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Don't Make Your Clients the Market You Serve

December 15, 2009 by Liz

Agency and Client Work Is A Cultural Communication Art

My first jobs after teaching were agency roles. I worked my way from presentations to conceptualizing whole programs, campaigns, and products. As project lead, I lived to serve clients — huge brands that made products for consumers, schools, teachers, kids, and parents. I translated the client’s needs, goals, and wishes into the final deliverables. I lived for success of our projects together.

Then, in the middle of my career, I was hired to take on the client role. I started hiring agencies, consultants, and developers to work on my own projects. That’s when I learned what many client facing business do wrong.

They made me their market. That left me to care about my customers on my own.

Keep Your Eye on Your Client’s Customers and Their Cares

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Once I was a client myself, I came to realize that the partners who were most valuable to me were those who cared as much about what my customers thought as I did. The folks who understood that became partner-thinkers. They made my job easier by improving process, product, and approach.

Being a partner-thinker is valuable to a client in so many ways.

  • We learn the client’s rules and process and the way it works when it works well, so that we can gently point out when it’s off track.
  • Seeing the client’s customer means we listen more critically to what our clients say. We share the burden of taking care of the client’s concerns and values rather than leaving it to our client.
  • Moving from the role of builder to thinker-partner allows us to offer ideas that contribute added value. The client gets engagement as well as execution.
  • As a partner-thinker, we involve ourselves in getting to know the customers, not just the client, in intimate ways that stretch our imagination to serve customers more fully.
  • The beauty of being “outside the client’s working system” means that we can see what people inside the system cannot.

When we look past our client to advocate for their customers, we can think with them. More thinkers ask more questions, test more possibilities, go beyond client information to meet their customers. The best agencies, developers, and consultants look to their clients’ customers and want to know them as intimately as the clients do. Then they can serve the client and the customer as a thinker and a builder both. more ideas, and seek more answers. Better products, campaigns, and communities are the result.

Who wouldn’t want the best thinking when the success of a project, profitability, and my team’s jobs are on the line?

How do you show your value as a thinker-partner?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the ebook. Learn the art of online conversation.

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Filed Under: Marketing /Sales / Social Media, Successful Blog Tagged With: bc, LinkedIn, Productivity, social business

What Cool People Can You Tell Me About Today?

December 9, 2009 by Liz

With social media and social networking everything changed.

66561_soccer_ball

Some say the playing field is leveled. I’m not so sure that’s the analogy. First of all it’s not a game. What’s happened is that everyone who has a voice has a chance to put their signal into the stream. Whether it’s a blog, Twitter, Facebook, LinkedIn, or the smallest, most targeted social site you’ve ever seen, every business needs to seek out where our customers are and start talking with — not to — them.

Why? If we’re not talking to them, something else is happening …

  • maybe someone else is telling their version of YOUR story.
  • maybe folks are saying things you could be learning from.
  • maybe no one is saying anything about you at all.

How can we improve that situation? Certainly asking people to say nice things about us might be one way, but it’s not the best way to start.

Social networking is best when we learn, listen, and engage — telling great stories other people and businesses (not about ourselves). Find good things that great people and businesses are doing. Find people who are making strides doing things that relate to what you do. Help those doers tell their valuable stories. People will notice.

The best form of networking is telling folks about the great people you know and what they are doing. Sharing the news of cool people is a great way to show our own values.

What cool people can you tell me about today?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the ebook. Learn the art of online conversation.

I’m a proud affiliate of

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Filed Under: Blog Comments, Marketing /Sales / Social Media, Successful Blog Tagged With: bc, LinkedIn, social business

It's Easier to Plan an Irresistible Event When …

December 1, 2009 by Liz

relationships button

At a meeting this fall, we brainstormed ideas for events that might bring more people into a client’s store. The conversation was exciting the way ideation can be. No holds barred. We were having fun imagining the themes and content that would be the most irresistible offer.

Wait, wait, wait.

We were planning an event and we hadn’t even thought about who we wanted to come.

It’s hard to be irresistible when the audience — the customers for our products — have no faces or names. How can we be irresistible for people we don’t even know?

Have you done that before? I know that I have.

What’s more fun is to find out who’s looking for an event, a meal, a learning experience, get to know them and to make every bit of the event exactly what would rocks their world.

It’s easier to be irresistible, we need to know who we’re being irresistible for. Then we can

  • chose and build every nuance to be exactly what they love.
  • leave out the things that distract, irritate, or disrupt their enjoyment of what they came to share.
  • and build in a special surprise that will be make the experience unforgettable — something that lets them know you know them really well.

If we make a great meal and invite people, some folks will come and eat and be satisfied. But when we find out who we want to serve and put every thought, every detail toward making the experience one that perfectly suits them, they tell each other and often bring their friends.

Promotion changes from “why this is better” to “You belong here. We listened. We made this for you.”

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That’s the formula for an irresistible event. And with that attention to that group you’ve chosen, you can bet they’ll remember and be talking about when you’ll be offering something like your event again.

