Posted by: brandextenders | March 29, 2016

Losers are Winners?

If You're Not First, You're Last“If you ain’t first, you’re last. You know what I’m talking about? ” Ricky Bobby in Talladega Nights

Let’s face it we all want to win, right? That competitive edge is built into each of us whether it’s arm wrestling, making the next big sale, winning the Tour de France or simply getting to the next level in that stupid video game. It’s a DNA fragment within each of us that has pushed our human race to ever greater heights and continues to do so each day. I hate losing as much as I hate people doing 35 in the fast lane, but it happens.

The reality is there are far more losers than winners in any competition and we need to understand we can learn just as much from losing as we can from being the victor. Everyone fails at some point at something and how you react to that failure will determine where you go next. Lincoln, Edison, Richard Branson, Ted Turner, Michael Jordan, Oprah Winfrey and Steve Jobs all lost at some point in their quest, but they all came back stronger and went on to win.

  • Be humble. If you’ve lost at something, admit it, congratulate the winner and move on. Don’t beat yourself up and realize you’ve been given a chance to assess your performance and make adjustments as needed.
  • Visualize. Sit down and recall your performance to determine what went wrong. Then, visualize your desired outcome, how you want it to go down next time and see that in your head over and over again. In addition to the other steps you’re taking to improve, take time every day to envision yourself winning and taking home the gold (so to speak).
  • Plan. What did you do right and what did you do wrong? Would more practice help? Make a list of the things you need to change or work on and formulate a plan to make it happen. Losses are temporary setbacks and with work, effort and a plan you can come back even stronger and claim victory next time.
  • Be Passionate. Mediocrity is for losers. Winners are passionate and use this obsession to push themselves even when the going gets tough, and it will. Thomas Edison tried 9,999 times to create a light bulb and failed and had he stopped there…well, thankfully he didn’t. His passion for his work kept him going. Be fanatical if you must and persistently pursue your dream to its realization.
  • Always be Improving. Once you’ve done all the above and are the winner, know you are now everyone else’s target. Don’t let victory make you lazy though; always be looking for ways to improve your performance to keep your lead over the competition.

Don’t get me wrong, I want to win every time because as George Brett, former Kansas City Royals third baseman said, “If a tie is like kissing your sister, losing is like kissing your grandmother with her teeth out.” And that my friend is motivation enough to turn my loss into a win in no time at all.

Toothless granny

Posted by: brandextenders | January 5, 2016

Innovate or Die

Fortune_500The first Fortune 500 list debuted in 1955 and 60 years later, 88% of those companies are gone. See if you can name the companies below that were once common names and are now symbols of what not to do:

  • This company sold 90% of all film and 85% of all cameras as recently as 1976. They invented digital photography, but didn’t pursue it as a business and filed for bankruptcy in 2012
  • This is where you went to rent videos and games at any of their 9,000 locations. They passed on the opportunity to buy Netflix in 2000 for $50 million and shuttered their last locations in 2013 after becoming irrelevant.
  • Once one of the largest booksellers in the U.S., this company chose to outsource their online sales to Amazon rather than do it themselves. When they finally launched their own site in 2008 they still didn’t embrace digital media and closed their doors in 2011.

Businesses must continue to innovate each and every day or they will become irrelevant and ultimately out of business. But so too must we as individuals work to always be evaluating and rethinking the way we do things in our daily lives.

Gen X and the Millennials have changed the way business is being transacted and if you can’t or won’t change the way you are going after these younger buyers, your business will suffer a slow death. My 23 and 19-year-old sons are a prime example of this for me, preferring text and emails over talking on the phone. These younger generations also educate themselves online about the products and services they are pursuing prior to buying and they like to post reviews on sites like Amazon and Yelp to let others know about their experience. They also have an aversion to traditional and even online advertising so the traditional ways of reaching these generations doesn’t work anymore.

New generations have always brought with them new ways of doing things however the Internet and social media have created disruptive changes at an ever-increasing pace. That means those of us in sales must continually be looking at the value we bring and how best to present it to these new buyers. It also means we can never rest on our laurels and must always be looking ahead and educating ourselves on the newest trends in selling, marketing and advertising. What worked yesterday may not work tomorrow, but something will and it’s our job to understand what that something is.

