Tag: strategy

Tried and Tested Ways To Motivate Your Employees

Posted on by Red Slice

Enjoy today’s Guest Post about fabulous yet often overlooked ways to motivate your people from the team at Scalefluence!

All of us are aware of the fact that an organization can only be as good as its people. However, this is not limited to hiring the right people but also ensuring that they stick with the organization and remain engaged in work throughout the tenure. As a leader, you must ensure that the more motivated your employees are, the more likely they will stay with the company. It is your job to make them feel seen and motivated, and there are several approaches you can take. Here are a few tried and tested ways you can motivate your employees. 

Appreciate them

You must ensure that the employees are engaged and they know that you appreciate their hard work. You can do this by giving them a gift card or an award at the annual party. Awards and recognition go a long way in keeping the team motivated. Alternatively, you can create an initiative to ensure that the culture of the company becomes a matter of pride for each employee. Your team is working hard for you, and you need to show recognition to ensure that they feel confident and motivated at all times. 

Celebrate together

No matter how big or small a win is, celebrate it with your team. Make it a point to stay connected to the team members and celebrate their little joys. This will make them feel like a part of your family and encourage them to bring their best to work. Let the team celebrate their joys and success at work. 

Understand their purpose 

All of us have a goal in life, and we want to achieve something or become someone, and as a leader, it is your job to understand this purpose. You need to find out what truly motivates your employees and understand their “why”. It could be through a map of drivers or even a heart-to-heart conversation. You need to understand your employees to know what is it that they are searching for. 

Train them 

One way to motivate the employees is to train them and take them towards their goals. This will increase their self-confidence and improve productivity. You need to provide specific training to help improve the job performance, and it will create a win-win situation for you and the employee. Ensure that you have clear goals and you can work with them to accomplish them. Once they are achieved, you can reset the goals. 

Bonus time off

All employees enjoy bonus time off and this is something they will always appreciate. Leaders need to understand that when employees relax and reset, it improves their mental health and productivity. You need to give your employees time to reset so that they do not feel stressed or burnt out. Keep a watch on the amount of work they are doing and ensure that they are making progress but aren’t overworked. 

Set the right company culture

The company culture speaks a lot about the leadership and whether the team is happy with the same or not. Motivated employees will follow the actions done by their leaders, and you need to be an active leader who leads by example. Allow opportunities that can motivate others and understand what they expect from you. Employees can thrive in the right company culture, and you need to create one that helps everyone grow. 

Ask them what they want

Not many organizations do this, but you must ask your employees what they want and try to give it to them. Look for their preferences and try to meet their needs. There are times when they will not be happy to speak about it openly, but ask them again. Give them a safe space to talk about their needs and deliver them. This will have a huge impact on them, and they will feel like they belong to the organization. 

Pay for professional education

Encourage the employees to have an always-learning mentality and you can do this by providing them access to online training, classes, and educational benefits. Pay for the professional courses they are willing to take as this will help your company in the long term. Help them identify their weaknesses and the areas where further learning can benefit them. It will show that you are happy to invest in their growth and success. 

Set a system that allows growth, engagement, open communication, and advancement. This can be achieved through regular huddles where employees can talk freely, and share their ideas. Let them communicate their problems with the team leaders and ensure that you stay engaged with them. This will set the pulse of your organization. You can have workshops, team outings, or even weekly meetings that can help bring up new problems and brainstorm ideas and solutions. 

Image credit : Unsplash

Leadership Skills for Global Expansion: A Guide for Business Executives

Posted on by Red Slice

This is a guest post, by Sam Cortez. She is a freelance journalist and has held previous internships at 20/20 magazine, Marie Claire, the NY Daily News, and Parenting magazine.

Globalization is an exciting strategy that can significantly improve a company’s revenue and brand reputation. It, however, does not come without challenges.

While the company’s structure readjusts to accommodate the new market, its leadership is also required to navigate the new globalized business landscape efficiently.

Since business executives are the primary decision-makers in their organizations, it is recommended that they are equipped with the necessary leadership skills before commencing an international expansion.

What are leadership skills for global expansion?

Most leaders have their education and work experiences in the same country, which means they are more familiar with their home country’s culture and business operations than other nations across the globe.

Meanwhile, companies with a global presence will likely have more than one headquarters. Managing these various offices, along with the cultural diversities, requires a flexible mindset.

Leadership skills for global expansion are a set of soft skills business executives must acquire to effectively handle business operations in countries other than their home countries. They help to manage growth and tackle challenges in the new market.

