So here is really what is going on the morning of announcing judges for The Hot Mommas Project. Read more…
This is the second of two posts reflecting on what has worked, and what hasn’t, since conceiving and implementing the Hot Mommas Project case study competition. See first Confessions and Reflections post.
Pictured here, I am “relaxing” with my computer open. Quite unsightly on a number of levels. First confession: I may be a part time working mom physically, but I am full time-plus mentally. I am constantly thinking about the project. I’m freaking exhausted. I seriously think I have carpal tunnel in my shoulder. Read more…
Here is a little review of what held true and what didn’t for the Hot Mommas Project journey since March (when this insider’s blog was started). Things that turned out not to be true – that was not by design. I think I was just hopeful. You know, like, “Here’s how we’re going to do this. YEAH!” Then, reality unfolds. Read more…
Let’s continue our discussion of how to do marketing and pr, shall we? Especially since Esther and I spent all %*$#i day organizing our email folders since we are so overwhelmed by the response to our project (good) and seem to have had the email-organization part of our brains partially lobotomized (bad).
Left, please find the metaphoric “Rock Holding Steamroller.” It is the visual representation of how we are feeling right now. I am not sure if we are the rock, or the steamroller, but I think we are the rock.
Here are things we’ve learned about PR over the past couple of months which is a mix of:
1. Stuff we’ve read
2. Stuff we’ve done
3. Meeting with experts, namely Hot Mommas Project case protagonist Susan Apgood who owns one of the nation’s largest radio PR companies (News Generation) and Racine Tucker-Hamilton at the George Washington School of Business communications office. Also, White Trash Mom from the BlogHer conference says she’ll help us. Note: PR is completely new for me as my background is in nerdy service-type businesses where no one cared what we did (see “pre-steps” section of older post for more on background).
INTERLUDE [Samba music plays]
First, let’s start with a quick story about how MUCH we had to learn about PR, buzz, and getting the word out there for the Hot Mommas Project Case Study Competition.
Setting: Bus on the way to Guy Kawasaki’s party.
Esther and I are sitting toward the rear of the bus and the women in front of us learn, through Twitter, that another bus is lost. Esther and I were about to learn we were WAY behind in the social media department.
Women in front of us: “Hey! Are you all up front on Twitter?”
Voice from front of bus: “Who’s NOT on Twitter?”
Me and Esther: [Blank stare. Silence]
Women in front of us: “Hey driver! The people on Twitter on the other bus just told us they’re lost.”
Bus driver: “What’s Twitter?”
Me and Esther: [Blank stare. Silence]
With social media tails between our legs, Esther and I immediately sign up for http://www.Twitter.com on our mobiles. I am “chiefhotmomma” and she is “hotmommasintern.” I had not gotten on Twitter before thinking it was sort of stalkeresque. However, in Silicon Valley I felt like Bert – my father-in-law - when he said he “couldn’t be bothered with all that email mumbo jumbo” and that his grandkids could, “pick up the phone so he could hear their beautiful voices.” (Sorry to out you Bert.) I am happy to report now Bert is on email…and we are now on Twitter….”Tweeting.” Feel free to “follow” us as ChiefHotMomma and HotMommasIntern.
END INTERLUDE [Samba music ends]
Now, on to our PR takeaways:
1. PR is the cheapest form of marketing. If what you’re doing is newsworthy, work it. And, if you THINK you are creative, think again. Esther and I thought we were creative. We developed this press release titled “Hot Mommas Project Produces Role Models on Paper for Women Across the Globe.” Ha! We were totally delusional. Look what Racine Tucker-Hamilton came up with: http://business.gwu.edu/news/archive/2008/0703.cfm
2. Develop a media plan.Racine shared a one-page media plan with us that articulated the following:
- GOALS: What is the goal? To increase news coverage, create awareness, all of the above? Articulate these goals in 1 to 5 bullets.
- AUDIENCE: Who is the audience? For us, it could be women, but, we’ll probably also be targeting their husbands, partners, and leaders in education and policy. Articulate this in 1 to 7 bullets.
