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w w w. b r i l l i a n t p u b l i s h i n g . c o mFEBRUARY | 09
$10.00
TM
RELATIONSHIPS | RESOURCES | RESULTS
The Best Way To
Contact Leads
page 30
Hiring Right page 24
Pay It Forward
Today!page 8
Br_0209.indd 3 2/1/09 10:23:48 PM
16
features: 8 Paying It Foward!
columns: 6 publisher's letter
7 contributors: who’s who in industry
14 insight: make recognition your resolution
16 marketing: question the status quo
20 incentives: motivating our employees
22 travel: motivating our employees
24 management: hiring right
26 it’s all personal: to motivate and how
28 leadership: kaizen
30 exhibit: the best way to contact leads
32 last word
33 ad-index
34 off the cuff: great quotes
30
24
Vol. 6, No. 02 2009
8
4 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com
TM
ad template.indd 1 6/26/08 10:20:43 PM
EVERY year Brilliant Results selects February as
our Motivation issue. Why? It is the month when most
of the country realizes winter is going to hang around a
bit longer… every year it seems that darn old groundhog
sees his shadow! It is also the month when most of those
carefully crafted New Year’s resolutions may start to fall by
the wayside. Yes, it is the month when most of us need a
bit of help to find those silver linings.
I hope this issue will provide just what you need to
stay motivated…whether to be a better marketer, a better
company, or just a better person overall. With that in mind
our cover story is about paying it forward because often
spontaneously doing something for someone else may be
just the thing to brighten your day and it will most certainly
make the world a little nicer place.
With that thought in mind it may also be just the right time
to start a reward and recognition program to motivate your
employees. After all motivated employees lead to satisfied
customers, smoother operations with less waste, more sales
and ultimately a better bottom line. This month Dr. Tarlow
provides tips for motivating those in the travel and tourism
industry, Mary English offers five key strategies to insure
that you get the most out of your recognition programs
and Arnold Light discusses the four drivers that stimulate
motivation in a corporation. With all that motivation, your
sales staff will value the tips on contacting leads and you
may even want to think about hiring additional talent, so
don’t miss any of this month’s articles.
This month think sunshine and seek out those things that
motivate you, your associates and your customers, whether it’s
a song, a movie, a show or a movement fi nd it embrace it and
the rest is history! After all motivation may just be the key to
success and happiness in the coming year and if you remember
to pay it forward it will defi nitely make for a better tomorrow.
publisher’s letter
Brilliant Publishing LLC9034 Joyce Lane
Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431
PUBLISHER / ADVERTISINGMaureen Williams
717-608-5869
EDITORIALEditor in ChiefMaryAnne Morrill
Senior EditorMichelle Donofry
Style EditorCharity Plata
Asst. EditorMolly Anika
CONTRIBUTING WRITERSMichael Merrick Crooks, Mary English
Barton Goldsmith, Ph.D., Arnold Light, CTC, Dave Ribble, MAS, Barry Siskind, Megan Slabinski, Dr. Peter Tarlow
PRODUCTION / DESIGNArt DirectorJeremy Tingle
Brilliant Results is published monthly by Brilliant Publishing LLC,
9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax#
(717) 566-5431. Postage paid at Mechanicsburg PA and additional
offices. POSTMASTER please send address changes to Brilliant
Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 6.
Number 02. Brilliant Results subscription rates: one-year $120;
Canadian $160 USD; one-year foreign $225 USD. All subscriptions
are non-refundable. Copyright © 2009 Brilliant Publishing LLC. All
rights reserved. The publisher reserves the right to accept or reject
any advertising or editorial material. Advertisers, and/or their agents,
assume the responsibility for any claims against the publisher based
on the advertisement. Editorial contributors assume responsibility for
their published works and assume responsibility for any claims against
the publisher based on published work. No part of this publication can
be reproduced in any form or by electronic or mechanical means,
including information storage and retrieval systems, without written
permission from the publisher. All items submitted to Brilliant Results
become the sole property of Brilliant Publishing LLC. Editorial content
does not reflect the views of the publisher. The imprints, logos,
trademarks or trade names (Collectively the “Marks”) displayed on
the products featured in Brilliant Results are for illustrative purposes
only and are not available for sale. The marks do not represent the
implied or actual endorsement by the owners of the Marks of the
product on which they appear. All of the Marks are the property of
the respective owners and is not the property of either the advertisers
using the Marks or Brilliant Results.
Have A Brilliant Day
Maureen [email protected] 717-608-5869
brilliantresults™
a Mary English is the Vice President of Marketing for Hallmark Insights, the leader in providing business incentive solutions and personalized reward programs for employee recognition, customer acquisition and retention, sales and dealer incentives, and health and wellness programs. To learn more, go to HallmarkInsights.com.
b Barton Goldsmith, Ph.D. For more than two decades Fortune 500 companies, educational institutions, and government organizations have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. He is a highly sought-after keynote speaker, business consultant and author. His columns appear in over 500 publications, including the Chicago Sun-Times, the Detroit News, and the Los Angeles Business Journal. He may be contacted through his web site www.BartonGoldsmith.com.
c Megan Slabinski is executive director of The Creative Group, a specialized staffi ng service placing creative, advertising, marketing and web professionals with a variety of fi rms on a project basis. For more information, visit www.creativegroup.com.
d Arnold Light, CTC, Founder of Fire and Light has 35 years of marketing experience specializing in incentive and loyalty marketing helping multinational corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.incentivesmotivate.com.
e Dave Ribble, MAS, is President of The Company Image, an award-winning promotinal marketing company specializing in listening to what you want to accomplish, then providing solutions within your budget. For more information please visit www.TCI4Me.com
f Barry Siskind is an internationally recognized trade and consumer show expert. He is author of six bestselling business books including Powerful Exhibit Marketing. Watch for his newest book, Selling from the Inside Out. Visit Barry at www.siskindtraining.com.
j Dr. Peter Tarlow is a founder and president of Tourism & More Inc. Dr. Tarlow has appeared on National televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. He also works with numerous cities, states, and foreign governments to improve their tourism products and to train their tourism security professionals. For additional information visit www.tourismandmore.com
k Michael Merrick Crooks owns Crooks Advertising Alliance, a creative strike-force specializing in creative problem-solving. The author of “ReThinking Trade Show Giveaways: Exposing the Obscure Obvious”, Crooks has more than two decades of advertising and promotional marketing experience. Learn more at www.CrooksAdvertising.com.
a
d
Have A Brilliant Day
6 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
Brilliant Publishing LLC9034 Joyce Lane
Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431
PUBLISHER / ADVERTISINGMaureen Williams
717-608-5869
EDITORIALEditor in ChiefMaryAnne Morrill
Senior EditorMichelle Donofry
Style EditorCharity Plata
Asst. EditorMolly Anika
CONTRIBUTING WRITERSMichael Merrick Crooks, Mary English
Barton Goldsmith, Ph.D., Arnold Light, CTC, Dave Ribble, MAS, Barry Siskind, Megan Slabinski, Dr. Peter Tarlow
PRODUCTION / DESIGNArt DirectorJeremy Tingle
Brilliant Results is published monthly by Brilliant Publishing LLC,
9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax#
(717) 566-5431. Postage paid at Mechanicsburg PA and additional
offices. POSTMASTER please send address changes to Brilliant
Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 6.
Number 02. Brilliant Results subscription rates: one-year $120;
Canadian $160 USD; one-year foreign $225 USD. All subscriptions
are non-refundable. Copyright © 2009 Brilliant Publishing LLC. All
rights reserved. The publisher reserves the right to accept or reject
any advertising or editorial material. Advertisers, and/or their agents,
assume the responsibility for any claims against the publisher based
on the advertisement. Editorial contributors assume responsibility for
their published works and assume responsibility for any claims against
the publisher based on published work. No part of this publication can
be reproduced in any form or by electronic or mechanical means,
including information storage and retrieval systems, without written
permission from the publisher. All items submitted to Brilliant Results
become the sole property of Brilliant Publishing LLC. Editorial content
does not reflect the views of the publisher. The imprints, logos,
trademarks or trade names (Collectively the “Marks”) displayed on
the products featured in Brilliant Results are for illustrative purposes
only and are not available for sale. The marks do not represent the
implied or actual endorsement by the owners of the Marks of the
product on which they appear. All of the Marks are the property of
the respective owners and is not the property of either the advertisers
using the Marks or Brilliant Results.
brilliantresults™contributors
a Mary English is the Vice President of Marketing for Hallmark Insights, the leader in providing business incentive solutions and personalized reward programs for employee recognition, customer acquisition and retention, sales and dealer incentives, and health and wellness programs. To learn more, go to HallmarkInsights.com.
b Barton Goldsmith, Ph.D. For more than two decades Fortune 500 companies, educational institutions, and government organizations have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. He is a highly sought-after keynote speaker, business consultant and author. His columns appear in over 500 publications, including the Chicago Sun-Times, the Detroit News, and the Los Angeles Business Journal. He may be contacted through his web site www.BartonGoldsmith.com.
c Megan Slabinski is executive director of The Creative Group, a specialized staffi ng service placing creative, advertising, marketing and web professionals with a variety of fi rms on a project basis. For more information, visit www.creativegroup.com.
d Arnold Light, CTC, Founder of Fire and Light has 35 years of marketing experience specializing in incentive and loyalty marketing helping multinational corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.incentivesmotivate.com.
e Dave Ribble, MAS, is President of The Company Image, an award-winning promotinal marketing company specializing in listening to what you want to accomplish, then providing solutions within your budget. For more information please visit www.TCI4Me.com
f Barry Siskind is an internationally recognized trade and consumer show expert. He is author of six bestselling business books including Powerful Exhibit Marketing. Watch for his newest book, Selling from the Inside Out. Visit Barry at www.siskindtraining.com.
j Dr. Peter Tarlow is a founder and president of Tourism & More Inc. Dr. Tarlow has appeared on National televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. He also works with numerous cities, states, and foreign governments to improve their tourism products and to train their tourism security professionals. For additional information visit www.tourismandmore.com
k Michael Merrick Crooks owns Crooks Advertising Alliance, a creative strike-force specializing in creative problem-solving. The author of “ReThinking Trade Show Giveaways: Exposing the Obscure Obvious”, Crooks has more than two decades of advertising and promotional marketing experience. Learn more at www.CrooksAdvertising.com.
a
d
c
e f
j k
b
www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
8 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
MOTIVATION is the focus of this month’s issue is the focus of this month’s issue
of Brilliant Results and it is diffi cult to think of a more of Brilliant Results and it is diffi cult to think of a more
worthy motivation then that of encourgaing people to worthy motivation then that of encourgaing people to
help one another. The expression "pay it forward" is help one another. The expression "pay it forward" is
used to describe just such a concept. Here a third party used to describe just such a concept. Here a third party
benefi ts when a creditor offers the debtor the option of benefi ts when a creditor offers the debtor the option of
"paying" the debt forward by lending it to a third person "paying" the debt forward by lending it to a third person
instead of paying it back to the original creditor. Debt instead of paying it back to the original creditor. Debt
and payments can be monetary or by good deeds.and payments can be monetary or by good deeds.
