Sanders Says

Have to VS Get to (Part 2)

A few weeks ago, I received a finished copy of my new book. 

For about the first half hour, I thumbed through it, looking at all the corrections and admiring the packaging.  I’m so proud of the finished book, and I can’t wait until you get a chance to read it too (Sept 16, launch date for Saving The World At Work!).

The process confirms that the editorial efforts are worth it.   Over the course of the production process, I’ve read at least six passes of the manuscript – all the while making little corrections and suggestions.  The last two read throughs can be tough because at some point you get tired of reading the same words over and over again.

However, on the last few passes, I kept saying to myself, “I get to do this, I’m lucky to have this chance to help the book be the best it can be.”  This mantra kept me focused and gave me the energy to give the last pass of the manuscript the same quality as the first one.

Many of you also ‘get to’ review your product quality – sometimes over and over again.  Whether it is a marketing program, packaging elements or a power point presentation – thoughtful editing is a top priority.   Some of you might not get a chance to have four or five looks at something you are working on because there’s not enough time or you aren’t given access to prototypes.  That’s a shame, because product quality is outside of your control.  Speak up for yourself (and the product) and demand one more go-around prior to production. 

Most of all, cherish your opportunities to improve your product.  Each time you get to see and comment on a prototype, you are likely to innovate it for the better.  Over the long haul, its quality is all you’ll have to be proud of.  

Surviving a short week

Is it just me, or is this week just crazy? 

Because we take off Monday, and drag in on Tuesday, this week is likely to end up with a long list of items we didn't get to.  Frequently, we dig in, work over the weekend and come in early on Monday. 

That's not the right approach.  We should never penalize ourselves (or our people) for vacation days. Short weeks should have shorter to-do lists.   On Friday, when everyone has that glazed over look in their eyes, tell everyone to enjoy their weekend and look forward to a normal 5 day week on Monday.  

Labor Day is the last real pause until Thanksgiving, where we get a three day weekend and have picnics and chill.  If we snap back from it too quickly with 'back to the grind', there's no psychological benefit to the holiday. 

I've always learned that great companies take care of their people, and they do it best when they protect their 'off time' and NEVER penalize them for short weeks. 

TO DO:  Look hard at this week's requirements and trim them back by 20%.  If possible spread out the deferred workload over several weeks.  

Let's do it again!

Last week I spent some quality time with fellow author Mark Sanborn in Bogota, Columbia.

His new book, The Encore Effect, is a must read if you are interested in:
* Getting asked back by your Customer
* Exceeding expectations at work
* Creating anticipation

His book outlines how you can assess then over-deliver against the most demanding expectations. Much like a great performer, armed with Sanborn's ideas, you'll rise to the challenge and get your business world on its feet. Too often, we generate a tepid response, putting the pressure on our products or politics to be successful. Break out of that and read Mark's book today!

Buy it at Barnes and Noble
But it at Amazon

Invest in Santogold

For the last month, I've been enjoying a new record by Santogold.

She's on par with MIA and even Gwen Stefani -- with her infectious blend of 80's, dance hall dub and sassy pop princess styles. Check out L.E.S. Artistes and Creator are the two tracks that will sell you on the record (or cost you about 2 bucks in iTunes).

Buy it at Barnes and Noble
Buy it at Amazon

Start a cheesy buzz on the street

More ideas from my recent trip to Bogota Columbia: Idea #2 -- Start a street buzz before you run expensive advertising.

When I was walking around Bogota, I noticed what I thought were Green Bay Cheese heads. I introduced myself to them, and took a picture to send to my friends in Wisconsin. It turns out they were hired by a local company to generate a buzz around a play on the word 'Queso".

They wouldn't tell me the name of the company, only that it would be announced in a newspaper ad campaign in a few weeks. All they would say, is that the cheese world in Bogota was getting ready to change. This is brilliant buzz marketing because it conforms with former Coke CMO Sergio Zyman's definition of good advertising: A service. Just like ads in a fashion magazine.

When this company starts its ad campaign in a few weeks, I predict it will perform better because of the pre-launch street level program. Upon reflection, now I know why I printed organic T shirts to promote my next book (Saving The World At Work).

Drop a dime on the street with the human pay phone

I'm in Bogota for a few speeches this week. When I travel, I always try and observe how people approach entrepreneurism and marketing.

When I saw this man offering his cell phone on a chain for 200 pesos (.10 US) a call, it stopped me dead in my tracks. He is a human pay phone! He wasn't alone, there was a human pay phone on every block -- just like pay phones used to be prior to the wireless revolution in telecom. And they were busy!

You see, in Columbia telecom carriers offer unlimited usage plans, just like in the USA. Meanwhile, traditional pay phones vanished. Hundreds of out of work people innovated and bought cell phones, then made simple signs offering them to anyone who either didn't have a cell phone or had a dead battery.

This is the heart and soul of how small business operates: Leverage economic trends and gaps in big biz thinking to fulfill unmet needs.

Leverage your smallness during the next revolution

With all this talk about GE and Wal-Mart going green, small business owners might wonder how they can participate in the social responsibility and sustainability movements.

Last week, I gave an interview on the subject to a writer for US News and World Report. Check out the resulting story:
How Your Company Can Save The World And Reap The Benefits.

What is wrong with this picture???

Here's a great example of a product paradox: This is a set of packaging cutters that are designed to "open anything". In this world of hard plastic packaging, this tool can save you from cutting yourself with a knife or underpowered scissors.

Here's the flaw in this company's strategery: You need a pair to open the packaging on this pair. That's right, they forgot to make it easy open!

NOTE: Make sure your product doesn't create the very problem it purports to solve.

What does it mean to be green?

A recent article in the York Daily Record (The Meaning Of Green) points out how hard it is for consumers to really know they are buying from a 'green' company.

Research for my new book (Saving The World At Work, Sept 16 launch) indicates that many of us want to spend our money with companies that are doing the right thing for people and planet. The bad news is that companies are happy to offer that attribute, at least in how they market themselves.

Eventually, I believe that truth in advertising laws as well as the SEC will regulate such claims, but for now it is important to be mindful and ask yourself: How does the company treat its people and local communities? How was the product made? What happens to the product at the end of its natural life? These are the real questions that determine sustainability over time.

The more thoughtful we are, the more we can isolate the companies to promote or boycott. If you are a company, you should make sure that you first walk the walk, then talk the walk in very specific ways. To say you are green invites accusations of greenwashing -- to explain how you made the product or how you've only used sustainable ingredients is a service to consumers.

If you've recently discovered a company that is truly acting sustainably, post something about it in comments.

Thinking of you

Well, it's Tuesday and I'm already slammed.

It started with an interview at 7am then coffee and on to a slew of work related to the release of the new book.

Along the way, like many part time bloggers, I'm thinking of you. I'm thinking of what recommendation I can offer today through my blog. After all, that's my charter: Post five useful ideas or tips a week.

Sometimes, like today, my only useful advice to you is to learn from my mistakes. Give yourself more time and learn how to say no or quit. Otherwise, you'll be slammed too, wondering how you'll live through it all.

PS -- It's totally worth it. My point is that we blogger's can't feel bad if the odd day passes without a post.