CorePurpose - Joan Koerber-Walker's Blog

Leadership - The Importance of saying "Thank You"

One of the most important jobs of a leader is a simple one. 

Say "Thank You" and recognize the hard work of others.

This photo, taken a number of years ago, popped up on in my son's  Facebook stream the other day.  It had been posted by his friend Nick Roa and it reminded me of an important lesson that applies to leaders of all  ages.

At the age of 13, my son Christopher was having a blast playing on his travel hockey team. His coaches instituted a great practice of having the players take turns saying "thank you" to the wait-staff in the restaurants where the team would gather with parents after each game.  One night in Tucson, the boys voted for chicken wings and Hooter's for dinner after the game.  So that evening, young Chris had to stand on a chair, surrounded by beautiful women and make a speech thanking his team mates for a game well played and the ladies for their hard work.  He did a great job.  (It's not everyday a leader gets to make a speech standing on a chair in a crowded restaurant surrounded by a bevy of beauties.)

There are a myriad of opportunities to say "Thank You" and even more ways to do so.  Here are just a few:

• Instead of having the mail room pass out paychecks, have them sent to you and deliver them personally with a handshake, a smile, or a bit of praise on something that that person has done for the team.
• Pick up the telephone and speak to someone - a novel concept these days.  Thank them for their business, their friendship, their support - make it meaningful and don't expect or ask for anything in return.
• Double that Gratuity - the next time you are out to eat and the service is good.  Don't just write in the TIP on the slip - tell the waiter or waitress WHY you did it.  This economy has caused restaurants to cut back on staff - so waiters and waitresses are doing more and in many cases getting smaller tips.  It may just be a few dollars and a minute out of your day but it can mean A LOT to them.
• Carry an envelope of Dollar Bills and put them in every little red kettle you see.  Then, THANK the Bell Ringer.  Not only are you supporting the charitable efforts of the Salvation Army in helping people who need it - but you are recognizing the efforts of volunteers who stand for hours - in all types of weather -  ringing that little brass bell. 
• Thank someone for doing the little things.  It may inspire them to do something big.  You don't have to ration Thank You's - you never run out.

As 2009 comes to a close, many of us may feel that we have less to be thankful for than in other years.  But, if you start to think about it and look for opportunities and ways to say thanks, you will find that they are all around you and that when you start looking for them - you'll feel better about yourself  AND get better results at work, at home, and in your community. Now that is something to be thankful for.

So, "Thank You" Reader - for stopping by.  Stay tuned...

Joan Koerber-Walker

Technorati Tags: Joan Koerber-Walker,CorePurpose,Saying Thank You,Leadership,Community,Business Tips,Results

The Generous Nature of Entrepreneurs

Entrepreneurs are dreamers, creators, innovators, and builders.  They come in all shapes and sizes, and have businesses that run the gamut from global ventures and high technology to localized products and services.   But if there is one thing that entrepreneurs have in common, it is their generosity and willingness to help others.  It's probably because entrepreneurs understand what it means to strive, to struggle, and to work towards a dream.

Every year for the past 5 years as Chairman of OTEF ,  I have watched as entrepreneurs from Arizona and across North America gather at the Arizona Entrepreneurship Conferences to learn from each other AND to help OTEF, the Opportunity Through Entrepreneurship Foundation, raise the money need to fund programs that help at risk populations realize economic self sufficiency through entrepreneurship with classes, mentoring, and other resources.  To learn more about OTEF and it's programs - click here .

But even after the 'show' is over, the continuous challenge of funding these activities continues. 

 

This week, we got yet another example of the generosity of entrepreneurs when the team at  Pillsbury Wine Company, reached out with a wonderful offer to help in furthering our mission.

Pillsbury Wine Company is the brainchild of Sam Pillsbury, award-winning New Zealand  and American film-maker (The Quiet Earth, Free Willy 3, Endless Bummer) and former co-owner of Dos Cabezas winery in Southeastern Arizona. Wine is his passion and Sam has done it all- from planting vines to serving Dos Cabezas wines at the White House. Dos Cabezas wines have received stellar reviews over the years and Sam is now ready to take his skills and experience in a new direction.

 

Sam is joined in the project by winemaker Eric Glomski, formerly with David Bruce and Caymus wineries in California and by Rob Dunaway, attorney/businessman, voted one of Phoenix's top 12 business advisors in the New Times 2001 Readers Poll.

