In 2018, I became a Mentor at CCNY City College of New York’s City Tutors program, the tutoring arm of City College’s Colin Powell School for Civic and Global Leadership. This experience has given me the chance to meet and work with students and young professionals from the finest learning institutions offering them the benefit of some valuable learning tools combined with my own experience.
Based on a systematic published Austin Method for achieving the maximum results in the shortest period of time, I am delighted to be able to offer these services to professional women in transition seeking guidance and support in actualizing their true potential.
Please contact me for more information and sign up for a 1/2 hour free consultation.
The triggering event, of course, is the advent of a global communication
system that restores the banter of the bazaar,
that tears down power structures and senseless bureaucracies,
that puts everyone in touch with everyone.
From The Forward to the Cluetrain Manifesto By Thomas Petzinger, Jr., The Wall Street JournalAuthor of The New Pioneers
Quotient or DNA? That’s the question. If you have a Digital Quotient, you’ve learned most of your way through Microsoft Office, AOL, Hotmail or some other free email service and more than likely have your “tech guy” on speed dial. If you have Digital DNA, you probably had a MAC before Apple was chic, must have the latest gear and don’t need to flaunt it (you buy the plain black skin for it without a logo) and you can’t wait to get your sticky little fingers (from late night Twinkies, of course) on any new apps, programs, code, inside news, gossip AND your hacker’s on speed dial.
Somewhere in between is where I am. I had the first Apple laptop back in the early 1990’s, my favorite people are geeks and the digital references I make are over most people’s heads. Ok, so now that we’ve established that, there’s the matter of the digital divide. Still here and still thriving. I was around for the commercialization of the Internet and a thing called the “Cluetrain Manifesto“, written in 1999. That document was created, among other reasons, to inform marketers and advertisers that people using the Internet don’t want to be sold to. In short, as Thomas Petzinger, Jr., The Wall Street Journal put it, “an obituary of business as usual. ” And I quote:
The idea that business, at bottom, is fundamentally human.
That engineering remains second-rate without aesthetics. That natural, human conversation is the true language of commerce.
That corporations work best when the people on the inside have the fullest contact possible with the people on the outside.
Fade out. Fade in. It’s the 2011, Ad Age Digital Conference here in New York City and the same principle applies. The conference is sold out and yet, the Keynote and other speakers, pretty much reiterate the same idea that those guys did. The difference is that marketers have to have their backs, or bucks, against the wall before they get the message.
This year’s conference was mostly about this. About staying out of the consumer’s way. About NOT selling but joining. About being a buddy (as in Media Buddy) and not a bully. About EXpression, not IMpression. The market place is changing so rapidly that we marketers and advertisers can’t consume the information about this change fast enough. As a sidebar, the year one Ad Age Digital conference had no sponsorship dollars at all. Now in only five years time, there are more than twenty. Presentations were delivered by such important companies as Google, Electronic Arts, Samsung, Lexus, Best Buy, Converse, Dell and more.
Aren’t We Always Rethinking Advertising? First there were cave walls. Fast forward to print, radio, TV, satellite, digital etc etc. Each one of these innovations brings a retrench. Most professional marketers know this and still, there’s a lot of time and money spent measuring past results to predict future ones.
Social Activity (like communities, polls, Q&A, notifications, status, comments, games, group buying, virtual currency, social missions, social goods, check ins and the rest) is the largest consumption of time spent on the Internet today. To get marketers in the stream of activity means leaning forward like your customers are. This is activity, Folks, not media. Before activity was outside of advertising, now a marketer can leverage activity in the mainstream to have contact with 100 million people on a monthly basis to, say, help consumers build a virtual city.
Brand Lift Is The New Holy Grail.
Though corporations insist on seeing it as one,
the new marketplace is not necessarily a market at all.
To its inhabitants, it is primarily a place in which all
participants are audience to each other.
The entertainment is not packaged; it is intrinsic. From Introduction to the Cluetrain Manifesto by Chrsotpher Locke
If you aren’t hip to this, sorry, but you’re already behind the eight ball. That is to say, if you’re still looking at click through rates as a measurement, forget it. If you’re still living in a world of display-click-impressions-banner ad next to content, the digital ecosystem has shifted to the next gear, the new way in which consumers view the brand. The flailing that research was doing while the ship was turning from past performance to real time left a lot of people, technological innovation and creative ideation mistakenly in its wake. Now, the tools for this have gotten a lot more sophisticated in a very short time. Companies like Point Roll and AppsSavvy would like to help you optimize your exposure. Marketers who are finally asking the right questions (not how big they are on ComScore and Nielsen and how many pages they have) but instead, “what are PEOPLE doing”, have a shot.
