MARCH 2018 GERMINATION.CA 49 DATA HAS DIFFERENT functions for everyone. Yes, a number is a number, but we all place different value and importance on that number. A prime example is how big differences occur in the way a finance manager, plant manager and president/CEO look at the importance of data. Finance Manager: Sees data primarily as a means for generating reports, automating business processes and man- aging documents. Finance touches all aspects of business — executives, managers, production, growers, sales and customers. At any time, any one of them — or all of them — could need critical information. Having quick, easy access to data is the only way to keep the business cycle going smoothly, in the finance manager’s eyes. Plant Manager: Uses data to ensure an accurate inven- tory can be taken, accurate planning done, accurate mixtures made and accurate orders taken. Data allows crucial informa- tion to be provided to the executive team and sales. For the plant manager, the goal is to fulfill orders quickly and accu- rately and avoid costly returns. Data should have integrity that allows customers to count on their orders being right. Always. BUSINESS MANAGEMENT WHY WE ALL SEE NUMBERS DIFFERENTLY Mike Dorris, Sales and Operations Manager, Cultura Seed Solutions @mikedorris1 • mike.dorris@culturatech.com • culturatech.com President/CEO: Any business owner lives and breathes data. You use it to make countless key deci- sions. If that data is wrong or isn’t available at critical times, it could cost your company significantly. The operative acronym for the leader of a business is RSA — reporting, sharing and analysis. This is what data is for, in this person’s eyes. A president/CEO is always watch- ing the bottom line and keeping an eye on the horizon. He/she needs to see how the departments are contribut- ing to the company’s success, at the same time develop- ing strategy for staying on the cutting edge of the seed industry. These are all different ways of looking at data, but they all have one thing in common — a need to ensure the data is easy to access, accurate and can be shared with others in a convenient way that doesn’t require guesswork or create opportunities for error. A good business management system will do that. We all might see things differently, but good software helps to ensure everyone is on the same page and work- ing from the same playbook at all times. STEVE JOBS ONCE proudly said in an interview: “Picasso had a saying – ‘good artists copy; great artists steal’ and we [at Apple] have always been shameless about stealing great ideas.” Apple doesn’t just ‘steal’ great ideas, they understand what makes an idea great and take that idea even further. They use a ‘stolen’ idea to create something greater. The results? Apple has become one of the world’s most valu- able companies, known for their user-friendly products, and for cultivating recurring revenue. This concept of ‘stealing’ an idea to make something better is the backbone of content marketing. One of the biggest challenges in content marketing is coming up with new ideas or content that will engage and resonate with the target audience. When challenged to find a fresh idea, look at what others are doing. I’m not saying directly copy or plagiarize. Instead, look to others as inspiration. Look at others within and outside of your industry. What content of theirs do you like, or dislike, and why? Is the content or how they are present- ing that content something that can be adapted to your organization? CONTENT MARKETING GOOD ARTISTS COPY. GREAT ARTISTS STEAL! Kelly Saunderson, Client Services Manager, CREATE by Issues Ink ksaunderson@issuesink.com • issuesink.com Most of us want to be the first; the visionary. However, being first can mean learning on the fly and making mistakes. By studying and learning from others, you can avoid their mistakes and really amplify your content. Be careful, though, when ‘stealing’ ideas. Are you really originating, or delivering, something different? You need to be honest with yourself, and honest about your team’s strengths. You don’t want to ‘steal’ an idea only to fall short on its development and delivery. For example, videos are tremendously popular in content marketing. Video is a fantastic tool. However, is video the best way to tell a particular story? How visual is the subject(s)? Will your spokesperson appear relaxed and confident on-camera? If there is any doubt, you may want to consider a podcast episode, photo series or text article instead of a video interview. Deliver stories in their best format! Be honest with yourself, too, in terms of your own capabilities to deliver and develop content. It is OK — it’s even considered a strength — to recognize that you need help delivering or developing impactful content.