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Posts Tagged ‘branding’

One of my favorite Peanuts cartoons shows Charlie Brown and Linus leaning against a fence. Linus asks Charlie Brown a theological question: When you go to heaven are you graded on a percentage or a curve? Charlie, without hesitation replies, “On a curve, naturally.”  When Linus asks, how he can be so sure, Charlie responds, “I’m always sure about things that are a matter of opinion.”

That exchange provokes thought on many levels, not the least of which is the topic I’d like to explore today: Balancing Advocacy (communicating one’s perspective) with Inquiry (asking questions and listening to others).

Of course, Linus was the deep thinker in the neighborhood. As an Inquirer, he got there by asking questions…seeking the truth. Charlie Brown, the Advocate, was often the buffoon; outsmarted by his dog; as manager, never a winning baseball game; and, always falling for Lucy’s fake sincerity when she pulled the football away just when Charlie was about to kick it.

Inquiry seems to have the edge in this comic strip.

Now let’s look in the corporate world. Here, it’s often those who have the greatest conviction in their set of assumptions who win. Advocacy rules over inquiry because at the end of the day, decisions must be made and action taken based on available information. Analysis paralysis does not move a company forward.

So where is the balance to be found? Where’s the line between think and over-think? And where is the time to do either? How can the Advocates be sure they hear from the Inquirers—and not just get their way because others are insecure or afraid of being wrong? Or because they fear uncovering a different, less pleasant truth? Or, perhaps because they’re apathetic?

A Playing Field for Advocacy and Inquiry

Innovation is one arena where Advocacy and Inquiry must play well together. In order to be innovative, one has to question everything. All assumptions are suspect, everything must be seen through fresh eyes. Wild ideas, experimentation and mistakes are catalysts for breakthrough solutions. But in the end, innovation requires change. Someone has to sell the new idea—be its Advocate—to those who might still be in Inquiry mode. And even more importantly, to those in the Off mode.

I love this quote by Fredrich Jacobi, who says, “We must try harder to understand than to explain.” A great endorsement for the clarifiers among us.

On the other hand, Teddy Roosevelt once said, “In any moment of decision the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing.”

The Inquirer in me will continue to search for the balance. The Advocate in me tells me to get back to work.

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Have you ever tried to sell yourself or sell an idea with a logic that seems so obvious to you, yet for some unknown reason, it doesn’t sink in with others? Like the time you had that perfect pitch to a prospect who was less than generous in providing feedback? Too often our presentations and marketing materials focus on what we believe are our strengths or the strength of the idea. We cite statistics and stories for support. Yet these presentations miss the mark because they fail to consider what the prospects might need to hear before they can even listen to what we’re selling.

In short, many of us present ourselves and our ideas by talking about what’s important to us rather than what’s motivating to our prospects. We miss the important step of considering the context for our message, before crafting the content of the message.

The following is an approach for 1) exploring context, and 2) focusing content for your message.

Exploring Message Context

What’s happening? Begin by looking at your own assumptions, perspectives or attitudes that influence your presentation, and how they might be similar or different than those of your prospect?

Why is it happening? What market forces, personality traits and other issues might be affecting those assumptions, perspectives or attitudes, and therefore influence the decision to act?

What do we want to happen? What is the goal of the communication? And if different, what is the ultimate long-term goal of the relationship? What are the obstacles that might get in the way of achieving the goal?

Use the insights from this exploration to frame your content. Two examples:

  • If  your prospect has engaged the organization in a customer relationship initiative and you’re trying to sell sustainability, your prospect might not want his employees to lose focus with another initiative. You might frame your proposal as a way to enhance customer relationships. Or you might wait until after the customer relationship initiative is well seeded before attempting to sell in a sustainability initiative.
  • If, after thinking about your prospect’s personality, you decide she is an implementer who is not much interested in hearing about the planning process, you might want to begin by talking about goals, deliverables, metrics and schedules before talking about your process for finding and leveraging the insights that drive your work.

Focusing Message Content

Once we know the context of the message, we can better focus the content of the message. The trick here is to avoid the mistake of focusing only on the What of the message, and failing to connect the So What and Now What. Below is the distinction we make between What, So What and Now What.

a) What you want the prospects to know.

