The internet holds enough information to fill many, many libraries!

Many things have changed in this computer age that we live in.

Information is so accessible that you can find information about everything from tulips to tomatoes from aspirin to zippers and Argon to Zeon. You can find out about just about anything not classified and sometimes things that are classified. It all ends up on the Internet eventually. The challenge is sorting through the garbage to get to the truth.

Even though we can think of many down sides to dumping anything on the Internet there are many advantages. Being able to have your staff access the company’s training materials is a big one.

I hadn’t realized how much education had changed until I was talking to my brother-in-law who’s a professor at a university. I asked him how many classes he teaches a week and he said two. Two? I asked. And he said yes, a lot of classes are now done online. Wow, things have changed! Now even the major universities are teaching classes online.

Looking this over you can start to see the advantages. You can study from anywhere at any time. You can review the materials over and over. You don’t miss anything – it’s all there. You can study at your own learning pace. Once set up it takes very little to administer. It’s cost effective and can run almost automatically. Easy verification of lessons studied. Don’t have to be at a certain place at a specified time of the day. Nowadays computer accessibility is not a problem, even the local libraries provide computers you can use. There’s no travel time or travel expense involved.

In this competitive market, employee training has never been more important, but finding the most effective and efficient way to train your staff has been elusive – until now that is.

Times have changed. You need to Re-Think Training. Our new online training system can be your new online training system. Online training is efficient, cost effective and not to mention just plain cool!

-Bob Cook

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Jack of All Trades

Having a talented generalist around is fine and dandy...

At one point or another your company will need a new logo or brochure made. You have two choices when this time comes 1) use your in-house jack of all trades to whip up a design in Microsoft paint, or 2) hire an professional graphic designer to do the job for you.

Although it may be more convenient and economic to use your in-house man, assigning the task to someone who dedicates their carnal existence to aesthetics (graphic designers) usually has better results visually.

...but sometimes you need a real, focused professional!

For the purpose of demonstration let’s say your company’s name is Rethink Training*. Below are two separate graphical elements, one is designed by a designer and the other by Joe (guy who knows how to dabble in design programs but was never trained professionally.)

Which design do you think was done by the professional? Which one would you rather have represent your company?

Some of the obvious benefits of using the professionally designed logo on the left are:

  • Harmonized color coordination
  • Easy to recognize due to skillful font selection and treatment
  • Intelligent messaging: your company’s service is subtly integrated into the design, making it unique and catchy.
  • The design to the right uses a clipart image, which means other logos across the globe could be using it as well. On the other hand, the left logo uses a custom made graphical element which could be trademarked and used by itself throughout your marketing collateral.
  • Good balance creates a positive viewer experience: six graphical pieces make up the left logo; 3 make up the right. The latter is less coordinated and balanced, while the former appears to flow better as a whole.

If you decide to go with a designer, below are some basic guidelines that will help you work with them efficiently – which means less design revisions and a faster turnaround.

Communication: Communication is the most important factor when dealing with designers. Through written and verbal media you have to convey the idea you have into another person who will (hopefully) make it a reality.

The more a designer knows and understands your vision, the better the design will be. Help him by supplying a summary of what your business does, it’s goals, and even some info on work culture and ethics.

Be clear: If there’s something that you specifically want included in the design, let the designer know as early as possible. And if an idea is not clear in your head, let them know as well – it’s completely fine.

A picture is worth a thousands words: That canary green you want for the margin is extremely hard to duplicate without a picture. There are thousands of possible color tones that could be used. When requesting specific effects or colors (that you don’t have the color code for) look online and find an example(s) that matches, then take a screenshot and forward it to the designer. Unlike programmers and accountants, designers are visual: they will accept five pictures of examples any day over a five thousand word description.

Once you have found a good designer, keep using them for future projects. Don’t switch designers unless it’s absolutely necessary: Not only will will your design stay consistent, the amount of effort spent grooving that person in is an investment for future projects.

Jack Napier

*Rethink Training is a new online service that Studio98 is in the process of releasing. It’s purpose is to make training for businesses easy and more efficient. Visit www.RethinkTraining.com to keep updated on it’s progress.

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Transparency

Oddly enough, a lack of transparency makes you all the shadier

When Raffy and I first formed Studio98, one of the policies we adopted early on, was to be transparent in our business dealings with our customers.

One of the areas was pricing. We wanted to be very up front about our pricing with no surprises or hidden fees. This was reflected in the contracts we devised for our website work. And we delivered exactly what we promised. If there was something we didn’t foresee, but we should have, we didn’t then go to the customer, we “ate it” and learned to account for our mistake by writing better contracts. But some companies just don’t get it.

