business expectations Archives by Mark Murnahan

Vision: If You Don’t Have it, You Can’t See It!

If it ever seems you’ve tried “everything” and it is not working out the way you planned, there is probably a good reason. A very common cause for a plan to fail is lack of planning.

Consider something as complex as a space ship for a moment. Space ships don’t always launch as planned, but they have an overall good record, considering their challenges. That’s because of careful planning. It has to begin somewhere, and it begins with a vision.

It is more than a coincidence that most successful companies have a vision statement. Those visions can change, but there should always be a vision. Vision is what guides people and keeps them on the right path to achievements.

You have undoubtedly heard somebody express the importance of setting goals and envisioning the outcome you want. It can sometimes sound far-fetched, and even a bit hokey. If you reverse-engineer this notion of having vision, the reality may not be as you expected.

I want to explain why those people who talk about having vision are not just promoting a dream world filled with unicorns and cute kittens. It is not just about dreaming up a hallucination, either.

The reason it is important to have vision, whether as a huge corporation or as an individual, is that it becomes a basis for your goals and expectations. With vision, you will begin to do the things that bring you closer to the desired outcome. Your vision is what helps you to develop a subconscious reflex to do things to affect the results you want.

Vision Doesn’t Work for Skeptics

There are a lot of skeptics who may consider the value of vision as hogwash. We are each skeptical at some point, and to varying degrees. Being a bit apprehensive about a positive vision and creating goals is what preserves us from failure. If you don’t hope for much, you are less likely to be let down. That kind of apprehension also preserves us from success.

I believe that lack of vision is one of the greatest causes for failure in business and personal pursuits alike. The fear of creating a vision and doing what it takes to follow that vision is simply more than some people can overcome. I have witnessed this for decades as a marketing consultant.

To a skeptic, the people who talk about vision are often the ones who somehow “got lucky”. They hype the whole idea that everybody should have a dream for their life. It must sound totally crazy to a skeptic. For the skeptical type, the very notion of “vision” as it applies to getting what you want probably sounds like some kind of mystical new age idea complete with smoking the wrong stuff, waving a magic wand, and other hokus pokus that makes people want to go chase unicorns.

I’m talking about the real world. This is not about some fancy notion that if you can dream it that the obstacles will magically fade away and you’ll get everything you ask for. That’s usually not going to happen, but you can definitely get a lot closer.

I realize that many people do not want to be inspired, but instead, they want to find their own inspiration. I will not pretend to inspire you, but I do believe I can show you a couple points on the map to help you find your own inspiration. Here’s a nutshell story of why I know and strongly believe in the value of having long-term vision. I hope you’ll find ways to relate and think about instances that worked for you.

A True Story of Vision

There was a time when I was not expected to make it very far in life. I was frustrated with school, and my grades showed it clearly. I was bored to tears, and I hated sitting in a classroom to be drilled with the same information, over and over again. I had previously been a top student, but my teenage vision obviously did not include my grade point average.

This was hard for my mother. Despite her previously high hopes and continued business mentoring, my future was falling apart. I was becoming an outcast, and a disappointment. She was giving up on me. All of the sudden, I was not just letting myself down, it was tearing my mother apart. I did not feel good about that.

When I was 15 years old, I left school to start a company. Throughout my earliest career years, I was a bit fixated on somehow making my mother proud. It became a very clear vision for me. I imagined how it would be for her to not look at me as her biggest failure. Of course, at 15 years old, I only really knew one way, and that was to prove my lack of formal education would not hold me back and I could be successful in business.

My vision took me far beyond expectations. I did very well in business by fixing under-marketed companies in exchange for ownership equity. Ten years after leaving school, I was comfortably retired and enjoying Mother’s pride … and a bit of my own. My vision was complete.

Caution: Completed Visions Are Like Poison

Once my earlier vision was completed, I became a 25 year old retired bachelor with no vision of my future. I dated the wrong ladies, I made the wrong investments, and I connected with the wrong business partners. Things pretty much fell apart, and I needed a new vision to get back on a good track.

I discovered that without a continued plan – without a vision – life simply would not take me where I intended. It became obvious that it would be impossible to get what I wanted if I couldn’t define it.

I eventually became inspired again. My new vision came in the form of another lady. Call me a ladies man. She wanted to quit her mid-level job in the banking industry to grow her sideline Internet services company. We merged companies and I went back to work with a vision. There was nothing easy about it. It took a lot of time and effort, but the vision came to life.

