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David S. Cohen – Left Brain, Right Brain

Context is everything

David in the bookstore
Have you ever been in a bookstore and just felt drawn to a book like a magnet? Yesterday, I had just finished a meeting in a bookstore coffee shop, so before heading back to the car I thought I would do a little title scanning – one of my favorite hobbies. As I patrolled the aisles I came upon the clearance shelf and there, staring back at me, with an inviting, “come hither”, $4.98 markdown price tag on the cover was Harry Beckwith’s “The Invisible Touch – The Four Keys to Modern Marketing.” I figured that’s a buck for each key and 98 cents for the experience: How could I resist?

Like I said, this was yesterday, so I’ve really only just cracked the cover, but I’ve already stumbled on this little gem: “Work is personal.” That’s it, three words, but when I read that I just thought “wow!” which I think mirrored the author’s reaction when he first encountered those words as a slogan on the back of a Fast Company baseball cap.

“Work is personal” – it’s kind of juicy, but I’m not going to try to outdo Harry breaking this idea down, because he just nailed it, I just felt compelled to share his words though:

“Work is not about business; it’s about us. The human dimension of business — the messy, emotional, utterly human dimension — is not merely important; it is all encompassing. As a result we must plunge into the world of feelings — truly frightening territory.”

I just love that! I think it nails a lot about why I do what I do, and I think it is so important that as a business author he acknowledges that this is not an easy nor comfortable place for the business-minded to dwell. Every day it seems the amount of evidence and literature mounts up supporting the idea that success in business is not so separate from our human qualities – just read a few Dans like Dan Pink, Dan Roam, Dan Ariely or Dan Goleman and you’ll get a taste of a rising tide of interest in the inescapably human aspects of business. We may wrap ourselves in corporate veils, but beneath that cloak we are people: frail, humble, shy, bold, altruistic, greedy, brilliant, bullheaded, savvy and irrational people. We want meaning, we want fulfillment, we want marvelous experiences – I believe that a business can provide all of those and I think you can build one of those businesses if you keep the human experience in mind for your customers, employees, vendors, and yes, for you too.

Thank you Harry for reminding us that Work is Personal – and if that’s the kind of insight that’s in the intro, I can’t wait to read the rest of your book. I’ve already gotten great returns on my $4.98 investment.

What’s the best book you’ve read lately? Got a “Wow!” to share?

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Ally
She’s intense, willful, dangerously stealthy, surprisingly clumsy, endearing, ponderous, and difficult to ignore. She’s Ally the cat – one of two that share our home. Ally is sweet and cuddly and a contender for most annoying cat of the year. But it is only because she’s nuts. Something’s wrong in her wiring. Some primordial instinct in that little feline brain gets mixed up causing her to attack her own tail. It’s probably some play-as-hunting-practice algorithm that’s gotten a bug in it. She sits, gets bored, starts swishing, then thumping her tail and then it’s swat, thump, swat, thump, swat, growl, swat, swat, bite! And then she squeals gets up and runs away from her attacker. The whole thing would be comical if it wasn’t so darn frequent – or frequently happening so darn close to my bare feet. My bare feet have this funny allergy you see to needle-sharp teeth and all manner of slashing, swiping claws. As an aside I hope that the thought of me, bare-of-foot doesn’t put you off this blog post, frankly I do some of my best writing without shoes, but my hobbit-like writing practices are not the point here. The point here isn’t even that my cat is nuts, which she is. The point is she’s stuck in a bad pattern that may have been good, useful or productive once, but isn’t anymore. Ally is saddled with these weird, stress-inducing behaviors that certainly were important survival skills for her innumerable cat ancestors. But the thing is she doesn’t know that, she’s not intending to make me scream when she misses her tail and tags my big toe instead – she’s just doing what she’s wired to do.

I don’t think cats are the only ones who do this. A company will sometimes try to operate with patterns and processes that may have been successful in the past, but haven’t adapted to changing market conditions or new technologies. “Yell and Sell” marketing tactics end up doing more to turn off buyers when once they stood as the pillars of brand awareness. A person who hasn’t job hunted in 15 years is laid-off and suddenly thrust into a world that has been forever changed by Monster, Career Builder and LinkedIn. Over-dependence on old habits of looking in the paper for listings and sending unsolicited resumes to large companies have distracted that job seeker from building new skills and a vibrant network through social media just when they need every advantage. These people and companies aren’t intending to flounder, but they may have gotten stuck in old patterns that used to be the right answers. It’s a tough trap because they feel like they are doing the right things, but they are no longer getting the old results and they often find it hard to see the problem themselves.

