leadership dot #2795: cheeky

If you have a product that was released in 1941, you can do two things to keep it refreshed: change the ingredients or modify the packaging. M&Ms has certainly extended their brand by adding peanuts, peanut butter, hazelnut, mint, almonds, etc. and now they have created a new campaign strictly around how the candy is packaged.

M&Ms released 36 different bags for their “share” size, offering both serious and tongue-in-cheek messages for a variety of occasions. The packages include saying such as: “You’re lucky to have a friend like me,” “I love being socially awkward with you,” “I miss your face,” and “Congratulations on that thing you did.” The packages are colorful and fun and had me wanting to take several bags home with me.

If you’re looking for a relatively inexpensive way to boost the morale of your staff or a way to acknowledge a colleague or friendship, the M&Ms message bags may be just the way to do it. And even if you don’t purchase the candy, think about the lesson it can teach you about how to alter your packaging to boost your appeal. What product or service do you have that could benefit from a cheeky new look, even on a temporary basis?

leadership dot #2794: rush job

People frequently ask their printer to rush jobs for them – needing the finished product ASAP or requesting special consideration to get the project printed on a short timeline. One printer capitalized on this phenomenon and made it their business model: promising four-color printing within tight deadlines.

Fresh Color Press is “the home of superb fast-turn, short-run digital collateral printing.” Translated, that means that they expect you to need your print job on a tight timeline, and are set up to anticipate it and accommodate you with a smile. Instead of being made to feel like the printer is doing you a big favor to process your job under an impossible timeline, Fresh Color replies with “no worries, we can still easily get them done.” Even their shipping labels say: “We get it. We’ve got this.” And they do!

Fresh Color is a living example of the high-end firm doing well (see dot 2769). They cost more than the average printer, but their quick service is priceless.

Think about what your clients really want from you. What do people ask for that you aren’t set up to provide? What causes you inconvenience but people frequently request it? What would you like from others who provide what you do? Maybe there is a niche waiting for you to leverage.

 

 

leadership dot #2793: partial

It’s a sure sign of silos when one part of a process goes live while another part is still in development. My sister in Massachusetts is waiting to file her taxes because the forms aren’t ready yet – as if it was a surprise that a new year was coming. I purchased a new car in August and received my Owner’s Manual last week because it wasn’t printed yet. On a technical assistance call today for a grant – that is due March 3 – we learned that some of the clarifying documents will be posted “soon”.

There is always a temptation to get things to the client as soon as you are able, but sharing incomplete information causes more frustration than it resolves. Take the time to “backward engineer” and plan for all the components of a project that will be needed and construct a release date accordingly. It’s not good to have supporting work-in-progress while simultaneously having the product in the user’s hands. Partially completed work is not ready to go live.

leadership dot #2792: 3 words

Elton John recently posted: “29 years ago today [January 27] I was a broken man. I finally summoned the courage to say three words that would change my life: ‘I need help.’” As a result, he has been sober for nearly three decades and continues to inspire others with his charity work and music.

John’s plea for help was on a significant scale, but people are challenged to request assistance for far less. People don’t want to admit when they are depressed, overwhelmed, or scared – and as a result, solider on carrying their burden alone. Even asks for small assists, such as help with a project, aid in making dinner or help in processing through a problem seem like they are impositions rather than strength-building activities.

Asking for help allows us to develop relational bonds with others, lightens our load, teaches us new things and, as in John’s case, can literally save our lives. Your ask doesn’t have to be monumental, but the next time the going gets tough summon the courage to say those three magic words.

leadership dot #2791: imprecise

I spent yesterday fielding calls and texts from my non-Iowa friends wanting to know “what’s going on over there!?” Let me try to describe the Iowa caucus process for you.

In our precinct, 225 people came into an empty clubhouse. Almost all of the people came at once, and during that time had to find their name and sign if they were on the printed voting roster or register to vote if they weren’t. The roster only contained registered Democrats, so if the person was registered Republican or Independent, they had to re-register. It always starts off messy.

Then people clustered around others supporting their preferred candidate. We took a hand vote to see which candidates had “viability” (15% of those in attendance).  We recorded the hand counts, and people signed a “Presidential Preference Card”. We determined that three of the candidates did not reach viability so they “realigned” with another candidate – meaning that in caucus-like fashion they were wooed to come to join another candidate group. We took another hand count and collected the new cards. All this occurred while people are milling about – voters intermixed with candidate staff and observers – with everyone anxious to get out of there.

And at the end of the night, our hand count numbers were three off from the number of Presidential Preference cards that we collected which were a couple off from the number who signed in. There was no way to tell – in a reasonable amount of time – who signed in but did not turn in a card or possibly who may have filled out a card but did not sign in – or how the hand counts differed from the paper cards.

At the end of the day, what is supposed to matter is the delegate count and our minor variances did not affect the math for that. Convention delegates were elected and everyone seemingly left satisfied.

