Managing Mr. Big Ideas

A query came across my desk..."How do you manage the 'creative genius'?" The implication being: they're too disorganized, their ego is too big and they seldom get their paperwork in, much less on time. 

First of all, let me clarify my position...    "I am THAT guy."

Today, I run my own company, and, I suspect, your "genius" has similar designs someday. That said, he's on your team now and is disrupting the normal workings of the company, despite all the good he can do by the speed of his intellect or a talent he possesses. These kinds of people don't live in the same boxes as the rest of your employees, nor do they see their contributions in the same ways. They love to focus on the brilliance of their ideas, forgetting that the execution of it is most important to legitimate success. And, they would see a failing of their idea as the product of someone else's inaction, and not their own.

Discipline (shame, fear, intimidation) seldom works for these guys. Why? Because they'll see a superiority position OVER the disciplinarian. They may be recoiling on the outside, but on the inside, they're thinking, "If you were so smart, why didn't you come up with the idea yourself?"

The way you need to handle this person is with education — but that's putting it mildly. The kind of education this person needs, and the kind you have to give needs to be just as ingenious as this person's wit. Telling them that their paperwork is crucial to the effort will fall on deaf ears and idle hands. They'll see nothing crucial about sending off the communication to their co-workers, the harm in not booking their time on the project... they live far too often at the center of their own universe. You'll need to jump into that center and shake it up a bit.

Play to their pride, their ego and their intellect.

Tell them that it's not enough to have the idea. Their ideas and designs need to be handled in such a way, that anyone on the team can grasp what they have to offer. Their "job" is not just to be brilliant, but to make the work around their idea just as brilliant. "What good is the great design if we can't bill for it?" Accounting needs to know. "The trade show idea is awesome, but you're going to need 10 people to pull it off, right?" Set up a team e-mail to let them know how awesome it's going to be.  "You idea was crucial to winning that piece of business, but we're going to lose it if we're not on time." You've got to take care of your AE.

Set up a check list.

If you let a task go too long, it's gone. Is their a project list, and can a box be checked? Are those boxes chronological? Something this simple can be a real help. People who can fill up a blank sheet of paper with ingenious thoughts and designs, seldom see a start and stop to their work. They're on to the next thought. Give them an official box to check —literally. It will be their "I have made fire" moment.

Do it now.

Creative people may often be disorganized, but they typically are good at playing "hot-potato".  In your correspondence, don't allow latitude on executable ideas or tasks. Be specific (we understand deadlines - you just know that the creative will use every last second of it - so "cheat" a little and demand your deadline an hour to a day in advance) and give a clear direction of what and where something has to go. By doing so, you'll allow them to work within a framework that's comfortable for them and you may actually find some peace in your work place.

When all else fails...

Have them explain how their 2% inspiration is going to make a 100% success. Honestly. They most likely see the brilliance of their own thought. They may think that it's enough for something to succeed. You know that just isn't the case, but it hasn't been their job to truly understand that fact. They can and they must. Giving them ownership of the full process may get them to cow-tow a bit better to the hard work of the paper work and communication that should accompany every project running through your company.

...or maybe they'll simply hang out their own shingle, in which case, they're no longer your problem, and you'll have the satisfaction of knowing that they are paying their penance because they finally have to manage the whole process themselves.

Social Media to the Rescue?

Yesterday, the tools of "social media" made an indelible mark on me. When a friend's in trouble, you react with whatever tools are available to you... and what struck me funny last night, is that the first place I turned to when I heard of her predicament was Facebook and LinkedIn.

Her day started with the curious sounds of mooing...

Turns out that the 6 inches of rain that had fallen the night before had caused the peaceful Rush River to swell into a monster, rising 8 feet and sweeping away a herd of cows returning back to their barn for milking. As her basement filled with water, she wondered what could be done, where the rescue, if any, was coming from and how she was going to get through the day with her son. Apparently, she had time enough to snap a couple of photos and post them to her Facebook page.

Her friends commented how tragic it was and offered her comforting words of encouragement. But, eating, breathing and sleeping marketing often makes one take different steps in light of such an event. If she was going to get some help, she needed attention — right away.

I'd put on my hip boots and jump in my Suburban to help, trouble was, I live 300 miles away. Yet what I had seen and read of the events of her day was a news story. Press coverage of her situation, and that of her neighbors, should only be made better if a news crews were on hand to shed some light on the slow tragedy that floods render.

But who do I know in the media somewhere near her farm?

Having lived in the area as a kid, I knew that all of the press coverage comes from the Twin Cities. I immediately checked into LinkedIn and searched WCCO, KARE, KMSP and the StarTribune Newspaper. To my surprise, one of KARE's reporters is a high school classmate of mine. He was even an existing Facebook friend — I just didn't know he was a reporter! I fired off a story tip for him on LinkedIn and Facebook hoping that he might check one of them (Facebook, BTW, won the day).

