California 2006

buzz: an executive women's think tank

NOTES from the 2006 Summit
February 28, 2006, The Balboa Bay Club, Newport Beach, California

10:00 am
Mudslinging on Main Street?
As the political and social climates heat up, how should we leverage, harness or curtail rancor in our public conversations and national discourse?

Moderator:    Judge Glenda Hatchett
Panelists:        Carol Reed, Sila M. Calderon, Cornelia (Connie) Pechmann, PhD, Judy B. Rosener, PhD

Things have not changed that much. In the days of Jefferson and Washington things were equally muddy.  The medium has changed.  Today, there are less filtering and editing.  People can get information on the internet 24/7.  The response time is quicker.  “You have to tell your story in 10 seconds and people cannot have rational thoughts in 10 seconds.” 

People in academia do not want to talk to the media. “They cannot express what they need to express in the allowable time.”

We need to understand the media and not be afraid of it.  We need to use the new technology to deliver our message.  We have more power today with our computer.

New media: Blogging, podcasting and personal publishing are where things are happening. “We have to learn to control it and participate.”

Mudslinging can happen to anyone.  There is a need to prepare, not just react.  “We need to think about the values that are important to us -- such as kindness, generosity, and compassion.  At the end, these values determine the life that we live.”

Know who you are so that (your opponents) can’t throw you off center. If you do get caught in a situation here is what to do:

  1. never mention the person by name
  2. Never address their motives.
  3. Don’t let them pull you in…never attack the attackers.

But if you have to attack back:

  1. Do it quickly
  2. Go where it hurts
  3. Don’t speak of it again

 (The television show Commander in Chief, with a female president, is preparing the way for the possibility of a female Presidential candidate.)  Mudslinging against women will be different.  It will go underground.  There will be no frontal attack on TV.  Women will not be able to trace where it is coming from.

There is a cultural difference for women in leadership in the U.S. compared to other countries. “In the U.S., to be a leader is to be male.  Women are seen as helpers and nurturers.  Nothing is going to change until we get out of this culture.”

“It is a Catch-22 for women.  If you are feminine, you are not leader-like.  If you are leader-like, you are not feminine.”

Women love consensus but politics does not have consensus.

There is a cultural difference in the U.S. Women are not treated as progressively in power as in the rest of the world. There have been many women presidents and prime ministers but not yet in the U.S. “This is the only country where women have no power politically and we have to change that.”

We have to be sure to demand something for the money we give.

The economic cost of mudslinging to corporations includes low morale and low productivity.  It affects the bottom line.

There is a cost to the lack of civility. We are forced to focus on controversy. “In a corporation there are more controls in place than in the larger society because it is so costly to the firm.”

“For society, we are losing a tremendous sense of truth.”

“Where is the public outrage on lying?”

“The only thing that nobody says anything about is somebody that is doing nothing.”

“It takes twice the money to raise $1 from a woman than from a man.”

11:30 am
DIGITAL DELIVERY
How will our lives be revolutionized by the new and exciting forms of digital delivery:  in entertainment, education, health, telecom and more?
Moderator: Anastasia D. Kelly
Panelists: Meera Kanhouwa, MD, Katie McDivitt, Paula Silver, Kathleen Conroy

There is a small population of people who are “gadget heads,” but companies have to provide a whole digital experience to cater to the entire population. The trend is not to just sell a consumer product, but to sell a complete digital experience.  This requires corporations to coordinate different components.

Businesses have different capabilities to absorb technologies. In order to provide the ‘digital shopping experience,’ the process has to be simplified. “Amazon, through its one-click shopping, is a great example of simplifying the digital experience.”

Digital Delivery is transforming health care. Data access is in crisis:  Patient data is spread across doctors, clinical labs, and insurance companies, and it is almost impossible for one person to have access to comprehensive data.  A patient with a critical condition can walk into a doctor’s office, but various agencies have her medical information.  The doctor cannot access the necessary information immediately.  This leads to loss on cost, productivity, and even lives. “What is missing here? The answer is ‘Data Connectivity.’”