The other day, I was searching for some bubble packs of epoxy. I found a site which sold them and proceeded on with the purchase because of a little colored banner that said “free shipping”. I got to the order page and filled out all of the required fields. This took me to another page to finalize my order. This page had a box labeled “shipping” with a drop down menu. I clicked on it and to my surprise, there was no box labeled “free shipping”.  In fact, the minimum shipping and handling charge for the 2 oz. order was $6.95 – almost half of the purchase price.

This company does not understand transparency and I’ll never order anything from them. Contrast that with other websites where shipping information is available before you have to fill out all the billing and credit information so you can decide before hand.

Transparency is a good thing. It attracts and keeps customers because people trust people who have nothing to hide.

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A hash is something that grinds up data... in a consistent way.

Yeah, dumb subject.  Maybe not.  Here’s the beef: I find the concept of hashing so fascinating that I felt compelled to blog about it, because it’s so interesting.  It is also absolutely critical to security and affects every single person who uses the internet.  I’ve always known this word was very important to security, but it has only been recently that I came to understand what it actually is.

Hashing is, at its most basic, the process of taking a string of characters and converting it into another, seemingly random, string.

It comes from the French word hacher, which means to cut up.  This is also where the word hatchet comes from.  It also applies to the culinary definition of hash, where you chop something up and mix it about.

(Speaking of which, hash browns sound really awesome right now… looks like I’m making a run into town after this…)

Back to our topic.

Hashing is a way of securing data.  It’s different from encrypting, where you can reverse it back using a key.  Nope, once something has been hashed, it cannot be reversed.  To boot, no two sets of characters will have the same hash (with a few extraordinarily rare exceptions, which we’re not going to worry about here).

So how in the world does this have a use?  How is it useful to have the ability to change something so it can’t be changed back, by any means?

I’ll give you a hint: Passwords.  Specifically, the process of protecting passwords from hackers.  The hash, in fact, is so vital to this process, the internet would scarcely exist without it.

Let’s look at how a security violation would occur without hashing:

  1. You submit a password (“golf”) when creating an account, say for email or online banking.
  2. This password is sent to their site.
  3. They store the password in their database.
  4. Every time you visit the site, you enter your password, and this password is checked directly against the one they have in their database.
  5. This seems fine, until…..
  6. A hacker breaks into their database and steals all the user’s passwords.
  7. He now has complete access to all your information.
  8. Now you’re some sucker being interviewed for a 60 Minutes special on the horrors of the internet.

Obviously, that situation is not so good.

So someone new to the job decides to enforce the security by encrypting the passwords, making it more difficult to figure out what to do with the passwords once they’ve been procured.  Remember that encrypted data can be reversed back to what it originally was, using a key.

Well, here’s how that would go:

  1. You submit your password, a more clever one this time (“Golf2343″, perhaps)
  2. This password is sent to their site.
  3. They apply an encryption algorithm, and store the encrypted password in their database.
  4. Every time you visit the site, you enter your password, and this password is, then, itself encrypted and checked directly against the one they have in their database.
  5. A hacker breaks into their database and steals all the user’s encrypted passwords.  He cannot do anything with them as such, because they need to be decrypted.
  6. You smugly lean back and smile.
  7. Meanwhile, the hacker figures out the key needed to decrypt your passwords.  Now he access to all your information.
  8. Now you’re some sucker being interviewed on the evening news.  Maybe even Dr. Phil, if you’re lucky.

So what the heck do you do to actually protect your passwords, making it so the encrypted passwords are literally impossible to decrypt?  Hashing to the rescue!  Here’s our latest iteration of the above events.

  1. You submit a password and send it (this time, you get serious, and submit “$gOlf12@3X#^”)
  2. They apply a hash function this time and store the hashed password.
  3. Now, you enter your password.  The password you enter is itself hashed in the same way, then checked against the hashed password they have.
  4. You smile as your movies download and stocks transfer.
  5. Rubbing his greedy little mitts together, our hacker breaks in yet again (perhaps you should go with a different bank).  He succeeds.
  6. Unfortunately, because it is literally impossible to reverse a hashed string, he sits there with nothing to do but twiddle his thumbs and guess what your password might be.
  7. Your password is safe!

A hash function will produce well-scrambled version of your password....

Hashed data is literally impossible to reverse or decode.  Said hacker could have an entire database full of hashed passwords, but he has no way of “decrypting” them.  Not only that, but anything sent to the site is, itself, hashed.  So even if he sends your hashed password, it is, itself, hashed, which is obviously going to be different from the original hashed password they have stored.