Meanwhile, others saw some of these posts and offered up their suggestions. We found a staff writer at the StarTribune and passed the same story tip on to him via the same channels.

Not more than 10 minutes later, I received confirmation that KARE-TV was packing their cameras and heading East to cover the story for TV and online.

My friend's TV & press report.
A competitor station picked up the story.
The Milwaukee Paper grabs the story.
And is finally picked up by the AP in the Chicago Tribune.

Social media is immediate, connective and viral. It's very hard to manufacture a viral chain of events, but if the story is honest and strong, you'll get traction. From fads to floods, crazes to cows, social media offers immediate impressions if you can put together the proper pieces.

As I write this, the waters are receding, but the damage done is significant. It's gratifying to know that I could play a part in getting others to care and provide some assistance, but now I'm left with the notion, "What's next?" Alerting people to the problems that our friends and neighbors face is important, but an actionable plan and real recovery are still in need. 

Social media doesn't have a tool for that yet... but, I'm working on it.

Do you have any suggestions? I'd be happy to hear them.

How to Brand Better than McDonalds

The McDonald's golden "m"... can any brand identity be better than that?

Most likely, no.

What does it mean? Cheap hamburgers? Great french fries? Happy Meals? Mick-anythings? If you have a child, that golden M means only one thing: toys. You did realize that the largest distributor of toys in the world is McDonalds? Well it is. And anyone charged with chauffeuring toddlers around in their mini-vans and SUVs knows that if they don't want to go to Mickey-D's for lunch, they better start distracting junior as they race by.

Amazing - a child that does not even know what the alphabet is, can discern what that "m" means. Now that's branding!

But when Dick and Mac McDonald first founded McDonald's (as a BBQ car hop)in 1940, the logo wasn't the golden arches - it was a funny little baker-dude who later turned into the "burgerman" cartoon who then became Mayor McCheese. The golden arches weren't invented until architect Stanley Meston designed them into the modern day founder Ray Kroc's Des Plaines, Illinois franchise. It really wasn't until the 1960's that McDonalds recognized that their golden arches was actually an "m" and until 1969 to actually promote it. You can almost see Ray driving by one of his restaurants and watching those golden arches turn into an "M". Guess it just goes to show you that the genius of inventing a better way to buy, cook, and sell hamburgers is more important than the genius behind the logo.

That being said, how much further and faster would the brand have traveled had they recognized what they had from the very start? Happy Meals weren't invented until 1979! How many kids (aka families) did they miss from 1953 to 1979? Quite literally, millions.

The point is, you have an opportunity — right from the start — to recognize what you have in your brand and utilize it in every piece of marketing you create. Do so, and you maximize the profit potential from every marketing dollar you spend. And what if you don't? Well, if you recognize that your brand is greater than your logo, you could well be on your way just the same - just not as smartly or as profitably. McDonalds didn't know what they had, but forged ahead just the same and became one of the world's greatest companies.

So here's your chance to outshine Ronald McDonald and all of his friends. Start by seeing your own golden "m".

Teaching an Old Dog a New Trick

Who hasn't seen the funny Old Spice spots?



This one, was recently selected as the best TV spot at the Film Grand Prix in Cannes. Why? I suspect it goes to the ability this spot has at holding your attention, the use of humor and the juxtaposition of one of the world's stodgiest brands with the new "Mustafa" pitchman. Thing is, Proctor & Gamble's gamble, actually started in 1990 when it acquired the brand and worked on revitalizing it's image. Long the mainstay of any mature man's medicine cabinet, the old ivory bottle of Old Spice aftershave seemed closer to a ship wreck than ship shape. It wasn't until 2003 that it overtook Gillette's Right Guard as the no. 1 men's personal care brand. What's been happening lately, is just the logical extension of a bold path and vision they had for their brand. Namely, "We want to own what men spread or spray on their bodies."

In a $10 billion industry, that's not a timid statement.

The Isaiah Musafa "Smell Like a Man, Man" commercial that went viral was the continued extension of applying solid branding principles to a brand. Wieden + Kennedy, the ad agency behind the effort, has been one of the world's great creative firms, ever since it first tackled the Nike brand in it's early days. So sharp is this recent round of spots, that many may have forgotten that just a few month's before, they launched the Terry Crews Old Spice Odor Blocker Body Wash campaign. It too, was a smash online sensation.


Now, for their third act, W+K's creative team pulled off the proverbial social media trifecta, by upping the ante on Twitter - utilizing the buzz around Mustafa by writing and filming video responses to popular Twitterers like Perez Hilton, Yahoo!, various regular Tweeters and even his own daughter, Haley. It's good clean zaniness, delivered Flip video style in a single 24-hour period on the 13th of this month. The "buzz factor" is over the top, as each "tweet" video link has received well over 300,000 hits a piece (many, in excess of 1,000,000 views). That's a lot of eyeballs on your man... er, your brand.



