Author: Maurilio Amorim

  • Southwest Gets it. American Doesn’t.

    A few weeks ago, my friend Anne Jackson blogged about American Airlines. Her inspired blog post aptly titled “American Airlines is the Devil” drew a lot of comments from weary travelers who had similarly painful experiences with the airline. It took American Airlines a long time to notice and respond to Anne’s post, which is read by thousands of people. Eventually someone from the company acknowledge her complaints and even confessed that AA needs to do a better job managing its online reputation. As far as I’m concerned, they need to do a better job managing their entire business let alone their online reputation. But I’ll leave that discussion for another time. In contrast with the flying woes of AA, I had a WOW experience with Southwest recently. They did something I didn’t expect them to do.


    Last Wednesday I boarded a Southwest airline flight from Nashville to Hartford and to my surprise, as soon as I sat down, I realized that the plane had just been upgraded with new leather seats. Sadly, I spend more time seating on Southwest’s cushions than my living room chairs. The happy discovery prompted me to right a tweet about it (tweets are single posts on twitter). Here’s what it said:

    “New seat cushions on my southwest plane. First reaction: excitement, then sadness that I actually noticed and cared. The crew was amused.”

    The post went out at 6 a.m., and by 5 p.m. I had a reply directly from Southwest:

    “SouthwestAir @maurilio That’s awesome that you noticed our new seats. That’s not pathetic, that’s SWAwesome. (Dorky, sorry, but couldn’t resist).”

    For those of you not aware, Twitter is a new and fast-growing social network using mostly cell phone technology. It’s just now hitting the mainstream. I never thought of Southwest as a cutting-edge business. I love their business model, corporate culture and customer-focused service, but they have never been on the cutting edge as far as technology goes. However, they have always been great about communicating who they are and what they do. Having someone monitor social networks on their behalf is a sign of how intentional they are about communication, their brand and the dialogue with consumers. Even the cheesy tone of the reply is consistent with the fun and irreverent spirit those of us who fly SWA have experienced time and time again.

    Well that’s yet another reason I continue to LUV SWA.

  • Another Trip to ER Hell: Why our Health Care Needs Reform

    Lately I have become an unwilling member of the emergency room frequent guest program. Six weeks ago I spend the better part of an afternoon at ER of centennial hospital after finishing the Nashville Marathon. [I wrote about it here.] This past Saturday I returned to another ER, Williamson Medical Center, with my youngest son, Derek, after he got a small gash on the top of his head during a “friendly sword fight” (official version by his older brother, Marcus). The swords in question were not real swords but hockey sticks that doubled as ninja weapons. However, the whole incident was not as traumatic to the family, including the busted boy, as was our trip to the ER. No wonder our health care system is in such a crisis.

    Since the cut happened Saturday afternoon, we called the pediatrician’s office to see if we could get the physician on weekend duty to examine the boy. To my surprise, here’s the recording I got: “You’ve reached Old Harding Pediatric, our offices are closed. If this is an emergency, call 911.” I guess we have two options, get sick from 9-5 or call 911. That’s crazy!

    So we pack everyone on the SUV and head out to the ER. We walk to the lady behind the glass, and she takes our information and gives Derek his hospital bracelet immediately. Great, this thing seems to be moving fast, and since there’s only a couple of people sitting in the waiting area, I’m hoping to be headed to Cozymel for fajitas in no time. 10 minutes later we’re called in an examining room with a pleasant man. After examining Derek and ascertaining we didn’t beat him purposely on the head with a stick and tried to cover up with the sword fight story, he tells us that someone else would probably staple the boys wound together. “It’s pretty simple process” the man says. “Why can’t you do it?” I ask. “ I just do the exam,” he says and sends us back into the waiting room again. “You need to check in first,” he says.

    After sitting down for a few minutes another woman calls my name into yet another room where I produce my insurance card, work information, home information, political views, past girlfriends list and whatever else she can think of. Then she sends me back to the waiting room to be reunited with my family. Derek is already sufficiently freaked about the whole staples-on-his-head idea. I try to console him with my cheerful “isn’t that the coolest? You’re getting staples!” He doesn’t bite. He looks up at me with disappointment at my lame attempt, sighs, rolls his eyes, shakes his head and laments “Oh please. You get them, then.”

