You have perfected the old way. Now what?

I have spent the last few days speaking to smart people at a giant trade show in Las Vegas. Just as the World Health Organization recommended that we should all hole up in our closets for 2 weeks, I decided to hangout with 100,000 trade show attendees in Sin City. #RollingTheDice

CONEXPO

CONEXPO, the mammoth construction industry show, is the largest trade show in the history of my personal trade show experience. It is like the construction industry’s Super Bowl. Only without the extravagant halftime show. Or football.

Why Are You Here?

My advertising and idea agency, The Weaponry works with CONEXPO in a super secret capacity that I can not disclose. Yet. But as part of our work, yesterday I talked to people about why they come to the show. One particular attendee I talked to had a very simple way of summarizing why he comes. He said:

‘We have the old way of doing things down. We need to find the new way.’ -CONEXPO Attendee

I love this idea.

Out with the old.

It is really easy to master a way of doing things, and think that you can simply repeat that process, technique or approach for the rest of your days. But if you do, you will stop growing. You will stop improving. You will stop learning. And you will forfeit your competitive advantage to those who continue looking for the new way. The better way. The faster, easier and more profitable way.

Grow, Grow, Grow Your Boat.

Always be growing. Technology and innovation are continuously improving. The fact that we can instantly exchange information and cat videos across the globe means that we have unprecedented access to new information and ideas to help you improve virtually everything you can think of. Including your thinking.

New And Improved!

I worked in the advertising industry for 19 years before I started my own agency. But from day one, the technology and applications we implemented at The Weaponry were completely different than those I had previously used. Because we did our homework, and found new, smarter ways to perform our work. And to collaborate with our teammates and partners.

Today, as we close in our 4th birthday, we are challenging assumptions. We are open minded, and ready to advance as soon as the advancements are ready to be taken advantage of. And you should be too.

Key Takeaway

Once you have mastered the old way, start looking for the new way. Always be learning, growing and improving. Embrace change. Put innovation and advancements to work for you. They provide a competitive advantage. And if you don’t utilize them, your competition will.

Oh, and if you see me at CONEXPO, or out enjoying Las Vegas tonight, please stop by and say hi. Or bump my elbow with yours. Or point and smile. Just don’t shake hands. That’s the old way. Before the coronavirus inspired, new, smarter, safer techniques.

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

Right now there is a great parking spot with your name on it.

What do you do when you arrive at a crowded parking lot? Do you mutter to yourself about the crowd? Do you turn around, like Bonnie Tyler, and leave? Do you look for a spot in the back, farthest from the building, because it is most likely to be available?

When I come to a crowded parking lot, even when it looks like there are no spots available, I head straight to the front row. #BobUeckerStyle. I assume that even in a seemingly full parking lot, there is a great space waiting for me. And a funny thing often happens when I do this. I frequently find a cherry parking spot, open and waiting for me.

I don’t know why that spot is so often available. Maybe someone recently left. Or maybe most people simply figured there were no great spots left, so they didn’t bother to look. Either way, one of the most coveted spots was left unoccupied and waiting for me to claim it.

I believe rockstar parking spots are usually available. And I believe that I deserve one of those spots. I also believe that this is how life works. The same rules of availability that govern parking lots also apply to business, the arts, friendship, entrepreneurship, courtship, and all of the other desirable ships of life.

Key Takeaway

Great spaces are open and available to you in all areas of life. Believe you deserve yours. And go take it before someone else does.

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

The kind of payment you should expect to receive as a speaker.

Throughout my career I have done a lot of public speaking. I frequently get requests to do presentations to businesses and professional organizations. I guest lecture a few times each year to college classes. I really enjoy being able to offer value by sharing what I know. In fact, I have a blog dedicated to sharing my learnings. And you are reading it right now. #meta.
I never want people to walk away from one of my talks thinking it was just ok. That’s why I think about offering value in my talks through the 3 Es.

My 3 Es of Public Speaking

  1. Education I try to teach people something they didn’t know. It could be information they didn’t have. Or a new perspective or philosophy that makes them think in a new way.
  2. Energy I always try to offer energy. It’s much easier for an audience to pay attention and learn something when they are awake. So I make it awfully hard to sleep during one of my talks.
  3. Entertainment I try to make my talk interesting. I use humor and storytelling. And I use liberal amounts of Surprisium. Which is the element of surprise. (I discovered that in my high school chemistry class.)

Chickety Check Yourself

When preparing to give a talk I always check to make sure I have all 3 Es in my presentation. It’s how I ensure that I am offering value. Because when I offer real value to others I know I will receive real value in return.

