{"id":3298,"date":"2018-09-10T22:12:12","date_gmt":"2018-09-10T22:12:12","guid":{"rendered":"http:\/\/scottdimmich.com\/?p=3298"},"modified":"2018-09-10T22:12:12","modified_gmt":"2018-09-10T22:12:12","slug":"weather-communications-has-a-problem-and-business-thinking-can-fix-it","status":"publish","type":"post","link":"https:\/\/scottdimmich.com\/2018\/09\/10\/weather-communications-has-a-problem-and-business-thinking-can-fix-it\/","title":{"rendered":"Weather Communications Has A Problem And Business Thinking Can Fix It"},"content":{"rendered":"<p>As a meteorologist, a weather communicator, and someone to aims to be humble, I&#8217;ve come to accept and respect that the weather community has a critical issue that needs to be addressed. As a businessperson, I see business problems being solved daily, but I also see a solution to the mounting weather communications problem.<\/p>\n<p>This problem is better shown than explained. It&#8217;s worth noting that there is a lot of great weather communication out there, and I&#8217;m not going to target specific people or companies as much as the product itself. To show this example, I will use New York City, a place I have never worked and with weather communications companies for which I have never worked.<\/p>\n<p>As I write this, Hurricane Florence is a major hurricane in the Atlantic Ocean. Here&#8217;s what the New York City NBC affiliate has to say recently:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Fresh from the weather center, here&#39;s your latest 4-Day Forecast. Watch News 4 at 4 pm for the complete breakdown. <a href=\"https:\/\/twitter.com\/hashtag\/NBC4NY?src=hash&amp;ref_src=twsrc%5Etfw\">#NBC4NY<\/a> <a href=\"https:\/\/t.co\/Df1uv7aICk\">pic.twitter.com\/Df1uv7aICk<\/a><\/p>\n<p>&mdash; Storm Team 4 NY (@StormTeam4NY) <a href=\"https:\/\/twitter.com\/StormTeam4NY\/status\/1039238436312543233?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/hashtag\/Florence?src=hash&amp;ref_src=twsrc%5Etfw\">#Florence<\/a> is now a major hurricane with max sustained winds of 115 mph. We&#39;re Tracking the Tropics for you on the <a href=\"https:\/\/twitter.com\/hashtag\/NBC4NY?src=hash&amp;ref_src=twsrc%5Etfw\">#NBC4NY<\/a> app. <a href=\"https:\/\/t.co\/lvMlzpc45i\">pic.twitter.com\/lvMlzpc45i<\/a><\/p>\n<p>&mdash; Storm Team 4 NY (@StormTeam4NY) <a href=\"https:\/\/twitter.com\/StormTeam4NY\/status\/1039170962737033216?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Hurricane Florence now a category 2 hurricane. Under favorable conditions, Florence will continue to rapidly strengthen, and is expected to become a major hurricane later this morning as it continues to head west. Stay tuned for the latest updates. <a href=\"https:\/\/twitter.com\/hashtag\/NBC4NY?src=hash&amp;ref_src=twsrc%5Etfw\">#NBC4NY<\/a> <a href=\"https:\/\/t.co\/d5eyMm1JqP\">pic.twitter.com\/d5eyMm1JqP<\/a><\/p>\n<p>&mdash; Storm Team 4 NY (@StormTeam4NY) <a href=\"https:\/\/twitter.com\/StormTeam4NY\/status\/1039078641257402368?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>When I read this, I think to myself:<\/p>\n<p>&#8220;What is the &#8216;breakdown&#8217; coming up? You just gave me the whole forecast. Why do I need a breakdown?&#8221;<br \/>\n&#8220;What&#8217;s on the app that I can&#8217;t get here? You just gave me the current conditions of the storm and earlier you tweaked out the track.&#8221;<br \/>\n&#8220;What are the latest updates? When are these updates coming? Didn&#8217;t you just tell me 95% of what I need to know about the approaching hurricane?&#8221;<\/p>\n<p>Here&#8217;s some of what CBS in New York has to say:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">It will be another dreary day with on and off rain and temps stuck in the 60s! <a href=\"https:\/\/t.co\/ylhYl7ZICV\">pic.twitter.com\/ylhYl7ZICV<\/a><\/p>\n<p>&mdash; CBS New York (@CBSNewYork) <a href=\"https:\/\/twitter.com\/CBSNewYork\/status\/1039129440490532870?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Here&#39;s what you can expect on your Monday: <a href=\"https:\/\/t.co\/1c2JNKWhrI\">pic.twitter.com\/1c2JNKWhrI<\/a><\/p>\n<p>&mdash; CBS New York (@CBSNewYork) <a href=\"https:\/\/twitter.com\/CBSNewYork\/status\/1039106218894213120?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">How would you rate today&#39;s weather? <a href=\"https:\/\/twitter.com\/JohnElliottTV?ref_src=twsrc%5Etfw\">@JohnElliottTV<\/a> has the latest updates from CBS2. <a href=\"https:\/\/t.co\/2YvxlbmGbq\">pic.twitter.com\/2YvxlbmGbq<\/a><\/p>\n<p>&mdash; CBS New York (@CBSNewYork) <a href=\"https:\/\/twitter.com\/CBSNewYork\/status\/1039201649330450434?