In 2000, Catherine Ryan Hyde's novel Pay It In 2000, Catherine Ryan Hyde's novel Pay It
Forward was published and adapted into a Warner Forward was published and adapted into a Warner
Brothers fi lm, Pay It Forward. The idea of the book is Brothers fi lm, Pay It Forward. The idea of the book is
also being championed in real life by the Pay It Forward also being championed in real life by the Pay It Forward
Foundation. In Ryan Hyde's book and movie it is Foundation. In Ryan Hyde's book and movie it is
described as an obligation to do three good deeds for described as an obligation to do three good deeds for
others in repayment of a good deed that one receives. others in repayment of a good deed that one receives. others in repayment of a good deed that one receives.
Such good deeds should be things that the other person Such good deeds should be things that the other person Such good deeds should be things that the other person
cannot accomplish on their own. In this way, the need cannot accomplish on their own. In this way, the need cannot accomplish on their own. In this way, the need
to help one another can spread exponentially through to help one another can spread exponentially through to help one another can spread exponentially through
society, creating a social movement with the goal of society, creating a social movement with the goal of society, creating a social movement with the goal of
making the world a better place. making the world a better place.
This simple concept is enjoying resurgence and this This simple concept is enjoying resurgence and this This simple concept is enjoying resurgence and this
renewal is being assisted in part by the involvement of renewal is being assisted in part by the involvement of renewal is being assisted in part by the involvement of
the promotional products industry’s concept of providing the promotional products industry’s concept of providing the promotional products industry’s concept of providing
tangible rewards to motivate individuals. Here’s how tangible rewards to motivate individuals. Here’s how tangible rewards to motivate individuals. Here’s how
it works. You, your company, your community, your it works. You, your company, your community, your it works. You, your company, your community, your
family & friends can make the world a better place family & friends can make the world a better place family & friends can make the world a better place
with a simple PAY IT FORWARD bracelet. When you with a simple PAY IT FORWARD bracelet. When you with a simple PAY IT FORWARD bracelet. When you
receive a “thank you” for whatever it is you have done, receive a “thank you” for whatever it is you have done, receive a “thank you” for whatever it is you have done,
just remove the bracelet and ask that person to “PAY IT just remove the bracelet and ask that person to “PAY IT
FORWARD.
With the goal of spreading 1,000,000,000 bracelets With the goal of spreading 1,000,000,000 bracelets
around the world, SnugzUSA, a major promotional around the world, SnugzUSA, a major promotional
products supplier, donated the fi rst installment of products supplier, donated the fi rst installment of
bracelets. Brilliant Results recently had the opportunity bracelets. Brilliant Results recently had the opportunity
to interview Charley Johnson, one of the co-owners of to interview Charley Johnson, one of the co-owners of
SnugzUSA and a member of the board of the Pay It SnugzUSA and a member of the board of the Pay It
Forward Foundation.
BR: How did you get involved
with Pay It Forward?
CJ: I am a BIG people watcher. I have always liked CJ: I am a BIG people watcher. I have always liked
to watch the way people treat each other and from my to watch the way people treat each other and from my
observations I didn’t like what I was seeing. When I was observations I didn’t like what I was seeing. When I was
younger I always wondered why so many people honked younger I always wondered why so many people honked
their horns, treated waiters and waitresses so badly (if their horns, treated waiters and waitresses so badly (if
www.bri l l iantpubl ishing.com February 2009 | Brilliant Results 9www.bri l l iantpubl ishing.com
you really want to see how a person is, take them
to dinner and watch how they treat the waiter and
you will get your truth), treated cashiers like idiots,
yelled at people for no reason and got so upset over
something so small. Most people look up to people
and see how they want to be, I looked up to people
and saw how I DIDN’T want to be. A little later in
life I saw the movie Pay It Forward and it all made
sense. After being completely hooked by watching
the movie I was amazed when a HUGE movement did
not result. I knew that there was the foundation, but I
couldn’t believe it didn’t take over the world. For the
next 5 years after watching the movie I always tried
to help others. One way that I remember helping is
by leaving BIG tips at restaurants. I often wanted to
leave some sort of note to let them know it was their
turn to help someone else, but I never could think
of a way of doing this… so I just kept doing what I
was doing. While I was making many waiters happy
along the way, I never felt that the recipients would
understand my motivation and pay my good deed
forward to someone else. Then the bracelet idea
came about and brought everything full circle.
BR: What is your most memorable BR: What is your most memorable
Pay It Forward Gesture?
CJ: It hasn’t happened yet. There are too CJ: It hasn’t happened yet. There are too
many stories I hear of to pick a favorite and way too many stories I hear of to pick a favorite and way too
many more that need to be done to help change many more that need to be done to help change
the mindset of the people on this planet. The most the mindset of the people on this planet. The most
memorable Gesture I plan on celebrating is when we memorable Gesture I plan on celebrating is when we
hit the 1 billion mark for bracelets sent out into the hit the 1 billion mark for bracelets sent out into the
world. We have tracked a few bracelets and asked world. We have tracked a few bracelets and asked
some questions and from what we have found the some questions and from what we have found the
bracelets are changing hands a minimum of 5 - 6 bracelets are changing hands a minimum of 5 - 6
times. You get 1 billion bracelets passed out times times. You get 1 billion bracelets passed out times
the number they will change hands and you have the number they will change hands and you have
swept the globe with pay it forward.swept the globe with pay it forward.
BR: What lead you to apply the BR: What lead you to apply the
rubber bracelet concept to Pay It Forward rubber bracelet concept to Pay It Forward
and what has its impact been?and what has its impact been?
CJ: The bracelet idea came to me while driving CJ: The bracelet idea came to me while driving
home one day. I thought to myself instead of home one day. I thought to myself instead of
wearing the bracelet to support a cause how about wearing the bracelet to support a cause how about
wearing the bracelet as a reminder it is your turn wearing the bracelet as a reminder it is your turn
to help someone. With pay it forward I know many to help someone. With pay it forward I know many
people already practice this way of life but they really people already practice this way of life but they really
have nothing to pass on to remind the other person have nothing to pass on to remind the other person
it is their turn. In steps the bracelet! I discussed it is their turn. In steps the bracelet! I discussed
the idea with a few people and they loved it… but the idea with a few people and they loved it… but
many people love cool ideas that don’t work…so we many people love cool ideas that don’t work…so we
decided we had to test this one. We made about 500 decided we had to test this one. We made about 500
bracelets and started handing them out around town. bracelets and started handing them out around town.
We also took some to a tradeshow to get people’s We also took some to a tradeshow to get people’s
reactions. I knew when hundreds of people came reactions. I knew when hundreds of people came
up to me looking for their own bracelet we were on up to me looking for their own bracelet we were on
to something.
Our next order was for 2,000, then 5,000, Our next order was for 2,000, then 5,000,
then 10,000 and then 100,000. As the order size then 10,000 and then 100,000. As the order size
increased more and more people in more and increased more and more people in more and
more cities were talking about it and one of those more cities were talking about it and one of those
cities just so happened to have Catherine Ryan cities just so happened to have Catherine Ryan
Countries Paying it Forward!Afghanistan, Argentina, Australia, Austria,
Bahamas, Belgium, Brazil, Canada, Chile, China, Denmark, Ecuador, England, Fiji, Finland, France, Gambia, Greece, Germany, Hong Kong, Iceland, India, Indonesia, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Kuwait, Malta, Mexico, New Zealand, Norway, Philippines, Puerto Rico, Russia, Saudi Arabia, Scotland, Sierra Leone, Singapore, Sweden, South Africa, Spain, Sultanate of Oman, Switzerland, Taiwan, Tanzania, Thailand, Ukraine, United Kingdom, United States
Pay It Forward really is working, not just around the United States but also around
10 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
Shop over 800 Macy’s stores, or online at macys.com.
And Macy's Gift Cards never expire.
Volume discounts are available on orders starting at $5,000.
It's the card that says "thank you" in a million di� erent ways.
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Happy Holidays
or visit us at
Z8109_BrilliantResults.indd 1 10/7/08 3:07:05 PM
CJ: It hasn’t happened yet. There are too
many stories I hear of to pick a favorite and way too
many more that need to be done to help change
the mindset of the people on this planet. The most
memorable Gesture I plan on celebrating is when we
hit the 1 billion mark for bracelets sent out into the
world. We have tracked a few bracelets and asked
some questions and from what we have found the
bracelets are changing hands a minimum of 5 - 6
times. You get 1 billion bracelets passed out times
the number they will change hands and you have
CJ: The bracelet idea came to me while driving
home one day. I thought to myself instead of
wearing the bracelet to support a cause how about
wearing the bracelet as a reminder it is your turn
to help someone. With pay it forward I know many
people already practice this way of life but they really
have nothing to pass on to remind the other person
it is their turn. In steps the bracelet! I discussed
the idea with a few people and they loved it… but
many people love cool ideas that don’t work…so we
decided we had to test this one. We made about 500
bracelets and started handing them out around town.
We also took some to a tradeshow to get people’s
reactions. I knew when hundreds of people came
up to me looking for their own bracelet we were on
Our next order was for 2,000, then 5,000,
then 10,000 and then 100,000. As the order size
increased more and more people in more and
more cities were talking about it and one of those
cities just so happened to have Catherine Ryan
Hyde, the author of Pay It Forward, visiting to Hyde, the author of Pay It Forward, visiting to
give a speech. A lady in the audience gave her give a speech. A lady in the audience gave her
a bracelet and said there was a young man that a bracelet and said there was a young man that
would probably love to hear from her. A week later would probably love to hear from her. A week later
I received an e-mail from Catherine with a subject I received an e-mail from Catherine with a subject
line of “nice to electronically meet you”. After a line of “nice to electronically meet you”. After a
few e-mails back and forth she decided to add the few e-mails back and forth she decided to add the
bracelet to her Pay It Forward Foundation website bracelet to her Pay It Forward Foundation website
and promote it as a great way to pay it forward. and promote it as a great way to pay it forward.
After the bracelet made it to her website… the After the bracelet made it to her website… the
website that comes up fi rst if you Google ‘pay it website that comes up fi rst if you Google ‘pay it
forward’… I had no idea what would happen next. forward’… I had no idea what would happen next.
