Quickly about Kickstarter – Kickstarter is a website that affords artists a platform to ask for donations to fund creative projects. Conversely, it gives the public a source to discover truly unique projects. “We’re a home for everything from films, games, and music to art, design, and technology. Kickstarter is full of projects, big and small, that are brought to life through the direct support of people like you.”

This concept isn’t revolutionary by any means. Similar sites exist – IndieGoGo and PledgeMusic are almost identical in functionality and actually launched around the same time. For some reason though, Kickstarter seems to have more buzz surrounding it. Comparatively, when Facebook became a verb, Kickstarter has become thee term used when anyone makes reference to their next big idea.

To get to the why this works I sat in on a TED Talk (on my couch) and a spoke with a recently successful hometown Kickstarter from right here in Chicago.

Amanda Palmer gained international attention because of the overwhelming success of her Kickstarter campaign used to fund the most recent album from her band, The Dresden Dolls. So much attention, she was asked to give a TED Talk about it. In her 15 minute presentation she told the tale of being dropped from a major record label after the ‘colossal failure’ of only selling 25,000 albums. The story comes full circle when she shows a screenshot of her Kickstarter page displaying the 24,883 people who pledged a total of$1,192,793; an average of roughly $48 per album, much more than any major label middle man could ever expect from any band, ever.

Palmer credits the personal connection with her audience for the success of her campaign. As a street performer and a self-funded artist Palmer says, “We made an art out of asking people to help and join us.” She went on to say that when you connect with them they want to help you and in time, she became the hat that collected the money for her art. Kickstarter became an extension of her personal interactions with fans and was used in the same vein. If her fans weren’t able to physically connect with her and say, draw on her naked body in Germany but still wanted to be a part of bringing her art to life, they could give her money from their recliner in Cincinnati and feel just as involved (well, maybe not just as involved).

Furthering Palmer’s explanation of why Kickstarter works is a local success story from Chicago’s own, Stock Mfg. Co. – Quality Clothing. Affordable Prices. Exciting Collaborations. Made in America. Tim Tierney, a founding member of Stock Mfg. Co., stresses the importance of story when it comes to Kickstarter success. “Create a compelling story that draws people in; for us, it is the revival of the dying garment manufacturing industry in Chicago.  People are more willing to participate in something they believe in and the better job you do of articulating your cause, the more people want to support.” Stock Mfg. Co., had 275 backers donate $24,652, approximately $90 per backer. A compelling cause and an equally compelling video articulating it is undeniably a major reason Stock’s campaign was so successful.

So, these are two great success stories, but…

Why Does Kickstarter Work?

1. Empathy

Kickstarter is a virtual community of creative people with similar reasons for frequenting the site – have a project funded or find a project to fund. This like-mindedness breeds empathy among users and fosters a more giving environment than other mediums. When people spend money on Kickstarter they don’t ever feel like they’re getting ripped off by a salesperson or brainwashed by a giant corporation. Instead, they feel like they’re helping someone just like them achieve a dream. And more importantly, they’re thinking that there are millions of people out there, just like them, that would help them just the same.

2. Presentation

There are no elevator pitches or sales meetings with Kickstarter. Those attempting to raise funds have the luxury of getting their persuasive and explanatory video just how they like it before they unleash it on the online world.

3. The Tipping Point Potential

With almost anything on the internet these days there is the alluring (or terrifying) potential of a piece of content going viral. With no risk of losing money and potential of making a lot, Kickstarter has built an intangible piece of internet magic into their success model.

What Can We Learn From Kickstarter and Its Success Stories?

1. Little Details = Big Difference

Instead of looking far and wide for the next billion dollar breakthrough, adjust your scope and focus on the little things. Like I mentioned earlier, Kickstarter wasn’t the first crowd-sourcing website and they haven’t done anything drastically different than their competitors to be king of the mountain. But they have clearly focused their attention on the little things that are important to their audience – clean aesthetic, great back end analytics, simple navigation – and it’s made a big difference.