The technology required for this is trivial. Nationwide sharing of information is possible and it works. Singapore uses the Countrywide Clinical Exchange to share information; in Canada, patients, doctors and nurses are connected through Infoway. “The United States, on the other hand, will take a lot longer to reach there. Privacy laws make it difficult for us to adopt such a system.”

People care about privacy when they are healthy, but when a patient is sick, the desire for privacy is reduced and she will want everyone concerned to have the needed information. “Doctors will not use an information system if they think the information is not complete, and that patients may have held something back.”

Microsoft uses a common interface that allows doctors and nurses to use the same system. The future will allow online, real-time communication between doctors, nurses, and patients using Smartphones and PDAs.

“The need of the day is to turn data to information and make it available to health care professionals.”

The traditional way of delivering content is changing. Smart houses have entertainment in every room, and use technology to monitor what kids are watching. There may soon be smart phones in every wallet that allow (consumers) to swipe one card, and access all their data.

“We must be cognizant of what stories we are telling the future generation.” In the study, ‘See Jane,’ they found that G-rated movies are gender-biased.  That is, in children’s movies the ratio of male to female is generally three to one. This is true even in apparently female-oriented movies like The Little Mermaid. “Peer-to-peer storytelling is going to be increasingly important.”

The biggest issue for entertainment is piracy and, “will continue till people are aware of the magnitude of the problem and how it affects the entertainment industry. The government must help corporations deal with this issue.”

Customers today have high expectations of right price, service, and products. “We have the technology to empower customers.” Companies like Cisco are working at virtualization of customer complaint services. All their resources are available through a common IP network, so irrespective of where the call comes from, the customer can immediately speak to whoever they need to. “This leads to greater customer loyalty and customer retention.”

“Customers want ‘one throat to choke.’  For example, a combination of services from Dell, Microsoft, and Comcast, provide a single digital experience. So, when something goes wrong, customers have difficulty determining who to contact. Companies have to look at their business model so that they can provide better service to consumers.”

Companies have to partner on an annuity basis, and work on who pays for what. The question facing companies today is, “How do I work with competitors who are now bedfellows.” The VHS-Beta VCR war is being played out again, with Sony bringing out Blue Ray and Toshiba bringing out HD-DVD.

On Government influence on businesses providing public information:
Example: Google did not allow the US government to see restricted consumer’s information, but puts up restrictions on its search engine services in China.

Cisco is fully compliant with government rules, but does try to influence policy. They help the government make smart policies to get connectivity out to the people. They do not change their product for any government.

Microsoft works with government to enable economic development. They believe in corporate citizenship and social responsibility. They provide education and healthcare in villages. Corporations have this responsibility because others cannot give back to the community on the same scale.

2:00 pm
Extreme Makeover: Healthcare in America
How can we begin to overhaul an overworked, out-of-balance healthcare system and create new opportunities for business and patients alike?

Moderator: Susan Bookheimer, PhD
Panelists: Susan Bryant, PhD, Christina Jones, Stephanie McClellan, MD, Maureen Spivak, Tiffany Tomasso

Healthcare is big business.  The cost of healthcare in the US is $3 trillion, i.e., 16% of US GDP.  “The law of supply and demand has no meaning in healthcare.  The issue is not just statistics -- there are viable lives needing care.”

 “(The) three main problem areas of healthcare: First, many hospitals are not-for-profit and they can grow only with issuance of bonds.  Many times they go into more debt just to fund bricks and mortar.  Second, it costs $750 million to bring a new drug to market and at the end of the day, pharmaceutical companies are for profit and are trying to meet shareholder expectations.  Third, many service providers are all competing for money in a highly regulated market. Overall, healthcare is expensive because of the competing forces that need to make money.”

The greatest cost to healthcare is “not the cost of technology or the cost of the drugs or the cost of maintaining bricks and mortar, but the decrease in talent and human capital going into medicine.”  

