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Archive for November, 2006

The 5th Discipline by Peter Senge (review by Funderstanding)

Sunday, November 26th, 2006

The 5th Discipline

OVERVIEW
In his book The Fifth Discipline, Peter Senge details his model of a “learning organization,” which he defines as “an organization that is continually expanding its capacity to create its future.” A learning organization excels at both adaptive learning–also known as survival learning–and generative learning.
THE TOOL
Senge’s learning organization model consists of the following five disciplines:

Systems thinking–Senge attests that we must look at the patterns that connect the larger system. Systems thinkers cure headaches by removing the cause, rather than simply ingesting aspirin. They pay careful attention to how different tasks and functions interact. Systems thinkers believe that by examining these patterns of interplay, we can better pinpoint the important issues.

Personal mastery–Senge stresses the significance of continually clarifying and deepening our personal vision, focusing our energies, developing patience, and seeing reality objectively.

Shared vision–Senge defines this discipline as the “picture of the future.” A shared vision is intuitive and instinctive; it’s not something that’s learned by rote. A shared vision is also a collective experience–it’s the cumulative total of each participant’s personal vision.

Team learning–Senge’s fourth discipline states that any group’s collective IQ will always be much higher than an individual’s IQ. The only way to begin building group IQ is to open the channels of communication within the group and start talking to one another.

Mental models–Senge defines mental models as the deeply ingrained assumptions, generalizations, and even pictures or images that influence how we understand the world. Since how we act is based on our impressions of our surrounding environment, it’s imperative that we recognize and re-evaluate our mental models and preconceived assumptions.

Senge’s five components of a learning organization are all interrelated. Personal mastery, shared vision, team learning, and mental models make up the foundation of the organization. And systems thinking is the cement that holds it all together. In order for the learning organization to work, each of the five disciplines must be developed simultaneously and integrated with one another.

Applying Senge’s model to the typical corporate mission of “increasing shareholder value” is insightful. The Fifth Discipline calls this vision shortsighted, since it does not consider what leads up to the increase in shareholder value. The typical corporate mission limits the organization’s thinking to only one aspect of a problem. As an example, Senge states that a more “enlightened” corporate mission would include customer service and treatment of employees in its focus.

Senge further delineates his model of a learning organization through his 11 Laws of the Fifth Discipline:

Today’s problems come from yesterday’s solutions.
The harder you push, the harder the system pushes back.
Behavior grows better before it grows worse.
The easy way out usually leads back in.
The cure can be worse than the disease.
Faster is slower.
Cause and effect are not closely related in time and space.
Small changes can produce big results–but the areas of highest leverage are often the least obvious.
You can have your cake and eat it too–but not all at once.
Dividing an elephant in half does not produce two small elephants.
There is no blame.

SUMMARY
The Fifth Discipline is a tough book to get through–many people start it, but few finish. If you manage to make it to the end, you will gain ideas you can apply over and over again. It will probably take at least two readings for all the material covered to sink in. While the Senge doesn’t present any quick fixes, he provides new language and tools that can help turn your organization into a learning organization.

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Practice the Power of Intention by Wayne Dyer

Sunday, November 26th, 2006

Practice the Power of Intention (by Wayne Dyer)
See the beauty in everything
Find your purpose
Grasp the essence if infinity
Be humble
Banish doubt
Transcend your circumstances
Respect yourself
Monitor your inner dialogue
Be kind
Take no offense
Extend love
Overcome ego’s hold
Express gratitude
Be at peace with everyone
Act of if
Feel abundant
Maintain an attitude of allowing
Create a stress-free life
Attract the right people
Be infinitely patient
Acknowledge your creativity and genius
Listen to your thoughts
Raise your energy vibration
Optimize your health
Convert hate into love
Be receptive
Practice unbending intent
Release others’ expectations
Avoid low-energy substances
Perform anonymous acts of kindness
Forgive everyone
Recognize how you view others
Feel good
Honor your body temple
Think from the end
Surround yourself with high-energy people
Feel superior to no one
Use your imagination
Be aware of your immortal self
Attract what you desire
Detach yourself from your stuff
Radiate serenity and peace
Meditate regularly
Expand your reality
Be a host to God
Let go of your need to have more
Affirm your good health
Appreciate everything and everyone
Change your perception

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5 Sure-Fire Tips for Great Speeches

Thursday, November 23rd, 2006

5 Sure-Fire Tips for Great Speeches

by Patricia Fripp, CSP, CPAE
1. Come out punching!

