Inbound Social Marketing and Nonprofits

April 29, 2013

socialmedforsocialgoodI recently read Heather Mansfield’s book, Social Media for Social Good: A How-To Guide for Nonprofits. As I finished the book several thoughts came to my mind:

  1. Why have few nonprofits made major investments in inbound social marketing?
  2. How come nonprofits do not seem to understand the ROI or value of integrating social media across the organization?
  3. When will more nonprofits have a dedicated person for inbound social marketing?
  4. Why do many nonprofits think of inbound social marketing as an optional or add-on part of their overall marketing, PR, and donor development strategies?

As I thought through these questions, several possibilities came to mind based on my experience with nonprofits across the country:

  1. The entry cost for social media management and inbound marketing tools seems too expensive for many donation-based nonprofits.
  2. Determining the ROI for inbound social marketing campaigns means having a solid handle on existing data trends and intensely tracking and comparing the impact of social marketing campaigns across all channels.
    1. Integrating social across the organization is rarely heard of and usually relegated to the marketing department – never being considered for customer service, donor development, public relations, support, R&D, nor sales.
  3. Dedicated resources cost, yet if you want to do inbound marketing right it is worth the investment to get the right person or team in the door to monitor and manage it daily.
  4. Inbound social marketing is here to stay and works best when it is integrated across all departments: operations, HR, marketing, PR, IT, broadcasting, customer service, and development.

Certainly, some will push back on these ideas it is built on my experience interacting with nonprofits. It is unfortunate, but I can count on one hand the nonprofits that have a dedicated resource for inbound social marketing.

This is where Heather’s book comes in. Every nonprofit C-Level should read this book. While a few may see this resource as a primer, everyone will get nuggets of wisdom to apply to their organization. An excellent companion book for ROI and social analysis would be Social Media ROI by Olivier Blanchard.

Start With Benchmarks

Below is a list of benchmarks that Heather has seen through her years of experience with nonprofits. While these are not strictly to be adhered to they are excellent goals to shoot for.

  • 5000 fans/followers as a first tier goal
  • 10,000 fans/followers as a second tier goal
  • $2,500 – $10,000 annual budget for:
  • eNewsletters
  • List building
  • Donation landing pages
  • 20% email opens as a first tier goal
  • 25% – 35% email opens as a second tier goal
  • eNewsletter of 500 words with 1-2 updates per month
  • $12.48 is the average value of an email subscriber
  • Online giving should equal 25% of all organizational giving
  • 40-50 hours a week for social media management

Best Practices

I have also included a list of best practices that Heather recommends. Look at your organization and weigh these in light of your current situation.

Facebook

  • 6-10 posts per week (1-2 day)
  • Goal is for 1 comment and 3 thumbs up per each status update per 1000 fans
  • Ads equal $1.07 spent to acquire a fan

Twitter

  • “Old school” retweet 80% of the time
  • Auto-RT (retweet) 20%
  • 25% of all tweets should be replies and retweets
  • 4-6 tweets a day (20-30 tweets a week) 8am-8pm

YouTube

  • 1 video per quarter (3-4 per year)
  • Create a “Favorites” channel
  • Customize and brand your YouTube page

LinkedIn

  • 1-2 updates per week
  • 2 hours a month participating in online groups
  • Comment or participate 1-2 times per month to get your name out
  • Goal of group size should be 5000
  • Rotate “Manager’s Choice” discussions 2 times a month
  • Send group announcements 1 time a month featuring 3 articles
  • Launch a sub-group after the main group has reached 5000 members

Blog

  • Post 1-2 articles per week
  • Post summaries from events 1-2 days afterward
  • Choose only 1 category per post

FourSquare

  • Create a FourSquare Business Page
  • Add a reward for checking in or stopping by

Mobile

  • Link to mobile channels from mobile site
  • Text message open rate should be 90%
  • Send no more than 2-3 text messages per month
  • Expect to budget $10,000 to build a custom smartphone app
  • Promote apps for 2-3 months per year

Heather’s book if full of good information and how-to advice. You will especially like the checklists for getting started and tactical planning.

If you’re part of a nonprofit, purchase a copy of Social Media for Social Good and begin implementing the information immediately. If you have already been involved in social media marketing then compare your benchmarks for success to those above. You do not need to start with a big budget but in today’s world you have to be involved with inbound social marketing. It is not too late to catch up and you surely don’t want to get left behind.

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The Grace of God by Andy Stanley Book Review

April 8, 2013

By E. Brown

the-grace-of-godGrace.

It’s something we all want. It’s something we all need. It’s something we have difficulty extending to others, especially those who have hurt us.

I have read several theological books on the grace of God over the years and I have to say this is one of the better books. The writing style and treatment of the topic will appeal to both church-goers and non-church-goers; both lay-people and lay-leaders.

While many equate the biblical Old Testament with God’s wrath and the New Testament with God’s grace, North Point Community Church senior pastor and author, Andy Stanley, does an excellent job of demonstrating God’s grace as a continuous theme from the beginning of creation up to our current day.

In The Grace of God, there is plenty of good news for those who have adopted a distorted view of the Bible and Christianity. Unfortunately, many who claim to follow the teaching of Christ have often been the source of these distortions. An adherence to rules-based religion and the demand for others to adhere becomes the main road block for most people outside the faith.

You’ll be glad to hear:

  • God initiated a relationship with his people even before he told them what the rules were.
  • Grace is not reserved for good people; grace underscores the goodness of God.
  • God didn’t give the law to make us good. He gave the law to expose our sin.
  • Receiving grace is often easier than dispensing it.

Some of the chapters to highlight are:

In the Beginning Grace – “In the beginning God created, and this was a marvelous act of grace. But that was just the beginning.”

Redeemed By Grace – “The Ten Commandments do not stand in contrast to grace; they are introduced within the story of God’s grace.”

Accepted By Grace – “The story of Jesus is the story of God drawing near to those who had pulled away by sin and were subsequently pushed away by the self-righteous.”

Although the book is only 214 pages (paper back) it is composed of bite-sized chapters and subsections which make it easy to read. However, do not be surprised if you find yourself often pausing after you have read a portion of a chapter to consider the principles and implications of those principles.

Many may read this book and have a hard time digesting the content. What-abouts are sure to abound. Grace can seem like a slippery slope – easy to take advantage of and abuse. But, to add anything to grace no longer makes it what it is. Like Stanley says, “Perhaps it is this tension that has driven churches and Christians through the centuries to add and subtract from grace. There’s something in most of us that screams, It can’t be that easy! But as much as we want to qualify grace, it can’t be qualified.”

It’s not humanly rational. It’s almost irrational. I guess that’s why it is often called amazing. It’s not our grace – it’s the grace  of God.

Comment below with you thoughts on this topic or the book.


Web Strategy: Doing The Right Things

October 17, 2011

This is an article I wrote for the Five Q blog – Enjoy!

“Strategy is doing the right thingsand tactics are doing things right.” Everything rises and falls on your web strategy, which is why it is critical to place such emphasis on it being part of the project process, no matter how large or small.

Strategy questions are the foundation for any organization’s web initiatives. Without a solid web strategy, everything else will crumble and fall. Imagine building a house. You don’t start by nailing siding to the framing; you begin by determining the purpose and needs for the house:

  • How you will use the house?
    • Do you like to entertain or do you like private spaces?
  • How many people will be living in it?
    • Will you have occasional overnight guests or will your in-laws need a suite to live out their years?
  • How much money and time can you afford to spend on building the house?
    • What are the features you need to have now, and which ones can wait until later?

Having these determined first ensures that the plan foundation will be solid. A website is much the same way.

Preparing The Foundation

To build a web presence that you will not quickly outgrow, start with the following questions:

  • Who are you talking to? Do you have a clear understanding of your existing web audience? Why do they come to your website? Why should they come? What are their unique needs compared to another audience type (e.g., a Baby Boomer vs. a Gen Xer)? How many different audience types do you expect to reach? How do they each use the Internet?
  • Where is your audience going? If you have a website, where do you get most of your traffic on the website…and do you know why? Are you providing for your visitors’ needs or only your own? Where do you want people to go on your website (i.e., what are the main calls to action)?
  • What media draws your audience? Are they looking for community and social interaction? Are you using audio and video content to engage your visitors? What formats and platforms should you make your content accessible in: desktop/laptop, mobile phones, tablets, impairment friendly?
  • How do you build the right web team? Are you planning on maintaining the website and content yourself? Do you have an in-house web team? Does your team have all the necessary skills to take care of your web-related needs? Do you need the assistance of outside partners—vendors, agencies, interns, volunteers?
  • When will you see a return on investment? What will you be measuring and analyzing? What are your Key Performance Indicators (KPIs)? How will you know when you are meeting your targets? How do you know what strategies you will need to change or revise?

Can you see how these impact your project from the start?

Ready to Strategize?

These questions should be reviewed and revisited through your web project process as well as regularly after launch. Successful organizations are the ones that stay flexible enough to change, adapt, and grow when it makes good strategic sense.

Ready to get started? Take our self-evaluation form and take the first step toward building your successful web presence.

Comment Below:

  • Have you tried to create a web strategy? What parts did you find most and least valuable?
  • What other core questions need to be answered before building a website?

Mobile Websites: Strategy Plus Tactics Equal Success

September 17, 2011

This is an article I wrote for the Five Q blog. Enjoy!

