Some of our most memorable experiences are unplanned. Like the time I ran into a buddy from college with whom I hadn't seen in probably fifteen years. He had gotten married, had a daughter and twin boys. His business was doing well and he had just been awarded a customer contract that was pretty much going to set him up financially for the rest of his kids' lives.
We had coffee and caught up. He had done all these things since our silly days of college but deep down he hadn't changed a bit. I was suddenly taking stock on how I didn't have millions and he suddenly said; "So, what was it like to meet all those rock stars years ago?" I didn't have a lifetime of money in the bank or three awesome kids.
Look at you!
He went on to tell me about my accomplishments. My college friend wasn't comparing; he was sharing. He had humility toward his success and was more interested in mine. While I was comparing bank accounts like a shallow idiot.
We all have a story to tell. You may not think you have much to share at a college reunion, but you have done some things others may remark on. It doesn't matter if you haven't been on the radio or built a multi-million dollar company.
Zero-sum
There will always be people richer than us, slimmer than us, younger than us, and more "successful" than us. And there will be plenty who feel that way about us. My friend said it was no contest if he ever had to choose between his business and his family. No success was worth losing them.
If we can stop comparing for a moment and cherish what we have and have done, perhaps we won't focus on scarcity but rather abundance. It was great to see my old pal again and he taught me a lot that day.
A look oudside can give us better perspective inside
Some of our most memorable experiences are unplanned. Like the time I ran into a buddy from college with whom I hadn't seen in probably fifteen years. He had gotten married, had a daughter and twin boys. His business was doing well and he had just been awarded a customer contract that was pretty much going to set him up financially for the rest of his kids' lives.
We had coffee and caught up. He had done all these things since our silly days of college but deep down he hadn't changed a bit. I was suddenly taking stock on how I didn't have millions and he suddenly said; "So, what was it like to meet U2?" It was awesome but I didn't have a lifetime of money in the bank or three awesome kids.
Look at you!
He went on to tell me about my accomplishments. Unlike most, working in radio caused some to know of my work. My college chum wasn't comparing; he was sharing. He had humility toward his success and was more interested in mine. While I was comparing bank accounts like a shallow idiot.
We all have a story to tell. You may not think you have much to share at a college reunion, but you have done some things others may remark on. It doesn't matter if you haven't been on the radio or built a multi-million dollar company.
Zero-sum
There will always be people richer than us, slimmer than us, younger than us, and more "successful" than us. And there will be plenty who feel that way about us. My friend said it was no contest if he ever had to choose between his business and his family. No success was worth losing them.
If we can stop comparing for a moment and cherish what we have and have done, perhaps we won't focus on scarcity but rather abundance. It was great to see my old pal again and he taught me a lot that day.
A look outside can often give us better perspective inside.
There is much debate on whether the coronavirus pandemic is over. With over 450,000 new cases last week, I'd say it's not much of a debate. It's not over and may not be over for decades to come.
Over six million have lost their lives since March 2020 and the reason it's not tens of millions like the pandemic of a century ago is because of scientific breakthroughs like vaccines. Despite the suggestion of some, the boogie man did not create this and magic rainbow dust did not find a way to save lives.
Shift and Pivot
What I'm fascinated by is how many of my friends and close colleagues have taken the last two years to make a shift in their lives. Some have dumped that gig they hated and started something new; some are taking online courses to train in areas they've always wanted to explore; and others are still ruminating but have begun the process that will clearly bring them to somewhere much different than the former "normal".
After a lot of discussions, I made a shift late last year, and as much as many would think it's a lot to take the leap, it doesn't mean you have to or are tossing all your experience away. Sometimes a small adjustment can give us an entirely new perspective.
In my case, after over sixteen years in consulting, I returned to a role in a media organization. I do have a few decades of experience in many areas and this role gives me the opportunity to utilize all of them. But it took someone I've known for over twenty years to give me that nudge to take that leap.
Pump the brakes
In my case, I now have a boss and I work on a team and they rely on me as much as I rely on them. I worked for myself for a decade and a half and my boss was my clients. My other boss was the person writing this post who had to fight through self-doubt, ignored emails, dead end prospect meetings, and lots of Thursdays without a paycheck.