- MESSAGES/PITCHES: Write out the message points in 1 to 5 bullets. My friend who has a long history in PR used to say, “Focus on 3 message points max.” So, my guess is that we will draw the 3 best points from our list depending on the conversation. Make it clear how you are different. Click here for some sample what, where, when, why message points I am going to run by Racine and Susan along with the following:
Exposure to role models increases one’s sense of self efficacy, or the feeling of ‘I can do that.’ The Hot Mommas Project approach of providing role models on paper hits the nail on the head and fills a void that exists in women’s leadership education today.
-MEDIA TARGETS: This can be as big as one needs it to be, however, Susan recommended we target folks like Working Woman, Pink, etc. News release service providers like Cision, Vocus,and MediaMap (which was acquired by Bacon’s, which merged with Cision) can help as well.
-PLAN/KEY ACTIONS: These are action steps that will be taken based on the above goals. 5 or so bullets.
-TIMELINE: These are dates associated with key actions, like creating a press release, creating media lists, distributing press release, pitching, and follow up (to include thank yous to contacts).
-MEASUREMENT/KEY NUMBERS: Susan also mentioned being very clear about what we want to accomplish (e.g., x media impressions, or x placements in certain types of magazines or newspapers). We need to have a way to measure hits (aka coverage).
3. Develop a press kit. Again, we consulted Susan Apgood of News Generation on our story angle. We had it completely reversed, so, were glad we had spoken with her. Here is a pretty concise article on developing a press kit. If there is no interest in the story, Susan says you can sometimes resort to a “what’s in it for you” approach (e.g., we are targeting professional women and you will have exposure).
4. Distribute the press kit/press release.
4a. Push the story out through press releases or Hot Mommas-initiated contact. Here are a couple of resources: Peter Shankman’s “Help a Reporter Out” which is AWESOME and FREE. He sends 3 emails a day on stories reporters are looking to write. Michelle Woodward, who is a master-certified life coach (sort of like the Mr. Miyagi of life coaches) put us onto this. Also, you can distribute mass news releases in a targeted fashion with Cision & Vocus.
Note: This same method can be used with organizations (see #5 below) where you might want to promote something to their membership or employees.
4b. “Pull.” For instance, George Washington University School of Business did a newsletter piece on the Hot Mommas Project. Then communications for the entire university put it out there. Then the story was picked up by newswires. People started calling. We just sort of sat there. It was awesome.
4c. There may be some other way of which I’m unaware, so, adding “c” in here.
Side note: Make it easy for the reporter. A year or so ago our cases were being used at Western Michigan University and we wrote a press release, looked into media outlets, and followed up. At the end of the day, it failed miserably because we were making the reporter work too hard to figure out the story. So, being clear on our story is key, as is running it by some PR experts (as to whether it is a good story…or, whether it totally blows). We have our facts, figures, quotes, and sources teed up.
5. Interviews and Appearances.
- INTERVIEWS: Susan says before meeting with anyone, have a media training session and prepare for potential questions. Have fun facts memorized, and learn how avoid answering certain questions. I am still working on this and talked with a really amazing reporter the other day who gave me some great feedback.
- PRESENTATIONS: Know audience and practice. For example, I delivered a presentation recently at an Entrepreneur’s Organization retreat (formerly YEO, like YPO but funner. Yes, “funner” is a joke people): “What Women Want: 3 Secrets to Attracting and Retaining High Performing Female Employees.” I thought the presentation went pretty well, and was right in the sense that the presentation received one of the top scores. (Here are the presentation notes eo_what-women-want_61108.) However, I recorded it with my video camera and realized I said “uh” a bunch of times (hence, the practice concept mentioned at the top of this paragraph).
6. Whatever works in your industry. The ultimate caveat of caveats: Remember to adapt any PR or marketing strategies to your industry. For instance, friend and Hot Mommas Project Host Committee Member Richard Barney said that in his former industry (real estate), the company tried tons of cool stuff and events and giveaways. But, it all came down to referrals, referrals, referrals. Whatever works in your industry, do it. We are figuring it out right now. I have some creative giveaway ideas with which www.OnSalePromos.com is helping us. (OnSalePromos on Twitter).