Companies like Kodak, Blockbuster and Borders did a phenomenal job of creating businesses that worked, but theirinnovate-or-die leaders weren’t looking ahead far enough ahead to understand how to continue their growth in an ever-changing marketplace. As the New Year kicks off, take a look at what you’re doing to innovate what you do on a daily basis. That means asking the right questions of your customers and yourself to evaluate if what you’re doing is working.

Companies like Apple & Google continue to reinvent themselves through research and innovation. As individuals should we do any less? As Henry Ford, someone who changed the world with his automotive innovations said, “If you always do what you’ve always done, you’ll always get what you’ve always got.”

Posted by: brandextenders | December 7, 2015

Don’t Worry, Be Happy

Do you lie awake at night staring up at the ceiling worrying about your work, your kids, paying the bills,

Alfred E. Neuman, the fictitious mascot of Mad Magazine

Alfred E. Neuman, the fictitious mascot of Mad Magazine

relationships, family squabbles or any of a hundred other things? If there’s one thing that tends to tie most humans together it’s the fact we all spend a fair amount of time worrying. The word itself derives from Old English and Old German words meaning to strangle or “seize by the throat and tear.” The question is, what does worry accomplish? Studies have shown the effects of excessive worry can be devastating to our health including shortness of breath, fatigue, dizziness, rapid heartbeat, irritability, short-term memory loss and digestive disorders.

The thing about worry is most of it is pointless. Earl Nightingale was a well-known radio personality, writer and motivational speaker and spoke often of this estimate of what most people worry about:

  • Things that never happen: 40%. That is, 40% of the things you worry about will never occur
  • Things over and past that can’t be changed by all the worry in the world: 30%
  • Needless worries about our health: 12%
  • Petty, miscellaneous worries: 10%
  • Real, legitimate worries: 8%. Only 8% of your worries are worth concerning yourself about. 92% are pure fog with no substance at all.

Understanding that the majority of our worries are pointless though won’t immediately help us stop worrying. There are some things we can do to help ease the stress and manage our worries:

  1. A 2011 study at Penn State University found setting aside 30 minutes each day to worry while also looking for solutions is highly beneficial. There are four steps to the process they recommend and the first is to identify what it is worrying you. Secondly, set up a time and place to think about this problem. Third, if you catch yourself worrying at other times of the day, focus your mind elsewhere and lastly, use your worry time productively to develop solutions to your worries.
  2. Learn to distinguish between solvable and unsolvable worries. Ask yourself if the worry you have is real or imagined (remember 40% of worries never occur) and if imagined, how likely is it to become real? Is there something you can do to prepare for it or is it something you have no control over? Worrying about things like, “Will I get cancer?” or “Am I going to Heaven or Hell?” are no-win worries. You can’t solve them and learning to accept uncertainty in your life is a good start since we can’t control everything that happens to us. Life is unpredictable and bad things sometimes happen that all the worrying the world won’t stop.
  3. If you aren’t already, start a regular exercise routine to reduce anxiety and stress which in turn helps reduce worry. Regular meditation is another way to lessen anxiety with studies showing anxiety levels can decrease by as much as 39% after a meditation session.
  4. Write your worries down and then let them go. Psychologists have noted that writing down our worries and anxieties can help us to see them as they really are; things we can’t always control. And as you write them down your brain will be looking for ways to solve those that are real while poo-pooing those that are a figment of our imagination.

Chronic worrying can cause physical symptoms including headaches, the inability to concentrate, sweating, accelerated heartbeat, dizziness, nausea and rapid breathing. And these can lead to even more unpleasant outcomes including premature heart disease, suppression of the immune system, short-term memory loss, digestive disorders and heart attacks. In other words, we truly can worry ourselves to death.

Bobby McFerrin in his song, “Don’t Worry, be Happy” notes in every life we have some trouble, but when we worry we make it double.

