How Will You Measure Your Life? - article link

From Harvard Business School professor Clay Christensen, on applying his academic principles to your personal life. Get ready to be inspired. It's a good reminder to us all that there is a deeper meaning behind all our work, and it's worth the time to think about what exactly that is.

How Will You Measure Your Life?

Backpacking & the Challenges of Your Own Business

I took my first backpacking camping trip this past weekend. That’s when you haul your tent, sleeping bag, and food into the wilderness on your back, rather than just unpack it from your car a few feet from your campsite. I was excited and nervous. Would I have enough food? Did I have the right supplies? What if there was a change in weather? I prepared myself as well as I could, thanks to backpacking enthusiasts on the internet, and was on my way.

The four of us were tackling Half Dome, the most recognized peak at Yosemite National Park. None of us have ever climbed it before, but have heard stories about how all kinds of people, big and small, have climbed it. I’m not sure about those stories anymore. It was scary. Much scarier than I had anticipated. I’m talking about the cables up at the top. But just when you think you may not make it, and when your heart is beating its fastest, you dig deep to continue and finally reach the top. And then you are rewarded by the most breathtaking views of the park. We had started out really early that morning and at one point, were the only four people up there.

Over the three days, we hiked close to 20 miles. I have never hiked for multiple days in a row, nevermind for such distances. We would go for hours without seeing other people. Just us and nature. It was so peaceful. We saw beautiful sunrises, beautiful sunsets, high peaks, mountain streams, lots of trees, lots of squirrels and chipmunks, and even a bear. We got water from streams, climbed up and up some more, celebrated dehydrated food, and kept walking even when we wanted to stop.

It was a phenomenal weekend. I learned a lot about backpacking, and about myself. As cheesy as that sounds, it’s true. When not distracted by cell phones and email, you’re left with just your hiking partners and your thoughts.

So here are a few of mine, forged over a few days of walking. It seems to me that a backpacking trip shares a lot of things in common with building your own business.

Prepare as much as you can
Research what you can, but as some point, you just have to start and see what happens.

Gear is important
Backpacking is more successful with efficient equipment. Lightweight, compact, not more than you need. Make sure you have the few key pieces that will really make a difference.

Sometimes you don’t know where you are
You may not have the best map, or maybe the trail is taking longer than you thought it should. Check in with signs when you can, and don’t wander too far from the trail. Keep heading in the direction you want.

You have to go up high to enjoy the coolest stuff

But it’s a real challenge to push yourself there

It’s a mental game
When you’re tired, the last thing you want to see is a trail going straight up. How will you get yourself through it?

Your hiking partners can make the difference in your success
When you are losing at your mental game, those around you can inspire you in a new way. Never hike with naysayers.

There is a lesson in everything
Learn from this experience, and make the next one better.

You can go further than you ever thought you could
Without the encouragement from each other and the fact that we had to keep going to get back to basecamp, we would not have gone that far and pushed through the tough spots. It’s there within you, you just have to wake it up.

What other things have you learned from hiking? And what are some of your favorite hiking spots? I'm ready to take another journey...

Yosemite

In a weird coincidence, both Rebecca and I went to Yosemite this past weekend. It must have been time for red plume to get inspired by nature. If you have not gone, I highly recommend you do. It is breathtaking.

SFFAMA Fashion Mash-Up: Marketing and PR for Fashion Entrepreneurs

With an interest in writing and marketing for the fashion industry, Karen and I went along to one of the Fashion Mash-Ups hosted by Owen Geronimo of the San Francisco Fashion and Merchants Alliance. They’re held every third Thursday of the month at Pigment on Market and have a panel of fashion industry peeps sharing their knowledge and fielding questions from an eager audience.

Last night’s session was Marketing for Fashion Entrepreneurs and featured an audience of bright eyed and impeccably trendy youngsters who quite frankly made me feel like an old sack. The panel consisted of only slightly older and, if possible, even more trendy beautiful people who were succeeding in areas my fellow attendees no doubt dream of cracking, despite the butt-busting work and dire pay.

