This past week I had the opportunity to speak to about 70 parents at a private college prep high school.  The anxiety level in the room was moderately high because these parents were there to hear answers about how to get their students to take seriously the process of finding a career path and choosing a college to attend.

Earlier this fall, I wrote an entry on anxiety – understanding it and strategies for managing it, so I won’t repeat those principles here.  But I had a number of parents comment afterwards that limiting the amount of future they think about was a helpful concept to them.

I continue to “preach” the concept that a student’s career path is the combination of understanding themselves (their abilities, interests, personality style, etc.) and knowledge about the world of work. And I fully believe that we continually overemphasize the individual aspect of the equation. In fact, (although it is a bit of an over-statement) I have come to believe that it really doesn’t matter what a student wants to do.  Ask anyone one of the tens of thousands of individuals who have been laid off, furloughed or who can’t find work.

The issue isn’t “what do I want to do” but “what goods or services are needed that people are willing to pay for“?   As a culture, we have forgotten that the primary purpose of a career is to provide financially for ourselves and our family.  This is accomplished by providing a service (either customers or an employer) that someone needs and is willing to pay for — and obviously, that we are qualified to provide.

There are thousands of people who right now aren’t working in their primary career field.  They aren’t doing what they went to college to study.  But they have their current job because “it pays the bills”.  This is a reality that many young people don’t fully understand  (or haven’t until recently).

So, the point is:  young people today need to focus more on learning about the world of work, and less on what they are interested in doing.  (Hopefully, they will find a career path that meets this desire, but it is the secondary issue.)  They need to find out “what is out there” — what jobs and careers exist, what do you really do in them, and what the current and future needs are.

To press the point further, it isn’t that helpful to know that you are good with numbers, like animals, are introverted, and have the resources to go to college if you don’t know what career paths match these characteristics, what course of study is needed, and what the needs are for the future.

So how does a student learn about the world of work? Being blunt — by working.  Not by taking “Introduction to [Psychology, Veterinary Science, Computer Science, Elementary Education, insert your area of interest here]”.  Not by going to a lot of fun camps.  Not by playing sports all summer, every summer from junior high through high school.   I have written previously on the importance of work experience for college graduates seeking employment.  And after my presentation this past week, I had a large number of business owners and managers approach me, saying, “That part about students needing to work — I couldn’t agree with you more.  Keep saying it.”

There are lots of opportunities for students to learn about the world of work:  part-time jobs, summer jobs, shadowing, interviewing professionals, talking to college professors in your area of interest, talking to older friends (say, friends of your older sibling) about their experiences, and volunteering.

Generally speaking, I think parents should focus less on SAT & ACT prep courses (although they can make a big difference in scholarship awards) and more on their students getting some work experience.  Getting into the college of your choice doesn’t matter much if you don’t have a clue what you are going to study.  After all, we do know what academic success predicts, don’t we?  Academic success at the next level.  Academic success, in itself, has little predictive validity for career success. (There are a lot of successful students who don’t learn the skills necessary to succeed in the world of work — a topic for another entry sometime.)

Why am I “hammering” this issue of work so hard?  Because I am seeing lots and lots of young adults who were great kids and teens, who did well in school, had fun in high school (and college), who didn’t work much — and who are virtually lost in their career direction because they don’t know what is “out there” in the world of work, and they don’t know how to find out.

Hopefully, my message will help you and your student avoid this unpleasant pathway.  If I can be of help, let me know.  I am doing more and more career coaching for young adults to help them find out what is “out there” and develop a plan to figure out their career path (many of these are long distance, by telephone or video conference.)

Have a good week!

Given that I have the opportunity to interact and observe with businesses across the country, it gives me the potential to learn from those whom I serve and interact. In preparing for a presentation to a chamber of commerce luncheon, I decided to share some of the observations I have gathered over the past months. I have seen businesses who are doing relatively well and those who are not (or who have closed their doors). And these are the patterns I have seen.