Rob, also a founding member of OTEF's board of directors, brought us a special opportunity and now I am sharing it with you.

Your Opportunity

It is the opportunity to support  the Opportunity Through Entrepreneurship Foundation this holiday season with a gift of wine to yourself, to a loved one, or for a valued business associate. 

In return, PILLSBURY WINE COMPANY, the hot Arizona Wine Company that critics are raving about, is donating 12% of the wine sales to OTEF.

It's really easy - just email LindseyHigginson@aol.com and let her know which and how many of the AWARD WINNING, FOOD ENHANCING RHONE VALLEY STYLE WINES  Pillsbury has to offer you would like to order plus  your contact information so Lindsey can get back to you and "This is for OTEF" to trigger the donation!

Bottles signed by Sam Pillsbury can also be arranged.

See this really is a great opportunity.  In one fell swoop, you get to help OTEF teach entrepreneurship skills to at risk groups as well as present great programs like AZEC09, plus you get access to wonderful, award winning wines, AND if you have not finished your holiday shopping - here's your chance. 

The Wines of the Award Winning Pillsbury Wine Company

For your shopping pleasure - here is the list of wonderful Pillsbury wines...

Pillsbury 2008 Rosé     $20

Provençal style ‘onion skin’ pink with hints of watermelon, red cherry and strawberry on the nose, bright and refreshing in the mouth, with a clean finish. It will pair well with any light fare, especially salads, fresh fruit, and cheese and crackers. 94 Cases made. Alcohol 14%.

'Local Product of the Month' Phoenix Magazine, August 2009.

Pillsbury 2008 Pinot Gris ‘Casa Blanca’    $20

We call this ‘Casa Blanca’ because the Pinot Gris made from these high altitude Arizona vines have twice been served at White House State Dinners. It has a nose of freshly chopped apple, followed by ripe peaches and apricots on the palate. It pairs well with salads, seafood or lighter chicken dishes. 230 Cases made. Alcohol 12.5%. Not yet rated.

Pillsbury 2006 Roan Red    $24

A blend of Grenache and Mourvedre with a small amount of Syrah and Petite Sirah, aged in neutral oak. Bone dry, unfined and unfiltered. Fragrant herbal nose with hints of lavender and honeysuckle. It has spicy ripe red-cherry fruit, with hints of vanilla and tarragon and an autumnal, forest-floor character, with a lovely long finish. Pair with pastas and lighter meat and poultry dishes. Alcohol 13.7%, 329 cases made.

93 points. Mark Tarbell, AZ Republic (highest score ever given an AZ wine)

Pillsbury 2007 Roan Red  $24

93.2% Syrah, 6.8%Grenache. This Roan Red is different than the 2006. Our Syrah vines are an Aussie Shiraz clone we planted in the Arizona High Desert in 2000. This is an intense wine with a spicy nose, cherry/cranberry and dark berry fruit with silky tannins and hints of sweet walnut, cucumber and blood orange. Pair with lamb, pasta or robustly flavored chicken dishes. 186 cases made. Alcohol 14%. Not yet rated.

Pillsbury 2007 Diva  $36

64.3 % Grenache, 21.4% Petite Sirah, 14.3% Mourvedre. This blend is a Chateuneuf du Pape style blend, and once again made with our ripest fruit and matured for 15 months in neutral American and new French oak. A fragrant wine with suggestions of super-ripe wild strawberry, macadamias, tobacco and bitter-sweet chocolate with ample tannins, making it perfect for steak or barbeque and big rich casseroles. 173 cases made. Alcohol 14.5%.

Gold Medal, 2009 Arizona Wine Growers Association Competition. 2006 Diva called Best Wine in AZ by San Francisco Examiner and Wine Spectator gave it 89 points.

Pillsbury 2007 Petite Sirah.  $54

This monster Petite Sirah was picked late at 28 brix and develops an intense, almost chewy chocolate-like quality and some real fruit complexity. We tend to avoid late-pick reds as the overripe fruit and high alcohol tends to obscure the complexity of the fruit, but Petite Sirah seems to come into its own when made like this. It is bone dry, has hints of intense black berry fruit, roasted cocoa, green apple, sweet blueberry, crème brulée and rose petal with big tannins. 30 cases made. Alcohol 15.4%.

 

Ya gotta love it!

Glorious wines from Generous People coming together to make life better for others. Like I started off saying - entrepreneurs are some of the most generous people I know.