We have had a lot of time to think about this over the past two years. If I can offer some advice; pay attention to the signs whether those are conversations with friends, articles you stumble upon online, or that big dream you promised yourself you'd reach for years ago. If we don't learn anything through this pandemic, then what was the point.
Not one day of our lives is guaranteed and no one is coming to rescue us, so the question remains what we're going to do about it. You know you can do it. You know you want to see what else is out there for you. The question that remains is the key.
Imagine working where ideas are shared and appreciated, each and every person in the organization is valued, and progress is measured not by empty promises and well crafted corporate speak but by the accomplishments of everyone involved. For real!
When you have a roomful of opinions all fighting for a voice in a decision making process, the result is often a lot of indecision. Each of us is entitled to our thesis but this is where the water gets murky. But if you can take time to entertain new ideas then move them forward with a clear plan and data to in turn shape the idea into something tangible while including input from all involved. You will see stronger ideas for your business and a much more engaged team.
Uncharted Territory
This approach makes some people nervous because the process may seem laborious and could perhaps slow down results when you just want things done. It takes some time to get used to finding room for many voices and opinions while remaining on track.
If it's new to your team, the process won't be perfect, nothing is, but fresh thinking doesn't survive in status quo so it is worth the effort. Let someone on the team facilitate the first few times - not the highest ranking member of the team - and take it slow. Keep things factual and don't make it personal. Your business will be a more collaborative atmosphere where employees can offer opinions and ideas are considered. People and Profits
When we meet with a business leader who wants to improve the bottom line, it's usually much more than a revenue issue and it often begins with internal customer service. The relationships you build and nurture inside your business can represent 90% of your bottom line yet far too many companies view it as unimportant.
We work an average of 2,000 hours each year and that number is growing. Collaboration and communication remain critical building blocks for any leader who desires success. But you and I just talking about it won't make it happen.
I was having breakfast with a great friend and colleague this week and we started talking about how each of us often gets in the way of our own success. Why do we do that? Is it self-sabotage? Is it a fear of failure or success? We humans aren't born with fear; we teach ourselves fear. It's easy to blame outside sources but we have a choice on how we process influences and what to do next.
In a previous chapter of my career, I worked in the radio industry and during the last few years of that, I oversaw the launch of two radio stations from concept to creation and then went on to consult a handful of radio station clients in my consulting work. But I told my friend I'm often visited by a force that seems to hold me back. As I continue my work at an executive recruiter, it's not the candidates or clients who are in my way, it's me!
Voices Inside Your Head
So she put me through an exercise. She said we will call that force - The Bully; and the man who launched radio stations and built teams with confidence, we'll call him Radiohead. She warned me the bully is my comfort zone; my ability to fail without trying because it wasn't meant to be. She said it was a bunch of hot air meaning nothing. She then said whenever the bully shows up, thank him for his time and wish him well and focus back on Radiohead.
You can put your own labels on your life but you have them. There are two strong forces pulling you in opposite directions. One likes it safe so it reminds you to not take bold moves while the other has shown up when you weren't even paying attention because you were so focused on the task at hand.
Say goodbye to the bully and welcome radiohead. __________________________________________________________________
Where I live, men live an average of 79 years and women 84. That translates to almost 29,000 days for guys and 30,600 for ladies. Those are averages so we may not even get that much time. Each year the US Board of Labor publishes how we spend our time and though some activities overlap, the numbers are quite startling.
Here's the number of days (24 hour periods) we spend on each activity throughout our lives;
Sleeping: 9,490 - Working: 4,132 - Housework: 1,950 - Online/Computer: 1,825
Eating: 1,583 - On the phone: 1,460 - Doing laundry: 963 - On smartphones: 882
Being sick: 366 - Watching TV: 264 - Waiting in line: 182 - Complaining: 152
Waiting on hold: 140 - Being romantic/intimate: 27
We spend about 100,000 hours in our lives at work yet only 648 hours being romantic. Is that a typo? Could it be? If so, that's sad. We spend almost seven times more time waiting in line, five times more time on hold, and six times more time complaining than finding time to be tender to the one person in our lives that means so much.
