The Things That Can Happen When You Don't Know Where You're Going

When I was still trying to figure out this next phase of my life I went to a book launch by a man I had never heard of before. The book was called World Wide Rave and the author was someone named David Meerman Scott. 

I was quite taken with David, his story and his perspective on what he referred to as the new rules of Marketing and PR. He had worked for large corporations and had been fired from them. So we had a lot in common. 

I started to follow him on the social networks and became a regular reader of his blog. I learned a lot from David. He has always impressed me as one of the few marketing gurus out there who actually walks the walk. He doesn't just preach engagement and sharing, he practices it. He has a no gobbledygook rule that I have adopted. To say his thinking helped to form my own on how to use digital tools to brand and sell is an understatement.

In one of those synchronistic twists of fate that first meeting was at the Kimmel Center at NYU - several years before I joined the adjunct faculty. 

When I first started to teach Digital Marketing  and was in search of a textbook, the only thing that I found that could come close to being a comprehensive overview of what marketing in a digital world looked like was his book, The New Rules of Marketing and PR.

I let him know and made both his book and his blog required reading. 

David has a new book.  As part of his research he solicited ideas on perspectives on selling from his readers. Needless to say, with twenty-five years in sales and sales management to my credit, I had a lot to say on the subject so I sent off an email.

David responded and said he wanted to do a phone interview.

That was a year ago in September. I remember hanging up the phone and trying not to get too attached to whether that interview would actually make it in the final draft. Instead I exercised extreme gratitude that a handful of years after first meeting someone whose work impressed me so, my story might even be considered for one of his books.

I guess my gratitude worked because I am honored to report back that I am in the book! 

I have no idea what I said - I'll be back to you after I get my copy - but David tells me my story is perfect. The official publication date of The New Rules of Sales and Service is September 2, 2014. 

In the meantime, David is practicing the marketing methods he preaches and offering this great slide presentation to give you a peek at what you will find in the book. 

When I started this part of my journey back in 2008 I had no idea where I was going. What I've discovered along the way is that as long as you're willing to put one foot in front of the other and keep yourself open, you will meet the people you need to meet, you'll learn what you need to know and you will never cease to be amazed at the synchronicity of it all and the delightful surprises that will occur. 

Like being quoted in The New Rules of Sales and Service! 

How Digital Tools Can Work - A True Story

One of the requirements in my NYU graduate class is creating a blog. It serves two purposes. A place to complete the weekly homework assignments and a vehicle through which my students can learn experientially what it means to create and publish content.

I encourage them all to tweet out their posts and to interact with influencers online. That's always a challenge and one I easily relate to. It's one thing to complete a homework assignment. It's quite another to put that out into the world and to try and make friends with strangers. It's a scary place, not unlike the one I wrote about earlier this week.

But this is what can happen when you do.

The assignment last week was to find an example of newsjacking, a term defined as "the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business" and popularized by David Meerman Scott . One of my students wrote her post on what the London Hilton Hotel did to ride the news cycle around an event called Blue Monday,  a concept created a few years ago to spotlight what is considered the most depressing day of the year - the third Monday in January. 

Here's how Sonia used social media to get more attention to her post.  She tweeted the link and included David Meerman Scott in the tweet. David is one of those rare marketing people that actually practices the concept of social engagement - as opposed to just talking about it - which is just one of the many reasons I choose his book, The New Rules of Marketing and PR as the text for this class.

He read the blog and tweeted her back. 

This accomplished a few things. It made Sonia very happy. She got to see first hand, in real time,  how social media can connect. It's also a great example of CRM on David's part. David is a marketing influencer and Sonia now feels a greater and more personal connection than she did before and is more likely to help spread his messages.  And it put her blog link into his Twitter feed with his 104,000 + followers. 

When I saw what had happened I had to jump into the conversation. David already knows I use his book as our text but I wanted him to know Sonia was one of my students. 

The moral of this story is that this stuff works! Digital tools allow us to make new connections, expand our sphere of influence and overall - improve our digital profiles. 

In this case it also gave me material for a blog and a great segue to promote my new workshops! Your Digital You - the blueprint - a workshop designed to improve your digital presence.  

What I Read This Summer

It's here. Labor Day Weekend. Just like that in a blink of an eye another summer has flashed by. With the forecast here in New York looking to include lots of clouds and rain - reading is sure to be on my list of weekend activities. So I thought - as the weekend is about to get into full swing-  I would share what I read this summer that qualifies to make my list of recommended reading.

Consider yourself forewarned. This list includes novels, books on marketing and even one on angels. It is proof positive that I have eclectic interests and reading habits.

That said - in no particular order -

Is This Tomorrow?  This wonderful novel by Caroline Leavitt will make you not care if it pours all weekend. Consider this a must read. 

Control, Alt, Delete - Reboot Your Business. Reboot Your Life.  I just discovered Mitch Joel this summer and have since become a follower. Marketing Magazine called him the "Rock Star of Digital" so that pretty sums up what he writes about. 


OohLaLa - French Women's Secrets to Feeling Beautiful Every Day. I already forewarned you that I mix my daily reading with new and innovative uses of make-up and Vine  - so this one is definitely for women only. It's a delightfully entertaining and inspiring read - true to form for author Jamie Cat Callan. 

