Month: July 2024

Why logic isn’t enough to win at marketing.

As the Founder & CEO of the advertising and idea agency, The Weaponry, I get to work on a lot of great brands with a lot of great people. But as someone passionate about great creative work it may surprise you to hear that one of my favorite brands to work on is in a historically conservative category. Yet we have developed a brand personality and creative work for our client that is full of the type of personality and wit that is more common in categories like soda pop or men’s deodorant. #ImOnAHorse.

But like most brands, our fun client also has a lot of legitimate reasons to choose it the way choosey moms choose JIF. So a while back the marketing team decided to emphasize those legitimate reasons to choose the brand in a fairly straightforward way. The personality was downplayed. Features and benefits took center stage. And the brand started feeling, well, flat. Kinda like soda pop after someone left the cap off of the bottle for a few days, in Iowa.

I could tell that we were starting to drift slowly off course. The fun brand we had built was an honest reflection of the reason customers loved the organization. The people and culture of the place were great. We simply made sure that it shined bright like a diamond in the marketing too.

So we met with our client and shared our concerns. I told the client that we were getting too logical. We were focusing on rational reasons to choose our brand. And our endearing personality, the fun, cool, the funny, was fading into the background. As we focused on our features and benefits, things that many of our competitors could also promote, we were losing our differentiation. And we were in danger of losing our emotional magnetism.

As marketers, we must never forget this fundamental law:

To be wildly successful, you need your audience to love you, not logic you.

Our superstar clients understood the problem. And we made appropriate adjustments. Starting with our next creative campaign, we put our personality front and center as we promoted the great reasons to believe in the brand.

Today, when I see our work I love everything about the brand. The personality is fun, smart and clever. It provides a smile if not a laugh. There is a clear reason to choose the brand in every marketing morsel. People comment on the work all the time. And the brand is enjoying strong growth and success across the board. Which I love most of all, Scarecrow.

Key Takeaway

Resist the temptation to focus fully on your features and benefits. Brands should have personalities, just like people. Invest time and energy in developing a great personality that grabs attention and magnetizes your audience to the brand. Make your customers and prospects love you, not logic you. Because once you win their hearts, everything else will follow.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

An open letter to junior employees who want to keep their new jobs.

Hey Junior Employees!*

Congratulations on landing that new job of yours! Finding the job may have seemed like the hard part. It is not. The hard part is not getting left behind.

Now that you have the job it’s frick’n go time! You have to start performing and competing like you did in your classes. Like you did in your athletic competitions or music competitions, or art competitions, or dance competitions or beer chugging competitions, or whatever you once did competitively.

As a new employee, you are a liability. You cost the company more than you make it. Because we have to train you to do your job in a way that adds value. You are not an asset to the company until you have learned enough to create more value than we pay you in salary or wages. For some employees, this never happens. And if it doesn’t happen quickly enough you can’t stay with the company.

Remember the line you heard at the bar at closing time in college:

‘You don’t have to go home, but you can’t stay here.’

The same applies to employees who don’t learn, contribute and start providing value that exceeds their wages.

You need to focus on transforming yourself into an asset employee. That means you should be pushing me, your supervisor, or boss, or business owner for more. For more work, for more opportunities for more access, for more teaching and exposure (work-appropriate exposure only.)

You have got to stand up and demand to be noticed. You’ve got to bring ideas to the table. Or wherever ideas should be brought if you work in a table-less organization.

Take initiative.

Ask questions. As many as you can.

Learn and grow faster than anyone else in the organization.

Soak it all up, like Sheryl Crow. (Ask your parents to explain what that means.)

You are starting at a low point. Growth should be evident quickly.

Create your own fast track to the top by moving fast. By learning fast. By growing fast. Like Luke Combs in that fast car he bought from Tracy Chapman.

Don’t wait for me. I may be too busy to help you move fast unless you are requesting it. Or forcing it.

Don’t allow yourself to be ignored for long stretches. (Think about it like developing real-life Snapstreaks with the senior people at work.)

Create stuff.

Add value in ways we never requested.

Because once you become an Asset Employee everything changes.

And your employer will do all they can to keep you.

That’s the goal.

Key Takeaway

New employees, both junior and senior, begin their jobs as liabilities, costing companies more than they earn. To develop job security you have to produce. That means action, initiative, learning and growth. Master the systems and processes. Bring new ideas. Outpace the expected learning curve. Make yourself indispensable and irreplaceable. This is how you transform yourself from a liability into one of the most profitable assets within your organization. It’s really up to you.