(Okay, that’s a lot of hash, and I’m still hungry…)

Maybe this affects you, maybe it doesn’t.  But it certainly helped entertain me and open my eyes to a new dimension of internet security and technology.

That said, do stick to the “cardinal rules” of good password.  A really good password takes hundreds of hours for a hacker to guess, much more than the average hacker has if they’re looking to make a quick buck.  If you already know this, fine, but to reiterate:

  1. Make your password 8 characters at the absolute least.  Try to manage 12 or more.
  2. Your password should not be a common word, or any word related to your profession or hobbies.
  3. And most importantly of all: ensure your password contains at least one lowercase letter, at least one uppercase letter, at least one number, and at least one special character.

    ...while an already-hashed password will produce useless dribble, making it useless to a hacker who steals them.

If you’re bad at remembering passwords, write it down.  On paper.  With a pen.  Technology may be accelerating exponentially, but to my knowledge you can’t hack something written in ink.

And that’s all, folks.  Happy computing.

(I think my next password should be “brown.”  That way, whenever I submit a password, I could say that I “hash brown”.  Get it?  Isn’t that clever?  Perhaps there’s a reason I write bi-monthly blogs, instead of books….)

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Hard-earned SEO results can sometimes be cut down overnight - maybe it's time for a new strategy!

Can Google’s results be controlled? No.

Is it possible to formulate a workable SEO strategy that will benefit your company or reputation online? Yes.

If your Website ranks well on Google and you are reaping the benefits on a daily basis, it’s easy to get comfortable. Although Google may feel like a natural, sort of organic service — you feed it links, build up profiles, and do all the other homework it takes to get traffic via long-tail terms — there is no guarantee things will stay the same.

Google is a software program that consists of scripts and algorithms, it’s ongoing development is handled by a team of software engineers that constantly update the way it behaves and responds to commands, i.e. search queries. At any point in time (just as was done a few weeks ago) the SERP (Search Engine Results Page) listings can completely change for good; as a result, website owners have found themselves losing up to 50% or more of traffic immediately.

Back in 2007 I experienced the unpredictability of Google first hand while working at an internet marketing and PR firm in Pasadena, CA. My official title at the time was “Traffic Manager” (since we worked in the PR field, the title “Traffic Manager” was preferred over “Project Manager” due to traditional usage) and my main duties were managing writers and projects.

As I was new to the industry, my daily routine included learning sessions on various SEO strategies and practices — such as link building and online reputation management.

After a few months of working there I became very curious with how my own name “Jack Napier” ranked and started to monitor the position of some of my social profiles on Google. I proceeded to sign-up to additional services such as Linkedin to help with this and after about 90 days saw good results. Many of the profiles I had created were already within the top 5 listings on the first page!

One year has passed since that initial 90 day period and I’m on Google searching my name again. To my surprise, I only have one listing on the first page: my Linkedin profile. The rest of the page is being dominated by another player I never saw previously: A Puerto Rican porn star who has my same name!

My brain was spinning, how could I have never noticed this before. This guy just showed up out of nowhere… and Bam! now he owns the majority of real estate on that page and my listings are nowhere to be seen. This came as a big shock to me and I decided to fight back. I created more profiles and even distributed online articles. Nothing helped. I eventually lost all real-estate on the first page and couldn’t even find myself on the second page of results.

Over three years had passed and I knew it was time for a different SEO strategy. Either I was 1) going to continue battling for my own first and last name combination — Jack Napier — or 2) build a new strategy that involved my middle name “Michael”. I ended up choosing the latter.

Presently, all of the articles I write (and even the link to my Facebook page) include my middle name. If you search online for either “Jack Michael Napier” or “Jack M Napier” you will see that I, once again dominate the majority of the top 5 listings on the first results page.

Take Away

When building SEO strategies keep in mind the amount of competition on any one keyword, never stop building upon your strategy (just like a good relationship,) and don’t get comfortable — you never know what search engines will throw your way.

Jack M. Napier

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It was 9pm in Valencia, Spain. Mariano’s (my father-in-law) face was palpitating and red, sweat was beading down his brow, he couldn’t believe what had just happened… I finally beat him at a game of Squash.

Squash is a very competitive game and requires a high level of stamina. The game takes place in a small enclosed room with a high ceiling and you use a racket about 1/3 the size of a tennis racket.  It is is very fast paced and strategic. The objective is similar to Ping Pong and Tennis: Strategic ball placement that causes your opponent to flop.

