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November 27, 2006

Covert Practices at Work: Managing the Five Hidden Dimensions of Organizational Change by Robert J. Marshak

Filed under: Misc. — 800-CEO-READ @ 10:19 am
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Office politics, hidden agendas, irrational fears – these are the covert practices that threaten to undermine change efforts in corporations. Marshak offers methods for identifying corporate practices at work and explains several key strategies for dealing with them. Below are three (of five) Basic Keys from Chapter 5 of Covert Processes at Work: Managing the Five Hidden Dimensions of Organizational Change by Robert J. Marshak.

Five Basic Keys

Clearly, organizational change can be thwarted by the fears, untested assumptions, unconscious reactions, and under-the-table dealings of its members. Yet change can be facilitated by unleashing hidden creativity, removing unspoken blocks, altering mindsets, and giving voice to unspeakable visions of greatness. To prepare for dealing with hidden dynamics, this chapter presents five keys for engaging covert processes. I have found these basic building blocks to be essential. If I neglect to follow them
carefully, I am much less effective. The five basic keys are:

1. Create a safe environment.

2. Be selective and seek movement, not exposure.

3. Assume people are trying their best.

4. Look in the mirror.

5. Act consistent with expectations of you and your role.

Key 1: Create a Safe Environment

First and foremost, in all work with covert processes, is to establish enough psychological safety to allow hidden dynamics to be revealed. Its worth noting that early meanings of the word covert included sheltered and protected. In those meanings of the word, covert processes exist to protect against the risks associated with putting something on-the-table that is considered to be inappropriate, illegitimate, or unacceptable. Perfect safety is too high a standard, but safe enough for people to
put things on-the-table and openly engage them is the prime directive of covert processes work.

Fear and Threat
The Covert Processes Model tells us that things are on-the-table when the contents of the guiding prism(s) interpret them to be legitimate, proper, and acceptable, unless they are unconscious or out-of-awareness. If they are perceived to be too good to be true or questionable, illegitimate, or unacceptable, they will be knocked off or kept off the table. Most people try consciously to avoid saying or doing things that the prevailing norms and beliefs find questionable or unacceptable. To do otherwise is to court redress, sanctions, embarrassment, or worse. Fear or threat of repercussions is a major reason things become covert and are kept off-the-table.

Psychological Safety
It is essential to create a psychologically safe environment in order to address covert processes. Keep in mind that things will be hidden when people feel there is a risk of exposure. Putting someone on the spot in a team meeting by accusing them of being too emotional is likely to elicit a denial: No! I am not angry, hurt, jealous, afraid! Questioning someones competence in front of others will do the same: No, I did not make a mistake, fail to follow through, screw up!

Its not that you cant address these topics, but you must address them in ways that are perceived as safe enough for open exploration. Remember that safety is always in the eye (prism) of the beholder. In short, all types of emotions, thoughts, needs, motives–and even hopes, dreams, and wishes–will remain hidden until people feel safe enough to reveal them. Therefore, the primary intervention in all work with covert processes is to create a safe enough environment for further inquiry. To create a psychologically safe environment requires at a minimum that you establish trust, boundaries, and a sense of control in thefocal system.

Establish Trust
Creating a safe environment means establishing a context where people feel there is trust. People will not reveal their secret hopes and dreams, nor their doubts and misgivings, if they believe the information will be used against them, hold them up to ridicule, punish them, put them down, embarrass them, or cause them to suffer some other negative repercussion. They must trust that what is shared will be treated with care and respect. They must trust they will not suffer retribution for letting the cat out of
the bag. They must trust that what they put on the table will be used toward important and meaningful ends, not simply to satisfy your curiosity. This means that a work setting where snide comments, put-downs, jokes at others expense, studied cynicism, fear of retribution, oneupmanship, and gossip are the norm will be one where covert processes flourish. You must do whatever you can to create a climate of sincerity, respect, inquiry, trust, and collaboration.

Establish Sense of Control
People need to feel that they have some control over how much to reveal, when, in what way, and in what depth. An environment where people feel they will be forced or bullied is an environment with a lot of covert processes. You need to create ways of addressing covert issues that make clear there are boundaries and limits to what will happen. For example, you can establish ground rules, time limits, and clear steps and processes and then pointedly stick to them. You also need to make clear that people
will have the ability to control the pace, process, and purpose(s) of any interactions. All of these and more are important aspects of helping to set an environment where people feel safe enough to put things on-the-table.