7. Create buzz. To create buzz, we are largely relying on the world of social media and membership organizations. To the extent that it links in with coverage in press, great. So, what are we doing?
- Now: Blogging. We are not sure if this is working, but then we get out to BlogHer and people say, “Oh! We’ve heard of you!” Maybe it’s because we’re listed on http://moms.alltop.com. Sample research and role model series posts. As you read in the vignette above, we’ve also gotten ourselves wrapped into Twitter.
- Now: Twitter.Twitter is like the “what are you doing now” application on Facebook. That’s it. I’ve heard some folks say it drives traffic to their blog, their site, or whatever they’re posting in their status updates. See our last post mentioning Chris Brogan’s ideas on how to use Twitter.
- Now: Partnering with bloggers. For instance, really cool bloggers from the BlogHER conference – like White Trash Mom and Your On Ramp - are blogging about us in September and October near the time of the Oct 13 Hot Mommas Project Case Study Competition launch.
- Now: Partnering with organizations. For example, Women’s Presidents Organzation, SBE Council, WE Inc, and the American Mustache Institute (this second one for our Cool Daddies beta section of the case study competition). They work with us to communicate with members about the competition in exchange for formal recognition as a marketing partner.
- Now: Partnering with connectors. There are some folks who we call “connectors” (like Malcom Gladwell discusses in The Tipping Point). They are people with extensive networks who are enthusastic about the Hot Mommas Project Case Study Competition. Many of these will become marketing partners, like Julie Lenzer Kirk. Others will become Host Committee Members like Michael Goldstein of Content Now or Brian Scudamore of 1800GotJunk (host committee members will email their networks for us). Also, in a major win, Guy Kawasaki of www.Alltop.com (we’re listed here) is going to advertise the competition for us.
Future: More press. Will also ask Susan at News Generation if our stuff is radio worthy and see if she can help us get on some talk shows, etc.
Future: Facebook group, cause, or “fan.”
Future: Group on LinkedIn…if this can be done…someone told me they could put me in touch w/ the founder and that hasn’t happened.
Future: Search optimization/Google. Shashi is the man on this.
PARTING THOUGHTS: So, at this point it’s probably pretty easy to see why I am overwhelmed and very behind on my sponsorship contact goals. Time to pick that baton back up and run with it. (Click here for sponsor post).
Esther and I are in San Francisco for the BlogHer 2008 conference. Okay, to be totally honest, we came out here for a party being hosted by Guy Kawasaki’s venture www.alltop.com along with Kirtsy (as part of the BlogHer conference). We decided to do this just last week. (Side Note: If you want to see why we like Guy Kawasaki, click here or here. Here is the link to the Alltop page where we’re listed http://moms.alltop.com/).
Cheating on the third angel – note: ginger ale in hand
Click here to learn who the third angel (and business partner) is.
THIS IS HOW IT ALL STARTED:
From: Guy Kawasaki
Sent: Saturday, July 05, 2008 2:03 PM
To: Kathy Korman Frey
Subject: Re: Shashi, AllTop,
Are you coming to BlogHer? If you are, I’d love if you can make the Alltop/Kirtsy party at my house on Thursday night. Invitation is below.
All the best,
From: Kathy Korman Frey
Sent: Monday, July 07, 2008 4:08 PM
To: ‘Guy Kawasaki’
Subject: RE: Shashi, AllTop,
I am seriously thinking of flying out. You’ll be there, right…you’re not just volunteering your house as a party house?
From: Guy Kawasaki
Sent: Monday, July 07, 2008 5:20 PM
To: Kathy Korman Frey
Subject: Re: Shashi, AllTop,
I’ll be there for sure!
