Beyond the smoke and mirrors: why FUD is a flawed strategy

by Joe Domaleski | Aug 7, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

Recently, one of my team members attended a presentation about online marketing. I asked her for a report about the event upon her return. Even though we are a marketing agency, it is important that we stay abreast of the latest trends and technologies. Thus, we occasionally attend presentations by other agencies. In reference to the presentation, she mentioned that it was challenging to gain any meaningful insights due to the workshop’s negative, fear-based tone. The presenter seemingly saturated the room with “FUD” – Fear, Uncertainty, Doubt – attempting to position what he believed to be the “right and only way” to approach certain strategies. That’s a red flag, because rarely is there only one way to do something in business.

FUD is an acronym for “Fear, Uncertainty, Doubt.” It is a term often used to describe a tactic or strategy that seeks to disseminate negative or misleading information, frequently within the realms of marketing, public relations, or general discussions about local affairs. The objective of employing FUD is to instill fear or uncertainty within the target audience, with the aim of influencing their decisions or opinions. Regrettably, numerous examples of FUD can be found in today’s society.

In the domain of marketing, FUD may encompass the propagation of rumors or the exaggeration of potential negative outcomes associated with failing to take specific actions, making incorrect decisions, or utilizing a competitor’s product or service. Additionally, it may encompass raising doubts about the dependability, safety, or efficacy of a particular action in order to sway individuals towards an alternative option. FUD is also recognized as “scare tactics,” “fear-mongering,” or “throwing someone under the bus.”

At times, FUD manifests overtly, involving the dissemination of false or misleading claims. On other occasions, it assumes a more insidious form, such as remaining silent when something is obviously wrong. I encountered such a situation during a group collaboration involving our company, our client’s IT vendor, and another agency. When a technical problem arose, neither of the other parties responded. Despite the issue not being ours, we stepped in to offer assistance. Once we did, both other parties were quick to cast doubt on our efforts to resolve the problem. It is often easier to criticize than to engage constructively in resolving issues. I am pleased to report that we successfully resolved the problem despite the lack of assistance or ownership from the other parties.

So, why is FUD a flawed strategy? Whether you are a business or a public figure, here are some reasons I believe it’s a bad idea to use fear to promote a product, service, or idea:

Erodes Trust and Credibility: FUD relies on manipulating emotions to create a sense of urgency or fear. While this might drive immediate sales or generate interest in an idea, it can erode trust and credibility over the long term. People are becoming increasingly savvy and can spot insincere or exaggerated claims. Once they realize they’ve been misled, they may lose confidence in you and what you’re offering.

Negative Brand Perception: FUD-based marketing often positions your competitors or the market itself in a negative light. While this may temporarily divert attention away from your weaknesses, it can paint your brand as opportunistic or unethical. Consumers may perceive your brand as lacking substance and resorting to fear tactics to gain an edge. This sometimes occurs in politics when someone runs a “negative smear campaign.”

Short-Term Focus: FUD tends to prioritize short-term gains over long-term relationships. While you might achieve immediate spikes in sales or online clicks, the focus on fear can prevent you from building lasting connections with your target audience. Sustainable success comes from building a loyal base that trusts your products, services, or opinions. FUD tends to undermine that effort.

Damage to Customer Relationships: FUD-driven marketing and promotions might generate initial interest, but they can lead to dissatisfaction if the audience feels coerced into making a purchase or taking a stand. When reality doesn’t align with their expectations, they might feel deceived and spread negative reviews, further damaging your reputation.

Limited Differentiation: Relying on FUD can limit your ability to differentiate your brand or message based on genuine strengths and unique value propositions. Instead of showcasing what makes your product, service, or ideas exceptional, you’re focusing on what’s wrong with the competition or opposing viewpoints. This approach hinders your ability to stand out positively in the market.

Missed Opportunities for Positive Messaging: FUD takes attention away from the positive aspects of your messaging. By constantly emphasizing negative aspects or potential risks, you miss the chance to highlight the benefits, features, and solutions of your products, services, or ideas.

Neglects Emotional Connection: Effective marketing often involves creating an emotional connection with your target audience. While fear can evoke strong emotions, it’s not a sustainable or positive basis for a long-term relationship. Building trust, empathy, and a sense of shared values with your audience will resonate more deeply and lead to more loyal, long-term relationships.

