You can see the cracks in their hull. You hear the groan under the weight of their success. You can even imagine Steve Jobs punching out a flippant millennial for shrugging his blue T-shirted shoulders. The lesson here? If your brand promise is excellence and you deliver on that brilliance then you can never fall short or your customer may tell others – a lot of others... (cue Jaws soundtrack).

Apple has a leak, yet the warning bells sound more like a Junior High percussionist giving a delicate “ting” to his triangle. They aren’t sinking but a crack can turn into a big titanic hole pretty quickly.

Leading up to their dazzling product roll outs, Apple made the bold move to have Apple Stores around the world. They reached out to their customers with the “Try it. You’ll like it,” puppy-dog close. They made an even bolder statement and branded each on-site tech support person as a “Genius.” Apple promises you a genius. You walk in their store with a problem. You expect a genius. In the past you got an Apple Genius. Last Monday, you walked out telling everyone you know “Some Genius just left me dumbfounded and angry.”

If you and your company provide a gold standard product or service – you have set the minimum expectation in your customers’ mind to deliver excellence.

If you have an iPhone 5, you may be experiencing an infuriating problem. Your smart phone has turned into a stupid phone. It drains battery power in less than four hours with or without usage.

Two trips to the Apple Store, a Genius finally replaces the phone (expensive insurance may have paid off). But, the same battery drain problem exists. You spend hours on the phone, money out of your pocket to pay for certified Apple specialist advice. You spend your limited time and expensive gas on another trip to explain the problem with no solution. ‘Some Genius’ in a blue T says he doesn’t know what to tell you, followed by a shrug of his shoulders.

“So the solution is -- I get to stay frustrated?”

Shrug number two.

You walk out of the Apple Store. Every other positive experience you've had at the Apple Store has been erased with just a couple of shrugs. Your seething disappointment is eventually replaced by the hope the restaurant you’re headed to has a spare outlet near your table. At lunch, you hope you can charge your iPhone as it limps along on less than 5% battery power.

If you set a high expectation in your customer’s mind,

then you may have set your minimum standard of delivery -

which might be out of reach.

Yes – exceed your customer’s expectations when you can. They will think you're a genius. Then be keenly aware of meeting your customer’s elevated expectations from then on.

If not, your customer will be telling 25,000 people “Some Genius really blew it last Monday.”

(PS. I love Apple Inc. and my story may be anecdotal. My intention of writing this story is for you to carefully watch your own business and it's dedication to excellence.) 

Have you noticed how emails increasingly seem like automated, robotic telephone messages? We don’t normally read them carefully. Our busy day forces us to scan, pass-by multiple questions buried in the middle and, often, miss stuff at the end. Like being interrupted with a recorded message, we hang up early and dismiss that annoying feeling.

It’s time to elevate your communication game. Imagize your emails.

The concept is simple. Copy an eye-grabbing picture and paste it in context with your email.

For example, if you wanted to drive referrals for a service or product your represent, you might send an email like this.

Mark,

You might not be forwarding our 70 Second eBrief to your inner circle, we didn’t want to take it personally. We trust you’ll put a smiles on their faces. Forward this eBrief to a few of your friends so they can put smiles on their faces.

Best wishes,
Vince

Adding humor has the most traction. Use Google or Bing Images to search for non-copyright photos. Here’s another example in a situation where you are updating someone on the status of a project.

Denise,

Our web design is taking shape. Thanks for your loyal support in the past. We would love your input on the layout. What do you think, confusing, clear or is there a better way? Your direction on this will help us a great deal. Thanks in advance!

Click this link for a sneak peek at the initial stages of our new design. "Reply" if you have any ideas.

Take care,
Vince

Want to take your imagizing to the next level? Send a quick video from your smart phone. Embed a short message into the email to really show you care. For example, at a recent engagement, one of the key organizers was unable to attend. I took a quick video from the venue to wish her well and that she was missed. It took a few seconds but made difference in her world. To protect her privacy, here is a fun, 30 second example instead (uploaded to YouTube so you could see it easily).

Barbara,

We missed you at the Sales KickOff meeting in San Diego. Your team were gracious hosts. The attendee’s had a blast! All the planning you did paid off - big time. BUT… it really wasn’t the same without you.

Get well soon Barbara.