Malpractice suits and lawyers are still a concern for doctors, but third party payers are a bigger concern.  “These third party payers are such a threat because they value technology over face to face.” 

Nine million Americans over 75 years of age receive long term care (LTC).  The majority (5 million) of that care is provided in the home.  Of  4 million units of long term care, 50% are skilled nursing facilities.  “50-60% of any group like the group attending BUZZ today is experiencing LTC issues within their family.”

There is no permanent financing for LTC from the government, “and don’t expect anytime soon.”  Costs of LTC range from $75,000/year for nursing homes to $300/day for 24 hours/day home care.  Costs are covered privately for the most part, but Medicare covers 20% for a maximum of 100 days in a nursing home.  Medicaid covers the balance.  “Insurance not really set up to pay for LTC; people pay using house values, home equity, and pensions.”

On Stem Cell Research:  Stem Cell Research (SCR) takes a long time and is expensive. The research is not well-coordinated with governmental regulations. “It’s hard to predict when but SCR will yield new advancements.”

The end game is cellular therapy to replace cells in the body that have run out, for example islet cells in diabetes and cells with re-myelination properties for spinal cord injuries. These will be somatic cells that the body cannot reject.

“SCR has created an opportunity for a lot of people in this country. The race is back on.”

On Women’s Health: Females don’t have enough information about their health. “The content of conversations for our level of education is not happening. Females with advanced degrees think they can get pregnant with no problems after age 40. What we should know is that the egg is the primary driver of fertility and fertility actually peaks in the 20’s.”

In a study of childless “super-achiever” females over age 40, making over $100,000 a year, most of them declared that it was not their intention to be childless.

Fertility issues today are exacerbated by a decrease in male fertility.  “Sperm count is consistently lower today as men are lazy, fat and don’t exercise.  This all affects testosterone levels and ‘bad swimmers’ are seen more often.”

The amount workers spend for healthcare as a percentage of their income is huge. Many employees still cannot afford it, and instead they access care in the most expensive place (emergency rooms). 

Healthcare is a big business where all players are intertwined, decreasing the size of the market and resulting in war between payers and providers. 

Nationalized healthcare is a competitive disadvantage for the US.  There’s a threat to the industry, similar to the auto industry in the US.

The days of universal care are over.  “We need to concentrate on the basic level of care and regionalize care.  Specialists are not needed in all hospitals.  All hospitals should align to work on patient care as an outcome.”

Healthcare in the US is only ok; Singapore is better in miscroscopic surgery.  “There’s no incentive to try to innovate care.  The current system is only creating more gaps between served income classes.”  Britain has a completely different healthcare system. “Healthcare should not be an issue around how much you make. There should be a serious discussion for nationalized care and we should look at these nations that have it.”

3:30 pm     
CEO, Interrupted
When and where do women leaders pursue the next horizon and find
fulfillment beyond the corner office?

MODERATOR: Nancy Widmann
PANELISTS: Brendan Burnett-Stohner, Susan Cramm, Patty DeDominic,
Karen Neuburger, Patricia Stensrud

“I moved to Rome for a year. I started writing my book, I got involved with volunteer work, I began attending conferences like this one and I met many extraordinary women who are in different stages of their lives. Every time you pick a book, it tells you what you should do. We can learn from one another and we need to remember that the change is constant and we need to understand it.”

“According to my contract I was supposed to stay with the company for three years, but I decided to leave. It was a serious change. You need to have a clear set of expectations. Along the way I became closer to couple of non-profit boards where I got a different perspective from other industry leaders. I had a hobby of buying and selling historical properties.  I thought that this can become a full-time thing.”

“M&A is a fact of life and there is a 15% CEO turnover. From that number 40-45% of turnover is due to company performance issues. With Sarbanes-Oxley, directors have new responsibilities and they can’t take it personally. My advice is to broaden your bases from where you get satisfaction.”

“During my career I transformed 7 to 8 times. . . Nice thing is I get to invent and do what I want. . . My board of advisers consisted of a very diverse group of individuals: African-Americans, South Asians, Hispanics, etc. Together we a built a database of 2000 people . . . Reinvent, try to stay positive and do a good job.”

