Jedi Research Tricks

May the Fourth be with You. The first time that I heard these words, now synonymous with “Star Wars Day”, was about 10 years ago.  My brother-in-law posted the phrase on Facebook, and I recall admiring how clever he was for the play on Jedi words.  And as the years went on, the phrase came to my ears more and more often— moving from a shared greeting among fellow Star Wars nerds to a widely recognized world-wide holiday.

Clearly my brother-in-law, while still quite clever, was not the originator of this wordplay turned holiday.  As I have researched the phenomenon more closely, it appears that the first recorded usage of the expression was on May 4, 1979. Margaret Thatcher assumed the office of Prime Minister in the UK on that day, and her political party placed a congratulatory advertisement in The London Evening News, saying “May the Fourth Be With You, Maggie. Congratulations.”

Since that day, several grass roots efforts arose, with Facebook groups appearing in 2008, the first organized celebration of Star Wars Day happening in Toronto in 2011, and Disney (now the owner of Star Wars) ultimately adopting the holiday in 2013.

What started as an ingenious headline, later emerged as a cult following among fans, and ultimately was embraced by the makers of Star Wars themselves.  It is a great example of marketers being in touch with their passionate fan base, becoming part of the conversation, and adopting the holiday as part of their brand experience.

For those of us not working on brands in a galaxy far, far away… 

There is always a tension as to whether the brunt of our new ideas should come from the mouths of our consumers (our “fans”) or rather from the labs of our innovators.  Henry Ford is famously quoted as saying, “If I had asked people what they wanted, they would have said ‘Faster Horses’.”  Similarly, Steve Jobs more recently was quoted as saying, “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.”  Both philosophies boldly claim that consumers are not capable of and should not be trusted with the responsibility of developing new product ideas.

I couldn’t agree more.

We hire and train brilliant marketers, scientists, and researchers to invent, design, and deliver breakthrough new products.  We can’t and shouldn’t count on our consumers to give us all the answers.

Does that then mean that we should stop doing consumer research?

Absolutely not.

It is imperative that we continue to invest time and effort in research with our consumers.  We just must insure that it is the rightresearch.  We should not look to our “fan base” for the answers, but rather for the right questions.  While we can’t expect consumers to invent the automobile, we need to know that they desperately want faster, safer, and easier long-distance travel.  A focus group will never design a smartphone, but ethnographic research can show the benefits of having the internet, a GPS, and a camera all in the palm of your hands.  

We shouldn’t be asking our consumers what they want us to make.  We should be investing in finding out what they need and what will give them delight.

And these don’t have to be (and often shouldn’t be) focus groups. There are so many conversations happening organically online that often our research can come from digging into these discussions and trends.  When I worked at P&G, I once had a team design a new, better Dry Shampoo from scratch (from starch actually), solely from learning from YouTubers about current delighters, frustrations, and “wish for’s”.  It doesn’t take a Jedi mind trick… but some deliberate investment in understanding consumer trends and becoming part of the conversation.

Disney didn’t ask consumers if they wanted “Star Wars Day”, but they tapped into a trend and helped to establish and fuel it.  Our fans our passionate about our brands and out there talking about what they want and need.  It is our job as marketers and innovators to use the Force of our expertise to delight and deliver.

And all of us at Upstream 360 would like to pass along our condolences to Peter Mayhew, the original Wookie who inspired us all.

Mike Thomas is the Chief Innovation Officer at Upstream 360 and aspiring Emperor.  He has no affiliation with Disney or Lucasfilm, beyond being a lifelong obsessive fan.

DIGITAL’S DARK SIDE & SAFER MEDIA

Most digital venues are walking around with their heads down these days.  And for good reason. Make that plural. Reasons. Offensive videos, inaccurate measures of audience, less-than-transparent standards around the use of influencers, bots, and social-media accounts, to name a few.

P&G’s Chief Brand Officer made headlines recently for urging advertisers to demand better quality of content and audience measurement from media outlets.  Perhaps a specific standard of measurement that would take into account viewing across multiple media platforms, such as a digital “tag” that could be placed on all ads, for all formats, across digital and TV, to control ad frequency.

He’s not the only one asking for the media industry to enforce higher standards.

