Get your fingers out

 of other people’s pies!

You may be the boss. But don’t stick your nose into the creative process that’s being strategized or implemented by the writer(s) and/or designer(s) YOU hire. When you’re paying an individual or team to create your branding message, advertising, packaging, promotion, public relations, website, or Internet marketing: Back Off The Process!

If you’ve done your job up front by hiring top talent to begin with, leave it be. You risk losing personal respect, leadership control (including the ability to motivate), sales, and even market and industry stature by interfering in his, her, or their work in progress.

I’m NOT suggesting you don’t VERY carefully explain the perspective and posture you want to see be used in representing your business at the very beginning of the creative process. You need also to insist on a “How Goes It?” review / inventory / status or progress report half-way through the creative process.

And you positively must review every word and every graphic treatment BEFORE it’s released or launched or distributed, and offer an honest critique … which, btw, is usually better accomplished with questions than with judgement statements.

It’s your company and YOU are ultimately responsible for every verbal and every visual message conveyed. [And ad agencies and marketing groups — even in-house — love to walk the thin line of public acceptability and appropriateness; it wins them awards!]

But just because you think you’re a “creative whiz” and know how to write a nice email or drum up some sizzling topic for your kid’s science fair entry, or can draw cute pictures that always amuse people, do NOT think that you can match those you’ve entrusted to do the job!

If you were that talented at design or writing, you’d be a designer or writer. It’s just another way of expressing the old management theorem: Stick To Your Knitting! Creative people are not likely to be able to match your entrepreneurial drive and management / organizational and financial know-how. Tech people are, incidentally, the least creative.

Get the best people you can find to do the job, give them your input, take their pulse at the fifty-yard line, double-check their final product, but let them do the job.

I have seen countless great marketing, sales, and advertising campaigns be ruthlessly and unwittingly aborted by well-intentioned top management who haven’t a clue about how to connect their messages to their target markets.

No time to do all that creative process management stuff? Lacking the sensitivity to deal with the writers and designers? Not sure how to best direct or coach them? Call me. If I can’t do it for you, in a consulting role, I’ll find someone who can. [302.933.0116]

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Imagine This. Imagine That.

(Then Do It!)

     Sorry, but great ideas you fail to act on are not great. In fact, they’re actually lousy because they clog up your brain and prevent you from getting and acting on the truly great ideas you have. Am I saying that you’re holding yourself back? Yes. Aren’t you?

     I know, you’re overwhelmed right now…sucky economy, family holiday obligations, and you want to just slow down your business push (like past years), just sit back and relax with a nice glass of something warming…and relegate the whole “dreaming up new business ideas” thing to some back burner agenda.

     But guess what? (Yes, you knew this was coming, right?) There couldn’t be a better time to get your brain focused on making more of your imagination. While others are racing around trying to jam in end-of-year sales orders, and still others take vacation time, ACT BOLDLY!

DO AN “O.I.S.T.T.T.”

(Now! This Week!)

     Take 2 or 3 or 5 or 10 of your top people on an “Overnight Imagination Stimulation Think Tank Trip.” Build in a side visit or two for some gift-shopping along the way.

     Here, Try This:

1) Take your Team to breakfast and give them a pep talk. Then give them each some spending allowance or discount deals you work out for special shopping spots along the way to a special meeting destination (Cheap, good dollar-value deals are available everywhere right now!). Maybe offer an extra “Family Day” off to each for Christmas or New Year’s use? 

2) Then bus or limo the whole group to some mountain cabin hideaway, or some fantastic meeting center/resort kind of place. My personal recommendation for those in the Northeast… NY / NJ / PA / DE / CT / MA:  www.InterlakenInn.com because I’ve run dozens of “Escape” meetings there and can vouch for what a super place it is (and I just called them to check, and they assure me they’ll work with your budget).

Bottom Line: You won’t believe how much good the overnight “brainstorming” trip will do for your business (AND your Team!).

3) Imagination will flow from the first cup of coffee to the last, then you have some time left over to evaluate and assess the ideas, and determine the directions and steps to take.

