Communication « 800 CEO Read

August 3, 2010

Brains on Fire

Filed under: Advertising,Big Ideas,Blog,Communication,Interviews,Marketing — Jon @ 8:38 am

Ever since I first read their ChangeThis manifesto, and heard Spike Jones speak in Milwaukee about the incredible approach people should consider in marketing – creating movements, I was hooked. These Brains on Fire people are different, and now they have shared their experience and insight in a great book jammed with pages that will make you reconsider the ways you think about marketing and advertising – throwing most of them out the window. It’s called: Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements.

Brains on Fire helped ignite a global fanaticism for scissors, they helped an electronics store become a hip music retailer, and so much more, and they did it by tapping people’s passion and bringing them all together – not just the people at the companies, but the people who use their products. How do you do that? It’s what marketers have been trying to figure out since the beginning of time.

Like a Seth Godin book, or Jason Fried and David Heinemeier Hansson’s Rework, you can literally feel your mind change when you read this. Here’s a glimpse into the ideas within the book – a brief Q&A with Brains on Fire co-author (and company president) Robbin Phillips:

What does Brains on Fire mean?

Yes. There is a company named Brains on Fire, but we didn’t name our book after our company. For us, “brains on fire” is what happens when you ignite the passion within your employees and customers. It’s about people who are so excited and devoted that they want to share their passion with others. We also like to think Brains on Fire is a love story. It’s about creating real relationships with people who love you. It’s about trust and about lifting others up. It’s about celebrating and creating remarkable stories that people want to share. It’s about igniting powerful, sustainable word of mouth movements.

For a long, long time, business has been about convincing people of something’s value. How do you see that changing?

Marketers have been trained to talk about product benefits and how much we care about our customers. Customer satisfaction ratings used to be golden. But in a world where the customer’s voice can be amplified at least as much as a company’s, talking AT your customers is outdated. Let’s face it; talking about yourself will not make others talk about you. No one talks about the precise angle on a pair of scissors, but they do talk about what they DO with those scissors – like crafting and sharing memories with friends and family. It’s not the product conversation anymore. Smart companies are learning to listen, reframe and support the passion conversation.

Who are the leaders, and how do we find them?

One of the lessons we learned in igniting movements and studying movements is this: Movements have inspirational leadership. Think about it. If everyone is expected to lead, no one will. When looking for leadership, we don’t look for the influencers; we look for regular, everyday people who just happen to have a deep passion for the category. Not the divas, the super-bloggers, or the supposed influencers that everyone else is trying to get hold of. We have seen first hand how these everyday people have more and greater credibility; because they are in fact, “just like me.” Influence can be built, passion cannot. Find your company’s passionate leaders and empower them with tools to spread their passion and their love.

New technology is all around us. What should companies do with it?

If there’s one thing you take away from our book let it be this: It’s about people. Period. Chris Sandoval, a kindred spirit, says it best: “When it comes to technology, what’s exciting and shiny today will be freakin’ dead tomorrow.” Ninety percent of word of mouth happens offline. So many companies jump into social media technology first — with Twitter strategies and Facebook fans. Our advice is to engage people first. Observe how they communicate and connect, then the tools and tactics will be as plain as the nose on your face.

Here’s a big question: How can a company become the center of the universe?

Big question. But there’s a simple answer. Take a look around your company. What do you have to offer that you take for granted? Perhaps you have experts who design your products who can share knowledge. Maybe your factories or offices are interesting to the people who love your products or services. Embrace the leaders and your fans, and give them access to the things you know. Share freely. Give freely without expecting anything in return. Treat your customers like your best friends. Forever.

And here’s a little bit of Robbin talking about the book in person:

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February 17, 2010

Treat Who Like a Customer?

Filed under: Careers,Communication,Misc. — dylan @ 4:54 pm

Jack asked me to take a look at a book recently that, I must admit, I was a bit skeptical about at first. For a number of different reasons, a book of marriage advice (geared mostly toward successful men) entitled Treat Me Like a Customer seems like a dicey proposition, especially so if it’s being released by a Christian publisher. Zondervan seems to have pulled it off, though, with Louis Upkins’ book of sage advice on building and, when need be, repairing the relationships with those closest to us.

The idea for, and title of, the book stems from the story of a successful friend and colleague of Upkins who turned to him for help developing a life plan.

“The truth is, Louis, we’re just making it up as we go along,” he replied when I expressed surprise at his request. “In fact, I’m going to call my wife right now and ask about our life plan,” and the next thing I knew he had dialed his wife and put her on the speakerphone.

[...]

Later, he told me that when he got home that night, his wife seemed a little annoyed at his phone call. He was tired and wanted to get comfortable, so he gave her all the signals that he wanted to be left alone. That’s when she greeted him with these words “Harold, just suck it up and treat me like one of your customers.”

