It shocks me Apple’s top digital talent posted a total of four (4) tweets during the live event. 4. That’s it. Why was he silent during the #AppleLive stream meltdown? Why wasn’t he communicating with fans during this crisis?
Most of All, Why was Angela Ahrendts Noticeably Absent?
Instead, we get this. One (1) tweet. Are you kidding me????? Why was one of the world’s greatest marketers silently sitting on the sideline????
Closing Thoughts
The #AppleLive stream disaster exposed the consequences of Apple deciding not to participate in real-time communications during the Steve Jobs era. Sadly, they’re continuing on the same path with Tim Cook.
The New Rules of Sales & Service by David Meerman Scott
"Sooner or later the world will be interested in your area of expertise." —David Meerman Scott from The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business.
But, will YOU (companies or individuals) be able to deliver YOUR expertise at PRECISELY the RIGHT time when the customer needs it?
That's just one of several game-changing concepts David Meerman Scott describes in hs latest book.
BOTTOM LINE: Buy and study it. The New Rules of Sales and Service (NRSS) ROCKS!! It's destined to become another Meerman Scott classic.
Social Media ReInvention Community Members know I'm a huge fan and student of David's teachings.
I own and constantly refer to these classic books:
The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History
As soon as I learned about this book, I pre-ordered the NRSS hardcover and Kindle versions. My review is based on an advance, draft copy of The New Rules of Sales and Service on which I'm basing this review.
A Rebel with a Cause
The New Rules of Sales and Service is written in David's trademark style: challenging marketing strategy's status quo (with a rebel's heart). His thoughtful, entertaining, and case study-rich content applies to Fortune 100, small businesses, and individuals who genuinely desire to competitively differentiate themselves.
Game Changing Rules in Selling and Customer Service
Among the game changing arguments David makes in numerous case studies (~10 per chapter) is how marketing, sales, and service can no longer exist in functional silos. Every employee is (and should be) accountable for marketing, selling, and servicing new and existing customers because the social tools are available online to everyone.
The New Rules of Sales and Service extend beyond it's a "cross-functional" thing. It's now an "all-hands-on-deck" thing.
Executing and sustaining an NRSS-driven culture requires top-down, CEO-driven leadership. Successful New Rules of Sales and Service practitioners instill a participative and trusting company culture. These leaders enable all employees to capitalize in social, one-to-one, real-time, customer communications throughout the entire buying process. David interviewed company leaders who trust and expect their team members (regardless of departmental function) to:
1. Acquire NEW customers and MAINTAIN existing customer relationships using social tools in real-time interactions (e.g., concepts of AGILE selling and real-time speed & engagement; Case Study: Avaya)
2. Contribute and share valuable content to educate and inform customers in the pre- and post-sale process AT THE PRECISE TIME THE CUSTOMER NEEDS IT (e.g., CONTEXTUAL & consultative selling vs. hard-selling tactics; Case Study: Kendall PRess)
3. Collect and analyze real-time customer data to support real-time content delivery, service actions, and sales interactions (e.g., salesperson comes in later in buying process OR no salesperson; Case Study:GadCAD)
4. Convey stories about the company's products / services aligning with the customer's view of themselves (e.g., buyer persona research, newsjacking; Case Study: MultiCare Health Systems)
That opportunistic mindset drives competitive differentiation at both a tactical and strategic level.
By the way, David's research confirms blogging is far from dead. Long form content may be the best social tool in authentically demonstrating one company's "truth" to a competitor's public relations "spin."
Closing Thoughts
Will more and future leaders trust their teams and David's rich teachings in NRSS? Time will tell. But, why wait? Gain the upper hand by buying and studying David's work. The hardcover book officially ships today, September 2nd.
Bonus #3: (STILL A WORK IN PROGRESS) Mind Maps of Chapters 1-7. The goal is to have the remaining Chapters 8-10 completed by the end of next weekend. I'm still experimenting w/ the XMind Mind Mapping Software to make the maps easier to read in slide show mode.
