How Do You Reinvigorate a Mature, Cyclical (but still really fun) Industry? Part 1: The Challenge

This is a story about a great industry that was extremely hot…until it suddenly wasn’t.
It presents a unique challenge in how to navigate long-term growth in a world with changing values, attitudes and demographics – – in an unpredictable economic and political climate.

This is Part 1 of a two-part post.  Part 1 sets up the challenges to the boating industry.

In Part 2 we’ll discuss some things the industry is doing to meet these challenges, based on observations at the industry’s premier annual event, the Miami Boat Show – which begins on February 14, 2019.

Perfect Storm - Title

Powerboats are indisputably lots of fun, whether it’s to fish, ski, dive or just to cruise around.  It’s no surprise that about 140 million Americans participate in boating annually, and that in 2018 the industry generated an estimated $170 billion in annual economic activity (Source: NMMA).

Boating-NMMA

Source: NMMA

But as we’ll see, even with several years of growth, the powerboat industry is facing some real headwinds in countering demographic shifts and bracing for the inevitable next recession.

Please read on, and if you’d like, post your ideas on how you’d attack this challenge in the comments section.

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The Ultimate Discretionary Purchase

At the very far endpoint of the need-want continuum (aka 0% need, 100% want), beyond ice cream, puppies, personal Zambonis or large screen TVs, there are recreational boats.  Unless you make your living on the water, you don’t need a boat.

And with considerable entry costs leading to ongoing expenses (fuel, insurance, dock space, maintenance, accessories, etc.), this is an industry that is inextricably linked to economic ups and downs.

As a CNBC commentator put it: “Boating is perhaps the most cyclical consumer sector imaginable. Vessels are expensive to purchase, time consuming and completely discretionary.”
https://www.cnbc.com/2014/04/01/yachts-a-practical-investment-for-regular-investors.html

Boat Slip

Entry-level recreational boats can be very affordable, but prices can easily push six or even seven figures as size and complexity increase.  A relatively ‘entry-level’ 25-foot recreational boat can cost $200,000 or more.  A 40-footer can be well over $1 million. This is an industry that has historically tried to push the envelope during optimistic economic times.

Boat_Sales_NMMA

National Marine Manufacturers Association

But the seas are not always smooth.  Powerboating, in particular, is vulnerable to a perfect storm.

  1. Not counting the very wealthy, most people considering a major discretionary purchase will delay or just not buy in an unstable economy
  2. Like the tide drawing out, when economic uncertainty hits, many existing boat owners sell their boats, creating a large pool of relatively new and very affordable used inventory. Anyone still interested has ample reasons to buy used, which is crippling if you’re trying to make or sell new boats.
  3. The average age of boat owners is relatively advanced (currently around 55), meaning that a lot of purchasers (many of them Baby Boomers) from earlier growth years are permanently exiting the market. There are new, younger buyers, which is great, but currently not enough of them to sustain continued growth.
  4. In an economic downturn, related personal factors such as existing loans, lack of available credit and home sales come into play as people make decisions – and cutting boat expenses can be considered a less painful way to try to balance the family books.
  5. As powerboats generally use internal combustion engines, they can be subject to the political climate and resulting legislation. The ‘un-green’ optics of boating are a turn-off for a certain population segment, and ‘greater good’ legislation can create negative real consequences for marine (one example: ethanol is widely mandated but causes expensive damage in marine motors which are run more sporadically).
Boater_Age_NMMA

National Marine Manufacturers Association

This perfect storm was on full display in the few years leading up to 2010.

The Great Recession – all kinds of ugly

In the early 2000s, economic optimism drove strong unit growth, with about 375,000 new powerboats sold in 2006.  Dollar growth was even higher, as convenience features like stereos and refrigerators, the conversion from 2-stroke to cleaner/quieter 4-stroke motors, greater available horsepower and resulting higher prices all increased industry sales markedly.

And while there was some softness in 2007, when the stock market tanked in 2008, the industry nose-dived.  Annual sales dove to about 150,000 in 2010.  Even with several recent years of strong market growth, as of 2018 it has not fully recovered, with sales of new powerboats reaching 280,000 – – still below levels of a decade earlier.

Boat for sale

As one industry official put it in 2015: “We fell off a cliff about five years ago.  Homes were going into foreclosure, and people were making hard choices. On top of that, manufacturers didn’t build many boats in those years. But we lived through it.” https://www.sacbee.com/news/business/article8801072.html

Numerous manufacturers and dealers simply closed up shop.  One estimate had the boat manufacturer workforce reduced by 50-75% as a result of the recession.