Grab your audience’s attention. One way is to make a startling statement. For a recent speech to the National Speakers Association, I walked out and immediately started building a word picture: “Columbus, Ohio, December, zero degrees, 2,000 people trudging through the snow to hear four speakers…”

Don’t waste your audience’s time with trivialities. I heard a speaker addressing a San Francisco Sales and Marketing Executives audience, starting with how nice it was to be there, how great the weather was, and how he loves our restaurants. Who cares? I didn’t race across town to hear him talk about weather and restaurants. I was there to hear about sales and marketing ideas and he was supposed to be an expert.

2. Monitor your “who cares?” factor

Tape your talks, then listen to them, asking “Who cares?” after every statement or segment of material. If no one really does, don’t say it. This is a great way to see if you are saying anything of value.

3. Be funny…maybe

Humor can add a lot to your speech, but it must fit you and your topic. If humor is appropriate to your topic, use it, but go for laughs that grow naturally out of your content. Avoid old, tired jokes that may not be appropriate, or that everyone has heard before.

A friend from AT&T called me late one evening. “My boss is giving a speech tomorrow. He needs a joke.”

“Is your boss funny?” I asked.

“Well…not really,” he replied.

“Then don’t try to make him funny,” I said. “Get him to be inspiring.” I looked through my reference books and found quotes that fit the speaker’s points much better than any joke could.

If you decide to risk humor, ask yourself and others, “…but am I really funny?” Be brutally honest.

4. Organize with a three-part outline

A good way for both beginning and advanced speakers to organize their material is to use the three-part Alcoholics Anonymous format:

1. This is where I was.
2. This is where I am now.
3. This is how I got from there to here.

It is a great structure because it is so easy for both speaker and audience to remember. A woman in Yuma, Arizona called me. “I have to give my first speech in three weeks,” she said. “Would you send me one of your tapes so I can learn how to do it.”

“It doesn’t work quite like that,” I told her, “but tell me, what group are you addressing?”

“The Yuma Board of Realtors.” she said.

“Why have they invited you to speak?” I asked.

“Because I have been very successful in the real estate industry.” So I suggested she use the three-part Alcoholics Anonymous outline. (The first two points can be reversed.)

1. This is where I am: “Last year I sold $18 million dollars in real estate in a slow market.

2. This is where I was: Eight years ago when I got my license, I had never sold anything but Girl Scout cookies.

3. This is how I got here: “First I…”

5 Develop your content

Content I suggested:

Advice from her sales manager that worked,
What she learned from other agents,
What she did well naturally,
What she did not know that amazed her once she had learned,
Sales she fell into,
Sales she almost lost,
Sales that were out of the unusual,
What she would do differently based her 8 years experience,
Anything really entertaining.

I also suggested she keep a pad on her desk and as ideas came to her she jotted them down. Then, when it came time to sit down and put it all together, it was fine if she lacked some creativity as most of her ideas were written down.

She used the structure and reported later that the talk was a big hit.

Even if you add more sections to your speech, keep your outline simple. You’ll remember what you intend to say, and your audience will remember what they heard.