Angels In My Hair. You have to believe in a power greater than yourself to enjoy this memoir by Lorna Byrne. One of my most favorite take-a-ways is that people have forgotten to ask the angels for help. The author explains this is resulting in lots of unemployed angels. So asking for help is actually giving someone- somewhere - a job.

The Silent Wife. The saddest thing about finishing this novel was finding out the author, A.S.A Harrison had died just as it was being published and so we will not get to see anymore of her brilliant and riveting writing. Just know - that while it is being marketed as 'like Gone Girl' -it's not. It's much better! This is actually believable. 

The New Rules of Marketing and PR - the new and improved 4th Edition. I've recommended David Meerman Scott before and will continue to do so. If you don't get or don't believe that marketing really has changed - forever - this is the best place to start getting it. In full disclosure it is the book I use with my graduate students. 

Choose Yourself! James Altucher is another new discovery for me this summer. I had been tripping over him but it was a podcast he did with Mitch Joel that provoked me to pick up his book. James is not for the faint heart - but he is funny, entertaining and very smart. He will also catch you off guard with his own special brand of spirituality.

What about you? What did you read this summer that you recommend?  Please add in the comment section. All categories welcome!

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The Egg Timer Theory - Revisited

I've read two posts on the subject of time in the last two days. I took it as a 'sign' - of something. Just don't ask me what. So I waited - certain a third blog - somewhere - was being written - and was going to show up in my vast array of links on social nets.

Three times and those who believe as I do in the mysterious ways of the Universe and a random occurrence now becomes a 'sign' - after which action must be taken. But again - don't ask me what action. I hadn't thought things through that far. I was hoping when the third post arrived I would know.

So I waited. 

I didn't think about writing my own blog even though I haven't posted since last Wednesday and it was - well- time.  Because quite frankly in the afterglow of my thirty day blogging experiment things got busy. The summer semester at NYU was ending, grades needed to be uploaded and I was preparing for an in-house workshop with a new client. It didn't seem like I really had the time to write as much.

OMG. Did I just write that I didn't have the time? 

Me - who gets obsessed with this subject. Whose written many blogs on the topic.

Me- who managed to write an entire guide/manifesto on how to create time for your life. 

Me - the organized one who has this reputation for getting so much done was flailing. I'd pressed pause to regroup and seem to have gotten stuck. 

And there I was reading other people's words who sounded like something I would have said. And should have - except I had convinced myself the time just wasn't there for me to write. To do what I love. 

Oy! 

So I reread what David Meerman Scott wrote. And Mitch Joel. And I stopped waiting for my 'sign'. 

I set the timer and I started writing.

The 'sign' became crystal clear. The third post on time was supposed to be written - by me - to remind me - that I do have the time and the words to write another blog. I just have to sit down and do it.

I also have to set that timer.



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The Books That Made A Difference - Day 18

In the last five years I've discovered a number of authors whose writing has influenced my thinking and my direction, who inspire me and make me think. This is a partial list, but a significant one - one that I'd like to share. 

Linchpin - When I was still in my corporate job, I didn't know who Seth Godin was. Which in retrospect does not surprise me. Seth is the kind of forward thinker who sparks controversy and discussion. Not generally encouraged in corporatedom.  A friend and former colleague thought I would like him and suggested I read his blog. He was right. I started reading and haven't stopped since. Linchpin was the first book of Seth's books I read. And it wasn't the last. 

The New Rules of Marketing and PR - The first time I heard of David Meerman Scott was at a talk he gave at, ironically, NYU when his book, World Wide Rave came out. I remember being so inspired by his story, his passion and his perspective. Little did I know at the time that a few years into the future I would be teaching at NYU and using The New Rules Of Marketing and PR as a textbook for my students.  The 4th Edition just came out. I highly recommend it for anyone in sales, marketing, public relations or in business for themselves that wants a comprehensive look at what's changed and what you need to do to keep up with the change. It's also an entertaining read. David does not believe in a lot of meaningless jargon or what he calls Gobbledygook and his writing lives up to that.

The War of Art - I found Steve Pressfield through Seth Godin. The title may lead you to believe it is just a book for artists who struggle with getting their art out, but it is applicable for anyone who wants to create something. If the title scares you away try Do The Work in which he addresses the entrepreneur and business person directly. Steve is pure inspiration - the kind of stuff you can read again and again and still say Aha!

Fascinate - Your 7 Triggers to Persuasion and Captivation.  I discovered Sally Hogshead through Nancy Moon of MoonPR who has a reputation for always steering me in the right direction. To say I was fascinated by Sally's take on what fascinates us in today's noisy 24/7 world is an understatement. I've taken her Fascination test (you can too by clicking this link) which offers great insight as to how we fascinate others. 

Unbinding The Heart - It feels like I've known Agapi Stassinopoulos forever, she has become that good a friend to me,  but in truth we met just two years ago prior to the release of her book. While it may not seem like a book with this title fits in with the rest of the list, it does. Corporate culture encourages us to close our heart, exactly the opposite of what is needed for healthy, sustainable businesses. I'm not the only one thinking along those lines. In addition to teaching transformational workshops, Agapi also lectures to forward thinking businesses on the topic. Plus she walks the walk. I like that.

