Maurilio Amorim

Month: September 2011

How to Mix Patterns and Look Sharp

I remembering hearing “if you don’t want to look like a clown, don’t mix your patterns.” Most guys are comfortable putting together solid ties and striped shirts or pairing a patterned shirt with a solid tie. Forget what your mother told about the evils of mixing patterns and put aside your fear of looking like a clown. If you keep in mind a couple of simple rules, you can look sharp in a very dynamic combination of mixed patterns.

Before you decide to mix your patterns, remember this:

Opposites attract. If you have a dark shirt, then go for a lighter tie. Unless you’re going monochromatic, contrast is always a good thing

Decide who is boss. Two strong patterns together comes across more like a shouting match than beautiful dissonance. Look for dominant/subtle combinations. Much like good design, you should decide where your focus point is. When everything screams “look at me!” you create visual clutter. That’s how you get the clown effect.

Beyond silk. Silk ties are great, but find new textures and fresh expression in wool and cotton ties. These look great specially in a skinny tie. Don’t be afraid to go beyond the predictable.

How do you feel about mixing patterns? Do you like this look?

September 30, 2011
Bad Advice from Church Board Members
I’ve been in a lot of church board meetings. A LOT. For the first 15 years of my professional career, I was on the staff side of the table. Since I valued my job and wanted to keep it, most of the time, I often just sat there quietly as people disguised bad advice in spiritual terms. Well, mostly quietly anyway. For those of you who know me, you understand that I don’t do “quiet” very well.
There are a lot of great business men and women of faith in church boards that have inspired and mentored me throughout my career. And there are some who should never have been there in the first place. I’ve heard a lot of bad advice and theology dispensed by volunteer leaders cloaked in the guise of concern and spirituality. Here’s a short list of stuff I’ve heard through the years that have stuck with me and my translation of what they really said:
- “Surely we can’t expect our young couples to give 10% of their income. They don’t make that much money.” Translation: “How dare you expect me to give 10% of my income to this church. Do you have any idea of how much money that is?”
- “Based on historical giving data and market conditions, I believe that a zero increase in the budget is all we need to forecast.” Translation: “I have no faith in our people, the vision for the future and even less in God.”
- “We can’t just keep increasing the Pastor’s salary. It’s more than the average church member” Translation: “He’s about to make more money than me and I’m not happy about it.”
- “This is Jesus’ church and you don’t own it.” Translation: “This is my church and you don’t own it.
- “The Holy Spirit spoke to me last night and. . . ” Translation: “My wife spoke to me last night and. . . “
I’d love to hear some of your stories on bad church board advice, whether or not they were disguised or spiritualized.
September 28, 2011
Text Messaging and Your Business

Nothing has had a greater impact on how I do business than text messaging. Not long ago, I was on a conference call with someone in Texas, someone in Sao Paulo, Brazil and I was in a car driving through New York City. The conversation sounded clear in spite of the thousands of miles and time zones separating us. However, I believe nothing has revolutionized more the face of business in the last decade since the proliferation of email than text messaging.

Just a few years ago, text messaging was seeing as an annoyance designed for teens and not a serious tool for business professionals. But lately, I have seen a major shift in how my busiest clients want to communicate. Some, if not most, of my clients fit into the type A, let’s-get’em-done category. They value getting quickly to the bottom line. They prefer the succinct, and yet effective nature of the text message. I find myself texting more and emailing less. Most of my texts are couple of sentences, and I’m amazed of how much I’m able to communicate. Busy people love getting to the point without a lot of fuss.

Gone is the need for “how are you today,” and “I hope you had a great weekend, blah, blah, blah.” Welcome to, “visuals look great. Need another option without logo.” I also know that a text is instantly delivered to the recipient, and I don’t have to worry about waiting until he checks his inbox or sits at a terminal to get my message.

I’m not advocating that all communication should be this short, but text messaging forces us to get to the heart of the matter and be intentional in each word we use. After all, we only get a few (unless you’re the type who’s compelled to send out 8 text messages in a row on one subject. Yes, you know who you are). Even if I don’t abbreviate words, which I try not to do, texting helps me to say a lot quickly.

As a matter of fact, I’m considering posting this blog in text-messaging format from now on. How would I compose this entire post on my phone? I guess it would be something like,

“texting forces us to be intentional and focused. Goodbye verbosity.”

How have your text messages change the way you do business?

September 27, 2011
Turtlenecks Are Back with a Punch

Turtleneck sweaters are one of those winter basics that never go out of style. Every man should have a basic black turtleneck. This Fall the turtle returns, but not in the supporting role of years’ past, but as a leading piece. Texture and bold, jewel-tone colors make this season’s version stand out. When paired with an dark suit or jacket, a bright turtleneck can breathe life back in to the drab black-on-lack from past seasons.

A Cavalli turle with an tone-on-tone jacket. Matching tone-on-tone can be tricky. There's a fine line between hit and miss.

