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The term elevator pitch is a bit outdated due to the platforms Michael Hyatt discusses in his book.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!

Lessons learned from an informative workshop

Workshops have the most value when you can build on what was learned and apply it in the future.

Rebecca Cohen recently spoke about "What's Your Story? Creating your personal marketing strategy and redefining your story." She shared many valuable ideas with a group interested in better management of their careers. Consider this quote from her presentation: "The thoughts you think and the words you speak determine your level of success." Let that wash over you for a moment.

Rhonda Byrne in The Secret explained the "law of attraction" which says the way you think and feel attracts people, events and circumstances that correspond with your thoughts. There are similarities to each and is fascinating when you take the time to think about it.

Ms. Cohen stressed the importance of clarifying your intentions. Why do you love accounting? Why do you crave independence or recognition in your work? Why do you want to be your own boss....or part of a large, multinational organization? You know the answers...and they are made up of your intentions.

Another key takeaway from "What's Your Story" is that you should have personal discipline when thinking about what you say to others. Do you talk about dreams, passions and aspirations or is a negative story about an encounter with bad luck the overwhelming theme? You must take your unconscious stories and somehow make them conscious. Ask peers to critique your story. Are you interesting or undesirable based on your words?

When the glass is half full you are bound to attract an audience of followers. The alternative will leave you vulnerable to isolation and confusion about your personal marketing strategy.

What came first, the chicken or the...website?

Humor me as I modify the age old question.

A current project that I am working on has multiple dilemmas revolving around the organization's identity. Years ago a website was set up that has content and functionality that doesn't reflect the current mission of the organization. Add to the mix the need to write proposals to secure business and not being sure how to position the organization or reference the website prior to changing it.

Sound familiar? Marketing plays a massive role in organizational identity and business development. When done correctly it eliminates confusion and differentiates your services from others.

When starting a business there are fundamental rules that should be followed. The first is...state why you started the business? The answer isn't "lowest price and best service" because everyone and his brother says the same. You have a reason you know in your heart as to why you chose to go this route. In addition to establishing your "why" is a set of beliefs that you have about your business and the market you serve. Find a way to articulate those beliefs. These critical points will be at the core of your marketing plan.

When Rollin King and Herb Kelleher wanted to start an airline 40+ years ago they were told they were crazy because at the time 15% of Americans flew and the market was already over crowded. Their response: "We want to serve the other 85%. We don't want to be an airline, instead a champion for the common man." Today we know that airline as Southwest Airlines, one of the few profitable airlines and country's strongest brands. When you fly Southwest you clearly understand the identity, culture and mission of their business.

Marketing becomes a bit easier when using the model Southwest used. They didn't build their website or marketing strategy prior to establishing why they would come to exist in the first place. It's a lesson for aspiring entrepreneurs and businesses unsure of why they lack growth.

Are you smarter today than....?

Yesterday?
Last week?
6 months ago?

Do you measure your intellect? Are you conscious of the knowledge you gain by accumulating days and experiences on this planet?

Count the ways you can gain knowledge. It may occur when you are online, or when reading a novel by James Patterson, or talking to people on the street or listening to the radio. Learning never ends...it's as intrusive as the air we breathe.

Why is this important?

Gaining knowledge is directly related to your marketability. Being aware of the knowledge and experience you acquire allows you tell a story that enhances your marketability.

The questions posed above should be easily answered. If not, you are losing touch with the dynamics that give you a competitive advantage.

What's worth more?

• 400 LinkedIn connections you barely know or 3 who will drop everything to help at a moment's notice? 
• Receiving birthday wishes on Facebook because your network has been prompted to do so, or getting a hand written card from a good friend? 

Less is more in these cases. In your race to have more friends to aid your celebrity persona you may be losing touch the importance of quality relationships. 

Quality relationships start with genuine interest. Valuable relationships feel good, and are not based on a numerical calculation. 

If you have the choice to have 5 or 200 relationships, start with 5. The depth, quality and sustainability will yield more than you can imagine. 

What are your marketing choices?

I love asking this question to businesses and individuals.

My passion to sustain the Connecticut Re-Employment Group often leads me to think of how the job seeker can better "shop" themselves to find the right job that fits their personality.

Seekers first encounter what I will call structural choices. They are resume writers, career coaches, labor experts etc...who can help them with the tools needed to delve into the wild world of job hunting.