Businesses who do well in difficult financial times:

Are able and willing to make and implement tough decisions. Some companies who were not able to make tough business decisions quickly are no longer around. Those who hesitated and waited before making cuts have suffered and made the path more difficult for themselves. It is important to note that family-owned businesses often struggle in this area — either because they do not have the processes and decision-making mechanisms in place to make authoritative decisions, or because the “difficult” decision may be to let family members go.

Realize that marketing is a way of life. I am using the term “marketing” to essentially mean: a) letting people know what you do; and b) being easy to find by potential customers. Those companies who were doing well, had a large back-log for their services or products, and who had fallen asleep in their marketing, often had difficulties “gearing up” their marketing plan when tough times hit. However, those companies who had continued to actively market were in place to adjust their plan and keep going.

Combine focus with diversity. Although I firmly believe in Jim Collins’ “hedge hog concept” (knowing what you do well and using that product/service to drive your business, I also believe there can be focus with diversity. Many of the companies who are now doing well in this tough economy had some diversity built into their business plan — either a variety of markets to which they applied their product/service, or they had a secondary line of products that they could “ramp up” in response to a need that arose. A number of companies who have only one primary service or product line are struggling to survive and/or develop a new product or service in times where there is not a lot of available capital to do so.

Understand that the focus of “networking” is not primarily about finding potential customers but looking for opportunities to serve others. Given that I was at a networking event, this was an important topic to address. All too often (almost always, in fact) business representatives go to networking events (luncheons, educational seminars, receptions) with the primary focus in mind to meet potential customers, give them your thirty second “elevator speech”, and press your business card into their hand. And with what do most of us walk away from these events? A blurred memory of who we met and a stack of business cards. Consider the following scenario. How much would you remember the person who actively sought to hear about any needs or challenges you are experiencing and was able either to connect you with a resource that could help or introduce you to someone who may have the service you need? Now that is impactful.

Actively encourage their employees. I have been working on a project of applying the Five Love Languages (a book used in personal relationships) to work-oriented relationships.

Initially, when Dr. Chapman and I started the project, the economy was good and one of our primary applications was in “how to keep valuable team members”. For many companies now, the issue is how to keep your employees from becoming discouraged and burned out — they have more work to do and increased responsibilities with the same (or maybe less) pay and resources.

We have developed the Managing By Appreciation Inventory to help managers and business owners how to communicate encouragement and appreciation to their employees through non-financial means, and how to do so in a way that is significant and meaningful to the employee. Whatever tool or method you use, it is critical to find ways to encourage and show appreciation to your employees in these difficult times. Briefly think of what a discouraged employee looks like in day to day life, and quickly calculate the costs to your organization of having a discouraged team — loss of productivity, poor customer satisfaction, negative attitudes, increased mistakes.

So, if your business is still alive and kicking, take a minute and see if you can take any of these factors and apply them to your organization — and hopefully increase the probability of your survival!

Most of the work I do is with families — family-owned businesses, families who work together, families who have sold businesses and now manage the resulting assets together, and just plain families.  And in my everyday life I have the opportunity to interact with and observe families of all configurations.  Add my own personal life, of being a son, and the father of four adult children, and I have a fair amount of data to draw from.

Fathers and sons are interesting in how they relate.  Dads, especially when they are younger and are raising young children, seem to focus largely on providing for their families (a home in a safe environment, good schooling opportunities, and other life experiences which they value) and on character development.  Dads (and moms) tend to what to make sure their children are obedient, not whiners, tell the truth, are hard workers, and become responsible for themselves as they grow older.

When sons become older teens and young adults, the dynamic changes.  Since dads want their sons to become independent young adults (and the sons want this, too!), a tension is created — how to continue to give input and guidance into their sons’ lives while also respecting their independence and individuality.  And this is often a difficult balance to maintain.  I have seen men who totally “back off” out of their sons’ lives to the point that their sons have felt almost abandoned.  That usually wasn’t the father’s intent; they just didn’t want to be overly controlling with their sons.  But sometimes the sons would like more input from their dads (when they ask for it) and can get frustrated of not really being able to learn from their dad’s experience. (This sometimes happens when the father had an overly controlling father themselves and they don’t want to repeat the pattern with their children.)