The Payment For A 3-E Talk

If you are wondering what kind of payment you should expect to receive for your public speaking, here is the payment I recently received for a guest lecture I gave to 35 students in Erin Napier’s integrated marketing communications class at Marquette University.

‘I had to email you to send a massive “thank you” for the presentation you gave to my advertising class, it was absolutely killer and it will leave a lasting impact on how I go about my future. Between you and me that was the most engaged I was in this class all year! (You are the type of guy Id love to sit down and have a conversation about life with)
From the moment you entered the room I noticed I had a lot of the same personality traits you shared with us and I am now, so excited to see what I can do with them. You showed me how to use the talents I was born with and use it to my advantage.
The way you asked us a little about ourselves was amazing because it shows that you are interested in what we have to say. Who doesn’t love talking about themselves?!
I learned so much in the short time you spent with us and from the bottom of my heart I really appreciate it and I wish you the best of luck with everything in your life and hopefully someday we cross paths again.’
‘Just wanted to say the presentation was great and one of the most interesting I’ve seen in my time at Marquette. On another note, i have a start up I’ve been working on with a buddy of mine and was curious if you’d be willing to connect one day and give some thoughts/ feedback. Either way, you crushed it tonight and hope we can connect in the future.’

‘Thanks for speaking tonight. Your talk made me want to quit my day job.’

‘Hey Adam, I am NAME CHANGED TO PROTECT THE LACK OF PROOFREADING, I am in Erin Napier’s advertising class that you spoke to last night.m (if you need a reminder of how I am, I was the NICKNAME I GAVE THE STUDENT IN CLASS). I really enjoyed your talk and I related to your engery and passion for the topic so I wanted to reach out and connect. Thanks’

‘Hi Adam. I enjoyed your presentation during my advertising class last Tuesday. You had mentioned to connect on LinkedIn if I was possibly interested in future opportunities. Thanks for volunteering your time and sharing your insight.’

‘This was the first time all semester I paid attention to a guest speaker. That was awesome.’

‘Hey Adam! I am the perfectionist from Pewaukee! (From Erin’s Advertising class.)
I wanted to thank you again for an awesome presentation last night. You have an amazing zeal for life which is not only refreshing to see, but inspirational as well.’

Adam: Again, thank you for your wonderful presentation last night. As usual, my students were mesmerized. You represent real world perspective which is difficult at times to bring into the classroom. I also appreciate that you provided some perspective on the DNC project.

It was also delightful to have Sara attend. She is a great example for my athletes in the room in how balancing their time between academics and preparing for post college starts now. Please feel free to bring members of your team again.
Erin

Key Takeaway

When you speak, expect to give. Provide value by educating and entertaining. Do it with energy. And when you do your job well you should expect to get paid with wonderful feedback from your audience. That positive feedback alone makes it all worthwhile.

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

Now you have 6 days to make magic.

We are almost at the end of 2019. But more importantly, we are almost at the start of 2020. A new year. A new decade. And a chance to make the movie you are starring in turn out just the way you want it to. #happyending

6 Days To Finish Strong

But right now you have 6 days. 6 Days to finish 2019 strong. To tie up lose ends. You have  6 days to put more marks in the win column. To complete things you started. To connect with people. To get your steps in. To start, make or do that thing you said you would start, make or do this year, but still haven’t.

6 Days To Start Strong

You also have 6 days to give yourself a running start at 2020. To hit the new year and new decade with momentum. You have 6 days to start building a new habit. To put plans in place. To make this year THE year for realzies. You have 6 days to write down your goals and a plan to achieve them. You have 6 days to plan a year of adventures and vacations and bucket list-worthy activities.

The Swing Days

These are the 6 swing days. The 6 days between Christmas and New Years can make your year. If you waste them all no one will notice. Much of the western world is in neutral right now. Or in a return line at Target. But if you take advantage of the fact that not much is expected of you right now, you can make a sprint to the finish line, or a sprint to the starting line that could change everything. (Note: swing days are not affiliated with swingers or swinging. However, you are so money. And you don’t even know it.)

Me Time

I did much of the hard work to launch The Weaponry, my advertising and idea agency, during this period 4 years ago. This year I will be in the office working during at least 3 of the next 6 days. I will work to give my business an unfair advantage by running while others are resting. And I’ll spend some of my time resting faster than other people rest.

Planning Time

I will plan my vacations and vacation days for 2020 over the next 6 days. By planning them out I pace myself, and make sure I don’t get to these same 6 days next year burnt and crispy. I don’t want to end my year as a couch zombie, because I don’t have the energy to do anything else.