Warm wishes,

Vince

If you don’t know how to copy and paste pictures or videos into an email, it’s time to learn. You can either differentiate or wallow in the mediocrity of boring, uninteresting messages. Imagize your emails to show how much you care.

He’s 70 and loves to work and was turned down for a job he really wanted. He didn’t lie down. He eventually got the position. How creative and smart will you be - to advance your career?

Harrison Ford was told he wasn’t right for the supporting role in 42, a movie about the life of Jackie Robinson. Ford is arguably one of the most successful actors in film history. He has generated over $6 billion in ticket sales, yet when he was interested in the role of former Brooklyn Dodgers general manager - Branch Rickey, director Brian Helgeland wouldn’t return his call.

“Nothing against [Harrison Ford]” Helgeland said about the casting process. He was opposed to Ford’s stardom. “I didn’t want [the movie] to be Jackie Robinson and Harrison Ford.” Yet, Harrison Ford really wanted the part of the complex, honorable and practical character who helped advance civil rights.

Ford kept calling and insisted on a meeting. The director relented. In the face-to-face conversation with Helgeland, Ford asked about specific scenes. At one point, Ford wanted to better understand a section of the screenplay. He said it could be played either one of two ways. Impromptu, he acted the scene one way. Then played the scene another way. It was clear Ford was intimate with the screenplay. What the director didn’t know was Harrison Ford researched Branch Rickey. He studied audio and film archives of the legendary Dodgers GM. He embodied Rickey’s mannerisms, voice and cadence.

Ford jokes he “…wore [Helgeland] down.” Not true. He approached his job search with the following system.

1. Never Shy Away from What You Want. What do you want? What are you doing about it? Harrison Ford is 70 and loaded. He’s neither retired nor complacent. There are no excuses. Want that job advancement, new client, new business idea? Go for it!
2. When They Don’t Call Back. Keep Calling. They didn’t reply to your email? They didn’t return your voice mail? If you haven’t called at least seven times you’re officially a wimp. Keep smiling and dialing. Get creative. Send them a 70-second video message where they see your eyes and your passion.
3. When They Answer Insist on a Meeting. Repeat after me. “We have to meet. Would two o’clock on Tuesday work or would 10 am on Wednesday be better?” Close until you get a meeting.
4. Do Amazing Homework. Don’t you dare go to the meeting on your charm and good looks alone. It doesn’t matter if you have generated $6 billion in ticket sales. The ONLY thing the interviewee cares about is his own derriere. One trip to Google is NOT research. Go in with an intimate knowledge of the solutions that the interviewee needs to know about. Know more than the interviewee knows.
5. Impress with Extraordinary Value. In the meeting, forget about the benefits of hiring you. Deliver on the extraordinary value you can provide.

If you’ve done your job right, the interviewee would be crazy not to engage you.

On the surface, they have what they need to succeed. Thomas Franchise Solutions has a seasoned board of advisors, a sure-footed leader and committed staff, driven for growth. But, their founder and Chairman, Peter Thomas, wants more. A fresh, unconventional perspective. His brainchild, a Youth Advisory Board.

A Youth Advisory Board is not new to organizational development.

State Farm has a youth advisory board. Thirty 17-20 year olds are assigned to address issues important to State Farm and communities across North America. Their service-learning projects help State Farm with a local presence and goodwill.

Brewerytown in Philadelphia has a community Youth Advisory Council comprising of 14-19 year olds. Yours truly even got in the youth activism game thirty-five years ago. I chaired a Teen Board that complimented the adult efforts of the Strathcona Youth Association’s mission to build a local teen center.

The Alberta Children's Hospital in Calgary has been using advising youth for years. According to avid supporter, Eric Perrault, "The Children's Hospital in Calgary (the big lego block) was based upon designs from our youth advisory. Not only were they consulted in the design phase, all structural and programs had to go through them for changes and approval. This may explain why the facility is one of the best of its kind."

TFS takes the Youth Advisory Board concept outside the somewhat insular corporate playground.

What’s innovative about Thomas’ Youth Advisory Board is their assignment. To submit a SWOT analysis (strengths, weaknesses, opportunities and threats). The youngest member is in middle school. Others are either in high school or college. The youth selected are armed with an entrepreneurial acumen and intellegence oozing with curiosity.