Thanks for stopping by.  Stay Tuned...

Joan Koerber-Walker

 

Technorati Tags: OTEF,AZEC09,Opportunity Through Entrepreneurship Foundation,Arizona Entrepreneurship Conference,Entrepreneurs,Fine Wine,Pillsbury Wine Company,Joan Koerber-Walker,Rob Dunaway,Sam Pillsbury

 

 

 

Valuing a Company

From time to time, I get involved in answering a tricky question.  "What is this company worth?"  Sometimes the question comes up when speaking to a business owner or executive who is truly trying to increase the value of their organization.  At other times the question is raised from someone looking for investors or buyers.  And then most importantly - I ask it myself when the buyer or investor might be me.

Years ago, in business school, I had great professors at the W.P. Carey School of Business.  They taught me the science of financial valuation and how to look at the opportunities  and systematic business risks that lie buried behind the balance sheet.  There where times in the learning process when I might have cursed my teachers for being so exacting, but the lessons they taught combined with the insights I gained from my fellow students were worth more than a pot of gold.

Measuring a company's value falls into 3 categories

What it has - it's assets

Assets can be real and tangible.  We all know about these: property, plants, and equipment plus firm contracts and money in the bank.  We can see it, touch it, count it up.  Other assets are intangible.  We know that there is some level of value, but measurement is often subtle, involving an estimation of the worth.  This can be a patent, a trademark, or a customer or prospect list that in and of it self has no hard value, but when put to good use can be converted to tangible assets in the future, 

What it lacks or  owes - It's liabilities

On the other side of the equation are the liabilities.  Some are easy to measure and take the form of debt, contractual obligations, or other factors that reduce the company's assets.  But there are other more intangible liabilities to factor in like adverse economic conditions, holes in the team, or a lack in organizational bandwidth - you know - too much to do and not enough resources to do it with.

What It promises - Its brand as an organization

And most important of all, I look at what the company promises to its people, its customers, its partners and its investors through its brand as an organization, PLUS  its ABILITY to keep those promises.

We all make promises, and most up us do everything in our power to keep them.  The question I focus on most closely is can the company turn promise into reality with its unique combination of assets and liabilities. 

• Does it have a clear and simple plan that the team can follow to keep the promises it makes? Are there clearly defined goals, strategies, tactics? Are there clear measurement milestones along the way?
• Does it have a culture that supports its team in achieving shared objectives.  It's sad but true.  Objectives and goals that are not shared by the team are rarely achieved.
• Does it have the resources to give to that team so that they can execute on the plan? And if not - does it have the ability to get them?
• Does it use its assets wisely?  Is it investing in its people and its product to take and hold a leadership position in its markets  in the future?
• Does it look at its customers, supply chain, and investors as collaborative partners and treat them accordingly?
• Is leadership committed to keeping the promises it makes to the team, the partners, the customers, and the investors.
• Does every member of the team share that commitment?

The Value of the COMPANY

When I am done with the measuring, I add it all up.  What I then have is a valuation of the company in a form that they rarely teach in business school.  A clearer picture of whether the company can keep its organizational promise and create value as well as what it may to make that happen, and what I can do to help along the way.

Because, at the end of the day, the true value of any company is in the promises it makes, and its ability to keep them.

Thanks for stopping by.  Stay Tuned...

Joan Koerber-Walker

 

Technorati Tags: Joan Koerber-Walker,CorePurpose,Business,Business Tips,Valuation,Entrepreneur,Entrepreneurship,Investing,Investor

Go Forth and Raise Whuffie

In less that one month, entrepreneurs from around Arizona and from other parts of North America are gathering for AZEC09, The Fourth Annual Arizona Entrepreneurship Conference which will be held in Tempe Arizona on November 12, 2009.  

AZEC09 continues the Arizona tradition of bringing together thought leaders in entrepreneurship, technology, and social media together for a full day of sharing ideas, making connections, and even launching new companies and products that started with Jump Box in 2006 continues with another great new idea that emerged from last year's conference and will be debuting this year. 

Each year our lunch keynote is a special treat, someone sharing great ideas that each attendee can take back to the office and put to work in their business the very next day.  Past keynotes have included Michael Gerber author of the best selling E-Myth, Dan Morrison, CEO of IT ToolBox, and Matt Mullenweg founder of WordPress.  This year, at lunch we'll be hearing from Tara Hunt, author of The Whuffie Factor, as she inspires us to raise a little whuffie. 