Below are the skills you need to succeed as a leader of a multinational company:

Strong cross-cultural communication skills

Any leadership role in a multinational company will require working in a diverse workplace with people from different countries and cultures. It is also possible that some people you will be working with speak a foreign language. 

Meanwhile, research states that meaning may get lost in the translation process. This may reduce the effectiveness of information communicated about the market. 

Since it might be tough to learn and instantly understand a new language, using accurate translation services can help. This allows effective communication with workers and customers in other countries where your firm operates.

Excellent networking abilities

Acquiring networking skills is vital for people looking to work in an international business. Landing a new job is no different from taking a new product to market, except that, in this case, the product you are selling is yourself. 

According to experts, over 70 percent of job opportunities are not published; they are landed through networking. 

This skill makes it easier for existing leaders to acclimatize to the new work environment. Networking can offer invaluable insights into the new market beyond what any market research report can indicate.

Effective collaboration

Success in international business requires effective collaboration. The leaders across departments and countries must be able to collaborate. The company must also be able to collaborate with partners in the new market.

It requires the willingness to learn new things and accept others’ views on solutions. As a leader from another culture, you may need to rely heavily on others who understand the new market. This does not mean you are incompetent. It means placing the company’s interest above your ego.

Interpersonal influence

Every leader, irrespective of the size or complexity of the team they oversee, must be able to influence others. 

This skill is even more important for business executives as they might be in charge of pitching to secure funds or present the company’s goal for a new expansion. You need to know what you are doing before influencing others to come on board.

Workers are best productive when they understand the company’s goals and what they can contribute to achieve them.

Interpersonal influence is a result of good professional relationships, which is only achieved when you can command the respect of your team members. People value leaders that treat every member equally. 

Emotional intelligence

Emotional intelligence (also known as EQ) is the ability to understand and manage your own emotions. Emotionally intelligent people can also accurately interpret and influence others’ emotions. 

Many modern businesses value EQ above IQ. Over 70 percent of employers believe employees with high EQ are more likely to stay calm under pressure and manage co-workers with empathy.

There are four competencies you will need to improve your EQ:

  • Self-awareness
    Ancient Greek Philosopher, Socrates, advised, “Know thyself.” Self-awareness is the ability to understand your strength and weaknesses. It also requires you to understand the impact of your emotions and strategic decisions on your team’s performance.
  • Self-management
    Emotions are easier to manage when there are no challenges. Self-management, however, is the ability to be able to keep your emotions in check even when there are challenges that seem insurmountable. As a leader, you are the light of your team; your emotion and body language significantly influence their actions during a hard time. 
  • Social awareness
    Social awareness is the ability to quickly grasp the emotions and dynamics in your organization and new market.
    This is best achieved through empathy, putting yourself in others’ shoes, and understanding why they act the way they do.
  • Relationship management
    This is the ability to influence others. It is crucial for effective conflict resolution. No matter how insignificant, resolving conflicts in your organization as soon as possible is important. Unaddressed conflict can result in gossip and other unproductive activities.

photo: Unsplash

Why Can’t Love Be Part of Your Business Model?

Posted on by Red Slice

Think about your organization’s values for a sec. Oh, and if you don’t have those articulated, we should probably talk! 

I bet you have values such as integrity, honesty, innovation, fail fast, or others that are similar. Maybe you have something like, Take Risks or Customer Obsession, or even as one client of mine did in the past, Embrace Curiosity – which I always loved, especially as it relates to empathy!

But do you have the word “love” anywhere on that list? Does even the thought of love in a business context make you feel a bit nervous?

While it’s Valentine’s Day and we’re talking about love in all its forms this time of year, I bet you never thought about including that word in any sort of business communications whatsoever. 

Except maybe to say “We love our customers” or “We love a challenge”

Your invitation today is to think about the role love plays in your company’s mission, culture, and success. In the way, you operate with each other. And…to not be afraid of it anymore.

Of course, I don’t mean romantic love. Although I, and a few others, all met our spouses at one particular company I once worked for! I’m talking about love in its truest form.

Last year, I devoured bell hooks’ book All About Love: New Visions, in which she explores the fact that we don’t all have a common definition or construct around love, even though it’s one of the most important human emotions. And that is part of our problem individually and as a collective world. 

This book got me thinking about what I really believe love to be. I’d never really thought that much about it before. And she goes on to talk about how we conflate love with romantic love or caring, or even fondness. 

