tbutenblog

LEGO Brand

2012-02-02T08:45:00.000-08:00

One of the most inspirational, FUN and successful brands of all time is LEGO: Lego Toys. A children's toy company. However, LEGO is so much more than simply a toy company. It's PLAY at work. Is there anything, any 'thing' more important than our children's imagination at work? Lego's brand framework celebrates OUR FUTURE. It celebrates the JOY of building, creativity, curiosity and FUN. Wow. Now THAT is a great place to play and work. The LEGO brand framework is the backbone and foundation of the company. And you know what TOYS and systems and playful work we are talking about here - for generations. I know firsthand as a parent (of 3), the role LEGO has played in our family - and hope one day my daughter is at Purdue University (as she dreams today as a young middle schooler) majoring in sustainable engineering building processes. She has built LEGO systems and structures since she could pull herself up to the lego pieces on a table and get busy creating a new world. The LEGO brand building framework enables her imagination and creativity to soar. The JOY of building. The mutual value created between customer and company. Inventing the future of play and inspiring and developing the builders of tomorrow. Imagination. Creativity. Fun. Learning. Caring. Quality. Connected. Systems thinking. Wow. LEGO is alive and well and one of the most inspirational brands and companies on the planet today. They have embraced the digital playfield and social media generation as well as any firm and they have always stayed TRUE to their brand building foundation. Marketing Directors - does your brand or service have a foundation? Do you have a brand framework with a mission, promise and spirit that builds on this foundation? If YES, then this should be the driving force behind all your marketing and media plans. If NO, I strongly encourage you to sit down and put into WORDS, what your business or service means to you, your customers, and all your potential stakeholders. Who does your product or service serve? Why? What is your mission & spirit? Who do you care deeply for? With LEGO - they have made it very explicit and poetic and inspirational. LEGO is busy providing the systems for our children to explore and become the builders of tomorrow. They are in the business of PLAY: Curious energy that reinvents the world - one imagination and LEGO system at a time. Now THAT is cool brand building work!!

Coaching...and Marketing 101

2012-02-01T11:42:00.000-08:00

This winter I have been coaching a high school JV boys basketball team in Northern Kentucky, for the very first time. I've always played hoops and coached my children and other AAU teams, but this is my first experience with locker rooms and bus rides and consistantly meeting the same young personalities and players each and every afternoon. Net, my first true TEACHING opportunity. It's been a wonderful experience, and we're headed down the home stretch, but I've gained some insights and now forming even more convictions and true parallels between coaching and marketing a product or service. For one, social media is a focal point of this young generation. And as such, needs to be a focal point of our marketing plans. The boys are always connected or connecting to someone or something. This generation is beautiful, connected and kind - in that they all seem to celebrate similarities and common threads between their peers, while in generations past, we would point out differences. Community is a big part of the world, as is content. Marketing managers - are you listening? Community, content and a call to action. Sound familiar? Ok, now back to coaching and marketing insights. These players need to have the "WHAT" laid-out for them. WHAT is the play, the scheme, the positions on the floor, so net, the structure or blueprint. What is it? As a coach, (or Marketing Director) you have to lay this out - in a simple, compelling and clear way. THEN, and only then, will the players have the comfort level to get to work, being athletic, and performing the HOW. Yes the HOW. The players want and need to take care of the HOW. They relish being athletes and having the freedom to move about gracefully and orchestrating HOW they run the floor, play, shoot and jump and get to the rim. That is what they live for. However, the coach must lay-out the WHAT. Lay out what the play is, the structure, where they are supposed to run on this small court. Once the players are comfortable with the WHAT, they will flourish and show you HOW! Same is true with marketing and social media. We marketers must have convictions as to WHAT we are laying-out and investing in. What is the plan. What is the WHAT? Then, we must allow the consumers - at the heart of any marketing plan - the consumers, to react and engage in the HOW. They will show us HOW!!

Remarkable Inspiration

2012-01-24T11:57:00.000-08:00

When was the last time you were truly inspired? At work? At home? When? Why? What was it? Or who was it? When was the last time anything truly REMARKABLE happened in this country? In Washington? At your local school board? Why the sudden void of remarkable ideas? What has happened? All this cash and wealth and resources and now this HUGE lack of remarkability. Why? Why now? American Idol? Steven Tyler? Really? Perhaps we are all entrenched in defending what is rightfully ours? Too busy to create tomorrow? Really? Defense. Personal defense. What are we trying to defend? What are YOU preserving? Our U.S. household resources are maxed-out. Our debt ceilings have stretched beyond the eternal gates of heaven. And now we want to sustain this living? OK. Then what are our grandchildren supposed to preserve? What quality of life will they defend? Nope. Time for a better approach. Time for some good old fashion inspiration. A daily dose of the remarkable until surprise and delight erupts. Each and every one of us must pursue what is in our hearts with passion. Go out and find a remarkable way to satisfy a human need. As individuals, we must simply stop trying to protect & preserve what is ours, and launch a compelling IDEA that creates value for everyone! This idea and program will probably have to live at some form of the extreme AND be easy to spread. NOW go out and create something remarkable...

Content is King

2012-01-13T07:19:00.000-08:00

I'm' sure you've heard this before right? Content is king. Yep. Whether you're broadcasting stories or entertainment or in the banking business or selling health care instruments. Content is king. A dear friend and colleague of mine reminded me of this yesterday. Why is content king now? Well, primarily because every human being in the world is now connected. Hmmmm. A human network. How does this shift the landscape? Obvious. The "networks" have erupted from a few radio and tv stations to OMG - enuff said. Youtube, internet, facebook, twitter, satellite tv & radio & all the private corporate intranet connections & employee communication tools, and on and on and on. It's painfully obvious, when surfing network tv, that there are only a few talented providers of content. Only a few gifted storytellers & entertainers. Our society has transformed from PUSHING content to PULLING. Consumers have the ability to share and PULL content thru when and where we want. Soooooo - content is king. Groovy. Got it. NOW the opportunity is to create and provide compelling content. Whether you are in the business of health care, or banking services or branded products - you can create content to engage and delight your audiences 24/7. K, got that too, but WHO does the creating & why should the audience care? Hmmm. NOT too many human beings are wired to create original content. That's a fact. Why? Cause we just don't. We humans like to be told what to study. We are programmed from birth to analyze. We study existing facts and report back. And by gosh we are going to report back with better insights than ANYONE. We strive to report back, analzye & out perform our classmates - but VERY VERY SELDOM do we create anything ORIGINAL. We like and very much NEED someone to lay-out the WHAT for us. Lets call it THE WHAT. What is it you'd like me to work on? WHAT is the play? WHAT is the content. Oh I will manage the HOW, but please please - someone please tell me WHAT. I need an origin, a starting place: I need a WHAT. For one of us to write and create concepts in WHAT-land, one must really ENJOY white space. A human being that relishes a blank piece of paper. Blank pieces of paper and spreadsheets make most humans nervous; a very uncomfortable place & space. Why? Cause there is no WHAT. Well, for a select few of us, WHAT-land is a comfortable place to dwell & thrive in. We like blank pieces of paper. Dark rooms and quiet spaces. We enjoy conjuring-up provocative statements and ideas - and storylines. Why not? I like to make people laugh and cry and think about a more compelling, robust, interesting place and time. I think CONTENT PROVIDERS relish white space. We enjoy telling stories. This time is a great opportunity for a select few. IF you've enjoyed writing and producing content and storylines - then now is the time to seize this opportunity. Get yourself off the couch and begin writing, conceptualizing & creating WHAT. Your audience awaits. Content is king and it starts with the WHAT. You create the what - and your audience and growing customer base will delight in showing you HOW.

Write Right

2012-01-10T16:54:00.000-08:00

What is the right way to write? Perhaps to keep it simple, write to be read, don't just write to write. Whenever you write something - read it out loud. Does it sound the way it would if you were chatting with someone? If it's supposed to be funny, you should be laughing out loud. IF it's sad or emotional, you should be tearing-up. If you're writing about someone, you should want to meet this person. How can you make your writing more conversational? Make it less formal and please keep your personality IN. Try not to think about ALL the people that may read your writing - rather focus on the ONE person that will read it - and write for that person. Remember your reader will be thinking WIIFM - "what's in it for me?" - so be sure and give them something...give them YOUR personality. :)

Embrace The Unexpected

2012-01-01T06:42:00.000-08:00

One surefire resolution for me personally is to try, really try, to embrace the unexpected just a wee bit more than in days gone by. Is risk-taking an activity that may need to occur more if one is to embrace the unexpected? Sure, if you are one that is risk-averse, and who isn't naturally wired that way - but embracing the unexpected is a human condition far more complex & dynamic than simple risk-taking. What if we were able to breakdown this activity of embracing chance into human behaviors or activities? Listening. Learning. Preparing. Acting. Net, PURSUIT now becomes a daily human routine. What are you pursuing? What if we awoke each glorious morning and PURSUED SOMETHING. Too often, we rise & run down our checklist and yes manage the day accordingly. Really? Imagine a budding five year-old managing each day's checklist. Nope. Not how we humans begin life and I hope we don't view managing one's checklist as some sort of great maturation process, slowly eroding our natural instincts of pursuing life. Embracing the unexpected is a condition we can all excel at quite simply because we have been pursuing the unexpected since birth. Life, daily life, just smacks the hell out of us long enough that with each passing year we add another road block and caution sign at each & every corner. Live each waking moment as if it might be a "teachable moment," an opportunity to expand our minds & most importantly strengthen our abilities. Listen. Learn. Prepare. And yes, we are on our way to embracing the unexpected. Pursuit is part of my daily routine and checklist. Hello 2012.

Happy New Year

2011-12-31T06:33:00.000-08:00

What an amazing year to be working and living in. Isn't it? Why bother complaining about distractions or internet, ipods & ipads or all the kids' gaming or gas prices - imagine the alternative. I mean, just think if you lived in a time with no internet or gaming or mobile devices or high gas prices? Oh wait, we did. It was called "the eighties"!
Wow. I can hardly wait for the next 20 years...

Leave the Poetry In

2011-12-06T06:02:00.000-08:00

Leave the poetry in. Really? Absolutely.
I believe it is very important to be authentic. Be yourself. Especially when creating a program or closing a business or service program. You can pare down to the essence, but please don't remove the poetry - don't remove your authenticity. Be willing to reveal things that others are unwilling to discuss. Why? Because your authentic self is beautiful - and that sort of personal relationship and trust will go a long way. There IS beauty in imperfection. Don't be afraid to show your flaws - it is what makes your view of the world so special. Celebrate it. Cherish it. And when writing or building a relationship of any kind - be it business or pleasure - remember to leave your own very special poetry in it!!

Voice a strong opinion

2011-11-27T07:06:00.001-08:00

Conviction (and a compelling IQ) make for great dialogue - so bring it...luv it. However, strong opinions aren't free and do come with a price: You will turn some people off. So what, that's life. Ayn Rand reminds us to not worry bout these folks - no time for that anyway. And, if absolutely no one is upset by what you're saying, you're not pushing hard enough. (and you're probably pretty damn boring too!)

