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Lynda Resnick on Business and New Media
Lynda Resnick began her business career at the age of 19, when she founded a full-service advertising agency. Other successful ventures throughout her career include corporate management, marketing, product development, and most recently, writing. She and her husband Stewart, both co-chairman of Roll International Corporation, are passionate about all things healthy and Resnick is behind the marketing success of brands such as POM Wonderful, Fiji Water and Teleflora.
In her role as President of Teleflora, Resnick introduced “Flowers in a Gift,” which earned her a gold Effie award. For six years, Resnick has been listed as one of Working Woman’s Top 50 U.S. Women Business Owners.
She serves on the Executive Board of The Aspen Institute and chairs the Development Committee; the Executive Board for the UCLA Medical Sciences; CaP CURE and the Milken Family Foundation. She is a Trustee and Executive Vice President of Los Angeles County Museum of Art, as well as the Chair of the Collections Committee, and is a Trustee of the Philadelphia Museum of Art. Along with her husband, she is a proud parent and grandparent and calls Beverly Hills and Aspen home.
Question:\r\nHow important is research in business?\r\n\r\n
Lynda\r\nResnick: Research\r\nhas been so key to me, my whole working life. What we use to pay for research and the time we would wait\r\nto get the answers, by the time a research study came back tens of thousands of\r\ndollars later, you’d move on almost. \r\nIt used to take forever. I\r\nwould say that we must have a couple of research projects going every week at\r\none of our different companies. \r\nResearch is free today compared to what it used to be.\r\n\r\n
And\r\nif you have a website and you know who your market is, then you can research\r\nthem, you can make them part of your new product development, you can take care\r\nof them as your ambassadors. We do\r\na lot of that. But if you don’t,\r\nif you’re just starting out in business; you know about Zoomerang.com? For $20 a month, you can do endless\r\nresearch on that site with your demographic group, the age group, the level of\r\neducation, and so forth. You can\r\nask all kinds of questions to find out if you should market this better\r\nmousetrap that you just invented.\r\n\r\n
So there\r\nis no reason; one of the reasons I was into research so much when I was a kid\r\nis I use to date a guy that worked at Rand and he was a researcher. So he helped me with my research. And then, as time went on, I developed\r\nin house research. But today,\r\nthere’s no reason why everyone can’t do research before they go out and take a\r\nchance.\r\n\r\n
Question:\r\nHow has transparency affected your business?\r\n\r\n
Lynda\r\nResnick: The\r\nold idea was that when you’re getting hit over the head in the media, just put\r\nyour head down and wait until it passes. \r\nThat was the conventional wisdom. \r\nWe were attacked by the PETA people because in order to do testing on\r\nhumans for pomegranate juice. And we have spent millions and millions of\r\ndollars with Harvard and UCLA and the Mayo Clinic and the Cleveland Clinic and\r\nso forth and so on, all these great universities and scientific centers. But you go from a test tube, and then\r\nyou do experiments in rats or mice, and then you go to humans. It’s just part of the scientific\r\nprotocol.\r\n\r\n
And\r\nthey [PETA] came after us. And\r\nwhat my husband and the legal experts decided to do was to fight it in the\r\ncourts. Well, 8 months later,\r\nthey--not PETA so much, but the animal activists that are a fringe group--where\r\nparked outside of the houses of my innocent employees with foghorns, screaming\r\nobscenities, calling us murderers. \r\nThere were bomb threats at the building.\r\n\r\n
They\r\nhad gone on the Internet, saying, they had poisoned 500 bottles of juice on the\r\neastern seaboard but they wouldn’t say where. People were dumping our juice.\r\n\r\n
I\r\nwent into the office one day and my employees who are a happy lot were so\r\ndepressed. They [the protestors] were\r\nalso outside of my house but it didn’t get to me the way it did if somebody is\r\nright on the curve and your house is right there and they’re whispering in the\r\nwindow at night, we’re going to get your kids.\r\n\r\n
Now,\r\nwe had stopped animal testing 6 months before this. But I went to my husband and to the legal people and I said,\r\n“I’m taking this over. You can\r\nfire me if you want to but I’m going to fight this on the Internet. I’m going\r\nback to the people.”\r\n\r\n
