, no matter your budget.

2. Google Analytics

website seo

Google Analytics is a very powerful website statistics tracker (Image credit: Google)

When you own a website, it’s important to understand how it’s performing at all times. It might be that you’re suffering from a high bounce rate, but don’t know why. Or perhaps you’d like to know what your main traffic sources are. Whatever information you’re looking for, Google Analytics can help.

To get started, you will have to link your website to your analytics console. There are a few ways to do this, but the easiest is to paste a small code snippet into your website source code. Google provides a full tutorial on how to do this.

Once you’re connected, you will be able to access your analytics portal, where you will find information on everything from visitor demographics and source to your most popular content. And as you can imagine, this information is extremely useful for making future business decisions.

website seo

Google Trends is a great way to track keyword search volume over time (Image credit: Google)

One of the hardest things to do as a webmaster is to keep track of your keywords. Keyword research is all well and good, but search volumes are constantly changing, and it can be difficult to identify up-and-coming keywords or phrases with normal research.

This is where Google Trends is useful. Basically, it allows you to view the search volumes for specific keywords or keyphrases over time. You can compare the performance of different search terms while filtering by location, search platform, time period, and more.

4. Google Search Console

website seo

Any webmaster who is serious about developing a strong online presence should take advantage of the Google Search Console (Image credit: Google)

SEO is difficult at the best of times, but it’s almost impossible if you aren’t using the tools at your disposal. All webmasters should be using the Google Search Console in some way or another, largely because it’s a great source of information about the effectiveness of your SEO campaigns.

For starters, it allows you to submit sitemaps and individual URLs directly to Google to ensure your entire website is indexed properly. Keep track of search analytics, and get notified when Google finds any problems with your site and its content.

5. Google AdSense

website seo

Google AdSense provides a great way for small website owners to monetize their sites (Image credit: Google)

If you run a content-based website, there aren’t a lot of ways to monetize your work. You could sell premium content or add a little ecommerce store, but these both require a lot of effort. Alternatively, you could include some form of advertising on your website by signing up for Google AdSense.

Once you’ve signed up, you will need to be approved by Google to become part of the Google Network of publishers. Once approved, you will be able to place small ads on your site. These are usually targeted at your audience according to their interests and past browsing history, and you will be paid whenever ads are published and/or clicked on.

6. Google Alerts

website seo

Google Alerts is basic yet powerful (Image credit: Google)

Google Alerts certainly isn’t the most powerful tool in the search engine’s toolbox, but it’s extremely useful nonetheless. It allows you to set alerts for keywords, phrases, or anything else you want to monitor on the web. When a relevant piece of content is published, you will be notified. A lot of webmasters use this to monitor the exposure their website is getting across the web. Simply create an alert for your brand or website name, and wait for the results to start rolling in.

Summary

Google is the most popular search engine in the world, and it comes complete with a suite of tools to help webmasters improve their website’s performance and search engine ranking. The above six are some of the best Google tools available, and now you know what they’re useful for and why you should be taking advantage of them.

Feature Image credit: Edho Pratama (Unsplash)

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Sourced from tom’s guide

Apple has discontinued the iMac Pro. After introducing it in 2017 as “the fastest, most powerful Mac ever made,” the company has apparently decided it has become redundant. It is a spectacular fall in a mere four years for the machine that signalled Apple’s renewed commitment to the Mac.So, what went wrong? Did it lose its way among the upcoming Apple Silicon Macs or was it doomed from the beginning? As we pour one out for the iMac Pro, let’s consider what its failure tells us about the future of professional-level Macs.

The flaw at the heart of the design

Despite all the onstage bluster at its unveiling, Apple likely knew it was taking a gamble with the iMac Pro.

Although it was housed in an iMac’s shell, the iMac Pro was a step above its all-in-one sibling. It married sleek design with workstation-class components, including Intel Xeon processors and AMD Radeon Pro Vega graphics chips. It was the first pro-level desktop Mac to come with an integrated display (a 5K one at that), as all previous efforts — from the Power Mac to the trash can-like Mac Pro from 2013 — consisted solely of the computer itself.

As impressive as it sounded on paper, the iMac Pro was fatally compromised by its design. For the creative professionals it was designed for, unhampered performance and upgradability are both must-have features. These areas were exactly where the iMac Pro tripped up, which was a repeat of the maligned 2013 Mac Pro.

Although Apple boasted of a top-notch cooling system in the iMac Pro, there would always be limitations to stuffing all those components behind the screen in a slim, all-in-one form factor. There just wasn’t the thermal headroom needed to fully utilize the components inside. But the lack of modularity was an even bigger issue.