Please be patient, and I'll update this post as quickly as I can. Here's what they look like so far (I know I can't read'em either):
A second straight quarter of increased user growth: 16 million new users
Revenue doubled to $312 million (driven by mobile use and mobile ad consumption)
Mobile advertising accounts for 81% of total ad revenues
The stock price spiked 29% in after hours trading
271 million monthly active users
How Twitter’s Investor Relations Team (@TwitterIR) framed these positive results is worth studying. Their critical and judgmental audience includes (but is not limited to):
Wall Street Analysts
Technology Journalists / Bloggers
Mutual Funds Managers
Silicon Valley Competitors
Individual Investors
Writing and storytelling skills are important in the financial and investment community. Investor Relations Teams are tasked with building credibility, trust, and transparency. The ability to convey confidence with a compelling and memorable story (particularly when financial performance suffers) makes or breaks organizations.
Real-time, Internet speed and scope, play a crucial role in addressing public scrutiny. Here are three (3) writing and storytelling tips I learned from the Twitter Investor Relations Team.
And, it maximized this competitive advantage during the July 29th earnings call. Topsy analysis shows @TwitterIR‘s (Twitter’s Investor Relations Team) published 23 real-time tweets supporting the earnings presentation.
Topsy Query for @TwitterIR July 29 Tweets
Tip 2. Be Simple and Concise
Communicating financial analyses (or other complex information) into simple, bite-size messages isn’t easy. Twitter’s Investor Relations Team addresses this challenge head-on knowing they have to frame a memorable, compelling story in “pulses” of 140 characters or less. I’m sure their rehearsals resulted in multiple iterations of tweets to constantly refine and simplify the gameday message.
According to Topsy, here’s the top tweet during the July 29th call …
Topsy Twitter IR Top Tweet
Topsy Top Twitter IR Tweet
… and it clocks in at 136 characters (with spaces).
Tip 3. Draw Pictures for Key Messages
Twitter’s Steady, Consistent Positive Revenue Growth. Note: I drew the red arrow.
As an individual Twitter investor, I appreciate and respect the Investor Relations Team sharing key metrics like quarterly revenue, EBITDA, and net income. But, the tweet has too much math for my simple brain.
The hyperlink and chart are vital. They impart two (2) positive impressions:
“We know you want more details. Here’s where you can find/analyze the details.”
I've reviewed numerous articles explaining how and why Facebook continues transforming and reinventing itself under Mark Zuckerberg's visionary leadership (including but not limited to):
"Bringing the other two-thirds of the world online will enable them to invent and create new things that benefit us, too."
"Not only do the vast majority of people have no access to the Internet, but even more surprisingly, Internet adoption is growing by less than 9% each year. That's very slow considering how early we are in its development and that rate is only slowing further."
"The challenge for our industry will be to develop models for Internet access that make data more affordable while enabling mobile operators to continue growing and investing in a sustainable way. Efforts like Internet.org — a global partnership founded by Facebook and other technology leaders –are already under way to solve this by working with operators to provide free basic Internet services to people."
Here's a great 2013 CNN interview with Zuckerberg describing Internet.org (my apologies for any commercials preceding the interview):
Based on these mobile user numbers and the percentage of Q2 2014 revenues generated from mobile advertising, Zuckerberg and Facebook nailed it. And, speaking of killer, seamless, mobile apps …
3. Acquire Mobile Platforms (and Emerging Ones) that Increase Short Term / Long Term Competitive Advantages
In April 2012, Facebook bought Instagram for $1 billion. They recently acquired WhatsApp for $19 billion in February 2014. March 2014 marked the acquisition of Oculus VR (a virtual reality headset company) for $2 billion.
Facebook Brand Portfolio Illustrations:Instagram, WhatsApp, Messenger by Marco Goran Romano
4. Give New Innovations Time to Develop (even if patience contradicts The Hacker Way)
Zuckerberg's brainchild employees 7,000 people. Even at Facebook, creativity and innovation slowed under increasing bureaucracy and jockeying for resources (in both talent and money). Stringent metrics and timelines meant new products had little time to improve post-launch.
Promoted apps are no longer dependent on App Store "Top 10 popularity contents"
These targeted newsfeed advertisements are based on a Facebook's user's history
1-Click shopping simplifies buying for Facebook users
1-Click shopping simplifies customer conversion for the advertiser
This advertising medium has resulted in 350 million app installations (Carr estimates this equates to almost $1 billion in revenue). He cites one mobile gaming CEO who invests 75% of his marketing budget in Facebook mobile install app ads because they drive $70,000 in revenues per day.
