By the turn of the twenty first century, it became essential that businesses have a website. Websites had faded from an optional marketing extra to an essential business tool, a company’s address in the virtual landscape.

Websites had faded from an optional marketing extra to an essential business tool

Now that websites are commonplace, a new, more specialized evolution of the website is becoming a business prerequisite: Blogs.

Once only pursued by prolific writers and angst-ridden teenagers, blogs have become a valuable marketing device, making them many companies front line weapon in the battle for customers.

Keep reading for my guide on how to turn your companies collective knowledge into a blog, and a blog into profits.

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(This post started here and will end ridiculously)

To quickly recap, I recently found myself pondering the deeper facets of life and the universe. The budding Friedrich Nietzsche inside of me was twisting and turning, unable to rest. The ultimate question in question? If I could buy anything, and I mean anything, what expensive things would I buy? The list continues…

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4. A $20,000 .mp3 player

The TrexStor i.Beat Organix .mp3 player is the geek’s ultimate bling. Adorned in 18-karat gold and 63 one-karat diamonds. Its wrist strap is made from aquamarine jewels and admittedly I don’t know what those are, but I want them. I can just imagine running into an iPod user on the street. Our conversation would go something like this:

iPod guy: Awesome, my iPod just shuffled to REO Speedwagon’s “Keep On Loving You!”

Me: My iPod is covered in diamonds.

iPod guy: …(cries)

I used to be an Apple fanboy but Apple just doesn’t seem to have class anymore. I don’t even think they have a product with gold or diamonds. Then again, Steve Jobs isn’t necessarily known to be an innovative thinker so I won’t be too hard on him.

All the same, Apple will be lucky to have even 5% of the .mp3 market in 5 years with jewel-encrusted devices like the i.Beat Organix on the rise.

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5. The New York Yankees

The Yankees are America’s team and I love America so much that I would buy them in blink of a George W. Bush eyelid if I had the chance. I also love baseball and Coney dogs. Completely justified purchase, no doubt.

First order of business with George Steinbrenner out the door and the kid-phenom at the helm (that’s me, by the way), would be to replace those outdated pinstriped jerseys with American flag-inspired gear. A prototype of the new pants already exists.

Second order of business… sign Air Bud* to a lucrative contract. Air Bud brings marketing power and raw talent to the team.

Third order of buisness… trade A-Rod and Andy Petite to the Minnesota Twins for Nick Punto.

Then… sit back, eat 6 Coney dogs, and enjoy the game.

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That’s all the time I have for today! I’ll leave you with another one of my favorite quotes, this time from Nietzsche himself: “Is life not a thousand times too short for us to bore ourselves?” Definitely, especially if you are super rich and can buy happiness. Tune in next time, world.

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*Buddy the Wonder Dog, a.k.a. Air Bud, died 10 years ago this February but was father to dozens of healthy pups who have become famous actors themselves. With the world hanging on every one of my words right now, I’d would like to take this opportunity to pay my respects to Buddy; An inspiration to an entire generation, he is loved and missed everyday.

I listen to a lot of audio books. I have had a subscription audible.com for over four years and have amassed a personal audio book library of over 150 books. For $21.95 per month I can download any two books in the audible.com collection – usually the retail value of each book is in the $30 – $50 range, so I figure it’s a pretty good deal.

I typically use my phone for the listening, which is nice because you always have it with you and it enables you to make really good use of car time. Currently I use an iPhone, prior to that I used my Treo, before that I used my Audiovox PDA running Windows Mobile (*cringe*, but I thought it was cool at the time). I have learned a ton doing this and would sooner lose my Tivo than my Audible subscription. I highly reccommend developing an audio book habit if you don’t have one already.

Of the 150 books in my library, I have gone out and purchased physical copies only three times. I am just finishing Kieth McFarland’s The Breakthrough Company and will be going to the book store to buy the physical book as soon as I’m done.

