Do It! Marketing Blog: Marketing for Smart People™

Marketing Coach Tip: It's Not Who You Hire, It's Who You Fire

Guest Column By Lee Thayermarketing speaker tip - marketing coach hiring

Firing someone is often a distasteful, sometimes painful, act. It is the end of something. Hiring someone is usually full of hope and expectation. It can be exciting. It is the beginning of something.

Yet you don’t learn much when you hire someone. It often turns out to be not all you had hoped.

You could learn a great deal about yourself and about others from the process of firing someone, however.

If you can do a better job of firing, you could do a better job of hiring. The most direct way of learning how to do a better job of hiring lies in what you can learn from the process of firing.

Here’s why:

  • Hope and wishful thinking clouds your perspectives when you are hiring someone. But when you fire someone, you are challenged to understand why.
  • Firing can clear the lenses. It can be – ought to be – a very rational process. If you do it right, you are dealing with bedrock criteria, not wishful thinking.
  • If you can figure out why and how and when to fire someone, it will clarify why you went wrong in the first place.
  • If you did a perfect job of hiring people, you would have a perfect understanding of how to fire people. But most organizations haven’t done a better job of hiring people in spite of the tsunami of advice about how to do it.
  • You have to come at it the other way around. There is no reliable recipe for doing a perfect job of hiring. You have to learn from your failures – as all leaders have had to do.
  • It is figuring out who needs to be fired and why that provides the clarity needed to get better and better at hiring.

There are always the conventional reasons for firing someone: poor performance, redundancy, obsolescence, RIF, attitude, and myriad others. There are reasons. And then there are the real reasons.

It is these real reasons the chief executive needs to uncover. You have to plow through the verbiage and your own thinking to arrive at the real reasons. Was it a poor hire? Was it just a poor “fit”? Was it the culture of the organization that was at fault? Was it the attitude of the person’s peers? Was it the person’s boss? Could it even be you?

Done well, this kind of forensic exploration begins to illuminate better hiring practices by starting with reality rather than the jargon of the day.

To the person targeted for being fired, there is often no correlation between the reasons offered and that person’s assessment of his or her own performance. Big clue.

Here is the crunch issue:

The person being fired was probably not told at the time of hiring the specific reasons that might lead to dismissal.

Three mistakes were likely made:

  1. The person was probably provided with a list of activities to be performed. That’s the way conventional “job descriptions” are constructed. There may have been some past experience or credentials thrown in for the company to hedge its bets.
  2. It was likely nothing was said about what was to be accomplished. You can’t measure activities objectively. But you can measure accomplishments.
  3. The person was most likely hired for a “job.” He or she was not hired to a role in the organization’s future. It is the future that really matters, not the past. Past performance does not predict well to future performance.

Competence is difficult to measure. So most organizations measure what’s easy to measure – the financials. But, to use a provocative metaphor:

Financial performance can only be measured in the wake of the ship. It is where the ship is headed that matters most. And then it is how it is powered and steered to get there.

It is full competence in every role in the organization that seals its fate. If you hire for full competence to carry forward in a well-specified role, you won’t have to fire for incompetence.

A key ingredient of competence is being in the “learning mode.” The best evidence for being in the “learning mode” is that the person performs his or her role better today than they did yesterday. You fire for lack of that. Maybe you should hire for the presence of that.

And, if it isn’t necessary for the person to perform his or her role better, poor performance may not be the person’s fault. It may be your fault for not making continuous improvement in every role necessary.

What is necessary will likely happen. What is not necessary may not happen.

Every organization, like every person, arrives at a status quo – ways of doing things that take precedence over doing them right. Percy Barnevik of ABB fame considered the status quo to be the enemy. His suggestion? Kill it.

There are people who have one year’s experience repeated 20 times. They become deadwood. How frequently do you clear the deadwood? Ranchers cull their herdsat least annually, in order to get better breeding.

