Sure, right now it’s 93 degrees (in my neighborhood) and Christmas is a whole 156 days away, but I can almost see all of the commercials now. Don’t they start airing some time in September?!? And shortly after, my kids start communicating with every sentence starting with, “I NEED…”
It’s as predictable as the tides. What do you do?
The Child’s Mind And The “Want vs. Need” Paradigm
About mid October, when the kids finally succumb to the hypnotizing din of “New and improved this…” or “Now with 3D and smell-o-vision that,”I stop making lists and start asking two simple questions.
“How many do you actually NEED?” and “Do you really NEED that… Really?”
“… or is it that you just ‘WANT’ it?”
That usually stops the munchkins mid-sentence like they’re hoping not to be caught for audibly farting. But what it really does is open the door to a more reasonable conversation centered on the “Want vs. Need” paradigm. (No, my kids don’t use the word “paradigm…” yet, but it works…)
The Nightmare Of The Perpetual Christmas And The Ever-Elusive Groovy Doohickey
In the marketing world, Christmas comes on almost a daily basis. Day after day, week-in and week-out, clients approach their marketing teams with stars in their eyes and dreams of some ever-elusive groovy doohickey that’s going to revolutionize the industry. And day after day, week-in and week-out, advertising agencies, marketing boutiques, freelancers and consultants alike accommodate them like Daddy Warbucks on Christmas morning. But should we really?
What would happen if the advertising agencies, marketing boutiques, freelancers and consultants asked one of two simple questions?
“How many do you actually NEED?”
Has the affect of the last 40 ad-hock attempts at knee-jerk marketing been successful? Have you taken the time to let a strategy take hold? Will another direct mailer or another sales spot on every radio station in the city really make it better? Doesn’t it eventually all add up to more noise?
OR (my favorite) “Do you really NEED that… Really?”
Too many companies are out there listening to “gurus” preaching on everything from social media and branding to voo-doo for solutions to their marketing woes. Maybe it’s not the next groovy doohickey that your marketing needs.
What would happen if we treated our customers like children? Would they listen? Would they walk away? Could you do it? Maybe some of you already have (I know some of you and it’s true).
Food for thought…
Keep Cooking (the bravest decisions for your customers – whether they like it or not.)!
Andrew B. Clark
The Brand Chef
A lot of people tease me because I’m “Always On.” If I’m not in the office, I can usually be found through any number of social media channels. Whether it’s my Twitter page, my check-ins on Foursquare or my Facebook page; it’s not very hard to find me – for good or bad.
This last week, though, I decided I’d take a vacation. You know, the “relaxing, kick-back-n-nap by the pool kind of week” that many of us need to recharge the branding battery and focus. Well, this is what I did…
I cleaned. Boy did I clean. My house looks like we just moved in.
I gardened. It finally stopped raining in central Iowa, so I pulled about 100 lbs of weeds and found that my garden still survived underneath it all…
I played with the kids. I have three great kids that are on Summer vacation, so after I made them help me weed and clean, we had some quality family time. Movies. Fireworks. Carnivals. Dinners out…
It really was a great week!
But I couldn’t stay away from social media, work and talking about branding. I tweeted and used social media to coordinate projects for work. I scheduled meetings. I went to business and sales improvement seminars… (relaxing?) My coworkers tease me, but maybe this will show them that I should get MORE vacation days. I seem to be pretty darn productive when I’m not sitting at my desk.
One of the activities I’m VERY proud of accomplishing this week was going on-air for the first time in 20 years with Michael Libbie and his Insight On Business webcast that airs daily at http://www.webcastliveone.com We talked branding, business, social media, banking, cause marketing and general current events. I had a blast!
Below is the stream. You may need to jump forward a minute-or-so to get through the set up, but it’s well worth the watch. Maybe I’ll do more of these in the future! (click here for the video in FaceBook and Feed readers)
There it stands before you – a big eyesore. It’s weathered and showing it’s age. Your neighbors scowl and roll their eyes as they drive by. Time and the environment have dilapidated the exterior, showing flakes and deep veins of coarse texture. But the foundation and supports within are thick, stable and as strong as the day your grandfather built it.
As you look at it you see more than a dusty, old building. You see a lifetime of sweat equity. It’s not just a barn, it’s part of your life. From a simple point of view, it provided shade on hot, Summer days. But in perspective, it created a focal point for your entire existence. It sheltered livestock and equipment. It kept dry the seed and fertilizer for the upcoming planting seasons. It was a playground for you and your family. But through the memories, through the anxiety of change, you realize… it’s time.
So, with your hand on you son’s shoulder, just as your father did with you, you say, “Well, boy, it’s time to paint the barn.” He looks up at you not realizing this is HIS time. Time to take the first step into his own destiny.
How do you think you, the farmer, would continue that conversation? Do you picture handing the boy a big bucket of red paint (’cause all barns are supposed to be red, you know) and yelling “HAVE AT KIDDO!” I’m sure the boy would have loved that! Ker-SPLASH!Or do you think “the farmer” would have knelt down beside the boy and explained the need for planning and preparation?
It’s a story that we hear almost on a daily basis (especially those of us in the Midwest). The passing of the torch. The changing of the guard. It’s called succession. Succession is the road map that the above farmer’s family has lived on for generations. While this story talks of a farmer and the “family business,” it applies perfectly to any business looking for success and longevity. It’s imperative when it comes to planning for business and development. It’s imperative to remember when branding.
It’s all about PLANNING for the future.
So, what happened with the boy and the farmer?