And\r\nI wrote a letter to my retailers that I posted online, posted on every blog\r\nthat was talking about it, our own blogs. \r\nWrote to the consumers, told them absolutely the truth about we’d stop\r\ntesting 6 months ago. We were not\r\ngoing to test juice again. Why we\r\ndid it; the mice and the rats. \r\nThere was one rabbit study for erectile dysfunction. You wouldn’t think rabbits would be a\r\ngood choice but be that as it may. \r\n\r\n\r\n
And\r\nwithin one day, the animal activists stopped. Two days later, we made a deal with PETA. Now, we work with them. And we give money to the cause to find\r\nways to test.\r\n\r\n
Question:\r\nHow do you use social media?\r\n\r\n
Lynda\r\nResnick: I just hired a community media czar for the companies. Because every group is doing it but I\r\ndon’t want to reinvent the wheel every time we go out there. And so, I’m so committed to it. It’s not like running an ad with a\r\ncoupon, you’re going to go and count the money coming in. It’s just not like that. But if you are value based, if you are\r\nunique, if you have ultimate transparency, then you go out and become close to\r\nyour consumer. Let them help you\r\nbuild the business. You help them,\r\nthey help you. The dialogue. I want to become a part of the fiber of\r\nthe dialogue even more so. So that\r\nis my next real effort, corporate effort, if you will, across all brands.\r\n\r\n
Recorded\r\non: March 17, 2009\r\n\r\n\r\n
Roll International Co-Chair Lynda Resnick explains how she uses new media to connect with customers.
Educators and administrators must build new supports for faculty and student success in a world where the classroom might become virtual in the blink of an eye.
- If you or someone you know is attending school remotely, you are more than likely learning through emergency remote instruction, which is not the same as online learning, write Rich DeMillo and Steve Harmon.
- Education institutions must properly define and understand the difference between a course that is designed from inception to be taught in an online format and a course that has been rapidly converted to be offered to remote students.
- In a future involving more online instruction than any of us ever imagined, it will be crucial to meticulously design factors like learner navigation, interactive recordings, feedback loops, exams and office hours in order to maximize learning potential within the virtual environment.
Placing science and religion at opposite ends of the belief spectrum is to ignore their unique purposes.
- Science and religion (fact versus faith) are often seen as two incongruous groups. When you consider the purpose of each and the questions that they seek to answer, the comparison becomes less black and white.
- This video features religious scholars, a primatologist, a neuroendocrinologist, a comedian, and other brilliant minds considering, among other things, the evolutionary function that religion serves, the power of symbols, and the human need to learn, explore, and know the world around us so that it becomes a less scary place.
- "I think most people are actually kind of comfortable with the idea that science is a reliable way to learn about nature, but it's not the whole story and there's a place also for religion, for faith, for theology, for philosophy," says Francis Collins, American geneticist and director of the National Institutes of Health (NIH). "But that harmony perspective doesn't get as much attention. Nobody is as interested in harmony as they are in conflict."
Studying voice recordings of infected but asymptomatic people reveals potential indicators of Covid-19.
A leading British space scientist thinks there is life under the ice sheets of Europa.
- A British scientist named Professor Monica Grady recently came out in support of extraterrestrial life on Europa.
- Europa, the sixth largest moon in the solar system, may have favorable conditions for life under its miles of ice.
- The moon is one of Jupiter's 79.
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A study finds people are more influenced by what the other party says than their own. What gives?
- A new study has found evidence suggesting that conservative climate skepticism is driven by reactions to liberal support for science.
- This was determined both by comparing polling data to records of cues given by leaders, and through a survey.
- The findings could lead to new methods of influencing public opinion.