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    Jake

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    Brand Loyalty and the Changing Tides

    How committed are you to the brands you use? 7 years ago the company I was working for made a switch in the cell phones offered. I went from a Blackberry owner (trackwheel and all) to the proud recipient of the all new iPhone 3. I thought it was amazing. It had a touchscreen and color and the app store was loaded with games. I still have an iPhone today but why? How do we become so loyal to the brands that we use? I am under no disillusionment that the iPhone has the best technology, the fastest processing or the clearer screen but I still cringe at the idea of changing what I have become comfortable with.

    Brand_Loyalty_Card

    While Apple is an easy example, it is not the only example in my life of brand loyalty. I have a particular brand of hockey stick, podcast microphone, breakfast cereal, tennis shoe etc. But I think we commit stronger to comfort they offer than we do to the actual brand, quality or capability. Brand loyalty, and loyalty in general, is not something that just “happens”. It takes time and testing, a period of uncommitted use and finally acceptance. And while brand loyalty takes time to create, it only takes a moment to destroy.

    Let me share an example with you. I love ice cream- cookie dough ice cream. And there are very few instances that I would turn down a bowl of the good stuff. Over the past couple of years my family has gotten pretty loyal to a particular frozen yogurt shop in town where you can select your yogurt and then cover it in toppings. We have gotten so loyal to this particular company that my kids are unaware of alternatives. I have always been very complimentary of this particular company and sing their praises every chance that I get. Well…..until this week.

    Ice cream sundae

    Here’s the story – I have a loyalty card that I use every time we go (which is more often then we should). And this loyalty card is similar to other loyalty cards; the more you buy, the more free yogurt you earn. The pinnacle of achievement for this card is to get the “Unlimited Cup”. Basically you purchase (over time) 520 ounces of yogurt and then you earn the right to fill a cup up to capacity (and beyond) and not pay. I like to set goals and I determined that earning the “unlimited cup” was worthy of my pursuit. I was doing pretty good on my endeavor and had a little under half way to goal when my brand loyalty was tested. This past weekend I went to get some yogurt and found that they had updated their loyalty program and reset my purchased quantity to zero. All that focus and hard work was erased. Does it sound overly dramatic to say I was devastated?

    So how do make sure we do not destroy brand loyalty in our businesses? I have 3 suggestions for you to consider

    1. Know your customer (or client) – who are they, what generation do they come from, their ethnic diversity, gender and demographic. Knowing who you serve (generally) can help you create a culture that builds loyalty. Understanding why your customers work with you or buy from you helps you focus on their needs. When needs are met loyalty increases.
    2.  Put yourself in your customer’s shoes – focusing on the experience of the client will change your focus from profits to service. What experience does the client have as they walk in through the doors of your business or call into your support desk? Do they feel important and valuable or ignored and unappreciated? Seeing your operation from the client perspective should determine how you set up the office flow, who you hire to interact with them and where you reinvest your resources. While the customer may not always be right, a loyal customer is worth the effort.
    3.  Learn from your blunders – no matter how much focus you put on your customers there will always be occasions of complaint. It is impossible to please everyone and while we strive for perfection there are times when we will come up short. Don’t look at those experiences as failures but rather educational opportunities. These are chances to reevaluate and make changes, to learn and grow and improve. A mistake doesn’t become a failure until you miss the lesson.

    To win in the loyalty game you must be focused on the client. You must be adaptable and know what drives repeat business; because a loyal customer is worth the effort. As I approached the yogurt counter this weekend with my slightly overfilled bowl, grumbling under my breathe about the increased price and decreased reward points I still made the purchase- because, after all, I’m pretty loyal to my cookie dough ice cream.

    Question: What brands are you most loyal to and why? Leave your comments below or by clicking here.

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    Why Don’t You Zag When Everyone Else Zigs?

    I have talked before on this blog about the importance of having a mentor and working with trusted advisers. I have even encouraged getting a coach or investing financially in your development and education. And I am not the only person talking about this. Mentors have become a buzz word and a topic of conversation at networking events (that’s how you know it’s mainstream). You have heard it all before so today let’s zag a little bit; let’s talk unconventional. Your ability to make quantum leaps, to take your family, your business and your life to a higher level of success and fulfillment is dependent on your willingness to look outside the status quote and separate yourself from the ordinary.

