The Road to Building a Brand

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The Road to Building a Brand

We have seen a number of celebrities and taste makers go from representing brands to becoming a brand of their own.  Actresses going from being a “Cover Girl” or spokesperson on late-night TV for the latest acne cream, to launching their own line of skin care or cosmetics.  Reality TV stars who went from having their wardrobe supplied by brands doing product placement to them having their own lines for sale.  It is happening with increasing frequency among consumer goods, but what about B2B products?

In the future, I see more opportunity for this as well.  Thought leaders, influencers, business consultants, and others creating their own products.  They have long created services, in the form of trainings and consulting engagements.  Sometimes that extended to a book publishing deal or some syndicated programs or online classes (which are more of a product).  But would your business be more likely to buy an ERP system named after a large, respected accounting firm?  Would you specify a video conferencing system if it bore the name of a major publisher or business luminary? It is more of a stretch in some cases, but not only is it possible, I think it is the next wave of how B2C business successes are influencing B2B practices.

 

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The Power of Observation

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The Power of Observation

Paying attention is the key to ongoing relevance and evolution in our businesses and in our careers. 

Some of you will excel at the ideation that comes from seeing what others are doing in different markets or segments.  Others will excel at refining and improving the concepts once they are proposed.  Others will focus on implementation.  Some will enable ideas to reach their potential with proper funding and leadership. And others will make their mark in measurement and analysis.  All of those super powers are required.

But no matter if you have super strength, super flexibility, or super speed.  We can all improve our power of observation with practice.  And we can all enjoy the payoff of paying attention.

Read more about companies can take inspiration from other industries to grow their businesses.  Download the free eBook “The Payoff of Paying Attention”.

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What I Wish I'd Known When I Started My Career: Work Email Etiquette

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What I Wish I'd Known When I Started My Career: Work Email Etiquette

Looking back in the early days of my career, there are several things I wish I’d known. Now that I’m the CMO of Leyard’s international business and vice president of marketing and product strategy at Planar, I’m sharing lessons that would have been helpful when I started my career, in hopes they will help recent graduates as they enter the professional workforce.

In most professional environments, email is the most commonly used communication tool. While you have likely used personal email for many years, there are different protocols in the work place.  These 10 guidelines will help ensure you are communicating what you want to communicate and how your message is being received.

1. Never use email to criticise or gossip

Never say something on email that you don’t want printed and put on the company bulletin board.  Never gossip or take a harsh tone in email. Assume every email will be read by more than the recipient – before you hit send, would you be comfortable sending it to everyone in the company?

2. Never use email to discuss a heated or controversial topic.

Because you can’t read an email and determine the intended tone, it is not a good medium for discussing sensitive things, being sarcastic or delivering feedback. A good rule of thumb is that if there are more than 3 replies in the thread, it is best to take the conversation off-line to a meeting (in person or at least on the phone).  You can reply to the thread saying, “It looks like this topic is a good one for us to discuss further.  I suggest that we don’t continue in email, but rather schedule a call or meeting.  How would tomorrow at 3 PM look for you?”  Plus, a measured response demonstrates maturity and self-control, which are always good in the workplace.

3. Use proper language and full sentences

Do not use text slang (do not use LOL, BRB or the number 2 in place of “to” or “too”). In some offices, using this shorthand in messaging applications (like Lync or Skype or WeChat) is okay, but not in email.  By using proper grammar and spelling, you are showing that you are professional, intelligent and do not take unnecessary shortcuts.

4. Respond to every email

Unless it says that no response is necessary, reply to all emails addressed to you.  It can be with an answer or with more questions.  It can be with a simple “thank you” or a message of completion to a project request.  If you want to acknowledge the email, but don’t yet have the answer or have anything to report, reply back saying when you will respond.   “I wanted to say that I got this request and have begun work on it.  I expect to be done on Tuesday and will let you know when it is complete.”  Keeping it short is fine, and often preferred.  Responding to emails is a way to make and keep commitments while building trust.

5. Set your out of office when you are away

When you are on vacation, travelling for business, or even away from your desk in meetings (if they last longer than when people would expect a reply from you, which varies by job and person), set your out of office message.  Most email programs allow you to set your out of office for a particular time and deliver different messages to internal and external parties.  Keep it short and professional.  Say how long you will be out of the office.  Tell them you will get to their message as soon as you can, but they should expect delays.  Offer them an alternative contact for immediate assistance, if one is available. Never disclose personal information in an out-of-office intended for external parties (i.e., “I’ll be partying on the beach in Miami for Spring Break”).