In some ways, boating faces a long-term challenge.

  • Many current boaters will eventually age out of the market
  • New younger (and less affluent) boaters are interested in experiences but less interested in possessions — including single-family homes where possessions (like a boat in the driveway) can be stored. They are also influenced by ecological considerations.
  • A multitude of other factors complicates things: consumer confidence, rising student debt, an increasingly diverse population that may not have boating as a shared experience – – even concern about fuel price stability

Make no mistake, as of now the industry continues to grow, it is expected to grow further in 2019, and there are several bright spots of strong growth – – like the emerging wake sports segment, and personal watercraft (aka jet skis).

Malibu_SeaDoo

Brands pictured:  Malibu, SeaDoo

And the economy still appears strong, consumers appear to be confident, and the boating industry is continuing to extract growing revenue from ever more big, exotic and outrageous products (a 627 HP, $90k motor was introduced a few years ago, and immediately a 53-foot, $3 million luxury fishing boat was introduced deploying 4 of them – along with 50 neon-ringed speakers.  Rumor is that there will be a six-motor boat at this year’s show).  So making hay while the sun shines is definitely a current strategy – take advantage of consumer confidence and feelings of wealth.

53 Suenos

Pictured: HydraSports 53 Sueños

But the next recession is not a matter of if, it’s a matter of when, and Boomers will continue to exit the market.

SO – WHAT CAN BE DONE TO ENSURE SUSTAINABLE GROWTH IN THIS MARKET?

Maximize growth with current products?  Introduce game-changing products?  Hedge with counter-cyclical products?  Double down on technology?  Pivot to something else entirely?

Would love to hear your thoughts.

For Part 2, we’ll report back within a week, including some evidence of the current (greater luxury and features) and future (laying the groundwork for the next few decades).

See you at the show!

MIBS - 2019

Why Online Reviews Haven’t Totally Replaced Word of Mouth (yet)

First recorded word of mouth reco:

Caveman Danook: “Good rock”

Caveman Gok: “Need rock like Danook rock”

danook-larson

Direct, personal, effective.  The best type of recommendation.

Fast forward a few millennia – – millions of shopping decisions are routinely made based on star ratings or online reviews – from total strangers.

In other words, online reviews are often less credible sources than Caveman Gok had.

amazon5-star

While technology has provided lots of review resources (e.g. Yelp, Glassdoor, Amazon Stars), it has not yet figured out how to protect the integrity of these reviews – – thus making them not totally dependable.

And consumers are increasingly realizing this.

At the end of the day, a personal reco from someone you know may still be your best bet.

Consider these news stories from just the last few weeks:

Joanna Stern – WSJ
Is it Really Five Stars – How to Spot Fake Amazon 5-Star Reviews

I visited a Facebook group called “Amazon Reviews” and was promised a full refund on a $44 Amazon purchase of a pet fountain if I did the following on the mega-retailer’s site:
1.
Write a positive review. 2. Post my photos of the product. 3. Rate it five stars.
Not only is this ethically problematic, it is also against Amazon and Facebook user policies.”

There are 4 types of reviews mentioned in the article:
1. Legit reviews – you bought it, you review it, good or bad.
2. Vine reviews – incentivized reviews for prolific reviewers. Objectivity not guaranteed.
3. Incentivized reviews (like the pet fountain above). Objectivity clearly suspect.
4. Fake reviews – often from Asian click farms. Totally bogus – often products reviewed are not even remotely what is listed.
Not exactly encouraging.

——————-

Rolfe Winkler and Andrea Fuller – WSJ
How Companies Secretly Boost Their Glassdoor Ratings

To allegedly combat the bias for negative reviews on sites like Glassdoor, some companies are apparently gently encouraging (and in some cases providing incentives) for employees to leave positive reviews.

Last summer, employees of Guaranteed Rate Inc. posted a stream of negative reviews about the mortgage broker on Glassdoor, a company-ratings website.
“An American sweatshop,” read a one-star review in June. “Worst company I ever worked for,” read another in July. The company’s rating on Glassdoor, which is determined by employee feedback, fell to 2.6 stars out of 5.
– Concerned that negative reviews could hurt recruiting, Guaranteed Rate CEO Victor Ciardelli instructed his team to enlist employees likely to post positive reviews, said a person familiar with his instructions. In September and October these employees flooded Glassdoor with hundreds of five-star ratings. The company rating now sits at 4.1.”

