Day one of the program is simple – in theory. All you’re supposed to do is declare what you’re going to focus on for the next 30 (or 60) days. I’ve wrestled with what I’d like to choose for this effort – I’m eager to write a book, get into shape, make progress on a personal branding thing and doing some strategic planning/visioning for Apples & Arrows. But those aren’t my hustles for the next 30 days.

For the next 30 days, I’ll be working on increasing the quality and quantity of my speaking engagements.

I’ve arrived at this hustle for the following reasons:

1. I think it directly relates to all of my potential ideas – if I make strides in this area, it will have a remarkably positive impact on the others.
2. It’s something that I’m passionate about. There aren’t many things that fuel or excite me. Speaking does.
3. I think it will be fun. The actual experience of speaking is fun – but I think the road to getting more opportunities will be also. It will involve writing, exploring possible topics, making videos and practicing my presentations. If I’m relatively excited about the daily activities, I know that I’m far more likely to complete them. Know thyself, and all that.

I’ll be updating and blogging here, so to follow my hustle, follow the blog. I’ll also be posting to Facebook and LinkedIn, so if that’s more your speed, that’s totally cool. I won’t be sharing every single post on those platforms – but I plan on posting videos, little quips and more as I progress through the next four weeks.

Here. We. Go.

Unfortunately, my blog is just one example of this reality in my life. I’ve researched “which running shoe is best” more than I’ve run in the perfect pair. I’ve pored over reviews for which tent and backpack to buy and not used them once. I’ve scoured the Internet, looking for the perfect to-do list app/tool, and somehow I still struggle to get everything done.

The list goes on.

It’s clear that I enjoy the pursuit more than work. Work takes…well, work. It’s hard, often boring and regularly frustrating. But work is what counts. It’s what matters.

So my hope and aim for the 30 Days of Hustle I’m about to embark on is to do more than search. To write. To film. To create. And at the end, rather than simply having a pretty, empty blog, I’ll have an archive of content – a record of work – that I can build on and be proud of.

I blame fear: What if no one wants to read my book or watch my hilarious, but poignant videos? I blame busyness: I’m the owner of a company that is very busy. Very busy indeed! I blame the brilliance of my ideas: This has to be done right – it’s going to change the face of personal branding and cat videos forever!

But there’s a reality I have to accept: I’m not scared. I’m not too busy. I’m not overwhelmed by the size of my ideas.

I’m lazy.

The problem I have getting started or done doesn’t live outside of me, keeping me from accomplishing my goals. It’s inside of me. It’s me.

So while it may be easy, natural and self-aggrandizing to push the blame somewhere else, I have to get real, honest and inwardly focused if I want to change.

So today, in an effort to combat my laziness I’ve done two things:

1.) Write this thing you’re reading now. I started write a blog post about something else – it was fear-related – and I realized I was talking to myself. I wasn’t writing something that I wanted/needed other people to read. I was writing something I needed to read. Rather than get distracted by the profundity of that realization or something clever on Facebook, I stopped and wrote this. I know, that may not seem significant. But it kind of is.

2.) I signed up for Jon Acuff‘s 30 Day’s of Hustle Challenge. I’ve followed and respected Jon for a while and I’m excited to see how this experience can help me break through. You should sign up, too, if you want.

I don’t really have a conclusion to this, but if there’s something you’re wanting to do and it’s not getting done, maybe the problem is you. I’m not trying to be mean. It’s a legitimate question to consider. And maybe, if you want to change that present reality, you should join me (and Thea) in the 30 Day Challenge. I can’t promise or guarantee that it will change your life (though Jon Acuff might), but maybe, just maybe, it will be one unlazy thing you can do towards achieving your goal.

Each ring is unique, but strikingly similar. The varying thickness of the line. The addition of a splatter or two. The incomplete ring that is just a hint of a spill.

I don’t think I’m alone in this love for the rings. There are thousands of stock photos of them. Agencies, writers and coffee shops use them on their websites. They just look cool.

But, the visual characteristics of the ring aren’t why I love them. For me, it’s what the ring represents that earns my affection. You see, ever since my days of working at The Strategy Group, I’ve become a lover of delicious coffee. (Sidenote: My personal favorite and the brew of choice at The Labor Party is the Spice Merchant’s Old San Francisco blend.) Coffee is a part of my daily routine – and not just in a my-day-can’t-start-until-I-have-my-caffeine-injection kind of way. But in a quiet, personal ritual to kickstart my day. (The caffeine dependence is now just a side-effect of that ritual.)

CUE AWKWARD BRANDING TRANSITION

Many companies have devoted followers who will splash their favorite brands’ logos all over their clothing, cars and bodies. Some people might just like the look of the logo (especially if it’s designed by Chris Parks). But for most, the visual characteristic of the logo isn’t what earns the love – it’s what it represents: a beloved product, incredible customer service, or a life-changing brand experience.

Your brand’s logo is critical. It’s the visual cue designed to trigger your name in the minds of the people who see it. So it’s understandable why companies spend so much time, energy and resources on getting it right. But, far more importantly, companies need to spend time, energy and resources on getting who they are right. They need to uncover and articulate where they’ve come from, why they do what they do, what makes them better than their competition and how that connects to what their customers – or Tribe – want and need.