Potential Legal and Ethical Issues: Depending on how FUD is employed, it can cross ethical boundaries and even result in legal repercussions. Misleading or false claims can lead to legal challenges, fines, or damage to you and your brand’s reputation.

Lacks Authenticity: Authenticity is a key factor in building a strong brand. FUD-driven marketing often lacks authenticity and transparency, making it difficult for your target audience to connect with you on a genuine level.

While using fear, uncertainty, and doubt (FUD) as a strategy is generally discouraged due to its potential negative consequences, there might be rare situations where it could be considered justifiable. Some valid reasons for using FUD might include: legitimate ethical or safety concerns having urgency, reporting undisputed facts, crisis communications that need immediate attention, risk disclosures, and certain “one-sided” situations that need to be pointed out for balance.

As a consumer or member of the public, being aware of and vigilant against FUD (fear, uncertainty, doubt) tactics is crucial to making informed and confident decisions. Here are some strategies you can use to avoid falling victim to FUD tactics:

1. Seek Reliable Information: Prioritize reliable and credible sources of information when researching products, services, or assertions. Look for reputable websites, consumer reviews, and unbiased expert opinions to gather accurate insights.
2. Fact-Check Claims: When encountering alarming claims or negative information, take the time to fact-check and verify the accuracy of the statements. Look for evidence, data, and multiple sources before accepting information at face value.
3. Question Fear-Based Messaging: Be skeptical of messaging that relies solely on fear or negativity to persuade you. Ask yourself if the information is balanced and whether it presents a complete picture.
4. Look for Balanced Reviews: When reading reviews, seek balanced feedback that discusses both positive and negative aspects. This can help you form a well-rounded understanding.
5. Understand the Context: Context matters. Consider the motives behind fear-based messaging and whether the information is being presented objectively or with bias. Be cautious of sensationalized headlines or clickbait tactics.
6. Compare Competing Claims: If multiple parties are making competing claims, take the time to compare and contrast the information presented. Focus on verifiable facts and avoid getting caught up in emotional appeals.
7. Evaluate the Source: Assess the credibility of the source providing the information. Are they a reputable organization or individual? Do they have a vested interest in promoting a particular viewpoint?
8. Avoid Impulsive Decisions: Fear-based tactics often aim to create a sense of urgency. Take your time before making a decision. If a deal seems too good to be true, research further and make a rational choice.
9. Consult Trusted Sources: Seek advice from friends, family members, or colleagues who have experience with similar products, services, or subjects. Personal recommendations from people you trust can provide valuable insights.
10. Educate Yourself: Take the initiative to educate yourself about your interests. The more informed you are, the less susceptible you’ll be to fear-based tactics.
11. Trust Your Intuition: Trust your gut feeling. If something doesn’t feel right or if you sense that you’re being manipulated, it’s okay to step back and reassess the situation.

FUD is a manipulative technique that is generally a poor promotional strategy for businesses and public figures. FUD capitalizes on emotional responses rather than presenting accurate and balanced information. While it might achieve short-term gains, it often comes at the expense of long-term trust and credibility, and can damage relationships with customers, partners, or stakeholders. Most people prefer sunshine over darkness. An inspirational leader avoids spreading FUD—fear, uncertainty, and doubt—to promote products, services, and ideas. Quite the contrary, the best leaders inspire positivity through trust, confidence, and clarity. We need more positive leaders in our community, both in the public and private sectors.

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]

Why we let employees work from home

by Joe Domaleski | Jul 31, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

When I started our business twenty years ago, I worked from home and coffee shops around Fayetteville and Peachtree City. With a laptop, a good cup of coffee, and a stable internet connection, I could do pretty much everything I needed to do in order to build websites. On a typical day, I’d get up and go hang out at a coffee shop, answering emails, making follow-up calls, and working on websites. From time to time, I’d have a networking lunch with someone, so I’d pack up and shift over to a restaurant. After lunch, if the restaurant was a cafe, then I’d spend my afternoon working from the same location. As long as I purchased something from the establishment, they were happy to have me. It was a win-win situation. Most evenings were spent at Chamber of Commerce networking and Ribbon Cutting events. I was able to get a lot of work done and do some good old-fashioned “presence” marketing. At the time, I had young children, so the opportunity to work from home and close to home was very appealing.