So what's the take-away for the rest of us? If you or I simply supplied shower video answers to the many followers we have on Twitter, would it go viral? Does one need to have a million dollar ad campaign already underway to attempt such a thing?

The answer is no, and thankfully, no.

Doing the shower scene now would be viewed negatively because it's a copycat; wouldn't be written nearly as cleverly or performed with as much panache, and, let's face it, takes balls (ahem) to deliver this kind of marketing campaign. But for any of us to create simple and fun real-time video replies to customer oriented tweets... I think it's safe to say that you'd generate some buzz for your business. OK, maybe not the 1,000,000 views kind - but what's the harm in trying? Everyone is looking for a positive surprise. When the manager of the store actually handles the complaint, negative feelings are usually dismissed. When we're given a little something extra for our efforts, we smile and place a mental note to think more kindly of even the cheapest of trinkets. Doing the unexpected is the very essence of changing stodginess into contemporary value. 

Find that in your brand, and you win.

The key to updating the branding image of an old brand is in affording your marketing team the kind of freedom to risk failure.  That's the real test for the rest of us: Do you really want to do what it takes to create publicity?

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That Idea Blow'd Up Real Good!

I recently drove my "college boy" back to college for summer school... 5-1/2 hours. That's a lot of time to think about things and to share a discussion only a father and son can share. In our case, we spoke of the fireworks industry, as we noticed all of the "pole barns" erected near the freeway selling fireworks, 365 days a year.

OK, so that might not have been the discussion you'd have, but then, you weren't in my car and you most definitely are not my son. And in his world, life moves at a frenetic pace with thoughts that careen between the sophomoric and the brilliant.

We both had a thought.

The idea I'm about to share is a million dollar idea. You know, the kind I say I have at least once a week. So instead of hoarding it, I'm sharing it with you to: 1) Practice what I preach 2) This is the only way to give the idea a chance to actually succeed.

"Why on earth would fireworks stands operate all year long? There just can't be any business other than just prior to the 4th of July?"

That's what we thought. We stopped at one of them and asked the owner, and she answered our questions candidly. We found out that 90% of their business occurs within 4 days of the 4th. Four days! The problem is being found and available when folks want their fireworks. So most fireworks dealers concluded that you erect an inexpensive building to warehouse the stuff, pay for the licenses and taxes, and simply stay open to ensure that you get as much of a billion dollar industry as you can. The days of the small road-side stand have evaporated, primarily because after 9-11, the kinds of materials you could distribute changed and the rising costs of Chinese fireworks, as cheap as they are, needed to be bought in larger volumes to make the kind of profit that made sense for these fireworks sellers. But 361 days of nothing for 4 days of sales?


The answer is BOOMTOWN!

Here's the idea in a nutshell:

1) Erect a flag pole with a giant branded flag for Boomtown and pay rent to a farmer who's field runs next to a freeway with a nearby exit. The pole and flag stays up for 365 days, the warehouse, does not.

2) In June, you pay additional rent to the farmer to construct "Amish style", a warehouse where you will sell the fireworks. You even get locals to help do it for free because you are willing to barter the best seats in the house for the spectacle which is to occur on the 4th.

3) All of the advertising - billboard, radio and local paper and posters heads out the door in June as well, alerting everyone to Boomtown.

4) Boomtown is open from June 30th to July 5th. 

Folks park in the farmer's field just off the freeway. They buy their fireworks just like they normally would. The flag allows traffic to recognize where Boomtown is located throughout the year without paying for the upkeep and taxes on a building the rest of year.  Smart, right?

Now for the best part. Everyone lights off their fireworks and goes to the fireworks shows on the 3rd and 4th... and on the 5th, they buy fireworks at steep discounts. They do so at Boomtown, too, only the "spectacle" that occurs on the evening of the 5th. That's when we blow up Boomtown. 

That's right, whatever isn't sold, is part of the theatrical event of the season. Folks can even be encouraged to bring other stuff to be blown up, too. Maybe additional structures are built (i.e. a replica of the Eiffel Tower, a statue of some foreign despot, your old crashing computer) so that they can be blown up. The local fire department can be called in to keep everyone at a safe distance, ensure the safety of the event and to help train their volunteer fire fighters. There's a band, t-shirt sales, food vendors and a whole entourage of like-minded businesses who would love to take part in the festivities. Tickets could be sold to the event (or not). Maybe the sales of the fireworks is enough? Maybe the ice cream vendor who sets up shop with you, pays a cut of their action for the opportunity to join in the fun. I don't know. I don't care... go nuts.


