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.
Saturday, December 14, 2013
Saturday, December 7, 2013
One Step Back. Two Steps Forward.
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.
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?
*******************************************************
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.
Saturday, November 23, 2013
A new car for my phone
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.
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.
********************************************************
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.
Saturday, November 16, 2013
The Game
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.
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.
********************************************************
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.
Saturday, November 9, 2013
Kindergarten Basics
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.
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.
********************************************************
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.
Saturday, November 2, 2013
Never Lost: My GPS Nightmare
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.
********************************************************
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.
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.
********************************************************
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.
Saturday, October 26, 2013
Honorable Intentions?
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.
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.
********************************************************
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.
Saturday, October 19, 2013
How many CEOs does it take to Change a Light Bulb?
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.
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.
********************************************************
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.
Saturday, October 12, 2013
The Power of Pink
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.
********************************************************
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.
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.
********************************************************
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.
Saturday, October 5, 2013
Why Buy the Cow
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.
********************************************************
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.
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.
********************************************************
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.
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