    Twenty minutes later we’re called in. This time another male nurse escorts us to an examining room where he looks at the wound and confirms the earlier treatment: staples, quick and easy. But he can’t do it. We have to wait for the nurse practitioner to do it. He tries to comfort the boy by telling him how simple and painless this will be once they do “a small, local shot that you won’t even feel.” Now the only thing Derek hears is “shot.” The kid really begins to freak out. He not only is getting his head stapled, but someone is going to give him a shot on the skull. Nice going, Mr. Smooth.

    “Please, don’t tell him anymore information, just stapled the darn cut and let us go.” I say as patiently as I can. Ok, I was getting angry by then. He leaves. I’m scolded by Gwen for not being helpful.

    For the next forty-five minutes we’re in a 4 feet by 8 feet treatment alcove with a bed and two chairs waiting for the official hospital “Stapler” show up. Gwen, Marcus and I kept moving around the two available chairs while Marcus whined: “I’m hungry. Can’t we get something to eat and then come back?” Meanwhile I’m being tortured by reruns of Hanna Montana and iCarly (if you don’t know what those are, thank God for your good fortune) on the Disney channel playing above our heads.

    Suddenly, the Nurse Practitioner comes in. She takes a look and yes, confirms the treatment. “I think two staples would be the way to go.” But before I could rejoice, she breaks my spirit with “I’ll come back as soon as I finishing stitching the girl next door.” “O for the love, I should have stapled his head at home and we’re been done with this ordeal,” I say out loud. Stares all around. The Nurse looks shocked, Gwen looks embarrassed, Derek looks scared, and Marcus, well, he looks hungry and bored.

    She leaves and we’re left alone again with the bad tv shows. After another 45 minutes, the male nurse apologetically returns and says they’ll be back soon. “You ticked her off with your smart comment,” says Gwen to me.

    The Nurse looks shocked, Gwen looks embarrassed, Derek looks scared, and Marcus, well, he looks hungry and bored.

    Finally, almost three hours since we got there, the Nurse and her nurse come in, spray some freezing deal on the boy’s head while we hold him down, gives him a couple of quick shots and then, clunk, clunk—two staples. That was it. The entire ordeal lasted less than 30 seconds. Really. We still had to wait another 15 minutes for whatever discharge papers needed to be finished.

    3 hours, 4 different rooms, and 5 different people later we’re done. I’m not an efficiency expert, but there’s got to be a better way to do this. There’s got to be. And we wonder why our health care costs are out of control. Now we wait again. This time we wait to get the likely 5 thousand dollar bill from the ER visit, since we use so many of their resources. And the irony of it all, we never even saw a Physician.

  • Tweevangelism: A New Use for Tweeter

    Lately, there’s not a day that goes by that I don’t introduce someone to Twitter. Mike Hyatt has a great blog about it here, if you don’t know what it is. Most people’s first reaction is almost always the same: “Do you really think anyone cares what you’re doing throughout the day?” Yes, I do, but that’s not the point here. The most import aspect of Twitterland, however is how it facilitates community through small, succinct posts of 140 characters or less.

    Recently I introduced a good friend and seminary professor, Mark Overstreet, to Twitter. At first he didn’t know what to do with it, but last night he called me with a proposal: “What if a church used Twitter for evangelism?” First I thought he was envisioning people sharing their faith through tweets (a twitter post). While I could see someone doing that, I’m not sure that it would be effective in this type of community, where the personal transparency and openness is valued over any other agenda. However, his angle was different.

    His thoughts centered around a congregation using Twitter as a way to encourage each other as they share their faith throughout the day. The way he envisioned it happening, the pastor and staff would use Twitter for thirty days as they share tweets about their ministry opportunities throughout the day. After the staff trial, the Pastor would then challenge the entire congregation to join them. Each time someone had a potential ministry opportunity they would post a tweet. From tweets about sharing their faith with a coworker, encouraging someone in need, or praying for a friend, members would post a tweet prompting the rest of his church group to say a quick prayer for them beforehand and/or celebrate with them after the exchange, while simultaneously, encouraging all members to find their own ministry opportunity.

    I slept on that idea and I still think it could be an amazing tool for a congregation to use. Now I need to talk my pastor, Pete Wilson, to lead the way.

  • Building a Winning Team: When Talent Isn’t Enough

    The 2006 Brazilian National team was favorite to win the World Cup. They were touted as, potentially, the most talented soccer team ever assembled. Yet, the world favorite was eliminated during the quarter finals much to the disappointment of Brazilians worldwide, including yours truly. What happened? How can so much raw talent, experience and stardom result in such a poor performance? While some blame Brazil’s coach, Parreira, most of us saw clearly the problem play itself out on the field: superstars who could not play together as a team. It was obvious that the players were more preoccupied in looking good than winning games.