Jack Welch eliminated the bottom 10% of performers annually. That takes the uncertainty and pain out of firing.

Outstanding performers are disruptive of the status quo. They are therefore more likely than mediocre performers to get the axe. If the culture of your organization is a safe haven for mediocrity, you are not doing a good job of firing.

And if you aren’t, you can’t do a good job of hiring.

One of the hidden reasons for firing people is that they don’t seem able to learn from experience. They never seem to get consistently better at what they do. Lesson? Make that explicit.

The best CEOs are not in their role to do the job. They are there to learn how to perform their role better today than they did yesterday. They expect the same of others.

If that’s not why you are there, you should be fired. You are, after all, the exemplar.

The best time to fire someone is the day before you hire them. If you can do that, you will be doing a far, far better job of hiring.

The bonus is that firing the wrong people for all the right reasons makes room for hiring more of the right people for the right reasons. But you have to know clearly what those are.

This is why knowing the real reasons for firing people will help you to make better and better judgments about hiring. In other words, the best way to get better at hiring is to get better at firing.

For what good reasons would you fire yourself? If you really figure that out, you will do a far better job of hiring – including casting yourself in the right role.

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Lee Thayer has been a CEO coach and consultant for 45+ years and is known worldwide for his work “in the trenches” with executives to create high-performance organizations. Dr.Thayer has also held distinguished professorships in many of the major universities worldwide. His recent, acclaimed books include: Leadership: Thinking, Being, Doing; The Good Leader; Leaders and Leadership; Leadership Virtuosity; How Leaders Think; Explaining Things and The Competent Organization.

Tags: marketing speaker, marketing strategy, marketing success, small business, professional services marketing, consulting, small business marketing expert, small business coach, motivational speaker, leadership, ceo, motivational speaker marketing, small business marketing, success, business, business strategy, frustration, hiring, firing

Marketing Speaker: 5 Cost-Effective Marketing Secrets

Guest column by Tom Marin, Orlando Business Journalmarketing for speakers

Brand marketing is facing a power-shift in today's marketplace. Customers want to be part of a brand's direction and development.

Listening to their expectations can determine your firm's level of success. To take full advantage of today's market share, companies will need to "lose" control of their marketing strategy to ultimately gain it, by embracing this powerful dynamic of customer expectations.

Fifty years ago, there weren't the number of brands or media choices there are today. The market is filled with brands, sub-brands, cross-brands, and strategic-brand partnerships. Add to that list the ever-increasing media choices, including Internet marketing, and it's difficult to make a minor change to a brand that will affect top-line sales significantly.

Investing in cutting-edge, no-cost and low-cost promotional tools for branding ideas will allow you to market your company profitably.

Consider these suggestions for energizing your brand in today's marketplace:

• Create uniqueness. Uniqueness is a brand's No. 1 asset. The greater the brand uniqueness, the higher its score in market share. And those brands that create a unique brand category usually become the leaders. What comes to mind when you consider: theme park, soft drink or overnight delivery? Most likely it is Disney, Coke and FedEx. They are the recognized leaders, though there are other brands in their categories. Your brand's uniqueness can be determined by completing this sentence: Our (brand name) is the only (product category) that (does what).

• Replace repetition with interactive promotions. A common branding strategy is repetition of the brand message to build awareness. This strategy is not as effective as interactive promotions. For example, a 30-day trial use, a sample pack, an on-premise presentation or a portion of the service you offer are all effective interactive strategies. They allow customers to discover the benefits of your brand and move closer to making a purchase decision than the repetitious sales pitch provides.

• Replace outbound marketing with inbound branding. Traditional methods of outbound marketing include telemarketing, voicemail campaigns, e-mails and direct marketing. These standard marketing strategies have become less effective because people use spam-ware, caller ID, firewall devices and the "circular file" to eliminate them. Internet searches have become a primary source for obtaining product information. Popular Web sites such as Google and Yahoo are tapping the exploding volume of today's online buyer.

