Posts by Melissa Ballate

Diversity in a New World Inspired by Matisyahu

http://www.youtube.com/watch?v=KxxuSiC4wNw
Diversity and Matisyahu
This Thursday night I went to see Matisyahu at the Congress Theatre.  It was the best concert I’ve
ever been too.  He was brilliant.  He has this profound way of flowing to the energy and the music
that made everyone in the room flow with him. This was no easy to task; it was the absolute most
diverse audience I had ever seen.
Any variation of any social classifier that you can think of – age, race, ethnicity, style, class
and color – was represented in the crowd that night.  It was not only refreshing; it was inspiring.
It felt so right.
Matisyahu is a Hasidic Jew who is talented, hot, young, a father, religious, reggae, dope, deep,
cross genre and positive*.  This unexpected combination forces people to challenge their
preceptions; it also allows an enormous spectrum of people to connect to him.  Regardless whether
they relate to his background, style, voice or values people of all different walks of life come
together around his music.
At the concert I had a vision of the future. Our tomorrow will not be defined by our differences
but instead by our commonground.  The people, companies, organizations and leaders that define our
future will not herald diversity as a cultural imperative but instead be a living representation of it.  That in it of itself will attract a diverse audience.

This Thursday night I went to see Matisyahu at the Congress Theatre.  It was the best concert I’ve been to.  He was brilliant.  He had a profound way of flowing musically and physically that made everyone in the room flow with him. This was particularly beautiful to experience because the crowd was the absolute most diverse group of people I have ever seen.

Matisyahu

Matisyahu

Whether they relate to his background, style, voice or values, people of all walks of life like this young artist. A Hasidic Jew who is not only musically talented, Matisyahu is hot, young, a father, a family man, religious, real,  deep, cross-genre, and to boot, has a positive message.  This unexpected combination allows an enormous spectrum of people to connect to him.  Case in point, any variation or combination of any demographic that you can think of – age, race, ethnicity, style, class and color – was represented in the crowd that night.  It was refreshing.  It was inspiring.  It was real.

Classic ideas about diversity will soon be irrelevant.  As immigration, shared economies and technology tear down physical borders, major cities the world over are becoming increasingly diverse.  This has begun to spawn a new generation of children who are so intermixed that the traditional ideas of diversity (i.e. black, Chinese, Latino) lack meaning. Take my new son, for instance.  He is Serbian-Herzigovian-Cuban-Dominican-American.  What kind of ad do you think he will connect to?

The lesson to businesses and organizations?  If you want to connect to today’s audience in a credible way, you must forego the shortsighted act of nurturing cultural differences in favor of developing a message or value that all people can connect to.  (i.e. We ALL want to be loved, have peace, be better, etc.).

A traditional approach  to diversity

A traditional approach to diversity

A new approach to diversity inspired by Matisyahu

A new approach to diversity inspired by Matisyahu

At the concert I had a vision of the future. Our tomorrow will not be defined by our differences but instead by our common ground.  Like Matisyahu the people, companies, organizations and leaders that define our future will not herald diversity as a cultural imperative – they’ll be a living representation of it. You will recognize them in that they will call us to a higher state of existence – one that can only be experienced when we look beyond diversity and accept a grander view of the world.

I HEART Strategy: Think Again

I HEART STRATEGY: Think Again
I HEART Strategy is a bi-weekly blog where I talk about strategy, good and bad, in the media, business, community and life.
While I don’t have television service in my home, I still love watching shows.  Thanks to services like Hulu, iTunes and Netflix I still can.
During a venture on Comedy Central’s Full Episodes video section, I encountered a very smart Sears commercial.
What it was?
Sears advertising that it was 10 of the top 10 appliance brands under one roof.  Messagge – Thinking about going somewhere else?  Think again.
Why it means good strategy?
* Sears realized that people like having all of their options in one place.  This is why data integrators like Google and retailers like Wal-mart have thrived.  Sears’ promises the same ease and access to brands.
* Think Again is an imperative
Sure all calls to action are, but this one speaks to the consumer about to make a big purchase – susceptible to self-doubt and any pandering about cost savings.
* Appliances are key product
Appliances are big for Sears’ business.  Its investing in maintaining and cultivating its position as a market leader to continuous new audiences (i.e. affluent 30 somethings starting families).
What we can learn?
* Learn from your customers’ behaviors.
* Consider your customers’ mindset when they’re making decisions to develop emotive messaging.
* Use marketing to invest in the sustainbility of your business.
While over the last 8 yearsSears stock price looks like the American Eagle at Great America, I suspect its

I HEART Strategy is a bi-weekly blog post where I talk about strategy, good and bad, in the media, business, community and life.

