David Omoyele of Ink Audio read REWORK and had a beef with a passage in the book that suggests big companies don’t teach. He sent an email pointing out three examples to prove his point: 1) Apple offers free workshops at its retail stores. 2) Microsoft teaches via online lessons. 3) Gibson, one of the largest guitar sellers, offers “tone tips” like this one on how types of finishes affect the guitar’s tone.
More examples come to mind too: Nikon offers digital tutorials on its cameras. Dove conducts free Self-Esteem Workshop for Girls 8-12 years old designed to “promote new ways of thinking about beauty, body image and self-esteem.
So David’s got a point that big companies can and do teach.
Still, what percentage of these big co. budgets are going toward teaching vs. traditional marketing/advertising that hypes features? Big companies may be dipping their toes in these teaching waters but small businesses have a unique chance to dive in all the way and deliver more direct, personal lessons. And that can be a great way to turn customers into superfans. It remains one of those areas where small definitely has an advantage.
Mark
on 06 Apr 10I think if you research it a bit more deeply, most companies, where it’s appropriate to provide teaching to a client base or training to employees, do pretty well at it.
I’ve worked for several big companies across different industries that went as far as building state of the art learning centers taking up entire floors (or 2) of buidings. Aside from the conferences that have been going on forever, look at what a lot of companies / entrepreneurs / realtors / chefs…are doing now on cable channels. Teaching, marketing and entertaining, all in one package.
Eric
on 06 Apr 10For some reason I can’t explain, I can’t seem to shake the phony feel off these “workshops” and whatnot.
Sorta like McDonald’s camp for sick kids and the like.
Maybe it’s got to do with deeply rooted aversion towards the “big guys”? Just doesn’t feel genuine at all.
Mark
on 06 Apr 10Since y’all have dropped the hint you’re incorporating a teaching environment in your new space, it’d be interesting to know if you’ve gone out and done any tours of what large companies (across any sector) to see what they are doing in the external teaching / internal learning area.
Assuming from the tone of your post that you haven’t really, you should consider it. You might actually be surprised.
Paul
on 06 Apr 10@Eric
Very true. Especially for the Dove ones.
Dove is owned by Unilever, the same company the owns Lynx/Axe, which is mostly advertised to teenage boys with the idea that if you spray it on attractive and mostly naked women will immediately want to have sex with you.
http://en.wikipedia.org/wiki/List_of_Unilever_brands
In both cases I think it demonstrates brilliant marketing, but anyone who thinks that Dove is doing all this because they believe in helping young girls boost their self esteem needs to open their eyes.
Even by corporate standards, Unilever’s hypocrisy in its adverts is quite stunning.
Milan Davidovic
on 06 Apr 10Chad
on 06 Apr 10Actually, I believe many – if not most – large companies “teach” to some degree. However, in my opinion, it is almost never that this is done out of the kindness of their hearts.
Corporations exist to make money, not to make the world a better place.
Teaching from public corporations comes from an executive order to increase public relations through programs that give the customer and potential customer a “warm and fuzzy” about the company. Reducing taxes through “charitable” contributions is a big one, too.
At the same time, however, can I honestly say small businesses are any different? For many, yes, but for most, no.
Kit
on 06 Apr 10I think that the teaching that 37Signals does (and in your standard example of professional chefs) is different than the teaching that these companies do. These companies teach consumers how to use their products. You teach people how to create your products. That is a huge difference.
David Omoyele
on 06 Apr 10Mark
on 06 Apr 10@kit- there’s no difference. 37Signals is teaching you to build software on their platform, Ruby on Rails, using their twist on the “less is more” mantra.
Exactly the same as a financial institution teaching wise investment strategies using their funds, a gym teaching you a good workout plan using their trainers, or a soap company attaching their product to the teaching of a good self image
Jason
on 06 Apr 10Please don’t pick on the big guys just because it is easy. Instead, ask yourself this, if you asked a thousand people to name at least one large company that offers free teaching/education programs, how many do you think would be able to name ANY? My guess is not many.
If they aren’t advertising it, it probably isn’t being done to dupe the masses into thinking they are the good guys.
There is a lot of research on the topic of the psychology behind corporate philanthropy. I suggest you read some of it.
Darren
on 06 Apr 10@Mark
Spot on. In my experience larger organisations generally have a more formalised training set up. However, there is often a much better opportunity to gain tacit knowledge to complement the training thanks to a larger workforce with – invariably – a wide range of experience and skills.
kadavy
on 06 Apr 10Naturally, it’s all about increasing sales (not that there’s anything wrong with that). Home Depot has tons of workshops ( http://www.homeimproverclub.com/workshops.aspx?Type=3 ), and it’s no surprise, since people will spend more money on home improvement if they have the knowledge; and it’s not always common-sense stuff.
A large portion of the population is too busy with their job and family to “learn,” and falsely believes that they can just buy products, and their lives will improve. Traditional marketing channels are the best way to reach these people.