*I learned several years ago that you are supposed to call employees with little to no experience juniors. Not young. Or the old people will want to sue you for age discrimination.

**If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

How to remember new names using the simple Nickname Technique.

I love meeting new people. Which is a good thing. Because on this planet of 8 billion people, there is an endless supply of new people to discover. I meet new people through work, speaking engagements, parties, and a wide variety of social, professional and everyday situations. But like you, If I am not careful I forget names. And I don’t like that.

So I have made a commitment to absorb and retain the names of the people I meet. After all, people love it when you not only remember their name but prove you know it by using it in conversation.

Remembering and using names creates intimacy between people. Real relationships start when you learn the other person’s name. Because you can’t go very deep without starting with this foundational element. And how are you going to connect on social media if you don’t know their name? They don’t have an app for that.

“Names are the sweetest and most important sound in any language.”

― Dale Carnegie

Lately, I have been looking for new people I can meet and practice my name-retention techniques.

Here is the 6-Step Nickname Technique I use to dramatically improve name-retention.

Step 1: The first step is to actually consciously try to remember the names of everyone you meet, even before you meet them. Preparing your mind before each encounter makes you a ready receiver, primed to Randy Moss that name.

Step 2: I like to be the one to ask for the other person’s name. It’s kinda like being a baseball catcher putting your glove up to tell the pitcher you are ready for them to throw the pitch your way. Only it’s way easier on your knees. If you let the other person share their name before you are ready, it may fly right past you. If this happens, ask them to repeat it. I will also ask people to spell their name if their name is unique. (If they spell it U-N-I-Q-U-E I know their name really is Unique.)

Step 3: Once the other person shares their name you want to nickname them. Connect the person’s name with something distinct about them. This could be their look, their profession, or where you met them. This leads to fun nickname filings in your Memorodex like Network Ninja Najee (My Spectrum internet tech), Up-In-My-Mouth Mindy (my dental hygienist), Eileen Eyelashes, Big Booty Betty and Gorilla Grip Greg.

Note: these nicknames simply serve as your personal reminders of their name in your head. When you use their name drop the Big Booty part.

Step 4: Next, say their name right away. Try something like, ‘It’s great to meet you, Greg. Nice handshake!’

Step 5: Continue to use their name in your conversation to drill it home and lock it in your mind. You might suggest even suggest singing the name game song with them. I especially like to do this with guys named Chuck and Buck. (Message me at adam@theweaponry when you realize why.)

Step 6: Soon after your conversation write their name down or connect with them on social media. I keep a list on my phone with nicknames for quick reference.

A Recent Example

Yesterday I had a great chance to put my name-remembering challenge to the test. A man came to my house to pump out our septic tank. (We called his company ahead of time. He wasn’t a door-to-door septic tank pumper.) When I greeted the man I reminded myself to find something about him that I could use to remember his name.

I introduced myself by saying, “Hello! My name is Adam!”

The septic tank-pumping visitor smiled back at me and said, “Hi! I’m John!”

I giggled on the inside. I knew I would have no problem remembering John’s name.

Key Takeaway

Make an effort to remember names. Go into introductions ready to remember. Then use the nicknaming, repeating and writing-it-down techniques to lock that name in your brain. Name retention is a great skill to develop. It makes you appear more interested in the other person. It helps you deepen your relationship with others. And it makes you a valuable resource to name forgetters who come to you for name help.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

Don’t waste a near-death experience.

By now we have all seen the assassination attempt on Donald Trump. As an optimist, I am hopeful that some very good things will come out of this very bad event. I hope it provides a perspective-altering experience for Trump, for politicians, for speech writers and for the American people.

There are simple facts about divisiveness. If you divide severely, make fun of people, belittle and laugh at people, or treat people as if they are dumb, or incompetent, you will eventually find a breaking point. We saw that clearly in the movie Billy Madison when we discovered that Steve Buscemi’s character Danny, who was bullied by Billy in school, had created a list of people to kill, which included Billy Madison.

Danny (Steve Buscemi) crosses Billy Madison’s name off of his list of people to kill after Billy apologizes for how he treated Danny in school. Then Danny put on some lipstick in a very strange and memorable ending to this scene.

I am hopeful that the assassination attempt has triggered a reset. I hope this serves as a reminder that there are limits to how far we can push. (Unless you are Salt n’ Peppa, who push it real good.) I hope that we start to realize that it is better to share your own positive plans and visions than it is to tear other people, parties and ideologies down.

I hope this serves as a reminder that the most powerful people in the world should be cautious about labeling others as threats to democracy. Because it has a very real chance of inciting others to take up arms to put down that threat in the name of preserving our great democracy.

