I Like Companies That Say "We Suck"

I like companies and products that have the guts to say "we suck" or something close to it. It's very un PR. It says to me, "hey, we want a best of breed product and we're going to work our butts off to give it to you." Now that conversation is king it's critical that companies begin to have these honest discussions with their customers and do it out in the open. Whether they will is another story entirely. However, I bet that those who take to this approach will gain a leg up because they will be seen as more modest and credible.

The tech industry has been among the first to embrace mea culpas. Microsoft has embodied this in the past. And today, so is Yahoo. In fact, Ernie Hsiung, a member of the Yahoo 360 team, posted about five things he hates about his product. He even responds to my earlier criticism. These include URLs that stink, junky RSS feeds, coworkers who don't eat their own dog food (now that's bold!), a lack of synergy with the rest of the Yahoo network and HTML issues. Kudos to Ernie. But this is just the beginning.

If Yahoo is going to turn me around - and others as well - they are going to have to not only listen to what the community is saying but also apply it...and fast. Actions speak louder than words. (Hat tip tp The Unofficial Yahoo Weblog)

Technorati Tags: Yahoo360, Yahoo

Comments

[Ed Kohler]

I think it's easier for web companies to admit things suck because they're in a position where they can easily change.

Imagine a car company saying, "you know those cars we sold you over the past five years? They suck. We could have done better."

[India Public Relations]

Now compare this with companies like Coke getting media and legal criticism, leaving aside public outcry, for having pesticides in their colas. Yes, the stories were there in India. If they admit to negligence in quality assurance, there could face a ban from the government outright. And if they didn't admit to having pesticides, they have to manage the PR crisis in some other manner.

[Max Kalehoff]

Good point Steve. You author a PR blog, so you're writing in context of companies. But your point is applicable to politics as well. I'd love to here a candidate - especially a president - admit that he or something he's responsible for sucks.

The notion is applicable to personal relationships as well. To my wife: I admit that I sometimes suck. Here's three things about me that suck:
1. I work a lot
2. I hate a messy house
3. I can be overly critical

I admitted it. Now maybe I can change!

Max

[Ed Lee]

I think it must be kismet. I was just reading "The fall of advertising and the rise of PR" which covers exactly this subject.

If companies are going to take the huge step forward and admit they've been wrong, they have to do it through PR.

It's no good Firestone (Ries' example) coming out and buying ad space to say they're sorry, their CEO needs to say it directly and then be brave enough to have a dialogue about that mistake.

In the era of transparency and honesty, a one way conversation is never going to cut the mustard.

[Ben]

It's a great notion, to think companies will be open and honest, and that they'd benefit from it.

Max mentions politicians. I have to think IF there was a benefit to coming out and saying, "What I did there, that decision I made, it sucked," they'd do it. It wouldn't surprise me if politicians *polled* on this sort of thing. Someone in politics must have asked this question already, "Can we be honest and be successful?" And I wonder if the answer is actually "no".

I do agree with Ed in terms of web companies - they are more agile, they also tend to sell to people who are focused on communication and the social aspects of the Internet (openness, etc.) which lends itself to these companies saying, "we suck" and actually benefitting from that.

[scott]

Best. Micro Persuasion. Headline. Ever.

[Jim Long]

Looks like Dan Bartlett and Co. read micropersuasion!! Steve you've got sway over the White House! Anyone see the President's mea culpa in his joint presser with Tony Blair last night?

[Dennis Smith]

Great article, Steve. But man, you really "suck!" :)

[Mike Abundo]

Of course, there's a big difference between saying "we suck" and just being a jerk.

Businesses still need to educate employee bloggers on the difference.

[Shig]

This reminds me of the ad campaign that Avis launched several decades ago - the we're #2 (behind Hertz) so we're going to work that much harder for you so that we can be #1. They did in fact become the #1 rental car company thereafter.

P.S. I don't actually recall the campaign. I recall reading about it in Ogilvy on Advertising ;-)