Making a Difference

This blog deals with communication, marketing and branding, outreach, the Christian world, church growth, systems and websites.

Thursday, October 29, 2009

Selling Tomorrow's Ideas to Yesterday's Generation

In the past few days I have spoken at two conferences, Cultivate in Chicago and Rejuvenate in Birmingham. One of the most popular questions during the Q&A session deals with the difficulty of selling an aging generation on new ideas and technology: "How can I convince my [boss, board, church members] that social media or a marketing campaign is something we should do? So how do you get your point across to yesterday's generation without frustrating them?



If I have learned anything in 20 years of marketing is this: you must speak the language of your target audience. And that goes for the people you have to help adopt a new vision or strategy.

Often you have to use yesterday's language to sell today's idea to accomplish tomorrow's mission.


Church marketing is a perfect illustration for that. While some church leaders might argue whether or not churches should be in the marketing business, most will agree that every church should be in the evangelism business. So often in my conversations with certain demographics, I speak of an outreach plan or an evangelism plan instead of a marketing and branding plan. It's the same thing: how can we reach more people with the Gospel?

If you're having a difficult time getting your point across, you might have to rethink the way you're communicating it. Try wrapping this new idea or technology in a concept that will resonate with your audience and watch the difference it makes.

What concepts in your job or ministry you've had the most push back?

Thursday, October 22, 2009

Photoshop My Life

Authenticity. It's a big word and it's everywhere today. We want an authentic life with authentic friends, even down to attending church with an authentic preacher. But sadly, we, myself included, are often guilty of measuring ourselves against the impossible: the manufactured image of perfection we hear, watch, and read about. These works of populist fiction become our target in real life.



I must congratulate my fellow marketers in succeeding selling us plastic perfection but derailing us in our pursuit of an authentic self.

But no matter how philosophical I get, I find myself going back to the old adage "beauty is skin deep, but ugliness is to the bone." So I try harder, run longer, hit the gym at 5 a.m. and pass up on the chocolate cake that beckons for me every time I walk into the kitchen. My insecurity demons emboldened by the latest picture of the shirtless, buff and photoshopped (as in touched up, enhance, beautified by software) Brad Pitt, have their way with me as I try, still unsuccessfully, to measure up.

I want authenticity from people around me, while I try to sell to everyone the Photoshopped version of myself.


Do you feel pressure to look, behave or become someone other than whom you believe God has created you to be?

I Love My Work

I love the fact that what I do for a living matters. I realize that I could make more money if the core of my business served more corporate clients instead of not for profits, churches, authors and Christian publishers. But I know I wouldn't be any more fulfilled than I am today.



Walking side by side with men and women who have given their entire lives to serve others has been humbling and yet so rewarding. This blog is titled "Making a Difference" because that's what I signed up for in life. I want to look back and see that the fruit of my labor has account for something more than just personal gain.

My prayer today is that you'll look for ways to live out your dreams and find the courage to seize the moment when opportunity presents itself.

If you were able to chose any profession or line of work you want, what would you be doing today?

Monday, October 19, 2009

Creamless Creamy Tomato Soup

This is not a cooking blog, but I love to cook and several people asked for the recipe once I tweeted about it. Plain tomato soup can be thin and sharp. Adding cream—the usual stodgy solution—merely dulls it. I wanted to tame the tartness without losing flavor. I found this recipe in Cooks Illustrated. You have to be a member to get it, so I'm posting it here for you.



The Problem


Too many versions of tomato soup either feature an acidic, watery broth or an overdose of cream. Though it’s meant to tame tartness and lend body, adding cream goes hand-in-hand with muting flavor.
The Goal

we wanted a tomato soup with good looks, velvety smoothness, and a bright, tomatoey taste. And we wanted it without the cream.

The Solution

First, we chose canned tomatoes—they’re almost always better than the average supermarket tomatoes plus they’re already peeled. To begin brightening the flavor, I swapped out the butter used to sauté our onion and garlic base for olive oil, finding that milk solids in the butter tamped down the tomato flavor (much as cream does). A bay leaf and a pinch of red pepper flakes also upped flavor. We added the vegetables to the tomatoes and a can of chicken broth, then added a touch more oil and a couple tablespoons of brandy before pureeing the soup in the blender. But we still needed to address tartness and thinness. A little brown sugar toned down the bite, and we were pleasantly surprised when we added an ingredient suggested by classic Spanish gazpacho: bread. Not only did bread further temper the acidity, but it also served as a thickener. However, adding bread required us to reorder our procedure since we needed to limit the amount of liquid in the blender to prevent ending up with bread chunks swimming in a sea of broth. It was simple enough to puree the tomatoes with the aromatics and bread before adding to the pan along with the broth.If half of the soup fills your blender by more than two-thirds, process the soup in three batches. You can also use an immersion blender to process the soup directly in the pot. For an even smoother soup, pass the pureed mixture through a fine-mesh strainer before stirring in the chicken broth in step 2. Serve this soup with Grilled Cheese Sandwiches for a Crowd or topped with Butter Croutons.