BEGIN INTERLUDE [Samba music plays]
1. Conversation with Esther “Uh…yeah…you know how this internship is Tuesdays and Thursdays? Okay, skip that. And your LSAT class. Do you want to go to San Francisco? Oh, we’ll be staying in the same room. My husband says I snore.” Esther is 100% game. CHECK
2. See if we can book tickets to San Fran with miles. There is room in steerage! CHECK
3. Ask hubby if this works for him/fam. 100% okay with this. CHECK
BTW folks, this is an example of having a supportive spouse which is one of the TOP FACTORS in being able to “Do it all.” Keep checking back here for more on our research (preliminarily discussed in Hip Tranquil Chick podcasts with The Hot Mommas Project – new podcasts to start launching July 19. Click here for original podcast)
END INTERLUDE [Samba music ends]
THE RESULT [Blog themesong starts]
Note: If you have not read the first post,or the second post or the third post(I forget which)the blog themesong is “Everybody’s Got Their Something” by Nikka Costa. (Click music samples on left side of page at the link).
From: Kathy Korman Frey
Sent: Wednesday, July 09, 2008 5:55 PM
To: ‘Guy Kawasaki’
Cc: ‘Esther Leff’
Subject: We’re flying out just for YOUR party! RE: Shashi, AllTop,
My intern (Esther) and I are flying out JUST for your party! We didn’t even know about the BlogHer conference! We just got on the waiting list.
During the trip, Esther proceeded to tell me that I look younger than I am. As my father says when my kids do something cute, “Get out the checkbook!”
HNL. We thought we were networking before, having meetings and doing podcasts back in DC. Meeting with the folks enveloped in social media at the BlogHer conference was an HNL (HOLE.NOTHER.LEVEL).Whatever you’re doing, what are ways you can kick it up a notch to an HNL? This was an eye opener for us. For example, everyone is on Twitter (another story for the next post). Here is a good article by Chris Brogan on how to use Twitter.
Grow a set. For me, it was pretty a-typical to drop everything and drag my intern to CA. It was worth it, and has set a new standard for us now. We are literally overwhelmed with contacts, information, and inspiration (more on the awesome people we met in the next post). Here is a link to suggestions for driving traffic to your blog…just one of many sessions we didn’t attend (because we weren’t registered) but, alas, these are bloggers! All the sessions are covered in detail online.
Be different. Be clear.
Different - We’re called The Hot Mommas Project. We are out of a university. We research best practices in work life balance equations.
Clear – We are having a case study competition launching October 13. Women will write their own case to be used in classrooms around the world. The winners will be published in a top Prentice Hall textbook. Please consider submitting your case. Here’s our card.
Develop partners. Make asks. Before the trip to California, we had done some podcasts with SBTV and Kimberly Wilson from Hip Tranquil Chick. We had also gotten some really incredible press out the George Washington University School of Business’s communication office(see links below). This gave us some momentum.
Press out of GW – Hot Mommas “Sizzling New Research Initiative” (These are examples of how the first link – out of GW – led to the story being picked up by different wires because of the great writing of Racine Tucker-Hamilton who consults for GW).
PARTING THOUGHTS: More later sports fans…time to catch my flight back to DC.
We got our first set of sponsors for The Hot Mommas® Project 2008 Case Study Competition. This blog talks about who they are, and how we got them. The bottom line is RELATIONSHIPS. (Click here to get to the main Hot Mommas Project site which has links about the case study competition).
Pictured left is my son, Maxwell, and daughter Lilah who is traumatized by Maxwell hitting her with one of those noodle toys people use in the pool. If Maxwell could read, he would learn from this post that relationships make everything happen and that he should not – I repeat NOT – hit his sister with the noodle.
What is the Hot Mommas Project: In case you are lost, the Hot Mommas Project (www.HotMommas.org) is an award-winning research and curriculum endeavor on how successful professional women balance it all. Click here for main blog. Our goal this year is to build and launch a global case study competition in which women write their own case, tell their story, help others in doing so, and might get just get in one of the nation’s top business textbooks by Prentice Hall! (Let’s not forget the cash and prizes). Click here and type “CSC” in the subject line if you would like to nominate someone you know, or be notified when the competition is live. Now, onto our post (How We Got our First Sponsors):
1. Consult with experts.
First we consulted with social entrepreneur Julie Silard Kantor of the National Foundation for Teaching Entrepreneurship (NFTE) on how to approach sponsors. She ran one of NFTE’s top offices in the nation. Now she works for NFTE national. She gave us the following advice:
a. What’s in it for me? Be sure to answer this question for sponsors. For some it’s the networking at an event, for others its the visibility, for others a combination and/or other goals.
b. Ask, don’t tell. Ask them what they liked and didn’t like about past sponsorships. Be cognizant of this during your interactions.
c. Search Guidestar. Julie also encouraged us to search www.guidestar.com and print the c90s (tax forms) of similar causes to get a flavor for who is sponsoring what.
e. Develop host committee. Getting a host committee going was another suggestion – this formally honors champions who are tapping their networks for your cause. We’ve decided to tap people who are willing to email their network of over 100 people.
