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Monday, September 27, 2010
The Big Idea
Founders of a new organization called on Jajo with a dream. They had joined together in a mission to save starving people around the world. The big idea was to serve as the facilitator for other corporations and ordinary people to have an alternative to writing a check in order to give back. This new organization would coordinate food-packaging events nationwide, allowing volunteers to do the hands-on packaging. But the organization had not identity. It was standing at ground zero, seeking creative counsel and direction.
The first step was to determine a name for this organization. I was invited to participate in the naming process. The chosen concept, which I contributed to the mix, proved to be Numana – based on the Old Testament story of manna provided to followers wandering in the desert. A positioning statement of "Saving the Starving" was recommended to communicate the mission. With the new name established, my team moved forward with logo mark and identity development. We were also involved in determining media relations strategies and messages to begin communicating the Numana story to the local audience. Over the next several years, Numana had much work to do establishing key supplier and logistic partnerships. The Salvation Army World Service Office signed on as the logistics and distribution arm for Numana.
The first step was to determine a name for this organization. I was invited to participate in the naming process. The chosen concept, which I contributed to the mix, proved to be Numana – based on the Old Testament story of manna provided to followers wandering in the desert. A positioning statement of "Saving the Starving" was recommended to communicate the mission. With the new name established, my team moved forward with logo mark and identity development. We were also involved in determining media relations strategies and messages to begin communicating the Numana story to the local audience. Over the next several years, Numana had much work to do establishing key supplier and logistic partnerships. The Salvation Army World Service Office signed on as the logistics and distribution arm for Numana.
Numana was poised and first shipments of food were waiting to ship to Haiti in late 2009. Then in January 2010, the Haiti earthquake hit. Numana's role in serving starving peoples was multiplied one-hundredfold within weeks. During the first quarter of 2010, two dozen food-packaging events coordinated by the organization were held from Hartford, Conn. to Los Angeles, Calif. Eight million meals were prepared by 57,000 volunteers for distribution in Haiti. Future plans include international events and expanded distribution to other nations.
InMyHome Product Launch
Via Christi Health was developing a new program which would allow seniors to live in their own home longer with the support of membership-based services and technology tools. This new InMyHome product required an entirely new marketing program and campaign to launch and establish awareness among the target audience. Both a membership program and technology component were products offered; both required a significant financial investment up front from new participants.
My team worked closely with the business development team at Via Christi to devise an integrated program that included establishment of brand voice and messaging for a completely new market segment, a comprehensive sales kit, membership portfolio, direct mail campaign, and other community-based sales supports. During this same time, Via Christi was also preparing for the launch of a new brand identity at the corporate level. So we played a lead role in the development of marketing execution establishing the new brand.
The InMyHome products required planning and a significant decision by participants in order to sign on. The membership program alone was an initial investment of $25,000. InMyHome lead and sales development cycles would not be short. The product launched in late fall. Within a few short months – despite the significant costs involved, Via Christi Health had already enrolled several clients for the InMyHome technology product.
Freedom of the Open Road
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Due to climate and geography, the Northwest Arkansas region is a prime spot for motorcycle enthusiasts. The strategy my team recommended centered on a huge payoff for the prospect. The creative solution called for a three-dimensional direct mail. A model collector’s case with a teaser message promised a Harley-Davidson® die-cast model to live in the case in exchange for a face-to-face appointment with a sales representative.
The campaign was an immediate success. The very day of direct mail arrival, a senior account representative received a call from a prospect. The prospect had recently purchased his own Harley-Davidson and was over-the-top excited to receive his own model. He set an appointment and told the representative he would have his contracts in hand, ready to discuss. Our client contact shared her overwhelming satisfaction and enthusiasm.
If you like to win, read this.
Are you like me? As a professional in a small business, I often wonder how advice or “lessons” from international business leaders can be relevant to where I live and what I do every day. Many business leadership articles and books are focused on big strategies and philosophies that just don’t seem that applicable – unless you are among the Wharton or Kellogg business elite.
I found quite the opposite in my latest read: WINNING by Jack Welch, retired chairman and CEO of General Electric. Regardless his forty-year career and renowned corporate success at GE, Welch addresses people at every level and companies both large and small. His call-it-like-it-is style is fresh, easy to follow and stuffed full of meaningful insights that will immediately make a difference in the way you think about your company and your personal career.
Welch gets down to business by addressing questions on a wide range of topics, compiled from thousands of speaking engagements globally - but all centered on “What does it take to win?” The three sections which were most significant and powerful to my own experience focused on internal culture; leadership and people management; and external competition.
Some of my favorite snippets include:
“Winning leaders invest where the payback is highest. They cut their losses everywhere else.”