4) POOF! You will start out the new year on the run, ahead of the pack, and with increased commitment and loyalty from your top Team, because they will be part of the action from the git-go.  

Assuming now that you might be serious about wanting to put some truly creative leadership to work, and you’re willing to test your mettle (and your braintrust) as to how spontaneous you can all be (because you realize that SOMETHING powerful has to happen with your business SOON), then check each of these quick blog posts on related subjects:

http://bit.ly/6VFJHL  ~~~ INNOVATING AND PROBLEM-SOLVING (“Has Your Brain Been Thunder-Struck?”)

http://bit.ly/85FlLC  ~~~ 5 WAYS TO BREED INNOVATION (“It Doesn’t Fall From The Sky … Innovation Needs Ignition!”)

http://bit.ly/5358lq ~~~ BEAT THE RECESSION WITH IMAGINATION (“Entrepreneurs Are Imagination Junkies”) 

 MY PROMISE:

THIS (PERHAPS RISKY-FEELING) SUGGESTION WILL POSITIVELY PRODUCE THE MISSING INGREDIENTS YOU NEED TO SKY-ROCKET YOUR BUSINESS INTO THE NEW YEAR!

(Or, if doubts and excuses get in the way, call me at 302.933.0116 to arrange a free how-to, same or next-day consulting session!)

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Innovation Starts With

A Creative Idea.

     Innovation may end with the implementation of a strategic plan that carries a creative idea all the way through to completion — whether it’s a new product launch, and expanded service offering, a new approach to management or something else — but it begins with a creative idea!

     Hey, that’s great, you might say, but how do I stimulate my people to dream up creative ideas that we can innovate with? I have 6 engineers, 3 chemists, and 4 accountants reporting to me and the most creative thing any of them do is wear a plaid shirt on vacation.

     Aha! Then — assuming it’s worth 45 minutes a week to maybe light some fires under them and facilitate some positive changes — tell your team that it’s time to divest your business of its status quo investments.

     Tell them you want to begin making some big waves in the market and/or the industry and or the organization. Challenge them to rise to the occasion and take responsibility for introducing 3 new workable ideas each, every week.

     Give each person 1 minute to present each idea in each weekly status meeting. So 3 ideas each, 3 minutes = 3 x 13 team members = 39 minutes.

     Devote 1 minute of each meeting to creative stimulation activities: Make something out of a single page of newspaper! (Anything!) or draw a t-shirt and put the word or words or picture on it that best describes how you feel right now (Anything!) or pass a rock around and have each person pretend to put into it the one thing besides money that she/he thinks is missing from the company that could make it better, and say what that thing is (Anything!).

     Use 1 minute to vote on the 3 most feasible ideas and rank them. Address the #1 idea with 4 minutes of quick discussion about how the team could make the idea work. VOILA! 45 minutes a week of creative stimulation will most certainly produce some innovative pursuits. 

     Don’t be afraid of trying, or too quick to abandon the approach. It WILL work and it WILL bring some meaningful new directions from once stagnant corners of your business environment. Adapt the timing and challenges as you see fit. Email me if you have questions.

     As the owner or manager you have the implied power to make it work. It’s your choice to bring active, encouraging, fun-filled, and noncritical leadership to the table, to challenge others to take the risk of offering suggestions. And remember that bad and stupid suggestions will almost always trigger good productive ones that would otherwise NEVER have surfaced.

     So encourage ALL input and reward failures when there’s real effort involved. You’ll be amazed at the differences you can usher in within just a few short weeks of consistent and enthusiastic support. Similar approaches have brought astronomical success to all types and sizes of businesses. The keys: Encourage every effort and be persistent.  

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It Doesn’t Fall From The Sky

…Innovation Needs Ignition

We’ve all heard  how the lousy economy is getting better now, and will soon (fingers crossed behind backs) be booming again. And even those of us who are eternal optimists know better than to believe a word of it.

Small business owners and operators and managers  know that only job creation will turn the tide, and that job creation will only come from increased sales, and that increased sales will only come from great customer service and … INNOVATION.