An interesting fact to remember is that guys tend to build relationships by doing something together.   That is why they get together to watch sports (or go to sporting events together) and the variety of things that guys do — hunt, fish, shoot hoops, play video games, work on cars, go biking, work on a remodeling project together, and so forth.  Guys tend to talk while doing something else — as opposed to most women, who value getting together just to talk.

So a challenge for dads and their sons, as both get older and their lives become separate, is finding activities they still can (or want to) do together.  And this can be especially challenging if the father and son work together (because the son usually doesn’t want to “hang out” with dad after work.)

My relationship with my dad was largely built around working on projects together, especially on Saturday mornings.  I learned a lot of practical skills but it was also challenging because my mechanical skills are virtually negative, while my dad was a self-taught mechanical engineer and designer.   Since his death fourteen years ago, I have frequently missed the opportunity to call him up and ask his advice on various home projects or repairs I had to do.

Largely from his modeling, much of my time with my sons was also on working projects.  Ask my guys about “Saturday mornings” when they were growing up, and you may hear moans, see their eyes roll, and one of them will launch into what a slave driver I was (which is probably partially true).  I also enjoyed playing basketball, football or soccer with them, and going to their practices and games.  We still enjoy watching some sports together.

The difficulty with this approach is that it can become largely task-focused (getting the job done) or the sporting event doesn’t really allow for much significant conversation to occur.  Finding time to talk about important topics in life is still an area I find difficult.   Probably the most significant discussions occur when my kids come home for dinner and we have some to time to discuss deeper issues during and after the meal.

A key point (and one made by many authors of parenting books) is that sons (and daughters, too) really are looking for affirmation from their dads.  Kids (regardless of their age) want to know that their dad likes them — that he loves them, accepts them, and is proud of who they are becoming.

Most of us dads (myself included) are pretty lousy at communicating acceptance and affirmation of our kids.  We are so anxious about them “turning out bad” that we are constantly prodding them, pushing them, correcting them, and encouraging them to learn to make good choices, that the message our children receive is one of conditional acceptance.  I know this either is or has been an issue in my relationship with each of my children.  I personally find the tension of helping them develop the character qualities that are important to me, while at the same time demonstrating love, affection, affirmation and acceptance to be a difficult line to walk.

I am open to hearing your thoughts and input on building healthy relationships with sons, as you both move forward in your walks toward maturity.

Recently, the reality of people losing their jobs has been hitting quite close to home.  Living in the city where most aircraft are built in the U.S., and the struggles aircraft manufacturers are experiencing have made knowing individuals who have been laid off from work a personal experience.  And the secondary job losses are significant as well — suppliers to the aircraft manufacturers, graphic designers, retail sales, professionals in the real estate arena — all are experiencing the effects.

I am reticent to personally give advice to individuals who are walking on paths I have not had to walk yet.  However, I did find the following ideas in some recent articles, and thought they might be of some help.

Given the current financial crisis, Psychology Today decided to interview a number of successful professionals and find out the role that “failure” played in their personal and professional development.  Here are a few of the comments and findings:

