All posts by Deirdre Straughan

When the Mom’s Away…

I began travelling for work when my daughter Rossella was in preschool. Sometimes I went for extended periods, and took her with me; she attended daycare in several different parts of the US, which was good for her English, and gave her exposure to American culture. For shorter trips, she stayed home in Milan with Enrico, who is a very good father and fully competent to take care of his daughter.

The mothers of Ross’ preschool classmates weren’t convinced of this, however.

“I’m off to California for two weeks,” I would announce.

Collective gasp:”Who will take care of Rossella?”

“She does have a father,” I would respond, amused.

One of Ross’ teachers told me a story to illustrate just how incompetent fathers could be: a father one morning had to get his daughter up and dressed for school. She arrived neat, clean, and nicely dressed in a blouse and skirt. But, to the teachers’ shock, lacking underwear.

Claudia’s Comment

Years ago, we visited Enrico’s cousins in Montecchio Maggiore, a small town near Verona. We went to see the local attractions, the castles of Romeo and Juliet (yes, the original Romeo and Juliet), up on two small hills above the town. Riding in the car with us was Claudia, a very intelligent ten-year-old, who had noticed that lots of Americans come to Italy as tourists.

“Why do they come here?” she asked. “What do they get here that they can’t get at home?”

“Well,” I explained, “America is a very young country. They don’t have the millennia of history, the buildings, art, and so on, that you have in Italy. So they like to come and see it here.”

“Ah,” said Claudia thoughtfully. “You mean they come here because of a lack of culture in their own country?”

Online Marketing

… if that’s the right term. I’ve been doing something online for about years now, but I’m not sure what to call it. Is it marketing? Customer service? Tech support? It’s hard to define because it partakes of all of these – and that’s a clue to what makes it effective. My resumé lists the details of what I’ve been doing; more explanations and thoughts are here, and on the other pages in this section (links on the left).

The Making of an Online Career

Riding the Cluetrain

I first heard about the Cluetrain Manifesto from a customer who thought my style a good example of how a company could put the manifesto into practice. Which is a great compliment, since I had evolved this style based on what I felt was right for the company and comfortable for me personally. But, from a corporate point of view, what’s the ROI in riding the Cluetrain? The Cluetrain site doesn’t provide any case studies.

What the Gurus Are Saying

Brand New Branding: “Forget what you knew about branding. The Web changes everything. Four experts explain how and why” – Darwin magazine, July 2001

scott bedbury: “The Web has increased the consuming public’s ability to rant or rave about a company or service. Smart companies now recognize the necessity of being responsive to the criticisms, in real-time, and of making sure the brand is consistent€”and is as good as it can be€”wherever it shows up, and even after the sale has been made. The tools the salespeople use to sell it, public relations efforts and follow-up customer service all must reflect brand values and impart a consistent brand image. ”

regis mckenna: “The Internet is not a broadcast medium like television. It is much more of a service medium in which you allow people to interact and exchange information with you.

john hagel: “…they’d think, ‘No product is perfect. You mean my customers are going to talk with each other about my product’s flaws?’ Then I would say, ‘I’ll go on the Web and find at least five discussion forums where people are actively discussing your products and services.’ The point is, this is not a choice. It is going to happen. The only choice you have is how to participate in that discussion.

© 2001 Darwin magazine

Dressage

Unless you’re a horsey type, you may never have heard of this sport, though it’s now an Olympic event (in most countries it’s hard to get full TV coverage of equestrian events even at the Olympic level). Classic dressage is so quiet and dignified that you don’t realize how hard it is: the horse walks, trots, and canters precise figures, and shows off fancy paces, while the rider doesn’t appear to be doing much at all.

