Instead of providing a succinct review of the book, I’ve taken the easy way out and regurgitated a bunch of quotes that left an impression on me. In some cases I added my two cents.

___

On startups:

“I hate it when people call themselves ‘entrepreneurs’ when what they’re really trying to do is launch a startup and then sell or go public, so they can cash in and move on. They’re unwilling to do the work it takes to build a real company, which is the hardest work in business.”

By some crazy fluke, the SamsonStudios brand promise aligns with the Apple philosophy:

“[Mike] Markkula wrote his principles in a one-page paper titled ‘The Apple Marketing Philosophy’ that stressed three points. The first was empathy, an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.”

“For the rest of his career, Jobs would understand the needs and desires of customers better than any other business leader, he would focus on a handful of core products, and he would care, sometimes obsessively, about marketing and image and even the details of packaging.”

On being a know-it-all:

“Pretend to be completely in control and people will assume that you are.”

“Because I didn’t know it couldn’t be done, I was enabled to do it.”

“People who know what they’re talking about don’t need PowerPoint.” Weren’t all his keynotes backed by…um…Keynote?

We all knew MobileMe sucked. So did Steve. Here, where Steve publicly reprimands the MobileMe team, is a prime example of how he could humiliate his staff:

“‘You’ve tarnished Apple’s reputation,’ he said. ‘You should hate each other for having let each other down’”

On the desire to always outdo yourself. You might as well be your own competition. That way, you’ll have no one to fear:

“‘If you don’t cannibalize yourself, someone else will,” he said. So even though an iPhone might cannibalize sales of an iPod, or an iPad might cannibalize sales of a laptop, that did not deter him.

On the genius of Steve Jobs:

“‘Was he smart? No, not exceptionally. Instead, he was a genius. His imaginative leaps were instinctive, unexpected, and at times magical. He was, indeed, an example of what the mathematician Mark Kac called a magician genius, someone whose insights come out of the blue and require intuition more than mere mental processing power. Like a pathfinder, he could absorb information, sniff the winds, and sense what lay ahead.”

I’d like to think I knew what I was getting into when I married Donna Lee. Or at least some general idea:

“‘I’m very lucky, because you just don’t know what you’re getting into when you get married,’ he said. ‘You have an intuitive feeling about things. I couldn’t have done better, because not only is Laurene smart and beautiful, she’s turned out to be a really good person.’”

On mortality and his desire to live:

“‘Living with a disease like this, and all the pain, constantly reminds you of your own mortality, and that can do strange things to your brain if you’re not careful,’ he said. ‘You don’t make plans more than a year out, and that’s bad. You need to force yourself to plan as if you will live for many years.’”

“‘I know that it’s possible I will die and leave Laurene with a half-built boat,’ he said. ‘But I have to keep going on it. If I don’t, it’s an admission that I’m about to die.’”

National Geographic (NG) understands branding. And here’s why:

They stick to the basics: Notice the 3 elements that make-up the magazine cover:

• Signature nameplate (Typography – A condensed Times New Roman)
• Signature colour (yellow)
• Signature shape (rectangle)

(Here’s a fourth: Amazing photography)

NG has leveraged their signature yellow border across multiple global publications, their television channel, the web and as the central graphic for the NG Society’s logo. It’s everywhere. It also helps that they’ve maintained this icon for the better part of the 20th century, and of course,  into the early decades of this century.

Longevity and consistency will do a lot for a brand. they’re the keys to establishing successful brand recall.

Start-ups with a long-term vision and patience will win the day.

Chances are, anyone who visits your website already has a pretty good idea what your business does. What it sells, what services you offer, and perhaps even what it costs. What they’re looking for, is why they should buy it from you.

In his book All Marketers Are Liars, Seth Godin argues that good marketing has evolved from cold calls and product listings to storytelling. According to Godin, successful storytelling is consistent; it appeals to the senses (emotions); is authentic, and aligns with the customer’s worldview. And your story is not for everyone – you have an ideal customer in mind, correct?

He also stresses the importance of spreading your story quickly. Consumers are shrewd, and won’t waste their time on a yarn. Godin says:

“Almost every important buying decision is made instantaneously. These snap decisions affect everything we do, and we’ll bend over backward to defend them later”.

If you can align your story to what they already believe, you’re halfway there.

Obviously this is big-picture stuff – we’re talking about visioning and shaping your company’s core values and brand promise. Your story will have a broad scope and carry across marketing materials, it will impact how you speak/write, and it will redefine your approach to selling. It should also affect how you work with your current customers/clients. If the story is authentic, you’ll gain their trust. This is your brand after all.

We need to get back to little-picture stuff however.

Want to make a first impression? Start with your website’s About Us page. As already mentioned, the user already has a preconceived idea what you do, and for how much, you have but a moment to convince them you’re the best option. I’m not saying you shouldn’t list your services or products. But tell us who you are first: Focus on what you stand for, and what you do better than anyone else. But most of all, let them know how buying from you (or working with you) will be an experience unlike any other. Make them a part of the story.

