“At Least I Don’t Beat You.” Making a Prosumer Workplace

Growing up, my father was not always the nicest person and had a tendency to be emotionally abusive. I was an ornery child who liked to point out this behavior when it happened, or at least, complain about it to my mother. And while these are issues, I’ve dealt with, one thing always sticks in the back of my mind after all these years: the bad parenting excuse was always, “At least I don’t beat you.” Beating was held up as the worst and most unforgivable action a parent could do to a child, and since I was never beaten (we’re talking severe beatings, not light spankings), I was lucky to have such a wonderful father unlike other children.

(Granted, part of the dealing with the issues and growing up, was realizing that my paternal grandparents were likely Old Testament “spare the rod, spoil the child” folks and believers that no one should tell parents what they can and can’t do with their children. My grandfather died when I was very young and grandmother mostly made pancakes and let me run around in her backyard when I was a child. The spoils of being the grandchild and born in the ’80s, instead their child of the ’50s.)

What does this have to do with the workplace and being a prosumer? And why do I believe that being a prosumer when it comes to your career is helpful for your long-term career satisfaction and our economic well-being?

It’s that I’ve come to the realization since entering the workforce, between jobs I’ve had and jobs I’ve been a candidate for, that many workplaces employ the policy of “At least I don’t beat you” when it comes to taking care of their employees, whether it be workplace conditions, salaries, benefits, or policies. Only it’s called “At least you have a job” or “At least you have health insurance even if you have to pay for part of it and go to our doctors only” or “At least you can wear jeans on Friday.”

Okay, I completely get it that our economy is in the toliet, but that’s no excuse and is certainly not going to keep employees at bay. Especially in an age when they google how much a public company’s CEO makes in a year or can do a little digging on privately-held companies. Like how the CEO’s, of the parent company I work for, total cash compensation for 2007 was $4.8 million and that’s not including stocks and other compensation. Even as a prosumer and someone who strives to contribute meaning the world, it still does feel like a kick in the stomach when, after some simple math, including “raise” adjustments based on those given this year, I find out that if I keep going on this job track, I will never make that much money in my entire life. (I simply use myself as an example since I don’t have others’ information, but use it as an example of a common workplace practice in large corporations. Certainly, Wal-Mart greeters make negative pennies compared to Sam Walton.)

Sometimes, I think while that much money would be nice, I know it wouldn’t make me happy. Researchers suggest that $40k a year, having romance, and a social life is the baseline for happiness and anymore does not really increase it. I would also add that it’s probably an average America salary baseline and that you should adjust for cost of living in your area. For example, NYC, LA, San Francisco, Boston, Seattle, etc. are going to be a lot higher. Freedom Ideas argues that money is only 1/3 of our happiness. I really like this article in that it talks about ideals that I would consider part of being a prosumer in the workplace, including doing what you love for living.

Okay, sometimes, a job is a job and you need it to pay the rent and live. Sometimes a job is a stepping stone into a better job: all for the experience. But never let a job make you believe that you aren’t worth it and that they’re a good company just because they don’t beat you.

If their tag line is at least I don’t beat you, they aren’t worth your time and your effort. If they ask you if you saw last night’s The Office and then ask you to come in on Saturday, they don’t get it.

I am not lucky to be employed. I earned my employment through my experience and my persistence and keep my job as I’m contributing to the company. Yes, people are hired every day who do not know how to do their job and they’re even kept on by companies. But it’s not luck, they’re obviously giving an employer something they need, even if it’s not actually doing their job.

Vacation time, sick days, and health insurance should not be considered benefits I need to grovel to a company for and praise their holy name for. In my prosumer workplace, I am not an indentured servant, and one day, these are either going to be rules enforced by OSHA (and some already are to an extent) or we’re all going to be losing, except that 1% at the top. I would note that I do not trust corporations to do this on their own and know that they will need government incentives or penalties to get their acts together.

