Duane's Dartboard

Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Oct. 13, 2009.

Business success requires effective marketing. People have spent considerable energy trying to define marketing, but just for fun I’ve listed 10 things marketing is not.

1. A silver bullet. Some people unrealistically expect a single marketing tactic to be extremely effective or to easily cure a major prevailing problem.
2. Pixie dust. Although marketing can produce magical results, there’s no magic potion or formula that can produce instant results.
3. Icing on the cake. Marketing must always be an essential ingredient, not something that’s added later to make the product or service look prettier or taste sweeter.
4. Communications. Too often, especially in nonprofit organizations, communications is used synonymously with marketing. They are not the same thing.
5. A black hole. Rarely does an investment in marketing disappear into the cosmic void. Marketing does, however, require a minimum investment of resources for it to yield the desired return.
6. Rocket science. There’s an art to marketing, but it is not an esoteric science. Brain surgery—yes. Rocket science—no.
7. Snake oil. Rightly done, marketing has no gimmicks, fakery or fraud. Neither is it a panacea that cures all.
8. Hocus pocus. Marketing is not “putting a spell” on people to manipulate them into doing something against their will.
9. Quick fix. The law of the harvest tells us that you’ve got to plant the seed and nurture the crop before you can expect to reap a bountiful harvest.
10. Cotton candy. Although cotton candy is colorful, sweet and attractive, it lacks substance and nutritive value. Effective marketing is both attractive and substantive.

Marketing is sometimes hampered by unrealistic expectations so occasionally it’s helpful to look at what marketing is not.

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Oct. 1, 2009.

Shortly after I stepped into my leadership role at the American Red Cross, a member of my marketing group chose not to be part of the new team.

Her departure gave me the opportunity to recruit someone new, so I spent considerable time thinking about how to forge a strong partnership between 1) the individuals I inherited and 2) those I would select myself.

In consultation with team members that remained, I developed this list of 10 characteristics to describe the commitment, the loyalty and the engagement of every contributing member of my marketing group:

1. We are inspired by the mission of the marketing department, knowing that our special group exists to ensure the success of the American Red Cross.
2. As we visualize the role of marketing within the organization, we are proud to be a part of an exceptional consulting team working on projects that really matter.
3. We value diversity within our team, knowing that each of us makes a unique contribution to the department, to the organization and ultimately to the community.
4. We build synergy whereby the whole is greater than the sum of its parts. In so doing, we recognize the interdependence of every member of the team.
5. When one of us succeeds, that person appreciates and acknowledges the contributions of teammates, knowing that success is often a team effort.
6. We celebrate when another member of the team excels. After all, we know that one teammate’s success reflects positively on our entire group.
7. When something goes wrong, we avoid pointing fingers and assigning blame. Instead, we join hands with others to seek solutions and to look for the learning embedded within the situation.
8. We assume positive intentions on the part of others. In circumstances where there is a potential for misunderstanding, we proactively seek clarification.
9. We are loyal to other members of the team, especially in their absence. We focus on the positive, affirming attributes of our co-workers and teammates.
10. We always operate from an abundance mentality that seeks win-win solutions. We refuse to believe that our win implies a loss for someone else, knowing that a scarcity mentality spawns fear, competitiveness and retaliation.

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Sept. 29, 2009.

When I was chosen to lead the marketing program at the American Red Cross of Greater Kansas City, I wanted to make sure each person on the team was pulling in the same direction.

Within my first 90 days, I led my group through a two-day planning session to 1) discuss organizational priorities, 2) plan marketing projects and 3) enlist the commitment of each individual to the team effort. By the end of the retreat we had defined the following 10 characteristics that every contributing member of the marketing department should be able use in describing his or her dedication, passion and internal beliefs:

1. I see the big picture.
2. I see how the individual pieces fit together, and I understand the importance of my unique role.
3. I prioritize my work and spend considerable time working in Quadrant II on projects that are important but not urgent. Because of this, I am proactive and in control of my job, my career and my life.
4. I think strategically before acting tactically.
5. As an internal marketing consultant, I ask affirming, empowering questions of myself and others.
6. I approach consulting projects in a collaborative manner, finding ways to say “yes” and facilitate the success of others.
7. I own and manage important projects where I assume responsibility for the entire planning, production and evaluation of my projects.
8. I am a collaborative team player, contributing my energy and expertise to those projects managed by others.
9. I have a deep desire to learn, to create and to explore. Knowing that the status quo often leads to obsolescence, I seek innovation and welcome change.
10. I make a difference. I do work that really matters.