    Unconventional (2)

    You will never find uncommon success focused on common methods. You need to think outside the box to gain different perspectives. You need a Development Council.

    A few years ago I was hired by a local nonprofit as the Director of Development. This was a big promotion for me and gave me the opportunity to try new things and face new challenges. It also gave me the opportunity to hold a position of leadership and become a member of the senior management team. This team of upper level managers, including the CEO, meets weekly to discuss strategy, handle personnel issues and ideally catch problems before they grow out of control. This is a pretty conventional group; most companies have a senior management team that gathers periodically to handle these types of issues. And it’s not what I am talking about when it comes to your Development Council.

    I am referring to a group of advisors that can give unconventional perspective and ideas to conventional problems. To truly create breakthrough performance you have to think differently, break the norms and, dare I say, be a little crazy. A Development Council will push you to look at your opportunities, and the world, in a way you hadn’t before. That’s the point. So who should be on this distinguished Council?

    Your Tribe– Built with a blog, your blog- If you don’t have a personal blog, and if you’re not (at least) semi-active on social media, you really should make the effort. In a later post I will go through all the powerful benefits of doing this. But, for this conversation let’s just briefly say it gives you a platform to gather the perspective of others, a lot of others. On Facebook alone there are over three-quarters of a billion (with a B) people every day checking in. If you want unconventional advice reach out and ask that group how to approach a problem. When you have a blog you have a voice and a platform to state your need. From there you will be able to get advice (good and bad). It is up to you to sort it all out.

    Your brother (or sister) – For many years I have held a weekly call with my brother to discuss accountability and goal achievement. While we both focus our careers in very different industries, I continuously draw great ideas from his perspective. He doesn’t see the limitations, real or imagined, that I see and he often poses solutions that I didn’t consider. I love when he gives me a suggestion, I say it will never work, he asks why, I stumble to respond, then go out and try it to success. This also works with my wife who is a great sounding board for problems and a source of insight (and support- thanks babe).

    A Competitor – I said we’d need to get a little crazy. In my nonprofit fundraising world it is highly competitive. Donors and companies have a limited charitable dollars and unlimited charitable requests. This is especially true in a big city like the Bay Area. But, I have gotten some great advice from my competitors. Whether they know it or not, every time we have the opportunity to interact I get new insights and perspective. Because we all approach similar problems from differing banks of experience and knowledge we often approach those problems differently. It pays to know how your competition thinks.

    A kid – Kids don’t see things as impossibilities only opportunities. Kids don’t focus on what can’t be done but on how it can be done and how quickly we can begin. When you see limitations they see creative solutions. Wouldn’t it be great if we could all think more like kids? The possibilities would be endless. Have you ever watched a kid take apart a machine just to see how it works? They love to take a question, no matter how complex, and break it down, figure it out. Run your ideas past a kid and see where his imagination can take you.

    Zag when others Zig (2)

    To reach a higher level of success you need to think unconventionally, you need to be different and you need to see things those around you miss or dismiss. Put together your Development Council and create opportunities for growth, learning and experimentation. Be a bit crazy and find unconventional success – Zag when everyone else zigs.

    Question: Who do you turn to for unconventional wisdom? Leave your comments below or by clicking here

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    Three Rules of Making More Money

    I could use a little bit more income, couldn’t we all? When it comes to making more money there are three rules that make all the difference.

    Like many kids in the eighties, I was a huge Chicago Bulls fan. Let’s be honest, I was really a Michael Jordan fan. I spent many days/nights dribbling a ball and trying to replicate some of the behind the back and over the shoulder plays Jordan made look easy. At eight I took on my first entrepreneurial adventure, selling greeting cards door-to-door hoping to sell enough to get my very own basketball.

