What's The 'Compelling Event' That Makes You Essential in Any Economy?

I saw this 'Blinking indicates...' notice on an elevator in Winnipeg during a recent business trip and it got me thinking...

Imagine being on that elevator and it suddenly stops between floors for some unknown reason. Panic!!

Have you ever been in a situation like that?

Have you experienced an event that causes a quick jump in your heart rate, increased panic, urgency or worry and the automatic search for an immediate solution?

The trapped in an elevator scenario could be defined as a 'compelling event'. If you are one of those people stuck in that metal box hanging by a wire you are compelled to find a solution immediately. You don't want a solution tomorrow or in a month. You want an answer RIGHT NOW!!!

Let me back up for one second to explain that the idea I'm sharing is related to three timeless questions that every human (or group of humans) who cares about being viewed as essential by the people that hold the purse strings should answer: 

Question One: Why do the people you are selling to buy anything?
Question Two: Why should they buy/choose you?
Question Three: Why should they buy/decide now!?

Question One relates to the core needs and wants of the people you are selling to. This could apply to your boss, your peers or your clients. How well do you really understand their motivations/needs/pains etc.?

Question Two relates to your competitive advantage or differentiation from others in your field. How well do you understand others in your field and how you stand apart from them?

Question Three is the focus of this discussion. I'm starting in reverse and will cover the other two questions in future blog posts. Question Three is about defining the compelling event that makes you essential and moves people to make a decision quickly.

There are real and manufactured compelling events. 

A classic example of a manufactured compelling event is a time or quantity limited offer. These types of events are called 'door crashers' and 'blue-light specials' and are proven to motivate people to buy.

In comparison, a real compelling event is a high stakes moment or series of moments that people have that they need help to get through successfully. These are the times when people seek out experts because when their reputation, health, money or relationships are on the line it is easy to justify spending the time, energy and money to get help.

When the stakes are high that's when you want to be THE guy on their mind!

A compelling event that I've experienced many times is when marketing or product managers are launching a new product. There are deadlines and sales expectations to hit. Product launches are high profile, stressful events with reputations on the line.

When companies are launching products, a new service or even a new company this is when I've been called to the table to help them feel more confident in how they are communicating the value of their offering. These are moments when I shine and offer tremendous value. These are also moments when budgets are sizable and there is little haggling over price, which also helps to bring out my best!

With the research and strategic planning work that I do for corporate clients I want to be known as an essential person on the team when a new product is going to be launched.  A product launch is a compelling event that creates demand for the greatest value I can offer to companies. It is truly a win-win scenario.

Here's how to identify your compelling event

To identify compelling events think about the times when you are sought after. More specifically, what are the most urgent, critical, high stakes, reputation on the line moments that people are willing to pay handsomely to solve that bring out your greatest talents and passion? These are the moments when you deliver the maximum value you can deliver.

The bottom line of why this matters

A compelling event drives people to make a buying decision quickly. Any delay in purchasing a solution will have negative consequences. A delay could harm a person's (or organization's) financial situation, relationships, reputation or health.  I believe that positioning yourself, your products or services as the expert in helping a specific group of people with a specific compelling event, or series of connected events is one of the most powerful strategies you can tap into to ensure you are needed and wanted in any economy.

Define your compelling event. Do it right now!

3 Life Changing Questions About Fences

I saw this fence blocking the sidewalk at the school where my daughter attends and it got me thinking...

1. What fences are in my way right now?

2. What would happen if I removed those fences? What if I could walk easily, at a steady pace, with no resistance, towards the life I dream about?

3. Why am I not doing it? Why do I keep putting up fences where none existed before?

That's what's on my mind tonight.

What do YOU think about these questions?

The Climate in Your Head: Brain Tornadoes or Blue Skies?

Tonight I decided I was just going to write a stream of thought.

No preparation here. Just seeing what comes out. Could be typos and lousy grammar but that's cool.

Lately I've been resonating with the idea of climate. I'm not talking about the actual climate, such as that in the photo to the right. (The cloud formations on the drive up to Barrie last Friday were pretty cool though).

Chartered Accountants?

This morning I was the kick off presenter for an audience of 60 Chartered Accountants (CAs). As part of my mission to empower quiet guys I have been actively looking for introverted professionals to engage with. I'm still not clear which quiet guys actually care about what I care about but I'm really interested in finding out!

I contacted the local chapter of the CA association, presented options for topics and was gladly invited to participate in their learning day today. The topic they chose was about the importance of building a climate for creativity and change.

What is climate?