Of course, as the boy rolled his eyes, the farmer told him about preparing the surface of the walls for painting. He told him about removing aged paint and sanding the rough spots. He told him about pulling old nails and replacing boards that were too weathered.
He explained to the boy that protecting the barn was one of the most important jobs on the farm, for the barn provided the shelter and a starting point for virtually everything that took place around them. And he told him that his father taught him these things, just as his grandfather had done. And some day, the boy would pass the same advice and values on to his children.
When the farmer was done talking, they both stood there surveying the barn. It was huge. It was going to be a lot of work to paint this barn. It would take days, if not weeks for the two of them to get the barn back to it’s original glory. Intimidating. Tiring. Frightening.
Soon, the boy looked up at the farmer and said, “Dad, why don’t we just rip it down and sell the scrap to craft shops and mills at 170% more than your original purchase price? Then we can parcel off the land to out-of-state commercial developers for $3,500 an acre making you and mom millionaires! That way, I could go off and live on a beach with my gorgeous, yet vapid trophy wife…”
Sigh.
How does your company plan for the future? Are you looking for growth, sustainability and generations of pride and quality? Or are you looking for a quick buck and an escape to an “easier” life with little effort or accountability?
Food for thought.
Keep Cooking (for a future worthy of your children)
Andrew B. Clark
The Brand Chef
I’m a list-maker. To-do lists. Shopping lists. Priority lists. Lists of favorite foods. Lists of “Grooves.” You name it; I’ll make a list for it.
This morning, I was sitting in my “home office” (the dining room table) going over my most recent list – a “priority list” of projects coming up at work. My 7 and 10-year old sons were in the kitchen making microwave bacon and pouring some orange juice for breakfast.
I paused.
“Simon… C’meer…” I called to my oldest boy. He walked around the corner, still wearing his “pajamas” (underwear and nothing else), and stood there, sleepy-eyed.
“Yeah, dad?” he muttered.
“Whatch’a wanna’ do today, Bub?”
He looked at the table. He looked at the piles of papers, the pens, notes, portfolios, sketchbooks, and finally to the list.
“You gotta’ work?” he asked. Which I interpreted as, “What does it matter, you’re not going to be involved…”
Then, I followed his gaze. I looked at the table. I looked at the piles of papers, the pens, notes, portfolios, sketchbooks, and finally to the list I was making.
For a Sunday, the list was long. It had over 15 items on it, not necessarily “Hot” jobs, per-se, but all projects that I “Needed” to get done. Case Studies, Web site drafts, collateral graphics, site reviews / updates, e-mails, blog posts… all things on my list, but nowhere on the list was “Play with the kids.”
So, I looked up at Simon and said, “Ya’ know what I do?”
“Graphic design?” he said.
“Yup… That’s pretty much sums it up.” I said calmly, almost embarrassed. Then, I smiled and poked him in the belly, saying, “It’s not like I’m a Fireman or anything. I don’t rescue kittens from trees. I don’t save lives…”
“Yeah, dad, but you save people from dying of humiliation.”
***
What do you do when you’re not rescuing kittens from trees? What do you do when you’re not saving lives? Can it wait for those that matter more than the next item on the list?
I live my life by lists. I make lists for everything. Today the list has only one item on it. “Play with the kids.”
Keep Cooking (Time for those that matter most)!
Andrew B. Clark The Brand Chef The Clark Kids’ Dad
It was never my intention to make this a post on The Brand Chef. A sudden turn of events made me reconsider.
A friend – no, really, a guy I’ve met a handful of times – died yesterday. While driving to see his mother in a rural area of Iowa, he had a heart attack and crashed his car.
I always admired Ray. From what I could tell, he was a good man. He was infectious and passionate. He spent true, quality-time with his family. He gave back to his community – so much so that they elected him Mayor. He raised what I consider to be great children (My daughter goes to school with his daughter, and his son is a leader in professional football). But, with all his goodness, all that generosity yet to give, God decided it was Ray’s time to leave.
I’m shocked and saddened.
So, this is how I choose to deal with the passing of someone I’d wished was a closer friend. This is how I choose to deal with my own mortality.
I wrote this Thursday night, before Ray’s death, but with the intention to give to my father. I never did.
Stand Proud
Stand proud my father. Stand proud.
Bring the past with you – leave it at the door,
For, with me, the past has gone.
Step up and walk with me, father. Walk.
Ease your mind. Soften your brow.
Breathe easy and talk.
Keep your eyes high, father. Look ahead.
Raise your thoughts, your gaze your spirit,
For your work is done and done.
Take my hand, father – hold tight.
Let me guide you,
As father and son like when we were young.
Stand proud my father. Stand proud.
Bring our past with you – for all to see.
For from here, we start again. We start anew.
I’m going to read it to him tonight.
There are lessons here, but I’ll let you figure them out this time.
Keep Cooking! (to strengthen connections to those that matter)
Andrew B. Clark
The Brand Chef
Ray, you’ll be missed.
2/2/10 – I didn’t call my dad and read the poem to him. I chickened out. But this morning, I emailed him this link. At least the door has been opened.
In the marketing world, Christmas comes on almost a daily basis. Day after day, week-in and week-out, clients approach their marketing teams with stars in their eyes and dreams of some ever-elusive groovy doohickey that’s going to revolutionize the industry. And day after day, week-in and week-out, advertising agencies, marketing boutiques, freelancers and consultants alike accommodate them like Daddy Warbucks on Christmas morning. But should we really?