    Young Boy Playing Basketball

    From those early days until now I have always had a drive to increase my income and the opportunities that come along with it. I have learned a lot about sells, marketing, budgeting, goal setting and saving. Through it all I think I have found three rules that, if followed, will increase your money making success. The three rules are:

    1. Help other people first
    2. Do what others are unable and unwilling
    3. Education is worth the investment

    Rule #1 is rule #1 for a reason- it makes all of the difference. If you are able to help people achieve their desires there is no limit to reciprocal benefits that will come your way. As my mentor Zig Ziglar used to teach, you can have everything you want in life if you just help enough other people get what they want. Other entrepreneurs would say “find a need and fill it” or “give people what they want and you will never go hungry”. So the first rule of making more money is to focus on helping others, the money will follow.

    Rule #2 – Do what others are unable or unwilling to do – This secret is all about getting in and getting the job done. My first job as a teenager came at the young age of 13. For two consecutive summers I would daily ride the bus one hour into town to spend two hours cleaning floors and emptying trash at a popular pizza shop. I made minimum wage, which at the time (age 13) felt like a king’s ransom. I loved the responsibility of getting to work on time and working hard for my pay. I felt so independent.

    During that same summer, many of my friends played video games and watched television, unwilling to put in any effort to make a little spending money. The idea of emptying food trash was so “uncool”. But, it was during this time that I realized those who commit to doing a good job in the position they are offered will be offered increased opportunity and increased reward. By the end of my pizza shop days I was behind the counter spinning pizzas and baking the pies, the “cool” job. It was so much fun and an experience I will never forget, all because I was willing to change trash to get started.

    Rule #3 – Education is worth the investment. When you visit with a banker or financial planner they focus on your return on investment (ROI). You put in some cash, buy some property or securities and watch the interest compound. What is often overlooked in this process is the FACT that investing in education returns an interest that may be far greater than all your other accounts combined.

    Girl with headphones and laptop

    According to researchers at the Economic Research Department of the Federal Reserve Bank of San Francisco, a 4 year college graduate will make an estimated $800,000 more during their lifetime than a person with a high school diploma only. That amount is mindboggling but it probably underestimates the true value of  lifelong learning; and it doesn’t even factor in the effect of continuing education either formally through job training or informally at home or in the car. I have long been a student at Automobile University and calculate that I have read over 350 nonfiction books in the past 10 years. The impact of that learning has skyrocketed my career and opened doors I didn’t even know existed.

    Throughout my life I have focused on the three rules of making more money and have found success in their implementation. I would not be where I am at today and could never get to where I am going without a focus on helping other people get what they want, doing the job that needs to be done and continuous learning. Watch out world- as I continue to focus on these three rules I will reach the level of success I am destined for.

    Question: I want to hear what you think- How have the rules helped you along your journey? Leave your comments below or by clicking here.

     

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    Cultivating an Attitude of Gratitude in 9 Easy Steps

    The power of gratitude…how we can cultivate more of it in our lives? I hear very little argument when I tell people that there are benefits to being grateful. Everyone seems to intuitively believe that being a grateful person is important and good. But why? Here are 11 reasons why being grateful is a good idea:

    Grateful Word Hello I Am Words Name Tag Sticker

    1. A grateful person builds stronger relationships. We are all in the relationships business, whether we know it or not. Everything we do from work, to home, to charity, to church involves working with others and strengthening bonds. We are a relationship driven society. Grateful people are more fun to be around and attract other people who want to experience that feeling
    2. Grateful people have more friends- not just stronger bonds, but more bonds. Grateful people never lack for friends.
    3. Grateful people tend to pay more attention to their health. Grateful people are healthier because when you feel good inside you are more prone to want to eat healthier, exercise more and consciously watch your health.
    4. Grateful people are happier- There have been numerous studies done on the relationship between gratitude and mental health. It should come as no surprise that grateful people focus on the positive and positive people experience more joy and life satisfaction.
    5. Gratitude reduces anger- cultivating a grateful demeanor could cure your road rage and calm your short temper.
    6. Grateful people have better sex- Ok I have no basis for saying that but it sounds good right? I “assume” it’s correct. So let’s go with it.
    7. Grateful people are more successful- I read a study that found that grateful people have more mental toughness and higher self-esteem. Both are key attributes required for being successful
    8. Good night’s rest- grateful people can rest their heads at night and allow the stress and troubles of the day dissipate. Focusing on what is going right in your life creates peace and happiness and an ability to relax.
    9. Grateful people make better employees- this is a combination of many of the factors above, stronger relationships, more friendships, healthier, happier and more successful- all combine to make a great employee.
    10. Grateful people are more spiritual and less materialistic. This can also be seen in the reverse, more spiritual and less materialistic people tend to be more grateful and have more to be grateful for.
    11. Grateful people look better- grateful people tend to smile more often; this communicates happiness and makes you look fabulous.