As it turns out, there are many check marks in the win category for TFS and the youth.

Win #1 A Younger Lens for a Bigger Picture - TFS gets to see through a younger lens. TFS's model of investing in franchise companies with a proven track record and profitable model could be strictly numbers driven. But Thomas wanted to augment his investment process with insights of those who the corporate world normally would rather have share of wallet share… not what the young minds have to share. Meanwhile, the youth know they need to look carefully at what they review and translate it for their elder colleagues.

Win #2 Simple Sophistication - The youth dive into the real corporate conversations. By being added to weekly internal communications and other information flow the youngsters gain insight into how bottom line results are driven by organizational decision-making. TFS forces themselves to keep their messaging easy to digest and uncomplicated. The keep-it-simple mantra is self-imposed while paying dividends.

Win #3 Evoking Insights and Outsights – TFS wants to scan for new franchise opportunities while balancing the demands of growing their partner companies. It is incredibly easy in any organization to get caught in the manage-what-we-have cycle at the expense of innovating towards new frontiers. To ignore dealing with change and managing change companies like Radio Shack and Blockbuster have fallen victim to this phenomenon. With the Youth Advisory Board’s consistent input, everyone at TFS pauses to reflect and seek beyond themselves.

Consider eliciting the noggin’ power of a few sharp, still developing, under 25 brains. Go beyond traditional focus groups or surveys. Create a youth advisory board and evoke a bigger picture with simple sophistication. A fresh, unconventional, youthful, motivational perspective may be exactly what you need.

When is the Gig Up?

1. If you’ve lost your expertise or the gig doesn’t light you up, get off the field and coach.
2. If the coach speaks, shut the pie hole and listen. What (s)he knows is invaluable.

Bob Dylan (71) gave one of the worst concerts we’ve ever seen - ever! Paying hundreds of dollars to see a legend had the, “I saw him perform” equity. But his performance was embarrassing. Replace the band with an expert interviewer and people would get a whole lot more out of their investment. (Subtitles needed.)Chuck Berry (86) was happy to still be performing, he repeated songs, was completely confused at one point - yet the crowd loved that he was there and even do a version of the duck walk. Did we put a notch in the, “I saw him perform’ punch card? Yes. Was it professional musicianship? No. Put a spotlight on him and hear about all his shenanigans from 50’s and 60’s or advice from his years of experience – how cool would that be?

Paul McCartney’s (70) concert wasn’t bad, but not worth $250 a ticket. It was obvious Sir Paul “mailed it in.” He seemed unenthused and tired. Yet, give him a stool where he can tell Beatles stories – THAT would be entertaining.

Guys, if you’ve lost your expertise or your gig doesn’t light you up, get off the field and coach.

But, there are no guarantees in coaching.

Brian (60+) sold his chain for millions to a large restaurant conglomerate. They invited him on their board but consistently ignored his input. The younger voices in the boardroom thought they knew better.

Leon (70+) sold his restaurant chain in the midst of a dramatic growth curve. The current owners took the chain off its successful path - until they brought Leon back as a consultant. Revenue has improved.

Egon (60+) has enough money to retire. But he wants to share his wisdom. He is offering consulting – for free - to a lucky company who needs his ‘turn-around to quality’ expertise. His passion is helping people.

Guys, if you have it in you, we want to learn from you. We want to hear your voice and apply what we gain from your perspective. If you have that spark, let’s see it. It lights us up as well.

Of course there are many exceptions…

Wanda Jackson (75) has arthritis and charisma all at once. She captivated her fans with stories about Elvis and her songs that ushered in the age of rock and roll. Her voice strained past her big-as-the-South smile. The intimate crowd loved it.

Peter (74) started Thomas Franchise Solutions within the last couple of years. He is on fire. He’s enthusiastic and a driving force. He belongs in the captain’s chair and provides both the wisdom and the spark to make great things happen. He’s more fit than most 50 year olds. His passion is infectious. He’s in the game, loves the gig and belongs there.

To Bob, Chuck and Paul… thanks for the memories but you're not getting any more concert money from those who expect more.

We either ignore, complain or take action when our politicians make a choice. There is one more option: Stay on their horribly-low-approval-rated-butts and make sure they make choices for the people, not the political party or self-interests. This involves a new order of involvement (easier offered than accomplished - but still doable and ultimately necessary in today’s environment of distrusted politicians).