What - you don't know what WHUFFIE is!  We'll let's get a sneak preview from Tara as she answers the question ...What is Whuffie?

 

 

In addition to learning how great companies are putting Whuffie to work in their businesses, AZEC09 is an opportunity to gain insights from Michelle Robson, the founder of EmpowHER, get the latest from Kevin Surace on the strategies that are helping Serious Materials succeed in the eco friendly building materials space, get the latest developments in Healthcare 2.0, hear from panels of local CEOS who generously share their secrets on how they are building great businesses,  and get the scoop from Howard Lindzon on the state of Venture Capital.

But, like everything else in business, you can't win if you do not show up. 

And since winning is so much fun, we have even decided to liven things up with some great prizes during the day thanks to some of our generous sponsors and partners.

So here's your chance to win.  Register now for AZEC09 and if you do so before 8AM on October 16th you can even save $50 with the $99 early registration rate. (At 8:01 AM on the 16th tickets go up to $150.)

It's your chance to Engage, Connect, be Inspired and WIN.

I know where I will be on November 12, 2009.  How about you?

Thanks for stopping by.  Stay Tuned...

Joan Koerber-Walker

Chairman, OTEF, The Opportunity Through Entrepreneurship Foundation

Host organization of AZEC09 , AZEC08, AZEC07, and AZEC06.

P.S. - You might be wondering who those great sponsors are...so here's the list:  The Business Journal Phoenix and Infusionsoft – who have generously stepped up EVERY year, as well as Mashable, Microsoft, Affordable Image, The Town of Gilbert, Metro Studios, Pour Masters, Gangplank, Stealthmode Partners, CorePurpose, Brent Spore, Chuck Reynolds, The Performance Magazine, and  The Social Media Bible.com, PLUS our great friends and community partners at The Knight Center for Digital Media, EO, TiE-Arizona, and The Arizona Technology Council, Social Media Club Phoenix, The Phoenix Innovation Foundation, PodCampAZ.

 

Technorati Tags: Joan Koerber-Walker,Arizona Entrepreneurship Conference,AZEC09,The Whuffie Factor,Tara Hunt,Entrepreners,Entrepreneurship,business tips,marketing tips,social media

The Best Marketing Strategy Ever

A business owner asked me the other day, what was the best marketing ever?  I did not have to think very long.  To me, the answer is Southwest Airlines in its early days.   In a day when Southwest was competing with industry giants to launch a new airline, they broke through and succeeded by demonstrating that they were the airline you wanted to fly by doing the following things.

1. They offered an affordable and valuable service.
2. They put their employees first and let them know it.  The Employees became their marketing ambassadors on EVERY flight and at every gate.
3. They empowered their employees to do what ever it took to make the customer experience both safe and enjoyable.  The employees felt good about being part of Southwest and that spirit was contagious.
4. They got people fired up about the service they were offering and encouraged them to tell a friend.  They mastered the art of the testimonial!

From silly slogans by peppy flight attendants and from little things like birthday cards or free drink coupons and ads that made you smile, Southwest integrated the customer experience into every step of what they did and how they marketed.  The rest, as they say, was entrepreneurial history. One friend told another - and they told someone else.  People chose to fly the fledgling airline to see what all the buzz was about.  They liked the experience, kept on flying, and kept on telling their friends.

I've been thinking about this - the creating of an experience  - a lot lately for two reasons. 

One is a company that I am hoping to become much more involved with.  They have an offering that will revolutionize their category in a way similar to what Southwest did to the airline industry.  As I look at what would be needed to do just that, I start to get really excited.  (You'll have to stay tuned to learn more about this project....it's a developing story.)

But the other project, is one that I can tell you all about.  It's the Fourth Annual Arizona Entrepreneurship Conference or AZEC09.  For the last 4 years, I have worked with the team at OTEF (The Opportunity Through Entrepreneurship Foundation) to provide entrepreneurial training, support, and inspiration to at risk populations here in Arizona.  Programs have included helping women, who have faced huge challenges, start over and launch a new business.   Teens got a fresh start in their own entrepreneurial venture and now, through Blue Print for Survival, displaced workers are finding a new purpose through their own businesses.  The funding raised each year at AZEC09 makes this possible!

So, how could I apply what I have learned through the  years from studying Southwest make AZEC09 better?