There was a Johnny Depp-esque young man who owns a shop in the Mission called Artillery Apparel & Gallery where clothes and art are showcased. I’m certain that this shop is one in which I would venture two steps across the threshold before realizing that my lack of cool forbids me from entering such a place and that I should promptly haul myself off to Grannies R Us. But I am going to peek through the window if only to get a glimpse of the young man’s phenomenal hair.

Joanna Riley (no relation) of 360 Fashion Network was obviously the most experienced at talking to an audience about what they should be doing when it comes to mobile platforms. I can’t explain what those are and why we should have them because her tech-talk grazed the top of my head as it flew over. Besides which I was more mesmerized by her amazing shoes. Black patent sky-high platforms that looked like something out of a ninja’s toolbox.

Katie Quinn was my favorite. A stylist who not only works on fashion shoots but will come to your home and tell you how to wear the clothes in your closet, and go shopping with you to help you figure out what you should be buying. Like your own personal What Not to Wear episode. She was lovely and personable, and stylish (as one would hope) without looking down her nose at those of us more fashionably challenged. I heart her and when I am rolling in the dough, she will be one of the first people I call.

There was a makeup artist who while lovely looking didn’t really inspire much in me. I’m pretty good at makeup so thankfully will not need to put her on my payroll alongside Katie, but if any of the 100 brides-to-be I know need a makeup artist I would recommend they check her out.

Finally there was Shannon. Loud, bubbly, busty, blond Shannon. Normally I wouldn’t make mention of a woman’s chestular area but in this case it is perfectly reasonable. She has invented a new kind of clothing tape, the kind to prevent peep-shows, where your blouse falls away from your body and reveals unwanted cleavage, and peek-shows, where your ample bosom (and I do mean yours, since I’m definitely not referring to my own) proves just too much for your corporate button-down blouse and allows anyone who cares to have a keyhole peek at your goods. They're called Show Stoppers, which I think is awesome, and she's done a fabulous job of branding and marketing what is essentially foam tape. I wish the very best to her.

The panel was somewhat of a motley crew but their intentions, and definitely their achievements were praise-worthy. Owen too was a little…unrefined, I suppose, in his delivery and management of the proceedings. But he is passionate about the non-profit SFFAMA and what he’s trying to achieve with it – fashion for the people – and for that I give him great kudos. He’s hosting a Fashion Mash-up: Fashion and Tech Forum on September 16th and anyone at all interested in the industry would do well to attend and support him.

Writing Tip: Your Professional Bio

One of the hardest things to do is write about yourself. You know yourself so well, it's hard to detach. You're an interesting person with lots of ideas and hobbies, but which to leave in and which to leave out? And how do you make it interesting to someone else?

Here are some tips, sent to me by my mom. Bless her, she keeps everything "just in case." Not sure why I would need this again, but seems she had kept all of my drafts and information on essay writing for college admission applications. Although these guidelines, published in 1991, are geared towards writing an essay about yourself, they are perfectly appropriate - and still relevant - to writing your professional bio.

Do's
~ Do think "small" and write about something that you know.
~ Do reveal yourself in your writing
~ Do write in your own voice and style
~ Do show rather than tell. By giving examples and illustrating your topic, you help bring it to life

Don'ts
~ Don't write what you think others want to read
~ Don't exaggerate or write to impress
~ Don't use flowery, inflated, or pretentious style
~ Don't neglect the technical part of your essay (grammar, spelling, sentence structure)
~ Don't ramble - say what you have to say and conclude.

(From "Writing Your College Essay" by John C. Conkright, Dean of Randolph-Macon College)

Let's dig a bit deeper...

Think "small" focused
The idea is to narrow your scope. Throwing too many things at the reader will sound watered-down and maybe overwhelming. How did you get into your field? What experience do you have that integrates well into your field? Rewriting your resume is the watering down; focusing on the job that sparked your passion for your field is the brightening up that you want.

Reveal yourself
People can read your resume for facts. Use this piece of real estate to go beyond the facts and sound human.

Show rather than tell
"I have 15 years experience in chemical engineering where I..." ZZZZZZZZZZZ. Alternative: "During my time developing extra-strong nylon fibers for parachutes, I worked with the head scientist at Tufts University to not only create a better product for military usage, but reduce the environmental impact of production waste." (My apologies to chemical engineers, if this is nothing like what you really do)

Write in your own voice
We are red plume are HUGE proponents of this guideline. There is no added benefit of sounding like cardboard; it does not sound professional - it just sounds like everyone else, which is boring. You are special so sound special. (Awwww...)