If it’s true that seven out of 10 consumers are saying ads are annoying, and that ad blocking is accelerating and privacy breaches and consumer data misuse keeps occurring, what can be done to stop it?

Especially when digital platforms were originally built for freedom of expression – not a soap box to run ads on in the first place.

Is there an “authenticity check” of some kind that can be used when dealing with social-media personalities, bloggers, and vloggers?  Big advertisers would like to see one.  Not to mention a way to measure the audience.

But when you look around, it’s quite amazing that there are actually very few universal standards of measurement that exist.

The same is true of content monitoring.  Disney CEO Bob Iger recently called social media “the most powerful marketing tool an extremist could ever hope for, because by design social media reflects a narrow world view filtering out anything that challenges our beliefs while constantly validating our convictions and amplifying our deepest fears.”

Scary stuff from The Happiest Place On Earth.

The message is simple.  Clean up the platforms for brand safety, or the advertisers will simply create their own, free of fraud, waste or objectionable content.  And when you spend $7 billion a year on ads, you can actually follow through on “charting the course for a different way,” as Marc Pritchard said.

Personally, I’m all for it.  Every creative organization thrives on embracing new systems when it comes to the media supply chain anyway.  And while you’re suiting up, if you can fend off the persistent “dark side” within the current ecosystem at the same time, well, that’s a bonus.  Hard to argue against quality civility, transparency and privacy.  

In other words, walk towards the light!

Mark Smith is the Chief Creative Officer and Chief Storyteller for Upstream 360, as well as the father of a teenage daughter.  He stays motivated by the twin powers of doubt and insecurity, while his approach to the work is making it legitimately interesting, shareable, and something people can connect with. 

Mark is also an author of the book Innovation Myths and Mythstakes, available in hardcover, paperback, Kindle and coming soon on Audible. 

The Art of Writing Advertising Claims

Over the years, I’ve learned that I have some unusual pairings of skills.  I am a math nerd and a writer.  An engineer and a marketer.  An ideator and editor.  Beyond enabling me to be a pun guy at parties, these complementary divergent skills have also helped me immensely in the art of writing advertising claims.  Finding ways to sell the story of a product with a pithy, inspiring, and legally-approved turn of phrase has become a favorite past-time over the years.  And with experiences from all sides of the advertising process, in R&D, Marketing, and a Creative Agency, I have developed some personal rules of thumb for writing winning claims.

  1. Stories before Claims– Before rushing to find that perfect comparison, feature, or language, understand the story you want to tell.  Consumers buy stories and not benefits and “Tell your story, don’t sell your story.” 
  2. Be Pithy. The Hemingway Principle– Hemingway inspired the art of the “6 Word Story”, and that art applies aptly to claims.  Be inspiring. Be specific. Be concise.  
  3. Change the name of the game– When looking for ways to show superiority, create new vernacular and set a new standard. Not just a TV with a better picture… a high-definition television.  Not simply a stronger deodorant… a clinical strength antiperspirant.  A phone with new tricks… a smart phone.  Change the name and change the game.
  4. Rhymes and Alliteration– Alliteration always attracts attention.  And a good rhyme works most of the time.  Claims that roll of the tongue and are “sticky” to the brain are more likely to drive recollection and results.
  5. Use the Torture Test– Putting your products to the test in an extreme, yet (somewhat) relevant scenario can emphasize the product’s performance in a unique and memorable way.  Done right, these also can accompany an ownable, iconic visual or demo.  “Takes a Licking and Keeps on Ticking.“  “Clinically proven to work even in the Sahara Desert.”  Accentuate (not quite exaggerate) your product’s greatness by pushing it to the extremes.
  6. Never Pick on the Little Guy – We often like to compare ourselves to our competitors rather than just enlighten the world on our own inherent awesomeness. Sometimes the comparisons work. Value claims and superiority claims against a market leader can be very effective.  But never, ever, ever compare yourself to a “follower”.  Yes, you get the satisfaction of winning.  However, in the process you are both elevating the status of the competitor (if they are the standard, they must be good) and risking looking like a bully (why is Goliath picking on David?).  Focus on being the best, not beating the rest.
  7. Avoid Numeric Claims– I hate numeric claims. To me, marketers who gratuitouslyuse numbers to make product claims are like comedians who need to use foul language to get a laugh. Usually when we resort to a “2x more” or a “42% better”, it is because we haven’t invested in finding that right, pithy, magical language.  Yes… there are times where the numbers are powerful, particularly on a crowded, commoditized shelf.  But as a general rule, subtract the numbers from your claims.
  8. If You Can’t Fix it, Claim It– That aftershave still burns when you put it on… that burn let’s you know it’s working.  That white residue… it highlights shows how well your product covers the skin.  That menthol smell… wow, that muscle rub is really strong.  Sometimes an unavoidable product featured can be heroed rather than ignored. If you can’t fix it, feature it.