Workaholism and REWORK

2011-11-27T06:28:00.000-08:00

Why does our culture celebrate the concept and idea of the workaholic?
We hear about someone burning the midnight oil or sleeping at the office, pulling "all-nighters" every weekend. Why? Not only is this unnecessary, it's selfish and stupid. In my first job, the GM would always walk out past the promotions office and ask why we were still working at 6pmish....and say ""Tom, if you can't figure out how to get it done in 8 hours and be home with your family - i'll find someone that can.""
I understand the occasional all nighter for clients - sure got it - but most workaholics do this ALL THE TIME for themselves. Working more doesn't mean you care more or get more done. It simply means you work more and then tend to create more problems then you solve.
Workaholics miss the point too. They fix problems by throwing hours at them, trying to overcome IQ with brute force, usually leading to inelegant and subpar solutions. Here is the worst component of all this. Workaholics live for crisis. Absolute crisis. They feed off it. They love them. This crisis mode means - yep - more work for everyone! Precisely. Unfortunately, crisis then leads to guilt and poor morale by the people that support and surround these folks; vendors, co-workers & family surrounding this workaholic. If all you do is work, you are unlikely to have & make sound judgment. You can't decide what is worth the extra effort and what is not, and you end up just plain tired. Workaholics may claim to be perfectionists, but they're really just wasting eveyone's time fixing absolutely inconsequential details - inconsequential details - instead of moving on to the next big program. They are not heroes. They don't save the day - they use it up! The real hero is home because she figured out a faster way to get things done professionally.

Welcome to the EXPERIENCE AGE

2011-11-03T11:20:00.000-07:00

Ahh yes...have you had an [EXPERIENCE] today? Wonderful. With what? With whom? Participated did you? Very cool and do please tell me HOW you participated? Brands & services today are definded by the sum total of shared experiences people are having with them - not simply by what we (marketers) decide to share or tell them. This has totally changed, redefined the relationship, reshaped the interaction between consumers and brand products. I think it is safe to say that EXPERIENCES - social media, mobility, events, people-led initiatives - have become our new work and the new currency in the marketing landscape and if done well, can lead to lasting & powerful relationships. So what? So ya best shift your mindset from creating media messaging to creating dynamic, holistic, people experiences. How? Your product or service has a brand purpose correct? Start designing holistic, really cool customer-focused meaningful brand experiences. Launch the conversation and brainstorming there with your team - and your customers AND clients will totally dig the experience.

Mentors

2011-10-31T06:29:00.000-07:00

Everyone needs mentors and encouragers, great bosses, colleagues and talented artist friends. Find people with a relentless spirit and work to earn and spend time with them. Sustaining your life's work cannot be done alone, & you must build relationships with people you dig and that appreciate your passion and commitment. These people will teach you and inspire you and support your quest. Smoother them with love, conversation, creativity & imagination and they will give you the courage to move forward again and again and again...

Periods of Brightness

2011-10-28T05:46:00.000-07:00

Traveling the West coast of Ireland in 1995, I remember the weather reports on the car radio - and the announcer thrilled to report "periods of brightness" for some mornings and afternoons. "Periods of brightness" generated a lot of joy amongst the people & was a very good day for an Irish Spring. Have you experienced 'periods of brightness' in your daily life? Perhaps we should all work to be that source of light - and share this feeling with the folks around us. If you wish to experience more 'periods of brightness', focus your energies on being a ray of light.

Tweet-town

2011-10-26T11:07:00.000-07:00

200 million tweets per day and rising.
What's next? Everything we create should be purposed to encourage & engage one-to-one conversations. We (marketers) are not the storytellers anymore - they are. Enjoy the ride ...initiate something cool and dynamic and consumers will dig it.
Now if i can just figure-out this tweet text language my son is using...

Hard Work

2011-10-25T05:42:00.001-07:00

The beauty of children, dare i say parenting multiple children, is that you get a front row seat experiencing the role hard work can play on so many diverse stages throughout life. Every child is different. Every life stage & hurdle unique. Each child authentic. I believe our blessed children come "pre-wired" with their facilities for a compelling & robust life. And no one will dispute the important role hard work plays. If your blessed to live long enough as a parent to watch a child reap the rewards of their labors - than you've truly lived a cherished life. Watch them enage in critical thinking and civic engagement, creative & disciplined self expression and a fearless participation in the debates of the day - and well, you too have done your fair share of the work. Enjoy the ride...

The Creative Brief

2011-10-18T07:34:00.000-07:00

Rethinking the creative brief is sweeping the marketing industry. Why? Well for starters, "always-on" is replacing initiative thinking. Therefore the brief, in-and-of-itself is constantly in motion. You know the standard brief, consisting of a bit of background information, design insights, character & tone and any relevant data PLUS an outcome or return on investment benchmark. But what if there was no ROI benchmark? What if a design strategy was replaced with a key ENGAGEMENT insight that offered a reason for the audience to engage. Perhaps HOW you anticipated the consumers to react is replaced with key SOCIAL insights detailing compelling reasons WHY they would share. Net, what is the STRATEGIC IDEA? What's the bullseye (PURPOSE) of the creative brief and any executional considerations (fun detail please). Giving birth to new social media marketing strategies will require a sweeping concept change to our dynamic starting blueprint, and a fresh new approach to creative briefs.

Welcome to the Age of The Customer

2011-10-13T08:07:00.000-07:00

The customer is king. Companies & business have stepped through a manufacturing age, a global distribution age, an age of information and now the dynamic Age of the Customer. Innovation begins & ends with empowered customers & clients. Facebook, IBM, Apple - how is your brand or service firm instilling a "social by design" mindset to marketing and innovation? Engagement. Influence. Community. Make certain you lay-out & deliver your marketing framework and product initiative work through her & with her - not to her.

Celebrating the Human Spirit

2011-10-11T06:07:00.000-07:00

Last night I attended Walt Maher's funeral visitation in Mason, OH - and was compelled this morning to share this beautiful, touching human moment courtesy of Walt Maher's wonderful family. For context, my brother Jay and I played on the traveling charity 12wkrc basketball team and "the Coach" was Mr. Walt Maher. I played only (4) winters and my brother participated in about 10 total games over those great years.

When we found the church and ceremony last night for the visitation, there was a line out the church - about 90 minutes to wait and greet Walt's fantastic children & family. Arriving at the alter, to pay our respects to the family, we greeted and hugged son's Mike & Donny, who also played on the 12wkrc charity basketball team (17 years ago!) - then moved to hug Walt's wonderful loving wife, Mrs. Maher. She had obviously been battling her own illness and was very, very weak - sitting in a chair aided by her daughter-in-law. Mrs. Maher was seated just in front of Walt's open casket, a very touching moment, and as I reached for her to hug her, I was pretty certain she would have no idea who i was. It was such a fleeting moment so long ago and so I just embraced her, sharing what a great man Walt was and how wonderful her family is and how she & Walt had touched so many, many lives. She perked right up and said, "Tommy, you shared in our lives - we love you!"

I nearly broke down, and her daughter-in-law began to cry. I was conscious of the long line behind us, so i quickly hugged her to exit and as I was leaving she reached out to me with her hand and said, "Please tell your brother Jay I said hello." My brother Jay? Really? She was so weak and fragile, and I haven't seen her in 20 years, and she remembers my brother & wants me to wish him hello? I started to cry and uttered that I certainly would and reached back to hug her again and glanced at her daughter, who was holding Mrs. Maher, and she too was crying.

We all have one, daily simple choice to make. We can whine about the economy & Washington and our child's school youth coaches & on and on and on OR we can choose to celebrate the miraculous & neverending human spirit that moves each of us every day of our lives. Thank you & God bless Mrs. Maher & her loving family. And to my brother Jay - Mrs. Maher says "hello!"

Respect

2011-10-05T11:45:00.000-07:00

Perhaps the most important component to consider when crafting a brand story to share with consumers today in our "social by design" world is RESPECT. Building a brand relationship is much like building & maintaining a human relationship. The two really mirror one another with the same emotions and behaviors playing-out: Attraction, sharing & opening-up oneself, to respecting the audience and consumer's context. Remember your audience is most likely thinking "wiifm" (what's in it for me?).
Respect is a critical component of successful storytelling because it can add so so much relevance for your audience - if that is important to the artist or storyteller. An ounce of respect can also add humility & authenticity to your message. Respect is a subtle way for the storyteller to look at the message from the audience perspective. Just take a moment to FEEL how the message is potentially received...in multiple consumer contexts and or diverse geographies. Respect allows your message to breathe differently, to evolve by inviting & incorporating consumer input. Social media has built many beautiful stages for this real time relationship to play-out. Feedback. Research. Consumer Insights. Upstream media. Call it what you will, but the bottomline is to make respect an important component of your brand building strategy and storytelling. Invest an ounce of respect - and you'll feel your message & story evolve ever so poetically. Respect also tends to sprinkle intelligence into conversations, and that makes for insightful & compelling dialogue.

Seek Significant Change

2011-10-03T06:54:00.001-07:00

This is one of John Wooden's Lessons in Leadership.
Although, seeking "significant change" tends to raise a significant concern or two - doesn't it? As a basketball coach, like Mr. Wooden, I would imagine this is an important aspect to longevity, & the ability (& courage) to pursue all new schemes and programs depending on your talent. As a Marketer or corporate professional or entrepreneur, seeking significant change should be rather frightful to imagine an outcome that is significantly unsuccessful. Perhaps that is the point. IF in fact your significant change is NOT well received, then what are you left with? Hopefully you have a new "significant" learning, a dynamic insight, and now an even more urgent call for change. Significant change takes a great deal of courage and self-confidence for sure. Is there a need in this country for "significant change" in Washington? How about your personal life? Diet? Activities? Travel? Career?

Your Brand

2011-09-28T07:03:00.001-07:00

Your work, your brand or marketing framework, is a living animate object. Monitor it, work it, inject love & creativity into your marketing & brand to ensure differentation and relevance. THEN, put metrics to work measuring touchpoints, results & response rates when you're not creating. There are performance metrics, perception metrics, and of course financial metrics. Marketing metrics include as much data as you wish to harvest: Advertising...PR...websites...direct mail...packaging...online branding tools and on and on and on. It takes an entire company to build and sustain a brand and a long-term investment of capital, time & human resources . Get to work creating fabulous & fun experiences with your brand and establish a lifelong customer relationship.

Speak Up

2011-09-26T12:53:00.000-07:00

Never accept the [boundries] imposed upon you.
Have the courage to speak when something (or someone) needs to be altered. Push back. There are times when you simply must alter the course, not to recklessly disregard rules, but to use your insights & personal passion to plot a new direction. There is only one of you, and your lens and viewpoint are very unique to the world. Speak up.

The Playground

2011-09-20T08:29:00.000-07:00

Where do our dreams begin to take shape? Perhaps they start while we're playing, free to run and romp about. Energy & Imagination. Adrenaline. Discovery. There's a school campus near the back of my house, and as lunch time approaches, the laughter, joy & sounds of the kids on the playground begin to take flight and fill the entire neighborhood. It makes for a beautiful background - kids at play. This moment of fun & discovery does not have to come exclusively in childhood. Right? It can find you at any stage of life, as long as we're open to new experiences, & embracing the playful sounds & emotions that come with it. That art of living makes little distinction between work and play, vocation and avocation, labor & leisure, mind & body. Wouldn't it be grand if you could hardly tell which is which? Go find your playground, where work & play are woven together as one.