Facebook Tests Buy Button
If the experiments with the Buy Button prove fruitful, Facebook can validate the ROI value of digital marketing in not only building awareness, but also in converting eCommerce sales. Here are direct quotes from the experts:
"With this step, Facebook is becoming even more firmly established as a major player in direct response advertising, and though this test is still only a test,it's a definite sign that Facebook wants to restart its efforts to become an e-commerce company as well."
"If the test is successful and rolls out, Facebook could eventually earn money on the feature by charging a fee or revenue share in exchange for processing payment and improving conversion rates. It could also use the purchases to prove return on investment to advertisers, encouraging them to buy bigger campaigns."
Closing Thoughts
Mark Zuckerberg is the next Steve Jobs (along with Sergey Brin and Larry Page). I was publicly criticized for making that statement more than three years ago. He is a visionary leader. Remember how Facebook originally started out as a desktop application? That's what makes its reinvention as an industry leader and emerging pioneer in the mobile space so impressive.
And, it only took two (2) years! I can't wait to see what's next as Zuck & Company keep moving fast and breaking things.
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"The mandate is different on Twitter; you have to be interesting.You need to develop a voice, which is something Facebook doesn't ask of you." – Sherry Turkle, a clinical psychologist and Massachusetts Institute of Technology professor
Learning How to Be Different on Twitter is Now a Liability. Hard to believe what made Twitter cool is now considered a curse. Taking time to find valuable content, sharing it with people who specifically choose us, and challenging ourselves to continue growing and retaining that audience's earned attention — that's now bad?
Creating Content that Earns Attention. Learning to create and package interesting content takes time, practice, and effort (especially in 140 characters or less). After 3,100+ tweets, I'm still learning.
What Happened to the Joy and Challenge in Learning? The joy and challenge in learning to communicate on Twitter comes from other people choosing to follow your tweets. It comes from other people sharing your content with their followers (when they have hundreds of millions of other options). It's seeing how you can build direct relationships with people in another part of the world. It's the thrill in earning someone's attention and permission (versus interrupting it).
Making Twitter "Mainstream" isn't The Prescription
The Investment Analysts' View: Make Twitter a Mainstream Product. Why? So brands can cram the channel with as much advertising as possible. Investment analysts believe Twitter's sole key to long term growth is a traditional advertising model.
So interrupting users with unwanted, crappy ads (and pissing us off in the process) that's a terrific strategy?
Focusing On What's Important. A better user experience means rookie and veteran tweeters can focus on creating and sharing helpful, and valuable content. The challenge in a one-screen, digital-first world is don't suck.
Because if our tweets increase in educational, entertaining, or news-breaking value, they will earn our attention. Twitter's user growth will return.
Everyone wins.
Note: I invest in Twitter (and also tweet). The impact of my investment actions and holdings in this company (and others) are equivalent to a dog shaking off its fleas — inconsequential.
Please let me know if you agree or disagree with my thoughts in the comments. I would love to hear from you. I’m here to read, listen, and learn from YOUR PERSPECTIVE. Comments are open. So let’er rip!
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Praise Others so They Know They're Good at What They Do.LinkedIn Recommendations help your colleagues and friends promote their personal brands. They're also an important gesture to support people who may have lost their jobs due to company reorganizations.
You can vouch for another person's expertise and skills (similar to a LinkedIn Endorsement)
Your friend / colleague may feel awkward requesting a recommendation
Your recommendation can enhance another person's LinkedIn Profile
Who Can You Support with a LinkedIn Recommendation? Show you're not "just looking out for number 1." It's a great way to thank and acknowledge others who've been integral to your individual success.
Recommendations You Give Show Up on Your LinkedIn Profile
Demonstrate your expertise in a specific field or industry
Develop credibility and a thought leader reputation
Learn from and make new connections with like-minded people
Show Your Acknowledgement and Appreciation. When you initiate discussion topics, it's great when other members submit comments and opinions. Thank them with an encouraging tone for "putting themselves out there." Acknowledge them and express your appreciation for their input (especially if their thoughts counter yours).
Submitting Comments and Participating in Discussion Forums Requires Personal Risk. That's why people may hesitate submitting a comment for fear of criticism from either you or other members. If you're the discussion moderator, establish a positive tone. Provide encouragement early and consistently.
