Now, you may be puzzled by the title of this blog post. After all, jazz is, by definition, improvisational music. While the members of a jazz quartet would have a general understanding of the main themes of a song, that’s all they’re working with. They’re basically approaching the composition in a very minimal way. They just understand enough to participate in the song.
Everything else is a spur of the moment.
Everything else is improvised. Everything else cannot really be replicated because they did not seek to write down the notes before they play the song. That’s what’s so awesome about jazz. No one performance is exactly the same as any other.
Now, believe it or not, a lot of the dynamism and creativity of jazz is also present in a realm that most people would not associate with creativity, improvisation and instantaneous inspiration. I am, of course, talking about the very technical world of hosting.
Well, believe it or not, great hosting does require a tremendous amount of improvisation, but not exactly in the way you would imagine. People would think that in the field of hosting, improvisation would involve some sort of service provision. People would think up all sorts of things and throw spaghetti at the wall, so to speak, until they come up with some random mutation of services and offer it to the general public.
Now, it’s anybody’s guess whether people would take the bait and order such services, but the idea is, when people do this enough times, a certain pattern emerges, and the company, sooner or later, would find the precise blend of services as well as logistics that would truly meet the needs of the widest number of members of their audience.
Sounds awesome, right? Well, on paper, it does. It seems like a simple matter of marketing and audience selection and filtration. However, there are many things that look good on paper, but are actually bad ideas when implemented. This is one of those. Seriously. If you are just going to improvise in terms of service offerings, don’t be surprised if your brand goes up in smoke sooner rather than later.
If you have been in the hosting game for quite some time, you know full well that reliability is crucial. Reliability is what makes your brand sink or swim. When people think that your brand is as solid as the rock of Gibraltar, people will flock to you. People will tell their friends about you. Sooner rather than later, you will have a lot more business that you know what to do with because that’s how dynamic the global hosting industry is.
There are lots of hosts out there that develop solid brands, but all of a sudden, they lose it. Seriously. If you need proof of this, just look at Host Gator. For the longest time, people were experiencing all sorts of problems. People would load their domain, but cannot find the website they’re looking for. Sooner or later, people just got sick and tired of Host Gator.
It used to be one of the most solid brands on the internet. I’m talking about bullet-proof. I’m talking about solid bedrock quality. Not anymore.
And unfortunately, if you were to focus on improvisation for your hosting brand, you probably would run the risk of people getting sick of your brand, or at the very least, distrusting it. You have to focus on reliability. That is the name of the game.
Now, where does improvisation fit into all of this? Well, there is one key area where improvisation is not only welcome, but absolutely necessary. I am, of course, talking about technical support.
When people pick up the phone to call up technical support or open Skype to get in front of a flesh and blood human being to express their customer service technical requirements, they’re looking for a connection. I’m not just talking about people getting the right technical information. Anybody can do that. In fact, you can get that via email. You don’t even have to talk to another person for that because you can just go to a knowledge base and do some keyword searches to get that information.
But these people are beside themselves.
Their nerves are frazzled. They are upset. They are frustrated. It seems like their world is falling apart because a lot of them make their money from the internet. That’s how they make their living.
Now, accordingly, they want assurance. They want to talk to people so that they can be set at ease. This has little to do with finding the right answers and it has more to do with psychological support. This is where improvisation comes in.
When you talk to a very stressed out customer, your improvised solutions can go a long way in healing any psychological wounds as well as any deep reservoir of distrust and skepticism they may have developed against your brand. You can go a long way stamping out any fires that have developed in the community that have grown up around your global brand.
This is why hosting needs some sort of improvisation. They cannot use some sort of one size fits all attitude. There’s really no space for that because if you think that there is some sort of standardized magic bullet solution that would address all the needs of your clients, regardless of their set of circumstances, where they come from, their background, and everything else peculiar to them, you’re going to be in for a surprise. Seriously.
Things will fall apart because people do not want to be treated that way. People want to be treated like they are the only individuals on the planet. Now, it doesn’t matter whether the client has one website or 10,000 websites, you still have to treat them like solid gold. This is why improvisation makes a lot of sense.
And you can learn quite a bit from improvisational jazz. Because with jazz, you listen to the tone. You pay attention to the mood of the crowd. Then, you play your instrument to capture that moment. It’s all about living for the moment and creating that distinct human to human precious connection.
And when it comes to high quality hosting, you have to recapture that. You have to speak to that very human need for reassurance. It is no surprise, given this context, that companies like DigitalOcean and Linode hosting are making quite a name for themselves. They have solid technical support departments that use a lot of improvisation.
Now, if you are unclear as to which company to go with, we have some amazing resources for you. Visit this link to get some inside information on the Linode vs DigitalOcean hosting matchup.
Everybody’s different. Everybody has different sets of circumstances and needs. Look at the listing and read into it your particular situation so you can identify which hosting option makes the best sense in your situation. Again, focus on what’s peculiar in your situation.