This business (marketing) is not about selling stuff. This business is about creating strong, provocative relationships between good companies and their customers. Those relationships will feed the business but you have to feed the relationships. – Dan Wieden

If you can’t see this video, click here.

Enough said.

Each year I watch the Super Bowl’s advertisements and think about all the time and money invested into 30 seconds of grandeur and ask, is it worth it?

Brands use the commercials for the opportunity to reach tens of millions of people at one time in one place. The smart ones focus their effort to a particular segment of viewers (all be it the largest segment of the year) that will tune in to Super Bowl Sunday.

The majority of brands will take the path of least resistance and create a sensational advertisement for entertainment value, but with no economic or true brand value. (We took a deeper look at these observations in this week’s Whatupdate)

Think about your favorite ad from last year’s game. Do you remember what company it was promoting?

If you are creating ads or marketing campaigns for your brand, think about this:

• Sameness – dime a dozen

• Differentiation – better than

• Distinction – innovation and atmosphere

Great marketing (which advertising is a component) takes risks and challenges status quo.

Look at every strategy you create and tactic you execute and pursue distinction.

What are you chasing?

photo credit: Carl Van Rooy Photography

Social Media doesn’t cause problems or make something great. It simple magnifies what is already there.

Sometimes I still run into marketing or brand managers that believe social media causes all sorts of problems. It causes customer service problems. It causes branding problems because you lose control of the message. It does…it does… it does…

The fact is that social media does what other communication channels do. It reveals the good and the bad that is already present in your organization or product.

Why this is good news.

Magnifying helps us learn. When something is enlarged you can see all of the details. This grants you an incredible opportunity to get better at the areas you are weak and highlight the areas your strong. You can then do more of things you do right and improve the others.

Welcome the magnifying glass. What have you learned recently?

photo credit: jakebouma

There are a million different ways to do anything. This goes for marketing, leadership, social media, parenting, managing, etc. 

Too often, we (and I am guiltier than most) believe the way we succeeded at something is the only way one can. This is dangerous. Beware if you get to a point when this is the case. Companies fail when their leaders think this way. My dad once told me there may be one answer to a problem but there are probably a million different paths to get there. These words are as true today as ever.

I am a marketer by trade. Most of my job is helping brands find the best routes to accomplish there goals. How bad would it be if we thought that because we helped XYZ company succeed with solution “A”, then every other company’s only chance of success was to do solution “A”? You need to build processes and systems that are solid enough to help you reach the goal most efficiently, but don’t make them so rigid that there is no creativity.

I am very cautious when I hear speakers, coachers, thought leaders or authors talk about the only way to get to where they are is the way they did it. There is easily 1,000,000 different ways to succeed in anything.

Figure out your way. Knowing there are so many ways to get there could hold you back if you are afraid to fail. Instead, choose to let the knowledge empower you to think creatively.  Spend 15 minutes a day answering your own questions. Don’t just latch on to what the newest book has to say about success. It is only one person’s account of how they got there. It might make you feel uncomfortable to quiet the noise and think. But it will be worth it.

What are some ways you have discovered to succeed?

photo credit: Justin Ornellas

This is exactly the conversation I had with my good friend Jeff Dolan recently. He is an incredible media pro  and one of the more talented and brightest creative professionals I know. When he told me he was going to be in town, I jumped at the chance for us to grab dinner and catch up. What I love about talking with Jeff is we always talk about big ideas. It is amazing where the conversations go and the things we come up with. Most sentences start with “Wouldn’t it be cool if….?”

Our discussion kept coming back to a three step formula for simple branding. Here it is:

1. Know what you are about and never deviate from that objective - Ask yourself “What are we about?” on a monthly basis and make sure you can answer it. Be single minded and focused on that one thing that defines you. I love the way IdeaPaint does this. They are all about turning anything paintable into a dry-erase surface to create on.

2. Be predicable -  A large chunk of branding is managing the emotional expectations of the consumer. If people get what they expect you are on track to win. For example, on a recent Beancast podcast, the panel talked about GM’s desire to be the country’s most beloved consumer brand. To have a chance at this lofty goal they will need to do a better job of giving customers what they expect and care about.

