As a teenager I ate mountains of junk food but I couldn’t tolerate spice at all. When it came to Indian Food, or Pad Thai, or even Spicy Sushi Rolls, none of that was for me.
Today I eat mostly vegetarian and organic – and I enjoy heaping hot sauce on my huevos (eggs) in the morning. There has been a genuine change in what I like.
Wondering what this has to do with websites? Bear with me for just a moment.
For those of you that like spicy food, mild food is boring and not inspirational – inedible.
For those of you that like mild food, spicy food might scare you and your colon – inedible.
Now here in digital land everybody and his uncle wants to tell you how to make it better. That’s nature’s rule and not mine – they have this same reality for construction, where someone has to say (maybe somewhat politely) what’s wrong with your house before they can start to fix it.
From things like “you should perhaps consider the following energy efficiency improvements” (that’s mild) to the ever so much fun “It constitutes child endangerment for anyone to sleep in that death trap” (ghost pepper spicy) these conversations need to be had.
Most of you probably know I do these screencast website reviews called LLWA’s, they are sort of like home inspections for websites.
But very few people know that for a special audience – Ad Agencies – I make ghost pepper spicy website reviews.
I say things like:
- “You’d have to really not like money to throw that much on the floor.”
- “This ego driven design makes putrid whale vomit look good.”
- “I’m not sure what sort of messed up brain thinks this is good content, but this sure isn’t how the typical customer for this site is going to see that pile of stupid dog turds.”
These reviews sometimes make people cry – so does hot sauce.
These sorts of spicy reviews really can help people. In the land of NYC startups emotionally disturbing someone can cause action where there had been none for a long time. Is it worth it to make someone upset about how their shopping cart checkout works when the end result is to raise millions of additional dollars for charities? We could keep talking about how ad agencies work in real life but that’s a topic for another day.
On the other end of the spectrum you have someone who is just slowly dipping their toe into the web, they have no major metro ego and they want feedback but it needs to be given very softly. They need to be told to keep going and to be encouraged, they want feedback but please keep it in the land of the realistic.
As your business grows over time your preference for spice level often changes.
It’s really important that your spice preferences are clear to anyone who is helping you.
When people talk about their nasty accountant or their weak gym instructor or their unresponsive realtor – that’s all a mismatch in spice level.
Here’s the bottom line for Internet Entrepreneurs: if you make sure your consultants are producing the spice level that works best for you right now you’ll be happy.