If you’re a start-up, a company looking to transition or just an organization who’s looking to retool their tired, outdated logo, I encourage you to develop, update or discover your brand before you ever get started on the logo.

Don’t just be the ring.

Be the coffee.

Admittedly, my response sample was pretty small, but I don’t necessarily think it’s invalid. Social media tools have overwhelmed many people – people who already feel swamped and way too busy as it is. The idea of using these tools for their business is simply too much to add on.

So, if like those who responded, you’re looking to hire out your social media efforts, keep the following in mind before you make your selection.

What Are You Really Buying?
Are you hiring someone to monitor conversations happening about your brand? Are they going to conduct an initial social media analysis of your brand, competitors and industry? Are they responsible for creating meaningful, interesting, engaging content for your blog and Facebook page? Will they be providing social media measurement software? Make sure you have a clear deliverable and scope of work before signing a contract. Don’t get locked into a monthly commitment without really knowing what it is your new consultant is going to be delivering.

Who’s Measuring?
Once the social media tasks are underway, who will be responsible for measurement – determining the effectiveness of your efforts? Will the consultant provide regular (weekly, monthly, quarterly) reports about the activities, responses, successes and failures?

Most importantly, who is going to establish the metrics that need to be measured? Ultimately, you, the business owner, marketing coordinator or customer service director, should be determining what success and failure looks like.

Do They Actually Know What They’re Talking About?
This last item is a little harder to verify, especially when you’re looking to an “expert” for guidance. I’m not sure I have any phenomenal recommendations here, but it’s critical that they:
1. Use social media themselves.
2. Have measurable examples of successful social media campaigns or implementation.
3. Use language that speaks to tangible business objectives, not just fancy social media buzzwords.
4. Look at social media as a tool, NOT a comprehensive solution.
5. Take a holistic view of social media – it’s far more than just a marketing tool. It’s part of your comprehensive branding efforts.

Three Additional Considerations
Not only do you need to look externally at potential partners, you need to look internally to determine if hiring out your social media efforts is appropriate for your brand. Here are three things to consider.

First, how will this affect your brand’s consistency? If you unleash someone else to speak on your behalf, will they be able to do it in a way that is consistent with your brand voice and personality, or are you allowing them to create the voice for your company? If it’s the latter, I strongly urge against that. You, the brand “owner,” need to set the personality – not a social media consultant. (Unabashed sales message: If your brand doesn’t have a consistent, compelling, creative personality or voice, give me a call. I’d love to help you establish that.)

Secondly, how much authority are you handing over to this individual or company? What if someone asks a question about your product or services. Or, even worse (but highly probable), what if someone complains? Are you authorizing the individual or company to speak on your behalf? You need to establish a protocol for responding to tough questions and angry customers before the services begin.

Finally, will hiring a consultant cause you to lose your personal connection to your tribe? While you may build up good will among your fans and followers, ultimately, you won’t be invested in the relationship. While the owner of a company may not need to be involved day-to-day, having someone inside the company nurturing connections is a much better long-term investment.

If you’ve hired a consultant, what would you add? Or, if you’re looking to hire one, what other questions would you want answered? Lastly, if you’re a consultant, what else would you want asked of you?

And presented at social media conferences across the planet.

It seems as if every other week there is a social media conference whose attendees flood my Twitter stream with the official hashtag, blasting out the nuggets of wisdom from the speakers.

But here’s the reality: Social media is really pretty simple. The setting up of an account. The use of the tools. Staying on top of the conversations. All of it. It’s very, very easy to do. With very little guidance, anyone, regardless of age or technical knowhow, can be up and connecting.

What’s hard is translating these simple tools into meaningful marketing or communication channels. But that’s no different than television, radio or print media. Not just anyone can create an award-winning commercial, an eye-catching print ad or a memorable billboard. That’s why you hire or find talented people to help you do those things.

All of these social media conferences, social media experts on their social media sites, and social media books are creating an air of mystery and difficulty around what are very simple things. I can only imagine that some may think, “If this many resources are needed to learn about social media, it MUST be difficult.”

I think it’s time that we shift our social media obsession to a marketing/customer service/human resources/fundraising focus – whatever is your current role in your company/organization. Let’s go back to having marketing conferences. Customer service summits. Human resources workshops. Fundraising expos. Let’s focus on doing those things – the tasks on which we’re actually evaluated – amazingly.

If we start doing that, I believe the social media opportunities will present themselves as a result of our excellence. You’ll have to create a Facebook page – or assume management of a fan-created one. You’ll have to create a YouTube channel to collect all the wonderful fan-made videos in your company’s honor. You’ll have to set up a Twitter account because your customers will demand that you listen to their complaints there.

Who’s with me?

Full Disclosure: I have previously conducted, and likely will in the future conduct how-to seminars for social media tools. I recognize my hypocrisy. With this post, I’m trying to suggest that we work to get people over whatever minor technology barriers exist and then move on, using our industry-related knowledge to help people figure out how to be better at their job.