2. Use your tools

A tool is an extension of your business and new tools are being created every day. Stay informed on the latest ways to reach your audience wherever they may be. Like Palmer, use your tools in a way that is a natural extension of the genuine connection you strive for when you connect with your audience. It’s a world of difference using a website to reach fans compared to a milk crate in Time Square, but the sentiment is the same and the audience will be able to tell.

3.  Articulate

If you can’t tell people why they should join your cause or give money to your company, they won’t. Know what you do and explain it in a compelling, succinct manner. Your window to win people over is getting smaller by the minute it seems. Make the most of your time with a clear, powerful message.

They came up with a clever guerilla marketing scheme (see full here) to target not their audience, but those who have a direct influence on their audience: the creative world that dictates what kind of images their key demographic is exposed to. Dove created a program disguised as a free Photoshop filter to enhance/beautify photos that, when applied, reverted the photo back to its original pre-edited state. Coupled with a PSA-like message, Dove urged art directors and designers not to edit their photos but to instead support natural beauty. Not too long after, the company launched another campaign, this time in the form of a YouTube video where women visually confronted the contrasts between how they saw themselves and how others saw them through a series of sketches. Many a shared link, retweet, reblog, and even parody later (see here), I think it’s safe to say Dove has succeeded in creating quite an online buzz recently.

This is clever on a few different levels. If taken at face value, Dove is not a cosmetic company but a movement for change, a rebel, a revolutionary. They are on the consumer’s side, fiercely fighting a war against the exclusive and superficial injustice of advertising. And that is not to say that advocating for real beauty is not an admirable endeavor. But what is Dove really doing? Something bigger than selling a shampoo or preaching about natural beauty. Dove is creating conversations. Because whether you agree with their tactics or not doesn’t matter: if you have an opinion on Dove, they’ve already done their job. Every shared link, every retweet, every Facebook like or comment, even spoof of their campaign, increases awareness of the Dove brand and further cements it into their audience’s minds. Yes, Dove is striving to change a flawed system, but it is also that same superficial system that they as a company directly profit from. Remember, they are advocating for real beauty with a capital R, a trademark product of Dove itself.

Dove remains relevant by staying on the tip of consumers’ tongues, and profitable by staying smart. Good intentions aside, at the end of the day Dove is selling a product, and making a profit. Personally I like Dove products, they do what they are supposed to (lather, rinse, repeat) and any support of real beauty/real women is fine by me. But what I really appreciate is their strategy, one that demonstrates how incredibly tuned in they are to their audience. They sell ideas, campaigns, and causes, because those are what we want to believe we are buying. They sell us an experience, where we feel good about purchasing their products, for what they mean, not what they do. By making a business of feeling, Dove has attached a sense of righteousness to buying their goods; one feels justified buying from Dove because it is well-intended and for a greater cause. It is through this pairing of product and cause that the Dove brand has created a special place on the shelves of their consumer’s minds and hearts, and that is quite clever indeed.

Express and similar retail outlets are successful because people don’t always need a tailor. For certain people and at certain times, a suit is not really that important. However, if your appearance determines your success and you’re playing a high stakes game, then investing in a tailor not only makes sense, it’s a necessary cost of doing business.

Here are a five clear signs that it’s time to drop the cheap suit and invest in your brand:

1. You’re in a highly competitive industry

If you are in an industry where everyone offers the same services, you must look and feel different. Brand (your customer knows you or has heard of you) and price (you’re not much different but less expensive) are the two most critical factors determining the fate of companies in highly competitive sectors. If you don’t want to have to get into the game of over-discounting your product and cannibalizing your profit, invest in your brand instead.

2. Your future is contingent on customer loyalty

If your business model is one that counts on a repeating relationship with your customer, you must invest in your brand. Each time a consumer/customer buys is an opportunity for them to stray. Cementing your value proposition in their eyes through consistent, targeted and meaningful communications throughout your engagement is the secret to keeping them with you, even when the competition conjures up a sale.