———-

One study estimates that while 88% of consumers put their trust in online reviews, at least 20% of them are in reality fake (the reviews, not the consumers).

———-

As time goes on, consumers will judge online reviews with an increasing dose of skepticism, until AI figures out a way to effectively and convincingly screen out reviews that are just not legit.  It’s complicated (see example from the Boston Globe).

reviews-big

So what can a marketer do to encourage the most credible endorsements of their products —  enthusiastic, personal word of mouth recommendations?

chewy

Here are 3 examples, 2 of which involve reaching out and delighting the customer such that they take some sort of action that could influence others:

  • Chewy.com. Over the Holidays we received a mystery package that it turns out was sent by Chewy.com, and included an ink-on-canvas portrait of our dog, and a very enthusiastic hand-written card that said “Surprise!  We hope you and your furbaby enjoy the portrait.  Remember we’re open 24/7.  Call us anytime, we’d love to hear from you!”  So cool.
    –  Yes, this cost $, but they got it back in multiples from the number of people we told about it or who saw our social media posts.  (Not to mention the fact that we’re just a little more likely to continue buying from them ourselves.)yeti
  • YETI.  To become an object of their affection, we merely had to go to the trouble of registering online for a gift we received – – a thermo mug, not one of their over-the-top coolers.
    Shortly thereafter we received a thank you card with several YETI stickers, some of which of course will end up in a visible place, thereby providing a passive reinforcement of the brand to others.
  • Nextdoor.  A bit different from the ‘delight’ category is the true word-of-mouth category, represented by the neighborhood network Nextdoor, which is an avenue for sponsored ads in addition to personal recommendations.  The credibility factor is high.nextdoor
    There are lots of other ways to engender a personal relationship and loyalty well beyond what stars on a review can do.
  • Customer Support that has a personal touch and continuity – so the customer feels a connection with the help desk person (chat, email or phone)
  • Personalized customer outreach (email or snail mail) not asking for anything, just staying in touch and inviting the recipient to provide any feedback they may have.
  • (Making great products and backing them up doesn’t hurt, either).

Random acts of kindness may be seen as an incremental cost, but the personal connection can not only encourage current customers to be loyal, it can encourage them to tell others about their great experience.  And that’s the name of the game.

Just keep in mind: WWDD?

CRM for the Holidays… don’t try this at home!

In the spastic miasma of acrimony that is apparently the new normal, one looks back fondly to Holidays past, the one time during the year where it would be possible to unplug, have a holiday movie on the TV in the background, and read cards with personal greetings from friends, with updates on what happened over the last year.

bigstock-Reading-A-Card-6013986sm

Holiday Card

More ambitious senders might include a copy of a family portrait, often taken at a tool and underwear retailer called Sears.  If particularly well-organized, they would manage to get the cards to arrive by Christmas, maybe even a week early.

Sears Holiday

It was exciting to find these hand-addressed, slightly plump cards in the mail, and display them together as a visual totem of amity.  Yes, those were the good old ancient pre-Netflix days.

Addressed CardCards displayed

As holiday activity and accompanying stress levels continued to increase, some people turned to electronic greetings or stopped altogether, but cards remained for many an annual tradition they just couldn’t bear to discontinue.
Over time, the holiday card seemingly lost its soul, with a personal message replaced by an enclosed dossier of achievements of truly exceptional people (“Timmy was accepted into the ultra-selective XYZ Day Camp…”).
Cards became less reaching out to you, more about ‘let’s talk about me’.

Obnoxious letter

Finalist in Most Obnoxious Holiday Letter Competition

Ultimately, obligation overwhelmed the pleasure of friendships as the driving force behind the sending of holiday cards.

Pretentious Card 1

Today, if you can actually find any holiday cards hidden within an endless swamp of catalogs, what you’ll see has become quite different.  These cards, often custom-made for the occasion, are on high quality stock, with stunning retouched photography of a perfect family and a printed identifying caption, maybe addressed with printed labels or even faux calligraphy.  They are beautiful.  And they are coming in hot, ahead of schedule.

Business Holiday Card

Accountants.  Not grammarians.

(Businesses, on the other hand, have kept the same printed card M.O. for decades – often using the exact same printed cards).

There is a name for this perfection:  it’s called Customer Relationship Management.  CRM is an automated way for businesses to keep in touch with their customers, in the interest of maintaining relationships.  CRM uses something called Mass Customization – – the automatic inclusion of your name in a mass mailing – – you get these all the time and are no doubt moved near tears by the thoughtfulness of Credit Card Company X to think of you and include your very own name!