The concept of 'climate' = the attitudes, behaviours and feelings that reflect what people experience everyday.

There are three levels of climate to be aware of: Individual psychological climate (the one in our heads), team climate and organizational climate. They are all interconnected within a workplace environment.

A creative climate (in a business context) is one that enables people to make new connections and generate ideas to satisfy the dreams, aspirations, hopes, wants, needs etc. of some group of people willing to pay for them.

In a recent study by IBM, 1,500 organizational leaders around the globe were interviewed. These leaders stated that the number one issue facing them today is increased complexity. And the number one competency  was creative leadership, the ability to thrive despite the ambiguity and uncertainty that is part of life as we know it today. I would suggest that creative leadership or creativity is something everyone can tap into, especially introverted men.

The key point in my presentation was:

If increased complexity demands increased creativity then we must understand how to enable creativity to flourish. One key answer is to become aware of and deliberately shape the climate in your head and workplace.

As I was preparing for the presentation it struck me deeply how important this message is. And I also become even more aware of the climate between my two ears.There are times when the doubt and fear swirls like a tornado, but then it is gone just as quickly. But I can feel the trail of debris it leaves. Yet in another flash the sky is blue and the sun is shining brightly. When it's like this I'm productive and want it to stay as long as possible.

Last night I stumbled upon an old journal I had written some notes in and low and behold the words below were written in it:

• Improving state of mind is the big competitive opportunity
  
• We all want relief of mental stress
  
• People seek trusted advisors because they relieve mental stress
  
• People want to know how you are going to make them feel better
  
• Improve the quality of life inside their heads
  
• Every transaction is about healing psychic wounds, not just buying a product or service
  
• We must understand the state of mind the consumer is after
  
• What do they want?
  
• How do you want them to feel? 

The words hit home for me. They reinforced the importance of this climate idea.

The bottom line is that I'm going to start focusing more deliberately on understanding the current climate in the heads of people I work with and live with. I'm also going to attempt to understand the state of mind that they are seeking. Of course I'll continue to notice the climate in my head and how it impacts my life at work and at home.

I hope you find this concept as empowering as I do.

Sunday Reflection: What is your transformation experience?

When I read the sign as I drove through Alma, Ontario last week it got me thinking...

If you don't know about Alma let me paint a picture for you. It is a small village in South-Central Ontario with one main corner. It's a place you can easily miss if you blink as you drive through.

However, there is a restaurant in town called Marj's Village Kitchen that is somewhat famous around these parts for it's home cooking. It is a rustic little spot and it was surprisingly jammed packed when I arrived at 2pm for a late lunch last Friday.

I sat at the counter because all of the tables were full. I observed the hustle and bustle of the staff serving up large platters of home cooked goodness, mugs of hot coffee, slices of freshly baked pie and a ton of good feelings.

This isn't really a restaurant review so I'll cut to the chase on this Sunday morning and let you sit with a question.

I was transformed by Alma and the experience of Marj's Village Kitchen.

When I walked into their restaurant I was transported to a physical and emotional space swirling with comfortable, warm, nostalgic feelings. It felt like home, even though I was a stranger just passing through.

Their slogan says it all: 'Welcome when you're here. Missed when you're not!'. 

I'm a fan for life. When I left Marj's I felt a bit heavier in my belly and a lot warmer in my soul. I stopped to take the picture of the Alma population sign because of the 'Population Growing' statement. It reinforced the optimistic feeling that enveloped me as I drove home that sunny fall afternoon.

Here is a Sunday Reflection for you to ponder.

Visualize the experience people have with you and how they are transformed as a result of who you are. This is a powerful technique to recharge your self-esteem and get clarity about the value you provide for people.

Start by picturing someone important to you (your spouse, your boss, a colleague, a client etc.). Then imagine they are transported into a space where YOU feel the most alive and at peace with yourself.

This is a place where you feel very powerful and your vision of what you are here to do in the world is crystal clear. It is also a space that allows you to express and share the greatest gifts you are here to offer others. You have no hesitation or fear in this space.

Look around the space.

What do you notice? What do you see, smell and hear? How does the space feel? What are you wearing? What are you doing? How are you feeling?

Now visualize your person arriving. You meet them with your heart wide open. Notice how they are carrying themselves. You can read their mind. What is on their mind? What concerns are weighing heavy for them? What are they excited about? What do they secretly crave more than anything else? What do they wish you would do for them that others have not been able to offer?

Imagine yourself at your best. Saying and doing whatever it is you do to deliver the greatest gift you are here to offer. What would you do? What would you say? What would they be doing and saying?