For those of you who don’t know her, Bell was an American author and social activist, writing about race, feminism, and class. She explored the intersectionality of race, capitalism, and gender, and what she described as their ability to produce and perpetuate systems of oppression and class domination. She published more than 40 books ranging from essays to poetry to children’s books and appeared in many documentary films, as well as being a lecturer. She passed away in 2021 and, to my own detriment, that was the first time I ever heard of her so I began reading her work.

bell writes that “Love is a combination of care, commitment, knowledge, responsibility, respect, and trust.” She also states that “To love well is the task in all meaningful relationships, not just romantic bonds.”

Commitment. Responsibility. Respect. Trust. Required in all meaningful relationships. If that doesn’t have a place in organizational culture, I don’t know what does.(TWEET THIS!)

Our workplaces are where many of us spend the bulk of our time. If you add up the time each week, you often spend way more of your waking hours with your work colleagues, clients, or customers than with your own family.

How can love not have a place in those essential relationships?

We don’t have to think of love romantically. We can think of it exactly how bell describes it. Love means caring. It means commitment. It means honesty, respect, and trust. As we break free from outdated models of corporate culture and dysfunctional relationships with colleagues or customers, we can see that love absolutely needs to be part of the equation.

A while back, I wrote a blog post called Choose Love about embedding love into your values and business model. No matter what you do. No matter how big or small your organization. 

No matter who you are, you have influence.  Whether it’s 100,000 followers, a team of 150, or your email list is just your mom and your best friend. 

Whatever you’ve got, use it. 

Never underestimate the importance of your work or message no matter what your role. It may seem trite, but if you can influence or inspire even just a few, then you’ve done your job well.

Now more than ever, in these tumultuous times…when folks are feeling raw, vulnerable and afraid…now is the time to use your voice and choose love – as a leader, as a colleague, and yes, as an organization. 

You can absolutely build love into your values, leadership style, or yes, business model. Like this:

  • Love yourself and be self-confident so you don’t feel the need to bully others or let bullies win over you
  • Love your neighbors and colleagues so that all people can feel accepted and appreciated
  • Love your clients so you can bring real, honest value to them
  • Love your customers so you can make their lives better with your products or services
  • Love your partners so you can create wins  that benefit everyone
  • Love your community so you can collectively pull everyone up together
  • Love your environment so its beauty and nourishment enriches generations to come
  • Love your family and friends so they have a firm foundation to fully spread their own love to others

Here’s what I know to be true: No matter what your religion, nationality, gender identity, or sexual orientation, the only thing that matters is how you show up in the world and love. You are the example when you think no one is watching – because sometimes only YOU are watching, and you want to be proud of what you see.

Same thing goes for your company – maybe you’re not world famous, maybe you don’t think the press will care about you. Or perhaps you think you’re so large that such a personal value doesn’t impact your day-to-day work. I’m here to tell you, that’s not true. It all matters to someone, somewhere, sometime.

Choose love. Start small and practice love with whoever is in your circle of influence right now. If that’s just your family and friends, choose love. If that’s thousands of employees, stakeholders, email subscribers or Instagram followers, choose love.

We’re in this together. But we need to show up in ALL areas of our lives, and business, too. Don’t be afraid to make work personal.  Get aligned. Choose love. 

PS: This post comes from my February Hot Take episode on The Empathy Edge podcast. If you’d like to listen to this post, please click here.

Photo Credit: Michael Fenton, Unsplash IG: @michaelrfenton

Who Influences You – and Who Do You Trust?

Posted on by Maria Ross

Thought leadership is nothing new. Strong personalities make up the fabric of business success folklore. Henry Ford. Richard Branson. Steve Jobs. Oprah. Sara Blakely. Mark Cuban. Jessica Alba.  Tony Hsieh.

Since becoming an entrepreneur in 2008, I have been exposed to so many more of these cult personalities that many folks who still work in corporate life have never heard of. Marie Forleo. Chris Brogan. Gary Vaynerchuk. And further,  there are those thought leaders that influence us in the personal development and lifestyle space: Mel Robbins.  Lisa Bilyeu. Glennon Doyle. Tony. Robbins.

Influencer marketing may be a fairly new concept, but thought leadership (which I equate as somewhat similar) has been around a long time. It’s a fabulous and authentic marketing tactic. Establish  yourself not just as a successful leader in your organization, but as a leader in your industry. Someone who has their finger on the pulse of trends and customer insights.

There are many influencers and thought leaders that inspire me. From whom I learn a lot. But I am very skeptical of those who get elevated to gurus, saviors, and absolute truth-tellers. 

It got me thinking about how we decide which influencers we will trust. Which we will follow. I don’t even like the word “follow”as it implies discipleship. 