Fast forward to 2023, and we still have flexible working arrangements for our staff, based on the traditions from our founding. Back in 2003, it was just me, so having a flexible work arrangement kept costs low. Over the years, we’ve had just about every configuration of office space you can imagine – a virtual office, a single desk, a full office building, a few offices, and so on. In 2011, as we developed our Country Fried Creative brand, we ended a traditional lease arrangement and made a decision to allow employees to work from home. I decided to rent a single executive office, which we still have, in Peachtree City – with a shared reception area and conference room to serve as “home base.” That arrangement has worked out great.

For the majority of the workweek, my staff works from home. Once a month, we get together for an “all hands” company meeting at different locations around the community – sometimes our own conference room, sometimes at client sites, and other times at public spaces that are willing to have us. Recently, I added an additional co-working location in Fayetteville because some of our younger staff thought the co-working space was a cool concept. They’re right; it’s kind of grown on me as well, and I’ve been impressed by the concept and location. Those of us who are client-facing meet with clients at our company headquarters in Peachtree City, our co-working location in Fayetteville, or at our client’s place of business. Our team members get together in person as needed at either of our two locations as well. We’re talking about getting a third location in Newnan to be closer to our Coweta County clients.

All hands on deck! July 2023 Country Fried Creative team meeting at our Fayetteville co-working location featuring in-person and remote staff. Photo/Joe Domaleski

Here’s some reasons why we let employees work from home:

Increased flexibility: Allowing employees to work from home gives them the freedom to set their work hours and create a schedule that suits their lifestyle. This flexibility fosters a healthier work-life balance, reducing stress and burnout. Employees can attend to personal commitments without compromising on their professional responsibilities, leading to higher job satisfaction and overall well-being.

Higher productivity: Recent studies have shown a productivity increase from home-based workers. Without the distractions of a bustling office environment and the time-consuming commute, employees can focus better on their tasks. Additionally, some employees find that they are more comfortable and efficient working in their preferred home environment, leading to better concentration and output.

Cost savings for the company: Embracing remote work can significantly reduce costs for the company. With employees working from home, there’s no need for a large physical office space, which means lower rent and utility expenses. Fewer office supplies and equipment are also required, resulting in additional savings.

Cost savings for the employee: Although most of our staff is local to the Fayette County area, remote work does help them save on commuting costs. The expenses associated with daily travel, such as fuel and car maintenance, can be significant over time. By working from home, employees can save money and allocate those resources to other aspects of their lives.

It’s good for the environment: Remote work contributes to a greener environment. By reducing the number of employees commuting to work daily, there’s a decrease in carbon emissions and pollution. This positive impact aligns with our corporate social responsibility efforts, showcasing our commitment to sustainable practices.

Increased employee retention: Remote work is a powerful tool for recruiting and retaining staff. Employees appreciate the flexibility and trust given by the company, leading to higher job satisfaction and loyalty. When employees can balance their work and personal lives effectively, they are more likely to stay with our company for the long term.

Promotes self-reliance: Working from home encourages employees to be more self-reliant and proactive in managing their tasks. Remote workers must be organized, disciplined, and self-motivated to meet deadlines and achieve goals without constant in-person supervision. This autonomy fosters a sense of responsibility and independence among employees. Some traditional office arrangements struggle with ad hoc meetings that aren’t productive. When remote employees do need to get together in person, they’re more deliberate and prepared.

Improved business continuity: When COVID happened and the lockdown occurred, we were already prepared with a work-at-home setup. Having a remote work policy ensures that our business operations can continue seamlessly during unforeseen events or disruptions. In the face of emergencies like natural disasters or public health crises, employees can work from home, maintaining productivity and reducing downtime.

Increased diversity and inclusion: Remote work allows our company to tap into a more diverse talent pool. By offering remote working, we have been able to hire staff that needs to be at home due to family caregiving responsibilities – pets, children, and other family members who need care. Just because someone can’t drive to an office shouldn’t disqualify them for employment. This diversity fosters creativity, innovation, and a broader range of perspectives, contributing to the company’s success.