• There is a difference between failures and Failure, just like the difference that exists between financial diminshment and bankruptcy, and marital strife / divorce.
• Failure hurts but can pay off in the form of learning, growth, and wisdom.  Some psychologists … go even further, arguing that adversity, setbacks, and even trauma actually may be necessary for people to be happy, successful and fulfilled.
• J.K. Rowling, author of the Harry Potter series of books experienced a series of failures including a broken marriage, and poverty that bordered on homelessness.  She states:  “Failure stripped away everything inessential.  It taught me things about myself I could have learned no other way.”
• Paul MacCready, Jr., a famous aeronautical engineer who won the Kremer Prize for the world’s first human-powered airplane, depended on failure to help him succeed.  He designed his airplane to crash well, so that it would protect the pilot and the plane could be quickly repaired, so he could learn quickly from his failures.
• The difference between people who come out of failure successfully and those who do not seems to be related to the degree of ‘rumination’ that is allowed to continue.  “Failing better” is related to three aspects: controlling our emotions, adjusting our thinking, and recalibrating our beliefs about ourselves and what we can do in the world.
• Many argue that failure is necessary for growth.  So protecting ourselves (or our children) from failure limits our exposure to growth opportunities.  Conversely, too much failure can discourage and lead to one’s spirit being crushed — to the point of giving up.  How much failure is too much?  Two really helpful answers (being sarcastic):  “It depends” (on the stage of life and unique characteristics of the individual; and “We don’t really know.”

From a companion article, here are “Nine ways to fail better” by Bruce Grierson.

1. Lighten up — have a sense of humor.
2. Join the club — commiserate with others in similar situations.
3. Feel guilt, not shame — learn from your mistakes,but don’t accept the belief that “I am a failure”.
4. Cultivate optimism — put yor negative thoughts on trial and rebut them; they often are not based in reality.
5. Ask not what the world can do for you . . .  –  you now have the opportunity to do something different with your life.
6. Scale down your expectations for yourself — repeatedly failing to meet your expectations for yourself may indicate you need to re-evaluate realistic expectations for yourself.
7. Keep a journal, learn from what you are thinking and feeling, and use those lessons to take action.
8. Don’t blame yourself — blaming yourself for the bad things that happen to you (i.e. attributing all cause to yourself) is an error in thinking that causes people to become stuck, rather than to become stuck, rather than moving forward.
9. Act! — failure provides an opportunity to do something different, but only if you act on the opportunity.

I hope some of these thoughts may be helpful to you — or forward them to a friend or family member you know who finds themselves in this difficult situation.

Recently, the American Psychological Association recognized 14 companies as leaders in creating healthy workplace environments.  Besides just helping their employees “feel good” (the ubiquitous reply to anything psychologists do), there are some practical economic benefits for the companies as well:

• One company has reduced absenteeism by 34 percent
• The average employee turnover for the top five award winners was 11 percent, in comparison to the national average of 39 percent
• At these companies, 85 percent of employees reported being satisfied with their jobs, in comparison to only 61 percent nationally
• And only 5 percent of the employees indicated they intend to seek employment elsewhere within the next year, compared with 32 percent nationally.

What are these companies doing that is making such a difference with their employees?  Here are some of the resources, policies and action steps they have taken (this is not an exhaustive list):

1. Having an on-site nurse to see sick employees
2. Offering health screenings to employees
3. Parental leave for parents to attend school functions (plays, luncheons)
4. Discounts on private gym memberships
5. Financial incentives to employees who reach health-related goals
6. Tuition-assistance programs
7. On-site child care
8. Workshops on money management and debt reduction
9. Cash rewards for recruiting new hires
10. A wellness day once a month with access to chiropractic, massage and nutritional services
11. Smoking cessation help
12. A mentoring program between junior and senior management
13. Executive coaching for senior managers
14. Nutrition classes

One final note:  87% of the employees at these 14 top companies would recommend their place of employment as a good place to work (while the national average is only 44%).  How would your company fare in such a survey?

If you are an owner, manager or supervisor, take a minute and revisit the list — see what small steps you could possibly take to make your workplace more employee-rewarding.  Often there are community resources (e.g. for nutrition classes, for money management courses) available for no cost.

And if you are an employee, take a look at the list and see if there is a characteristic that is especially inviting to you.  Talk to your colleagues, and maybe your supervisor, and see how you might work together to get this resource at your workplace. You never know — a little initiative and communication can create positive results.