With the rise of mobile devices–laptops, tablets, and smart phones–having a clear mobile strategy is a must. If “strategy” is doing the right things, and tactics are “doing things right”, then there are multiple things to consider when creating a mobile strategy.

Data Analysis

Good decisions are made with good data. Reviewing your mobile trends in your web analytics tool will help you see trends as well as learn more about your mobile audience.

Key items to review in your analytics for mobile:

  • Mobile traffic on your website
  • Mobile devices used: iPhone, iPad, Android, Blackberry, etc.
  • Mobile browser usage
  • Top entry pages
  • Top exit pages
  • Bounce rate and more

Having a good understanding of how mobile users are accessing and viewing your web content will help you better set the direction for your goals and metrics.

Goals and Metrics

All good strategies begin by identifying your key goals for building and delivering your mobile brand. Some examples could include:

  • Expanding your reach
  • Increasing sales/donations
  • Usability for mobile users
  • New market outreach

Once your goals are established, then you can set your clear and concrete metrics for success. Some metrics for success could include:

  • 50% increase in page views for the website
  • 100% increase in time on website site
  • 25% increase in donations
  • 20% increase in contact form inquiries
  • Adding 1,000 new Twitter followers
  • Increase to 5,000 new Facebook fans

Remember that your goals and metrics should be grounded in data as well as flexible enough to adjust to keep pace with the activity your users are experiencing on their mobile devices.

Best Practices

Now that your goals and metrics have been established, you can consider some best practices in developing your comprehensive mobile strategy:

  • Mobile Visitor Goals and Mobile Surfing:
    • Visitor’s goals will be different when visiting the mobile website than when visiting the desktop website.
    • A Nielsen study from May 2010 showed that Americans spend the bulk of their time on their mobile phones checking email, visiting social networks, and reading the news.
    • Mobile users will often be interacting with mobile websites in 5-7 minute chunks of time.
    • Therefore, they will have less time and desire to read content.
  • Mobile Content:
    • The best mobile websites do not simply make the original website viewable in a mobile browser, but restructure the website to meet the needs and goals of the mobile user.
    • Content blocks need to be shorter than they are on the desktop version of a website.
    • Navigation needs to be limited to meet the immediate information needs of mobile users and should be action oriented.
  • Mobile Donations:
    • Making a donation may not be the first thing a mobile user thinks to do, but if the timing and ask are appropriate to the channel, increasing donations via mobile is an attainable goal.
    • For text message donations, you are limited to $5 or $10 per gift.
      • This may not be strategically aligned with your ministry/organization’s objectives to further develop donors who are able to give more or those who would be willing to donate more if approached properly.
      • The dollar limit may likely cause someone who would be willing to donate a larger amount to settle for donating $5 or $10 since it is the path of least resistance.
    • If using a donation form, make it as easy to use as possible, including pre-populating it with the visitor’s information when they access the link from email on their mobile device.

Responsive Design & Progressive Enhancement

A trending discussion about mobile design revolves around Responsive Design and Progressive Enhancement.

Responsive Design allows your site to be designed to perfectly fit a specific platform/environment–smart phone, tablet, or desktop–with a single design. Through specific adjustments to the website code and style sheets, the design scales and responds accordingly per the device. Here is additional information about responsible web design and its adaptations for mobile.

Progressive Enhancement, on the other hand, “is a way of designing web pages so that the more features a user agent supports, the more features the web page will have. It is the opposite of the design strategy graceful degradation that builds pages for the most modern browsers first and then converts them to work with less functional browsers.” (About.com) A how-to guide for progressive enhancement is provided by Webdesigner Depot.

Knowing that the design is also part of the user experience is something to consider when crafting your mobile strategy.

Deliverables for Your Mobile Strategy

Keeping the goals, metrics, data, and best practices in mind when developing your mobile strategy will lead to success. You will also want to include in your strategy:

  • Audience Analysis: clear definitions of your mobile users, trends for different demographics, and usage patterns
  • Mobile Sitemap: defining the core website navigation and pages for your mobile offering.
  • Mobile Wireframes: taking into careful consideration that your mobile audience will interact with your mobile website differently than on a desktop, establishing a clear information architecture for mobile will be key to ensuring no gaps exist in the user experience.
  • Mobile Design: with the information design complete, you can elevate your wireframes to life through your mobile design.

Be sure to work closely with your web team to ensure that your goals and metrics are clearly being met throughout the mobile production process. As technology continues to evolve, you want to be sure that your mobile strategic efforts grow with your brand.

Comment Below:


The Collapse Of Distinction – Book Review

August 24, 2011

Collpase Of Distinction by Scott McKainBy Eric Brown

It has taken me a while to write this review. Not from lack of reading time, I assure you, I often have 2-3 books going at once. Scott McKain’s book, The Collapse Of Distinction: Stand Out and Move Up While Your Competition Fails, is not a book you skim through. I found myself taking it a bite-at-a-time. I often paused to reflect on and look for ways to apply the action steps outlined in the book. I have many pages dog-eared and chunks of the content underlined.

Some of the questions early in the book that bear reflection are:

  • How can your customers distinguish you from your competition?
  • Do you bring a higher value to customers?
  • Besides product and price, what do you really sell?
  • Why would your customer pay for you over your competition?

If you are new to brand development or in the process of reviving your brand, answering these initial questions may be all you need in order to set yourself head and shoulders above your competitors. Yet, you would be doing yourself a disservice if you did not process the remainder of McKain’s material.

Understanding The 3 Destroyers

According to the author, there are 3 destroyers of distinction:

  1. Incremental Advances – emulation; replicating small advances your competitors make.
  2. New Competitors – new challenges; trying to be like competitors and not staying on top of the competitive landscape.
  3. Familiarity Breeds Complacency – customer boredom; being so familiar you are taken for granted.

Think about it – what have you changed in the last year about yourself or your organization to freshen the approach with your customers and constituents?

Don’t Be Different – Be Distinct!

McKain goes on to define what he calls “The Ebert Effect” named after movie critic, Roger Ebert.

When people, from their perspective, are inundated with indistinguishable choices, they perceive a product, service, approach, or experience with a specific point of differentiation to be superior.

This means creating small strategies that are recognizable as different from your competition. This is only one step to being different in the customers eyes. We are encouraged to move toward being distinct. The only way to do this, says McKain, is to create a foundation of distinction built on the following four pillars:

  • Clarity – Who are you? Be specific about what your organization is and is not.
  • Creativity – McKain says, “Creativity without clarity is devoid of distinction.” What creative strategies are you employing to enhance the quality of customer contacts?
  • Communication – Know the benefits of compelling story telling. Tweak your distinct communication for your audiences.
  • Customer Experience Focus – Create a unique customer centric experience that cements loyalty.

Each of the pillars works with the next. You cannot have one without the others if you wish to truly be distinct.

Final Thoughts

The book was more than a business book, it was a work book. It is laid out for those people who have the time to consume the book page by page. It also has executive summaries at the end of each chapter followed by action steps to put the material into practice – which I would highly recommend.

The publisher, Thomas Nelson, also added a unique feature. Published as a “Nelson Free” title allows the buyer access to three formats for the price of one! I got the hardback version and that gave me access to both an ebook and an audio version of the book. At this writing, it looks as though Thomas Nelson has continued this practice with only a small handful of their titles. A nice perk but not a must-have for many readers.

Nevertheless, if you are wanting to improve your brand distinction, The Collapse Of Distinction, is definitely worth the read. It is full of practical tips throughout and resources at the back of the book that can help you dig further into differentiating your company from the myriad of others vying for consumer attention.

Was this helpful? Please comment below

Enjoy!


Trends Come And Go While Direction Is Here To Stay

February 19, 2011

The company I work for, Five Q,  has Subject Matter Experts or SMEs (pronounced “smees”) on a variety of topics. Our staff has expertise in web and marketing related areas, including but not limited to web strategy, usability, SEO, social media, information design, mobile strategy, user experience, email marketing, and project management. Our SMEs are continually researching new trends and directions in web technology. The distinguishing factor between a trend and a direction is that trends come and go, but a direction is a solid shift and movement in web usage and technologies. For our client partners, here are some of the prominent directions we see for 2011 are:

  • Mobile-optimized Websites: Web users are “going mobile” at an alarming rate. If you do not have your web content optimized for this platform, you will be behind the curve.
  • Social Customer Relationship Management (CRM): Are you prepared for inbound marketing? Traditionally, we think of marketing as outward focused, but good customer service creates influence that leads to word-of-mouth marketing to generate sales and donations. Are you making an impact?
  • Online Brand Management: How are you managing your online brand? Does your audience perceive you as relevant or as a “has-been”? What do people think of when they think of your brand? Taking control of your online reputation is something you can and should do.

How do these new directions fit with your web strategy? Is your plan flexible enough to accommodate change? Five Q can help. Contact us today for more information.


Tight Budgets Breed The Best Innovations

June 23, 2010

By Dan Coughlin

Innovative thinking means searching for and implementing a better way.

That’s it. Nothing more. Do not overcomplicate this topic. It’s not about pontificating on highly theoretical concepts and wasting a lot of money. Innovation is improvement in motion.