Encouraging and validating others in your LinkedIn Discussion shows respect, flexibility, and openness:
Encouragement Fosters LinkedIn Group Participation
Please let me know if you agree or disagree with my thoughts in the comments. I would love to hear from you. I’m here to read, listen, and learn from YOUR PERSPECTIVE. Comments are open. So let’er rip!
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I'm Over Age 50 and I'm Trying to Reinvent Myself. What the Hell Do I Do Now?
You're Not Alone in Feeling That Way. A lot of people ask themselves that question. I'm a few years shy of THE BIG 5-0. And, I've been asking myself that question since 2009.
But, If I Can Develop Influential and Powerful Validators, YOU CAN TOO
This post describes examples from my ongoing social media reinvention journey. Since 2009, I've learned a couple things from blogging, connecting with like-minded people, and distributing content in different social media channels.
4 Gifts to Give Others to Power Your After Age 50 Reinvention
Gift #1. Write Public Fan Letters
Read Steal Like an Artist by Austin Kleon. Pages 108 to 109, "Write Fan Letters," and Chapter 2: "Don't Wait Until You Know Who You Are To Get Started" from Austin's book are amazing. From page 109 of Steal Like an Artist:
"Maybe your hero will see your work, maybe he or she won't. Maybe they'll respond to you, maybe not. The important thing is that you show your appreciation without expecting anything in return."
Expect Nothing in Return. That's why public fan letters are the ultimate gift. If you genuinely care for someone and want sincerely express your appreciation and respect for her art / work, that's all that matters.
Writing Public Fan Letters is the Most Rewarding Experience. Just writing them feels good. I know from personal experience. That's why it's my favorite way to say "thank you."
Bonus: Your Heroes Might Write Back. Publicly. Remember, this is a gift with no expectation of reciprocation. But, it's still pretty cool when your heroes reply back.
Ann Handley Blog Comment on Her Public Fan Letter
Ann Handley Twitter Conversation on Her Public Fan Letter
Gift #2. Comment on Thought Leader Blogs
Blogging Isn't Dead. But Everybody Likes to Say It Is. That's why blog commenting re-emerges as a new opportunity. Most prefer the "snack size" comment of a tweet or Facebook update. But, let's be honest. It's hard to find relevant insights in 140 characters or less.
Dare to Be Different. Commenting on thought leaders' blog posts in your industry or (the industry you're targeting for a career change) gives you an opportunity to:
Thoughtfully support or disagree with an influencer's line of thinking
Add to the conversation by sharing your perspective
Build the reputation of not only the blog author but also your reputation too (because Google remembers the blog post and your comments forever)
Long Term Consistency is the Key. I've participated in blog commenting with my favorite marketing strategy thought leaders' blogs since 2009. I've regularly and consistently shown up by participating in the discourse on their home turf. That consistency builds long term reputation, credibility, and relationships.
Connect Your Comment to an Online Profile. Always provide the web address for your personal blog, Google+ profile, or some other online profile so the author or other commenters can learn more about you. If you're consistent and leave thoughtful comments, the author and her respective readers will look you up.
Tony Faustino Comment on Ann Handley Blog Post
Gift #3. Promote Others Work on Twitter – The @ Mention
Twitter: Use the "@" Mention to Your Advantage. Social sharing buttons are now commonplace on the online sites for publishers like The Wall Street Journal, Fast Company, LinkedIn, or Bloomberg BusinesssWeek. Take advantage of these tools to share and promote the work of influential authors, journalists, and media pundits.
Let Them Know You Read and Appreciate Their Work. When you promote someone's work, include her Twitter handle in the tweet. This way, the author sees it in the "mentions" of her Twitter feed. This will increase the likelihood of a earning a public response (which validates your reputation and credibility with the rest of the Twitterverse).
She might even follow you back …
Twitter Conversation with Fast Company's Lydia Dishman
Gift #4. Promote Others Skills with LinkedIn Endorsements
Endorse and Validate Others by Talking Up Their Skills. LinkedIn's Skills & Endorsements feature can help you build and promote the personal brand of any of your 1st degree connections. Go to the Skills & Endorsements of that person's LinkedIn profile and click on the skills you'd like to endorse on her behalf:
LinkedIn Endorsement Example: Select a "+" Sign
The Best Part of this Gift: Receiving the LinkedIn Notification. Your connections will learn of your endorsement. LinkedIn provides the notification whenever you log-in to the site or the email address linked to the LinkedIn account.