Threat in Eye of Beholder
Keep in mind the intent of most covert processes, such as denial and repression, is to protect the focal system from real or perceived threat. While an outside observer might not see a situation as dangerous, you must remember that the focal system is operating from its own frame of reference. What is dangerous is always defined by the focal systems belief system, not yours. Pay attention to the particular methods and behaviors used by the focal system to guard against perceived danger. These indicate when something might be threatening, and signal the types of defenses used by the focal system to protect against threat. For example, an elaborate process of sign-offs and pre-meetings before anything is discussed in an executive group may be an indicator that open discussion of new topics is covertly threatening. Observing that process, you might be able to speculate about the governing prism beliefs and what you might do to create enough safety for more spontaneous interactions (should that be desired).

Avoid Becoming the Threat
If you act from your own frame of reference without much attention to the focal systems prism, you are likely to be perceived as blind to the realities, or foolhardy. Naturally, this makes you and your actions dangerous. When you ignore the focal systems perspective about what is dangerous, you risk violating the primary condition of safety; instead, your actions must recognize the sense of threat to the focal system inherent in revealing what has been previously hidden. You might find that people in a team meeting are more willing to report small-group discussions of concerns rather than individual expressions. As an outsider working with a focal system, you must understand that generally members of the focal system have a more accurate sense of what is threatening than you do. For example, expecting people to fear no retribution following a two-day teambuilding session may be unrealistic if the teams earlier experiences included retribution. Important information about what is really going on can be missed if you have a blind spot that always sees such behavior as resistance to change versus protection from threat.

Key 2: Seek Movement not Exposure

The Covert Processes Model makes it clear that multiple covert processes are always present and that they result from a variety of complex dynamics. Covert processes are also based in many cases on the focal system protecting itself from anxiety and fear of exposure. This suggests that you must be selective in what you focus on and always mindful of safety. In being selective, keep in mind that the purpose of addressing a covert process is to facilitate desired movement, not to expose something or someone as an end in itself. You need to be clear about desired outcomes and to focus on the covert dynamic(s) most directly related to preventing the focal system from achieving them. Always avoid raising issues that cannot be addressed or that are not ready to be addressed. Exposing someone or something may temporarily put something on-the-table, but may violate the necessary conditions for dealing with the hidden issues effectively. The following ideas are designed to help you be selective as you seek movement, not exposure.

Be Alert
You need to stay alert to the full range of covert processes that may be operating simultaneously in a focal system. This requires an acceptance that there will always be covert processes in any organizational change effort. It also requires you to have some covert process diagnostic skills, as well as clarity about your own prism, which may filter your perceptions of a situation. In other words, you need to guard against having your biases and preferences lead you to ignore certain covert dynamics. For example, if you are uncomfortable thinking politically, you may miss some important signals about power and politics in the focal system.

Be Nonjudgmental
It is important for you to maintain a stance of nonjudgmental inquiry about any covert processes you suspect are at work in a particular situation. Once you begin to judge, either positively or negatively, you may close off inquiry too quickly without staying open to all that may be going on: you have seen enough, reached a conclusion, and are ready to act. Worse, if you have judged the situation negatively, you may be tempted to attack or punish those involved, thereby violating the perceived safety of the situation: Its really terrible what is going on and he/she/they deserve to be exposed. Well, Kim, I think if you really cared about this organization you would speak up about any misgivings. Leslie, that kind of statement is totally inappropriate given the seriousness of the situation we are facing, are you on-board or not? Instead, a stance of curiosity is needed. Wondering why something is happening and what covert processes may be involved will help keep you open: I wonder what he/she/they think is risky or dangerous about this change? Kim, youve been quieter than usualdo you have anything to add? Leslie, will you say more, Im not sure I fully understand what you mean.

Clarify Desired Outcomes
To deal with covert processes effectively you must be clear about the outcomes you and the focal system seek to achieve. Do you want to break a log jam so that a decision can be made? Are you trying to get some important information onto the table to increase the quality of a decision? Do you want to find out a fuller range of the feelings people are experiencing in order to increase collaboration? Are you trying to encourage creativity to open up new possibilities? Without clarity on what you intend to achieve, you risk revealing something just for the sake of doing it. Some people dont like the idea that anything is hidden or covert and confuse exposure with achieving desired results: They are hiding something and I am going to expose them! This might through happenstance create the desired effect, but it risks violating peoples sense of safety over what is revealed and for what reasons. Being clear about desired outcomes helps you to focus on exactly what to address: Hmm. We are trying to agree on the budget for this project and are making progress even though we havent talked about all our implicit assumptions. I probably dont need to point that out right now.