To increase your potential customer base, consider using these methods:

1. Publish articles on Web sites that are relevant to your target audience.

2. Write book reviews on related topics for Web sites such as Amazon.com.

3. Publicize your brand on Web sites like prnewswire.com and prweb.com.

4. Increase your online identity with listings on LinkedIn, ZoomInfo, Ziggs, Naymz and others.

• Replace monolithic marketing with customer-centric branding. Don't be a follower. If you're trying to overtake a brand leader, don't emulate their strategies. Create your own. And let your strategy strike at the heart of what your key customers want. Of course, knowing what they want will be paramount to your success, so ask them.

• Don't plan for overnight success. If someone offered me $10 million to help them launch a successful brand tomorrow, I'd tell them instead to give me $1 million and five years to make their brand successful. Understanding this dynamic of time, I'll bring home the bacon based on what prospective customers want.

Accepting and using this branding power-shift between you and your customer will allow you to involve their needs in your strategy and, in time, will establish your brand successfully. Their involvement offers them new reasons for becoming a loyal customer.

Tags: marketing for speakers, marketing speaker, marketing strategy, marketing success, marketing for coaches, professional services marketing, professional speaker marketing, motivational speaker marketing, marketing tip, marketing tips, inbound marketing

10 Social Media Tips for Professional Speakers

marketing speaker 10 social media tipsAs a speaker marketing expert, and professional speaker myself, I feel it's important not to OVER-emphasize social media... and also not to UNDER-emphasize it either. 

As John Jantsch likes to say, "social media is a tactic, not a religion" and I have to agree. Here are 10 social media tips for professional speakers that will help you balance your mix...

  1. YouTube One Of Your Speeches – The best form of advertisement when it comes to professional speaking is showing your abilities online. When people have seen your electrifying speeches, they will be more likely to want to book you. Adding in a small link to your site during your Youtube video also will bring traffic to your website. Adding your Youtube video to your website will also get buyers more confident in your skills. After all, with many decision-makers and meeting planners, even the most eloquent writing will mean nothing to them if they cannot watch you in action. Try and get video in front of a high-octane audience. The more excited the audience is, the more dynamic your video will be.
  2. Post Blogs On Related Subjects – If you are a professional speaker who makes a living from leadership speeches, having a blog that offers daily leadership tips will get more targeted leads to your site. Moreover, having extremely good leadership information and articles will also get people spreading the word about your site. There are plenty of authors out there who were able to sell books through their blogs; why should you be any different? As a general rule of thumb, the more content that you generate, the better your marketing results will be.
  3. Podcasts Are Your Best Friend – Audio recordings of some of your shorter speeches or "snippets" are a great way to advertise your expertise. Including these in a feed will keep fans and customers updated on your latest work, and also will help spread the word about your speaking abilities. Even better, selling audio programs on your site might just make you a little money. Remember to add a little audio blurb in each audio program telling your audience how to book you for their next event!
  4. Link It All Together – On each of your social media profiles, add your website link, your blog link, and upload some videos, photos, and audio recordings if possible. Making yourself as accessible as possible will let people know that you are serious and open for new business. People also will enjoy the convenience of having everything linked together in an easy-to-access way no matter where they may land in your web empire.
  5. Get As Much Social Bookmarking As Possible – Got videos online? Get them ‘liked’ on Facebook. Encourage your audience to Tweet links to your website, blog, or show pages. Whenever possible, install as many social bookmarking tools as possible, and try to use all of them (Digg, Delicious, StumbleUpon). The more that you can get people to share with ease, the more your expertise will spread.
  6. Twitter Is Great – Tweeting your updates is an easy way to keep people informed about your latest thoughts, insights, and audiences. However, the best way that you can use Twitter is to engage your fans and prospective clients. Being able to chat with you via Twitter will show people that you are still a real person, and that your fans/followers matter to you!
  7. LinkedIn Is Best For Corporate Speakers – LinkedIn has long been known to attract professionals in just about every field. For business speakers, it’s a smart move to put your biggest social media efforts into LinkedIn. Then take those relationships offline - perhaps even networking with local managers in your area to get you some steady gigs as their favorite professional speaker.
  8. Keep It All Short N’ Sweet N’ To The Point – No matter what social media tool you are using, make sure to be direct and impactful in your communications. No one is going to read a page and a half of advertising. No one is going to show up at one of your events if you forget to give the date and time. Expect people to have short attention spans.
  9. Use Each Form Of Social Media To Strengthen the Others – For instance, using Twitter to get more Facebook likes will give your Facebook advertising more power. People who have friends on Facebook will see your ad, and then ‘like’ it themselves. Getting people to post your YouTube videos on their walls will make your YouTube marketing efforts more successful.
  10. Search Engine Optimize Your Blog – If your blog gets picked up by search engines like Google, using your social media tools to market yourself will be easier. The best part of using SEO to increase your hits is that you can often do it yourself combining titles, tags, and key words into some simple strategies to greatly improve your organic web traffic. 