Encourages health and well-being: For most people, a home is a place of refuge. I know that I have personally enjoyed working from my front porch (when it’s not as hot). The fresh air does me good. Eliminating the need for daily commutes reduces stress and provides employees with more time for physical activities, family, and self-care.

Even though a flexible working environment works for our staff, it’s not without some downsides. Not everyone is cut out for a work-at-home arrangement, even if they tell you that’s what they want! The biggest challenge is collaboration and communication among remote team members. Despite many forms of electronic connectivity, physical distance sometimes hinders spontaneous interactions and impromptu brainstorming sessions that often occur in a traditional office setting. Sometimes, remote employees may also experience feelings of isolation and loneliness – which is one of the reasons we continue to rent an office and a separate co-working space. Ensuring effective communication, providing appropriate tools for collaboration, and offering in-person working options are essential in mitigating downsides and making remote work a successful and positive experience for both employees and our organization.

While remote work can be beneficial for many industries and job roles, I know there are some industries that are not well-suited for a work-from-home setup such as retail, hospitality, healthcare, law enforcement, emergency services, transportation, logistics, childcare, education, and agriculture to name a few. While these industries may not be well-suited for full-time remote work, some administrative and support roles within these industries could still be performed remotely. The suitability of remote work largely depends on the specific job functions and requirements of each position within an industry.

Embracing a work-at-home policy can be a transformative decision for your business. By offering employees the flexibility to work remotely, you unlock a world of benefits, including increased productivity, enhanced employee satisfaction, cost savings, and other positives – while also benefiting the environment. Do you offer employees the option to work at home? If not, perhaps you should consider it. A work-at-home policy can help you empower your team to thrive, setting the stage for a brighter and more prosperous future for your business.

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]

My favorite things as a small business owner

by Joe Domaleski | Jul 24, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

This is our twentieth year in business! I know I said that in last week’s column, but I’ll say it again because it’s hard to believe. In my very first column for this newspaper, I shared why i started a small, local business.  It’s been a great ride with lots of ups and downs.  Most people say that the top two reasons they start a business are: opportunity to make more money and ability to have more free time.  Neither has been the case for me.  I actually make less money than when I was someone else’s employee and (as most business owners know) I actually have less free time.  Is that bad? I don’t think so, please read on.

Last week, I wrote about my least favorite things as a small business owner.  Most of those items were related to money and people. I’m not a negative person, so let’s talk about the good. Interesting, this list doesn’t mention money much but it does mention people in lots of positive ways. Here’s my top 10 list of most favorite things I have the ability to do as a small business owner.

