Articles Tagged ‘Business changes’

When Change Is In the Wind, Change. Part Two

Friday, July 15th, 2011

This is a continuation of my interview with John Gifford, publisher of “IndySmallbiz.com.” John started a newspaper in 2008 and almost immediately realized that the present newspaper format was not where he wanted to be. With that in mind, John moved on to creating his “tribe” of people and what he calls his “Boutique Marketing.”

John you really had to take a leap, how did you know what to do?

I didn’t know what to do but if you want to know what to do just ask your customers. Unfortunately if the customer wants something different, no one wants to listen. We talk about customer service but it really begins when you start to listen to what customers want and then develop a model to make it happen. I was also looking for something that was exhilarating and I really liked. So my strategy was to rule out what I hated and focused on what I liked and what I felt I could do.

I started with Simon Sinek’s model from his book, “Start with Why.” All organizations and careers function on 3 levels. What you do, how you do it and why you do it. The problem is, most don’t even know that “Why” exists. In other words, ask yourself, what drives you? This is the impetus that will get you going in the right direction.

Wilbur Wright was looking for a way for man to fly. He broke it into parts solving one problem and then on to the next. I identify with Wilbur Wright’s motivation: I like to solve problems. The problem I am solving now read full article »

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When Change Is In the Wind, Change. Part One

Wednesday, July 13th, 2011

I met John Gifford the way we meet everyone these days, through the internet. Actually I tagged John in one of my blog posts and he called me. With only a couple of years in the newspaper industry, John realized he would have to change. His take on “print” is different than most newspapers and magazines.

I found it very inspiring, it’s all about change. I hope it gives you some ideas.

John Gifford is publisher of “www.IndySmallbiz.com. Indy Smallbiz is the newsmagazine that focuses on the needs and interests of the small business community in Indianapolis.

“The aim of Indy Smallbiz is to help businesses grow and increase their profits. As you read our news magazine, we want you to learn something new to help your business or to appropriate a business strategy from one of our stories into your own business. Foremost, we want our publication to evoke action on your part.” – John Gifford

John Gifford is an interesting man with unusual vision and foresight. As the newspaper industry was drastically changing, John was too.

John, originally you were in the newspaper business but only for a short time.

I had a print newspaper from 2008 until January 2010. I realized that all print was being affected by the internet so I looked for a niche to fill. Most publications were focusing on large businesses so I decided to look at small businesses. In Indianapolis there are 60,000 businesses and 45,000 (the small ones) were being overlooked. I realized they needed help and so I decided to reach out to them. My idea was to establish the model, clone it and take it across the country.

What did you do when you saw that print publications were losing their appeal?

I tried to get them to move to online advertising but it was a tough push, but I continued to focus on my website. I knew that print was going away.

What did you see as the problem? read full article »

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