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>The screaming message here is it will be a cloudy, wet, breezy day in New York. But I&#8217;m left with the following questions:<\/p>\n<p>&#8220;I could get this on my smart phone now. Why do I need to see your communication that takes up more than a minute of my time?&#8221;<br \/>\n&#8220;You just told me what was going to happen today. Why do you need to tell me again?&#8221;<br \/>\n&#8220;There&#8217;s a lot of information about others, but I just want the information about me.&#8221;<\/p>\n<p>Here&#8217;s some of what ABC in New York has to say:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Hurricane <a href=\"https:\/\/twitter.com\/hashtag\/Florence?src=hash&amp;ref_src=twsrc%5Etfw\">#Florence<\/a> impact could be devastating for the Carolinas and parts of Virginia, especially since the storm may stall after landfall.  This could cause rainfall that&#39;ll be measured in feet in some areas.  <a href=\"https:\/\/twitter.com\/hashtag\/abc7ny?src=hash&amp;ref_src=twsrc%5Etfw\">#abc7ny<\/a> <a href=\"https:\/\/t.co\/cvOTNsI81Y\">pic.twitter.com\/cvOTNsI81Y<\/a><\/p>\n<p>&mdash; Jeff Smith (@JeffSmithABC7) <a href=\"https:\/\/twitter.com\/JeffSmithABC7\/status\/1039232093937721345?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">LIVE: Tracking Hurricane Florence &#8211; South Carolina officials detail evacuation plans <a href=\"https:\/\/t.co\/QZfP1YhXp6\">https:\/\/t.co\/QZfP1YhXp6<\/a><\/p>\n<p>&mdash; Eyewitness News (@ABC7NY) <a href=\"https:\/\/twitter.com\/ABC7NY\/status\/1039225925550784512?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">ACCUWEATHER ALERT: Coastal Flood Warning issued for S. Nassau &amp; S. Queens Counties from 07:00 PM Mon until 12:00 AM Tue <a href=\"https:\/\/t.co\/4cPfkz028v\">https:\/\/t.co\/4cPfkz028v<\/a><\/p>\n<p>&mdash; Eyewitness News (@ABC7NY) <a href=\"https:\/\/twitter.com\/ABC7NY\/status\/1039190530712850434?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Snapshot of temperatures and sky conditions this afternoon. <a href=\"https:\/\/twitter.com\/hashtag\/abc7ny?src=hash&amp;ref_src=twsrc%5Etfw\">#abc7ny<\/a> <a href=\"https:\/\/t.co\/ehKhdeGkZg\">pic.twitter.com\/ehKhdeGkZg<\/a><\/p>\n<p>&mdash; Lee Goldberg (@LeeGoldbergABC7) <a href=\"https:\/\/twitter.com\/LeeGoldbergABC7\/status\/1039144035812864000?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Again, I&#8217;ve grabbed some tweets that showcase local warnings, a snapshot of current conditions, and a link to a website where Florence is likely heading&#8230;but I&#8217;m left with the following questions:<\/p>\n<p>&#8220;When is the greatest risk here and south of here from Hurricane Florence?&#8221;<br \/>\n&#8220;How is Florence going to impact me?&#8221;<br \/>\n&#8220;You showed me it&#8217;s raining now. When is it going to stop?&#8221;<br \/>\n&#8220;I see the radar and the warning. Where can I go for more information?&#8221;<\/p>\n<p>There are other weather communicators out there talking about New York, and here are some of those tweets:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Ugly start to the week &#8211; bring your umbrella and a jacket this morning in the Northeast! Rainy, cool and damp with temperatures still in the 50\u2019s. Get the lowdown on the week ahead right here: <a href=\"https:\/\/t.co\/2ORQjF3evc\">https:\/\/t.co\/2ORQjF3evc<\/a> <a href=\"https:\/\/t.co\/QOIrGWqt9F\">pic.twitter.com\/QOIrGWqt9F<\/a><\/p>\n<p>&mdash; New York Metro Weather (@nymetrowx) <a href=\"https:\/\/twitter.com\/nymetrowx\/status\/1039115215831552000?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">So about my last point from earlier, that we still need to monitor this storm.  Let me explain.<\/p>\n<p>&mdash; NY NJ PA Weather (@nynjpaweather) <a href=\"https:\/\/twitter.com\/nynjpaweather\/status\/1039204446989963267?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">The 11 am advisory from <a href=\"https:\/\/twitter.com\/NHC_Atlantic?ref_src=twsrc%5Etfw\">@NHC_Atlantic<\/a> indicates Hurricane <a href=\"https:\/\/twitter.com\/hashtag\/Florence?src=hash&amp;ref_src=twsrc%5Etfw\">#Florence<\/a> is now a category 3. The hurricane continues tracking towards the Carolina&#39;s this week. We can expect dangerous rip currents, dangerous surf, and beach erosion. However, no other impacts are expected in the NE. <a href=\"https:\/\/t.co\/L1w9pfcwfa\">pic.twitter.com\/L1w9pfcwfa<\/a><\/p>\n<p>&mdash; NWS New York NY (@NWSNewYorkNY) <a href=\"https:\/\/twitter.com\/NWSNewYorkNY\/status\/1039170501632032768?