Businesses thrive like that. People know when you care about them.

How do you find the people you want to invite to shape your irresistible business?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the ebook. Learn the art of online conversation.

I’m a proud affiliate of

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Filed Under: Marketing /Sales / Social Media, Successful Blog Tagged With: bc, LinkedIn, niche_marketing, social business

Stop Thinking Poor – Start Irresistibly Growing Your Business

November 30, 2009 by Liz

relationships button

No one does it on purpose. Who would? Why would they? Yet I’ve seen it. I see it now. Something negative happens. People hit a wall with their business. They pull back, retreat to safer ground to protect what they have. They question their commitment, their strategy, their decisions. This sort of risk mitigation can be a good thing

The problem happens when we start thinking poor.

Is Thinking Poor Managing Your Business Down the Drain?

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Whenever an unexpected life event, the economy, or kismet puts a hitch in our giddyup, it’s a natural response to question how we got where we are. Panic or just sheer exhausted frustration can lead us to believe our thinking was wrong from the start, that it’s time to change direction and save what we’ve got before we lose it all.

That’s thinking poor. Thinking poor leads us to throw away the good things without seeing them and to increase our chances of following them down into that hole. Some great examples of poor thinking include:

  • slashing the marketing budget across the board … reaching fewer customers won’t grow the business
  • discounting prices for unlimited periods … customers who value us only for discounts will leave when they’re gone
  • reducing services … just tells customers we don’t value them at the time we need them most
  • raising prices … passing on our pain to our customers doesn’t win their loyalty

We’ve seen plenty of examples of ways businesses think poor. Thinking poor is a reaction based in fear and weakness.

Great businesses work from strength, strategy, and commitment. We evaluate where we are, what got us here, and how we might adapt to keep moving forward. To do that we go back to the original strategy and check every premise to see which are still vibrant and which no longer work in the new environment. Here are some questions to help you do that.

  • Which parts of our old strategy still truly brings us closer to our customers? Which parts no longer work in the current market?
  • Which are our most robust markets? Who are our most reachable customers? How can we celebrate them and make them heroes?
  • What do those customers value about our products? How can we find out what they wish we would leave out of our offer? How can we invite them to help make our business stronger?
  • What small, high-value enticements might we add to our current offer that would get new customers to try us and entice old customers to try us again?
  • How might we repackage what we’ve offered before so that it becomes a new and vibrant offer for a market of customers that has already shown interest in what we are doing?
  • How can we invest more in skills, services, and learning how to get closer to what our customers want?

Each of these questions is centered in becoming more intimate with the people, the customers, who grow our business.

Delivering service, product, and value to customers by listening to those who are nearest to us is the fastest way to grow a thriving, stable business.

And it’s more fun than thinking poor …

What are you going to do today to start growing your business?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the ebook. Learn the art of online conversation.

I’m a proud affiliate of

Teaching Sells

Filed Under: Marketing /Sales / Social Media, Strategy/Analysis, Successful Blog Tagged With: bc, LinkedIn, Marketing /Sales / Social Media, social business, Strategy/Analysis

Trusting Ourselves, Structure Damage, and Recovering

November 2, 2009 by Liz

A Project Post by Liz Strauss and Kristi Daeda

I’ve been working on a special project with Kristi Daeda, an awesome friend, writer, and career counselor. Our project will take many forms for people working on true trust and business relationships. Right now we’re working on breaks in our trust and world view. We’ve named them structure damage.

relationships button

What Is Structure Damage?

It can happen when the world seems most in order. Suddenly, without warning, someone or something pulls the rug out of from under us. Trusting what’s next can be hard.

Structure damage occurs when we are faced with a change that we’re not prepared to deal with. The change can be big or small, it can occur in our professional lives or our personal lives, it can be something that happens to us or something that we realize or decide that changes the way we see the world.

Not every change causes structure damage. Structure damage is when change moves us into that fight-or-flight mode, impacting our emotions, behavior or worldview. The change doesn’t have to represent a threat, it only has to be perceived as one.

If you want to catch the situation before it gets out of hand, get in touch with what’s normal for you, and what’s abnormal. If you’re experiencing any of the following, you might be suffering from a shaking foundation.

  • Stress that you can’t pinpoint the source of. It doesn’t go away when the project’s done or when you’re away from work.
  • An emotional reaction that’s out of step with the situation, like snapping at a coworker.
  • Taking things personally.
  • Feeling like you don’t know what the next step is to move forward.
  • Irrational fear, confusion, or distress.
  • Questioning your current situation or future path.
  • A feeling of powerlessness.

In high-stress situations, you may also experience physiological effects — things like your heart pounding, difficulty focusing, or headaches.

If you normally feel confident and in control, dramatic swings from even keel are a sign that something’s up. That’s your opportunity to ask yourself why you’re feeling the way that you are. Start working backwards — when did you start feeling this way? Did something trigger that change? What about that trigger situation upset you? Keep tracking, and you might be able to find the source — the body blow.