And that is my fundamental problem with many of the “gurus” out there. When I started out in entrepreneurship, I immediately spotted such snake oil salespeople a mile away. They promoted how they knew the “secret” to your business success. If you learn their formula or do things exactly the way they will tell you (for the low, low price of $5,000), you will be able to buy a jet! They planned extravagant conferences, walking onstage to pounding rock music and fire torches going off. 

I saw new entrepreneurs, mostly women I have to admit, spending THOUSANDS of dollars they didn’t have to take a short cut promised by the so-called prophet.  It made me so angry, I even tried to pitch a Wall Street Journal reporter to do a story on it.  

We definitely need influence in our lives. But we have to be more discerning about who those people are, and what we expect from them. So how do you decide who to trust?

I believe it’s wise to avoid experts who raise these red flags:

  • Make you pay exorbitant amounts of money to learn their “secrets.”If they can offer a framework, or valuable lessons within a curriculum, that is one thing. But if they start making me think there is some secret shortcut to success or a
    “7-figure business”, I keep my guard up.
  • If their social media feeds are full of acolytes agreeing with every word that drops from their lips – or if followers expect them to have all the answers to the challenges in their own lives, I back away. We should never give anyone else that much power. 
  • Anyone who encourages people to go into massive debt to fund their dreams. Not responsible. And not sustainable. Just gross. I’ve heard one such current trendy expert tells her “students” that if they don’t go into debt and max out their credit cards, they don’t want it badly enough. Big no for me.

How do I know who to trust? Well, that’s harder for me to put my finger on. I value authenticity, but not manufactured authenticity. It’s kind of like pornography: You know it when you see it. With our eyes wide open, we can tell when someone is genuinely trying to help people or when they are trying to hustle them. I also value those who treat others with kindness, respect, and empathy and don’t believe they are “too good” to talk with them. And I especially value those who you can disagree with and they invite this with curiosity rather than having their authority questioned. 

We should always be questioning and conversing, not blindly following supposed influencers or experts. (TWEET THIS!)

No one has all the right answers, and we shouldn’t act like these people are gods. They are human. We can definitely be inspired by them, learn from them, and be open to new perspectives, but do so with our own self-confidence fully intact. 

Who do you love to follow and learn from? What makes you trust them? Who do you currently avoid? Would love to know so please DM me on Instagram @redslice.

Photo Credit: Zac Durant on Unsplash

Can Your Brand Be Aspirational and Authentic?

Posted on by Maria Ross
 Can Your Brand Be Aspirational and Authentic?
CAN YOUR BRAND BE INSPIRATIONAL AND AUTHENTIC?

Marketing gets such a bad rap. Most often, people perceive that it’s about lying to people. When we witness soda companies and fast food restaurants conveniently brush aside the negative health effects of their products – or cosmetic companies literally making up ingredient names to feed into the culture’s obsessions with youthful skin – well, it can be hard to see marketing as anything but a sham.

But the fact remains that marketing is not about lying to people. It’s about elevating the truth of your story so the right people who need your offerings can benefit.

Marketing requires integrity.  So it requires bravery to stand up to those who would have marketing do their dirty work for them. I remember working for a company and put my foot down with the CEO (shaking in my boots, at the time) to say I would no longer tout his unsubstantiated claim unless we had data to back it up.

My clients often ask: When we’re crafting our brand strategy, should it be a reflection of who we are now  (authentic) or who we want to someday be (aspirational)?

My answer: It’s a little bit of both but only if you are committed to changing culture, policies, product, structure to make that story a reality. 

Brand story should be authentic. And it can also be aspirational if leaders commit to making the necessary operational and culture changes to ensure that story becomes reality. (TWEET THIS!)

If you are a marketer, PR professional, brand strategist: I ask you to pledge with me that you will help your clients and leaders articulate the truth of their story, while also working toward the aspirational brand story they seek.  It’s your job to walk that fine line with them so you keep the brand story inspiring while also committing to the truth.

Every organization has its strengths. Play to those. And be real about calling out where the claims have no substance so you can guide the organization to shore up the proof needed, to start changing things internally so they can truly walk the talk they want to talk.

Photo credit; Samuel Regan-Asante

7 ideas for how to make tough decisions

Posted on by Maria Ross
7 Tips for Making Tough Decisions

We very rarely, if ever, get to make a major life decision and live with it as reality – before it is undone. We often wish we could “try decisions on” and then turn back the clock if we change our minds.

Why? Because it’s one thing to talk about a choice and quite another to actually DO IT.

This is a rather personal story about what it’s like to feel a real decision and then have it unmade.

In 2011, I found out I was pregnant. It was completely unexpected, as I just happened to go to the doctor for my annual physical and told him I was late. “Let’s run a pregnancy test to be sure.”