“Finding a job” continues to be a common topic that comes up in conversations — with friends, clients, families, friends of my kids.  The types and levels of job positions is quite broad — from laid-off professionals to young adults looking for their first career position, to high school and college students searching for summer jobs or internships.

In discussing the topic with individuals, three different methods repeatedly come up regarding ways to find jobs:

1. Have unique abilities, training and experience that set you apart from the competition.   If you are in this category, you probably are in good shape for finding work.  Unfortunately, most people currently looking for work may not have the combination of unique skills and experience desired.
2. Networking among current relationships.  I have written previously on this topic, and it is a hot topic in the media, so it is easy to find helpful information in this area.
3. Pursue positions that have high “negative” aspects that make them undesirable to most people. If you are really hurting to find work, then you may need to start considering those positions which aren’t really desirable — to you or others.

To help you think about jobs and positions to investigate, let’s look at the types of characteristics which make some work opportunities less than desirable:

• Dangerous or hazardous conditions.
• Low pay.
• Boring, tedious work.
• Manual labor.
• Bad hours required (graveyard shift, weekends, holidays).
  
• Travel is required.
• Less than desirable location (rural; inner city; away from friends & family)
• Low prestige
• Difficult clientele

I am sure there are other characteristics you may think of.  The point is — if there are characteristics about a job or work setting that makes it difficult for them to find good employees (lots of time they are able to find transient employees), then that is a possible good starting point.

For example, my first “counseling” job was working as a “night counselor” (clearly a euphemism) at a residential treatment facility for out-of-control adolescent guys.  I was essentially a night watchman, did bed checks to make sure they hadn’t run away, and dealt with crisis situations (fights, drug use, etc.)  But it was a start and went on my resume as experience, and I worked my way up from there. Another personal example — while getting my masters degree in counseling I did tree-trimming in homes that were built in orchards.  Not especially fun, hot, sticky work, but there was a need and I could make decent money part-time.

In almost every discussion I have with a teenager to twentysomething who is looking for work, I encourage them to “shoot low” to start out.  Start “beneath” where they think they really should; be willing to learn from the ground up, demonstrate your work ethic and character — and then they will consider you for a higher level position.  I can give you a lot of stories of people who have done this successfully.

In tough times, be willing to do what others typically aren’t, and I am pretty sure you will be able to find and land a job, and hopefully use that as a springboard for your future positions.

Almost all of us in the United States are now starting to personally experience some aspect of the global and national economic crisis.  Whether it is through a personal or family job loss, friends and extended family members who have been laid off, a slow down in your business, or projected reduced sales for next year — the impact is now personal.  This is different than hearing it on the news or reading statistics in a publication.

I resent the frenzy and panic the media seems to want to whip up, because this type of communication doesn’t help anyone.  We need to deal with the realities of life (like Jim Collins encourages businesses to do in Good to Great), but let’s do so in a healthy manner.

So let’s talk about the thought patterns that will help us cope with the challenges and stressors we are (or will be) facing — and how to keep our mental health and hope.