3. You can afford to do it right

You don’t want to enter the branding process if you’re going to short-change the program. It’s like the suit, if you can finally afford the tailor, you’re going to go to the best one and you’re going to get dressed from head to toe. Just tailoring a shirt versus your entire suit, is not worth the effort. Do it when you can ensure your brand is done completely — from the sign the on the door, to the powerpoints you present with, to your employees badges and the signs on your trucks. Any inconsistencies will be a telltale sign you half-a** things.

4. You’ve undergone a transformation

If you just sold or acquired a business unit, underwent a PR crisis or are focusing on a new market for the first time, make sure your brand reflects that. Your brand is the first touch point customers have with your company. It is essential it reflects what your company is today – not what it was 20 years ago.

5. You conduct high value transactions

When the stakes of your game are high, it is essential your brand breathes quality and professionalism.  Anything less may draw questions that — coupled with any other slip up or crack — can put your deal at risk. If you’re in the business of transactions upwards of hundreds of thousands of dollars, if not millions, you better exude the value you sell – and that means your brand. After all, what’s a 100K expense in the context of millions of dollars of profits?

I wasn’t at Angelo’s Wednesday night as a patron however. Angelo’s, much like Ohio House Coffee Shop, is struggling to keep their doors open. But before they succumb to the pressures of financial debt they decided to try one last thing, a “Hail Mary” of sorts. They asked Robert Irvine and the Restaurant Impossible crew to come in and save their diner. He accepted. Wednesday night I was in Angelo’s as a member of the Restaurant Impossible crew trying to transform one of America’s numerous failing diners into a relevant, profitable business. This was exciting but it got me thinking about why it seems there isn’t a place for “Mom & Pop” shops in America anymore. Not just diners but bookstores, record shops, general stores and the like.

Greg Kot, Co-host of NPR’s Sound Opinions and entertainment columnist for the Chicago Tribune states that there were over 7,000 record shops in America in the early 90’s. Now there are fewer than 2,000. He goes on to say that vinyl record sales have steadily increased over the past decade and are up 200% in the past 2 years.

Another example – bookstores. In an interview with the Wall Street Journal, Mitchell Klipper, chief executive of Barnes & Noble’s retail group, said that, over the next decade, the chain will reduce its outlets by about twenty a year to reach a figure of about 450 to 500 consumer stores, down from a peak of 726 in 2008. Borders (remember those places?) closed their final brick & mortar stores on September 18^th, 2011.

At first glance one might see the end of an era and get a tear in their eye. The above examples stir up more emotion than most business conversations because they are woven into the American story. This is where we spend our afternoons and find our “me time.” With closer look these aren’t necessarily the final pages in a sad story or the final groove of a broken heart ballad. These are simply stories of transition and adaptation. As technologies change, purchasing trends change and markets shift from mass to niche and back again to niche. It’s a cyclical inevitability and Mom & Pops are along for the ride. If you’re in the front seat of this 7-loop rollercoaster, here are a couple tips to ensure you enjoy the ride instead of losing your cookies.

Be Smart and Be Honest

When you wrote your business plan you had to take an objective look at your market and assess whether or not it was viable for you to start your business when and where you did. That same objectivity needs to remain as you continue to run your business. If you become complacent in your offerings because of what you think and feel instead of the reality in the market surrounding you, you’ll find yourself unable to connect with customers. Stay in tune with your industry and stay honest with yourself.

Location Location Location  Adapt Adapt Adapt!

It’s easy to fall back on the excuses afforded by a harsh economy and many people do. But those who embrace the challenge of finding new ways to thrive in a constantly morphing economic climate are the ones with their doors still open ushering in new customers. Barnes & Noble is finding a new balance between brick & mortar stores and digital technologies. Record stores are selling most of their merchandise online through eBay and online stores while keeping the musty bins available for lifers. There are countless other examples of businesses taking curve-balls and hitting them out of the park as well.

Find Good Help

Good help doesn’t have to come in the form of a celebrity fronted business rescue mission. It can be as simple as hiring part time help to assist you in areas of your business affected by changes in the latest trends. Have a bright student run your social media or a recent college graduate weigh in on buying habits of their generation. Be able to accept advice and help in areas that aren’t your strong suit. With a little help from your friends, you’ll get by.