 “I learned to share not only wisdom and resources, but also money.  There was a strong need for non-profits. I decided that no one was doing financial literacy and self-sufficiency. In 2003 I got together 90 women and every one of them gave 10K. We put $1 million to finance literacy and self-sufficiency and brought non-profits to us.

“I am an entrepreneur.  Whether you work for the Company or you are an entrepreneur, whether you are a CEO or head of the company, make sure you know enough about each person you are working with. It requires more time, work and you absolutely have to push yourself to know enough to ask the right questions.”

“I live right now a life that matters. I work with people on a one-on-one basis, helping people be what they are. My first life interruption was when I learned that my husband had six months to live. Stop sign, one of those things…People don’t know their values. We work so hard, where is the life? Read the road signs before the stop...”

In regard to the interview process: Women are smart, listen well, ask good questions.  They have a good sense of what the chemistry is, “because working for a company is like a marriage.”  They are good researchers and they interview back. What they don’t do well is they don’t empower themselves.  They will ask the question, ‘How long before I know that I am in power?’”

“Life Interrupted” is a big stop sign, but we don’t stop for longer than 3 seconds. It is not a permanent stop, but we all should take a pause, look around and decide where to go next.

 When asked what support systems panelists have in place:

“I make sure I see my trainer three days a week, try to do cardio four days a week. You need to take care of yourself, make yourself a priority.”

“Networking with girlfriends is like going to church for me. I get inspiration. “

“Helping other women. That is important to me and it matters.” 

“Woman who are involved with non-profit get opportunities. “

“You can’t negotiate if you can’t say ‘no’.”

“Some people have huge equity but they have no courage. When I create opportunities for women sometimes they don’t want to take them because they have no courage. “

“As powerful as you are, you need an exit strategy. Plan for it, think about it. “

“Cultivate your relationships with career research firms if you want to be taken seriously as a professional.”

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NOTES from the inaugural BUZZ summit
January 20, 2005
The Four Seasons Hotel
Newport Beach, California:

ROUNDTABLE: YOU SAY YOU WANT A REVOLUTION?
Do we have to blow up corporate America in order to rebuild it? Should we completely re-design compensation? How should corporate leadership change to tap into the unmined talent and creativity of our human capital?

Moderator: Ronna Lichtenberg
Panel Members:
Judy B. Rosener, PhD, Linda Stone, Mahvash Yazdi, Karen Wilhelm Buckley, Diane Davies

SUMMARY:

• “A revolution is marked by a sudden change – it’s dramatic versus an evolutionary process.”

• “Since the industrial revolution, productivity has increased fifty times. This is still increasing exponentially. Is this evolution or revolution?”

• “The question really is productivity versus humanity. We now have the problem of continuous partial attention. This type of not wanting to miss anything brings us to taking ourselves to imbalance. When was the last time you felt someone pay full attention to you? This is bankrupting to keeping talent in companies. This revolution in technology has increased productivity; but in and of itself we have to ask if that is a good thing.”

• We need to start looking at business from a horizontal perspective—looking to the why and how we do things. Good has become the enemy of the great. How do we use the revolutionary changes in technology and productivity to make the company more responsive? This is an evolutionary process.

• We also need to ask the question of how we become more responsive given the rate of information we receive. We need to give attention to wisdom. We need to pay more attention to making wise choices—those that represent the deeper, bigger picture—and here is where women can play a part. How are we as wise women? What is the result of revolutions in business, such as information technology and the influx of women?

• Women want different things structurally in corporations. Women want more flexibility. How do we use this to attract in talent, particularly when the majority of college and Master’s degree candidates are now women?

• Revolutions do not come out of nowhere. We are still seeing a revolution of women’s roles in the workforce. Revolution can happen both from within or from the top. We need to encourage that it happens both ways.