Finally, a couple of quotes to sum up worry and how little good it does us to spend much time doing it:

“Today is the tomorrow we worried about yesterday.” Author Unknown

“If you want to test your memory, try to recall what you were worrying about one year ago today.”    E. Joseph Cossman

Posted by: brandextenders | November 24, 2015

What’s Your Joy

(I originally wrote this piece nine years ago and re-publish it each holiday season because of all the requests I receive. It seems a good time of year to look for the joy in our lives and find ways to show it to others on a daily basis. Sadly, our friend’s mom who was the inspiration for this article passed away several years ago, but her passion and memory lives on in my mind.)

Elaine Feder's Smile

Elaine Feder’s Smile

We sat in the dining room of a friend’s home, having just finished a delicious and filling Thanksgiving meal. My wife, our two sons and I had taken a road trip to Florida to visit friends with children the same age as ours, albeit girls. Our friend’s mom, Elaine Feder,  a former dance instructor and now in her late 70s, sat across from me and it was she that asked the question, “What’s your joy?” One by one, we went around the table as she queried each of us, looking for an answer that came from our hearts.

For one of us, it was traveling and being able to help others go to the places she had been. Another told us reading was his passion—and taking naps (one with which I could strong identify!). Yet another loved woodworking and spending time in his shop creating things others would use and enjoy.

When she got to me, I answered, “My joy is my family and the time we spend together as I realize how, before we know it, our children will be grown and gone.” She responded that family should be a joy, but she probed deeper, wanting to know what lit my fire and what was it inside of me that sparked passion? I told her I loved to write and touch people’s hearts with the words I strung together to form the articles, stories and plays I create. I told her I also loved to teach about our industry and help others understand what a diverse and creative medium it is.

What this wise woman was hoping to do was to get me—and all of us around the table—thinking about what brought joy to our lives and how we could tap into it more often.

The sad part is that to survive in the work-a-day world, the majority of us have suppressed those things that make us passionate. Many have so repressed the things that bring them joy they can’t even tell you what really gets them fired up. In each of us though, no matter how deeply we’ve buried it, there is a passion that if brought to light and developed can not only make us happier as individuals but also bring joy to others as well.

Your work may be your passion, but chances are it is not. You may love to paint pictures, play an instrument, work in your garden or cook—and odds are you do this outside of your job. But why does this have to be?

I have a friend who is very good at sketching and has turned this love into a career by drawing people’s homes in pen and ink. She then sells these pictures to homeowners to frame for their walls, put on note cards, holiday cards and other things with the house prominently displayed. She loves what she does and is able to touch people’s hearts with the artistic gifts she’s been given.

So how do you go about finding your joy, your passion? Here are a few steps that may help:

  • During some quiet time in your life, ask yourself what you consider fun? What do you get a kick out of doing? Richard Nelson Bolles, author of What Color Is Your Parachute?, says, “Imagine you’re at a party and you overhear someone talking about a subject that fascinates you, one that makes you want to join in the conversation. Ask yourself, what would that subject be?” Also, think back to your childhood and try to remember what you enjoyed doing back then. Chances are if you were passionate about something as a child, it’s probably something you can be passionate about as an adult as well.
  • Determine your talents. Take a sheet of paper and brainstorm those things you enjoy doing and at which you’re good. We all have things we do that we enjoy and at which are skilled, but if you have trouble listing your gifts, ask those you trust what they think your best skills are. These might include sports, artistic endeavors, working with your hands or being mechanical.
  • Find the significance in your current work. Stephen Covey, author of the bestseller The Seven Habits Of Highly Effective People, suggests asking yourself three questions:

1. Do I like what I’m doing?

2. Am I good at it?

3. Does the world need it?

If you’re passionate about something, but the world doesn’t need it, chances are you’ll eventually get frustrated. But if you’re really good at something, enjoy doing it and it’s something the world needs, what a chance to make a difference and earn a living at the same time. I truly believe we choose our career paths intuitively. If you can come to understand why you’re on the path you are, you’ll become empowered to make future choices to do the most good for yourself and the world around you.

Let’s face it, you’re going to spend tens of thousands of hours working during the course of your life, so why not spend that time doing something that will leave a positive imprint on those people and things you touch?