Upkins describes this advice, which he admits “may seem simplistic or even offensive” as a “revelation” to him. Successful business people generally know how to form successful business relationships. They just don’t always apply that talent elsewhere. What Upkins does is flip the script of so many self-help business books by—rather than taking life lessons and applying them to business—taking the skills that successful people already have in business and applying them to marriage, parenting and one’s life at home.

I’m sure that Louis Upkins wishes he never had to write this book, that it wasn’t necessary. But, for too many of us men, it probably is. None of us want to be distant and aloof with our loved ones, but too many of us are. And, it’s not that it’s that bad… it’s that we shouldn’t settle for “not that bad.” As Upkins writes:

I run into a lot of … Good men. Successful men. Men who go to work every day to provide for their families and coach Little League teams and go to dance recitals. Men who seem to have their priorities straight and have invested heavily into their families. CEOs and construction workers. Lawyers and laborers. Engineers and educators. They may not share the same net worth or wear the same uniform at work, but they do have one thing in common … they feel as if they are drifting farther and farther away from the people who matter most to them, and they don’t like it. It’s not that they’re heading for divorce court or that their marriages are seriously troubled. As marriages go, theirs are not bad. But not bad is not good enough.

You read this blog, so I know you that you’re not accepting “not bad” at work. You’re trying to find new solutions, bigger and better ideas every day. Is the same true in your interests outside of work… even if it’s not marriage? Do you have any interests outside of work? Most likely you do, and most likely, even if it’s been buried deep down by professional considerations, you consider them (or it) the most important aspect of your life. It seems sad that we may have to turn to a customer service paradigm to improve the relationships with those closest to us, or to business lessons to really focus on what we’re passionate about, but it may be necessary, and if so, Louis Upkins can help.

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October 12, 2009

Crush It!

Filed under: Blog,Communication,Marketing,Start-ups — Jon @ 1:37 pm

Gary Vaynerchuk, who many people know as the WineLibrary TV guy, has written a book called, Crush It! Why Now Is The Time To Cash In On Your Passion, that describes how he transformed a $4 million family business into a $60 million empire with the help of social media. Sounds simple on the surface, but of course it takes a lot of work, and Gary doesn’t gloss over what it took him to make it happen: personal branding, hustle, and tireless hours of work are some of the elements he addresses in the book, with the clear and simple promise that the same result is possible for anyone willing to invest the work in their own passion.

For those who have absolutely no foot in the social media pool, he clearly describes the steps to take, from buying a url, to WordPress, to creating a Twitter account, and then what to say and how to communicate your message. For those already involved, but looking for ways to get more out of their digital tools, the book offers some great perspectives on how to reframe your message and get more word of mouth activity around what you do.

No matter what your current level of social media activity is, this book has something for you. The author’s tone of enthusiasm alone will inspire you to do things to change your personal brand or business in radical ways.

Gary even took a moment to talk to readers of the 8cr blog and give his personal insight into the book. Check it out, and definitely check out his book.

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October 7, 2009

Publishing Chat With Ellen Lupton

Filed under: Blog,Communication,Design,Publishing Industry — Jon @ 10:45 am

Another prime cut from the Author Blog, here’s an email interview I conducted with design and publishing thinker Ellen Lupton, who talks about her experience with self-publishing books, and the role design plays in the process. It’s an interesting read for anyone who might be looking for ways to present their ideas to the world.

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Technology has enabled people to publish their own books easier, more frequently, and with more control than ever before, but what is really involved?

Writer and designer Ellen Lupton has published many books that deal with communication design, and has now written a book that addresses the freedom (and work) involved with publishing your own book. It’s called Indie Publishing.

After reading the book (and keeping it as an important resource), I thought it would be great to share some of her ideas with our author audience. The following is a brief interview I conducted with Ellen about some of the ideas in her book, and other insights into the publishing world.

What do you see as the main advantages of self-publishing, and working with a mainstream publisher?

In favor of self-publishing: Keep all the money. Control all the details. Take responsibility for your project. Don’t ask permission to get yourself published. Don’t get lulled into the false expectation that your publisher will make your book successful for you or fix all the problems with it.

In favor of mainstream publishing: Someone foots the bill (less risk for you). You don’t have to do everything yourself (less work for you). Avail yourself of professional expertise, including editing, design, and distribution.

With technology, self-publishing is certainly becoming more possible and easy for individuals, but is it for everyone? What are the main challenges?

Putting together books takes a lot of time, practice, and attention to details. To make a beautiful book requires sensitivity to typography. Traditional publishing is a collaborative process; self-publishing can be solitary–but it doesn’t have to be. You can still band together and get feedback from people.

Should the rise of self-publishing carry ecological concerns?