• There are significant differences in our daughters who are just a half-generation apart. Women who are 18 have an entirely different world view than those who are 35. Younger women are seeing that they can bring their whole selves to the workplace.

• We need to talk about changes in compensation. We need to ask people what they want and bundle compensation accordingly. Further, when you support families in a company, you support women. Not everyone wants money and we need to start offering packages that reflect choice. Many women will choose time over money. We need to talk about meaning over money. Compensation can change behavior. We also need to not be afraid to ask for what we are worth.

• Where are the new opportunities for women, post-revolutionary entrance to the workforce? Things are still moving slowly as women strive to enter into management. These are the same questions we were talking about twenty years ago. Women coming up need to feel the responsibility to continue to pave the way—making the structural changes and coalitions necessary to accomplish that. We need to think about ways to extend both maternity and paternity leave.

• Women CEOs vs. women as entrepreneurs—opting in or opting out—to do it our own way. Both are important. We need better models, beyond Desperate Housewives. We need to show women who are opting in.

ROUNDTABLE: WHO’S ON FIRST?
In defining the ethos of a company, what is our first priority: employees, customers, shareholders or the executive suite? How does that priority affect the bottom line? Is relationship management a pivotal component of a successful business?

Moderator: Amy Dorn Kopelan
Panel Members:
Ursula Burns, DeeDee Gordon, Brenda Reichelderfer, Julia Stewart

SUMMARY:

• “It’s not clear who comes first. It really depends on timing. Longer term, customers come first. However, you must adjust ‘first-ness’ topically. Our company has spent the last six months focusing on Sarbanes-Oxley Compliance which is not inherently customer-focused”.

• “It’s a balancing act, not an either/or. You must balance among customers, employees, and shareholders. The customer has to be first for sustainable and optimal growth.”

• “If you’re not focusing on human capital then it all gets lopsided. It all starts with how you treat your employees. If I had to choose between answering a phone call of a customer or an employee, I would choose my employee.”

• If your organization doesn’t share your values, then you have a problem and you know you have to leave. The person at the top is the best barometer of the company’s values and this will ultimately affect the bottom line. You are able to get great insight into a company’s values and culture by talking to current employees. It isn’t hard to get very valuable information this way.

• There is a difference between preventing a crisis and managing a crisis. In essence, this is the measurement of how well a problem is fixed versus how well a problem is prevented from ever occurring. It is much harder to find people who have been credited with preventing a problem from ever happening than those who are recognized for fixing a problem.

• Important consumer insights are not always acted upon. Sometimes the cost associated with change is just too high so it is never implemented. Other times people don’t want to believe that a certain change needs to take place.

• On average, a CEO’s lifespan is less than three years, so you aren’t given a lot of time to impact an organization. And there is not a lot of tolerance for a CEO’s mistakes either. If you make one, you are usually out.

• It seems that outsourcing of customer service illustrates a company not prioritizing their customers. At the end of the day, profit earnings is the king, not the customer, because you must meet your earnings forecast.

• A global company must attain geographic balance based on where their customers are located. Therefore, outsourcing is many times a function of needing global balance.

• Good leaders are able to unlock the value of their employees, and women tend to be more talented at accomplishing this.

• It takes one person thinking outside of the box and willing to break the rules to change the values of a company. The values of the new generation are different: price is not always first, they do tons of research themselves on both companies and products, they are walking contradictions, they know that they are valuable, and they know that they are being marketed to.”

• The key to success in business is identifying what you are good at and also what you are passionate about. Without these two elements, the job should be performed by someone else. This is especially important with the new wave of in-sourcing as opposed to outsourcing within companies.

• Many companies have a new mentality that not all customers are right, and therefore not all revenue is good revenue. Companies are seeking out customers that share their values.

• Customer feedback is the key to a business’s success, and this requires really listening to people. Personal contact goes a long way, especially with the younger generation.

 

ROUNDTABLE: THE MEDIA MATRIX
Does the media have its own agenda? What is appropriate to cover; what is not? Who are the decision makers?

