THE ANTIDOTE TO DIS-ENGAGEMENT

There’s been much media handwringing these days about the lack of engagement among U.S. workers.

And just as many remedies are offered, from segmented programs for different generations to changing performance management models.

Yet a mere 80 years ago, Dale Carnegie solved the issue in How to Win Friends and Influence People.

It’s something none of us hear enough of.  It cost nothing and requires little effort.  Which, as Google’s Larry Page admitted, “Appreciation is the best motivation.”

Studies upon surveys prove the power of gratitude, from an increase in annual operating income (Harvard Business Review) to healthy heart outcomes (from the University of California/San Diego School of Medicine).  No one, though, pays much attention to how best to deliver the praise.  So here are a few of our guidelines:

• Get real – and specific.  Generic thanks don’t work.  Be precise about the reason for recognition.
• Deliver today, not tomorrow.  If the behavior’s to be repeated, try to give thanks immediately – or as close to the “you did good” event as possible.
• Authenticity is the word of the decade.  Think sincere and spontaneous – and embed it in context.  Writing an email to the team?  Makes sense to include an “attaboy/girl.” 
• Avoid exclamation marks – and OVER-superlatives.  [‘Nuff said!!!]
• Pick the most appropriate vehicle … we favor the most impactful, i.e., face to face.

After all, World Kindness Day is only six months away.

DEJA VU, ALL OVER AGAIN*

Of late, a number of rather elegant articles extolling the virtues of thought leadership are appearing in professional journals.

Most interviewees talk about owning issues and leading industries through these strategies, and acknowledge that, while concept peddling might not immediately ring the cash register, it will help differentiate the company from its competitors.

They also mention that, as integral to marketing (especially for service firms), thought leadership is an important way to look at the future, and shape people’s perceptions of the business and its products and services.  Rules are usually included:  Just sell ideas.  Always give it away.  Have a unique perspective.  Focus on one topic at a time.  And market it like a product with a campaign, without any viral expectations.

What they don’t mention is that thought leadership is another form of content marketing.  [Okay, maybe a higher category, but it still involves discovering and/or creating the right information at the right time.]  Similar guidelines for content marketing apply, full force.   Our top three:

• Position this gently as intelligence, not a “we did this good” case history.
• [Gasp!]  If needed, feel free to footnote competitors and recognize their contributions.  Sophisticated information consumers live out there.  They know.
• Encourage use and re-use and recycling with a credit (if possible).  That’s the way your ideas will resonate.

It’s a brave not-so-new world for those who want to build their thought-leading capabilities. 

*With apologies to our fave Yankee coach and catcher.

OH WHAT A FEELING!

There’s something not quite right with messaging.

[Don’t get your hackles up, please.  We’re not maligning words or choices or their arrangements.]

In every map, every grid, every page in which we capture the essence of a business, it falls flat.  Sure, we can add emotional words, even exclamation marks (though save us from too many).  Yet the story is somehow lacking.  Words alone aren’t working … at least, for us.

Of late, we’ve been applying an idea from the design world.  Which is, the creation of mood boards, once assembled from a bunch of oversized, colorful magazines, even photography books.  With a glue stick, scissors and a generous foam core board, a collage develops that reflects themes and a vague essence of feeling.  Interior designers, artists, creative directors, fashion folks use these liberally; in fact, they guard the completed boards with their lives, keeping them ultra-confidential until the project has been revealed. 

So what stops us – communicators and branding experts – from starting our stories this way?  It connects the heart and the brain.  It helps coordinate a corporate tale.  And it quickly lets others know exactly where we’re going.  Yup, a series of pictures (yes, with words) relates the beginning and middle and ongoing events that make up a business’ life.

No Moody blues, here. 

IT'S ABOUT TIME.

A few weeks ago, ad agency JWT announced its first-ever report on Female Tribes.

[Do ignore the fact that the agency’s former chair might be facing a lawsuit re alleged sexist and racist remarks.]

Though the news release and subsequent coverage were sketchy (we suspect the details are being saved for current and prospective clients), it supposedly looks at the rise of “female capital” and the value women bring as leaders, wealth creators, and artists.  Twenty different tribes, from cultural icons and Asian alphas to teen activists, were identified from a base of 4,300 female respondents in nine countries (ages range from 18 to 70).

Three “arghhs” come from us: 

First, because this kind of survey – regardless of depth and breadth – appears to be a sort of typology foisted on top of what we as women know are our differences and commonalities.  After all, it doesn’t take a rocket scientist to pick out Beyoncé as a cultural icon and Malala Yousafzai as a teen activist (among other tribes). 

Second, the use of the phrase “female capital.”  It reminds us of time spent in professional services firms where they categorized work in HR and talent as human capital.  A phrase that’s not really descriptive and definitely dehumanizing.

And third, the sad fact that, to our knowledge, this is the first attempt to figure out the world of women from a perspective that doesn’t involve why we buy. 

Anyone ask Gloria Steinem?