April 2013

The Thought Came2Me

Recently I was watching the movie “Inception”. I had seen it before and understood most of the plot, but this time something else caught my attention. “Inception” is a movie about infiltrating one’s dreams to exhume secret information from the subconscious of important business people. It’s a bit of science fiction, but a fun distraction.

In the main part of the story you’re watching a dream, inside a dream, inside a dream, inside yet another dream. Obviously the viewer must pay close attention. As the action moves through all these different layers it can be a little tricky to track. Let me make the simple connection to this monthly e-newsletter.

I write the B2Seed to share information that will be helpful to people in a wide range of businesses and situations. The information is designed to provoke thought and inspire action. It’s an outlet for me, but there is more to it than to simply pass along tips. I wanted you to know why I write this monthly article.

Making It Work4You

As with “Inception”, B2Seed has this surface level of provoking thought and inspiration, but beneath that there is the deeper level. A message inside a message. It is a marketing tool for my company. There, now you’re inside – seeing why I do this each month. If a potential client subscribes I know I can touch them directly – for a few moments – each month. Over time, they’ll get used to hearing from me, hopefully acknowledge the value of what I write and when they need advertising, marketing or business development assistance, they’ll reach out to my company.

Some current clients get the email and take action themselves or pass it along to others who need help with their advertising. Either way, The B2Seed consistently helps me grow my business and connect with other businesses. Sometimes it’s directly; other times it’s indirectly. Either way – it’s purposeful.

Would it make sense for you to take a similar action in your situation? If you want to regularly connect with prospects or clients in a non-threatening way it would. Then you’ll be living the dream…

March 2013

Leadership from Which2Learn 

For years I have looked for business principles in odd places or at random times.  Usually I file them away for some future use.  While it might have been smarter for me to read all the leadership books I could find, observing what others were doing shaped me as a businessperson and has worked out okay.

Recently I heard an interview with Jamie Foxx and the famous director Quentin Tarantino.  Tarantino wouldn’t be the first person from whom you’d expect to learn leadership concepts, but upon a closer look, it makes a lot of sense.  Who could you get to organize hundreds of people – including some with incalculable egos and star power – but a movie director?  Foxx was talking about his recent role in the film Django Unchained and Tarantino’s directorial approach to the film.

Two things impacted me:

1) Tarantino had everyone (even celebrities) leave their egos (and their smart phones) off set.

2) The director walked around, spoke with, and cared for the "extras" that were playing such an important role in the movie.

Fresh Perpective4You

The movie is set in the south during the time of slavery.  Actually slavery is more than the backdrop – it is more of a character.  Tarantino was concerned the main actor (Jamie Foxx) and others might not be able to fully feel the part if they were wrapped in modern conveniences.  Foxx wholeheartedly agreed.  Tarantino was also concerned about the impact filming a movie about a slave (a rare topic in Hollywood), would have on those who were playing the parts of slaves in the fields and plantations.

The director’s approach won over Foxx, the rest of the cast, and the crew.  During the hour interview the mutual respect was evident between director and his big name actor.  It was obvious in the final product too.  Now – go lead by paying attention to the atmosphere you create and watching out for everyone.

February 2013

It’s How You Decide2Look at Things 

On two different days last week – Monday and Thursday – the temperatures in the middle of the day here in the Greater Roanoke Valley reached 38 degrees.

When I left the snowy land of Northwestern Ohio on Sunday it was 9 degrees, the snow was blowing and based on the weather that day, it seemed like a good place to be leaving.  As I drove south the snow (mostly) stopped and the warmth (mostly) arrived.  By Monday it was a “balmy” 38 degrees and I think it actually felt somewhat comfortable.

The middle of the week brought a warming trend – jet stream, winds from the south, or something.  I actually have no idea what brought the shift.  I just know that one of those days I left my winter coat at home and, in general, it almost felt like spring (while I am pretty sure the cold and snow continued straight through back in Ohio).  By Thursday afternoon another cold snap hit and it was back to 38 degrees again.  This isn’t a weather blog – so why all the talk about hot and cold?