Amber Shah
on 06 Apr 10I think it’s fair to say that Unilever, that big amorpheous blob, doesn’t care about young girl’s self esteem. But that isn’t to say that some people who started the program don’t care. And that isn’t to say that the people teaching the workshops don’t care. And that isn’t to say that the young girls don’t get a self-esteem boost. And you know what, I feel better giving my money to a company who is doing that, when I know even a small percentage of the profits are going to a good program like that, than a different company.
Yes, corporations exist to make money and I would never expect them to exist for any other reason. Nor do I think they owe the community anything other than a fair trade for their product. But you know what? Some of those programs are really helping people and I’d rather send my money there. That’s smart business.
@Mark
on 06 Apr 10“37Signals is teaching you to build software on their platform, Ruby on Rails, using their twist on the “less is more” mantra.”
I disagree with this. 37 Signals is teaches many things far beyond building software on Rails. Here are just a few…
1) You can create an amazing, profitable company without funding from venture capitalists.
2) You do not have to quit your day job (immediately) to chase your dream.
3) Working yourself ragged and not reserving time for enjoying life is… uh… stupid.
This is just a few examples of things that I have learned from 37 Signals and not 1 of them requires me to have a Basecamp account.
Hari Rajagopal
on 06 Apr 10@Mark >> there’s no difference. 37Signals is teaching you to build software on their platform, Ruby on Rails, using their twist on the “less is more” mantra.
I have learnt so much about UI design, startups and Getting Real from this blog and not much (actually none ) about Ruby on Rails.
Thank you 37signals!
Michael
on 06 Apr 10Um, the 37signals quote said small companies can out-teach big companies in contrast to advertising, where big companies always win. Nobody said big companies don’t teach, just that it’s an area where big size hurts if it matters at all.
Matt, you fell for the straw man.
Mark
on 06 Apr 10Likewise, Disney doesn’t require you take a spin on Space Mountain to benefit from the Disney Institute. Real Estate seminar providers don’t require you purchase a house to attend. Cancer hospitals don’t wait until you’re a patient in order to encourage you to attend a class on the benefits of anti-oxidants in your diet. You don’t have to buy a stick from Home Depot to attend a workshop.
However, what they do all wish to achieve is a win/win. you gain some knowledge, they gain your respect, good will and trust.
@mark and Hari, the points you bring out are still 37Signals ideals that they are profiting from, in a little New York Times bestseller, that also has nothing to do with Ruby on Rails.
Finally, I support this move by them. in fact, I wrote Jason a congratulatory email after reading the book and seeing the teaser post about their new office space buildout, specifically regarding the teaching aspect of companies.
My disagreement is with Matt, who seems to think more BIG companies should follow this model. I believe plenty of big companies have incorporated well thought out teaching opportunities, and actually it’s more SMALL companies that should embrace it.
Nwokedi
on 06 Apr 10If it could be proven to a big public company that putting more funds into teaching would increase shareholder value, the big company would have a fiduciary responsibility to do so.
Adi
on 06 Apr 10From 37signals I learned how to turn Buddhist ideas into the business world.
David O.
on 06 Apr 10@Michael, if you read the book, it said “big companies can’t… because they are obsessed with secrecy, ” Which in many cases is true. It is not completely uncommon for instrument companies like Gibson to give factory tours, because their “secret source” is their craftsmanship and brand they’ve built over time. But don’t expect companies like Apple to give you a tour of their factories in China, or Microsoft to make Windows and Office open source.
Paul
on 06 Apr 10@Amber Shah
I sort of agree, except that in the case of Unilever you are paying money to a company that is on the one hand claiming to want to boost women’s self esteem, and talking about “real beauty”, while on the other hand bases it’s entire Lynx/Axe advertising strategy on the idea that it will make mostly naked hot women want to have sex with you.
Those are the kind of women that the “real beauty” campaign is telling you you don’t have to compare yourself against to feel good. Only you do, because they are telling men that what they should aspire to in life is for thin, flawless, mostly naked women to want to have sex with them.
It is the fact that a single company has the gall to be “teaching” women one thing, while simultaneously “teaching” young men the exact opposite, that really gets me.
Michael
on 07 Apr 10@David O, I think you’re right. I have read Rework, but I was thinking of Getting Real. Or maybe Seth Godin. It all blends together now. :(
OlliM
on 07 Apr 10@Paul
I think you are being intentionally naive to make a point. Unilever is not holding “have sex with hot girls” workshops for young boys, the Axe ads are clearly tongue-in-cheek over the top versions of what their competitors are already doing.
In fact, I think these ad campains are similarily brilliant: they both position their product away from the competition. The axe ads are much more memorable, because they make fun of themselves and their competitors; the dove ones show regular wimen being beautiful.
If as a sideeffect of their marketing, unilever teaches young girls better self-esteem, that’s great. I doubt any of the girls would lose that self-esteem from watching Axe ads.
EH
on 07 Apr 10Eric@2: There’s nothing phony about McDonalds’ camp and also the Ronald McDonald houses. Neither of these are teaching oriented, but there’s no need for unfounded LOLCORPORATE.
This discussion is closed.