A business innovation is the process of creating additional value for your customers that they will pay for at a greater profit for your business. Your innovations have to do both: increase value to customers and increase the profits that your organizations make. Creating value that erodes profit is not a business innovation. It’s actually a self-induced death blow to your business.

The Process of Innovation

Step One: Focus, don’t spend.

For many years I worked with executives in one of the world’s largest companies. Each quarter we would study the business results of the industry in a wide variety of categories. Every quarter one of my client’s competitors, which was much smaller and had far fewer resources than my client, would win in several key performance categories.

I didn’t understand what was happening. The people at my client organization worked incredibly hard on a large number of projects to create and deliver more value to the customers. They invested enormous resources into these innovative projects. And yet this small competitor kept outperforming them quarter after quarter.

Then one day my client hired one of the key executives from this competitor. On her second week on the job I asked her, “How in the world did your former company keep outperforming your new company?” What she said I will never forget.

She said, “We had very, very limited resources. We couldn’t try a lot of things. We had to succeed with the few projects we could afford to do. We were forced to concentrate on delivering great value on one thing at a time. Here we have tons of resources. And that’s the problem. It allows us not to have to focus in order to survive. So we end up doing too many projects and overwhelming our front-line employees and customers.”

Within a few years my client’s organization was achieving incredible results that were lasting far longer than ever before. What was the difference? In spite of having massive resources to work with my client narrowed their focus to a few key areas. No longer did they allow themselves to go off on three dozen wild tangents. They poured all of their effort and concentration into improving just those few areas. Today they are achieving truly remarkable results quarter after quarter.

Note: recessions are good for innovation. It forces every company to operate within a tight budget and be extremely focused. This tight area of concentration generates far more useful innovations than the conceptual free-for-all that companies often use during good economic times.

In the past six months I have served as a business speaker to the National Automobile Dealers Association, National Association of Home Builders, and a national conference of a major residential real estate company. These were three of the hardest hit industries in the past three years. Yet I didn’t hear talk about gloom and doom at any of the meetings. I saw and heard a lot of ideas about how people were working to create greater practical value for their customers in a few concentrated areas. It was clear that everyone understood that innovative thinking was a requirement to survive through this recession and thrive on the other side of it.

What is the one area that you are going to focus on improving for your customers?

Step Two: Ask.

Of course, one way to find out the best area to focus on for customers is to ask the customers. I suggest a simple question such as, “If there was one thing about your experience with this product (or service) that you would like improved, what would it be?”

Now be patient. Customers don’t have the answer on the tip of their tongues. Allow them to think. If they can’t think of anything, you can follow up with probing questions on specific aspects of the product or service. Another approach is to ask, “What was of value to you with this product, what was not of value to you, and what would have been of greater value to you?”

Before you start to come up with an innovative product or service, identify the statement you are trying to fulfill. Write a one- to three-sentence description of the desired outcome. Say you want to create a new countertop in public bathrooms for the sinks and faucets. Your statement might say, “In the end, we want a countertop that stays dry so people can place a book or small bag on the countertop and the item won’t get all wet.”

Innovations don’t have to be about computers or cell phones or medicine. Innovation is about searching for and implementing a better way. That “better way” can happen in any industry.

Step Three: See.

Remember: insight comes from sight. If you want to understand the customer experience in order to improve it, then go see for yourself what it is that customers go through. Don’t just ask them for ideas on how to improve the experience. Go look for yourself.

A few weeks ago I bought a quarter-sheet cake for a Valentine’s Party at my church. I went to the bakery, and asked the baker if I could see the cake before I paid for it. She opened the box, and it said, “Happy Valentine’s Day, St. Lucas Women in Red”. I looked at the cake, I looked at the baker, and then I said, “Why does it say, ‘St. Lucas Women in Red’?”

She pulled out a sheet of paper, and said, “It says right here, ‘St. Lucas Women in Red’.” I looked at it, and I said, “I meant I wanted the frosting in red, not the words.” She said, “No problem.” She scooped off the red letters and replaced it with vanilla frosting.

At the party that night I told that story. Someone else said, “I had that same experience at that bakery.” If the owner of the bakery had been a customer of the bakery, then he or she may have gained the insight necessary to create a better experience for customers.

Step Four: Stop and start over.

Sometimes you have to start over from scratch. Don’t feel compelled to merely tweak what you’ve always done.

Several years ago McDonald’s sold Salad Shakers. The idea was to put the salad dressing in a cup with the salad ingredients. Then you shook it up and, voila, you had a salad. Only problem was there were a lot of problems. You had to ask for a plate to pour the salad onto after you shook it up, and the salad dressing oftentimes ended up on the customer’s clothing.

So McDonald’s stopped and started over. They gained insights from customers. They went and observed the Salad Shaker in action at restaurants. And then they came out with a completely new salad, their Premium Salad. This new salad has been wildly popular for several years and helped to significantly increase sales of Happy Meals.

Don’t be married to your current way of doing things. Once you’ve identified the statement you are trying to fulfill and have gained insights into what customers really want be willing to take out a blank sheet of paper and start with new ideas on what will deliver the value that you want to deliver.

Step Five: Improve.

A prototype is a model that represents what your idea will look like when it’s put into action. You can create simple prototypes for both products and services. Use cheap, basic materials to assemble your prototype. Use paper, napkins, paper towels, paper clips, cardboard, and Styrofoam. Don’t use expensive materials to make fancy looking models. That’s a waste of money.

When you are explaining your concept you can refer to the prototype and that may very well help the other person understand better what it is you’re trying to get across. My all-time favorite book on innovation is The Art of Innovation by Tom Kelley, who is the general manager of IDEO. My favorite quote from that book is, “If a picture is worth a thousand words, then a prototype is worth a thousand pictures.”

Start with five or six prototypes under the area of focus that you selected earlier. Study the prototypes, capture the best ideas, and then continue to make prototypes as quickly as you can as better ideas evolve.

Notice so far you have not spent very much money. You’ve invested time in talking with customers, observing customers, and developing prototypes. The process of innovation is not expensive. The primary investment is a mental investment, not a financial one.

Keep improving the prototypes until you land on the one that you are ready to actually create and deliver into the marketplace. This is where the costs primarily occur. You will have to spend some money in producing the product, training people on the new service they will be delivering, and on marketing the new product or service. However, notice that if you hold off on the spending until this stage you are able to provide something into the marketplace that has a far better chance of success at a lower overall investment from your business.

Step Six: Sell.

At some point you have to attempt to sell your innovation. You can’t innovate in a vacuum forever. You’ve got to put your idea out in the market and see how people respond to it. Innovation does not end with the first sale. Innovation is an on-going process. Find out what customers like and don’t like in your new product or service. And then keep working to make it better and better.

Step Seven: Find out if the proper connection has occurred

One important question to ask after your product or service has been in the market for awhile is, “Do customers feel they received the value that we intended to deliver to them?”

There is value to you regardless of the answer to that question. If customers feel they are receiving the value you wanted to deliver, then you can tell how much this value is worth to them. If customers believe they are receiving some other value that was unintended, then what is it? Perhaps that unintended value can lead to great profits for your business. If customers feel they are receiving no value from this new product or service, then you can work to determine if you need to scratch the idea or merely modify it.

My point is that I don’t want you to just stop after you’ve sent the new product or service into the marketplace. Allow customers to teach you what you don’t know about this new innovation. It doesn’t matter what value you think you put into the marketplace. What does matter is what value your customers think you put into the marketplace.

Keep searching for and implementing a better way. It is the key to surviving in tough times and thriving in good times.

About Dan Coughlin

Dan Coughlin teaches practical ideas that improve business performance. His purpose is to work with executives and managers so they achieve great performances. He is a business keynote speaker, management consultant, executive coach, and author of three books on management performance, including Accelerate, Corporate Catalysts, and The Management 500. Dan’s new book Find a Way to Win: Management Insights from Terry Michler, America’s All-Time Winningest Soccer Coach, will be published in May 2010.


Why You Do Not Want A Job

December 8, 2009

By E. Brown (Repost)

Did you know that many people use the words, jobcareer, and vocation synonymously? Are you one of them? These words are actually very distinct with distinct definitions.

The Dictionary says of these:

Job – A paid position, responsibility, or piece of work.

Career – Time spent in an occupation for a significant period of one’s life.

Vocation – A strong feeling of suitability for a particular career or a person’s main occupation.

When thinking about your work, how do you see yourself positioned? Many newbies to the workforce see themselves in particular jobs for the money. Yet studies have shown that after 5 to 10 years, money is not the prime motivator many thought it was. Many lack passion in what they do, but it pays the bills so they stick it out in an environment they dread returning to each Monday morning. Today, employees are asking themselves if they are truly making a difference with their lives in regard to work. After all, in the western world, work is such a big part of one’s life, you cannot help but wonder if there is any lasting impact. “Is this all there is?” many are asking.

So, how about you? Are you in a job, a career, or a vocation?

Dan Miller offers the following definitions as you think about your life and its purpose as related to work. Read on.

Job - A job is the most specific and immediate of the three terms. It has to do with one’s daily activities that produce income. The average job is 3.2 years in length, meaning the average person will have 14 to 16 different jobs in his/her working lifetime. Jobs will come and go….

Career - Career comes originally from the Latin word for “cart” and later from the Middle French word for “racetrack.” In other words, you can go real fast for a long time but never get anywhere. That is why in today’s work environment, even physicians, attorneys, CPAs, and engineers may choose to get off the expected track and choose another career. You can have different careers at different points in your life.

