Whitney Greer

Sitting in Crusto’s, a small, artisan bakery in Barcelona, I ask myself why I keep returning to this place. While the food is well-prepared, the benches are peeling, the tables scarred and the counter service brusque. The baker brings in a basket of bread from the back, so completely focused on loading the display, she ignores the line of patiently waiting customers. Suddenly, I get it. No two loaves of bread look the same.  Seeds are scattered in random patterns and the shape of each loaf says made by hand. Sandwiches spill off the slate slabs instead of being evenly stacked. There is a consistency in the inconsistency. Imperfections are what give this place its rustic quality and what makes it appealing.

Wabi sabi is about honoring imperfection. And this place has reminded of that fact. It has also made me think how often I have to help people fight against the desire to be perfect. Like the undergrad who asked me why I thought he didn’t land a job he was well-qualified for after he’d flawlessly answered every interview question. When he used the word flawless I knew. Flawless is boring. Flawless doesn’t yield team spirit or innovation. That stuff is messy even in a controlled environment.

Think about the last time you enjoyed watching someone in concert or in a news interview. The show holds your interest most when something unexpected might happen. Much less satisfying is the perfect performance or the practiced answer. How do you keep spontaneity alive?

1. Know the outcome you want.  For Crusto’s the outcome is always delicious, quality baked good.
2. Know the process that’s comfortable and right for you to achieve the outcome.  Anticipate what people may be interested in and then find stories you like to tell that illustrate a point.
3. Sit back and be in the moment.

Some new loaves just came out of the oven and for a foodie like me that means checking them out to see what’s different. Next time you’re somewhere new, think about what’s keeping you engaged.Where imperfection holds your attention in a good way.

Have a story of inspiring imperfection?  Please share it with us by posting a comment.

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 operational expertise, we would never have started our own businesses, or packed up like pioneers with kids, animals and wood-working tools to cross the county three times.
In my consulting life, combining creativity with process is what allows my clients’ great ideas to see the light of day.

Richard Branson drives home this point  in a recent Entrepreneur article in which he shares his secrets to business success.According to Branson,
“a businesswoman or a businessman is not unlike an artist. What you have when you start a company is a blank canvas; you have to fill it. Just as a good artist has to get every single detail right on that canvas, a businessman or businesswoman has to get every single little thing right when first setting up in business in order to succeed.”Innovation without the attention to process, or process without the creativity, tends to generate beautiful pieces without purpose, or activity churn with limited trajectory. In my practice, this looks like the graphic artist who shows up with a portfolio full of beautiful work that doesn’t tell a coherent, branded story, or an application developer who wants to launch a clever money-maker on Facebook but doesn’t have an interesting way to engage the target audience. The first client needs more process; the second a creative infusion.
Branson reminds us that the people who work for us are our biggest assets. Yet, anyone building a business from the ground up knows, most of the time you’re wearing multiple hats. Finding people with complementary perspectives and a vested interest in participating in your projects can be challenging. I’m fortunate to have married the yin to my yang. However, I’ve also made a series of professional matches for clients and they continue to last. Maybe not as long as my marriage, but then not everyone gets that lucky.

Why do so many business owners panning for social media gold, fall prey to the popular idea that spending more time on tweets and wall posts equates to more business?  Caught up in the prospecting rush, they lose sight of their audience and business goals.  It even happened to me — someone who regularly reminds clients to study an audience and create quality content that resonates no matter what the format. 

Once the fever cleared, I started evaluating.   The following examples – an unknown PR consultant, Russell Simmons, and Ellen DeGeneres — made it into my personal social media-mining handbook.

The Lucky Strike: These happy accidents result from watching online events unfold and using them to our advantage.  For example, when a PR practitioner read angry tweets about a company committing a media faux pas, she jumped into action.  Within the hour she wrote a blog stating her opinion on how the crisis should have been handled and then tweeted away to drive traffic to her blog.  It’s the equivalent of catching a glimmer in the water (after watching for hours) and finding a nugget.  Whether it made her rich is hard to determine.  However, she did hit it right on positioning herself and gaining visibility in the short run. 

Missing the Mark:  Russell Simmons, the hip-hop and fashion mogul featured in the September issue of Entrepreneur Magazine, inspires many creative entrepreneurs.  After reading the article, I felt compelled to follow him on twitter only to receive a deluge of comments about his yoga habits.  I unfollowed him very shortly after feeling like I’d hit Fools Gold.  If only he had used his comments to inspire or clue me in on something relevant about his new ventures, I might  have stayed around longer and actually checked out his argyle sweater line. 

Hitting Pay Dirt: Research into television positions for a client pointed to an opening on the Ellen DeGeneres show. Linking to the site, I noted many interactive entertainment items all over the place with a guess the guest quiz, behind the scenes videos, and prize giveaways – all reasons to come back.  Viewers were invited to link to her Twitter for up-to-date info on a prize giveaway.  Note: it was the only way to get the information – compelling if you want the prize.  Other feeds, listed below, invite action like voting or viewing.  The key here is keeping people engaged and entertained.

• about 18 hours agoEllen said, Just 3 days left to vote for a small business to win $100k in business support from Amex. Go to @nbc.com/shinealight & vote.
• about 19 hours agoEllen said, Pete Yorn and Scarlett Johansson are making their US television debut on my show today! You have to watch.
• about 20 hours ago Ellen said, Today I play Vince Vaughn’s favorite game: Humdinger, with Vince Vaughn! http://su.pr/2sQGdt

What’s the purpose of your tweets and posts?  Do they add up to a bigger picture or help you meet a business goal?  Do they move your audience to action?   Answers to these and other burning questions appear regularly on this blog. Subscribe or stop back soon.  

I’ll also be giving away a free gift on Twitter over the next few days.  To find out what more follow me @whitneygreerful or by linking below.