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Bringin Home the Aloha

It’s 11:30am on a Monday morning. I’ve been at my desk three hours trying to acclimate my body to the chair, the keyboard, the brightness of my screen.

“When did you get back from Hawaii?” my officemate asks.

“Our flight landed last night at 8:45pm,” my face scrunches as the words come out.

“Oh wow, you should have taken a day off to decompress!”

“More like recompress,” I think out loud.

And that’s exactly how vacation can feel sometimes - a cycle of compression and expansion and compression again. It took three days of thick Hawaii air just to start loosening up. By the end of our eight-day trip, I finally felt the Aloha steep into my bones.

I knew the transformation was complete when my husband and I went from cursing in traffic, “drive faster! Pick it up guys,” to joining my local brother-in-law hollering “slow down guys, what’s the big rush? This isn’t the H1.”

And as the cars slowed down, so did our heart rates.

Yes it’s the warm air and healing water that strips away all sense of stress, hurry, pushing. The diet of spicy ahi and brown rice does wonders for the system (and some Coronas don’t hurt). The bright wardrobe of dresses, tank tops and slippers (or flip-flops as we call them on the mainland) puts you in a state of endless summer that can’t be beat.

But it’s more than that. The true Aloha is a mindset. And that’s what I’m bringing home.

Fall has picked up quick - phones are ringing, emails are buzzing and social media is churning. There’s a fierce urgency in the city as if everyone suddenly realized they slept through the alarm. The vibe is energizing and inspiring, but it can also feel overwhelming.

It’s easy to get lost in the grind and forget the big picture. Sometimes we make promises to ourselves: if only I have 3 more networking lunches, 4 more blog posts, 10 more tweets this month. Goals start piling up faster than the “action required” messages of your inbox.  

Goals are good. Busy is good. Ambition is beautiful. But losing connection to your heart? That’s no bueno. And that’s where I try to remember the Aloha just a day behind me.

It’s a deep trust that things will work out, that the business will come, the money will flow, the relationships will be there. It’s patience and generosity and openness to feeling good. It’s allowing things to unfold. It’s letting your heart take the lead.

After a week of decompressing, returning to the city can feel like descending 100 miles an hour in a tiny deep-sea submarine. It’s an adventure all right - an adventure under pressure. The movement, the noise, the energy, the stress over making ends meet. It’s all around us.

But even with the chilled wind and foggy skies, I try to close my eyes and put myself right back in that warm ocean hugging my skin like a million down feathers. Floating without effort as the sun dances on my face and saltwater supports my weight.

Part of running a business is pushing through challenges and making it happen. And part of running a business is leaning back, opening up your heart and trusting that you’re on the right track. That you’re showing up. That your talents are valuable. That good things are on the way.

And trusting that there’s a whole lot of Aloha to go around.

 

Tipping Points for Small Biz Marketing

Tipping Points Small Biz Marketing

 A few weeks ago I picked up The Tipping Point before jumping on a flight out of SFO. With every page, my heart lifted just a little to see my entire approach to small business marketing reinforced by academic studies, social experiments and individual human stories as told by Malcolm Gladwell. These references come together for a compelling point: big change starts with the small things.

How can Tipping Points help your business? Whether your M.O. is to start a movement, launch a service or sell a product, Tipping Points are a roadmap for where to focus resources. Gladwell outlines three laws of tipping a social epidemic: The Law of the Few, The Stickiness Factor, and The Power of Context. In other words, focusing resources on the right people, the right message and the right environment will spread your idea fastest.

Here’s my take on how you can translate Tipping Points for practical use in your business.

I. Focus Resources on the Right People

Gladwell’s first rule of tipping epidemics is The Law of the Few, which says that not everyone - every customer, every referral partner, every facebook follower - has equal importance in the spread of your message. As Gladwell puts it,

“Starting epidemics requires concentrating resources on a few key areas. The Law of the Few says that Connectors, Mavens, and Salesmen are responsible for starting word-of-mouth epidemics, which means that if you are interested in starting a word-of-mouth epidemic, your resources ought to be solely concentrated on these three groups.”

BIZ TRANSLATION:

Focus resources on building alliance with the key influencers that have already built trust in your community.

  • Are you investing in the social butterflies?
  • Are you partnering with the knowledge guardians?
  • Are you collaborating with the persuasive leaders?

These are your connectors, mavens and salesmen.