6. How to use the To: line: strategically

If you want someone to take action or the email is addressed to them, put them in the TO line.  Most emails should be to one person or to a small group where all of the roles are clear and be sure to clarify who you need to respond to which aspects. For example: “Kevin, I am copying you so that you can help me estimate the costs. Gary, can you help me greet our guests at 2 PM tomorrow?”

7. How to use the CC: line: judiciously

Include people in the CC if they need to be aware of the discussion, but are not active participants.  If you are sharing good news or a compliment, feel free to copy in that person’s manager.  Avoid the temptation to copy the world in on emails, especially if the content is bad or difficult. (And remember it’s often better to handle difficult news in person rather than over email.)

8. How to use the BCC line: carefully

Blind carbon copies are often used to complain or as a way to “cover your tracks”.  My advice is to be honest and do not use it to be sneaky. In general, I don’t think it is a good form of communication and I don’t use it.  The times BCC is acceptable is sending company-wide email to avoid unnecessary reply-alls, or if someone introduces to you to someone else via email. For example, a good use of BCC would be if Bill thinks you should know Sue and sends an email suggesting you have coffee sometime with Sue. You can move Bill to BCC to thank him for the introduction (telling him you are moving him to the BCC), then remove him from the conversation you and Sue as you figure out when to schedule the coffee.

9. How to use “reply to all”: rarely

Replying to all is rarely a good idea.  It clogs up emails and makes people look like amateur communicators. The exception to this is when someone is trying to schedule a meeting or brainstorming to build upon each other’s ideas. But even then there are better ways, such as using the busy/available tool in the calendar.

10. Don’t forget how to write a letter

I like to send hand-written notes.  It is bit old-fashioned, I know, but because it is rare, the gesture is genuinely appreciated.   I have gotten thank you calls and emails from folks who received a thank you note and felt compelled to respond.  It is a great way to build relationships.

This article was originally published on Leaders in Heels

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Success is Filled with MSG

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Success is Filled with MSG

"You will never climb Career Mountain and get to the top and shout, 'I made it!'  You will rarely feel done or complete or even successful.  Most people I know struggle with that complicated soup of feeling slighted on one hand to feeling like a total fraud on the other.  Our ego is a monster that loves to sit at the head of the table, and I have learned that my ego is just as rude and loud and hungry as everyone else's.  It doesn't matter how much you get; you are left wanting more.  Success is filled with MSG."

- Amy Poehler, comedian, actor, and best-selling author

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The Art of Editing

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The Art of Editing

When I was in college, I combined majors in history and business, which necessitated a lot of writing. The professors began classes by asking that students write a minimum number of formatted pages for each assignment. After the first few, the professor then implemented a page limit. I tried not to take it personally, but I did notice a pattern. More was not always better.

Thus my love-hate relationship with editing began in earnest. And now, I think of editing as a more encompassing task and valuable talent, because I don’t see it limited to writing. Sure, we edit copy for an ad, content for a blog post, speeches or videos for length, or even these articles to match the attention span of the reader. But I am now very aware that editing is something you must do in your life overall.

Identifying which stories need to be told. Selecting the right things to focus on. Making each word and each moment of the day the highest impact possible. Taking out everything extraneous so that the important things can be achieved.

Just like editing, it is easier said than done. You’d think it would be easier to strike words from sentences or sentences from paragraphs than it was to write them in the first place, but anyone who has done it knows it is not true. Just like curation makes the museum collection, so does editing make the writer. 

And in life, editing is hard. But worthwhile.  

This article was originally published on LinkedIn Pulse.

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Blurred Lines

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Blurred Lines

We think of Facebook as something personal, because it has a password and most of the content is personal in nature, but it is public.  It is open space.  We think the lock on the gate let’s us in, but in fact, the lock on the gate let’s us out.

We think of a public square as public space.  But with headphones and heads-down mobile technology, it might be more of a private experience.  Add to this augmented reality with personal interests represented and the public square might be very private.

As the lines between public and private space and information blur, what are the implications to privacy, to communication, and to the responsibility we have to our fellow users of these spaces and systems?

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Five Things a CEO Does

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Five Things a CEO Does

According to former president at SRI who helped launch hundreds of innovation projects and companies, here are four things a CEO must be able to do:

  1. Articulate a clear value proposition.  In the first few sentences or minutes of a pitch to an investor or a customer.  If it takes pages, it is too nuanced and not strong enough.
  2. Prove they’re passionate about the customer.
  3. Demonstrate their ability to build a winning a team.
  4. They must know how to execute

I’d add a fifth one and that is

       5.  Be strong enough to say “no” to good ideas to remain focused on the great idea that                 will lead to substantive results and breakthroughs in the market.