2. Develop a sponsor packet.
Click here for our sponsor and partner packet. It is a pretty shameless copy of NFTE Greater Washington’s. As a rule, I like to find friends who are willing to share their templates. I do the same thing from my end.
3. Develop measurable/trackable goals, make asks.
Esther and I (Esther is my “right hand man” – see previous post) have developed a very specific goal of 5 asks per day (each). This is a little more involved than it sounds, because many pre steps must happen before we can approach a potential sponsor or partner (research, writing letters, editing letters, getting coffee, etc.). Having a TARGET NUMBER has helped us a great deal. We agree that the 5 asks per day (and – this is part time – so it is 2 days per week) is our number one priority. Although, one might not guess this based on how miserably behind I am on my target. But, 5, each, Tuesday and Thursday is the target.
Because this is the first Case Competition we are willing to operate without salaries and cover costs only. Of course, the ideal is to have a salary and have a cash reserve for next year. We have developed a budget, which I’m sure will change. Click this link ( module-3-exercise-3-4_33108) for a really basic financial planning curriculum I developed for NFIB’s Young Entrepreneur Foundation and Visa’s Practical Money Skills (start at page 7 if you want to build very simple financials).
4. Results – Secure Sponsors.
Here are the sponsors we just confirmed this week. We want sponsors to INCREASE our revenue, and/or DECREASE our expense line items.
- The George Washington University, Center For Entrepreneurial Excellence (through the generosity of Linda Rabbitt). Dr. Erik Winslow – who is pretty much the mac daddy of the Women’s Leadership Program at GW – walked into my office last week. He tells me Linda Rabbitt – big time entrepreneur and donor to GW – was interested in the Hot Mommas Project and part of a donation is being earmarked for us. That is the REVENUE side. GW also donates office space to the Hot Mommas Project thus allowing us to reduce an EXPENSE line item.
Linda Rabbitt: Click here or here for additional info on major stud Linda Rabbitt. At the bottom of this post, you will find article from when she was honored as a Washingtonian of the Year. She is such an incredible person I had to include the entire piece.
-FMS, Inc. FMS is our technology partner. They are reducing an EXPENSE line item for us. FMS is owned by Luke Chung (an EO member). Veteran FMS employee Dave Juth (a GWU Alum) is our project lead. What can we offer? Aside from being fun and interesting, we included them in some news coverage of the Hot Mommas Project coming out of GW. Click here to see article.
What led to this: I have been friends with Luke Chung for years. I am a huge fan. When I needed to talk with a tech expert, he came to mind first. I was shocked when Luke said they could help us out. Because we are cause-related, they are giving us a discount.
The big takeaway here is the people you know can help you. We are in a good position because of the connections with which we are starting. This is why people say networking is important. But I don’t like it when people are just users. My goal and approach is to be a decent person and maintain the relationship out of genuine interest, not because of what the project or I can get. I love these guys (mentioned above). Lots of good business karma going around as a result.
5. Looking ahead: Diversification
For ongoing sponsorship development, I’ve been advised by Tony Sudler – head of the Alzheimer’s Association, National Capital Area - to diversify the sponsor base…ideally 25% for each category an organization might have (e.g., planned gifts, corporate, individual, etc.). This is a smart tactic which helped the association post 9-11 and post Tsunami when many donors’ dollars were diverted.
6. Other resources.
The Sponsorship Seeker’s Toolkit was recommended to me, but I have not been using it. I have used it in the past.
from The Washingtonian
“My father taught me to always leave things better than you found them.”