But to aid in transparency and satisfy the candidates’ and the media’s thirst for content, the Iowa Democratic Party promised that they would release three numbers this year: the numbers after round 1, numbers after round 2 and delegate count. Complicating this was a new online system that did not work as expected so instead of the 1,681 caucus sites reporting online, they were all trying to call the same phone number at the same time and the Party was definitely not prepared for that. As a result, the caucus results were not released on Monday – and maybe not even by the time you read this. I’m not sure how they will sort the whole thing out.

There were seven candidate groups to start our caucus; four viable ones by the end. That many variables multiplied by 1,600+ caucus sites, all run by volunteers, does not lend itself to precision. If people wanted a 100% tightly-aligned number, we should be running a primary with voting machines and not a caucus. A caucus is a personal, relational, messy process. It produces many positives as it directly engages people in debate and democracy, but it’s a mismatch to promise precision from an imprecise system.

Adding the extra layers of new reporting complexity on top of a crowded field that inherently made things more complicated was like pulling the wrong Jenga piece out of the tower – and it all fell down. Had we stayed with just delegate counts – that would have been easy to share via a quick call or text should the app fail — the news out of Iowa would have been about the candidates and not the process.

It’s great to fill in the details later, but take a lesson from this debacle and don’t promise them upfront or add complex systems to collect them. Share the broad strokes with timeliness and confidence and pour over the details when the time pressure passes.

leadership dot #2790: impersonal

This week alone, I received a newsletter that began: “Hi Mike…”, a solicitation mailing inside my envelope that was addressed to a doctor in Michigan, and a campaign letter that was also for someone else entirely. It did not matter what the rest of the message contained, I never read past the error.

If the sweetest sound anyone can hear is their name, the corollary means that getting their name wrong is like nails on a chalkboard. And if one person got an incorrect address in a mass mailing, it’s likely that an entire batch is off and multitudes are tossing the materials into the recycle bin.

The question is whether the sender even knows it.

It’s easy to ship a file off to the mail service and consider the task complete, but marketers should always institute a measure of quality control. Add your own name to the list and evaluate the timing and condition of the material when it arrives. Add a few others to the list and recruit them to be quality checkers. And if you aren’t fully confident about your systems, it’s best to stop the personalization until you are.

leadership dot #2789: poll

The long-awaited Iowa Caucus is tonight and the Iowa Poll was supposed to have been released on Friday to add some clarity to who may win. But this poll, seen by many as the one-to-watch, was canceled due to a data integrity question that was brought to their attention.

One caller enlarged their screen to read the script, and, in doing so, cut off the name of one candidate. The order of the candidate names rotates and no one knows how many times it happened or what (if any) impact it had.

With so much at stake, it would have been easy to discount just that caller’s results or to claim it did not matter, but the Des Moines Register and CNN agreed with the polling service to cancel the poll since the results had been compromised.

I can’t overstate the anticipation candidates have for this particular poll’s results. It is timed right before the caucus and often gives candidates a last-minute boost to their campaign. CNN planned an hour-long special to analyze the results. The Register gains national prominence as it releases the results and many caucus-goers look to the paper to help determine their final candidate choice.

If you think the actions of one person do not matter, use this poll as an example. An innocent mistake had big financial implications and could have an impact on the results of the caucus itself. Yet, how refreshing to see that integrity won out in the decision to cancel it. Kudos to those involved for making the hard choice to do the right thing. Let their actions guide you when you’re in your next tough spot.

 

leadership dot #2788: joyful

Thanks to my friend Tracy, my car has a decal that makes it appear as if an actual golden retriever is riding in my back seat. It’s so realistic that dogs bark at it and many people have pointed to it while driving next to me. I’ve also had literally dozens of others seek me out to ask where to buy one, including several who waited for me to come out of a store so they could get the information.

When asked, it would be easy to demur and say that a friend gave it to me or I didn’t know, lest the proliferation of these decals lose the uniqueness and become the next “Baby on Board” phenomenon. But why rob someone of the joy?

People who hold back recipes, don’t share books, or won’t generously give information on where they bought something are just robbing themselves of the pleasure of giving.

If someone admires something of yours, freely help them bring that joy into their own lives.

[the decal, which comes in several animals and famous personalities, is called a Joy Rider Window Cling – available at Amazon, of course]

leadership dot #2787: next page

As I flipped my desk calendar over to the new month, I was quite surprised to find a second January page!

It got me wondering – what would I do if an additional month were possible or if I was able to take advantage of a “do-over”? Would I just fill it with routine tasks and activities that blur together in ordinary ways or would I create something special with my “found time”? Would I add an “extra” January or save the option until June?

While we don’t have the luxury of adding time to our lives, we do have the opportunity to add life to our time. Do something this weekend that you will remember after you turn the next page.