Ingredients
1/4 cup extra virgin olive oil , plus more for drizzling
1 medium onion , chopped medium (about 1 cup)
3 medium garlic cloves , minced or pressed through garlic press (about 1 tablespoon)
Pinch hot red pepper flakes (optional)
1 bay leaf
2 (28-ounce) cans whole tomatoes packed in juice
1 tablespoon brown sugar
3 large slices good-quality sandwich bread , crusts removed, torn into 1-inch pieces
2 cups low-sodium chicken broth
2 tablespoons brandy (optional)
1/4 cup chopped fresh chives
Instructions


1. Heat 2 tablespoons oil in Dutch oven over medium-high heat until shimmering. Add onion, garlic, red pepper flakes (if using), and bay leaf. Cook, stirring frequently, until onion is translucent, 3 to 5 minutes. Stir in tomatoes and their juice. Using potato masher, mash until no pieces bigger than 2 inches remain. Stir in sugar and bread; bring soup to boil. Reduce heat to medium and cook, stirring occasionally, until bread is completely saturated and starts to break down, about 5 minutes. Remove and discard bay leaf.

2. Transfer half of soup to blender. Add 1 tablespoon oil and process until soup is smooth and creamy, 2 to 3 minutes. Transfer to large bowl and repeat with remaining soup and oil. Rinse out Dutch oven and return soup to pot. Stir in chicken broth and brandy (if using). Return soup to boil and season to taste with salt and pepper. Serve soup in individual bowls. Sprinkle each portion with pepper and chives and drizzle with olive oil.

This is a winner: rich in flavor and texture but low in calories and fat.

Wednesday, October 14, 2009

We Should Never Grow Old

Aging is a matter of the mind. And yet I tell my body everyday that and it still aches and hurts every time I go out on a run. The truth is that, for the most part, aging stinks. But you can live a long time and never get "old" a.k.a crabby, bitter and demanding. Well, by those standards there are days that I could be considered old, very, very old.

We can't stop gravity and time from slowing us down,but we can stop aging from robbing us of a full life. If you don't think so, just take a look a this video.

video


Question: How do you stay young?

Monday, October 12, 2009

How to Give Bad News

Recently I had to tell someone that his organization had serious brand/communication issues. I don't like doing it and it still makes me uncomfortable. Who wants to be the bearer of bad news? Well, if you work around churches long enough like I have, you'll find all kinds of people who believe they are modern-day prophets and would love to rain on your parade. But regardless of my distaste to share bad news, I must do it as a communication consultant. So how do you give someone who has hired you bad news?



Here are my rules to tell someone the unpleasant:

1. Start with something positive. I always find something good to say about the organization or the person's performance. Even if it's "that color looks great on you."

2. Be kind. I try to speak the truth in love. Sometimes is not what it's said but how it's said. It might work for TV to have Simon Cowell be a jerk, but in there's no excuse for it in real life.

3. Allow for push back. My perspective could be one sided. After I make my observation, I listen and try to understand. I could have missed something important.

4. Don't sugar coated it. This is not permission to be vicious, but don't try to soften the impact of what you have to say. Most of time, in my experience, if something is important or critical to the future of the organization, then you must let people feel the full weight of it. Say it and let them wrestle with the information.

What about you? What else do you do when giving someone bad news?

Sunday, October 11, 2009

Carpe Diem Before It's Too Late

Friday night my friend Chad called to tell me his good friend Martin had just dropped dead after returning home from a run. I didn't know Martin, but he was practically my age and, according to Chad, very healthy.

So what does that mean to you and me? Well, there are probably many lessons here, but the obvious often escapes us: we are not guaranteed another day on earth. Today is all we have. Carpe Diem before it's too late.



Chad called not only to tell me the sad news, but also to let me know that 1. my hair looked good and 2. that he loved me (he knows me well). I'm sure he hugged his children specially tight Friday night. I snuggled up with boys on the couch and told them both I loved them within minutes of the call.

Interestingly, last week another friend had asked me what I'm working on for the next 10 years. Usually I'm not at a loss for words, but after a bit of reflection I told him "people." The older I get the more important relationships become to me.

If you knew you had another month to live, what would you do differently?

Friday, October 09, 2009

Life Should Be Fun

Intuitively we know that the more fun we inject in activities, the more likely people are to respond positively to them. When my boys were small I used to play let's-see-how-fast-we-can-put-up-the toys game. They would clean the room in a matter of minutes as opposed to the whining and gnashing of teeth of their normal chores.