People are now basically adapting CRM for their personal cards.  (“It’s Holiday Card time – – grab the ‘friend’ spreadsheet, upload a photo and let’s check that box and go to Cancun!”)

The problem is that CRM is great for businesses, not so much for actual friends.
While the gesture is admirable, spectacular production values are just no match for a heartfelt greeting – – a personal touch lets the recipient instantly know that they’re not just on your holiday contact list.

Handwriting

If the message is business focused, perhaps to let a coworker or client know you’re thinking of them (in an appropriate way of course), some nice holiday greetings can be found here.

And if you still appreciate the spirit of sending personal cards to friends, we salute you.  And for those fellow scramblers whose cards are not yet out the door, try these humble curmudgeonly tips to help bring back some of the joyful connections of the Holidays (adding these steps will of course put even more pressure on you, but isn’t stress what the holidays are about?):

  • For the friends you actually care about, consider putting some actual ink on the cards – – even if just to write your name.  Typeset names on cards look a lot like “From the offices of…”
  • Deflate the humble-brag notes. Facebook built a multi-billion-dollar business by creating a platform for family highlight reels.  We’ve known for years that your Timmy is special and we naturally extend our deep admiration to you.  But that turf is now taken and your news is old!

Most importantly, above everything else, please please please – no glitter!

JFK signature

1958 – guess who?

Can Technology Be More Human Than an Actual Human Interaction?

I recently had to actually drive to my bank to deposit a check.  Aside from 2 receptionists there wasn’t a single customer service person to be found (you may be familiar with the archaic term, ‘teller’ – – or the archaic term ‘check’).   At any rate, no tellers in this bank.

Video tellers

There was, however, a Las Vegas-style array of video tellers, and my instant reaction was ‘great, this is the bank version of phone customer service hell’.

My actual experience was terrific.

in this case, technology enabled a customer service interaction that was polite, competent, quick and personable.  What everyone wants, but without an actual face-to-face encounter.  Sounds almost blasphemous.

Video teller 2

Of course, this approach started as a way to cut costs, by pooling resources centrally and deploying dynamically based on demand, rather than having to staff a large number of branches.

Bank teller 3

How can what is essentially cost-saving technology surpass the traditional gold standard of a smiling face in front of you?

  • Instant gratification. Because there are a lot of them in one location, a customer service rep was immediately available. No wait = good.
  • Great video quality – – clear enough so that facial expressions were easily visible, in either direction. So a good percentage of the personal interaction was preserved.
  • It happened to be my birthday (yes, and visiting a bank made it even more special) – – and to my surprise my CSR wished me a Happy Birthday.  My account info apparently flagged this on her end, and gave her the opportunity to delight the customer – – which she did, in a very cheerful way.  Sometimes it’s the little things that count, and this one gave my CSR the opportunity to make a personal connection – – which she did.

Compare this with the traditional experience of potentially waiting for a clerk, who then might mechanically take care of your business because he or she does this a thousand times a day.

Bored Teller

Maybe, just maybe, as technology and data use continue to mature, there may actually be hope that we won’t totally have to discard our humanity just to get a little service.

Now let’s see if we can do something about humanizing customer service experience just about everywhere else.

Don’t Overlook Podcasts!

I’ve been wasting valuable time listening to podcasts, and I bet your target audience has been, too.  Why not take advantage of this and reach out to them?

Last Podcast on the Left

In the ever-shifting world of digital advertising, podcasts – serialized audio shows – are a fast-growing medium worth considering:

  • Allows targeting by attitude / preference / affinity rather than simple demographics
  • Highly engaged (addicted) audience – self-selected by interest in the subject matter
  • Loyal audience – regularly tune in to serial episodes – facilitating multiple exposures
  • Multi-platform accessibility – web, mobile, etc. – because listeners need continuity
  • Personal reading of ads by host(s) – ideally live reads – are more authentic and compelling
  • Bite-sized – typically 15-60 minutes per episode

SerialFor example, I listen to Casefile, one of the many true crime podcasts.  The ads seem to fit the tenor of the podcast, and because they are read live in a conversational style by the host, they seem more genuine and less likely to be skipped.Casefile_A_True_Crime_Podcast

My behavior has changed because of this podcast – – I’m more likely to walk the dog (plus!) for some alone time with my podcast.  More likely to ignore family members, professional obligations, personal growth (minus!) by finding excuses to listen to my podcast.  Ultimately, though, I’m listening attentively to who murdered whom, and I pay more attention to the ads than I would in other settings.