Do not cater to others
Once you start writing with the idea of what others want to hear, your writing comes off as insincere and sales-like. You cannot please everyone so you might as well please yourself by speaking from a place of passion and authenticity.

Do not exaggerate
People will find out the truth and you will be embarrassed. Just be honest and honest business will come back to you.

Don't use flowery, inflated or pretentious style
The best juxtaposition of this is using a five-syllable word when a one- or two-syllable phrase will do. That's pretentious, unless you do use that kind of vocabulary every day when chatting with your friends. Flowery phrasing includes many delightful and intriguing adjectives and maybe exclamation marks! Distracting. Start by writing how you would speak in conversation, then go through and replace "dude" and "stoked" with more professional words.

Don't neglect the technical part
Yes, this is the most un-fun part of writing, but the most important. We have encouraged you before to reread (here and here) and yes, it's still true. We mean it. Skipping this is the easiest way to look silly.

Do not ramble
People want information quickly. Especially online, you have about 30 seconds to engage a reader. Running off on tangents will have the audience walking away. Start with the good stuff, and stay there. Yes, this will take a few rewrites to get rid of wandering phrasing, but your final product will be clear and meaty.


This is a lot to think about at once, I know. A good tip is to review your work a few times, concentrating on different guidelines each time. For example, reread the first time looking for rambling phrases and extra adjectives. The next time, check for typos and grammatical errors. A good piece of writing does not come about the first time, but a good piece of writing is the most memorable.

"I'm not a very good writer, but I'm an excellent rewriter."
~ James Michener

Typo Alert

It seems not everyone paid heed to Karen's advice to always reread. And don't even get me started on the irony. From Yahoo News.

A Small Business Easy Button?

Upon telling a doctor that I really wanted to find the motivation and get up early and go running rather than face the mountainous task of exercising after work, she told me “the body knows what it needs; the thing that you obsess over the most but never do, is the very thing you should be doing.” Dammit. She seemed so assured I knew I had no recourse.

But, much like anything that doesn’t thrill me I was soon able to forget that bit of sage advice - evidenced by the fact that I have not once gotten up to run since that appointment two weeks ago - and then there it was again in Stacy Karacostas’ article 10 Simple Rules for Growing a Successful Business. Rule number ten, which I think makes it the most important, demands:

“Face your fears. The very things that scare you the most when it comes to marketing and growing your business are probably the things you most need to be doing.”

Dammit.

Deep down I know this to be true, both about clawing my way out of bed every morning with more than ten minutes to spare, and doing scary stuff to grow this business, but I also like this advice from Seth Godin:

"Q is for Quitting: Sticking things out is overrated, particularly if you stick out the wrong things. In fact, I think you'd be much better off quitting most of what you do so you have the resources to get through the hard slog I call the Dip... The challenge, then is to not quit in the Dip, but instead to quit everything else so you have the focus to get through the slog of what matters."

So how do you know to which scary things you should square off your shoulders and from which ones it is permissible to run a la Scooby Doo fleeing a bad man in a monster mask?

We’ve come across this quandary already when trying to figure out whether we should be networking or writing, finding clients or doing work for the ones we already have. In this case we were blessed with an easy and definitive answer in the sit down with Giselle from CherryBranch Consulting I mentioned last week. According to her 50% of the hours you work should be billed, 25% on marketing yourself and 25% on education. This is where I press my easy button (I really like that voice).

Obviously Staples still has some work to do because it’s not always that easy. Another Godin nugget is about choosing your customers. He claims we get to choose them not the other way around. I know that in theory if you market yourself to a certain audience or price yourself out of the reach of certain groups, you are choosing, but how does that play out when you have bills to pay, and people to whom your income is important. Surely then there has to be some flexibility or realism?

At what point can we quit the customers we don’t like? I suppose at the point we’re able to quit the abhorrence of getting out of a toasty bed to go jogging because we’re now free to set our own hours. Ah, if only Staples had an easy button for that.