According to their website Vista Prints is an online service where you can create and customize affordable marketing materials for your business.  The ad spot that I kept seeing was part of Vista Prints campaign where they highlight businesses that have used Vista Print services. We met Tess who owns Gardening by Tess (high five for a woman-owned small business!)  The commercial tells us how Vista Prints helps Tess (and others) promote and market their services.  In the commercial Tess says “They help me stand out …”  This is where I disagree.

Before I go further, I should preface this with saying I actually like Vista Prints. I think it is a great resource for clients who have strict printing budgets or who need low quantity marketing materials.  My issue with this and most commercials from Vista Prints is that they devalue proper branding and marketing services.  Although they are a great resource, Vista Prints is not a replacement for the branding process. People often see commercials like this and then ask me “Why would I pay a company to design my collateral when I can go on Vista Prints spend $10 for 250 business cards?”   This is why.

The #1 problem with using a service like this without consulting a marketing expert is you will not have a brand that stands out.  A quick visit to the Vista Prints website and I was able to create an awfully close replica of Tess’ business card with my name.  Think of it like a nice suit. You (and anyone else in the market) can go to Express and buy a decent suit for $200. Your customization options are limited to sizing and a few styles.  Your other option is going to a professional tailor and getting a high quality custom made outfit that fits just you. Sure it will cost you, but you can pick your fabrics, colors and make sure the suit is exactly based on your measurements and your style.  Even if someone loved your suit and went to the same tailor they would not leave with the same garment as you.  A branding professional is like this tailor. They are going to listen to your organization’s needs (and if they are doing things right your marketing strategy)  to create a mark using truly custom visuals that represent your message and create a meaningful and strategic impression.

All in all, I do commend Tess for acknowledging the importance of cohesive branding however, I wish she would have instead opted for a proper branding effort that would have resulted in a look and feel that is true to her business. Her investment in branding would have surely made her business bloom.

Kraft hasn’t revealed any numbers that speak to the effectiveness of the “Keep An Open Mouth” campaign. Regardless, numbers mean zero to me so I’ve been forced to come up with a more qualitative way of determining an ad’s effectiveness.

1.       Does it get my attention?

Literally look to your left right now. Now to your right. Where ever you are, odds are you’ve just seen at least one advertisement, if not several. Ads are all around us and they’re so common place they’ve started to blend into the background of our every day. It’s simple, but when an ad manages to get my attention that’s the number one sign of a good advertisement. If I don’t notice it, I can’t buy it.

2.       Are people talking about it?

It’s almost impossible to stay out of the loop these days. Between inboxes and news feeds, what’s relevant is force fed to us (Angry Cat, Harlem Shake, Justin Timberlake? I rest my case.) When something goes viral and people are compelled (seemingly obligated) to talk about it, that’s another great sign of a great advertisement. The ability of every end user to voice their opinion online has given metrics to advertisers that even they cannot skew – Youtube views, Facebook likes/shares, 5 star Amazon reviews. These are numbers I believe 100% because they come from people like me and you, not the media.

3.       Will I try their product?  

Regardless of how popular an ad is the end goal is usually the same – buy what we’re selling. If the ad doesn’t make you want to do something, odds are it isn’t very effective. However, every time a television commercial or radio ad makes me laugh (or cry) I don’t run out and buy Huggies latest no leak diaper or Hoover’s ‘mega suck 3000’. BUT if an ad is able to make me consider trying their product when in the past I wouldn’t, I think that’s the sign of a job well done on the advertiser’s part. If an ad can take me out of my comfort zone with ‘brand-x’ and make me consider experimenting with ‘brand-y’, that’s a win for ‘brand-y’.

If you’re considering creating an advertisement to reach new customers keep in mind the three points above. Get their attention, make it interesting enough where they’ll want to share it with their friends and make it compelling enough to make them want to try your product. That’s all for now. I have to go make a sandwich.

What is your organization’s image? How do paying clients perceive you? More importantly, what do prospective customers see when they encounter your brand? Are they encouraged to dial your phone number or walk into your store, or are they turned off for reason’s you’ll never know because they weren’t enticed to pick up the phone?