Here’s an affiliate link to Godin’s All Marketers Are Liars. In case you felt like checking it out. If you happen to purchase the book, Amazon gives me six and a half cents from your purchase. Or something like that – I don’t know.

If you’re a freelancer like me, you’ve probably considered leaving your humble abode and setting up shop in a posh downtown loft. After all, nothing impresses a client quite like fancy boardrooms and ceiling to floor windows. Sounds like a good investment, right? Wrong.

Office space may give  you a place away from home to store your gear, do your job and entertain clients, but it also comes with some major overhead. Here’s but a few expenses you’ll likely run into:

• Commuting: Not only will you have to invest more time in getting to and from work, you’ll want to consider the cost of gas and/or bus fare.
• Parking: If you’re driving, you’re parking. If your rental/lease agreement doesn’t include a parking space, it’ll be even more expensive. Especially in a downtown setting.
• Utilities: Unless they’re included, you’re on the hook to cover them. I work in Winnipeg, Manitoba. One of the colder spots in the Canada. I’m content to heat my home (which by the way, I can claim a portion of), and have no desire to heat a workspace that sits empty most of the week. And don’t forget you’ll be doubling up on internet and possibly phone service too. Note: I suggest that anyone working at home also keep a dedicated line for their business.
• Cleaning services: I suppose you can clean it yourself, but it’ll cost you in time and supplies nonetheless. Winnipegers, If you are looking for maid service, give my friend Joanna of Signature Cleaning a call.

Might I suggest that your small business focus on growth before looking to move out of the home office. Before picking out window treatments, consider exploring the following options:

• Hire a salesperson: You hang back at the office and get your work done while your sales staff hits the streets and markets your services.
• Hire an agent: Not much different from the above, but depending on your services/talents/niche, an agent may be the better way to go. I have a colleague who once used an agent to find him accounts across the border. It was a specialized market, not easily accessed by a local sales person. Sometimes an agency will have a better toolset for your search.
• Invest in equipment: A powerful computer or specialized equipment will help you do your job. Hard wood flooring probably wont. However, I will concede that a beautiful view outside your window may inspire you a little.
• Hire a designer/Admin assistant: If your sales improve you’ll have more work to do. Service staff (in this case a designer) will not generate money, but they’ll be a necessary hire nonetheless. This is a true sign of growth. Don’t have the space to keep staff? Work remotely – they have this new thing now called the telephone. But if that’s a little antiquated for you, video conferencing services like Skype and FaceTime, make collaborating with your staff simple, no matter where you are.
• Embrace your mobility: Since you are not tied to a lease or rental agreement, you should feel free to work anywhere. If you’re tired of the house, then go to your local Starbucks. You’re local library will also have wi-fi available, so grab a few books and set up a comfy workspace. Be intentional about taking 1-2 days a week to work away form your home office. This is also a good way to have regular meet-ups with your sales or service staff.

There’s good overhead, and there’s bad overhead. A premature move out of the home office and taking on a lease falls under the latter. Investing capital on sales and service would fall under the former. I haven’t even mentioned the benefits of setting up shop in your residence. Check with your accountant to see what tax breaks are eligible for home business owners – you might be surprised. For freelancers with young children, working form home is an ideal situation.

In need of entertaining clients, but not willing to bring them into your home? There are alternatives to suit your needs. Regus provides a wide range of services and facilities for home-based businesses. Most chambers of commerce provide temporary workspaces to their members for an ala carte cost. Your local library will do the same, usually at a lower cost.

Remember, no matter how far we go to impress the client, nothing will impress them more than your attention to their needs. Focus on their project, not your accommodations.

Yesterday we were talking to our 8 year old about teamwork. He was being a little critical of his teammates in gym class and his teacher felt it would be good for him to have a script, or list of encouraging words and phrases he could call on when playing with his friends.

After a little discussion and some back and forth, I asked him if he knew what “encouragement” meant.

There are moments when you’re teaching a child when you wonder if a concept is really getting through to them: Like the importance of keeping a clean room for instance. That one doesn’t seem to resonate with either of my children. But in a moment of pure clarity our boy had the answer: “Words of hope”. I couldn’t have given a better definition. I know this because my kids ask me what stuff means all the time, and every time I draw a blank.

Whether you are building a team, running a business or raising a family, words of hope bridge the gaps and seal the cracks. They also heal wounds. So deliver encouragement wherever you go. And because we can all use a little encouragement, here are a few words of hope for you today:

More. As in: you are worth more than you know.

Patience. Hard work will pay-off.

Confidence. Keep believing in yourself – You are on the right track.

Shelter. You are not alone.

Faith. God is Love. And Love has come for us all.

