ART LESSONS FOR PICASSO

Bad Breaks

2014-04-22T12:31:00.000-06:00

I was lying in the hospital bed thinking what will happen next. My life, as I knew it, had changed. I wasn’t quite ready to hear what the doctor told me next. “Son,” he said “it looks like you won’t be able to do all the things you used to do, but you will heal over time.” That kind of news is devastating to a 9 year old boy. After all, baseball season was quickly approaching.

I had broken my arm after falling out of a tree. You may be thinking, “You’re being a little dramatic aren’t you? Everyone gets hurt some time or another.” That’s not the point of the story anyway.

I was told that I would not be able to accomplish what I set out to do. Has that ever happened to you? Did you believe it? It seems everyone wants to tell you what you can and can’t do. You have to decide if that’s true.

One evening my father came home from work and he asked me if I really wanted to play baseball. “Of course I do!” I said. “Great!” he said with a smile, “then I have a present for you.” He walked me to the garage and pulled out a brand new Louisville Slugger. “I bought you a new bat.” he said proudly. Then he took out his saw and cut it in half. “If you want to play, you are going to have to work hard and learn all over again. You have to learn to play with one arm.” He told me.

My father spent every evening teaching me to bat with one arm. I was getting really good and I began to gain confidence. “Two weeks until try outs” he said, “It’s time to learn to catch and throw.”

I was ready, but the Little League would not allow me to try out. They said it was too dangerous. This time my father went to bat for me. “He’s been working like crazy just for a chance try out. If he’s not good enough that’s fine, but you have to give him a shot.” Their answer was no.

My Dad would not give up. We went back to the hospital and the doctor built me a special cast and strap to secure my arm. He also wrote a note that said it was not too dangerous. I was finally given a special try out to see if I could actually play baseball with one arm. I made the team that year and even made the starting line-up.

You may one day find yourself facing a crisis and thinking what could possibly happen next. It is too easy to assume it will be bad. Overcoming has its own reward. After all, I am still telling stories about when I was nine. (Did I mention I hit a home run?)

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THE BOTTOM LINE:

Principal 1: You are the only one who can decide what you can accomplish.

Principal 2: You need support. Surround yourself people who have your best interest in mind.

Principal 3: Hard work alone is not always enough. You will have to fight for what you believe is right.

In Theory

2014-04-11T13:30:00.000-06:00

It wasn’t long after I got my driver’s license that I asked my Dad if I could get a motorcycle. He quickly responded, “No!” His response didn’t surprise me – I had been asking for years. He told me it was too dangerous and that I didn’t know how to ride. So, I taught myself. I read books, I talked with friends who rode, and I studied for the driver’s test. I knew all there was to know about motorcycles – in theory.

A few years later, my brother and I traveled Europe. We thought it would be great to rent scooters and drive through the Black Forest in Germany. When we arrived at the rental shop, they were out of scooters, but they did have a motorcycle. My brother turned to me and said, “You know how to ride, right?” “Yes”, I said. So I taught him everything I knew in about 5 minutes. Most people feel that getting rental insurance is a waste of money, but we were smarter than that, we got all the insurance we could buy.

It did not take long to realize that getting insurance was a good thing. I quite literally took a crash course in motorcycle riding technique. I didn’t crash right away; I had learned to ride a bike after all. But eventually my inexperience became quite evident. I inadvertently pulled a wheelie going uphill. As I began to fall backwards my death grip on the handles caused me to increase the throttle. (It was quite an impressive ride, if I had meant it.) I quickly slammed down on the foot break. The front end of the bike crashed to the ground and I was thrown over the handle bars. As I looked back, I saw the motorcycle begin to slide down the mountain.

I’m often asked which I feel is more important, education or experience. (Once again, people are asking the wrong questions.) Education is important, but education is the first step, not the last. I also know that there is one thing that trumps experience – talent. If you’ve chosen who you do business with based on education and experience alone, I’d get insurance.

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THE BOTTOM LINE:

Principal 1: You will, at some point, encounter something you were not prepared for. That experience will shape you. You will gain from it or it will create fear.

Principal 2: The words “In Theory” are clouded by doubt. Be afraid.

Principal 3: Talent is an intangible. Reward talent. Experience will come.

One Foot, Then the Other

2014-03-28T08:34:00.000-06:00

Lately I’ve been inspired to work out. I’ve become a little softer than I would like to be and I’m getting older, but I am not ready to slow down quite yet. Whenever I get inspired, I get after it. The problem is somehow I still think I am able to do what I could do in my twenties.

Even though I know I should, I don’t really stretch before I work out – it hurts. I want to go jogging, because I know that jogging usually gets me results quickly. But I live in Colorado and there isn’t quite enough oxygen available unless you are in shape. So, it’s not too hard to convince myself that I should ride the stationary bike first and get in shape before I start jogging.

I eat a healthy breakfast and I’m fine for a while. I know that during the day I should drink a glass of water, but when I get to work I typically go for a cup of coffee. By the time dinner comes around I’m starving. (Yes, I ate lunch.) Moderation just doesn’t seem like a good idea, or I might not survive the night. The next day, the process starts all over again.