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Jan. 26, 2011.

The uncreative mind can spot wrong answers, but it takes a very creative mind to spot wrong questions. Antony Jay

I‘m not much impressed with the critics. They are the people who, at first glance, look smart and creative. They’ll sit in meetings and play the role of the Devil’s advocate. On the surface, they appear to be team players pulling in the same direction as the rest of us.

Look beyond the facade, though, and you’ll notice some interesting contrasts. Critics want to be perceived as creative thinkers, yet they demonstrate little creativity just by pointing out what’s wrong with something. They hope you’ll regard them as hard workers, yet in reality they have chosen the path of least resistance. Critics hope you’ll see them as high performers, yet they do most of their swimming in the shallow end of the pool.

Initially, critics might appear to be part of the solution, but actually they are part of the problem.

Again, I’m not much impressed with the creativity of someone who is quick to spot wrong answers. I’m impressed when someone can spot wrong questions, and I’m even more impressed when that person wrestles with finding the right questions.

In earning my master’s degree I took a class in market research. One key thing I learned was this:  To the get the right answers we must obsess with asking the right questions. The wording of a question often determines the answer.

Do you ask good questions? Do you find yourself mentally rewording and even rehearsing questions prior to asking them? That takes creativity, you know.

What is your motivation in asking questions? Do you want your questions to empower and add value? Or are you subtly trying to impress people by asking questions that are negative and destructive?

If we ask the right questions, I believe the right answers will magically manifest themselves. Agree?

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on April 28, 2010.

When I taught marketing at a local university, I received curious looks from students when I would say, “I hope you’re not here to learn marketing answers.”

After letting them wrestle with that concept for a moment, I would continue by saying, “The reason I am here is to stimulate your curiosity so that you ask good marketing questions.”

Too often we mistakenly assume that the goal of education is to find the right answers. We obsess unnecessarily with that pursuit—finding correct answers.

We would be much wiser to focus on asking good questions. From my experience, I have learned that answers magically appear at the right time when coaxed out of hiding by positive, affirming questions.

We’ve all worked for a boss or been around someone who compensated for his insecurity by always having to provide the right answers. I’ve never been impressed with know-it-alls. Rather, I hope to be surrounded by individuals who are curious, inquisitive and vulnerable. They recognize that life is a journey and the pathway is best illuminated when we ask insightful, probing and provocative questions.

“It is better to know some of the questions than all of the answers.”

Don’t you love that quote from James Thurber?

Want to test your own skills? Why not leave a comment below in the form of a question? Can you help move this conversation forward—not by offering an opinion—but by asking an interesting question?

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on April 14, 2013.

Do you cringe at the concept of networking?

Many hate the idea because they are afraid of what others will think about them. They lack confidence in their ability to say the right things or make the right impression.

A well-networked woman once shared with me the key to her networking success:  Be interested, not interesting.

That’s pretty simple! We can succeed by being genuinely interested in others and what they have to say. Our self-imposed angst of networking evaporates when the focus shifts from ourselves to the person on the other side of the table.

My greatest networking success has come as I’ve relinquished the idea that I’m trying to impress someone. I’ve learned to approach networking with a blend of humility and curiosity. First, I acknowledge that every person has something unique to say. I also understand that I can learn and grown from what that person has to share.

I’ve grown to love networking because I can have substantive conversations with some truly inspiring, intriguing and innovative people. I’m not trying to impress upon them that I’m an interesting person. Rather, I’m genuinely interested in them, their knowledge and their ideas.

To anyone trying to network more effectively, to anyone hoping to become a better conversationalist or to anyone preparing for an upcoming job interview, here’s the best advice I can give you:

Be interested, not interesting.

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Jan. 30, 2012.

If you are not findable during a job search, then you do not exist.

If I were hiring, I would not schedule even a first interview with anyone who did not have an impressive digital footprint. My philosophy is pretty straightforward:  If you are a job seeker and you are not findable online, then you are invisible. If you do not have an impressive presence on LinkedIn, Facebook, a blog or other online platforms, then you do not exist!

In today’s crowded, competitive job market, you must always position yourself to be found. You should expect—and even want—for a potential employer to Google your name.

