Hiding Behind Technology

I recently wrote about the importance of telling the truth and how lies have become too commonplace in today’s business environment.  As a follow-up to this bad behavior, this week’s topic discusses hiding behind technology.

It is proposed that people are much bolder when it comes to electronic means of communication.  College professors are reporting this with increased frequency among students.

Not all of the news is good in the business world now.  Companies get purchased.  People get laid off.  Budgets get cut.  Projects get cancelled.  It happens, and it has happened quite a bit this year.

But pick up the phone and have the guts to tell someone.  If not straight to their face, at least engage in a human conversation.  It can do so much for a long-term working relationship.

Here is a short case study.  A client approves a project and work begins, but then the contact moves on to another position in the company.  The project gets transferred to another contact person.  This person takes the reins and schedules calls to move forward.
But then their budget is cut, and the new contact person hides by avoiding emails and phone calls and continues to waste their vendor’s time.  This person never bothers with a phone call to tell the truth.  Instead, their boss gets involved and says he cannot pay.  After lots of back and forth, the vendor learns the budget was cut and no one had the courage to say they simply couldn’t follow through with the project at this time.

How could this situation have been handled better?  They should have picked up phone.  “I am very sorry, but I want you to understand what is going on here…”  All is forgiven.  Things happen all the time that are out of our control, but honesty, sincerity, and transparency are highly valued and appreciated.

So let’s have some courage.  Yes, it is much easier to hide behind voice mail and email and not have a personal interaction, especially with bad news.  Let’s rejoice in the good news and share it, but we also have to directly address the disappointments.  Don’t take the easy way out–let’s show some courage here.

Lies and More Lies

You will notice in our Medical Branding Book there is a line added in about “asking Laura if you want to hear the truth” (Principle 8—request a free copy here). I think my colleagues might be poking a bit of fun at my direct approach. I am not sure that everyone really wants to hear the truth.  It can be painful to be told your logo, your collaterals, or your entire marketing campaign is ugly.  It can be like someone telling you your kid is ugly but of course, you love the kid. I am always in awe of Tim’s diplomacy and our partner Robert’s professionalism in handling such matters.

In a recent poll reported by the BBC, researchers found that of 3,000 people, the average British man tells three lies every day.  That’s equivalent to 1,092 a year. However the average woman appears more honest, lying 728 times a year – around twice a day.  “Mums” are the people mostly likely to be lied to, according to the Science Museum who commissioned the survey. 25% of men say they’ve lied to their mother, but only 20% of women admit to having lied to their mum (http://news.bbc.co.uk/2/hi/8689010.stm). Brain scans may even detect lying (http://news.bbc.co.uk/2/hi/health/8672400.stm).

Disclosure:  I love the Brits so this isn’t a call out.  This was the latest and most interesting reference I could find—especially with regard to “mum.”

Many seem to think lying is even more acceptable in business.  Apparently it is an epidemic now.  Just ordered this book on it and am looking forward to learning more.  http://liespotting.com/

I have to say what I enjoy most about owning a business is that we can refuse to work with liars (and we do).  It does seem to sort itself out and we end up working with companies who value honesty and openness. With the downturn in the economy, we may be seeing the worst behavior in many years.  But stress does serve as sieve and the good ones always filter through.

A famous Missourian said if “you tell the truth, you don’t have to remember anything.”  Telling the truth is always important and it is also the right thing to do.

So Close to Actualization Yet Still Far Away

Last year, I decided the Medavera website needed a makeover (www.medavera.com). It was, perhaps, not quite as dull  as most medical education websites, but still boring.  I didn’t have anything to reference either.  There wasn’t really a great website in this space and how could I really convey what I wanted to get across?  I was stumped.  Finally, after forcing myself to think for a few hours—alone—I realized what I loved most about medical education was the potential to save lives and I needed to convey the importance of major scientific discoveries, thus the tribute in flash on the home page.  I am right-brained and my biggest talent is coming up with creative ideas yet I couldn’t do it for my own website.

Why is this?  Since that time and since the formation of The Medical Package LLC last year, we have met with many company leaders that know they need to do something differently, yet they have lost all perspective. Most company leaders do not have time to shut the door, sit in a quiet office and  contemplate the meaning of their existence.  Abraham Maslow’s Hierarchy of Needs theory asserts that the final level of psychological development can be achieved only when all basic and mental needs are fulfilled and the “actualization” of the full personal potential takes place.  Today, so many are  just trying to survive but they must have a plan to go beyond basic survival and toward true self and company actualization.

The Forming of The Medical Package

The Medical Package LLC was formed out of need.  Simply put…there is a lot of bad marketing out there—especially in the medical space.

Here is scenario #1:  Consider a highly technical biotech, device, or diagnostics company—often privately or VC funded whereby the scientists try to become marketers.  The technical and scientific aspects are there but the emotional connections and benefits are lost.  Don’t get us wrong—we love the science but marketing is simply not their gig.  To solve this, an internal marketing team is assembled, but they often lack the scientific understanding of the product.  Some slick visuals may be developed but the appropriate scientific translation is gone. Then there may be a focus on “medical education” because no one understands how to explain the merits of the product.  These kinds of divisions within companies can cause departments to become “silo-ed” and isolated from each other and can waste time, money, and resources.  The cohesive vision for the company is lost.

Then it’s time to call in the experts because everyone now lacks perspective.  But an agency that doesn’t specialize in medical or know the science and the medical experts may only result in retainers and bills that make stomachs turn and the frustration levels continue to escalate (see www.TheMedicalPackage.com recent poll results on marketing campaigns and vote).

At The Medical Package LLC, just like a diagnosis a patient might be unsure about, we feel it is wise to receive a “Second Opinion.”  Check out this free service here.  You can send us an email and we will be in touch.  You will receive a full written analysis of our review of your materials.  And we will say it again–it is FREE!  It may give you confidence in the direction you are headed. We do give kudos where kudos is due.  We are also brutally honest so the thin-skinned may not wish to apply.  But you will hear the truth regarding your condition.