Apple’s Snow Leopard – Review
by Amy Stevens Adams
Being the geeks that we are, John and I rushed out to our closest Apple store last Friday to buy Snow Leopard, Mac’s latest OS, as soon as it was released.
Here’s the cool part- when I heard Snow Leopard (SN) was being released I was a bit saddened. Why? Because I wanted the latest and greatest OS, but I didn’t really want to spend a couple hundred bucks for something I didn’t really need. However, Apple (being the super-cool company they are) decided to release it for $29! Yup. $29. Or in our case, $25 for each John and me because we bought the family pack for $50 and shared it. As I was checking out in Apple, the guy assisting me said I was the first person he’d ever sold to that paid for an Operating System in cash.
Smart move Apple, very smart. I forked over $50 like I was paying the tab in a restaurant. No thinking involved, it was a no-brainer.
So now, was it worth it? Well, I’m going to say ‘yes’. As with all of our Apple purchases we have no regrets. HOWEVER, it doesn’t really make a huge visible difference as far as I’ve been able to tell over the past week of using it. What was worth it is the extra GB I got back since Snow Leopard has a smaller footprint. Apple had touted that SN would free up 7 GB of space. I got back 11! So I see it as spending $29 (actually only $25 for me and John each) to get 11 GB of space back on my hard drive. Even if it didn’t do anything else, it was worth it. Unfortunately, John doesn’t know how much space he reclaimed, but a friend of his reported getting back 30 (!) GB when he installed Snow Leopard.
SN has a bunch of features that personally I don’t really understand, or need. If you’re a techie type person, you’ll be happy to know about the transition from 32-bit to 64-bit. This makes your computer handle processing faster, makes your applications more secure against hacks and malware, and gets you ready for the future (when all Operating Systems will be 64-bit). This is just one of the many ‘techie’ improvements Apple has made with the release of SN. It seems to me that most of the improvements are behind-the-scenes. I can definitely appreciate that my computer is faster, more secure, better optimized and overall more powerful. Even if I don’t SEE it.
Here’s what I do see;
1. The pop-up menu on the dock is now black and transparent. Nicer looking.
2. I use the ‘All Windows” Hot Corner setting and now when I see all the open windows on the screen, the one I hover over is outlined in blue.
3. Expose is right in the dock. This means if I have 7 images open in Fireworks, I can click & hold the orange Fireworks icon in the dock and all 7 of my images will open side by side on the screen. This makes it easier to see what you have open and find what you need to work on next.
4. Backups to Time Capsule are faster (80% faster according to the Apple website)
5. Faster shut down and wake up. This one I see a big difference. I can restart my MacBook in no time!
Features I haven’t tried yet, but are improved;
1. QuickTime. A new, uncluttered interface lets you edit quickly, capture audio or a still image from your computer’s built in microphone and camera, upload easily to YouTube, and stream videos faster and smoother than before.
2. Improved video in iChat. Now you only need 1/3 the bandwidth to have a video iChat, and the resolution is better.
3. Safari is faster, more reliable and less susceptible to crashes. John and I both use Firefox, but I’m thinking of making the transition to Safari. It sounds like it might be the superior browser available today. Safari 4 allows you to see all of your favorite webpages in a gallery view and even alerts you if there is new content since your last visit. You can also flip through your browsing history in a cover-flow format like in your iTunes. Safari is faster, more secure, crash resistant and kid-friendly.
Okay, that’s not even half of the new improvements to SN. I encourage you to take a look at Apple’s site if you’d like more info.
*As a final note, I wanted to mention that John has a Neat Receipts for Mac scanner that he has used for about 8 months now. Yesterday he went to use it and it didn’t work, so I called the company, Neat Co., to talk to tech support. It was one of the best experiences I’ve ever had with a company. I was on hold less than a minute, and I spoke to a guy who was pleasant and intelligent. He knew instantly that my issue was related to installing Snow Leopard. He informed me that they had just released a new update of their software to integrate the scanner with Snow Leopard, and he sent me an email with easy steps to install the update. John had his scanner working again in no time! I’ve found Neat Co. to be very receptive and easy to do business with. I wish I could find more companies like them, and we would definitely recommend their ‘for mac’ scanner to anyone using a mac.
To sum up, as usual John and I are very pleased with Apple and continue to be loyal customers. Check out Snow Leopard for $29! It is worth it!
-Amy Stevens Adams of Cape Cod Branding
How To Get My Attention
by John R. Sedivy
How much information do you receive in a given day that you actually care about?