The majority of business books seem to focus on either the start-up stage of a company (think Starting on a Shoestring by Arnie Goldstein) or large company issues and sustainability (think Good to Great by Jim Collins). The Breakthrough Company fills a gap by focusing on the stages between start-up and massive. It profiles nine companies (much in the style of Good to Great) and through research and comparison has teased out principles and tactical priorities that have differentiated successful, growing mid-stage companies from those less successful.

If you don’t have the time to read it, go to Audible or iTunes and give it a listen – it’s well worth the price of admission.

Birth is a messy operation. The creative process is messy. A software application that is gonna scale better not be messy.

Giving birth to a new software application puts you in the very zen-like place of being both messy / not messy.

Does anyone hear the sound of one hand clapping?

ArcStone is in the final pangs of the Wonderfile birth process. We have our first paying Wonderfile customers – yeah! We have a number of consulting projects that leverage Wonderfile’s SOA (Service Oriented Architecture – in plain English: using web services to access Wonderfile functionality from any web site). And we find ourselves in the unique position of having developed a really useful tool – a fantastic, shiny Swiss army knife for tagging and file management.

We love it, we understand it – the tool works for us – but we’re finding that those who jump into Wonderfile just don’t get it.

I have come to realize, that most of our clients aren’t ready for Wonderfile as a general tool. They just don’t have the time or inclination to fully grok it – there’s no way there gonna buy it.

I know that our customers (and people in general) will buy a solution to a specific problem. People will visit Google and look for solutions to ease their pain / scratch that itch.

What is more likely to happen? Xavier has to manage leases for his company – keeping track of all the docs, expirations, etc. He goes to Google – does he search on “file management keyword search tagging reminders” or “lease management systems”? My money is on “lease management systems” – he has an itch that needs scratching in specific terms, not general. The more specific we can be with Wonderfile driven apps and Wonderfile marketing – the more successful we’ll be.

That’s our charter and the next round of work for us – tailoring Wonderfile and marketing it to solve specific problems in specific markets.

The product development folks call this “development to commercialization” – I call it ArcStone’s biggest marketing challenge for 2008.

Wonderfile driven apps – coming soon to a web site near you.

“Geek Industry Insights” is my series of posts exploring the inner workings of a technology company. I will discuss the unique culture, politics, and challenges that permeate the industry.

In this installment we will explore the lighter side of ArcStone’s company culture, and how humor can bring a boost of morale and productivity when it’s needed most.

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I just started reading a new book: “Let My People Go Surfing: The Education of a reluctant Businessman” by Yvon Chouinard, The founder of Patagonia.

The book is great. The concentration of the books content is the philosophy that Yvon holds and used for the development of his company. I could talk about the book and the specifics but you should just read the book. What’s most interesting to me is the idea of the philosophy and how he has put it into action.

There are a million seminars and books out there that give you the top 8 rules and the 5 most effective techniques to achieve “X”. The sad thing is most people take the seminar or read the book and then use what they learned once or twice, if at all, and then move on to the next popular thing. (I’m all for education and continuous learning, but this seems like waste of resources.) They never take the time to think about develop the foundation that they need (the beliefs, values, and ideals) so they can espouse the ideas through actions. Yvon’s admitted overwhelming management technique is “management by absence”. What I interpret from this is that day in and day out while he was out actually using and testing the equipment Patagonia creates he spent plenty of time thinking about and his ideas and building the foundation he needed to live and apply his philosophy in action.

The next time you read a current business or management book or attend a seminar, I challenge you to ask yourself afterward, “What foundation do I need to build to be able to apply this in action day in and day out?” Spend some time thinking about it over a few weeks before you dive into something else. Pick the three most important things that struck you as you read the book and let that be a filter that you use to view your world through. I find that this helps me build a foundation for which to apply and integrate new things into my daily behavior and actions.

Additional information:
You can purchase the book from Amazon or you can read an excerpt of the book at Outside Magazine’s website