I half-listened to the doctor’s voicemail, knowing it would be negative.  “Your test came back positive. You’re very early, about 5 weeks, I’d say, but congratulations. Let’s talk about next steps.”

You must understand the current state of affairs. My husband and I had talked about kids but were not even close to a final decision. I’d had a major health crisis a few years prior and, in the aftermath, we leaned toward no kids. Still, I always wondered what it would be like. Sweet cuddles and fun adventures balanced with sleep-deprivation and no more freedom to take off at a moment’s notice.

But there was no way to predict how I would actually feel if/when it happened.

Until it was real.

I vividly remember driving to lunch to meet a friend that day with a new found sense of safety to do the speed limit. And wondering, “How do I do this? Who do I tell first?”

Mind you, I had left my husband a message that I had something to talk to him about at home. But no way was I going to drop this bomb over voicemail.

At lunch, it felt weird to tell my good friend, but good to share it with someone. Me. A pregnant woman?! Between our shock, we giggled.

As the excruciating hours passed before my husband got home, I settled into the idea. No more imagining. This was happening. How did I feel? I sat with my emotions in this new reality for about 8 hours before my husband knew anything. Panic. Excitement. Shock. But the overwhelming emotion? Joy. I couldn’t stop smiling.

Then later that afternoon…

Some light bleeding. Maybe this decision was being undone right before my eyes? Fear. Dread.

My husband came home and I told him. But with a caveat that “this might all be going south.”  He reeled from the shock but also expressed concern about me.

And then….it all unraveled.  Light bleeding turned to heavy turned to emergency doctor calls and then finally, that last callback where a total stranger, the on-call doctor, said out loud what I dreaded to hear.

Two days later, an exam at the doctor’s confirmed it. There had been a very early pregnancy but it was over now. No baby.

The decision had been undone. 

But it gave me what I needed to be sure about my choice. And now we have a beautiful almost 5 year old boy.

This story is not just about the 48 hour pregnancy. It’s about how we make decisions.

And what we really want when we have to make especially tough ones is to understand how our final choice will make us feel. (TWEET THIS!)

We rarely get visceral certainty. We can only speculate with what we know right now. We really wish we could marry that guy, start that business or take that job and get a taste of it before we truly commit.

We often cannot.

We have to examine both choices from two angles:

  • How will I feel if I do make that choice?
  • How will I feel if I don’t make that choice?

You don’t often get the luxury of emotionally and physically stepping into that reality before you decide. So you have to do your best to imagine. But even that can trick your brain, because I’m telling you, the emotions I felt that day were not even close to what I imagined.

So what can we do? Short of being able to go back in time…

Here are 7 ideas for how to make a tough decision:

  • Gather the right information. Get enough data to make a balanced, informed choice… but then stop. There comes a point where you start simply seeking data that confirms what you already want to do!
  • Use pro and con lists wisely. Such lists are okay as inputs, but they’re not a useful decisioning tool, so say Chip and Dan Heath in their book Decisive. We often construct those lists with an existing bias. And sometimes that one pro is worth way more than all of those cons (or vice versa!)
  • Get a similar perspective. Talk to people who’ve been through it and probe about their before and after. Especially if they possess a similar worldview to yours. But remember, they are not you. You are not them.
  • Trust your gut on how you may react if it happens….and if it does not. When you tell yourself “This is happening” or “This is not happening” take note of your physiology and mood.  Sometimes, you actually already know!
  • Ask others to notice for you: When you describe the dilemma, ask your friends to notice how you talk: voice pitch, facial expressions, body language They may tell you that you are already pointing out all the negatives of one option, or that your face lights up for the other.
  • Make all things equal. Great for deciding between two options. Ask yourself what you would do if most things were equal. For example, when faced with two different kindergartens for our son, one close to our house, one 20 minutes away. I asked myself, “Which would I choose if the commute were not a factor?” When put in those terms, I didn’t even hesitate, which told me what I needed to know. We made the decision to put up with the longer commute.
  • Take the leap. Or don’t. At a certain point, just decide. You only know what you know right now, so stop trying to predict the future. While it is true that we often regret more of the things we did not do, than those we did do, you just need to make a call. Often, we can adapt to whatever decisions we make.

P.S. While this post is about making decisions, if the topic brought up anything difficult for you around miscarriage, please find some resources right here:


For those in the UK, this may help.

Emotional support after miscarriage.