1. Making a positive impact in the local community – This may be my most favorite item on the list. In previous jobs, my focus was regional and national. However, my company purposely serves the local community where I’ve raised my family, currently live, and spend most of my time. Having the opportunity to direct resources to the local area is both a great responsibility and the source of great pride. It’s very satisfying to see our work products in the community – logos, websites, signs, and other marketing. Knowing that our work helps make the community a better place makes me very happy, and it’s hard to put a price tag on that.
2. Helping organizations reach their goals – Providing services that help businesses and non-profits reach their goals is actually part of our mission statement. In today’s busy and cluttered world, marketing is an essential service that helps organizations create awareness, interest, demand, donations, sales, volunteers, and so forth. In addition to online marketing, we also go out of our way to introduce people to other people in order to help foster connections. I love doing that, even if I don’t directly benefit from the connection.  I’ll mention connections further on down in this list.
3. Creating jobs and opportunities for people – In this era of outsourcing and Artificial Intelligence (AI), the trend in my industry is to not have employees. Indeed, we would probably be more profitable if we followed those trends. But we’re not trend followers. I personally believe companies have an obligation to the community to create economic opportunities for people in the way of jobs. When someone hires us to build a website, they can take satisfaction in knowing that it was designed locally, by local staff who understand the area and are completely invested in the community. Our firm hires full-time, part-time, and paid interns from the local schools and colleges. We love our team. Providing employment not only sustains livelihoods but also empowers people to grow both personally and professionally, which is a remarkable feeling.
4. Developing personal connections – Meeting people, making connections with people, and helping people in a direct personal way is something that was hard to do when I was an employee in a big company. Most of my personal interactions back then had a very specific business purpose. As a business owner, I can purposely do that now and make it a priority no matter what the reason. I attribute our success over the past 20 years to the ability to develop personal connections in the community. It’s given me the opportunity to help others in need and also seek assistance when I need it. Community is all about people, not things. These genuine relationships foster a sense of trust and loyalty, creating a supportive network that benefits everyone involved.
5. Fostering innovation and creativity – Running a small business requires me to be nimble and innovative. As I mentioned in last week’s column, business challenges cause me to have to react and make things happen quickly and effectively. The pressure of making a payroll has always provided a great incentive to focus efforts. I don’t have to wait for board approval or a committee to do things. Our small team gets to experiment with new ideas, implement creative solutions, and adapt quickly to market or client changes. This freedom to innovate keeps me and our team inspired. It pushes our business to thrive in a dynamic environment. I actually feel sorry for organizations that stifle creativity and innovation.
6. Mentoring others -Over my military and work careers, I’ve had some great mentors. In fact, I’ve mentioned some of them in my columns. As a Generation X, middle-aged man, it’s my turn to mentor others and let them shine. Mentoring aspiring entrepreneurs, creative professionals, community leaders, and future executives is very rewarding. In addition to mentoring full-time members of our team, we’ve also enjoyed participating in the Fayette School System Work-Based Learning Program (WBL). The program gives us an opportunity to mentor high school seniors interested in creative marketing careers with a paid internship in our company. We also work with top-notch college interns. Sharing knowledge and experiences with others and witnessing their growth and success are incredibly fulfilling.
7. Learning from others – Owning a small business has also given me the chance to learn from other entrepreneurs, industry experts, members of our community, and (most especially) younger members of our staff. It’s truly amazing how creative and innovative our young people are. Yes, they’ve even taught me how to make a TikTok and use Canva instead of Powerpoint. Learning in a larger company tends to be more formal and less flexible. I think some of the most effective learning is experiential. It’s hard to read or study creativity without actually practicing it. Out of necessity, a small business like ours tends to learn by doing. It makes the learning more relevant and less theoretical. This continuous learning process not only enhances our business but also enriches my life on a personal level.
8. Contributing to the local narrative – In addition to supporting other local businesses and non-profits with our services, I’ve also had special opportunities to contribute to our community in other ways. It’s been my honor to serve on local boards, including our Fayette Chamber of Commerce. I’ve been asked to sit on steering committees, advisory panels, and other groups committed to making our community a better place. Our firm has donated services and sponsored local events. As an individual and as a company, we’ve donated volunteer time to organizations. We’ve participated in community forums and discussions. We’ve chimed in with our very vocal support for diversity, equity, and inclusion efforts. Without being overtly political, we’ve also supported several political campaigns – from both parties. In fact, my writing this column in our local newspaper is an attempt to contribute my voice to the local community narrative.
9. Enjoying greater flexibility and adaptability – Unlike larger corporations, my small business can swiftly adapt to changing circumstances and customer needs. This agility allows me to seize opportunities and overcome challenges, making every day a new and exciting adventure. Running a small business is never routine or ordinary. In fact, I tell prospective new team members that if they’re looking for routine – that’s not us. Members of our team can expect the extraordinary and not the ordinary. That holds true for our clients and those in the community who interact with us.
10. Having freedom to direct my energy to worthwhile things – As long as it doesn’t break a law, I have the freedom to direct our company resources in any direction I see fit. While I do consult our leadership team and employees about major business decisions, I don’t have to run it by anyone else. I have the freedom to focus energy on endeavors that align with my values and passions. This purpose-driven approach allows me to direct a business that reflects who we are and what we stand for. The freedom to act allows us to be intentional about supporting worthwhile things in our community.

The author leading a recent meeting about a local marketing initiative in the community over at Trilith (Fayetteville, GA). Photo/Joe Domaleski

The good definitely outweighs the bad of being a small business owner. The list of my favorite things as a small business owner highlights the unique opportunities and privileges that come with running a local business. Each aspect of entrepreneurship has enriched both my professional and personal life. The freedom to direct my energy to worthwhile endeavors gives me an opportunity to create a lasting impact in the community that goes beyond monetary success. As I reflect on my journey as a small business owner, I am grateful for the many blessings and opportunities this role has brought into my life, and I am committed to continuing this fulfilling journey while making a positive difference in the lives of others.