This video is another reminder that people will choose even a more difficult path if we make it fun.

video



What in your life needs a little more fun built into it?

Wednesday, October 07, 2009

Find the Right Communication Language

I enjoy people. I'm the guy who looks forward to a party to meet someone new as oppose to dreading have to walk in a room full of strangers. Most of the time that I find myself in a new situation, I look forward to making new friends. As gregarious as I am, I have learned that not everyone communicates the same way I do--as a matter of fact there are several different "communication languages" my clients and friends use for their primary mode of communication. Much like the popular "love language" concept where some prefer words of affirmation and others touch or some gifts, these languages are key to unlocking the potential in a sales and management relationship.



If you're in sales (and I believe we all are), the sooner you figure the best way to communicate with each of your clients, the more you can get done.

Here's 5 different "languages" I have categorized over the years:

1. The Verbal Processor. He wants to talk through all decisions and ideas. There's a lot of talking that goes on during your exchange with a verbal processor but not form you; it needs to come from him. At the end of a conversation you might be exhausted, but the verbal processor is just getting warmed up.

2. The ADD. (Attention Deficit Disorder). The sooner you get to the bottom line the better. This person often cannot focus on details and minutia and quickly disengages from you if you're too detailed. Sometimes you'll be in the middle of a sentence and they'll say: "hey, look--shiny." More than once I've had great strategic conversations walking through a mall with an ADD leader. The change in pace and scenery helped him to stay on topic for more than 10 minutes.

3. The ADD Texter. Yes, some of my clients have such difficulty focusing that they can't even stand reading through emails, much less sitting through meetings. They love sending and receiving quick text messages even for important subjects. These folks usually love twitter.

4. The Mental Processor. They are difficult to read. They might agree or disagree with your point, so it's hard to keep the discussion moving forward, since there's usually not much discussion. With this person, you should make your best case and then follow up a couple of days later as they've had a chance to think through your proposal.

5. The Face-to-Face Feeler. Some people don't do well with phone and even teleconferencing. They need to feel the warmth of a visit and reconnect emotionally with you. For them the success of the project or idea is tied to how they feel about it and about you. I can't tell how many times I've heard "this just feels right" when embarking into a pretty large project where the details were either sketchy or non existent altogether.

Did I forget someone? Do share your experience.

Tuesday, October 06, 2009

The Opportunity During Tough Times

Not long ago we feared that Wall Street was spiraling out of control, our economic system was in total chaos and the sky was falling were the headlines of the season. While I find myself very concerned about our financial future, there’s something about a shake down in the way we do business that excites me. Let me explain. In my experience, difficult times for the business-as-usual approach, always opens new opportunities for creative, nimble and entrepreneurial organizations or individuals to find a break that fat, entrenched and risk-averse big business cannot or will not pursue.I started The A Group in late October of 2001, a month after 9/11. Most people thought I was crazy because of the overall fear and paralysis in the marketplace. “Boy, I hope you’ll be ok; these are difficult times,” I heard over and over during the early days. And they did represented the reality of the day; people were looking around waiting to see what the tragedy really meant for our economy, our businesses and the future of our lifestyles.

But while everyone waited for the proverbial “what’s next,” I was able to negotiate a great rate on an office space lease. Due to the overall fear in commercial real estate at the time, my landlord was willing to accept less money for the space as well as take a risk on an unproven, immigrant-owned, start up since his other prospects were suddenly gone.

During that time the work force also swelled up since hiring slowed down tremendously. I was able to cherry-pick our first “Groupers” [a Grouper is a member of The A Group team and, no, they are not fishy] at reasonable salaries. I was also able to secure great payment terms with our strategic vendors as well since they were eager to land new accounts.


While I understand that this crisis might not play out like 9/11, I’m certain it will create new opportunities and exciting new business and products will be introduced by those who can quickly adjust to a new reality. If you're able to look past what you might be losing and see how you can potentially gain, you could win big.

In days like these, I think about the story I heard a few years ago where two shoe salesmen during the turn of the century were sent to Africa to open this new territory for a large shoe manufacturer. Not long after their arrival the home office received telegrams from both men. One said “Bad news. No market here. People don’t wear shoes. Coming home,” while the other read “Amazing opportunity. No one has shoes yet. Send more people.”

I know I can’t do anything about the collapse of Wall Street or the crisis in the banking system, but I can look beyond them and find out what hole will be left in wake of their storm for the nimble, creative and entrepreneurial guy to fill. Maybe my telegram back to headquarters will read something like: “Times are tough. Everyone needs marketing. Great opportunity. Let's expand”

What opportunities do you see right now?

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