A cat’s gotta eat, but lightning fast reflexes and hair-trigger aggression don’t make a bit of difference when your prey is a tin of Sophist-a-Cat Supreme. The felines of the Cohen kitchen, our domestic savannah, have to rely on a whole new set of emotional and psychological skills (primarily based on cuteness) to get the big human with the fancy thumbs to open their cans for them. Believe me, if cats could work the pop-tops we’d live in a very different society. So here’s the question: Are you trying to hunt for your supper when you could be going to a supermarket? What habits are you hanging onto that are no longer getting you results? What processes and approaches should you change to acknowledge today’s market realities?

Or the question I ask Ally: Have you got a tiger by the tail or has the tiger gotten you?

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Endearing imperfection
The world is not a perfect place – a quick glance at any newspaper, newsfeed, news site, or newscast will provide ample confirmation for that idea, but so what? Where else are you going to live?

The world is not perfect, and neither is your spouse, sibling, parent, friend, child, or pet, but we love them, warts and all, right? I mean my dad sneezes so loud it shakes the windows, my cat refuses to use a scratching post in any room that has a sofa, and I’ve learned the hard way that when my girlfriend asks for a tiny bite of my sandwich she really means something in the range of tiny-for-a-shark-sized bite to just-go-ahead-and-make-a-new-sandwich-sized bite – but do I love them any less? Of course not, in fact sometimes it’s the foibles, the goofiness, the vulnerabilities, the endearing little imperfections that are well, endearing (except the sandwich thing that’s just annoying).

So why are we trying so hard to be perfect online? Why do we have this impulse to sanitize our communication and project some glistening fantasy of personal brand image for the world to embrace? Vanity? Insecurity? Fear of rejection? Well I say vanity-shmanity just be yourself.

In a photoshopped world filled with spin doctors and corporate speak more and more people are seeking authentic, plain as folk, communications. Letting down your hair, lowering your guard and risking letting a little bit of the real you out into the light of day can be a healthy thing for you and your personal brand. It’s a lot more sustainable and reliable for you to just be you than to always try to live up to the glistening fantasy you. Instead of doing cartwheels to try to project a flawless facade, focus on what you got that rocks – that stuff you do with world-beating zeal and samurai skill. Put the attention on those things and the warts become a whole lot less important. I mean if you think about it, someone with zealously applied samurai skill can be intimidating, but if they’ve got a well placed wart too that might be just enough to make them seem approachable.

Focus on your strengths and don’t get bent out of shape about your flaws – they might just be the endearing qualities that help you build an authentic personal brand.

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love and forgive

Doubtless there are tons of marketers spending heaps of time, money and resources toward trying to make their brands lovable. Sadly, many of these efforts fall far short of that lofty goal and at best achieve a temporary state of likability.

Cool features, great packaging, witty ads, attractive pricing are all dutifully studied, discussed, reviewed and presented and are all too often cast aside when a new ad, a better price, a shinier package, one extra feature or yikes! – one misstep comes along. Loyalty, or rather its lapse, tells us if we are liked, but not loved.

Perhaps the thing to put the attention on and the energy behind is not to strive so systematically to be lovable, but instead to figure out if your brand might be forgivable.

What does it mean to be forgivable? When we forgive we are letting go of resentment that we feel when someone has offended or hurt us. We look past the infraction, the shortcoming, the fumble and refocus on something else, something that forms the basis of the relationship, something that we deem worthy of forgiveness, something that merits a second chance. Is it love? Maybe not always, but it is certainly a step in that direction. When a company can give us something to believe in and then consistently acts in accordance with that belief – demonstrates the belief not just in words, but in choices and actions, then it is developing for those aligned with that belief something that for want of a better word I would call forgivability.

If I can forgive a brand for a mistake, even an offense, then it is likely that I am drawn to some ideal, a value, belief or empathy with that brand. Certainly some offenses are too severe to be forgiven, but I think that more often forgiveness is simply a moot point, because despite the efforts towards being lovable there is no relationship established, no buy-in to anything meaningful beyond the veneer of product, package and price.