Likewise, as a web designer, having the latest technology and access to the materials needed for my job is not a luxury. I should not be hunting down standard fonts on BitTorrent because a company doesn’t want to shell out $30 a font when annual net profit is up. I should be considered an expert in my field, as that was why they hired me, and when I mention that the company should take advantage of the latest and greatest web marketing technology such as Facebook, Twitter, social bookmarking, or even revamping the site to make it rely on CSS, I should not be ignored or treated like the internet is a passing fad.

Every prosumer requires something different in a job and to make a prosumer workplace. Someone may need a company softball team to make them happy. Someone else may think that free beverages and Friday breakfast make the company as a perk that takes the job from just another job to a career. Someone else may need flexible hours or the work from home to take care of children, parents, partners, or themselves.

The biggest career mistake I ever made was compromising my standards and not doing my research about the company. (For full disclosure, I’ve worked for five different employers full-time since I was 17-years-old, and no, I’m not going to tell you which one I’m talking about.) It was not listening to the tiny voice in the back of my head. This has set my entire career back about 25% from my peers, who are my age and in my field. It was not having the voice of experience to give me a better idea what the workplace was like; it was not knowing what I know now. Part of the reason I have this blog is to grow, learn from my experiences, and retain what four years of expensive elite private college did not teach me.

So what does an employer get out of creating a prosumer workplace? An excellent employee who will be happy and excel at his/her career. An employee, who might not come in on Saturdays, but will maybe stay a little longer during the week. An employee who will not feel the mighty self-esteem blow of fear and will feel empowered by the workplace. Having confident, happy employees that tell people they love their jobs is so much better for everyone, and it just might, actually be better for our economy and well-being as a nation and world. Imagine that.

The Measure of a Man Woman: Prosumer Success

Success in the prosumer world has somewhat moved beyond what you own. Consumers must have the newest and greatest thing, bigger and shinier than the Jones, as a measure of their success. Or as Iggy Pop sings in his song Success, “Here comes my Chinese rug.”

So what do is success in the prosumer world measured by? Satisfaction, plus a steady income? (Because you can’t be a prosumer without your income keeping up with cost of living and inflation.) Is that satisfaction just in your career or is it in all aspects of life? Is it that mythical job/life balance we all try so hard for?

As a prosumer, what do you measure your success by?

Prosumer Goals: Analyzing the Walk

I want to put my words into actions and make prosumer goals. Things that I care about include supporting local businesses, supporting small businesses, buying products which last, buying online to support my industry, and buying “healthy” products for both the Earth and my body. Eventually, I want to try to make every purchase I make have at least two of those qualifiers.

I want to start with looking into buying from local small independent businesses. Small steps for big changes. Continue reading “Prosumer Goals: Analyzing the Walk”

Free Shipping, Even If You’re a Beaver

There are lots of theories and data on how free shipping effects e-commerce sales. The only constant is that the faster an item ships to a customer, the happier s/he is and that offering free shipping often affects sales in a positive manner.

Free shipping image designed by me

My cheeky direct e-mail image illustrates the happy little beaver whom got free shipping on his/her $75 or more order. Wood has become a prosumer product ever since the realization of globalization and environmental impact hit the beavers. They want to order from Green Bee Wood’s web site with wood that’s been fairly traded and a company commitment to wood as a renewable resource instead of clear-cutting rain forests in Brazil. Because of this, the beaver has committed himself/herself to a higher price point and free shipping is helping to offset the sting on his/her wallet. Because even as a prosumer, the beaver still budgets.

On the business and marketing side, Green Bee Wood knows that their products are targeted at the prosumer and can accept that quality of product and other good business practices do drive up their prices compared to Wood-4-Cheap. Beavers make up 75% of Green Bee Wood’s demographic. In the realm of free shipping, Green Bee Wood has a lot of options. They can offer free shipping across the board, at a certain price point based on their average order, for a limited time only, to offset sale tax charges, at a flat rate instead of free, etc.

Green Bee Wood has decided to offer free shipping slightly higher than their average order to bring average order sales a little higher, and they think it’s a urgency incentive for their customers to buy. Since they want to create a demand, they’ve decided that free shipping is only going to be offered for a limited time, approximately two weeks, to drive up sales in a traditionally slow winter season when beavers stay lodged down with their families and conserve energy.