Maison Martin Margiela uses the burnt orange turtle to breathe life into an otherwise monochromatic and bland color pallet.

Another Margiela combo paring a double breasted jacket with a turtle. The collar is too big and bulky for my taste. I prefer a smaller, more streamlined one.

Yes you can pair black with brown. This Ralph Lauren ensemble works well.

Are you a fan of the turtle neck?

September 23, 2011
Launching a Max Lucado Best Selling Book

Every Christian has a story of redemption to tell. One would be hard-pressed to find a better story-teller than author Max Lucado. Max has been a best-selling author for over two and a half decades. I remember reading my first Lucado book during my graduate school days. Chances are that if you’re a Christian, you have read some of Max’s books. I was thrilled as my company, The A Group, was chosen by Zondervan Publishers to lead in the efforts of getting Max’s latest release to the public. Our team under the leadership of Tami Heim, created a comprehensive marketing campaign that includes cover design, art direction, all traditional media, PR, social media and even a media-rich website with its own mobile app option for iPhone. Our intent is not only to market a great book, but to allow its important message to live beyond the written pages and to reach people wherever they are in a way to makes sense for them.

In God’s Story, Your Story, Max’s inspires us to see how our own day-to-day story intersects with God’s grand, overarching epic of everlasting redemption. This book is all about our faith stories and how they fit in God’s own timeline. The idea of a website where people could share their story of faith, or testimony, came early on and grew legs. HisIsMine.com is place where you can write, upload audio or video of your own story of faith. To make the site more accessible, we created a mobile app for the iPhone. The book officially releases next week, but you can buy it on Amazon today.

You can share your own story right now by clicking here. In the next few days, you’ll be able to download the mobile app to make that experience even more convenient.

While there are some foundations of marketing a book, there are no cookie cutter marketing strategies. Let me rephrase that: there should not be cookie cutter marketing strategies. Each plan our team creates is different. If you start with “how can we get this message to those who need it the most?” be prepared to break the mold and come up with new ways to engage your audience.

Do you read most paper or ebooks?

September 22, 2011
Thoughts on The Southern Baptist Convention Name Change

The Southern Baptist Convention is considering a name change. “SBC president Bryant Wright has appointed a task force to explore the poss of a name change of the Southern Baptist Convention,” read the tweet from Thom Rainer, President and CEO of LifeWay. That’s the kind of news that gets a branding professional all fired up. It’s not hard to reason that not all Baptists are southerners and therefore the current name no longer reflects the true nature of the organization. While I’m not part of the SBC decision-making process or involved with this project, I hope the task force considers these branding laws as they explore a new name.

A new name does not mean you have a new brand. New packaging without changing the product or experience only goes so far. Churches that changed their names in the mid 90’s to appear more community friendly but failed to change the experience learned that such strategy often backfired. People came expecting something different than what they got. It’s the classic “bait and switch” approach. A brand is made when the name, packaging and product deliver on the brand promise. And does so consistently over time.

Align your organization’s name with its brand promise. It creates a powerful communication tool. But in order to determine what the brand promise is, you must understand the organizational vision that drives the strategy that creates systems that delivers products. To go through a re-brand without understand this sequence is to miss a great opportunity in helping position the SBC in the mind of its audiences. FedEx is a good example of how name and brand promise go hand in hand. The Federal Express name implied its promise: fast delivery nationwide. Once it grew past national borders, the company’s new name, FedEx, help it transition to a global brand while keeping the brand equity it had nationally.

Don’t undervalue your internal communication strategy. A re-branding launch strategy must take into account multiple audiences. The assumption that your internal audience understands and supports your new efforts is an erroneous and even dangerous one. I have seen denominational name changes go down in flames during a vote because of the assumption that key influencers were on board with the plan only to find out during a national convention that they opposed it. It’s easy to focus on your outside audience and forget that your internal stakeholders needs even more communication.

How do you feel about The Southern Baptist Convention changing its name?

September 21, 2011
The Opportunity During Tough Times

We fear that Wall Street is still spiraling out of control, our economic system might in total chaos and the sky might be falling as well. 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. In my experience, difficult times for the business-as-usual approach always opens up 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 November of 2001, a few weeks 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 every crisis brings different challenges, I’m certain the challenges we face today will create new opportunities and exciting new businesses, products and ministries 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 state of the current economy or how our government reacts or doesn’t to our nation’s challenges, but I can look beyond them and find out what hole will be left in wake of this 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 our help. Great opportunity. Let’s expand”

What opportunities do you see right now?

September 14, 2011
Becoming the Best Me I can Be

“That’s just who I am, and I have made peace with that.” I could not help to eavesdrop on the conversation going on next to me. The gist of the whole thing was that the man speaking those words had come to grips with himself, more specifically, with his weight and whatever other dynamics that go along with being a large person. I struggle with that statement every time I hear it.