After a little while, it’s clear there are really only two options.

Option 1: Quit screwing around and do things right.
Option 2: Give up.

Getting in shape hurts at first, then it begins to feel great. You have to have the will to push yourself if you want to improve. In theory jogging is easy, just put one foot in front of the other. Nike had it right, “Just do it!”

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THE BOTTOM LINE:

Principal 1: You will lose what once made your business great if you focus on what you were able to accomplish in the past. Business is about the present.

Principal 2: Poor business practices are like bad habits – they are hard to break. It may hurt at first. Keep working, it will get results.

Principal 3: For sustained business success there is no quick fix or silver bullet. Take it one step at a time, but keep moving forward.

What Happened to Personal Interaction?

2014-03-14T18:44:00.000-06:00

It seems that we all want to be connected, but no one wants to interact. Trying to talk to an actual person when you need help often becomes more frustrating than the problem you were calling about. And chances are that when you finally reach someone you can’t understand them or they don’t have any authority to take care of you. Don’t get me wrong, technology and automation have their place, but I fear that our concept of customer service has shifted to the mindset of “it’s not my problem”.

Last week I was checking my mail and I noticed some official looking envelope. I opened it and stared at it for a while. I received a fine for running a red light and I wanted desperately to plead my case. If I stopped, it could have been dangerous. I could have been in an accident just trying to slow down. It was safest for me to run the light. Does anyone believe me? Probably not, but I still wanted to defend myself, I wasn’t even sure if the light was really red. I turned the page over to see if there was a number I could call. Then it occurred to me that even if there was a phone number for me to call, the likelihood of me getting an actual person was slim.

After turning the page I quickly realized I had no case. I stared at a picture of myself looking up at the light. (I looked guilty.) The next picture was of my license plate and below that was my recorded speed. (It was over the speed limit.) My only option was to pay the fine.

I needed to make my case to someone, so I showed a number of people my awesome new photo. It's true, there is something comforting about personal interaction.

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THE BOTTOM LINE:

Principal 1: Technology has the potential to greatly enhance your business process, but people still buy your product. Don’t forget about people.

Principal 2: Business is still built on relationships. In a world focused on technology, personal interaction could help differentiate you from the competition.

Principal 3: People want to be heard. Businesses want feedback. Let’s talk.

Swinging for the Fences

2014-03-01T11:55:00.000-07:00

When I moved to Colorado, I looked forward to all of the great outdoor activities I would soon be able to enjoy. But after living here a while, I began to miss simple things – like softball. Don’t get me wrong, they do play softball in Colorado. The problem I had was that nobody knew I did. I had to find a team and I also had to make new friends.

I finally met someone who played in a league and weekend tournaments. This was my chance to play, so I asked if his team ever needed a substitute. He didn’t even answer the question before he asked me if I was good. Now I had to make a critical decision. If I tell the truth, I might sound arrogant and they won’t want me on their team. If I attempt to be humble, I may never get the opportunity to play. So I did what my parents taught me to do – I told the truth. “Yes, I’m good.” I said. The guy looked at me, surprised that I would dare say such a thing. “Really good?” he asked. “Yes.” I answered.

I gave him my number and waited for a call. It came that week. I showed up for the game and the other team began to complain and said I was a ringer. My new team put me at shortstop and fourth in the batting line-up, and no one had ever even seen me play.

We began the game without any batting practice. It was my turn to bat. There were two outs and a runner on third base. When the pitch came, I swung for the fences – it was my time to shine. My bat speed was incredible; I expected to hit the ball far into the parking lot. The only problem was I darn near missed the ball. It rolled about five feet in front of the catcher. The next few seconds, would define my character.

I didn’t hesitate. I ran so fast to first base, that I couldn’t stop until I was half way to the right field fence. I scored that inning and as I approached the team, I could hear the sarcastic chants of “Ringer” come from the dugout.

I played with that team for five years. Perhaps they appreciated the effort. Every now and then when the time was right, I swung for the fence, just to show I could still hit the home run when we needed it. But what the team really counted on me for was the consistent base hit, the effort, and most importantly, no excuses.

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THE BOTTOM LINE:

Principal 1: The effects of marketing take time. Your goal should be consistency and effort, not the home run.

Principal 2: Your character is defined more by how you respond to adversity than how much you succeed.

Principal 3: Don’t mistake confidence for arrogance. Arrogance is annoying. Confidence is respected.

Marketing Agency Goes “Green”

2014-02-08T15:48:00.000-07:00

I’ve been thinking. (It happens a lot.) Maybe it’s time I turn my company “Green”. After all, in all of our years in business, our ideas have never adversely affected the environment. Our product (creativity and strategy) is completely natural. Our carbon footprint can’t even be detected. It turns out we’ve been “Green” a long time. It’s time everyone knows it.

I’m a marketer after all, so I can very easily coin a new marketing term and tell new clients the same thing I said last year, but this year I will be socially conscious. That should get some press. Business may just start pouring in. Maybe the government could subsidize our brain storm meetings.

