3) LinkedIn Pulse: Club Ed: How Some Colleges Became $41k-a-Year Gyms. Point-of-view from LinkedIn Influencer and Bain & Company's Jeff Denneen on the escalating costs at American universities. The article discusses "the arms race" or "Law of More" for student amenities at competing private schools (e.g., gourmet, organic-ingredient meals, student athletic facilities, enhanced student housing, etc.). Denneen poses the question on the ROI these costs deliver to students upon graduation. Why? Thousands of students from private universities can no longer afford these amenitiies post-graduation because of either A) Unemployment or B) Under-employment (accepting jobs not requiring a college degrees).
4) MarketingLand: Ford Motor Company Takes A Newsjacking Bite Out Of #Applelive Event. My fave article in this post.This is brilliant, timely, and funny newsjacking. Ford flipped on its head the attributes of the ballyhooed Apple Watch and apply them to their brands in real-time, laugh-out-loud, newsjacking examples. Denny's and Crest also delivered creative #AppleLive newsjacks.
5)Fortune Magazine: How Google Works.Eric Schmidt (Google's Chairman) and Jonathan Rosenberg (Google's former Head of Product Development and Senior Vice President of Product Management) provide excerpts and thoughts from their upcoming book How Google Works. Key insights shared include why Google's approach to sustaining its growth (systematizing innovation into company culture), identifying talent (hiring the smartest people possible who critically think and continuously adapt versus hiring for specific job position criteria), and nurturing talent (aggressively rotate the most passionate people into different organizations — e.g., "pass the M&Ms and not the raisins."
Did you enjoy this post? If yes, please share it with your friends and subscribe to my blog. Many Thanks!
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):
Here's a look at how Silver Oak Cellars uses their visual, multi-channel social media strategy to emotionally connect special moments with their audience.
What Are The Stories You Want to Tell? How Do You Emotionally Connect Your Brand, Your Company, and Your Employees to Your Audience?
When I combed through Silver Oaks Cellars multiple social channels, these visual stories emotionally connected with me. That emotional connection differentiates a brand, a service, a product, or a company from its competition.
And, that emotional connection is unique for each of us. That unique, individual meaning defines special moments.
How do you emotionally connect with your audience? What works for you? Is it images, video, words, voice, or something else?
Please let me know in the comments. I want to connect too.
Did You Enjoy This Post?
If yes, please share it with your friends and subscribe to my blog. Many Thanks!
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'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. Dorie Clark and Michael Ovitz were neither consulted nor involved in how I developed the following analysis.
Reinventing You by Dorie Clark
Do YOU Think You’re Too Old To Reinvent Yourself After Age 50?
Dorie Clark’s book, Reinventing You is one of my favorite MUST-READ business books of 2013. Reinventing You is a GREAT investment for your professional career. Dorie’s book is a personal and professional development GIFT.
Reinventing You After Age 50 Case Study: Michael Ovitz
Instead of a traditional book review, I’m applying Dorie’s thoughtful teachings to a successful real-world, high-profile career reinvention after age 50: Michael Ovitz, Owner of Broad Beach Ventures LLC.
This post is first in a series of six (6) about successful career reinvention after age 50.
The aforementioned Kaplan-Fortune article provides examples of Michael Ovitz’s latest career. In this post (and the next five), I will talk about linkages I see from Mr. Ovitz’s reinvention after age 50 to six (6) of Dorie Clark’s Reinventing 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:
Status — You Can Take It With You
Shift Your Behavior
Develop Validators
Leverage Symbolic Actions
Go Where The Action Is
Building Your Portfolio
Lesson 1: Status — You Can Take It With You
The Halo Effect
Maximize the Halo Effect of Your Unique Competive Advantage. In Reinventing You’s Chapter 9, Reintroduce Yourself,Dorie writes about the “halo effect” (as described by Jeffrey Pfeffer, Stanford Graduate School of Business and author of Power: Why Some People Have It–And Others Don’t):
“It’s a psychological phenomenon known as the ‘halo effect.” “If I think you’re good in one domain, I think you’re going to be good in other domains, as well. There’s the presumption that talented people have this set of generalized abilities.”
That ‘durability of reputation’–across both time and situations–makes it essential for you to be strategic about how you’re perceived from day one. “You need to do something to build a very good reputation, a personal brand, and that will help you not only in your current place but in other places, as well.”
The secret, then is to leverage both your past experiences and the confidence that you’ve derived from your accomplishments. After all, other people take their cues from you, so when you’re introducing your new brand, assume that others will welcome your contribution.
Key to the C-Suite
Michael Ovitz’s Unique, “Halo Effect” Competitive Advantage: CEO and Executive Chairman Level Access Across Multiple Industries. The Kaplan-Fortune Article describes two examples of how Mr. Ovitz leverages his lifelong business connections and maximizes his former Hollywood mogul / dealmaker / powerbroker status to open C-Suite doors previously closed to young, Silicon Valley entrepreneurs.
Peter Szulczewski, CEO of Wish.com: The October 2013 Fortune article describes how Mr. Ovitz assisted Szulczewski when he ran into problems with initially securing the company’s domain name.
The company had an uninspired name, ContextLogic, and its beta website was the forgetable wishwall.me. Wish.com wasn’t available.