While I don’t have television service, I still love watching shows. Thanks to services like Hulu, iTunes and Netflix I still do.  During a venture on Comedy Central’s Full Episodes video section, I encountered a very smart Sears commercial.

What it was?

A video ad touting Sears having 10 of the top 10 appliance brands under one roof.  Message – Thinking about going somewhere else?  Think again.

Why its good strategy?

Sears realized that people like having all of their options in one place. This is why data integrators like Google and retailers like Wal-mart have thrived.  Sears’ promises the same ease and access.

A psychologically astute tagline. Sure all calls to action are an imperative, but this one speaks to the consumer right before they are about to make a big purchase – susceptible to self-doubt and often reconsidering their options.

Appliances are big for Sears’ business. This campaign is  an investment in maintaining Sears’ position as a market leader to new and upcoming audiences (i.e. affluent 30 somethings starting families) who are more propense to shop online.

What we can learn?

  • Learn about what your customers do and how they behave.
  • Consider your customers’ mindset while decision making to develop emotive messaging.
  • Use marketing as a tool to keep your core line of business sustainable.

Who this strategy is good for?

  • Established businesses looking to stay relevant

While over the last 8 years Sears stock price looks like the American Eagle at Great America, the strategy revealed in this campaign is a great direction for a company that needs to stay relevant in a very dynamic marketplace.

What Daley Teaches Us About Leadership

Last night, at the Economic Club of Chicago’s 333rd Dinner Meeting, I was lucky enough to hear our dearest Mayor, Richard M. Daley, give one of his final speeches as Mayor. In his hallmark frankness and simple tone, he spoke about the progress Chicago has made over the last 20 years and what the future has in store. This was punctuated by a candid, and at times, tongue-in-cheek Q&A session where among other things, the Mayor warned that he’ll be driving a car now for the 1st time in 20 years.

The Mayor has done a lot for Chicago, but one thing in particular resonated strongly. He dedicated himself to create an environment where people and business can flourish. What that means is that it is not any one person’s responsibility, much less the government’s, to create prosperity, new jobs, and a great society. It means that when the fundamental ingredients are in place, in a city’s case – good education, business-friendly policies, safety and beauty, the city, its people, businesses, and communities will flourish on their own.

Now I love this philosophy for two reasons. Reason number #1 – it’s a fundamental principle of life. Case in point, human beings have evolved and prospered on this planet because over the course of billions of years, the chemical and physical environment on Earth has been one that has facilitated and allowed our existence and subsequent evolution. On a smaller scale, the same is the case with mold. When it appears on your bread, it’s because there exists a perfect confluence of factors for it to grow. Reason number #2 – it doesn’t rob the individual of self-responsibility. When you consider that the role of organizations is only to create an environment for good things to happen, it doesn’t mean that a person in that environment still doesn’t have to actually do things! On the contrary it provides the perfect stage for said individual to shine [and an inexcusable one for them to fail, or worse, complain].

So now, let me bring it down to business and strategy – my passion and our business. As an executive or leader this makes your job much clearer. It should not be your work to direct your employees to save the company money. Your hours should not be consumed with drawn out phone calls and conversations convincing prospects and contacts on why you can work with them. You should not stay up all night thinking about how you’ll achieve next quarter’s goals.

What you need to do is simple – create the foundation for your organization to thrive. Create a culture that empowers and rewards your employees to be conscious contributors to the organization’s financial and strategic goals. Create a brand and message that attracts the customers and partners you want to work with. Implement and follow a strategic plan that maps out your efforts for the year leaving you to focus on new relationships and powerful new ideas.

Leaders are people and people are flawed. The greatest leader Chicago has ever had is a great example. He however overcame himself to enable Chicago to become a global city; one with a reputation for good business, strong communities and getting things done. As a leader you have the power to do the same. By putting the right practices and tools in place you will create a fertile environment and your organization, like Chicago, will become much greater than the sum of the people, philosophy and services that comprise it.