Push­ing the bound­aries

NZ Business - - FROM THE EDITOR - Glenn H Baker editor@nzbusi­ness.co.nz

For a busi­ness to suc­ceed in 2017 it must be pre­pared to push the bound­aries; to be ‘ the dis­rupter’. It’s an in­cred­i­bly crowded mar­ket­place – your brand sim­ply has to stand taller than the com­pe­ti­tion.

Push­ing the bound­aries in­volves em­brac­ing the lat­est tech­nolo­gies, par­tic­u­larly around on­line mar­ket­ing and so­cial me­dia plat­forms.

At a re­cent Busi­ness North Har­bour Break­fast event, guest speaker John Ball, Google’s manag­ing di­rec­tor SME/SMBs Aus­tralia and New Zealand, shared some great ad­vice on how to be no­ticed on­line and op­ti­mise re­sults.

One statis­tic that stood out in his presentation for me was the fact that 40 per­cent of peo­ple will aban­don a web­site if it takes more than three sec­onds to load. So by all means have an eye-catch­ing site – but more im­por­tantly, de­sign one that loads eas­ily and quickly.

The other stand-out fact is the av­er­age num­ber of times peo­ple check their smart­phone per day. It’s 150. Clearly I’m far from av­er­age then!

Ball says the fu­ture is dig­i­tal and it is mo­bile. Al­ready there are more searches per­formed on mo­biles than desk­tops. And again, speed and ease is of the essence – 29 per­cent of smart­phone users will not bother with your site if it’s too slow or clumsy. So tech­nol­ogy is a pri­mary driver of push­ing bound­aries – of em­brac­ing change. That’s demon­strated by our cover story this month, which high­lights a lawyer who built his busi­ness al­most en­tirely through so­cial me­dia. On Is­mail Rasheed’s email sig­na­ture I couldn’t help but no­tice the pro­mo­tion of his LinkedIn, Face­book and Twit­ter sites. So­cial me­dia, cou­pled with a snappy web­site, is a ‘boundary push­ing’ strat­egy for build­ing busi­ness – even more so when ap­plied to the some­what con­ser­va­tive and tra­di­tional na­ture of the law in­dus­try. This month’s edi­tion show­cases a num­ber of dis­rupters or ‘boundary rid­ers’. There is Shazly Rasheed’s sus­tain­able hair sa­lon and day spa, Rhys Clareburt’s or­ganic take on a very per­sonal prod­uct, the aug­mented re­al­ity jour­ney of Imer­sia, and the bold mar­ket­ing ini­tia­tive by honey brand Three Peaks – to name just a hand­ful.

Em­brace change, push bound­aries, and en­joy the read.

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