Why you need an elevator pitch

Feel free to insert "story" in the place of "elevator pitch."

From the book "Platform" by Michael Hyatt, here are his reasons:

1. It forces you to achieve clarity yourself
2. It helps you understand your customer's perspective
3. It provides a tool for enrolling strategic partners

Here's my take. Whether you are a product or a person, you need an elevator pitch. 

His first point suggests that if clarity of mission is lacking, why should others be interested? Please refer to "Start with Why" for ideas on communicating a clear mission. 

His second point should be slightly modified for career managers by changing "customer's" to "hiring manager's." Does your story resonate with the person you are trying to engage? The best way to find out? Ask them. 

His last point speaks to the importance of having advocates for your cause. Promoting a product or person requires others to speak positively about your offerings. Lack of mission or lack of advocates will leave you stranded in neutral. 

The term elevator pitch is a bit outdated due to the platforms Michael Hyatt discusses in his book. Social media provides the ultimate platform for carrying out your mission of demonstrating uniqueness in a noisy world. 

Advocacy: Who's looking out for you?

Here's the process for most career managers:

Update resume: Check

Monitor online job boards: Check

Build a network: Check

Tell a compelling story about your future: Work in progress.

Advocacy: Huh?

Who will be an advocate for you when you look to elevate your career?

Success in life is often tied to the help you receive from others. You need advocates who will sing your praises and keep an eye out for your interests. Sounds simple, but most of us have fewer advocates than we should.

Advocacy is fascinating because it is related to marketing. If you proclaim: "I am determined to establish a non-profit that will send children's shoes to third world nations" you have begun the process of attracting advocates. You will attract people who believe what you believe. These people will help you accomplish your desired goals.

Here's the catch. Your intentions must be clear in order to attract advocates. Otherwise people walk away confused about your direction.

Take the time to craft a compelling story. Start with why you do what you do. When you build your list of advocates there is no limit to what you can accomplish.

Today We Are Rich

The title sold me. The book by Tim Sanders has been ordered and I can't wait to get started.

Here's an outline of the book from an ad in a trade magazine:

1. Feed your mind good stuff.
2. Move the conversation forward.
3. Exercise your gratitude muscle.
4. Give to be rich. 
5. Prepare yourself. 
6. Balance your confidence. 
7. Promise made, promise kept. 

Words are powerful. So are stories. The outline references his beliefs, something we all have and often defines who we are as we find ways to stand out. 

I'll let you know what I learn. 

Why Ritz Carlton isn't just another hotel

Take a few minutes to watch this video. It will make your day.

Have you experienced a customer service experience like this one? Can you imagine the culture that exists within Ritz Carlton that allows for this type of reaction to a customer inquiry?

There are reasons why people pay a premium to stay at the Ritz. Compelling stories like this one are at the top of the list. It's further proof that if you hire the right people, create an environment that encourages creative thinking and problem solving, you will have an abundance of customers who will be raving fans.

The $2,000 dare

The first time I read it I had to re-read it. The second time I read it I laughed. Soon after I saw the brilliance.

Imagine approaching a new employee during training and offering them money to quit if they are not fully committed to your business? I didn't think so.

When you bring in the right employees who will commit to your mission you will have fewer problems providing high level customer service. If you have a workforce loaded with people "collecting a paycheck"...you will. It's great to be customer focused, it's better to be employee focused.

Tony Hsieh at Zappos.com is a genius. He took the time to calculate the financial hit as well as the customer service cost involved in bringing in the wrong people. He realized that offering $2,000 plus wages earned during his four week training program was less costly than the alternative. Shocking!

Ask your friend who owns a business how much it costs to hire a new employee. It goes far beyond the salary. Ask them to calculate the cost if the employee leaves in the first 90 days. It's staggering.

Tony Hsieh's policy was hard to fathom at first. My hope is that it inspires you to think differently about how you run your business.

Political Marketing: Why not versus Why

Political silly season is upon us. Here comes a barrage of unbearable television and radio commercials. It starts slowly in the summer and climaxes in November just as you volunteer to be water boarded.

Political pundits will tell you that "negative ads sell" proving that this subculture of our society sees the world upside down. It's not why we should vote for Joe Brown, it's why we shouldn't vote for Harry Williams.  And on and on and on. Have you noticed that more Americans can name this year's American Idol winner than they can the Vice-President? Wonder why? 


For the remainder of you in the sane world, craft your marketing message with the purpose, cause and beliefs of why you exist. The reason you shop at Whole Foods isn't because Stop & Shop sucks. You stand for something unlike anyone else. Make sure you tell us about it.

On the rare occasion that a politician states why you should vote for them, and does it with clarity and credibility...it will hit you like a breath of fresh air. Scarcity creates value. And it makes for a rare, desirable politician.

Simplicity in a brilliant marketing message

"Less cancer, more birthdays."

If we were playing Jeopardy it would be the answer to: Why does the American Cancer Society exist?

ACS understands the importance of communicating their "why." They place a positive face on a challenging health issue. Their "why" inspires those who want to volunteer and raise money. The result of these efforts allows more people living with the disease the chance to experience the mission of the organization.

Resist the temptation to use boring, generic terms when defining why you exist. This example is the ultimate proof!