Seth Godin and Cosmetics

My wife is legally blind and often comes to me with a handful of frosted glass cosmetics jars of every shape, size, and color as she's getting ready in the morning asking what each of them are. I'm continually amazed at how specific (and frankly creative) many of these products can be.

At the same time, I'm reading Tribes--Seth Godin's new book. Seth is one of my favorite authors and a common theme of his (and Tom Peters for that matter) has been to find and dominate micro niches (or some small territory along the long tail) rather than taking on Ma Bell. Basecamp or Highrise from 37Signals (one of my favorite companies) is a much better bet today than trying to take on Word or Excel.

So that got me thinking: if Revlon can sell a cream for women of a certain age to place just around their eyes--only at night--how many possible creams/lotions/potions are there? And if they can do that with their market, why can't I do something similar with mine? How many ways can you slice and dice your target market? And after you've done that, you're sure to find at least one of those micro market niches is underserved at the moment. And Seth would say there's a "tribe" waiting for you to be their leader.

Two Quick Tips

I'm finding it much easier to work with "Page Breaks" in Word vs. "Section breaks > Next page." The latter seem to go away when I update my Table of Contents or Index references and/or turn on the paragraph marker viewer (I'm not exactly sure which). However, the Page Break seems solid.

Also, Highrise has yet to get the printing right. I tried to print a contact I knew I had to call and the "Tasks" section shows bullets but no text.

Highrise and GTD

Just a quick post to reinforce a great feature of Highrise--the new light weight CRM system from 37Signals. If you're into David Allen's Getting Things Done (GTD) approach to time and life management and are familiar with how he suggests you categorize your tasks by context, you'll love the Tasks feature in Highrise.

First off, you get a drop box of intuitive time frames to choose from that make it super quick to determine the "When it's due" part of the task. Then you get a second drop box of commonly used categories and the ability to create your own (I've added "After Work" and "During Lunch" among others in my list). These categories or context cues are then placed in small black boxes in front of each task making it easy to scan very quickly.

Three Days: Product Overhaul or Just a Meeting?

I've been posting about the new CRM solution from 37Signals called Highrise and complained how the "Cases" feature was only available to premium accounts. Apparently a lot of others didn't like it either. So today, three days after launch, Signals sends out an email informing everyone they're giving cases to everyone, dramatically increased storage limits, even created a new user category and corresponding pricing structure. Their ability to take the pulse of the community and respond quickly and iterate is impressive. Imagine a "big" company doing that...naw, I can't conjure that up either. I'm willing to bet in most companies it would take three days just to find an open slot on everyone's calendar to have a meeting about if we should consider modifying the product.

It reminds me of Tom Peters' example of Paul Paliska's Professional Parking Service, Inc. in The Tom Peters Seminar (page 139). Essentially, Tom showed up to speak at a luncheon at a very busy Orange County Marriott and despite all the traffic and people he noticed everyone was parked in very short order. He complimented Marriott on it during his speech only to learn afterwards that Marriott hadn't parked the cars--Paul's subcontracted parking service had. Tom mused that since Paul and his crew were so focused on and good at event parking they probably got better insurance rates than "giant" Marriott. So he posed the question, "Who's really the big fish in this picture?"

Seth's saying about the same things these days. And I expect we'll get more of that with his new book The Dip coming out in May. Excellence comes from focus. The question is how big can one get before you're no longer nimble? Maybe when you can't pass the rework and relaunch your whole product in 36 hours test?

Follow-up on Highrise: Emailing Notes--Where Have You Been All My Life?

Highrise has this feature where every account is given a unique "drop box" email address. Simply include this address in the Cc or Bcc fields and the email text is sent to the appropriate contact as a new note. It then shows up as a mail icon in the contact's overview.

I mentioned in yesterday's post about Highrise that I'd had some exposure to evaluating enterprise CRM systems. When I was investigating various options and interviewed a number of existing users and their managers about the adoption rate of whatever system they had installed, one issue kept coming up over and over again: integration with Outlook.

"My people just live inside of Outlook. They already have to have one or two other windows up for silo systems that allow them to view or perform transactions, when we gave them another CRM window--they just didn't use it."

Even if you try to use Outlook Contacts to keep notes on and set flags for every significant contact you have with a person, it was always double entry: send the email, log that you sent it in their contact notes pane. Even if you use the MS CRM product you still have to toggle the "save this email" off and on. So once again, 37Signals has embraced constraints and found a simple solution where others wrap lots and lots of features and code around it. And I haven't even tried emailing tasks yet...

Now as a caveat I will say this feature is not "perfect." On my first attempt it missed the body of the email and only included text from my auto signature down. After consulting the Help screens I realized the feature was optimized for Plain Text emails (and I insist on using HTML). I switched the format to Plain Text, forwarded it to my drop box, and that did work perfectly.

37Signals Launches Highrise, I experience "just right"

It's here! We can finally give Highrise a spin. After doing a fair amount of analysis on commercial CRM packages for past employers I was really anxious to see how 37Signals would approach this. I wasn't disappointed (except for the price [more on that in a second]).

I logged in and started pulling business and 3x5 cards out of various pockets where I'd been keeping notes and reminders about my upcoming move and had it all into Highrise in about five minutes. Then I looked around a bit and experienced something I rarely get to experience with software: I was done. There were no more pull-downs to explore, no features I'd yet to uncover, no stubborn formatting hacks I had to research on Google to learn how to work around, I came in, did precisely what I needed to do, and that was all there was to do. I was done. Beautiful.

Now, I really wish I didn't have to shell out fifty bucks a months to get access to Cases. But I've run the budgets on other systems and know this is literally pennies compared to most CRM systems. It's just that I'm using it to keep track of our family's move so it's not like I had to compare this with installing a Siebel system. Seems like they should want individuals to use all the functionality so they'll want it at work.

Also, I wish I had the same formatting options in notes that I have in Basecamp.

And finally, I'm going to be really interested to see if Highrise was necessary or if the new features could have been rolled into Basecamp as optional settings.

But overall, good job guys!