We work to make a living yet how much living are doing?
We certainly seem to be good at slicing up our limited time doing a lot of busy stuff that won't amount to much as we take our final breaths.
So, as we look at the math of life, how do we make time for the things we want to do around the stuff we need to do? We could put our phones down a few more times each day, create companies where collaboration is more important than meetings, stop complaining and give someone a hug, and save the laundry for later while we take our significant other out for date night.
In my opinion, we get caught up in what we want while missing what we can have if we want it. And if we pay closer attention each time, we might be able to complain and wait in line less while getting off our computers more often to enjoy life for a change.
Or we could always send another text. __________________________________________________________________
Imagine working where ideas are shared and appreciated, each and every person in the organization is valued, and progress is measured not by empty promises and well crafted corporate speak but by the accomplishments of everyone involved. For real!
When you have a roomful of opinions all fighting for a voice in a decision making process, the result is often a lot of indecision. Each of us is entitled to our thesis but this is where the water gets murky. But if you can take time to entertain new ideas then move them forward with a clear plan and data to in turn shape the idea into something tangible while including input from all involved. You will see stronger ideas for your business and a much more engaged team.
Uncharted Territory
This approach makes some people nervous because the process may seem laborious and could perhaps slow down results when you just want things done. It takes some time to get used to finding room for many voices and opinions while remaining on track.
If it's new to your team, the process won't be perfect, nothing is, but fresh thinking doesn't survive in status quo so it is worth the effort. Let someone on the team facilitate the first few times - not the highest ranking member of the team - and take it slow. Keep things factual and don't make it personal. Your business will be a more collaborative atmosphere where employees can offer opinions and ideas are considered.
People and Profits
When we meet with a business leader who wants to improve the bottom line, it's usually much more than a revenue issue and it often begins with internal customer service. The relationships you build and nurture inside your business can represent 90% of your bottom line yet far too many companies view it as unimportant.
We work an average of 2,000 hours each year and that number is growing. Collaboration and communication remain critical building blocks for any leader who desires success. But you and I just talking about it won't make it happen.
Let's get to work! __________________________________________________________________
Imagine working where ideas are shared and appreciated, each and every person in the organization is valued, and progress is measured not by empty promises and well crafted corporate speak but by the accomplishments of everyone involved. For real!
When you have a roomful of opinions all fighting for a voice in a decision making process, the result is often a lot of indecision. Each of us is entitled to our thesis but this is where the water gets murky. But if you can take time to entertain new ideas then move them forward with a clear plan and data to in turn shape the idea into something tangible while including input from all involved. You will see stronger ideas for your business and a much more engaged team.
Uncharted Territory
This approach makes some people nervous because the process may seem laborious and could perhaps slow down results when you just want things done. It takes some time to get used to finding room for many voices and opinions while remaining on track.
If it's new to your team, the process won't be perfect, nothing is, but fresh thinking doesn't survive in status quo so it is worth the effort. Let someone on the team facilitate the first few times - not the highest ranking member of the team - and take it slow. Keep things factual and don't make it personal. Your business will be a more collaborative atmosphere where employees can offer opinions and ideas are considered.
People + Priority = Profit
When we meet with a business leader who wants to improve the bottom line, it's usually much more than a revenue issue and it often begins with internal customer service. The relationships you build and nurture inside your business can represent 90% of your bottom line yet far too many companies view it as unimportant.
We work an average of 1,800 hours each year and that number is growing. Collaboration and communication remain critical building blocks for any leader who desires success. But you and I just talking about it won't make it happen.
Let's get to work! __________________________________________________________________
Media are often discussed, written about, and shared as if we're in a big room together akin to a Super Bowl party all consuming the same message and nothing could be further from the truth. In fact, that party where you spent more time eating the nachos and ribs than watching the game is probably one of the few times each year you consume any media with others in the room.