I may get so much business by being “Green”, I won’t ever need to show my portfolio again or even give another presentation. Yep, life will be great. Is anyone buying this? Then why do you think it will work for you.

Who convinced everyone that truth doesn’t matter and that honesty, integrity, loyalty, talent, and hard work are things of the past? All you really need to do is tell everyone you are “Green”. Oh, and don’t forget to create a facebook profile.

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THE BOTTOM LINE:

Principal 1: Build your business on solid business practices not gimmicks.

Principal 2: Avoid hype that gets you noticed for the wrong reasons.

Principal 3: Investing in the current trend will only mean you have to invest more in the next one.

My Depressed Schnauzer

2014-01-25T16:12:00.000-07:00

I recently returned from my family’s Disney vacation. Walt Disney World is the epitome of non-stop marketing. I knew it and I didn’t care. How is that possible?

Don’t people hate shameless promotion? Don’t they feel “sold” when they purchase baseball caps with ears and blinking lights – hats that they will never have the opportunity to wear outside of the park? Aren’t we supposed to be angry that we are made to stand in line and stare at corporate sponsored displays? The answer is no! We love it. We even pay to see it.

We watched a fireworks display every night. Isn’t that overkill? No! Disney is about branding from start to finish. They understand that everything matters. Even their employees are called cast members. They are on stage. They represent Disney. I will be honest; we did have some bad experiences. Most notably was a concierge that bad mouthed the company and had a less than pleasant attitude. I have to say that my first thought after meeting him was, “They should fire his butt today.” Disney has about 50,000 employees and my encounter with one was enough to change my experience.

By now you may be thinking what the heck does this have to do with my depressed schnauzer. Good question. Ever since we’ve been home my dog acts like something is wrong. I think he wants to bring me down. There are two possibilities, either he had a great time while we were gone and wishes we hadn’t come home, or he is completely jealous that we had fun without him. If he doesn’t snap out of it, I may have to get myself a new dog before none of us are able to get out of bed in the morning.

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THE BOTTOM LINE:

Principal 1: Branding is internal and external. To maintain the integrity of your brand you will need to focus on marketing to your employees as well.

Principal 2: Your reputation depends on more than your product and promotions. You must create a complete customer experience.

Principal 3: One bad attitude can bring everyone down. Change the attitude or change the person.

The Next Big Thing

2014-01-11T08:42:00.000-07:00

If people could really pick the "next big thing", Forbes would have to run a double issue of the world’s richest people. Still agencies uselessly spend their client’s money on focus groups, commercial testing and a bunch of other bogus research projects. Who came up with the notion that people know what motivates them to buy anyway?

The truth is, consumers don’t often think about their “motivation to buy”. So how can you expect to get accurate information in a focus group or poll? Don’t get me wrong, I know client feedback is important, but you won’t research yourself to success in the market.

(It’s time for my disclaimer… I’m not talking about Research and Development. R&D requires research and testing. I’m talking about B2B and Consumer marketing of existing products and services.)

Consider this novel approach. If your ads are working, celebrate and run more. If they don’t work, pull them and do something else.

Remember the Geico caveman commercials? I know people who loved those caveman spots and I know others that hated them. But I’m guessing the cavemen did well for Geico, until over-educated over-paid Hollywood executives looked at the data, added ridiculous amounts of research, and determined that a TV show with the cavemen would be successful. Wrong again! Maybe they asked the wrong people.

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THE BOTTOM LINE:

Principal 1: Research won’t guarantee success.

Principal 2: Spend your money reaching your audience not researching them.

Principal 3: Just because something works once, doesn’t mean that it will work again.

The Genius of Ben Franklin

2014-01-04T14:21:00.000-07:00

“I guess I don’t so much mind being old, as I mind being fat and old.”

Before anyone gets mad at me for picking on fat people, you must remember that you are not mad at me, you are mad at Ben Franklin – he said it not me. Besides, there is a concept in that quote. (Ben could have been an ad guy.)

Here’s the point. Some things are within your control – others are not. Everything changes, but how you respond to change is up to you. You can get depressed, worried, frustrated or you can choose to embrace it. Where would we be without change? Change creates opportunity.

I can’t help but think about the demise of the one-hour photo mat. Couldn’t they see it coming? It’s not like the “Digital Age” just snuck up on them. But some refused to change and one by one they closed. It could be said, that digital photography was a business killer. It could also be said that it opened the door to endless possibilities like selling photo printers and paper, photo sharing websites, memory cards, electronic picture frames, etc. The the list goes on and on and continues to grow.

Maybe you are sitting passively by as change controls your business. Maybe your business is “getting fat”. Maybe Ben said it best when he said, “Energy and persistence conquer all things.”
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THE BOTTOM LINE:

Principal 1: Planning and preparation won’t control the future.

Principal 2: Adapt or Die.
Principal 3: Every change creates new opportunity. Do something with it.

Human Crash Test Dummies

2013-12-28T17:33:00.000-07:00

Not every idea is a good idea. Some are just plain stupid. Others need refining. But there are a few that are brilliant. They change culture. They shape history. They endure.

