The Sound of Business – Part I I

Creating a ‘kick ass’ Sonic Personality© for your business requires that
your business have a personality in the first place. Of course every
business has one, whether you are aware of it or not, and this is a real
danger. Your customers’ understanding of who you are, and what you
do, as a business, may be very different from the vision you have of
yourself. This can be a very serious problem for owner-managed
businesses, where the personality of the entrepreneur oft times gets
substituted for the personality of the business – big mistake! So what’s
the first step in crafting a marketable business personality?

What Business Are you Really In?

OK kids, its story time. Back in the day, the railroad barons were the
most powerful business leaders in the country. They had the money, the
power, and the political ‘shlep’ (that’s drag for the uninitiated) to do pretty
much whatever they wanted. Today railroads are a depressed industry.
So what happened? Simple, they didn’t know what business they were
really in.

If you could have asked Leland Stanford or Collis P. Huntington, what
business they were in, they would have most likely answered, ‘the
railroad business’. And in the long run, that was their downfall. Instead,
they should have thought of themselves as being in ‘the transportation
business’ and if they did, they surely would have used their money,
power, and influence to control the emerging automobile, trucking, and
airline industries.

Before you can craft a Sonic Personality© you first must understand who
you are, what you do, and why you do it better than the other guy. If you
can answer those three questions clearly, then you have the beginning
of a coherent business personality that must exist before you can have a
Sonic Personality©.

Focus On One Core Value

One of the hardest things for entrepreneurial businesses to do is to
focus on one core value. This may sound, on the surface, to be contrary
to the lesson learned from the railroad barons, but it isn’t. Your core
value focus has to be broad enough to be able to sustain your business
through the onslaught of competition and fast moving technological
change. When the railroad barons focused on just one form of
transportation they let all the other transportation opportunities slip
through their fingers and ultimately overtake them.

Most accountants and bankers will tell you to ‘stick to your knitting’ and
not let yourself be spread too thin with secondary initiatives. This is
generally good advice, however there is a fundamental difference
between going off on a tangent and sticking to your core values.
Knowing who you are, what you do, and why you do it better than the
competition will help you keep your focus while at the same time allow
you to critically determine whether new opportunities are ones that you
should pursue.

Create Definition: Lift and Separate

So far I have managed to avoid using the term, brand, because it is
generally misunderstood and ignored by most owner-managed
businesses. Substituting ‘personality’ for ‘brand’ puts the notion of brand
in context. Think about it. You may have thought your business doesn’t
relate to branding concepts, but you’ve accepted, or at least are
intrigued by the idea, that your business needs a clearly defined
personality.

Al Ries and Jack Trout have written numerous books on branding and
marketing, including ‘The 22 Immutable Laws of Marketing.” One of the
lessons to be learned from this book is ‘The Law of Opposites’. Simply
stated, unless you’re the ‘top dog’ in your industry, you have to define
who you are in contrast to the industry leader. This is not dissimilar to
The Theory of Contrary Thinking.

The example sometimes used to explain The Theory of Contrary
Thinking is Tulip Mania. When tulips were first introduced to Holland in
the middle to late sixteenth century, people fell in love with them. By the
early 1600s, an exchange market had been created that dealt with tulip
futures. Similar to what happen in the Roaring 20s, everyone got
involved in purchasing tulip futures for ridiculous prices, until some wise
guy yelled SELL! Panic set-in and like in the 1920s, the market
collapsed. The moral of the story is simple; if everyone is doing it, you
better do the opposite.

By defining your business in contrast to the industry leader, you create a
separate and distinct business personality that gives your audience an
alternative to the ‘big guy’. You no longer are a second banana ‘wannbe’
imitator, but rather a distinctive company with your own image,
strengths, advantages and of course, personality.

Customers Are An Audience

Finally, this distinctive personality needs to be communicated to your
audience, and you’ll notice I’ve called your customers an audience,
because that is exactly what they are. If you think in terms of audience, it
will open up a whole new understanding of communication techniques
and media, that will lead to better audience recognition, acceptance,
and ultimately sales. Now we have to give your finely crafted personality
a voice. Tune-in next time for ‘How to Give Good Sonic Personality©.’

View Sonic PJD5122 – Pay Less for More

These days, people are using projector for everything; working at the offices, presenting a project at schools, or watching movie together with your family at home. If you are looking for a projector with great performance, you may want to find a View Sonic PJD5122.