This free shipping campaign is very successful for Green Bee Wood as they understand their demographics’ buying patterns and how free shipping can affect them. Free shipping helped a few more beavers make the final click to buy.

To use free shipping or not really depends on the company and their target demographic. As a huge company and largely consumer-based, I think it’s brilliant that Amazon.com offers it on all orders over $25 year round. However, for smaller companies targeting prosumers, there are pitfalls in that constantly running free shipping can flatten out sales. People don’t think they need to order then because it will still be on months later. There’s no urgency. Free shipping can be a useful tool, but like all tools, there’s an appropriate time to use it. The prosumer appreciates free shipping, but will appreciate it more if it’s not there all the time.

Give Me Wal-Mart or Give Me Death? Death: Life as a Prosumer and a Prosumer Marketer.

A friend recently linked an article, Identifying, Knowing and Retaining Your Customers, which talks about marketing towards the prosumer, not the consumer. The person who cares about what s/he’s buying, how its impacted the Earth, where it comes from, the company’s ethics, etc. I’d describe myself as a prosumer and in my daily job, I marketed online to the prosumer, instead of consumer.

Prosumer marketing is interesting as it’s almost the opposite of consumer. It’s specialization vs Wal-Martization.

The consumer wants a pack of 24 women’s athletic socks for $15 at Wal-Mart. S/he cares about prices and quantity. There also might be some attachment to jingles, logos, and brilliantly worked tag lines to cue up the buying instinct. I see the consumer as two different types of people:

The self-server consumer who straight up doesn’t care as long as s/he is getting the best deal. This is the mindless consumer who sometimes buys just to have stuff and has the income or credit lines to do it. The ones who buy disposable diapers and is never going to think twice; it’s convenient, cheap, easy, and always available.

The low-income consumer who’s more concerned about keeping food on the table and a roof over his/her family’s head than fair trade, being green, or shopping locally. This is not just the person buying from Wal-Mart, but likely the one who works for Wal -Mart too. At the current federal minimum wage, the low-income consumer must work 2.5 hours to buy that pack of women’s athletic socks.

On the other hand, the prosumer is the one who looks into the quality of the product, how it’s going to be use, where it’s made, and/or who made it being concerned about fair trade, being green, being organic, and/or shopping local. Different prosumers have different ideals and may mix and match. Lifestyle marketing works wonders on this crowd. A prosumer is usually willing to pay a higher price tag in order to achieve some quality of product.

For instance, when I went to buy an mp3 player, instead of buying a 2 MB generic one for $60, I bought the 160 GB video iPod for around $360 as I knew I would be using it a lot, needed a lot of space, possibly to watch video if flying somewhere, and know Apple not only pioneered the technology, but has good customer support. I’m a web designer, a geek, of course, my tech is going to match my lifestyle.

As a prosumer, I’m a big fan of specialization in the marketing and how e-commerce has greatly helped it out. If I want to know anything about any company, I get online. I look at the company’s web site, product information, and what other people are saying about that company. It’s way more exciting and hopeful than the Wal-Martization of everything.

I might work for a company, which is owned by another one that utilizes Wal-Martization to the extreme, but I can comfort myself with knowing that my job is to market to the person who perhaps cares about something besides bulk pricing and convenience. It’s more creative and stimulating than sticking giant yellow stars with new markdown prices on every graphic I make. (Been here, done that.)

Personally, I want to invest in a product that lasts. I want a product that’s being sold locally or manufactured by a smaller company. I want something that’s green and maybe recycled. I don’t want to feel dirty for what I prosume . I want something that speaks to me. I have no interest in 24 pairs of athletic socks; I would never use them or want them around. They’d end up in my Goodwill donation bag.

I haven’t bought something from a Wal-Mart in something like 7 years, even if my mother, who’s a bit of mix of the self-server and low-income consumer currently, likes to drag me into one when I visit her. I hope as globalization expands and more people have access to free trade and the prosumer voices will be loud enough to equality the marketplace.