Who What How?

2011-09-16T06:41:00.000-07:00

What's more important in marketing? WHO you say it to, WHAT you say or HOW you say it? Most marketers tend to own the WHO, and channel the perfect audience, allowing their agencies to work the What & How. For the rest of us, perhaps we could spend a tad bit more time working our own personal HOW. Guy Kawasaki, a well-know author & marketing blogger, encourages his readers to think of their HOW as "Enchantment". How enchanting are you as a human being? He lays out his thinking & ideas in a fun book. http://www.blog.guykawasaki.com/.

His three pillars of Enchantment are: likability, trustworthiness & a great cause. Among many insights, he suggests we try not to offer a "fake smile" but a real smile. The difference is in the crows feet - smile with your eyes and people can feel it. A fake one comes when you lift only the corners of your mouth and reveal super white teeth. Got one of them this morning from my retail coffee shop. I'll take it thanks. We all know people that smile all the time and I love being around those folks. I'm gonna work on smiling more. My problem is being wired at birth as an Ayn Rand cerebral disciple, and really haven't thought much about how I'm being received or quite frankly cared. As Ayn Rand writes in The Fountainhead, "Ask me what I think of you"?... "OK, what do you think of me"?....Howard Roark responds "I don't". Nope. To busy competing, learning & living. Plus, now approaching "middle-aged" (approaching, thank you) life fills your plate with SERIOUS things - like burying loved ones and keeping children safe, secure & sound. Life is serious. Great. However, no reason our lives can't be full of enchantment, especially for the people we touch. So good luck to you on your enchantment. Let me know HOW that works out for you. I think I'll stick with the WHO & WHAT.

Orchestrate Your Life

2011-09-15T12:09:00.000-07:00

Music has always played a critical role in storytelling. Sound is the very foundation of communication, an absolute springboard for storytelling. It sets the stage, inviting you to the party about to unfold. Why does a particular piece of music play with your heartstrings? Which genre of music speaks to you or affects you most profoundly? Why? Movies are perhaps the best example of just what a powerful role music can play when sharing a story. Blade Runner. A Beautiful Mind. Jaws. Amadeus. Chariots of Fire. The Dark Knight. Uncover the perfect music or score and the tale begins to unfold with words & dialogue magically falling into place. Music is a unique hallmark of human culture and the most powerful & poetic tool in storytelling. Take full advantage of it & find the best music to compliment your activities of everyday life and explore your ideal musical accompanyment. Then get busy & orchestrate your life accordingly.

Advertising

2011-09-14T11:16:00.000-07:00

Our society has a love-hate relationship with advertising. I personally adore all aspects of it. Magazine ads and tv spots alone are some of the best creative work on the planet. However, pundits issue warnings about its ubiquity & the cynicism of an increasingly skeptical audience. Agreed. But there is no denying the influence, information, communication and dramatization that CAN be delivered and shared with a great ad. Art, science, whatever, it's all fun & effective marketing IF and only if the ad contains a BIG IDEA. Without the big idea - your ad campaign will pass by like ships in the night. So what's your big idea?

Blog it!

2011-09-13T06:48:00.001-07:00

Why do we blog? Because we now live in a 'social-by-design' world, sharing blogs in conversations that we all engage-in daily. For me, it is a necessary part of operating a particular small business service, connecting and offering insights & passion buckets for readers and clients and colleagues. However, the most compelling reason bloggers, daily bloggers write, is to simply challenge our very own thinking. NET, we do it for ourselves, to make us better professionals. What matters is the humility that comes from writing it. Blogging forces you to write down your arguments and assumptions, allowing you to work through your convictions. DO this everyday and you're bound to be a better attorney or baker, small business owner or marketer. Your blog should also solicit & encourage participation & feedback and you should certainly engage in the dialogue. Here is a video link to my favorite daily blogger, Seth Godin, discussing the inherit benefits of blogging: http://www.drjeffcornwall.com/2010/09/why-blog.html
Thank you Seth for sharing your insights, opinions and convictions twice a day!

Human Spirit

2011-09-12T05:46:00.000-07:00

This past weekend I had the opportunity to travel to Knoxville, TN and cheer for my hometown Bearcats. It was a wonderful experience. While the game didn't go as planned, the people that I met - were absolutley fabulous. Wonderful. No less than 20 people and families went out of their way to welcome me to their campus, engage me in warm dialogue and wish me the very best. They spoke a little differently than me, were dressed in a peculiar blanket of orange, but their gracious hospitality and warm spirit was a common thread in each and every encounter. The thing is, no matter where you travel or venture - you will always encounter these differences - but the human spirit will always be alive and well. Look for it, seek it out and embrace it. New York City? Knoxville, TN, Brussels or Galway, Ireland. Difference with respect, is what makes our planet a beautiful place. Different by design. I remember traveling through the South & West of Irleland in 1995 with my wife and the stories and people there have forever changed my life. Coming home on the plane I looked at my wife and simply uttered, "I had no idea people like that existed". Sad but true and wonderful none the less. People that truly cared about you, your conversation, your well-being. Complete strangers that enjoyed and embraced all our unique stories and human spirit and NO agenda whatsoever. Humility, optimism, passion and a warm loving heart. September 11, 2001 did forever change the world, but it also displayed much of what we already know to be true about the human spirit. That is what will NEVER change in mankind, and ten years ago, '9/11' simply offered a global stage for this to be on display in real-time media like never before. We all may be unique & different in some way, but ultimately the human spirit will reign supreme as a common thread in each and every one of us.

Graeter's In Fort Thomas

2011-09-09T03:59:00.000-07:00

Today is a very special day along Grand Avenue in Fort Thomas. Graeter's reopens after a year plus of the Graeter's family investing in a beautiful new retail store. Thank you Chip Graeter....Grandma & the entire Graeter family ... Thank you for investing in our community - with your amazing sweets & around the clock work ethic. You are a jewel in the crown of Greater Cincinnati and I'm delighted you've chosen Fort Thomas. I'll be by every morning for coffee & goodies for the office and encourage all others to do the same.

TEAMWORK

2011-09-08T09:30:00.000-07:00

This may be the most overused expression on the planet in terms of sports competition and corporate team systems that have evolved over the last 20 years. Call it what you like, if you don't have "teamwork" or play well together - you're left with a whole lot of nothing. "You may have the greatest bunch of individual stars in the world, but if they don't play together, the club won't be worth a dime" - Babe Ruth
Most great projects or programs or pursuits of any kind are going to require great teamwork. Whether you are building a beautiful new home, or building a new brand initiative at work or building a new basketball team, the goal and opportunity is the same; teamwork. Most any teamwork is going to involve individuals from different departments and backgrounds with different viewpoints (lenses) & yes, agendas. Even small organizations have silos that stand in the way of achievement. Beautiful collaboration requires the ability to suspend judgment, listen carefully, and transcend politics & personal agendas. Here is something, above all else, I strongly believe in. There must be an interdependent, connected approach that acknowledges TENSION between different disciplines. NET, TENSION is good. In fact, based on my past experience, without TENSION - you are incapable of deliverying a breakthrough, really cool end product. Great programs - in video storytelling - require tension - tension between a brilliant Art Director...tension between the writer and director and editor and client. Tension (with respect) can lead to some amazing end products. Yes tension is very, very good and a natural part of teamwork. With respect in place, tension can lead to some beautiful poetic moments in sports, in moviemaking and in groundbreaking corporate initiative work. Harness the power of positive tension and teamwork - and you've got one helluva a starting team...

PROCESS

2011-09-07T06:13:00.000-07:00

Process is a competitive advantage or can be.
It assures clients that you've done this before and have eyes focused on business results. Process certainly lays out deliverables and positions we project managers as smart, credible, efficient, and cost-effective stalwarts of productivity. HOWEVER, ((and u knew a HOWEVER was coming from me in a "process" dialogue)) most processes leave out the good 'stuff' that no one wants to talk about: magic, intuition, gut & leaps of faith. These goodies will always be part of the magic professionals and artists weave everyday. And just for the record, when the time comes and a brilliant surgeon has to perform on me or a loved one - I'm certainly more interested in her skill, magic, intuition and gut - than her process.

Purpose DNA

2011-09-06T07:20:00.000-07:00

Purpose is at the heart of marketing. Meaning. The best brands and businesses stand for something: A big idea, a strategic position, a defined set of values, or a voice that stands apart. This Meaning or purpose can inspire the creative process as it is conveyed through a symbol, a word or an action. It is the DNA of brand identity. The DNA of companies, employees and brand activity. The designer's challenge, the marketers challenge is to absorb & understand an enormous amount of information and then distill it into its purest and simplest form - a meaningful idea. My son has "hoops DNA." He is one of the quickest, most intuitive young basketball players I've ever watched. He lacks confidence at times - because of the way he is wired, and at times turns off his DNA. If he could step back and watch his DNA explode - as I have had the privilege of doing over the past year - he would enjoy the show & unleash the DNA. Be true to your DNA, nurture it, and allow it to become amplified over time.
Many times, I've watched him in an open gym - with the ball - make several moves once someone engages him and blow past two defenders...and the players and onlookers gasp and comment on the burst of speed and quickness they just experienced. What I would like to see now is the passage of time shrink between those gasps. Why must we wait for the ball and the isolation - why wait? Be true to your DNA at all times -and all moments - and watch this DNA weave its way into every aspect of your game (& business). Brands and marketers don't wait - and neither should any young player. Embrace your DNA with intent, work ethic and enthusiasm. Don't be afraid to make mistakes - the DNA will simply continue to evlove if you allow it & embrace it. Brendan - embrace your DNA (purpose) and allow your brand & game to evolve & shine.

Enthusiasm

2011-09-06T05:24:00.000-07:00

Don't expect your work to speak for itself. Even the most ingenious of solutions and work must be sold. Sell with enthusiasm. Present your ideas and services with enthusiasm. Simply put, you must love that which you do. Your heart must be in it. What is life or any product or service without heart? Perhaps that is what separates VENDORS from TALENT or ARTISTS. Vendors show up and process. Whether or not heart is involved - does not matter to the client as long as the job is processed. Talent or artists - really care about the end product. They love what they do and their heart is into it. Without enthusiasm one cannot work up to their fullest ability and potential; folks you're just going through the motions and just going through the motions won't bring you to a level of satisfaction or greatness you seek. Bring enthusiasm to the table, and year heart is sure to follow. Or vice-versa. Either way, it's a fun & delightful and rewarding way to enjoy each day of life and "sell" every program you work.