3. Tell the truth - Bill Bernbach said one time, “I’ve got a great gimmick, let’s tell the truth.”  This is a powerful branding strategy and takes a full commitment. The benefit, besides making steps (1) and (2) easier, is developing trust. Trust is what holds up the brand’s name. We have a local restaurant in Greensboro called the Iron Hen. It uses locally grown and organic ingredients. They are also committed to sustainable and slow food practices. This is validated by the great lengths they go to in showing transparency as to which local markets and farms they buy from.

It was an incredible learning experience for me and hopefully for the students also. In a few short months they went from social media newbies, to aspiring graduates with a solid grounding in the digital marketing arts. We learned about listening, social media tools, blogging, content marketing, reputation management, and community development. The students started a blog reviewing brand social media presence , gave social media marketing pitches, enjoyed great speakers, and gained clarity on developing their personal brands.

One definite highlight, for me at least, was co-teaching with Dr. Cindy Hanson. She was my marketing prof when I was in college (half a score ago). Her enthusiasm and passion for her craft is as evident today as it was then. I gained an enormous amount of respect for her (and all professors) with how much preparation and focus goes into each course. Unlike many traditional marketers, Dr. Hanson has embraced the validity of social media and how it fits into the bigger marketing mix. I look forward to the chance to work with her again.

Thank you, Apo, Lewis, Toni, Michelle, Ashley, Everette, Jason, Katrina, Matt, Jess, Molly, and Ken for a fun and rewarding time. I couldn’t be prouder of you all.

I wish you the best and leave with you one thing:

Your real education has just begun. Find what you are passionate about and chase it. Learn and do it better  than anyone else in the world.

Don’t settle for average. Challenge the status quo. Dare to be great!

photo credit: Beverly & Pack

My class is filled with bright young men and women who hold all the potential in the world to go out and change it. It has been cool to see the light bulbs go off in their heads as understanding takes root. I have to say I am learning as much from them as they are from me.

We have brought in some great speakers so far too! Jeff SanGeorge, Mitch Miles, and Vanessa Boynton were gracious with their time and knowledge to share with the class.

Jeff discussed blogging and how he has applied what he has learned to social media. You can check out his presentation [Jeff SanGeorge Blogging 101]. Jeff has a great understanding of how design, technology, and content marketing fit together. It was great how he mixed the fundamentals of blogging with social media application.

Mitch came in and rocked LinkedIN. You would have thought Reid Hoffman himself came in to teach the how to’s and why’s of the professional social network. Mitch is the only guy I know that brings props to talk about web apps. He is the Gallagher of social media speakers. You can check out some of Mitch’s presentations [Mitch Miles Presents].

Vanessa presented on the business case of social media. She is one of the linchpins at M Creative and talked about how they work with non-profits in developing “value-driven” communication strategies in social media. Her interaction with the class was very conversational and I hope the class learned as much as I did. In addition to being a marketing practitioner, Vanessa is an award-winning artist. See what she is up to [VanessaBoynton.com].

Of course we are only half-way home this semester but things are shaping up nicely. Greensboro College Social Media Brand Review is progressing and I can’t wait for the students to start their class projects. They will be getting their hands dirty developing content, launching social campaigns, and marketing awesomeness for a few Triad companies.

As always, if you have any suggestions for the class please hit me up in the comments.

photo credit: greensboro college

I get asked frequently which CRM (Customer Relationship Manager) tools to use and how to implement them. Answering those questions was my job at one time. I helped several companies develop CRM processes, evaluate tools, and integrate solutions.

How I use CRM today (I use Bactchbook because they rock!) is different than how I did then. One reason for this is a change in needs. Another is how social media channels have allowed better connectivity to customers, prospects, competitors, and coworkers.

My approach is simple. I use CRM in three core ways.

• Collection and Segmentation
• Relationship Thermometer
• Communications Archive

Collection and Segmentation: No magic here. I need a place to collect and house my contacts. Once they are inside I use filters to segment them into groups. One group may be prospects for business. Another group may be people I know in Winchestertonfieldville. This makes it easier to find people or a selection of people for future correspondence.

