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Don't Make Your Clients the Market You Serve

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Agency and Client Work Is A Cultural Communication Art

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

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

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

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

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

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

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

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

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

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

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

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Twitter, Are You Listening?

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Listening Well Involves Knowing What Was Said

I ended an interview today with this idea.

As everyone now can add to the conversation. People overvalue the power of talking. They think putting words out makes it easier to be heard, seen and found.

Yet as the signal rises, I find folks passing on things that they couldn’t have had time to read, answering questions that they’ve misread. Other folks are taking a listening posture, but they they’re just looking for what to say or pass on next.

I’ve started to think of that as Twitter FAIL … pretending to listen to Twitter friends.

Some folks have unfriended everyone and started over. Maybe they found it easier to block out most of it.

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Lots of folks don’t worry at all as long as they feel heard.

Still I think the stronger power lies in listening … with both heart and head. When we listen we learn.

Are you listening? How can I tell?

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

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Stop Thinking Poor – Start Irresistibly Growing Your Business

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

The problem happens when we start thinking poor.

Is Thinking Poor Managing Your Business Down the Drain?

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

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

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

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

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

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

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

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

And it’s more fun than thinking poor …

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

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

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Why People Pay Attention…

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A Hospital with ADD

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In the ER
It was a long flight home from Amsterdam through Madrid to Chicago. I expected to be tired on arrival, but the day after I arrived something terrible was wrong. I felt like I was shot in my left side. The pain was constant, strong, and worse than childbirth. Five hours in, I knew I needed to find out what was going on.

My husband had H1N1. No way he could come with me. I went to the ER alone. In a short time they found me a place. set me up for a x-ray and a CT scan. A friend caught up with me via text and came to sit by me for hours while I waited. My cell phone didn’t work so I couldn’t call home.

My mouth was dry, too dry to talk. They gave me ice chips when they remembered. They never gave me a way to call for more. On the way back from the x-ray I asked for more ice or water. An hour later, I was still without.

When the tests were over, they said I had a mass in my lungs (pneumonia), a blood infection (ecoli), and kidney stones. Maybe and hour later or so, they said were going to admit me. My friend went home.

After being alone for a long while, I sent a note to the ER desk asking someone to call my husband or my son before they admitted me to tell them what was going on. The Dr. in charge of ER that night pronounced that he didn’t have time to make such a call. He spoke loud enough for me to hear him, but couldn’t walk the ten steps over to tell me himself.

I’d now been gone from home almost 6 hours. My husband had no idea what was happening with me. By then what the doctor had told me was a faint memory. I wasn’t able to answer questions about it. The pain was still there despite the pain meds they’d given me.

In the Room
The first doctors I saw were residents. They didn’t introduce themselves as such they just started asking questions about what medications I take. One took notes and took the name of my pharmacy wrote both in my chart

She told me to keep taking those meds.

I asked three times to be sure that was what she wanted, explaining that I have gone as long as week with out those meds and she said keep taking them.

Apparently this information was not important enough for other doctors to read.

This proved a serious mistake when they put me out for the procedure to remove the kidney stone. Because my meds interacted with the meds they gave me for procedure.

My oxygen level dropped deadly low — well below 80, I heard as low as 60 — causing me twice to have seizures on the table while they were getting me ready to go for removal of the stone.

I didn’t die, but I could have.

Back in my room I was on oxygen and a monitor now. Some help that monitor was. If I moved a certain way, the alarm on the monitor would show zero and sound an alarm. No one would come. We timed it once at 20 minutes without a response. Another friend who was there every day to watch over me knew how to turn off the noise.

I asked the charge nurse why bother with a machine if they weren’t going to come. The answer was a weak smile, a look away with her eyes, and a blanket apology.
“I’m sorry.”
“No. You are not.”

I can’t help but wonder what was more distracting or important than reading the charts and answering alarms?

What was more worth their attention?

Some people don’t pay attention even when it’s their job.