Most of the best ideas seem so obvious, they leave people asking themselves, “Why didn’t I think of that?” The truth is you might have thought of it first, and made the mistake of seeking the opinion of someone who told you it would never work, or you may have lacked the conviction to pursue it.

Take the history of flight for example, I’m sure it wasn’t too difficult to see a bird gracefully soaring through the sky and think; “It would be great if we could fly like that.” The next step is critical. There are some who would craft a pair of wings, attach feathers and jump off a cliff. They most likely died. They are what I like to call human crash test dummies. Their goal is to be first, at all costs. Others like DaVinci thought about it, but never strapped on a pair of wings.

In business, perception is more important than fact. You don’t have to be first to market to be successful, but you want to own mindshare. Let’s play a game. After the Wright Brothers’ historic flight, who broke their record? I don’t know either. OK, let’s try this one. What is the name of the world's leading aerospace company and the largest manufacturer of commercial jetliners and military aircraft combined? Did you guess Boeing? Good.

I’m sure most people throughout time said, “We are not birds. We will never fly.” Fortunately they were wrong too. Some great ideas just need the right timing to be successful. Learn from the dummies that tried and failed. The Wright Brothers learned and even succeeded in their quest to fly. But the good news is their success was not the end. It was only the beginning.

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THE BOTTOM LINE:

Principal 1: Perception in the market is more important than being first.

Principal 2: There is a difference between a fad and a trend. Pursue the trend.

Principal 3: Market timing is critical to the success of your business. If you are too early or too late, you may fail even if the idea is good.

Gut Check

2013-12-14T10:28:00.000-07:00

Self-doubt and fear prevent people from truly following their passion. The result is they settle for less and don’t rock the boat. It’s time to rock this boat.

When I moved to Colorado in 1995, my first purchase was a mountain bike. Apparently I had been inspired by Mountain Dew commercials. It was like going skiing for the first time and skipping the bunny hill, the green runs, the blue runs and even the black diamonds. It was like being dropped from a helicopter for an extreme back-country adventure. Going uphill was difficult enough, but looking back down the mountain was horrifying.

As I looked down at a 12-inch trail scattered with rocks, boulders, and very poorly placed roots and trees, I could feel my heart in my throat and my stomach beginning to churn. Self-doubt and fear were very real emotions. I tried to calm myself by thinking that people do this kind of thing all the time. Heck, the Mountain Dew guy didn’t die, right? So down I went. It was not pretty or even successful, but I did go down.
When I told the story to a friend of mine who was a sponsored racer, he laughed and asked where I went. I told him. His response was, “Are you crazy? Nobody goes down that hill.” I did feel a little better after hearing that, and by comparison, my next ride was simple.

It has become evident that I will never be a professional mountain biker, but I have learned that you will never know what you are capable of without a “gut check” every once-in-a-while.

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THE BOTTOM LINE:

Principal 1: You have to be tested to know what you are capable of.

Principal 2: Perseverance is required for success. Otherwise you aren’t good, you’re just lucky.

Principal 3: Fear is not truth. It’s just fear.

One Step Back. Two Steps Forward.

2013-12-07T14:24:00.000-07:00

I think it’s time for a little history lesson. I recently read a book about Thomas Edison. He was incredible, there is no doubt about it, but just like most people, he still needed investors to back his ideas. Edison was a true innovator. But his success was also due to a great team he called “muckers”. His muckers worked like crazy to turn his ideas into reality. Also, let’s not forget that Edison wasn’t trying to get rich quick. He said, “Genius is one percent inspiration and ninety-nine percent perspiration.”

Here’s some more to think about: the Wright brothers did not invent the airplane; Henry Ford didn’t invent the car; Robert Fulton didn't invent the steam ship; and neither Bill Gates nor Steve Jobs invented computers. So what do these historically great people all have in common? They all took a good idea and made it better. Where would we be if they hadn’t? The truth is, someone else would have done it too.

If being the originator of an idea was the only measure of success, we would never have made it to the moon. Today’s greatest innovations are most often improvements on existing ideas or processes. Keep this in mind when thinking about how to move your business forward.

It may be worth taking a step back to look seriously at what has been done. You may be surprised that the greatest leaps forward can be made when you improve on an old process. They call it progress.

There is an old marketing adage that says, “It’s better to be first than best.” I think they are wrong. After all, how many people still buy Zenith televisions?

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THE BOTTOM LINE:

Principal 1: To succeed you need to move forward despite what other people say.

Principal 2: Innovation is not a synonym for invention, nor is it a synonym for creativity. Innovation is about improving process, re-thinking ideas, and executing a plan.

Principal 3: History can teach us if we are willing to learn. Many great businesses have failed because they stopped moving forward.

A new car for my phone

2013-11-23T12:10:00.000-07:00

I was just thinking back to when I finally caved and purchased a mobile phone. At the time (2007) I was going through a bit of a rebellious stage. For years people had been telling me I “need” a cell phone. Then they proceeded to give me a laundry list of reasons why I needed one – I didn't
Then along came the iPhone. They almost had me. I wanted it. I still didn’t need it, but that didn’t matter. It just looked cool and it did a lot of great things I didn't need help with, like find a Starbucks. That sounds good, but I am capable of opening my eyes, so that wasn’t too convincing. So why did I want it?