There’s something good and even healthy in realizing who you are, and as the Bible says we are “fearfully and wonderfully made.” Understanding that God created us uniquely and for a purpose is a great place to be psychologically because culture tries hard to define for us whom we should emulate, how we should look and act. It’s comforting hearing from people who do not buy into all of that.

But there’s a darker side of that statement that I cannot help but consider, specially coming from someone who could benefit from losing weight even if done so for health reasons alone. There’s this nagging feeling that it’s easy to settle for the status quo than to pay the price and fight to get to a better place. I wrestle with it constantly. I must confess I have a tendency to go overboard with everything I do, so I’m aware I can be overzealous about personal goals, specially when it comes to health and fitness.

I have decided that I need to become the best me I can be. I know what that means for me, or at least I’m trying to figure it out. I have no idea of that means for you, and I will not impose my own personal goals on you, on my family, or friends. I must confess, I have done that in the past with no success, instead, I frustrated and hurt the people whom I love.

But I still believe that tomorrow can be better than today. Call me naive, but I do. I believe that I can grow, learn, train, lose weight, and get stronger even when most people would label me as being past my prime. The way I see it, if I shoot for the stars and only get to the moon, I will be further than I have ever been.

How do you handle the tension of becoming your best and being content with who and where you are?

September 13, 2011
Should Men Color Their Hair?
Men and hair coloring have been taboo subjects. For some the conversation is just as “off the table” as the “don’t ask, don’t tell” gay policy for the military. But regardless of its status, men’s home hair coloring business is booming. According to industry experts, it grew by over 10% during 2010.

Men, gray hair can make you look distinguished or it can make you look old and tired. Sometimes it lends credibility and other time it lands you a date at the retirement home for a 4 p.m. dinner. I know guys who gray prematurely and find themselves mostly gray in their mid 30’s, and I also know guys in their late 40’s that have not shown any signs of graying–not fair, but true. Whatever you decide to do about it, you should feel comfortable with the decision.

Recently, Patrick Dempsey became the face of L’oreal’s new men’s home coloring product. Since it hit the market a year ago it has flown off the shelves. You are probably like most guys I know and are too cheap and/or embarrassed to let a professional color your hair. So in your do-it-yourself attempt to have hair like Mr. Dempsey, you should consider the following before trying to color your hair or risk looking like the tragic Wayne Newton.

Patrick has "the hair" and look to endorse the new L'Oreal men's hair color kit.

I'm not even going to address the plastic surgery issues, but the jet-black hair makes him look unnatural. Maybe he's the new face of Sharpie.
- Your “natural” color is lighter than you think. Always go for a color that’s a shade lighter than what you think you need.
- The longer the stuff stays on your head the darker it becomes. So pay attention to time.
- Use a mirror and make sure you get the back of your head as well. Just because you can’t see back there, doesn’t mean the rest of the world cannot either.
- The dye will stain your skin, meaning anywhere it touches including your forehead, ears, hands. It also stains wood cabinets and even tile (don’t ask how I know.)
- The older you get the lighter your hair should be or else you’ll risk getting the “Elvis look” or the “Wayne Newton” as his picture so disturbingly shows.
- If you are thinking of dying your hair, don’t wait until you head is complete gray or the change will be very drastic. “Whoa, what happened to you?” is not what you’re going for.
- Once you get started, you’ll need to do it every few weeks. It’s a commitment.
- Spend a few dollars and have a professional do it. You won’t regret it.
What’s your take on men coloring their hair?
September 9, 2011
5 Reasons Your Business or Ministry Might Not Succeed

Your dream venture might never happen not because it’s not a good idea or it’s not needed, but because it might be under resourced. Entrepreneurs in their zeal to get their dreams birthed usually shortchange the true cost of what it takes to create a sustainable business. Here’s some of the most common mistakes:

You don’t pay yourself enough. In order to get the business going, entrepreneurs will often pay themselves very little or nothing at all. That’s not a sustainable model. If the business cannot pay you a decent wage in a short period of time, then rethink your model altogether.

Your financials, income/expense projections are unrealistic. I was guilty of this for years. Being optimistic, I have always projected high on the income, and being very frugal, I default to thinking things cost a lot less than they actually do. Unrealistic targets can put too much stress on a new venture. If you are new at this, find someone whom you can trust with business questions and have that person check your assumptions. Assume the best case scenario but be prepared for the worst.

You don’t have enough margins for error. Some ventures feel like the Apollo 11 mission to the moon: in order for it to survive everything has to go just right. That’s seldom the way things go. Contingency = good business.

You don’t understand sales and marketing. A great service business, non profit, or product that no one knows about will put you out of business. A mediocre product in the hands of a great sales and marketing person or team has a much better chance to make it than something great without a champion to sell it. And that’s even more true when it comes to churches and not for profits.

You don’t have the right people around you. I have seen men and women with great vision, passion and talent whose dreams have never materialized because they did not have the right team, whether paid, volunteer or even advisory, to pull it off. I wrote more about it here. The right people is critical to making it happen.

Have you ever thought of starting your own business?

September 8, 2011