We were receiving multiple orders every day for We were receiving multiple orders every day for
bracelets from all over the world, not just the USA bracelets from all over the world, not just the USA
anymore. This was amazing… I never thought this anymore. This was amazing… I never thought this
would happen so I was happy…but then the orders would happen so I was happy…but then the orders
really started piling in and that 1st 100,000 was really started piling in and that 1st 100,000 was
gone in 4 months, the next 100,000 was gone in gone in 4 months, the next 100,000 was gone in
3 months and then 2 months and the 4th 100,000 3 months and then 2 months and the 4th 100,000
was promised before we even received them. To was promised before we even received them. To
date we have sent out over 400,000 bracelets to
51 countries and those countries can be seen in
the textbox accompanying this interview and on
our blog at www.payitforwardtoday.org along with
hundreds of stories from people all over the world.
We would be well over 1,000,000 but we have had
to turn down or decrease some order sizes to get as
many people involved as possible.
These bracelets really brought pay it forward to
another level in 2008 and due to this Catherine had
me join her pay it forward foundation board. There
has also been enough increase of exposure and
cash that they hired their fi rst full time “Executive
Director” in 2009 to help grow even more. Most
people visiting the pay it forward website were
schools and teachers but now big businesses,
governments, churches and individuals were clicking
online and requesting bracelets from every corner of
the planet. Amazing how powerful this simple little
white bracelet has become.
www.bri l l iantpubl ishing.com February 2009 | Brilliant Results 11www.bri l l iantpubl ishing.com
BR: What is the
PAW It Forward program
that PetCo is affi liated
with and how was it
developed from the Pay
It Forward concept?
CJ: PAW it forward
was the idea of a fellow
board member, Bob Littell
(creator of Net Weaving).
He is an animal lover and
when the idea came to
him, he called a few of
his contacts and fi nally
reached PetCo, who loved
the idea. A few weeks
later I was in contact with
them on how they wanted
to customize their bracelet
and the rest is history.
Look for these bracelets to be in all their Southeast
stores for the initial launch and hopefully expand
to all US stores by the end of 2009. The PAW it
forward bracelets works like this: "When someone
says something nice about your 'rescue' pet which
you have adopted from an animal rescue or other
PETCO adoption program, thank the person . . .then
take your wristband off, give it to that person and
ask him or her to 'Paw It Forward' and encourage
him or her to either adopt a rescue pet or encourage
someone else they know to do so. Always Think
Adoption First"
BR: How can other businesses
get involved in the Pay It Forward
program and is there a cost?
CJ: With our Goal of 1 billion bracelets we
will need many business and individuals to get
involved. The 1st 400,000 bracelets have come
out of our own pocket including shipping to all these
countries; to date we are in over $65,000. When a
business decides to get involved, we can customize
the packaging the bracelet comes in to include
the company’s Logo, website or whatever they
would like so that the world knows who is paying
it forward. The packaging is an individual polybag
that includes one bracelet, it has our blog website of
www.payitforwardtoday.org and some text on how
the bracelet works. We can change this packaging
to suit individual businesses’ needs. The packaging
we just did for PetCo had their text on the package we just did for PetCo had their text on the package
and included their PetCo logo in place of our blog and included their PetCo logo in place of our blog
address.
Let’s say Coca Cola wants to get involved and Let’s say Coca Cola wants to get involved and
hand out millions of pay it forward bracelets at events hand out millions of pay it forward bracelets at events
during 2009, we can put whatever wording they want during 2009, we can put whatever wording they want
on the polybag along with any full color logo. We can on the polybag along with any full color logo. We can
also put their website on the inside of the bracelet so also put their website on the inside of the bracelet so
when people take the bracelet out of the packaging when people take the bracelet out of the packaging
they will still know who is paying it forward. The they will still know who is paying it forward. The
companies could start their own website and track companies could start their own website and track
how and where their bracelets travel. It offers great how and where their bracelets travel. It offers great
PR for any company, whether they are motivating PR for any company, whether they are motivating
their employees or the entire world! With a cost of their employees or the entire world! With a cost of
only about .09 net per bracelet you can’t make a only about .09 net per bracelet you can’t make a
bigger impact with such small amount of money!bigger impact with such small amount of money!
BR: What are your goals for the BR: What are your goals for the
Pay It Forward organization?Pay It Forward organization?
CJ: The main goal is to change the world like CJ: The main goal is to change the world like
no one ever thought possible, to get more people no one ever thought possible, to get more people
involved in the world they live in, to get them to live
more for others rather than themselves. Doing this
is not as diffi cult as people would think, think about
the impact we have already had with only 400,000
simple white bracelets. The other part of the goal is
to send out 1 billion bracelets and touch every single
life on this planet with pay it forward.
BR: Is there anything else you
would like to share with our readers
about the Pay It Forward Program?
CJ: Please be sure to visit our blog at www.
payitforwardtoday.org and see all the stories from
all over the world. It's also a source of some good
news for a change, a way to renew your faith in
human nature. And if you have a great pay it forward
story please feel free to share it with us so we can
get it up on the blog for the world to see.
www.payitforwardtoday.org is also the place to visit
if you would like your own supply of bracelets to get a
pay it forward movement going
in your community. Just let me
know the quantity and ship to
address, then we will make it
happen. Pay it forward is not
just a one-time thing, it’s a
“Mindset” that helps people
better themselves and the
world around them. Charley Johnson
12 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com
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insight
WRITER MaRY EnglISH
Make Recognition Your Resolution
snacking after dinner? Write this
resolution on a piece of paper and
tape it on the refrigerator. this visual
clue will remind you and help you
resist those late night temptations.
Visible rewards also play a large
role in a successful incentive reward
program. Rewarding people with
gift cards can allow them to choose
the award they want, providing a
visible reminder to them of their
achievement. this tangible reward
can provide trophy value whether it’s
in the employee’s home or at the offi ce
where their coworkers can see it.
Know the ultimate goal
the most important part of any
resolution is the real meaning behind
the goal. Someone may choose to
lose 30 pounds as a resolution, which
leads to the ultimate goal of that choice
– living a healthier lifestyle.
A recognition program also must
convey the real meaning behind
its awards. Offering gift cards as
an award option and committing to
giving employee recognition all year
is a great organizational resolution,
thereby leading to the ultimate goal
– happier, more engaged employees
and a healthier company overall.
Follow these five simple
suggestions and you’ll find that
keeping your resolution of employee
recognition is one that everyone can
help achieve.
It’S February. the month you
can practically set your clock on two
common occurrences. Punxsutawney
Phil comes out of his winter home on
Feb. 2 to see his shadow and people say
goodbye to their New Year’s resolutions
– usually around the same day.
Making resolutions is a tradition
for many people. Some choose to
lose weight, some choose just to eat
healthier, while others vow to be nicer
to people. But resolutions don’t have
to stop with individuals. Organizations
can get in on the act of making
resolutions and one that companies
and managers should select and
strive to maintain all year long is giving
employee recognition and rewards.
Studies have shown that there are
fi ve key strategies a person should
follow to help them stick to a resolution.
these strategies are just as useful for
incentive managers when building
a successful yearlong recognition
program.
Know your limits
One of the biggest reasons
people fail at keeping resolutions is
they don’t know their own limits and
choose too many. Losing weight,
volunteering at a charity, joining a
school committee and helping a youth
club are all commendable choices, but
success comes from keeping things
in perspective and knowing personal
limits.
Likewise, a recognition program
must understand its limits. Gift cards,
thank you notes and verbal recognition
are all great options for incentive
rewards, but you must keep the
recognition in perspective and provide
the proper reward for a particular
outcome. You might award gift cards
as recognition to reward someone for
winning a monthly or quarterly sales
incentive, or write a quick thank you
note to a coworker for helping you
compile 300 sales packets. On the
fl ip side, you’re likely not going to give
someone a $500 gift card for putting
new toner in the copy machine. To keep
your incentive program successful all
year, make sure to set appropriate and
consistent limits for incentives used
throughout the organization.
use progressive goals
One way to reach a resolution is
to break the overall goal into smaller,
progressive steps. Someone who
decides to lose 30 pounds may view
losing that much weight as nearly
impossible. Instead of focusing on
the large goal, a person could commit
themselves to losing 3 pounds per
month. that not only seems much
easier to accomplish, by the end of the
year, they will actually over-achieve
their original goal.
In a company setting, a recognition
program can be used to reward
employees for continued growth or
progress toward yearly goals. Rather
than giving one large award at the end
of the year for reaching a particular
goal, give recognition on a regular
basis throughout the year. Smaller
awards, such as $25 gift cards,
given monthly or quarterly can keep
employees focused and committed to
reaching a long-term goal.
tell someBody
telling your resolution to a friend
is an important part of successfully
keeping your commitment throughout
the year. By sharing your goal with
someone else, they can provide
encouragement and motivation – or
a quick, friendly scolding – when you
need it.
In the same manner, recognition
of employees shouldn’t be kept
secret. While not every employee
enjoys receiving public recognition,
it’s important that small and large
achievements alike be shared with
team members and the company.
Handing out gift card awards in a setting
like department or company meetings
is a great place to share successes
and can provide encouragement and
motivation to others.
maKe it visiBle
Having a visual reminder of your
resolution can play a large role in
helping you reach your goal. Did
you promise yourself you would stop
14 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
Br_0209.indd 14 2/1/09 10:24:51 PM
Make Recognition Your Resolution
snacking after dinner? Write this
resolution on a piece of paper and
tape it on the refrigerator. this visual
clue will remind you and help you
resist those late night temptations.
Visible rewards also play a large
role in a successful incentive reward
program. Rewarding people with
gift cards can allow them to choose
the award they want, providing a
visible reminder to them of their
achievement. this tangible reward
can provide trophy value whether it’s
in the employee’s home or at the offi ce
where their coworkers can see it.
Know the ultimate goal
the most important part of any
resolution is the real meaning behind
the goal. Someone may choose to
lose 30 pounds as a resolution, which
leads to the ultimate goal of that choice
– living a healthier lifestyle.
A recognition program also must
convey the real meaning behind
its awards. Offering gift cards as
an award option and committing to
giving employee recognition all year
is a great organizational resolution,
thereby leading to the ultimate goal
– happier, more engaged employees
and a healthier company overall.
Follow these five simple
suggestions and you’ll find that
keeping your resolution of employee
recognition is one that everyone can
help achieve.
It’S February. the month you
can practically set your clock on two
common occurrences. Punxsutawney
Phil comes out of his winter home on
Feb. 2 to see his shadow and people say
goodbye to their New Year’s resolutions
– usually around the same day.
Making resolutions is a tradition
for many people. Some choose to
lose weight, some choose just to eat
healthier, while others vow to be nicer
to people. But resolutions don’t have
to stop with individuals. Organizations
can get in on the act of making
resolutions and one that companies
and managers should select and
strive to maintain all year long is giving
employee recognition and rewards.