II. Focus Resources on the Right Message

As a writer I am endlessly fascinated with The Stickiness Factor. Gladwell explains it as such: “Stickiness means that a message makes an impact . . . Unless you remember what I tell you, why would you ever change your behavior or buy my product or go see my movie?”

The Stickiness Factor says that there are small, subtle tweaks for making a message stick. If the presentation of a message is abstract, complicated or muddled it will bounce right off your readers and followers. If your message is clear, consistent and relatable it will stick.

“There is a simple way to package information that, under the right circumstances, can make it irresistible. All you have to do is find it.” - Malcolm Gladwell

BIZ TRANSLATION:

Focus resources on the human connection that will make your message stick.

Anchor your message in personal storytelling, common experiences and shared desires. Test your blog post, website copy or facebook post before it goes out.

  • Does it offer value?
  • Does it spark curiosity?
  • Does it give my audience real incentive to act?

These are your stickiness factors.

III. Focus Resources on the Right Environment

Gladwell’s last rule of epidemics is The Power of Context. It says that tiny nuances in environment have a big impact on human behavior.

In Tipping Point’s examples, presenting women with breast cancer education was not effective in San Diego churches but was hugely successful in hair salons. The new novel Ya-Ya Sisterhood gained little traction when promoted to individuals but became an instant bestseller when introduced to book clubs. My favorite take away from The Power of Context:

“In order to create one contagious movement, you often have to create many small movements first.”

BIZ TRANSLATION:

Focus resources on the small movements that are within arm’s reach first. Your past clients, current collaborators and first-hand connections are a fantastic place to start. The way you reach out to them is equally important.

  • Are you presenting your message when the audience is relaxed and receptive?
  • Are you leveraging the power of small groups to spread your idea?
  • Are you paying attention to the look and feel of your brand?

Your message is more than words on a page. It’s an experience. These are the small movements you can spark by focusing on environment.

A Celebration of Small Things

“There are times when we need a convenient shortcut, a way to make a lot out of a little, and that is what Tipping Points, in the end, are all about.” - Malcolm Gladwell

In essence The Tipping Point is a celebration of the opportunity for small changes to make a big difference. It’s a celebration of grassroots campaigns, word-of-mouth movements and modest initiatives that have a big impact. In short, it’s all the reasons I believe in power of small business.

BIZ TRANSLATION:

When resources are limited, focus your efforts first on the right people, the right message and the right environment.

Your brand message might just tip.

 

Beware the Danger Zone: Doubting Loved Ones & Creative Fire

Do you have big dreams for a new business, creative venture or work-life balance? Does it take a big risk to get there?

This is for you.

Tiny Embers of a Grand Vision

  • You are about to launch a new service. A new business model. A new platform.
  • You are about to move to a new neighborhood. A new city. A new country.
  • You are about to act on an inkling of a vision. A whisper of dream. A pull of the heart.


This is the sacred time when visions are born. This is the tender moment when embers are stoked. A big risk is on the horizon and you are awakened by its opportunity. You believe deep down that you can do it and know that the process will be deeply gratifying.

A few months ago, one of my dear friends shared the embers of her new dream. She decided she will  quit her local newspaper job of five years, travel to Thailand for a month, and return as a freelance journalist for hire.

As she detailed the plan, I became more and more excited about the opportunities - I saw bigger money, bigger stories and bigger publications in her immediate future. She expressed some doubts over making ends meet, but her resolution was firm to break out of the local circuit and the constraints of full time employment.

Entering the Danger Zone

As much as my encouragement stoked the embers of her dream that day, others gave warnings that softly stomped them out.

Sometimes we test the waters by dropping the vulnerable embers of a vision into everyday conversation, watching for the subtle reactions of our parents and siblings and sons and daughters.

In the danger zone, be wary opening your idea to the winds of judgment.

My journalist friend is currently in the danger zone. Last week, she told me about her dad’s reaction to the upcoming career leap.

“I don’t understand why you would leave a salaried position with great benefits. Are you sure you’ll be able to support yourself as a freelance writer?”

I heard plenty of the same warnings before committing to art school, moving to Barcelona or saying adios to my full time job.

“It’s a really competitive industry.”

“It’s really difficult to make a living as a [insert dream job here].”

“You need at least five years experience first.”

“That sounds pretty idealistic.”