    Individually, they were the best in the world; together, however, they were less than the sum total of their talents.

    All the pride and praise of Brazil’s “jogo bonito,” translated “the beautiful game” could not make up for the lack of team spirit and comradely on the field. Individually, these guys were the best in the world at their position; together, however, they were less than the sum of their talents.

    As I build my team at The A Group and as I help my clients build their teams of talented, creative and effective professionals, I’m keenly aware that talent alone does not cut it. It never has. These days I hire on three levels: character, competence and chemistry. Sure I want to hire the most honest and talented person I can find for the job, but not at the expense of the team chemistry. In the past few years, I have changed the way I interview for openings in my company. While each potential hire has to meet our toughest job standards, he or she will not be hired unless the entire department feels good about them–after all, we are a small collaborative group and even one odd person can change the entire team dynamics.

    It has taken me a long time to learn this lesson. I wish I’d learned it a long time ago. It would have saved me a lot of pain over the years. In last few years we have passed on some great talent because they were not a good “fit” for our creative and professional culture. I have learned to trust my team’s collective instincts, and have regretted when I’ve gone against them.

  • In Defense of the Techno Slut

    Lately I have gotten a lot of “feedback” from friends, family, associates and even complete strangers on my obsession with technology, as some have labeled it, specially my ongoing usage of Twitter. Since I syndicate my tweets (what we call a twitter post) on my blog, my Facebook page, and Plaxo, I can see how, for a non web-savvy person, it seems that I’m spending most of my days updating these sites with seemingly trivial information. Even, Gwen, my lovely wife, emailed me the other day with the indicting words, “if you have time to twitter, than you have time to . . .” and so it began my “honey-do” list. The truth is that it only takes a few seconds per post. I estimate that I might spend a total of 5 minutes–on a busy tweet day–on my social network posts.

    First of all, I’m in the communications business. I own a media and marketing firm whose job is to help develop communication strategies for our clients, helping them to be as effective as possible in what they do. Technology is often the best conduit for those strategies. Frankly, I’m tired of people who, like myself are in charge of communicating with culture, commenting, denouncing, or plainly dismissing tools they don’t understand or have never even used for themselves. Think about it as a child who affirms that he hates broccoli, but has never tried it once.

    Secondly, there’s an objective, quantitative side of testing new technology. It’s called results. No matter what world we live in, whether market place or non profit, we are compelled, if not required to maximize our impact, to have the greatest return on our investment–investment not only of resources, but also of time and personal equity (relationships). I can pontificate all day long that I prefer a clean, streamlined design for a website which I happen to do. But that’s not always what works. Recently my company “junked up” a home page that was not performing to our expectations. Traffic improved. Unfortunately “preferencentricity” (term I coined to reflect judgment solely based on one’s point of view and tastes) has a way to hijack meetings and projects when outspoken and yet misguided people speak out of ignorance, fear or prejudice.

    Since I began Twittering, traffic has increased on my blog as well as on my corporate website. I have met some great new people as well, just to name a couple of benefits.

    Finally, I like gadgets and technology. I really do. As a matter of fact, things with buttons, touch screens, and cool shiny lights make me happy. When I run or ride my bike, I carry on me a GPS, a heart rate monitor, a cadence meter and a wrist watch that controls my iPod as well. I’m a techno slut after all. But at the end of the day if the new technology doesn’t deliver, it’ll be gone and I’ll be looking for the next big thing that will help my clients and me to reach people.

  • The Difference Between TV and Real Life Courtroom or My Day as a Juror-Wanna-Be

    This was my first day ever to be called for the dreaded, or loved, jury duty. It was something I hoped to escape altogether, but with only two days left in my window of service, I got called in. Being a product of our popular culture, I envisioned my experience as a juror playing out much like a scened from popular shows like Law & Order, Bones or CSI. Some of you followed my tweets (learn more about Twitter from fellow blogger and Twitter Master Mike Hyatt here) during my illegal postings from the courtroom throughout the morning. Here’s 6 ways real life courtroom is different from your favorite tv courtroom.