Consumers use a combination of intellectual and emotional justifications to make purchasing decisions; therefore brand impact is more strategic when leveraging both intellectual and emotional persuasion tactics.

Consider this, Americans consistently spend anywhere from $15,000 to $75,000 on a new car. A major factor in that purchasing decision is whether or not it has a navigation system, an smartphone compatible sound system, or satellite radio. Therefore, it must be safe to say that all cars are essentially the same. It’s true; they all get about the same gas mileage, function in the same way and get us where we want to go. So what drives the purchase? Is it money? For some it is. But for others, they just want what they want.

“Want” is powerful! It is not practical.

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THE BOTTOM LINE:

Principal 1: In an attempt to cut costs, companies are sacrificing the intangibles that most often create “want”.

Principal 2: No matter how convincing you may be, you can’t create “want” by appealing to intellect alone.

Principal 3: Intellect provides justification for what you already want.

The Game

2013-11-16T11:58:00.000-07:00

Congratulations, if you’re in business, you’re in the game. By the way, did anyone explain the rules? Never mind, it doesn’t matter, they’ll change anyway. Today’s game seems to be follow-the-leader.

Think about it, companies today are desperately trying to copy each other. Who chose this game? I’d bet money it’s the leader. Have you ever really thought about playing follow-the-leader? If you have, I’m sure you realize you can’t win. So why play?

Don’t get me wrong, I realize follow-the-leader can be fun. It can be exciting. You may even be thrilled at what you are able to accomplish. But if you really want to be the leader, you will soon find out the fun wears off and it won’t be long before you get tired or frustrated.

Here’s a suggestion for the leaders... Play your own game – the game you get to lead. If you do, make up rules that will allow you to win. If you can’t think of any, maybe you got in the game too soon.

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THE BOTTOM LINE:

Principal 1: You can’t win if the rules keep changing. Don’t play that game.

Principal 2: They zig, you zag. You might as well; you’ll never zig exactly like the one you are following.

Principal 3: Take the time for a little introspection. You must know your weaknesses to effectively play to your strengths.

Kindergarten Basics

2013-11-09T17:59:00.000-07:00

Life is full of lessons. If you are smart, you learn from them. My education began when I was five years old. I was thrilled to go to school, but I was also nervous. I didn’t know what to expect. It didn’t take long to learn that if I climbed a tree during recess, I wasn’t asked to come back in. Everyday my mother asked me how school was and I said, “Great!” She asked what I learned and I said, “Nothing.” Then she asked what I did, and I said, “Play in the tree.”

The next thing I know she went to school to speak with my teacher. She asked her if she knew I was in the tree during school, and the teacher responded, “Yes. He will come in when he’s ready to learn.” “NO HE WON’T!” my mother said, “You need to tell him it’s time to learn and he will learn.”

I was taken out of that school and I wasn’t able to start in again until the next year. I had failed kindergarten. The good news is I did learn. Clear communication is essential. It works. If you want someone to register, tell them to register. If they’re supposed to buy something, tell them to buy it. You would be surprised how many businesses are less than successful because they think clear communication is pushy.

There is a big difference between a hard sell and clear communication. Choosing a product or a service can be difficult. It involves both an intellectual and emotional decision. If you know that, you will know how to communicate. Another approach is to sit passively and hope that someone to come to you. If they’re anything like me, they can probably think of better things to do.

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THE BOTTOM LINE:

Principal 1: If you fail, learn from it and move on.
Principal 2: If you just build it, they won’t come. That’s why marketing and sales exist. Use them.

Principal 3: You make decisions intellectually. Purchasing adds an emotional element.

Never Lost: My GPS Nightmare

2013-11-02T14:09:00.000-06:00

It was 2006, I walked out of Hertz with the keys to my Jaguar in hand. (Upgrades are fun!) I was looking forward to touring California’s wine country and coast. I felt completely at ease. Hertz supplied me with their Never Lost Navigation System. Two hours into the trip, I began to experience a unique version of road rage. This one involved me and that persistent voice on the GPS. She told me I wasn’t on the road. I was! She told me I was lost. I wasn’t! She wanted to re-plot my course. I wanted to throw her out the window.

On that same subject, have you ever looked at directions from MapQuest when you already knew the way? If so, you know that they may eventually get you to your destination but it’s not always the best route.

When you don’t know the way, the most assured way to get where you want to go is to give the keys to the person who knows how to get there. (I know it’s your car. But if I’m driving your car, I’m going to be extra careful.) You may be thinking, “I’ll drive and just ask directions when I need them.” That works too, but it can become frustrating, especially when you disagree with the person giving the directions.

There are other ways to travel. You still have a choice. You could get a dirty cab or a limousine. You could charter a flight or wait in a security line, or better yet, on a runway without air conditioning, with someone else’s child climbing on you while you try to ignore the fact that your connecting flight is already leaving.

