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Archive for May, 2011

The Placebo Effect and Your Business

Monday, May 30th, 2011

We’ve all heard about the Placebo Effect. It’s most often used to describe a perceived or actual improvement after treatment that in and of itself has no therapeutic value. It’s when a belief creates a result where no clear cause and effect relationship exists. One lesson the Placebo Effect teaches us is that our perceptions can drive our reality: for example, a “sugar pill” causing a reduction in blood pressure.

What we learn from the Placebo Effect is that there is more involved in creating results (i.e. effects) than the facts or the science. Facts, tangible/measurable events alone, do not create outcomes. There is an intangible, emotional factor that helps create outcomes. This lesson can be applied to your business.

Buyers make decisions based on emotion not on facts alone. Why do you choose the car you choose? Why do you decide to do business with one person and not another? Why does the luxury market exist – and thrive? Facts – unlikely. Do you need the facts? Most definitely. But research shows we make decisions emotionally.

How are you creating an emotional appeal for your buyer? How are you filling the space left open once the facts are consumed? Whether you do this, and how you do this, supports and grows your brand. If buyers believe, based on your brand, that you provide high quality, personalized and caring service, that’s how you will be perceived. That’s how your reputation will develop. The facts most definitely should support your brand, but the buying decision will be made on that intangible – perceived value.

In this week’s Quick Tips, we will provide some ideas and examples of how you can create an emotional appeal for your buyers.

Copyright 2011 Kubica and LaForest

 

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Three Keystones for Brand Clarity

Thursday, May 26th, 2011

Monday we presented the common challenge of brand ambiguity. Today we offer key strategies to take brand ambiguity to brand clarity.

Is it clear to your prospects, who you are, what you offer and your value? How your business is perceived in the market is a key factor in turning prospects into buyers. While this may seem intuitive, and even obvious, a brand can easily (and usually unintentionally) become abstruse.

The purpose of a brand is to be recognized for something in the marketplace: to draw people to you by creating a promise for their improved condition. And clarity of your target market is important to direct focus and hence, brand differentiation. So, establishing brand clarity begins with aligning who you are (what you do) with a viable market niche’. (Note – viable is the imperative word. Believe it or not, many overlook this and exuberantly jump into business based only on their passion and neglect understanding and calibrating for the “demand” piece.)

To help you build brand clarity, consider three cornerstone strategies:
1. A base analysis of your market: who you serve (primary customer), refined into your niche’ (what specifically do you offer to them); and, is there market demand (or at least a strong forecasted opportunity)?
a. Understand what the customers in that market value most- that will help you refine your niche’, value proposition and differentiate yourself (that is, be different or better than your competition.)
2. Ensure your brand messages and touch points (website, marketing materials, etc.) clearly articulate and represent your brand and value proposition.
3. And equally important, and thereafter – is your ability to consistently deliver on your brand promise (this is your operations); otherwise, you are creating a huge and common brand ambiguity – saying and doing, differently.

The old saying goes- you can’t be all things to all people, and this holds true in business too. If you do too many things (unless of course you are a large shop), it’s hard to excel and people may not be able to decipher what it is you do; and hence, will overlook you.

©2011 Kubica LaForest Consulting

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The Risk and Commonality of Brand Ambiguity

Monday, May 23rd, 2011

How is your business perceived in the market? When you “show up” is it clear who you are and what you have to offer? We find many people just starting out in business; whether as a solopreneur or a small business partnership, have a tendency to want to do too much too soon. For example, if you provide consulting services to the healthcare industry and you tell prospects you can facilitate strategic planning, identify cost reduction opportunities, conduct employee satisfaction surveys, conduct departmental process improvement studies and coach executives, it will be difficult for the prospect to truly understand who you are. And this example doesn’t touch on where you would provide these services: hospitals, physician offices, outpatient facilities or freestanding surgical centers. Sure you can provide all of these services – but who are you and what do you really offer? What are you really good at and hold the most passion for? It’s the difference between going wide or going deep. And going wide is a harder sell.

We often see this in business start-ups (we used a healthcare example, but we find this in other product and service companies). They believe the can do many things and address many markets. And some have the attitude of “why should I deprive anyone of my great products or services.” You shouldn’t do this for three reasons:

1. You don’t have enough time to cover multiple markets

2. You don’t have the resources to cover multiple markets

3. You create brand ambiguity

The purpose of a brand is to be recognized for something in the marketplace: to draw people to you, to create a promise. And this is especially important in our interconnected world where we have the wild west of competition on the Internet. A market niche is important.

Now if you are a big enough business you can provide multiple services to multiple markets. Your brand then becomes a full service company with “one stop shopping”. (But it’s a harder sell if you alone are the full service company!). You could also be a successful generalist in consulting– as long as you are and that your buyers know you are a process consultant.

The temptation is great to go in multiple directions at once. Temptation or not, this is clearly not a good strategy to pursue.

In our Quick Tips this week, using the example of the healthcare consultant above, we will describe how it can be handled.