Moderator: Nancy L. Snyderman, MD
Panel Members: Gail Berman, Christie Hefner, Patt Morrison, Mary Murphy, Narda Zacchino

SUMMARY:

• “I have lost many friendships because of stories I have written, it is just the nature of my job. I have been threatened with lawsuits and I have received multiple death threats. The editors are luckier because they stand above; reporters are in the trenches.”

• “I see a couple of problems. First, people are media illiterate in that they can’t distinguish between what is real news and what isn’t. Second, increasingly there has been a consolidation of media ownership which is the most dangerous trend occurring today.”

• Freedom of the press is under tremendous stress, and there is a gray line between government and getting a story. For example, if you are a White House reporter and ask a question that the administration doesn’t like, you will never be called on again. You become a sacrificial lamb when you ask the hard questions.

• A complete control of sources exists today. The story involving the first President Bush demonstrates this. He was accused of having an affair and a woman reporter from CNN asked him about this during a press conference. Consequently, she never worked again.

• The European press thinks that the American press is wimps. However, Americans find the press to be vicious and invasive of privacy.

• There is a different dynamic between reporting news and reporting entertainment. Revealing photographs can be a clear invasion of privacy and in that circumstance we choose not to publish them. This once was the case with Jackie Onassis and although the magazine could have made a ton of money, the photographs were never published because she had no idea that the photographs were being taken.

• The FCC is not providing clear enough guidelines for the entertainment industry to abide by. An example is that the FCC now considers pixilation to be the same as showing a naked body part entirely. We were not aware of this until we got in trouble for broadcasting an episode that contained pixilation.

• Howard Stern had many problems with the FCC and is now moving to satellite. This move allows him to pre-empt censorship and also build an enormous fan base.

• It is very expensive to conduct good journalism which is why bad stories are crowding out real news stories. Sound bites are shrinking. They used to be over 40 seconds on average, and now they are less than 10 seconds. Today, news isn’t an obligation, it is a money making machine.

• There is huge pressure among the networks to report the story first. This ended up being CBS’s downfall because a few years ago they started breaking the cardinal rule of having at least two sources to validate every story. This allowed them to get the story out faster, but it compromised reliability.

• Given current trends that are not going away, it is going to be difficult for print to capture the same share of market that it did before the Internet. We need to develop a business model based on truth and responsibility because right now news is rewarded for speed, not accuracy.

• Bloggers have changed the notion that freedom of the press is available to those who can afford it. Bloggers are completely unfiltered, unchecked, and have limited liability because they don’t have extensive assets for people to go after.

• There is a huge concern about propaganda coming out of the current administration and it being masked as “news”. It is actually against the law for the government to propagandize American citizens, but we must ask the attorney general to investigate and why would he help our cause?

• Our children are not getting information from reporters like us. Rather, they are turning to sources like Jon Stewart, Jay Leno, and David Letterman.

• Entertainment companies call the news side of their company and tell them not to book competitors’ stars. This is such a problem that we cannot get American Idol stars to be interviewed on the Today Show or Good Morning America because they just aren’t allowed.

• There is a growing concern with the future of democracy if Americans aren’t getting accurate information to make decisions upon.

• The product isn’t news, it’s influence. This influence can be social and political or commercial. In response, the American public must seek out and support those sources that they find credible.

• People say that they are now scared of the news. Part of the problem may be that parents aren’t watching the news with their children, and therefore aren’t helping them to interpret what the news means.

ROUNDTABLE: TAMING THE BEAST
Can we effectively legislate the Internet without cutting off its oxygen? Would restriction be good for business? Bad for business? Is there a partisan agenda?

Moderator: Karen Breslau
Panelists: Linda LoRe, Debra J. Richardson, PhD, Holly Towle, Maggie Wilderotter

SUMMARY:
  • “The internet has changed the way we view the consumer. There has been a paradigm shift in the way a consumer shops. Consumers are not only using the internet to do research but they now compare prices, find promotions and shop online. The challenge is, how do we deliver our promise consistently across all marketing channels?”

