Core Values: Integrity Is a Priority

Early in the career of a young man, the dream job of traveling the world and learning about a high-tech industry happened. The imagined opportunities to experience different cultures, stay at the finest hotels, eat exquisite cuisine, and get paid to do it became a reality! An added benefit was that the three other men in this field engineer group were all older and experienced and willing to train and guide this young man. Does it get any better than this?

The new trainee accompanied each of these men on at least two trips and soon realized most international travel was not fun for them. Guess who happily volunteered for all the overseas trips? The technical and administrative parts of the job were just a matter of textbook learning, but other “gray” areas arose that employees had to determine for themselves.

One of those gray areas was expenses. Maximum amounts for meal costs were predetermined for each day and did not require receipts. All three men gave the same instructions on what was to be recorded as the daily per diem for meals – overcharge to get some extra cash.

The new guy in the group was uncomfortable with lying about the cost, but wanted to fit in so gave in to the peer pressure. Compromise in one area soon led to a decision to continue down that path or make integrity a priority. When confronted by the manager about the meal expenses, the young man admitted to overcharging on the expense report. Fortunately, the manager was understanding and challenged the young man to be honest and not give in to the outside pressure to conform.

A valuable lesson was learned because that young man kept integrity a priority from that point on. Verification of this story is easy, because that young man was myself. The beauty of being a person of integrity is that it is simple. Just be honest and a person that keeps their word. However, simple does not mean easy.

There is a price to pay for being honest. Some property damage was done in a camping area by the boys in a program I supervised unknown to my staff or the camp ranger. Later after leaving the camp ground, one of the boys confessed. The right thing to do was report the incident even though it was likely the privilege to camp there again would be lost. A very convenient place to camp was gone, but personal and organizational integrity was maintained.

The price of losing a convenient place to camp was minimal. The cost of not being able to look troubled boys in the eye and say, “do the right thing” would have been huge. These contrasts are a matter of core values. Building a reputation of integrity takes years and is solidified when the right thing is done despite paying a price of inconvenience, monetary loss, or embarrassment.

Reality TV has good and bad examples of integrity. Survivor involves lying, cheating, back stabbing, and people selling their soul for a million dollars. The winner is determined by the participants already voted out. Ironically their decision is based on the person that could be trusted… at least a little.

Contrast that with Undercover Boss where owners of companies are disguised as regular employees. The most touching moments occur at the end when the boss is revealed. Owners of companies are deeply touched by people with integrity and who do a fantastic job even when seemingly nobody is watching. The workers are moved because somebody, especially the boss, recognizes their integrity and hard work.

Establishing virtuous core values at an early age is the ideal, but anytime is a great time to work on integrity. A key part of integrity to start with is honesty. Your word is the only thing you can both give and keep. Be faithful and honest in little things and people will trust you with bigger things.

These simple, but not easy core values serve society well and lead to a conclusion. Integrity is not only a priority, but a necessity that cultivates authority and authenticity as well.

Revenue Management

Revenue management is the application of well-organized analytics that forecasts consumer behaviour at the retail level and boosts product accessibility & price to enhance revenue growth.

In an internationally competitive business environment, firms are constantly trying to enhance their profitability.

A revenue management system is an effective tool to accomplish the objective with comparatively low technological investments and at present, has extended to several sectors.

The way revenue management instills within the organizational framework relies on the kind of sector and the particular organization. Certain firms have it as part of the marketing department while some place it within the finance department.

In certain organizations, a Chief Revenue Officer manages various functions – marketing, product development, and brand management.

Supply chain management and revenue management have many basic harmonies. SCM is a crucial process in several organizations and is getting interfaced with a revenue management system.

Business Intelligence systems have also been combined with this process. These platforms provide data that can be used for informed decision making.

An organization must evaluate its demand structure and segment its clients on the ability to pay. After the segmentation, the pricing strategy for each segment must be determined, and then the statistical demand for distinct segment must be estimated.

The operating scenarios of production and services sectors differ to a large extent.

For several financial personnel, managing revenue efficiently is extremely challenging. In the context of the amalgamation of uncontrolled regulations, changing guidelines and stringent penalties for noncompliance, revenue management can be very complex for the capabilities of finance personnel.

In the context of these obstacles, firms are thinking about automating revenue management processes to enhance efficiency, augment compliance, and improve transparency.