Here are ways/attitudes/ideas  that can help jump-start innovation (the development of new products, services, markets, ways of doing things, from ignition to blast-off to orbit and back) beginning right now:

1. Do not tolerate paralysis. Some action is always better than no action. Inspire a “Do it” mindset and reward failures when genuine efforts are made.

2. Try stuff!  Test it out. Ask customers and suppliers what they think. Convene quick focus groups. Scramble together as much quick feedback as possible and LISTEN to it!

3. Instill a sense of urgency  about taking initial ideas all the way through the thought and strategic launch process. Insist on thorough thinking done quickly. Don’t wait for lengthy studies, follow-up meetings, and long assessments.

4. Be open and receptive  to and encourage bizarre and eccentric and cyberspace thinking, but cultivate ongoing teamwork to shake ideas loose and get them organized and moving.

5. Get EVERY one engaged. The best results can sometimes come from the least expected sources. Make EVERY one who contributes part of the launch crew, with small frequent reinforcement rewards (fresh fruit in the lunch area, personal handwritten thank you and acknowledgment notes mailed to “The Family of” at home addresses, local news releases, website mentions)

     Remember that it doesn’t take much to shake things up  and spur some new innovative activity, but it can take a lot of work and a long time to restore order if you try to take things to fast in too many directions at the same time. Keep the ideas flowing. Keep each step of the way a product of organized teamwork. And keep control.

You need to ignite fires and encourage brainstorming with one hand, then bring things into realistic focus with the other. Yes indeed, you are once again in that old entrepreneurship attitude that you thrived on when you started.

Maybe you’ve lost touch  in recent times with some of those “egotistical, competitive, passionate, persistent-beyond-belief entrepreneurial traits” (Thank you Tom Peters and Nancy Austin in “A PASSION FOR EXCELLENCE…The Leadership Difference”)?

Perhaps someone convinced you not to worry about it because the economy is turning around? Perhaps it’s time for you to turn your business around with more innovative pursuits and action. Perhaps?

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HAPPY BIRTHDAY!

Two simple words, delivered by the boss — with a sincere smile, handshake or back pat, maybe even a balloon or courtesy lunch or coffee break — can work wonders for your business.

     Your people are your most important asset. Your genuine and personal recognition of the single most important day in the life of each employee will come back to you a hundred-fold. Because? Because people talk. And because everyone talks about being appreciated … especially in today’s hard-times existence. 

     It’s become such a rarity to get unsolicited recognition  of any kind, that many people go out of their way to actually ask for it once a year … some boldly, some demurely, some jokingly. “Well, it’s my birthday today,” slips from the lips of total supermarket strangers.

     And what’s the response?  “So what! Who cares?” Not a chance!  Aren’t the next three words always: “Oh, Happy Birthday!”? And except for temper-tantrum toddlers or emotionally-fragile teens, when have you ever seen “Happy Birthday!” not produce smiles?

     For business owners and managers, the bottom line is that the small amount of time and effort required to acknowledge staff and associate birthdays pays big dividends in productivity, loyalty, renewed commitment to company goals, and overall spirit of cooperation. Enthused recipients can foster sales as well.  

     Do you even know the birthdays of everyone who works with you? What about investors, referrers, key suppliers, loyal customers? This isn’t just a local restaurant or chiropractor gimmick to get you back in their doors. This is simply a nice (and smart) thing for every boss to do!

     You’ve been looking for inexpensive high-impact ways to grow your business. This approach is a no-brainer. Do a little birthday homework here. With the right kind of twist, employee birthday news releases and captioned photos can even be newsworthy enough to warrant coverage. (Need help with that angle? Send me an email.)

     Before you decide to shrug off the idea and dismiss it as a frivolous waste of time, question whether it really is, or are you choosing for it to be because you don’t identify with these kinds of values? Fact: As an entrepreneur, you may not need as much recognition as others because you’re more interested in making your ideas work.

     THIS is one idea that will get others interested in helping you make your ideas work. And since all behavior is a choice, this investment in others who work with you is a choice. It’s your choice.

Is it your birthday? Happy Birthday!  