Before the economy turned south in 2008, yours truly hated looking at the numbers. My motivational speaker filtered eyeballs would glaze over at a P&L statement. With a form of numerical dyslexia… words like “budget” actually spelled “snore.” Tax forms made noises like “blah, blah, blah.” Bank statements resembled leaflets for garage doors or lawn care.

That all changed when we had to get serious about finances. The luxury of sitting on the unaccountable porch swing, sipping the sweet ice tea of ignorance was no longer an option.

In the last four years my order of involvement surrounding numbers and finance changed… for the better. It was as if a new sheriff was in town. I got accountable on accounting.

The same, order of involvement surrounding politician accountability and the elimination of citizen ignorance is waiting for us. Do this and your representative will know there’s a new sheriff in town – that sheriff is you.

Here are 3 Do’s to monitor what your political representative(s) are doing for you:

1. Track your representative on Google Alerts . You will be able to follow what he or she is being reported on. If they are representing your interests, you’ll know pretty quickly. If they are blocking progress, climb all over that low-approval-rated-butt. In the US – here is the link to find who your representatives are .
2. Follow your representative on Social Media. Facebook Pages and Twitter work well. If you see something amiss, write them. Post questions about it. Ask questions without publicly jumping to conclusions. Be forceful in getting right with the answers you hear.
3. Get on two email subscriber lists – the representative’s and the political watchdog of your choice. Again, question without judgment. Keep asking questions to get answers. Make those answers public in your own way.

Here are the 3 Don’ts:

1. Do not follow media outlets with political agendas. You’ll only be hearing a biased point of view. Let’s leave brainwashing up to the North Korean government.
2. Don’t trust pundits who use anecdotal evidence or sound bites as universal fact. If you fall into their narrative you’ll be limiting your own voice.
3. Absolutely do not forward emails that polarize or demean. Keep your eye on the prize: Positive results are the solutions you seek. Choosing to destroy someone’s character only throws gasoline on fires of distrust and fear.

Those in the free world have a freedom of rights but not a freedom from responsibility. Hop off the porch swing. Put down the sweet iced tea. Jump into a new order of involvement and seek true, sustained election results.

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Want to optimize your web content to get the best web engine rankings? One of the most overlooked ways is to edit your content so that every sentence is clean, clear and succinct.

Best practices:

Keep word choices, sentences and paragraphs short, simple and to the point. Remember, most people do not actually read web copy, they scan it. Therefore, simplicity is essential.

Always put your reader and the action you're asking your reader to take first. Put everything else second.

Drop any words or phrases that do not add to your meaning. Edit out clichés.


Here are seven common mistakes followed by cleanly edited alternatives:

Example #1:

Wordy: By clicking on the icon you're not only able to make reservations by e-mail, you can also download a map and directions to the location.

Edited: Click on the icon to request reservations and download directions.

Example #2:

Wordy and clichéd: If you're looking for hot deals on cool ski packages, visit (website address).com.

Edited: For the best ski vacation deals, visit (website address).com.
Or:
Edited: Visit (website address).com for the best ski vacation deals.

Example #3:

Wordy and clichéd: Before you make up your mind who you're going to pull the lever for in the voting booth in November, look up what each candidate stands for on this chart.

Edited: Before deciding for whom you'll vote, compare each candidate's position on major issues. (Note: Place the hyperlink on the word "compare.")

Example #4:

Wordy: To update your existing password for a new one, start by clicking on My Account on your Member page.

Edited: To reset your password, go to My Account (on your Member page).

Example #5:

Wordy and clichéd: If you want to track statistics of your fantasy football team from week to week, sign up for "Mega-Fan Rights" and build graphs that compare any two stats to your heart's content.

Edited: Click on "Mega-Fan Rights" to generate graphs that compare two statistics.
(Best Practice: Eliminate sentences that begin with the words, "If you want to∑" Usually begin with the action, "Click on..." Note: There are cases where you might want to begin with the benefit your user will get out of taking the action and then follow up with the action.)

Example #6:

Wordy: You can purchase money-saving coupons by clicking on the dollar-sign icon
Wordy: If you want to purchase coupons, just click on the dollar-sign icon.