One of my passions is continuing education, and I agree with Oprah Winfrey who said, “Education is freedom.” As a result, I take classes on a regular basis to advance myself and had been working with Junior Achievement to teach business skills to 7th and 8th graders. These kids learn about science, math and social studies through a core curriculum, but business skills are something they may not learn until college, if then. I realize these kids won’t take what I teach them and become the next Bill Gates, Ted Turner or Fred Smith (founder of FedEx); but I pray I can reach just one in each class and touch something inside that one to help make a positive difference for the future. The key is I don’t know which of the kids I’ll reach, so I treat them all as though they are the one—and who knows, maybe one day I will reach them all!

What Brings You Joy?

What Brings You Joy?

Finding your joy and a way to share it with others, as your life’s work or a hobby, is an adventure that can bring bountiful rewards. To me, it’s what life is all about, the reason I’m here and why I wake up each day excited about the opportunities I’ll encounter. That’s not to say it’s always an easy adventure, but what in life that’s worthwhile is easy? Katherine Graham, owner and former publisher of the Washington Post, sums it up for me, “To love what you do and feel that it matters, how could anything be more fun?”

Posted by: brandextenders | October 6, 2015

It’s Like Déjà Vu All Over Again

What a record: He served in WW II as a gunner’s mate on D-Day in Normandy, played 19 years as catcher for the New York Yankees beginning in 1946, played in 18 All-Star games, 14 World Series, won three Most Valuable Player awards and later served as coach of both the New York Mets and New York Yankees. But Yogi Berra, born Lawrence Peter Berra, is probably best known for his “Yogi-isms” or sayings that lacked logic, but had nuggets of truth within. Not all the sayings attributed to him were actually his, leading him to famously note, “I never said most of the things I said.”

"The towels were so thick there I could hardly close my suitcase."

“The towels were so thick there I could hardly close my suitcase.”

Here are a few of my favorite Yogi-isms along with my own interpretation of their illogical logic:

  • “You’ve got to be very careful if you don’t know where you are going, because you might not get there.” Floating through life like a cork on water may take you places you don’t want to go. Setting goals, planning and strategizing your life will give you a path to follow, but sometimes, as Yogi said, “When you come to a fork in the road, take it.” Don’t let your plans blind you to opportunities that may take you in a whole new direction.
  • “Slump? I ain’t in no slump… I just ain’t hitting.” It’s easy to blame others, to blame things, to blame the universe for what’s happening in your life. Success comes from taking action and working to make your dreams come true. As Yogi said, “You wouldn’t have won if we’d beaten you.” Taking responsibility for your life will make you a better person.
  • “It’s tough to make predictions, especially about the future.” It’s easy to worry about what’s going to happen tomorrow, next week or next month, but most worry is useless. Rather than worrying about the future, focus on today and what you can do to make your future brighter.
  • “You can observe a lot by watching.” For scientists to prove a hypothesis they must observe and use their senses to understand. You wouldn’t cross a street without first observing whether any cars are close enough to kill you, right? Take time to observe the world around you and find where you can make a difference. And remember to listen more and talk less because as Yogi noted, “It was impossible to get a conversation going, everybody was talking too much.”
  • “Take it with a grin of salt.” Life is too short to do things that don’t move you forward. Don’t take things too seriously (unless you’re a brain surgeon) and learn to roll with the punches. Timing is everything. “You don’t have to swing hard to hit a home run. If you got the timing, it’ll go.”
  • “It ain’t over till it’s over.” Don’t give up on goals or life or anything. One lost battle does not lose the war and should things get really tough, always remember you can “Pair up in threes.”

Sportswriter and journalist Allen Barra described Berra’s witticisms as “distilled bits of wisdom which, like good country songs and old John Wayne movies, get to the truth in a hurry.” We’ll miss your pithy comments Yogi and Joe Biden’s malapropisms will never be able to replace yours.

Posted by: brandextenders | September 15, 2015

Order Taker or Problem Solver?

Seems like a pretty cut-and-dried decision, right? Do you take orders all day long or do you help people solve their work or personal challenges? Let’s see, the attendant at a drive-up window at the local fast food joint or salesman for a high-tech company that supplies the military with satellite navigational devices. You’d think the fast food person pretty much takes orders and the high-tech guy is a problem solver, right? But don’t judge a book by its cover.