There are a variety of tools to help you arrive at a pinpoint focus on what you want to communicate. For example, if you’re selling the services or products of your organization you might use a concept in Jim Collin’s book, Good to Great and explain, what you do better than any other organization on the planet, If it’s an idea you’re selling, write the newspaper headline that explains it. Then elaborate; but remember, the object is to engage your prospect in the What, not to demonstrate your encyclopedic knowledge of the topic.

b) So What it means to your prospects and why they should care

It’s always good to list the traditional benefits that you believe the prospect might hope for or even expect. Then explore what benefit you might deliver that the prospect doesn’t even know is needed until it’s offered. This is meeting the unknown, unmet need (we call it the gift) and if you meet all known needs plus a compelling unknown, unmet need, then you have successfully differentiated your organization or idea from all others.

c) Now What I want you to do about it

While this seems obvious, many times we forget to “ask for the order.” We are so focused on presenting ourselves that we forget to tell the prospects what we want them to do.

So this is what I’d like you to do. Try exploring context for your next presentation. Connect your What to the So What and Now What. Share this post with others. Then give me feedback. Let me know what helps you…what confuses you…how we might improve this communication model.

Oh, and let me know if you come up with any new ideas for “what’s in it for you.”

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Who doesn’t want to be the expert? It means you know all the answers, earns you respect, moves you up the organization chart, increases your demand and makes you more money.

It doesn’t necessarily make you a good innovator, though.

In fact, an expert’s very identity is based on knowing the answers. Experts draw upon their years of experience. They seek out and promote best practices. They use their creativity to adapt and improve within the existing paradigm. They reduce risk and minimize change.

Experts are extremely valuable—until an innovative competitor creates a new product or service, making yours obsolete.

So how do innovators do it? An innovator’s mantra is don’t let what you already know get in the way of what is possible. Innovators aren’t ruled by the rules. Assumptions can’t masquerade as fact. Innovators look at the status quo with fresh eyes, imagine an ideal new reality and create a plan to get there. They accept some risk in order to change the game.

Here are a couple of exercises to engage your innovative thinking:

  • Ask, what would you love to see happen for your business if there were no obstacles in your way? What would your clients or customers love to see happen with your business if there were no obstacles in your way?
  • Once you know where you could go, try looking at your work through fresh eyes. Journal about every detail of your product or service as if you are an alien. Take photos like you’re a tourist. Collect materials like you are an anthropologist. Use your fresh eyes observations to bubble up new insights that might drive innovation.
  • Brainstorm everything you “know” about as many aspects of your business as you can. What has to happen for you to be successful? What do your customers expect from you? What processes are required? Who are your allies and who is your competition?
  • Then ask, if this weren’t true, then what could we do?

But then, I’m no expert. What ideas do you have for driving innovation?

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There are many people who I admire—smart, funny, talented, generous people. Then there are people who align those winning traits with a strong set of moral values and act to create something brilliant. These people inspire me.

And, I’m a bit surprised to say that social media is the reason I come to write about this topic.

I began to see the power of social media to enable such inspiration when my nephew Elliot posted on Facebook that he had a birthday coming up, and if anyone was planning on giving him a gift, he would love for that gift be a donation to a charity he chose. He suggested an amount, a dollar for every year he had lived, but was grateful for any amount. He set a modest goal, which he blew past immediately. He announced a new goal. Then another. Then another. He must be a popular guy with people who like to exceed goals because he raised a lot of money from people who never intended to buy him a birthday present. Brilliant. Elliot blogs at http://goodworkpeople.com.

Another example first came to me in the form of a viral video called The Money Tree. It showed what happens when you tape 100 $1-bills to a tree on a busy city sidewalk, each bill with a life-affirming note to take one. It’s beautiful. Check it out at http://www.­boingboing.­net/­2010/­09/­08/­what-­happens-­when-­yo-­3.­html.

This is the work of Amy Krouse Rosenthal. She blogs at WBEZ in Chicago. http://www.wbez.org/blogs/mission-amy-kr and is a brilliant filmmaker and writer who inspires “connection, reflection, and creativity.” She has a mission for her followers (of which I’m one) every week. Often she asks for participation from her followers (sadly, I’ve yet to participate) from which she makes beautiful art. For the last three years (8/8/08, 9/9/09, 10/10/10) she’s invited anyone and everyone to meet her at the Bean in Chicago’s Millennium Park for an evening of “missions.” If you like life celebrations, check out her films chronicling these moving experiences.

A third example, I just found out about yesterday. Carlo Garcia has a site called Living Philanthropic: livingphilanthropic.tumblr.com. He has committed to contributing to and featuring a non-profit organization on his blog and through his tweets every day for a year, hoping that his followers will respond to the cause and also donate. I’m sorry I didn’t find him until day 314 when he featured Changing World’s, one of my clients. So far, Carlo has donated $3,753 to his featured organizations and his followers have reported donating another $9,915. Another brilliant idea.