Media consumption is a personal experience. We listen to music alone in the car or do email alone in our office or post to Facebook and Instagram alone on our mobile devices. Yet there has always been a fascination with the mysterious group called 'them'. I lived that life when I programmed radio stations and we would try and attract a particular demographic as if it's a bunch of clones all doing the same things.
Alone Together
You're probably reading this post by yourself. You may share it, disagree with it, forget it minutes after you're finished, or tell someone about it. But at the genesis of consumption, you're doing it alone. You are the audience of one. The shared experience happens seconds, minutes, hours, days later.
We may use market research and analysis to determine tastes and preferences of a certain age group, but that means nothing to you or me. What matters to you is what's important to you. But if someone you trust shared something, the credibility of the content increases once they share their audience of one experience.
One's and Two's
The stats say North Americans check their mobile device an average of 110 times every day. We aren't sharing our screen with others; we are checking email, social streams, news feeds, and websites alone on our phone.
Now imagine if we took the audience of one concept into the workplace and busted down the walls of departments and silos and watched what happens. What if we allow everyone to have a voice and an opinion? We might unearth an idea from one of our team members that could change the course of the company.
But that's just the view from this audience of one. __________________________________________________________________
Where I live, men live an average of 79 years and women 84. That translates to almost 29,000 days for guys and 30,600 for ladies. Those are averages so we may not even get that much time. Each year the US Board of Labor publishes how we spend our time and though some activities overlap, the numbers are quite startling.
Here's the number of days (24 hour periods) we spend on each activity throughout our lives;
Eating: 1,583 - On the phone: 1,460 - Doing laundry: 963 - On smartphones: 882
Being sick: 366 - Watching TV: 264 - Waiting in line: 182 - Complaining: 152
Waiting on hold: 140 - Being romantic/intimate: 27
We spend about 100,000 hours in our lives at work yet only 648 hours being romantic. Is that a typo? Could it be? If so, that's sad. We spend almost seven times more time waiting in line, five times more time on hold, and six times more time complaining than finding time to be tender to the one person in our lives that means so much. We work to make a living yet how much living are doing?
We certainly seem to be good at slicing up our limited time doing a lot of busy stuff that won't amount to much as we take our final breaths.
So, as we look at the math of life, how do we make time for the things we want to do around the stuff we need to do? We could put our phones down a few more times each day, create companies where collaboration is more important than meetings, stop complaining and give someone a hug, and save the laundry for later while we take our significant other out for date night.
In my opinion, we get caught up in what we want while missing what we can have if we want it. And if we pay closer attention each time, we might be able to complain and wait in line less while getting off our computers more often to enjoy life for a change.
Or we could always answer another email. __________________________________________________________________
The first 20 years of my career were spent in radio; programming, music, marketing, promotions, building teams, overseeing events, building new stations, and I had the unique privilege of meeting and interviewing over a thousand alternative rock artists and bands. Most were fantastic, some were terrible, many were fun, and a couple of them were haunting.
The news of his death has been met with mixed reactions. Grief, of course; but much of the feelings being shared are sprinkled with comments about the lack of surprise. He battled drug addition his entire adult life, so many aren't surprised he died young. We often call them demons, as if they aren't to be given the same care and respect we give a physical injury or chronic illness and that's wrong!
I first heard Scott’s band Stone Temple Pilots in 1993. It was thick and melodic; the lyrics haunting and later telling of a tortured soul searching for peace. It was a time when grunge had slid into a rebirth of bombastic arena rock drenched in glam and escape. It was a release from the angst of Nirvana and Alice in Chains while borrowing some of their tones and feeling.
Big Empty
Scott was the showman, the clown, the sad man, a riveting force on stage with his lizard dance. He was an artistic man who couldn’t quench his never ending thirst for harmony in the pit of his soul and much of it was right out there for the world to watch. I saw him perform five times. He was mesmerizing.
I met Scott in 1999 when I was at The Edge in Toronto. The band came into our street-level studio for an interview and to perform acoustically. The original plan was three songs. Between the fourth and fifth, Scott came over to me and said; “Sorry for hoggin' your studio, man.” I said; “You guys are welcome to play all night.”