On the one hand, the rise of self-publishing means more books and more paper (because more people have access to publishing). On the other hand, self-publishing is well-suited to low-volume projects for local audiences, which are not terribly wasteful. Print-on-demand minimizes waste. Self-publishing is also suited to eBooks and other electronic editions.

Your book, Indie Publishing, covers a ton of helpful information on production, design, and even some history of the publishing industry. A whole other book, perhaps, would be to discuss the marketing of self-published books. What advice would you share for a self-pub author to get the word out about their book?

There are many ways to promote your book. You can visit schools, speak as an expert on related subjects, publish articles on related topics, have a blog, contribute to other people’s blogs, and more. Many people think the only way that authors promote books is by doing readings and events at bookstores. In my experience, these events can be awkward and ineffective. I’ve had much better experiences doing lectures at colleges or professional conferences, where people are there to hear about your topic and are receptive to the book.

A major chunk of the book is about design. Whether you’re making an art book or a business book, design is critical for usability and impact. For the sake of this interview, share a synopsis of your thoughts on the importance of design.

A book is a physical object. We hold it in our hands and we see it with our eyes. Bad typography and shoddy construction will undercut the authority of a book, making it look amateur. For example, a book typeset in 12pt TimesRoman with badly justified text will look like it was put together in your office cubicle at lunch. A well-designed book need not call attention to itself; it will just look right.

Some of the design approaches you discuss in the book might be labor intensive. Some authors might be thinking, “I can’t spend too much time on the design. I need to get the idea out there and get people talking about it.” What are your thoughts on this, and how far should authors consider the design and feel of their book?

Publishing is a labor-intensive process. Anyone who has worked with mainstream publishers has experienced frustrating lag times between various stages of submission–it seems to take forever to get feedback and results (even rejections take too long)! When you design and produce your own book, you discover the reasons behind some of that lag time, yet you get to control the time yourself. Writing is slow, editing is slow, and design is slow, too. Our society is starting to value “slowness” again. If you don’t enjoy gradual, repetitive processes, then self-publishing is not for you. (Self-publishers can hire professional editors and designers to help them, though.)

What are your thoughts on digital books, and how effective do you see publishing in that realm to be over physical books?

Digital books are coming of age fast. They are economical, timely, and low on waste. I believe that digital books will enable more authors to get published; however, this will also mean more books out there for people to choose from, and more competition for limited mind share.

Even if someone is working with a major publisher, what are some ways that self-publishing might compliment that work?

Print-on-demand technologies are a great way to develop book proposals to share with editors and agents (especially if your book has a visual component). I use print-on-demand throughout the writing and design process to prototype and share the work as I go. A print-on-demand or self-published work can be the basis of a bigger or formally produced book later.

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About Ellen Lupton:
Ellen Lupton is a writer, curator, and graphic designer. She is director of the Graphic Design MFA program at Maryland Institute College of Art (MICA) in Baltimore. She is the author of numerous books, including Thinking with Type (2004), D.I.Y.: Design It Yourself (2006), and Graphic Design: The New Basics (with Jennifer Cole Phillips, 2008).

More information about her work can be found at:
www.eLupton.com
www.thinkingwithtype.com
www.design-your-life.org

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September 4, 2009

Twitterville Book Launch and Podcast

Filed under: Blog,Communication,Current Events,Customer Service,Information Technology,Internet,Marketing,New Releases — Jon @ 8:15 am

Today I had a nice conversation with Shel Israel about his new book, Twitterville: How Businesses Can Thrive in the New Global Neighborhoods, which also, coincidentally was released today via Portfolio. In both our conversation and the book, Shel talks about how companies are becoming involved in Twitter to do better business.

He tells stories about companies like Dell, who are getting a better grasp on those dissatisfied with service they’ve received – and it’s better than customer service, where a center waits for a call, and then attempts to deal with it as quickly as possible. Twitter, on the other hand, opens up a conversation that takes place in public, clearing not only the problem at hand, but building credibility and trust at large.

Check out the podcast here, and pick up a box of the book here, and get your team informed about and involved in something that can truly change your business.

[podcast]http://media.800ceoread.com/view/9781591842798/audio/Twitterrville_Interview_with_Shel_Israel.mp3[/podcast]

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August 21, 2009

800-CEO-READ Podcast with Jeffrey Ford, co-author of The Four Conversations

Filed under: Audio,Communication,General Management,Jack Covert Selects,Leadership — Todd Sattersten @ 12:35 pm

I recently talked with Jeffrey Ford, co-author with Laurie Ford of The Four Conversations: Daily Communication That Gets Results.

The Fords believe that conversation can be broken down into four categories. In the podcast, we talk about each type of conversation and the right time to use them. We talk about midwestern sensibilities, amending broken agreements, and the frequency with which we use The Four Conversations.

mp3, 27:44, 19.1 MB

It Wasn't My Fault!