Avoid Exposure for Its Own Sake
Most people pay attention to body language and other cues about what others are really thinking and intending. The focal system will be sensitive to your intentions, no matter what you say publicly. Consequently, you need to be clear with yourself and with them that you are seeking progress, not punishment. If people in the focal system suspect that you are likely to expose someone, without good cause or without safeguards, then trust will be low and little will be accomplished. Again, the key question is: Do you want to have the focal system move forward or do you want to expose, ridicule, blame, or otherwise get someone? Again, this does not mean that you cant confront or hold someone accountable, but the way it is done makes all the difference in the world.

Measure Success by Movement
Keeping in mind that you are trying to achieve movement towards an intended outcome, not exposure per se, is also important in measuring the effectiveness of your actions. If there is movement based on what you have done, then your actions can be interpreted as effective even if nothing covert was publicly revealed. The same is not true if the purpose is to expose, regardless of movement. It does little good to reveal a secret if the focal system is not prepared to deal with it. Worse, the inability to deal with it could end up convincing everyone that they were right in keeping it a secret in the first place. Thus effectiveness in working with covert processes must be measured in terms of movement rather than degrees of exposure. During a staff meeting two of my colleagues got into a heated disagreement. The room became tense because everyone knew they often argued with each other. People felt uncomfortable, and we were distracted from the work we had gathered to do. I wondered if the two debaters had gotten stuck in their arguments–that neither one could back off without thinking they had lost out to the other. Clearly this was not the time for anyone to point out their disruptive behavior or speculate on what was causing it. We needed them to join the rest of the team. Acting on the hunch that neither one was willing to lose to the other in front of colleagues, I spoke up by summarizing what each had been saying and then acknowledging the important points each had made. I then suggested we all needed to think about their points over a break. My actions were not intended to ignore their behavior, but represented a calculated way to allow them to disengage, save face, and let some informal hallway chatter change the dynamics. When we reconvened, they stopped arguing with each other and collaboratively joined the rest of us. In the long run, their disruptive interpersonal dynamics had to be addressed. In the short run, we needed movement. There was no point in pointing out their excessively competitive egos in a team setting where that was not likely to be successful.

Key 3: Assume People Are Trying Their Best

In working with covert processes it helps to proceed from the assumption that most people are trying their best. This means that the person or group is trying to be effective and do a good job, even when what they are doing is clearly not very effective or even competent. Working from the assumption that people are trying their best does three things that set the stage for effectively engaging covert dynamics.

Develop Hunches
The assumption that people are trying their best is important to developing hunches about the contents of the focal systems prism, even though you may not be able to access its contents directly. If you assume that people are trying their best then, regardless of the effectiveness of their actions, you can speculate about what might be guiding those actions. In short, you ask yourself the diagnostic question: What beliefs, assumptions, values, or theories would have to exist in their prism to lead them to behave
in this way, assuming they are trying their best? In this regard you are like an anthropologist plumbing the cultural beliefs that underlie a societys observed behaviors and customs. In short, you develop hunches about the contents of the prism by deducing the implied beliefs leading to observable behavior: Everywhere I go in this organization they talk about referring things upstairs, or having to check with the boss, or running things up the flagpole. Do they have something in their prism about deferring to leaders? This type of speculation tends to ensure that actions will be taken from the frame of reference of the focal system and not from an outside perspective. Working with the prism will be discussed further in Chapters 7 and 8.

Signal Your Support
When you assume that people are trying their best, you exhibit behaviors and attitudes that communicate that you believe the focal system is capable of changing itself. This is an invitation for people to take initiative rather than depending on others for leadership. Operating from this stance does not mean blindly accepting that the focal system is competent or wise. Coaching and developmental support may still be needed, but this support is less threatening than directly challenging peoples abilities.Empathy
and Further Inquiry The assumption that the focal system is trying its best encourages you to stay open to new information, empathize with the focal system, and invites inquiry rather than judgment. Adopting this stance creates a psychologically safer setting that is more conducive to disclosure and exploration than to defensiveness. Your demeanor will be markedly different if you assume that a focal system keeps bumping up against the same obstacle because of a blind spot in its prism, rather than because people are resistant, stupid, or acting politically.