Surprise Someone. Receiving a LinkedIn Endorsement from someone you respect and trust is a great feeling. Make someone feel good. Endorse her on LinkedIn. You'll make her day.
The next post in this series on reinventing yourself after age 50 is scheduled fora February 9, 2014 publication. I'll describe four (4) more gifts you can give others to continue powering your reinvention.
If you enjoyed this post, here are links to other posts in the series:
IMPORTANT NOTE: This case study series is a self-initiated interpretation and analysis by me, the blog author. I want to make it clear that neither Dorie Clark nor Michael Ovitz were consulted or personally endorsed this case study and how I've applied the analysis to the valuable teachings in Reinventing You.
Are You Too Old to Professionally Reinvent Yourself After Age 50?
No! You still have time. The real question you should is: How Much Are You Going to Focus, Your Unique Assets, Time, and Energy into Your Post-50 Career Reinvention?
If these thoughts run through your mind or resemble one (or more) of the following, I encourage you to keep reading:
"I just got layed off and am looking for a job (or I'm worried about getting layed off) …" or
"I love to learn, try new things, and build different skills …" or
"What do you mean by unique assets? What the hell are you talkin' about? I don't think I have any …"
Because YOU CAN Successfully Reinvent Yourself After Age 50
In this post (and the other five), I talk about linkages I see from Michael Ovitz's career reinvention after age 50 to six (6) of Dorie Clark'sReinventing You principles from Chapter 9: Reintroduce Yourself and Chapter 10: Prove Your Worth.
The bullet point highlighted in blue is the Reinventing You principle analyzed in this post:
Dorie Clark emphasizes the importance of "having other people talk us up." Here are key quotes from Reinventing You's Chapter 9: Reintroduce Yourself — Develop Validators:
Another important way we can convey our new identities is through external validators, that is, other people talking us up. As a powerhouse group of researchers led by both Jeffrey Pfeffer and Robert Cialdini discovered, the secret is to have someone else bragging for you. (Jeffrey Pfeffer) "People don't like people who self-promote. But ironically, even if you self-promote through the mouths of other people, somehow that stigma doesn't get associated with you. It's much better to have someone else toot your horn."
Who Are Your Defenders?
Powerful and Influential Third-Party Validators Address Key Objectives for Michael Ovitz: (1) Promoting Him as a Trusted Silicon Valley Advisor and (2) Defending Him Against Critics. Since 1999, Mr. Ovitz developed and nurtured business relationships with Sillcon Valley's movers and shakers. These people provide and support him with significant third-party validation:
These direct quotes from the aforementioned October 2013 Kaplan-Fortune article highlight how Mr. Ovitz's third-party validators defend and talk him up:
There are similar tales of Ovitzian assistance around the Valley as he rises again, this time far removed from the lights of show business. At Andreessen Horowitz, the venture capital firm, Ovitz is an in-house mentoron how to build a full-service operation in the mold of Creative Artists Agency, the Hollywood talent monolith he built and ran from 1975 to 1995. "Michael is the classic kind of entrepreneur that we like up here — he's highly aggressive, he's highly disruptive," says Marc Andreessen, with whom Ovitz has cultivated a relationship since 1999."Michael's a very close friend of the firm. He's a great friend to have."He's also an investor in the firm, though AH won't say for how much.
2. Peter Thiel on the C-Level, cross-industry breadth and depth of Mr. Ovitz's business connections:
"Michael can get us in to see any CEO in the U.S.," Thiel says. "The Valley has this excessive insularity. But he has cross-sector relationships in New York, L.A., and other places." Thiel says Ovitz has a preternatural ability to 'learn things quickly and then communicate them to the outside world." Since the dotcom implosion of the late 1990s, he (Thiel) says, too many new companies in the Valley have 'retrenched,' de-emphasizing relationships with other businesses and institutions. Consulting Ovitz, whose network Thiel calls 'second to none,' has been a way to overcome that inclination.