Ovitz saw immediately that the domain name was critical. “I can help with that!” he (Ovitz) told Szulczewski, and, with his big swinging Rolodex, within weeks tracked down the owner of wish.com. It was a French subsidiary of Barry Diller’s IAC. Szulczewski handled the actual negotiation — he won’t disclose the price — but Ovitz war-gamed tactics beforehand.
Peter Thiel, Venture Capitalist, PayPal co-founder, and Chairman of Palantir Techologies on the breadth and power of the the Michael Ovitz business network (also from the Kaplan-Fortune article):
“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.
Closing Thoughts
More Than a Decade Before Reinventing You’s Publication, Mr. Ovitz Successfully Applied the Book’s Valuable Principles. His focus, street smart savvy, and resilience are why Michael Ovitz successfully continues “working his magic” after age 50.
During this reinvention period and today, Mr. Ovitz shuns his critics and naysayers. Tenacity and mental toughness are critical to a successful career reinvention (at any age).
Professional Reinvention After 50 is ABSOLUTELY Possible. Michael Ovitz proves it. Dorie Clark’s Reinventing You shows us how to do it.
What makes us different from others in our current field (and the new domain we want to break into)?
How can we help others, what doors can we open, and who are the unique connections in our business networks so we can maximize our individual halo effects?
Those unique competitive advantages can help us “work our magic.”
Just like Michael Ovitz …
Please stay tuned for the next post in this series on Reinventing You After Age 50. Lesson 2: Shift Your Behavior is scheduled for a Friday, January 17, 2014 publication.
If You Enjoyed This Post, Please Share It and Subscribe to My Blog
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.
Did You Enjoy This Post?
If yes, please share it with your friends and subscribe to my blog. Many Thanks!
What Does Pixar Know About Simple, Compelling Storytelling that Most Marketers, Advertisers, and Brands Don't?
A Lot! But, Skype and Google are Damn Good Pixar Storytelling Students Based on Their Viral Reunion Videos. Skype and Google recently published these two (2) brilliant, moving, and emotional stories on their respective YouTube Channels:
Which Pixar Storytelling Rules Do You Recognize in the Skype and #googlereunion Videos?
Let's compare notes. I see:
Rule #1: You admire a character for trying more than for their successes.
Rule #2:You gotta keep in mind what's interesting to you as an audience, not what's fun to do as a writer. They can be very different.
Rule #4: Once upon a time there was ___. Every day, ___. One day, ___. Because of that, ___. Because of that, ___. Until finally, ___.
Rule #5:Simplify. Focus. Combine characters. Hop over detours. You'll feel like you're losing valuable stuff but it sets you free.
Rule #6:What is your character good at, comforatable with? Throw the polar opposite at them. Challenge them. How do they deal?
Rule #7: Come up with your ending before you figure out your middle. Seriously. Endings are hard. Get yours working up front.
Rule #13:Give your characters opinions. Passive/malleable might seem likeable as you write, but it's poison to the audience.
Rule #14: Why must you tell THIS story. What's the belief burning within you that your story feeds off of? That's the heart of it?
Rule #15: If you were your character, in this situation, how would you feel? Honesty leads credibility to unbelieveable situations.
Rule #16:What are the stakes? Give us reason to root for the character. What if they don't succeed, stack the odds agains.
Rule #21: You gotta identify with your situation/characters can't just write 'cool'? What would make YOU act that way?
Rule #22:What's the essence of your story? Most economical telling of it? If you know that, you can build out from there.
The Art of the Pitch: Simple and Economic Equals Competitive Advantage
I, Marketers, Advertisers and Brands Fail 95% of the Time on Simplicity. Rules #5 and #22 are highlighted for a reason because I believe "simple" is a MASSIVE Differentiator.
Listen to Mitch Joel and Peter Coughter's Conversation and Invest in Art of The Pitch. If you're in the business of selling ideas (as I am), your career depends on reading/studying The Art of the Pitch. I'd selfishly prefer others in the professional services industry don't read Peter's book.
Why? I want the competitive advantages he teaches all to myself.
Peter Mentions "Simple" or "Simplicity" in The Art of the Pitch Almost 30 times. Here are key quotes reinforcing the importance of "simple":
(page 133) "Simplicity is what we seek. In the visual as well as the oral expression of our ideas."
(page 157) "Your presentation should be so simple that you can boil it down to just a few sentences. And notice that I said simple, not simplistic."
(page 32) "The audience's ability to assimilate and retain information is limited. You're only going to be able to make two or three kepy points. So make them and make them memorable. You need to this in as simple, spare and elegant a way as possible."
"As my buddy Tim Washer and I espouse, the number-one rule for video is to Keep It Tight. In other words, respect the audience’s time, and don’t expect them to invest more than 60 to 90 seconds in your online video."
"But in the case of this particular video, the story of Sarah and Paige was so compelling that I sat through the whole three minutes of it."
"As you know, an Internet minute is like a dog year… so a 3-minute video is really seven times as long."
The filmakers captured the essence of that complex, historical context simply. Understanding the context of that history lesson is one of many reasons why we root for and identify with the #googlereunion characters.
"If we don't make you cry, we fail. It's about emotion,which is bizarre for a tech company."
Emotional Connection. If Skype and Google continue creating and publishing these compelling, simple stories, we'll watch them. These brands may even earn our long-term trust about the roles they play in our everyday lives.