LOVE

2011-08-31T05:55:00.000-07:00

What a powerful word. What a powerful statement. And yet, how often in daily conversation, do we hear consumers use this term to describe their affection or affinity for a brand or product? How often do you use it to describe your feelings for some tangible product or service? I hear it all the time in research or everyday dialogue with friends and business associates and family. But LOVE, as you will discover as you grow in age and wisdom in our life's journey, is an expression that defies defintion. IT goes beyond the realm of tangible product & daily emotion. It stretches deep beyond the trials of the day, into the depth of time. Love. Love is not something you simply feel, but an emotion you uncover and discover. It takes a bit of time to reveal the true depth of LOVE. Doesn't it? Shouldn't it? Shouldn't something as powerful and insightful & passionaste as LOVE take years to evolve, unwind & settle-in? Ultimately, love will last an eternity - of course. Love is a chord that is unbreakable. You don't fall out of love, you fall out of the concept of weaving the chord of love. Love is not tangible. Not breakable. Perhaps it is a sustainable note that hovers & weaves it's way around our existence, with everlasting elasticity. You may be able to stretch the chord or note of love - the emotion of love - to some breaking point, but I suspect true LOVE will never break. Never cease. Once the chord of love is woven over your travels in time, it shall never break, never waver and certainly just simply disappear. It will exist forever, in some way shape or form. Cause thats what the emotion of LOVE is. When you journey long enough in this lifetime, and are asked to bury a dear friend's father or mother or your own mother or father, sister or friend, you experience the unyielding power of love. You truly feel the presence of love. Everlasting. Powerful. And certainly, unbreakable. Experience love and you've experienced the best this earthly realm has to offer. Celebrate it everyday and your bound for happiness. Trying to weave it into the language of the marketing framework of a brand is foolish pleasure - but so is playing trivial pursuit -so what the hell go for it. Just understand & distinguish the difference between the LOVE you spend a lifetime weaving & working - and the love you offer in daily conversation. There is an eternal lifetime separating the two.

Marketing Model

2011-08-25T09:33:00.000-07:00

How has your Marketing Model evolved over the last year? How about over the last 3-5 years?
Have you shifted marketing investment money in any way? Have you measured the return or results? Have you redefined your "purpose" or tweaked the architecture in any way? I believe one serious shift that has occured in the last five years or so, is the movement away from "process". Process is linear in nature. I believe marketing has shifted away from this linear thinking. Perhaps Marketing begins with your purpose, & then a framework your create & tweak helps guide decision making and investments. A shared philosophy, directon & vision but certianly not a process. Strategy and choices and investments and measures and refinement - more choices driven by innovation, purpose & results.

Champions

2011-08-24T12:09:00.000-07:00

Everyone works hard.
That is simply ground zero - a solid starting point. Welcome to the party. Whether you are in a gym or classroom or boardroom, everyone around you is working hard. You gotta ball and hoop and getting after it - well good for you. Nice start. But according to Muhammad Ali - it takes something deep within you something a bit less tangible, to become a champion. "Champions are NOT made in gyms. Champions are made from something deep inside them - a desire, a dream, a vision. " What's your vision? Go ahead and dare to dream the most poetic of places - and please get after it right now.

RELATIONSHIPS

2011-08-21T10:52:00.000-07:00

On June 6 of this year, the UN declared internet access a human right.
The world is now social by design. In fact, we humans ARE social by design. How do we create more ideas that are social in nature? Perhaps start with sharing, and relationship building as your purpose. Trade ownership for partnership, create a platform of self expression and connect people, ideas and communities. Sound familiar? Facebook has 750 million users. Facebook doesn't own the content, it simply provides the platform for sharing. Want to share something? Start by asking yourself, why would they care about it - and most importantly - will they share it?

INSPIRATION

2011-08-19T11:31:00.000-07:00

Where does yours come from? Internally? Good for you.
Mine comes from hanging around very sharp, intelligent & engaged people. Fortunately, I've worked with these folks for the last 15+ years. This past week I was invited to work & share-in a two day conference with some of the greatest marketing brand builders, agencies and social media experts in North America. Google, Facebook, Twitter, Silicon Valley Social Media consultants...an amazing assortment of engaging presenters - and a very humbling experience. I'm not nearly as sharp or interesting as these amazing media savvy folks. Nope. But I sure do admire the DEPTH of knowledge they have for their professional passion bucket. Oh my goodness. You wanna impact the world, your community, your place of business, your household ? Work on your "depth" of knowledge on a particular subject. How about social media? People talk as if this "social media" is a breakthrough concept. The tool and platform - sure - facebook, google, the internet - new. But mass media - has never really been about the broadcast message - it's always been about the shared experience. A shared experience between human beings. Ya see, at the very heart of we humans, we desire & need community: to be part of something - a shared experience. Through mass media, there is only one broadcast mesage sure, but the viewing tribe is what drives this shared experience. True social media has altered the playing field - allowing consumers to be creators, curators of the content. Brilliant. Now we champion "advocates" and "followers" and "believers". I was all of the above for Seinfeld, and Cheers, and Mash...Now i just get the opportunity to co-create the message. Cool. "Social by design" is new way of marketing. But humans have always been "social by design". Now the world simply has tools to enable, embrace & celebrate the very essence of our existence. I encourage you to join the conversation - you just may inspire someone.

Hit the ground running

2011-08-15T06:41:00.000-07:00

Get up early & do YOUR work before being asked to do theirs.
Work in the morning when its calm, peaceful and quiet. Quiet time is productive time. Find your quiet time & space...

Open Gym

2011-08-08T05:21:00.000-07:00

"Open Gym" is an expression you might be familiar with if you participate or engage in the game of basketball. It means precisely that - an open gym, as in the gym is open to players. It often refers to structure of the gym time for young players in that there is very little organization from coaches or supervisors. The gym is open for pickup games or shooting or working on your individual game. In your professional life, do you have a place like an "open gym"? Do you have an open gym to strengthen your professional skills? Do you have a marketing skills & techniques 'open gym'? How do you work the depth of your skills and talents? How do you enrich your career and strengthen your talents?
Find your open gym. And when you do, please don't waste your time there. It pains me to watch young basketball players that take the time to show up at an open gym and then simply screw around & have no desire to compete & compete with a sense of urgency...to play hard and work on their games. It's much easier to have "fun"...rolling around smiling and socializing. There is a place and time for fun, but if you'd like to play basketball at a high level, please don't waste your time in an open gym. There are fewer and fewer opportunities to have access to an open gym. Don't show up at practice in the fall - and ask the coach to make you better. It doesn't work that way. Life doesn't work that way. I'm not going to today's meeting and ask the folks in the room to make me a better presenter or video storyteller. That individual work comes before the meeting; by myself, alone late at night or at 6am - at my 'open gym'. Compete hard, and work your game - work your individual skills NOW, so that when gametime comes - or the season begins, you will be prepared. My wonderful high school coach and mentor, Coach Shields, used to always say, "basketball players are made in the summer - teams in the winter". Find your summer workout now - and get after it.

Hold that thought!

2011-08-04T06:11:00.000-07:00

Timing is everything. Document your thoughts - when you can. Create a journal or parking lot, and revisit your thoughts and observations when working programs and moving opportunities through your work processes. Powerful and creative ideas & insights are preserved through the swirl of deadlines and plowing through programs. Don't hesitate to document your thinking. Trusting this process and keeping the 'ball-in-the-air' will always deliver a fantastic outcome for you.
Although research is the business discipline for gathering and interpreting data, INSIGHT comes from a more personal and intuitive place. Bring those special insights alive when working your programs and you'll start to weave a very special rhythm working programs ...where we can stop thinking for just a moment and let go to visualize a brand new solution. When we least expect it...on a walk, in a dream, or in the shower - fragmented thinking falls away and the whole appears. So hold those thoughts, document your thinking and every so often, enjoy the beautiful dance between the intuitive and the intentional.

Touchpoints

2011-08-02T08:46:00.000-07:00

Creating touchpoints. Wow - that must be pretty fabulous fun huh? Brands and businesses today love to discuss "touchpoints" and how they try to inspire & delight consumers at every touchpoint. The process starts with the dynamic brand architecture and a dose of good ole fashion marketing mix, but winning consumer touchpoints is a dynamic and exciting place to play in today's connected world. Yup, creating touchpoints and sharing compelling, passionate stories with customers at those critical touchpoints. Now that sounds like fun & exciting work - count me in!!

Identity

2011-08-02T06:53:00.000-07:00

Who are you?
"It is never too late to be what you could have been."
- George Eliot

FAILURE

2011-08-01T07:06:00.000-07:00

The legendary coach from UCLA insisted on never using the word "failure". Instead, he opted for "adversity". IF when confronted with a loss or heartbreak, rather than speak of "failure", he choose "adversity". Success demands we wrestle with failure. It's just the way the road to victory is paved. One must experience the pain & heartbreak of failure prior to experiencing the joy of success. Call it adversity - failure - call it what you like, but it leads to riches. My son has experienced this in the game of basketball....we all experience it in the journey of life. In marketing and storytelling - "adversity" leads to a different gameplan. Five years ago my son felt heartbreak after missing two free throws at the end of regulation, costing his team a trip to Disneyworld for nationals. He buried his head at the end of the bench and wept alone. Minutes later, a father of one of our boys came out of the stands across the court & was kneeling in front of him, holding him & weeping with him. I'll never forget that moment of heartbreak...passion - and one father's (thank u Paul Allen) compassion. That little boy has grown into a wonderful young man with a ' true grit' workout like no other. He's about to experience 3 years of more heartbreak, success and "adversity" for certain at the varsity level, and I wish him the very best life has to offer.

Authentic

2011-07-28T07:19:00.000-07:00

The word "authentic" is showing-up more and more in corporate storytelling, commercial design briefs & film making.
What is the character & tone? Authentic please. OK? What is that?
Perhaps we should analyze in depth what this word & quality of storytelling is really trying to attain.. What does it mean to you? Authentic? Is your work authentic? Good for you. How bout your clothes? Your writing? Your editing...your thinking? My best work in this business, without a doubt, came in my first year. Imagine that. Why do I believe & say this? Perhaps because it was so damn "authentic". Not sure that is the true meaning of this word - but for now lets go with it. In my first year in this business of storytelling and writing and producing videos and commercials, day one, I was asked to write and produce on-air commercials and promotions for movies on a Fox TV affiliate. And right away, DAY ONE you know whether or not you can do this type of work - cause if you can't - everyone watching your work - will tell you it SUCKS. Most people tell you this anyway...so you develop great confidence and a thick-skin. Now back to authentic storytelling...Why year one? Looking back, it is no doubt because I did NOT have a clue what I was doing AND I had nothing at stake...no familiy, kids, reputation, profit-sharing nada and had NO PROCESS as yet (GOD FORBID). So net, the work wreaked of authenticity...
It all turned out fine - as do ALL our life's journeys....but I do MISS this no process, shoot-from-the-hip approach to creating & storytelling. No pre-production, no storyboard, just authentic and creative spontaneous gut work. It was beautiful and time well spent. Lets all strive for authenticity...and relish authentic outcomes.

Consistent approach to building brands and hoops!