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]

My least favorite things as a small business owner

by Joe Domaleski | Jul 17, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

This is our twentieth year in business! Owning my business, Country Fried Creative, has been one of the most fulfilling things I’ve ever done, but it’s also been one of the hardest. When times are good, everyone is your friend. When times are tough, friends are scarce. I’ve been asked many times what are the things I don’t like about running a small business. Although I’m not a negative person, I am human, and there are things that test my patience. In no particular order, here’s my top 10 list of least favorite things I deal with as a small business owner.

1. Taxes: Taxes are a headache. It’s one thing to handle taxes as an employee, which are deducted from your paycheck. Most people don’t know what it’s like being the employer and having to manage taxes and payroll. Big companies get tax credits, small companies get audits. Big companies know the tax code better than the government, small companies don’t. Navigating the intricacies of tax laws, unemployment insurance, and other payroll compliance is time-consuming and overwhelming. Fortunately, I have great advisors. Small businesses should have a reduced paperwork and tax burden. I don’t mind paying my fair share, but gee whiz.
2. Government Red Tape: I’m not anti-government. We need a government to maintain social order, provide public services, and support public safety. On the other hand, the amount of bureaucratic red tape for a small business owner is overwhelming. The complex web of regulations, permits, licenses, and paperwork is daunting and time-consuming. Bureaucracy hinders productivity and diverts attention away from core business operations. I applaud efforts to move some of the paperwork burden online, yet some of it still requires paper – like real paperwork that has to be notarized. Really? It’s 2023 and I can open a bank account without a notary, but I can’t submit certain forms without it. Makes no sense. There should be a streamlined set of regulations and filings for small businesses.
3. People Who Don’t Want to Be Bothered with Details, Until They Do: Interacting with individuals who show disinterest in details until a problem arises is very frustrating. Whether it’s suppliers, employees, or clients, encountering those who neglect important details is a big challenge. No one wants to drown in details, yet details matter. My client contracts are two pages long, yet I still have some people who won’t read the contract. Those same people will take exception when a contractual issue arises. They will tell me with a straight face, “I didn’t read it because I didn’t want to be bothered with details. But now that I’ve read it, I disagree with it.” Huh?
4. Clients Who Abandon Projects: One of the most disheartening aspects of being a small business owner of a service company is when clients abandon projects midway. It doesn’t happen often, but it does happen more than it should. Usually, it’s not an overt abandonment; a client simply disappears. Despite investing time, effort, and resources, some clients may abruptly become non-responsive, effectively abandoning a project. This leaves us with unfinished work and reduced revenue. I know many businesses deal with this – unclaimed merchandise, cars, property, etc. If someone needs to “take a pause,” then say so.  Don’t just disappear.
5. Cash Flow Management: Managing cash flow is not something taught in business school. Just because you do work and invoice it doesn’t mean it’ll get paid promptly. Employees expect to get paid on payday, but clients don’t always treat small business vendors the same way. Late payments from clients, unexpected expenses, holidays, and seasonal fluctuations disrupt cash flow and hinder day-to-day operations. Over the years, I’ve become pretty good at managing cash flow, but those early years were tough. If you have a vendor who’s a small business, please know that your payment to them might be their next mortgage payment – have a heart.
6. Dealing with Complaints: Handling customer complaints is emotionally taxing. I dare say that most business owners take pride in their craft and genuinely want their customers to be happy. When customers aren’t happy, we’re not happy. While striving to provide excellent customer service, encountering dissatisfied customers is inevitable. Most people are reasonable. I’d say that 95% of all customer complaints we’ve ever had were resolved in a positive manner that made the customer relationship even stronger. Occasionally, we’ll run into someone who just doesn’t want to be happy – that’s frustrating. We try not to take those people on as clients, but sometimes organizations change leaders, causing us to adapt to a new leader. We have fired unreasonable clients, and it’s important that my employees know I have their back.
7. Making Do with Limited Resources: We small business owners face the challenge of accomplishing big goals with limited resources. When someone asks me to join an organization, donate to a cause, or sponsor something – that money is coming out of my own pocket, not some big company bank account. Limited resources don’t just mean money; it also means staff, technology, and other resources. We have to be both efficient and effective to make the most of our limited resources. It’s amazing what we can do with our small, but mighty team.  On the other hand, just because I have fifteen team members doesn’t mean that I can afford to put all of them on your project – someone has to “mind the store.”
8. Being Needed During Tough Times, But Abandoned During Good Times: During COVID, we became a lifeline for several local organizations (who’ll remain nameless). As people sheltered in place, digital marketing (the service we provide) became essential. Our clients needed us to help them communicate with their own customers electronically. Everyone was at home glued to a computer. It gave us a renewed sense of purpose to be the go-to company during those challenging times. In fact, we lowered our rates and gave very favorable terms to many of our customers who were struggling financially. As the pandemic died down, we were proud of having helped more than one business “survive and thrive.” Yet, some of those same organizations we helped save decided to change agencies away from us to non-local companies after their fortunes improved. When asked why, they told us they simply wanted to go a new direction. I guess our good favors weren’t really appreciated. It’s hard not to take something like that personally. Nothing lasts forever, but it hurts when you help someone and then they walk away.
9. Accounts Receivable: I’ve written previously about managing accounts receivable. Late or unpaid invoices negatively impact cash flow, creating additional financial stress. Bills, taxes, and payroll come in with startling regularity. Income does not. I’ll work with anyone who is willing to work with us on terms. We’re a small enough business that I personally contact clients who are late paying their invoices. I don’t like doing it, and I’ve tried delegating it to other people, yet it always comes back to me. For those of my clients who are reading this and do pay on time and/or are on auto-payment plans – thank you, it means more to me than you might know!
10. People Who Don’t Follow-Up: Every week, I get “urgent” requests for quotes and meetings for “special projects.” I try to be friendly, but I’ve learned over the years that the supposedly urgent “how fast can you build a website” requests almost always mean the exact opposite. I’m not sure if people are that way because they’ve been burned by other people or if society as a whole is really that impatient. Sometimes the urgent requests come from clients who ask us something and then disappear when we need to follow-up with them about it. It’s frustrating. We deal with it.