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This excerpt comes from Covert Practices at Work by Robert J. Marshak, Berrett-Koehler Publishers, July 2006.

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November 22, 2006

The Other Side

Filed under: Book Reviews,History and Biographies,Social Responsibilty — 800-CEO-READ @ 2:30 pm
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I have officially come over to the Other Side. Thats right, the newest member of the 800-CEO-READ team has just been beamed up and set down running. Im Rebecca, and I come to you from 8crs sister company (and office neighbor), Harry W. Schwartz Bookshops, Milwaukees oldest and largest independent bookseller.

The first week in 8cr has felt like a whirlwind, a flurry of ideas and book orders and industry communications swirling around me. I spent almost two years on the other side of the door, only 20 feet due east, and yet this concept of 8cr being in the business of moving ideas? smacks fresh each time I talk with my new colleagues.

A book to ease the transition? How about David Nasaws biography of Andrew Carnegie, reviewed in this weeks BusinessWeek and mentioned in Todds post on Big Business Biographies.

Last week I was promoting this to the neighborhood bookshop customers in the holiday gift guide, and this week Im selling it to business people around the world. Andrew Carnegie is a cross-genre event, much like the man himself. While Carnegies lifelong philanthropy is a major thread in the story, Nasaw also focuses on his early scoot up the corporate ladder and aggressive business practices. An advocate for disarmament, a champion of free and public libraries, a writer and a visionary, Carnegie towersin spite of his small buildas one of the most fascinating characters in U.S. history.

Happy Thanksgiving! I hope you have a relaxing long weekend and find something good to read.

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November 21, 2006

The Wal-Mart Effect

Filed under: History and Biographies,Retail — Jack @ 12:01 pm
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Sometimes it is good to wait. In my years of doing this, I have always thought publishers went to a paperback book too soon after the hardcover and the paperback book seldom came with any value added feature.

When Charles Fishmans publisher decided to publish one of my favorite books from this yearThe Wal-Mart Effectas a paperback, I thought they were making the same mistake. Here is my review of the hardcover from earlier. They must have heard my misgivings because Fishman has added a twenty page afterword to the paperback. It is a recap of what has gone on at Wal-Mart since the hardcover was published, which by the way, is a lot.

This is a book that really put this phenomenon that is Wal-Mart into an amazingly well written perspective. If you didn’t get the hardcover, now is your chance to pick up the “New and Improved Paperback.”

Oh yeah, the book is available the end of December.

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November 20, 2006

Peanut Butter Manifesto

Filed under: Communication,General Business,General Management,Strategy — Todd Sattersten @ 9:40 am
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Brad Garlinghouse’s Peanut Butter Manifesto depicts a unfocused and siloed Yahoo!. The manifesto was the subject of a page one article in the Wall Street Journal on Saturday. Garlinghouse a senior vice president at the company, shows a way out, calling for focused vision, restored accountability, and a radical organization.

I post it here because Tom and I think it is good, focused business writing. Another example that comes directly to mind is Berkshire Hathaway’s shareholder letters.

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November 17, 2006

Tom's Essential Resources for Writers

Filed under: Publishing Industry — Kate @ 1:52 pm
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Tom Ehrenfeld is hosting a writing workshop for business book authors later this month. So we asked him what books he would suggest a business author read.Here’s his list:

The Elements of Style by Strunk and White.

I guard my copy of this little masterpiece as closely as Linus does his blanket (or, for that matter, as crazily as Mark David Chapman did with The Catcher in the Rye.) Every single person who cares about the craft of writing should keep this book within arm’s reach. Last year Penguin Press published an illustrated version, which contained drawings by Maira Kalman, that were vibrant, evocative, and had nothing whatsoever to add to the core ideas of the book. Stick to the real thing.

Writing Tools: 50 Essential Strategies for Every Writer by Roy Peter Clark.

This terrific recent book breaks down its lessons into short focused chapters. Clark illustrates his smart strategies with vivid writing samples that engage and instruct. A new classic.

On Writing by Stephen King.

If only all books about writing were written as well as this one. While he indulges in material about the life of the writer, King stresses the most important fact about what writers do: they write.

52 McGs: The Best Obituaries from Legendary New York Times Writer Robert McG. Thomas.

[Editor's note: this book is out of print.]

Obits are typically a short format, yet Thomas writes with such precision and flair that his stories feel as full as a grand epic. Read these pieces as a primer on how concise writing can be animated with style and grace.