How do you decide what the best column (or line) width is for justified body text? Rule of thumb is to take your text size (in points), multiply it by 2 and set your column width to that value, but in picas. Use that as you maximum length. What’s a pica you ask? Well that’s a long story, but there are 6 picas in an inch. To get your column width in a value we can all understand, do the math. Dividing by 6 is your final step.  So for example, you’re using a 12 point type for body text, fully justified. Your column width will be 24 picas – that’s 4 inches.

Of course every design rule can be stretched, or even broken. But if readability is of utmost importance, use the above rule when building your grids.

After a lengthy phone conversation with a client last week, he wrapped things up by thanking me for taking on his account – in his words – even though it was such a small account. At first I was a bit lost for words, but I countered with a kind return, stating that there were no small accounts or clients, and thanked him for his continued business. He’s been doing business with my studio for close to 6 years. That’s a significant accumulation of income and support and not to be taken lightly. So I wasn’t meaning to glad-hand, yet I’m not sure it the message was delivered with it’s full intent.

Not 24 hours later, I found myself on the phone with one of my vendors, engaged in a very similar conversation. This time the shoe was on the other foot. With due diligence, my client expressed his appreciation for my business. Knowing his shop does business with much larger studios than mine, I sheepishly thanked him for his work and told him he didn’t need to go out of his way, seeing I’m just a little guy. His response was much like mine to my client. He asked me to look at the big picture and consider what my contribution was to his shop over the long-term.

OK, I knew what he was saying, and he wasn’t lying. But I’m not sure I was convinced that my business mattered as much as the big guy’s did.

Here’s what I needed to hear. More importantly, here’s what I needed to say:

There are no big or small clients, only clients. Each of equal importance and value to the success of my business. That is all.

I wrote this post while sitting outside a conference room, waiting to begin a Business Network International (BNI) lunch meeting. After I went in, I noticed this book sitting on the info table. I’m sure its a great read, and no doubt the author’s a great guy (He’s the Difference maker after all), but this is the kind of thing I want to completely avoid. Am I out of touch with current sales techniques or am I just hanging out with the wrong crowd?

Two more interesting things I heard at this meeting:

“I actually care about what I’m doing here, and I know I’m providing something of value to my client, but asking for money makes me feel like a snake oil salesman”. Good.

“I’ve been talking to so and so about working together, but you’re young. And I’m young. So let’s chat”. Weird, but kinda cool because I was the young guy he was referring to.

My first friend who had walked me through the service did a fine job of laying out it’s features and benefits. But I just wasn’t getting it. Video is meant to be seen, and user interfaces are meant to be used. It wasn’t until the concept became a living/breathing experience, that I could truly appreciate it.

This is true in sales as well. Especially if what you’re peddling is creativity. All the smooth-talk in the world will not equal the physical incarnation of a creative thought. So what do we as designers (photographers, writer, artists) need to provide our prospects to convert them to clients? Well, that’s easy…

A Portfolio

This is art school 101, right? Yes, it is. But the danger of being in this business for any real length of time, is the opinion that we no longer need to come to sales meetings with portfolio in hand. We’d all like to think our experience and client list will speak for itself, but that’s a big mistake.

Remember those first few weeks and months that followed graduation? We’d go from studio to studio, drudging through rain, snow and high winds with that 32″ x 42″ portfolio case strapped over our shoulders or across our backs. Then we’d lay that heavy, awkward and sometimes wet portfolio case on the prospective employer’s work desk and hope they liked what they saw – in it and in us. Those memories can have an adverse effect on our willingness to bring the portfolio out with us. They did on me at least.

The trick is to find a system that works for you. Perhaps a smaller case, or a custom designed sales binder/folio is your thing. For me, it’s quick and neat: I like to leave as many samples behind as possible, so I collect my samples in a brown envelope. Not very attractive, I know, but the point I’m sending is that they are leave-behinds. I don’t want to get too hung up on ownership – they’re samples, not gallery pieces – They won’t do me much good hung on my wall. Over the eleven-plus years I’ve been doing freelance design, I’ve amassed a considerable amount of project samples and overrun (you can never have too much), so I have the luxury of tailoring my sales envelopes. For example, If I’m meeting with a school, I’ll bring work I’ve done for other schools.  If they want booklets, I won’t bring posters. That’d be like bringing a knife to a gun fight. But I digress.

You know what’s even better than a portfolio?

Work in action

Seeing what you’ve done for other clients may convince someone to give you a try, but once they see how you work and what you can do for them, they just might keep you. Be sure to invlove your clients in as many aspects of the project as possible. I’m not suggesting you drop all your boundaries, but do allow them to feel included in the creative process. And don’t be afraid to get (semi) technical at times and share just how you solved their problem and/or saved them time and money.

How do we extend this concept to sales prospects? Case studies on your website are an option. So are behind the scenes videos, or screencasts of your creative process. Find something that works for you, and post it. Because the visuals matter, and they may lead to clients, but a client-centred approach—that highlights just what you do to benefit them—will turn clients into believers.