Relationship Thermometer: CRM software, especially if they integrate with social media platforms, helps me monitor the temperature of my relationships. This includes sales pipeline, customers, prospects, and friends. I set reminders and track interactions with my contacts so that I can keep my relationships warm.

Communication Archive: I love knowing that I have an archive of my communications on a daily basis. I can’t tell you how many times I’ve used things I have said or received to educate myself, solve problems, establish report, and handle current situations. You should have a place for storing conversations, and CRM tools let you catalog them accordingly.

Remember that your database is a goldmine of intelligence and opportunity for your business. It is also made of people. People need to be nurtured and feel important. A CRM tool helps you marry and manage the tangible data and intangibles, like relationships, of your business.

How do you use CRM?

photo credit: batchbook blue

Freelance Whales and Miniature Tigers, two of my favorite bands right now, played recently in Chapel Hill at the Local 506. Rob Blackwell and I went to the show and it was fantastic. But I want to offer a few ideas about tour and show marketing for bands per my time with Freelance Whales and Mini Tigers. If you are in a band or any profession where you “tour,” I hope this helps and encourages you to leave your thoughts in the comments.

I love going to shows and this opportunity was no exception. I first heard of these artists from my friend and West Hall Media co-founder, Josh. He met them a couple of years ago and raved about how great they were. He wasn’t wrong. Both groups have major league game and chances are you’ve heard Hannah [listen] and Bullfighter Jacket [listen] on Pandora, XM, or the web.

12 Tour Marketing Tips for Bands & Artists:

1. Announce your tour dates as soon as they are booked and get the dates on sites like Eventful and Upcoming.com.

2. Name the tour and create a specific URL (make sure there is a mobile or app version). Have the date, venue, and geo-local information. Allow fans and bands to publish and share content on the site.

3. Develop exclusive merchandise (exclusive ep, vinyl, posters, shirts, etc.) for the tour.

4. Build a street team for each city’s stop. Put them on the guest list +1 and give them offline and online promotional tools like stickers, posters, video, mp3, and tour landing page.

5. Encourage user generated content like photos or video, and hold contests on your site, Facebook, or Twitter.

6. Blogger outreach to local or influential bloggers that care about your art or genre and are willing to cover the event can boost attraction and coverage.

7. Email marketing to subscribers with tour videos and photos.

8. Take your fans on tour with you by blogging, creating videos on Youtube, and posting pictures on Flickr about each stop and the experiences (mention local businesses and people you meet) along the way.

9. Spend time with fans at your merch table before or after your set. Meet and thank the fans for attending.

10. Make the show memorable by playing new material or a cover that few or no one has heard.

11. Compile all the video and photos (yours and fans) and create a tour documentary video.

12. A few other ideas on Rock Star Marketing.

There are many more…what are your tour marketing tips?

Seasons change. Fall is here so I took my family to Moses Cone manor in Blowing Rock, NC. The Blue Ridge Parkway is beautiful this time of year. Millions of leaves paint the landscape with hues of yellow, orange, and red.

Business is seasonal too. Most don’t follow typical Spring, Summer, Fall, and Winter like we do. Of course, landscaping, tourism, and agriculture would certainly mirror the climate.

It’s amazing me how many organizations act like they don’t know the seasons are coming. This occurs when you don’t have a pulse on what’s going on in your industry. This happens when you lose relevancy and stop communicating with your audience. They are your meteorologists (but with much higher accuracy).

Here are the three main seasons for your business.

Do you know what season you are in?

Sowing: Give Yourself Away.

• Work hard creating awareness and valuable content- Develop your digital footprint and participate.
• Listen to what your audience is saying- Capture data and metrics that are valuable to your business.
• Put a lot of creative energy into developing the best product or service- The best marketing is invisible.
• Focus on building the culture of your organization- Create a brand identity from inside out.

Gestation: Nurture and Build Trust.

• Create and share relevant content that is valuable for your niche- Inform, Inspire, and Educate them.
• Have excellent customer service and follow up- Be helpful and reliable.
• Go the extra mile- Do the unexpected and create legends and myths.
• Be a connector for your audience- Introduce them to other resources and share your network where relevant.
• Humanize your business- Be authentic, sincere, and others focused.