Tags: marketing for speakers, professional services marketing, professional speaker marketing, marketing ideas, motivational speaker marketing, speaker marketing, social media marketing, search engine optimization

Marketing Coach: Product Development and PR for your business

product development for thought-leaders

As a marketing speaker and marketing coach, I've seen firsthand that there are three kinds of service business owners and independent professionals - which one are YOU?

1. You may have NO thought-leadership products and wish you did (audios, ebooks, high-value binders,client-pulling premium special reports, etc)...

2. You may have a published book through which you're selling your life's work for $20 a pop and you realize that's not smart professionally or financially...

3. You may have a mix of professionally published and self-published work both electronic and hardcopy but you want a NEW high-value information product that better reflects your current niche, expertise, or opens up an entirely NEW market for your services...and you want it FAST!

Good news...The NEW Product Development Toolkit 8-week group coaching program kicks off on May 10 and you're among the first to hear the details...

http://www.ProductDevelopmentToolkit.com

Somehow, some way, you want to grow your business so you get:

  • MORE Leads
  • MORE Clients
  • MORE Consulting Work
  • MORE Professional Services Engagements
  • MORE Profits
  • MORE Passive Income
  • and 100-300% MORE Revenue...

Which will in turn, help you generate:

  • MORE Cashflow
  • MORE Control
  • MORE Products and Services
  • MORE Subscribers
  • MORE Time Off
  • MORE Leverage
  • and dramatically MORE Freedom...

Just like YOU, I know what that feels like!

And as a marketing speaker, marketing coach,and former VP of Product Development for a $5 million revenue infopublishing company, I want to show YOU how to enhance your cashflow, grow your client base, and increase your leverage by helping YOU create your NEXT information product FAST.

http://www.ProductDevelopmentToolkit.com

The Product Development Toolkit is perfect for:

1. Experts who have finally realized that givingaway all their information in $20 books iskeeping them broke;

2. Executives fed up with the rat race, who want to start a business built on their personal orprofessional experience and expertise;

3. Professional speakers who are stuck in thebroken business model of chasing after a different audience for speeches every week;

4. Consultants who are stuck in the trading-hours-for-money trap;

5. Independent professionals who want to build their practice, establish their brand, and break away from the pack of "Same-o, Lame-o" competitors.

You'll get a customized product CREATION *and* product MARKETING toolkit that FITS, WORKS and LASTS... and you're also getting the help and support you need over time to IMPLEMENT it to create RESULTS.

Details and application information is onlinefor you here...

http://www.ProductDevelopmentToolkit.com

I look forward to hearing from you if you're one ofthe FEW smart, brave, and committed entrepreneurs who want more leverage, more momentum, more clients, and more fun in your professional services business...Not someday - but right now.