You must be dreaming!

Today’s economy is GREAT!

     Dear business owners and managers:  If you’ve been talking about having some weirdo notion that we are in a never-ending economic tailspin that’s ruining the odds for  success, you may not be speaking with forked tongue, but you are looking through crooked glasses! 

     If  your business is still afloat,  that means you have done some hard sweeping work getting the cobwebs out of the corners. It means you are down to a bare-bones personnel operation that is probably 50-100% more productive than it was before “bailouts” and “stimulus” became part of the language.

     And you are coming full circle around  to what Tom Peters and Nancy Austin told us a quarter of a century ago in their classic #1 best-selling business book, A Passion for Excellence:

In the private or public sector, in big business or small, we observe that there are only two ways to create and sustain superior performance over the long haul:

“First, take exceptional care of your customer (for chicken, jet engines, education, healthcare, or baseball) via superior service and superior quality. Second, constantly innovate. That’s it.”

They add that “sound financial controls” and “solid planning” are of course also essential and necessary,” but that the bottom line of achieving success is to manage by wandering around —

• By constantly talking with your people,
• By constantly and attentively listening to their ideas, and
• By motivating through examples of the ways you cater to customers and work nonstop at innovation: always drumming up new creative ideas and strategically taking them all the way through in your thinking to a point of implementation.

Introducing a new product feature isn’t good enough. Anyone can think of that. Actually working out all of the steps involved with associated costs, benefits,  timelines, and logistics… that’s innovation! 

• By instilling a passion for customer courtesy and innovative thinking in every tiny corner of every department of the business, whether there are three employees involved, or 300,000. 

     Today’s economy sucks if you choose for it to.  If instead you seize the opportunity to be more motivated to deliver a better dollar-value quality product and service, quicker and safer, and that’s longer-lasting than ever before… and you pump all your company’s efforts into making your customers love you… NOW you’ve got something!

     And your leaner, tougher, more customer-conscious business  would never have happened when cash was flowing and you were on cruise control, lunching out and playing golf and taking off early and traveling the world on long vacations, and being so successful you were able to sell ice to Eskimos with one hand behind your back.

     Speaking of your hand:  The lousy economy, being continuously fueled by shortsighted (maybe even blind) government bureaucracy, has essentially forced your hand to act in new ways. And if in fact you do act in new more productive ways, then it’s a GREAT economy!

     Will you rise to the occasion  and make things work, or keep dreaming that they can’t,  throw in the towel, and get out of the way of those who are choosing to meet the challenge? 

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Got Good Advice?

     If you’re putting all your business eggs  in one consultant or one consulting group basket, don’t give your business long to live! It may be time to remind yourself that your business is your baby, that you’ve worked hard to get it up and on its feet, and toddling forward. Sure it will fall on its face a few times, but YOU are the only one who can get it back on track.

     When you hire a consultant or consulting firm  and expect her/him/it to get all your ducks in a row, you’re headed for Disneyland! And given the kinds of fees being charged these days, you may also be on your way to the poorhouse.

     It’s an age-old proven fact  that the best solution to ANY organizational problem lies WITHIN the organization. The challenge therefore is HOW to draw it out, not to decide on what consultant to hire to analyze it to death and make recommendations you don’t need!

     Except for highly technical consultants, no consultant (inside OR outside) can waltz in  and pinpoint a management or organizational solution direction for you to follow. My best guess is that that person or “team” will be wrong more than 99% of the time. Why?

IF YOU’RE NOT PART OF THE PROBLEM,

YOU CAN’T BE PART OF THE SOLUTION

BECAUSE YOU’LL NEVER FULLY GRASP THE PROCESS!

     You own or run or manage the company  and that means YOU are the only one who can understand and guide the unique solution process as it exists in your unique organization. The ball’s in your court. You can get consulting HELP, but in the end it will always have to be your solution and your decision.

     Soooooooooo — why do you want to pay  for one support entity when you can have 5 or 7 (odd number recommended) support entities helping you FOR FREE? Huh? The best consulting help you can engage will be to help you engage an advisory board that can help steer your ship while you sleep or visit the head!

