The graduation lesson I wish I’d had

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Kitten

This time of year, we trot out the favorites of graduation speeches that inspire, make us laugh, and make us think. Whether it’s Steve Jobs at Stanford, Conan O’Brien at Dartmouth, Bill Gates at Harvard, or Stephen Colbert at Knox College, there’s no shortage of awakening moments to be had. Watch them all – they make for a fine evening’s entertainment and probably better than anything on television at the moment.

That said, all of these talks share one thing in common: what your future is about, what life is like after school or what it could be like. None of them teach the lesson that took me decades to learn, one I’ve been working on since I was 16, one that I struggle to still live consistently even though I understand it intellectually.

Learning to control your mind is the greatest gift you can give yourself.

Everything else stems from that skill, which we don’t teach at all in almost every school. We treat our minds the same way we treat puppies and kittens. We feed them, we give them lots of treats, we scold them, but in the end we excuse almost any misbehavior because “it’s just the way we are”.

That’s a lie.

“Just the way we are” is a lie we tell ourselves to avoid the simple truth that the way we are is the way we choose to be. Unquestionably, life gives us some ridiculously difficult circumstances to deal with, because the universe is a monstrously unfair place. How our minds are conditioned to deal with the basic nature of reality determines how happy we can be. We have almost no control over the externalities of our lives, but we have complete control over what we think of it, how we feel about it, and what we do in return.

That control, control of our minds (and hearts and spirits) is a lesson I wish were taught vigorously in schools by any reasonable means possible. With control over your mind, the rat race vanishes. With control of your mind, you can be happy in the circumstances you are in. With control of your mind, life can throw punches at you but you can roll with the hits and avoid getting knocked down for very long. With control of your mind, you can take the extra time to engineer situations in which everyone around you wins, and eagerly cheers for your own success.

No school taught these lessons to me. I had to find them through lots of trial and error, through the martial arts and meditation practices, and I’m still working on them quite a bit. Had I spent as much time in school learning how to control my mind as I did learning what to put in it, I’d have a 20 year head start on my current progress. I hope you can find this lesson for yourself and once you do, share with the graduates in your life. Give them the head start on starting with their heads for a happier life, no matter the circumstances.


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Pinteresting Your Swipe File

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Here’s an innovative and useful way to use Pinterest: as a swipe file. If you’re unfamiliar with the concept of a swipe file, it’s a repository of other great ideas you can turn to for inspiration, especially when you experience creative blocks. Pinterest is an ideal platform for swipe files because of its highly visual, easily shareable nature. Here’s how. First, set up a new board. I rather uncreatively called mine Swipe File.

Christopher Penn (cspenn) on Pinterest

Next, add any collaborators or coworkers you want to have on your board by editing its settings.

Pinterest

Finally, add stuff.

Swipe File

What sorts of things might you add? Maybe you see a great piece of design at a trade show. Snap a photo with your mobile phone, tag it, and load it up to your board. Maybe you see a great Facebook ad. Screenshot it and load it up. Maybe there’s a blog post or two you think is worth sharing with your team to inspire them. Pin it on the board.

What you’ve got is now a living repository of the greatest ideas you’ve come across that you can reference when you need some inspiration for your own creativity. Give it a try!


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Where is marketing technology going?

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At the recent event, I was asked two questions – what’s the future look like for marketing technology, and what’s holding that future back? To look at the future, we should first see where we’ve been.

In the beginning of business, advertising, marketing, PR, sales, and customer service are all one person, one girl or guy doing all of the dances at once. They are the communicators, and their efforts are largely blended together into one indistinguishable role as chief communicator. Communications runs across the spectrum in an undifferentiated manner – yesterday, the founder was talking to a prospect. Today, the founder is talking to the same person, but they’re a sales opportunity. Tomorrow, the founder is still talking to the same person, but they’re now a customer. The relationship is preserved, the communication is consistent, and service is about as good as it can get in business.

The company grows. The founder hires help, and suddenly there’s someone who isn’t the founder doing the marketing. If they are a good hire, the company’s marketing should get better, and the founder can keep working to fulfill the promise of the company. All goes well. The founder hires a sales guy to help the marketer. Now someone else is in the communications mix, and new customers may or may not even talk to the founder on a regular basis.

The company grows some more. Now there’s a PR firm involved. There’s a marketing group. There’s a sales team. There’s a customer service group. Communications splinter. The prospect that deals with the PR and advertising materials talks to a different salesperson who seals the deal with golden words, then hands off the new customer to an account management or customer service team. Eventually, communications can fragment so badly that advertising is only tangentially related to the actual product or service, and customer service becomes the Department of Customer Disappointment as reality sets in – the product as advertised and sold bears no reality to the product delivered. Meanwhile, PR is cleaning up disastrous ads from the ad agencies involved.

This is marketing today, especially at larger companies. This is where we are. This is not where we have to be. Right now, all of the technology focus in marketing is on bigger data, more data, smarter data, data that makes attracting customers easier, preserving data across those handoffs better, creating objective performance measures that marketing and sales teams have to hit, P&Ls that must be met, and service times below a certain benchmark.

What has gone missing from the modern data-driven marketing is the human element, the actual relationship. Honestly, “customer relationship management” software feels like three lies for the price of one these days as sales CRMs are used principally to close sales, relationships are non-existent, and management is only by numbers.

The future of marketing isn’t to make the machines smarter in order to scale. The future of marketing is to make the people who are the human interfaces to our prospects and customers better at delivering what we promise. Instead of making the machines better marketers, the machines need to help us to be better marketers as we deal with the humans on the other end of the phone or keyboard. Who is this person? Why are they calling? What history do they have? What remedies am I allowed to offer without any kind of authorization? Will I keep this relationship going as the prospect or customer moves through their lifecycle?

Ultimately, the future of marketing and of marketing technology is to restore the true relationship that we have with businesses when they’re just starting out, to restore the feeling that you can pick up the phone or send an email to someone consistently and feel like you’re important to them. The first marketing technology that figures out how to do this in an effective manner that scales well is going to own the bank in short order.


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