Reaping: Sales and Referrals.

• Make it easy for customers to buy- Simple call to action.
• Show up and work your butt off- You’ve done the hard work now finish the race.
• Exceed expectations- Give customers an experience.
• Receive be thankful- You don’t need everybody, just the right ones.
• Give customers a megaphone- ignite word of mouth marketing.

The one rule of seasons is they will change. Always cherish the one you are in and learn from it. This will help you go through it next time with better results and productivity. That is how businesses grow.

I’m sure I didn’t cover all the characteristics to these seasons. Please share any others in the comments. What say you?

We sat at round tables with the speakers and other attendees. This layout encouraged more interaction and conversation with each other. There was a great blend of panel discussions and keynotes with the last fifteen minutes of each set aside for audience participation. These interactive masterminds, called deep dives, allowed attendees to share experiences, success stories, different perspectives, and ask questions. Justin Levy and Dave Thomas MC’d the event and did a great job.

To get an inside scoop and follow the action from New Marketing Experience Chicago check out #nme10.

The underlining theme of the event was that social media and marketing online needs to move past awareness for the organization (as its presence matures) and  towards positively growing the business. Part B to this is brands need to bridge the online and offline gap with continuity and meaningful engagement.

Over the next several weeks I will highlight some of the conversations I had and people I met. Building and starting relationships with super people is always the most valuable part of attending conferences (and living life).

photo credit: kevindooley

If you can’t see the video click here

I have the great fortune to live in an area with some very bright folks in the MarCom world. In the last month or so I’ve had an opportunity to get to know some great folks. You should get to know them too.

John Cass- He is the head of digital marketing efforts at Pace Communications. John is brilliant and generous. None are better at business blogging strategy than John. You can find him at PR Communications and @johncass.

Kevin Briody- Kevin heads up strategic partnerships at Ignite Social Media. This man is full of ideas pertaining to social media business application. Check out Social Mallard and @kevinbriody.

Bob Knorp- Most people know him as the voice behind The Beancast. It is one of the premier marketing/advertising podcasts. Bob is also an incredible brand strategist. He can also be found at @thebeancast.

Jeff SanGeorge- Jeff stirs things up as head of Connect Marketing and Design. Jeff combines creative design with the technical knowledge to execute. Reach out to Jeff at @jeffsangeorge.

Ken Pitman- He is the mastermind behind Square Hat Media and Presidente of  Social Media Club Greenboro. He is one of the wittiest on Twitter. Find him here @kennedypittman.

Mitch Miles- Mitch has amazing charisma. He is founder of The 26.2 Group and a sought after public speaker. If you get the chance to hear him, he is a true spellbinder. When not on stage Mitch is here @mitchmiles

Vanessa Boynton- She leads the social media efforts at M Creative and creates art at VanessaBoynton.com . Vanessa recently won an award for her one of her illustrations. Online she can be found at @vboynton.

Brandon Pierce & Danielle Hatfield- This is the dynamic duo behind Experience Farm. They do wonderful web design and new media work.  Check them out at @dhatfield and @brandonpierce

Kyle Lambert- Kyle is the big kahuna at Callout Creative. He has an incredible eye for design and visual communications. Not to mention he is hilarious. Kyle is on Twitter at @calloutcreative.

There are many more folks to come on this list, stay tuned. Research has shown that following these folks will make you smarter and  extend your life expectancy by 6 years.

Have a great weekend.

I work with companies sometimes that are focused on the process. Which isn’t horrible unless you focus only on the process. How do we find customers and get them to do something? What constraints can we eliminate to be more productive? These are all decent questions but they are not the root of the problem. Organizations fall into short term thinking that could lead to trouble when they only work at the mechanics. David, what does this have to do with marketing? Everything. Purpose minded companies have great marketing strategies.