Visualize the transformation that occurs and how they are carrying themselves as they leave your space. What do you say as a send off to sum up what you are about and the gift they have just received? What might your slogan be? Imagine what they are thinking and feeling as they head back to the reality of their lives.

Let this experience bubble inside and see what pops up for you today. Feel free to share your experience on the blog.

Who are you pushing away?

I was looking at this note on my daughter's bedroom door and it got me thinking...

Note: If you can't read the scribbling the note is a 5 year old's spelling of 'keep out'. A special note from one sister to another.

Who are you keeping out of your life that could offer something you need right now?

What might happen if you let them in?

Take a moment to sit with these questions.

What is coming up for you?

Share your comments below.

How to Love People like Kelsey's Loves Duane

I spotted this sign at a local Kelsey's restaurant and it got me thinking...

First it got me wondering who Duane was, so I asked the hostess at the door.

I found out that Duane is a regular customer who has been going to the restaurant twice a day (lunch and dinner) since it opened.

Wow! Now that's dedication. Hopefully he's eating a salad once in a while and not only wings and burgers!

While this is a bit odd (for someone to go to one place twice a day for years) it also can be viewed as a love affair between Duane and Kelsey's.

Duane shows the establishment his love (and money) and they give him some love back with a private spot for his car.

On another note, this week is my wife's birthday and this experience has me wondering how I can make her feel as special as Kelsey's make's Duane feel. How can I treat her like the VIP she is? I'll sleep on that one.

I'm also wondering how I can make you feel this special. Let me know.

We all deserve to feel the love. Don't you think?

3 Reasons Personal Branding Matters

I was looking at my 'To Do' list and it got me thinking about personal branding:

I promise you that you will never find a more useful explanation of personal branding and why it matters.

3 Reasons Personal Branding Matters:

1. People have 'to do' lists coming out their yin yang. At work. At home. Endless lists of things to get done.

2. They hire products, services and people to help them get them done.

Examples:
I hire eggs and toast to fill my belly in the morning.
I hire my car to take me to work.
I hire my computer to write this blog post.
I hire my financial advisor to help me make the most of the money I make.

The list goes on. And that's my point. So many jobs and never enough time. That is your opportunity.

3. People will hire you to help them get a job done that they can't do (or don't have time or interest to do themselves). The more critical the job the more people will pay to get it done well. The amount that people will pay to have their floors cleaned is far less that what they will pay to have their arteries cleaned of plaque!

This matters for everyone in business

If you are an employee your boss hires you to help them do a job. If you are a business owner or service professional like I am clients hire you to help them get things done too. 

The nugget I want you to remember most

Being known as a trusted resource that helps a certain group of people get a critical job done better than anyone else is the ultimate commercial bottom line reason to invest time, money and energy in personal branding. This applies to employees and entrepreneurs.

But I like this reason too
 
Beyond the commercial value, why I love personal branding so much is that it is a deliberate process that forces you to get clear about and make promises about what jobs you can get done well (ideally better than anyone else).

Making a public promise (either on your Linked In page, resume or a blog or website) should ideally drive you to keep those promises. It will stretch you and challenge you to be a better person and professional. It will result in building a strong reputation (aka personal brand) and future demand for what you have to offer. That is unless you don't live up to your promises. You know where that ends up.

Let me be clear. The intent with personal branding is to be proactive and deliberate about the reputation (aka brand) you are building in the minds of people that matter to you.

So here is how you can start right now:

1. Write down all of the jobs that you love to get done for people. What do you love to help people achieve? What problems do you love to solve for others? What hassles or headaches do you love to remove?

2. Now go through the list and identify the jobs that are most important that you believe are being done poorly by other options out there. Do some research and see who else is trying to do the same job that you want to do and look for opportunities to offer something unique.

3. Go talk to the people you want to help and find out if your assumptions are correct,or not. If so, just simply ask them if they want some help with getting the job done and you are off to the races.Your natural passion and interest to help someone get something done that they are tired of not crossing off their list at the end of each day is money in the bank for you and great value for them.

Personal branding matters and it's your job to define your brand, express your brand and live up to your brand. Go do it. 

Full disclaimer: The concept of 'jobs to get done' comes from a talk I heard a few years back by Harvard professor Clayton Christensen. The concept aligns with another model of branding which suggests that our personal brand is a combination of 'identity' and 'utility'. The 'job' concept aligns with the utility piece of the puzzle. I will share more about the identity piece next time.