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The Laws of Simplicity (John Maeda)

Wednesday, November 22nd, 2006

The Laws of Simplicity

design | business | technology | lifestyle
I wrote The Laws of Simplicity in late 2005 to early 2006 to get my thoughts down about simplicity. In the course of 100-pages, I outline the Ten Laws as used on this website.

laws, books (12) Jun 12, ’06

Law 1: Reduce
The simplest way to achieve simplicity is through thoughtful reduction.
> Excerpted from Page 1 of my book, The Laws of Simplicity

The easiest way to simplify a system is to remove functionality. Today’s DVD, for instance, has too many buttons if all you want to do is play a movie. A solution could be to remove the buttons for Rewind, Forward, Eject, and so forth until only one button remains: Play.
But what if you want to replay a favorite scene? Or pause the movie while you take that all-important bathroom break? The fundamental question is, where’s the balance between simplicity and complexity?

How simple can
you make it?

How complex does
it have to be?

On the one hand, you want a product or service to be easy to use; on the other hand you want it to do everything that a person might want it to do.
The process of reaching an ideal state of simplicity can be truly complex, so allow me to simplify it for you. The simplest way to achieve simplicity is through thoughtful reduction. When in doubt, just remove. But be careful of what you remove.

laws, 1/ reduce (9) Jul 23, ’06

Law 2: Organize
Organization makes a system of many appear fewer.
> Excerpted from Pages 11-12 of my book, The Laws of Simplicity

The home is usually the first battleground that comes to mind when facing the daily challenge of managing complexity. Stuff just seems to multiply. There are three consistent strategies for achieving simplicity in the living realm: 1) buy a bigger house, 2) put everything you don’t really need into storage, or 3) organize your existing assets in a systematic fashion.
These typical solutions have mixed results. At first, a larger home lowers the clutter to space ratio. But ultimately, the greater space enables more clutter. The storage route increases the amount of empty space, but it can be immediately filled in with more stuff that will need to go into storage. The final option of implementing a system takes the form of things like closet organizers, that help bring structure to the chaos as long as the organizing principles can be obeyed. I find it compelling that all three clutter-reducing industries—the real estate market, easy storage services such as Door to Door, and rational furnishing retailers like the Container Store—are booming.
Concealing the magnitude of clutter, either through spreading it out or hiding it, is an unnuanced approach that is guaranteed to work by the first Law of reduce. There are only two questions to ask in the de-complicating procedure: “What to hide?” and “Where to put it?” Without much thought and enough hands on deck, a messy room becomes free of clutter in no time, and remains so for at least a few days or a week.
However, in the long term an effective scheme for organization is necessary to achieve definitive success in taming complexity. In other words, the more challenging question of “What goes with what?” needs to be added to the list. For instance in a closet there can be groupings of like items such as neckties, shirts, slacks, jacket, socks, and shoes. A thousand-piece wardrobe can be organized into six categories, and be dealt with at the aggregate level and achieve greater manageability. Organization makes a system of many appear fewer. Of course this will only hold if the number of groups is significantly less than the number of items to be organized.

laws, 2/ organize (1) Jul 23, ’06

Law 3: Time
Savings in time feel like simplicity.
> Excerpted from Pages 23-24 of my book, The Laws of Simplicity

The average person spends at least an hour a day waiting in line. Add to this the uncountable seconds, minutes, weeks spent waiting for something that might have no line at all.
Some of that waiting is subtle. We wait for water to come out of the faucet when we turn the knob. We wait for water on the stove to boil, and start to feel impatient. We wait for the seasons to change. Some of the waiting we do is less subtle, and can often be tense or annoying: waiting for a Web page to load, waiting in bumper-to-bumper traffic, or waiting for the results of a dreaded medical test.
No one likes to suffer the frustration of waiting. Thus all of us, consumers and companies alike, often try to find ways to beat the ticking hand of time. We go out of our way to find the quickest option or any other means to reduce our frustration. When any interaction with products or service providers happens quickly, we attribute this efficiency to the perceived simplicity of experience.
Achieving notable efficiencies in speed are exemplified by overnight delivery services like FedEx and even the ordering process for a McDonald’s hamburger. When forced to wait, life seems unnecessarily complex. Savings in time feel like simplicity. And we are thankfully loyal when it happens, which is rare.