According to iab research, podcast advertising spending is growing fast – – from $169 million in 2016, it almost doubled to $314 million in 2017, and is expected to double again to $659 million by 2020.  At some point it will level off, but for now it is an evolving advertising option in growth mode.

Planet Money

Podcasts can help you get smart (or distracted) on topics ranging from personal finance to true crime to trends in medicine to true crime to politics to true crime to business to true crime.  Not surprisingly, podcast audiences vary widely by subject matter.

Stitcher is one of several sites that rank listenership of podcasts, among other things. Most podcasts have well-defined audiences. Top-rated My Favorite Murder, for example, has female hosts and skews highly female, while its true-crime male-hosted counterpart Last Podcast on the Left, skews more male. Mostly because those guys can be pretty disgusting. https://www.stitcher.com/stitcher-list/all-podcasts-top-showsFreakonomicsMore interesting, podcast audiences also vary widely by geography.  Why Illinois prefers Felonious Florida and neighboring Indiana prefers Stuff You Should Know, may remain a mystery.

Podcast Ranking

At any rate, mark this as a medium that’s on the rise.  If you haven’t listened to a podcast, audit one from the Stitcher list.

MyFavoriteMurder

One caution – normal FCC language restrictions don’t apply.  So be careful – – some of these podcasts can get quite earthy.

An additional trigger warning: they can be addicting.  My 20-something daughters referred me to the aforementioned My Favorite Murder, hosted by two very talented female improvisational comedians, and which consists of 50% true crime and 50% random stuff that women apparently discuss among themselves and which should have zero appeal. (“ate 2 pints of Halo Top, stayed in my sweats all day, that’s ok, right?”,  etc.)

Rationally I shouldn’t be that interested.  But now I need my fix.

Which is great for the dog, and great for advertisers.

It’s Dunkin’. How You Like Us Now?

Change happens.  Brands must adapt.

Dunking a Toffee Coffee

As a company’s offerings evolve, a brand should keep up and not perpetuate a narrower or outdated image.

Thus:
Weight Watchers becomes WW (health)
Starbucks Coffee becomes Starbucks (more than coffee)
Apple Computer becomes Apple (obvious)
Kentucky Fried Chicken becomes KFC (downplay ‘fried’)
Boston Chicken becomes Boston Market (broader menu)
Jo-Ann Fabrics becomes Joann (whatever they are, not just fabrics, apparently)

In these cases, the ‘new’ names clarified the company’s position and formalized names already commonly used.

Quincy Dunkin' DonutsQuincy DD - external Quincy, MA Dunkin’ Donuts – 1950s

Dunkin’ Donuts started as a coffee and doughnut joint around 1950 in Massachusetts.  It was customary in those giddy post-war years to actually ‘sit on a stool’ at a ‘counter’, eat a doughnut served on a ‘plate’ and ‘dunk’ it in a heavy ‘ceramic mug’ of coffee from time to time.  Ah, those were innocent times with a cavalier attitude toward carbs.  You can’t really dunk while driving.  No one dunks.  It is a meaningless word.

From these humble beginnings it has now joined the name game and just announced a halving of its name to now just ‘Dunkin’’.

just call us dunkinThe reasons stated are to support their beverage-focused strategy, as well as to simplify the brand (they’ve already pared their menu 10%). Makes sense.

Dunkin’ hold-the-Donuts gets 60% of their sales from beverages, mostly coffee, but they want more.  Don’t worry, they will still sell their irresistible (or irresistable, depending on which website version you buy into) doughnuts.

Dunkin Irresistible.png

(In fact, Dunkin’ has been using largely the same menu for years, from time to time adding things like the healthier ‘DD Smart’ offerings, which will now likely have to be just ‘D-Smart’, which is a Turkish satellite TV company and no doubt trademarked.  These things do get complicated.  But we digress.)

The question is, is this a major step forward?  Is it worth the trouble and expense?  By itself, does Dunkin’ mean anything?  Is the value proposition really changed?

Considering that their locations, menu offerings, awesome circa-1973 logo font and color and pretty much everything else is staying the same*, it seems that this may be a very expensive PR play, nothing more.
*
apparently display fixtures will be undergoing a makeover.

Dunkin’ has long used ‘America Runs on Dunkin’’ as their tagline, and in their native New England, they apparently are fondly known as ‘Dunkin’’ or even ‘Dunkies’.