Vocation - Vocation is the most profound of the three, incorporating calling, purpose, mission, and destiny. This is the big picture many people never identify for themselves. It’s what you’re doing in life that makes a difference and builds meaning for you, which you can review in your later years to see the impact you’ve made on the world. Stephen Covey says that we all want “to live, to love, to learn, and to leave a legacy.” Our vocation will leave a legacy. The word vocation comes from the Latin vocare, which means “to call.” It suggests that you are listening for something that is calling out to you. Everyone has a vocation or calling. (48 Days To The Work You Love, pages 38-40)

Anyone can do a job. The question is, have you been listening for your vocation? Are you fulfilling a purpose beyond the weekly grind? Are you proud and excited about the legacy you are leaving?

These are not easy questions to answer. They will take some introspection but in the end you will find the time you took was worthwhile. You will approach work with exuberance.

You will have fun.

You will find yourself content.

Contentment is not a word used much anymore. Yet, isn’t that something we all want at the end of the day - contentment?

Go. Pursue your vocation and at the end of your life you will find contentment!

Now tell me about you — are you in a job or vocation?

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Saying No Drives Great Careers

November 11, 2009

By Dan Coughlin

Great organizations are defined by what they say no to. The same is true for great individual careers.

A great career is one where the individual made the type of contribution he or she believed was the optimal use of his or her talents, passions, and values and generated the types of desired outcomes that he or she wanted. In other words, the person generated both the desired input and output.

Manifesting such a career requires saying yes to a few key opportunities and saying no to a huge number of good, and possibly great, opportunities.

Dedicate Yourself to a Proposition

What’s up with Abraham Lincoln? There have been literally hundreds and hundreds of books written about him. These include the most introductory of children’s books to the most sophisticated of adult books. Why did he have such a memorable career? I think it all comes down to one thing. He dedicated his professional life, his career, to two propositions: “united we stand, and divided we fall” and “all men are created equal.” These two propositions guided his career choices and his decisions within his various jobs. In the end, I think that’s what made his career so successful: he remained committed to two very clear, important propositions.

What is the proposition that you are dedicating your professional life to? This will help you a great deal in deciphering what to do and what not to do in your career.

More than twelve years ago I dedicated my professional life to this proposition: mastering business basics drives better sustainable results. Not quite as catchy or life-changing as Lincoln’s propositions, but it’s been clear enough to help me make decisions on what to do and what not to do.

I then determined that the best contribution I can make toward improving performance in organizations across all industries is to uncover these business basics, these processes for improving results in a sustainable way, and then explain them in a user-friendly manner. In other words, I see myself as a teacher. Not a teacher who has all the answers because there are no set answers in business, but rather a teacher who causes people to focus on understanding and executing the basics of business at a very high level. In choosing to be a teacher, I simultaneously chose not to be a manager or an executive.

Before reading on, take out a sheet of paper. Decide on the proposition that you are willing to dedicate yourself to. Write it down. You may end up rewriting it many times over the months to come. With a clear proposition in hand, you can then decide where to place your time and where not to place your time. Your proposition will help you to choose which roles you will want to fill and which roles you will not want to fill.

Choose Your Opportunity Costs Carefully

My third-grade son, Ben, came home with his folder of papers. One of them said, “Explain the idea of opportunity costs using the example of Pizza Hut.” Ben smiled and said, “That’s easy. I like sausage pizza and I like pepperoni pizza. If I choose the pepperoni pizza my opportunity cost is the sausage pizza.” What a great explanation. He learned something valuable that day from Mrs. Edwards. When you choose something that means you are also choosing not to have something else.

As you go about building a great career always take the time to clarify your opportunity costs, the things you are choosing not to have. If you choose to work as an employee, then you are choosing not to be an entrepreneur. If you choose to be an entrepreneur, you are choosing not to work for someone else. Both choices can be good, but you can’t have both simultaneously.

Fifteen years ago I was considering starting my own business. I was a full-time, tenured teacher at a very well known high school in St. Louis. I wrote down my opportunity costs if I left, which included the following: really wonderful students would no longer just show up for me to teach, I would not have colleagues to bond with between classes or at lunchtime, I would not have a guaranteed paycheck every month or a guaranteed job for life, I would not have three months off in the summer time, and I would not have my curriculum to teach handed to me. To me that was a lot of opportunity costs to give up. Only once I became comfortable with what I was giving up was I able to go out on my own. However, once I left I didn’t go back and try to teach at the high school while trying to run my own business.

I know people who did just the opposite. They were entrepreneurs and chose to teach or to work for someone else. They had considered their own opportunity costs of not running their own businesses and they chose to work inside an organization. My point here is you have to choose what you think is the best route for your career. I’m just encouraging you to step back and clarify what you will do and why you will do it and what you won’t do and why you won’t do it.

You have to choose your opportunity costs as much as, and maybe more than, your opportunities. As you consider your next career move, take out a sheet of paper and write down all the things you are not going to get as a result of going in the direction you are considering to take. Make sure you are comfortable with what you are giving up BEFORE you get comfortable with what you are going after.

The Choices of Charlie Rose

Charlie Rose is my favorite interviewer. I knew who he was, but I didn’t really study him until I recently read an article about him in Fortune magazine. Here it is if you want to read it: http://money.cnn.com/2009/09/25/magazines/fortune/charlie_rose.fortune/index.htm?postversion=2009092811

The proposition that Charlie Rose has dedicated his career to is, “wanting viewers to feel like they were eavesdropping on a conversation each night – fully engaged if not actually participating.” He honed his craft over a number of years until he got the opportunity to do The Charlie Rose Show on PBS Television in 1991.

He had walked away from a well-paying program called Personalities in 1990 because he wanted to do a more serious talk show. He also said no to a full-time anchor slot on Sixty Minutes II in 1996 that would have earned him a great deal more than he makes on his own show on PBS. He turned it down because he felt doing his own show was, as he said, “the chance to find your own reality – for yourself, not for others, what no man can ever know. In the end I have not finished the journey.”

In saying no to a variety of opportunities, Charlie Rose defined who he was and who he wanted to become. He wants to do serious interviews with people on important topics without any pretense whatsoever. And he does it very well. I encourage you to invest a few hours at www.charlierose.com and soak in the lessons that are extracted during a variety of his interviews.

Actively Accept Limitations and Consequences

At some point, and I happen to think this is as good a time as any other, you have to get comfortable with the ideas of limitations and consequences. You can spend your whole life trying to be everything in the world and keep chasing one career dream after another. Or you can say, “I’ve chosen this path for my career. Here is the general path where I believe I can make my greatest contribution.” And then be ok operating within the limitations and consequences of the career you have chosen. Actually, there’s real power in deciding on the limitations you are going to accept. It means you are willing to get seriously focused at work that you have chosen to pursue.

In studying hundreds of really successful people, I’ve noticed that the best of the best stick with their chosen path. What’s Steven Spielberg doing these days? He is still making movies. What’s Oprah doing now that she’s made billions? Still interviewing people to find out what they have to offer her audiences. What’s Steve Jobs up to? He’s working on guiding Apple to make electronic technology incredibly useful for consumers. What is Charlie Rose at the age of 67 doing tonight? He’s interviewing one of the world’s movers and shakers. Now that Bruce Springsteen has turned 60, what’s he doing? Putting on great concerts. What’s my mom doing today at the age of 80? She’s still being a great stay-at-home mom as she has been for the past 54 years and caring for other people.

Be OK with who you are and who you are not. Stop wasting time always wanting to be someone else and always wanting a different career path. To manifest a great career you have to stick to the path of your own choosing, and not feel bad about all the paths you have chosen not to pursue. In reality, the more you consciously say no to alternative paths, the more sincerely you say yes to your life’s work.

About Dan Coughlin
Dan is a student and teacher of practical processes that improve business performance. His purpose is to work with executives and managers so they achieve great performances. He is a business keynote speaker, management consultant, executive coach, and author of three books on management performance, including his newest, The Management 500: A High-Octane Formula for Business Success (AMACOM 2009). Read Chapter One from this new book free of charge. Dan’s clients include Coca-Cola, Abbott, Toyota, Prudential, Shell, Boeing, Marriott, McDonald’s, and the St. Louis Cardinals.


Kindle’s For Kids

August 17, 2009

amazon_kindleBy E. Brown

How many of you have kids in school? How many of you have kids carrying HUGE backpacks to school? How many of you are paying doctor bills for your child’s back problems because of lugging around heavy books? Even the packs with wheels are a pain – literally. Ever seen a child try to roll one over a curb on his way to school? Not a pretty sight.

Here’s an idea for Amazon — why not work with the National Education AssociationState Departments of Education, or the U.S. Department of Education and give K-12 school kids Kindles with all these “heavy books” loaded into them? The schools own the Kindle’s and when the child graduates, he or she will certainly want to have one of their own. Did someone say, next generation adopters/consumers?

I’ll bet, once parents see the Kindle up close and in action, they will want to buy one for themselves. Talk about market share and saturation. I hear the distant sounds of Ka-ching!