The studio was about 600 square feet. We were crammed in there; it was as if the biggest band on the planet was performing in our living room.
Interstate Love Song
Meeting him afterward, he was exactly what you’d expect; arrogant and dismissive, he could hardly make eye contact yet screaming for attention. He was the star of the show shrouded in a cloak of debilitating self-doubt. As we were gathering for dinner, he turned and looked right at me and said; “Do you like the new album?” I said; “Yes I do”.
He paused like the kid waiting for mom to approve his latest finger painting. Not to be over dramatic, but I felt like I saw a glimmer of Scott rather than the lead singer of a band. A second later, the rock star reappeared and he said; “Cool, thanks dude” and he got into the van. At dinner, he was the life of the party. I suspect sitting quietly wasn't his strong suit.
Plush
A while later, STP band mates Eric Kretz and Robert & Dean DeLeo were in town with their side project Talk Show. Scott was serving time in prison. The pain his brothers felt for him was palpable. After dinner, we talked for hours. It was a human moment, not a radio programmer hanging with rock stars’ moment.
During that period, it was funny that I seem to run into Dean and Robert in the oddest places; at a video shoot in LA, a festival in Atlanta, and a show in NYC. They are lovely people certainly missing their family member.
Vasoline
During and after STP, Scott had Velvet Revolver, Camp Freddy, The Magnificent Bastards, The Wondergirls, and Art of Anarchy. He was found just before his band The Wildabouts were to hit the stage at a show in Bloomington, Minnesota; still on the road, still chasing and running, while the adoring fans cheered on.
We know Scott Weilland because he was famous but his struggle was far too common.
Like millions, I loved his music; still do. We didn’t know how to have the right conversation of the struggle he and far too many others are facing. This is not a story of yet another drug induced rock star found on a tour bus. This is a lesson that what we see in front of us is often not what is there at all.
Scott Richard Weiland – Rest in peace. Oct 27, 1967 – Dec 3, 2015
It was 5th grade. I got my book report back from Mrs. Parrot. She gave me a B then wrote a long note on the back of the page below some of my doodling and writing. I don’t remember what it was about but I showed it to my parents and they were overjoyed. I thought they were happy I actually got a passing grade. I was the kid who got distracted by the squirrels and drifted off into my mind of imagination and worlds yet to be discovered. I was the kid who identified with Walter Mitty.
For most of my life, I’ve been called an extrovert but all the while I’ve needed my alone time to think and create and be quite and dream. I would facilitate a day long workshop and skip the dinner claiming I had emails to answer or another project to work on, but it was my time to unplug and get calm.
On the Air
I was a radio guy for more than two decades constantly surprised when a listener would remark on a new song I played or idea I shared. I was on the radio, after all, yet it was a solo experience in a studio talking into a microphone. I then got to build stuff and do more consulting and writing and teaching. I still felt it was a passion I followed alone. All the while, I have been speaking and writing about leadership, teamwork, culture, and our collective need to belong.
I was approached by a prominent publisher a few years ago and didn’t pursue it. There are beloved friends and colleagues who have encouraged me to pick it up again and give it a shot. I have finally shed the fear of it not turning out that well. And as I write this post – alone with my thoughts to then share with you – I realize it’s not about the success or failure of this idea, it’s the importance of doing it. My dad recently reminded me that not doing it would be a regret; a feeling he has often about the ideas he didn’t pursue in his life.
Keep Writing
Mrs. Parrot gave me an A+ on a short story I had written on the back of my 5th grade book report. She encouraged me to keep writing – I was 10! I had no idea at the time I’d become a writer, a coach, a consultant, a media guy, and all the while letting that kid who used to spend hours alone in his room reading books about far off lands to come along for the ride.
So yes, I have begun work on my first book. I don’t have a clue where this process will go or the result or the release date. I do know that sharing this with you will keep me on it and make it more real.
Thanks! I’ll keep you posted. __________________________________________________________________ Kneale Mann | People + Priority = Profit New Book out in 2016 – Details soon!