Edited: To purchase money-saving coupons, click on the dollar-sign icon.

Example #7:

Wordy: Your iPhone comes with a downloadable emergency contact application that allows you to call all your e-mail contacts from any web-enabled device.

Edited: The emergency contact application lets you call your e-mail contacts from any web-enabled device.

Written and authorized use by Chuck Lustig

Chuck Lustic says: If you want to improve the business value of your website, make sure your copy is crisp, clear and to the point. (Note: Read this and other EWAs on my blog at http://excitingwritingblog.blogspot.com)

Copyright, Chuck Lustig, 2012

“Don’t look at me!” became the mantra around Tumbleweed. Tumbleweed’s example could teach us something about the global economy.

Tumbleweed was the worst speed skier ever. His pseudonym came from his uncanny ability to crash in the exact location of onlookers.

Training at Fortress Mountain was a weekly event. A dozen speed skiers would convene on the third chute on any given weekend. Tumbleweed got his nickname because he would regularly catch an edge, followed by a spectacular ability to cartwheel down the slope.

The first time he crashed not everyone was looking. But the yelps from fellow skiers alerted the impending wreck. Skiers would scatter in all directions, as Tumbleweed would careen into a collection of hastily discarded gear.

The next time Tumbleweed perched at the top of the training run, all eyes were glued. Everyone had a morbid fascination with seeing a wipe out and Tumbleweed proved capable of satisfying that need.

Again, high up the slope, Tumbleweed managed to hook an edge and give a pretty amazing show. He headed straight for the on looking racers. Again it took us by surprise. We attracted Tumbleweed like a ball bearing to a magnet.

In the lodge we talked at length about our newfound mascot. We named him Tumbleweed. He seemed to like it. We agreed we’d never seen a speed skier capable of crashing in the exact direction of the racer compound. It wasn’t coincidence. It had to be something else.

Conclusion: It was where he was looking when he started to crash. He was looking at us.

The next day he crashed again (the guy had to be made of rubber, especially between the ears). Even though we moved the compound well out of the way, we stood at the ready, with ski poles positioned to release our bindings and gallop away.

As if it were slow motion, Tumbleweed looked at us as he launched into the tuck position. “Don’t look at me!” yelled Laurent.

Too late. Tumbleweed didn’t even get pointed straight when he tripped up over his own skis. As if defying physics, Tumbleweed plowed into our promptly vacated area.

Tumbleweed got up. Shook himself off like lumpy bird in frigid birdbath and grinned.

Tumbleweed’s example has a lot to do with how you run your business or drive sales. It’s impossible not to hear news about shaky consumer confidence, impending inflation, entire countries going bankrupt and general uncertainty.

As individuals, the best thing you and I can do is pretend the economy is saying, “Don’t look at me!” Let’s leave the looking up to economists (who make stuff up on a regualr basis).

Instead, keep your eye on the prize. Whatever your industry and however small the pie has become, there’s still pie in other market segments. A changing landscape, new oppotutnity, yet-to-be-discovered revenue channels... THAT is what you must look at.

Finally, if you are competitor of mine, “Don’t look at me!” Run out. Buy a newspaper. There all sorts of things you can crash into.

Motivational Keynote Speaker

Turned Secret Shopper...

Erin, a meeting planner for a large financial services company, had a choice to make. During hotel site inspections, she interviewed chefs. Two categories emerged. One said, “What menu do you want?” The other said, “Here’s what we can do” and fed her. Guess which one she picked? It’s time for us to refocus on solutions - in a secret sort of way.

Recently, one of our clients needed help in addition to a motivational keynote speaker. Many of their franchisee’s were not adopting the new sales system. The old way? Wait for the phone to ring, then give the customer what they ask for. The new sales approach? Guide the customers to exactly what they need – and more. Our client was frustrated! A number of the franchisee’s didn’t and won’t buy-in to the better sales model. I offered to be a secret shopper in preparation for my opening keynote at their conference.

Store X was friendly. But our relationship immediately took a Thelma and Louise cliff dive. Within seconds she gave a link to their website. Instructed me to pick what I wanted and to call back with the order. I even gave her a second chance.

