Building a Million Dollar Business Part Time #9: How to Market_Networking Our Brains Out

 

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/).

ginger ale in hand).

Charlie (aka Guy) and his angels.

 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:

—–Original Message—–


From: Guy Kawasaki    

Sent: Saturday, July 05, 2008 2:03 PM


To: Kathy Korman Frey
    

Subject: Re: Shashi, AllTop,

Katherine,

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,

Guy  

—–Original Message—–


From: Kathy Korman Frey  


Sent: Monday, July 07, 2008 4:08 PM


To: ‘Guy Kawasaki’
    

Subject: RE: Shashi, AllTop,

Guy,

I am seriously thinking of flying out. You’ll be there, right…you’re not just volunteering your house as a party house? 

Kathy

  —–Original Message—–


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! 

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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]

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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).

 —–Original Message—–


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,

Guy,

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.

 Kathy

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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!”

TAKEAWAYS:

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.

SBTV Podcasts

http://www.sbtv.com/?segid=3151

http://www.sbtv.com/?segid=3152

http://www.sbtv.com/?segid=3153

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).

http://business.gwu.edu/news/archive/2008/0703.cfm

http://www.newswise.com/articles/view/542493/

Another place the story got picked up


PARTING THOUGHTS: More later sports fans…time to catch my flight back to DC.

 

Building a Million Dollar Business Part Time #7: How to Implement

I also affectionately refer to this post as: “How to get s*&t done.”

What are the big takeaways from today’s post?:

1. Focus

2. Focus

3. Focus

Queen Esther with The Original Hot Mommas Project Business PartnerEsther, 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.

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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.

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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.