their world famous water display are the result of a strong plaintiff in employee versatility. find out why these former disney imagine nears make their workers learn everyone else's job. coming up next on "your business."ers make their worker learn everyone else's job. coming up next on "your business." ♪ >> small businesses are revitalizing the economy and american express open is here to help. s into's why we're proud to present "your business" on msnbc.

♪ >> hi there, everyone. i'm j.j. ramberg and welcome to "your business." if you've been to the vegas strip you will absolutely recognize the company we're profiling today. you might not know its name but know its work, the company that built that amazing fountain in front of the bellagio and that's only one of the many incredible water sculptures they've designed so wanted to see who is behind this art and how do they keep their blowing coming up with the ideas? it's all about training, culture and versatility, it turns out. ♪ the bellagio or the dubai fountain an ocean away and can you not help but stop and stare.

this is the work of a disney imagi imagineer turned fountain designer after he worked on epcot water installations in 1987 mark fuller and two colleagues took that experience, left their corporate job answer started the southern california based water feature design firm wet. their first fountain was for'place in dallas, texas and the company hasn't had a quiet day since then. >> the phones started ringing. people saying, who did that and we're building a shopping center or we're building a project. could you do that for us? >> to them the days of simple statues of simple water are long over. they parry that you're elements to music. 'town show of the americana in california is one example of their innovative work.

>> what is innovation mean? it means to do something new. that means you have to practice you haven't done somethi-- you done before so we create a learning environment. >> that learning starts on day one when someone joins the wet team. every employee goes through an intense two-week program. no matter if you're startings a reception or head of the robotics team during the two weeks you rotate through every stage of development. from the model shop to fountain maintenance to the machine shop, not only does that help new employees understand all aspects of the company, it helps them understand the people they're working with. >> when they graduate from that immersion they're collegial with people all over the company. they know where to go when they need help. they know from whom they are getting a piece of work to whom they're output is going and it compresses what is a year or

more in a traditional throw yourself -- throw yourself into a company into two weeks in terms of, you know, an accelerated program. >> reporter: and it helps break down traditional hierarchical walls that some struggle with. >> i think i can pat ourselves on the back and say we have completely obliterated the notion of, you know blue collar, white collar, shop guy, engineering guy here. we just work to make the best innovative collaborative final result. >> mark strongly believes that if he gets his team the space to learn new things, they'll be inspired to create new things. and that doesn't end after the immersion program. on some days you might find some employees not look at new fountain designs but in a comedy club. >> what am i eating? >> i believe that is a snail. >> or taking a workshop on graphic design or welding. or whiteboarding. >> simple water line. >> this is all part of wet you,

a constantly changing series of classes offered to all employees. >> and the fun here is what happens when you get those different discipline, people together in the same room brainstorming and come up with stuff you would never get with a hundred of the smartest people in one field all locked together in a room. >> this doesn't come cheap. first of all, it takes time away from meeting the constant client deadlines. but mark says he gets paid back in space. these courses help create a culture where people are always looking for the best ways of doing things, not the easiest. >> part of our culture here is learning something to -- and perfecting the skill and then deciding what is best. when we are young people out of college now, a huge amount of them are very, very gifted at doing things on computer and have a lot of classes in hand drawing. once you're good at drawing by hand if you think the right thing to do is a computer illustration of this, that's great. but if you're doing the computer

illustration because you can and you can't do the other, then that's making that decision for the wrong reason. you're short-changing the project, short-changing yourself. >> and classes help develop employees' creativity and provide clear channels of communication across departments. >> i think it just opens up dialogue in general so if you've worked with somebody where anything kind of goes and you're doing this class then if you have an idea you're more naturally to be like, hey, what do you think of this so you talk to people on different disciplines because there's no barriers between departments when you have classes like improv. >> but mark says the biggest advantage to a communal emphasis on creativity and versatility isn't internal. the client ultimately benefits the most with wet delivering exactly what each customer wants, a one-of-a-kind experience for every visitor. >> our objective for our clients is to give them very innovative work as rapidly and as excellently as possible and anything and everything that we can infuse into our company

culture to accelerate that process is an immediate payback to the client. that's what we're doing here. we find that we're actually more nimble and agile and faster when we get all of our people working together. ♪ >> wet discovered how to be a more effective company through employee training. well, for a tennessee company that makes iron railings and gates their road to success was through customer involvement and discovered that making the consumer part of the process actually made their small business much more efficient. ♪ >> they were there from the bying. >> it was a fabulous experience. >> roberta said to me we can create something beautiful. >> rita, lori and annette are the definition of satisfied customers. >> i had confidence that they knew exactly what to do. >> they each turned to memphis

tennessee's fabricators better known as msw for work at their homes. annette is building a new house and wanted an original railing for a staircase. >> i just came here because i wanted options. i didn't want "a" or "b." >> while needs may have been different the customer experience they got was the exact same. >> they wanted input from us, of course, we're welcoming of it. >> roberta and mark, msw's owners pride themselves on making their business more personal than others like it. >> it is something that we've always offered to people. have you customers that want to take a very active part. you want them to be involved and happy in the decisions they're making. >> reporter: it goes beyond just answering phone calls or suggesting designs for residential and commercial clients. >> i have had customers that have sat down and they actually go with me through the building process and it gives them a sense of ownership. they own that design.