Imagine working where ideas are shared and appreciated, each and every person in the organization is valued, and progress is measured not by empty promises and well crafted corporate speak but by the accomplishments of everyone involved. For real!
When you have a roomful of opinions all fighting for a voice in a decision making process, the result is often a lot of indecision. Each of us is entitled to our thesis but this is where the water gets murky. But if you can take time to entertain new ideas then move them forward with a clear plan and data to in turn shape the idea into something tangible while including input from all involved. You will see stronger ideas for your business and a much more engaged team.
Uncharted Territory
This approach makes some people nervous because the process may seem laborious and could perhaps slow down results when you just want things done. It takes some time to get used to finding room for many voices and opinions while remaining on track.
If it's new to your team, the process won't be perfect, nothing is, but fresh thinking doesn't survive in status quo so it is worth the effort. Let someone on the team facilitate the first few times - not the highest ranking member of the team - and take it slow. Keep things factual and don't make it personal. Your business will be a more collaborative atmosphere where employees can offer opinions and ideas are considered.
People and Profits
When we meet with a business leader who wants to improve the bottom line, it's usually much more than a revenue issue and it often begins with internal customer service. The relationships you build and nurture inside your business can represent 90% of your bottom line yet far too many companies view it as unimportant.
We work an average of 1,800 hours each year and that number is growing. Collaboration and communication remain critical building blocks for any leader who desires success. But you and I just talking about it won't make it happen.
Let's get to work! __________________________________________________________________ Kneale Mann | Leadership Strategist, consultant, writer, speaker, executive coach facilitating performance growth with leaders, management, and teams.
We seem to be good at tossing around buzz phrases. We can talk to each other about the ROI of digital engagement through the internal customer service of community development. Managing expectations and deliverables are a way of life. And yet we seem to often get stuck while waiting for quick wins.
In the world of marketing and business development (the new catch-all for sales), there is no shortage of chatter about the social web. Of course, it’s the moving target and still the new shiny toy. Anyone with an Internet connection can publish their opinions. That does not mean it’s a sound business opportunity.
Marathon Meet Race
Budgets are tight, jobs are on the line, there is no time to try stuff and hope it will work. And as someone who consults business and has worked in every medium, it remains challenging for me to remind owners and managers that this stuff takes a while and no campaign will sustain them forever. Moreover, you can only measure your return if you are honest about your actual monetary and human investment. Throwing up a Facebook group, buying a bunch of television advertising and stuffing mailboxes are not tactics that will automatically bring results.
The social web is not the only place to spend your effort but reading and tweeting about direct mail or telemarketing just doesn’t seem to be as sexy. But judging from the mound of three-color print designed pieces of cardboard and paper overflowing from my recycle bin, it appears to be alive and well. Television and radio advertising remain viable channels to extend your offer and external or outdoor advertising is still around too. But opening your wallet and demanding results is dangerous sport.
Nothing Is Free
My colleague, Drew McLellan wrote a post recently about the importance of channel selection and more importantly he reminds us that social media are not free or even cheap. It takes a shift in your organization to account for any outbound marketing. In fact, in my humble opinion, marketing is not a department but rather a part of all that you do in business.
No amount of advertising or external collateral will save a bad business. So if you think you can buy your success, save your money and spend it on developing your actual offer. I have lost count the number of prospects who tell me they don’t need marketing, they need more revenue. It’s like saying you want to run a marathon but aren’t prepared to buy shoes and train.
I was at a dinner recently with some friends in media I’ve known for years. As it often happens at one of these types of events, we talked shop. The landscape is changing, what traditional media outlets are doing and could do better, the continued infiltration of the social web, mobile and more. If this had been twenty years ago, one may claim it was conversation filled with opinion. But now many of us have actually been working in marketing and media for that long and those opinions have become rather educated.
During the dinner, I recounted a meeting I had a few months ago with someone in the mobile space. He is a bright guy with a growing company but it struck me how much he felt his world was the world. He couldn’t fathom the fact that some people actually aren’t on the cutting edge of technology or living on every word coming from the mind of Steve Jobs. As astonishing as it may be to believe, there are people who actually don’t have a LinkedIn profile. And get this, some don’t blog or listen to podcasts either.