     You will probably also do this task better by yourself,  but — in starting an advisory board — objective, outside input can be valuable. Start with people you trust who you know agree with the general growth directions you plan, and who are willing to commit time and energy. They need not agree with you on the details of how to get there, but that’s okay.

     Reward them  by serving food and snacks at meetings; give them free samples of products and/or allow them “family” discounts on services. Treat them special. Require confidentiality but be 100% honest with them, and cultivate a high trust level with each. Keep them informed of both good and bad news.

     Call them together quarterly, monthly when needed. Don’t ever waste their time. Always have pre-circulated agendas of problem-solution issues and bring key employees in to present the details. Stick to the agendas. Give out assignments. Have goals of leaving meetings with solutions. Work it.

     Yes, it’s work,  but you’ll get better input, free, from people who feel they have a stake in the contributions they make, and whose input wins your respect. They will also end up being your best salespeople!

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Is “bigger” always better?

   If you haven’t visited Twitter,  you’ve probably no idea how extensive the ego destruction can be if your postings (“Tweets”) haven’t attracted 37,416,298 “Followers” in the last 24 hours.

     Oh, and there are at least 64 gazillion  other Twitterers out there who have the magic formula that will turn you into an overnight Most Highly Followed and Esteemed Twitterer sensation. Probably make you the hero of your whole office or neighborhood even!

     It makes me think about  how wasteful media advertising is if you’re not interested in attracting the entire world to your doorstep. I mean, let’s assume you’re selling Swiss Screw Precision Parts that are used in rocket ships. Should you run a series of network TV commercials on ABC, CBS, NBC, and CNN? (Insert sounds of regurgitation here.)

     How about full page ads  for your grass-cutting service in one of those idiotic national newspapers for bar graph fanatics? Gee, a direct mail campaign combined with Twitter and Facebook postings could put your hand-crafted pottery pieces on the map, don’t you think?

     Tell you what:  if you have that kind of money to throw away (and stupidity level to match), call me first. I’ll get you some great deals.

     If your target market  is comprised of specific individuals or specific industries or specific geographic areas, don’t waste a penny on advertising that goes to other people in other places.

     Yes, this includes refusing to do business  with the sleazy phonebook companies that go to great lengths to fragment the markets you want to reach so you’ll have to buy space in two or three or more books that slice up your market and, in the process, add another dozen markets you don’t need or care about.

     “Phone book ads  are a necessary evil” I’ve heard so many people complain over the years, especially professional services. The truth? They ARE evil, but they are NOT necessary.

     Your parents taught you  that where there’s a will, there’s a way, right? So when did you forget that? There are other ways to reach the prospects and customers you want without having to sell your sister and your dog (other jokes there that I’ll pass on!) just to pay for reaching people who cannot or would not be your customers anyway. 

     It’s one thing when the economy is booming  (let’s see, that was…uh…) and it’s a great thing to spread your name and message everywhere, with cost not a factor. It is, however, quite another mindset that’s needed when the economy is as bad as it is and VALUE needs to dictate expense.

     You don’t need to cave in to making media people rich with money that should be staying in your pocket because you are too lazy to look for other options. There ARE other options. You WILL find them when you put your mind to it. Or not.

     There’s always that one-time special deal package  — discounted from $1,297,000 to $1, 215,000 — to sponsor a major national show in 14 states even though you only provide service to three counties in one state, but it’s “such a deal!” 

     With advertising, bigger is not always better … and the bigger the impact, the bigger the bill.     

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HOW you show what you show

can win or lose sales!

     No, one picture is NOT worth a thousand words.  Absolutely nothing sells better than the right words. But, the right words need a visual payoff, and that all comes down to HOW you show your wares, people, services, vision and ideas… websites, ads, news releases, promotional materials, videos and commercials.

     When your advertising spokesperson  is saying or doing one thing and whatever’s in the background is saying or doing something different, you lose sales. A professional service video produced in a trashy, cluttered office leaves viewers believing the business is trashy and cluttered no matter what is said.