Not just an order taker

Not just an order taker

It’s rare, but I’ve heard drive through people who are born salespeople. They are smiling when they ask for your order, but they also suggest options other than “would you like fries with that order?”  They make it easy to place your order, they’re efficient and say “thank you” as you drive off. On the other hand, I’ve seen supposed big-time salespeople who simply take the order for products or services from a procurement manager. No questions, no up-selling although they may remember to say “thank you.”

What differentiates someone as an order taker or problem solver in life? Here are just a few traits you might recognize in yourself:

  • Creative: Problem solvers are always looking for a solution to the challenges they face and not necessarily the most obvious ones. They look for creative solutions, ways that will differentiate them from the pack. Sales is a completely different game today than it was five or 10 years ago. The Internet has changed things and made it much easier for customers to find information and look for the cheapest price. Problem solvers don’t sell price, they sell solutions that solve problems, plain and simple.
  • A desire to help others: Order takers want to be helpful as long as they don’t have to do much to make that happen. Problem solvers, for the most part, have a true desire in their heart to help others. They will go above and beyond to help their customers, friends and family solve the challenges that arise and will do it with a smile as big as the Grand Canyon. Entrepreneurs are problem solvers, always looking for new ideas around which they can create a business
  • No whining: Problem solvers don’t whine. If one option doesn’t work, it’s on to another and another and another until they find one or agree one doesn’t exist. But to whine would be counter-productive and wouldn’t get them any closer to helping others find creative solutions. As Anthony J. D’Angelo said, “If you have time to whine and complain about something, then you have time to do something about it.”
  • Go beyond the obvious: Almost every challenge or issue has an immediate and obvious answer. That doesn’t mean however that first answer is always the best course of action and problem solvers dig deeper. They’ll ask questions, take notes and discover what’s working and what’s not. Their options will usually be more encompassing and will look to not only solve the immediate challenges but those that may yet be on the horizon.
  • Always willing to learn: Order takers are happy there are clients that don’t need a lot of hand-holding. Problem solvers want clients that challenge them and make them look for new ways to tackle challenges. They are always learning, reading books and articles, taking classes. They understand the world is growing at an incredibly fast pace and if you aren’t keeping up, you’re falling behind. They understand continuous self-education is a key to their success.

At the end of the day, I’d say I fall into both of these categories. While I’m more than willing to be an order taker if that’s all I think an opportunity offers, my best work is done when I’m working to solve a problem. That’s when the creative juices kick in, when I’m most enthusiastic and when my customers understand I’m there to help them with their challenges and to help make them look good.

The need for problem solvers is at an all-time high as the world grows more and more complex. If you learn all you can, go beyond the obvious, be creative and don’t whine, chances are you will be successful beyond your wildest dreams and help others along the way.

Posted by: brandextenders | September 1, 2015

I’ve got a Secret

I’ve got a secret, a secret I don’t really hide, but also don’t yell from the mountaintops. I’ve decided to come clean for this blog, for better or worse. My secret? I didn’t finish college.

I always planned on getting a sheepskin, but after three years I decided to break into radio; a medium I’d loved listening to growing up in Los Angeles with Top 40 DJ’s on AM powerhouses. I started at a small town station in California as a disc jockey and ended up eight years later as General Manager of a traffic reporting company in Atlanta. When I left radio, I fell into the world of promotional products, a career I’ve practiced now for 29 years.

mas_Certified-logoMany times I’ve wished I’d finished college, joined a fraternity and made the lifetime memories and friends that are a natural part of the process. I even looked into finishing my BA once, but ultimately chose not to pursue it for a variety of reasons. All this is a long-winded way of saying I believe in education and if I had to do it over again, I’d definitely finish my undergraduate studies. I’m proud of the fact though I earned my MAS (Master Advertising Specialist) 2004 and I take classes at every opportunity and believe I’m a much more professional than I would be otherwise.