Elliot, I know. I don’t know Amy or Carlo. Yet I have a pretty good idea of who they are. They inspire me, and perhaps elicit a bit of jealousy. But I’m glad they’re here. They give me a compelling reason to participate in social media rather than merely curse it as another distraction.

I also know, this is just the tip of the iceberg. If you have other examples like this, I would appreciate knowing about them. I would like to spread the brilliance. If you are inspired by Elliot, Amy or Carlo, spread their brilliance. These are the lights that need to shine.

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I just finished serving on a jury—this, my first time even called for jury duty. And like with all new experiences, when finished, I reflected on what I learned.

Now, without getting into the details of the case, it’s safe to say it was a fairly ordinary offense. In fact, many of the jurors (myself included) admitted in deliberation that they weren’t sure why such an offense would ever come to trial. It seemed routine. Cut and dry.

The prosecuting attorney went about his argument as if it were cut and dry. A morning of building the credibility of the arresting officer. Confirming the due process. He even showed us a video that he felt proved guilt beyond reasonable doubt.

Then, in the afternoon, the defense attorney provided context to the morning session, giving the jury an informed perspective on the credibility of the arresting officer. He provided context for understanding due process and where deviations might have occurred. He provided context for looking at the video.

And while the prosecutor never really recovered from his inability to provide general context, he would have been alright except for his failure to provide context for the one specific piece of irrefutable evidence. Nor did the defense attorney provide us context for that piece of evidence. And the State made it even tougher when it asked us to use this piece of evidence to rule on two different charges. So we, as a jury, were left to make up our own context, right or wrong, for that piece of evidence. Our deliberations on this routine offense spilled into a second day because each of us had different life experiences, sensibilities and interpretations of the instructions, causing us to create different contexts from which to interpret the content of the evidence.

In the end, the prosecution and defense attorneys did the system an injustice by not providing full and proper context for their arguments. They told us “What happened” but often failed to tell us “So what that means is…” Or, “why this is important is…”

The lesson is a stunning reminder that while content might be king, it easily becomes pauper without appropriate context. I’m reminded that in all of my communications, I must help my audiences understand why my content is important and what they can do with it. In other words, provide the appropriate context.

On a side note, I got to spend time deliberating with a very tall ex-NBA basketball player. I’m sure had there been an inter-jury basketball tournament, we would have won it going away.

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What's the secret of life? Just one thing.

Recently, I was invited to be a guest instructor for a graduate class in public administration at DePaul University. I was asked to talk about how I integrate deliberate creativity into the strategic planning process. As part of my lesson plan, I included time for each student to develop a personal strategic plan. I started with having each of them develop a personal mission statement to help shine a light on the goals, strategies, initiatives and work plans of their strategic plan. If you haven’t done this for yourself, I highly recommend it. But be warned, it’s not easy and it will likely evolve as you go through multiple iterations. If you have done it, I would love to hear about your process and result. I come at it from a couple of directions. I use one of Jim Collin’s Hedgehog principles from his book Good to Great. He asks, what do you do better than any organization (person) on the planet? A daunting question, but one that can provide laser focus. I also ask, what gift do I leave after I’m finished with a project? This is above and beyond a benefit. A gift is something you give without being asked. It’s the value you add that makes you that best person on the face of the planet. Once I have answers for that, I ask, how do I do it? To say these are difficult questions is an understatement. But if you can answer them—if you can fight through the temptation to accept the easy way out and decide you’re not best at anything, or you leave no gift—then you will arrive at a personal mission that will center you, guide you and give you a strong personal identity. Last week, I watched the movie City Slickers for the umpteenth time, and was reminded of the importance of having a personal mission by Curly’s enigmatic philosophy: The secret of life is just ONE thing. For the record, here’s my personal mission: To use my facilitation, training and communications skills to help others ignite their own creativity in order to reach their potential. What’s your one thing?

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For those of you who have worked with me, you know that I often begin a conversation about a project or initiative by asking, It would be great if what happens? Then I might ask Why would that be great? And, what else would be great?

What I’m really asking is for you to take a moment, ignoring all the obstacles and barriers that might be in your way, and tell me about the best outcome you can imagine. Then tell me why that outcome is important to you. For most, this is an energizing exercise. It’s fun to imagine all the good things that might happen. Here’s what else it does:

  • It forces you to think about and articulate higher level aspirations that might have been, at best, only fuzzy thoughts in the recesses of your mind.
  • Merely articulating your aspirations makes them seem possible, softening a beachhead of obstacles that might be looming.
  • Knowing all the ways in which you might benefit drives a deeper, more sustainable commitment to realizing those aspirations.

