Monthly Archives: January 2013

Why The World Deserves A Better You

The world needs a better you.

Why? Because I need you and you need me.

My goals and my gifts are the very answer to the question you didn’t know you had. I need your art, your beauty, your voice and your view to bring my dream to fulfillment.

Today’s you isn’t good enough. I need the best you. The you that is long-suffering and patient. The you that’s powered by purpose and a genuine desire to give. The you who has experienced regret and redemption. The you who has loved, loss and led a life worth sharing. Most of all, I need the you who knows it’s not about you at all.

The world needs a better you. It’s not about how much you make, it’s about the difference you make. It’s less about what you want to be called and more about your calling. Your actions outweigh your beliefs. It’s less about you and more about what you do.

Today is a door. Take one step towards being the you the world deserves. If I take that same step we’re already headed in the right direction.

You deserve a better you.

Image

Photo: Brevityness / Creative Commons

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4 Reasons Your Social Strategy Is Incomplete Without Mobile

It finally happened.  Last year social and mobile tied the knot in a private ceremony and now they’re having kids.  With smartphone adoption in the U.S. surging to new heights and social networking surpassing pornography as the #1 online activity, business as usual is obsolete.  Interactive strategies must now solve for social experiences on a mobile device and mobile content consumed socially.  Anything less is simply insufficient.

At Intuit, we’ve taken this task to heart.  Our CEO Brad Smith is bullish about reimagining our products and services to fully realize the fruits of a social, mobile and global world.  For my team, this means our social and mobile marketing strategies live within the same group and we plan activities simultaneously with collaboration from our web and product partners.  It’s not an easy journey but it is a necessary one.  I believe there are 4 reasons to begin building out a true SoMo (social/mobile) approach to business.

4 Reasons Your Social Strategy is Incomplete Without Mobile

1. A social-only strategy is a job half-done
Brand have an obligation to stay social in a mobile world.  As consumer usage shifts from online/desktop toward mobile, everything has changed.  And nothing has changed.  In Intuit’s accounting professional division, 70% of our accounting and tax professionals are on a smartphone, and about 30% of those professionals are using a tablet.  We’ve evolved our approach to serve customers in their channel of choice.  Users can access software, training, social information and content as easily from a mobile device as they can from their desktop. Concurrently, if you see product information on LinkedIn, a blog or a forum, we’ll also provide that info via email or a representative’s phone call.

Our goal is to “leave no desktop behind.”  We’re still going to support our desktop software users who are more comfortable and confident in that environment.  Meanwhile, we continue to build up capability for the future.  It’s no longer enough to have one page, one language or one mobile device.  The most powerful word-of-mouth marketing tool is a great product experience.  A focus on delighting costumers begins and ends with great product, with marketing being the gracious host.

2. Consumer connections are the offspring of social and mobile getting hitched
Social and mobile proliferation creates limitless opportunity for us to connect with real people.  Customers are engaging on their mobile device or via a social channel long before they visit Intuit.com, call a sales representative or interact with a retail worker.  For Intuit’s accounting professionals division, we now have a virtual seat at that table when customers are having the conversations about our brand. Then we can observe, influence and respond in real-time. It’s also a great opportunity to connect with users in ways that weren’t possible two years ago.  For instance, a tax professional can now do their client’s taxes while they’re on their iPad, sitting on the beach.  A CPA can get trained and certified in QuickBooks Online on their iPhone while they’re waiting in an airport.  After completion, they can even share progress across social channels and tell their clients that they are certified with one click of a button to their Facebook, Twitter and LinkedIn profiles.  All made possible by the marriage of SoMo.

3. Technology will only continue to shrink the world, raise the bar and stretch our boundaries
Brands must now be trilingual, with complete mastery of social, mobile and global best practices because customers expect it.  Once you shift to a social, mobile-first mindset, you’re automatically  global because conversations take place anywhere across the world.  No longer is there a barrier.  We recently launched global-ready training that can be viewed on any mobile device across the board, whether it’s Windows, iOS or Android.  We’re exploring global-ready experiences on YouTube page that auto-detect location and adjust language and content settings.  Being device and geography agnostic requires organizational commitments.  For global corporations, it’s inadequate to have one web experience, one language or one mobile device.  Relevancy requires having a portfolio mindset.

4. Brands cannot live by Facebook tabs alone
When I started in social media three-plus years ago, every campaign was centered on a gorgeous Facebook tab with a promotional call to action.  It was a creative extension of your traditional marketing campaign. These days, you need robust photos, video, text and content on the timeline that really create authentic engagement.  It’s no longer enough to build out a core tab function.  Facebook is doing a lot of work to really integrate more of those functions into the mobile dialogue, but for the most part, users are in their newsfeed – wanting to hear from their friends and family.  Not only does it provide a barrier for brands, but also it requires we earn our way into the conversation. Simply put, it’s sink or swim time.

As always, perfection is elusive so the focus should be on progressing your efforts year over year.  Would love to hear your thoughts on how social and mobile intersect to impact how you go-to-market, or not.