Why should you continue to educate yourself and not merely rely on the skills you already have to achieve success? We’ve all heard of the 80/20 rule or more properly known as “Pareto’s Principle”, originated by Vilfredo Pareto, an Italian economist who studied wealth at the turn of the last century. He found 80% of the wealth of most countries is controlled by 20% of the people. Over the years, this rule has been expanded to reflect the theory that most results in a particular field or subject come about as the result of a minority of the people in that field. The most successful 20% of the people in our industry have not achieved that success through blind luck. Most continue to learn through structured education, reading books, online research and interacting with others in the top 20% who are committed to learning and succeeding. Rick Merrill, former Director of Education with PPAI told me once of continuing education, “It gives people a broader view of how to solve business challenges and objections. If you can pull one or two ideas from every course, you’ll find yourself better able to face the challenges of everyday business.”

The question I’m often asked is why not just take classes you’re interested in? My answer is that without following a predetermined track of courses, you’re likely to take only those classes that interest you, which exposes you to a limited amount of material. The CAS/MAS “tracks” are designed to give you a well-rounded education just like a college degree. Both CAS/MAS tracks require you earn points in each of four areas, those being Sales/Marketing, Business Management, Professional Development and Technology. And yet less than five percent of the tens of thousands of people who have chosen to make this their livelihood have taken the time to earn their CAS/MAS.

copy-CEHomeHeader2There are so many ways you can earn the CEU’s needed for a designation and there is no reason anyone should be left behind.

· Attend classes put on at the major trade shows throughout the year. Las Vegas, Orlando, Chicago and others sponsored by both PPAI and ASI have education days with a variety of classes to keep you up-to-date with the rapid changes in our industry.
· PPAI offers two or three intensive seminars each year dedicated to learning as does ASI
· Most regional associations have education days as well where they offer classes and usually tie it in with a table top show. In fact, being a member of your regional association is something I highly recommend not only for the educational aspect, but to meet others who face the same challenges we do every day.
· Listen to recorded programs from the various seminars given throughout the year. Each of us spends hundreds of hours a year in the car driving to and from work and appointments and what better way to spend that time than to hone your skills through educational CD’s and podcasts.
· Take classes outside the industry at your local college. Most classes that have any relationship to selling promotional products can earn you CEU’s.
There is no dearth of ways to educate yourself on our industry, but may decide this really is too much effort and you can survive and prosper just fine without continuing education. However, a word of caution; nothing in life is static and by choosing not to continue learning and growing through education, the odds are you will be left behind selling stuff to those companies that are only looking for people who sell stuff. No marketing expertise needed, no creative ideas wanted, just give them your best price on a white mug with a logo on it.

Those who continue to learn why promotional products make marketing sense and is truly the most targeted medium an advertiser can purchase will thrive. In other words, those who use consultative selling are the ones who are going to work with the innovative corporations and be rewarded for their efforts with fatter paychecks and more prestige.

Posted by: brandextenders | August 17, 2015

“Kid, You’ll Move Mountains!”

Did you read Dr. Seuss When You Were a Kid?

Did You Laugh at the Creatures Who Oftentimes Hid?

Well the Good Doctor’s back and he’s Hot Yet Again

“What Pet Should I Get” Tops the Charts My Dear Friend

Question: How often does a book hit the #1 spot written by an author who passed away 24 years ago?

Answer: Never.

Seuss & some of his characters

Seuss & some of his characters

In the early days of his career, Theodore Seuss Geisel (Seuss was his mother’s maiden name) received a rejection letter that stated, “Too different from other juvenile books on the market to warrant its selling.” Well odd they were, but 650 million of the quirky Dr. Seuss books have been sold, 450 million of them since his death in 1991 and he is the 9th best-selling fiction author of all time.

I’ve always had a fascination for the faux doctor since we share a birthday and I’ve made it a habit to buy at least one Dr. Seuss book as a baby gift for friends. So what is it that makes his books so popular and why? A large part of the allure is his drawings of strange and crazy made-up animals that inhabit the pages of his stories. And while he claimed to never begin writing a book with a moral in mind, a great many of those stories moralized about his views on consumerism, Hitler, racial inequality and the arms race.

I loved reading the books to my boys when they were young and still pick them up from time-to-time for their timeless wisdom and there are four I’m particularly fond of.

