Everything Matters

My high school senior son (recently graduated) was invited to a two-weekend cyber workshop at an excellent university a month or so ago. One weekend was on digital forensics (more interesting than he thought it would be), and the next week was on ethical hacking (less advanced than he thought it would be).

We went online to register, signed up, then tried to use the code they provided to receive 10% off Early Registration. The code didn’t work. I tried all variations of it, to no avail. And the popup screen had a typo in it: “Dicount not available.”

We ended up registering for full price, I sent them an email, they credited the discount amount back to me, and it was a great workshop.

But for a tech-oriented program within the university’s School of Engineering, they sure didn’t make a good impression on us.

If you’re trying to build a brand, everything matters. You’ll hear me say that over and over again. You’ll hear me say that over and over again. You’ll hear me say that over and over again.

Have you ever gone to a landing page because of a special promotion that you heard about, and there’s no mention of the promotion on the page? Maybe you have the patience to search for it, but I usually just bail.

It doesn’t matter what your business is. Maybe it’s a home-based business that you’re promoting on Instagram and Facebook. If you want people to think it’s a quality business, the photos had better be great, and everything had better be spelled correctly.

A brand is like a person. It’s not enough just to dress nicely, you have to also brush your teeth. (And honestly, I’m so tired of the unkempt three-day-beard look. Can we at some point all agree to invest in razors once again?)

The details are important. Everything needs to be consistently excellent. Everything needs to be thought through. Everything matters.

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