Let me see, off the top of my head here are some ways this could be of benefit:

  1. Less paper consumed
  2. Less trees cut
  3. Easier to update published content
  4. Less trash from out-dated school books
  5. Lighter pack backs
  6. Less stress on children’s backs and bodies
  7. Lower family medical bills
  8. RSS feeds to teacher assignments
  9. Bookmarks to teacher blogs
  10. Exposure to Kindle eReaders
  11. Create raving fans

I am sure the list could go on. Also, if you’re an Amazon employee, this is another opportunity for you to help out your local community. School administrators will thank you and parents will love you.

If you think this is a worthwhile idea, let Jeff Bezos know. Send him a quick email and let’s see what happens.

Feel free to comment here as well and let me know your thoughts or if there is anything missing on the list of benefits. If you do not see an upside to this idea, let me know that too.


The Economics Of Social Media

August 17, 2009

This provocative clip gives you some data to chew on if you are wondering about the ROE and ROI of Social Media. Thanks Socialnomics – Social Media Blog.


Strengthen Your Mantle for Greatness

February 13, 2009

By Dan Coughlin

Assume success.

Assume that all of your hard work over all these years has suddenly paid off in the form of you achieving what you’ve always wanted. You now have the income, title, responsibilities, authority, scope of influence, skills, reputation, clients, and flow of opportunities that you’ve always dreamed of having.

Now the real work begins.

It is far harder to handle success successfully than it is to persevere through tough times. Are you really ready to demonstrate long-term greatness if great success suddenly comes your way?

A Brief History of Being Good with Bad Times and Bad with Good Times

Over the past one hundred years, Americans have demonstrated they are very good at dealing with bad times and very bad at dealing with good times.

During the U.S. involvement in World War I (1915-1918) Americans pulled together and demonstrated extraordinary levels of sacrifice, commitment, and teamwork to pull through the country’s worst catastrophe since the Civil War. This was followed by the Roaring 20s when many Americans thought they had discovered the secret to wealth in the stock market and danced their hearts away.

That was followed by the Great Depression and World War II, a time once again marked by long-term sacrifice, focus, commitment, and teamwork. In the relatively affluent 50s, American companies flourished and Americans bought toasters, washing machines, televisions, cars, and refrigerators like they were going out of style, which they often did. This was followed by the tumultuous late 60s and the economic recession throughout much of the 70s.

The materialism and economic growth of the 80s were followed by the recession of the early 90s. The wild prosperity fueled by the dot com craze of the late 90s was followed by the dot com bubble burst in March 2000 and the ensuing recession that marked those years. U.S. citizens bonded together after the terrorist attack of September 11th 2001 in ways many people had never seen before. The rise in home prices and the stock market in 2003-2006 were followed by the prolonged recession from December 2007 through today. Once again Americans are becoming good at sacrifice, commitment, and teamwork.

But why are we so bad at handling good times in ways that could allow us to continually improve our results? Why are we so often are own worst enemy when we are in the best position to generate long-term sustainable success? And what lessons can be learned from history that an individual can apply in his or her own career to sustain greatness when success finally arrives?

Lesson #1: Remember there ain’t no free lunch, no silver bullets, and no secret fountains of money.

During good times, Americans have consistently thought they had it all figured out. Somehow we forget that we’ve had short-term success in the past that didn’t work out very well.

In the mid-1920s, mid-1980s, late 1990s, and mid-2000s, many Americans thought buying stocks would automatically move them up the economic ladder. The greatest piece of business advice I’ve ever learned is “there ain’t no free lunch.” In the late 1890s people thought finding gold was the key and in the late 1990s people thought buying dot-com “gold” was the answer. Don’t ever assume that a stock purchase, a good relationship with your boss, a degree from the “right” university, or employment at a “great” company will ensure your long-term greatness. It won’t. The stock market collapses in 1929, 1987, 2000, and 2008 have shown what goes up doesn’t necessarily always continue to go up.

Based on the amazing sales of American manufactured products and the extraordinary rise in the standard of living for Americans in the 1950s, many people thought that U.S. managers had discovered a silver bullet and would continue to generate incredible economic growth forever. Unfortunately, that’s not what happened. Many key U.S. executives in the 1960s focused more on profits than on constantly improving the quality and safety of what their companies were producing and they made their companies and industries vulnerable to attacks from a host of other companies.

They quickly learned through the painful 70s that customers don’t care about their profits. They also learned that customers do care about quality, safety, and value. Many executives in the financial industry from 2003-2007 thought they had figured out a way to turn bad loans into great products until one day they found out that wasn’t a secret fountain of money either.

When your great day of success shows up, don’t waste any energy thinking you have it all figured out. Keep striving to get better. Success just means you have a better foundation to work off of for the future. It doesn’t mean you have a guaranteed incredible future.

Lesson #2: Great performance creates great value, and poor performance ruins it.

Jason Jennings has written a tremendous new book called, Hit The Ground Running: A Manual for New Leaders (Portfolio 2009). I’ve decided to rename the subtitle: A Manual for Leaders Who Aspire for Greatness because I believe any executive or manager in any for-profit or not-for-profit organization would benefit tremendously from this remarkably powerful book.

Jason Jennings is the rare person who has the energy to climb the massive mountain of research necessary to really understand an issue and the patience to climb down the mountain and explain what he has learned in practical ways that people can actually use. He and his research team took the 1,000 largest publicly-owned U.S. companies and searched for the best performers from 2001-2007. He wanted the whole focus to be on performance that occurred in the 21st century. Through a series of extraordinarily stringent filters, he narrowed his list to the nine best-performing American companies in this century. He then personally interviewed the ten CEOs (one company has co-CEOs) of these companies. What he found re-energized me. These ten CEOs did, and did not do, some very unusual things.

They were clearly anti-fancy. When they inherited large personal offices, they got rid of the fancy furniture, brought in conference tables and whiteboards, and created working functional spaces for themselves and their team members. One took out his private bathroom and asked why in the world he would need his own bathroom.

They were anti-buzzwords. None of them talked about six-month strategic development processes, stated lofty and complicated visions, spent insane amounts of money for big-name consulting firms to tell them what to do, or hung posters with catchy themes at every one of their business locations.

They talked with employees, board members, managers, and past CEOs. These high-performing CEOs are very down-to-earth individuals. Consistently, they said they didn’t have all the answers and wanted to get to know and learn from as many people connected with their organizations as they could. They were not acting like the proverbial superhero action figures ready to save people from peril. They were genuine individuals who simply wanted to learn anything they could to help their companies succeed in the short and long term.

They clarified a destination and practical steps to achieve that destination in a reasonable time frame. They simply refused to get caught up in making wild predictions to drive their stock price higher. They were maniacal about establishing practical plans and continually monitoring progress to make sure those plans were on track. They remained flexible in making adjustments to hit their desired destination. They kept their businesses as simple as they possibly could in order to optimize efficiency and productivity.

The single biggest takeaway for me from the very best CEOs and their companies is that they maintained a singular focus on improving the performance they felt would benefit their customers the most in terms of creating real value for them.

If you want to be able to strengthen your mantle for greatness, the absolute key is to always improve your performance, which is the actual creation of value that other people will want to use and will benefit from in a meaningful way. If you develop the ability to always do exactly that in good economic and bad economic times, you will be able to handle success and maintain the capacity for greatness over the long term.

Lesson #3: Avoid the “So what are you up to lately?” dilemma.

I think this is the most subtle and pervasive problem in the history of U.S. economics. No matter how successful a company or an individual becomes, the first question asked of him or her by friends and family is, “So what are you up to lately?” In other words, “What have you achieved lately, what is your salary, what new homes are you buying, what vacation homes are you building, and where is the next fancy resort you’re going to visit?” The problem isn’t with the question or the questioners. The problem is the distraction that individuals allow it to create.

This obsession with more, more, more, bigger, bigger, bigger, and faster, faster, faster throws out of whack the steady, plain, simple, consistent, and boring process of creating greater value that customers will want to purchase at reasonable fees that will generate long-term growth. This is not a modern phenomenon. At least since the 1920s, and then repeated at least every couple of decades, Americans have become maniacal about taking some short-term success and wanting to convert it immediately into much greater success. Whatever happened to the tortoise beating the hare?

I encourage you to improve, create greater value, achieve some success, and then repeat that formula consistently over the entire period of your working life. It is what made you successful once and it is what will consistently make you successful in the future. Just don’t force the future into today’s envelope. Be patient and let your improvements generate greater success when the time is right.

Lesson #4: Values matter and so do lack of values.

Nothing has ever destroyed future greatness faster than a breakdown in personal values. Values are beliefs that determine behaviors. You get to choose six. What six values do you want guiding your behaviors? Ok, if you really want, you can choose eight, but that’s it. Here are mine: integrity, curiosity, friendliness, open-mindedness, innovation, and empathy. OK, two more: tenacity and accountability. That’s it.

Choose your values carefully. If you want to build a personal mantle that can handle success and sustain itself for a lifetime of greatness, then you have to live by the values you’ve chosen carefully. I’ve never met the person who chose cheating, lying, and stealing to be the values that would guide his or her life. For some people, those things snuck in when they weren’t watching their values. Watch your values carefully and let greatness sneak in when you’re not looking.

If you lie about little things, you’ll lie about big things. If you’ll take more money than your company can realistically afford to pay you just because you can get away with it, you’ve shown where your priorities are for the long term. Don’t reward yourself today based on dreams for tomorrow. If you’re honest in little things, you will be in big things as well. Values have a way of repeating themselves.