The next set of choices revolve around how to market yourself. What is your story? Who should you tell? Who can help you? Where should you go to tell your story? Should you stay at home and use social media? Is your strategy proactive or passive? Is your strategy yielding results?

CREG is a choice you can consider when you conduct your personal marketing. The CREG "philosophy" suggests being proactive, exploring the uniqueness of your personality through an enjoyable and introspective process, and assessing all of the choices available to promote the entity of YOU.

Make the choice to join us on July 19th. If interested, join us on LinkedIn.

Pay vs. Purpose. What is your priority?

The following question was posed to my LinkedIn community...

"Do we have the discipline to turn down the job that only pays well in favor of the one that leaves us feeling good at the end of the day?" - Simon Sinek

The replies so far are heavily in favor of the latter statement that focuses on feeling good. Not surprising. The next question I beg to ask is...are we matching our beliefs with our actual behavior?

How about these questions? 

When you go to work are you crystal clear on why your company exists? "To make money" is a result, not a reason. 

Do you work among people who are committed to the same company goals and mission that you are? Do you "feel it", or is there tangible evidence? 

What exactly is it that makes you feel good at the end of the day? 

The recession that commenced in 2008 has changed our world forever. Businesses must operate differently. The workforce and job seeking community need to adjust as well. The shift I see consistently is the desire to be attached to a business with clear purpose, beliefs and values. How fast is this happening? Your answers to the above questions will give the best indicator.  

3 cheers for a special group of entrepreneurs

The Connecticut Community Investment Corp. (CTCIC) was kind enough to invite me to speak to an audience of entrepreneurs about the subject of social media Monday evening.

It was a pleasure and a privilege.

Here's what I learned. Being an entrepreneur is a day-to-day struggle. There's the shaky economy, fierce competition, ability to sustain positive cash flow and the never ending challenge of finding more customers. Such is life when you are in their shoes.

There's another side that is worth noting. The group was energetic, curious, engaging and committed to maintain the title of entrepreneur. Some had come from the other side of the tracks (corporate world) and you could tell there wasn't a desire to go back. Most of them shared a story about a specific challenge, while being determined to somehow, someway make it happen.

The part of the meeting I enjoyed most was when I challenged them to tell me why they do what they do.  Not surprisingly there were very different reasons for their motivations. All were fascinating and highlighted their uniqueness and authenticity. Their biggest challenge is not losing sight of why they started their endeavor in the first place.

The entrepreneurial spirit needs to be elevated in this country, even if you have no interest in owning a business. Entrepreneurial people behave differently, tell different stories and approach each new day with a cause and purpose in their lives. Can you say the same thing?

I celebrate the small business owner and wish them the best as they lead us out of our tough economic times!

Marketing advice that will sustain and inspire

If you care about marketing you should do yourself two favors.

1. Absorb everything Seth Godin says. 
2. Absorb everything Simon Sinek says. 

One man's opinion. 

I'm attracted to great leaders. As Sinek describes in "Start With Why" great leaders communicate differently than the rest of us. Read it and you will likely embrace what he calls the Golden Circle, which stresses the importance of telling us why you do what you do.

Godin tells us to tell stories, not recite slogans. Stories will spread...the "facts" won't. He emphasizes humility, generosity and clarity as ingredients in great stories. 

Sinek and Godin arrive at similar conclusions from different perspectives. Their ideas are inspiring, refreshing and seemingly within reach because they are rooted in disciplined, clear thinking. 

Marketing can be a struggle. It helps to have a baseline of beliefs that can be a safe place to begin the process of reassessing your strategy. 

Take advantage of the teachings of these great leaders. I have learned more from them than any text book or manager I have worked for in the past. 

Why should I "connect" with you?

On LinkedIn?
For a cup of coffee?
For a drink at happy hour?

Why do we connect with others? Is it obvious, or is the agenda hidden?

I have changed my personal LinkedIn policy relating to connections. Thankfully I receive invitations to connect with others on a consistent basis. Often they are people I don't know. Here's the new policy.

If you ask to connect with me we agree to a simultaneous phone appointment. Why? So I can speak intelligently about my new friend...if someone asks. I have not known how to handle this situation and often hit "accept" and go on to the next thing. I realize that not knowing my new connection is a lost opportunity. How hard is it to review your new connection's profile and put together a list of questions? It's not hard. Phone appointments may lead to other things depending on mutual interest.