How to minimize the impact

Cultivate flexibility … a few words from Kristi …

Most people think of bridges as static structures. Concrete and steel, built to weather all manner of abuse. But bridges have hinges and joints. They flex and sway in the wind. Their components are engineered to not only be strong enough to bear the weight of traffic, but also to bend to carry the weight of traffic and respond to the elements. It’s this flexibility that allows this giant machine to function, bearing the impact, working with the conditions.

Growing up, my definition of a successful life was to pursue an education, get a job in a traditionally respected, intellectual, moderately lucrative field, get married, have kids, and buy a house in the suburbs. I had a few gifts to bring to the table, but perhaps one of the most notable was my ability in math and science. It was a natural progression to consider engineering as a field.

When I got to college, I struggled with my classes. Not because I wasn’t capable, but because I couldn’t motivate myself to do the work. For someone who has never had a shortage of drive, this was unsettling. What was wrong with me? I ended up frustrated, confused. I tried to reconcile my definition of success with what I was feeling every day — that I was on the wrong path.

My entire worldview — the plan I had laid out for myself, the rules that I lived by — was on very shaky ground.

The structure damage I experienced was to my understanding of success.

There’s a difference between being in control and being prepared. Being prepared allows you to create a platform for success as you’ll be ready to deal with most issues that come your way. The effort to be in control can only lead to frustration — the world is so large, and your span of control is really miniscule in comparison.

  • Let go of your master plan. The least predictive question still asked in job interviews is this: where do you see yourself in five years? At the pace the world is moving, it’s difficult to predict where you’ll be in five months. We resist change mostly because in order to accept change, we have to relinquish control. We like to have things in order, buttoned up all the time. It’s why we’re so into productivity and time management — helps us build systems to keep things from falling through the cracks. But some of the best things in our lives come when we’re completely out of control. How would your energy change if you didn’t have to push for a specific result all the time, racing across the stream or upstream, and instead went with the flow? Chances are you’ll get to as good or better of an outcome, with a lot less paddling.
  • Look for the opportunity. Practice this skill. When something comes your way that’s unexpected, ask yourself — what doors are open now that weren’t before? It may take a few minutes to shake off your initial reaction, but after that, take a minute and answer the question. It doesn’t do you any good to focus on the paths that have closed to you. Keep yourself focused on how you can move forward.
  • Challenge yourself to succeed. Adapting to change is a verifiable skill. If you can bounce back from a layoff, create a positive lifestyle after divorce, or even change your agenda when all the players aren’t in place, it’s an accomplishment. Dealing with change is such a valuable skill in the business world that there’s an entire area of specialization — Change Management — just for people who can facilitate it well. So aim to make your reaction to change a badge of honor. It’s a badge that will serve you well.

We’ve all found ourselves in a situation where someone or something has moved what we believe. Winners take up the gauntlet and find a new set of rules.

How do you recover when structure damage strikes where you live?

–ME “Liz” Strauss and Kristi Daeda
Work with Liz on your business!!

Buy the ebook. Learn the art of online conversation.

I’m a proud affiliate of

Teaching Sells

Filed Under: Business Life, Marketing /Sales / Social Media, Successful Blog Tagged With: bc, LinkedIn, relationships, social business, structure damage

What Jim Ericson Had to Say About Corporate Trust …

October 30, 2009 by Liz

A community isn’t built or befriended,
it’s connected by offering and accepting.
Community is affinity, identity, and kinship
that make room for ideas, thoughts, and solutions.
Wherever a community gathers, we aspire and inspire each other intentionally . . . And our words shine with authenticity.

When We Trust

Trust is what holds together the conversation on the Interwebs. It’s also what brings me to or leads me to leave a deal. Without trust, I don’t know who is talking, what might be happening where I’m not. Trust is what leads us to communicate even when we have only our computers and our words to connect and protect us.

Here’s what Jim Ericson said about corporate trust …

Hi Liz. The notion that it’s important to be able to build trust with others is one of the latest “silver bullets” ricocheting off the walls of corporate America. As a result, books on trust, seminars on trust, and consultants that say they can help a company create a high trust culture in ten easy steps are in high demand. This is hogwash!

There is no formula or set of skills that you can master to help you build trust with others. Trust building is a raw, organic process that consists of spending whatever time it takes to tell our stories to others and listen to theirs. And,I don’t just mean stories that flesh out our resumes. I mean stories that tell where we came from,and where we dream of ending up; stories that shed light on the paths we’ve traveled – triumphs and tragedies alike; stories that reveal not only what’s on our mind but also what’s in our heart.

Then,at the end of the storytelling, or when we’ve gotten to know each other from as many different angles as possible, we get to decide whether we trust each other or not. And, if we’ve been really truthful with each other, a genuine trust relationship is almost always the result.
Jim Ericson from a comment on October 20th, 2009

A successful and outstanding blogger said that.
–ME “Liz” Strauss

Register for SOBCon2010!

Business in a high-trust environment can change your life.

Filed Under: Business Life, Marketing /Sales / Social Media, Successful Blog Tagged With: bc, LinkedIn, social business, trust

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