• Shorten your time frame.  Regardless of the challenging issue a family, individual or business faces, one of the key aspects for managing the crisis is to keep a short time frame in mind.  Deal with what you have to today or this week.  Do not spend a lot of time thinking about (or worrying about) six months from now, or next year — largely because there are so many factors that can change between now and then, you really can’t plan that far in advance.
• Manage your cash flow.  Almost every business or family I know that has gone under financially later reports that they wish they would have made changes (e.g. “cut back”) sooner.  So it would be wise to complete an budget review, especially of unnecessary expenses, and make appropriate adjustments — this should probably include projections for income over the coming months, as this might change as well.
• Adjust your expectations.  Life’s circumstances throws us changes.  What was true six months ago for us as a country, in your business, or your family is different now.  Therefore, the goals, desires or plans you had then for the future may not fit now.  Rigidly holding onto beliefs and expectations from the past will probably create undue stress.  What is going on now may not be “fair”, but it is what it is.
• Explore options you have previously ruled out.  Many times we exclude certain options because they aren’t acceptable given the current circumstances.    But when circumstances change, previously unacceptable options may need to be reconsidered (e.g. a teenager being willing to work at part-time at a restaurant; doing tasks yourself and working later in the evening or on weekends).
• Maintain an attitude of appreciation.   We all can probably find something to complain about.  And there are lots of people and decisions who are prime targets for criticism.  But what does that really gain (except for a brief time of tension release)?  So instead of adding to the negative conversations out there, first start with remembering the things that are good in your life — and then add these to conversations.  [We had a beautiful sunrise this morning.  I appreciate having a warm house when it is cold outside.  I am thankful I have reliable transportation to get to work — and that I don’t have to commute 60+ minutes one way.]
• Keep connected socially. When people go through difficult times, one means of coping with the stress is to withdraw socially.  Generally, this is not a good long-term strategy.  Yes, we need time to ourselves and time to think things through.  But to pull back from positive, supportive relationships puts us at risk for becoming isolated, cuts us off from available resources, and we can start to get weird (we need the reality check of conversations with friends to keep our thinking straight).

I appreciate the comments of Jack DeBoer, a local successful businessman who spoke recently and said:  “You can go out and talk to people today and tell them how tough things are, how it’s tougher now, and how much tougher it’s going to get. . . Or you can go out and figure out what to do in this environment.”

I am not a major history buff, but it seems to me that a lot of people survived the Great Depression, and almost always there are opportunities to be successful in difficult times.

This weekend I had the opportunity to speak at a conference for major donors of a charitable organization. It was a beautiful setting in Southern California, and my wife accompanied me, which was a treat.

The other keynote presenter was Carlos Sepulveda, who is the CEO of Interstate Batteries, and a dynamic presenter. In addition to his presentation, Mr. Sepulveda had a follow-up question and answer session in which he expanded upon the concepts he shared. I thought I would share some of his thoughts which were thought provoking to me:

• “There is no such thing as business ethics.” He did not mean this in terms of an oxymoron. Rather, Mr. Sepulveda’s point was that there really is no division between public and private behavior – choices and decisions are made by individuals, whether or not the context is in the home, community or workplace. As Carlos stated directly, “Truth cannot be compartmentalized.” Unfortunately, we have seen this issue (behavior and choices matter, regardless of the context) impact our lives and news repeatedly (Enron, sexual misconduct by business and government leaders, business policies driven by greed).
• “Successful people absorb in early in life what reality is, and they spend the rest of their lives making and managing decisions made in reality.” Mr. Sepulveda shared some about his early life’s history, which was rocky, and the resulting lessons he learned. He affirmed straightforwardly, “You will never be any more successful than your understanding of reality” and that this is true in one’s personal life as well as in business.
• Regarding businesses delivering value, he stated that “competence delivers value.” He stated that the way to increase competence is through a combination of “ability + technique + effort”. He reported that our culture is always trying to “get around” work, but that ultimately work is good, brings value to our lives, and the means by which goals are reached.
• The definition of the role of a CEO, according to Mr. Sepulveda, is encapsulated in the initials “CEO”. The primary responsibilities of a CEO are to: 1. Organize (goals and resources); 2. Encourage others – to always be coaching those around you; and 3. Confront – to confront actions, beliefs and policies that don’t match reality, and to confront the gap between promised results and what is actually delivered. In a follow-up discussion, he indicated he tries to accept bad news well (that is, not “blow up”) but he asks the question: “How did it happen?”
• There are two primary activities that make up life – resource allocation (time, our “brain”, talents, financial resources) and conflict resolution. We are constantly making choices about how to use our time, talents, money, etc. and this is the daily activities of our lives. But because we live in relationship with others, and we all have our unique perspectives, values and priorities, this leads to conflicts over how resources should be allocated. And so the second most frequent activity we engaged in is managing these conflicts over the use of our resources.