After a miscarriage: Surviving Emotionally from the American Pregnancy Association

Photo by Andrew Neel on Unsplash

4 Ways to Shift Your Brain & Get Fresh New Ideas

Posted on by Maria Ross

7.21.15 Fresh New Ideas (Blog)

Apple challenged us many years ago to “Think Different.” But are you stuck in a mindset rut? Sometimes this can happen when we focus solely on our role, business or even industry.

You’re networking with people who do what you do. You go to the same places. You read the same books. You’re looking at what everyone else in your industry is doing – and it all looks the same. It’s no surprise that when you surround yourself with sameness, you’ll naturally fall into a creative void.

But there’s a way to shake things up.

Change your habits, experience new things & watch the ideas flow. (Tweet this!)

For many years, I was a management consultant, working with Fortune 500 companies. Then I worked as a consumer-focused Marketing Manager for Discovery Networks. Then I became an Account Manager for an ad agency, and finally did an 8-year tour of duty in the dot.com and Silicon Valley tech scene before launching my business.

Bouncing from process design to event planning, from B2C to B2B, from communication planning to PR, from agency to client …these experiences ended up creating my biggest secret weapons. I see the whole picture. I connect dots and articulate themes that others can’t see. I can now take the best of what I’ve seen in one industry or business model and apply it to another to turn things upside down. The humor and fun I learned while marketing consumer networks like Animal Planet and The Discovery Channel? I applied that kind of human voice and vibe to B2B tech marketing to great success. The sales process and lead generation best practices I honed as a technology Marketing Director? My smallest entrepreneurial clients love that insight to not only build their brand, but to structure their pipeline and business development.

Even being an actress has added dimension to my current work. I’m able to tell stories, evoke emotion and create drama for my clients’ brand strategies and messaging. And of course, that skill enables me to light up a conference stage and delight an audience.

If you’re bored with your approach, tired of how “we’ve always done things around here” and new ideas just aren’t coming to you, sounds like you need to shake things up. Here are 4 ways you can shift your thinking and generate creative business ideas – not to mention contribute to your mental well-being:

Ditch the bedside business books: When my nightstand is piled high with business or management books, I find I’m less creative and imaginative. Not that they don’t have their place for learning important strategies (ahem…I know of a really good one on how to build your brand….), but try something completely different. Light up sleepy parts of your brain, perhaps with a memoir, historical non-fiction, dramatic fiction, moody detective novels…hell, even a juicy romance novel.* Point is, you’ve got to exercise all parts of your brain and imagination in order to come up with fresh ideas. And movies count, too: You may just find your next brilliant business tip or sexy new marketing promotion from a spy thriller.

Immerse yourself in the arts: In 2013, I took a 5 week sabbatical to attend an exclusive acting intensive through San Francisco’s famed America Conservatory Theater. From 9 am to 6 pm – and even later at times – I sat on the floor and took notes from acting masters (on real paper!). Created art with my body during movement classes. Tapped into the raw, true voice that emanates from my gut, not my head. Let go of self-consciousness during improv. Tested my strength and agility in combat fighting. When I returned to work, I was exhilarated and approached my clients’ work with fresh eyes. Creativity poured out of me and I never felt more alive. Being in plays or doing short films has the same effect for me: I am surrounded by people who think, act and express in ways that folks in my “regular” works never would and it energizes me. Instead of going to your next networking event, go see a play with a friend. Make a date to wander around your local art gallery on a Sunday afternoon. Take an improv class. Sign up for a pottery workshop. Flex your artsy muscle and expose yourself to a radically different world outside of your “business box.”

For the love of Pete…UNPLUG!: Guilty. I admit it. I’m never without my phone within 1 foot of my body and panic if I can’t find it. My husband says my tombstone epitaph should be, “Where’s my phone?” because I ask it about 100 times a day. But seriously, guys. It’s time for a Digital Detox. Let’s stop crossing the street glued to our phones. Let’s step away from the laptop for a day (a week, a month…) Look up. Open your eyes. Connect to others around you at the coffee shop or grocery store. When was the last time you people-watched at the airport and invented fun back-stories for the strangers who pass by? Do you want to get new ideas? Then you have to experience life, connection and reality. Start with one afternoon you designate as “tech-free” and see where it takes you.

Move your body: My good friend, Melody Biringer, Founder and CEO of CRAVE and a serial entrepreneur, swears by “business meeting walks.” This was one of my favorite ways to connect with her. Walking miles, we’d work out business challenges and come up with brilliant new ideas. I always had a fresh perspective on my work after our walks together. Go for a hike. Take your dog for a walk. Swim, Bike. Dance. Do yoga. When you move your body, you give you mind the break it needs to generate new ideas later. I make time every week to go to Crossfit and spend mental energy focused on my strength and agility. Start with a 15-minute mid-morning walk every day, regardless of where you work (I’m sure you can walk the halls or around the parking lot if it’s not the nicest setting). Shut the door on the boring conference room and take your next one-on-one meeting on the road as a stroll in the park or downtown.