“There are so many choices,” I said on a return call. “I’m lost.” This confounded Store X. Still no questions. Sure, she offered products. But, no true solutions.

Awwwwwkward! It would be a tomblike conference hall after announcing – “Folks, you suck at sales.” Fortunately, Store Y came to the rescue.

Store Y, thank goodness, stepped up with enthusiasm and a ton of exploratory questions and consultative selling. He actually directed me to additional solutions I hadn’t thought of. He emailed photo examples. Plus, he added very compelling ideas to generate additional revenue for us.

Consultative selling has been around for a while but it is amazing how, in a world of increasing overwhelm, we’re more desperate for solutions than ever. Think of your top three customers or clients. Better yet, if you work for somebody, think of your boss too. These people are dealing with intensified responsibility, information overload, an array of options with reduced finances in a time crunch.

 To say, “Pick what you want” borders on insulting.

Instead, parcel your questions into five categories. Then you’ll uncover solutions that will endear them to you.

1. Responsibility – What various responsibilities does this person or company have? What are the needs of their customers or employees?
2. Information – What insights could be useful to them? What ways can you eliminate information fatigue?
3. Options – How might you filter all options on the table? Drawing from your expertise, what ways can you focus their options?
4. Financial – How can you ‘save them’ or ‘make them’ money?
5. Time – What are all the ways you can save them AND their customers’/employees’ time?

Stop asking your boss or your customer choose what they want. Cover these five key areas. Ask questions. Show what you can do for them. That way, happy bosses and loyal customers isn’t a secret solution any longer.

The tree removal crew showed up on time. Nice. What caught our attention in particular? When Marvin and Bud, each made eye contact, and said with absolute sincerity, “I sure appreciate the work. Thank you Sir!”

Huh?

When’s the last time your mechanic, barista, cable guy, nurse said that? They might be friendly and nice, you could even get a thank you note from head office, they may even be the type who appreciates having the job... but these tree trimming and removal employees acknowledging the work to the customer stood out for one important reason. Dallas Tree Wizards were clearly not coming from a place of entitlement. They didn’t think they deserved a paycheck. They appreciated the client enough to say so. This couldn’t happen by chance…

“Who owns the tree removal services Tree Wizards?”

“Dallas Arbor, Jim Chase, Sir.”

Dear reader, we have a growing epidemic in our society today. It’s called entitlement. What does this humble Dallas Arbor do to create a culture of gratitude over entitlement? Talking to this Jim was worth every second.

“Tell me about yourself.”

“I grew up in an orchard and tree nursery. With nine kids in my family, living on a 20-acre lot, my entrepreneurial nature sparked when I climbed my first tree. Combine that with my artistic nature and I found the magical combination of risk and reward of tree removal.’

Jim’s tree trimming and removal crew loved their work and seemed fearless as they danced from limb to limb. These tree specialist guys mirrored Jim’s passion for Dallas trees and craftsmanship. According to this professional tree service owner, “Climbing is goal oriented. A thinker’s paradise! It rewards you with daily thrills, finding solutions, and then achieving them. The thrill of overcoming fear and repeatedly accomplishing your goals.”

“Okay, I get you like goals. But what do you do to get such appreciative and grateful employees?”

“We only surround ourselves with tree removal people who absolutely love this work. Their passion is my passion. The stakes are high; it’s dangerous. It’s risky and the solutions are always customized. No two trees are alike. When you swallow your fears and trust your abilities the magic happens. Creativity, consistent communication and teamwork combine to make our clients (and us) thrilled with the end result. That – is a cool feeling!”

“That’s great,” I said “so you tell your employees to thank their customers for the tree removal work?”

Jim stared for a second. “I don’t ‘tell them’ to say anything. They interact with the customer in any way they want. Vince, they just love their work and the money is icing on the cake. Every time they get sent out on a job, they appreciate getting to do what they love to do."

Ding! It finally made sense. These tree trimming and removal Wizards defined work as more than just money.

It looks like a simple formula for a grateful, appreciative culture. Engage with people who:

1. Match values with the job.
2. Have a passion for the work.
3. Sync their goals with the customer’s goals.
4. Repeat daily.

Countless business owners admit when hiring, “You never know who will work out.” Looks like the Tree Wizard is the hiring wizard too.

His secret… have professional tree service employees out on a limb of gratitude.