It's Woodstock... with gun powder. What could go wrong?

Are there 1,000 reasons NOT to do this? Of course. What permits and ordinances need to be satisfied? Which mayoral candidate wants to get behind this one? Would any farmer be willing to go along with this madness? Kids and explosives... should I say more?

That's why giving away the idea is such a blessing. I have the 2% inspiration in spades, what I don't have is the 98% perspiration that's necessary to achieve the results. Someone has to pick up the ball and run with it. It could be you. Do you have to pay me for it? Nope, but you will... because if you can make this one fly, I've got 100 more ideas where this one came from — and a son in college who might just be your point man for Boomtown!

For those of my generation... you might recall this skit from SCTV, where the inspiration for this idea may have first taken shape.


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How fast can you change the game?

Truthfully, I have never been much of a soccer fan. I played football, you know, AMERICAN football... not some game for "grass fairies". Then I signed the North Shore United Soccer Club as a client and all of a sudden, I'm talking corner kicks and FIFA World Cup!

OK, so some sales are made out of necessity. But when it comes to making a new pitch, maybe no place is more hard fought than the land of television commercials (which now have the chance to go viral), seeking out as big a targeted audience as they can find — while attempting to convert someone to a sale (actual or emotional) in :30 and :60 second clips. Now that's a tall order.... and no wonder why so many fall short so often.

Yet, as these few clips will showcase, you don't have to talk up the specific benefits of your own product to gain the associative feelings that go along with a more "compelling message". Find what's "sexy" about your sale and sell it with gusto. Far too many of us think it's the widget and what's in the widget. You couldn't be more wrong. All I want to know right now as a potential customer is, "what does it do for me?" Answer that in a compelling way, even if it's only: "it makes me laugh, or feel good or think a fond memory."

When you view the spots below - do they say anything more than that? Yet, do you feel more likely to buy what they have to sell? I think you'll have to say, "yes".

Football Evolution from Visa (It's like Jack Black vs. the World - very funny.)



Sony Bravia's Superstar (tap into the dreams of your youth - very poignant)



Journey of Football from Puma (win the world, even if you're not a sponsor!)


What's more, this is a lot like what you see in the best of social media today. If you come on too strong, you're more likely to turn people away, but caress them honestly with your like-mindedness, and they may in fact, turn to you for your expertise, your products and your services.


See if you, too, can be turned away from touchdowns to GOOOOOAAAAAAALs!!!  (That is, at least for a month while the World Cup takes center stage starting June 11th)
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6 People Away from Fame and Fortune

For entrepreneurial types, "going it alone" is a common mantra. We envision the day, at some big conference where we've been asked to accept a golden award for our success saying, "Thank you so much. I knew if I were determined enough... I would succeed.  Failure just wasn't an option, and after a lots of late nights toiling away, I had a tremendous epiphany — I had finally figured it all out."

You know, the "I" speech.

Too bad those are dreams most of us simply keep to ourselves (and for good reason). They just don't quite come true.

But what if there was a way to the fame and fortune you seek? Only, like all good fairy tales — it comes with a catch? Your fairy godfather (sorry Brando) makes you a bargain: "You get to go to the ball, accept the award, make the speech, but you have to say thank you — and mean it — to 6 other people."

Could you do it? Would you accept my offer?

Most of you are saying right now, "Sure, I just be happy with the success."

*          *         *       *       *      *     *    *   *  * * !

That's the magic wand... and it grants you your wish!

And here's how:
The 6 folks you're going to thank are the 6 friends, mentors and advisers you're actually going to bring into your business to help you promote, analyze and push you to a higher level. In turn, you're going to sit in on their businesses — all of you, aiding each other — for FREE. In essence, you're going to build a "Board" that's as eager for your success as you will become for their own. In doing so, you'll open yourself and your vision to both criticism and high praise. You'll learn from their triumphs and losses, while investing yourself in their positive outcomes.

Our solitary standing is, quite possibly, the largest road block to our own success. Think about it. If you had 6 sales people as good as yourself, you'd sell a boat load of stuff. You want to get the word out about something? You let your 6 assist. They'll tell their network while you tell your of their interests. Funny, how those exponential powers start to work in your favor when you have more than one to access.


So where do you find them?
Could be most anywhere — but the first sale you're going to need to make is to get one other excited about your vision. And that might take listening intently to their vision first. Give a little, get a lot. Once found, they may have a friend unknown to you, that's likely to compliment your background in ways you hadn't even anticipated. Finding the same kind of person over and over won't cut it and finding these six advisers isn't going to be easy. Once found, however, you will be a force to be reckoned with. One capable of achieving something that has eluded we entrepreneurs for far far too long: trusted teamwork.

_____

NOTE: Might I suggest joining my Big Ideas Group on LinkedIn to start looking for your new board member?