Weather Communications Has A Problem And Business Thinking Can Fix It

As a meteorologist, a weather communicator, and someone to aims to be humble, I’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.

B-17F FlyingFortress FIBERGLASS COWL 77 in. WS, PLEASE READ THRU OUT DESCRIPTION

This problem is better shown than explained. It’s worth noting that there is a lot of great weather communication out there, and I’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.

1PC 27x10 inch ZYHOBBY Super Strong Carbon Fiber Propeller for Gas Engine

As I write this, Hurricane Florence is a major hurricane in the Atlantic Ocean. Here’s what the New York City NBC affiliate has to say recently:

SKYRC e660 60W AC DC Balance battery Charger Discharger Power Supply SKYRC Parts

When I read this, I think to myself:

“What is the ‘breakdown’ coming up? You just gave me the whole forecast. Why do I need a breakdown?”
“What’s on the app that I can’t get here? You just gave me the current conditions of the storm and earlier you tweaked out the track.”
“What are the latest updates? When are these updates coming? Didn’t you just tell me 95% of what I need to know about the approaching hurricane?”

Here’s some of what CBS in New York has to say:

The screaming message here is it will be a cloudy, wet, breezy day in New York. But I’m left with the following questions:

“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?”
“You just told me what was going to happen today. Why do you need to tell me again?”
“There’s a lot of information about others, but I just want the information about me.”

Here’s some of what ABC in New York has to say:

3k carbon fiber tube 18mmx14mm 18mmx16mm 18mmx17mm xlength 500m 3k RC DIY pipes

Kds 2.4 G Receiver K-8X

Again, I’ve grabbed some tweets that showcase local warnings, a snapshot of current conditions, and a link to a website where Florence is likely heading…but I’m left with the following questions:

TIANQU VISUO XS816 Flow Positioning Dual Camera WiFi 2MP + 0.3MP RC Drone - RTF

“When is the greatest risk here and south of here from Hurricane Florence?”
“How is Florence going to impact me?”
“You showed me it’s raining now. When is it going to stop?”
“I see the radar and the warning. Where can I go for more information?”

Emax 300mm Folding Pure Carbon Fiber Quadcopter Multiredor Frame Kit - EQA300BU

There are other weather communicators out there talking about New York, and here are some of those tweets:

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 – to be honest – live their live without getting informed on the weather at all.

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.

3k Carbon Fiber Tube OD 22mm x ID 19mm x Length 500mm (Roll Wrapped) DIY Pipe

Among other things, successful businesses have:
– A product or service people want to buy or use
– New products and services over time to create growth
– Profitability, especially if it’s increasing
– Good leaders, ethics, goals, and boundaries
– Create unique value, especially compared to others
– Have competitive advantages, especially sustainable competitive advantages

Tared 1000mW 1W 5.8G 32CH FPV AV TransmitterTL300N4 For RC Drone2.4G 4CH Drone Brushless RC Quadcopter With Wifi FPV 8.0MP 1080P HD Camera GPSRC PLANE SLOPE SOARER GLIDER 80 INCH WINGSPANSG900-S GPS RC Drone 720P Camera Wifi FPV Follow Me RC Quadcopter H1P9New Real-Time Syma X8W Wifi FPV RC Quadcopter Mode Drones 2.4G W HD Camera Gift

Kroger isn’t the only one with good ideas, but they have a value stream. They know how to get you in the store, to the gas pump, using their app, and using their services. They make money not because they create value for you, but also because they have many ways to get your money and connect the value from one place they own to another.

3678 2.4G 4CH 6-Axis Gyro 720MP Drone Funny GPS Gift Drone Beginning Ability

I tell you all of this to highlight the weather communication problem: there is very little sustainable competitive advantage in weather communication right now. ABC, NBC, and CBS in New York (above) didn’t just give the same or similar forecast; they also:

01D4 Cool RC Gift Foldable Drone Stable Gimbal Hover 2.4G 4CH 6-Axis 720P UAV

– Have the same look and color scheme
– Have no information I can’t get on a free/ad-free smartphone app, from Alexa, or on the Internet
– Largely lack a link to easily get additional valuable information
– Largely lack a call to action or impact
– Don’t cross-promote
– Don’t incentivize

The other weather tweets :

HI6052R DRONE Quadricopter HIMOTO AIRCRAFT HIMOTO Drone QUADCOPTER aircraft

– Largely lack a link to easily get additional valuable information (or don’t motivate)
– Largely lack a call to action or impact
– Take a significant amount of time to read or process
– Lack the locality of weather
– Don’t incentivize
– Don’t cross-promote

 

Item specifics

Condition:
New: A brand-new, unused, unopened and undamaged item in original retail packaging (where packaging is ... Read moreabout the condition
Brand: Unbranded
EAN: Does not apply MPN: Does not apply
Manufacturer Part number: Does not apply UPC: 692402600836