This projector is using advanced DLP (Digital Light Processing), the same technology that is used in the Hollywood. It has SVGA resolution to support high definition signals. It also projects 2,700 lumens for clear and produces bright images in most lighting conditions. It also supports up to 120Hz frame rates and has 3D ready DLP technology.

View Sonic PJD5122 delivers brilliant, sharp color, and high contrast images for presentations, charts, or video because of Brilliant Color™ technology. This 5-segment color (RGBWY) wheel produces more accurate color than standard DLP projectors.

This projector is very suitable for mobile and professional busy presenter. It only weighs 5.1 pounds. Its light weight makes it easy to be carried around. It also has a direct off feature. This feature allows a busy presenter to simply unplug the projector. She/he doesn’t have to wait for the cool down phase that usually takes time. The direct off feature also protects the lamp life from sudden power blackouts. For additional security, the projector has a security bar, a lock port and a PIN lock function.

For people with environmental concern, View Sonic PJD5122 has eco-mode. This feature is also has capability to extend the lamp life up to 6000 hours. Eco-mode reduces fan noise so you won’t be distracted during important presentations.

Set to present feature in View Sonic PJD5122 make it easier to set the projector. With 8 preset picture modes, such as Whiteboard, Cinema, or Daylight. Those modes will be able to help you to obtain the maximum image quality.

This View Sonic PJD5122 comes with the quite good warranty. You will get 3-year limited warranty for parts, 1-year warranty for lamp, and first year free Express Exchange® service.

Although View Sonic PJD5122 has many sophisticated features, some people report complaints against it. Some people experienced difficulty while operating it because the power cable is too short. Several users are complaining that there are not HDMI or Component inputs. Another complains is that the projector could stop suddenly in order to search for a signal.

Overall, this View Sonic projector does have high tech features to bring you enjoyment while using it. It is possible to be the best deal at its price range.

Facilities Needed in Preparing for a Business Conference

A business conference is one the best ways to keep tabs of your business’s goings-on and financial results. Whether you are about to hold a meeting with your top 5 executives or about to hold a product launch with 300 invitees, preparation needs major consideration.

To aid you in your endeavor to conduct your best business conference ever, here is a rundown of the facilities you should start querying your conference facilitator or conference planner about.

1. Visual Presenter

This is the modern version of the overhead projector commonly used in presenting various data to the business conference attendees.

To maximize the use of this equipment, take note that a) you should use larger fonts and more whitespaces with your documents, b) use white paper instead of transparent since it’s more top quality, c) make sure that a technician knowledgeable with the operation of this equipment is present during the conference.

2.Digital Whiteboard

This is a common dry erase whiteboard that could record digital captures of what is written on its surface. It saves all the written information in an electronic format with a computer and a software program.

The “sonic” kind of digital whiteboard has the most beneficial features such as the special dry erase pens, more useable due to it presses markers harder on the board, and more portable compared to other varieties of digital whiteboards.

It is important that you don’t lean with your hand on the board while writing anything. Make sure you know how to really operate this equipment or let a technician come in handy. Don’t forget to print and distribute records of your meeting’s results.

3. Computers

What would a business conference become of without the help of computers? Computers are very indispensable because of the Power Point presentation that is very much practised when presenting during a conference. In using a computer, make sure that you have not set any screen saver, especially those that would cause distraction.

4. Touch Screen Remote Panel

This will help you in manipulating your slides and video. Timing is also monitored through a touch screen remote panel. Again, always ask the technician provided by your conference facilitator when you encounter any problem with this device.

6. Slides

Slides contain the information or illustrations that will better convey your messages during a conference. It should be noted that using crowded files may cause problems during a presentation. Landscape oriented slides are better seen than those in portrait format.

7. Screens

Screens are used to show videos, slides and computer presentations all at the same time. Make sure you could have optimum vision even from afar when using these screens since it’s the attendees welfare that must be prioritized.

8. Microphones

Check for feedbacks when using the microphone. The technician should also be ready whenever you encounter any mishaps with the microphones.

Those are the basic information regarding the most technological equipment you could utilize when you have your business conference. It would be of great help if you follow the bits of advice required of you to do to maximize their use.

It’s for the best if you check all their conditions a few hours and then a few minutes before the conference. All those facilities should help you conduct a fruitful business conference and not ruin it.