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A Coastal Flood Warning is in effect for southern Queens and southern Nassau counties from 8 pm this evening until midnight tonight.  Impacts will include widespread flooding of vulnerable areas near the waterfront and shoreline.  Click the link: <a href=\"https:\/\/t.co\/17awlqdcrr\">https:\/\/t.co\/17awlqdcrr<\/a><\/p>\n<p>&mdash; NWS New York NY (@NWSNewYorkNY) <a href=\"https:\/\/twitter.com\/NWSNewYorkNY\/status\/1038863093663772672?ref_src=twsrc%5Etfw\">September 9, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>This is just a sampling of tweets (from Twitter). People can follow and trust who they wish, people can get weather from other social media sources, they can get weather information from non-social media sources, or they can &#8211; to be honest &#8211; live their live without getting informed on the weather at all.<\/p>\n<p>As someone who used to work as a meteorologist (and still is one per my degree) but now works in business, I see the communications problem more clearly now.<\/p>\n<p>Among other things, successful businesses have:<br \/>\n&#8211; A product or service people want to buy or use<br \/>\n&#8211; New products and services over time to create growth<br \/>\n&#8211; Profitability, especially if it&#8217;s increasing<br \/>\n&#8211; Good leaders, ethics, goals, and boundaries<br \/>\n&#8211; Create unique value, especially compared to others<br \/>\n&#8211; Have competitive advantages, especially sustainable competitive advantages<\/p>\n<p>I would argue that the last three are perhaps the most important in business. <em>What good is a company without leadership, growth, a bright future, and a moral compass? <\/em><em>What good is a business without giving something valuable to customers? And what good is a company that has a product or service that others can easily replicate and scale?<\/em><\/p>\n<p>Corporations in this country spend BILLIONS of dollars each year to gather insights about their customers that create value and generate sustainable competitive advantages. I work at one of those companies; every day, I look to create a unique product or service &#8211; either externally or internally &#8211; that gives the company for which I work value and advantage.<\/p>\n<p>I think Kroger (the grocer) is one of the smartest companies out there. They bring groceries you buy to the store, sure&#8230;but that&#8217;s not half of the value. They were among the first to give you an <strong>incentive <\/strong>to have a shopper&#8217;s card; they got your information and purchasing profile, and you get discounts and free items. They give you an <strong>incentive <\/strong>to download and use their app; they get your information and additional purchase profile data, and you get access to coupons that you don&#8217;t have to carry around the store. Kroger also sends you coupons in the mail to <strong>incentivize <\/strong> you to go to the store. They have ClickList that, for a fee, has someone shop for you&#8230;and you just pick up the groceries outside of the store; the <strong>value proposition <\/strong>here is to save time. Then there&#8217;s fuel points: you earn them when you spend money at the store. When you&#8217;ve collected enough points, you get a discount on fuel at one of their gas stations. Plus, you get extra fuel points when you buy certain items &#8211; like gift cards &#8211; in the store. They have a large selection of &#8220;store brands&#8221; in their stores to save you more over name brands.<\/p>\n<p>Kroger isn&#8217;t the only one with good ideas, but they have a <strong>value stream.<\/strong> They know how to get you <strong>in <\/strong>the store, <strong>to <\/strong>the gas pump, <strong>using <\/strong>their app, and <strong>using <\/strong>their services. They make money not because they create value for you, but also because they have many ways to get your money and <strong><em>connect the value from one place they own to another.