When Mariano was in his 20′s he played in an amateur squash league in Valencia. He was one of the team’s top players and moved on to become an instructor and eventually own his own Squash club; needless to say, he loved the sport and dedicated a significant portion of his life to it.

Even though that was one of the only games I won against him, I attribute my success to one thing: Youtube.

Mariano initially introduced me to Squash. He was a very good teacher and taught me basic rules and strategies (the corners are the key to winning). There was only one problem with his lessons, I didn’t understand Spanish and wasn’t getting the whole picture: lots of subtleties were lost in translation. After many months of incessant loss and frustration, I decided to do some competitive research on my own.

With racket in hand, I looked online for English-speaking instructor videos. I ended up at Youtube.com and watched a plethora of videos ranging from basic hand grips to advanced striking techniques. After a few days of said research and practicing in our living room (something that Loli – Mariano’s wife – was not too fond of,) I was ready to challenge the king again.

Within a few days I won my first match. While the moment of success was euphoric for me, it appeared quite unsettling to Mariano.

My win was made possible by one thing: Crowd-sourced education. Youtube made it possible for me to learn Squash from a professional instructor in California while living in Spain. On top of that, the lessons were completely free and could be accessed whenever necessary.

Crowd-sourced educational resources such as Youtube and the Khan Academy are changing education on a global scale. The doors to universal education are being opened as we speak via the backbones of the internet. Brick and mortar classrooms are not a requirement for under-educated children in third-world countries; all that’s needed is a cheap computer with access to the internet.

Jack M. Napier

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Blog Illustration - Watch the Cliff

Watch out for that cliff!

If you look directly into the sun without proper eye protection, for an extended period of time, you will go blind; The high radiation levels being emitted from the sun will burn your retina and you won’t feel a thing (your retina doesn’t sense pain, only light.)

In order to keep this from happening, the rule of thumb is not to look at the sun at all without protection. Even though you could probably get away with it for a second or two, it’s just not worth the risk.

How does this apply to Social Media? With companies around every corner offering solutions from social media press kits to bulk social friending, it’s easy to get mislead and confused, only to find yourself a few months later a couple grand shy with a suspended Facebook account.

Now, before the aforementioned horror story even has the opportunity to rear it’s head, you need to ask yourself the following question: “How do I protect my social retina from getting burnt?”

It all starts with eye protection. There are two main parts to each pair of glasses:

The Lenses: Knowing what to look for

The first thing you need to determine is exactly what your goal is. Why are you getting into social media and how will it benefit your company in the long run?

A few common goals include, but are not limited to – product promotion, brand influence, and customer loyalty and support.

Now that you have your basic goal in place, it’s time for some research. Since social media is all about connecting with people and spreading the word, you will need to determine which demographic is best to target, and research into what social media platforms will best reach that audience.

Here’s an infographic that will help you identify the best social sites to use.

The Frame: Developing an effective strategy

At this point your have your goal clear and an idea of the sites that will need to be included in your campaign (your already ahead of the crowd, congratulations!).

The next thing you will need to decide is how to connect with your targeted demographic. Are you going to spam them with friend requests, coerce them to “like” your social page through the promotion of your current customer base, or are you planning something completely unique?

I would suggest researching your customer based communities for a little while before you decide on the previous step. Once you have a clear idea of how your customers like to be “reached” you will know how to impact them. You don’t want to come across as too forthright or spammy, connecting with your customers in a social way is all about reaching them on their playing field, not yours.

Looking at the sun

Now that you have some basic strategies to follow when tackling social media, you can start on your campaigns without worrying about damaging your reputation, or worse. No longer do you rely on the sales pitch and strategies of a stranger. You can use your own eyes through knowledge to guide you.

Jack M. Napier

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Unoptimized code introduces unnecessary kinks and slow-downs

I have probably spent hundreds of hours optimizing different aspects of our business. If the purpose of optimizing is to save time, reduce workload, and everything else that goes with it (including stress), why do I spend so much extra time doing extra work?

It pays off.

To give you an example: last year we had a large amount of data entry needed for one of our systems. I calculated the number of man-hours it would take (based on the average time a few people spent who had been doing the data entry) and the estimate exceeded 950 hours.

To give some perspective on those hours, that is nearly 40 days of non-stop work. I spent ten hours of my time optimizing and cut those 950 hours to around 150 hours.

In a coding perspective, if I can make a page load two seconds faster, that does not seem like a big, worthwhile change. If that page, however, is loaded 5 million times, that’s over 115 days of saved man-hours.