The strategy to simplifying it begins with processes developed from the top down method, on the basis of information from various stakeholders and activities.

The capability to establish the technology that simplifies and centralizes the revenue management process is also very critical. Cloud-based technology enables finance personnel to link with systems, automate processes, and review business performance.

The four critical complexities are as follows:

Regulatory Compliance

The regulations are complex and difficult to infer because firms implement multiple non-standard agreements with the clients.

Internal Controls

According to experts, revenue recognition is one of the most prominent Sarbanes-Oxley Act Section 404 internal control issues reported by auditors.

Forecast Visibility

Revenue forecasting is not easy to determine. Again, a normal income statement cannot differentiate between once and frequent revenue.

Employee Productivity

Currently, several organizations are utilizing user-friendly spreadsheets for key revenue accounting activities. Simple and complex spreadsheets used by one person need extraordinary endeavour to construct and manage. Even then, all advanced spreadsheets have errors. They are not easily auditable.

In certain sectors such as IT, this system is very complex since it is difficult to allocate revenue across elements and the duration of revenue recognition.

Currently, vendors and buyers are leveraging the software as a service (SaaS). Revenue recognition issues happen when various components and discounting relate to a SaaS contract.

SaaS firms depend on metrics like monthly recurring revenue, which are different from normal IT businesses.

In service-oriented businesses – technology execution, law, and accounts, this system is affirmed on specialised contracts and distinct terms.

In these cases, project-delivery results are connected to recognizing revenue. The revenue recognition method requires the firms to document billable time/expenses and monitor project performance to link proceedings back to the contract types.

Hence, firms are seeking to automate revenue management to accomplish enhanced compliance, better visibility, and reduced costs. It encompasses every function in an organization, the process automating does not begin with IT.

The process of automating the revenue accounting management can deliver substantial results – quick period closes and cost control.

In order to streamline and optimize the system, firms must leverage the technology that enables the finance personnel to link systems, automate processes and evaluate the business on time.

Interface Systems

Streamlining the process eradicates data duplication that occurs between finance and other departments, thereby decreasing errors and reducing time.

The most optimal accounting systems link key business systems – CRM, services management to develop a robust ecosystem for revenue management.

Automate Processes

Every organization’s revenue recognition process differs based on the distinct business model, products, and market conditions.

In order to automate the rigid process, revenue stakeholders must have the capability to arrange the relevant procedures that replicate the complexities of the business operations.

The automation of revenue recognition process can significantly reduce workload for personnel, decrease spreadsheet errors, and enhance efficiency.

Business Performance

Top-notch revenue management systems deliver an insight into both existing/deferred revenues by projecting accurately the future revenues. They enable organizations to evaluate the effect of changes to products and pricing on revenue.

The process of comprehending the system begins with efficient top-down processes. It is only afterwards that technology should be used to automate the revenue management process.

Bid Results / Sgt. Joe Friday

From 1951 to 1959 Dragnet was a defining police series that featured Jack Webb as Sgt. Joe Friday. Joe was famous for an interrogation line he often used: “Just the facts, ma’am!”

Bonding companies need to gather facts too, when a bid bond has been issued. It is an important process with implications for both the surety and the contractor.

So here are the facts, ma’am!

Bid results are the various proposal amounts submitted by contractors pursuing a particular project. The bids are submitted at a designated time and place. The list of low bidder, second, third, etc., including the company name and $ amount, are the bid results.

The first party to know this info may be the contractor. They often attend the bid opening and write down the results. Remember, they have a vested interest in the outcome. They’re hoping to acquire a new project.

It is important for them to report the results promptly to the bonding company. Here’s why:

Timely Issuance of Performance Bond

If the contractor is low bidder (offering the most favorable price to do the work), an award can be expected. The performance and payment bond will be needed by a set date to avoid loss of the project. Reporting the bid results is the first step in this process.

Excessive Bid Spreads

A “bid spread” occurs when there is a significant (>10%) difference between the low and the second bidder. This is a red flag for the surety and contractor. All the bidders wanted the work. They spent time and money developing their proposal. An excessive bid spread means the low bidder has a unique advantage (better expertise, prior experience, special equipment, lower material prices, etc.) over the other bidders OR they made a bid mis-calculation and are underpriced. (*Why is this a concern?)