 These are things that professionals in any position should strive to do.

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Giving Feedback

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Giving Feedback

Honest feedback, delivered with good intention, is an absolute gift.  It is hard to give.  It requires a sacrifice of pride, poise, and position.  It often requires speaking truth to power, which can be difficult and vulnerable.  But there is a spectrum of feedback that might require different approaches.

Telling someone they have “spinach in their teeth” is one end of the spectrum.  The bolder of us might even point that out to a stranger, but many of us struggle to do this with our own friends, family, and co-workers.  We figure they will eventually figure it out.  This is a problem we all have faced, we are always thankful for the quiet aside that helps us fix it, and yet we sometimes don’t offer the same courtesy to others.    This is an example of feedback that people are generally happy to hear, from someone they know and trust, as it saves them from embarrassment with others.

The other end of the spectrum is telling someone that their “baby is ugly.”  Maybe not their literal baby, but perhaps their pet project at work, their big idea, or their latest obsession.  It takes a lot of courage to tell someone something they will be ungrateful to hear.  They might not understand.  They will likely question your motivations.  The feedback might fall on deaf ears or, worse, backfire.  We have all heard those cautionary tales of whistle-blowers being fired, but in most cases it isn’t that dramatic, but can still feel vulnerable.

So, how do you approach giving feedback along this spectrum?  I find it always useful to preface your message with a reminder that you like them and want the best for them.  The spinach in the teeth might only require an “I figured you’d want to know” to start a conversation.  A bigger, more emotionally tinged, situation might require you to tell them that you care about them and the company and that is what is prompting the feedback.  

Always go to the person directly first.  In a personal way, like face-to-face or over the phone is best.  Emails or text messages are often taken harshly or misinterpreted, but that can work as well depending on the relationship.  Feedback like this should never be given publicly, as that makes everything worse.

What kind of feedback have you given and what have you learned about doing it well?

This article was originally published by the Technology Association of Oregon.

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Your Address in the Digital Landscape

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Your Address in the Digital Landscape

It used to be when someone asked for your address, they meant your street address.  I know, it sounds funny now, because it is much more likely that we exchange email addresses today, or perhaps our social handles.  And sometimes we are in the same place, without sharing addresses at all.  I have “friends” (or are they “followers”?) on Pinterest because they were suggested based on our affinity for ridiculous shoes or fabric art (or at least that is what I assume about the algorithms that brought us together). We are now residents of the digital landscape and we might not know our own address.

This got me thinking of the implications of this to other elements of our work.  If co-workers in far-flung parts of the globe use the same ERP system, website, salesforce automation tools, and data warehouse, is it like we are co-located in a single office?  How does our citizenship in the digital landscape affect who we consider our “first team” (to use the language of Patrick Lencioni)?  The people we might be interacting with the most (in terms of pushing and pulling information or internal customers of our work product) might be people we don’t know personally, but interact in a brokered matter through these systems.

So, both in our personal and work life it might become increasingly difficult to know our neighbors.  It could be that software designers, using human design principles, might be responsible for how human and how humane, we are to each other in the future.

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Why Not Taco Bell?

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Why Not Taco Bell?

Why doesn’t Taco Bell, with their expansive supply chain and access to Pepsico’s resources, create an upscale Mexican food chain?  Like Honda has Acura and Toyota has Lexus.  They could start the first non-GMO, vegan friendly, gluten-free Mexican food chain in the country – which would be very on-trend and popular in Portland.

Read more about companies can take inspiration from other industries to grow their businesses.  Download the free eBook “The Payoff of Paying Attention”.

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Biomimicry In Teamwork

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Biomimicry In Teamwork

A lot has been written about biomimicry and the inspiration that product designers get from studying nature — the skeletal structure of a flying squirrel informing the design of drones or the layered butterfly wing to help create optical coatings for displays.  But I have recently been thinking about how interpersonal relationships also mimic the animal world (beyond the fact that homo sapiens are technically animals).  In our business relationships, especially in our teamwork where conflict is common, how do we resemble members of the animal kingdom?  Specifically, I’ve identified the five most common animal defense systems that I’ve seen in the workplace (including my own) to help identify defense triggers. By better understanding ourselves and each other, we can better react to perceived threats and leverage our natural abilities to overcome conflicts and work better as a team.