It’s Go Time

Don’t be that person who says they don’t have time for the things they really want to do. Take time now. Plan time in the upcoming year. And make time work for you.

Key Takeaway

Time is your most valuable asset. You have 6 days left to spend wisely. Invest your 6 days where you will get the best return on your investment. Think long term. But act right now.

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

Why requests to pick my brain hurt my head.

When I was a kid I collected baseball and football cards. Today I collect something far more valuable: knowledge. I add to my collection every day by reading, listening to audio books and podcasts, and talking to experts. I tap into my inner Oprah, and ask questions to try to expand my knowledge, my abilities and effectiveness. Which is why every night I go to bed a little wiser than I was when I woke up.

Pass It On

To return the favor to all those who have shared with me, I try to share what I know with others. That’s why I write this blog. It’s why I guest lecture to college students and why I try to make myself available to those who want to meet with me one-on-one, like Hall & Oates.

Johnny Requests

Because I have openly demonstrated a willingness to talk about the things I know, I get a steady stream of requests to discuss a wide variety of topics. I am happy to share what I know. However, there is one question I really dislike being asked when people want me to share my knowledge with them.

‘Can I pick your brain?’

Newsflash

No one wants to have their brain picked. The idea of brain picking conjures a variety of unpleasant images in my head, of my head. I see graphic depictions of ice picks to the cranium. And vultures picking at my lobes of squishy gray matter. I imagine someone picking my nose and really, really getting up there.

Brain picking makes me think of picking at zits and picking scabs. In other words, asking to pick my brain is not an intellectually enticing pick up line.

Reframe In The Membrane

Brain picking is really focused on the person trying to extract value. Not the person offering the value. Which makes it sound like a selfish request. So let’s not use this phrase anymore.

Pick Your Pick-Your-Brain Substitute.

The next time you want to pick up on someone else’s knowledge try one of the following pick up lines:

  • I would love to learn more about __________. And I don’t know anyone who knows more about it than you.
  • I would love to hear your philosophy on _________.
  • You are the smartest person I know when it comes to _______. Can I ask you some questions?
  • You are the Queen/King of ____________ and I would like to be your subject, of this subject.
  • If I bought you a Butterfinger would you drop some of your knowledge on me?
  • I am extremely impressed by how much you know about __________. Would you consider acting like Sonny, and share?
  • I want to learn how you _______________ because no one does it better. (Baby, your the best.)

Note: you are suppose to replace the ________ with the topic you want to discuss. So don’t actually say, ‘I would love to learn about line from you.’ Unless you want to learn about line dancing.

Key Takeaway

Think about what you are saying before you ask someone if you can pick their brain. There are much better ways to ask those you admire to share their knowledge, guidance and perspective. Including asking someone to share their valuable knowledge, guidance and perspective. Be empathetic. Put yourself in their shoes. Flatter, praise and respect those you would like to learn from. You will be sure to create a mutually beneficial exchange that leaves all brains better than ever. And potentially better than Ezra.

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

Are you prepared to think quickly in an emergency?

On Sunday afternoon my wife and I went on a rare date to the grocery store. It must have been a thing that day because we ran into our friends Tricia and Dan Kane who were also on a grocery date. The four of us talked for a few minutes until we were interrupted by some grocery store drama.

The Incident

Another couple, apparently on their own grocery store date, was walking down the aisle, when one of them knocked a large bottle of cooking oil off of the shelf and onto the floor. True to its name, the shatterproof bottle did not shatter. But when the bottle hit the floor (let the bottle hit the floor), the flip cap lid flipped open.

Suddenly, cooking oil, in all of its golden glory, glugged onto the floor in the grocery store’s busiest intersection. It was like the grocery store equivalent of the Deepwater Horizon well spewing oil into the Gulf of Mexico.

A crowd of Sunday shoppers stopped to watch the drama unfold.

As the oil continued to pulse out of the bottle, the corn oil slick grew larger and larger. You could practically hear Florence Henderson’s heart breaking over this loss of perfectly good Wesson. Would it ever stop?

Paralyzed

The couple that caused the oilcident stood motionless over the oozing mess. Then the man said, ‘We need to tell them there has been a spill.’  Then he repeated with more concern and more volume, ‘We need to tell them there has been a spill!’ As the corn oil continued to flow like midwestern lava across the grocery store floor.