Valuable and Affordable -  at $99 for early registration and $150 for the regular conference rate, it is probably one of the best full day conference values you can find.  And the learning you can gain is invaluable from both the speakers and the people you meet.

Our team is first rate from our sponsors and community partners to our volunteers.  It is important that we make the experience as good for them as possible so that they will make the conference great for our guests.

We need to make sure that all of our team understands, this is not just another conference.  It is an opportunity to make a difference in our businesses AND our community all at the same time.

And it's time to get folks fired up and to do something different to make things more fun.  So I asked out great partners at the Phoenix Business Journal for help and they came through with  the perfect gift  to give away at different times throughout the day - I love presents!  Another friend has gotten into the spirit of this and is also helping to bring other surprises.  So now, on top of great speakers, the opportunity to connect with thought leaders, and some of the top exciting entrepreneurs around we have presents to.  How cool is that!

So all I needed was a few testimonials.  I went through the conference file and asked friends for permission to share their words with you.  Here are a few...

"Dollar for dollar the 2008 Arizona Entrepreneur's Conference was the best money and time spent on any conference.  Period!  I'm expecting even more on Nov 12th 2009!"

   Eric Keosky-Smith  CEO, Co-Founder, Shwaag (tm)

"... this is the best educational and networking opportunity in the state.... It’s an opportunity to network with and learn from people who have achieved entrepreneurial successes in health care, digital media, sustainability and cloud computing PLUS lots of ideas shared by CEOs on the front lines who are making things work!. "

   Pat Elliott, Western Marketing Group

See, the thing that makes testimonials from delighted customers the best marketing strategy ever is that what THEY say matters most.

So, I have a favor to ask.  If you have attended one of the last three Arizona Entrepreneurship Conferences, leave me a comment and share your experience. And if you are coming this year, tell me why so we can work on making sure you have the best experience ever!

I'll be watching for your ideas!

Thanks for stopping by.  Stay Tuned...

Joan Koerber-Walker

P.S. Remember those great Sponsors and  Community Partners I mentioned.  Here is who they are:

The Business Journal Phoenix and Infusionsoft – who have generously stepped up EVERY year, as well as Mashable, Microsoft, Affordable Image, The Town of Gilbert, Metro Studios, Pour Masters, Gangplank, Stealthmode Partners, CorePurpose, Brent Spore, Chuck Reynolds, The Performance Magazine, and  The Social Media Bible.com, PLUS our great friends and community partners at The Knight Center for Digital Media, EO, TiE-Arizona, and The Arizona Technology Council, Social Media Club Phoenix, The Phoenix Innovation Foundation, PodCampAZ.

Technorati Tags: Joan Koerber-Walker,Arizona Entrepreneurship Conference,AZEC09,Southwest Arilines,Entrepreners,Entrepreneurship,business tips,marketing tips,testimonials

Small Business Health Care that did not need an Act of Congress

If you have been listening in on what is going on in our nation's capital, you know that the healthcare battle continues to wage. 

But did you know that if you are a small business based in the state of  Arizona, there is - and has been for some time - a healthcare option that  is reasonably affordable, fully accessible, guaranteed issue and is available for companies of ANY size - even groups of one.  AND if you have employees out of state - or they have dependents out of state, it works for them too!

As a large group plan it does not base your acceptance or your company's rates on your health condition or the condition of your employees.    All of the association members are in one big pool and it is on the performance of the pool that the rates are set.

How do I know this - BECAUSE I HAVE IT.  And if your company was in Arizona, you could too.  As a member of the Arizona Small Business Association - ASBA - you are eligible to join the ASBA plan at the following times:

1.  If you are a new member - after being in the Association for 90 days and then the first of the month.

2. During open enrollment each November

3.  If you already have a group plan, you can switch to the ASBA plan on your plan renewal date.

Now, before you get mad at me for selling on this blog.  I am not.

I'm trying to make a point. 

If you look at the details of the ASBA HSA Qualified plan, it has about the same level of benefits as what President Obama is fighting for:

1. Guaranteed Issue - you can not be turned down

2. Reasonable Rates - Based on this White House report the ASBA plan is right about in the middle of the pack. 

3.  Out of pocket limits similar to those suggested by the President.

4.  The President is calling for one improvement ASBA does not have - eliminating the life time maximum - and the ASBA plan on the HSA side does have a $1M cap. 