I’ll start with the disclaimer that these animal analogies are not flattering. Just like the circumstances in the wild that trigger defense mechanisms, life and teamwork can be messy.  They are meant to elicit some introspection and a renewed commitment to conflict resolution so each team member can bring their strengths and work together.

Cobra: I recognize that I often act as a cobra. This snake is well known for the flare up — when threatened, it can rise up and make itself look bigger to scare away would-be predators.  In our relationships, this shows up as verbal defensiveness and a posture change.  In a business setting, people who mimic cobras often change their posture stand and speak loudly to exude confidence, and often interrupt others.  Their emphatic statements might be so persuasive they parade as facts.  At their best, they provide passion, clarity and a sense of mission to their team.  At their worst, they can be bullies or manipulators.  They do all of this in order to put the idea forward more aggressively when others object, and can become dogmatic.

If you are a cobra:    When you feel like you need to be bigger, louder, or more aggressive, consider instead the power of gentle persuasion and the need to listen completely to the other side before reacting out of impulse.

If you are working with a cobra: As a cobra, I respond well when teammates push back with new data points and different perspectives. I would encourage colleagues not to let the scary hood or confidence dissuade them from presenting an alternative views.  Cobras can be poor (or incomplete) listeners and need people to tell them the truth and help them refine their gut feelings (which trigger the defense mechanism) to help others see their perspective without feeling threatened.

Turtle:  The turtle has been immortalized in folk tales as a slow-moving, methodical animal.  An animal who wears his defense mechanism on his sleeve, literally.  When threatened, the plodding animal gives up any forward progress, to recess into his shell and hide until the threat has passed.  I have seen this pattern many times in my colleagues or team mates, a slow-and-steady person, who only agreed to change on a step-by-step basis and will retreat into their shells until everyone can just agree and get along.  As turtles don’t need facts to retreat into their shells, they might not even be able to articulate in words what threat is perceived and what might result from the threat.  At their best, they provide a comprehensive, well thought out plan and long term direction.  At their worst, turtles procrastinate deadlines and decisions, which stalls progress and can delay results.

If you are a turtle: When you feel the temptation to retreat, assess the real threat. Consider the consequences of the worst case scenario and the benefits and drawbacks of making a change. Consider talking to someone who has a bolder approach for their advice.  The goal is to determine if there is a way to step out of your comfort zone and start the changing process, or if the threats must be resolved before you leave your shell.

If you are working with a turtle: I have found communication to be key to effectively team with a turtle.  It is important to be proactive with the turtle before the defense mechanism is triggered by a complaint or concern. Break down the larger projects and priorities into their pieces, showing the step-by-step processes and how to mitigate risk along the way. Clearly outline roles, responsibilities and decision makers so the turtle knows who to connect with if questions and or suggestions arise.

Electric Eel:  The electric eel is ready with 600 volts of electricity to dole out to any would-be predator.  There is no negotiation or posturing.  There is no hiding.  There is only attack.  I have certainly worked with many eels.  Eels are sharp — armed with data, analysis, and opinion, the eel can unload on anyone who disagrees with them with a current of logical arguments and justifications.  They can have a tendency to belittle others, leaving them writhing on the ground after an encounter.  At their best, eels are knowledgeable and persuasive. At their worst, they use the threat of retaliation as a deterrent to keep people from disagreeing with them, often unwittingly.  Gliding along in their own “everyone agrees with me world,” they may not know that people are not being honest with them or alerting them to potential issues.

If you are an eel: I would encourage you to balance your initial approach with a committed desire for long-term relationship.  Think about the person, not just the power you have.  You might win the argument with a co-worker and force others into submission, but that isn’t good teamwork.  Remember that the focus of your energy should be positive encouragement, not disparaging comments.  Make sure you wield data, not shame.

If you work with an eel: Make sure you do your homework.  Know your stuff and be prepared for a sting.  Dig into the data with them, which might help get the eel on the same side of the negotiating table with you, rather than see themselves in an adversarial role.   And if you get stung, there are several approaches to take, but the one that will lead to the most respect is to stand up for yourself.  It may be extremely hard, but the bravery it takes to say “that’s not okay” and “here is how you should have responded,” can take the amperage out and put you back at a power parity with your eel colleague.