     When a news release  is accompanied by a (yawn!) yearbook-looking head shot photo of the person featured, and the contact person sending it is even fortunate enough to have the editor actually give it print space, readers will yawn and turn the page.

     When a news release  is accompanied by an action-based candid-looking photo, it will get inted more often and it will gain reader attention more often. HOW you show what you show in a news release attachment must be as “newsworthy” as the text of the release.

     Remember you’re not paying  for this space so give the editor something to get excited about or laugh at or learn from or be mesmerized by.

     Websites? I’ve seen an awful lot of websites with photos of things that have little if anything to do with the text. If your photos and illustrations are not providing a payoff, a punchline, to what the words say, fold up your site and go home.

     The world is smarter today.  You no longer need to spell out every tiny detail of what the benefits are to customers and clients, but you sure as hell better make sure that you’re not leaving out the essentials. Leave out enough to not bore people, but include enough to make sure you get your message in their faces quickly and without prompting puzzled looks.

     Photos need captions.  Captions need to include exact names and exact titles and exact descriptions. People will read them or not, but photos should NEVER go unexplained. Don’t assume others will get your message because it’s a spectacular graphic. They won’t.

     Trade shows?  Determine your single (yes, SINGLE) mission ahead of time and stick to it. You are either there to sell or to get leads or to attract investors or to strut your stuff to the industry r whatever, but NEVER more than one of those objectives, or you might as well throw the booth rental money out the window!

     Once you’ve defined what you’re doing  there, make sure your display shows what you want others to understand about what their benefits are for doing business with you! The right words will do the deed, but your visual experiences must serve as the cornerstone to your message, and must strongly reinforce what you say. Always and everywhere.            

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What’s Killing Your Business?

So much positive feedback on  “What’s Your T-Shirt Say?” posted the other night:  http://halalpiar.com/2009/10/boost-your-business-in-3-minutes/ that I thought another evaluative exercise might be in order.

     Don’t scream, “Hi-YaaaAHHHH!”  in mock sarcasm and kick in your monitor screen when you read the next sentence that describes your homework assignment.

     If you’d like to boost your day-to-day and long-range business sales and operations  with 20 minutes of concentrated effort (and no consultant fees!), take a deep breath  http://halalpiar.com/2009/05/4-steps-in-one-minute-zero-stress/ and write your business’s obituary. Whaaat? Yup! Read the first 16 words of this paragraph again!

     No, it’s not easy.  Yes, it’s worth it! The exercise will be enlightening to say the least. The insights you gain may provide a guiding light to the revitalization of your business. Plenty of participants in my various entrepreneurship seminars have found this experience invaluable.

     Take any approach you like.  Don’t worry about spelling, grammar, and punctuation. At this point no one else in the world will see what you write anyway. The only requirement is to be honest with yourself.

     Some suggested questions to answer:  Itemize the highlights of the life of your business …

• When it was born?
• Who were the parents? 
• Where? 
• What was the startup business type and goal? 
• Why? (i.e., what prompted entering a particular industry or profession and what was the  intended result?) 
• How (what process used) did it get started? 
• How did it get to where it’s been in this last year of it’s life?

     What was the cause of death? 

• Any survivors? (Parents? Brothers? Sisters? Children? Grandchildren? Quotes/Testimonials from any of these people?)
• Service arrangements? (Will there be a viewing? Will services be private? Should there be an “instead of flowers” request?)      

     Spend as much or as little time as you like  (20 minutes usually works). Your goal is to present as complete a picture as possible of the life of your business if it were to end today, and to focus on achievements and contributions made.

     In your final analysis, after you’ve finished your write-up,  step back and ask yourself if the cause of death is your true exit strategy. Should there be more accommodation for having more children and grandchildren? Are the highlights the ones you most desire?

•  
  • Would you change the highlights if you could? 
  • What would you do differently if you could prevent the business from dying today? (Life saving surgery, if you will)
  • What would you do to ensure the business a longer life starting right this minute if you had the ability to step in now and spare it from death?
  • PSSSSST! What are you waiting for? 

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