But here is a big difference - while on average, in the western states, family insurance rates have gone up 5% each year (15% net from 2006 - 2009 if you do the math ) - the ASBA plan has gone up a net 3% TOTAL from 2006 to 2009.  Thus this plan, from a little business association in Arizona, did 12 points better than the regional average!

It did not take an act of Congress to do this...

What it took was a group of small business owners coming together to form a larger group that looks like a bigger business.  Association based healthcare plans work for Small Business.  Just as Small Business is the primary driver that puts this country to work.  Yes, Congress has a role in continuing to work on the factors that are driving aggregate healthcare costs up, but if they had spent more time looking at ways to control costs and create and support more programs like the ASBA plan than bickering over a Public Option that, as we saw this week - they could not pass - we might be further along right now.

Thanks for stopping by.  Stay Tuned...

Joan Koerber-Walker

Authors note:  While I had the honor to serve as the CEO of the Arizona Small Business Association from December 2006 - December 2008, I no longer have ANY affiliation with the organization other that as an active member and as a business that participates in the plan.  This post was not reviewed or endorsed by the Arizona Small Business Association prior to publication.

Technorati Tags: Joan Koerber-Walker,CorePurpose,Healthcare,Small Business Health Insurance,Arizzona Small Business,Association Healthcare Plans,Public Option,Congress

Times They are a Changin' - A day of GM GoodByes

This morning - October 1, 2009, a reminder popped up on my calendar.  Today was the day my brother Rick retired officially from General Motors after 30 years.  He started in the Newark, Delaware plant at the age of 18, the day after his birthday.  Over the past three decades, he saw many changes, slow downs, strikes, and lay offs; but, he also saw innovations in manufacturing and new automotive technologies evolve. 

He started at GM in a time when working as a GM employee was a safe bet for the future and retires in a time when many have to wonder what comes next.  But, through it all, he was a hard working and dedicated employee, who delivered value, and through his working years at GM, bought a home, raised a family, and now in his 'retirement' years plans to focus his energies on building another business - his own. 

I'm proud of him.  He's a great example of what it means to grow up in a GM Family.  And I know that his own business will prosper because he brings to it a dedication to customer service and quality  that will make his customers keep coming back and even more important - tell their friends about him.

Also today, I saw an article pop up from AdAge with another footnote to the GM Story.  This one too was another goodbye - After Talks to Sell Fall Through, GM Says Goodbye to Saturn.  The story chronicles Saturn's story through it's ads.  It's dedication to innovation and service, the commitment it had to its customers and in many ways the feeling of engagement it's employees, dealers and customers had in turn with Saturn. Now with the Penske deal falling through, soon Saturn will be no more.

Saturn was once the shining star of General Motors, yet through years of corporate in-fighting and internal politics between the GM car divisions and the resulting challenges created for Sayurn, the fledgling brand could not grow to fulfill its promise.  Now Saturn is becoming 'GM's orphaned child' - with no opportunity for a new homecoming on the horizon. 

Saturn employees and dealers put together a valiant fight to save something they believed in - a quality product, a new way of doing business, and commitment to giving the customer what they want through partnerships as shown in this - one of the last Saturn commercials.  Unfortunately, it looks like this time, they could not win the battle.

In kind of an odd twist -

the last car my brother ever built at the GM Newark Delaware plant,

was a Saturn SKY. 

Thanks for stopping by.  Stay tuned...

Joan Koerber-Walker

Technorati Tags: Joan Koerber-Walker,CorePurpose,GM,Saturn,Penske,Change,Transition,GM Family,Economy

The greatest message will have no impact...

The greatest message in the world will have no impact if no one is listening.  This is not exactly a new concept.  But if you forget it, you can get into BIG trouble.

You may have heard the famous riddle:

"If a tree falls in a forest and no one is around to hear it, does it make a sound?"

While often attributed to Irish Philosopher George Berkeley, this is more likely a paraphrase of Berkeley's writings from his musings in A Treatise Concerning the Principles of Human Knowledge, that delved into knowledge and perception.

From Berkeley's perspective,

"To be is to be perceived" .

In the language of the great philosophers if his day, the maxim was "Esse est percipi". 

In the language of today's business we might say ...

If you are not perceived to exist, you do not exist.

But what does this have to do with business and messaging?

Actually quite a bit.  Berkeley may have been writing in a time before any of our businesses where even a glimmer, but when you apply his words to the goal of growing a business, they are profound.