Be ready for success. It can happen at any moment.

About Dan Coughlin

He is a business keynote speaker, management consultant, and author of ACCELERATE: 20 Practical Lessons to Boost Business Momentum. He speaks on leadership, branding, sales, and innovation. His next book, The Management 500: A High-Octane Formula for Business Success, which is about practical management lessons from the history of professional auto racing, will be published in May 2009.


Passion Comes From Purpose, Not the Other Way Around

February 1, 2009

By Dan Coughlin

Raison d’etre.

I just love that phrase. It means, “reason for existence.” If you want to maintain the enthusiasm and make the effective decisions necessary to accelerate through this economic crisis, it is critical to take the time necessary to clarify the purpose of your career, the purpose of your work group, and the purpose of your organization. Being excited all day won’t help you find a purpose in your work. Knowing the reason why you, your group, and your organization do what you do will generate a steady flow of passion even in the worst of times as long as you really believe in the purpose of that work. If not, then find the work that has the purpose you want.

My next book, The Management 500, is about management lessons from the history of auto racing. As I peeled back the layers of the auto racing onion, I found a heart. A great big pulsating heart. Actually I found a lot of hearts. The secret to the success of NASCAR, IndyCar, and Formula 1 racing is passion. Drivers, engineers, mechanics, crew chiefs, crew members, and fans alike derive incredible passion from a simple purpose: a desire to win the race.

One of my favorite pieces in my research was finding an original copy of Enzo Ferrari’s  1964 autobiography. One sentence stands out above all the others. He wrote,

“Fate is to a good extent in our own hands if we only know clearly what we want
and are steadfast in our purpose.”

Sports
Carl Edwards was named the NASCAR.com 2008 Driver of the Year. How did he do it? He finished in 2nd place in both the season-long NASCAR Sprint Cup Series AND the season-long NASCAR Nationwide Series. This means that from February through November of 2008, Carl Edwards competed successfully over the course of 36 races in two different leagues. It would be like a professional basketball team coming in second in the NBA and second in the top Spanish League in the same season. And where does his passion come from? He has an extraordinary desire to win races.

Not-For-Profits
Dan Harbaugh is president of Ronald McDonald House Charities in St. Louis. Dan Harbaugh is one of the most consistently passionate people I’ve ever met. I’ve known Dan for ten years and have seen him present to hundreds of people, have discussions in small groups, and attend seminars as a student in the very best of economic times and the very worst. In every situation he brings an extraordinary degree of passion. Where does this passion come from and how can he possibly sustain it so consistently? The answer lies in his purpose. He absolutely believes in the purpose of RMHC, which is primarily to provide a home away from home for the families of very sick children. With that purpose in mind, he continues to march forward with enthusiasm.

Small Businesses
Elaine Floyd is a small business owner with two busy teenagers and a very busy husband. Elaine Floyd is one of the most passionate people I’ve met in the past fifteen years. She is the president of EFG, Inc., which helps clients craft their messages into really powerful professionally published books. And where does Elaine draw her passion from? She finds enormous excitement and satisfaction in helping other people get their message out by intersecting cutting-edge computer technology with the creative flair of high-end book publishing.

Schools
Matt Miller is a grade school principal. Matt Miller brings more passion to his work than almost anyone I know. I’ve seen him get four hundred kids to scream and yell about reading books and comprehending what they know. I’ve seen him get students to cheer for each other for being kind to one another. I’ve seen him wander into classrooms, accept trays in the cafeteria, and pat kids on the back. I’ve seen him snap two fingers and get hundreds of loud kids to become instantly quiet. And where does his daily enthusiasm come from? He wants kids to succeed in life, and he understands that it’s the little things that make for long-term, life-long success.

Big Businesses
Roy Spence is Chairman and CEO of GSD&M Idea City, which over the past twenty years has been the advertising agency for BMW, AT&T, Wal-Mart, AARP, Southwest Airlines, the PGA Tour, American Red Cross, and a host of other major organizations. Roy Spence is the most passionate person I’ve ever met, and his purpose is to help organizations make a difference in the world. And he’s very, very good at it. Over the course of three years, I worked as a consultant with a few dozen people at GSD&M Idea City in a wide variety of functions and up and down the org chart. Every time I walked into their building I felt as though I was stepping into the Disney Company back in the 1930s when Walt Disney was actively involved. The creative energy pulsated throughout the building.

In the more than forty meetings I attended there a single common theme came up every time. In every meeting, the common question was, “How will this idea support the purpose of this client’s business?” Everything at GSD&M Idea City revolved around this question. If the idea did not support the client organization’s purpose for existence, then it was rejected. It was this passionate commitment to finding and supporting the client’s purpose that helped lead to extraordinary breakthrough results for many of these organizations.

Roy Spence, and GSD&M Idea City’s chief purposeologist, Haley Rushing, have written an extraordinary new book called, It’s Not What You Sell, It’s What You Stand For. I encourage you to read this book. It is packed with practical advice and real-world examples on how to intersect the idealism of purpose with the pragmatism necessary to generate extraordinary business results.

I believe that as you read it you will find yourself, as I did, thinking more and more about why you do what you do, why your groups do what they do, and why your organization exists. You will also find the key questions to answer on how to convert a business purpose into a driver of better sustainable results. This book is really a masterpiece on making the purpose of an organization the driver of effective decision-making. Through its ideas, suggested tactics, and real-life examples at Southwest Airlines, BMW, the PGA Tour, and many others you will clearly see how a well-defined purpose can impact your operations, research and development, hiring, and marketing, and produce extraordinary sustainable results.

Downtime is a Terrific Time to Prepare for Greatness

If your business has slowed down, don’t waste a minute worrying. Instead use this time to clarify your answers to these three critically important questions:

i.    Why do I do what I do for a living?
ii.    Why does my work group exist?
iii.    What purpose is our organization trying to fulfill?

The first step to building an extraordinary career, team, and organization is to know the reason behind the activities. This clarification will help you and others decide what to do and more importantly what not to do. With a clear purpose, you can sustain a focused effort over the long term and generate extraordinary results.


Sacrifice Is A Sustainable Strategy

January 7, 2009

By Dan Coughlin

My parents majored in sacrifice and minored in thrift. Every day for the first thirty years of my life I heard the word “sacrifice” as in, “We sacrificed a lot so you could be better off.” And they weren’t kidding. My mom wore the same winter coat for at least ten years. Going out to eat was a rare treat saved only for birthdays. A fancy dinner included my dad going up to McDonald’s and getting a dozen cheeseburgers and then going to the grocery store and buying a half gallon of vanilla ice cream. Then my parents, my five siblings and me sat around our kitchen table and ate it. At least 85% of all the clothes I wore in the first twenty-two years of my life were bought at garage sales.

Two Problems with Sacrifice
There were two problems with this approach.
Problem #1: Sacrifice was used like a jackhammer.

I heard the word sacrifice so many times that when I finally went on my own I was determined to go out to eat. I was determined to buy books and not go to the library. I was determined to enjoy today and not scrimp by every minute of my life. And there were these wonderful new inventions called credit cards.

Problem #2: My parents were right.

Despite all my frustrations with hearing that word over and over and over again, my parents were right and they are still right. The upside of sacrificing far outweighs the downside. A very high percentage of businesses and individuals in the U.S. have acted a lot like me for the past twenty five years. We all need to learn from my parents and make sacrifice a sustainable business strategy.

Stop Thinking About the Next Quarter, Start Thinking About the Next Decade
Beginning in the 1980s when the stock market began to grow exponentially, individuals and businesses began to obsess over quarterly returns. This obsession with short-term results caused executives and managers to think about what could be done today to make a good showing in ninety days. Think about how absurd this is. Over the course of ninety days, you might have seventy days of actual work. Imagine your results for last quarter weren’t very good so now you feel the pressure to produce great results this quarter. What will you do? You could slash your prices or come up with a hot promotion to get sales moving. You could dramatically cut costs to make the numbers look good. You could fire people or sell off assets. You could cheat and make up numbers to make the quarter look good. Or you could do something dramatically different: focus on improving the value your customers receive and remain patient over the long term.

Pixar Animation Studios didn’t overtake Disney Animation Studios overnight. They did it by remaining remarkably patient and steadily improving the quality of their films. Google didn’t become the best search engine in the world overnight. They steadily and patiently improved the quality of what they had to offer. Apple didn’t become the Most Admired Company in the World as named by Fortune magazine overnight. They steadily created more value for customers.

Stop focusing on making this quarter look good and start focusing on making the next decade truly remarkable. Ironically, as you focus on generating ten years of greatness you will steadily make the performance of each quarter better and better.

Use Credit Very, Very Carefully
Cash is annoying. First you have to have it, and second you have to have it with you. Credit cards are so much easier. You can just whip those puppies out and pay for everything from fast food to fur coats. The same is true in a business. Having a credit line makes everything so much easier. If you have a good product idea or marketing campaign, you can just plow ahead. You don’t have to think through whether or not you can really afford it. You can implement immediately because you know your good idea is going to generate a great return on investment. Except sometimes it doesn’t. Actually sometimes it generates a zero percent return on investment. That’s right. Some new products and some marketing campaigns deliver no revenue. None. Zippo. However, you do still have that little problem of the bill to pay.