Keep Your Word: In “Horton Hatches the Egg” we find the Elephant Horton being conned by the lazy bird Mayzie to sit on her egg while she takes a short break. That short break is permanent as she’s flown the coup to Palm Beach so he sits on the egg often muttering, “I meant what I said and I said what I meant. An elephant’s faithful, 100%.” In business and all of life it’s important to keep your word; to do as you say and say as you do. That’s how relationships become long term and despite what some may say, sales is all about building positive relationships with your clients.

Thing 1 & Thing 2 at your service

Thing 1 & Thing 2 at your service

Gratitude and Starting Each Day Anew: “The Cat in the Hat” came out in 1957 and is the story of a conniving anthropomorphic cat that entertains a brother and sister on a rainy day in their house. Things go awry, but at the end of the day the cat fixes his messes with a machine and says, “Today was good. Today was fun. Tomorrow is another one.” Waking up with gratitude in our hearts each day creates a positive attitude that will carry us through the challenges and negativity that are bound to land in our path.

Be Open to New Experiences: I’m quick to say I don’t like something even though I may never have tried it before. But when you think about it, everything is new until you’ve tried it the first time. In “Green Eggs & Ham” Sam-I-Am urges the narrator to try the concoction named in the title and at one point says, “You do not like them. So you say. Try them! Try them! And you may!” At the end, the narrator does try them and proclaims, “I do so like green eggs and ham. Thank you, thank you Sam-I-Am.” Only by being open to new experiences will we learn our boundaries and those boundaries may be much larger than we ever imagined.

Persistence Shapes Your Destiny: Seuss’s last book, “Oh the Places You’ll Go” has an unseen person (“You”) leaving home and facing the obstacles life can throw at all of us. From slumps to wiggled roads and the “waiting place” where everyone is biding their time just waiting for something to happen. But Seuss tells us to be dexterous and deft and if so we’ll succeed, 98 ¾% guaranteed. And while persistence won’t always make one successful you see, the chances are better than not that you’ll wind up ecstatic beyond your wildest dreams.

The Seuss estate is a well-run machine that continues to promote his stories and books throughout the year and is headed by his widow, 94 year-old Audrey Geisel. “Dr. Seuss is a brand and our job is to keep growing it even though he’s been passed away quite a while,” says Barbara Marcus, president and publisher of Random House Children’s Books.

So should you need solace to keep yourself going

Make sure to read Seuss, it’s much better than rowing

There’s Sally, the Lorax, the Grinch and the Fish

You’ll always feel better when you wish for a dish!

Or as Dr. Seuss himself said it much better, “The more that you read, the more things you will know. The more that you learn, the more places you’ll go.”

Posted by: brandextenders | June 13, 2015

Friends, Romans, Countrymen and the Rule of Three

Ever pondered why so many things we hear or read come in threes? How about the three little pigs, the Three Stooges or the Three Wise Men? Thomas Jefferson’s life, liberty and the pursuit of happiness in our Declaration of Independence, Caesar’s veni, vidi, vici (I came, I saw, I conquered) and Shakespeare’s line from Julius Caesar, “Friends, Romans, Countrymen.” Movie titles include “The Good, the Bad and the Ugly”, “Sex, Lies and Videotape” and “Tora, Tora, Tora” or in advertising consider Nike’s Just Do It, McDonald’s I’m loving it and KFC’s Finger Licking Good.

The familiar Geodesic Dome at Disney's Epcot

The familiar Geodesic Dome at Disney’s Epcot

In Latin there was a phrase (guess there still is), “omne trium perfectum” which roughly translates into everything that comes in threes is perfect. In construction the triangle is the strongest shape, able to evenly balance the stress put on it, and is seen in such structures as a geodesic dome, the Eiffel Tower and bridges throughout the world. Even in comedy, the rule of three creates a pleasing rhythm with a surprise ending and is sometimes referred to as boom, boom, bang. Comedian Laura Kightlinger, offers this example; “I can’t think of anything worse after a night of drinking than waking up next to someone and not being able to remember their name, how you met, or why they’re dead.” Boom, boom, bang!

You may be saying who cares if the pyramids in Egypt are triangular, (a square pyramid?), that location, location, location is still key in real estate or that the third time’s a charm? Because information presented in threes is sticky, meaning it sticks in our brains more readily than lists of four, seven or 10. If you create Power Points or other presentation materials, think three bullet points in legible font, not seven in tiny, tiny, type (alliteration usually comes in threes). Titles of articles or blogs with three words or a boom, boom, bang will tend to draw a higher percentage of readers.