Floating Off The Page: The Best Stories from the Wall Street Journal’s “Middle Column” edited by Ken Wells.

Like obits, the page one stories in the Journal must conform to formal restrictions. Yet when written by masters, as so many Journal writers seem to be, the pieces never feel formulaic. In fact, formal elements are handled so effortlessly that only upon re-reading these gems does one notice how well the articles open with a great lead, come upon a nut graf, and end with a bang.

Another Life by Michael Korda.

The most low-brow high-brow you’ll read. Korda’s memoir of a life in publishing is ridiculously addictive (I read it on a beach.) His tales of dealing with everyone from Jacqueline Susann to Ronald Reagan provides a terrific overview of the publishing business as it has evolved in this country.

Publishing Confidential: The Insider’s Guide to What It Really Takes to Land a Nonfiction Book Deal by Paul B. Brown. [Editor's note: This is also out of print.]

Brown, a former writer and editor for several business magazines and a veteran business ghostwriter, has produced one of the smartest and funniest resources on the process of publishing. His book takes a chance by having his editor Ellen Kadin insert “snide editorial comments” into Brown’s material, and it works beautifully.

Putting Your Passion Into Print by Arielle Eckstut & David Henry Sterry.

This extensive resource balances a punchy sense of humor with a wealth of useful, insider-y information on the process of getting a book published. Eckstut is an agent with one of the leading agencies, and this guide reflects a deep knowledge of what works.

Moneyball by Michael Lewis.

The definitive “takeaway” book for business readers. Ostensibly, this is a baseball book. Lewis writes about how one smart general manager, Billy Beane of the Oakland Athletics, challenged generations of conventional wisdom about how to scout talent by implementing a fundamentally different approach to assessing the promise of young players. By capturing this approach so fully, Lewis sheds deep insights into the broader topic of organizational change, showing what happens when an individual introduces an entirely
new way of judging the potential of individuals. A great read with deep resonance.

Who Says Elephants Can’t Dance by Lou Gerstner.

Who says business books can’t be fun? Gerstner ran one of the biggest and most successful turnarounds of all time, taking IBM from a tailspin in 1993, to a leading place in the economy at the end of the decade. And just as impressively, Gerstner wrote (sans collaborator) a book about how he accomplished this feat. The writing may not be pretty. But it’s good and clean and clear.

A Ghost’s Memoir by John McDonald.

If Charlie Kaufman, screenwriter (of films such as Being John Malkovich and Eternal Sunshine of the Spotless Mind) were ever to adapt a business book, he would choose McDonald’s memoir. Remember, this is a book about the making of a book. Not just any book, of course, but one of the most important business works of the past century, Alfred Sloan’s My Years with General Motors. McDonald was an editor at Fortune Magazine when the recently-retired Sloan invited him to act as his ghost. Looming anti-trust challenges
led the GM board to suppress the book from publication, and it took more than five years after the work was completed before Doubleday published it. McDonald captures the story of producing and eventually publishing this book with a dry intelligence that suits the story perfectly.

The Age of Heretics: Heroes, Outlaws, and the Forerunners of Corporate Change by Art Kleiner. [Editor's note: This is also out of print.]

This masterpiece of business analysis proves that when you let one of the best ghostwriters of the past decade loose on his own material, he can illuminate a compelling business idea with insightful writing. Kleiner reports on how our modern managerial mindset was largely created by groups of “heretics”-revolutionary thinkers who led corporations to enact fundamental change in how they discussed and thought about their people and their purpose.

Our additions:

The Savvy Author’s Guide to Book Publicity By Lissa Warren.

One Great Insight Is Worth a Thousand Good Ideas: An Advertising Hall-of-famer Reveals the Most Powerful Secret in Business By Phil Dusenberry. This is the paperback version of Then We Set His Hair on Fire.

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November 16, 2006

Eyes Wide Shut

Filed under: Marketing — Rebecca @ 2:52 pm
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Heres a quick test: while youre reading this, imagine that youre at a restaurant and you are served an indulgent dessert. What is it? Write it down.

Now try the same exercise again, but this time close your eyes and transport yourself anywhere in the world. Imagine the smells, the sounds, and the kind of tastes that place evokes. Keep your eyes shut for at least fifteen seconds for the whole picture to come together in your mind. Let your dessert truly come from that place.