    1. No musical score. I’m not just talking about the high-energy, fast-beat fare heard in “Boston Legal” episodes. There’s no music, no sound, no nothing. We just sat in this cold room with no ambient noise. Musak would’ve been awesome.
    2. People are not as pretty as their television counterparts. No handsome lawyers in Armani suits, buff deputies or beautiful women of the jury like you’d see in Law & Order or in the old “LA Law.” This is Middle Tennessee, what can I say?
    3. No high-tech, CSI-like animated presentation of the evidence in cool flat screens. We had a Sony Triniton TV circa 1995 sitting on a cart, an easel with cardboard with black and white charts on it . I think I saw a flanelgraph for recreating the crime scene.
    4. Real-life lawyers are a lot less clever than tv attorneys. After listening to the prosecuting attorney de-briefing the jurors, I was under the impression he was getting paid by the word. So many words–so little meaning. He would not make it in Twitterland.
    5. Everyone knew the defendant was guilty of DUI before the trial got started. “It’s hard to walk a straight line if you’re nervous with blue lights all around you, don’t you agree?” Yeah, right. And with that pre-qualifying statement, I cast my vote: guilty.
    6. No drama. There’s more drama getting my kids up and ready for school than what happened today. No outbursts or even any name calling. [in all fairness, however, I didn’t stay for the real thing]

    Fortunately, I was dismissed before the real trial began. I might be called back tomorrow. If so, I’m taking my own musical score with me: remember Ally McBeal?

  • Birthing Websites

    Going live with a website is analogous to the birthing process–ok, ladies, please give me some latitude here. First, there’s a conception plan, then the site begins to take shape in the womb of a development server. A lot of work goes into creating and growing the new site that’s hidden from everyone but its creator(s), and then one day, the new site goes live after the DNS records propagate. And much like the birth of a baby, the site, no matter how large, will continue to develop and grow in the days to come.


    Over the past few days we have given birth to some great websites: www.eagledrygoods.com and their sister sites www.Tommybahamacs.com and www.calvinkleingolf.com. Beyond the clean, streamlined design of these sites, their most powerful function is something most people will never see: the back end custom programming that allows different people, from designers and product buyers to inventory managers, to manage the entire catalog from an easy-to-use, browser-based interface. Making it easier to train workers to change the entire structure of their website with just a few clicks of a mouse. As matter of fact, even the entire database structure of these catalogs, even from the root directory can be changed by user interface without a single call to our offices. Now, that’s flexibility.

    In a few minutes, we’ll be going live with www.soles4souls.org. Only after three short years of existence, S4S has given over 3 million pairs of shoes to needy people worldwide, and it continues to grow exponentially. Their communications’ strategy called for an easy-to-use site where no information is more than 3 clicks away, but with a powerful backbone to allow for its growing staff to post news, photos, videos, products, etc. and virtually all of S4S future communications. The site is integrated with their 3 warehouses across the nation for fast shipping and even inventory management. There’s even a cool feature where video is played within the rotating feature and cycles through along with still images. check it out for yourself.

    I’m often proud of the work our team puts out, but I’m specially proud of the new technologies we have developed for organizations we serve. Way to go team!

  • Lessons from My First Marathon

    Between worrying about the thunderstorms and getting up on time for the race, I was a restless man Friday night. But as 4:00 AM came on Saturday, I was up and getting ready for the longest, biggest race of my life. After all, the longest race I’d run before yesterday was the Boulevard Bolt–a five-mile run on Belle Meade Boulevard every Thanksgiving morning. To make things more interesting, six weeks ago, I had developed Achilles Tendonitis on my left foot and was told I might not be able to run at all. But after physical therapy, a slower training pace, I felt ready to go.

    My running team, Innerstrength, met under the pavilion at Centennial Park at 6 am for stretching, tattoos, group pictures and a pep talk from head coach Matt Royka. Lining up at West End Avenue with 30 thousand people was an awesome sight to see. It’s funny how your heart rate goes up before a race due to the anticipation and excitement of “doing it for real” this time. All of the hours of training, the long runs in rainy and cold weather were coming to bear in this one race. How exciting.

    As the gun went off and my corral was let go, (ok, can we come up with a better term than “corral?” come on, where are the marketing people?) I was prepared to have a great time. And boy, I did. I’ve never seen so many people lining up the streets of Nashville before encouraging and cheering us on. The performing stages were such a treat, and as I ran by Belmont Church, their Praise Band and Singers were kicking it into high gear with “Shout to the Lord.” It was awesome.