I found Mr. Sepulveda an extremely engaging speaker, a thoughtful leader, and one who clearly caused me to repeatedly ask myself: “Really?” “Is that true?” He brings a unique perspective to leadership and daily life. If you ever have the chance to hear him speak, I would encourage you to choose to do so.

Business Success, Conflict, Conflict resolution, Executive performance, Leadership, Management, work

I want to write about some things I have been learning about “marketing” but I don’t know how to frame the issue and information in a way that doesn’t turn people off.  That, historically, has been my reaction to “marketing” — makes me think of either high-dollar, high-glitz Madison avenue advertising campaigns or a slick (possibly slimey), fast-talking guy who gives you tips on how to sell people services or goods they don’t need and don’t really want.  (My apologies to my marketing consultants who are wonderful, warm people that don’t come anywhere near close to this description.)

But this weekend I read an article about the intersection of marketing and living in community — a viewpoint  which struck me as quite unique.  Dr. Bruce Howard is a professor of business and economics at Wheaton College (my alma mater) and he shares the following thoughts:

“In graduate school, I was surprised by the first course I ever took in marketing.  Like most people, I thought it would be about sales and advertising and learning how to convince people to buy your products.  I could not have been more wrong.  It turned out to be mostly about the practical arts of building community.  I was expecting a perspetive that was primarily individualistic and self-centered, but learned that true marketing always takes the spotlight off me and focuses it on others.”

Dr. Howard then cites Theodore Leavitt’s article, Marketing Myopia, from the Harvard Business Review in 1960 (yes, that date is correct), where Levitt states that business “is a customer-satisfying process, not a goods-producing process.”

This actually cross-sects with Michael Gerber’s statements on marketing in his best-selling The E Myth Revisited (the “e myth” is that most businesses are started by entrepreneurs; in fact, most businesses are started by technicians and service providers who think they can “do better”).

Gerber emphasizes two key aspects to marketing:  1) know who your customers (or potential customers) are (demographics);  and 2) know why they decide to buy (what he calls psychographics).  He restates the classic line, “Find a need and fill it” to “Find a perceived need and fill it.”  Gerber then argues that, for companies to be successful in marketing their products, companies must gather information about who their customers are and how they think about things.

He gets a bit intense when he states, “[I]t is absolutely imperative that you forget about your dreams, forget about your visions, forget about your interests, forget about what you want –forget about everything but your customer! When it comes to marketing, what you want is unimportant.  It’s what your customer wants that matters.  And what your customer wants is probably significantly different from what you think he wants.”

Now, back to Dr. Howard with his thoughts about marketing and living in community.  He states:

“I … discovered that building the business enterprise is about creating a community that is linked with other communities for the purposes of enhancing mutual welfare.  When people join a business, they don’t just want a job .. they want to be part of something greater than themselves.  They want to be part of a community.”

He then asks a key question:  “If business is supposed to be so community friendly, why does it feel so highly individualistic?”

He then discusses the current values driving much of the Western world’s marketplace — what is best for me (individually)? What costs the least for me (individually)?  Dr. Howard then argues that effective enterprises must also be intentional about the values they bring to the marketplace, including the value of community.
It reminds me of social entreprenuership — developing businesses that also have a positive social impact as part of their mission (for some great information on social entrepreneurship, go to www.socialimpact.com).

Part of my interest in “marketing” is how I see it all around us, in almost every sphere of life.

• The political process and all of the media communication surrounding Obama, McCain, et al.
• The bombardment of advertisements in virtually every “screen” media — the Internet, watching a movie, television, email.
• In people making daily life decisions — about cars, about food to eat, where to eat out, what movie to see, where to go to college, clothes to wear, where to go for professional services.

Secondly, I recently had an article in my community’s newspaper about a service I provide (a non-medication intervention for individuals with ADHD), and I was amazed at the amount of communication that resulted from this one “blip” on the marketing / information scene.  The story about a teenage girl who was significantly helped in her life by this approach seemed to touch people and they responded.