Sea Cucumber:  This very strange animal has an unusual defense mechanism: it surrenders.  The highly pliable organism can break itself into pieces, sacrificing body parts (including organs) to a predator until the predator is preoccupied and the sea cucumber (or what is left of it) can get way.  It wants to end the conflict as soon as possible and retreat to where it can heal.  In the workplace, these are often the soft spoken colleagues who are less likely to take a contrary (and never a combative) view with the group.  They are eager to please and just want everyone to get along and mind their own.  The problem with this approach is that their valuable perspectives are never shared, which does harm the team and empowers more aggressive colleagues. At their best, their empathy and willingness to pitch in can help the team complete tasks. At their worst, they can be an easy target and take the brunt of bullying.

If you are a sea cucumber: Think about how you can best engage and give your ideas without having to sacrifice yourself. Have confidence that the team deserves your participation. Also, consider that the relative costs of speaking up in the moment is more effective and valuable than having to nurse wounds or regrow body parts later.

If you work with a sea cucumber: I find speaking with reclusive teammates is most beneficial   in a 1:1 or smaller setting. If I see that a colleague has taken a brunt of tension-filled meeting and not spoken up, I try to draw them out of their tendency of self-sacrifice to encourage them communicate their ideas and perspectives.

Grizzly Bears: One of the few animals with no natural-born predators, I think we can all learn from the grizzly bears to be a more effective team.  Unarmed, even a clever human can’t beat the bear.  She doesn’t have to inflict, hide in the woods, or rise up to scare away people to stay alive, because she is capable of all of those things.  She doesn’t have to be defensive, because she has power.

How we can be more like Grizzly Bears: We shouldn’t lead with our defense mechanisms, those are there to protect us at the expense of others – the exact opposite of teamwork. We should strive to be our true, higher selves by using our defenses for good so the best ideas come to the forefront.

By recognizing our own biomimicry characteristics, we can combine our natural strengths to harness the confidence of the cobra, the thoughtfulness of the turtle, the healing powers of the sea cucumber, and the knowledge of the eel. By leveraging our defensive tendencies into powerful tools, we can be a team of grizzly bears — working together to influence others, to excite change, to achieve greatness.

This article was originally published by Talent Culture.

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Sensoring versus Reporting

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Sensoring versus Reporting

I had a fascinating discussion the other day with someone from Jawbone about the differences between data sources.  Jawbone and many others allow you to count steps using an instrument in a device.  It’s a sensor.  The data, within a few degrees, is accurate.  It can be tallied, analyzed, and predicted.

On the other hand, food journaling is a reporting exercise.  Many apps allow you to jot down what you have eaten and when.  Either with manual entry or database look-up the nutritional content can be tabulated.  But it’s prone with human error and ego.  Not all sugary snacks get recorded.  Whole days and weeks can be missed in the data stream.  This is exactly a problem that faces all self-reported data that the healthcare industry has faced for years.  People lie.  To themselves.  To their doctors.  And now, to their devices.

So, is there a way that we could sensor things that were once reported?  Patients who have pacemaker/defibrillators don’t have to report their heart rate or even their level of activity.  Their device does it for them by monitoring their heart from the inside.  An insulin pump doesn’t require a pricked finger in a blood sugar test.  It notes the change and dispenses the intervention automatically.  But those with chronic, life-threatening diseases like heart failure or diabetes will accept these invasive sensors.  But what about the average person just wanting to improve their life and health?

Would you, as a consumer, sign up for a ring or bracelet that tracks your heart rate so you don’t have to record your exercise?  I think the answer is “yes,” due to the broad adoption of FitBit, Apple iWatch, Jawbone, Polar, and other such devices.

Would you sign up for blood sugar monitoring (if it could be done without drawing blood), so you didn’t have to register your food and you could enjoy personalized recommendations and recipes that might give you what your body needed next?

Would you sign up for a virtual assistant that would block your calendar and tell you to get up and walk in the middle of the day?

What would you be willing to sensor to avoid reporting and to gain the benefits of the data?

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Free Business Idea #57

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Free Business Idea #57

What if there was a real life “bull**** meter”?  I’m imagining a browser plug-in that would rate the credibility of website claims by searching for the authority of the site and author, the propositions and data in the excerpt (comparing it to other credible sources online).  There could also be a crowd-sourced element where individuals (with their own authority ratings) would comment on and rate the claim.  It could give back a credibility rating score that people could look at.  If all the reviews of a product were by employees, the credibility of the testimonial would be low.  If a number of leading data scientists agree to the recidivism rate in Orange County, then it would have a high score.  It would help people navigate the world of internet information overload and make sense of their world.  It might also elevate the dialogue around critical issues beyond the sound byte by aggregating sound bytes (in big data fashion) to provide better and more predictive patterns.

 

Someone should do this.  And tell me about it.  You’re welcome.

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