In sales, the Rule of Three or Power of Three is potent. When writing an email to a prospect make three salient, brief points to intrigue them enough to respond back. In a presentation or pitch, ask three open-ended questions that build on each other. For example; how do you use promotional products in your marketing mix? What product(s) have been the most effective? Why? People love hearing their name so strive to use a customer or prospect’s name three times in a conversation. When seeking information, ask three times for additional facts, i.e. why do you prefer using Company A over Company B? Why else? Is there anything else you can think of? The key to this technique though is to let the other person talk and for you to listen, listen, listen.

Present offers in threes like the classic good, better and best. Ask for three referrals, list three things that differentiate you from the competition, follow-up three times after you send someone a quote, separate your list of prospects into cold, warm and hot, reach out to someone at least three times before you give up (in this last case it’s actually been said it takes at least eight try’s before you are likely to get a response).

Like anything, the rule of three isn’t immutable, but given it’s longevity in human history there does seem to be something to it. Consider our Earth is the third rock from the sun, that there are three (more or less) political parties in the U.S., there are three feet in a yard (no comment from you metric users), people run three-legged races at picnics, Freud’s theory of personality is that we all have an Id, an Ego and a Super Ego or that we play rock, paper scissors.

Give the rule of threes a try and let us know below in the comments section what other ways you’ve seen the rule of three used successfully. But remember, if you’re into sex, drugs and rock n’ roll then chances are you may not remember that truth, justice, and the American way are the three causes for which Superman fights. And there’s a reason why Santa Claus says ho, ho, ho and Beanz Meanz Heinz.

Posted by: brandextenders | May 20, 2015

Is Following Your Passion Just B.S.?

There’s a lot of talk these days about following your passion in work. The “they” people say don’t be satisfied doing something you don’t like, only work that stirs your heart and soul. Of course we all want to love our jobs and make more money that we can possibly spend, but are those two things mutually exclusive? Can we all be one of those people who had a dream, followed it through thick and thin, didn’t let anything deter them and succeeded beyond their wildest dreams? If reading will make it so, then choose any of the 1,300 business books about “passion” on Amazon.

Bring passion to whatever work you do

Bring passion to whatever work you do

Mike Rowe, from the TV series “Dirty Jobs” and “Somebody’s Gotta Do It” has what I believe is a realistic take on following your passion. His series followed everyday people who had jobs most of us would never consider; a man whose company cleans the inside of cement mixer trucks, another who turns uneaten food from Las Vegas casinos and hotels into grub for his pigs, someone who collects roadkill off the highways and byways and, well, you get the idea. Do you think these people are passionate about their work? Does a young child dream of being a chicken sexer when he grows up? Most likely not. Here’s what Rowe says: Like all bad advice, “Follow Your Passion” is routinely dispensed as though its wisdom were both incontrovertible and equally applicable to all. It’s not. Just because you’re passionate about something doesn’t mean you won’t suck at it. And just because you’re determined to improve doesn’t mean you will. Does that mean you shouldn’t pursue a thing you’re passionate about? Of course not. The question is, for how long, and to what end?”

If you’ve ever watched America’s Got Talent, The Voice or American Idol you know there are some truly talented individuals on these shows. But many really suck and no amount of practice or diligence will make them any better. I’d love to have an amazing singing voice, but I don’t. Just ask my neighbor who has to listen to me sing with my ear buds in while I’m working around the yard. A “moose in heat” has been bandied about as a sound similar to my vocal prowess. Sure, I could take vocal lessons, sing anywhere there is an audience and audition my heart out for singing find-your-passiongigs, but chances are I will never be able to make a living at it. And that’s O.K. I love what I do and while it will always be work, I can bring my passion to it and make good money. So perhaps they key to being passionate about your work, even if it’s not your dream job, is to find where your talents can benefit others. Aristotle said it succinctly some 2,500 years ago, “Where the needs of the world and your talents cross, there lies your vocation.” And that just might be using your God-given talents as a buoy cleaner or a leech trapper.

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