>> reporter: the hope to give clients as many opportunities as possible to provide feedback because it's good for business. the involvement of msw's customers is key to its success. it reduces the chances of making a product that a customer doesn't want and resulted in an improvement in the company's overall efficiency. >> there's no money it rework and as i tell my customer, there's no hone in unwanted work so let's do it right. >> reporter: iron and other metals aren't easy to work with. once something like a cut is made, there is no cost effective way to undo what's been done. >> sometimes it's -- it's more economical to start from scratch than build it. >> that's why they make every effort to maximize production. during the first step multiple sketches of one project is the norm. that can be one meeting or three or four meetings. that can entertain design drawings or can entail building

a mock yum sample and showing paint samples. >> they have no problems spending hours or even days getting those designs right because it helps manage work later. part of msw's quality control includes customer oversight of production. people like annette can give a thumbs up or a thumbs down before work continues. >> much easier for them to change something on their table out there to cut something out, to rebin something, reweld something, much easier to change it at that point. >> so why go to all this trouble? the truth is, that having customers' input every step of the way saves msw money. >> if i was putting a moneta monetarying number on it, it might save anywhere from 10% to 30%. >> while the figures vary, the difference is significant enough that roberta and mark would like more clients to follow suit. the customer involvement model has not only made the business more efficient, it's also helped

msw get more business through referrals. >> so much to be said for your customers being involved with you to the point that you build trust and that they love the product. >> and that's why mark and roberta say other small business owners should do the same because customer involvement can have such a positive impact on your bottom line. if you're looking pore an easy way to engage customers all at once check out website of the week, flock is a simple and free way to host twitter q and a sessions. 'stime engagement platform allows to you talk to them in an online event. just sign in using your twitter handle and promote your session, then you can play video, share links or ask and answer questions all from the same screen. sharing files digitally is convenient, but you to what it poses a big security risk for your small business. so here now are five dangerous file sharing habits you need to

watch out for curtis of businessnewsdaily.com. one sharing files via e-mail. encrypt files and secure file serving services instead of adding documents as attachment. e-mail is not designed to be secure. two, using consumer-grade cloud solutions. don't let workers send elements using personal drop box and google drive account. instead, spend the upon for a corporate account that could be regulated and monitored. three, peer-to-peer file sharing. installing p-to-p software allows then to access your client's data. set privileges that prevent any new programs from being installed without your knowledge. four, using flash drives. an infected file can cause havoc to your entire system. so scan all devices and their files with up to date anti-virus tools before plugging anything in directly. and, five, lack of visibility. your employees shouldn't be having to figure out how to file

share. make sure everyone knows what the company policy is. coming up, some great strategies for you to utilizing video to promote your business and answer your questions about if you need to patent your idea and whether you're getting a return on investment with your staff. and today's elevator pitcher makes to make his footwear into the next must have sneaker. if i can impart one lesson to a new business owner, it would be one thing i've learned is my philosophy is real simple american express open forum is an on-line community, that helps our members connect and share ideas to make smart business decisions. if you mess up, fess up. be your partners best partner. we built it for our members, but it's open for everyone. there's not one way to do something. no details too small.

american express open forum. this is what membership is. this is what membership does. . we had this gigantic store and had to fill it up and how do you fill it up with merchandise when you don't have money. we bought empty boxes, empty case, empty everything and we had these empty cases and boxes all over the store. >> everything that was in arm's reach of customers was real. everything that was above arm's reach was not real so, you know, we wanted the customer to walk in the store and have the feeling they're overwhelmed with merchandise. >> it's time to answer some of your business questions. let's get our board of directors in here to help out. marketing expert and change agent jeffrey hazel head of the haze let group and tanya yuki, a provider of social content