Last week I spoke with Clay Moseley at Blue Sky Factory.  They are an email service provider that has a great product and Clay was showing me some of their new features. BSF is a company that is purpose driven. Their purpose is to help organizations succeed by providing the best email services and products for their clients. The purpose is their focus. Their purpose has produced amazing customer service, smart and passionate ambassadors like DJ Waldow, Chris Penn, and Greg Cangialosi, and innovative products like SocialSync.

Process mind organizations get caught up in X’s and O’s and become disconnected from the intangibles (like relationships and a good story ) that make businesses grow and build community. I worked at a golf retail store one time that fell into this. We started out providing great value to our customers because our purpose was to provide the right equipment to help golfers play better. Clients used to drive across town because they knew the support they would receive from us would be in their best interest. Then one day the management lost its focus. They began trying to achieve their goals by cutting corners and selling specific products with higher margins instead of meeting customer needs. They became process minded. They went out  of business.

Purpose minded is long term. Process minded is short term.

Purpose minded enhances every other part of your business. Process minded stifles the greatness of your business.

I encourage you to look at yourself (since we can apply this to our own lives) and your business. Changing a mindset is usually the answer to increasing leads, sales, customer loyalty, etc.

What is your purpose?

The one where the rabbit takes off in a blaze leaving the tortoise moseying behind. We all know the ending, the hare gives out of gas before the finish line and the turtle jogs by breaking the tape.

This story is not unlike mass advertising and social media.

The hare and mass advertising have a lot in common. Mass advertising, like the hare, spends a lot of energy out of the gate but usually expires before the finish. I am not against advertising. Eyeballs don’t mean people are buying or evening listening just like the hare’s speed doesn’t ensure he will win the race. Check out  Bob Knorp‘s viewership vs. buyership post along the same lines.

The tortoise reminds me of social media. Social wins the race by consistently delivering value and building trust. Reaching the right people with the right message takes patience and persistent effort. Building relationships that connect folks to your company is a marathon not a sprint. Here is a good post by Trey Pennington on how to win with social.

Could these two different animals work together?

Mass marketing is good at getting a message to a large number of people. With enough money, ads can overcome the invisible impressions with frequency and depth. If you get in front of enough people you will reach somebody that presently wants what you have. If you try this with social media it will fail. Social media is not about exposure. It is about community and conversation.

Advertising and social media can work hand in hand when they both focus on relevance and permission. Advertising to people that want to receive your message converts. Using social to build advocacy and retention through human interactions after reach is huge.

Your thoughts?

photo credit: peretzpup

Toms Shoes + Whole Foods = Marketing Heaven

Recently, I was in Winston Salem and witnessed the marketing arranged marriage between TOMS and Whole Foods.  I have to admit these two are perfect for each other.  Well done Brad Otts, the cupid in this love story.  Here is a link about the matrimony between TOMS & Whole Foods.

When I was in college Dr. Hanson talked a lot about the Marketing Mix and its Four Ps; Price, Promotion, Place, and Product.  When two brands share these ingredients, a good partnership will result.  Let’s take a look:

Price: This is how much the customer pays for the product. TOMS and Whole Foods do not sell average products. They are not selling toothpicks. When you are buying toothpicks you go for cheap. Brand is less important. All you want to do is get the spinach out of your teeth so the person next to you doesn’t run away. They are selling something with similar perceived value and a comparative price. Customers that pay for Whole Foods groceries will also pay for TOMS shoes.

Takeaway: Do you price your product or service to match the perceived value of your audience?  Do you bottom feed on price?  Only try to be the cheapest if it makes sense.  Sell your goods at a fair price that satisfies your tribe.

Promotion: These brands have parallel paths in this part of the mix.  Their Advertising, PR, Word-of-Mouth, Point-of-Sale, and New Media channels reach the same target.  Their promotion segments a specific person in mind. To me promotion is best done by telling a story.  TOMS’ and Whole Foods’ stories speak to the same audience.

Takeaway: Identify your ideal customers.  Be relevant to their needs and tell the stories they want to be characters in.

Place: Location is still important.  Be where you are found.  TOMS’ ideal prospects shop at Whole Foods and Whole Foods’ ideal prospects wear Toms shoes.

Takeaway: In the digital landscape place is equally important.  Find where your customers and prospects are by using twitter search, blogs, google, facebook, youtube, etc.