If the contractor has a special advantage, they must share this info with the bonding company in order to obtain the P&P bond when required. The surety must be confident that the project will be completed properly.

If they made an error, they must notify the obligee / project owner that they wish to withdraw their bid. If done promptly, they may avoid having a bid bond claim (for failing to move forward.)

Restore Capacity

When a bid bond is issued, underwriters consider a portion of the contractors surety line to be in use – under the expectation that they may win the project and need a P&P bond. If the contractor / bidder is not the low bidder, the capacity is restored to their surety line to support another project – as soon as the surety is notified.

For all these reasons, the prompt reporting of bid results is necessary. A tight bid is a win for the contractor and surety. The bidder acquires additional sales volume and the surety books a premium. It’s how we all make money.

* Why is an excessive bid spread a concern?

If the contractor proceeds with a project that is underpriced, they may end up losing money on the work.

It’s an issue for the surety too, because they are the guarantor of the project. They must complete the work if the contractor defaults, and they rely on the fact that the contract amount is adequate to accomplish this. If it is not, the surety could face a net loss.

Excessive bid spreads are bad for everyone, even the obligee. If they award an underpriced project, they may end up with poor workmanship, missed deadlines and possibly a defaulted contract, ma’am!

What Are the Things That Office Removalists Include in Their Work Checklist?

To make the relocation smoother, office removalists include several things in their checklist and here we will take a look at some of them in detail. If you are in Sydney and are seeking office relocation, make sure that the removal company follows their checklist comprehensively.

  1. The Relocation Plan

Planning the relocation is always included in the first point of the checklist. The removalists focus on the tasks that they need to complete. By developing the plan they save many hours of prep time. This helps the clients as well since their relocation work can be completed within a shorter duration than expected.

The plan also includes the budget that is required for the move and this point is included as a sub-heading. Apart from these two, the plan comprises the actual tasks that have to be completed such as assessing the space for the placement of the items in the new office, reviewing the lease terms of your existing office, etc.

The list includes the furniture that has to be moved since they need to be handled with care. For this reason, this point is considered very important even in cheap furniture removals in Sydney.

Thirdly, in the relocation plan, the tasks of every removalist are included so that the entire relocation plan can be carried out smoothly. The work is divided according to their skills.

  1. Things to Consider in the Office Space

In the second part of the checklist, everything will be about office space. After the removal is completed the removalists need to ensure that they place everything in an orderly manner in the new office. They will sometimes also include blueprints that will help them to understand the area and where each item will go so that it looks attractive.

The office removalists in Sydney will also plan out the things such as transportation, packing, items that need to be discarded, and so on that make the entire relocation process easier for them as well as their clients.

  1. Legalities

The legalities are included in the last part of the checklist. Since the removal deals with high valued items, it is necessary to consider the legal aspects in this area. The legalities deal with the permission, and the rules laid by the landlord and the local competent authorities.

The reason that these legalities are considered as a high-priority point is that there are several risks associated with them. At times the removal companies discuss everything with lawyers to ensure that there will be no troubles later.

If there are any on-going legal issues, the movers will discuss it with their clients and then plan everything.

  1. Miscellaneous

In the last part, there come the miscellaneous things that need to be managed such as the number of containers that will be included, the local deliveries, storage items, types of packing, important documents, personal belongings, special packaging for the fragile items, etc.

So, these are some of the things that are included by the office removalists for cheap furniture removals in Sydney and to make the process of relocation easy.

The Art Of Disruption

Today in business there seems to be a theory that “if it ain’t broke, then no need to fix it”. Whilst I agree to a point, the issue really becomes, why do things the way they have always been done just because they have been done that way?

This is where the art of disruption comes into play.

Who says you can’t reinvent the way that you do things?

Who says there isn’t a better and more effective way to run your business or engage with your clients?

You see as it is YOUR business… it’s YOUR rules!

The disruption model is how I have naturally done things in business right from day one without even realising.

Firstly, with my first brand, by me starting that with only $50, not spending a cent on marketing or advertising and then having a global brand. I didn’t have the “experience” or “business knowledge” at the start but I knew that I had a great product that people loved and that was all I needed but I never wanted to do it the traditional way. When it came to the proper business issues, I ensured they were molded into how we were already doing things and not the way everyone else was doing it. Our procedures had personality.