I’m not talking about the stuff that you are forced to care about through responsibility, or a false sense of caring to save the feelings of another person. I am talking about the information that you genuinely care about and look forward to receiving.
If your e-mail inbox looks anything like mine first thing in the morning it has at least a few unsolicited messages that I care nothing about. Actually it is more than a few – sadly it’s the majority. Most get deleted without my even having looked at them.
Personal messages aside, there are a few great messages that I do look at.
While reading Permission Marketing by Seth Godin the author had identified three characteristics of permission marketing:
1. Anticipated: People look forward to hearing from you.
2. Personal: The messages are directly related to the individual.
3. Relevant: The marketing is about something the prospect is interested in.
Although Permission Marketing applies directly to marketing, upon further reflection I found that it can equally apply across any communication. I will use e-mail as an example of the application of this idea because it is a forum that is widely familiar (and unanticipated, impersonal, irrelevant e-mail is a problem that many likely have) and e-mail is the first thing that caught my attention when rolling out of bed this morning. For more information on permission marketing refer to my article Asking Permission, or better yet read the book.
Yesterday in How To Sell Your Idea I had mentioned that in order to be receptive to your message the audience or consumer must care. But how do you make people care? How do you compel people to take action?
Easy – by making your conversation with the customer anticipated, personal, and relevant. Here’s how to do it.
Are You Anticipated Or Merely Tolerated?
There is a big difference between the answer to this question. Anticipation generates excitement and a positive call to action. Being tolerated induces a lackluster, if any response.
Communications that I request – such as a subscription to a blog or a request for more information about a newly discovered product or service is anticipated.
Personally I like the example of my Barnes and Noble e-mail which often contains a coupon towards a new purchase. In the overall scheme of things we are not talking huge savings here, but it usually prompts me to take a trip to the bookstore to make a purchase.
I am probably behind the times by being a blogger who still goes to a physical bookstore rather than an online store. However, I enjoy physically browsing through books, discovering new items, and just the overall experience.
This call to action makes the message – and therefore the communication is anticipated.
Establish A Personal Connection
Personal relationships almost always get attention – this is, in my opinion, the most effective way to clear through the clutter. People care most about people with whom they have a personal, vested interest.
The same applies to business. You can have the best technical and business skills, however if the receiver of your message doesn’t like you it really doesn’t matter. This is an ugly truth that many attempt to deny, but people like to do business with people whom they like and have a personal connection.
Find a sincere, authentic rapport with the individual whose attention you are wishing to attract and the rest will take care of itself. Do not be tempted to establish a false rapport – that technique has the opposite, devastating effect.
Consider the e-mail example again. Other than coupons, I also receive messages which inform me of new books released by authors whose books I have purchased in the past with my membership card. This may seen intrusive to some, however I have given this permission – my interests and reading are varied – it would be quite a daunting task to keep track of my favorite authors. It’s nice to have someone do this for me!
Crafting a personalized, individual message for each customer gives them a personal stake in your message.
Is Your Communication Relevant?
Should I care about your message to me? Most times the answer is a resounding no. Many marketers and business owners are spammers – they purchase a list, draft a boilerplate message and send the message to the masses. Sure they get some nibbles off the line, but most really don’t care. Furthermore, the nibbles they do receive are not very strong – they are from the fickle bunch who will trade sides at the first scent of a better deal.
Consider the alternate approach. Carefully crafting a relationship built upon incremental permission built over time. True you will not reach as many prospects, or as large of an audience with this approach, however you will firmly cement personal relationships that are extremely strong over time and can withstand even the most trying of circumstances. These are the consumers who will not leave you for the next big thing – they value the relationship because it’s personal and relevant.
Keeping it relevant is tough. It’s tempting to move off track and send non-relevant information to your customers in the hopes of a random sale. However, if your communications are consistently relevant you will gain credibility over time and your messages will be anticipated which will have a more profound result over time.
A Circular Relationship
Upon thinking about the theory of permission marketing I believe this relationship to be circular in nature. One aspect affects the other two. Each action in each category either further builds or cripples the other aspects. This continuous feedback creates a circular relationship of sorts among the various entities whose attributes I represent by questions above.
Providing your audience with consistent, relevant information over time will gradually increase your permission level to provide more information. Your credibility increases, and with it your shared perspective on market trends, products, and services.
The personal nature of the relationship provides a strong foundation which can withstand turbulent conditions – both personal and economic. Personally involving the audience gives them a personal stake in your message and as a result increases their attention.