If your company should stumble, release a clinker of a product, have a little scandal, make a PR gaff, who would forgive your brand? Who amongst your customers would give you a second chance? Learn who they are and why they would deem you worthy of a second shot and you may find yourself staring at a mirror’s reflection of your core brand values – or perhaps a compass for finding a true and sustainable path to your customer’s hearts.

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Do you ever get word-stuck? Tongue-tied at the keyboard as it were? You know, those moments when you want to get the words out, but you’re tangled, you can’t start it right, it just won’t flow? Here’s an idea: say what you’re trying to say.

But you protest – “I am trying to say it.” No, I mean actually say it – out loud. I learned this from one of my best resources, my dad. Besides being the Cohen family business sage, Scrabble champion, pun-meister and Thanksgiving turkey carver, he also has often worn the hat of writing coach and editor for all his progeny. Many was the time that me and my sisters would be stuck on a school paper or later, a business brief or some such, and invariably he would invoke that simple little nugget “So… say what you’re trying to say” and it always worked.

Saying (out loud) what you’re struggling to say (in written form) somehow seems to take the pressure off. It engages another part of the brain, obstacles slide away and you’re able to just let the words flow – maybe not smoothly, maybe not in a grammatically sound way, but the raw meat of meaning will be there. From there the rest of the writing job is cleanup and polish. Saying it gets the idea out in the open – no longer hidden behind a tangle of pressure stemming from deadlines, or uncertainty, perceived importance or even vocabulary.

So next time you’re writing, or rather, not writing because you just can’t get the thought out through the pen or the computer, try another path. Get a friend and tell her to ask you what you’re trying to say. Call your own phone, ask “What am I trying to say?” and leave yourself a message so you can transcribe it later. Turn on the mic on that laptop of yours and just blurt away. The point is set aside the style and the structure, get them temporarily out of the path of the idea so you can get that idea out into the world. Birth it, or maybe burp it, just get it out rough and raw. You can then shape it. Make it better, clearer, more focused now that it is out – which by the way is something else my dad is great at, but don’t call him, I keep him busy enough as is ;)

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It’s a business cliche – the benign, committee-composed, sanitized, safe, yawn-fest of a mission statement that seems to propagate across so many organizations. It usually goes something like this: “Our mission is to be the respected leader in our industry by serving our customers with integrity and best-in-class service.” Huh? Okay, it is safe, but If your mission statement sounds like it could have popped out of a random mission statement generator then you’ve missed the point, and an important opportunity.

If there is no actual mission in the mission statement then it isn’t really important, is it? It isn’t going to magically motivate anyone or clarify any employee’s judgment when faced with a decision. How does “dedication to serving excellence” help any CEO map out strategy? What kind of compass is “aspiring to world-class performance” when you’re trying to set direction for a company culture and brand?

Hit the dictionary and you’ll come up with mission = “a specific task with which a person or a group is charged”. Now that sounds simple enough. It doesn’t mention safety. It doesn’t mention committee-think or not offending anybody. It does say specific – I like that.

So rather than harp on about how to write a mission statement I’m just going to offer up a few I’d love to encounter in the wild:

1) Our mission is to take our clients’ businesses from $1 million in revenue to $10 million in revenue – then introduce them to people who can take them further.

2) We are dedicated to cleaning up other people’s ecological messes in a profitable way without dumping our garbage in anyone else’s lawn.

3) Our company’s purpose is to build lawnmowers that make you want to mow the neighbor’s lawn too.

4) Our mission is to get customers from point A to point B, efficiently and safely, without ever forgetting they are people, not freight.

5) We are here to lovingly build furniture that your great-grandchildren will fight over.

6) Our mission is to brighten the world with lights that use less energy.

7) Our mission used to be to make household products that make life better for homemakers, now that we’re big we’ve amended that to also make life better for our employees, our communities and our planet.

8) We were put on this earth to design shoes that make you feel sexy.

9) Writing elegant software that makes your job more fun is our mission.

10) Our mission is to make beautiful kites so that more people look up at the sky and smile.

Got a mission statement that doesn’t play it safe?
What’s the most specific, riskiest, or useful mission statement you’ve encountered?