SPECIAL DEAL: As a reader of this blog, you're also getting a $100 discount on Dan Janal's Guaranteed Press Release Service where he will make sure your press release appears on at least 40 media sites with links pointing back to your site -- or its free! Normal price: $795. Your special price: Only $695.  For info, go to www.PressReleaseSender.com and put "David Newman" in the "referrer" box and you'll be mailed a check for $100 for your discount.

Not sure about sending a press release? Get Dan's free report on "How to Get Guaranteed Publicity with Press Releases" at http://www.pressreleasesender.com

What better way to position yourself as a thought leader than to have 40 or more high-traffic media sites SHOWCASE your expertise?

Hope you'll take advantage of BOTH of these opportunities to significantly boost your thought leadership platform!

Tags: marketing for speakers, marketing speaker, marketing for coaches, consultant marketing, consulting firm marketing, keynote speaker, media relations, kickass pr, professional services marketing, public relations, product development, professional speaker marketing, motivational speaker marketing, pr, recognized authority

Inbound Marketing Certified Professionals Help Speakers Sell Smarter

speaker marketing agency inbound marketing services for speakers consultants expertsRecently, two additional Do It! Marketing team members earned their Inbound Marketing Certified Professional designation - Catherine Bernard and Dusty Meehan.

In order to receive the Inbound Marketing Certification, the recipient must attend a variety of courses and pass a comprehensive certification exam, demonstrating subject matter expertise in the following areas:

  • Advanced Search Engine Optimization and Ranking Improvement Strategies
  • How to Blog Effectively for Businesses
  • Social Media and Building Community
  • Business Applications for Facebook, LinkedIn, Twitter and other Social Networks
  • Viral Marketing and World-Wide Raves
  • Creating Strong Calls to Action and Effective Landing Pages
  • Inbound Lead Nurturing (Turning Leads into Sales)
  • Successful Email Marketing
  • Analyzing Results and Demonstrating ROI

This certification demonstrates our expanding commitment to serving our community of professional speakers, consultants, coaches, trainers, experts, authors, and thought-leading service business owners as their "instant infrastructure" team combining:

  • Inbound marketing services to make the phone ring and fill your calendar in the best possible way (when you get THEM to call YOU!)
  • Offline thought-leadership marketing through article placement in leading trade, professional, and industry publications of your target market, webinars, teleseminars, guest interviews, and other hand-selected opportunities
  • Admin/backoffice service and support for upselling, cross-selling, and stimulating repeat and referral business from buyers, audiences, and past clients

If you'd like to learn more about how we can help YOU generate more leads, better prospects, and bigger sales - visit Done-for-You Marketing for Speakers, Consultants, and Experts.

p.s. It's also a great way to fill your calendar with LESS time, effort, energy, and drudgery.

Tags: marketing for speakers, marketing for coaches, marketing agency, professional services marketing, professional speaker marketing, marketing coach, motivational speaker marketing, thought leadership, social media marketing, inbound marketing, internet marketing, technology marketing

Marketing speaker: Lessons from #1

marketing speaker david newman smuckersA few years back, J.M. Smucker topped the list of the "100 Best Companies to Work For" compiled by the Great Place to Work Institute and published annually in Fortune magazine.

Their extremely simple code of conduct (and the foundation of their strong corporate culture) is as follows:

  • Listen with your full attention
  • Look for the good in others
  • Have a sense of humor
  • Say thank you for a job well done

See, it's simple! No big words.

No "mission/vision/gobbledygook."

And what is most interesting to me is that the "corporate code" above is not corporate at all -- it's PERSONAL. It addresses the way each individual person is expected to BEHAVE (not think - but ACT).

Marketing speaker marketing coach David NewmanWhat's the corporate code where you work?
Is there a difference between the written code (on the wall in the lobby, perhaps?) and the way people really treat each other? Click in the COMMENTS section below and let's discuss...

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David Newman is a marketing speaker and marketing coach who works with professionals who want to do a better job of marketing so they get more leads, better prospects, and bigger sales.