In the tender first moments of pre-launch, one comment from doubting loved ones can smother the embers of your vision. Or they may slight it just enough to feed your own doubts, causing you to stomp out the dream yourself. Beware of the danger zone.

Invite Loved Ones to Sit by Your Creative Fire

What you need in a time of visioning is support, encouragement and compassion. Support that someone’s got your back. Encouragement that you can make it. Compassion that you may not have all the answers yet.

Ask for what you need.

Instead of getting defensive when tiny criticisms threaten to put out your creative fire, invite loved ones to come soak up its warmth. Identify comments that are potentially damaging and respond to them immediately.

“I know you want to protect and help me, [insert loved one here]. The best way you can do that is to give me support for the roller coaster ahead.”

“I have my own doubts about how things will unfold, and your encouragement makes a big difference to me.”

“Thank you for caring about my best interest. As I take this huge scary risk, I need your support more than ever.”

I gave my journalist friend the unsolicited advice of asking her dad for support. As her job security and finances become less stable for a period of time, she will need to lean more heavily on those pillars of support from friends, family and even good old dad.

But in those challenges she will also feel more invigorated and inspired and alive than she has in years. And as her creative fire is stoked, supportive loved ones will have the chance to join in the excitement of her personal revolution.

Feeding the Wildfire

I am about to launch a new writing project. One of my favorite creatives is about to launch her own magazine. The President is about to launch Obamacare. Creative ideas are on the horizon and flames are rapidly rising.

When your creative wildfire finally ignites, everyone in your life will congratulate the beauty and height of the flames.

Don’t wait until there’s evidence of your vision to ask loved ones for support.

Ask for what you need now. The fire burns hotter for everyone that helped build it - even good ol' dad.

 

So You Want to Be a Thought Leader?

In the age of content marketing, the term "thought leadership" gets thrown around as much as "going viral." Everyone wants it but hardly anyone knows how to get it.

Just this week I had to double take someone’s twitter bio claiming, “entrepreneur. marketing guru. thought leader.”

The thing is, defining yourself as a thought leader is like shaking someone’s hand with, “Nice to meet you. I'm Beyonce, you know, the cultural icon.” Even if it’s true the self proclamation is a total turnoff. Thought leadership is a magnificent thing to strive for but it’s ultimately decided by the people.

In my definition, true thought leadership hinges on three key factors: expertise, vision, and voice. Know what you’re talking about. Have a global perspective of where it is and where it’s going. Share your information through a lens that is entirely your own.

The good news? If you’re running a company or a department, you already have thought leadership. You are respected, looked up to and sought after for advice. You are a teacher, an educator, a trainer, a leader.

Amplify that thought leadership from your daily professional sphere to your larger digital audience.

This expansion is the result of three key factors:

EXPERTISE+ VOID + VOICE = THOUGHT LEADERSHIP

It starts by defining your expertise, identifying knowledge voids in the marketplace, and adding your own experience-infused twist. Let's get into it. 

I. Defining Your Expertise

Now it’s time to put all humility aside and fess up to your one-of-a-kind expertise. You likely work in a tight-knit group of professionals that share equal education levels and years of experience. Under the microscope you may feel self-conscious that you are no enigma in the grand scheme of your industry.

But I’m telling you: you have something important to contribute. You’re already contributing it every day to your clients and your team - it comes so naturally that you don’t even see it.

So let’s get down to business. Within your broader expertise, say interior decorating or event marketing, dig deeper to find your niche.

    •    What are the nuances of your clientele?
    •    What are the unique challenges, restrictions and opportunities of your geographic region?
    •    In all your years of experience, what best practices have you developed?
    •    What are you really curious and excited about these days?

Keep digging. Your irreplaceable, unreplicable expertise is waiting for you like a diamond in the rough. And it’s ready to shine.

II. Identifying the Knowledge Void

Now that you know what you have to offer let’s examine the needs of your marketplace. Disclaimer: this part can strike fear into the most seasoned business owner's heart. Surveys, research and analysis can feel heavy on your impatient entrepreneur spirit. While you can go that far if you want to (and have the moolah), there’s actually more market research at your fingertips than you realize.

You know more about your industry's knowledge void than you think. Start here:

    •    What question do you hear most frequently from current and potential clients?
    •    What problem does your service or product solve?
    •    What are the most common misconceptions of your clients and colleagues?
    •    On the most basic level, what information will help clients save time and money?