So, do you go with that publicly traded mega agency and follow their rules? At first, you may be excited about all the useless features they have to offer, but you may also want to throw them out the window after your first two hour meeting.

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THE BOTTOM LINE:
Principal 1: Don’t become enamored with prestige.
Principal 2: Don’t be distracted by useless gimmicks and strategies that have nothing to do with the business at hand.
Principal 3: Sometimes you’ve got to be willing to trust your gut. Don’t let someone tell you that you are not headed in the right direction when you can see the road right in front of you.

Honorable Intentions?

2013-10-26T11:25:00.000-06:00

I walked into the room and instantly my eyes met hers. I felt the connection. It was love at first sight. As I took my seat, I could feel my heart beginning to pound. Third grade was going to be fantastic!

I knew we were perfect for each other. All I had to do was get her to notice me, but the best I could come up with was to fall out of my seat. It worked! Everyone laughed. She looked at me and rolled her eyes. She definitely noticed me.

We never did get married. I guess there was still a lot I had to learn about establishing a relationship. In hindsight I can see that I could have made a better first impression. I never really spoke to her; instead, I just tried to get her to notice me. And I was never clear about my intentions.

I’m much older now, but I still see marketing efforts that use that tried-and-true third grade method of establishing relationships. Or worse yet, they go for the adult method and don’t quite tell the whole truth. It may work at first, but for a long-lasting relationship clear communication is the key.

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THE BOTTOM LINE:

Principal 1: Increase your sales and response rates by clearly stating what you want your customer to do. Don’t assume they understand your intentions.

Principal 2: Marketing is about establishing and building relationships – not 15 minutes of fame.
Principal 3: Your time, money and effort are pointless if you don’t have what your audience wants. It won’t do any good to get noticed if you don’t get results.

How many CEOs does it take to Change a Light Bulb?

2013-10-19T13:04:00.000-06:00

It had been a hard week, but the weekend had finally arrived. My wife had taken care of everything for me, just so I could relax. (I don’t mean to make anyone jealous, but my wife is awesome!) I was lounging around when I thought, “I’m finally going to fix that light that’s been bugging me.” (It doesn’t hang quite right.)

I got up from the chair grabbed my toolbox and turned into “Handy Man”.
(I have no particular super powers, but I do have a couple of tools and a really sweet hammer.) I’m capable of fixing anything. My awesome wife looked at me and smiled. She suggested we call a professional. “I am a professional!” I said, “I can do anything.”

An hour (and a couple of choice words) later my wife was still smiling – I wasn’t. “It’s not my fault.” I said, “The bracket keeps slipping and the screw has some kind of weird head that none of my screwdrivers seem to fit.” That’s OK. I’m creative. I can think of something.

So, the project was finished and I was feeling pretty proud of myself as I watched the Drywaller patch the ceiling. True, I wasted the weekend, but I’d made it work. By this time my wife had stopped smiling. It’s possible she had something different in mind for our weekend.

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THE BOTTOM LINE:

Principal 1: What appears to be incredibly simple can become a nightmare without the proper tools.

Principal 2: Just because you can do something, doesn’t mean you should.

Principal 3: Time is valuable. Use it wisely. It may save you money in the long run.

The Power of Pink

2013-10-12T14:30:00.000-06:00

In 1976 my mother became a Mary Kay consultant and my life changed forever. My world turned pink. It wasn’t long before we were driving to my football games in a pink Cadillac. (You have to be tough to step out of a pink Cadillac and onto the football field.)

As I watched her business grow, it became obvious that she sold much more than a product. She sold a company, a philosophy, and a lifestyle, but mostly she truly cared about people. I witnessed incredible transformations take place, and I’m not just talking about before and after pictures either. Women didn’t just become customers; they became members of her unit and sold for her.

Not every Mary Kay consultant has the same success, but they all have the same products. There must be more to sales than a product or a service.

I see companies everywhere that don’t successfully implement their marketing strategy; they don’t value quality materials, or can’t seem to leverage existing business assets. The result is they may have a lot to offer, but don’t have much appeal. The other extreme are businesses that are all “flash and glitz” but lack substance. Finding the proper balance of image and content in your marketing will bring out your business’s natural beauty and confidence.

I would love to help your business transform, and I promise not to use pink; unless it’s your color.

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THE BOTTOM LINE:

Principal 1: Sales is never just about the product. If you sell “the right way”, your customers will sell for you.

Principal 2: Successful marketing is finding the proper balance between looks and substance.

Principal 3: Don’t become so focused on your own business that you stop paying attention to what you can learn from others.

Why Buy the Cow

2013-10-05T17:27:00.000-06:00

Remember the good old days when NetZero pledged that free internet service was our right and Napster made music sharing free. (Are you old enough for these references?) Even banks were offering everything for free – free checking, free ATM transactions, free BillPay service. Oh, those were good times. We were so close to finally achieving a Utopian society.

Wait, everything is still free, right? But haven’t we really always known that free was too good to be true? If it’s free, there must be a catch. Will we ever be able to trust the word free again? Lookout, our perfect society appears to be coming apart at the seams.