Friendster, Napster, MySpace, Facebook. What do they all have in common? The answer is freedom. Each in its time carved a space for open discussion and sharing of ideas (creative branding or otherwise) Free space for anyone and anything to be highly energized by access and information like never before. In the old days, I was part of the Southern California (405) Group Listserve (remember those?) where a bunch of geeks, who rarely met face to face, discussed the Internet and problem solved collaboratively. It was not unusual for an entire thread to go on for weeks including barbs, open insults, challenges, put downs, throw downs and a ton of really cool information. These were developers, inventors, code writers, thinkers, hackers and pioneers. One day a guy looking a lot like a Hells Angel rode his bike into our offices on Main Street in Venice (CA). We’d been talking to him virtually for months, but had no idea who he was standing there. He announced he was from Digital Vegas. We could never figure out how he got that Harley up to the third floor. But, I digress. The point is, no one was paying much attention except the other guys doing the same things. There was no regulation since no one but the government and educators even knew Arpanet was there. And certainly no one was trying to sell us stuff.
The Internet is inherently irreverent and anarchistic and therefore resists any attempt to wrangle or rope it in. It’s also a chance for people who would otherwise not meet to laugh and play and share trade secrets, whether the trade is Mommy-hood, bikers, hairdressers, dog lovers, cat lovers or just plain long-distance lovers.
The “C” or Connected generation, as Alex Tosolini, VP, Global e-Business at P&G, likes to call it, may or may not make way for today’s C-Suite Chief Data Scientist. When the advertiser insinuates himself into the conversation with waving banner ads and interstitials, the mob moves elsewhere. Social activity , the largest activity on the Web today, is, and I repeat, NOT media! Branding before this phenom was OUTside activity, now it’s INside. In effect, the herd will be heard whether marketers like it or not. It seems to have taken an entire decade and then some for marketers to realize this and having done so, loosen their grip. Like Double Click in the 1990’s with display, Tremor and other video networks and AdMob with mobile, companies like AppsSavvy, represented here, would like to help marketers brand around social activities and do it at scale.
“Everything That’s Static Will Become Dynamic.”
Words spoken by Wendy Clark, SVP-Integrated Marketing Communications and Capabilities at Coke. Of those most likely to win the respect of the mob, is Coca Cola, the world’s largest beverage company. Which is why, Ms. Clark refers to Coke’s digital strategy as “liquid and linked”. And that’s not just lingo. It’s Coke’s take on brand storytelling
Ms. Clark rips up the stage in a blinged-out Coke T-shirt lauding the virtues of the hundreds of opportunities to join in and be a partner in “distributed creativity” on a “continuum of connections”. Brands can no longer pay their way to greatness, she warned. Media isn’t categorized by the outlet you plug it into anymore, its either paid, earned, owned or shared, she said. Coke has actually become the poster child for doing it right and the online world has chosen to anoint them with a following.
The key, of course, is not some play on words or metaphor for a marketing strategy. It is the living breathing fact that Coke has given up control in the traditional marketing sense and taken the lead from it’s lovable fan base deferring to their voice, and not imposing on them Coke’s decades old sales strategy. Because of this, nearly 24.5 million people like Coke’s Facebook page, the largest page on the site. I guess when you serve 3 billion Coca Cola products worldwide every day, that doesn’t seem like such a big number. Yet, giving the ax to business-as-usual at a company this big, Ms. Clark had a lot to do when, in 2008, she moved over from AT&T. Coke didn’t start out with Digital DNA but, with Wendy Clark’s help, they sure did get IT along the way.
In 2008, UniLever discovered 50 representatives of the social online ecosystem (AKA Greenpeace) dressed as orangutans staging a protest outside their London Headquarters to highlight the destruction of the Indonesian rainforest. The protest forged a relationship between the two organizations with Unilever agreeing to address many of Greenpeace’s concerns. Unilever may not have started out life with Social Media DNA but they sure got religion fast.
Think Like a Start Up. Act Like a Hacker.
The Net grew and prospered largely because it was ignored.
It worked by different rules than the rules of business.
Market penetration wasn’t interesting because there was no market —
unless it was a market for new ideas. The Cluetrain Manifesto – Chapter One, Internet Apocolypso
Massive disruptive change is a marketers worst nightmare. Just as Geoffrey Moore, head of the Chasm Group and author of Crossing The Chasmabout technology adoption lifecycle, points out, “the marketer should focus on one group of customers at a time, using each group as a base for marketing to the next group.” The gap between them IS the chasm for disruptive or discontinuous innovations which force a significant change of behavior by the customer. In layman’s terms, climbing on the shoulders of early adopters is where the smart money is.