And now with my new business, what we have managed to do is to disrupt the “norm” when it comes to the whole referral process and word of mouth. Who says it always has to be done the way it always has? Not me!

We as a company are always looking internally as to how we can disrupt the normal way that we do things. It creates a culture of creativity and your industry thrives on creativity so this should be an easy way for you to think.

Running a business, the same way everyone is doing it or the way you always have doesn’t mean that it will work out. You see, when you add a bit of flare, a sense of cheek, a bit of mongrel into the mix, now your business has a personality of its own mixed with you, the owner’s DNA. Your personality, your desired personal outcomes HAS to be put into the business.

I am constantly looking for different and better ways to do things within my businesses. That way it makes running the business more fun (as that is what we should be having every day) and it actually makes you more present and deliberate in what you are doing and not so much on auto pilot mode.

It is very easy to just go with the flow, especially when things seem to be running smoothly. But as the business climate can constantly change, we as business owners need to ensure we are ready to change just as quickly.

So how do you add the disruption model into your business I hear you ask.

Well pretty easily actually. The next time you need to reach out to your customers, market your business or even look at new models to enhance your business growth. Just STOP and take a look at what you are about to do and how you were going to do it. I guarantee you that you would have just done it the same way you have always done it. Sure it may work for you but what if… just what if there was a better way, a cheekier way, a more fun way to do the same thing but due to you applying the disruption method your customers reacted in a better way, the marketing was received better or even your business ran smoother purely because you decided to have fun with the process not just the outcomes.

The “disruption” model enhances our ability to focus on either our systems, procedures, training and even the interaction we have with our clients. It forces you to really look hard at not just how things are done, but more so on whether you are getting the desired results that you were hoping for. I mean let’s face it. How many of you reading this right now have been working your butts off to only “survive”? that’s why maybe chucking a bit of disruption theory into the mix may just be the ting that is needed in your business right now.

Why Executive Housing Should Be Considered

There are many options for you to consider when you go on business travel. Whether you are being sent out of town for a week or a month, there are other places that you can stay beyond a hotel. Executive housing should be considered because it’s more affordable and provide you with more amenities.

Think about what you pay for a hotel. They aren’t going to give you any reductions if you stay longer than anyone else. This means you have to be realistic about what the hotel is really costing you. With executive housing, you will pay considerably less because they have given you a break for staying longer. As a result, you will be charged weekly or maybe monthly. You will then be able to have more space as well as a more affordable accommodation.

Space is a big issue. If you aren’t happy with living out of suitcases and being crammed into a small hotel room, you have options. Most executive housing is two bedrooms with a defined kitchen, living rooms and dining room area. You also get a living room with all of the basic furniture that you would expect to find. With more space available to you, you can pretend as though your home. You won’t have to worry about living out of your suitcases and you can have room to spread out.

One of the rooms mentioned is the kitchen. Executive housing provides a kitchen whereas hotels don’t. You have to be tired of eating out every single day. It gets expensive and it’s not the healthiest for you, either. You can instead choose to focus on meals that you do like – and cook them yourself. The kitchen is stocked with all the modern conveniences of home. You will have a refrigerator, an oven, stove and a microwave. You’ll also have dishes, utensils and pots and pans. This means no more eating out of cardboard containers and using plastic forks and spoons. With real food going in you, you will likely succeed in the workplace better, too.

There are usually two bedrooms, which means you have the option of having someone else stay with you. Depending on why you’re traveling with work, you may have someone else in tow with you. Instead of each of you getting hotel rooms, it can be advantage to share a place. Since it’s considerably larger than a hotel room, the two of you won’t be on top of each other. You may also decide that you want to have a child come and visit you – which this would be their room when they are in town. Executive housing provides you with more options to do as you need without spending any additional funds.

Considering the options for business travel is important. If you don’t like what you find at hotels, you aren’t being forced into them. You can find executive housing throughout the city. You may be surprised by how close your housing can be to work, minimizing your drive time.

What Is a Micro Switch, and What Are Its Advantages?

A microswitch is a temporary contact switch used as a sensor in automotive (vehicles) and industrial machines. It is called micro because of the company name that first started its commercial manufacturing. It is said to be the most popular component to include in electrical appliances. When a microswitch is included in a device, it ensures the device’s optimum performance. Many companies make use of microswitches to gain customers’ trust. Also, the microswitches’ designs and configurations are not complicated.

