Walk The Walk

FreshbooksAfter attending Wired Wednesday in Toronto tonight, I had the pleasure of having dinner with Saul Colt and Rayanne Langdon from Freshbooks. As I was heading home afterwards, I reflected that Saul and Rayanne are a great example of walking the walk in marketing.

Saul gave a great presentation tonight on community building, where he repeatedly came back to the unspoken theme that the key to community building isn’t just about getting people to commit to you; it’s also about demonstrating your commitment to your customers.

Saul gave example after example of their team following Mike McDermott’s “4 E’s” approach – executing on extraordinary experiences every day. From sending flowers to people having a bad day, to going above  and beyond by exceeding expectations with contest prizing, to creating baseball cards of their favourite customers. They really walk the walk with their approach – they put into practice the things they espouse.

Compare this to an experience I had recently, when I experienced an example of someone practicing the opposite of what they preach publicly. Normally I would have ignored it, but because the person spends a lot of time preaching the opposite of what they did, it stuck in my memory.

When you talk the talk, you need to walk the walk.

(Peter Flaschner also gave an excellent presentation last night; if you can make it out to the next Wired Wednesday on May 13, I recommend it. Thanks to Erin Bury and Sarah Prevette for organizing the event)

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  • Dave!

    Thank you for this post and most importantly for including Rayanne in it. I get a lot of attention for our efforts but she does as much or MORE than me all the time!

    Rayanne is a real Internet Rockstar and I am lucky to know her!

    Saul Colt
    http://www.saulcolt.com

  • Aww, shucks, Dave! Thanks for saying such awesome things. So, where do you want your calalilies sent: home or work? ; )

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  • This is one of those examples where Captain Obvious is a welcome guest to the table.

    People are pretty good at spotting a poser over time. Rayanne and Saul are as real as they get.

  • Responding to customer requests is what it’s all about. http://www.clearbooks.co.uk is an online accounting app currently in beta. By responding quickly to our beta users we are building up a following impressed with the customer service. FreshBooks are right 🙂

  • Aren’t you going to share the names of the bad example? 🙂

    It’s true, your customers are your best marketers – meet their expectations and then blow them away will offer ten-fold in return.