Studies have shown that there are
fi ve key strategies a person should
follow to help them stick to a resolution.
these strategies are just as useful for
incentive managers when building
a successful yearlong recognition
program.
Know your limits
One of the biggest reasons
people fail at keeping resolutions is
they don’t know their own limits and
choose too many. Losing weight,
volunteering at a charity, joining a
school committee and helping a youth
club are all commendable choices, but
success comes from keeping things
in perspective and knowing personal
limits.
Likewise, a recognition program
must understand its limits. Gift cards,
thank you notes and verbal recognition
are all great options for incentive
rewards, but you must keep the
recognition in perspective and provide
the proper reward for a particular
outcome. You might award gift cards
as recognition to reward someone for
winning a monthly or quarterly sales
incentive, or write a quick thank you
note to a coworker for helping you
compile 300 sales packets. On the
fl ip side, you’re likely not going to give
someone a $500 gift card for putting
new toner in the copy machine. To keep
your incentive program successful all
year, make sure to set appropriate and
consistent limits for incentives used
throughout the organization.
use progressive goals
One way to reach a resolution is
to break the overall goal into smaller,
progressive steps. Someone who
decides to lose 30 pounds may view
losing that much weight as nearly
impossible. Instead of focusing on
the large goal, a person could commit
themselves to losing 3 pounds per
month. that not only seems much
easier to accomplish, by the end of the
year, they will actually over-achieve
their original goal.
In a company setting, a recognition
program can be used to reward
employees for continued growth or
progress toward yearly goals. Rather
than giving one large award at the end
of the year for reaching a particular
goal, give recognition on a regular
basis throughout the year. Smaller
awards, such as $25 gift cards,
given monthly or quarterly can keep
employees focused and committed to
reaching a long-term goal.
tell someBody
telling your resolution to a friend
is an important part of successfully
keeping your commitment throughout
the year. By sharing your goal with
someone else, they can provide
encouragement and motivation – or
a quick, friendly scolding – when you
need it.
In the same manner, recognition
of employees shouldn’t be kept
secret. While not every employee
enjoys receiving public recognition,
it’s important that small and large
achievements alike be shared with
team members and the company.
Handing out gift card awards in a setting
like department or company meetings
is a great place to share successes
and can provide encouragement and
motivation to others.
maKe it visiBle
Having a visual reminder of your
resolution can play a large role in
helping you reach your goal. Did
you promise yourself you would stop
www.bri l l iantpubl ishing.com February 2009 | Brilliant Results 15www.bri l l iantpubl ishing.com
Br_0209.indd 15 2/1/09 10:24:54 PM
marketing
WRITER MICHaEl MERRICk CRookS
Questioning The Status Quo
Creative Problem-Solving: Part 2
The Status Quo
16 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
Br_0209.indd 16 2/1/09 10:24:57 PM
Questioning The Status Quo
WHEn you were a kid, you may
not have had all the answers, but you
certainly had all the questions. “What’s
this?”…“What’s it do?”… “How’s it
work?”… “Are we there yet?” As you
grew older, “Why?” became a staple
of your vocabulary until a deadly
combination of your parent’s infl uence
and the educational system taught
you to stop questioning authority.
Since conformity is the path of
least resistance, you began to rely
more on your ability to “roll with the
fl ow” than your ability to question the
world around you. But if you want to
develop new ideas and concepts to
solve promotional marketing and
other business problems, rolling
with the status quo ain’t gonna
cut it.
Last month, I discussed
the death of creativity and
what impedes the creative
problem-solving process.
This month we’ll look at two
methods by which you can
expand your creative problem-
solving prowess: Questioning
and Reversing Your Thinking.
Whenever I discuss the
Questioning concept I recall a
client for whom we produced
a membership directory. For
years we saddle-stitched the
booklet (putting 2 staples in the middle
of the booklet) to bind it. My client now
wanted the booklet to open and lay
fl at. While spiral binding would solve
the problem, it was outside my client’s
budget. Then I asked one question
that changed everything, “Does the
booklet need to be this size.” She
said, “No”.
The booklet was tall and narrow
with 2 columns of names per page.
Widening the booklet allowed more
names per page. this reduced the
number of pages and all related
production activities. the savings
allowed us to spiral bind the directory
without additional charges.
When using the questioning
technique, it’s necessary to get back
in touch with that little kid that used
to ask a million questions. If you’re in
management, the fi rst question you
must ask is, “Does my management
style foster questioning?” The next
question is, “Does my company foster an
atmosphere that allows questioning?”
Answer those questions truthfully and
you may have some issues to address
right there. Beyond that:
• Take a look at your company
policies and ask why? Why are you
doing what you’re doing? Why are
you doing it the way you’re doing it?
Sometimes, a function that has always
WHEn not have had all the answers, but you
certainly had all the questions. “What’s
this?”…“What’s it do?”… “How’s it
work?”… “Are we there yet?” As you
grew older, “Why?” became a staple
of your vocabulary until a deadly
combination of your parent’s infl uence
and the educational system taught
you to stop questioning authority.
Since conformity is the path of
least resistance, you began to rely
more on your ability to “roll with the
fl ow” than your ability to question the
world around you. But if you want to
develop new ideas and concepts to
solve promotional marketing and
www.bri l l iantpubl ishing.com February 2009 | Brilliant Results 17www.bri l l iantpubl ishing.com
Br_0209.indd 17 2/1/09 10:24:59 PM
marketing
been done is being duplicated by
software and is no longer necessary.
Other times, functions are being done
because at one time a company policy
or governmental law that no longer
applies required them.
Ask the people in your organization
why they do what they do the way they
do it. times change. Maybe there’s a
better way and the person doing the
job knows it, but has never thought to
say anything or worse — is scared to
say anything.
Sure, sometimes asking questions
will open up a can of worms. If you’re
unwilling to go there … then that’s a
clear indication that that’s EXACTLY
what needs to be done. From a
promotional marketing standpoint,
tough economic times is an especially
great time to question what you’re
doing, why you’re doing it and how
you’re doing it.
the next concept to aid in Creative
Problem-Solving is to Reverse Your
Thinking. In his book, “A Whack
On The Side of The Head”, Roger
von Oech tells of ABC Corp that hit
hard times. All efforts to identify the
problems failed until they reversed
their thinking. Instead of focusing
on how to fi x problems they couldn’t
identify, the staff was asked to
pretend that they were spies
for the competitor who had
gotten a job with ABC Corp.
They were then asked to
write down everything
they would do to sabotage
the company. After the lists were
complied, it became apparent that the
employees were actually doing more
than half of the items on the list.
Reversing your thinking is where
“branch offi ces” came from. Instead
of thinking, “How do we draw more
consumers to our business?”…The
thinking became, “How do we take
our business to the consumer?”
Sales protocol is often designed to
make it easy to sell. Reserve that
thinking and the focus becomes how
to make it easier for the consumer
to buy. For promotional marketing
applications, consider the use of
fl ash drives, CD-ROM’s and DVD’s
sent via courier or direct mail. You
can send your prospects an audio or
video presentation of your product
line, services or a whole retail store.
If you’re selling a high-end product for
instance, sending prospects a DVD in
the mail that also serves as a ticket
to a private sales event could achieve
greater ROI than a shotgun, mass-
media approach.
I’m not knocking mass marketing
tactics such as radio, tV
and newspaper to reach
large numbers of people
in a hurry. But what is
your target audience
doing when they’re not
watching tV or
listening to the
radio? Maybe
they’re at the
symphony or
at their kid’s
sporting event. Instead of broadcasting,
reverse your thinking and consider
narrowcasting … creating appropriate
messages and delivery methods to
impact your target in a more precise
manner.
For example, sponsoring a wine
and cheese tasting event prior to
the symphony if that’s your target
audience. Health-related businesses,
insurance companies or sporting
goods stores might consider a booth
at the little league baseball game
handing out baseball cards and their
brochure on how to prevent sport’s
related injuries.
Outright Questioning or Reversing
Your Thinking are two methods by
which you can challenge the status
quo. Marketing managers must,
however, ensure that management
styles and corporate culture foster
and encourage respectful questioning
of the status quo and consideration
of viewpoints that are 180 degrees
from “policy”.
next month, in Part 3, we’ll discuss
using things for something other than
their original purpose. Keep in mind,
inanimate objects don’t know or care
what they are supposed to be used
for. It’s our perceptions that limit us.
And within that insight, lies creative
problem-solving power.
von Oech tells of ABC Corp that hit
hard times. All efforts to identify the
problems failed until they reversed
their thinking. Instead of focusing
on how to fi x problems they couldn’t
identify, the staff was asked to
pretend that they were spies
for the competitor who had
gotten a job with ABC Corp.
They were then asked to
tactics such as radio, tV
and newspaper to reach
large numbers of people
in a hurry. But what is
your target audience
doing when they’re not
18 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com
Br_0209.indd 18 2/1/09 10:25:00 PM
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WRITER ARNOLD LIGHT, CTC
incentives
MOTIVATING employees is
certainly not a new revelation. Ever
since Eve tried to persuade Adam
to partake of the hidden fruit one
could say this was the beginning of
motivation. Ever since human kind has
realized there are rewards for hard
work, trying to defi ne what motivates
people to action has been a goal of the
global corporate world.
In an article published in The
Harvard Business Review in the July-
August 2008 edition authors Nitin
Nohria, Boris Groysberg and Linda-
Eling Lee, point out through extensive
research that people are motivated
by four emotional needs, or drives.
These drives are best remembered as
ABCD—The drive to: Acquire, Bond,
Comprehend and Defend.
To put into practice and to satisfy
what these four drives mean the
authors completed two major studies.
The first surveyed 385 employees of
two global corporations. The second
surveyed 300 employees from
Fortune 500 companies. In order to
define overall motivation the focus
of the studies was on four measured
workplace indicators: engagement,
satisfaction, commitment, and
intention (to quit). The two research
studies pointed out that a businesses'
ability to meet the ABCD drives
explains on average, about 60% of
MOTIVATING employees is
certainly not a new revelation. Ever
Motivation…A New Perspective!
employees’ variance on motivational
indicators. They also found that certain
drives can influence motivational
indicators more than others. For
example fulfilling the drive to bond
has the greatest effect on employee
commitment. The research provided
insight into two other important
factors: the fact that a company can
best improve motivational practices
by meeting all four drives by putting
them into action together and that
individual managers influence
overall motivation regardless of
organizational policy.
HERE THEN IS A LOOK AT HOW EACH OF THE ABCD DRIVERS WORK.
The Four Drivers That Stimulate
Motivation In A Corporation
A – The drive to Acquire. •
As humans we are all driven to
acquire “things” that satisfy our
sense of “well being”. We are happy
or fulfi lled when this drive is attained.