FaceBook, like other successful marketing plans that came before it,envisioned a need and filled it.Like is important, butShare is more important. Adopting a start up strategy may not get you where it got Mark Zuckerberg, but it might get you out of the dark or worse, the Dark Ages. Build a virtual startup within your organization to imitate what it was like when everyone was bootstrapping and no one was watching. Teams of geniuses were liberated from the matrix and finding the next thing rather than protecting the old. The team not connected to the parent, innovates, iterates rapidly on its own and builds on user experience, skills, talent, not titles. Android, a Google offshoot, while in the search business, was simultaneouslyfree from the core and faithful to Google’s devices. Today, it’s the next BIG thing.
To Ride The Trend Wave- Make it Low Cost Launch and Learn Take the Best Ideas From Everyone Else Fast Is Better Than Perfect
VOCAB OF THE MODERN MARKETPLACE
Apple Generation, C-generation,
Social Online Ecosystem, Lean in, Honor the Community,
Passion Points, Connections Are The New Impressions,
Facilitate Commerce, Hardworking Media,
Networked Consumption, A Lense on Social Media,
Listenomics, Digital Skin, Digital Cocktailing,
Start Up Envy, Native (to a medium), Path to Purchase,
Continuum of Connections, Distributed Creativity
For many years, I’ve worked for myself or in a small group of entrepreneurs. When I was in the Ad Agency business, the company would shell out hundreds of thousand of dollars on pitches, involving many of the agency’s greatest talent and outside vendors. We would either try and keep and account or win a new one from many other worthy competitors. Those days of cut throat competing for business taught me a lot. I was even lucky enough to be in a Christmas Day pitch at Doyle Dane Bernbach for American Airlines. Mr. Bernbach introduced me as the most important person in the room. I was the button pusher or the poor shnook who signaled the projectionist to roll the film.
Since that pivotal event, I’m not sure if I’m proud or embarrassed to claim hundreds of man hours and lots of dollars to try and win business from notable competition. Sometimes with great success and most of the time, not.
The greatest lesson is how to choose the pitches to participate in and which to pass on. What are the actual odds that you’ll win against specialists when you are a generalist? Or visa versa. At a company where there are staff people who can be allocated to the task, the man hours are absorbed as cost of doing business. Not billable to a client unless the business comes in. And even then billing isn’t retroactive unless agreed by both parties.
On my own, I’ve been fortunate enough to find and collaborate with some amazing professionals who have made me look smarter. I’ve been able to enhance my service offering by virtue of their participation which has given my small one-woman shop the imprimatur of being a much larger more diversified company. I’ve put a lot of creative energy into some of these pitches, the sales cycle sometimes extending into nearly a year’s time. At that point, some of the previously committed “strategic partners” have moved on. This meant, winning the gig, that I’d have to hustle up people or companies in their class of work who I’d trust as much to deliver the project on time and on budget. This often proves extremely challenging.
This brings me to the present. A time when getting a prospective client to cough up a few dollars for services is even more difficult than usual. I recently offered up some work on spec that will hopefully lead to an ongoing paid participation at their company. First, to win their confidence, I signed on as a commission sales and marketing consultant. In other words, I initially agreed to work on spec in another capacity. Once in the door, I had the ear of the senior executive and now am able to leverage the trust I’ve built into other work for fees.
One needs to be creative and have faith in one’s talent these days more than ever. Good luck out there!
By Tara Weiss
updated 8:01 a.m. ET, Mon., Jan. 5, 2009
Update your resume, focus on your goals and increase your visibility.
It has been a rough year for the American workforce. Jobs have been eliminated left and right. The threat of downsizing continues to loom. For those who still have a job, raises and bonuses are a receding memory.
Yes, times are tough. But that doesn’t mean you should put your career goals on the back burner. This downturn will pass, hiring will ramp up again and you will want to be ready. With that in mind, here are career resolutions that will help you achieve success in 2009.
Your first one: Update your résumé. The end of the year is an ideal time to reflect on your accomplishments, especially if it’s slow at work. When writing your résumé, don’t just list all your job responsibilities. That won’t set you apart. A more impressive résumé shows results, too. Briefly describe projects and then detail what they concretely achieved.
“Having a career plan doesn’t mean it will all happen immediately, especially since the market has changed,” says Laura Hill, founder of Careers in Motion, a Manhattan-based career coaching firm. “But it’s good over time, since it allows you to direct your career.”