The Gift of The Close Call

I have had some close calls in my life with what could have been very bad outcomes. We probably all have. For me, each of those situations served as an inflection point. I was different after the experiences than I was before. I had a better sense of the boundaries of safety. I developed a better understanding of cause and effect. I realized how lucky I was to be given more time and more chances to get things right. Which is the basic theme of 50% of country songs.

When you are faced with an abrupt ending, it shines a spotlight on how you want to spend your second chance. It forces you to reevaluate and recalibrate. And it makes you think about your legacy, and what people will say about you after you are gone. Which is the basic storyline of 50% of the movies made in Hollywood. That’s why there is that moment at the end of Home Alone when Buzz tells Kevin, ‘It’s pretty cool that you didn’t burn the place down.’

If someone shot at me it would force some self-reflection. I would question my words and my actions. I would recognize that I may be pushing people too far. And that I may not be exhibiting the kind of empathy and compassion that would have kept me out of the very real crosshairs. I am hopeful that this event has forced some valuable soul-searching, eye-opening, and dare I say, ear-opening that will lead to better actions by everyone involved.

Key Takeaway

Don’t waste a second chance. When you are faced with a premature ending to anything, let it be a positive force in your life that helps you rewrite a better ending. These moments are gifts. But you have to be ready to receive them. If you do, these experiences have the potential to help you change your life for the better, if not the course of history.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

10 Questions I’m asking myself in my most important performance review.

My daughter Ava graduated from high school a month ago. It opened an interesting new chapter for our family. By all accounts, we are a close family. And we have been since Ava, the first of our 3 children, was born. Next month Ava will leave home to attend college at The University of Wisconsin in Madison. To have a member of our nuclear family of 5 leave the reactor is going to change things. And I hope I don’t Chernolbyl.

There are a lot of exciting unknowns ahead that are fun to ponder. What will her career path be like? Who will she meet along the way? Where will she live? Will she make enough money to put me in the good retirement home and buy me the fancy cremation?

But as I prepare for Ava to leave home next month I find myself reflecting. I’ve asked a lot of questions about the past 18 years and how I have performed in my role as a parent. I’ve given myself a performance review. And I am sharing it with you.

Ava and I after she broke her high school’s 44-year-old discus record.

10 Questions I asked myself as my child prepares to leave home.

  1. Did I spend enough time with Ava? The answer here is complex. Yes, I spent enough time with my daughter. As her high school track and field coach I got far more quality time with Ava than most parents do. Yes, I will always want more. But our time was enough to create a strong bond, to teach, learn and laugh together. I will miss our time together and hope she comes home regularly so we can enjoy more.
  2. Did I set a good example? Yes and no. Certainly, I set a good example in many ways. I was an involved parent in all areas of her first 18 years. I showed her how to work hard, how to make friends and how to make money. But I could have set a better example of how to keep your cool. To be slower to anger when frustrated. I could have used fewer naughty words in front of her. And I could have been stricter about her using naughty words. (But sometimes naughty words express feelings best.)
  3. Did we create enough memories? Yes. This one is a slam dunk. We piled up the memories. Holidays, travel, traditions, sports, adventures, and all the funny unique things along the way. If there is one area of parenting I think I got right, this is it.
  4. Did I pass along my values? Yes. My wife Dawn and I place a high value on values. Our family has The Albrecht’s 5 Most Important Things. My kids know they need to be Smart, Nice, Brave, Funny and Adventurous. We preached this constantly and underscored the importance of each value. When there was some sort of misstep or shortcoming it could always be connected to not adhering to one of the 5 Most Important Things.
  5. Did I make her laugh enough? I’m pretty sure I met my quota. We laugh a lot at our house. It’s one of my favorite things. Ava has a strong sense of humor and we can find lots of reasons to laugh. Even when looking back at the things that were originally painful or embarrassing.
  6. Did I teach her to say I am sorry? I think so. Dawn and I are good at this. It’s important to demonstrate that when you hurt someone’s feelings, were rude, mean or insensitive you should acknowledge it. Even when it was unintentional. And saying you are sorry helps change the whole memory of experiences and relationships, because we rewire the memory once there has been a positive resolution. But just because we taught Ava how to say I’m sorry doesn’t mean she will. She’s stubborn.
  7. Did I teach her enough about money? Yes. I read Rich Dad. Poor Dad. to Ava when she was in elementary school, my dear Watson. I have emphasized the importance of knowing the difference between an asset and a liability. Ava has had a job since 6th or 7th grade. She leaves home with a bank account at The UW Credit Union. She has her own credit card that she uses monthly for small responsible purchases to build her credit. She owns stock in 4 different companies and has seen the value of investing. She knows she needs to make her money work for her, and not just work for money. (If you need to become smarter about money I suggest reading Rich Dad. Poor Dad., Think and Grow Rich, and The Richest Man In Babylon. All of them are easy and informative reads.)
  8. Did I take advantage of the opportunities over the past 18 years? I think so. We spent quality time together. We adventured and traveled. I coached Ava throughout high school. Which created many opportunities to learn about hard work, goal setting, determination, disappointment, resilience and the joy of winning and attaining goals. But we never did a Daddy-Daughter Dance. I probably need more time to see what opportunities I missed.
  9. Is she prepared for her next chapter? Yes. She is about as prepared as a well-cared-for child can be before leaving home. Had we neglected her and forced her to raise herself she may be more prepared for everything to come next. But she would also likely have resentment and other scars. So I think we found a happy medium.
  10. What might I do better with my 2 teenage boys still at home? I could be more patient. Slower to get frustrated or angered. I could teach them more life skills. Tire changing, basic plumbing and electrical work. How to ask your waiter to replace the food that wasn’t quite right.