Let’s look at Facebook. As of 2010 they were getting 570 billion page views a month. Yes, you read that correctly. They have done more optimization to their code than any other website or web system I know. Here is a comment from Facebook’s team for their programmers:

“Adding a single line to this file requires great internal reflection and thought. You must ask yourself if your one line addition is so important, so critical to the success of the company, that it warrants a slowdown for every user on every page load. Adding a single letter here could cost thousands of man-hours around the world.

That is all.”
- How Facebook Jacked Up JavaScript Performance

Coming back to the question, “Is it worth it to spend a little extra time optimizing your website, your production, or your company’s organization?” The answer is, “Yes,” the extra time spent now can save you exponentially more time in the future.

Optimized code makes things easy, clean, and efficient.

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Outsourcing all around the world

Good outsourcing requires solid fiscal knowledge of a variety of locales

Word on the street says that outsourcing is the most profitable and practical way to cut costs and efficiently handle small and large workloads with minimal risk. Before taking the plunge for yourself or your business, it is important to be aware of common pitfalls and misconceptions.

For the purpose of ensuring that the content of this post is clear, and due to the fact that the word “outsourcing” has many senses and is frequently used incorrectly, I have formulated a concise definition of the word: “Outsourcing” is defined as the practice of contracting outside agents to perform activities that are normally completed in-house.

Whether it’s answering your personal emails or making travel reservations, virtually any service imaginable can be outsourced.

As great and profitable as this “remote” solution sounds from the get-go, there are many pros and cons you need to be aware of. Here are some of the most common ones:

Pros:

  • Lower labor costs – Depending on where your service provider is geographically located, you can easily save 50% off normal expenses due to exchange rate differences.
  • Scalability – Outsourced companies will normally be prepared to handle spikes and dips in production volume.
  • Access to specialized equipment – Sometimes the cost of purchasing a specialized piece of equipment can not be justified due to low demand or a high risk factor. Utilizing an outside company for such matters can prove more cost efficient and practical in the long run.

Cons:

  • Quality control – The quality of work turned out can tend to degrade if not monitored closely.
  • Language barriers – If the company you are contracting is located in a country that doesn’t speak English as it’s primary language, you may run into duplication problems. If this is the case you will find yourself spending a significantly larger amount of time explaining yourself.
  • Security – Sensitive information can be harder to secure in the hands of an outside agent; therefore, making your business liable for any breaches that could occur.

Controversy:

As the number of US based companies outsourcing to third world countries grows, so does the number of unemployed American citizens who once found themselves with a job. Within the last decade this countries manufacturing employment rate has decreased by over 30% (5.5 million positions have been lost), this coincides with China’s entry into the World Trade Organization in 2001.

Conclusion:

Companies of all sizes have reaped the rewards of intelligent and effective outsourcing; contrarily, companies that didn’t do their homework encountered dire circumstances. The difference between success and failure lies in scrutinous research and trial and error.

While outsourcing every little aspect of your business may be tempting, try to keep your core-services in house; these are the things that separate you from your competition and make you unique.

Jack M. Napier

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Traditional Media Phoenix

Like a phoenix rising from its ashes, web-based media is rising to fill the role of newspapers and magazines.

Within the last decade, the total number of paper-based newspaper subscriptions has dropped off a cliff; whereas, the average number of daily searches on Google has jumped from 10,000 (official Google history) to over 230 million (Comscore estimate July 2008).

It wasn’t always this way. In the year 1690, Benjamin Harris printed the first published newspaper in the USA, “Publik Ocurrences”. Up until 1996 newspapers were successful and on a steady incline, but, between 1996 and 2010 the number of subscribers dropped sharply and the amount of workers employed by newpaper publishers nearly cut in half.

What Changed?

Since the inception of the “WordWideWeb” in 1990 by it’s creators, Tim Berners-Lee and Robert Cailliau, blogs and other online news portals have supplied a steady stream of free content to the general public. People quickly discovered that it wasn’t necessary to buy news off the stand any longer when Google and other reliable sources were just a click away.

Furthermore, within the last 5-10 years, microblogging sites such as Twitter, Facebook, and Myspace have sprung up offering instant access to news throughout the world within minutes of incidents.

The roles have changed, no longer is “news” reserved to the standard media channels; anyone can take a part in it from anywhere.

Fighting Back

Publishing giants such as News Corporation are fighting back to stay alive. Not only are they trying trying to monopolize content from news aggregators such as Google, they are also applying new strategies of adoption for devices like the iPad. In my opinion, both actions are futile in the long run – news is best when it is both free and open.

Conclusion

“Traditional” practices and theories need to be re-evaluated anew. Just like Rupert Murdoch is finding his kingdom collapsing, so will outdated web-design and marketing practices.

Jack M. Napier

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