It was wrong for its core audience (creative professionals) because it was not upgradable, leaving customers stuck with the same components even as their workloads got more demanding. Replacing an expensive computer every few years just isn’t tenable — at least not compared to the flexibility of a traditional desktop tower. Hence, the eventual return of that design with the 2019 Mac Pro. In the end, the iMac Pro was just a stopgap until we got to the Mac Pro — and it has lived in the shadow of the former ever since.

The shadow of the Mac Pro

Julian Chokkattu/Digital Trends

Even before the iMac Pro came out, rumours abounded that Apple was revamping the Mac Pro into a machine that combined power with modularity — something Apple itself confirmed before the iMac Pro launch. You would be able to swap out any of its components for whatever you wanted, giving you a perpetually upgradable machin, the likes of which Apple had never made. Or so said the industry gossip.

In the end, the Mac Pro was never quite as modular as some of the more fervent dreamers had hoped, but all the talk inevitably cast a shadow over the decidedly non-upgradable iMac Pro, most likely stifling interest in it.

With the Mac Pro in the offering, convincing creative pros to opt for something with none of the upgradability and that would likely quickly be surpassed by the Mac Pro was a tough sell. After all, the shape of the iMac — its scooped back and razor-thin wedges — heavily limits how much power you can put inside it because it is exceedingly difficult to keep cool. A desktop machine with a focus on modularity like the Mac Pro would necessarily come with a more spacious chassis, thus increasing its cooling capacity and the power of its internal components.

And that is what we got. Apple had designed a range of attachable upgrades, from the Afterburner card to the MPX Modules, that would be impossible in the iMac Pro. For the first time in well over a decade, creative professionals had an Apple option that made more sense from a future-proofing perspective.

As soon as the Mac Pro launched in 2019, it was clear there was no real place for the iMac Pro. Even worse, rumours about Apple Silicon would create a whole new problem for the all-in-one.

The Apple Silicon dilemma

Apple iMac Pro News

Before diving into the topic of Apple Silicon, I should first address just what came in the original iMac Pro. What did “the most powerful Mac ever made” get you in terms of processor performance? Well, it originally shipped with 8-core and 10-core Intel Xeon chips, plus an 18-core version that John Ternus, Apple’s vice president of hardware engineering, described as “really nutty.”

At the time, this seemed like a huge step for the Mac, which many people felt had been increasingly side-lined by the all-powerful iPhone. Yet, Apple knew that even the 18-core behemoth would soon be superseded by its own Apple Silicon chips — chips that the company was already working on in secret.

The difference between Intel’s and Apple’s chips has already been starkly outlined, especially in the Mac Mini, the most performant Apple Silicon computer yet. But the difference is even more glaring when the iMac Pro is thrown into the mix.

Today, you can buy a 10-core iMac Pro that scores 1117 in Geekbench 5’s single-core test and 9386 in its multi-core test. When we reviewed the Mac Mini, it scored 1744 and 7659, respectively. Trading blows, right? Although Geekbench results are far from a comprehensive look at performance, they demonstrate the pickle that these high-end Intel-based Macs have been in.

That’s especially true when you consider the price. The 10-core iMac Pro will set you back $4,999. The Mac Mini? $699.

Of course, Apple knew it couldn’t just snap its fingers and give the iMac Pro an Apple Silicon chip — it had to wait for Pro apps to be ready. It also had to develop its own professional-level performance. But the longer Apple waited, the more irrelevant the iMac Pro’s Intel chips would become compared to the M1 and its successors.

Something much better is coming

The death of the iMac Pro, though, is far from the death of high-performance Macs. If you need a professional workstation to get your work done, the outlook is still very favourable in Apple land. The Mac Pro, while expensive, is laser-focused on creative pros and still offers a great option if power is what you need. There are rumours that Apple is planning to update it with more powerful Intel chips, potentially this year, so it is not going the same way as the iMac Pro.

At the same time, Apple is reportedly working on a half-size Mac Pro that would come with an Apple Silicon chip and look like an enlarged Mac Mini.

Apple could easily stuff a high-powered M-series chip into the iMac Pro, but the Apple Silicon chips make it unnecessary. The regular iMac is due for a major revamp as early as this spring, when it is widely expected to come with Apple Silicon chips of its own. This could bring a big performance boost and put the standard iMac near the level of the current iMac Pro.