I guess I have a number of threads that are starting to come together in my mind (and don’t seem to be especially well-articulated yet!).  Marketing seems to be largely about the same things relationships are built on:  clear communication, understanding the other person and their point of view, trust in communication, providing accurate information, responding appropriately.  Maybe that is why, as I am coming to understand what marketing is, it intrigues me.

Endurance. Perseverance. Persistence. Patience. They are words I hear a lot when individuals who are successful in their field describe how or why they succeeded.

And yet perseverance is not a word nor a concept that we are especially drawn to. It is almost one of those characteristics that we look back on and view positively, but not one that leadership speakers frequently preach to us.

The definition is interesting to me.

“Perseverance: Steady persistence in adhering to a course of action, a belief, or a purpose; steadfastness.” Perseverance is not just blind repetitive action — doing the same thing over and over. It is tied directly to a goal, belief or purpose. We persist because we believe it is the right thing to do, or because we hope persevering will help us attain the goal we desire.

As Henry Ward Beecher differentiated, “The difference between perseverance and obstinacy is that one comes from a strong will, and the other from a strong won’t.” In other words, perseverance is goal directed and a positive attempt to achieve.

Another aspect of perseverance is that it is “daily”. Persisting on a task is not flashy nor exciting. It is both the action and result of doing the daily grind — whether that is getting up and exercising; the everyday housework tasks of laundry, dishes, cleaning up, and keeping the house running; or those tasks that make up your “job”. It is doing those daily menial tasks that make the difference between getting the job done and just thinking about it.

Dale Carnegie spoke to this aspect of perseverance:

“Don’t be afraid to give your best to what seemingly are small jobs. Every time you conquer one it makes you that much stronger. If you do the little jobs well, the big ones will tend to take care of themselves.”

Besides being goal-directed and daily, perseverance also relates to challenges and difficulties encountered. We don’t usually recount: “Yea, I persevered through the flat terrain; the cool, dry but sunny weather; and the course that was on a really smooth track.” No, perseverance has to do with persisting and enduring through difficulties. Those difficulties may be external obstacles, they may be unrealized dreams (that is, you did x, y and z and you still haven’t reached your goal), or they may be the result of weaknesses you personally have or in your plan.

Ralph Waldo Emerson proclaimed:

“Our greatest glory is not in never failing, but in rising up every time we fail.”

I think is it is interesting (and important) to look at the opposite side — what does “not persevering” look like? Giving up. Becoming weary. Losing heart. Not continuing. And sometimes — complaining, blaming, and making excuses.

I just read a fascinating book this week, recommended by my father-in-law, The War Journal of Major Damon “Rocky” Gause, about a soldier who escaped from the Japanese in the Philippines and through perseverance, luck, the help of others, and the grace of God sailed with one other companion all the way to Austrailia. What impressed me from his story was he just kept going — problem-solving, waiting when necessary, and never giving up on his goal. Never in his journal did I pick up a tone of fatalism, blaming others or making excuses for the numerous bad circumstances he encountered.

So what does this all mean to us?

First, I think a fact of life that helps us persist through difficulties is to accept that there will be difficulties. Things will go wrong. We will experience obstacles and roadblocks. Some people will be against us. Okay. So … let’s keep going.

Secondly, it seems that persevering is easier when accompanied by others — but the “right” others. Stay away from complainers. Don’t hang out with those who consistently blame others or make excuses for repeatedly not reaching their goals. They will only become weights around your neck. Conversely, find others who are like-minded, who have similar passions and goals, and who already demonstrate the daily discipline of persisting. These are the people you want on your team.

And, maybe there are a couple of other things. Re-evaluate your goals — do you really want to reach them? Re-assess your plan — is it realistic? And read about others who have persevered through great difficulties to reach their goals as an encouragement for you to hang in there.

Have a great week — and hang in there!