After the man shouted the second time that a report had to be made, I realized he was not in a state of mind to be able to put an end to this crisis. Visions of the Exxon Valdez disaster filled my head. I thought, not on my watch…

Taking Action

I was standing 20 feet away from the epicenter of the oil spill when I lightly sprang into action. Where others may have fled from the disaster, thinking only of their own safety and cleanliness, I walked toward the expanding oil spill. I was running on instinct and adrenaline. When I reached ground zero, I reached down, grabbed the bottle, and set it upright.

Suddenly, the oil stopped spilling. The disaster was contained. And shoppers resumed shopping. It was the simplest and most effective thing anyone could have done to mitigate the issue. A toddler could have recognized the solution and had the mental capacity to upright that fallen bottle to stop the flow of corn oil.

Yet the adult male at the center of the crisis could only think that someone needed to be told there was a problem. While the woman stared, motionless, unable to process her next move.

Responsibility

When you see a problem, or create a problem, don’t just pass it along to someone else. Act to solve it. Work to reduce it. Do what you can to prevent it from getting worse. To watch a preventable problem spread without lifting a finger to stop it is irresponsible. Don’t simply announce that there is a fire. Throw some water on it.

Take responsibility for the problems you face. Imagine you are the only one who can address them. Then do so. Develop a bias towards decision making and action. Those biases get things done. They solve problems. And they make you a more valuable employee, friend and neighbor.

Key Takeaway

When things go wrong, don’t just report the problem. Be part of the solution. Diagnose quickly. Think quickly. Act quickly. Focus on what you can do. Then do it without delay. It will help prevent a small mishap from becoming a massive problem.

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

The surprising question I was asked while guest lecturing.

I guest lecture to college students several times each year. Guest lecturing is like a box of chocolates. Because you never know which students will be surprisingly delightful and which will be totally nutty. Last week I spoke to Erin Napier’s marketing campaigns class at Marquette University (which I secretly call a Marquetteing campaigns class, because it’s kinda funny).

Good Evening

There were 36 students in the class. It started at 5:30pm. Which, in case you don’t remember, is not when college students are at their energetic or attentive peak. I decided to bring some extra energy to make sure no one fell asleep (and no one fell asleep).

Sharing Is Caring

I spoke to the class about advertising, my career journey, the creative process and networking. I talked about starting my own business. And about the value of sitting in the front row. When I was done I opened the floor for questions. Not literally, of course.

A Trick Of The Trade

The students asked many good questions. Although I give myself partial credit for the quantity. Because after the first 2 questions I told the the class that I always remember the people who ask questions. If we stopped right then, 2 out of the 36 of them had made a positive impression on me. After my commentary the questions came fast and furious. Like Ludacris.

The Questions

The students peppered me with the follow queries:

  • Where do your best ideas come from?
  • What do you do when you are stuck creatively?
  • What was your favorite project ever?
  • What is your dream project?
  • What has been the greatest challenge of your career?

The Surprise

But there was one very simple question that truly surprised me.  Julian Wright, a freshman on the Marquette track & field team asked:

Why did you want to talk to this class tonight?  -Julian ‘Lefty’ Wright

My Response:

I wanted to share my knowledge with you. I have learned so much from experienced professionals who volunteered their time that I wanted to pay if forward, or backwards, or however you like to think about it. And I hope someday you give your time to share what you have learned with the next generation.

But I also wanted to make a positive impression on you, so that when you are looking for internships or jobs after college, you think of Adam Albrecht or The Weaponry first. I am always looking for rockstars. And I want the next generation of rockstars to be looking for me.

Key Takeaway

Share what you know. Add to the body of knowledge of students and others who are hungry to learn. The greatest impact you will ever have on Earth is the impact you make on other people. Pass along your knowledge, experience and observations. And in the process you will collect even more. Better still, teaching expands your exposure to talented people. It grows your network, and increases the number of opportunities that come your way.

Speaking Of Which…

This afternoon I will be speaking at an event about marketing through storytelling, hosted by the Metro Milwaukee Association of Commerce. I am excited to learn from the other 2 speakers at the event, Tim Dyer and Richie Burke.  Here is an overview:

WHAT’S YOUR STORY? USING STORYTELLING TO MARKET YOUR BUSINESS

Tuesday, November 12, 2019 4:00 PM – 6:30 PM CST
The Venue at Milwaukee Brewing Co
1130 N. 9th Street
Milwaukee, WI 53233

Behind every business is a great story. As new platforms for content marketing continue to grow, there’s never been more opportunity to use storytelling to strengthen your brand and find strategic ways to reach new audiences.

You can find more details, and register for the event here.