The quick response of microswitches to the amount of force they bring makes them the most typically used switches in today’s world. An actuator of microswitches generally has a pivoted cycle just above the button. They are mainly utilized in system applications like door interlocks, vending machines, etc. Including various applications, microswitches are applicable in numerous switch compositions, actuator styles, etc.

What are the advantages of microswitches?

There are many advantages of microswitches. Here are the best ones:

Reliable Switching

Microswitches are incredibly reliable. Reliable switching takes place at repeatable and unique positions. Since it is used in many safety mechanism applications, its reliability is critical. The motion and acceleration of contacts do not rely on the action and the acceleration of the actuator. So the microswitch can predict the contacts transforming state until the end of its working life.

Precise performance

In other switches generally, the contacts shift with the actuator’s action, but that’s not the case with microswitches. In a microswitch, the contact will not alter its state until the actuator attains a reset point with the extent of motion. A microswitch can be operated repeatedly without any risk of failure. Moreover, a microswitch is entirely flexible and popular in safety mechanisms.

Fast switching speeds can reduce arcing damage.

The speed of the contacts while electrical switches can determine opening and closing. Arcs can be extinguished faster with the help of high switching speeds. It also reduces the damage caused by arcing to contact surfaces.


The realistic outcome of the design is durability. Microswitches have one great advantage, which is durability. The cheap switches can even work for millions of cycles. Microswitches that are expensive can work for almost 10 million cycles. Microswitches are a perfect choice for the people who care about durability.


Microswitches are usually very cheap to buy, especially if you purchase them in bulk. If it is incorporated with durability and provides optimal performance, this can be one of the market’s best choices. That’s why microswitches are extremely popular electronic components.

Conscious Body Language and Powerful Sales Training

Can sales professionals remain at the top of their game without practicing conscious body language in their sales training?

Sales professionals are leaders when it comes to human development.

To stay on the leading edge of the sales profession you must constantly adapt to what attracts your customers and constantly adjust what repels them. Never has this principle been as important as now. With the explosion of information available to buyers, gaining the trust of today’s sophisticated customer is the biggest challenge professional salespeople face.

Long gone are the days when a salesman (yes mostly men) could crack a dirty joke, take out their order book (yes, paper) and book a sizable sale with a fat margin. In today’s competitive market your potential customers have access to the same information as you. The distinction between your competitors and you, in their eyes, has disappeared. Even using the most sophisticated CRM system has little effect as something deeper is shifting. The sales pendulum is now swinging back towards the importance of a trusting relationship from almost 30 years of impersonal business transactions. Current trends suggest that people are getting very tired of being treated as sales statistics. They are increasingly voting with their wallets to be treated with corporate social responsibility and as distinct and individual humans. Can you blame them?

All the latest research is pointing in this direction.

From Forrester Research to Harvard Business School, many on the cutting edge are talking about the value of building and nurturing warm and trusting customer relationships. Wise leaders are now taking steps to train their employees to treat each customer as a valued individual. That we now have to teach people how to treat others as humans is also interesting. Yet how can this process can mature without paying closer attention to the importance of body language?

Yes, even body language is becoming more important

This is great news, but what if there is still another threshold to separate elite sales people from the very good ones? That is becoming conscious of and effectively using your body language with feeling. It is one thing to know how to shake hands correctly, when to loan your pen to get a signature and when to open or cross your arms. Yet what if it is a separate and so far overlooked dimension to begin connecting these and many other gestures to the feelings and the atmosphere they generate. The more you can sense and feel what is happening to you and those around you, the more effectively and gracefully you and your customer will be able to dance your way to your next sale, together. Some suggestions to encourage this process and to become more conscious of it, at the body language level are:

– Becoming more present, Salespeople are notorious for unconsciously disappearing into their sales pitch. It still seems easier and somehow safer to forget you are communicating with someone who wants to be seen, heard and understood. The more you can practice balancing being here and now with your need to know where you are in your sales cycle, the better you will succeed and the less returns you will have to accept.