Looking a little shell shocked, the author gives the thumbs up that everything is going to be okay. Photo/Joe Domaleski

So there you have it, my top ten list of least favorite things as a small business owner. You might have noticed a trend that most of the items listed are related to money and people. Although each of those items are frustrating and demanding, they also provide opportunities for growth, learning, resilience, and improvement as a small business owner. Here’s one of my favorite quotes from President Theodore Roosevelt:

Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty… I have never in my life envied a human being who led an easy life.

In next week’s column, I’m going to share my top ten list of my most favorite things as a small business owner. Obviously, the good outweighs the bad or else I wouldn’t still be in business. Nothing worthwhile comes easy. Keep fighting the good fight leaders.

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]

The Matthew Effect and taking the road less traveled

by Joe Domaleski | Jul 10, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

When was the last time you went against the grain and did something or went somewhere because it was the less popular thing to do? In a world that often urges conformity and follows an algorithmically generated path, there is something undeniably alluring about taking the road less traveled. This applies in both the real world and the virtual world. It’s a well-established fact that popularity breeds more popularity.

This has been the case throughout history, even before the Internet. This concept is called the “Matthew Effect” or the principle of accumulated advantage.  It is named after a verse from the Bible (Matthew 25:29). It suggests that those who are already successful or popular tend to receive even greater benefits and opportunities, while those who are less successful or popular struggle to catch up. Although the term is mostly applied to people, it’s also applicable to places and things. But why does the Matthew Effect happen?

Social Proof: People tend to rely on the behavior of others to determine what is popular or valuable. The more people see others engaging with and endorsing something, the more likely they are to perceive it as valuable or desirable. This creates a positive feedback loop, as the initial popularity attracts even more attention and engagement.

Bandwagon Effect: The bandwagon effect refers to the tendency for individuals to adopt certain behaviors or beliefs simply because others are doing so. It stems from the innate desire to fit in, be accepted, and avoid missing out on something deemed popular or trendy.