No Excuses - 9 Power Tools for Women - Gloria Feldt is one of the first people I met as I began expanding my networks after the 'divorce.'  I was honored to get an advance copy of No Excuses in 2010. I'm even more honored that she's become a friend and supporter. Every woman should read her book and check out her new venture, Take The Lead Women, where she will be offering leadership training specifically for women.

Control, Alt, Delete - Reboot Your Business, Reboot Your Life.  I just recently discovered Mitch Joel. Once again, the connection was Seth Godin. All I can say is WOW! There are so many gems in this one that I might have more sections highlighted than not. Like this one -

"Ask yourself if you're telling a story worthy of being told or are you telling a story just to get something sold?"

Note there are no novels here, which I read alot of, or raunchy erotica which I've been known to imbibe in. But I do learn from those books as well - about human behavior, character and interactions. However, that is a list for another day.



note: This is Day #18 of a 30 Day Experiment. Here are the details on how it all started.

Wasting Time - Day 10

I hate wasting time. The older I get the more I hate it. I’m far too aware that I just don’t have as much of it left as I used to. So to waste it - to not to make the most of each and every moment - to me that’s worse than wasting money on that very expensive hand painted tuxedo shirt I bought in Aspen one winter twenty odd years ago and wore only once. Money you can always figure out a way to make more of. But time. You can’t get that back.

As the author of a book on the subject, It Takes An Egg Timer, A Guide To Creating The Time For Your Life, you might think I never commit this crime. But I do. And when I think over the past five years I admit readily that I have most definitely wasted a bunch of time.

Like when I was waiting for The Book Deal. The one every writer dreams of - or at least used to dream of - back when you didn’t have to commit some obscenely outrageous act or become a reality star, to be deemed worthy of a coveted deal from a Big Six - I mean Big 5 Publisher.

I waited and waited. I was that sure it would happen. I just didn’t know where or when.

But as we know, it didn’t happen. When I knew I couldn’t waste one more minute waiting to get picked, I picked myself and self-published, The Secrets They Kept.

I think sometimes of how much further along I would have been if I had made that decision earlier. If I hadn’t been wasting time waiting for outside validation that I was a good enough writer to be read. 

But of course that is the biggest waste of time of all! 

The truth is alot of really great things happened because of that waiting. 

I would never have started to blog and learn about things like Twitter and Facebook. I wouldn't have self-published which really forced me to take a very deep dive into all things digital. I wouldn't have taken all those courses and attended conferences and discovered people like Seth Godin and David Meerman Scott who reminded me how much I love marketing and left me qualified to teach a class in digital marketing at NYU. I wouldn't be consulting and demystifying digital for individuals and organizations.

So I suppose I was never really wasting time at all. I was just getting prepared for what was next. I just didn't yet know what that was going to look like.


note: This is Day #10 of a 30 Day Experiment. Here are the details on how it all started.

Planning In An Agile World

I've always been a planner. At times to the point of obsession. But the older I get, the less crazy I make myself about it. I know that no matter how hard you try you cannot and will not control everything. Things will happen that no one expected.  And they often get in the way of the original blueprint. The key is to be flexible when it does and be open to the idea that the change might be even better than what you had planned for.

Don't get me wrong. If you want to create something you need to be clear on what it is and you need to figure out what it will take to manifest it. A plan must be in place whether we're talking life or business.

The really smart and the really successful know better than to hold on  too tightly to the plan as written. They reassess along the way and are flexible enough to improvise when needed, looking at the twists in the road as opportunity instead of disaster.

Take Sunday night during the Superbowl. No one planned a power outage in the Superdome that would delay play for thirty-four minutes. There was a championship to decide and commercials to air. Yes, those :30 and :60 spots reputed to be sold in the vicinity of $40 million. A huge money maker for CBS and a huge expenditure of an advertising budget for even the deepest of pockets.

Witness the smart thinking and agility of Oreo and 360i. Oreo had bought a commercial in the game that had already aired. According to Buzzfeed,  the agency and the brand had set up a "mission control" in advance,  basically meaning the agency and the decision makers for Oreo were in the same room when the lights went dim. Within minutes the team had turned around the situation, effectively "newsjacking" it. They created and tweeted this new ad, capitalizing on the moment. 

Not only did this generate an extraordinary amount of Tweets and Facebook likes, people like me are continuing to write about it, generating even more conversation about their brand than they could have planned for.

Newsjacking is a relatively new concept coined by  David Meerman Scott , what he calls "the process by which you inject your ideas or angles into breaking news, in real time, in order to generate media coverage for yourself or your business." 

There were other brands who were also acting with agility including Tide and Calvin Klein, more evidence that this is becoming the way of the world in which we live, whether we are speaking to advertising campaigns or our lives. 

Things are changing, faster than ever before. Five year plans can become five minute plans at the touch of a button. Which means we either need to respond more quickly and be more agile or we will be left in a cloud of dust...or in this case cookie crumbs.