Filed under: Blog,Communication,General Management — Jon @ 11:08 am

When things go wrong, everyone wonders why, and usually many people have many different answers. In Roger Connors and Tom Smith’s new book, How Did That Happen?, the authors explore and outline a solid plan for developing better accountability. Through positive relationship building (and the process that’s involved in that), the authors define a great system not only for holding each other accountable, but creating stronger working relationships in the process.

The book is not just theory, but filled with interactive, real-life applications, with sections to write in the book, allowing the reader to engage and document situation and progress as they learn how to build better results among their team, so that the next time things go awry, everyone isn’t left asking, “how did that happen?” This is an interesting and useful book that managers and team leaders can learn a lot from.

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August 19, 2009

Social Media in Books

Filed under: Blog,Communication,Information Technology,Marketing — Jon @ 1:26 pm

Social Media has been a big topic for awhile, and seems to increase daily, as businesses scramble to figure out how to put this stuff to use. There’s a lot of debate over best practices, and even if it should be used at all, but the overwhelming consensus is: use it.

The problem is, “using it” isn’t enough. Knowing how to use it, what it is, and how and when it can work best for a company or individual is knowledge and information that’s being developed even as I type this blog post. However, a few books have come out recently (or will be out very soon) that shed some interesting light on the subject.

Chris Brogan and Julien Smith’s Trust Agents, as well as Mitch Joel’s Six Pixels of Separation, are great overviews of what social media is and how to get involved in it. From there, both books lay out some great stories and case studies of the power of this technology, and how real live companies are tapping into it. The message is clear: You can too (and you probably should, if you want to survive).

Two other books take a more focused look at one particular social media platform: Twitter. Shel Israel’s Twitterville is a great book about the history and formation of Twitter, and how it has taken the social world (and the business world) by storm. David Pogue’s The World According to Twitter exemplifies the sentiment by simply compiling a tome of tweets (twitter posts) in one book. Categorized and insightful, it’s clear to see that people are taking part, and spreading some interesting ideas – around the world, in an instant.

One interesting element to all these books is the focus on using social media as a listening device. On the surface, much of it seems about telling – spreading your message – from the mundane to the profound. In fact, particularly for business, using these platforms to discover what your customers are saying about you, and about what solutions they want and need solved, is likely the most important element social media can offer businesses today.

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June 5, 2009

Twitter Quotes From May

Filed under: Communication,General Management,Personal Development,Small Business — Todd Sattersten @ 9:49 am

Here are some of the nuggets we have been retweeting over the past month:

@asimburney – Is it that hard to write business books without American sport metaphors?? what the hell is a yardline? come to think of it what’s a yard???

“One of the BEST business books ever is “The Little Engine That Could.” according to @successtool

@outdoor_girly – Theory: successful people read best selling business books, wildly successful read random books (philosophy), normal people just don’t read

@kbarnesrtp Just finished Death by Meeting by Lencioni. Highly recommend esp. if you like biz books in story format (e.g., The Goal).

@mktgdouchebag Start With No is the greatest book written about successful negotiations. I read it twice; most biz books bore me.

@benjonjeffery Business books you disagree with are just as good as the inspirational ones because they reveal what you think. (Amen.)

@alanmwebber First Rule of Holes: when in one, stop digging. Second Rule of Holes: know where you should be digging. #rulesofthumb

@meganauman why must business books always be published in hardcover first? i hate hardcover

@AppointmentPlus There are certain books you should read at least once a year. On the top of the list: E-Myth Revisited.

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April 16, 2009

Birthday with Style!

Filed under: Communication,General Business — Roy @ 9:22 am

Well, it’s happened! Time goes by so fast, friends come and go in your life, families have disagreements, apartments and homes are moved in and out of, but Strunk and White’s “The Element of Style” seems so solid and steadfast.

And 50 years old to boot!!

I remember getting this my last year of high school. And not thinking I’d need another one in college; I passed it along to my brother. Then I got another one. After college it was beat up, torn and used. I got another one. I’m never without a copy now. Even if I don’t use it as often as I used to, it has become something of model. An American Idol, if you will….

Certainly I’m not the only one: NPR today had Barbara Wallraff, a writer, say on their site that “There’s a certain Zen quality to some of [the book's rules], like ‘Be Clear’. There’s a lot being conveyed there in two words, in exactly how to do it. People will spend whole other books explaining [that]. That’s probably the most famous dictum from this book.”

** Read more on the NPR site (http://www.npr.org/templates/story/story.php?storyId=103140512&ft=1&f=1032) **

So, in this time of upheaval and uncertainty – at least we’ll always have “Style”.

Happy 50th S & W and Many More!

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