My mom would search for extra pennies in the house at the end of each month to pay the bills, but she would never buy anything on credit, mainly because she was scared she wouldn’t be able to pay it off. However, being scared of credit turned out to be a very smart thing because it forced her to think through her purchases. It turns out that credit cards are a good thing, just like car loans and house mortgages and business credit lines are good things, as long as you pay them off on time.

The big problem with credit occurs when a person stops thinking through his or her purchases. Suddenly frivolous purchases seem mandatory. And paying them off today is annoying since tomorrow will always be a better day. Think long and hard before you make a purchase today that can be paid for tomorrow. Identify your margin of safety. Can you really afford it? Is there a reason why you’re not paying cash today?

Is that a Meeting or a Roman Festival?
I love a good business meeting. As a speaker, facilitator, or observer, I really get a kick out of a productive meeting where ideas are being generated, discussed, and selected for implementation. Having said that, I’m really confused by many meetings that I attend. If the attendees are going to be in the meeting room for 95% of their stay, why bother taking them to a fancy resort with expensive rooms and even more expensive food? Either go to a moderate hotel or give the attendees time to enjoy the surroundings. Some people argue that the surroundings are necessary to convey the message that the business is doing well. To which I have a very technical response: baloney! I’m writing this article on a desk my mom found at a garage sale twenty-five years ago for $20. Does my desk, which works just fine, make this article better or worse?

Get in Shape
This one is going to cut a little close to the bone. Folks, we’re out of shape. I know, I know, you might be in good shape, but the vast majority of Americans are not in good shape, including me. This concept of sacrificing goes beyond just financial waste. We eat like every meal is our last meal for the next thirty days. We need to get lean and hungry again. We need to eat right and exercise more. Isn’t it a strange dynamic that we fill our days with activities so we can’t exercise, but then we’re tired so we need to eat more to keep our energy up?

Imagine no money owed on past bills, savings in the bank, a trim waistline, and great personal energy.
Now imagine more bills than you think you will ever be able to pay off, no savings in the bank, a huge waistline, and very low personal energy.

Q: What’s the difference between these two scenarios?
A: Sacrifice.

Let me try that again.
Imagine a business with no money owed to anyone, employees who find purposefulness in their work, and great energy in the business for the long run.
Now imagine a business with stacks of unpaid bills, employees worried about keeping their jobs, and very low morale for the long run.

Q: What’s the difference between these two businesses?
A: Sacrifice.

Ok, I’ll add in one more word: patience. When you have to have results today and you have to try every idea today no matter the cost, then you have no patience. When you don’t have patience, you won’t be able to sacrifice. And if you don’t sacrifice today in order to improve tomorrow, then you will continually be in the second scenario.

Why Sacrificing People is a Really Bad Move
Firing people is suddenly the in-thing to do. Each month we read about hundreds of thousands of jobs being eliminated. This is an extraordinarily good move to cut costs in the short term and an extraordinarily bad move to improve profits in the long term. There are only a few resources that generate profits. Having money in reserve can improve a company’s ability to invest and generate more money. Of course, that theory hasn’t exactly worked out very well recently. Owning real estate is a good investment for the long term, although it hasn’t worked out very well recently either. And the other great value-generator is people.

But it’s not enough just to have employees; you actually have to tap into their minds to gain the ideas for profit generation. I suggest you gather employees together in groups of five to seven people and ask the following questions:
Without letting go of any of our employees, what ideas do you have on the following questions:

1.    What can we do to cut costs without decreasing value to our customers?
2.    What can we do to increase value to our customers without increasing our costs?

Let me encourage you one more time. Before you let go of any of your employees, gather them together in small groups and engage them in meaningful conversations. Just as executives and managers are too quick to spend frivolously in good times, I think they are too quick to fire employees in tough times. I’ve never met the executive or manager who had all the answers on any topic. The best ideas always come from group discussion followed by a single individual making the final decision. Gather your employees together and engage them in a meaningful discussion about how to cut costs without cutting value to your customers and how to increase value to your customers without increasing costs. And do this every quarter in every year regardless of whether the economy is doing great or doing badly.

Make Old-Fashioned a New Way of Life
As I’m writing this I feel old. It sounds so old to me to talk about sacrificing and being patient. Those were the words I heard from my mom and dad when I was growing up. It doesn’t feel hip or cool or young to talk about sacrificing and being patient. However, winning does sound cool. If you want to build a great career and be part of building a great business, then make old-fashioned a new way of live.

During really tough economic times like we’re living in right now, the word sacrifice gets used a lot. It’s easy to talk about sacrificing when you have no choice. Everybody has to sacrifice when the stock market falls by 45%, jobs are being eliminated, and cash flow is drying up. It’s also easy to lose weight when your doctor says, “Lose forty-five pounds or you will die.” The harder part is to sacrifice when times are great and to eat wisely and exercise when you’re in great shape.

To build truly great businesses and to get in truly great physical shape for the long term, we need to make old-fashioned a new way of life. We need to sustain our sacrifices for decades, not quarters. In doing so, I think we will all find that sacrifice creates freedom. When you choose not to buy something or eat something that you want right now, you enhance the belief that you are in control of your decisions, not someone else. That’s freedom. When you have to buy or eat something as soon as it appears, then you are not in control of your decisions. That’s lack of freedom.

My parents didn’t sacrifice for six months and then spend $10,000 on a lark. They were consistently frugal over a period of several decades. Decide on the value you want to deliver to your customers, and then consistently, patiently, and steadily sacrifice other options in order to build a great business for the long term. Be consistently frugal and you will be ready for the strategically rainy day. That’s the day when investing your carefully saved money can generate an extraordinary advantage for the business. But that advantage won’t happen if you’ve spent every dime you could borrow.

Sacrifice, be patient, and maintain that approach over and over and over. It’s actually an exciting and freeing experience.

About Dan Coughlin
Dan Coughlin works with executives and managers to improve their business momentum. He is a business keynote speaker, management consultant, and author of ACCELERATE: 20 Practical Lessons to Boost Business Momentum. Dan’s clients include Coca-Cola, Abbott, Toyota, Boeing, Marriott, McDonald’s, AT&T, American Bar Association, YPO, Vistage International, Roush Fenway Racing, and the St. Louis Cardinals. He speaks on leadership, branding, sales, and innovation. His next book, The Management 500: A High-Octane Formula for Business Success is due to be published in May 2009 by AMACOM.


How To Become A High-Performance Organization

November 14, 2008
  1. Clarify, communicate, and reinforce the goals, values, and strategies of your organization.
  2. Build leadership competence at ALL levels — from the CEO down to the line-level.
  3. Ensure employees have the proper skills (technical and soft) in order to leverage the power of teams in your organization.
  4. Have a thoughtful and disciplined process for implementing change
  5. Involve key people in your organization to ensure that internal initiatives make sense AND can be implemented.
  6. Fully understand the needs of the customer/constituent and make sure that your employees are passionate about delivering value to them
  7. Have realistic and reliable metrics to measure success and serve as a basis for continual improvement.

Source: Towers Perrin


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The 10 “Cannots”

November 7, 2008

Don’t know what you may think of Dave Ramsey, but there is no doubt he has helped many people become financially free. Here is a list Dave has recently been using on his daily radio program . Enjoy!

By William J. H. Boetcker (wrongfully attributed to Abraham Lincoln)

  1. You cannot bring about prosperity by discouraging thrift.
  2. You cannot strengthen the weak by weakening the strong.
  3. You cannot help the poor man by destroying the rich.
  4. You cannot further the brotherhood of man by inciting class hatred.
  5. You cannot build character and courage by taking away man’s initiative and independence.
  6. You cannot help small men by tearing down big men.
  7. You cannot lift the wage earner by pulling down the wage payer.
  8. You cannot keep out of trouble by spending more than your income.
  9. You cannot establish security on borrowed money.
  10. You cannot help men permanently by doing for them what they will not do for themselves.

Top 12 Poor Excuses Not To Go In To Work

November 5, 2008

I saw this collection of humorous excuses that Patrick Erwin put together on the CareerBuilder Job Blog. Do not try these at home unless you want to spend time looking for a new job at CareerBuilder :)

What are some of the most outrageous excuses (and by excuses, we mean ‘lies’) that an employee has give as a reason for their absence? Here’s the best of the best:

  • Employee didn’t want to lose the parking space in front of his house.
  • Employee hit a turkey while riding a bike.
  • Employee said he had a heart attack early that morning, but that he was “all better now.”
  • Employee donated too much blood.
  • Employee’s dog was stressed out after a family reunion.
  • Employee was kicked by a deer.
  • Employee contracted mono after kissing a mailroom intern at the company holiday party and suggested the company post some sort of notice to warn others who may have kissed him.
  • Employee swallowed too much mouthwash.
  • Employee’s wife burned all his clothes and he had nothing to wear to work.
  • Employee’s toe was injured when a soda can fell out of the refrigerator.
  • Employee was up all night because the police were investigating the death of someone discovered behind her house.
  • Employee’s psychic told her to stay home.

35 Tips Toward An e-Learning Plan For Your Organization

October 24, 2008

I saw this, of all places, on the San Diego City College site under their military education department. It is really, quite a well put together list of tips, things to do, and think about when forging out into the world of online learning and training. Enjoy!