  • Consumers have more options than anytime in history, but they crave simplicity. “For access to communications for rural consumers there is a focus on providing it simply. For example, dial-up is still the biggest access to the Internet for rural consumers. There is a ‘so-what’ factor because technology moves faster than how consumers use it. So simplicity and value are extremely important.”

  • The Internet is the dust bunny of the law because legislators feel safe passing laws about it.” An example of a Dust Bunny on the Internet are gas station pumps. Inside the gas station, it is legal to print a receipt with a consumer’s credit card number on it. But, when a consumer uses the pump outside, it is illegal for the station to print more than the last five digits of their credit card number.

    The Internet can be compared to an analogy of an Iceberg. Privacy and security lie above the line of the iceberg, but below the water is a whole new set of issues and legislation that people are not aware of. It is impossible to identify the iceberg because the rules are hidden and or too difficult to piece together. We need to stop the iceberg from getting bigger.

    “Regulation too early stifles all the innovation. There is still a lot of innovation still to come with the Internet that will make our lives more productive. If we regulate too early or willy nilly, things won’t happen.”

  • A major issue on the Internet is protecting children from pornography while still allowing adults access to content. Intimate apparel companies conducting marketing and prospecting on the Internet must figure out how comply with federal regulation while self-regulating to not offend the majority of people on the site.

  • “Legislation of what decisions get made and who makes them is a wild, wild west. It’s difficult to know what the laws are because the laws keep changing. With too many laws, adults can’t make decisions for themselves. Where do you draw the line?”

  • It is difficult to apply rules for pornographic content universally on the Internet without blocking legitimate content from adult access. For example, filters stopped emails with the word “Cocktail” and restricted access to the Fredrick’s of Hollywood email system due to the computer recognizing indecent content. This happens because the current rules are written for the universal “computer eye” instead of the subjective “human eye”.

  • Internet technology is leap-frogging traditional business models because it puts us in a position of constant customer contact. The challenge is getting through all of the clutter on the Internet to reach the right customers.
    The key is knowing where your customers are. Affiliation is the latest trend to combat the issue of breaking through the clutter on the Internet. Affiliations are a way of advertising using current customers as a way to reach out and advertise to other consumers through common websites and Blogs. Search engines can also be an effective way to reach customers.

  • In a world of hyper-informed customers, there is a tendency to think that price is the key to creating customer loyalty. However, the best way to create loyalty is to align with what customers value and create a barrier to exit.

  • Taxation on the internet is causing states to lose tax revenue and creating confusion due to the inconsistency between states’ tax laws.
    Items are taxed depending on where they are shipped from. This creates confusion among consumers and co-mingling issues for stores with distribution channels. Some states have attempted to get back some sales tax revenue by implementing a “use tax” which applies to items used in the state regardless of where they are purchased.

    The European Union has solved these issues through a VAT tax for digital purchases. In the United States, there has been an attempt to implement a uniform state sales tax but it has not happened yet. As consumer spending on the net increases even more, taxes on the internet will become a huge issue.

  • Privacy on the Internet is also still a major issue. Spyware (i.e. cookies) has created huge trust issues among consumers because they have no knowledge about what happens with the data after it is collected.

There is a new legal landscape for consumer privacy. California requires privacy policies but not all states do. Also, some industries, like medical, banking, and travel, are heavily regulated. For those groups that are not covered by law, the FTC has Voluntary Fair Information practices that penalize companies that voluntarily post privacy policies and don’t followthem.

Privacy can also be violated through public records now available on the Internet. All real estate, property and bank accounts are public record. Before the net, people had to seek out records by doing work to get them. Now, records can be obtained at home on the couch. Due to this public access to information, the next wave of white collar crime will most likely be blackmail. “The biggest issue with the internet is that it’s anonymous!”

  • If policy is set, there must be a way to enforce it. The biggest issue with the Internet is the unknown. We don’t know how to tame the beast of policy on the Internet because it comes from so many areas. Most likely, this will get worse before it gets better.