This vision worked, because there was a goal. We expanded the goal as needed, and our vision was flexible. It turned out that we took a website development company and spun it into one of the largest wholesale providers of Internet access and web hosting in the world. Yes, a high school dropout can have a successful vision, too!

Visions Should Be Flexible and Failure is Always an Option

Years later, I had a vision of sports car racing. I bought some brand new Corvettes, spent a quarter million dollars per year, and invested countless hours of hard work and training in that vision. It was very important to me. I got quite good at it, too.

When I consider all of the things in my life that require vision, auto racing has got to be on the extreme side. It would be nearly impossible to make it around a two and a half mile race course with 14 turns in under a minute and forty seconds without a vision.

Since the vision of our Internet company was as developed as we thought it would ever be, we created a new vision of selling the company and opening an upscale bed and breakfast and racing school. It was a mutual vision to pursue our culinary talents and my racing passion. Indeed, my business vision had led me to a full-time career in automotive racing. But there was a curve in the road!

I want to note that failure is always an option! Failure can teach many valuable lessons. A person who has not failed, is missing those lessons.

Anybody who believes that failure is not an option is leaving a lot of their potential to waste. Having a substantial vision requires being willing to step outside your comfort zone, and until you do it, you’re missing out.

Consider it like this: Failure is a side-effect of success.

The crash of the economy was not good to us, and it changed our vision. Change can be a good thing, when you have vision. Following my wife, Peggy’s culinary passion, we opened a wildly successful bakery, Mad Eliza’s Cakes and Confections.

Racing ran off the track for a while, but guess what? The vision is still there!

The Best Visions Bend, But Don’t Break

With a well-conceived and longer term vision comes flexibility. By its very nature, vision should be flexible and open to changes. It is not a formula for instant success, but rather a guideline. The best vision will create an overall look at what is to come, but it is not a predefined paint-by-numbers view of the future.

What got me thinking about the importance of vision today is because I’ve noticed my long-term vision coming clearer, almost without even consciously recognizing it. My earlier vision began to drive me to focus on what I really want.

In December, I announced that I would stop accepting new marketing consulting clients in January. That was because I decided to stop trying to be great at everything, as a CEO, in order to focus on my best talents and the things I am most passionate about.

I realized that my refined vision is to work for a company I will love. I started imagining how it would feel to settle into a new job with great coworkers and a new home in a new city. Then I imagined how amazing it would be if that company was one that fits into my larger vision. That means a company that is involved in racing, has a race team, or would have a good case to sponsor a race team if their marketing success – based on my hard work – could justify it.

The vision involves racing, and it involves marketing. I’m not shopping for my next race car just yet, but with vision on my side, it’s definitely in the works.

Almost without even realizing it, my efforts began to focus on companies that I could believe in and where I could improve their vision and feel proud to bring them success. I found myself researching companies based on their vision, and how it would fit with mine.

I’ve developed my vision, and I’ve noticed that I am making many renewed efforts, both consciously and subconsciously, to make that vision come true. It may sound pretty lofty to some people to find a job they love with a company where they can feel devoted. What I know for certain is that without a vision, I would fall short of my best outcome.

My vision may not come out exactly as planned. It is flexible – and negotiable. Then again, I was somehow able to make my mother proud. So I’m going with it.

Great Visions Are Shared

When you have a vision that others can share, it builds synergy. The vision becomes larger than its individual parts. Sometimes the hardest part is to share your vision with others, for fear of being shot down.

You should feel proud of your vision. Some people simply don’t have any. You may be amazed by the outcome of sharing your vision with others. If you don’t feel good enough about it to share it with others, it probably just needs more development. Even if this is the case, vision is always best when it is shared.

So now I ask you, what is your vision? Please share it.

Pssst! Here are links to my résumé and a little more about me.

Photo Credits:
Through the Glass by GoRun26 via Flickr
Seeing Truly by Joel Penner via Flickr

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Confession of a Workaholic and Benefits of Unplugging

Have you ever been told that you work too much, or that your work seems to follow you everywhere? If so, I just want to offer up a thought that it may be because you are doing it wrong. Maybe I’m wrong, but what if I am actually right? Stick around and judge that for yourself.