It’s difficult to consider abstract ideas like image and perception and whittle them into a spreadsheet for analysis. They’re variables that often go unconsidered and it’s easy to understand why. Determining what people think of your organization is about as finicky as catching a butterfly fluttering amid shifting winds. After all, what busy entrepreneur has time to sweat the the small stuff like the shape of her logo or the color scheme of his website. It’s true, we’re all pressed for time. But ignoring your organization’s image is done at your own peril.

Because everyone likes to eat, let’s compare your organization to a restaurant. If you’re a small operation, you probably can’t afford to offer clients a fast food meal. It’s too impersonal and you don’t have the traffic to warrant a drive-thru window. You need to offer every client the service, attention and time needed to make it easy to work with you. Your company might be more similar to a restaurant with sit down service – music playing, artwork displayed on decorated walls, mood lighting and staff wearing matching colors and attitudes. This is atmosphere, and although it can’t be eaten from a plate, it offers value by surrounding your meal, enhancing it’s flavors, inviting you to linger for another drink.

When your food arrives at a restaurant, what’s the first thing that you notice? It’s not the flavor. It’s the presentation, an impression on your eyes before your mouth. I’ve heard it said that people eat with their eyes. The same is true of your clients, regardless of your industry. There’s so much for them to interact with before they finally consume your product or service; web design to show them to their table, copy to present them their menu, photography for lighting and mood music. We don’t usually go to our favorite restaurants for the food alone. We go because we enjoy ourselves from the moment we walk in to paying the bill, which we’ll do in delight if all was right. It’s no different for your organization.

Business is rarely just a simple transaction, it’s an experience.

Image is the atmosphere of your organization. Trouble is, many don’t plan for their image because the results are tough to quantify. Image can be ignored if you’re a restaurant serving food from paper plates, but not if you want to offer an experience with real flatware instead of plastic forks. The good thing is, image can be molded like the atmosphere of a restaurant, it just takes consideration. That’s why collaborating with partners like Blue Daring and ViaPhotos offers the communication and strategy to set a course with photography to reflect the genuine personality of your organization.

Image presents an organization with the simplicity of a single photo or a national multimedia campaign. When it goes unconsidered, a company’s value begins to fray. But when planned with strategy and visual skill, image carries the value of your message with character, quirk, and clarity.

Image matters.

Control (Alt + Delete) Your Social Media

Applebee’s recently suffered what many are calling a “social media meltdown.” Two weeks ago Pastor Alois Bell of the World Deliverance Ministries Church in Granite City, Illinois dined at a St. Louis Applebee’s. She wrote a snarky remark on her receipt that read, “I give God 10% why do you get 18?” Chelsea Welch, a co-worker of the waitress waiting on Pastor Bell, took a photo of the receipt and uploaded it to Reddit and explained, “I thought the note was insulting, but it was also comical. I posted it to Reddit because I thought other users would find it entertaining.” Entertaining or not, the receipt had Bell’s name and signature in full view and was in violation of Applebee’s corporate policy, so Welch was fired.

The floodgates opened and thousands of negative comments poured over Applebee’s Facebook page. In an effort to appear open and accessible Applebee’s PR staff attempted to personally respond to thousands of venomous comments. Instead of appearing open and accessible they appeared digitally illiterate and irritated, several times simply copying and pasting corporate policy in status comments. When the comments were coming in at too great of a volume they tried to “stop the bleeding” by disabling comments temporarily. This was a big mistake. It appeared as if Applebee’s was censoring followers and that is a major “dislike” for today’s online community.

While Applebee’s made major mistakes, you don’t have to. Here’s what you can learn from their situation:  

Lesson #1: Have an internal policy in place before these incidents are upon you.

There’s no, “jilted Pastor” policy in the back of the Applebee’s handbook. With the internet, the possibilities are endless and viral backlash can be a second away. A general policy on how to approach a negative avalanche can be very beneficial. At the very least it gives you a starting point to respond and a sense of calm during a time of great stress.

Lesson #2: Know when to respond, if at all.