<\/em><\/strong><\/p>\n<p>Amazon Prime is similar. You pay for Prime and get free shipping, but they also give you free streaming services, too. Other business have big time value, but the goal here &#8211; if you&#8217;re a business &#8211; is to <strong>make money ethically and fairly in as many places as possible and have a value stream that others can&#8217;t (easily) replicate.<\/strong><\/p>\n<p>I tell you all of this to highlight the weather communication problem: <em><strong>there is very little sustainable competitive advantage in weather communication right now. <\/strong><\/em>ABC, NBC, and CBS in New York (above) didn&#8217;t just give the same or similar forecast; they also:<\/p>\n<p>&#8211; Have the same look and color scheme<br \/>\n&#8211; Have no information I can&#8217;t get on a free\/ad-free smartphone app, from Alexa, or on the Internet<br \/>\n&#8211; Largely lack a link to easily get additional valuable information<br \/>\n&#8211; Largely lack a call to action or impact<br \/>\n&#8211; Don&#8217;t cross-promote<br \/>\n&#8211; Don&#8217;t incentivize<\/p>\n<p>The other weather tweets :<\/p>\n<p>&#8211; Largely lack a link to easily get additional valuable information (or don&#8217;t motivate)<br \/>\n&#8211; Largely lack a call to action or impact<br \/>\n&#8211; Take a significant amount of time to read or process<br \/>\n&#8211; Lack the locality of weather<br \/>\n&#8211; Don&#8217;t incentivize<br \/>\n&#8211; Don&#8217;t cross-promote<\/p>\n<p>Marketing a weather forecast has accurate or the most accurate will only take you so far when convenience and value are in play. When all horses in the race run the same, the results will be the same. All of the above groups lack <strong>differentiation <\/strong>or <strong>sustainable competitive advantages.<\/strong><\/p>\n<p>New York isn&#8217;t the only place where this is an issue, and Twitter isn&#8217;t the only place where the problem occurs. So how do we beat the lack of differentiation, sustainable competitive advantages, and incentivization? With differentiation, sustainable competitive advantages, and incentivization, of course!<\/p>\n<p>Weather communicators need to create forecasts, products, and services that no one else can easily create and can cross-promote. The &#8220;face&#8221; or &#8220;person&#8221; of reliability and accuracy is dying at the successes of convenience, the discovery of a more &#8220;reliable&#8221; source (perceived or real), and the fact that seemingly <em>&#8220;all forecasts look the same, so any weather update is fine for<\/em> me.&#8221;<\/p>\n<p>Whether it&#8217;s power outages, river impacts, business closings, school closings, or some other proprietary forecasts\/information <strong>and <\/strong>a way to communicate that forecast <strong>and<\/strong> drive people to that forecast <strong>and <\/strong>drive people to other forecasts on other places within the same brand, what unique value is the weather communication community giving customers?<\/p>\n<p>Meteorologists and weather forecasters need to start thinking like a businessperson. If billion dollar companies are investing billions in creating value and finding a sustainable competitive advantage&#8230;why isn&#8217;t the weather community working to figure out what their customers want and create the intellectual property to give customers something they can&#8217;t get anywhere else?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As a meteorologist, a weather communicator, and someone to aims to be humble, I&#8217;ve come to accept and respect that the weather community has a critical issue that needs to be addressed. As a businessperson, I see business problems being &hellip; <a href=\"https:\/\/scottdimmich.com\/2018\/09\/10\/weather-communications-has-a-problem-and-business-thinking-can-fix-it\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3298","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Weather Communications Has A Problem And Business Thinking Can Fix It - Meteorologist Scott Dimmich<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scottdimmich.com\/2018\/09\/10\/weather-communications-has-a-problem-and-business-thinking-can-fix-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Weather Communications Has A Problem And Business Thinking Can Fix It - Meteorologist Scott Dimmich\" \/>\n<meta property=\"og:description\" content=\"As a meteorologist, a weather communicator, and someone to aims to be humble, I&#8217;ve come to accept and respect that the weather community has a critical issue that needs to be addressed. 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