“If you want people to live and breathe the vision, show them the money when they do …”
“There were times I talked about the company’s direction so many times in one day that I was completely sick of hearing it myself.”
“Strategy means making clear-cut choices about how to compete. You cannot be everything to everybody, no matter the size of your business or how deep its pockets.”
Whether you are a business manager, salesman or factory worker – Welch seems genuinely interested in your success through sharing details from his own. So if you’re ready for some no-nonsense, from-the-gut talk about how to carefully craft your business and become the leader you’ve always wanted to be, you won’t be disappointed with the Welch approach.
Living the Dream with Creative People
In my early career days, my family used to affectionately taunt me about working with “artsy fartsy” people. And to the traditional corporate world, I know without a doubt that life at an ad agency is beyond understanding. I feel very fortunate that some of my best friends are highly creative people. These are some characteristics I admire about them. And why I’d rather not exist in career or life without them.
She lives in her own little world.
Yes, creative people march to the beat of a different drum. They don’t work within limits – but choose to consider infinite possibilities. They use all their senses, which affords them a different perspective or outlook. Inspire and embrace this courage and you’ll be rewarded by the contributions that follow.
Yes, creative people march to the beat of a different drum. They don’t work within limits – but choose to consider infinite possibilities. They use all their senses, which affords them a different perspective or outlook. Inspire and embrace this courage and you’ll be rewarded by the contributions that follow.
Just keep swimming.
Creatives crave independence and love to depart from the norm, challenging and exploring different positions or views. Sometimes, they are seen as off-beat, odd or rebellious. But conforming is the opposite of creativeness – so in order to birth big ideas, creative people are blessed to naturally swim up stream.
Creatives crave independence and love to depart from the norm, challenging and exploring different positions or views. Sometimes, they are seen as off-beat, odd or rebellious. But conforming is the opposite of creativeness – so in order to birth big ideas, creative people are blessed to naturally swim up stream.
My gut tells me …
Creative people trust their intuition, even if it isn’t right all the time. And the more creative a person is, the more they tend to tap into their intuitive skills. They can often see solutions even when pieces to the puzzle remain missing. And solving problems in this way just further demonstrates their ability for sheer genius.
Creative people trust their intuition, even if it isn’t right all the time. And the more creative a person is, the more they tend to tap into their intuitive skills. They can often see solutions even when pieces to the puzzle remain missing. And solving problems in this way just further demonstrates their ability for sheer genius.
Daydreams and whys.
They were the kids who stared out the window or found themselves in their own imaginary worlds. Creative people love to imagine, fantasize and play. They question, question … and then ask even more questions. And may continue to explore possibilities until the time clock runs out. They are unceasingly curious, almost child-like. But this is all part of who they are. Don’t assume that they are asking questions to be critical – but rather to explore and examine.
They were the kids who stared out the window or found themselves in their own imaginary worlds. Creative people love to imagine, fantasize and play. They question, question … and then ask even more questions. And may continue to explore possibilities until the time clock runs out. They are unceasingly curious, almost child-like. But this is all part of who they are. Don’t assume that they are asking questions to be critical – but rather to explore and examine.
Laughter is the best medicine.
Creativity cannot exist without laughter. Continual seriousness and intensity truly squelch creative thinking. Often, our best ideas at the agency are born during a brainstorm session when the team is cutting up and acting silly. An environment and teammates that celebrate humor (and frequent ridiculousness) foster the creative spirit.
Creativity cannot exist without laughter. Continual seriousness and intensity truly squelch creative thinking. Often, our best ideas at the agency are born during a brainstorm session when the team is cutting up and acting silly. An environment and teammates that celebrate humor (and frequent ridiculousness) foster the creative spirit.
Now, when was that due?
One trait that seems ambiguous in highly creative people is discipline. But don’t be fooled. While some creative types can appear disorganized and chaotic (I tease a few about being ADHD), they are very self-disciplined. They are tenacious and do not give up on ideas or pursuits they feel passionate about. They resist the discipline of others who don’t think like them – so support them with organization and time management tools that work best for them.
One trait that seems ambiguous in highly creative people is discipline. But don’t be fooled. While some creative types can appear disorganized and chaotic (I tease a few about being ADHD), they are very self-disciplined. They are tenacious and do not give up on ideas or pursuits they feel passionate about. They resist the discipline of others who don’t think like them – so support them with organization and time management tools that work best for them.
Life with creative people isn’t always a walk in the park. They can be difficult and stubborn, insensitive, aloof and vague – but also challenging and inspirational. I’ve found great reward in learning how to work best with each individual creative director, graphic designer, art director, copywriter and web developer. My life has been enriched – and far less boring – for it.
(Props to Robert Alan Black, Ph. D. for his 32 Traits of Creative People.)
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