Something4You to Consider

Both days were 38 degrees in Roanoke.  One day felt comfortable, even refreshing.  Later in the week, the same exact temperature felt cold, slightly bitter.  How can the same surroundings bring such different feelings?

The answer is in how you look at things.  The wisdom is in your approach to the challenging boss, tough problem or insurmountable prospect.  Are you coming off of a cold spell into the warmth of 38 degrees, or are you adjusting to the “warmth” of the 50’s & 60’s then dealing with 38 degrees.  It’s a simple reminder that you determine the climate of your workplace.

January 2013

How2Block and Tackle

It’s the time of year for planning and strategizing. In your personal life, you may be figuring how to break bad eating habits or get into better exercise patterns. While you’re at it, consider some new approaches to continuing issues you face at work.

Block out time on your calendar to take care of those tasks that always seem to get pushed back. Then actually take the time you’ve set aside and tackle that project you have already prioritized. Everyone has their little tricks – mine is just one way. It works really well for me, and I am confident you’ll find it helpful if you apply it.

In the “old days” I used an index card box with days of the month and months of the year and handwritten notes to stay on top of client work or projects that had deadlines. Today Microsoft Outlook does most of the work for us. When I have something cluttering my mind, I just open an appointment in Outlook and write it down to ensure the task doesn’t “slip away”.

A Practical Example4You

Each month – for three years now - I have sent out this monthly e-newsletter. Some months ideas come quicker than others. Since it is a priority for me, but something I don’t always have the time for, I decided to block time in my calendar to ensure it gets done. In a way you are benefitting from this same technique I am presenting (at least I hope you are). My big shift for 2013 with the B2Seed is to remind myself on the 5th of the month instead of the 11th.

You can look for yourself and see whether I get it out earlier in the month. No matter when it comes, you’ll know it was because I blocked out the time to tackle something that is important for me.

December 2012

Talk2Whom You Need

Throughout the years I have written a lot about your message and how to craft what you want to say in your marketing, business development and advertising. Here’s a simple B2Seed reminder for your ongoing consideration…

The right message – built and honed – but sent to the wrong audience, will not accomplish the goal.

It’s not enough to be creative or pretty or even “remarkable” if you do not know exactly who you want to receive the advertisement or marketing piece. So much energy by so many people (many in the advertising community) is spent getting the outreach just so. Without the accompanying target work much of it goes to waste.

Help4You

There are many ways to figure out who needs to receive the messages you are sending. I’d start with the first and simplest way --- look around. Take a break from the chaos of commerce and note who you are already doing business with on a regular basis. Begin to identify who they are and what they have in common – it’s the key to taking that first step OR reminding yourself of who your target really is.

Next, try to find more of those people. Most research and advertising firms can help you access information you can use to customize your approach. In the old days people in advertising grouped potential patients, customers and clients as ages --- 25-54, 50+, 18-34, etc. Go ahead and pay attention to that data, but let that start your target discovery not end it.

There is more information at your disposal than ever before. It’s time for you to start using it.

November 2012

Went West2Be Reminded

A combination of personal and business reasons took me to California recently. While out there I had two experiences on either end of the “expense” spectrum that drove home a “how you go to market” basic I have long advised my clients to follow.

I spent $5 (or so) to eat an In & Out Burger, fries and a vanilla milkshake. I spent considerably more to stay at a really nice resort as a small part of the visit to LA. Both were amazing encounters and each destination knew exactly how to create the right experience.

The line at the drive through for the world famous burger was around the corner – really – all the way around the block. It was worth it. The people were friendly, the food amazing and the experience everything I had heard it would be. Shutters created an oasis on the ocean in Santa Monica and they thought of everything. There was even a stamped envelope with custom stationery to send your own comments to the CEO. Not one element was left to chance at this incredible hotel.

Lessons4Your Business

Determine why you stand out. Execute your plan – know what you are. Be the best at what you do.

Whether you run a $5 burger stand or a 5-Star resort, the key is identifying how you are unique.

Too many organizations try to be too many things to too many people. Figure out what you are, pay attention to caring for your customers, patients or clients, then find ways to do those things even better. Again, it’s simple – that doesn’t necessarily mean it’s easy.