"If you have a great MESSAGE and no one is around to hear it - does your message matter?

The answer is Probably Not.  Too often I have seen companies fail.  It was not because they did not have a great product or service - they did.  They failed for the simple reason that the right audience NEVER GOT THE MESSAGE.  Since the message never reached the customer. employee, partner, or investor, the perception of value was not created - and the company did not get what they needed - more sales, more productive employees, better partnerships, or investment dollars.  Eventually, the companies failed to achieve their goals or in some cases disappeared completely.

In business, perception IS reality

Equally important is how your target audience perceives your message or business.  You may have the best service or widget in the  world, but if aren't aware of it and perceive the value to THEM, you are just whistling into the wind.

So if Audience and Perception are that important ...

Here are some tips for finding an audience and helping to shape perception.

1. Know who your audience is.  Unless you have universal product - EVERYONE is not your market.  Define them first!
2. Understand where they hang out.  This is the first rule of both messaging and networking.  If you are singing like a bird in an empty forest.  You will have very little impact.  No one will hear you. Use media - both social and traditional wisely.  Unless you have unlimited funds, look at the demographics of the audience BEFORE you invest your time and money there.
3. Share a message that provides value to the listener.  Do your homework on what your target audience is hoping to learn, to solve, to fix.  Build your message around how your product or service will do just that. 
4. Never forget - the perceptions AND words of others will always be more powerful than your own.  You can spend millions and have your reputation destroyed when unhappy customers, employees, or partners raise their voice, just as your fame can be assured when enthusiastic customers, employees, or partners spread the word.

Thanks for stopping by.  Stay Tuned...

Joan Koerber-Walker

 

Technorati Tags: Joan Koerber-Walker,CorePurpose,marketing,messaging,perception and reality,business,business tips

The Power of Building a Community

There are few things as powerful in this world as when people come together as a community to make something happen.

In it's simplest form, a community is defined as a unified body of individuals.  In it's most powerful, it is a force that can accomplish  almost any goal.

In the world of business, our professional communities are where we go to exchange ideas, to study, to learn, and  to bond together to address major issues. 

Our customer communities can give us insight into how our products work,or how they should.  If we take the time to listen, user communities can light the way along the path to innovation. 

Without community there can be no innovation.  It is our community that accepts our invention, validates it, accepts it and adopts it.  Then and only then is innovation truly real.

But the power of community is not limited to business - it is around us in every corner of our lives.  Community can be family. For many it is the congregation of those who share beliefs and faith in something greater than themselves.  

And today, in our evolving technology world, we are seeing new communities emerge across social media platforms like Facebook and Twitter, connecting people - many who have never met or may never meet in real life -but yet hold common interests, form bonds, and support each other in a myriad of ways.

Sometimes community relationships last a life time, and in others they form and disband quickly after the need or project has has passed.  But while the community exists, it can be a powerful force and a source of inspiration.

For me, great examples of the power of what communities can do are all around.  Here are just a few:

The Opportunity Through Entrepreneurship Foundation

OTEF  started when Francine Hardaway set out on a mission to help at risk populations find self-sufficiency through entrepreneurship.  She reached out to her community of friends and to the greater community of entrepreneurs for help.  Projects like this need funding - so in the true spirit of entrepreneurs - they created a product and took it to the marketplace.  In this case that product was the Arizona Entrepreneurship Conferences.  Each year entrepreneurs gather to hear ideas from others on what it takes to build a community, to launch businesses, and to realize goals.  ALL of the speakers donate  their time and talents, and ALL of the conference proceeds go to support OTEF's mission.  Now going into it's fourth year, entrepreneurial leaders like Michael Gerber, Pat Sullivan, Gary Vaynerchuck, Robert Scoble, and Matt Mullenwig have shared the stage with over 100 local CEOS, all sharing ideas while supporting OTEF in making a difference.

#BeOriginal

Some late night musings, evolved into a blog post on how to be original.  With an  idea that it would be fun to share original ideas with friends in a place where we could all find them,  I blogged it as Why #BeOriginal to let my friends know.  Over time a community formed across the broader Twitter community made up of people who love to share their own ideas with others.  Just look at all the insights that have been shared to date and with more and more coming every day.  Another friend helped set up a TWUB so we could make the sharing even easier.