As you consider your career plan, be honest about whether you’re happy in your current job and industry. Is the job still a good fit? Are you still learning and growing professionally? What are the longer-term threats to and opportunities for your company, your career there and the industry?
Take an assessment test
There’s no reason to wither away in a job you hate, and there are plenty of books that can help unhappy employees match their passions with more appropriate jobs. Many have assessment tests that ask probing questions to help you figure out what field best suits you.
Laura Hill recommends “Now, Discover Your Strengths,” by Marcus Buckingham and Donald O. Clifton. There’s a unique code on each copy’s book jacket that you can use to take a career assessment test over the Web. She also recommends “Career Match: Connecting Who You Are with What You’ll Love to Do,” by Shoya Zichy and Ann Bidou, which has an assessment test between its covers.
Next, consider the skills you need to get ahead and take classes to acquire them. Some employers offer in-house training; others will reimburse you for courses you take at a local college. This will make you more marketable both inside and outside the company. Classes are also a good way to dip your toe into another profession to see if it’s something you’d want to pursue full time.
Join a professional association
This year, join your industry’s professional association. Every industry has one. Just type the name of your field and the word “association” into an Internet search, and most likely more than one will pop up. But don’t simply pay the membership dues and put it on your résumé. Get involved. Join committees. That’s how you network, says Alexandra Levit, author of several career books, including “How’d You Score That Gig: A Guide to the Coolest Jobs — and How to Get Them.” You’ll meet industry leaders you wouldn’t normally be exposed to.
More from Forbes.com
Click links below for slide shows
10 cities where they’re hiring
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The hidden upside of downsizing
Extreme job-hunting tips
Video: Layoff lessons from Cathie Black
It’s also an easy way to get experience in another area. For example, if you’re a marketing executive, join your association’s finance committee. Voila, you now have finance experience to beef up your résumé.
Meanwhile, up your visibility at work. If you’ve just completed a big project, don’t assume the higher-ups know how successful it was. A great way to tip off the bosses without boasting, says Levit, is by sending a thank you e-mail to all the team members who participated in the project, with a CC to the bosses. The e-mail might say, “I’d just like to thank everyone who was involved in this presentation. Because of your hard work we were able to bring in X dollars for the company.”
If you recently lost your job, allow yourself a few days to wallow. Then move full speed ahead. Attend activities at your professional association and get involved in its committees. Do one thing a day to push your job search forward, whether it’s sending out a networking query, applying for a particular job or signing on with a temp agency that places professionals in your industry.
Don’t forget, Levit says, “The business world is going to recover.”
This morning I got up early thinking it was gonna be a pretty good day. although it feels and looks like it’s gonna snow outside, I don’t have to go anywhere – just walk the dog in wonderful central park and then snuggle up to the computer with Pandora Radio (set on Pink Martini) – blogging about my new life working at home and sharing my reincarnation with other women.
What more could a girl want ;0
There’s definitely something comforting about just knowing that whatever I do in a day, I’m accomplishing something and hopefully helping someone else. It occurs to me that this is really what I’ve always wished for – precisely, I’ve got the home office set up already, I’ve got the high speed connection for crying out loud, I’ve got the database that most people would kill for, I’ve got a reputation for being a discriminating business woman.
So now, I feel responsible to my fellow business women to make sure my own story gets told an so does yours. No barriers to keep us from making a killing out there. Especially we dynamos who have been so so successful and for some reason (husbands, ex husbands, children, other responsibilities, no time or cash to build on what we have, go back to school, just take time out to uncover where our passions really are) just haven’t banked on it.
Now, I’m faced with the same economy everyone else is. Though I have plenty of reasons to be good and grateful about my own personal position, I know I can’t just sit still. First, I’m not that kind of person and second, I can’t afford to.
Just days before finding my new vocation I sat down and made that infamous list of what I want and why I want it. It started with doing whatever I want when I come to work every day. Finding a task that makes me happy. and Making MONEY! My vision board is all about traveling first class around the world. Can’t do that without cash.
So, what could be better than blending what comes naturally to me anyway, coaching other people with a home based money making business opportunity???? I think I’ve been wishing for that for my entire career.
No, I don’t think it, I know it.
Consider this the launch of Executive Women 2.0 and blog your heart out. We’re all in this together. And maybe the Internet makes it possible! At last!
To our success,
In 2009 ExecutiveWomen2.0 was included by Best Universities as 100Top Leadership Blogson the Web