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.

RIO RI4535 MERCEDES SSKL N.6 WINNER NURBURGRING 1927 R.CARACCIOLA 1 43 DIE CAST

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.

SCHUCO SH3879 VW KAFER OPEN AIR WHITE 1 43 MODELLINO DIE CAST MODEL

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:

ART MODEL AM0128 FERRARI 500 TR N.256 57 1 43 MODEL DIE CAST MODEL

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:

MINICHAMPS VALENTINO ROSSI MODEL AGV HELMET HELMET 1 8 MOTO GP MUGELLO 2003

Gorgi Set - Corgi 48 - Jean Richard Pinder Circus - Collectable -G3

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:

Mr Bean’s Mini Car Corgi Classics 04419

“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?”

CORGI CLASSICS DAF XF SKELETAL TRAILER & CONTAINER JOHN G RUSSELL CC13234 1 50

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.

Corgi James Bond 40th Anniversary Aston Martin DB5

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

VW T3 A Tischer Camper Diecast Model Car PRE115281 18 Opel Ascona 400 Tour de Corse - Rallye de France 1982 J.L.ClarrREPLICAGRI 1 32 SCALE RENAULT 133.54 TX SERIE LIMITED EDITION TRACTORJaguar D No.16 4th LE MANS 1957 ( P. Frere - for Rousselle) 1 43 CollectionLot of 8 1 43 scale cars - Rare - Maserati, Ford, Seat, Citroen, Alfa, Skoda

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.

Alfa Romeo 8C No 6 (Le Mans 1934) Resin Model Car S3887

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:

Conti Models 1 43 Scale - Lancia Stratos Alitalia Green White

– 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 :

FB Models 1 43 Scale FB24M - Alfa Romeo 6C 1500 GS Mille Miglia 1930 - F.Minozzi

– 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:
Used: An item that has been previously used. See the seller’s listing for full details and description of ... Read moreabout the condition
Brand: Corgi
Material: DieCast MPN: 66
Colour: Grey, Red, White Year of Manufacture: 1966
Scale: 1:43 Vehicle Type: Tractor
Country/Region of Manufacture: United Kingdom Vehicle Make: Massey Ferguson