Dressage to music is an update for our stimulus-craving age. The movements and figures are the same, but are choreographed to music. Choosing the music turns out to be a complicated business: as explained on a site I found (no longer available), you have to find pieces that suit your horse’s paces and your own style, without getting on the judges’ nerves. And you have to put together a medley to cover at least the three basic tempos of walk, trot, and canter. This should ideally be done with some musical judgement and skill, and I found several sites offering to do it as a service. One site comments: “I now do all the mixing on computer and output to CD, which is 100 times easier [than tape] – don’t quite know how I managed before.”

I would love to see a live competition of dressage to music, but so far I have only seen the video of last year’s world championship finals. The athleticism and grace of the pairs was exhilarating to watch, but I was disappointed in the music: mostly tinkly versions of soft pop music (Neil Diamond must make a fortune every year in royalties from sporting events). It’s the kind of music so calculated to offend nobody that it grates considerably on my nerves, and must irritate the judges as well, if they have any musical sensibility at all.

After a number of these irritations, it was the turn of a pair from Germany: a robust gentleman with an impressive mustache, and his muscular stallion. As they entered the arena, a very different music swelled out: Jethro Tull’s “Locomotive Breath”. I would have given them the prize on musical taste alone. The judges, alas, didn’t see it my way: second place went to a jarring mishmash of pseudo-Greek movie tunes (Zorba, Never on Sunday), and the music the first-place winners used was so unmemorable that I’ve completely forgotten what it was!

Exact Change Required

One thing that baffles me about Italy is the inability of retail establishments – or anyone who has to take cash payment – to make change. This in a society where most store purchases are made in cash! Automatic teller machines give out 50,000 and 100,000 lire notes (NB: At current exchange rates, one US dollar is worth about 2100 lire), but this isn’t a factor; no matter what size bill you’ve got or what your total is, shopkeepers somehow never have enough coins and or smaller bills, or, when they have them, they don’t want you to use up the whole supply! You pull out your “large” note, and watch the cashier’s face fall as she or he plaintively asks: “You don’t have anything else?”

Lack of change usually isn’t a disaster – if one shopkeeper can’t do it, he or she will run and get change from a neighboring shop. Or, if you’re in a shop where they know you, they’ll say: “Pay me next time.” Amounts up to 200 lire are simply shrugged off by either party. (There were 10 and 20 lire coins – made of aluminum – in circulation when I first came to Italy, but no longer.) It can get problematic, however, if you take a taxi late at night (pay a taxi by credit card? Unheard of!) or are shopping in an unfamiliar place.

I have grown so accustomed to this that I routinely count out exact change, or as close as I can get, everywhere I shop. Italian shopkeepers are always grateful, and don’t flinch at the extra math involved in figuring out the difference between what I gave them and what I owe. But this behavior causes cashiers in the US to stare at me in resentful bafflement: they rarely deal in cash at all, and some have a hard time figuring out how much change to give.

Back in Italy, just think what fun we’ll have in January, when we all have to start using euros! The transition from lire to euros is supposed to take two months, but no one seems to know yet how it will occur. If I pay in lire, do I get euros in change? If so, some fancy calculating will be involved – the lire-to-euro rate is not a nice, round number (it’s 1936.27 lire to the euro). The wheels of commerce are likely to grind very slowly for a while…

Mar 15, 2007

As I revisit this topic, six years and a new currency later, not much has changed.We now pay in euros, and there’s been a huge upsurge in the popularity of credit cards, but making change is still a problem.

Just today I stopped at a small supermarket near the office to buy a few items, for a total of 6.87 euros. I’m always happy to clear heavy coins out of my purse, so, standing there right in front of the cashier, I opened my wallet, pulled out a five-euro note, and then opened the coin flap to see if I had enough change to make up the remaining 1.87. I didn’t – I was about 40 cents short. I shrugged apologetically, put the five away, and pulled out the next-smallest bill I had, which was a twenty.

The cashier’s face fell.

“Don’t you have anything else?” she asked mournfully. “Two euros? I’ve been making change all afternoon.”

Sweetie, you’re a cashier – surely that’s part of the job description?