analytics. great to see both of you. >> good to be here. >> all right. let's get to the first question. it's about getting a patent. >> in this day and age of fast ideas and change, especially online how important is it to patent an idea? >> love this question. we get it all of the time and i hear different responses so let's start with you, jeff. >> intellectual property is important so you should patent it. just start getting out there and lay out prior art. get the tough going, start selling, start doing it and then while you're doing it because it takes a long time to get a patent. >> you think it's worth getting one. >> it's quite expensive. what's your thought? >> it's incredibly expensive. if you think you have something you can file a provisional patent which gets it out there and on the record for having the idea. the taken thing, less to think and more to protect someone else

patenting it and preventing you doing it. that's what i this. >> the other thing once you find out someone is trying to use your idea, fight them. go after them with all the vengeance and -- >> it's expensive. is it worth going to get a patent if you don't have the deep pocks. >> it's called hard work because it's hard. that's the way it is in business and not spiesed to be easy. if it it's easy everyone would do it. if it's a good idea and yours you should fight for it and stand for it like you fight for your girlfriend, wife or kids. >> let's move on to the next one. this is about investing in good people. >> as a company you probably spend a great deal of money or at least consider spending a great deal of money on talent and leadership development but have you ever wondered what's the return on that investment and are you frustrated by the fact that oftentimes the benefit of that investment is not seen or sustained? >> interesting, right that means he's hiring the wrong people, i think. >> i think you're absolutely dead on. i believe in investing in new

people but i also believe in being so care tulle to hire people who come with their batteries included. development can develop great people into exceptional people but it can't take a bad hire and convert them into someone who will work out for your company. >> top three topics. best part about being in business and the worst part but you always have to keep investing this your people. that's the front of your business and that's the main part. you might have a great idea but if you don't have good people to sell it or do it, then you really don't have much. never stop training your people. always keep making that investment and always look to trade up. you know, you're always want be to replace the bottom 20% of those people that aren't doing the things you need to do and get where you want to go. >> and fire quickly. if somebody is not working out. let's move on. this question is about finding a meaningful mentor. >> how do you attract the mentors that are going to have the capacity to change your business career for the rest of your life?

>> great question because you want someone who really is invested in your company or in you, not just somebody who says, oh, yeah, i'll help you out and doesn't ever do anything. >> i'm a big believer in getting really clear about what you need help on and what you need mentorship on and finding people and it doesn't have to all be one western. it doesn't have to be one mentor that will solve all your problems but get really proactive about finding people who can help you with specific things and keep typing more people who can help you. your needs keep evolving if you're running a business. >> i suspect you get asked a lot, jeffrey, to be somebody's mentor so how -- give me an exam of someone who asks in the correct way that made you actually want to do it. >> a great question because most of the time they don't always thinking what's in it for them and not always from what is in it to me and take time out of my schedule and i get asked almost every single week. so you have to make some decisions about what you want to invest in and where you want to go so also tell me about what i'm going to get out of it because i want to know a little bit of that kntoo.

i want to know it will pay off and maybe i'll get a percentage or two of the company and make me want to do for. >> when you're looking for mentors where should you be looking? how do you get to the people? >> sure, again, i think you can look in your immediate circle but you actually have to be very proactive about finding people who you look up to who have done whatever it is that you're trying to do and just reaching out to them. i found people are incredible if you're trance parent about where you are and your vision and how you need help. i found people willing to actually respond. >> okay, well, jeffrey, tania, thank you for your advice. do not go anywhere. we're sending you to the elevator a little bit later on the show. if any of you have a question for our experts like the ones we just asked all you have to do is go to our website, the address op openforum.com/yourbusiness. once you get there hit the ask the show link to submit a

question for our panel and again website openforum.com/yourbusiness. if it's easier send an e-mail. the address is yourbusiness @msnbc.com. jeffrey and tania are good advice. now from small business owners like you. >> rather than get into license feed anticipate tremendous costs up front in your business so i would say that using the cloud and cloud tools and getting comfortable with them is a really key thing. >> my great idea is from day one we took the company 100% virtual so we never had an office space to worry about or overhead to deal with. we offered our employees a full time w-2 position. >> so the best way to go out and tishly sell your product is to

find potential customers and don't sell them but just ask them what they would like, how much they would pay for the product. what they think of this idea and if you had this product available today, would they buy it and how much would they pay for it? >> it is a competitive market and takes innovation to get a leg up in the footwear business. today they've dorsch it by tapping into the art world to create a really cool product. >> hi, i'm bobby stevens. buckfeet was founded in 2011 to connect people through art and through major u.s. retailers and in 20 countries around the world. our secret is our artist platform that features 2500 artists from 33 countries and ensure we have a story behind every pair. the foot market $200 billion market and grown 5x per year while creating u neck artist

powered brand. in the first 75 days we surpassed sales from all of last year and raised 5 million to date and raising another 2 million to help fund production and of course our artist platform and believe with this investment you can help us support this mission. check us out at bucketfeet.com. >> in the introduction i said i love this product. i think they're so cool. giving you each of these from one to ten, i want to hear how much he piqued your interest and prosecutor from the product. you missed the part. it sticks out. if you walk on sand. >> we have 2400 artists all over the world and made shoes with only about 100 but that number grows every day. >> that travels the world.