Wasn’t the point of all of that "free stuff" to create loyalty? Instead, we’ve created a monster by using and abusing marketing’s most powerful word. When did we stop working hard to get what we want, or waiting for the right time to buy? Now, we buy things we can’t afford; then complain about interest payments.

Someone please set the alarm. We need a wake-up call. There must be a better way to get new business than to give it all away and hope that you don’t go bankrupt. Businesses, you must challenge your agency to come up with an idea, a benefit, or a solid strategy for growing your business rather than resorting to cheap gimmicks or bribery.

Maybe we all should get some self-respect. Maybe we should start to play hard to get. Maybe then people will buy the cow and quit expecting free milk.

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THE BOTTOM LINE:

Principal 1: Free is the most over-used and abused word in marketing.

Principal 2: Free is killing loyalty and results in selfish behavior and greater expectation without commitment.

Principal 3: You place greater value in the items you purchase or earn.

Apple: Walking a Fine Line

2013-09-28T12:25:00.000-06:00

All artists love Macs. They have to. They’re cool. They’re pretty. They’re innovative. Just like the artist.

As the owner of a marketing agency I feel entitled to say this, “Macs are great because creative folks will actually work on one without complaining. Even if it crashes or causes compatibility issues with other businesses you work with.” It’s a Mac. Everyone else should just give in and buy one (or two if you are really creative). Right? What about an iPod or an iPhone or any other host of products.

Yes, I am being sarcastic. Opinions may vary about Apple’s products, but one thing is for sure, they are/were great marketers. As a result Mac users are so loyal that Apple is often referred to as a cult brand. I will even go so far as to say, if they offered iKoolaid their devoted followers would gladly drink.

They’ve reached the pinnacle of brand marketing. And as a result must feel so secure that they can completely abuse their most loyal customers (the very customers who camped out and shelled out $600 for a phone that most likely requires them to switch phone service). You are walking a fine line when you take advantage of loyalty for your own greed then offer a discount to bring in additional business.

I suppose another strategy is to offer a new iPhone every couple of months and frustrate every person who just purchased what they thought was the latest product. Or, better still you could be so arrogant as to bully the very businesses that have helped generate your success or should I say dominance.

I should stop complaining. It’s a Mac. I love it. I have to. I’m an artist.

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THE BOTTOM LINE:

Principal 1: Never abuse loyalty. Your loyal customers should be your top priority.
Principal 2: The best customer is the one you already have. It costs you far more to get a new customer than to keep an existing one.
Principal 3: A Tyrannical ruler will eventually be overthrown. It starts as rebellion and builds to revolt.

The Perfect Plan

2013-09-21T08:13:00.000-06:00

When I was a boy my mother told me I was special. But I never heard the word “genius” come out of her mouth when referring to me. (OK, that’s not completely true. I did hear it a few times but I am pretty sure it was laced with sarcasm.)

I have never claimed to be a genius, but I do claim to be an expert when it comes to common sense and marketing – which is almost the same thing.

Let’s talk common sense first. How can so many companies spend so much money on such bad plans? Have you ever looked at an ad and thought, “I hope they didn’t pay much for that?” If so, you have common sense.

Now let’s talk marketing. Marketing is about concept, strategy and execution of the plan. Success is dependent on the perfect plan. If that is true, does it matter what your marketing materials look like?

Yes, looks matter.

I may sound like I’m contradicting myself. I’m not. Materials that look good get noticed, but they can get noticed and still not work. They can look good and still have no impact. They can look good and send the wrong message. They can look good and be a total waste of money. So why do I say looks matter? BECAUSE THEY DO! Poorly designed materials can have great content and never work. You need the right combination of image, personality, and communication to be effective. You need the right plan.

There is a difference between generating awareness and generating enthusiasm. Be wary of agencies that sell you on awareness. They may execute a bad plan perfectly. You will create awareness, but it may cost you more in the future to try to change your reputation.

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THE BOTTOM LINE:

Principal 1: Your marketing materials are a direct reflection on the reputation of your company.

Principal 2: There is no benefit to perfect execution of a bad plan.

Principal 3: Your reputation is your greatest asset. Protect it.

Politically Correct

2013-09-14T11:51:00.000-06:00

I will quote a local talk show host Scott James, “I think my head is about to explode.” Where is common sense today? Let’s talk marketing. Is stereotyping wrong? No!!! There would be no stereotypes if they weren’t accurate. Let me ask you a question. Are hippies Republicans? (Whoops, you just stereotyped.)

It’s time for some marketing tips. Think about the last stand up comedian you heard. Were you offended? Someone was. Humor is subjective. Environment plays into whether or not you think something is funny. Laughter is contagious. Mood makes the difference.

What I just said was very deep. You need to know when and how your audience interacts with your marketing materials or advertising if you want them to be effective. Details matter.