Sometimes when mob mentality has taken over it’s best to take a step back and let tempers cool. An ill-timed response can act as fuel to the fire instead of an extinguisher.

Lesson #3: Respond positively and don’t criticize.

A positive response may not do the trick, but it at least shows that you’re listening and are interested in making the situation right.

Beyond Publicity

BP has remained in the news since the 2010 U.S. Gulf of Mexico oil spill and with their trial set to begin on February 25^th it appears they’ll stay in the spotlight for a while longer. Whether talking about barrels of oil spilled or the fines BP is facing, the numbers are staggering. The 2013 strategy in the courtroom will be similar to the 2012 strategy in the media – stop the bleeding.

In 2012 Doug Sparkman, president of BP’s East of Rockies Fuels Value Chain revealed a $500 million plan to restore the BP image. Sparkman said the plan was built on, “Our top-quality fuel offer, improved consumer rewards programs and exclusive energy sponsorship of the U.S. Olympic Committee and Team USA.”

I visited BP’s website and tried to compare financial statements from 2011 to 2012 (disclaimer: reading elaborate financial statements gets me cross-eyed.) What I gathered from footnotes and summaries is that this fiasco continues to hit BP hard, but due to their sheer size it’s nothing they can’t bounce back from. The year-end totals are dramatically different but because 2012 accounts for spill related payouts, fines and money donated to scientific research, it’s hard to make a true comparison.

Confusing charts and tables aside, I like BP’s approach to restoring their public image.

Lesson #1: Stress your strengths

Beyond taking ownership for their mistakes and communicating a commitment to change, there isn’t much more BP can say at this point and if Applebee’s taught us anything it’s that sometimes saying less can be more. I think it’s intelligent for them to readjust the focus of their campaign to quality products.

Lesson #2: Change your look

Since the 2010 spill when one hears BP they picture an endangered bird covered in oil. BP is countering that correlation by bolstering relationships with the end-user through improved consumer rewards programs. The short attention span of the average consumer will soon be directed to cheaper gas and free car washes instead of sick seals. Much better.

Lesson #3: Positively associate yourself

The Olympics are highly visible, overall positive and global in reach. This is a good strategic move for BP to align themselves with a wholesome entity such as the Olympics.

In Conclusion

At first it’s hard to see how these two stories are related; one happened online and the other in the ocean. But from the perspective of salvaging your company image amidst a crisis they’re very similar. Let your company learn from the mistakes of Applebee’s and benefit from the strategy of BP.

Get out of your comfort zone

No idea how to make zabaglione, let alone pronounce it? Neither did I. But that didn’t stop me from trying. To not even approach a project because it’s something you’ve never done before leaves quite a narrow realm of possibilities. Personally, I’ve always considered the idea of something new half the fun, albeit whatever frustrations and anxieties come along part and parcel. Having an open mind and approaching new opportunities with a willingness to explore (or at least learn about) other areas both in and out of your field can lead to some surprising, but rewarding prospects. Take a branding company trying their hand at promotional work when a client inquires, for example. While this may not be within the job description of said company, if they are willing and able, they’ll expand their own abilities as well as their relationship with their client. Win, win!

Do your homework

It’s hard enough going to the grocery store when you don’t speak the local tongue, let alone when you haven’t the slightest idea what you’re looking for. You’ll end up in many a patrons’ way as you hold up the line try to decipher between a variety of leavening agents (Italian directions only). If I hadn’t done my research, I may have been trying to hunt down vanilla extract for days, without realizing that it was not commonly sold in my country of residence. The same idea can be applied to approaching a new business or project. Gathering as much information about that prospect, from history to past work or clients, or even something as simple as company goals and values, helps you to understand the client. In the same way, this shows a client that you value them enough to learn about them. The more you know, the more you are prepared and the more comfortable you will feel. Research provides a good platform to foster new relationships, inspire a new solution, or even just ease a conversation.