A Community Who Paid Attention

I was released after 8 days. The surgeon who performed the procedure hadn’t been to check that all was well with the stent he’d left in. I’d not seen him since 5 days before. I went home with about half as much pain as when I had arrived.

Then something beautiful, embarrassing, and unexpected happened. People started to tell my simple story of how hospital stay had knocked me low. They shared it on their blog and on Twitter and in messages to me that are unforgettable. Thank you, Deb Ng, Lucretia Pruitt, and Jenn Fowler for thinking of me. Thank you everyone who chipped in. And thank you to Kathryn and everyone who guest posted for all of the work you did keeping my blog going on.

People pay attention because they care.

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I am grateful this Thanksgiving for every second of your attention.

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

Buy the ebook. Learn the art of online conversation.

Synchronicity and Social Networks

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When I asked my friend, Niro to write a guest post for Successful-Blog, he was quick to point out that English is not his primary language. I assured him that I would have his back on the language … what I wanted was his thoughts on synchronicity.

Thoughts and Ideas by Niraldo Nascimento

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I’m a System Dynamics Professor so, when modeling, I have to focus on the relationships between a system and its components as a whole and, think in terms of cause and effect. It’s an honor and would like to thanks the opportunity to explain some things I’m thinking about involving social networks, Twitter, Liz Strauss, and me.

Bad conclusions in studying complex networks and systems are often fueled by the misunderstanding of the relationship between cause and effect. Cause and effect are often distant in terms of time. When we cannot connect cause to effect over time, we have a cause in one hand and no effects in the other or we have effects without a clear cause or causes. Or we might define two disparate events as holding a cause and effect relationship, when they do not.

This problem led the famous Swiss psychiatrist Carl G. Jung to explore a phenomenon which he called Synchronicity. Jung coined the word to describe what he called “temporally coincident occurrences of acausal events.” There are many articles about Jung and synchronicity. This is only a blog post to share some ideas and not a scientific article.

Social Networks as a Complex System

With this in mind let’s think about Social Networks as a complex system. After that I’ll try join these two components: Synchronicity and Social Networks.

Stafford Beer (1926-2002), a reputable Cybernetics research gave us an example about complexity and I’ll try adapting it to this post. Imagine a Social Network with only seven persons. Suppose you are on Twitter following seven persons and being followed by the same seven persons, a group. How many interactions (messages) can you exchange each other as a group? The formula is simple: n(n-1) where n is the number of the persons. Applying it we achieve: 7(7-1) = 42.

It’s very simple in a first look.

Imagine now you are making a “printing screen” or a photo of each interaction. How many photos should have you take? We call it “State System”. Considering the interactions between two persons each time in this system, the results crossover more than a trillion of pictures!! (The formula is 2 indexed to 42 = 242!) The reality would not happen, obvious.

In this moment, 24-Oct-2009, Liz Strauss has more than 33 thousands of followers on Twitter and follows more than 30 thousands. Imagine what happens if we try apply the Stafford Beer example to Liz’s Twitter group? It’s better forgetting it.

Well, we have now a notion of complexity.

An Effect Without Causes?

What you are reading now is an article Liz invited me to write. The question is “Why did Liz ask me, a Brazilian researcher who has nothing different from others?” I don’t know. Is it an effect without causes?

How can we explore the ideas of Synchronicity and Social Networks? I have a little more than 600 followers and Liz is one of them.

An example

Did you ever hear the rooster sounds minutes before the sun rises? There are two interesting questions that relate to that fact.

  • The first mystery is: how does the rooster know that a new day will arrive? Every night are you sure that will you see really a new day and feel the sun beams? Thanks to roosters … they know. When the roosters quit announcing the daybreak, begin to worry about the planet and your role in it.
  • The second is not a mystery but a beautiful social network of animals. A rooster hears a cock crow and sends on the information for other roosters. In this way, they are a social network every morning. There is no explanation, only admiration!

As one man on Twitter, living in Brazil, so far from U.S., I didn’t understand this invitation for this post by Liz Strauss.