laws, 3/ time (1) Jul 23, ’06

Law 4: Learn
Knowledge makes everything simpler.
> Excerpted from Pages 33-34 of my book, The Laws of Simplicity

Operating a screw is deceptively simple. Just mate the grooves atop the screw’s head to the appropriate tip—slotted or Phillips—of a screwdriver. What happens next is not as simple, as you may have noted while observing a child or a woefully sheltered adult turning the screwdriver in the wrong direction.
My children remember this rule through a mnemonic taught by my spouse, “righty tighty, lefty loosy.” Personally I use the analogy of a clock, and map the clockwise motion of the hands to the positive penetration curve of the screw. Both methods are subject to a second layer of knowledge: knowing right versus left, or knowing what direction the hands of a clock turn. Thus operating a screw is not as simple as it appears. And it’s such an apparently simple object!
So while the screw is a simple design, you need to know which way to turn it. Knowledge makes everything simpler . This is true for any object, no matter how difficult. The problem with taking time to learn a task is that you often feel you are wasting time, a violation of the third Law of time. We are well aware of the dive-in-head-first approach—“I don’t need the instructions, let me just do it.” But in fact this method often takes longer than following the directions in the manual.
Law 5: Differences
Simplicity and complexity need each other.
> Excerpted from Pages 45-46 of my book, The Laws of Simplicity

Nobody wants to eat only dessert. Even a child that is allowed to eat ice cream three meals a day will eventually tire his sweet tooth. By the same token, nobody wants to have only simplicity. Without the counterpoint of complexity, we could not recognize simplicity when we see it. Our eyes and senses thrive, and sometimes recoil, whenever we experience differences.
Acknowledging contrast helps to identify qualities that we desire—which are often subject to change. I don’t personally prefer the color pink, but I do like it as a dash of brightness in a drab sea of olive green. The pink appears bold and vibrant as compared with its dark and muted surroundings. We know how to appreciate something better when we can compare it to something else.
Simplicity and complexity need each other. The more complexity there is in the market, the more that something simpler stands out. And because technology will only continue to grow in complexity, there is a clear economic benefit to adopting a strategy of simplicity that will help set your product

apart. That said, establishing a feeling of simplicity in design requires making complexity consciously available in some explicit form. This relationship can be manifest in either the same object or experience, or in contrast with other offerings in the same category—like the simplicity of the iPod in comparison to its more complex competitors in the MP3 player market.

laws, 5/differences Jul 23, ’06

Law 6: Context
What lies in the periphery of simplicity is definitely not peripheral.
laws, 6/context Jul 23, ’06

Law 7: Emotion
More emotions are better than less.
laws, 7/emotion (10) Jul 23, ’06

Law 8: Trust
In simplicity we trust.
laws, 8/trust (2) Jul 23, ’06

Law 9: Failure
Some things can never be made simple.

Law 10: The One
Simplicity is about subtracting the obvious, and adding the meaningful.

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Quote of the month…

Monday, November 20th, 2006

“There are alot of things to think about, but nothing to worry about.”

Matt Koepke

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5 Rules from Wieden + Kennedy

Sunday, November 12th, 2006

5 Rules from Wieden + Kennedy
By Joyce Wycoff

In 1982, Dan Wieden borrowed a typewriter from Phil Knight, founder of Nike, and David Kennedy brought a folding card table and some chairs from home and thus the new ad agency, Wieden + Kennedy was born. Known for the Air Jordan and Miller High Life ads, the agency’s creative director Jelly Helm was recently featured in “Men’s Health” magazine offering five rules of creativity.

Here are their rules:

** Act Stupid. “Our philosophy is to come in ignorant every day. The idea of retaining ignorance is sort of counterintuitive, but it subverts a lot of [problems] that come from absolute mastery. if you think you know the answer better than somebody else does, you become closed to being fresh.” states Jelly Helm, creative director.