Now write down your answer. How is it different? Chances are that by closing your eyes and mentally putting yourself in another place, you gave your mind a chance to escape your physical surroundings. You were no longer relying on your brainpower, rather tapping into your memories and imagination, which is far more powerful. Furthermore, the success of the brand itself is often tied to the place that inspired it, and can spark similarly powerful images in the minds of consumers.

Where would you go to find one of the answers on your list? Is it a place? A decade? A state of mind? Its a funny example to try with the stapler, but Ill give it a shot. Since I know that one of my goals is to create a new and elegant design, Im going to imagine it as if it were a sculpture in a modern art gallery. Try it, too. Really close your eyes and open your mind to what that would look like.

What was yours? Mine was black and glossy, and stood up vertically. It closed like a clamshell, so that you couldnt tell it was a stapler until you opened it up.

Hmmm camouflage desk artI might be on to something.

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By Lynn Altman, author of Brand it Yourself.

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Branding by the numbers.

Filed under: Marketing — Rebecca @ 1:40 pm
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Maybe its because Im the daughter of an engineer, or maybe its because I actually liked my algebra teacher back in high school, but theres something about using numbers as a source for ideas that Ive always found particularly fascinating.

In branding and new product creation, the ability to own a particular number is invaluable. Think about the difference between a blended vegetable drink and V8. From the name, you know that there are eight vegetables, or servings of vegetables, in every bottle. Heinz 57 brags on its website that in 1896 Henry Heinz turned more than 60 products into 57 Varieties. The magic number becomes world-renowned and now is virtually synonymous with the H.J. Heinz Company. The number has well outlasted the name, with many of the 57 varieties, such as mincemeat and pickled cauliflower, thankfully gone from the shelves. You can also use numbers as a source for new product and brand ideas. Start with the number first and see where it takes you.

Numbers can evoke any number of things, from ingredients, such as Five Alive juice drinks; time it takes to use, such as the Aussi 5-Minute Miracle; the frequency with which you use it, like One-a-Day vitamins. The best part? Numbers can also be totally made up. The Oil of Olay brand created their 7 Signs of Aging only to have their lotions contain the ingredients that treat them all. Car companies do it all the time with their 3000, 6000, and 9000 model cars. What do they signify? Absolutely nothing. Software developers use numbers to show newer versions and editions. Razor brands use the number of blades they have to suggest efficacy, which is why we have the Mach3 from Gillette only to be outdone by the Quattro from Schick, which has been (temporarily?) trumped with the five-bladed Fusion from Gillette.

Theres a risk here: when the number means something specific, such as a sale number, an interest rate, or something that can be easily one-upped by a competitor, its better to look elsewhere. Also, when thinking about numbers be wary of using numbers like 2000, especially in our post-millennium world. The Dilbert cartoon featured a product called the Gruntmaster 6000. You dont need me to tell you that if your product sounds like a Dilbert cartoon, run.

In most cases, however, numbers can help formulate your products promise and turn what could be a parity product into something that has a clear point-of-difference. So pick a number. Any number. And see what happens when a certain number or numbers become attached with your brand. If youre feeling indecisive, use the number 3.

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By Lynn Altman, author of Brand it Yourself.

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Branding at 65 mph.

Filed under: Marketing — Rebecca @ 1:01 pm
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My friend hatesreally hatesthe old Michelin tire ads, you know, the ones with the cute babies rolling around the tires? Its absurd, he tells me. Babies dont drive cars! Whats worse, I actually understand why it works. The message is clear: if you dont buy our tires, your kid may die in a car crash. I resent that ploy.

Whats he talking about? Most of the time, I have some of the same hesitations with this visual image as my friend does. However, marketing is rarely, if ever, based solely on logic. It relies on the emotionthe visceral reactionthat instant connection with an audience that only the illogical can create. Thats why thinking visually can be so important. Its not that a picture says a thousand words. Its that your picture can trigger an emotion inside the brain of a consumer that is so powerful no amount of words would be able to express it. Michelin created a simple visual icon of their brand message: safety. They did it without crash-test dummies or statistics or technical specifications; just a few diaper-clad toddlers and everyone got it, like it or not. As for my friend, the agency that created the ad would say that it was effective. Even though he hated the ad, he remembered the product, many years after the campaign ended.

YourBillboard.jpgSo heres your billboard. Which hypothesis from your list would you choose to make the perfect billboard exercise? And how would you fill it in?