Product: Most importantly the products are compatible.  You won’t find Nikes in Whole Foods or TOMS in Walmart.  This relationship works because the products have the same suit. It is hard to build continuity with spades and diamonds. The suits don’t match. TOMS’ and Whole Foods’ customers are socially conscience, eco-friendly, and “Organic.”  They are both hearts.  They influence and are influenced by the same culture (check out Jackie Adkins regarding the influence of culture).

Takeaway: Product relationships have to be able to leverage the same ecosystems.  You wouldn’t pair McDonald’s with Dom Pérignon.  You would pair Starbucks and Barnes & Noble.  Leverage will make your marketing invisible.

These Ps aren’t the only ones. There are also some Cs and Ss and Rs. I do hope you think about what you are trying to accomplish with developing your brand and growing your business. Whole Foods and Toms have built a mutually beneficial relationship that is win-win for both companies. Seek those partnerships where you can be advocates for each other. Your customers are looking for it.

What say you?

This week I was working through a customer experience where I was on the customer end.  Oddly enough, I had a snake in my house. You mean on your property in the yard. NO. I mean in my kitchen. Imagine, coming downstairs for some breakfast, you turn the corner with visions of your favorite AM fare, and out from the oven is a four foot reptilian house guest. Now imagine working diligently in your office and hearing a scream from downstairs followed up with SNAKE! When I arrived on the scene, the snake had retreated under the stove.  What do I do?  Who should I call?  Samuel L. Jackson?

I called our city’s animal control, they came out to the house and left within three minutes since they weren’t allowed to remove it unless the snake was out in the open.  My tax dollars at work. Anyway, I had to call a professional service. I spoke with a gentleman named David (I like him already). He told me to “catch a snake, we have to think like a snake.” I knew this was going to be good.  He showed up and took care of the problem  like a pro.  He told some great stories of his adventures and I could tell he took pride in his work. When he left I knew he had given me his best. I like that. If I ever have a need for his services again, I know he will show up with his A game.

This was refreshing. How many times do we get a “It was nothing” when involved with a customer service interaction?  Does that sound like the person is giving you their best or just enough to get by? The fact is, it may be nothing to them but it is everything to the customer at that moment.  I have been guilty of this in the past. I might say something like “no problem” or “it’s no big deal.” That is wrong. It is a big deal to them. Don’t be afraid to let people know that you gave them your all. Don’t be a whiner or martyr and don’t waste their time going through all of the details but let them know it took effort. People love that. This is marketing. This is customer service.

Let’s rethink how we interact with prospects and customers. Are we putting the best into our blog content and social media conversations? Are we bringing our A game to every area our business?

Your thoughts?

http://www.youtube.com/watch?v=dJbbwsdKx78

If trouble with the video click here. (no affilation to casinobrowser.co.uk)

This art/skill has always been paramount to communication.  We are in a war for our attention and sometimes it is difficult to hear because of all the noise.  To grow your business and any other relationship we must get better at  listening. When we listen to what our customers and prospects say and don’t say (sometimes more important) we can then create great client experiences.  Zappos and Apple have done a great job of this. GM didn’t.

Here are a few tips on better listening that I’ve learned.

1. Listening is active. Don’t just sit there. Ask questions. This lets people know you are engaged. I heard the stories of Chevy Volt at SXSW having great conversations with folks, asking and answering questions.

2. Lean in. When face to face it is always best to lean towards the person speaking. This is a sign of attention. Digitally, I think this accomplished by going to where the conversations are. It could be Twitter, Facebook, Yelp, Youtube, Blog comments, or any number of locations your audience hangs out.

3. Don’t wait to talk.  I’ve been guilty of this. Instead of taking in what the speaker was saying I wanted to chime in with my two cents.  Let’s not shove our agenda down someone’s throat in response to what they say. If we absorb what we hear and respond in a way that focuses on them we will build trust.