– Listening attentively instead of just waiting to talk. Consciously pause and reflect over what your prospective client has just said before you answer them. If you finish their sentences for them they will justifiably feel like they are talking to a machine than a fellow human. If you allow this to happen you will have defeated the distinction between doing business in person versus ordering your offer on-line. Using all your senses and trusting your intuition more are all requirements to hear your potential customer’s whole story while adding value to your chosen profession.

– Serving your way to your sale, instead of pushing, performing and impressing. Relax, ask questions, listen attentively and respond in a way that your potential customer can feel special. The more they feel special, the more they will treat you specially too. Master your emotional triggers. Train to reflect and respond more while automatically reacting less.

– Becoming a more open and attractive target. The more you consciously adjust your body language to invite your listeners into dialogue, the easier it will be for them to graciously agree to do business with you again and again.

Each one of these points requires a new set of soft skills

New, sensational soft skills are needed to maximize your conscious body language training. These skills can be used to create a more conscious and present interaction where you and your potential customer can relax, then expand your respect and understanding for each other. The result will be a more solid platform of agreement, less cognitive dissonance, a longer, more sustainable and enjoyable business relationship, with fewer returns.

Bulletproof sales arguments and customer capture, Not!

This traditional way to sell is becoming less and less effective as the difference between products, companies and sales tools narrow daily. With the current oversupply of competitors in just about every industry, customers can switch suppliers faster than you can create new sales arguments. Yet with human nature being what it is, life is still easier for everyone when your customers discover you are a trusted supplier. Strive to become someone who is authentically interested in collaborating over the long-term than just making the next sale.

The current trend of building trustworthy and loyal relationships with your customers is how future business looks to be conducted. The more you train to feel what your body is expressing, the more you can then align and adjust your message to respond seamlessly with your customer’s needs, wants and wishes. What if this honest and sensational set of soft skills is quickly becoming the deciding factor when choosing a trusted supplier? Training your corporate and social ability to respond will help you develop your edge in this exciting new trend.

When an Ad for a Fizzy Drink Creates a Public Outcry – And What Other Businesses Can Learn From It

‘Marketers’ lives matter’. Especially when they produce an ad that causes massive public outrage.

The ‘ad rage’ over the recent Kendall Jenner ad for Pepsi is one of the latest in a long list of big brand marketing mishaps. While the fallout from this ad may be a temporary chink in the armour of the corporation, it gives other companies an opportunity to reflect on how an ad like this can go wrong and compare it with the advertising that does work.

On this occasion, Pepsi’s in-house advertising department was accused of aligning its brand with the Black Lives Matter protests in the US. The idea, while arguably noble, backfired dramatically.

But why?

Benjamin Blank, CEO of Uproxx Media Group, plainly stated: “If Kendall Jenner actually did something that was meaningful and they documented that and supported that” the results would have been different.

The advertisers on this occasion may have thought that they could predict how their target audience would react to this ad. But they didn’t. More bluntly, the presumed agenda and cynicism of the corporation was transparent.

Any ad campaign needs to genuinely understand the real thoughts and feelings of the market it is aiming to. While this may seem obvious (and it is), it’s amazing how many advertisers appear to forget about this from time to time and get their ads so monumentally wrong.

The voices inside the advertisers’ heads may imagine, even guess what some of their buyers think. But do they represent the same voices inside the customers’ minds? The people – the real people, the everyday general public – who they are selling to?

In a globalised world marked by what media scholar Brian McNair calls ‘cultural chaos’, advertising and branding is a minefield. What works in one location might fail in another. What one demographic finds appealing, another may find offensive – and that can be destructive for a business.

Realistically, can a large corporation ever be ‘street’ enough to be ‘down with the kids’? To the point where the company actually thinks that it can use an ad to not only relate to a very real socio-political problem faced by a particular demographic, but also be ‘on the ground’ with them? NB – While of course not forgetting to simultaneously appeal to everyone else in their target market, which is basically everyone from all socio-economic, cultural and ethnic backgrounds.

The ad certainly didn’t work. And after it was aired, people took to social media to express their anger and distaste. Wisely, Pepsi later withdrew the ad and went back to the drawing board.

It was a complete misfire. Maybe there was an honest intention to promote a notion of universal peace, but in such a volatile world right now, the ad was basically seen as insincere. To many it seemed to trivialise, even mock, a highly-emotive issue for the primary purpose of selling a product.