3. Peter Thiel, Marc Andreesen, Peter Szulczewski, Joe Lonsdale, and Boris Sofman discuss Mr. Ovitz's critics and detractors:
Says Thiel (Peter): "I've learned to discount bad things said about people by rivals, and I'm not aware of a single bad thing about Ovitz that wasn't said by a rival." Although Andreessen and others in Ovitz's new circle acknowledge the skepticism, they have different takes on it. Andreessen is the most dismissive of Ovitz doubters and ascribes Ovitz's repute more to the peculiarities of Hollywood than to any of his own faults. "We're used to guys like that here — I mean, Steve Jobs, for God's sake! Or my career, right?" Andreessen says. "That's the cultural difference between Silicon Valley and L.A." Had Intel's Andy Grove or Netscape's Jim Clark made his mark in Hollywood, according to Andreessen, he'd have the same kind of bad-boy name as Ovitz. Peter Szulczewski of Wish says, "I haven't seen the type of things that people warned me about." Formation 8's Joe Lonsdale agrees. "People are naturally more cautious because of his history," he says. "But he's (Ovitz) demonstrated awesome value in so many tangible ways to different people that they overlook it. And it's hard to map out what's true and what isn't." Ovitz is a limited partner in Formation 8, with a "small" investment of "under $5 million," as the firm describes it. "There's a disconnect between a lot of the things written about him and kind of the person we've gotten to know,"says Boris Sofman, the CEO and co-founder of Anki, who talks almost daily with Ovitz. Sofman says Ovitz has alluded to his own past by counseling Sofman on what happens when you're successful. "When you lead in your industry," Ovitz told him, "it's easy to start getting vilified, and the tide can turn on you quickly and unexpectedly." Sofman says Ovitz has no stake in Anki, not even advisory fees. That may merely mean Ovitz hasn't asked yet. Or, as Sofman suggests, it could be that Ovitz really is in it for more than the money. "One of the things he shared with me is he truly loves working with young people," says Sofman, who just turned 30.
Closing Thoughts
Your Turn. Okay, you may still be thinking:
"I don't have high-profile, high-powered connections like Michael Ovitz …"
"Even if I did, how could or why would any of my connections 'talk me up' …"
"If I were to ask, wouldn't my connections be offended. It's sleazy to ask for third-party validations …"
Your Third Party Validators Are In The Palm of Your Hand
YOU HOLD Multiple Assets and Connections In The Palm of Your Hand. They're in your laptop hard drive. They're accessible via the keyboards on your laptop, smartphone, or tablet.
YOU CAN mobilize these connections on your behalf with a few keystrokes or finger swipes.
YOU HAVE Michael Ovitz-Like Third-Party Validators. It's all relative. You already know and are connected to influential third-party validators through these online assets and communities:
Your Personal Blog
Blog Comments on Other Blogs
LinkedIn
Twitter
Klout
Build Your Relationships with Your Validators by Blogging, Commenting, Connecting, Tweeting, and +K'ing. I connect with my third party validators on a weekly basis via these online assets and communities. Several of these kind and generous people are highly influential and powerful in their respective professions. These wonderful people generously support me as career mentors and allies in my personal branding and online reputation work.
Focusing on building these types of assets and participating in these communities enables you to do two important things:
1. Connect with like-minded people who share your values
2. Build what Dorie Clark refers to as an intellectual property (IP) portfolio
Let me be candid:
I'm not a rocket scientist (just ask my wife and my 9-year old daughter).
I'm not a New York Times, Wall Street Journal, or Amazon.com best-selling book author.
If I Can Do It, You Can Too. I'll describe my own experiences on developing and cultivating relationships with my third-party validators in the next post in this series on Reinventing You After Age 50.
Lesson 3B: Developing Validators with Your Personal Branding Online Assets is scheduled fora February 2, 2014 publication.
If you enjoyed this post, here are links to the series' first two posts:
IMPORTANT NOTE: This case study series is a self-initiated interpretation and analysis by me, the blog author. I want to make it clear that neither Dorie Clark nor Michael Ovitz were consulted or personally endorsed this case study and how I’ve applied the analysis to the valuable teachings in Reinventing You.
Changing Behaviors Can Augment Our Career Reinvention Process. For example, some people may mean need to become more proactive in making business connections by reaching out and inviting them to lunch or an early morning cup of coffee. For others, it may mean putting together a campaign to submit and pitch articles to industry publications so to build a thought leadership reputation in a new industry community.
The behavioral change will be different for everyone, but following through is important. Here’s a direct quote from Reinventing You:
Small tangible signals are only part of the battle, however. The biggest challenge is changing your behavior to reflect your new goals and reality.