Don’t forget your foundations

Use what you know, and then build off of that. I found out all too soon that sufficient measuring utensils either didn’t exist, or cost as much as all of my groceries for the month combined. Baking in the metric system was quite an experience; on more than one occasion I didn’t have the ingredients I need, or a way to measure them. Fortunately I had done enough baking in my life to work with what I had available. That background helped for quick problem solving but also quelled my second-guessing. Lesson learned: Be confident in what you know and be flexible in what you need to learn.
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Keep track of your successes and, equally important, your failures

Maybe you scribble a note in the recipe itself, maybe you Instagram your triumph (#NextTopChef or #WorldsWorstCook) or even devote an entire blog post, journal entry, email to your mom how you managed (or didn’t) such a feat. However you choose to catalogue your endeavor, do so! All too often we place all our value on our successes and try to sweep our mistakes under the carpet. I’ve found that mistakes, as difficult or embarrassing they can be to admit, are some of the best learning tools available. Mistakes can act as a really good gauge of progress, and taking the time to note or discover on your own what works and what doesn’t for a particular problem will help immensely later on inform your decisions in the future.

Every problem has a solution

It’s ok if your first attempt is only that- an attempt. There is always a solution, even if that means hitting the drawing board over and over again. Every problem may not be solved the first, or fiftieth time around. Not being afraid to ask for help or throwing away your original plans can allow room for other resolutions to make themselves known. Even if that means scrapping the whole cake and treating everyone to some good ol’ fashioned gelato.

Here are a list of Top 10 things executives and entrepreneurs often forget.  (Surprise! This blog is not about strategy.)

1.  Be Nice

People like to work with people they like.  That not only means your clients, but also your partners and employees. Keep a pleasant, open disposition that encourages communication and camaraderie.

2.  Follow Up Quickly

Remember when you just started?  How you jumped on every lead and card?  Just because you’re established doesn’t mean you should discard the enthusiasm and responsiveness that got you where you are.  Have a meeting, met someone new?  Follow up within a day – even if it’s to let them know additional thoughts are coming.

3.  Don’t Spend Money You Don’t Have

While I know lines of credits are necessary to operate a business, don’t bite off more than you can chew.  Unnecessary debt makes you inflexible to market demands and unable to scale back when times are tight.  Play it safe and bootstrap when necessary, saving your credit for critical investments.

4.  Talk to Your Customers

Sometimes you get so busy serving your customers you forget to take their temperature.  How do they feel about your company?  Are they happy?  Is something happening in their lives (professional or otherwise) that you can help them with?  Be a sport and pick up the phone.

5.  Focus

The more you know the more opportunities arise.  Maybe I could do this?  Maybe I could do that?  A healthy amount of diversification is recommended, however most of your time should be spent on that that you do best.  (See Brandon’s blog for more on that.)

6.  Mind Your Receivables

One of my very first clients taught me a valuable lesson – no matter how big you get, when it comes to receivables, you are always a small business.  It’s easy to get carried away networking, planning and doing all the awesome things you do.  But don’t forget, if the money isn’t flowing, you can’t get anything else done.  Be proactive and forward with your receivables.  Get to know your customers’ processes and people to get money in on time.

7.  Shut the F*** Up

A partner of mine said it perfect the other day – “it’s time for a little shut the fuck up time.” Seriously, we all know you’re smart – that’s why you’re at the table.  But talking incessantly doesn’t make you look better.  Listening and asking questions does because it enables you to come up with solutions and show interest.

8.  Follow Your Gut…

If it doesn’t feel right, it’s not.  NUFF SAID.  Cut it out and move on to bigger and better things.

9.  Take a Minute

Emotions are natural and beautiful, but don’t let them get costly. Whether it’s a difficult client or a challenging opportunity, don’t let your emotions get the best of you.  Take a minute, go for a walk, hit the gym or whatever.  Think through the situation, look at it from all perspectives before you make a move.

10.  Ask for the Business

You’ve heard this. And I am saying it again. Don’t forget that you’re in the game to play.  No one’s going to guess what you want.  One of my favorite clients is heading up a multi-million dollar, multi-faceted dynamic operation.  If anyone is busy it’s him.  But he never ever forgets to ask for the sale.  And guess what?  He gets it every time!