Copyright 2011 Kubica LaForest Consulting

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Quick Tips in Taking Failure to Make Success

Thursday, May 19th, 2011

In Monday’s Blog, we talked about taking the initiative, taking action. And the process of trying, failing, learning and trying again. In too many companies there is a culture that rewards success and punishes failure. So what do you think happens? Employees work to reduce risk and hence the chance of failing. And to do that, they need to create and implement pretty bland programs and services and limit innovation. Successful companies on the other hand have created an art form out of taking the initiative, accepting that there will be risk and going for it. When they fail, they learn from it and start again.

We see successful companies:
1. Making as many sales calls as possible, not fear rejection or being stopped by objection. Trying new approaches, learning what works and what doesn’t. Living with and learning from no. Celebrating and repeating what works – until it doesn’t and experimenting again. Getting out their – getting in front of prospects (both virtually and physically)
2. Ongoing dialogue with clients and customers, trying new delivery models, finding what works and doesn’t. Asking them how they see your product or service – not telling them yourself how they should feel. Not sincerely talking with your clients and customers and processing their feedback lends to a partial reality.
3. Asking employees how things are going – what could get better, what you should stop doing, what helps / what inhibits – and doing something about it! And when you can’t – tell them why.
4. Accepting that failure will happen and in failure is powerful learning
5. Retiring the “blame finger”
6. Experimenting by taking risks to learn and to things new, for the company’s advancement vs. static placement.

Differentiation is an evolutionary process grounded in trial and error – and demonstrated in taking initiative. Some failure is inherent, look for the value of the learning and the perception of failure becomes a paradigm shift for growth.

Copyright 2011 Kubica LaForest Consulting

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Success Comes from Failing

Monday, May 16th, 2011

Most people have great ideas and  most love to talk about those ideas: how things could be, how to get new clients and customers. These discussions go on every day in companies throughout the world. We talk about it, try to sell it, we argue about it, and we may even get angry with one another over it, but only a precious few really do anything about it.

It seems that we have a built in ant-action mechanism. (Oh we don’t call it that, and even resist acknowledging the point.) Most reference it as: being careful, carefully considering all the options, not wasting your time, not squandering resources. People are very good at finding plausible reasons not to take action and to justify their inaction. And besides, you may fail and that surely is bad! It could even damage your career.

Well then, you must be working in a reasonably unsuccessful company. In today’s business environment where the Internet has leveled the competitive playing field – caution is no longer rewarded. Bureaucracy is no longer effective. Management by compliance is mediocrity.

We are clearly not advocating anarchy. Far from it. We are advocating taking the initiative, taking small steps, experimenting. And building this into your brand and your company culture. The competitive business landscape has changed. Your choice now is whether you want to be in or out.

We are often asked: How can we differentiate ourselves? We differentiate ourselves by understanding the market, understanding what the market needs that’s not currently provided and we do something about it. And we do this by experimenting, talking to clients and prospects, trying new ideas, failing, trying more ideas until we find one that sticks.

Success is about taking action. It’s not about waiting until there is virtually no perceived risk and then going all out. That is a recipe for failure, because by the time you do that, the market will have moved on.

In this week’s Quick Tips we will provide examples on taking initiative through small actions to create or continue your success.

Copyright 2011 Kubica LaForest Consulting

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Quick Tips for Standing Out in a Crowd: Verve and Value

Thursday, May 12th, 2011

Monday we talked about how important it is to stand out in the crowd as you move up the success line (however you define success). And today we suggest that standing out in a crowd largely has to do with your verve and the potency of the value you offer to others.
So – here are 3 key tips to help you build your professional Verve!:
1.    Self-care is core- (i.e., adequate sleep, exercise, nutrition, hydration, mental stimulation, positive relationships, and truly meaningful activities to you). This is where your health, sense of wellbeing and energy, focus and productivity start and end. Overlook this, and you’ll fizzle out on one if not multiple levels.

2.    Do things you love – hopefully, that can be your work. If not, ensure you augment and refuel your passion and enthusiasm with activities and people that bring you joy and delight.

3.    Do what you do, well! Consistently bring your best performance forward. Confidence attracts.

Next, are 3 fundamentals for offering meaningful value to others:
1.    Remember that value is in eye of the beholder. A common mistake is offering what you think is of value to someone else, when it is really not. To know, of course, you must ask and not assume.

2.    Know what you’ve got to offer! (Many people don’t realize all the ways they can help and add value.) There is a long list of things that most business people will find of value – these include: specific information, ideas, resources, contacts/connections, organizational and personal support, rapid responsiveness, visibility, participation, and recognition to name a few. It’s pretty uncommon that someone couldn’t benefit from at least one of these, and the trick is to find what’s most urgent (and important) to the individual.

3.    Old rule: Give before you take. Add value first and people will start to see you as a go-to person, and this builds your repute and expands your influence.

Copyright 2011 Kubica LaForest Consulting

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Standing Out in a Crowd

Monday, May 9th, 2011

Many, in not all of us, dream of being successful. But success is defined differently for all of us. We focus on business, so our Blog today will focus on how you can standout in a business crowd. But, in reality, it applies to all aspects of your life.