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Filed under Learnings & Insight, Mobile, Social Media

10 Career Commandments to Learn in Your 20s

Modern life is rife with opportunities to make your mark, forge your own path or even fall flat on your face.  As knowledge work becomes the norm, there is no playbook for young professionals who have yet to learn how to manage their careers and personal brands in the information age.  Also, as competition for promotions and positions goes global, managing your professional reputation starts the moment you sign up for a Google+ account.  Now more than ever, careers are planned looking forward but understood looking backward.

How can early career professionals ensure they are following the North Star and building a truly successful foundation?  I’ve cobbled together some hard learned lessons that I often share with younger movers-and-shakers.  Take a read and let me know what you think of these 10 Career Commandments.

10 Commandments 20 Somethings

1. Reputation is everything.  There isn’t a short cut to building integrity but there are innumerable ways to cut your time short by breeding mistrust, dishonesty and conflict.  Stay far away from grey areas even when they seem shiny.  Remember, today’s emotional outbursts can easily be tomorrow’s missed opportunity.  People talk. (See earlier blog post: “3 Steps To Discovering Your Personal Brand“)

2. Fry the big fish first.  Contrary to popular opinion, it’s easier to start at the bottom of a world-class company than to squeeze in mid-career.  Intense competition only gets hotter in the most desirable industries and corporations.  If the Fortune 500 are on your hit list, don’t be afraid to start actively pursuing relevant opportunities via internships or entry-level assignments.

3. Mo’ money, mo’ problems.  After graduating from Florida A&M, I relocated to the NYC area and discovered my marketing coordinator salary didn’t go far in the Big Apple.  I worked hard and got promoted. Then I worked hard because I was promoted.  And so on.  As income increases so do expectations, visibility, rewards and risks.  Building wealth through employment isn’t impossible, just be sure what you’re signing up for.  How much you save is far more important than how much you earn. (Required Reading: Stop Acting Rich)

4. Don’t read your own press.  The biggest career blunders I’ve ever witnessed were the result of too much pride and not enough reality.  One former peer who worked in sports and entertainment marketing was so enamored of the celebrity lifestyle of his clients that he actually began to believe he was one of them.  He flaunted his Rolodex and glitzy relationships to anyone who would listen.  Then one day his wealth of unfulfilled promises became the very weapons of his demise.  Let your work speak louder than you do.  Never gauge your self-worth simply by work performance because failures are inevitable.

5. Bust your butt.  When I was a 20-year-old intern at Footaction USA, the CEO shared a simple, yet powerful piece of advice: “Bust your butt in your 20s.”  Hard work doesn’t guarantee greatness but nothing great was ever accomplished without hard work.

6. If you’re explaining you’re losing.  Unless sincerely requested, your boss’ s boss needs enough information to make decisions and anything more is wasted time.  Your confident communication of the right amount of information goes a long way in instilling trust in your abilities.  Like a former CMO said, “When I ask for the time don’t tell me how to make a watch.”

7. Know your role.  Were you hired for your digital creative chops or experience with Six Sigma process improvement?  Is your team positioned to launch a new product line or turnaround a lagging division?  It’s critical to know both your official and informal job duties from the lens of leadership.  If you want to change paths, let someone know and be sure you’re using your skills to solve an actual business need, not simply a personal passion.  As Greg McKeown noted, “At any one time there is only one piece of real estate we can “own” in another person’s mind.” (Required Reading: The #1 Career Mistake Capable People Make)

8. Work horses vs. show horses.  Busting your butt and working hard are now requirements to keep your job, not to thrive.  The “work horse” efforts of your 20s are the building blocks for more visible, far-reaching “show horse” projects.  Work horses manage projects, events and details.  Show horses may focus more on people, expectations and strategy.  We’re all called to be both at various points in our careers but knowing when is the key.

9. Define success for yourself.  No career nightmare is worse than pursuing someone else’s dream.  A book, conference, blog post or webinar can provide perspective but the job of discovering and pursuing your purpose is all yours.  Decide what you stand for, what’s important and where you’re headed.  Then deliberately work towards it with focus, fervor and flexibility.  (Required Reading: How Will You Measure Your Life?)

10. Opportunity knocks when you’re ready.  Professional and personal doors are rarely opened when we want them.  More often than not, I’m resigned to wait, listen and learn in preparation for what I thought I was ready for.  Thank God.  Sometimes the closed doors are there to protect me from an ill-conceived idea or an unknown, invisible threat.  Other times the closed doors are there for me to showcase exactly how bad I want something.  Knowing one from the other is crucial.

What qualifies me to create 10 career commandments?  I’m a former 20-something know-it-all turned 30-something student of life.  Let me know what you think.

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Why Leaders Should Learn By Walking, Not Watching

It’s easier to learn by watching.

You observe and inquire, research and report.  Gathering information and adding it to your own experiences is how many ideas are sparked.  It’s a mental exercise.

But learning by walking is different.  You have to get in the cage and interact with your customer, target, audience, competitor and even yourself.  It’s a human exercise.

Watching gives you control.  Walking gives you a connection.

Watching change is something you do. Walking changes you.

In 2013 I’m doing a lot more walking.  Watching is so 2012.

Walking on the beach san diego

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