Yet at the same time, top-end Apple Silicon chips of the type that would be perfect for the iMac Pro are likely not ready yet. With the entry-level iMac offering what was previously considered pro-level performance on the one hand, and a lack of truly iMac Pro-class Apple Silicon chips on the horizon, there is no place for the iMac Pro to go.

So yes, the future of the iMac Pro is grim. The good news? For creative pros, the death of the iMac Pro doesn’t mean Apple is getting cold feet about catering to this audience. It’s merely making room for all the exciting Macs ahead.

Sourced from digitaltrends

 

HP Spectre 13 2017 Review
Photo of MacOS Catalina Photos screen

 

 

By Maria Haggerty

As the collapse of the traditional retail model progresses, consumers by and large now defer to shopping online for everything from daily essentials to luxury purchases, paving the way for direct-to-consumer (DTC) brands to take the place of traditional retail stores.

I’ve purchased everything from toothpaste to cars online. In this heightened e-commerce landscape, consumers’ expectations that products and experiences be crafted to meet their exact needs have escalated.

To that end, DTC brands are re-targeting their sights — and their sites — on providing the perfect solutions rather than simply comparable alternatives. If you’re competing here, in order to thrive, you must be mindful of, and responsive to the latest trends and best practices.

Know your niche

In a growing market of specialty consumer preferences, shoppers aren’t just looking for an item to add to their cart; they’re looking for an experience that makes them feel seen. They want confirmation that a solution has been created specifically to meet their unique need or desire. And in order to discover that solution, it needs to be presented to them through the right channels, at the right time, and with the right tone.

DTC brands have the singular advantage of being able to offer a distinctive experience to their customers. That mindset should inform the entire brand strategy, from product development to packaging design, fulfilment, marketing, and anything else that touches the customer experience. One of my company’s clients customized offers based on the order code on a packing slip. If a customer used a first-purchase discount code, for example, that order would be packed with a postcard offering an exclusive discount on a future order. This was part of a strategy to convert first-time buyers into returning customers and build brand trust to increase satisfaction and retention.

Successful DTC brands win on the personalization front by using historical and real-time customer behaviour data to recognize purchase intent, make tailored product recommendations, and create value add experiences that leave customers feeling understood, satisfied, and excited for more.

Harness the power of data

Major carriers have increased shipping rates. With shipping being one of the primary costs of doing business as a DTC brand, having visibility into transportation data provides the insights necessary to ensure optimal efficiencies, improved bottom lines, and a better experience for both shippers and customers.

Look into your shipping and billing data. With this information, identify areas where you can reduce waste, decrease transportation spending, and make better business decisions on an ongoing basis.

Make returns a cinch

More and more brands are embracing ‘returnless refunds,’ whereby customers are fully refunded for a return without actually having to return the item. This strategy ticks off several boxes for sellers including reducing carbon footprint and eliminating the return shipping and customs fees, which can end up amounting to more than an item costs to manufacture.

Not to mention, sending a customer an email that says, “feel free to keep or donate the item you were planning to return,” scores major points for customer experience and satisfaction.

Channel your efforts wisely

If you apply the “if a tree falls in the forest” philosophy to DTC, the question becomes, if a product is promoted on a platform your audience doesn’t use, does anyone see it?

Successful DTC brands provide customers with a seamless online shopping journey from research through purchase. This starts with knowing what channels customers are relying on for information. In other words, location is everything.

There are a lot of choices — social media, email marketing, search engines, affiliate networks, for starters. You can start narrowing down your channel mix by looking at factors such as your budget, competitor presence, and your bandwidth to manage efforts. Then, it’s time to test the waters. To avoid wasting time, money, and resources, you can get a good baseline by promoting only your best-sellers through the channels you’re considering.

Make an impact

Today’s savvy, socially conscious consumers flock to brands that project an image with values that reflect their own, and that’s a key insight for DTC brands in 2021. Shoppers evaluate a brand not only by the breadth and quality of its commodities, but by its reputation.

Criteria being factored into purchasing decisions today include sustainability efforts, stance on racial and social justice issues, and the standard of their customer experience. If you haven’t already, 2021 is the year to commit to a cause that speaks to your brand’s — and your customers’— identity.

DTC brands are taking commerce to new levels, creating the products and experiences they know their customers desire. By studying your core audience, you’ll gain an intimate understanding of what challenges and opportunities exist for them, providing the opportunity to convince them that your brand should be their go-to solution.

Feature Image Credit: Direct-to-consumer brands have the advantage of being able to offer personalized experiences. Eva-Katalin/Getty Images

By Maria Haggerty

Sourced from Business Insider