     Surprised young woman

    So how do we become more grateful? It’s easy to feel gratitude and give thanks during the holidays, around special occasions or when prompted by a good turn but how about being a grateful person year-round and always? Here are 9 ways that you can cultivate an attitude of gratefulness.

    1. Notice your day-to-day world. Be conscious and aware of your surroundings, the beauty, the people, and the uniqueness. Intentionally focusing on your surroundings and the positives therein is step one to being grateful
    2. Keep a gratitude journal- keeping a record of all the things that you have to be grateful for will ensure that it is a conscious part of your thinking. The more you think about gratitude the more you will find to be grateful for.
    3. Walk away from negativity- When you find yourself in a conversation that is negative and draining walk away. I know it is easier said than done but the more you associate with positives the more you will find to be grateful for.
    4. Be humble- recognizing that good things are happening to you and that others are the cause of that goodness will remind you that sometimes we are the beneficiaries of positives we don’t create or control.
    5. Be complimentary- The more positive you act and react to those you interact with the more you will recognize the blessings in your life. People mirror behavior- if you extend gratitude you will receive gratitude in return.
    6. Learn from experience- recognize when you are feeling grateful and do more of that. Also, recognize times when you do not feel gratitude and avoid them in the future.
    7. Never complain- this might be the most difficult of the 9 ways to cultivate an attitude of gratitude which may make it the most important. We are constantly surrounded by gossip and complaining (negativity); make a conscious effort to not participate in any of it. Be the eternal positive optimist.
    8. Smile- Have you ever tried to be grumpy with a smile on your face? Bet you can’t do it. Go ahead try. When you smile on the outside you can’t help but smile on the inside. Also when you smile people you interact with will automatically smile back.
    9. Champion causes of good- go out of your way to find causes or engage in activities that do good for the less fortunate. Engage in a cause that is bigger than you and you will be amazed at how service to others reminds you of your blessings.

    Use these 9 steps for cultivating an attitude of gratitude that will allow you to experience the 11 benefits grateful people experience.

    Question: What benefit of gratitude have you experienced in your life? Leave your comments below or by clicking here.

     

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    You Can Make A Difference…Indeed You Must

    In October 2003 my wife and I woke up Sunday morning to an eerie orange glow in our bedroom. We were newlyweds living in San Diego, CA. As we looked out the window, we saw what looked like snow- this is San Diego mind you. In reality it was ash, the orange glow was fire. We were less than a mile from the largest wildfire ever recorded in California History (burned over 800,000 acres). Fueled by the Santa Ana winds, the fire had grown through the night and surprised many sleeping residents by morning. During the course of this fire 15 people would lose their lives and hundreds of millions of dollars in damage would occur (over 2000 homes were lost).

    fire crew at large fire

    Our apartment was right next to the San Diego Chargers Football Stadium which became an evacuation shelter. As an aside, the Monday Night Football game was moved to Arizona and work and school were cancelled the entire week. Needless to say, it was a big deal and a very scary time. It took years for the community to recover.

    But there is a part of this story that is inspirational; the emergence of a hero. In a community north of where we were living a young boy was evacuated from his home to the nearby elementary school, his school. The school was also being used as a command post for the firefighting efforts. The young man had already lost his home in the fire but, as the news would report, he asked his mom if he could make sandwiches for the firefighters working around the clock. It became a great story of a young man more concerned about others and helping where he could than about his own safety, security and personal loss.

    I think there is a lot that we can learn from this young man. I shared this story because we all go through ups and downs in life….right? Sometimes it just feels like our house is on fire and there is a chance we could lose it all. Do you have people in your life willing to stand up and make a difference, to be a part of the solution? Are you that type of person? We should all strive to be that support group for each other.

    You can make a difference in someone else’s life.

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