From Hollywood Dealmaker and Power Broker to Trusted Advisor and Business Coach. Mr. Ovitz now leverages his wealth of Hollywood client advisory experiences to counsel growing Silicon Valley startups and their young executives. He’s not directly involved in “making the deals” for the entrepreneurs he now advises. But, he coaches, prepares, and reassures these entrepreneurs so they can successfully execute deals, negotiations, or other key (and sometimes unfamiliar) business activities required for company growth.
Here are examples from the Kaplan-Fortune article:
Managing Growth.At Anki, a consumer-robotics startup, the CEO says Ovitz has advised him during some late nights about ‘psychological transitions’ as his company grows.
Pitching Wall Street.At Formation 8, a flush new VC fund focused on Asia, Ovitz has explained to the three investment partners how to hone their image and brand for Wall Street types. “Michael knows that world too,” says Joe Lonsdale, one of the young Formation 8 partners. “He can show us how to ask them for a favor, but how not to push to hard.”
Telling Your Company’s Unique Story and Providing Reassurance.Ovitz serves as a guru to other prominent people in the tech world, including Tony Bates, the president of Skype, and Brian Chesky, CEO of Airbnb, the home-sharing network. Ovitz coaches them on culture and storytelling. He picks them up when they have bouts of doubt.
Shun The Naysayers and Critics. Mr. Ovitz did. Tenacity and mental toughness are critical.
Professional Reinvention After 50 is More Than Possible. Michael Ovitz proves it can be done (and he’s approaching 70). And, Dorie Clark’s Reinventing You shows you how to do it.
Our Turn: What Behaviors Do We Need to Shift? Changing and executing these behaviors may make us uncomfortable. These may include trying new things that may not work. But, taking intelligent risks is an important part of career development (and reinvention).
Why not, submit some of your best blog posts to certain publications to become a contributing writer / editor?
Why not, directly connect on email, Twitter, LinkedIn, (or another social network) to a renowned business author or respected business leader (especially if you can provide her/him something of value)?
Why not, make that phone call or send that email to a potential, new business connection inviting them to breakfast, coffee, or lunch? Maybe, you have something that can help advance that person’s career (i.e., a LinkedIn connection, a blog post supporting that person’s book, thousands of engaged Twitter followers, etc.).
If It Makes Us Nervous, We’re on the Right Track. The worst that can happen is any of the above (or all of the above) say no. But, all it takes is one “yes” …
… and that “one” may lead to something life-changing and magical.
If you enjoyed this post, here’s the link to the first post in the series. Please stay tuned for the next post in this series on Reinventing You After Age 50–Lesson 3: Develop Validators isscheduled fora January 24, 2014 publication.
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CTRL ALT Delete Is a Gift on 21st Century Career Leadership and Opportunity Management. Mitch frames and delivers his compelling arguments in two (2) sections:
1. Reboot: Business – The 5 Massive Movements
2. Reboot: You – The 7 Triggers
Yes, his book describes corporate and marketing strategy opportunities impacting organizations (big or small). Yes, his book contains important personal branding / personal reputation implications.
But, all twelve (12) principles focus on individually identifying and framing opportunity (and having the collective or individual courage to pursue it).
We All Have the Opportunity to Differentiate Ourselves and Lead. CTRL ALT Delete's resounding themes are to:
Take the Initiative
Take Intelligent Risks (i.e., Embrace the Squiggle)
Differentiate Yourself (because the opportunities are highest in THIS era)
Invest in Yourself and Buy CTRL ALT Delete. Here are four (4) important questions Mitch Joel asks about building competitive advantages to reboot our organizations and individual careers:
How Are We Building Direct Relationships with Our Customers, Fans, and Connections?
Creating a Unique Competitive Advantage. Direct relationships as a competitive advantage (versus price) is best described by these CTRL ALT Delete quotes (page 11) on how Apple executes its retail strategy:
The solution for Apple was to create a "cradle to the grave" business model where the customer is–at every touch point–directly speaking with Apple's brand. A true, direct relationship–in every sense of the word. Apple could not win on price (their computers and other devices are usually much more expensive than their competition's), so they had to win by being there for the consumer and by making these consumers a part of a more complete brand ecosystem.