One last favor. If you wish to connect, please tell me why in your invitation. I don't discriminate and would like to initiate a relationship with a basis of openness and trust.

Some of my favorite questions

1. Why did you choose your career?
2. Why is your favorite hobby...your favorite hobby? 
3. Why do people respect you? 
4. Why do you live where you live? 
5. Why did you choose your last vacation destination? 
6. Why did you get up this morning? 

The Grateful Dead, and the definition of customer loyalty

In the book "Start with Why" it defines customer loyalty in this way, "loyalty is when someone is willing to to suffer some inconvenience or pay a premium to do business with you." Do you have customers that fit this description? Are you a customer of someone with this type of loyal relationship?

The Grateful Dead understood loyalty. As they roamed the country from coast to coast legions of fans would follow them faithfully. 7 shows in 9 nights. Song selections changing on a night by night basis. Rabid fans wanted to be there when their favorite song was played. A long strange trip indeed. The flock became known as Deadheads...a tribute to the cult-like followers. Driving hundreds of miles from city to city while living out of a van represents the inconvenience. Buying tickets, and a steady supply of a mind-altering substance represents the premium. The "Dead" didn't have customers, they had a loyal, dedicated tribe.

The Grateful Dead didn't compete on price, product or service. You shouldn't either.

Loyal customers buy from you because of a connection they have made with you and your beliefs. One-time customers, or tire kickers don't feel that connection.

Your product or service isn't likely to resemble that of the Grateful Dead. Their ability to establish loyal followers should be a lesson for all who aspire to turn more than one-time transactions.

Why is Memorial Day important?

It depends on who you ask. It's the unofficial beginning of summer, a 3-day weekend, time to head to the beach, family picnic or ballpark. All good things.

I prefer the original reason for why Memorial Day is a holiday. It is a day to honor those who have given their lives in war to protect the freedoms we enjoy everyday. Although it originated after the Civil War when it was known as Decoration Day, Memorial Day honors those who have fallen from all of our wars.

This is a weekend to thank someone in the military for their service. It's a great time to attend a parade where there will no doubt be military representation and special, formalized ceremonies. It's a weekend that should instill pride in all of us who appreciate being Americans.

Relax, and enjoy!

Can we change the hiring paradigm?

Those who participate in the Connecticut Re-Employment Group on LinkedIn have seen this subject come up in the past few weeks.

It's important to think of the goal when contemplating change. Job seekers want access. Access to the right people, often hiring managers or recruiters. Access to the right people that will allow them to engage. Engagement means conversations...asking questions and sizing up each other's credibility. It's the basis for all relationships, whether you're at a Town Hall meeting, a Little League banquet...or a job interview. There's no guarantee that you will find work by just getting access. On the flip side, you will get nothing without it.

Businesses are simply a collection of people. IBM, GE, Apple, Chrysler. Call them what you want. They function effectively when they accumulate the best people with the right attitude.

A paradigm shift is needed to allow job seekers more access. In 2012 the resume is still the primary standard of measurement of one's skills and character. Fair or not, that's the way it is. The world is changing and with the evolution of social media we are entering a phase where the resume is going to present itself in other forms.

Now, and in the future there will be an emphasis on establishing an online brand. An online brand is a reflection of who you are today, not a summation of the past 25 years. Are you smarter today than you were 6 months ago? How about 15 years ago? Are you inspired today by the same things that inspired you in 2002? Have you changed careers at any point in your life? When you answer all of these questions ask yourself....am I getting a chance to make these points in my resume?

The basis of the Connecticut Re-Employment Group is to build relationships with people you can help (and vice versa), create a personal brand using tools available and finding ways through your expanding network to showcase your current skills and abilities. This is a first phase of chipping away at the hiring paradigm.

Here's the next piece in changing the paradigm that I hope will reinvigorate the CREG brand. Let's find ways to increase access to hiring managers and recruiters. Step one is connecting the CREG brand with local businesses. Specifically local businesses interested in playing a role in helping the unemployed by hosting meetings. This process is underway. Your thoughts and ideas are always welcome.

Here's where I see CREG in 6 months (or sooner). In addition to having businesses host meetings, participants can request to demonstrate their skills and abilities to the audience. The audience will consist of business owners, hiring managers and recruiters. Imagine that? Rome wasn't built in a day. Making changes to the hiring paradigm will take some time.

Are you on board? Am I nuts? It wouldn't be the first time. I hope that you will embrace this process!