When such things as food, clothing,
housing and transportation are
fulfi lled we are content or satisfi ed
and want more. Herein lies the Law
of Satiety and can be fulfi lled by
reward from a corporation. This is
why a formal, well-planned employee
recognition program is imperative.
B – The drive to Bond. •
As mentioned earlier the drive to
bond has a great effect on employee
commitment. This drive accounts for
the important feeling of motivation
when an employee feels he or she
is part of an organization and an
emotional let down when they feel the
organization has not done right by them.
Because employees become close to
other associates in a department or
division this sometimes makes it hard
for them to want to leave or go on to
another area in the company. One
way to create an environment for real
bonding is through a formal employee
recognition program where associates
are recognized and rewarded for their
efforts. Through the eyes of their peers
this is a strong bonding vehicle.
C – The drive to Comprehend. •
There is nothing like a challenge
to motivate an employee. These
challenges according to the authors
enable an employee to grow and
learn, and when the challenges are
monotonous or lead to mundane
work often they leave their
companies to find a new challenge
elsewhere. Every employee wants
to make an important contribution to
the organization and be recognized
for that contribution. And again this
is where an employee recognition
program is so vital to the successful
implementation of all four drivers.
D - The drive to Defend. •
People generally have a resistance
to change. Therefore fulfi lling the
drive to defend brings out feelings of
confi dence and security particularly
when a corporation has clear goals
and inspires people to express
their feelings, ideas and opinions.
To gain this new perspective on
motivating your employees no matter
what size your company all four of the
drivers: Acquire, Bond, Comprehend
and Defend (ABCD) must be launched
at the same time. You can’t expect
one to work without the other. For
instance, it would be diffi cult to offer
a reward program without bonding
or comprehension or defending. And
you cannot just pay good salaries and
expect your employees to feel good
about their work if there is no support
for the drive to bond.
These drivers according to the
study are the fundamental needs
warranted to motivate a workforce to
perform above and beyond the
predetermined goals management
has established.
Have a Rewarding Day.
20 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
MOTIVATING employees is
certainly not a new revelation. Ever
since Eve tried to persuade Adam
to partake of the hidden fruit one
could say this was the beginning of
motivation. Ever since human kind has
realized there are rewards for hard
work, trying to defi ne what motivates
people to action has been a goal of the
global corporate world.
In an article published in The
Harvard Business Review in the July-
August 2008 edition authors Nitin
Nohria, Boris Groysberg and Linda-
Eling Lee, point out through extensive
research that people are motivated
by four emotional needs, or drives.
These drives are best remembered as
ABCD—The drive to: Acquire, Bond,
Comprehend and Defend.
To put into practice and to satisfy
what these four drives mean the
authors completed two major studies.
The first surveyed 385 employees of
two global corporations. The second
surveyed 300 employees from
Fortune 500 companies. In order to
define overall motivation the focus
of the studies was on four measured
workplace indicators: engagement,
satisfaction, commitment, and
intention (to quit). The two research
studies pointed out that a businesses'
ability to meet the ABCD drives
explains on average, about 60% of
employees is
certainly not a new revelation. Ever
Motivation…A New Perspective!
employees’ variance on motivational
indicators. They also found that certain
drives can influence motivational
indicators more than others. For
example fulfilling the drive to bond
has the greatest effect on employee
commitment. The research provided
insight into two other important
factors: the fact that a company can
best improve motivational practices
by meeting all four drives by putting
them into action together and that
individual managers influence
overall motivation regardless of
organizational policy.
HERE THEN IS A LOOK AT HOW EACH OF THE ABCD DRIVERS WORK.
The Four Drivers That Stimulate
Motivation In A Corporation
A – The drive to Acquire. •
As humans we are all driven to
acquire “things” that satisfy our
sense of “well being”. We are happy
or fulfi lled when this drive is attained.
When such things as food, clothing,
housing and transportation are
fulfi lled we are content or satisfi ed
and want more. Herein lies the Law
of Satiety and can be fulfi lled by
reward from a corporation. This is
why a formal, well-planned employee
recognition program is imperative.
B – The drive to Bond. •
As mentioned earlier the drive to
bond has a great effect on employee
commitment. This drive accounts for
the important feeling of motivation
when an employee feels he or she
is part of an organization and an
emotional let down when they feel the
organization has not done right by them.
Because employees become close to
other associates in a department or
division this sometimes makes it hard
for them to want to leave or go on to
another area in the company. One
way to create an environment for real
bonding is through a formal employee
recognition program where associates
are recognized and rewarded for their
efforts. Through the eyes of their peers
this is a strong bonding vehicle.
C – The drive to Comprehend. •
There is nothing like a challenge
to motivate an employee. These
challenges according to the authors
enable an employee to grow and
learn, and when the challenges are
monotonous or lead to mundane
work often they leave their
companies to find a new challenge
elsewhere. Every employee wants
to make an important contribution to
the organization and be recognized
for that contribution. And again this
is where an employee recognition
program is so vital to the successful
implementation of all four drivers.
D - The drive to Defend. •
People generally have a resistance
to change. Therefore fulfi lling the
drive to defend brings out feelings of
confi dence and security particularly
when a corporation has clear goals
and inspires people to express
their feelings, ideas and opinions.
To gain this new perspective on
motivating your employees no matter
what size your company all four of the
drivers: Acquire, Bond, Comprehend
and Defend (ABCD) must be launched
at the same time. You can’t expect
one to work without the other. For
instance, it would be diffi cult to offer
a reward program without bonding
or comprehension or defending. And
you cannot just pay good salaries and
expect your employees to feel good
about their work if there is no support
for the drive to bond.
These drivers according to the
study are the fundamental needs
warranted to motivate a workforce to
perform above and beyond the
predetermined goals management
has established.
Have a Rewarding Day.
www.bri l l iantpubl ishing.com February 2009 | Brilliant Results 21www.bri l l iantpubl ishing.com
Motivating Our Employees and Ourselves: Getting Brilliant Results by Motivating our Employees
WRITER DR. PETER TaRloW
travel
showing appreciation for a job well done,
being empathetic when an employee
has personal problems, and letting your
employees know that they are part of
your team. Listen to what is said and
to what is not said. Give employees a
chance to "emote" in a safe environment
where they can express themselves
without fear or worry.
Consider the following ideas as means of inCreasing employee motivation:
Become a "team" by making sure that •
employees feel they can trust you
and can share their problems with
you. When an employee has a
personal problem, be there for that
person and always maintain an
employee's right to privacy.
Develop an objective set of criteria by •
which to judge work. Employees who
feel that their managers set capricious
standards quickly feel loss of
motivation and often seek other jobs.
Offer in-house training to all •
employees. In-house training not only
provides additional knowledge, but it
is a subtle way for employees to
realize that you value them enough to
invest in them as a human-resource.
Develop yearly or bi-yearly •
re-orientation programs. Few
employees in the tourism industry are
allowed to serve the public without
first going through an orientation
program. A good job renewal
program is not necessarily meant to
teach anything new, but rather it
refreshes everyone's memory about
the reason for the job's existence.
Re-orientation programs can help
provide a psychological lift for front
line employees who must provide
good service on a constant basis.
have fun. Perhaps the best motivational
technique is to work hard and at the
same time have fun at work. Enjoying
work is the best motivational tool for
putting a smile on our employees'
faces. Take the time to laugh and
lighten up. When dealing with a
difficult customer or guest, think of
yourself as being secretly recorded
for a television program such as
"Candid Camera!" Remember that
managers too need to have fun.
What makes tourism a great industry
is that working in it is not only a
chance to have fun but also a chance
to create fun.
In these difficult economic times
those companies that offer the public
well-motivated employees have an
edge in the competition for brilliant
results. In customer service industries
such as tourism we must never forget
that our customers have a right to
demand highly motivated employees
who offer great service, given with
a smile, and provided with a sense
of caring.
IT is never easy to motivate
employees, especially during the
winter season when many parts of the
world suffer from a lack of sun and
weather conditions that can make even
the shortest commute a challenge.
Tourism, being a service industry
however cannot afford to have angry or
disgruntled employees. In fact the best
way to get brilliant results is to have
well-motivated and creative staffs.
A common complaint among tourism
leaders, and many other service-
centered professions, is that, despite
their best efforts, those who serve the
public often lack motivation to provide
good service. In fact, although tourism
leaders never tire of stating that
"service" is their main business, too
many passengers on airplanes, guests
at hotels or restaurants, or visitors to
tourism attractions can testify how at
times they felt more like the "enemy"
than the "honored" guests.
To help stimulate your employees and
yourself here are some reminders on
ways to instill a desire to provide the type
of service that produces brilliant results:
Be a manager and not a Boss!
Your job is to direct, manage and
inspire your workers, not to boss them
around. A major reason cited for
employee lethargy is the feeling that
bosses see their employees as merely
"commodities" to be bought (hired) and
sold (fired) at will. Employees serve the
public best when they are recognized
not only for going beyond the call of
duty but also are appreciated for simply
well-serving the public on a daily
basis.
Be where the aCtion is. It is impossible to solve a problem
(or even know that the problem exists)
if you are not where your customers
experience your service. If you run
a hotel, spend time in the lobby, with
the doormen, and in the kitchen. If
you are in charge of a Convention and
Visitor Bureau, take the time to observe
how visitors are treated as they come
through the door, and if you are in
charge of an attraction, be where the
"event' is taking place. Watch how
tickets are sold, how your host and
hostesses conduct tours, and how well
your food service is doing its job. There
is no substitute for observation.
try to determine if your employees are satisfied with their joBs.
Do you really know what your
employees desire from their job?
Employees cannot offer the public good
service, if their managers do not provide
motivational leadership. That means
22 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
Motivating Our Employees and Ourselves: Getting Brilliant Results by Motivating our Employees
showing appreciation for a job well done,
being empathetic when an employee
has personal problems, and letting your
employees know that they are part of
your team. Listen to what is said and
to what is not said. Give employees a
chance to "emote" in a safe environment
where they can express themselves
without fear or worry.
Consider the following ideas as means of inCreasing employee motivation:
Become a "team" by making sure that •
employees feel they can trust you
and can share their problems with
you. When an employee has a
personal problem, be there for that
person and always maintain an
employee's right to privacy.
Develop an objective set of criteria by •
which to judge work. Employees who
feel that their managers set capricious
standards quickly feel loss of
motivation and often seek other jobs.
Offer in-house training to all •
employees. In-house training not only
provides additional knowledge, but it
is a subtle way for employees to
realize that you value them enough to
invest in them as a human-resource.
Develop yearly or bi-yearly •
re-orientation programs. Few
employees in the tourism industry are
allowed to serve the public without
first going through an orientation
program. A good job renewal
program is not necessarily meant to
teach anything new, but rather it
refreshes everyone's memory about
the reason for the job's existence.