    And so I went. Enjoying the bands, the volunteers who offered us drinks and the well wishers everywhere. I thought I could run like that forever. That was until mile 21. I’ve heard about hitting the proverbial wall, but until yesterday, I had never experienced it personally. It was the strangest feeling: I was moving along fine and suddenly my legs, feet and even forearms decided they just had enough. No warning, just plain rebellion. Cramps all around.

    My friend Chantel Hobbs, had said to me the day before, “run the first half with your mind and the second with your heart.” Now I know what she meant by “heart.” The last five miles were an eternity. My pace dropped. I had to walk/run in order to stop my legs from cramping, but all I could think about was finishing the race. I got through the gates at 4 hours 31 seconds according to my watch and 4:34 according to the official chip time. I was hoping for 4:05, but I had made it. Somehow the race announcer managed to say my name as I crossed the finishing line. How cool was that? I got my photo finish, my honking medal, my 26.2 mile-run, Yeah.

    As my running partner and I were headed to pick up our bags, I started feeling terribly. And once I sat down, and eventually laid down, I could not sit up again. My blood pressure would drop and my heart rate would spike when I tried sitting up again. My running partner, Tammy, our training coach, Anita, and a friendly young paramedic tried to help me out. All things considered, I did have three beautiful women doting on me–it could’ve been worse.

    The paramedics decided that I was dehydrated and needed to be on an IV. A perilous trip to Centennial Hospital in the hands of a mad ambulance driver, three liters of fluid–that’s almost a gallon if you’re metric impaired–two blood tests and several hours later, I’m driving home in time to get ready for a final celebration with my team.

    It was a long day, but one I’ll never forget. It was a rich experience for me. Here’s some of my lessons:

    • I learned commitment pays off through the long hours of training.
    • I learned the importance of pacing to carry me for the whole race.
    • I experienced the power of the human spirit to overcome what the human mind can’t as my body wanted to shut down and quit but my heart would not let it.
    • I was reminded again of the importance of a good friend, as my running partner stuck with me for the better part of a day unselfishly, without food or a bath, as she waited for me to get out of the hospital. Thank you Tammy!
    • I experienced the joy of celebrating for doing something most people will never do in their whole lifetime.

    All of that in one day. What a day it was.

  • My Tapering Week

    I like tapering. No, I love tapering. A few years ago I didn’t even know what that meant, but today, I’m officially tapering my training for the Country Music Marathon this coming Saturday. The whole thing is pretty simple: you only do a very short run early in the week and then you eat like a cow. Now, how can you not love tapering?

    Instead of getting up at 4 AM every morning and spending 2 to 3 hours exercising, I’m going to sleep in this week and then eat tons of food I’ve avoided for long time. Thinking about it, I believe a lot of people live on “tapering” without the training. But, however great this sounds, I’m having a difficult time not running in the morning. My running partner and I just text back and forth about “tomorrow’s plan” and reluctantly committed to take the day off. Well, my left Achilles’ tendon is sore and I don’t want to push my luck at this stage.

    Three weeks ago I ran over 50 miles during the course of 7 days. This week I’ll do 3 and then on Saturday, Lord willing, I’ll run 26.2 and live to blog again. Meanwhile, you can find me bellying up to the pasta bar all week.

  • Team Work During Emergency at a Southwest Flight

    Last week I was flying to Orlando to speak at a conference. The flight was full with not a vacant seat in the whole plane. Half-way to our destination a lady two rows to the front right of me started having an attack. First she vomited and then her body began to convulse. Things weren’t looking good. What follows next was a lesson in team work and how being prepared for an emergency makes all the difference.

    The Southwest crew jumped into action right away. They moved the two passengers in that row out and began dealing with the sick woman. At one point, one of the flight attendants plugged a microphone/headset combo into a jack on one of the overhead bins near the lady and began communicating with ground EMTs in order to diagnose the issue. They identified family members who were on the plane and probed on medical conditions as well as drugs in her system.
    At the same time they enlisted the help of a couple of passengers who were near by to help them make the patient more comfortable. They found a physician on the plane and asked for his help.

    I was sitting next to the window on the exit row and watched in amazement as their training and readiness helped them save a life.

    This experience made me think of a lot of churches and organizations that have never trained their staff and volunteers on how to deal with a medical emergency or an act of violence–as we have seen happen more often lately. Being proactive is not in our nature. It’s much easier react to our circumstances, but that might be the difference between life and death.