On a Third Tribe (affiliate link) call today, I listened to Sonia Simone talk about knowing your customer. Grow Bigger Ears by Chris Brogan & The Five Ws of Social Media Listening by Chuck Hemann (Social Media Explorer) are two great resources on how to know your customer. If we focus on “knowing” we can turn our interactions into connections. When we make real connections with others that want what we have there is conversion

Listening is not a talent. It can be learned. What are you doing to filter the noise and skillfully listen?

Organizations should crawl first.

Last weekend my wife and I attended a birth and baby class.  We are having our first child in March and she thought the class would be enlightening.  Well, it was.  Our instructor, Vicki, described more than I ever cared to learn.  Did she just say mucus plug?

One discovery the instructor shared with the class was the importance of letting your child learn how to crawl before they walk.  Studies show that kids who walk without crawling have significantly higher illiteracy rates.  Why? I am not sure.  If you will permit me to guess, I would say a child’s development  stems from connections formed in the brain.  Jumping over certain stages in development would logically leave gaps.

I see businesses do this all the time. One of the benefits of growing your business is the opportunity to build relationships and learn how to connect with your customers’ needs and expectations. Think of a franchise. It usually starts with one or a few outlets in a local market. As the brand is perfected it can then be expanded into new locations.

A friend of mine, @joshmadden, launched a clothing line after college. He started out with t-shirts and hats sold online. He gave product away to regional bands to wear at shows. With each sale he learned a little more about his brand and was able to grow the company to a multi-national clothing and accessories line. He was even able to collaborate with Nike for a limited edition shoe. Being patient and learning along the way produced proper growth for his business.

Remember, learn to “crawl before you walk” as you take on the world. Growth is good. Right growth is better.

The lesson from this story is that Steve has “a realtor.” This is someone that has earned Steve’s trust and built a relationship with him. This made me think about all the “guys” and “girls” we have in our lives.

My bet is you have YOUR accountant, YOUR attorney, YOUR Stylist, YOUR Doctor, YOUR Dentist, YOUR Mechanic, etc…

I will even go one step further and say you probably have YOUR film person that tells you what  is worth paying $10 for at the movie theatre and YOUR music person and YOUR Fashion person and YOUR book person and even YOUR restaurant person.

Whoever those people are they have earned trust and influence over you. They are experts. You may or may not know them personally. They might be a best friend or a favorite author or other personality. The common characteristic here, is they have a proven record of exceeding your expectations time after time.

I have my people too.

My music and fashion and branding guy is Josh Madden.
My accountant is Will.
My restaurant guy is Justin.
My mentor and tech guy is Marty.
My golf guy is Robert Linville.
My family/parenting guy is Joe McGee
My realtors are Jim Duncan, London Bailey, and Jane Cameron.
My writing and presenting guy is Chris Laney.
My movie girl is Laurie.
My marketing guys are Mark Burris, Seth Godin, and Cindy Hanson.
My community and social media guys are Chris Brogan and Mitch Joel.
My car guy is Babe.

We must figure out how to be “the guy” or “girl” for people. We must become the experts that provide unmatched service, skill, or wisdom in one or more areas to the right people. This builds the following and communities we lead.

Everyday opportunities are hidden in plain site all around us. Like being in the Matrix, the passing parade of humanity glides through life in a conscious coma of mediocrity. Only those who challenge the status quo and battle the enemy of average will have the veil of ordinary lifted.

The other day I was reminded of a story about Marty and Chris, two young entrepreneurs, who decided lemonade stands reminded them too much of archaic outdated business models that made average homogeneous products (Ok, this is my version of the story). But they did want to do something different from every other kid in the neighborhood. I mean, how much better can you make lemonade than Molly or Jimmy down the street. Each of the last two summers they had a lemonade stand which was mildly profitable. Only problem was that each summer new stands were going up. The James twins now had a lemonade stand, and so did the Thompson kid, not to mention the youths three streets down sold pink and regular lemonade. Sure, they lived in a populous neighborhood, on one of the connecting streets between main roads that brought many prospective clients by. Unfortunately, this summer’s business was slow, it was almost as if they became invisible to the drivers-by passing from Market to Oak streets. This year, rarely did their pitcher of tart nectar quench the thirst of anyone but the police officer that emerged twice a day from a canopy of pines and elms which stretched their arms at the sun providing him shade and stealth. This gave Chris and Marty an idea.