Re-orientation programs can help
provide a psychological lift for front
line employees who must provide
good service on a constant basis.
have fun. Perhaps the best motivational
technique is to work hard and at the
same time have fun at work. Enjoying
work is the best motivational tool for
putting a smile on our employees'
faces. Take the time to laugh and
lighten up. When dealing with a
difficult customer or guest, think of
yourself as being secretly recorded
for a television program such as
"Candid Camera!" Remember that
managers too need to have fun.
What makes tourism a great industry
is that working in it is not only a
chance to have fun but also a chance
to create fun.
In these difficult economic times
those companies that offer the public
well-motivated employees have an
edge in the competition for brilliant
results. In customer service industries
such as tourism we must never forget
that our customers have a right to
demand highly motivated employees
who offer great service, given with
a smile, and provided with a sense
of caring.
IT is never easy to motivate
employees, especially during the
winter season when many parts of the
world suffer from a lack of sun and
weather conditions that can make even
the shortest commute a challenge.
Tourism, being a service industry
however cannot afford to have angry or
disgruntled employees. In fact the best
way to get brilliant results is to have
well-motivated and creative staffs.
A common complaint among tourism
leaders, and many other service-
centered professions, is that, despite
their best efforts, those who serve the
public often lack motivation to provide
good service. In fact, although tourism
leaders never tire of stating that
"service" is their main business, too
many passengers on airplanes, guests
at hotels or restaurants, or visitors to
tourism attractions can testify how at
times they felt more like the "enemy"
than the "honored" guests.
To help stimulate your employees and
yourself here are some reminders on
ways to instill a desire to provide the type
of service that produces brilliant results:
Be a manager and not a Boss!
Your job is to direct, manage and
inspire your workers, not to boss them
around. A major reason cited for
employee lethargy is the feeling that
bosses see their employees as merely
"commodities" to be bought (hired) and
sold (fired) at will. Employees serve the
public best when they are recognized
not only for going beyond the call of
duty but also are appreciated for simply
well-serving the public on a daily
basis.
Be where the aCtion is. It is impossible to solve a problem
(or even know that the problem exists)
if you are not where your customers
experience your service. If you run
a hotel, spend time in the lobby, with
the doormen, and in the kitchen. If
you are in charge of a Convention and
Visitor Bureau, take the time to observe
how visitors are treated as they come
through the door, and if you are in
charge of an attraction, be where the
"event' is taking place. Watch how
tickets are sold, how your host and
hostesses conduct tours, and how well
your food service is doing its job. There
is no substitute for observation.
try to determine if your employees are satisfied with their joBs.
Do you really know what your
employees desire from their job?
Employees cannot offer the public good
service, if their managers do not provide
motivational leadership. That means
www.bri l l iantpubl ishing.com February 2009 | Brilliant Results 23www.bri l l iantpubl ishing.com
management
WRITER MEgan SlabInSkI
In past years, attracting talented
marketing employees posed a key
challenge for many firms. Now, with
a greater pool of qualified creative
professionals seeking opportunities,
hiring can be just as daunting but for
different reasons. The availability of
numerous promising prospects makes
choosing among them a more difficult
task. At the same time, selecting the
right candidate has grown increasingly
important, since tight personnel
budgets allow little room for costly hiring
mistakes.
How can you find the ideal person for
your department and company? While
there’s no full-proof formula, avoiding
hiring blunders can help you make better
decisions.
Following are some common missteps and how to prevent them:
Inconsistency. One candidate has a
45-minute interview in which he’s asked
a number of challenging questions;
another has a brief informal meeting
because the hiring manager is distracted
and running late. The result? No equal
basis on which to evaluate the prospects.
To be most effective, the interview
process should be uniform. Plan your
questions in advance, and use roughly
the same format and timeframe for every
prospect you’re seriously considering.
This will give you a more equal basis on
which to evaluate peoples’ merits.
Blinded by charm. The applicant had
a firm handshake, a winning smile, a
sharp wit and great things to say about
your company — how could you not
hire him? Before extending an offer,
be sure to look at the full picture. While
charm and charisma may be essential in
some roles, such as sales and account
management, it’s not a key component
for others. In fact, the smoothest talker
may not be the most qualified or the best
fit within your firm; he may simply have
had more practice interviewing. While it’s
natural to be impressed by a prospect’s
winning ways, don’t let them unduly
influence your decision. Someone with
a more reserved personality can still be
an outstanding team member.
Too many cooks. While it’s wise to
have employees meet candidates with
whom they will work, don’t include too
many people in the final decision. Once
you’ve narrowed the field to two or three
applicants, restrict the number of people
who will be involved in the selection. If
too many team members have a say, the
likely outcome is a compromise choice.
Instead of getting the best employee, you
will end up with the least objectionable
person.
Fast-tracking. You need a product
manager yesterday. Although this need
is urgent, resist the urge to whiz through
the hiring process. Speeding over or
skipping key steps — such as reference
checks — can result in a poor hire, which
will cost you significant time and money.
The better alternative: See if you can
bring in a freelancer as you continue
your search.
In any economy, identifying the best
professionals for your business requires
a mix of personal and analytical skills,
as well as a fair and logical process.
While finding the time to conduct
thorough candidate evaluations may
pose a challenge, especially if you’re
under-staffed, the effort you expend
making informed selections will enable
you to assemble a stronger, more
talented team.
Hiring Right
How can you find the ideal person for your department and company?
24 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com
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To motivate, and how. That is the question...
WRITER DAVE RIBBLE, MAS
it’s all personal
new accounts found, certain product
moved, etc., whatever you are trying
to accomplish. And, if set up properly,
the point system can then pay for itself
because the additional revenues have
been fi gured into the anticipated costs
of the program.
Clients and prospects need
motivation, too. They are people and
people have needs, wants and desires.
Take a trip to their offi ces. Look
around for hints and clues as to what
they are into. Do they travel? Are they
sports nuts? What if you rewarded
your clients for referrals? What if your
prospects were provided a special
Birthday Gift specifi cally chosen for
them? Harvey Mackay, famed author
of Dig Your Well Before You’re Thirsty
says, “It is Better To Give Before You
Receive”. In other words, do something
nice for them ahead of asking them to
become your new customer. People
like to be nurtured and the best time
to do that is before you ask them for
their business. Rewarding them and
you will be motivating them to want
to reciprocate. Reciprocation, then,
could mean not only getting their
business but the business they refer to
you that you cannot get on your own.
Ask their peers and coworkers for
help in determining what that person
likes to do and what they are into. Pay
attention to Birthdays, Anniversaries,
Schools attended, Kid’s and Spouse
names, anything you can do to learn
more about them. Then, remember
that information and incorporate
it into a game plan that improves
your business with them. You will
undoubtedly come up with amazing
ideas through this kind of ambitious
thinking.
Motivation is about doing for
others and setting up win-win
scenarios. Motivation is about being
recognized and rewarded. You have
the opportunity to create a
motivational program that helps
ensure you get to stay in business
and thrive. Is this the personal way
to motivate people? Absolutely,
because It’s All Personal!
WHAT motivates you? What
motivates your employees? What
motivates anyone, for that matter?
Throughout history, ordinary people
have been thrust into extraordinary
circumstances and motivated to
survive and thrive. In January of ‘09,
a Senator from Illinois endured racism
and a whole lot more to become our
44th President of the United States.
Earlier last month, we watched
everyone escape potential disaster
when an experienced pilot landed his
US Airways Airbus on the frigid Hudson
River in New York City. Motivation to
save lives played a huge role.
People will do things when
motivated to do them. By the same
token, people will rarely do things that
will take more effort, unless they are
motivated to do so. Motivation is key
to accomplishing anything. You have
to want it bad enough to do that which
you would not ordinarily do in order to
receive the thing you wouldn’t have
ordinarily been given.
One of my favorite actors, Dustin
Hoffman starred in a huge 1982 hit
movie called “Tootsie”, playing a
down-on-his luck, hard-to-work-with
actor whom, out of sheer desperation,
auditions and wins the starring female
role in a soap opera. Motivated by
the fact he had bills to pay, Hoffman’s
character went for it and won.
Some industries out there are
hurting. Others are thriving and I
hope you are in an industry that is
thriving. As a personal disclosure,
I am part of a network-marketing
group that distributes a nutritional
drink called Mona Vie* that is part of
a booming industry called Wellness.
The Wellness industry is thriving
because we Boomers don’t want to go
to the doctor anymore, we want to live
forever and look younger every day. In
other words, Boomers are motivated.
It’s just how things work.
So, no matter what industry you
are in, let’s talk about motivating
Employees, Salespeople, Clients &
Prospects.
Employees can make or break you
just in terms of being off sick, stubbing
their toe, giving other employees a
hard time, stealing and bad-mouthing
the business after hours. There is
no way to totally measure all the
ways employees can hurt you but
there are a lot of ways you can keep
employees happy. Motivation is key.
We can put a point system together
that rewards them for going for a long
period of time without calling in sick,
or stubbing their toe. We can reward
them for helping and training others,
for making good suggestions, for
saving you money. Don’t discount
how many ways your employees can
be motivated to have the right attitude
at work, because motivation comes
from providing them something out of
the ordinary for behaving better than
ordinary, and that’s worth money to
your bottom line.
Your sales force may need
motivating and you need to come up
with rewards that are worth losing
sleep to earn. The rewards can be set
up as points earned for calls made,
That is the question... That is the question...
26 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
To motivate, and how. That is the question...
new accounts found, certain product
moved, etc., whatever you are trying
to accomplish. And, if set up properly,
the point system can then pay for itself
because the additional revenues have
been fi gured into the anticipated costs
of the program.
Clients and prospects need
motivation, too. They are people and
people have needs, wants and desires.
Take a trip to their offi ces. Look
around for hints and clues as to what
they are into. Do they travel? Are they
sports nuts? What if you rewarded
your clients for referrals? What if your
prospects were provided a special
Birthday Gift specifi cally chosen for
them? Harvey Mackay, famed author
of Dig Your Well Before You’re Thirsty
says, “It is Better To Give Before You
Receive”. In other words, do something
nice for them ahead of asking them to
become your new customer. People
like to be nurtured and the best time
to do that is before you ask them for
their business. Rewarding them and
you will be motivating them to want
to reciprocate. Reciprocation, then,
could mean not only getting their
business but the business they refer to
you that you cannot get on your own.
Ask their peers and coworkers for
help in determining what that person
likes to do and what they are into. Pay
attention to Birthdays, Anniversaries,
Schools attended, Kid’s and Spouse
names, anything you can do to learn
more about them. Then, remember
that information and incorporate
it into a game plan that improves
your business with them. You will
undoubtedly come up with amazing
ideas through this kind of ambitious
thinking.