What about you? What shakes up your thinking and enables you to come up with fresh new ideas for your business? Please share in the Comments. Or let us know which one of these tips you’re going to follow ASAP!

*In full disclosure, some links may be Amazon affiliate links where commissions are paid. But that’s a win-win if you decide to check out these great reads!
Image Credit: Wilerson S Andrade via Flickr

Marketing 101: The Music Analogy

Posted on by Red Slice

I am often asked to explain the difference between brand and marketing, and  strategy versus tactics to audiences and clients. But today guest columnist Boyan Blocka, a writer, marketer and business consultant based in Vancouver, Canada, gives us a musical jam version of these definitions that are way more fun. His company, Kyosei Consulting works with clients worldwide. 

When meeting with first-time small business owners, it’s not unusual that their marketing-speak is a little bit blurred. To help everyone get on the same page, I sometimes introduce a music analogy as a sort of quick ‘Marketing 101.’ 

So, without further adieu, ‘Marketing 101: The Music Analogy.’

Brand = Musical Style

I liken brand to your unique musical style. It determines ‘what and how’ you play (ie. market yourself) and is heavily influenced by your intended audience. Just like a unique musical style, your brand sets expectations in the customer’s mind, well before you even play your marketing piece.

If you think of Apple, you know their style well before they even touch their first keynote (pun intended). Hence, just like you know what Jazz sounds like without needing to know the name of the song, it’s easy to pinpoint Apple’s brand with only a few clues or even spot a brand copycat! 

Of course at this point, if my clients and I stay stuck in brand minutiae – I quickly plug my peer Maria Ross and her book ‘Branding Basics for Small Business’ (second edition now in print!) – but I digress… (Editor’s Note: Aw, thanks Boyan!)

Campaign = The Concert

A campaign is to a marketer what a concert is to a musician. Campaigns (just like good concerts) piggyback on and speak to current trends and audience preferences – all with designs to move an audience emotionally. So when companies measure and tweak their marketing based on user metrics – in rough musical terms, really what they’re doing is practicing their set and honing it to better get a rise out of you.

Marketing Piece = The Song

The actual marketing piece is the song that’s played. Carefully scored and crafted, drafted and re-drafted, a marketing piece must live and breathe the spirit of the brand and be consistent with the goals of the campaign it serves.

Strategy = The Hook of the Song

Next is strategy. Psychologically, strategies are like hooks (or catchy riffs in music parlance) used to capture the ear of the listener. The key differentiator of a strategy (versus, say, a tactic) is that strategies are as powerful today as they will be a hundred years from now. They’re timeless. A common example of a strategy is the use of ‘a free offer’ to tempt a prospect to try something new.

Strategies stem from an understanding of human behavior, memory, cognitive bias and effect. And, just like a good hook in music, they work reliably regardless of the instrument of delivery – be it ebook, web, television or lemonade stand. Have a listen to these unconventionally played pieces here and here and see if you’re still moved by their memorable hooks.

Tactics = The playable parts of an instrument

Finally, that lands us on the most contentious of all areas for me – tactics. Tactics are like the keys of the piano. They’re the trending ‘bright shiny objects’ of the moment. They’re social media sites. Neato metrics. Cool ways to link, friend, like, post, photograph, etc. … but they’re not everything – and they don’t work forever.

Use tactics in the right order with the right timing (informed by your strategy, campaign and brand) – and you have marketing music. Hit tactics too hard, randomly, repeatedly, or all at once – and all you get is noise. (Tweet this!) 

A good thing to remember next time your Social Media person is emphatic about playing ‘Twitter, Twitter, Little Star’ one more time!

Photo credit: Jason Eppink on Flickr

What other fun marketing analogies do you love that help you keep it all straight? “Marketing is like ________” Please share with us for fun!

It’s here! 7 reasons to love Branding Basics for Small Business, 2nd Edition

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It’s a….book!

In what will prove to be the second most exciting Spring birth for me (our son is due in May), I’m pleased as punch to share the launch today of Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget, 2nd Edition (2014, Norlights Press) with all of you.

Even if you benefitted from the first edition, I invite you to check this one out in paperback or eBook format and let me know what you think.