** Shut up. “The first thing we do when we meet with clients is listen. We try to figure out what their problems are. Then we come back with questions, not solutions. We write these out and put them on the wall. And then we circle the ones that we think are interesting. More often than not, the questions hold the answer.”

** Always say yes. “What I’ve learned from improvisation is to let go of outcome and just say yes to what4ever the situation is. If you say an idea is bad, you’re creating conflict–you’re breaking an improv rule. You want an energy flow that moves you forward, as opposed to a creative stasis.”

** Chase Talent. “Find people who make you better. It’s best to be the least talented person in the room. It’s reciprocal. It challenges you to keep up.”

** Be Fearless. “Do anything, say anything. In the worlds of our president, Dan Wieden, ‘You’re not useful to me until you’ve made three momentous mistakes.’ He knows that if you try not to make mistakes, you miss out on the value of learning from them.”

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7 things I learned at wieden and kennedy

Sunday, November 12th, 2006

7 things I learned at wieden and kennedy (portland edition)
by Russell Davies

Fail

As I venture further out into the world, away from the 10-year comfort zone (discomfort zone?) of w+k and Nike I realise that so many of my assumptions about the way that brands and communications and people work were formed there. And that many of these assumptions are horrifying and original to many of the people I bump into. So I thought I’d list some here. These are not anything that anyone tried to persuade me of, they’re not ‘the wieden way’, they’re conclusions I’ve drawn, assumptions I’ve made. So don’t blame them if I’m an idiot. (If you want to explore some of what Dan actually thinks you could try this little speech w+k london found on a hard drive.)

1. Hire advertising people, you get advertising

As Dan will admit (claim?), when they started they found it very hard to hire conventional advertising talent. No-one would move to Portland. So they got people who’d failed elsewhere or kids straight out of school. These people didn’t know how to make advertising. Or not in the way it was supposed to be made. They worked out for themselves how to communicate, seduce, persuade, engage, how to make a stunning piece of film or a compelling couple of pages but if often didn’t look much like advertising. Even now, thousands of years later, when some of the habits have ossified and they really, clearly, do know how to make advertising there’s an inclination to push it further, to not make advertising. I think this a lesson for everyone who wants to be the w+k of the future; hire just advertising people, you’ll get just advertising.

2. The key to creative genius; work harder

I know it’s boring but this became so incredibly clear to me. The most exciting, inspirational, talented thinkers and doers just work harder than everyone else. Often they also work more effectively, so it doesn’t necessarily look like hard work, but basically they put in more hours, pay more attention and care more than the regular folk.

3. You can’t divorce the medium from the message

W+K never gave up on its own media people. Media thinkers and media doers were always integral. And often the smartest people in the place. This led to innovative and informed thinking about not just what we’d say and how we’d say it, but also where we’d say it. So w+k didn’t get stuck in that trap of shoveling creativity into a pre-bought schdule. We didn’t fill 30 second boxes with stuff. You’ve got to have media people in the building, it makes life better.

4. Do good work, the money will follow

When I moved from Portland to London I was one of only two people in the London office who’d also worked in Portland. And I think the rest of London management couldn’t quite believe Dan when he’d say this to them. They wanted to believe it, but they’d grown up in big London agencies where the bottom line is all. There’s not a lot to say about this, it’s just true.

5. Hold everyone to the same standard

I moved to Portland to work on Microsoft. It was clear in about 5 minutes that we were the pariah half of the agency. Everyone was either Nike or Microsoft. It was like high school. Jocks and geeks. They did fantastic work every 5 minutes, won all kinds of awards, got to meet celebrity athletes. We struggled to get any decent work through, won nothing, attended three day product briefings on Exchange Server.