Motivation is about doing for
others and setting up win-win
scenarios. Motivation is about being
recognized and rewarded. You have
the opportunity to create a
motivational program that helps
ensure you get to stay in business
and thrive. Is this the personal way
to motivate people? Absolutely,
because It’s All Personal!
WHAT motivates you? What
motivates your employees? What
motivates anyone, for that matter?
Throughout history, ordinary people
have been thrust into extraordinary
circumstances and motivated to
survive and thrive. In January of ‘09,
a Senator from Illinois endured racism
and a whole lot more to become our
44th President of the United States.
Earlier last month, we watched
everyone escape potential disaster
when an experienced pilot landed his
US Airways Airbus on the frigid Hudson
River in New York City. Motivation to
save lives played a huge role.
People will do things when
motivated to do them. By the same
token, people will rarely do things that
will take more effort, unless they are
motivated to do so. Motivation is key
to accomplishing anything. You have
to want it bad enough to do that which
you would not ordinarily do in order to
receive the thing you wouldn’t have
ordinarily been given.
One of my favorite actors, Dustin
Hoffman starred in a huge 1982 hit
movie called “Tootsie”, playing a
down-on-his luck, hard-to-work-with
actor whom, out of sheer desperation,
auditions and wins the starring female
role in a soap opera. Motivated by
the fact he had bills to pay, Hoffman’s
character went for it and won.
Some industries out there are
hurting. Others are thriving and I
hope you are in an industry that is
thriving. As a personal disclosure,
I am part of a network-marketing
group that distributes a nutritional
drink called Mona Vie* that is part of
a booming industry called Wellness.
The Wellness industry is thriving
because we Boomers don’t want to go
to the doctor anymore, we want to live
forever and look younger every day. In
other words, Boomers are motivated.
It’s just how things work.
So, no matter what industry you
are in, let’s talk about motivating
Employees, Salespeople, Clients &
Prospects.
Employees can make or break you
just in terms of being off sick, stubbing
their toe, giving other employees a
hard time, stealing and bad-mouthing
the business after hours. There is
no way to totally measure all the
ways employees can hurt you but
there are a lot of ways you can keep
employees happy. Motivation is key.
We can put a point system together
that rewards them for going for a long
period of time without calling in sick,
or stubbing their toe. We can reward
them for helping and training others,
for making good suggestions, for
saving you money. Don’t discount
how many ways your employees can
be motivated to have the right attitude
at work, because motivation comes
from providing them something out of
the ordinary for behaving better than
ordinary, and that’s worth money to
your bottom line.
Your sales force may need
motivating and you need to come up
with rewards that are worth losing
sleep to earn. The rewards can be set
up as points earned for calls made, *http://www.mymonavie.com/OurHealthyFuture/
www.bri l l iantpubl ishing.com February 2009 | Brilliant Results 27www.bri l l iantpubl ishing.com
Kaizen
passionateleadershipWRITER baRTon golDSMITH, PH.D.
In Tough Times… Want Loyalty? Give Loyalty!
the form of new competitors? Who
knows—yet it is worth pondering?
WHAT’S A LEADER TO DO?If you want loyalty from your •
customers, practice the concept of
loyalty in your dealings with
suppliers.
If you discover that adversary •
relationships are in your
organizational DNA, put new
policies into place to mitigate the
situation.
If you want collaborative DNA at the •
core of your organization, review
how your key people are being
compensated.
Reward the behavior you want
repeated—meaning, do not reward
the procurement department only for
squeezing an additional dime out of
your suppliers. Rather, build strategic
sourcing relationships.
NOW, PERHAPS YOU CAN RECEIVE
After you do a major overhaul in the
area of supplier treatment, you can use
your newly found strategic sourcing
understanding to develop better
relationships with those customers you
feel are capable of partnering. In diffi cult
economic times, everyone is looking
for a deal. However, the customers that
somehow see you as their partner are
the place to start in building a new era
of loyal relationships.
www.displaysolutions.netwww.displaysolutions.net
800 467 1996
ASI/36558
Recruiting, Instore Displays,Trade Show Booths,
& Onsite Events
www.displaysolutions.net
800 467 1996www.displaysolutions.net
800 467 1996www.displaysolutions.net
800 467 1996
www.bri l l iantpubl ishing.comwww.bri l l iantpubl ishing.com November 2008 | Brilliant Results 45www.bri l l iantpubl ishing.com
tHE Japanese philosophy of kaizen
emphasizes that business gets better
a little bit at a time. Progress is
made in small, seemingly insignifi cant
increments. This outlook can help any
individual or company who wants to
move forward. It is a tried-and-true way
of thinking that can assist those who
are dealing with almost any diffi culty,
including the current economic turmoil.
It also can be very useful when reaching
for a goal.
Dealing with a serious situation can
be overwhelming. You may not know
where to turn or what to do. Taking very
small steps helps you to keep forging
ahead and gives you a sense that you
are doing something positive. that
knowledge can make the difference
between getting through your issues
or suffering with them for a lifetime.
For a company or leader who is
challenged, just getting into the offi ce
every day and facing the possibility of
lay-off's or bringing your business back
into the black may be monumentally
challenging. Rather than focus on this
entire task, you can instead take the
small step of offering superior service
and assistance to your current clients
and team members. this is a great
starting place. the next day you can
start looking for new customers, and
each day thereafter go a little further.
These small steps add up quickly, and
before you know it, things will be back
in balance. Perhaps not as profi table
as you would like, but under the
circumstances, just staying afl oat and
keeping the doors open and your team
paid is a huge success.
Most of the changes people make
are not big ones. I usually suggest to
clients that instead of trying to make
huge alterations in their lives, they
should instead fi nd something small in
their world and work on that fi rst.
If you're not happy at work, look
for one small thing that can make
you feel better about what you do or
whom you do it with. Perhaps taking
a mental health day will get your head
in the right place. then you can start
to make other small, progressive
adjustments on a daily basis. You
will be astonished at how quickly
the changes add up and help make
positive and permanent shifts.
One of the better books on this
subject is "the Kaizen Way" by UCLA
professor Robert Maurer, Ph.D. One
of the most poignant statements he
makes is that "while the steps may
be small, what we're reaching for is
not." For those dealing with huge life
transitions, it's a reminder of how
important it is to do something, even a
very little something, each and every
day to help you out of the pit or achieve
your dream.
With a little time and the goal of
making very small improvements on a
regular basis, you can create new
business, reach your goals, and even
make the world a better place. Give it
a try - you'll be amazed at how quickly
your team, company and life will
improve.
28 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
Br_0209.indd 28 2/1/09 10:25:31 PM
Kaizen
www.displaysolutions.netwww.displaysolutions.net
800 467 1996
ASI/36558
Recruiting, Instore Displays,Trade Show Booths,
& Onsite Events
www.displaysolutions.net
800 467 1996www.displaysolutions.net
800 467 1996www.displaysolutions.net
800 467 1996
In Tough Times… Want Loyalty? Give Loyalty!
the form of new competitors? Who
knows—yet it is worth pondering?
WHAT’S A LEADER TO DO?If you want loyalty from your •
customers, practice the concept of
loyalty in your dealings with
suppliers.
If you discover that adversary •
relationships are in your
organizational DNA, put new
policies into place to mitigate the
situation.
If you want collaborative DNA at the •
core of your organization, review
how your key people are being
compensated.
Reward the behavior you want
repeated—meaning, do not reward
the procurement department only for
squeezing an additional dime out of
your suppliers. Rather, build strategic
sourcing relationships.
NOW, PERHAPS YOU CAN RECEIVE
After you do a major overhaul in the
area of supplier treatment, you can use
your newly found strategic sourcing
understanding to develop better
relationships with those customers you
feel are capable of partnering. In diffi cult
economic times, everyone is looking
for a deal. However, the customers that
somehow see you as their partner are
the place to start in building a new era
of loyal relationships.
www.displaysolutions.netwww.displaysolutions.net
800 467 1996
ASI/36558
Recruiting, Instore Displays,Trade Show Booths,
& Onsite Events
www.displaysolutions.net
800 467 1996www.displaysolutions.net
800 467 1996www.displaysolutions.net
800 467 1996
www.bri l l iantpubl ishing.comwww.bri l l iantpubl ishing.com November 2008 | Brilliant Results 45www.bri l l iantpubl ishing.com
tHE Japanese philosophy of kaizen
emphasizes that business gets better
a little bit at a time. Progress is
made in small, seemingly insignifi cant
increments. This outlook can help any
individual or company who wants to
move forward. It is a tried-and-true way
of thinking that can assist those who
are dealing with almost any diffi culty,
including the current economic turmoil.
It also can be very useful when reaching
for a goal.
Dealing with a serious situation can
be overwhelming. You may not know
where to turn or what to do. Taking very
small steps helps you to keep forging
ahead and gives you a sense that you
are doing something positive. that
knowledge can make the difference
between getting through your issues
or suffering with them for a lifetime.
For a company or leader who is
challenged, just getting into the offi ce
every day and facing the possibility of
lay-off's or bringing your business back
into the black may be monumentally
challenging. Rather than focus on this
entire task, you can instead take the
small step of offering superior service
and assistance to your current clients
and team members. this is a great
starting place. the next day you can
start looking for new customers, and
each day thereafter go a little further.
These small steps add up quickly, and
before you know it, things will be back
in balance. Perhaps not as profi table
as you would like, but under the
circumstances, just staying afl oat and
keeping the doors open and your team
paid is a huge success.
Most of the changes people make
are not big ones. I usually suggest to
clients that instead of trying to make
huge alterations in their lives, they
should instead fi nd something small in
their world and work on that fi rst.
If you're not happy at work, look
for one small thing that can make
you feel better about what you do or
whom you do it with. Perhaps taking
a mental health day will get your head
in the right place. then you can start
to make other small, progressive
adjustments on a daily basis. You
will be astonished at how quickly
the changes add up and help make
positive and permanent shifts.
One of the better books on this
subject is "the Kaizen Way" by UCLA
professor Robert Maurer, Ph.D. One
of the most poignant statements he
makes is that "while the steps may
be small, what we're reaching for is
not." For those dealing with huge life
transitions, it's a reminder of how
important it is to do something, even a
very little something, each and every
day to help you out of the pit or achieve
your dream.
With a little time and the goal of
making very small improvements on a
regular basis, you can create new
business, reach your goals, and even
make the world a better place. Give it
a try - you'll be amazed at how quickly
your team, company and life will
improve.
www.bri l l iantpubl ishing.com February 2009 | Brilliant Results 29www.bri l l iantpubl ishing.com
Br_0209.indd 29 2/1/09 10:25:48 PM
exhibit
WRITER BARRY SISKIND
The Best Way to Contact Leads
AFTER exhibiting at a trade show you come back to the
offi ce with lots of leads. You know you should tend to them
quickly but are not sure of the best method.