I “unplugged” myself over the weekend, and it felt great. I spent very little time at a computer, and I only used my cell phone enough to be sure nothing was on fire in my professional life.

I remember times when I would feel guilty for taking a break like that, and I find that sometimes social media emphasizes the “rat race” feeling of having to be everywhere at once. Fortunately for myself and everybody around me, I learned how and why to let go of those guilty feelings.

I generally feel very proud of my work ethic. Doing my job well is important to me, and I know that a lot of other people must feel this way, too. I hope you do. A hazard that is easy to overlook is when you become so engrossed in work that you chase productivity right off a cliff. That is when the term “workaholic” generally applies. What workaholics often do not realize is when it is happening, or when to step back and take a fresh look. Allow me to share some thoughts and experience with you.

What if I Miss an Important Call?

Tell me if this sounds familiar. If you nod your head even once, I hope you have learned when and how to unplug. If not, maybe I can encourage you a bit.

I have been plugged into my job with the latest productivity tools that technology has to offer and remain that way year after year. I have carried smart phones since they first became available, and I have had mobile Internet at my side since its earliest availability. My job has always required it, and delegating the really important tasks to somebody else has often seemed impossible, or marginally possible but terrifying at best.

My example may be a bit extreme, but I know it will resonate with some micro-managers and other workaholics. You see, aside from being a marketing guy, I am also the CEO of a company that provides Internet services to service providers. Since 2000, I have been responsible for more servers operating in more data centers across America, and Internet connectivity to more end-consumers than all but very small number of people. When there are millions of dollars riding on things working perfectly 99.999 percent of the time, somebody has to hold ultimate accountability and make decisions in the event that thousands of websites or Internet connections are affected by a DOS attack or a router going bad. That is usually the guy with chest pains and a death grip on his cell phone.

Even long before that, I remember keeping a “bag phone” no more than a few feet away back in the 1980’s. You know, because a consulting client may have had some brilliant idea to run by me at any minute of the day. Yikes … it has actually been decades now. Time sure can slip by fast when you are running a business, and all that time, I have been just a bit uncomfortable that I may miss an important call.

My willingness to work harder and keep pushing my capabilities against all odds has served me well. I have grown some great companies, and I have had an exciting career. Like any career, it has had its ups and downs. Whenever it seems to become a bit lackluster, I start looking back into my career history to try and find patterns and to figure out what I am doing wrong … or what I am just not doing right.

A common reason I found for the productivity downturns is when I pushed a little too far beyond my optimal productivity and lost focus on the purpose of my career.

I think of it in terms of a Gaussian function … you know, like a bell curve. If you sit at the top of your productivity bell curve, you are doing it right. Pushing beyond that, you quickly enter a point of diminishing returns, and the productivity outcome is no longer worth the effort.

Yes, I am a math geek. Since I am a marketing guy, and a computer programmer on top of that, it should be expected. Don’t worry though, I will not drag you into a mathematical discussion of probability distribution.

Has Somebody Warned You About Workaholism?

Has anybody ever questioned how you keep on doing what you are doing? Maybe you have heard somebody ask “Do you ever sleep?” I have heard this a lot, but I always used to take it as a compliment. What I eventually realized is that it is sometimes better to take it as a caution.

I’ll give you an example. In about 2004, my wife told me that I was working too hard and that I needed to take more time for myself. She encouraged a hobby, so I began taking more time for an old passion of motorcycles. That carried on, and moved me on to my life-long passion for cars. Not just cars, but really fast cars, and racing them.

I took more time to unplug myself just enough to see why I worked so hard in the first place. When it came to the real purpose of my career, it had an emphasis in providing security for my family, and to enjoy some leisure. Realizing it enough to rejuvenate myself with the original passion required me to take a step back and see it as a part of the picture and not the whole picture.

Once I realized the important reasons I was working so hard, things went gangbusters. My business went crazy! Things were better at home, and we had more babies. As crazy as this may seem, each baby gave me a pay raise. It happened because I worked smarter instead of working harder, and I learned the value of balance. Don’t get me wrong, I was still carrying all the technology and productivity tools with me. I have still been on-call 24 hours per day since the 1990’s, but once I realized that my career was just a part of the bigger job of being happy … I got happier!