1: First Things First

The “e” in e-Learning stands for education — we too often forget that — it is not about bandwidth, servers, and cables. It is about education – first and foremost.

2: Find Your Roadmap

Do your homework understanding the basics of e-Learning — terminology, types of systems, resources available. The task seems daunting at first, but keep reading, asking questions and recognize that it is a cumulative process.

3: The Times They Are-a-Changing

Training organizations must rethink their mission, redesign their metrics, and retool their staff. From “We deliver classroom training that we think someone might need” to “We work with the entire company organization — senior management to individual learners — to provide whatever is needed at each stage of the learning life-cycle”; From “butts in seats” (or even “happy butts in seats”) to “discovered gaps addressed and met effectively as shown by multiple levels of assessment”; From “stand-up trainer” to “multi-modal consultant” (or from “a cadre of stand-up trainers” to “a team of learning specialists: analysts, assessors, designers, builders, and deliverers.”)

4: There is a Place and a Time For Everything

Be assured that e-Learning is not a silver bullet. Refrain yourself from using e-Learning for every training/learning opportunity. There is a place for e-Learning, but it is not appropriate in every circumstance.

5: Know & Respect

Know your team/role expectations and then communicate effectively with the entire team. I suggest brainstorming with the team to determine the most effective way and including IT resources. Respect all team members.

6: Start Small, Grow Later

If you’re just starting out with e-Learning, target a course that is small but high visibility for your organization. After it is deployed successfully, developing future courses will become more easily acceptable.

7: Learning Is Learning Is Learning

e-Learning is just a media, a small “e” in front of learning. Thus, everything fundamental about learning applies as well.

8: e-Learning = Learning

Be sure to wrap the e-Learning experience with pre-work and/or communication (motivation and preparation), real-time support (either on-line or a point of contact), and post-learning transfer activities (further coaching from manager, follow up communications, post-learning reading and activities, etc.) Just because it’s e-Learning doesn’t mean we should forget all the things we know about adult learning, moving new skills to performance, and enhancing memory.

9: The e-Learner’s Pledge

Recognize the skills that serve e-Learners well: Self Advocacy : “I need to learn”; Self Sufficiency: “I am responsible for my learning”; Self Confidence : “I can Learn”; Learning Process: “I know how I learn” and Self Evaluation: “I know whether I am learning.” Without this recognition, e-Learning is at best acknowledged as difficult.

10: Put Your Toe Slowly In The Water

Be slow with the ‘e’ in e-Learning. It’s always about learning first.

11: Don’t Fix What Isn’t Broken

Sometimes the classroom is the best solution. Keep an open mind and don’t create e-Learning just for the sake of having e-Learning.

12: The Rules Of The Game

Focus on people, then on corporate needs, then on technology.

13: Those That Can, DO

For e-Learning to be effective in business, it has to support “doing,” not only learning. Go back to a fundamental concept in education: behavioral objectives. After an e-Learning session, the student must be able to DO something, not just know something. If you can’t state a behavior that the student can do after the e-Learning session, you may have used the e-Learning tool as a hose to spray a thirsty student instead of as a glass.

14: Unite, Don’t Divide Your students

Before introducing e-Learning, find out more about the basic skills of the students. What proportion use a PC at work? What proportion have the required PC skills? What proportion are able to undertake e-Learning in the working day without prior clearance with a boss? The answers to these questions are critical in designing the overall strategy (and especially important at implementation time). If ignored, there is a possibility of creating or accentuating a digital divide in the students.

15: Show Me The Way

If the main reason you want to implement e-Learning is to save money … stop and ask for directions.

16: Do You e-Learn?

Make sure you experience being an e-Learner yourself before you attempt to deliver a course online.

17: Become an e-Learner

Experience e-Learning first hand to understand the student’s point of view in an e-Learning situation. What are the frustrations? What becomes easy? What do I, as the student, need to do differently? Do I have enough access to my instructor? Do I have access to the other learners? Do I feel connected to the class? Shut out and lonely? By putting oneself in this situation, trainers can begin to understand what they need to build into their design to assist the learners, who are also making the transition to e-Learning.

18: The “Hard Stuff’ Is The “Soft Stuff’

What’s hardest about e-Learning isn’t really the design, development, and technology. What’s hardest about e-Learning is getting learners motivated and organizations energized. Spending time on the “people-side” of e-Learning will pay great dividends.

19: Bottom Line

E-Learning is like any other benefit – staff will not use it if they (a) don’t know about it, (b) don’t understand it, or (c) don’t get it free.

20: First Time?

Consider blending e-Learning with classroom learning as a short mandatory component. This may help people to become comfortable with e-Learning if they haven’t tried it before.

21: Fill The Gap, Don’t Patch It

Do yourself, your organization, and/or your clients the favor of doing the preliminary footwork necessary to honestly determine whether the targeted reason for the proposed training will actually be affected by training. For example, is the “gap” something that can be narrowed via training, or does the underlying reason for the gap lie elsewhere (internal communication, company culture, management, tools, etc.)? Often times large efforts and budgets are expended building solutions to the wrong problems. Take a little time and money up front to properly analyze what should be done and why – it’s a step that will undoubtedly pay for itself several times over (either by preventing unnecessary training from being developed, or by focusing the purpose of the training that is needed).

22: One Step At A Time

First step: think about Learning. Second step: think about e-Learning.

23: Begin By Connecting The Dots

Always always always start with the business need the e-Learning is intended to meet. If you can’t draw a straight line from the course or Performance Support you are proposing to a bottom-line business result, then don’t do it. The only valid way to “make a business case” for e-Learning is to start with the needs of the business.

24: Training Is For Life

If you believe that your training is finished, you may be trained but you are finished.

25: Just Getting Started?

Making It Required May Lead To Success

Often an e-Learning course is successful because it is required. Associating a test with the completion of the e-Learning effort could lead to success especially in an environment new to this method of learning.

26: So Well Said!

On the road to e-Learning, make sure that Learning is in the driving seat, and Technology is in the passenger seat with the map. Learning decides the destination, Technology helps you get there.

27: Start From Square One

Analyze if/when online learning makes sense in your organization. Perform a needs analysis. Is there management buy-in? Do learners have access to the right equipment and software? Analyze which e-Learning delivery method is best: Blended/Hybrid Courses (part classroom, part online); Synchronous (online course, with instruction taking place in real-time via the Internet); Asynchronous (courses taken independently with minimal instructor support).

28: Don’t Get Myopic About e-Learning

E-Learning is only one of the many, many resources available to you to meet your organization’s learning needs. Use it appropriately. I got caught up in the hype until I was forced to step back and gain perspective about all the available tools and resources. As a result, my toolbox is now equipped to handle each job in a more effective and efficient manner.

29: e-Learning = Change

Treat e-Learning as a “Change Initiative,” not just another training program. E-Learning will represent a behavior change for most employees so you and your trainers need to act as “change agents.” If your organization has a Change Management discipline, use some of the techniques to guide you as you implement.

30: Look For Grants In All The Right Places

For associations and other non-profits, look for grants and other funding sources to get started in distance learning. We identified three curriculum development projects of key importance to the conservation profession and I was able to find funding for at least portions of all three, including assistance for our initial venture into distance learning. Once we gain experience, expertise, a body of courses, and (happy) learners, we anticipate that future projects will be more time and cost-effective.

31: Practice Safe e-Learning

For your first attempt to launch e-Learning in a slightly skeptical organization which has accepted the Business Case but is awaiting the outcome with interest, select a topic of enterprise wide significance which is needed by as many employees as possible and has to be delivered in a very short time. The message is to focus on an operational problem/challenge, see it as an opportunity to “‘sell” the e-Learning, produce something good but simple and practical, and go for it. Don’t begin with management development topics where the immediate gain may prove more difficult to specify to everyone’s satisfaction. Be safe, but effective.

32: Use e-Learning To Solve Specific “Pain Points”

Don’t go for an all-out Napoleonic attack with e-Learning, it might just result in your Waterloo. Rather, focus on a few pain points that can be best solved with e-Learning and just go after these.

33: Use e-Learning To “Info-Include”

e-Learning is a very good way to allow people to acquaint themselves with computers and the Internet. If you have “info-excluded” people that you want to involve and gain exposure to IT, try e-Learning with any content that helps this person to develop their competency on the job.

34: The Grandma Rule

If you are just starting out with e-Learning in your company, assume that your people know as much about computers as your grandmother. Then you won’t be too off base as you work towards changing their paradigms.

35: First Impressions Stick

Make sure a learner’s first experience of e-Learning is a good one or else they won’t try again.


Blog Action Day 2008 – Poverty

September 15, 2008

Last year WeirdGuy blog participated in Blog Action Day. This year, we will again and share from a weird perspective on the issue of poverty. I encourage you to get involved. Find out more details at Blog Action Day.


Kevin Kelly of WIRED Talks At TED About The Web’s Next 5000 Days

September 13, 2008

Kevin Kelly is one of those guys I could listen to for a time and then have to walk away and ponder on all the implications of the information I have just received. He is one of a handful of people I greatly admire. At the “5000 Day” mark, Kevin talks about the next 5000 days of the Worldwide Web and makes some interesting predictions. The clip is about 20 minutes long, but well worth the time. Sit back and listen to what Kevin has to say.


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