Network Effects: In the digital age, network effects from algorithms play a crucial role in the amplification of popularity. When something becomes popular, it can go “viral”. This virality creates a ripple effect, as more people share, discuss, and interact with the popular content or product. As the network grows, the reach and impact of the popular person, place, or thing expands.

Scarcity and Exclusivity: Popularity often creates a sense of scarcity or exclusivity. When someone or something becomes highly sought after or limited in availability, it increases its perceived value. The fear of missing out (FOMO) or the desire to be part of an exclusive group drives people to join in and contribute to the popularity. This creates a cycle where popularity feeds into the perception of scarcity, making the item or content even more coveted.

Social Influence and Conformity: Human beings are social creatures who seek validation and acceptance from their peers. Popular items or content often gain attention because influential individuals or groups endorse or promote them. People are more likely to conform to the opinions and behaviors of those they admire or respect.

Joe & Mary Catherine Domaleski take the road less traveled by exploring the Southside Beltline trail up in south Atlanta back before it’s developed in 2018. Photo/Joe Domaleski

I run a marketing company and can verify that the above well-known factors come into play when promoting something. So, why would I write an article about non-conformity if I’m a marketer? That’s a fair question. Have you ever read the famous poem by Robert Frost, “The Road Not Taken”? You should, but in the meantime, here’s why I think you should take the road less traveled.

1. Experience new adventures: Choosing the road less traveled guarantees you an abundance of extraordinary experiences and unforgettable adventures. Whether it’s exploring uncharted destinations, trying out new restaurants, reading books from new authors, or embarking on unique hobbies, you’ll find yourself in situations that ignite your soul. These experiences not only create lasting memories but also enrich your life with stories worth sharing.
2. Find Your Tribe: While following the crowd may provide a sense of belonging, the road less traveled leads you to your true tribe – individuals who share your passions, values, and vision. By embracing your individuality, you attract like-minded people who appreciate and support you for who you truly are. These meaningful connections offer a sense of belonging and support that goes beyond superficial conformity.
3. Obtain fulfillment beyond the numbers: In a virtual world obsessed with likes, followers, and metrics, it is easy to lose sight of what truly brings us joy. By breaking away from the crowd and not succumbing to the pressure of liking posts simply for popularity’s sake, we free ourselves from the constraints of seeking external validation. Instead, we redirect our focus towards our own passions, hobbies, and relationships that genuinely bring us happiness and fulfillment.
4. Expand your horizons: Choosing the road less traveled inherently involves stepping outside of your comfort zone. It challenges you to confront your fears, embrace uncertainty, and discover untapped potential within yourself. As you venture into uncharted territory, you develop resilience, adaptability, and an open mind. By pushing your boundaries, you acquire a wealth of new experiences, knowledge, and perspectives.
5. Open up to creativity and innovation: The well-trodden path often leads to predictability and a lack of innovation. By deviating from the crowd, you open yourself up to new possibilities for creativity and originality. Necessity, as they say, is the mother of invention. When you choose the road less traveled, you’re forced to think outside the box, problem-solve, and explore unconventional ideas. You become a trailblazer, bringing fresh perspectives and inspiring others to break free from the status quo.
6. Find your true self: When you choose to diverge from the masses and forge your own path, you open yourself up to a world of self-discovery. By not succumbing to societal expectations and pressures, you grant yourself the freedom to explore who you truly are. Unveiling your unique interests, passions, and talents becomes an exhilarating journey rather than an obligatory checklist. Embracing your individuality fosters a sense of authenticity and allows you to live a life aligned with your core values.

While the allure of conformity may be tempting, choosing the road less traveled is more fun. It allows you to embark on a journey of self-discovery, personal growth, creativity, and meaningful connections. The road less traveled promises an extraordinary life filled with adventure, fulfillment, and a sense of purpose. So, go ahead and try that brand new restaurant, explore less-used trails, listen to new music from lesser known artists, read from works by unknown authors, and promote worthy causes that don’t get a lot of attention. Don’t be a lemming. Avoid the temptation to mindlessly like and follow social media posts just because everyone else is. Seek the unique and stay weird. Dare to be different, embrace your individuality, and set forth on a path uniquely your own. Remember, the road less traveled is where the real magic happens.

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]