The power of a refreshed mind, and the power of happiness may seem mythical at times. The common wisdom is that you must keep your nose to the grindstone, walk on fire, and a whole lot of other uncomfortable things. If you really believe it when people tell you these things are the keys to having a successful career, I believe you are doing yourself a disservice. Endurance is extremely important, and unplugging can provide huge benefits. It is not all about how much pain and tragedy you can endure.

Business and Career Require Endurance, But Not a Grindstone!

Having peace in your career, and realizing that it is an endurance race and not a short sprint is a big step toward succeeding. Enjoying what you do, and looking closer at why you are doing it is far more valuable than grinding your nose and burning your feet. I am saying this from experience, and what I truly believe.

In a look-back, I find things I have known for years and told myself I would never forget, but I still seem to forget them somehow. One of them is the wisdom of knowing when to disconnect, and actually having the courage to do it. “Unplugging” can be a great chance to reboot and resume greater productivity, but easy to neglect until later.

I have been taking a closer look at myself and my career history recently. I look at some of the peaks in my own career, and I find that some of the most productive times have been when I realized when to push less. Sometimes the timing did not seem logical, because conventional wisdom says that when you are riding a huge wave, it is the time to surf with all you’ve got. Unconventional, but often more productive wisdom says that if you are not careful, burnout can set in even faster than expected.

My best times ever have come after remembering to relax just a little more and stop punishing myself. It has been a little while since I felt this way, but when I knew it and remembered it, I got happy. In fact, I got happy enough that I was earning more money every week or two than an average American family was per year … all while struggling less, working fewer hours, and enjoying everything a lot more than before.

Maybe you’ve heard the term “hindsight is 20/20”. Of course, that means you can see the past perfectly clearly. I don’t think it is quite that perfect, but it holds a lot of predictive data, along with all of that great stuff we call experience.

I pushed like crazy to build a company to pay me enough to feel satisfied. I kept pushing for as long as I saw continual progress, but then I learned when it was time to unplug, and even face my fears to delegate a few tasks when it was appropriate.

I think I’ll try that again. It was sure more fun than feeling guilty to take in a little leisure. It was more profitable, too!

I have just one more bug to put in your ear. If you know somebody needing to delegate their marketing more wisely, I will be delighted to hear from them. Oh, or a race team looking for a wining driver … I am well-qualified for that, too! 😉

Coming Soon: Maybe you’ll think it is completely nuts to unplug and take a step back. I will soon share something that gave me a good reminder to pull the plug. I think you’ll like it. I hope you’ll be sure to return.

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Self-Fulfilling Prophecy of Impending Economic Apocalypse

Have you heard the latest message of doom? Did you listen to it and soak it all in? The recession we have all talked about is not over, and there are a lot of very bright people saying that it is about to get a whole lot worse. Of course, bad news travels a lot faster than good news. So we must ask, what is the good news?

If you own, manage, or work for a company with under 500 employees, please pay attention. If you want to avoid economic apocalypse, I welcome you, too.

I have some words for you that I believe you really need to hear. I may not tell it just right, but I believe very strongly in what I am going to share with you. If you are too busy to read this, my blog has a “play” button, so at least listen to the audio version.

The economy is what you make of it. I mean “you” as an individual, and I also mean “you” collectively. I know that it may seem awkward for me to call intelligent humans “pack animals”, but let’s face it … we live, work, and operate as a herd of sorts. We make good decisions in groups, and we make bad decisions in groups. Not so differently than a herd of gazelle, when we sense danger, we run. We run far, and we run fast.

The things we envision, whether it is greener pastures on the horizon, or a pride of lions sneaking up on us, each lead us to take actions as a group. Some of us lead, and some of us follow, but when the herd makes a move, it affects us all. When we adapt a defeatist mentality as a group, we quickly create a self-fulfilling prophecy.

Today, we see the lions in a large scale in the stock market, and we see them on a smaller scale in our cities and small towns. It makes me question who is standing up for our herd, and to our herd, with a voice of reason, and possibility? I mean the possibility to stop running and resume peaceful grazing, even in our somewhat wilted and dangerous prairie.

Self-Fulfilling Prophecy Observed

Whether you like this example or you despise it, it is relevant to today’s market condition in America. An example of a self-fulfilling prophecy that recently occurred was in the ammunitions market. Americans heard a rumor that due to political unrest, potential legislative changes, and supply prices, that the cost of bullets would rise during the months of April and May 2011. What did gun owners do? We flocked to stores and bought up every bullet for every gun we own, and even guns we don’t own.

