Blog
Wabi Sabi Foot Notes
September 15th, 2010
The Yin and Yang of Process and Creatives
Why can’t the creatives and the process people get along? They can. On this, the day of my 26th anniversary, as a hyper creative married to an uber process geek (a CMMI, ISO, 6-Sigma triple-threat), I can honestly say, not only is it possible, but it works really well. Without my creative vision and his [...]Read More »
August 11th, 2010
Stop the Video Talking Heads!
Laptop cameras, Flip video cams, and cheap editing services like Pixability are fueling Youtube-itis and a rash of bad videos. Often, the propagators of these unwatchable videos are well-intentioned executives who think an unedited 10-minute sales speech, or an in-office interview somehow supports marketing.
Included below are a few tips and examples direct from my entertainment [...]Read More »
July 9th, 2010
I’ve Fallen Under Too Much Social Media and I Can’t Get Up
Lately there’s been a lot of flat-lined social media coming across the transom. I don’t think I’m alone in saying there’s just too much, and not enough interesting, information. Everyone knows they should be in communication, as witnessed by the 10 or more Constant Contact newsletters I receive each day from organizations saving schools, the bay, or my hair color.Read More »
June 22nd, 2010
The top 3 reasons to get onto the brand-therapist couch
Lately I’m conducting a lot of brand-therapy sessions. That’s where people call for brand help after realizing the website copy isn’t reflecting the strengths of their business or organization. Or worse, when they decide to jump into the social media fray more fully and that not only is the website out of whack, but their bad messaging is about to go [...]Read More »
February 10th, 2010
3 Steps to A 5-Star Recommendation
Why does one restaurant have a waiting list yet empty seats litter the next? Is it the food? Sometimes. But more often, before the server slides a plate on the table, you’ve decided whether to tell your friends to show up or steer clear. The same holds true for potential employers and customers. Here are 3 critical tips to [...]Read More »
December 21st, 2009
Where’s the WIIFM?
[ December 21, 2009; 12:00 pm; 12:00 pm; ] What small business owners can learn from DIRECTTV marketing miss and how the marketing golden rule of WIIFM always applies. Social media marketers are extremely attuned to giving people something for something. Small players, who have to work harder, frequently offer a free download of insider tips. (This one is played out in my opinion.) Big players like Apple know that getting people to buy apps means letting them sample first. Whether you’re asking someone to read, or sending out a monkey survey, you need to give to get.
Read More »
Stop the Elevator Pitch
Here’s a excerpt from Wabi-Sabi at Work about transforming the formulas we think we’re supposed to use into more natural communications.
Formulas show up everywhere; from the 30-second elevator pitch to overused buzzwords. Awareness is the first step toward making choices about what inspires and what locks you into alien behaviors. See if you recognize any of the standard practices below and give yourself kudos if you’ve already broken the mold.
Cut the Cable on the Elevator Pitch
When one person asks another, “What do you do?” the person answering often pushes the mental “play” button and launches into pitch mode. He or she assumes the position, standing straighter and locking eyes. The 30-second elevator spiel is in rerun mode with bored viewers wishing they could fast-forward past the commercial.
TIP: Contrast this scenario with a more genuine approach. Instead of turning on a one-way infomercial download, why not build a conversation? Don’t tick off job description bullets. Share a recent project or moment that jazzed you. When you’re sparked, others will be interested.
The PowerPoint Crutch
If we had a dime for every time someone comes into a workshop with a 40-slide PowerPoint multimedia show for a 10-minute conversation, we’d be sipping Mai Tais on the beach right now. Ask why they need a laptop loaded with slides to make three key points and most people confess that while they hate the format, it’s what’s expected.
When a senior vice president asked us to help her prepare her acceptance speech for an industry award for creativity, we didn’t realize it would involve a design team. In walked two graphic artists, one publicist, her assistant and a multi-media specialist. Ironic that she was considered the creative one when she relied on a creative entourage. As the PowerPoint slides started to pile up with data and market research, we had to speak up. Herding out her posse, we asked her to tell her own story.
She reached a transformational moment when she kicked the PowerPoint habit and presented her amazing professional journey with only one graphic slide she designed herself and used as a backdrop. When she received a standing ovation, it was for more than an outstanding presentation. The crowd approval was also for someone who had dared to buck the conventional approach and showed up as her true Wabi-Sabi at Work self.
TIP: Images speak louder than words and aren’t as hard on the eyes. Create your notes first, not your slides. Think about an image or graphic that would enhance the point you’re making. Need inspiration? Download any speech from a product launch given by Steve Jobs of Apple.
Buzzwords That Won’t Die
We know the B.S. quotient of a company by the length of its buzzword list. Despite having lost all meaning, terms like ubiquitous, leverage, and value proposition are still flashed around like the latest cell phones.
During a meeting where the word systemic puzzled a group of executives, one savvy manager looked it up only to find out it was being used incorrectly. The inside joke cracked this team up every time another manager repeated the mistake. We say, rely on your brains, not buzz.
TIP: Go with quick description, detail, an individual perspective, and conversational language over marketing-speak. When people can see it, smell it and taste it, your description is working and the connection is made. If you wouldn’t use the language in conversation over coffee, strike it from your vocabulary.
FOR MORE TIPS, CHECK OUT THE BOOK ON AMAZON.