And we all knew it would have been so easy to just roll over, give Microsoft exactly what they wanted (which was obvious and do-able) and rake in gobbets of cash. We could have funded a dozen pro-bono accounts which would have made us feel better and won us some awards and life would have been almost sweet. Except we weren’t allowed. Peer and management pressure made it clear that everyone was held to the same standard, however hard our client and our task we were expected to do extraordinary and thrilling work. This seemed divisive and wrong at the time but looking back I realise it was genius. Because if you have multiple standards you have multiple agencies. If you treat some clients as creative opportunities and some as cash cows that’s just what you’ll get. And sooner or later the cash cows will leave the field. Everyone’s seem what it’s like to be the Account Director on the regional retail account that’ll never do good work. It sucks. And it sucks even more when you have to sit and present your work to all the guys who work on the cool accounts. Kudos to Dan, he always expected us to make the work better. And, sometimes, before we got fired, we did some pretty decent work.

6. You can tell from the work if people enjoyed making it

This seems more true to me every time I walk in another agency. The places that are miserable make lack-lustre work (is it chicken or is it egg?). The places with energy make energetic, fulsome, toothsome work, bursting with ideas. If the process is depressing, the work will be flat, if the process has life, the work will connect.

7. Brands that influence culture sell more

This feeling was always in the air. People were trying to build popular culture not piggy-back on it, trying to create new culture, not just repeat old ones. About the worst thing you could say about an idea was that it had ‘borrowed interest’. And it was palpably clear that this instinct led to more effective, more profitable brands. So I remember writing ‘brands that influence culture sell more’ in a creds deck and getting the highly prized Wieden nod of approval. That was a good moment. (Or at least I think I remember writing that, it seems to have turned up in other places too, so maybe I heard it somewhere first, perhaps through some sort of strange wormhole into the future.)

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Five Factors of Word of Mouth Marketing

Sunday, November 12th, 2006

Five Factors of Word of Mouth Marketing

Let me explain why I’m about to spread word of mouth marketing for Tervis Tumblers.

I can think of five factors which lead to me spreading positive word of mouth for any product or service. Not all factors have to be present, but the more that are, the more likely I’ll spread buzz.

1) Utility – Do I use the product or service often, and do I like the way it works every time?

2) Value – Is the price I paid worth the utility of the product/service (frequency and impact in my life)?

3) Delight– Have I been wowed beyond expectations in the product or the company? Is the product/service differentiated?

4) Integrity –Does the company have people, actions or policy that reinforces integrity and commitment?

5) Relevance – Is the product / service ubiquitous enough to be useful to you?

Almost all factors are present for the Tervis Tumbler, which is one of the most durable insulated glasses available on the market. I’ve done my research, bought other products, and was just about to start my own company to solve this problem! Then, one day by the pool at a friends house, I drank from a Tervis. Hours later under the hot Texas sun, the ice had not melted.

Since then I’ve bought 10 Tumblers for my family at about $10 each.

Here’s how the factors above lead me to recommend Tervis.Tervistumbler

Utility:

I like cold drinks, hence I like to keep ice from melting, and yet I live in Texas. This necessitates an insulated cup.

Value:

Yes, they are expensive ‘plastic cups’ at $10-$15 each. And so is the $400 Oreck vacuum. However, when you have high frequency of use for something, the old adage of ‘you get what you pay for’ becomes more relevant. In contrast, I wouldn’t pay $5 for corn holders, or $20 for a nut cracker. Get the point?

Delight:

I’ve tried many plastic and acrylic tumblers. Tervis is the only one that has held up without cracks through hot drinks, cold drinks, several washings and drops. While this should be standard, it’s a delight factor given poor performance from other cups. Also, Tervis comes in 4 sizes (including the 24 oz which is what I need!), and you can get them clear, colored, or put a patch of your interest on the inside. No one else does that.

Integrity:

They back their tumblers with a lifetime guarantee. No receipt necessary…just send it in and they’ll send you a new one. Wow. Plus they have heritage — been around since 1946 from humble beginnings.

Relevance:

Who doesn’t drink something every day? Who doesn’t like their drinks to stay hot or cold? Who would not like a personalized cup reflecting their name or passion?