We heard the same things about gold and silver. The rush on silver has skyrocketed the price of silver to astronomical highs, while gold has become precious enough that if you have any gold fillings in your teeth, you had better sleep with your mouth closed.

These are not good signs. They are signs of people collectively fearing economic collapse, and chaos. Is this ridiculous or just nature? Actually it is a good mix of both. It is what happens when nature becomes ridiculous, but yet, it is nature, after all. So it is actually very “normal”. When it becomes completely ridiculous and out of control is when a big enough section of the human herd runs scared, and scares the whole bunch of us to run off a cliff.

Politics Schmolitics … Who Cares?

I don’t want to introduce formal political ideology here, because it is far beyond “who did this”, or “who said that”. If I talk politics, a whole lot of you will love what I have to say. A whole lot of you will hate what I have to say. Many of you will hate me just for the country I live in, or the style of my hair. Let’s face it, we each have a lot at stake, and we each have something to gain by working together.

This running of the human herd, not just in my country, but worldwide, has come to a point of complete turmoil. It is like an economic terrorism with every participant being a little bit of a terrorist in their own way.

The big question today is about how to calm the herd. How do we put things back in a comfortable place where we are not all scattering every time we hear another potential cause for alarm? This should matter above all others, because it ultimately relates to our survival, and the future of our society. That is not an alarmist speaking, but rather a number-analyzing businessman with a very good view of the business environment.

Sure, maybe some things are messed up. Maybe things will be different for a while. Should we really let speculation destroy us, or should we collectively change the speculation? I welcome your words, but don’t answer with words alone. Learn to embrace the control you have, and use it for action.

Maybe the Mayans, Hopi, I Ching, Nostradamus, and other predictions and promotions of the “2012 phenomenon” forecasting the end of humanity are spot on. If the end of the world is coming, wouldn’t it be be worse if it came and went, and the only result we saw was the loss of trust and friendship of every person around us, because we were the gazelle who didn’t stop the one beside us and say “Stop! Snap out of it! You’re scarier to the herd than the lions!”

Precautions Are Fine, but Paranoia Grows Exponentially

Go ahead and buy a few non-perishable foods, buy some more gold, silver, and ammunition. Heck, these are good things to have, anyway. I have enough guns and ammunition to start my own war, and I don’t have plans to stop eating anytime soon. Everybody has a certain level of security that makes things feel “right” for them. I have been just a touch on the extreme side of caution all of my life, so that is just “normal” for me.

When precautions become so extreme, and promoted widely, that it scares the herd, it is worse for each and every one of us! Sure, there are websites currently projecting a 4,000 point drop in the stock market by Summer 2011 when corporate reports come out. There are websites speculating that the U.S. Federal Reserve will collapse, USA will come under Martial Law, and banks, utilities, grocery stores, and all other businesses will cease operations while the U.S. dollar implodes. I would not even begin to start listing all of the doomsday projections I have seen lately promoting such a “flash point” in the world’s economy. Many of them are even quite persuasive and well-researched, but is that what you really want to believe, and hasten?

If you really want to start living under those conditions, just start believing it, acting like it, and then we can collectively make that happen, without fail.

How Can You Slow the Herd?

This is where you have a chance to stop your running and make a stand. If you own a company, work for a company, or buy from a company (and we all do), you have the power of choice.

Small business makes up the lion’s share of our economy. Small businesses, then, really do make up the herd (the masses), and the lions (the biggest segment of the economy) all at once. If you reach out to just one small business to make your purchases, and you spread the word to do the same, we can collectively stop the running. If you own or manage one of those small businesses, and you spread the word to other small business people and their employees to stand up and work together, we can make a monumental impact. When these things happen, we influence business and economy on all levels.

If we all stop spending, or keep spending fearfully, as if the economy is doomed to collapse, it really will. On the other hand, if we begin using our purchasing power wisely, and grow the strength of small businesses, we have the power to slow the herd before more of them run off the cliff.

Impending Economic Apocalypse in Summary

There is a whole lot of gloom and doom, but there are also websites and people who say that we can prevent complete chaos before it hits a flash point. Yes, I mean this website, and I mean this person, and I am not alone.

You can call me crazy, and you can keep stuffing your dollars into a coffee can buried in your back yard and see how well that will work for you. Maybe you will think that I am a radical on the side of positivity, and that you really don’t hold the power that I suggested above. The fact is that if you keep neglecting small business, and if small businesses keep rolling over and letting fear win, fears will come true.