2011-07-27T11:07:00.001-07:00

John Wooden and Dean Smith brought consistency everyday in practice as their approach to building foundations. P&G has approached brand building in the same fashion across geographies and business units for decades as well. It works. It may be boring, but it works. Bring it. Every moment. Every consumer touchpoint. Own it & win it.
One of BEAUTIFUL aspects of the game of basketball, is that each time you step onto the floor as a player, you have the opportunity to get better. Not so with baseball or football or most any other sport. Perhaps golf, but basketball is about falling in love with that intimate court setting and going to work. Last night, my son, who is not blessed with the greatest of natural born skill, but is blessed with amazing speed and quickness and GRIT, took yet another stride in building that foundation...working hard...consistent as exhibit A. The sophomore, dynamic & tiny point guard, has for years been trying to learn how to score...to shoot. The last year I simply told him to stop worrying about scoring...just be explosive in every aspect of your work/game...jump as high as you can on your dribble drive pull up. K Dad.
So, last night...he didn't score much...was "not finishing" against some seniors and college kids in an open gym. HOWEVER, in the final game, he blew by someone, went into the lane, and pulled up, rising-up about 4 feet in the air - to get a shot up over a college-aged forward. Dad should have had his camera. Brendan was way off the ground, & he missed the shot. Who cares I told him....look at how you exploded off the floor to get that shot off. THAT consistent approach - hard work - to building hoops skills - will have a delightful return on investment over the next 3 seasons. He (as a high school player) will most definitely be worth the price of admission. So too, are all the P&G brands and their consistent approach to brand building.
Go BB...you've earned the next 3 years on that Kentucky high school basketball stage... the race for Rupp Arena - and the opportunity of a lifetime...to play in the "sweet 16" - in front of 23,000 people in a state championship.

Social Media EXPERT!

2011-07-26T08:45:00.001-07:00

My 65 year-old father told me the other day that he was a "social media expert"...that he invests on-line and shares a facebook with his new bride. Yup Dad, you're not only an expert, you rock!
Expert? I would imagine every marketing and ad agency out there have social media 'experts' sitting pretty far back in the corner cubicle...wearin shorts & flip-flops all summer and "clock-in" sometime in the AM.

Social media is simply another channel of marketing for every human being AND marketers right? Another wonderful touchpoint opportunity?
What does your brand building framework say about social media? Is "purpose" woven into your brand's use of social media? IF you consider yourself to be an 'expert' in social media - good for you....bring to life a brand's purpose and marketing vision in social media circles AND have a client paying you, then yup, you're an expert. Just like my Dad.

Rosebuds

2011-07-22T07:53:00.000-07:00

Why?
Why can't our children bloom when WE are damn good & ready for them to blossom? Why must we wait? PERHAPS we shouldn't wait - but rather cultivate. Ahhh. OK. Then - me sceaming-out & demanding proper definsive technique from a 3rd grade hoopster son is not quite proper cultivating? I don't think the mother behind me thought I was 'cultivating'.
Do we WAIT for Marketing investments to bloom OR continually tweak & cultivate? Do we wait for clients to call us back or cultivate? What do you do for your children? I feel so honored and blessed to have 3 opportunities to ahhhh, cultivate, yup that's it. It has taken me personally many, many years to come to the conclusion that despite all the emotion and screaming and raging encouragement - a flower, a beautiful young person - will ONLY bloom when it's time; in their own time. My apologies to our oldest that had to endure my slow learning. He is a gorgeous, kind, hard-working sophomore now, & he felt my wrath on the many courts of life growing up...while tiny teaspoons of wisdom & grace entered his father's soul.
I just wish I had the opportunity to try again with young BB. He is an amazing kid. They are all amazing kids - all children - simply buds preparing to bloom so beautifully. I just gotta find some freakish Miracle Grow to sprinkle on our youngest 'bud' - OR stay the hell away from his basketball games....

CONNECTING LEFT & RIGHT

2011-07-17T08:14:00.000-07:00

Ever try connecting your left brain and right brain? Logical, sequential, rational, analytical thinking with (dare i say) intuitive, holistic, random, subjective thinking? The future belongs to a very different kind of person with a very different kind of pattern-recognition processing: Artists, inventors, designers, storytellers and big picture dreamers that tap into left brain logic & analytics when data drives decision making. Brilliant artists out there know when it is time to tap into the data, the truth and the light. Please just make it a quick stop over there on that rational side, because society today is built on firing-up your inventive, empathetic and conceptual right brain!

Mindful of marketing & branding

2011-07-13T18:00:00.000-07:00

Products are created in the factory while BRANDS are created in our minds.
Soooo, where does one start the MARKETING process? Gotta have process right?
How bout: Vision - Meaning - Authenticity (luv it) - Coherence -Differentiation - Flexibility (yeah right) -Sustainability - Commitment - Value.
A decade ago, I thought of the term "sustainability' as some sort of "shelf-life" predictor; perhaps I was right.

Fleetwood Mac

2011-07-13T17:54:00.000-07:00

You could go your own way.....call it another lonely day - but why? - when Stevie Nicks & Fleetwood Mac is always at your beck-n-call. Thank goodness for the music and artists in the seventies....although i totally experienced the eighties - it's painfully obvious now which decade was brilliant storytelling musicans and which decade ahhhh was not. (with all due respect to michael j. & steve perry).

YES TEAMWORK!

2011-07-12T03:34:00.000-07:00

Not a big fan of teamwork? Tough.
Welcome to the digital age. Contrary to my (selfish) thinking one blog prior, teamwork IS an important component of the innovation process - like it or not. Why so ? Connections. Collaborations. Continuity. Speed to market. Who are YOU having conversations with? Consumers? Customers? Ahh yes, these folks are team members & welcome to the digital age...a beautiful generation in which young people are busy celebrating connections & similarities - not pointing-out differences. New hope for a bigger, brighter, accellerated CONNECTED future.

Creative Teamwork.....Nah

2011-06-13T13:16:00.000-07:00

Our species is the only creative species, and it has but only one creative instrument, the individual mind and spirit of man. Nothing was ever CREATED by two. There are no good collaborations, whether in music or art, in poetry, in mathematics or philosophy. Once the miracle of creation has taken place, a group can build and extend it, but the GROUP never invents anything. The preciousness lies in the lonely mind of one person, one creator. I don't think Mr. John Steinbeck believed in the power of teamwork or teambuilding to create....nor do I suspect he would have participating in team "brainstorming". Not to say those fab sessions aren't a great deal of fun and full of insights...I just don't believe he would have generated too many post-it notes in the afternoon brainstorming session. If ya got a J. Steinbeck on the team - allow that creative professional to brainstorm ALONE - and twitter his thoughts over to the group!

Mid-life ?

2011-06-09T07:34:00.000-07:00

What is a "midlife" crisis?
When does that officially begin - and end?
I'm sure you have your very own ideas and lens on what 'midlife' means to you?
How do you define the parameters of "midlife"? How long must one live to actually encounter "midlife"?
Well count your blessings if you've been fortunate enough to experience a 'midlife' for sure.
I for one, believe in embracing a constant stream of "midlife crisis"....and relish closing the deal on the next one!
Disruptive Innovation. Breakthrough. Positive tension. Bottom line is to risk something right? That is what makes this great journey worth living....
Crisis? Na. Just start something (risky) and execute it flawlessly - and for certain you'll bump into another one...

INTUITION - Trusting YOUR Inner Voice

2011-02-25T07:41:00.000-08:00

There is a vitality, a life force, a quickening that is translated through YOU into action, and because there is only one of you in all time, this expression is unique. And if you block it, it will never exist through any other medium, and will be lost forever. - Martha Graham, dancer.

Client Relationship

2011-02-25T07:01:00.000-08:00

Respect.
Open Communication.
Shared Vision. Trust. Collaboration.
Yup. When you have this - time for harvest..

Uncertainty - Embrace it.

2010-08-24T05:45:00.000-07:00

No problem is insurmountable.

In fact, stop looking upon these challenges as problems.

Learn to embrace the constant uncertainty of life.

Be Part of Something Bigger than Yourself

2010-08-23T12:04:00.000-07:00

This is a hard lesson to learn...especially if you tend to gravitate towards working and playing ALONE thank you. However, in today's dynamic networked world, collaboration IS the key. Whether in theater, sports, business - or community affairs, your wealth IS in your connective relationships. Wanna build something? Fabulous. Don't forget to be part of something bigger than yourself...

Genuine Leadership

2010-07-26T14:01:00.000-07:00

What is 'genuine leadership'?
Just completed a book by Chris Lowney on Heroic Leadership, and he certainly had some pages of information that felt really really good to me. How about these four pillars:

- Self awareness
- Ingenuity
- Love
- Heroism

Love? What's this fella serving up? Has he ever managed hourly employees? Invoked fear with every meeting and conversation with vendors & or employees? Actually - i couldn't agree more with the concept and direction of this former Wall Street broker...
How bout these (4) values of leadership:

1. Understand strengths and weaknesses of SELF...values & world view.
2. Confidently Innovating and adapting to changing world. AMEN brother...live it every day.
3. Engage all others with postive and loving attitude. Loving? Absolutely.
4. Energize themselves & others (i said THEMSELVES) by heroic ambitions.

Heroic? Sure why not. You doing this? Great. Keep at it...

Festival Food is good for the soul!