Asking people to create this kind of quick, distinct visual imagery around a certain hypothesis can be very productive. Even though I present my finished branding concpets as if they were two-page introductory ads, in truth Im always striving for the billboard. With the billboard, the disciplines of the print ad become magnified. You may be forced to convey your message using just one word or one visual cue to get your brand message across.

Putting something on a billboard demands a strategic point of focus. For example, I would choose to put on the billboard the fact that this stapler could be a one-touch solution. Think about that: if you had to create a picture with only a visual that said you could staple papers with just one touch, what would it be?

Maybe you would put the stapler balancing on one persons finger, or maybe you would show other one-touch things like an elevator button or doorbell and feature the stapler in the line-up. Or maybe just a visual of someone who is snapping his or her fingers in that its a snap kind of way. Each idea might get you thinking not only of potential product attributes (activating a stapler with a button being one of them), but also of names (a stapler called Snap, perhaps) and visually enduring themes (such as the balancing act.)

Theres a second exercise here if youre looking for words instead, or in addition to the visual. Imagine that youre driving down the highway and you see the same billboard from the other direction. The message is the same, but this time there was no visual, just one, two, or three words that were equally as powerful. What were they?

For the Michelin tires, maybe the words would have been Protect what matters. For my stapler, maybe they would have been Just add finger or One touch wonderful. What did you come up with?

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By Lynn Altman, author of Brand it Yourself.

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Finish This _______________.

Filed under: Marketing — Rebecca @ 12:00 pm
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Im sure some of you will disagree with me on this one, but I firmly believe that consumer focus groups are not a good place to create ideas, and furthermore consumers cannot react to an idea presented to them in sterile, concept-board fashion. Asking opinions at the conceptual stage of the game is inviting in the marketing equivalent of Pandoras pandemic. How do I know? Ask ten people about anything: having wisdom teeth removed, how they feel about flying, what they thought about the latest Adam Sandler movieand everyone will tell you something different. Opinions are not great creative fodder, however you might want to bring in ideas that are based on your ownor otherspersonal experiences and knowledge.

Thats where our imaginary friend, Janie, comes in. Janie says the beginning of an idea and its up to us to figure out the rest of it. Sometimes, the missing element is a name, i.e. Janie says I love this new soft drink because it is so fresh-tasting. No wonder they call it _______. Other times, it is an emotion, i.e. Janie says, I love this new credit card because it makes me feel _______.

Using this technique is a great trick and a no-lose proposition. First of all, we avoid the ignorant, knee-jerk (opinion-laden) responses that come had I put the word you in Janies place.

In fact, Janie called us this morning from her cell phone and told us that she loves the new feature on her new stapler that tells her when shes about to run out of staples. Her cell phone signal ran out, so we had to just guess what that signal was. Can you think of at least one? Good, then Janies done her job.

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By Lynn Altman, author of Brand it Yourself.

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Prop It Up

Filed under: Marketing — Rebecca @ 11:22 am
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A friend of mine has a wry, insightful blog called Anthropologist for Corporate America|: Multitasking My Way To Inner Peace. From her subtitle, you might gather the tongue-in-cheek-yet-sadly-true idiosyncrasies of todays corporate environment that she writes about. She works for one of the major computer network companies and we were talking about how every brainstorming meeting she endures starts with a clear set of goals (think our Best Wish List) but it is only a matter of time before people lose sight of the agenda because each person brings his or her own real agenda with them. These agendas come complete with favorite ideas, personal priorities, egos, and lots of baggage to boot. Before you know it, there are so many tangents going on, its three hours later and precious little has been accomplished.

An essential part of successful single-minded brainstormingon your own or in a groupis the ability to concentrate on one area at a time. Every meeting needs an anchor, a focal point, and something that will help put tangents to the side, where they (by definition) belong. One way to do that is use a prop, a picture, or a page from a magazine that represents the idea and literally keeps everyone on the same page. (The most important thing is that that the item has to work with the proposition, or else youll spend time focusing in on the wrong idea.)

For example, if I go back to one of yesterdays hypotheses, I wanted to borrow from the success of iMac or iPod. So I would actually hunt out an iMac or iPod advertisement (theres plenty of them out there) and think how I would create a similar visual communication for my line of funky staplers.

Another way to use props and pictures is the I Spy approach. Look around wherever you are right now and ask yourself: is there something around you that might bring you one step closer to the answer you are looking for?

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By Lynn Altman, author of Brand it Yourself.

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