You are right if you think that you, alone, do not have that power to slow the herd, and help small business stop operating from fear. I don’t either … no, I am just a small businessman who listens to small business people every day. I have over 20 years of marketing experience, and I know how to spread the word about growing a business, but this time, I am not just talking about a single company or a small handful of clients. I am talking about standing up as a complete herd to stop the stampede of failure.

I do not know it all, but what I know, without a doubt, is that if something important is promoted in a convincing way, to enough people, an exponential growth happens. That exponential growth can happen for our benefit, or for our demise. We are the ones, each of us, who choose to grow a more productive and peaceful herd.

Do You Want a More Peaceful Time in Business?

The way I see it is that we each must choose one of two outcomes, but when we chose, we should be committed to that decision. The overall choices as I view them are as follows:

A.)We can all be cautious, keep running like gazelle from the lion in the prairie, and fulfill the prophecy of an economic doomsday. This is what you can expect when small businesses continue to operate with fear, and stop making smart decisions about their future growth.

B.) We can form a pact to stop running scared and remind the others to “Stop! Snap out of it! You’re scarier to the herd than the lions!”

I cannot slow a herd with a few words from just one guy at a computer in Topeka, Kansas, USA. For that, my fellow herdsmen, I rely on you. I hope that you will see the lions of economic failure as a real hazard, but that you will also see the value of not running from doom, and begin preventing it.

If you really want disaster, just for the drama, give yourself a moment of reflection about those who will be here, and who tried our best to benefit others. If you keep running and stop trying, we will no longer share in your misery, nor appreciate your words. We are the people who speak with our deeds, and listen to yours. Yes, we are the people

That is how I see it. My name is Mark Aaron Murnahan, and I am glad we had this chance to meet. I hope that you will share this with the herd beside you, and help stop the stampede. Please add your comments here and get to know me.

How many people are in your email address list? How many friends do you have on Facebook? How many people follow you on Twitter? Don’t you think that between the bunch of you, and their friends, that we could start fixing things for all our benefit?

You may share this with the short web address: http://wb.gy/fix or by using the sharing links below.

Photo Credits:
Thompson’s Gazelle by fwooper via Flickr
Thompson’s gazelles, Masai Mara, Kenya by Paul Mannix via Flickr
Serengeti 2007 by Tony Young via Flickr

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Don’t Mix Business and Personal Relationships?

There is a mentality which some people and companies have about mixing personal and business relationships that paints an unfavorable picture of this combination. Mixing business and personal life has frequently been viewed as a mistake for businesspeople. The problem is that “businesspeople”, and even the term itself, implies something other than “people”.

Who do you do business with? If you encounter somebody in a given business setting who is less than personal toward you, do you look for somebody else who will appreciate your business more? I do, because I like to do business with people I like, and trust … and who like and/or respect me, too. An impersonal approach is personally appalling to me, and I think it fails at all levels.

Prices don’t get in the way, because if I don’t like somebody, I will walk away even if they are offering a huge discount. Even product quality takes a back seat to trust and comfort in my purchase decisions. The numbers show me that I am not alone with this, and that millions of people feel the same way.

A Fading Business Mentality of the 1900’s

A former mentality of the business world was that of huge separation between business and relationships. The prevailing thinking was that business is done in boardrooms or storefronts, and personal relationships happen someplace else, away from company turf. It failed, and it did so with such a force that it spread throughout the world.

This mentality is more apparent in business-to-consumer industries, but it has also strangled a lot of business-to-business industries. In either case, it simply doesn’t work well.

Why has it changed? It was not because of some miracle invention we call “social media“. It has changed because companies finally started realizing that they were doing it all wrong! Customers didn’t change. They have understood mixing business and friendship for thousands of years … since trading grains for meat, or gold for salt. It was the business world that strayed from good business practices.

Who Separated Business from Friendship?

A sizable part of the blame for separation of business and personal relationships can be attributed to changes in the advertising industry. As television and radio ads were new, companies found it extremely easy to buy people’s attention. It created a lot of brand recognition for some companies, and people soaked it all in while they waited for the show to return … “after these messages from our sponsors.”

Note: This is opinion mixed with observation and research, and you are welcome to rebut this.