Three ways to make yourself more findable online are:

1. Want to be found. A first step for many job seekers will be overcoming a misguided mindset about their online information. They mistakenly believe that having their information “out there on the Internet” is inherently a bad thing.
2. Expand your digital footprint. Be visible online. Create a digital presence on enough social media platforms so that you and your brand are easily findable.
3. Share your content online. The good news is that you can control much of what your next employer will find from a Google search. Blogging provides an excellent platform to showcase your passions, your commitment and your career potential.

You are destined to make a meaningful impact in the world, but first you must be found. Do everything you can to be findable.

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These ideas on personal branding were originally presented during two workshops I conducted for the Nonprofit Leadership Alliance. The sessions were attended by current and aspiring nonprofit leaders who came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals. —DH

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Jan. 23, 2012.

In a job search, if you are not differentiated you are not marketable.

A few years ago I was hiring for an open position on my marketing and communications team. Although I was bombarded with 200 applications, I personally considered the merits of every single candidate.

Very quickly, though, my eyes glazed over. Everyone looked alike. They all seemed to be saying the same thing. They even used the same clichés to describe themselves. Everyone claims to be:

•  Creative.
•  An excellent communicator.
•  A problem solver.
•  Highly motivated.
•  Results oriented.
•  Hard working.

Everyone, it seemed, described himself or herself in the exact same way. Had I changed the names at the top of each resume, it wouldn’t have mattered. Quite frankly, I felt as if I’d walked into a Baskin-Robbins store where the only flavor was vanilla. Everyone, it seemed, had bought the same book on writing cover letters and they even selected the same buzz phrases to use.

A prospective employer has no reason to hire you if you can’t differentiate yourself in a job search. Three ways to be different and stand out from the rest of the pack are:

1. Know your competition. It goes without saying, but you will never differentiate yourself from others unless you know who they are.
2. Create a unique elevator pitch. In 30 seconds, you must be able to describe yourself to a prospective employer so he or she takes an interest and wants to learn more about you.
3. Blend your personal and professional lives. An effective brand is never one dimensional. You are a unique and multifaceted person, and your brand is a rich combination of a) who you are professionally, b) who you are personally and c) what you think and how you see the world around you.

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These ideas on personal branding were originally presented during two workshops I conducted for the Nonprofit Leadership Alliance. The sessions were attended by current and aspiring nonprofit leaders who came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals. —DH

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Jan. 17, 2012.

In a job search, if you are not relevant you are obsolete.

Technology, ideas and even workers lose their relevance when they fail to provide value to the end user.

As a job seeker, you become relevant to prospective employers when you remember it’s all about them, not you. You may be proud of your degree, your experience or your community activities. Potential employers, however, will not share your enthusiasm unless they can somehow see how your credentials will make them more successful in their jobs.

Assume that a potential employer is selfish. He or she is not looking to do you a favor by rescuing you from the vast sea of unemployed swimmers. No, your next employer will only be interested in hiring you if you can contribute to his success.

Being relevant means that your resume, cover letter, LinkedIn profile, interview answers and all communications focus on what you can do for THEM, not what they can do for you. Like it or not, it’s all about them, not you.

Three ways to be more relevant are:

1. Know your brand. You must thoroughly understand yourself—the “product” you are trying to sell.
2. Convert features into benefits. Remember, it’s all about them, so phrase everything in the context of why they should care about the information you share.
3. Focus on your cover letter. This is your “sales brochure” where you talk to potential employers about their world, their success and how you you can help them win.

These ideas on personal branding were originally presented during two workshops I conducted for the Nonprofit Leadership Alliance. The sessions were attended by current and aspiring nonprofit leaders who came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals. —DH

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on May 23, 2012.

I‘m hiring for a communications person to join my team here at the American Red Cross. With one week until we close the applications process, I’ve already received nearly 150 online resumes.

I am surprised and impressed with the quality of most of these individuals. Some I’ve known for years. In fact, I’ve hired some as interns or freelance writers. Some are people I’ve gotten to know through local professional organizations or clubs. They are all good people and very qualified professionals. The hard part will be narrowing the list and then selecting the final individual.

Then, there are the other applicants. (Sigh!)

These are the ones who will not be working for me. Unless their luck changes, they won’t be working soon for anyone else, either. I have gone through the entire listing of online applications just to get a feel for each candidate. In most cases, I have Googled the person’s name. Unbelievably, some people have no digital footprint, but I’ll save those rantings for another blog post. I shouldn’t judge invisible people. Perhaps they are part of the Federal Witness Protection Program and don’t want to be found. Read the rest of this entry »