You can send an e-mail or text message, which is fast
and inexpensive but leaves you wondering if it got through
a spam fi lter or was designated as junk. You can send your
information by snail-mail, which is slower and not terribly costly
but you don’t know for sure if the person who you intended
to contact actually received the message. Or you can send
a package by courier, which is costly but dependable as you
can rest assured that your intended recipient did receive your
information. Which is the best method?
The answer is simply it depends. Not on what but who.
Each lead you obtained will have a personal preference for
follow up. Some want information sent by snail-mail and
others welcome e-mail or text message. Then depending on
where in the world you exhibited, courier may be your only
choice.
Finding this out is easy and will not add additional time to
your already overworked staff. There are two steps.
1. It is essential have some sort of lead gathering
system at your disposal. This can take the form of one of
the many electronic lead retrieval systems that are available
through show management. You may also have an electronic
system of your own tied into your PDA. Another solution is
to create a lead card. This is a pre-printed form with a list of
all the questions you will ask each visitor and room to record
additional information you pick up during the conversation. In
no case should you consider writing on the back of a business
card as you can only jot down sketchy and inconsistent
information and in some cultures it’s often considered rude.
2. Whatever technology you choose be it electronic
or manual, make sure you have room to ask one additional
question which is, “What is the best way to stay in touch with
you?” This goes to the heart of their personal preference and
knowing this important bit of information will help you create
a follow-up plan that has a better chance of success.
Once you return to the offi ce you can instruct your staff to
follow-up with each lead according to their preference. If this
sounds like a lot of work, it really isn’t. The trick is to focus
your lead generating efforts on quality rather than quantity
and to gather information in a consistent manner.
It’s easy to come back from a show with hundreds maybe
thousands of names but many of these are not real
prospective customers. By focusing your energy on fi nding
those prospects that closely fi t your customer profi le and
asking the right questions to whet their appetite for more
information, you have done your job well. You may come
back with fewer, but better quality leads and if you contact
them in the manner they choose your chances of improving
your exhibit ROI are greatly enhanced.
AFTER
follow up. Some want information sent by snail-mail and
others welcome e-mail or text message. Then depending on
where in the world you exhibited, courier may be your only
Finding this out is easy and will not add additional time to
1. It is essential have some sort of lead gathering
system at your disposal. This can take the form of one of
the many electronic lead retrieval systems that are available
through show management. You may also have an electronic
system of your own tied into your PDA. Another solution is
to create a lead card. This is a pre-printed form with a list of
all the questions you will ask each visitor and room to record
additional information you pick up during the conversation. In
no case should you consider writing on the back of a business
card as you can only jot down sketchy and inconsistent
information and in some cultures it’s often considered rude.
2. Whatever technology you choose be it electronic
or manual, make sure you have room to ask one additional
question which is, “What is the best way to stay in touch with
you?” This goes to the heart of their personal preference and
knowing this important bit of information will help you create
30 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
Br_0109.indd 21 1/1/09 6:30:53 PM
News
Last word
400,000 VOTES CAST IN CHARITY CHALLENGE AT WWW.EXTREMEWRAPPING.COM
The creative types at Direct Antidote just wanted to
have fun with the company’s annual holiday card. They
never dreamed their interactive greeting would become an
overnight Internet sensation grabbing attention in Canada
and the U.S. and attracting 400,000 online votes for an
unusual gift-wrapping contest.
Employees at Direct Antidote, a full-service loyalty agency,
broke into nine teams and wrapped each other up in holiday
materials. The farcical wrapping exercises were fi lmed and
posted online. Word spread via email that viewers could
judge their favorite “wrappers”- all for charity. The videos
also popped up on YouTube, Facebook and MySpace. Their
tactics helped attract 11 votes a minute from December 11
through January 6.
“This is a great example of how you can go from a
whisper to a roar when you harness an innovative idea to
the viral power of the web. The results can be astonishing
for your brand, your business and for charity,” said Di
Cullen, managing director of Direct Antidote. The winning
charity, Kids Help Phone, came in fi rst and won a $2,500.00
donation.
3M INTRODUCES POST-IT® POSTER PAPER
Innovator 3M has introduced a new product in its Post-it®
line. The new poster paper features 1-4 color imagery on
high-quality cardstock paper with a full adhesive coating
that makes mounting clean, crisp and neat. The adhesive
allows for placement where tape or tacks aren’t allowed. The
liner peels off and the poster is repositionable for accurate
placement and of course as with all Post-it® products it can
be removed cleanly without leaving any residue. Available
in 8.5” x 11” and 11” x 17” sizes, your posters deserve this
21st century technology available from a trusted supplier.
Free Product InformationFor free product information from these suppliers, please complete and mail this page to:
Brilliant Results Magazine, 9034 Joyce Lane, Hummelstown, PA 17036or fax to (717) 566-5431
Please circle items of interest.
Name Title
Company Industry
Address City State Zip
Phone Fax E-mail
3M INTRODUCES POST-IT® POSTER PAPER
line. The new poster paper features 1-4 color imagery on
high-quality cardstock paper with a full adhesive coating
that makes mounting clean, crisp and neat. The adhesive
allows for placement where tape or tacks aren’t allowed. The
liner peels off and the poster is repositionable for accurate
placement and of course as with all Post-it® products it can
be removed cleanly without leaving any residue. Available
in 8.5” x 11” and 11” x 17” sizes, your posters deserve this
21st century technology available from a trusted supplier.
32 Brilliant Results | February 2009 www.bri l l iantpubl ishing.com www.bri l l iantpubl ishing.com
News400,000 VOTES CAST IN CHARITY CHALLENGE AT WWW.EXTREMEWRAPPING.COM
The creative types at Direct Antidote just wanted to
have fun with the company’s annual holiday card. They
never dreamed their interactive greeting would become an
overnight Internet sensation grabbing attention in Canada
and the U.S. and attracting 400,000 online votes for an
unusual gift-wrapping contest.
Employees at Direct Antidote, a full-service loyalty agency,
broke into nine teams and wrapped each other up in holiday
materials. The farcical wrapping exercises were fi lmed and
posted online. Word spread via email that viewers could
judge their favorite “wrappers”- all for charity. The videos
also popped up on YouTube, Facebook and MySpace. Their
tactics helped attract 11 votes a minute from December 11
through January 6.
“This is a great example of how you can go from a
whisper to a roar when you harness an innovative idea to
the viral power of the web. The results can be astonishing
for your brand, your business and for charity,” said Di
Cullen, managing director of Direct Antidote. The winning
charity, Kids Help Phone, came in fi rst and won a $2,500.00
donation.
3M INTRODUCES POST-IT® POSTER PAPER
Innovator 3M has introduced a new product in its Post-it®
line. The new poster paper features 1-4 color imagery on
high-quality cardstock paper with a full adhesive coating
that makes mounting clean, crisp and neat. The adhesive
allows for placement where tape or tacks aren’t allowed. The
liner peels off and the poster is repositionable for accurate
placement and of course as with all Post-it® products it can
be removed cleanly without leaving any residue. Available
in 8.5” x 11” and 11” x 17” sizes, your posters deserve this
21st century technology available from a trusted supplier.
February
advertiser'sindex
Free Product InformationFor free product information from these suppliers, please complete and mail this page to:
Brilliant Results Magazine, 9034 Joyce Lane, Hummelstown, PA 17036or fax to (717) 566-5431
Please circle items of interest.
Name Title
Company Industry
Address City State Zip
Phone Fax E-mail
SUPPLIER PAGE NO.
3M ® . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover
Aprons, Etc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Beautiful American Publishing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Brilliant Publishing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7, 29, 31
Display Solutions by Aprons, Etc . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
GROLINE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5, 13, 19, 25
Hallmark Insights . . . . . . . . . . . . . . . . . . . . . . . . . . Inside Back Cover, 29
Macy’s Gift Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Nike Gift Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Pay It Forward.org . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
PromoBiz USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Uncommon Threads Line by Aprons, Etc. . . . . . . . . . . . . . . . . . . . . . . 29
Warwick Publishing . . . . . . . . . . . . . . . . . . . . . . . . . . Inside Front Cover
www.bri l l iantpubl ishing.com February 2009 | Brilliant Results 33www.bri l l iantpubl ishing.com
off the cuff
Lately every bit of business news seems
to speak of growing diffi culties, with that in
mind the following thoughts may help…
“Success is not fi nal, failure is not fatal: it is the courage to continue that counts.”
~ WINSTON CHURCHILL
People often say that motivation doesn’t last. Well, neither does bathing – that’s why we recommend it daily.”
~ ZIG ZIGLAR
Dream as if you’ll live forever, live as if you’ll die today.”
~ JAMES DEAN
“If your actions inspire others to dream more, learn more, do more and become more, you are a leader.”
~ JOHN QUINCY ADAMS
“Motivation is what gets you started. Habit is what keeps you going.”
~ JIM ROHN
“When it is obvious that the goals cannot be reached, don’t adjust the goals, adjust the action steps.”
~ CONFUCIUS
And Finally…Don't Quit
AUTHOR UNKNOWN
"When things go wrong as they sometimes will
When the road you're trudging seems all up hill.
When funds are low and the debts are high.
And you want to smile, but you have to sigh.
When care is pressing you down a bit.
Rest, if you must, but don't you quit.
Life is queer with its twists and turns.
As everyone of us sometimes learns.
And many a failure turns about
When he might have won had he stuck it out:
Don't give up though the pace seems slow -
You may succeed with another blow.
Success is failure turned inside out -
The silver tint of the clouds of doubt.
And you never can tell how close you are.
It may be near when it seems so far:
So stick to the fi ght when you're hardest hit
It's when things seem worst that you must not QUIT.
Nothing is particularly hard if you divide it into small jobs.
HENRY FORD
The individual who knows the score about life sees diffi culties as opportunities.
NORMAN VINCENT PEALE
Quotes to Inspire
Quotes~
www.bri l l iantpubl ishing.com34 Brilliant Results | February 2009
– ralPh WalDo eM
– Martin l
is an ability to work for something because it is good, not just because it stands a chance to succeed.” – VáclaV
3M, P
ost-
it an
d th
e co
lor C
anar
y Ye
llow
are
trad
emar
ks o
f 3M
. ©3M
200
9.
For more information, please contact your 3M Promotional Products Distributor. 1-877-863-6961 or visit www.3M.com/promote
The Brand you trust. The Brand you rely on to get your message across.
Sheet after sheet, impression after impression, put your message on a Post-it® Note and get noticed everyday!
For more information, please contact your 3M Promotional Products Distributor. 1-877-863-6961 or visit www.3M.com/promote
Br_0209.indd 36 2/1/09 10:26:07 PM