Here are 7 juicy reasons why your brand and your business will get a boost from what’s inside:

  1. Content marketing as the new sales model: Since the first edition in 2010, content marketing has exploded on the scene and everyone is trying to figure it out. The book includes brand new sections on what content marketing is, how it benefits your business and increases your sales, and tips on what to create, how to share it, and time-savers for getting it done.
  2. Insights from your favorite excerpts: You’ll hear from Alexandra Franzen on how to weave magic with words; Sarah Von Bargen on making blogging easier and more fun; Sandy Jones-Kaminski on tips for effective networking to grow your business (even if you think you hate it); Jay Baer on effective social media; Amy Schmittauer on how to build a doable social media plan; Ann Handley, editor of Marketing Profs on content marketing tips; DJ Waldow on how to tackle email marketing to create a loyal tribe; and The Toilet Paper Entrepreneur himself, Mike Michalowicz about not just pursuing passion before profit but how to get to know your customers intimately. They share wonderful stories and generously gave their time to help you reach your business and brand goals.
  3. Fresh new case studies to inspire you: TCHO Chocolate, Blue Bottle Coffee, Happy Herbivore, Jeni’s Splendid Ice Cream, Taylor Stich and more. All examples of small businesses started with passion and purpose that create loyal fans and killer brands without multi-million dollar marketing budgets.
  4. Social media made simple: I expanded the social media “how-to’s” section in Part 3 to include how to build a plan, how to manage your time and how to create delightful content that doesn’t keep you chained to your computer 24/7.
  5. To blog or not to blog: New content talks specifically about blogging, how and why to consider it part of your mix and ideas for posts when your creative well is running dry.
  6. Launch Week bonuses: Purchase a paperback or eBook format, send the receipt to info (at) red-slice (dot) com by April 7 and get your free digital bonus swag bag of business-building resources from experts you love, including worksheets, tips and an entire book from CRAVE’s Melody Biringer! More details here.
  7. A FREE teleseminar on April 2: If you read this in time, you can still sign up for my free launch week teleseminar, 5 Clever Ways to Boost Your Brand Online. Sign up here NOW as those on the call will have a chance to win 1 of 3 free signed copies or 1 of 3 free Red Slice Brand Bootcamp digital courses ($197 value)

Feel free to Tweet the love today or find other promo posts on this handy page. I’d be honored.

Thank you for your support as this 2nd edition went from idea to reality. I really hope you enjoy it and would love to hear what you think, so let me know once you’ve finished it or feel free to post an online review. Thanks!

Which wine would your brand be? (Feel free to sample a lot just to be sure)

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If your brand were a vegetable, what would it be?

I know, sometimes brand strategy questions can seem esoteric and ridiculous. I mean, really, what the heck does asparagus tell me about how I can make smarter marketing decisions and attract more customers, sales and word of mouth?

But creating a brand analogy for ourselves can often help us make smarter decisions for our business. (Tweet!)

The only 2 questions on which I really ever probe clients in this vein are “If your brand were a person, place or fictional character, what would it be and why?” and “You are the (BLANK) of your industry” which usually ends up being something car-related. For example, we’re the “Porsche of our industry: fast, sexy and super expensive” or “We’re the Jetta of our industry: Fun, reliable, approachable and not too flashy.”

These exercises can really help you make sense of how your brand “stacks up” in a potential customer’s mind. As I talk about in my book, Branding Basics, you want to be intentional about where people slot you in their mental file drawers. Creating such analogies can help you wrap your head around determining the right tone, visual style and even brand voice for your efforts.

So here’s a fun Slice of Adventure for you today:

Given my love for all things wine, think about “Which wine would your brand be and why?”

Is your brand a peppery, spicy Zinfandel? Are you a crisp, clean Sauvignon Blanc? A bold Cabernet Sauvignon that can take on any hearty dish or complex meat with ease? A more exotic, quirky and harder to find varietal: a gentler yet berry-filled Carménère? Or perhaps a complex, eclectic blend such as Châteauneuf-du-Pape?

Maybe your brand is a rustic and traditional Chianti. Or an effervescent, bubbly, and high-style Champagne!

And don’t forget winemaker brands, either: Are you a mass market Mondavi or Yellowtail or a more affluent Silver Oak? Perhaps you’re even an exclusive, rare, luxury Chateau Lafite.

If you have a good grasp on who you are in relation to your competition, you can make much smarter decisions about content, voice, pricing and visual style so you attract the right people with the right message at the right time.

Creating a “brand analogy” helps you walk, talk and look exactly how you want (Tweet this!)

So now it’s your turn: think about your brand voice, personality, style, target audience and price point and tell us in the Comments below, which wine are you?