“Volunteering is a way of life for me,” says Linda Rabbitt. Owner of Rand Construction, a business she built from the ground up, she is involved in so many community groups that her husband has threatened to enroll her in “Just Say No” school.
Rabbitt is the immediate past chair of the Greater Washington Board of Trade, only the third woman to head the 115-year-old organization. She spearheaded creation of the Washington Collaborative, moving the Board of Trade and community organizations that work with the business community into one building where they could share space, resources, and ideas. Rabbitt also raised almost $1 million in in-kind contributions to rehab that building. “We’re building communications through physical space,” she says.
As CEO of the area’s third-largest female-owned business and a leader of the Washington Building Congress and CREW (Commercial Real Estate Women), Rabbitt has encouraged women to build careers in construction and commercial real estate. As president of the International Women’s Forum, she pushed for creation of a Leadership Foundation to fund a fellows program for women moving up the corporate ladder.
Three years ago, Rabbitt survived breast cancer. Even before she’d recovered, she was working with the Susan G. Komen Race for the Cure and the National Breast Cancer Coalition. Rand Construction built the coalition’s new offices pro bono. In her spare time, Rabbitt has helped raise funds for My Sister’s Place, a program for battered women.
If you ask her, she says she does so much for selfish reasons. “The only things you really keep are what you give away,” Rabbitt says.
I am so thankful for the incredible, and generous people and companies involving themselves with The Hot Mommas® Project. Reading about Linda Rabbitt has been so inspirational (here is ANOTHER link…page down for story). Can’t wait to see what happens next.
I also affectionately refer to this post as: “How to get s*&t done.”
What are the big takeaways from today’s post?:
Esther, pictured here (with our original business partner), and I have been religiously and regularly deploying the “F-word”: FOCUS, FOCUS, FOCUS. We have been very focused on results, and – unfortunately – not fun stuff like blogs.
What is the Hot Mommas Project: In case you are lost, the Hot Mommas Project (www.HotMommas.org) is an award-winning research and curriculum endeavor on how successful professional women balance it all. Click here for main blog. Our goal this year is to build and launch a global case study competition in which women write their own case, tell their story, help others in doing so, and might get just get in one of the nation’s top textbooks by Prentice Hall! (Let’s not forget the cash and prizes). Click here if you would like to nominate someone you know, or be notified when the competition is live. Now, onto our post:
Focus - What has NOT been happening. I started this post about a month ago and am only finishing it now. Why? I’ve been focusing. Two of my three team members bailed on me. A set back, yes, but it forced a high level of prioritization. Here are some keys and tips that are working:
1. PRIORITIES AND FOCUS: KEYS TO THE UNIVERSE. The Hot Mommas Project survey research (data from highly successful professional women who also want to have a life) indicates that PRIORITZATION AND FOCUS are the keys to the universe. More on this in the future, just trust me.
2. SAY NO. SAYING NO IS A PART OF PRIORITIZATION AND FOCUSING. Newsflash to some of us overachiever “oh…I’ll just do it myself” types. Men focus this naturally because of the way their brains work.Toilet paper roll not changed? Bed not made? It’s focus ladies. The beauty of what’s NOT getting done COULD be – gasp – FOCUS. Not on the top three list, not getting done.
Note 1: See brain book which I’ve mentioned before.
Note 2: This of course does not allow frat boys doing beer bongs to claim they are “focusing.”
TIP: HAVING TROUBLE? Develop a DO NOT DO LIST.Works wonders. Did it when I was pregnant/post-preggo, hormonal, and nuts.
3. DELEGATE: THIS MEANS GOOD PEOPLE. Esther is like having 2 staffpeople. And I don’t mean multiple personality disorders. I mean, she is on top of it. So, the lesson here is GOOD PEOPLE ALLOW YOU TO FOCUS. Here is my time triage with a bad person/staffer:
TYPICAL DAY WITH BAD STAFFER:
2 hours – meeting and download with staffperson.
4 hours – staffperson works independently on project, I do my stuff.
2 hours – clean up of staffperson’s crap work. Assign staffperson some other less meaningful task I feel they can’t mess up.
2 hours – staff person works on their menial task, I get some work done.
After work: 1-5 hours – worrying about what crap work I’m going to see tomorrow.