2010-07-12T15:16:00.000-07:00

Festival food is good for the soul. Not so much for tastebuds & heartburn.
This weekend, we all discovered just how good festival food & fun can be!
Who isn't a good friend at a great summer festival you ask? Well, for one - the workers. A group of tireless, diverse parishioners and community folks - giving freely of their time & talents for the cause. The cause on this summer weekend was the St. Thomas Parish in Fort Thomas, KY. The heroes on this night - easy to spot. They are behind the booth bars, locked-down above the steam & smoke of grills, peddling raffle tickets, soaked in sweat, heat & humilty - and yet most all of these fabulous volunteers can muster-up a smile and embrace for old friends and new acquantances. Me? I was fortunate enough to have the label of "festival chair" - which means - I coordinate and sit in a chair & really do very little. The true heroes are the booth owners. Permit me just a moment to honor & thank a select few. Silent Auction Chairs Maggie Taul and Jean Anderson once again pulled together the most beautiful, poetic tent - a space that adds so much class to our outdoor party and a stroll down gorgeous gifts for our festival friends. How many hours did they put in to "chair" that booth? Think they showed up at 6pm to "run" that booth? Husbands were involved all day Thursday and Friday as well - building the displays. Words can not express how awesome that booth looked and how well received it was. The fruits of their labor? Approaching $20k in profits in one night, including the parish parties. Thank you Scott & Jean Anderson, Maggie & Nelson Taul & all the Party Organizers. How bout the new Hat Booth - thrown together in a week or two by Molly Buten, so the upper lot could have one kids & color destination. Without that one booth - all kids get shipped to lower lot kiddieland. Thank you Molly - for everything. Next up, Cake Booth - Judy Osburg & Jean Cate. Thank you to ALL those parties responsible for the delicious cakes. Steak Raffle had a new owner this year. Heather Murphy Ward & family - thank you. Plant Raffle - how bout Fort Thomas Florist donating plants AND staffing the booth both nights. Wow. The Messmer family is a jewel in the crown of Fort Thomas. Thank you to the virgin Gambling Tent Chair - Mr. Greg Schneider - another first timer. Big 6 - Mr. & Mrs. Joe Grimme & Mr. & Mrs. Colwell - thank you. How about designing and building the Liquor Ring Toss? Thank you Randy & Diane Voet. Major Raffle Tickets? Rose & Christian Naberhaus worked for MONTHS on those sales. Thank you. Desserts & food service anyone? The entire choir family...Mary & David Hauber. A selfless group that goes about campus ever so quietly doing good. The very definition of Angels. Getting thirsty? Boy Scouts and Cub Scouts help serve up the refreshments - thank you. Beer decorations by Hosty & Randall families...The Dunking Booth was a huge success thanks to a bunch of folks from OUTSIDE the parish. Friday night, local high school basketball coaches volunteered to take the plunge and Saturday night was Ft. Thomas Police & Firemen. Thank you all and Mike Daly. The booth was generously run by a sponsor - The Barrington & Highland Spring Health Care Centers. Again, generosity flows thru St. Thomas like water over the sides of a dunking booth. Kiddieland, once again led by none other than Lisa & David Deavy. What those two are able to pull together down there in one week's time is stunning. The joy they spread from kid to kid and family to family has to be experienced to be truly appreciated. Lisa & David - thank you. Bill & Andrea Bunch, coordinating all the concessions -year in and year out. Thank you. How bout FREE Pizza donated by Connie & Paul Fessler at Pasquale's? Amazing. Jim McMahon - running the lower level bar for young famlies - thank you. ((Next year you can put the coolers full of beer in the refrigerator over night - not the walk in FREEZER. ))
How about the inflatable rides? Wanna spend a couple hours managing that fun? How about 5 hours for 2 nights times 4 fun rides? Try coordinating and policing those four "booths". Not one - four. Tom & Melissa Deburger - thank you. And Tom - next time you need a 15 minute break - no need to have your Uncle throw the breaker on those inflatables..just call me - we can arrange for breaks in ways that won't endanger children in falling inflatables. :)
Anyone know what Mark Fassler does for the festival year in and year out? Works 2 days prior running audio cables and speaker wires all over campus so we can enjoy music and live entertainment and a PA system. Mark - you are a true mentor and friend. John Hengelbrok? Just shares his family (thanks Rob & frat boys) and time ordering many raw materials for the festival and attending meetings for 2 months AND entertaining folks with Tom Meyer on the PA Mic. Thank you. Joe Finnegan? Ditto. Nelson Tents? Coke Products? Yup - Joe Finnegan works that. And thanks for also taking the plunge on the dunking booth - again Joe. Where does the cash flow to that each booth takes in? Who keeps the books and accounts in order? Mark Mcginnis. Mark - again - you inspired me all along this path. Thank you for your leadership. Who prepared most of the food..spending days settin up and slaving over a hot stove for the entire festival? Ed Melvin. Ed - thank you.
Pete Van Curen and Julie Van Curen - thank you for sharing your passion and insights and leading yet another successful festival. PVC - it was time well spent with you my friend. I'll never forget the adventure and hope Julie is well soon. Eric & Kim Neff and the families & students of the 8th grade class - thank you for working to clean & restore order to the campus on Sunday. That's it - I think I've covered everyone... if I've missed you - i'm terribly sorry - so please - thank you to all the workers of booths and booth chairs - and kids that volunteered - and oh yes Charlie Scheper - thank you for helping us around the clock. I'm sorry if i missed someone - it's bound to happen - you all are fabulous. OH WAIT - I did forget one: last but certainly not least - Mr. John Eberhart. I'm surprised John even answers the phone when I call - I know Debbie will not open their front door or answer their home phone when I call (your oldest told me that). When I asked John if he'd help lay-out the food menu...help order and prepare the food - he just said "YES". Didn't have to get back to me or check if his firm could do without him - "SURE NO PROBLEM" he said as he tipped his glasses back into place... HE then went about setting and selecting the menu - ordering...picking up & preparing food for a couple of weeks- then smoked pork shoulders ALL THURSDAY OVERNIGHT in Bob Heil's donated smoker so everyone could enjoy delicious pulled-pork....THEN (not done) he remained behind the grill and smoker for the entire festival. 12 hours locked literally behind bars in festival grill hell. Are you kidding me? Never once did he not smile when I visited & peered over the grill. OK once, but only once.
John - you inspire me every time we talk and work together. You are a great friend and inspiration. For some souls, volunteering comes quite naturally & easily. For me, no thanks - not for me....i've got better things to do with my time & family and career and sports interests...volunteering with a smile on my face is just not the way i was wired. Well hogwash. People change - and EVOLVE - for the better - thanks to people like you John and all the good folks at St. Thomas. I thank all of you and will lock arms with you and do good ANYTIME. Thank you for helping me do good, helping us do good. Damn it feels good - and that alone is all the food any soul ever needs. It's festival food - led by chef John Eberhart - and served up by all the great families and friends of St. Thomas in Fort Thomas.
See you next year.

Lead your TRIBE by INITIATING something.

2010-05-02T11:27:00.000-07:00

Seth Godin says it best - each and everyday.
Stop managing - and start leading your tribe through passion for your work.
It's easy to react. Most of the world reports to work and reacts. The second easiest thing to do is respond. Alot of folks spend all day responding. But the hardest thing is to initiate. Reacting is what politicians do. Managers react. Responding is much better. Organizations respond to competitive threats. But both responding and reacting pale in comparison to initiative. Initiating is difficult and genuine and that is what great leaders do. Initiating builds tribes and makes change. Let me know if you are initiating something - I'd luv to hear about it - but only if if you are not reacting or responding to something - see the difference?

Did you receive your gift?

2010-02-19T05:58:00.000-08:00

If you are reading this you must have already received your gift today. You are alive. Yes - everyday is a gift. You are not supposed to unwrap or receive anything, just think and interact with others with a bit more, shall we say, 'enlightenment'. I know that is a considerable challenge for most of you - but trust me - when you embrace this concept, the world tends to embrace you back. Enjoy the stage & bask in the light of life, for very soon history tells us that you too will use-up the gift.

Deep Thinking

2009-12-22T07:50:00.000-08:00

Never confuse working hard with thinking hard. Working hard is evident; memos & reports, lots of meetings and conference calls, and logging long hours on the computer or road. Thinking hard takes uninterrupted time, time for DEEP thinking, a commodity very few of us are willing to carve out. Fear of change is another reason for lack of Depth in thinking. Be careful, when goin deep, you may unearth a new way of doing something. There is obvious risk involved in deep thinking as well because the end result may be disruptive. Want to change something? It will require a bit of deep, hard thinking prior to activity. This is a real issue, because we are often judged by our activity in this short-term results oriented world. Thats OK. Find someone or a vendor that enjoys deep thinking - and invite them to your party. Do it quietly and certainly take credit for the new stream of disruptive ideas. Softly dial 513-470-9809, and ask for Tom.

The Move to Grow________________.

2009-10-05T09:05:00.000-07:00

Please fill in the blank: Revenues, Income, Responsibility, Reach, Faith, Passion, Knowledge....
The list is endless - but anything you plug in there can be a very powerful rallying cry for your organization. Fortunately, or unfortunately, our times dictate survival of the fittest. Translation - you better be working to grow something in your world. Nature tells us anything static will grow stagnant and die. Look to grow, and work each day moving forward by challenging yourself to exceed expectations. Capitalism and paying for college ensure we all move to grow something.

Sfumato

2009-08-23T06:01:00.000-07:00

Literally means "Going up in smoke". A willingness to embrace ambiguity, paradox, and uncertainty. Sounds like another day at the office in these economic times we live in.
"Smufato" is one of seven Da Vincian Principles outlined in Michael Gelb's fabulous book "How to Think Like Leonardo da Vinci". I have no trouble thinking like Leonardo - it's the acting-out part where I stumble. I believe it is more important to work, to act, to take action - than all the thinking in the world. What is that expression about how easy it is to come up with a good idea...but all the more difficult to launch one. IF you are someone comfortable with "sfumato" - this is a great start toward achieving great success in this uncertain, modern world. But move forward with confidence. Look to act. That is a Leader's genius - the ability to move forward, to encourage others to follow and lead alongside of him or her. I encourage you all to "move to grow" something. Move to grow anything: Leadership, revenues, knowledge, experience, sustainability, capability, profit, wisdom, vegetables - move to grow something - and inspire others to do the same. Embrace "smufato" and move to grow.

Doing Good

2009-07-12T17:41:00.000-07:00

Yeah sure whatever. Good is good. Absolutely. Savor the moments right?
Weekend summer festival time. Make it YOUR time to never forget.
The triumphant ring toss. Who would have thought winning a 2 liter bottle of soda could mean so much to a kid. So proud of himself, overcoming the odds, the challenge and then bouncing around the event like his dreams had come true. Good for Joe Riley.
Sure Escalades are nice. Individual achievement absolutely. Rolex, Calloway, Gucci - why not. Just don't forget to foster, host & serve up these moments to savor. For you - and for all of us - it will require a bit of patience & human spirit. But above all, what you need to produce this joy, is a great group of selfless people. People that go about doing good in the world so very, very quietly. Everyday. I'm in awe of these people. I really am & yes inspired to follow in their footsteps. I hope you are one of them.
Doing good. Bringing joy to another. Now that's a risk worth taking, sharing & celebrating.

A LIBRARY OF RICHES...

2009-07-07T11:32:00.000-07:00

Remember what Libraries used to look and smell like? Well they still do...

I had forgotten. Shame on me. Today I spent the morning at my favorite place in town to conduct research and write concepts - the downtown Cincinnati public library - and I was amazed at the new wings and tools they've added in just five to seven years. It's been at least that long since I finished up grad school. I used to hunker down in the downtown library... same corner desk - for three to four years of night school working though mid-terms & finals for an MBA. I received that degree in 1999, and I don't think I've been back to the library since! Until today. Wow. It is such a beautiful place...rich with "teen" sections and flat screen computers, wireless technology & DVD's and a wonderful cafe and yes BOOKS!!
Don't give up on libraries just because you can research anything and everything from the comforts of your laptop. Get to the library. It's fantastic - and one thing's for sure - you'll leave "richer" than when you first entered. Now how many places can offer you that?

Without Courage There is No Virtue

2009-07-04T15:09:00.001-07:00

To be greatly ambitious, while knowing one's limitations takes courage. The counsel of timidy is to stay low and safe rather than risk great failures. A coward avoids getting hurt. Leaders lead with bold confidence. Without courage there is no virtue.
I was fortunate to have two great sets of inspiring Grandparents. On this our nation's birthday - I can't help but think of my Grandpa Joe. He was shot serving his country in WWII's historic Battle of The Bulge - made it home to parent 6 great kids - the oldest my Mother Kathy. Grandpa Joe defined courage. I hope my children share his drive and enthusiasm for life. I will make certain they know Grandpa Joe, his enthusiasm for his country and his courage.