Of course, it also enables me to understand my client’s, colleague’s or other stakeholder’s goals on a deeper, more personal level, so that I can better align my work to help achieve those goals. And if the waters get a bit choppy along the way, I can often calm them by reminding everyone of the ultimate goal and why we want to get there.

Try it. Ask your client or colleague what they would love to see happen. It would be great if what…? Why would that be great? And what else would be great? See if you don’t both walk away with clearer, more compelling goals.

Do this and you’ll be better positioned to ask the next question: What’s stopping you?

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Last weekend, I attended a Gala for Chicago Youth Symphony Orchestras. I couldn’t have been more inspired.

I know this organization intimately, having facilitated the staff and board through our strategic planning process, and then worked with the Reputation Committee to renew its brand strategy.

CYSO has long been a world-class youth orchestra, training the area’s best young musicians. Historically, it focused on performance and education. In revisiting the brand, the Reputation Committee discovered that at the intersection of performance excellence and personal growth is the element of inspiration.

This “inspiration” has become the brand driver, changing the way the organization communicates to its publics. CYSO began telling inspirational stories about the young musicians, the composers and compositions, and the venues in which it plays—compelling stories that give us even more reasons to appreciate and care about the music.

On Saturday evening, they took it to the next level in their concert, ¡Viva la Música! On the last number of an evening filled with beautiful Spanish compositions, the orchestra surprised everyone when it began swaying in unison to the lively score it was playing. Suddenly, orchestra members began randomly popping up and down to the music, giving the impression of a large wind-up toy. So unlike your typical Symphony Orchestra. So fun for the student musicians. And inspiring the audience to a whistling, hooting robust standing ovation.

This is an organization that embraces its brand.

To learn more about and support this fine organization, visit http://www.cyso.org. And check out the video we made to capture the magic of the CYSO.

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My brother Jeff and I facilitated a strategic planning summit this weekend for a wonderful Chicago organization called Changing Worlds (changingworlds.org). This group teaches cross-cultural awareness in schools through literacy and the arts. Because its programs emphasize storytelling, we began our Saturday morning session with each participant telling a story about a memory that profoundly affected his or her life. On a map of the world, we charted where each of us were born and where our memories took place. The stories came from all over the world.

My, how this elevated our appreciation for each others’ background and cultures. One by one we told of life events major and minor, but always with emotion and deep personal meaning. Some were funny, some sad, all filled with poignancy.

Some insights:

  1. Everyone has a story. Yet our major moments are so deeply woven into our fabric that we often don’t think of them as unique—they’re just “something that happened to me along the way.”
  2. When we tell a story that’s important to us, it becomes easy to engage others. It’s as if we are giving our audience a gift. And an emotional connection is made.

My gift to you, then, is to remind you to think about a defining moment in your life. Appreciate it as unique and important. Tell it to somebody.

And, if you are growing a business…building a brand…trying to forge emotional connections with customers, don’t forget your company’s defining moments. Chances are, some of your best stories have long since been locked away in the corporate memory vault.

So what is your story?

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We’ve all been there: staring at a blank sheet of paper with a blank mind. Out of ideas. A bit panicked.

Yet the last thing we consider at desperate times like this, is to take a break. Go for a walk. Do something physical.

Next time, make it one of the first things you consider. Ideas often lie just beneath the surface. Like good coffee, they need to percolate—bubble up from the subconscious. So going for a walk, with the intention of solving a problem or getting unstuck, might be just what the doctor orders.

Think for a moment when you get your most creative—and often most random—ideas. When you’re exercising, taking a shower, driving…when you’re doing anything but thinking about your issue.

Many of us are kinetic thinkers. We have to move around to free up our flow of ideas. Try going to the zoo with a problem in mind. Look to the animals for inspiration on ideas for solving the problem. Take a bike ride to a pre-determined destination. Have a topic you want to consider as you ride. When you get to the destination meditate further on the topic. When you get home, write down everything you considered (if you’re afraid you’ll forget something, take a note pad and pen with you.)

Some communities even have a public labyrinth to walk. A creativity colleague of mine, Janice Francisco, has written about the use of a labyrinth as a creativity tool (A Creative Walker’s Guide to the Labyrinth, available through Amazon and Lulu). Unlike a maze, a labyrinth has a set pattern leading to the center and back out. If you enter the labyrinth with a thought about an idea or issue you want to solve, the walking of the labyrinth will help surface new ideas.

Please share examples of activities you use to break through your creativity logjam.

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