The following day as Brad White was running late to a lunch appointment and hurriedly driving down the cut through street he saw a boy sitting in a lounge chair, under an umbrella, sipping lemonade, and holding a sign that read SLOW DOWN!! COP WITH RADAR ½ A MILE AHEAD.” Faithfully, Brad’s foot compressed the brake pedal and the car’s speed dropped just below the speed limit as he noticed a police car crouched in the tree line like a Lion lying in wait for unknowing prey along the Sarengeti. “That was close” Brad mused. About a mile down from the radar wielding officer was another boy, fashioned much like the first, with a sign which read “TIPS PLEASE.” Brad pulled over next to where the boy sat holding a stack of greenbacks, and tossed him a $10 bill.

When we step away from the masses our creativity gains strength, no longer drained by the kryptonite of the mundane, and we can see the opportunities to contribute in ways others haven’t. The greater our contribution to our community and marketplace the greater the rewards we reap. We must continue to cast off restraints and free our creative minds. Then we will have the vision to see the opportunities that lie invisible to the crowd.

photo credit: Gabe Mulley

The other day I played in a charity golf tournament at Salem Glen. It so happened that I won the long drive hole (a career first). At the end of the round I was awarded a prize donated by a Wealth Management brokerage house in town. The prize they gave me was a box of generic golf balls and an umbrella. Really! Seriously? What did they hope to accomplish here?

You do not need to be a golfer or care anything about the sport to understand the problem here. First of all, the participants of this event were some of the most prominent executives, entrepreneurs, and professionals in town, and you are going to give away a $10 box of golf balls probably picked up last minute at Kmart? At least that is what the gift said to me.

When we give a gift, we are promoting ourselves, our company, or our organization. The perceived value of what we have to offer (product, service, self, etc.) is demonstrated by what we give and how we give it.

We must take advantage of this great opportunity to exceed the expectations of our audience and recipients. Then back it up. When we do this, we are on our way to becoming “remarkable.”

The other day I was in a clothing store, whose name I will keep anonymous (hint: named after Monica Geller’s brother). I needed to pick up some socks, of all things, and was in a little bit of a hurry. I stood in line for over ten minutes behind ONE other person as the clerk carried on a gossip discussion with the manager. Yep, the manager. Keep in mind, I saw three other blue vested employees drop by and chime in on the conversation to add their two cents but only one register open.

The experience left a bad taste in my mouth. Needless to say, no recommendations will be made to my sphere of influence endorsing that proprietor. “Where did it all go wrong?”, I asked myself. The company does not intend to fail miserably in creating a negative experience. The company surely doesn’t mean to miss the mark in regards to customer acquisition and retention.

We all know customer service is an integral part to a companies success and should be a priority marketing function. Why then does it provide some of the lowest paying wages and usually attract applicants that do not the reflect the audience the business is trying to reach? To fix this, business leaders need to hire and develop “tour guides” not “travel agents”.

Earlier in the year when we were in Swaziland, our family went on Safari. I remember the process of booking the safari at the adventure travel place. The agent was pleasant but had never been to this park nor had any stories of the game she saw there. She had a brochure and a rate sheet. Sensing we were less than impressed, the marketing manager in the office piped up from the office next door. Mike came to the rescue. He was dressed in guide attire down to the boots and brown socks. He had been to the game reserve, slept in the huts, and traveled with each of the guides on various drives. Mike knew what we were getting into and transferred the joy of his experience to us.

A “travel agent” is a person who has read the brochure. They may have knowledge of where you are going but have rarely been there themselves. The “travel agent” can only tell you what they think you want to hear. Most companies hire “travel agents” believing they are meeting the expectations of their patrons. Wrong. We want more than a two dimensional image and fact sheet.

A “tour guide” is an expert. They have a story to tell and an experience to share. They are fans. Apple stores employ tour guides. They are almost all mac owners and can take the customer on a personal journey. They care about the environment they create because they are customers too.

Happy customers make great “tour guides” too. Does your company have “travel agents” or “tour guides?”

photo credit: garryknight