Continually providing your audience with relevant information with a grounding in a personal relationship will lead to anticipation of your communications which will increase the likelihood of positive action which will be beneficial to the both of you.
Anticipated, personal, and relevant communication will get you the right attention!
-John R. Sedivy of Cape Cod Branding
How To Sell Your Idea
by John R. Sedivy
Do you have a big idea that you just can’t seem to get off the ground? Do you have difficulty convincing others of not only your big idea, but other things of sometimes trivial value as well?
You’re not alone.
The good news is that I’ve discovered a solution while reading Seth Godin’s Free Prize Inside. Regardless of what you are trying to convince someone of – perhaps your next big idea, a small project, or a new direction – I believe this concept will work and change your perspective on how to sell and package your ideas.
In How To Find Your Your Free Prize we had discussed how seemingly unimportant changes can have a large impact on you and your business. This free prize can be extremely valuable – high profit at low cost. But how does one find their free prize? In the last article we had talked about using edgecraft – today I will discuss another important method of leveraging your ideas – the Fulcrum of Innovation.
The Fulcrum Of Innovation
Check out the picture at the beginning of this article – it’s the Fulcrum of Innovation developed by Seth Godin. This fulcrum does what fulcrums do best – apply leverage, which will ultimately get you and your idea off the ground.
Remember the seesaw on the playground as a child? You’re using your weight to lift another on the other side by using a board over a pivot point. This device applies leverage and allows you to perform a feat that you would not otherwise be able to accomplish on your own. This is the idea behind the Fulcrum of Innovation as well.
Late in business school and early in business I had found that to most individuals and businesses, it matters least what is written, what matters most is leverage. This is not to say you shouldn’t honor your word – you most definitely should. However, leverage is a powerful tool and in general, vastly understated and overly employed.
The purpose of the Fulcrum of Innovation is to serve as a leverage point that magnifies your efforts and your ideas and turns them into reality. No man or woman is an island. As we’ve discussed in our previous partnership articles working with others is vastly more effective than working alone.
The fulcrum forces you to ask three questions and provide the answers to others when attempting to convince others:
1. Is it going to be successful?
2. Is it worth doing?
3. Is this person able to champion the project?
Whether you are asked these questions directly or not – you must realize that people are considering these questions – especially if you are asking for an outside investment.
If the answer to any of these questions is no, you should revisit and refine the idea until you get a yes – if you do not believe or cannot defend the idea others will not believe in it.
Let’s explore each question in greater detail.
Is Success Guaranteed?
Success is never guaranteed and the more certain success appears to be likely, the less likely it is to occur. Most truly remarkable ideas come out of nowhere. The difficult part is that you need to convince others that your project or idea will be a smash hit!
Is It Worth Doing?
Obviously to you the project is worth doing, but is it worth doing to others? This is where knowing your audience is critical. What do the people you are trying to sell care about? Who are you selling to? Your boss? Investors? Teammates? Know your audience and tailor your pitch accordingly.
An attempt should be made to maximize benefit to the audience while maintaining the integrity of your idea. Make people care by giving them a compelling reason to do so.
Are You The Champion?
Before you answer with a resounding yes consider the perception that others have of you – especially those who you are selling the idea to. Does your audience believe you can take your idea through development and final execution?
You can have the best idea in the world, but if the audience doesn’t believe in your ability to pull it off the sale is dead.
Of course championing a project requires you to wear many different hats.
First, you need to have, or have access to the technical abilities to pull off the idea. You also need to manage the implementation of the idea and assure it meets schedule and cost limitations placed upon you and your team. Finally, you will need to keep motivation high and be the biggest cheerleader throughout the duration of implementation, even when times are tough.
The details of how to become a good champion are outside the scope of this article. Seth Godin provides some excellent advice on how to improve the perception of you as a champion for a groundbreaking idea in Free Prize Inside. For more on how perception relates to reality and how to manage this complex relationship refer to my article Perception Vs. Reality.
Leverage Is Key
Leverage is the key to selling your idea to your audience and making it become a reality. Leverage is attained by applying the Fulcrum of Innovation which leads you to consider and convey your likelihood of success, the value of your idea, and your ability to champion the idea.
Successfully applying leverage by means of the Fulcrum of Innovation will greatly increase the likelihood of others accepting your idea and ultimately your idea will see the light of day.
Sell your idea by applying leverage!
-John R. Sedivy of Cape Cod Branding