Once you’ve asked yourself these questions, ask your sales team and managers too. They have a different level of interaction with your clients and can add valuable insight to the day-to-day problems repeatedly solved by your company.

III. Committing to Your Voice

This is without a doubt, unequivocally and unavoidably the most crucial factor of becoming a thought leader. Everyone is a thought thinker. The people that get noticed are thought speakers. And the people that rise to the top are thought leaders.

What makes a leader?

Commitment to your stance makes a leader.

Have opinions. Explore your belief system. Develop your philosophy. Carve a new path. Explore a new system. Lead the charge into unmapped territory. Create a new way.

That’s how you will build your own school of thought and attract your own audience. Taking an authentic stance makes you a magnet for people that relate to you and value what you bring to the table.

Ask yourself:

    •    How does my approach differ from that of my competitors?
    •    What do I believe truly and deeply?
    •    What is the driving philosophy behind my business?
    •    What is my vision for improving, progressing and innovating my industry?

You have a voice. Trust that it can translate on paper, too, with some practice and the right support.  

Food for Thought Leaders

Investing in your voice will bring a greater ROI than anything money can buy. Thought leadership is the reason you write blog posts, connect on social media and speak at conferences. It’s the reason you go after press and interviews. It's the reason you're in the game, I hope.

So you want to be a thought leader?

Start by taking it off your bio. Invest in your voice, develop a discipline and build your authority - one morsel of expertise at a time. You know you've made it when your industry starts introducing you as a thought leader.

It's time to own what you know. Now get writing, speaking, leading!

 

Brand Voice: A Case for Message Monogamy

 

Brand Voice: A Case for Message Monogamy

Brands that Commit to One Message Live Healthier, Fuller Lives

Message monogamy is truly one of the most difficult issues - and most critical - for small to midsized business owners. If you’re the Don Draper of messages (or John Wayne, depending on your generation) it’s time to ditch the girlfriend and mistress and commit to the love of your life: your core brand message.

There are three compelling reasons to commit to one unified brand message: simplicity, consistency, and repeatability. They work together like this:

SIMPLICITY + CONSISTENCY = REPEATABILITY

Now let’s break down the benefits of each.

Simplicity

One of the greatest misconceptions of marketing is that complexity is a sign of market smarts, strategic thinking, and importance. WRONG. Complexity leads to confusion. Complexity leads to uncertainty. Complexity leads to loss of interest and moving on to the next viable competitor.

We’re going for easy.

Your target audience is busy. They deal with enough problem solving and critical thinking all day long - the last thing they want is to pour over your message to uncover hidden meanings. CLARITY. Give them the information they need, and make it effortless for them. We’re talking communication here, and everyone prefers communication that is clear and direct over layered and ambiguous.

Make it easy for your client to engage with you, follow you, buy from you, refer you. Simplicity is easy. Done.

Consistency

Consistency is your engine for building trust with your audience.

Trust, credibility, and authority are all born out of consistency. Distrust, uncertainty, and avoidance are born out of inconsistent promises.

Let’s think about our friend Don Draper again. He is one wildly inconsistent fellow. First he wants to be married with children. Then he wants to be married with children with mistresses. Then he wants to be single, then married with no kids, then married with no kids and with mistresses. For a guy who works in advertising, he sure does have trouble sticking to one message.

Think about the people and businesses you trust. They are reliable. Relatively unchanging. Steadfast, predictable, consistent. Your message should be too.

Repeatability

When things are simple and consistent, they are easy to repeat and recommend to others.

Think coffee shops. Your favorite morning spot delivers the same cup of joe, gourmet or not, every single day. You know exactly how long it will take you to get in, order your coffee and pastry, and get out. You probably even look forward to a familiar face or two behind the counter.

Repeatability is the key to repeat business, client referrals, and visibility.

If your audience understands what you have to offer and likes it, they will return. If your clients can easily understand your brand message, it’s easy for them to tell others. If press can clearly identify who you are and what you do, they can accurately represent you to their readers.

Simple, consistent messages are easier to repeat. It’s that easy.

The Proposal

Have you been flirting with multiple messages throughout your business development? Have you tried a different angle on every newsletter, blog post, brochure, and sales meeting? It’s time to settle down.

Quit fooling around. Dedicate your business to message monogamy.

Make your core message simple, consistent, and repeatable - and your audience will thank you with their dollars.

 

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