Personality in Business: Southwest Airlines

It seems a lot of companies are afraid of personality. Many company websites, from a small business to a large corporation, read like styrofoam. Dry, stoic, functional but bland. Environmentalists have told you how bad styrofoam is for the earth. Well, content styrofoam is bad for your company environment.

Will content styrofoam bring your company to its knees? No. So it won’t kill you. But how is it helping you?

If your website is pretty bland with standard industry verbiage and long-winded text, it either means you are (a) a bland company or (b) has a website that really doesn’t reflect your company. Option (a) cannot be true, since every company was built from someone’s passion, a fire from deep within, and that’s always exciting. Go with option (b) and you’re selling yourself short.

It’s scary to stand up and announce your personality. It’s very personal and there is the risk of alienating people who don’t mesh with you. But when you do stand by your personality, you work more confidently, knowing you are yourself, and you attract people who respect all that you are. The naysayers who are scared of this honesty can go find another bland company to work with, while you celebrate each day with the people you want to meet.

Businesses tend to confuse personality with unprofessional. That is not the case. You can be both. Personality does not mean bold colors and jokes and all smiles, unless that is your personality. If you are a pretty mellow accountant, personality means relaying that there is a person behind the jargon and answering the fears that most people have in seeing an accountant. Personality is being human, and at the end of the day, in business and in everyday life, all people want is a human connection.

Southwest Airlines shows their personality through bold colors and jokes and all smiles. The flight attendants, as I mentioned yesterday, inject humor into humdrum airline speak. Their commercials are a bit irreverent. They focus on great customer service instead of extra food or charging for baggage. Their coffee cups say a lot about them:


Yes, I took a photo of the coffee cup, I liked it so much. They put time into designing an original cup that shares a glimpse into what Southwest is all about.

1. They put time into developing the thing you get for free.
They have a signature coffee blend, LIFT, as the cup tells me. Spaced along the top are adjectives to tell you more about the blend = “Mountain Grown,” “Freshly Brewed,” “Smooth.” You do not pay extra for great coffee - they just want you to have a great coffee experience. They are squashing the swill-on-airplanes stereotype.

2. They care about the environment.
True, an overplayed hot button of the time, but an important one nonetheless. The cup is 12% post consumer recycled fiber, as it says on the cup. This has nothing to do with your coffee experience but it is a nice added bonus. No styrofoam here! Why not tell others about the nice things you are doing?

3. They are community-minded.
They proudly donate to the Guatemala Light Project. Not enough room to detail what this is, they leave you with the sentiment: “Drink our coffee and LIFT others!”

4. They are proud to give you such a nice coffee experience.
The LIFT blend has its own logo. They did not just slap their normal Southwest logo on the cup and call it a day. This is special - you should feel special.

For a small spot of real estate, they explained a lot about themselves without gimmicks. Never before in my life have I taken a photo of an airline coffee cup. The personality of this cup made it stand out, made it memorable and obviously, even made me write about it. And that’s a coffee cup. Think of what you can do in your business to showcase your personality and seem more like a human. Make a real connection. Be styrofoam-free.

Southwest Standup

Southwest Airlines is known for its fun, slightly irreverent personality. I am tickled when the flight attendants make funny announcements. Here are a few from the flight attendant who was on fire Friday afternoon on our way to Phoenix.

(During the safety announcement)
"...and breath normally through the air mask." (heavy breathing) "Luke, I am your father." Then a dead-on impression of Chewbacca.


(on the taxi to the gateway)
"We have a special guest on the plane today. A 76-year-old passenger and it's his first flight today. Let's give him a round of applause." (we all clap) "And you can congratulate him yourself as he comes out of the cockpit..."

"Apple has been kind enough to give us a $100 iTunes gift card to one lucky passenger. Before you boarded, we stuck it in the back pocket of a lucky passenger's chair. So start digging." (pause) "No one yet? Ring your call button if you won." (pause) "Well, sorry, folks, that was a joke. But while you're in there, be sure to take out all the trash that was stowed in the back pocket. LOL."


I'm forgetting half of them but not forgetting the light-hearted feeling on the plane. Maybe it was Friday afternoon, maybe it was him, but it didn't feel like normal tense travel.

More on Southwest tomorrow...