Monthly Archives: April 2009

Know Your Limits

This past week I read one of 13 of my required books for my upcoming TaeKwonDo black belt test. I purposefully chose the shortest one with the biggest type to give myself a quick, albeit false sense, of accomplishment.

Zen in the Martial Arts. I know, it may sound boring to most of you, but this innocuous little book is chock-full of pearls of wisdom. Wisdom applied to how one should be on ‘the mat’, as we martial artists like to say…but, also, and more importantly, how to be on the mat of business and life.

While several of these Zen principles hit home to me personally, in my training as well as my role as a mother and yes, as a professional, the one that seems almost counterintuitive, Know Your Limits, struck me.

The premise is that in order to learn and grow, as a person or as an organization, you must be ready to accept your limitations. “You must accept the fact that you are capable in some directions and limited in others, and you must develop your capabilities.” We all call this ‘playing to your strengths’.

But how do you do this? How do you figure out the best way to communicate and market your company to your constituents?

Here are Summit Strategy Partners’ top five tips to begin this quest. It is not all-inclusive and you if want a more detailed, tailored answer we’re happy to help (the shameless plug part).

  1. Who are you? If you haven’t visited your positioning and messaging in over a year, do so now.
  2. Trust an outside expert to guide you through the process. This leaves you to do what you do best—run your business—and it keeps emotion out of it.
  3. Get your executive team to rally behind the effort. If they don’t appreciate and champion the project, it is doomed to fail.
  4. Study your competition. Knowing their limits and how they are positioned will help you in developing your Disruptive ConversationTM.
  5. Ask your customers and partners tough questions. Find out what it is you’re not doing well. This is the key to getting better. (But engage an outside expert to ask those questions. Your customers and partners will find it hard to tell you directly.)

Tell us how it works out for you. Add to our list. Tell us your yen for zen. And, of course, have a heapin’ helpin’ of Marketingsmack! at www.marketingsmack.wordpress.com. Or, visit us at: www.summitstrategypartners.com

Jack

The Fickle Customer

The Fickle Customer

I have always viewed my son as my customer and sometimes, employee. I manage his growth, meet his demands, ensure the ROI of his young life (he’ll be responsible for it later).

Last week, on a school night that ended late, he requested, pleaded—implored that we have spaghetti and meatballs. Mind you, this request is truly three standard deviations from the usual dinner suspects. I tried the local pizza take-out route with no luck, so I was left winging it.

Let me just say, I had NEVER made meatballs before.

It’s 6:30 and I found myself buying ground meat. I think we all get the picture. There is still the ‘get the kid ready for bed’ process that needs to be carefully timed against that looming 8 p.m. bedtime deadline.

About an hour later, he’s showered, in pjs and meatballs are on the plate – complete with red sauce and a pile of spaghetti. Phew – I’ve met expectations, delivered on time and on budget. My client will be so pleased.

One look, one small bite and this tiny tyrant of a customer informs me that he FORGOT—he doesn’t really LIKE meatballs. Fickle.

* * * * *

We’ve all had them – customers that make us jump through hoops of fire while juggling sharp blades only to inform us that ‘eh, that’s not what I was looking for’. Or, worse yet, they keep changing their minds….pushing further and further, frustrating us while scope-creeping us into “Would you like fries with that?” wages.

We call this business you don’t want. And while we still end up with business we don’t want, we’ve gotten better at avoiding or ameliorating it.

Here are some tips to running your client relationships the way you both will feel satisfied and successful:

  • Set, document and agree to clear objectives.

  • Develop and agree to metrics.

  • Get signoffs at milestones.

  • Communicate status, progress, and potential issues in a timely manner.

  • Have the post-mortem check-up – find out want went well and what needs improvement.

And lastly, remember that your relationship is win/win.

As a customer-driven organization, Summit strives for 100% referenceable customers. But while we do what it takes to get it done for our customers, they have to measure up too.

Good marketing isn’t a commodity. Our customer referenceability metric assumes our customer will want to continue to work with us—that good work should perpetuate our relationship.

As for my meatball son, he has a captive vendor in me. I have a different set of tips for dealing with him.

Get yourself a little MarketingSMACK! at www.marketingsmack.wordpress.com

Or, visit us at: www.summitstrategypartners.com

Jack

Illegal Breast Stroke

I am having a dickens of a time keeping my personal life out of the Summit blogs. I guess, at the end of the day, I have one life. That being said……

Last week I had my first official ‘adult swim lesson’. I decided I needed to add something else to my already-lengthy list of exercise routines. I made a barter arrangement with a very successful triathlete and training coach, Stacey Richardson. (See how cleverly I am holding up my end of the barter agreement by promoting her services in this blog?)

It took me about 10 minutes, and unfortunately I am NOT exaggerating, to figure out how to put on the one-piece Speedo. Then, there was the ‘how do these flippin’ goggles go on my head’ struggle? Needless to say I screamed ROOKIE to all those calm, capped graceful swimmers. And when Stacey said “Show me your breast stroke” I felt my heart race and muscles tense. I was in foreign waters—literally. I knew it and my performance reflected my uncertainty.

Ready for the great leap to the world of business?

I have this conversation with almost everyone I meet. “There’s no point in jumping in to the deep end if you don’t prepare yourself, at least to the best of your ability, for success.”

The other side of that coin is that even when you have prepared — you’re wearing the right suit and goggles (or you have spent time with your customers and ‘wish list’ customers to understand what they want and what speaks to them) — there is still a level of uncertainty and risk when the ‘show me your stuff’ moment hits.

While occasionally you may be called out on your ‘illegal breast stroke kick’, the fundamental ingredients: understand your target, speak your Disruptive ConversationTM, know who else is talking to your audience and what is being said, rely on the conduits your target trusts for information and deliver that information the way they want it–will give you a competitive advantage over most of the others in your pool.

This type of preparation is essential. And when it comes time to show-off that breast stroke, you won’t come up gasping for air.

(P.S. Anticipating all those wise-guy remarks: I know, I know, we put on our bathing suits one leg at a time.)

Paris Calling…

A few months back, Paris Delane, a musician who had been part of one of my favorite bands, Sonia Dada, found me on FaceBook and requested to ‘friend me’. I accepted. Shortly after that he became a FAN of my company page Summit Strategy Partners on FaceBook and started reading my blogs.

 I thought that was neat.

 Last Sunday evening while I was enjoying some ‘me’ time complete with sashimi, sauvignon blanc and an episode of Buffy, he called. I was surprised, to say the least. Paris shared with me his gratitude for his success and his desire to give back and help others reach theirs. Towards the end of our 20 minute call he requested that I send him an email describing my company, its services and showcasing Summit’s Disruptive ConversationTM

 Paris offered to help promote Summit Strategy Partners to many of the influential people he has been fortunate enough to meet and befriend over the course of his long career. I thanked him, got off the phone and ran to the refrigerator to check how much of that sauvignon was STILL in the bottle. The next day I wrote that email, first thing, and sent it to Paris with a ‘thanks’.

 Many people tell me I am a consummate networker – a maven and a connector.

 My perspective is that you should approach networking with the mindset to help the person you’re networking with. Give, rather than take.

 One of my biggest thrills is to introduce people who then go on to make great things happen for one another. Networking depends upon having a general plan for meeting the type of individual you can help and who can help you. But be open for the Paris’s of the universe.

 Since that Sunday call, Summit Strategy Partners’ FAN page has grown by 20 percent. And, I have a feeling it’s just beginning – hopefully, a blog or two from now I will be espousing the wonders of viral. Until then, I’ll just make sure the sauvignon doesn’t run out.