Communities lend a hand

Not long ago, a friend  experienced one of the deepest of tragedies - the loss of his son at a time when on top of the emotional burden, the financial one was more that he could handle.   Members of his community came together - not just to offer friendship -  but to offer dollars to help with the funeral expenses.  The call went out across Twitter and Facebook, and the community responded.

But it is not just in times of sorrow.  Communities can gather to celebrate wonderful events, the birth of a child, an anniversary, or a wedding. 

It was a converging of communities that inspired this blog post.

I read a story, written by a young Mom, that I had come to know through our exchanges on BloggersBase.  Her name is Kathryn and she writes as Kaytii or RMS Snowdrop.  On   9/11 she shared a story - Open Your Hearts to a Stranger.  In it she told the story of a young couple who were planning to get married.    They had two other special people in their lives - their best man and maid of honor.  The couple wanted to share their joy and special day with these two important people. 

Then came the news that the best man would be deploying to Afghanistan.  To have him at the wedding, they would have to move up the date by almost a year!  Financially, they were not ready.  Good friends decided to help.  Through online communities, people have come together to offer little things, small donations of money, a topper for the wedding cake, help with flowers, and simple things to help make the young couple's dream come true.  The wonder of it is that many of these people have never met each other, and maybe never will. 

But together they are a community - people bonding together at a place in time - to make a  difference. 

I think I like that definition of community best of all.

Thanks for stopping by. Stay tuned...

Joan Koerber-Walker

Author's Note:  After reading's Kaytii's story about Shauna and Derrick, I sent her a tweet with my phone number and suggested we talk.  We got together on the phone and shared ideas on how we could help make a dream come true.  One of the ideas was to share her message with my community - adding it to hers.  And that is what I just did.

Oh, and I also DID make a contribution to the wedding fund.  If you would like to share in a little piece of the community that is trying to grant a very simple wish - here is the link. 

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Innovation: Transparency and Apology Proves Effective

Sometimes the best innovation can be as simple as doing the right thing. 

The University of Michigan Medical System is finding this to be the case in its proactive strategy in how it handles medical mistakes.  This innovative policy - owning up and simply doing the right thing - is showing significant benefits, both in how possible malpractice suits are handled AND improving its balance sheet in the form of substantially reduced Malpractice Reserves. This video, courtesy of CBS News, tells the story.

And the savings do not stop at U of M.  Other hospital systems  in Michigan are experiencing similar results as detailed here in Hospitals find confession good for the bottom line.

It seems that confession is good for more than just the soul after all.

Why is this so important?

In his article, The Cost of Defensive Medicine (AAOS Now, November 2008), Stuart L. Weinstein, MD shared the following analysis on the burden this places on the system:

 The impact on cost
Defensive medicine is defined as providing medical services that are not expected to benefit the patient but that are undertaken to minimize the risk of a subsequent lawsuit. Diagnostic defensive medicine practices have a much greater impact on costs than do therapeutic defensive practices. The quality of the literature on the true costs of defensive medicine and its impact on healthcare costs is poor; few good studies exist, and cost estimates vary widely.

The study quoted most often is by Daniel P. Kessler and Mark B. McClellan. To really understand actual costs, Kessler and McClellan analyzed the effects of malpractice liability reforms using data on Medicare beneficiaries who were treated for serious heart disease. They found that liability reforms could reduce defensive medicine practices, leading to a 5 percent to 9 percent reduction in medical expenditures without any effect on mortality or medical complications.

If the Kessler and McClellan estimates were applied to total U.S. healthcare spending in 2005, the defensive medicine costs would total between $100 billion and $178 billion per year. Add to this the cost of defending malpractice cases, paying compensation, and covering additional administrative costs (a total of $29.4 billion). Thus, the average American family pays an additional $1,700 to $2,000 per year in healthcare costs simply to cover the costs of defensive medicine.

President Obama, in his remarks to a joint session of Congress  on September 9, 2009 highlighted Tort Reform and the costs of defensive medicine in the list of actions that need to be taken to get healthcare costs under control.  And he is right.  We must address this if we want to have a prayer of getting these costs under control. 

But equally important, proactive and responsible policies, like those demonstrated in the video can also make a huge difference.   In many cases, they can keep the whole thing out of the courts in the first place.  Saving everyone - doctors, hospital and patients from the pain and suffering  of a long and expensive litigation process.

Imagine the savings if this was applied nationwide and if EVERYONE simply did the right thing.

Thanks for stopping by.  Stay tuned...

Joan Koerber-Walker

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