One of the key themes of the excellent (and now free) Cluetrain Manifesto was the idea that markets are conversations. Central to this thesis, was the concept of starting a conversation with consumers; opening up, asking for feedback and – this is the important part – not being afraid to admit you were wrong and make changes where necessary.
If only every company had a John Nack. If only every company allowed their employees to comment openly and honestly on their different offerings.
Nack’s appraisal of Adobe’s shortcomings in Notes from Adobe Installer Management is worth noting as a piece of honest and open corporate communication rarely seen in this day and age.
It’s refreshing to see two Adobe Engineering Managers responding to criticism and, better still, inviting feedback from consumers. In particular seeing a Senior Director of Engineering and Program Management stating: “I am the one to whom to direct your issues, concerns and questions (I have included my contact info at the end of this note). … If you send me your contact information, I will be happy to call you up to discuss in person. I very much appreciate your direct feedback as it is what helps us make better products.”
This is the way to build loyalty – start a conversation, see where it heads and respond accordingly.
Nack states that he has the following quotation pinned to his door, designed to, “help keep [his] eye on the ball about what really matters in [his] job”:
When Alexander the Great visited Diogenes and asked whether he could do anything for the famed teacher, Diogenes replied, “Only stand out of my light.” Perhaps some day we shall know how to heighten creativity. Until then, one of the best things we can do for creative men and women is to stand out of their light.
— John W. Gardner
Wise words indeed.