So, go to www.tervis.com and buy one.

I hope this leads Tervis to more volume, lower costs, and henceforth lower prices for customers like you and me. Not to mention the growth and survival of a good company.

As for a marketing lesson to learn…think about how your company and products score on the factors above. Positive word of mouth marketing can lead to results, as described above for Tervis, by delivering great utility, value, and delight with integrity.

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The Art of the Word of Mouth Conversation

Sunday, November 12th, 2006

The Art of the Word of Mouth Conversation

TheartofconversationWhy is it that some people are listened to while others are ignored? Why do some ideas people talk about “tip” while others die off? As part of our Influencers community project, we added a section called How To Spread Effective Word fo Mouth as an Influencer. We studied the best of from the fields of academic, psychology, word of mouth, marketing and anthropological life and pulled together our list of 30 tips. After all, about 4 out 5 word of mouth occasions are face to face conversations. Some of it is very Infleucners’ focused but thought it might be of some value to the blogosphere.

#1 – Leverage the Six Key Motivations Why Humans Talk – tap into basic human instincts that control most of us, we talk: 1) to survive, 2) to connect, 3) to make sense of the world, 4) to reduce risk, 5) to benefit economically and 6) to relieve tension. Try to make your word of mouth quench one of these motivations.

#2 – Be Natural – the best word of mouth is unplanned, unrehearsed, spontaneous and consistent with your personality; with the average Influencer having over 200 word of mouth conversations each week, there is plenty of opportunity to get the word out, don’t force it.

#3 – Find the Right People – the #1 reason somebody will participate in word of mouth is that they find the topic relevant to them; there’s very few other ways to jump the “junk filter” but to find the people who care about your buzz – the opinion leaders, trendsetters, experts, tastemakers and social ringleaders with an interest in your topic.

#4 – Have Fun – Influencers love to spread word of mouth, its fun talking about new, exciting stuff. It’s not a job. It’s not a chore. It’s a rewarding experience (we’re biased but we also think it’s a pretty cool social phenomenon).

#5 – Launch a Meme – a meme is an idea designed to spread; create a “bandwagon effect” for your word of mouth by attaching your own meme to it through catchphrases, lingo, metaphors, jingles…etc. so that not only does it convince others but encourages them to pass your message onto others.

#6 – Use the Learning Principle – pass out Influencers’ Referral Cards to word of mouth campaign participants when the situation presents itself. Pictures and words ensure better recall and involvement of the word of mouth referral (they can also tap benefits online as an Influencer Referral too!).

#7 – Give Practical Tips and Suggestions – effective word of mouth is more about how something fits into a receiver’s life; provide people an idea of what to expect in the real world under typical situations before they incorporate your word of mouth into their life.

#8 – Provide a Balanced View – people don’t believe false “shills” or “cheerleaders” but find honesty remarkably disarming; let people know the upside and the potential downside of whatever word of mouth you’re advocating.

#9 – Feed the Personality – we’re all wired differently: trendsetters want to be first in line, experts want to know the facts, opinion leaders want to know the possibilities, tastemakers want to see the big idea, social ringleaders want to know how to share it with others, mainstreamers and laggards want to reduce risk and feel safe. Modulate your word of mouth for your audience.

#10 – Love being the Expert – word of mouth is truly for lovers, great word of mouth evangelists embrace their role as expert, social glue or trendstarter and are motivated to share their experiences, very approachable about what they know and feel unthreatened by not knowing everything.

#11 – Create the Best Soundbytes – most human’s capacity to only recall 7 things at one time, above that number and we either have to commit it to memory or more likely toss it out for other stuff to wade in. Take the most relevant points from your own experience and our Word of Mouth Handbook and make your key word of mouth points in 5 bytes or less.

#12 – Approach People You Know – in order of frequency, people word of mouth with their family, friends, work colleagues, neighbours and online members, there’s a reason – people trust and like the familiar, strangers resist. Your first word of mouth port of call should be people you know.