Forecast after this. Stick around for more details.
As much as we instinctively know it’s not the case, we tend to still think others think like we think and others grasp what we have experienced. Proof of this happens every minute of the day. An event will happen and some will go to YouTube for more information while others will check the Twitter stream. Yet the news agencies will hope we wait for the 11 O’clock news. And millions still do wait for the news report. Those who don't hop on social media claim they may not "get it" while others who are constantly wired up can't grasp why anyone would do it any other way.
Information is fragmented and live. It is inaccurate and opinionated. The speed of content being shared will only increase. While the challenge for anyone creating content is to understand that the audience isn’t waiting by their device to receive it.
Desire and Technology Converge
Mitch Joel once pondered how the world would be without traditional media – television, radio, outdoor and print. I would add mobile devices and the Internet to that list because each is getting as big as the big four. So I think it's a more complex question. As millions flock to the social channels, traditional channels remain alive. There is no one way of navigating all this stuff.
We reside on both sides of the counter - we are both providers and clients - and the noise can often be deafening as we attempt to resonate with others while we try to decipher what we need from each other. I have clients who have found great success with a radio component or print imitative. Television, though expensive, still receives billions in annual ad revenue and they haven't stopped the printing presses just yet.
How do you reach your customer who has so many choices?
You have a product or service that needs exposure. For the purpose of this exercise, we will assume that it is fantastic and there's a need for it.
We will also make the leap that your creative messages are well focused and all the other parts are in place.
The Future Is Now
Let’s deal with where most business owners unfortunately reside. It’s where the pain is most intense – today. There is no time to look at long term plans; you need to make your next quarter. But if you do the same things hoping they will work this time, well you know the cliché.
Should you do a television campaign or a microsite? Perhaps it’s time for you to increase your social networking activities or buy radio? Has the money you spent on print become a dead end or perhaps an outdoor campaign will work?
It is dicey to change strategy without sound reasons yet dangerous to stay with a bad plan. Whether you run a large, medium or small organization, you have budget constraints. It’s effortless to look at Starbucks or Wal-Mart and have an opinion on how you would spend their marketing budget.
A quick checklist
• Find people who can give you honest feedback and perspective.
• Stop watching the competition (for now).
• Remember that Facebook and Twitter are tactics, not your strategy.
• Pay no attention to those who say they have all the answers.
• Keep in mind that the media sales person is compensated on commission.
• Firing people to save money is not a good enough reason.
• Ask your customers what resonated with them.
• Carefully analyze what media has worked for you and what has not.
• Get out of your office, turn off your phone and think.
• Examine all of our current business activities. All of them.
• Cutting your marketing budget to save money is not the answer.
• Educate yourself on all media options and metrics.
You run a business, you have expenses, you have revenue and you want profits. You want to see measurable growth in your overall business this fiscal.
Your time is tighter than ever, you are distracted by all of the outbound marketing choices and there doesn’t seem to be one clear cut way to go.
You know you should examine your current business development and perhaps dump some stuff and incorporate some new stuff and that’s about as far as the conversation has gone. In this case, your business is anything from a part-time interest to a publically traded multi-national in the Fortune 500.
Of course the “you” in this story is a composite of any business owner and manager because these are issues faced every day in companies small, medium and large. We all struggle with striking a balance between working in the business while trying to work on the business and ultimately find our why business.
Busy Busy
You could freshen up the website, add another Twitter stream, begin blogging, put out a direct mail piece, create a Facebook group, buy some radio advertising, develop a mobile application, slap up some billboards, create a YouTube channel and take out full page ads in the daily newspaper.
All this activity will take time, resources and cash. There will be creative meetings with your agency or internal team. You will need to decide on the content and artwork. And then there is production and upkeep. You’re in business every single day so these activities certainly can’t be haphazard.