>> jeff, let's start with you. >> i'm going to give you a five. >> i like the story but i want to hear point numbers. start talking to me about sales or hugging me and all the nice the nice things. that's great but how will i mak. >> okay. tania. >> i went with a with a 6. i liked the product, the idea of connecting artists with brands and cone tetent. i wasn't clear how you get your product out there. it's a crowded marketplace with a lot of competition. i wasn't sure how you were going to differentiate yourself and make sure everyone wants a pair of these. >> the story is strong. you have the sales behind you are. tell me about the sales. the story speaks for itself. this is a great product. >> i knew you were going to think it was a great product. the 5 is telling because you pitch differently if you are pitching the product than pitching investors. >> yeah. give me the facts, are jack. >> all right. great.

good luck with everything. you have already done well already. i love the product because i keep talking about it. thank you guys. great to see you. if any of you have a product are or service and want feedback from our elevator pitch panel of your chances of getting interested investors, send us an e-mail. yourbusiness@msnbc.com. include a short summary of what the company does, how much you are trying to raise and what you will do with the money. you never know. somebody out there watching may be interested in helping you. creating roefl looking videos used to be cost prohibitive. now it can take just your phone to make something worth sharing. plus few things get people talking more than a viral video. for example a company called save efface made an employee themed version of the harlem sake to show off their products. ♪ do the harlem shake ♪

>> it makes me laugh every time i see it. there are places where video can help your business. splash media provides award winning video production. he's here to talk about where we should be thinking about using video to enhance our business. that video is fun. >> it is fun. >> it takes something everyone recognize recognizes and shows off their productses. >> that was the point. save face makes masks for people playing with paintball guns, welders even. a of staff member said, hey, let's jump on the bandwagon, the harlem shake. we put a mask on staff members, shot it and weeks later we had 110,000 views. >> video can be used in all kinds of places. >> absolutely.

>> the first one is from amx, meeting experience company. >> yeah. >> let's see how they used it. >> wen you're preparing for a meeting that uses technology, how much earlier do you have to arrive just to make sure everything is working as it should? >> this explains what the company does. >> yes. amx, we have a hundred reremote controls, anything from the home to the corporate america. they simplify that. it's a complex product but they give you a single device to control the audio, video. >> so it doesn't do what the video does. >> the old expression a picture is worth a thousand words. i have no idea how much a video is worth. the info graphic style video is great. they use it for sales presentations. it takes a complex product, simplifies it and shows it in a concise wayle. >> how much does that cost on the cheap end? >> it could be done for a few thousand dollars.

>> and could help your sales process. >> absolutely. >> let's go to bid select and see how they use video. >> i put my listings on vistalet. out of nowhere it seems like all these listings were being hit. i was getting contracts right and left. >> customer testimonials. >> i would say customer testimonials are one of the most powerful videos to use. we have heard if the company about how great the product or service is. there is nothing more powerful than to hear from another consumer about their experience with a product or service. >> what's neat is that can be done on your phone. you see a customer, you have a conversation. they like it. hey, tell me right now. >> exactly. the iphone is a way to start. there are high quality cameras that give you great images. >> let's see the next company. >> what if i told you one of the

best things you can do for your lawn is to dig holes in it. what? how can that be? when the holes are core aeration that's the case. >> it's like creating your own commercial. >> i would give advice to small business owners that we did the research and found truegreen is a large lawn service company. we find out oh what's being searched online. what's being searched on google and how many searches a month are done. lawn aeration had a high frequency of searches online. we created content in the form of video and published that. if you tag it properly in the title and description you can search equity. >> thanks for stopping by. >> pleasure. >> to learn more, head over to our website.

it's openforum.com/yourbusiness. you will find today's segments and web exclusive content with more information to help your business grow. follow us on twitte twitter @msnbcyourbiz. we are on facebook and instagram as well. next week a tight knit family in hamilton, missouri, make an investment for their parents' retirement and end up starting a thrivinging quilt business that's revitalizing their community. remember, we make your business our business.

what president obama has to say about the racially charged comments allegedly made by the owner of the l.a. clippers. the racist remarks allegedly made by an nba owner that came to light yesterday have ignited a firestorm and fuelled national outrage. now this morning the outrage has gone international with president obama weighing in from malaysia a few hours ago casting the comments as part of america's fraught racial legacy of slavery and segregation against which he says we continue to