The Best Ideas Come From The Most Unlikely Places

2009-06-30T12:42:00.000-07:00

Well of course they do. Where do you think 'best ideas' come from? The good idea factory? If that were the case, wouldn't every firm have a staffer drive down to this place every morning, pay for parking and wait outside the idea factory for the next great one to come leaping out of there? Ideas come from the most unlikely places - because only those of you INTERESTED enough in solving problems are paying enough attention to pick up on the next best idea. Creativity (at times) is a solid combination of hard work and openness to grace - so if you're exercising your 'openness to grace' part - then you'll be able to come up with these new ideas in the most unlikely places. Net, pay attention to the world around you. That's what great business people do - what talented, creative people do. Be a sponge of the world and transform the white space of life into a beautiful, poetic harvest of "best ideas".

A Little Piece of Incompleteness

2009-06-14T16:05:00.000-07:00

Whatever expression you choose to use - "incompleteness" or "openness to grace" or perhaps "the unknown" - this unpretentious, and often uncomfortable place, makes life worth living. Some would argue it's what defines Art. This little piece of incompleteness, during the production process, transforming the ordinary into the extraordinary. Marketers pride themselves on relentless planning, scheming and data crunching - a masterfully laid out blueprint - only to spread the seeds as widely as possible & reap a predetermined harvest. But along the way, the beauty of marketing is the "unknown" or better yet, leaving "a little piece of incompleteness". This is what makes spectacular movies, stories and Art -it's what comes from deep within us - and what makes life worth living. Why? Because without this uncomfortable, uncalculated tension, without the constant presence of the unknown - the program, in fact even life, remains dormant without it. This "incompleteness" allows the artist to create, to interpret, to "make gut decisions" and on and on and on. The intangible becomes tangible and relevant - and a vibrant breakthrough program is born. Magic happens. Allowing this "incompleteness" during the production of a piece of media or the execution of a marketing plan - allows for interpretation, participation & talents to surpise and delight your audience. Then, and only then - once your audience has weighed-in, is your program complete. Perhaps that's the key; leaving a "little piece of incompleteness" until your program can be enjoyed by the audience. Permit your audience to complete your program - allow them to receive it, absorb it, experience it & then and perhaps only then - is your Art, your media program, your life - complete.
Until that time, plan for a little piece of incompleteness in all your efforts.

Steering Committee

2009-06-11T07:14:00.000-07:00

Ever plan a church festival? Steering committee? Who's behind the wheel?
The better question is how are YOU steering the team? Are you driving toward where you want to go - or where your audience wants to go or perhaps you hope to be heading where the client tells you to go?
How about creating a 10 minute long corporate video or :30 TV commercial?
In my business - all our years of producing videos and films - it has to be a poetic mixture of agendas. Net, all the above. It really does. That is the artistry of what we do as designers, writers and architects of any media. Somehow, you've got to create something that YOU love, your client pays for and is happy to drive, and most importantly, your audience engages in.
Oh yeah, and it also takes a TEAM to produce the product: writer, producer, camera, art director, editor....
In my experience, there are three different ways to structure the project.
Each leads to a very different feedback loop.
1. The goal of the team is to please ME, the architect (you perhaps).
2. The goal of the team is to make a product that they all love, is really cool and are proud of building.
3. The goal of the team is to build a great end product.
There's more difference between #2 and #3 than it appears.
Pleasing ME, you or I, is certainly very important - as the writer/director or architect, but that is usually where I begin all programs. IF you pursue #2 exclusively, you usually wind-up with something very nice, clever & fun, that no one is interested in using. In #2, the artists express joy and engage their creativity and talents, but the end-product most times miss the mark because of (overlooked) client and audience needs AND you've not shared YOUR needs & desires as the architect. Sooooo, the safe bet is #3. (thanks Mr. Godin).
Yes, lets build a great product - a cerebral, storytelling video - and lets have that team dialogue WAY upstream. What does a "great product" look like? "Great" for whom? Once discussions like this begin way upstream, before production or blueprinting, everyone gets to 'please' themselves - but in the name of a "great product".
Easier written than done, but all constituents can contribute mightily and peacefully, if common goals and end points are laid out before the production process begins.

Marketing OR Sales

2009-06-02T12:06:00.001-07:00

Which business are you in?
Love this concept.
Marketing is a compelling story that is shared & spread passionately (virtually effortlessly) through your tribe of supporters and customers.
Sales is getting someone or group to say YES when it's easier to say NO.
Now, are you in the business of 'sales' or Marketing? Both. Yup. Understood.
However, I sincerely hope you can spend more time crafting 'Marketing' & sharing compelling stories...

MARKETING: Art or Science?

2009-05-27T05:25:00.000-07:00

Great question. Seth Godin said it best; Pick one.
It is both, however, I think marketers get into trouble when they believe they're conducting one or the other, marketing or science - AT THE SAME TIME, like it's some sort of magical gift or craft that allows them to weave seamlessly in and out of both. The trick to good Marketing is to know (& respect) when art is being performed and when science is being performed, and to treat each as such. Wear the ART hat when your artists are busy crafting & creating.. and wear the science hat when you're computing spreadsheets and ROI. Simple. I think the craft of Marketing is very much like crafting a good story or storytelling in general. When storytelling - we weave independent considerations together, like DATA, and AUDIENCE & a mythical story. Three independent considerations that are masterfully woven together as one compelling story.
The trick, once again, is to NOT try to do it all at the same time. Take the time to consider each as independent of one another....this is the 'art' of storytelling - or shall I say the 'science' of storytelling.

Creativity is Simple...

2008-10-07T07:59:00.000-07:00

"Anyone can make the simple complicated.
Creativity is making the complicated simple."
-Charles Mingus
So true Charles. Why is it that the most exciting creative idea is most often the simplest? Because it is clear, concise, on-target, & usually the brain-child of a single mind; NOT a dozen or so folks improving...sharing critiques via email.
Steinbeck believed our species has but one creative instrument, the INDIVIDUAL mind & spirit of man/woman. He didn't believe in breakthrough collaborations - whether in music, art, poetry, philosophy or math. Those creative programs were given birth by ONE. Once the miracle of creation has taken place, a table full of colleagues can certainly build and expand upon the idea, but the group never invents anything. ((according to Steinbeck)).
I suspect he's right-on here....the creative preciousness lies in the lonely mind of one. Sure.
Perhaps that is why creativity IS making the complicated simple. The complicated is born from a round table "building" on one another's ideas. Net, complicating the product.
Make certain the group is NOT adding layers. It's okay to refine, groovy; but not at the expense of additional layers. These additional layers do tend to push ideas into the middle of the road, and that is not an exciting or safe place to be. (ask roadkill!)
Creativity is simple. Apple. Spielberg. Mozart. Black & white. I have a true disdain for special effects - especially if it is simply to introduce a new 'effect'. Why?
If you're paying for a piece of communication, do NOT allow the idea to get in the way of the message. What is your message? Is it getting lost in some creative idea? Simple is better. Hard work & an openness to grace is good to.

Stories That Resonate

2008-08-22T05:58:00.001-07:00

I read a very interesting marketing blog today by Seth Godin sharing the idea that your story best resonate with someone in your audience. Too often stories are created for the sake of the storyteller and often fall short of their objective to compel folks to buy things. A simplistic, mundane approach to storytelling, but isn't motivating audiences what marketers are trying to accomplish?
Then simply ask - What is the state of my audience, when crafting your story.
What is their worldview or lens on this topic? Understanding this allows you to craft a story that can & will resonate with your audience. The challenge is for you to build a story around this audience knowledge and then make it compelling enough to 'stick'.
Does negative political advertising resonate with voters? Will comparison advertising compel shoppers to buy a particular brand over another? Based on what's served-up now, apparently yes. The important point here is to be clear about the state of your audience or target market. Take the time to better understand what 'lens' your audience has on and how you can craft a story to resonate with them. Sometimes this knowledge of your viewers may drive the data you choose to showcase & ring true with this audience. Remember, there are always three sides to every story: Audience, Data & (mythical) Storytelling.

Connect Generation

2008-08-14T18:55:00.000-07:00

Working with kids and teens this week on a video for P&G, I realized one important aspect of this generation. It's fairly obvious given the technology, but it's more poetic & honest and this aspect certainly transcends the technology. Kids and teens today are connected. They strive to connect with each other, one another. It's beautiful really. Think about your generation - Gen X or Baby Boomer or when you were a kid. We didn't connect. In fact, we went out of our way NOT to connect with certain groups of kids. We were busy labeling everyone and pointing at folks. We enjoyed NOT connecting and labeling. Not the case today. These kids really do thrive on connecting with EVERYONE. They share themselves with text messages and facebook and look forward to connecting and sharing their personalities. It's genuine. I've seen it with my 7th grader as he moved to another school. He has blossomed as he shares himself with most everyone in his class through text messages and email and the internet. It's a joy to witness. The kids today are not shy about sharing who they are and what they believe in AND most of them go out of their way to be inclusive with everyone. Are there exceptions? Of course, but the rule is connect & share. It's empowering and rather cool to watch. Kids seek out sites and tools that allow them to connect and share, permit them to participate in the content. If you're interested in markeing to Gen X or Gen Y, make certain you give them a voice. Give them an opportunity to craft the content. These kids expect to be be part of the content - they wish to share - to be seen, heard and accommodated. And they will.

GEN Y & GEN Z!

2008-08-05T07:35:00.000-07:00

Some folks call them the 'millennials'.
Still others call them Gen Y or Gen Z or Generation Next.

They are clearly the digital children, the first generation of the new millennium. "Gen Y" makes up about 70 million in U.S., born between '77 & '94. They are the late boomers kids and they are massive in numbers, equally as large in popluation as the boomers. Their younger siblings - Gen Z - is a much, much smaller group. The end result of the 1.8 kids households are having now. Gen Z are the young kids of today and they are a fraction of the size of Gen Y. But however you define them, they will change the world.

These young consumers have NEVER experienced a day without a computer; without being connected to every country, market, race, ethnicity on the planet. IF they need information - they click a button. This younger generation is also a very diverse group. One out of three GEN Y is NOT caucasian. Nine out of ten kids have friends outside their ethnicity. The word "minority" may lose meaning in future generations. One in four live in a single parent household. Three out of four have working moms. What does it all mean? The future looks very different simply because these kids have the 'connectivity' to shape a different world. The world is a click away for this target audience. They "live" on-line. Text messages, podcasts - text books - are now on-line. Everything is deciminated through a computer and hi-speed internet.

One very POSITIVE aspect of all this - kids have the opportuinty to shape their personalities, their reputation and standing with each other, much more now then when kids were never this connected.

Think of a middle school child now entering a new school. What do kids think of him or her? How do they treat him? Is he a 'jock'? A 'brain'? A wimp or 'deadbeat'? Labeling kids and groups, stereotypes - potentially all go away because now these kids can connect everyday thru text messages and the internet and blogs - and so individuals can continue to 'shape' how others view them and interact with them each and every day. It's beautiful on some levels. A child is no longer "labeled". Does it still happen - sure - but with all kids connected via cell phone texting - the child has the opportunity to reshape the label. I believe there is a greater respect for each individual...more listening...more interacting...more opportunities to connect & have a real relationship with everyone. How does this affect marketers? We have to join the conversation. Want to be part of this group's inner world? Find a way to be part of their conversation. Don't talk TO them - share WITH them. Provide content and a forum. And make sure the message is always consistent and useful. These kids will decide for themselves how and IF they choose to interact with your brands, goods & services. Be honest with them; offer collaboration & content; and maybe, just maybe, you'll receive an invite to connect.