-Total available time to get work done for me in a 10 hour day: 6 hours
-Total time spent worrying: 1-5 hours
-Scale power (hours of productive work by another person…”scale”): 2?
TYPICAL DAY WITH ESTHER:
2 hours – meeting and download with Esther.
4 hours - Esther works independently on project.
.5 hours – Approve and press “send” on project with Esther.
3.5 hours – Esther moves onto her next thing, I move onto my next thing.
1-5 hours – thinkng how awesome Esther is and how I am looking forward to tomorrow
-Total available time to get work done for me in a 10 hour day: 7.5 hours
-Total time spent being positive and happy: 1-5 hours
-Scale power (hours of productive work by another person…”scale”): 7.5 hrs
GOOD PEOPLE, GOOD PEOPLE, GOOD PEOPLE. Can’t say it enough. I finally get when the business books/business experts say “get good people.”
4. HAVE A PROCESS/FORUM FOR TOUCHING BASE ON PRIORITIES. Esther and I are really, really, really focused on results. We are constantly in touch about the big picture (where we are heading) and what steps we need to be taking NOW to get there. In addition, I want to make sure to this is a rewarding experience for Esther so that we are in a mututally beneficial situation. Here is how we accomplish the above:
4a. Bi-Monthly Culture Check Ins.We sit down every other week at the beginning of the week. I ask her, “How is it going? Poor, Good, Great, Really Great?” Esther told me in our first meeting that things were going “Great.” I said, “What would get it to ‘Really Great’?” She said, “Talking with more contacts and coming to more meetings.” So…that is what we did. When there was a meeting, I included her. When there was an opportunity to speak with a partner or the media, I assigned it to her. By our next meeting two weeks later, Esther was giving the experience a “Really Great” rating. It has to be a two-way street, however. Employers working with Generation Y may be tempted to make it all about what the employee wants. However, this does not allow for growth or mentoring. During that same meeting, I rated the experience a “Great” also. I told her that when we started producing actual deliverables, I would probably lean more toward a “Really Great” rating. So…that is what we have been FOCUSED on: Actual Results. Not a lot of chasing your tail.
Tip: Think – if I could only do 3 things today, what would they be?Then FOCUS! Screen/test your answer by following up with this question: “Will these three things get me closer to my major goal MORE than other tasks?” If not – time to REPRIORITIZE. Tim Ferriss is a real hard a*& about this stuff in The Four Hour Work Week.
4b. Daily Check Ins. Esther and I check in daily. We work off a list of priorities. The list is shaped based on:
a. Our goal (in this case launching a case study competition) and
b. Meetings with experts (please, don’t try to reinvent the wheel…such a time drain). For example, we met with a PR expert who told us NOT to lead with information about the Hot Mommas Project survey research. Susan Matthews Apgood, owner of News Generation, told us, “The case study competition is much more interactive. There is something in it for people. They can participate, tell their own case study, help others, and be honored by winning prizes and getting their case published in a text book. LEAD with the story about the case study competition.” Well, this conversation changed everything for us. We had to be able to quickly adjust, and re-assign tasks based on the readjusted priorities.
5. RE-PRIORITIZE, RE-FOCUS. If you have a regular process for meeting to discuss goals and steps for achieving those goals, it allows for quick correction and re-prioritization. Catch as catch can meetings don’t always allow for this. It’s part of the criticism about virtual workplaces. Thus, a formal structure needs to be created for communicating – even if it’s just a “call staff” note in Outlook. I would say that at every other meeting, Esther and I slightly bump up or down an item on the list.
PARTING THOUGHT: Ted Leonsis talked about the relentless drive to execute in a Cool Daddies case we did on him. He checked in with staff regularly. He was basically seeing if they were getting the job done, and what they needed to get it done. He had a saying, “No bad days.” A bad day would lead to a bad week, a bad week would lead to a bad quarter, etc. It is about having processes for early correction. I think he was probably effective in building AOL, and achieving his other successes, because of this trait…but also because people wanted to do well for him. Thus, steps 4a and 4b – and this post as a whole – is my attempt to model these behaviors.