Suggesting, even mildly, that a particular brand of soft drink can help bring about some sort of world unity, by attaching their product to an issue, is not correct. Even as ostensibly noble as the sentiment may be, it really isn’t the place of a massive soft drink company to try and do this. And the general public on this occasion expressed that.

What we can learn from this is that the challenge many brands face now is working out how to navigate through a world that is becoming increasingly complex. Times, cultures and attitudes are ever changing and any company’s branding and advertising should evolve to reflect these changes.

After all, good marketing and branding is built around knowing and relating to customers and gaining their loyalty and trust. If you upset or offend them however, they will leave. And they will tell others to leave.

One of the important ways customers and businesses can relate to each other is through social media. However, as many companies have discovered, social media can have an unforgivingly dual effect.

The huge scalability of social media can push messages out into the unknown, and it has the capacity to elevate what would have once just been criticism, into a storm. This is what we saw with the latest Pepsi ad. Angry people will quite happily use social media to try and bring a company down.

If Benjamin Blank is right in his assessment of the Pepsi disaster, then smaller businesses that are grounded in their communities might be in a strong position.

In the UK, the Advertising Association highlights that SMEs make up only 18% of the country’s advertising expenditure, but account for a third of private sector revenue, and make up 99% of British businesses.

Where local businesses may build up a good rapport in the community, the need for branding may seem less obvious.

While they may not have the same massive marketing budgets of their corporate competitors, smaller companies do have some tricks up their sleeve. Local advertising, leaflets, and newspaper ads make up the core of small business marketing. Also local businesses can substantively engage in the community, something that Blank suggests Pepsi failed to do.

Most importantly local businesses can be sincere.

We know from Nielsen Research that around 80% of people find that the most credible form of advertising comes from word of mouth, from people we trust. As businesses in local communities are more likely to interact directly with their customers, they can have a powerful advantage over bigger companies.

According to the UK digital marketer Ormsby Street, more than half of small businesses fail within the first 4 years, in large part by failing to properly engage in existing markets and then failing to grow into new ones.

Developing a smart, interesting and pervasive brand, that genuinely appeals to its customers and builds relations with the community, while also appealing to others, is one of the ways a small business can survive in an ever more competitive and uncertain economic environment.

What Are the Uses and Benefits of a Micro Switch?

Microswitches work by reacting instantly to a pressure change or a physical change. This action is termed as the snap action. It is most commonly used in the electronics, medical, and automotive industries. These switches are designed and modeled in various ways, depending on their role. It comes with different actuator styles and switching configurations. Microswitches are made of various materials. They can be made of phenolic plastic or polyester.

The microswitch has an actuator which, when pushed, triggers the snap action inside the microswitch. When the pressure is removed, the actuator lets the switch to return to its original position. It is further supported by a spring that applies a push from the inside of the switch. The microswitch has a spring framework with a roller that triggers it. The snap activity is set off when there is a little physical weight, which is intensified. When the snap activity happens inside the microswitch, you can hear the snap sound. The essential plan of a microswitch isn’t exceptionally confounded. It takes a shot at the premise of prompt activity because of a physical change or weight. These capacities are essential to work impeccably with no mistake.

Uses of Micro Switches:

As mentioned earlier, micro switches are used in varied forms and varied places. These are used in heavy industrial technologies and can be found in our everyday life too. These are some of the common uses:

  1. Used in safety apparatus
  2. Used in microwaves and their door interlocks
  3. Also used in printers to detect any paper jam
  4. It detects jam in vending machines and also to sense the coin when it enters the machine.
  5. Used in control panels and appliances like solenoids, lamps, small motors, and more.
  6. Also used in various kinds of door mechanisms to sense the opening and closing.
  7. Used as control switches, limit switches and also used as time mechanisms


Microswitches are the most reliable switches in the market. They work accurately and repeatedly without causing any failure. They also come in various forms that fit the various demands of the switches. It comes in a variety of materials and switching positions. These switches are the most trusted and the most durable switches, and hence these are the most wanted when it comes to safety-related products. These switches are inexpensive and can be bought in bulk very easily. Even the low-cost switches function for a long time without fail.

All the benefits make these switches so important and wanted in the market. These come at very affordable prices even when bought in bulk. Our company provides the best deals and the best quality micro switches. These switches are reliable, durable, and low cost, making them the most attractive option.

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