It became commonplace to sit through commercials for everything from soup to nuts. Then, after some glory years, consumers fought back with tools like the Internet to find new things, DVRs to speed through commercials, email spam filters to squelch the noise, popup blockers to say “Shut Up”, and etcetera. We created and discovered choices, and then we realized huge empowerment.

Consumers gained more choices than ever, but with choices came hazards. Cons, crooks, deadbeats, and snake oil sales made a resurgence. The trusted brands were not our only options, and armed villains were not the only ones stealing our money.

Transitioning Away from a Bad Business Ideology

As business continues to transition back to people-focused and consumer-oriented thinking, the reliable and trustworthy choices have slowly narrowed. Now many consumers rely on those good old brands we remember (and trust just because we remember them), and the people who earn their reputation with us as friends, friends of friends, and etcetera. Yes, “word of mouth” marketing (including Facebook, Twitter, and etcetera) has grown in value at rates even faster than television, radio, print, and other one-way interruption marketing lost value.

This is not all fixed to perfection yet, but many companies have noticed the obvious shortcomings from separation of business and relationships. Those companies have adapted well to social media, and they already understand people’s motivations, and what makes them comfortable. Others still struggle with the fundamental basics of how and why people prefer to do business with people, rather than businesses.

So, I must ask, what do you see in your everyday life, as a consumer? What do you see within your own business dealings? Do you see it the same as a consumer as you do in your business? If you see a disparity, perhaps you are still using 1900’s style business ideology, and trying too hard to make a separation between business and relationships.

My Summary of Business and Personal Mixing

Some say “Don’t mix business and personal”, but I say “Don’t mix 1900’s ideology with 2000’s customer expectations!” Here is some of my personal/business experience. You can skip it if you like. Maybe I am wrong, but I also invite your input.

I met a woman (via social media) and we merged companies in 2000. She later became my wife and the mother of our three children. Now we own more companies. Prior to that, my business partnerships included many dear friends with whom I communicate frequently, and will attend my funeral (and even cry). In my earlier days, my business partners were my parents.

Sure, some things can go wrong with mixing business and personal relationships. That is usually because of two things … misdirected passion (but it is still passion) and lack of good communication. This does not mean it is acceptable to make a business into a faceless monster without personality, or to even diminish the mix of business and personal relationships in the least.

The good news is that when you have stronger relationships, you are far more likely to hear feedback from others … both positive and negative. Think of the potential benefits of that!

Many of my best clients are close friends, and I have always relied on the “old fashioned” approach of doing business as a person and not as a business. They may come to me as clients, but if we can’t have a good relationship, I would rather find different clients.

We work together, and we have fun together. I have been there to counsel them through death of spouses, treacherous divorces, emotional weddings, joyous graduations, and more. I have held countless parties to honor and celebrate my clients/friends. I have rented whole floors of large hotels, sent limousines, and done everything I can for and with these friends.

They are not my friends because I earned them millions of dollars, nor because they have paid me millions of dollars. Here is what I have discovered: Even when business is what introduces us, the business results from a relationship, and seldom if ever the other way around.

Photo Credit: Structo Cement Mixer by puuikibeach via Flickr

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Business Tip: People Think Better When They Are Paid Well

Think about your worst times in your career. You were probably stressed by a lot of little things that seemed bigger than they really were, and perhaps some really big challenges, too. Deadlines, coworkers, health, family, finances, and other stressful issues can make it feel like everything is spiraling out of control. Some challenges can be used to build a company stronger, but it is far more common that they become destructive.

I am going to give you a bit of information that you can email to your boss with confidence, tweet on Twitter, “Like” on Facebook, and best of all … you can blame me for being the one who gave your boss this uncommon piece of common sense.

Is there a solution? I have found through more than two decades in business for myself, and from consulting with many businesses, the majority of business challenges can be improved with more money. That could mean hiring a better accountant, bringing in a strategist, improved inventory and purchasing capability, or having the right equipment to do the job at hand. The list of enhancements is long, but let’s just say that money can bring about a lot of improvements in a company.

One of the greatest improvements to a business comes from the quality of life of the people who make the business what it is. You cannot separate the people from the business, and if you try, you will fail!

Think of it like this for a moment: About half of all marriages in America end in a divorce. The two biggest causes that people claim are infidelity and finances. I suspect that much of that infidelity is because they don’t have enough money to have sex with their spouse! Come on, really, how sexy is an unproductive or frustrated spouse, after all?