Proof Meet Pudding
If traction isn’t realized in quick order you may be concerned it didn’t work. There hasn’t been an increase in blog readers, the radio campaign hasn’t garnered enough sales leads and all that Facebook stuff seems a waste of time. You may claim you don't need more marketing, you need more sales. Egg meets chicken.
Have a close look at you investment and effort. Are you committed to it? Are you aware of the expected results of each tactic? Or are you hoping to throw money at an eternal solution then get back to work so all those new sales leads will pour in? Traditional, digital and mobile media are no longer places to buy but rather channels to engage. We have to look at the return of our social investment.
Before we measure our return, perhaps we have to be honest and clear about our actual investment?
No one likes to be told what to do. As children, our parents may remind us who sets the rules and cake before dinner is not permitted. In school, it was frowned upon to not show up or fail to complete homework.
In the workplace, there are few employers who allow for poor attendance or spotty output. They all expect so much of us throughout our lives. Deadlines and rules, dress codes and protocol, stated or implied, we have to follow the constraints of others.
Cross Media Assault
We are hammered constantly from radio, television, print, outdoor, email blasts, social, like, tweet, blog, podcast, did you see our deal, it’s all about relationships, numbers don’t count, for a limited time only.
It has gotten the point where we actually see none of it. The mad dash to create a false sense of urgency continues and we have become masters at blocking, deleting, ignoring and dismissing.
How about we stop telling each other, selling each other, interrupting each other and start helping each other?
You don't need to spend much time in the social web before you see someone mention the importance of collaboration. It is the essence of networks and groups. It is why we form teams and clubs. It is the reason we live in cities and towns. It is the driving force behind commerce. It is why most iPhone owners prominently display the device rather than leave it in their pocket. It is our need to connect, be accepted and belong.
Imagine working where ideas are shared and appreciated, each and every person in the organization is valued and progress is measured not by empty promises and well crafted corporate speak but by the accomplishments of everyone involved. For real!
Boss Breaks Tie
When you have a roomful of opinions all fighting for a voice in a decision making process, the result is often a lot of indecision. Each of us is entitled to our thesis but this is where the water gets murky.
Some people get special treatment, some rank higher on the organizational chart and others don't care. So if a team environment is the goal, optics certainly won't be enough to carry it off. No one is buying "our people are important" if they're not.
The View from Here
Each of us brings our own set of sensibilities for collaboration. In my case, I like being in a creative environment where people can back up their stuff. I don't want them to feel cornered if they are proven wrong or shown something they don't know. I want to be in a room where everyone in the room wants to be there. Life is a lesson so why on earth do we try and give the impression we know it all?
When I meet with a business owner who wants to improve the bottom line, it's often much more than a revenue issue. I like to examine how digital opportunities can enhance - not necessarily, replace - what they're doing. But it begins with internal customer service. How are they collaborate to give great customer service is essential.
Less Talk More Action
The average person is working 1,800 hours each year and that number is growing. One way to improve your work environment would be to have less meetings and pamphlets about teamwork and prove it through action.
What steps can you take within your organization right now that can improve collaboration and in turn increase revenue?
. You are an 18-34 year old white female with short or long brown or black hair who enjoys cooking and/or painting and/or gardening and/or attending plays. Tennis and golf consume 3-5 hours of your time each week and you have a bachelor's degree in Mathematics and/or Social Studies and/or English.
You enjoy 4-6 servings of alcohol weekly and spend $2,650 each year on entertainment. And according to this survey, you fit the average profile hence we are going to now send customized advertising messages to you which match your aggregated character traits.
Check Your Math
Radio talks about cumulative audience, average quarter hour and cost per point derived from less than 5% of the population while television has proprietary metrics to measure a show’s ratings compared to others in it its time slot across demographics derived from a selected sample of the population.
Print, outdoor, product placement, direct mail, e-marketing, infomercials and all other media have an equation they have devised to measure audience and impact.
Social Media have Changed the Game
Johanna Blakeley is Deputy Director of The Norman Lear Center in California and studies entertainment and how it interacts and impacts political, commercial and social habits. This is her presentation at TEDWomen last December. [video]