However, in the Midwest or Southeast I don’t recall ever referring to this chain as just ‘Dunkin’’ (or hearing anyone else do so).

It sounds a bit awkward and contrived, like when Radio Shack, in a last heaving gasp for survival, wanted to be known as ‘The Shack’. (it’s painfully true).

shack_promoSo, not sure that the name Dunkin’, by itself, is a game-changer.

Considering the vast franchisee-borne expense involved in re-outfitting 12,000+ international outlets, as well as rebranding pretty much every sign, coffee mug, drive-thru kiosk, menu, placemat, napkin, rest room signs and heaven only knows how many other things, you have to wonder how the calculations worked on this at some point being profit-positive.  (and this follows the relatively recent ‘Coffee & More’ signage).

Dunkin Coffee & More

And ultimately, profit is the point. 

It comes down to whether the absence of the word ‘Donuts’ will subconsciously, Jedi-style, draw new users in for non-doughnut beverage offerings as they drive past, or persuade current customers that it’s also ok to buy those other things on the menu.

Penetration vs buy rate, the primal existential growth question.

Dunkin traysIn the case of Weight Watchers, Boston Chicken and Jo-Ann Fabrics, a name change seems justified to align with a broader brand premise.  For Apple, Starbucks and KFC, arguably it formalizes what people already know, lets the CMO sleep at night knowing the brand is aligned, and is more of a check-the-box move.

Dunkin’ has tested this idea for more than a year so apparently the equation works.

I’m not so sure.

So you think your resume is finally done and perfect? Here are 6 reasons why it probably isn’t.

I have a superpower that’s also a curse – I see typos everywhere.  A dinner out isn’t complete until I find something wrong in the menu (insight: restaurateurs are not the greatest spellers. And I may not be the greatest dining companion).

Denver Energy 2

You may see a beautiful person with a beautiful smile – – all I notice is that little bit of spinach in her teeth.

You may not be like me – but someone reading your resume might be.  And much like spinach in one’s teeth, a CV that is 99.9% perfect can get discounted if an error is spotted by an OCD HR person or hiring manager (‘if they make a mistake on their most important document, what’s their attention to detail’?).  Unfortunately, sometimes that’s all it takes.proofreader 2

My suspicion was that there are a lot of errors out there – – so I decided to check it out.

I speed-proofed a sample of resumes from a large networking group to see if there were errors that could get someone’s resume discarded by a picky hiring manager or HR person.  These resumes are from very accomplished senior executives.

And there were indeed errors.  In fact, all resumes had errors that needed fixing – – and some of these were ‘final’, meaning a resume expert had helped them out and blessed the final product.  It’s natural – after checking your resume 5000 times, you’re sick of it and it becomes impossible to spot things.

Here are the 6 most frequent errors I found:

1) misspelling names of companies and brands (including in some cases the companies and brands that the person worked for!)

Screen Shot 2018-08-29 at 4.42.03 PM

2) sloppy formatting – dates don’t align on the right, formatting makes it tough to trace the career history, periods on some bullet points but not others, inconsistent capitalization, etc.

Screen Shot 2018-08-29 at 4.44.24 PM

3) use of proprietary acronyms and abbreviations that no reader is going to understand

Screen Shot 2018-08-29 at 4.39.16 PM

Screen Shot 2018-08-29 at 4.41.14 PM

4) inconsistent use of MM, M and millions (same for thousands and billions) – used one way in one place, another way elsewhere

Screen Shot 2018-08-29 at 4.58.33 PM

5) sloppy grammar – mixing past and present tense, missing connecting words, using ‘lead’ instead of ‘led’, etc.

Screen Shot 2018-08-29 at 4.42.14 PM

6) missing elements – not using the official name of a company, not consistently showing city/state for a job, etc.

Screen Shot 2018-08-29 at 4.39.32 PM

Trivial stuff, for sure, but it’s the real world.  You may well be the next Steve Jobs – – don’t unnecessarily give anyone a reason to think about anything other than your accomplishments.

NET – – for those in search mode, the resume you think is squeaky clean may have errors that someone may fixate on.

So — reach out to your annoying attention-to-detail friend (we all have one) and make double-sure you’re ready for prime time – remove that spinach!

spinach-in-teeth-280x280

If you’ve read this far and found that your resume needed a correction, please let me know in the comments.

If you find that I made an error in this post, I don’t want to hear about it.