Consider magazine advertising. When are people most likely to read a magazine? At their desk during work hours? (I am about to make another assumption.) Most people read magazines on their leisure time. This information should help determine how you should speak to them or even what should be advertised. Businesses today seem to be questioning whether or not to pull ads from print and focus on the web. Think for just a minute. When are people online? Do they bring their laptops to the bathroom, or the waiting room, or the beach? OK, so print is still viable.

Effective advertising is not the result of the magazine or website. It is a result of the ad. Concepts matter, style matters, strategy matters, and your product matters.

Do you think you or your company keep up with the ad spend of today's giants? Probably not. (If you can, I will still be willing to speak with you.) That means you need laser sharp focus in reaching your audience. You need to speak to the niche.

You need to stereotype to reach the maximum number of people. Someone may be offended. Oh well. They will still probably contact you when the time is right.

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THE BOTTOM LINE:

Principal 1: You must make assumptions to define your audience. (You must stereotype.) If you do, you will communicate more effectively to your target audience.

Principal 2: You cannot control all circumstances or people’s emotions. Play to the majority.

Principal 3: People are more willing to complain than praise. If you hear complaints don’t panic. Your materials actually evoked response. Congratulations. The results will likely overcome the negative feedback you may have to endure.

They Say

2013-09-07T08:50:00.000-06:00

There’s a t-shirt quote that says, “No sense in being pessimistic. It wouldn't work anyway!” That’s funny, but it’s also destructive. If you believe it, don’t bother reading any more. I want to speak to people with enough conviction and optimism to get something done.

Have you heard from the group called “They” recently? They say that the economy is good. They say we’re headed for a recession. They say that we have a crisis called Climate Change. They say Global warming doesn’t exist. Who are they? How did this group called “They” get in the heads of so many people?

Let me state two simple truths before we move on.

Truth 1: The only way to get where you are going is to know where you want to go.

Truth 2: Moving in the wrong direction won’t get you there.

If you don’t trust your marketing agency get a new one. Without trust you will withhold the very information they need to help you succeed. Here’s a rule of thumb. Do you trust your agency enough to honestly tell them the budget? If you are looking for bids in the hope that you will save money, then you don’t trust your agency.

Will your agency spend the whole budget? Probably, but you defined it. Our goal is to do the best with what you have. If you have a thousand dollars, we will come up with solutions that fit that budget. You get what you pay for. (I guess that is Truth 3.)

You are not saving money if the marketing efforts don’t get results. Measure the results. If you are making money, consider spending more. That sounds self serving I know, but consider a simple financial investing principle. If you knew would double your money, would you invest $1.00? You would then have $2.00. Fantastic, I’m sure you are tracking with me. What if you invested $100,000.00 (Do the math, even if you are afraid.) The return is the same, but you’ve done much better. You say, “I would invest, if I had the money.” But you will never have the money if you don’t invest. If you have the money and won’t invest in your marketing, you don’t trust your agency. Move on.

I will bet “They” say that what I am telling you is foolish and you shouldn’t throw the money around. Maybe “They” only made $1.00.

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THE BOTTOM LINE:

Principal 1: Marketing should be an investment not an expense. You should get results or you should move on.

Principal 2: You can measure your level of trust by how much information you try to withhold.

Principal 3: To achieve maximum return on investment, you must clearly state your goals.

Truth: Greatness Takes Guts

2013-08-31T12:09:00.000-06:00

Mike Tyson was one of the most feared boxers in History. They said he was unbeatable, ferocious, devastating. His reputation struck fear into the hearts of his opponents. They lost before they ever stepped in the ring. But, one man, without fear, ended that mystique. As Tyson fell to the canvas he looked helpless and confused. The world was in shock! I celebrated. Buster Douglas went from good to great in an instant. He faced fear and doubt and made history.

The book “Good to Great” demonstrates wonderful business principles, but the truly good news is how many copies of the book sold. The book sales alone demonstrate our desire to “BE GREAT”. Here is the good news: It is possible to be great. Now the bad news: It takes guts. In business and marketing being great is not about popularity. Being great is about what is accomplished. Passion, talent, determination, and stamina are characteristics that are common with great leaders, but I feel I need to say it again, “Greatness takes guts.”

People have said the stupid things. You may remember a few. “If God wanted us to fly, we’d have wings.” “Why would anyone pay for bottled water?” “The internet is just a fad.” “There’s no more money to be made.” “This boat is unsinkable.” “The world is flat.” I could go on, but I think you get the point.

“Why?” is a good question. It’s just one word. It’s powerful. It’s provocative. Something must have happened in our childhoods' that convinced us that “Because” was a sufficient answer. I know as a parent I have said those very words. Sorry kids. I said it, because I didn’t feel like answering or I didn’t have a good answer. In other words it was easy.

Why do we insist on attempting to make everything easy? Why don’t we value effort? Playing it safe is a recipe for failure. Play to win not to survive. Step in the ring. Gain some respect.

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THE BOTTOM LINE:

Principal 1: Fear should not drive business decisions. Fear paralyzes progress.

Principal 2: The “easy way” is the path most people take. Most people will not achieve greatness.

Principal 3: People are full of bad advice and they are happy to give it. It takes courage to go against the grain. You may not become popular, but you may become great.