Tags: marketing speaker, professional services marketing, marketing, leadership, professional speaker marketing, marketing coach, small business marketing, small business marketing speaker, business, business strategy, love

Marketing speaker: New priorities for the new normal

Consultant Bob Treadway reports the following as top priorities of Fortune 500 organizations and leaders:
  • Building a coaching culture that promotes candor and dialogue
  • Linking strategy, structure, processes, values and human resources
  • Balancing strategy and tactics
  • Developing road maps for strategic planning and implementation at all levels
  • Identifying and developing future high-potential leaders ("HiPos")
  • Business literacy and management skills for new managers
  • Performance-based coaching and feedback skills for managers and execs
  • Persuasion, political savvy, managing without authority, managing upward
  • Building "bench strength" in anticipation of the next labor shortage as the economy recovers
  • Developing a bottom-line accountable culture
  • Motivating workers in uncertain times

Marketing speaker marketing coach David Newman top trends

What's YOUR take on the list above? Please SHARE and DISCUSS in the comments section below...

Tags: marketing speaker, marketing success, consultant marketing, consulting firm marketing, small business, professional services marketing, marketing, leadership, marketing ideas, thought leadership, small business marketing speaker, questions, recognized authority

Marketing coach: What really works in online marketing

marketing coach David Newman online marketing secretsA colleague recently said to me, “No one has found the top secret formula for successful online marketing yet.”

I disagree. A number of companies know exactly what works and are making small fortunes with it.

The primary concept is that online marketing works best when you e‐mail to people who ALREADY know you. Therefore, successful online marketers build their “house file” or “e‐list” (lists of prospects and their e‐mail addresses) using the process outlined below, and then sell to those people via e‐mail marketing:

1. Build a Website that positions you or your organization as an expert, guru, or leader in your field or industry. This is the “base of operations” for your online marketing campaign.

2. Your Website should include a home page, an “About the Company” page and a page with brief descriptions of your products and services (each product or service description can link to a longer document on the individual item).

3. You should also have an “Articles Page” where you post articles your company has published on your industry or area of specialty, and where visitors can read and download these articles for free (e.g., a home improvement contractor would have tips for small do‐it‐yourself home improvement projects).

4. Write a short special report or white paper relating to the problem your product or service addresses, and make this available to people who visit your site. They can download it for free, but in exchange, they have to register and give you their e‐mail address (and any other information you want to capture).

5. Consider also offering a monthly online newsletter, or “e‐zine.” People who visit your site can subscribe free if they register and give you their e‐mail address. You may want to give the visitor the option of checking a box that reads: “I give you and other companies you select permission to send me e‐mail about products, services, news, and offers that may be of interest to me.”

6. The more “content” (useful information) on your site, the better. More people will be attracted to your site, and they will spend more time on it. They will also tell others about your site.

7. The model is to drive traffic to your site where you get them to sign up for either your free report or free e‐zine. Once they register, you have their e‐ mail address and can now market to them via e‐mail as often as you like at no extra cost.

8. The bulk of your online leads, sales, and profits will come from repeat e‐ mail marketing to this “house” e‐list of prospects. Therefore, your goal is to build a large e‐list of qualified prospects as quickly and inexpensively as you can.

9. There are a number of online marketing options, which can drive traffic to your site, that I can help you with. These include free publicity; e‐mail marketing; social media advertising; search engine optimization; direct mail; and e‐zine advertising.

10. The key to success is to try many different tactics in small and inexpensive tests, throw out the ones that do not work, and do more of the ones that are effective.