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Julie stuart - Making Ideas Visible
Wow, it feels like I just started podcasting and I’m already up to episode number, now wait a second, let me get my calculator, tap… tap.. tap.., carry the one, oh yeah there it is – episode three! I know, big milestone right? But it is a big transition to go from “I’m thinking about starting a podcast” to actually have guests planned in advance – it’s exciting too! Especially when you’ve got some interesting guests on deck – and I do ;)

Tomorrow is going to be cool Julie Stuart will be joining me for episode 3 – Julie has a very cool and unique job: she is a visual facilitator, in other words she makes ideas visible. Combine the skills of a meeting facilitator, an illustrator and a mind-mapper – mix them all up with a big smile and you’re getting into Julie’s territory. When I first stumbled across her website I was wowed – I had never heard of anyone doing a job like that before! It takes talent to draw, to move ideas into images, and a lot of people with that talent would run screaming from the room if you asked them to draw while standing in the middle of a room full of people – not to mention a room full of high-powered executives. Julie’s created a brand for herself that is not only unique, but highly effective – she’s notched clients like the CDC, GE Energy, ConAgra and the National Wildlife Federation. You better believe I’m going to ask how she’s taken her talents and woven them into such an effective brand story. You don’t want to miss this one!

For those of you not familiar with Blog Talk Radio, the show is presented live and you can call in with questions. Shortly after the show is done the recording is available to download or stream at your convenience. My show is live Mondays at 10:30am EST http://www.blogtalkradio.com/david-cohen and the Call-in Number if you want to ask a question is (347) 989-8132. I hope you’ll chime in!

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Finding Empathy In The Dark
Marsha, Thank you for inviting me to tour Dialog in the Dark – it was an extraordinary exhibition and an extraordinary experience. As a visual artist the thought of living without sight is frankly terrifying and it was with no small amount of apprehension that I embarked on the tour, but I am so glad that I have experienced this. To be adrift in the dark was not how I imagined it, the presence of the other members of my group were reassuring and our steadfast guide, Erik, was a true comfort. A beacon in the dark, his voice was our guide and no light was necessary for him to steer us away from danger and into a new appreciation of the palette of our senses and a new gratitude for the one sense that we temporarily set aside for that short time. We were tourists in his world, safe in knowing that ours was just a door and a curtain away, but enriched to have stumbled together in the dark. I hope anyone who might read this will go take part in this moving experience and learn that we don’t need our eyes to see each others’ humanity.

-David

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I’ve taken the plunge and quietly launched a podcast. This is my first time as host of my own show on BlogTalkRadio.com. I’ve been fortunate to be a guest on several podcasts in the past, and I’ve enjoyed it immensely so I figured why not?

For this first time out I discuss two of my staples: the Awful-to-Awesome scale and The Everest Question. For future shows I hope to do less monologues and more interviews. I’ll be foraging for interesting entrepreneurs who have built personal brands based on …unusual blends of skills, unique visions, driving passions and more. I hope you’ll check out this and future shows.

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So where are the posts, David? Yes friends, I’ve been a little delinquent in my writing, but inspired today by a post written by the awesome Fabeku, I decided to just show up.

Now I don’t want you to think I’ve been idle in my absence. I’ve actually been putting out a fair amount of content, but it has been of a more whimsical and decidedly visual bent. I’ve been a doodling fiend. If you’re interested you can check out the magic marker output (along with the occasional picture shot on the go from my phone) by visiting my posterous at http://davidscohen.posterous.com.

I’ve been enjoying this resurgence of my creativity, and frankly a little nervous about ramping up the degree to which I show the world my soft and silly side, but the fact is I preach authenticity in branding, and by gum I mean to practice it as well. (and how often do you get to say “by gum”?) I expect that the current flood of doodle inspiration will abate a bit over time, but it has been bottled up for a while and it feels good to let the drawings flow and not get too judgmental about them. I’ve picked some fairly humble materials to work with too: basically I’ve been drawing on 4″ x 6″ blank index cards and mostly using Sharpies, pens and highlighters. Sometimes I’ll use nicer art markers too – the highlighter palette is a bit limited. I keep it all on the desk so I can take my doodle breaks, scan them and tweet them to the world. So far, the world hasn’t complained, and I’m grateful for that.

I’m also cooking up a new website for Equation Arts. It’s not quite done yet, but I think it will be a better expression of who I am. Here’s a hint of things to come:
There will also be a lot of the color orange ( I love orange), and some crossover doodles will make their appearance there as well.

I hope that people who connect with me know that I’m a big believer that we all have something special to offer the world and each other, but sometimes we find ourselves framed in the wrong context – that “something special” ends up hidden, muffled, suppressed – unable to shine. So the new website is for me a shift in context toward something more authentic. I hope you’ll stick with me through the transition. Thanks! And remember…

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