Then, I thought, thought again until I found an explanation which satisfied me. Every year I receive a visit of a lot of swallow birds in front of my veranda. Much of then migrate to Brazil run away of the U.S. winter and return for the U.S. summer. It is possible that, some of these birds are the same who visit me and Liz. They connect us to each other in circumstances that are not Twitter. It’s a kind of energy, a kind of magnetism… It is Synchronicity!

Have you experienced synchronicity?

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Niraldo Nacimento, Niro, is a System Dynamics professor in Brasilia, Brazil. He writes thinks, and talks about synchronicity, system thinking, sustainability and photography. You can find him at Cerrado Crafts and on Twitter as NiroNash

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Ah Niro, or it could be that I like the way that you think. Thank you!

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

What Is Trust?

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That Was the Question

Some of you will click away before you read this — for whatever reason — we can’t invest in every message offered us or every person who brings it. For those who stay, thank you.

About a week ago, I spent time with someone I’ve known since I was 7. By the time one day had turned well into the next, we had caught up our lives and were well into our thoughts. Our friendship has lasted a life-time and we share in both silence and conversation. Picture two introverts not concerned with sharing thoughts aloud … a no-filter conversation.

In that amazing context, she looked me in the eyes to ask, “What is trust?”

That question is still with me.

Trust Is the Conversation

About a week before I sat with my life-long friend, I watched world leaders discuss how to get the world turning properly after we’ve undone so many things. Each speaker brought a message and each listener could choose whether to trust what he or she said. Trust, candor, and truth were common themes.

Trust has become the conversation. We talk about it with family, friends, business partners, clients, and journalists … online and offline. Seems reasonable that world leaders might talk about it too.

We’re defining it, outlining it, and promoting it to each other, but the how to seems less than firmly drawn. As I watch and listen I become more aware of what moves me to trust and what undermines that.

What Trust Is Not

I’ve never been one to trust or distrust power — the power of print, the power of a microphone, the power of office, the power of your signature on my paycheck. I am surprised and sometimes frightened by those who are.

Trust is a relationship not an office. It’s not situational.
Power and position get an opportunity, the same opportunity as anyone, not a better one. Politicians might even get less.

Trust is not good deeds, good looks, or the right t-shirt. Context helps, but doesn’t guarantee it. If you come in a context I trust, I listen more easily. If some way you look like me or sound like me, I might offer trust more easily. Still the trappings don’t make the real thing. My decision to trust you does.

And trust isn’t unilateral or blind. One-way trust is a handing over of power. Blind trust goes against self-preservation.

What Is Trust?

Trust is a decision, a commitment, a pact and a bond that builds and connects. Trust is shared values. Trust empowers by the questions it removes.

Trust is brave and vulnerable. Trust is not sparing my feelings. Trust is the hard truth spoken gently.

Trust is knowing and believing, giving and receiving without hesitation. Trust is not wondering whether what I say is true, whether I will follow through, whether my thoughts and feelings will change when I’m talking to someone other. Trust is knowing you are safely invested and protected.

We can lose it before we have it or find where we least expect it. Trust can be given, but not invented, stolen, or demanded.

Trust is a delicate sculpture we build through relationship, communication, thoughts, and behaviors. Once it’s shattered we can’t glue it back together. The only replacement is remaking the sculpture. Like wellness, generosity, or kindness, we’re most reminded of its value when it’s gone.

In the end trust is knowing you are the same when I’m not there … Trust is keeping promises, even the unspoken promises. Not every trust relationship is that of two life-long friends who communicate with or without words. But imagine if that were so.

Trust is a risk, venture capital. It’s a gamble with a friend, a lover, or a business. Trust is us leading and leaning on each other when the outcome isn’t clear.

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When I don’t ask, when I’m not present, when I don’t even know that your actions might have been different,

when the reality is consistently …

I bet on you and I won.

trust is.

What is trust … to you?

–ME “Liz” Strauss

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