If you want to argue that standing out in a crowd and success are different, we will respectfully disagree. Standing out in a crowd is not about being extroverted or getting public accolades for you contribution. Standing out in a crowd is a metaphor for being recognized for who you are and what you contribute to the lives and work of others. And it may never be publically stated. But people you affect know and you know that they know. And this is success.

To stand out in a crowd you need to show value. It’s that simple and it’s that hard! When you speak, you must add value to the conversation. When you are given a task, you must add value to the task. When someone asks for your opinion, you must provide value to them.

Notice, our examples of how you can stand out in a crowd have nothing to do with being an extrovert, about talking a lot, about having a tsunami of ideas and opinions, or presenting as if you have just chugged down a pot of high octane coffee. It has to do with value. It has to do with being someone who is interesting to talk with and to work with.

The people you interact with appreciate value. Why? Because it is so rare in business conversations. Business conversations too often focus on: why we’re doing so great (whether we are or not), why you should buy what we sell, or pontificating on the latest business craze.

How are you providing value to those around you: your boss, peers, subordinates, clients, customers and prospects?

In this week’s Quick Tips we will provide ideas and examples of how you can increase your value to those with whom you interact.

Copyright 2011 Kubica LaForest Consulting

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Building “Repute Gravity”

Thursday, May 5th, 2011

In Monday’s Blog, we discussed how your reputation precedes you and how a positive repute builds your influence. And you’ve heard us say that influence improves your ability to accomplish work and achieve results. So in today’s Quick Tips, we offer 10 suggestions to build upon your own positive repute and expand your “repute gravity”. Some you may already be doing it; some of you may not have realized what you could do and that you can incorporate these suggestions to your advantage.

1. While obvious, good manners, particularly courteousness to others is essential Often these days it is overlooked in lieu of “the rush” and stress.
2) Be one that’s “Counted On”. That is, keep your word and commitments. (If you have a hard time with this, start by being more diligent in vetting your agreements, meaning you need to learn to say, “no thanks” or “I’d love to help but I am already committed…” or “ sure boss, happy to do it, though does this then take priority over my current directive?”). An added benefit, you get to manage your time better.
3) When meeting others, conduct yourself as a peer (not a subordinate), and especially when you are meeting new people. (And don’t flirt or fawn.)
4) Be a person of interest, that is, be interesting and knowledgeable and up to date with current trends and issues.
5) Embrace impression management—that is, look the part (which is complementary to the role you want to be/are.) Like it or not, impressions count, and happen in moments, and the first ones tend to stick.
6) Be accountable. When you mess up (and you will, as we are human), swiftly make amends. That is, acknowledge your error, apologize if appropriate and renegotiate a solution or the expectation knowing you have a little (emotional) recovery to do. And authenticity rings true here.
7) Be opportunistic and solution oriented. That is, look for the opportunity and advancement in issues, problems and challenges. 8) Help others succeed and give credit due. Support, praise, appreciate and recognize others. If done genuinely and with good timing, this is a huge trust and relationship builder and serves as a key driver in motivating others.)
9) Deliver your best—and ideally more than asked for, whether that is an earlier timeline, more options, an improvement idea – deliver more value.

And lastly, today it is essential to know, understand, and respond appropriately the final tip,
#10)– Know that Social Media – predominantly Linkedin (LI), Facebook (FB), Twitter and YOUTUBE are dominating the way you show up in your network and that growing your network (connections) is based on your reputation, which is based on your presence (being or not being there), the interest and relevance of your profile and postings, the value of your communications when you post and who you are connected to. In this case even more than meeting in person – your repute precedes you as it is happening on the “viral level”! To learn more-read Social BOOM! by Jeffery Gitomer, for lots of quick and helpful social media advice.

To your success!

Copyright 2011 Kubica LaForest Consulting

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Repute by Proxy

Monday, May 2nd, 2011

If you want to have more influence, if you want to be the go to person in your organization, if you want to get promoted or be the thought leader in your department (or in your field), your reputation will either help you or prevent you from achieving that goal.

Your reputation is how people see you, how they categorize you, the conclusions they form about you, what they believe they can expect from you. It represents how you present both to the people you know and work with, and also to the people you don’t know personally and have never worked with. You have heard it, and it is true–your reputation precedes you.

We talk with people who have a hard time understanding this. They say things like:
• I am who I am and people just need to accept me.
• How can they form a conclusion about me when they have never met me?
• Start managing my reputation now? That makes no sense to me, how do you manage a reputation?
• Yes but, how I deal with people now will be different than how I will deal with people in the future…

Unfortunately, that’s not how it works. We start building our reputation as soon as we start the interview process or start participating in our professional association or put up our Facebook page.

As you grow and get promoted in your organization, professional society and community, you develop a reputation. If it is positive, people will look forward to meeting you and working with you. If it is negative, they will avoid you or even think about quitting if you are about to take a leadership position.

A positive repute increases your influence and the more influence you have the better you are at getting work done. The reverse is also true.

So how important is thinking about and developing a good reputation? It’s critical to your success both personally and professionally.

In this week’s Quick Tips we will discuss how you can start or build upon your positive repute.

Copyright 2011 Kubica LaForest Consulting

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