#13 – Be Conversational – people enjoy and pay more attention to your words when they realize they’re in a “tennis match of conversation” and have to keep up their end.

#14 – Provide The WOW – the 2nd, 3rd and 6th most important reasons why people engage in word of mouth about products is to hear about stuff that is innovative, exciting and new. Average stuff is boring, answer the question – what’s so different about your discovery.

#15 – Share an Indirect Experience – people have an alarming shortage of three things – time, attention and trust. If you can provide a credible word of mouth referral, it can act as a valuable guide and time saver without requiring the person to experience “the thing” themselves.

#16 – Be Inspired – genuine authenticity and passion greases the conveyor belt of word of mouth; true word of mouth advocacy can’t be faked (nor should it be), but honest enthusiasm is magnetic and powerful and infects others with a feeling of excitement and energy, use is to make your word of mouth sing.

#17 – Get Your Facts Straight – one bad fact or overstated truth to word of mouth is like one bad coffee bean to espresso – it ruins the whole batch. Word of mouth is built on the stilts of trust, when that leaves so does its effectiveness.

#18 – Make the First 30 Seconds Count – most people make impressions lightning fast – provide the “why I should I care benefit” in the first ½ minute of your conversation to avoid the “why didn’t you tell me earlier, I would have paid more attention” response.

#19 – Answer Key Prospect Filters – effective word of mouth gets to the heart of 4 questions – what is it?, why is it so special/different?, how can I use it/see it/purchase it? And will it improve my life?

#20 – Deliver Social Currency – people love hearing about things well before the Smiths and Jones, provide them a glimpse through your insider’s lense and you’ll build up value in your “social” bank account.

#21 – Get People to Make Small Commitments – people who take even a small position will have a natural tendency to become stubbornly consistent with that “stake in the sand”. Word of mouth acts as a trigger to make that first step.

#22 – Altruism Trumps Ego – word of mouth spreads further when you’re genuinely trying to help others vs. trying to enhance yourself. Its human nature to reciprocate with someone we believe is out to help us.

#23 – Buzz Buttons – so much of what we listen to is in one ear and out the next – the word of mouth radar perks up when something is attached to: the taboo, the outrageous, the hilarious, the remarkable, the secretive and the unusual.

#24 – Be Animated – psychology research proves that people that have a bigger range of voice, facial expression and body language have greater conversational impact.

#25 – Capture the Imagination – find areas of common interest that make people consider through open questions: “where could you go …?”, “what do you think about…?”, “when was the last time you…?”- avoid closed questions that shut conversations down like “are you”, ”have you”, “did you”.

#26 – Listen to Feedback and Answer all Questions – word of mouth is a two-way avenue, it’s effective because it answers other people’s questions and lets them customize what they’ve learned to their own lives; when done well, word of mouth is a collaborative effort.

#27 – Synchronize Body Language and Voice – people that have the same rapport wit

h other people are predisposed to listen – get on the same conversational wavelength and watch the antenna go up.

#28 – Disclose You’re an Influencer – people always ask “doesn’t it ruin the effectiveness of word of mouth when it’s sponsored by companies?” In fact, the reverse is true. By disclosing that you’re part of a group of Influencers who are sponsored to learn about new and interesting products, it actually improves the effectiveness and curiosity of the word of mouth on its recipients. People reward honesty and intrigue, so go ahead disclose.

#29 Become a Merchant of Influence – by providing frequent (at least every 2 weeks) and insightful feedback about your word of mouth experiences to the Influencers (www.theInfluencers.ca), you become part of a small and powerful panel of superinfluencers that shapes the responsiveness of companies to real consumer needs and wants.

#30 Keep in Contact with The Influencers – check back to The Influencers regularly for new word of mouth programs, polls and announcements. We live and die as a group based on your participation and hope you will find our revolving set of word of mouth activities and content fresh and exciting.

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