At the time that Apple first launched retail stores in 2001, the common practices among retailers was to cram each nook and cranny of space with merchandise to maximize the sales per square foot. Sadly most retailers (and businesses) still hold on to the traditional thinking. For Apple, it was less about every square foot of retail space and much more about evey square inch of the direct relationship. Apple didn't start in the retail business to compete with other consumer electronics stores; they went into retail for the direct relationship with their customers. Apple's attitude was: "Why give that power to Best Buy or anyone else?"
"My dad used to always to say that he could teach anything but he couldn't teach how to feel. That's the hardest part when you have 11,000 people: How do you teach them how we feel?"
"The thing is, I don't want to be soldwhen I walk into a store to be welcomed. The job is tobe a brilliant brand ambasador. Everyone is welcome. Don't be judgmental whatsoever."
"Don't sell! NO! Because that is a turnoff."
Converse Directly With Your Connections and Followers. Don't just tweet out links and "like" stuff. Mitch's observations about building direct relationships highly applies to our personal social network connections. For example, participating in Twitter by sharing links your followers find helpful is a starting point for establishing authority and reputation.
But, if you want to "own and nurture" a long-term direct relationship, you have to directly converse with your followers. Mitch talks in depth about this concept throughout the book. These types of direct conversations are powerful and solidify lifelong loyalty and relationships:
How are You Building Competitive Advantage in a One-Screen World?
The entire chapter describes how consumers operate in a mobile, one-screen world. The only screen consumers care about is "the one currently staring them in the face."
Mitch further makes a compelling argument:The most important consumer screen resides on our smartphones.
Here are Mitch's thoughts on Twitter and the one-screen world (from page 99 of CTRL ALT Delete):
"Twitter's metoric rise and continued success have less to do with how many followers Lady Gaga has and much more to do with the fact that it was the first-ever online social network that worked better on mobile than it does on the Web. The sheer simplicity of those 140 characters of tweets makes it that much more workable and easy for consumers. Twitter's focus (from day one) was on connecting people as they were on the go. To this day, everything that Twitter does — from acquisitions to business strategy — is driven by a one-screen-world philosophy."
How are We Differentiating Ourselves as Critical Thinkers?
A Personal Blog = Personal Competitive Advantage. The Internet affords anyone with a laptop and broadband access an opportunity to stand out. But, we often allow ourselves to be defined by our current job titles and bullet points on our resumes. That's a mistake.
Mitch thinks strategically and critically. In a social media age, when most tweets or Facebook status updates provide diminishing returns on our attention, the opportunity to differentiate ourselves as entrepreneurial, credible, forward-looking strategic, critical thinkers has never been higher.
3. Making it easy for a potential employer / great connection to find you (e.g., SEO benefits)
4. Giving you practice in an important and portable business skill set — writing
5. Proving you're technology and Internet savvy
6. Informing people first-hand how you're driven to learn new skills
Isn't Blogging Supposed to be Dead? Hardly. As Mitch points out in the section, "Your Life in Startup Mode," a personal blog describes important aspects about ourselves that a resume fails to represent:
(page 227) "You're writing to exercise your critical thinking skills."
(page 225) "But for the purpose of this book, I'll define a blog as an online journal of your work. The spirit of the blog is to create a living and breathing resume and portfolio of how you think and work."
(page 224) "I still believe that a blog is a canvas that allows you to think, share, and connect with an audience."
(page 228) "Because if you care enough to blog, it means that you have something to say. If you have something to say and you're blogging it, it means that you want to share and connect.Ultimately, the world needs more people like that."
What is the Legacy and the Value You are Ultimately Delivering and Leaving?
Pages 190 and 193 fromThe Marketing of Youexplain the ultimate goal for connecting (online or face-to-face):
(page 190) "There's nothing wrong with asking for help, but you will always see a more positive result if you start by delivering value first—by being valuable to others before asking them for favors. Give abundantly and be helpful."
(page 193) "True influence comes from connecting to individuals, nurturing those relationships, adding real value to other people's lives, and doing anything and everything to serve them, so that when the time comes for you to make a request, there is someone there to lend a hand. Worry less about how many people you are connected to, and worry a whole lot more about who you are connected to—who they are and what you are doing to value and honor them(in their spaces)."
That sounds like a great philosophy towards achieving professional and personal fulfillment.
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