Yes, sex and money break people down and make them less productive, even in their marriages. So how could it even be possible that this does not affect their business life, too? It is not possible, because businesses are made up of their people. Fragile or strong, focused or fragmented, those people are what make a company whatever it becomes. This is why, as a consultant, I have always suggested investing wisely in the people, and I have recommended as many pay raises as job terminations.

Money Can Help Most Business Challenges

Money does not fix everything, but in a business, it can facilitate a lot of things which are not otherwise possible. If more money can help a business, and I think this is very true for most if not all companies, then how do you make that happen? It generally requires doing more of the business that pays the company profits. That means marketing, and marketing well!

I have been in business long enough to know just about every conceivable cause of stress. Fortunately, I have been in business long enough to heal from a good number of those stresses, too. I am not spying on you and looking over your shoulder, but I really do know more about your challenges than you may give me credit. That is because I have been there, and I have consulted a squillion companies with troubles just like yours.

Most of the people around you have encountered some sort of stress in their business lives, too. If they say they have not, they are either lying, or their brain just blocked it out in order to preserve their sanity. The biggest challenge that most people in business shudder to discuss is money. In most business owners’ minds, a lack of money means they did not do their job as well as the next person. It gives them a feeling of shame. The truth is that it often just means they did not market their business as well.

If you don’t believe me about the importance of marketing, just consider all of those things like a Snuggie or a Slap Chop which had phenomenal success, against all odds. Without marketing, they would still be “stupid” ideas in some inventors mind. Instead, they were stupid ideas that turned into millions of dollars in somebody’s bank account.

If you are really not sure what these items are, check out this video about the Snuggie. It has received over 16 million views on YouTube, and it is just a parody of an actual Snuggie commercial.

Are you still not convinced about marketing? Consider the Slap Chop. This thing made millions of dollars! Are you kidding me? It is a cheap hunk of plastic with a spokesman who was arrested for beating up a hooker.

It is easy to criticize these and say they are not good marketing, but they achieved their goals. I prefer something less sleazy for my clients, but the important message here is that marketing makes the difference between success and failure in nearly any company of any size.

I realize that it is a tough cycle to break, because in order to do more business, it usually requires an investment. It may take a big and scary investment, but it should not be any more scary than being in business, itself. With the right mindset, and the right facts, it should be like a huge beam of sunshine breaking through the clouds.

Why Marketing Feels Expensive

There is a common perception that marketing is expensive, rather than the reality that not marketing is where the really huge cost comes from. Keeping the doors open on a business without reaching the right customers with the right message they will respond to … now that is expensive!

I see it all the time where a company will send out a flurry of requests for proposals from companies like mine. Companies who think like a Fortune 500 company will focus on the value proposition, and what the cost represents. Smaller or less secure companies will often try to focus on the price, instead of hiring it out to the right people with the right plan. This is why my engagement letter will often include something similar to the statement as follows:

Creative marketing based on solid research is what makes the difference between Pepsi Cola and the one you never heard of. This is the area where the majority of efforts should be focused.

The most effective marketing strategies involve more than price comparisons between a handful of off the cuff proposals, and we know this to be true. This is why I am confident in saying that the best marketing decisions you will make do not center on ill-considered boilerplate proposals designed to wow you.

Instead, those decisions should be based on solid data and confidence that your marketing dollars are spent with somebody who can effectively build your brand and build your profits. That means a lot more than the person with a fast pitch and a price sheet in hand. This engagement is not based on hours worked, but rather on experience and know-how. It will include my focused attention on building your brand and producing long-term equity in your market.

Breaking a Cycle of Destruction

If you want to learn how to break a cycle of destruction in your business and have more money, you must address your marketing. It is what builds your business and provides the additional money that can help most business problems. If any of this rings a bell to you, and if you want more business, I sincerely recommend reading the articles listed below.

In conclusion: None of us are immune to the benefits of peace of mind, nor the frustration of being underpaid. No different from you, your marketing people do the best thinking when they are paid well for it. Fortunately, when marketing is done well, everybody gets paid better!

Here are some articles that I have written regarding the cost of marketing and the mistake of placing cost above value. This is your reading assignment, and I hope you will enjoy them.

Photo Credit: Einstein photo courtesy of hetemeel.com.

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