Marketing Today

2008-07-24T11:07:00.000-07:00

Marketing today IS a beautiful opportunity to connect with key customers. Email and the internet allow for daily, holistic plans to come together with your consumer when she is ready. Marketing to the social web is a journey, not a destination. It's a hike, not a campout. A work-in-progress, not a finished statue. You really have to monitor and tweak the marketing programs, measure the ROI and then tweak the investments.
Yesterday, marketing and advertising were "faith-based". No doubt about it. Brainstorm, storyboard, create message/program - pay for it, buy media, place the ad - and then PRAY. Pray that eyeballs you were promised to watch it - actually watch it. Then, PRAY these people do something that they weren't doing before, like buying your product or service.
Today, with the net, and email and a social web-connected world - we can reach out and connect with these people - everyday if you like. Email marketing, blogs, your website - all allow for holistic marketing programs to surround the consumer - reaching out & connecting with as many touchpoints of as possible. I love how Jim Koch thinks about marketing. Jim is the Cincinnati native and founder of Sam Adams Beers - Jim's motto:
"Refuse to seek conventional solutions. If you use tools available to everyone, you will get answers available to everybody. Answers have to come from the part of you governed by spirit and metaphor and imagery and mythology. And your own passions."
Cool huh. Metaphor & mythology - I'm in! No wonder I dig their beers, especially the Summer Ale. What is the part of you governed by spirit? I think he is referring to your gut. You probably know the product and brand as well as anyone - so then - listen to the brand - and share your story. Hire someone to help you make those holistic touchpoints work for your business and brand.
Marketing, at its very best, is a dialogue with consumers, filled with creativity and passion, that makes a lasting connection. With today's social world, the dialogue is possible, as is the lasting part. So forget about yesterday's faith-based marketing. Stop praying & start conversing with your customers. They want to be part of the content, part of the conversation and yes, part of marketing today.

Competition Competition Competition

2008-07-23T11:05:00.001-07:00

There are three 'things' that will erode your business. Three things capable of destroying your brand's marketshare. Competition, competition, & yes, competition. Think about it. Whether you're running a dental practice, a communications firm, daycare or billion dollar brand - someone or some thing will try to take your marketshare from you...take your share of the customers from you. Competition. If you never check-in with your competitors, start checking-out your competition. Even if it's just twenty minutes a day - try to find out what they're up to.
Where are they spending marketing dollars? What is going-on in terms of in-store presence or packaging or how about their customer loyalty programs? Copycat 'em if you have to - but engage in some form of "competitive intelligence". Start monitoring your friends across the way.
I try to share this concept with my AAU basketball kids. Three things gonna hang an "L" on them: You guessed it - Competition times 3. I want my players to grow intellectually in the sport - not just physically. I suspect none of them will have the physical presence to play in a major college environment, but some may certainly play high school ball or D2 college ball, especially if they continue thinking about what they are trying to accomplish out there. A monkey can run sets and follow orders, but the crafty player knows what his or her competitor is doing. In the case of basketball - it's watching what the opponent is doing & reacting accordingly - naturally, instinctively.
How are they defending you, and then taking advantage of what's going on. The minute they take their eyes of you - the offensive player should explode to the basket, or maneuver in such a way that he can't be stopped. THIS is called basketball IQ - a knowledge of 'the game'. A feeling of what is about to happen and then making it happen. It starts with your competition. So, what is your 'business IQ' ? Are you monitoring your competitor's moves? Put competitive intelligence into daily practice.

Data: The Truth & The Light

2008-07-21T05:29:00.000-07:00

Data Analysis.
Creatives cringe at the very idea. But to Marketers, it is their life. Their competitive advantage. In fact, anyone involved in business MUST use & process business data to create a competitive advantage OR a compelling story. Data, when presented well, IS the story for most consumers. It is - what I like to call - the "truth & the light" of the story. Data, the facts, the numbers, the "reasons-to-believe" in your product or story - is what your audience will evaluate in deciding if your story is true or not. It is how she will evaluate your message. Will the message ring true with her? Depends if the numbers make sense to her.

Importantly, data is what marketers, brand managers, account executives use to create and move business. That's the beauty of where we are today - data is EVERYWHERE. And the internet permits processing of data instantly. No more waiting for quarterly reports. You want to learn who's visiting your website - find out today? Click thru rates? There are a number of ways to collect data as a customer interacts with websites and emails. There are web log files, web beacons, JavaScript tags, and all sorts of built-in data collection mechanisms. Customers are concerned about their privacy, and they should be, and we should all do out part in ensuring that we are extremely protective of their trust.

Next time you set-out on a marketing program or storytelling adventure - define the data you wish to measure and showcase. Remember, in the end - it will be the 'truth & the light'.
Net, your competitive advantage.

Reality TV

2008-07-18T14:16:00.000-07:00

You want 'Reality TV'?
Come sit with me at my office on Spring Grove Avenue in Cincinnati, OH and watch the lot of the Family Dollar for an hour. Ouch. Yeah, America is hurting. Although according to a biography of Thomas Jefferson I'm reading - no worse than his observations regarding France and their economy in 1785. He felt pity for all citizens of France & the country & people in general....and knew America was going to offer more....far more for all citizens. Well, we did and now time has passed - and yes - we're running the same class system brother.
Reality TV? What the networks are calling it in the 21st Century? Hardly. Is reality TV the "Cleavers" of the sixties or the "Bundies" of the nineties, or a gameshow on a remote Island in 2007?

Is TV supposed to be a mirror or a window? That's really the question you have to answer.
I think - 99% of the time, tv programming - like all good 'stories' - is designed to offer a window for the user to climb thru and escape their reality. Then along came Al Bundy & Married with Children. I truly believe Fox TV dared to be different with The Bundies - an axiom still very much alive today with the great Fox network group. The creators of Married With Children dared to hold-up a mirror and say - 'yup - that's pretty much it America'. And they nailed it. Copy cats have come and gone - but the creators of Al Bundy and family truly held up a mirror and asked America to dare to watch and enjoy the harsh reality.
For the previous 12 years I've been employed by AND a supplier for a very large corporation in Cincinnati.. went to work...parked and then after work returned the same route to my suburb home. This past week I opened a new office on the outskirts of downtown Cincinnati, just north of that corporation.
I now have seven huge, beautiful windows for me to look out at the Family Dollar parking lot across the street. Thank God it's a window and not a mirror I'm peering at over my laptop thru the day.
Good God. Yes - let's market to these folks - just don't let em know I'm watching them. Nor do I have any interest in having dialogue with them....I don't think they have dialogue.
This is not about race or color - it is the class system. This particular class contains all sorts of shapes and colors. It's lack of education. Lack of resources. But oh - what a great market this represents.., did WalMart beat me there?
Oh well. You want Reatlity TV? Give me Al Bundy. He's a road scholar and prince compared to the focus group I witness every day.

email is a medium

2008-07-16T05:49:00.000-07:00

Is email a medium? Of course it is. It certainly is a means to an end. A way to communicate back and forth for certain. But have you ever thought of it as a 'medium'? One interesting aspect of email is that when you read someone's note to you - it feels "live". No matter how dated the message, it still feels live. What a great medium for one-to-one communication. Trouble is, email now is 50% spam, and forever tainted with the smell of spam. Another real danger of email is that it can be misinterpreted. There are no facial expressions, no points of emphasis to share with the reader. That is left for the receiver to interpret - and quite frequently, those points are misinterpreted and misunderstood. It has happened so often with me, I now limit my emails to content. If ever there needs to be Q&A session or something is strategically important, I will pick up the phone. That said, I love email. A chance to share your thoughts on every subject under the sun...to exercise the mind and fingers...to share convictions and opinions without facial expressions. Perhaps conviction requires facial expressions...and someone without a delete key.

Storytelling Content

2008-07-15T07:02:00.001-07:00

Storytelling has made quite a run over the last decade.
Corporations have fallen in love with the concept...utilizing it in upstream development, research, downstream marketing, corporate communications etc..
Today, it's all about content & web development, online media, podcasting, blogs & going 'viral'.
It is a great time to be a storyteller or better, story-sharer.

It still all begins & ends with rich content. Storytelling. What is your story? Is it relevant to your targeted audience? What do you want them to do that they are not doing now? All good starting points.
On my website, I lay out 10 tips to writing & storytelling. I address the 'three sides' to every story: Audience, Data & the Story.
Get to know your audience...your "WHO". This point has certainly gathered steam as well in the last few years. Do you know what behaviors and lifestyles your targeted audience enjoys? The web now allows you to have an on-going dialogue with these folks. Get to know them & target their specific behavior or lifestyle. No need to shoot for the masses. Go have a conversation with her.
Data are the points you'd like to make. This is the "reason-to-believe" in your story. Will your audience believe this data? They better - if they don't - good bye. And don't overwhelm them with this information. Keep the data simple and if possible, even poetic. The points of difference in your product or service or the findings in your research. Don't overwhelm anyone with data - but find the nugget she will spark to and lay it on her.
Finally, the story. What is the "story". How do you weave data into a story that she will love?
This is your chance to have a bit of fun with her and the data. Do you know this audience? Do you know her? Good. You have the data points - now start telling a story. This is the mythical imperative to your writing - to your content - the storytelling. And don't forget to articulate your message in a manner with which your end-user will identify (college professor) or
"Sup" - "I'm good" (urban teen). "I mean like, whatever." (teenage girl - looking to sky..)

my first blog

2008-07-14T09:04:00.000-07:00

So this is what the 21st Century looks like. Interesting.
I was so thrilled with today's work I forgot to gaze into the world of tomorrow. And now tommorow has become yesterday. Good thing is there's still time left...
I just completed reading the section on 'blogging' in Robert Scoble's New Rules of Markting & PR - and now my first blog. Imagine the possibilities.
Please visit our website at http://www.communicationstreams.com/ to learn more about my small Cincinnati communications business. I love to meet corporate communication folks in need of video storytelling...
One simple axiom I've been using for about 15 years in writing concepts & video scripts I borrowed from renowned fabulous author Ayn Rand (the fountainhead/atlas shrugged).
She believed in Romanticism as the Conceptual School of Art. Romanticism is moving forward with what is in your heart - to simply NOT just record or photograph - but to create & project. In the words of Aristotle, romanticism is concerned - not with things as they are - but with things as they might be or ought to be. Net, project something when you write or edit video stories - try to say or communicate something. If you start with that thinking - and then push that along - your story forms quite naturally. Only trouble is when this ability is taken from you by the client - and they insist that you merely execute or document - you go braindead. And that can lead to one dry fountainhead. No matter how small the program - try to create something - project and communicate some point.
"A spirit too needs fuel. It can run dry." - Ayn Rand