Key Takeaway

We all take on many roles. It’s valuable to reflect on our performance in each to become better parents, spouses, friends, neighbors volunteers and any other job we take on. It is not through experience, but through reflecting on our experiences that we gain wisdom. So make sure to take time to look back. It ensures that you will be even better at your roles in the future.

I think this girl is going to be alright.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

Baby, you are a firework!

You are a firework.

Like Katy Perry said.

You are packed full of potential.

Potential to soar.

To shine.

To blow up in the best way possible.

You have the potential to create a big bang, Sheldon.

To turn heads like The Exorcist.

To make people ooh and ahh.

You have the ability to fill others with wonder.

To make people smile.

To grab the attention of those near and far.

Yes, the ability to glow, sparkle and light up the world is all inside you. Even if you are not a natural-born arsonist.

But like the firework, your potential requires a spark to ignite.

Your potential must be directed upward so that it soars instead of skids.

And it requires patience, like Axl Rose said.

It takes time to reach the height you are after.

It requires a steady stream of energy to prepare, propel and position yourself for your time to really shine.

But keep going.

Keep burning.

Keep climbing.

It will be worth the work.

And worth the wait.

Happy 4th of July.

Seek out inspiration that makes you dream differently.

I recently stopped into an REI in Medford, Oregon. My 13-year-old son Magnus has been growing like a legal weed. Which meant he needed a new pair of hiking boots as we began a family hiking adventure on the West Coast. Although a trip to REI is like a Costco run. You always buy things that weren’t on your shopping list. And those Darn Tough socks are darn tough to keep out of your shopping basket.

As we paid for the boots and socks for our party of 5, we also requested a National Parks annual pass. The cashier helping us inquired about our travel plans. We shared that we were hitting several great hiking spots, including nearby Mt. Shasta (which even sounds refreshing), Lake Tahoe (where they invented the large SUV) and Yosemite National Park (home of Sam the red mustached gunslinger).

When we mentioned Yosemite the woman’s eyes lit up and she swooned. She shared that both Mt. Shasta and Lake Tahoe are beautiful and great places to hike. Then she added:

“But Yosemite will change the way you dream.” -Swoony REI Associate in Medford, Oregon.

I loved that.

I had a lot of time to think about that statement during my 11 hours behind the wheel between Medford and Yosemite. I reflected on the things I have encountered throughout my life that changed the way I dream. They were special and varied. They are some of the greatest gifts of my life. They inspired me to explore the world and become an author and entrepreneur. They include:

  • Epic National Parks like Glacier, The Grand Canyon and The Rocky Mountain National Park
  • Entrepreneurs Ted Turner, Cornelius Vanderbilt, and Steve Jobs
  • Artists Walt Disney, Christoph Niemann and Gary Larson
  • Adventurers Lewis and Clark, Shackleton, and Red Bull
  • Writers Anne Lamott, Annie Proulx, Erik Larson, Stephen King, Daniel Pink and Ryan Holliday (which I say like Madonna)

Key Takeaway

Seek out places, experiences and people that change the way you dream. Discover influences that change your sense of what’s possible. That expand your belief in your own capabilities. Those sources provide tangible examples of what your world can look like. They move or remove boundaries, allowing your mind to travel farther than ever before. Once you’ve been exposed to enough possibilities you start to wonder if there actually are impossibilities. Which is when your dreams become biggest. Aim for that. There is nothing better.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.