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Need a great marketing speaker for your next association conference, company meeting, or franchisee/dealer event? Marketing speaker David Newman delivers the goods - over 600 presentations since 1992. David's clients include 44 of the Fortune 500 and countless small and mid-size organizations, associations, and non-profits.
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Tags: marketing for speakers, marketing speaker, marketing strategy, marketing for coaches, web marketing, professional services marketing, small business coach, motivational speaker, motivational speaker marketing, small business marketing, small business marketing speaker, marketing tips, inbound marketing, internet

Marketing speaker: Boost Productivity with The 7 Minute Life

marketing speaker david newman 7 min plannerI rarely - and I mean RARELY - promote products and programs presented by strangers. You'll only hear from me about top-notch folks whom I personally know or whose materials I've personally used and benefitted from.

Allyson Lewis' brand new "7 Minute Life" Productivity Tools is one such resource you really have to take a look at.

Have you ever felt like you were...

  • Working harder than ever, but not accomplishing anything that made you feel truly purposeful, proactive, and productive
  • Doing 'what you needed to do' for your family, friends and employer/clients, but weren't fulfilled
  • Spending most of your time 'putting out fires' and not accomplishing the really important things
  • Working hard for 'someday' when you'll be able to do what you want with the ones you love  -- feeling like there had to be more?

My friend, professional speaker and productivity expert Allyson Lewis felt that way too. But when someone introduced her to a new way of thinking many years ago, her life began a radical and wonderful change in just 7 minutes. And, yours can too!

Allyson Lewis’ work is about making things possible. With The 7 Minute Life™ System you get the motivation AND information to take you to the next level. This is a highly accessible resource you can immediately benefit from. 

Allyson developed a simple, yet powerful process for prioritizing, organizing and simplifying your life - to get more of what you really want in life and make more of a meaningful contribution to those around you!

Now, she's put some of the key processes and techniques she uses into a series of short videos so that you can become more productive and feel more purposeful in just 7 days! And, best of all, she's allowing me to give these videos to you for FREE!

Anyway, enough about what I think - pop over to the free videos on the site and decide for yourself if this is (finally) the "go-to" productivity resource you've been looking for to make "getting things done" easy, effortless, and enjoyable.

I know that's what it is for me!

Tags: professional services marketing, small business coach, motivational speaker, professional speaker marketing, motivational speaker marketing, success tips, small business marketing

Marketing Speaker - Know MORE vs. Know DIFFERENT

marketing speaker brains"I not only use all the brains that I have, but all that I can borrow."
-- Woodrow Wilson,
28th president of US (1856 - 1924)

As I was preparing for a marketing seminar last week, it occurred to me that there are very few people who know MORE than you do.

As a marketing speaker and marketing coach, my clients and fellow speakers sometimes say, "Wow - you know so much MORE about marketing than me." And I guess I better if it's my life's work, right?

But they know so much more than I do about how to run a $2 million consulting business, how to operate a $50 million franchise, how to apply paint protection film to the front end of a Maserati, and how to design a build a LEED Platinum-certified office building.

POINT: Sure, I might know more in a particular area, but then YOU know more in different areas than I do (a LOT more probably!!)

So, perhaps a way to cross-pollinate ideas, surround yourself with "smart" people, and learn from your peers is to seek out NOT people that know MORE than you do - but to seek out people that know DIFFERENT than you do.

When's the last time you spent some time with a college professor? I live next door to two of 'em.

When's the last time you spent some time with a storyteller, actor, or improv comedian? Not to hear stories or jokes, but to exchange ideas and think WITH them.

Do you know the Guinness Book record-holder for balloon sculptures? I do. He's a great guy.

How about a puppeteer? Psychologist? PR guru? Web designer? Pastry chef? IT geek? Nurse?

Talk to these people. Seek out people that know DIFFERENT. Very few people actually know MORE.

What do you think? Ideas, comments, additions, rants, raves? Use the COMMENTS area below and let's hear from YOU. Yes, you in the blue shirt. Just click below and start typing...

Tags: marketing speaker, consultant marketing, consulting firm marketing, professional services marketing, entrepreneurship, professional speaker, expertise, marketing coach, thought leadership, small business marketing speaker, conference speaker