Leo Burnett is quoted as saying, “Make it simple.  Make it memorable. Make it inviting to look at. Make it fun to read.”  While the list above is not a comprehensive list, I can solidly claim that these pointers can help strengthen how you talk about your products.  92% Guaranteed.

DEFINING INNOVATION

I watched my kids wander through Diagon Alley, and it was clear that they had been transported to another world.  Every ride, every storefront, every detail at Universal Studio’s Wizarding World of Harry Potter had been meticulously crafted to create more than a theme park—the words from J.K. Rowling’s pages had wondrously come to life.  

As my son and daughters donned their wizarding robes, toting butterbeers in hand, there was one moment of awe and wonder greater than all the rest—the wand selection ceremony at Ollivander’s wand shop. As they entered the shop, the magic in the air was palpable. When my oldest daughter was selected to participate in the ceremony, the anticipation was electrifying.  And when the sparks flew, the epiphany happened, and the wand chose my daughter… for an instant she truly was a lucky witch about to embark on a new adventure to Hogwarts.

And the wands themselves are more than props or toys.  They actually work.  Well… at least they are able to cast spells (with the proper training and technique) within the boundaries of this magical world.  For a few days, the world of Harry Potter was no longer a fictional place of books and dreams.  It was real. 

Now from the storied world of vacation to the magical world of the day job

I recently assumed the role of Chief Innovation Officer at Upstream 360.  A fancy title, certainly, and one that frequently incites the question of “What actually do you do?”  Excellent question.  And a question that ultimately leads to a bigger one… “How do I define Innovation?”

Innovation is a term that is broadly bounded around and used to describe a vast array of activities and objectives.  From my time in the corporate world at Procter & Gamble as well as my time now in the agency adventure with Upstream 360, I’ve learned that it is often easier to first start with what Innovation is NOT.

  •  Not Ideation: Yes, every great innovation stems from a big idea, but not every idea yields an innovation.  Our cubicles are lit by the magic light bulbs of ideas, insights, and inspiration that open our minds.  But until they become real, tangible, and executable, they are merely dreams, and not innovation.
  • Not Invention: The Cambridge Dictionary defines an invention as “something that has never been made before, or the ​process of ​creating something that has never been made before”. Innovation then is finding a way to utilize and commercialize invention(s), and get them out of the lab and into the world.
  • Not Technology: While technology is often the delivery system for Innovation, it is not in itself enough. The Museum of Failure is filled with amazing technologies that failed to drive change in the world because they failed to connect with an unmet need, a job to be done, or a successful commercial proposition.  If a technology launches into a market and there is no one there to use it, does it make a sound?  
  • Not Creativity: Creativity is about unlocking possibilities in our mind, heart, and soul to imagine new ideas.  It is crucial in solving tough problems, cracking clever design challenges, and building in consumer delight.  Creativity is a critical element in the culture and thought process of innovation… while Innovation is about the application and implementation of this creativity in the pursuit of satisfying a consumer, business, or societal need.

So what, then, is Innovation?  For me, it is holistically uniting our ideas, our inventions, our technologies, and our creativity and crafting an actionable commercial proposition—a bold proposition that makes a positive impact on individuals, on our business, and on society. It is taking the ideas and dreams from our minds, our pages, and our labs, and launching tangible products and services.  It is taking the awe of a child’s storybook imagination and putting a real magic wand into their hands.

Ralph Waldo Emerson once said, “Good thoughts are no better than good dreams, unless they be executed!”

So what is innovation to me?

It is “Making the Unreal, Real.”

Dog Friendly Offices are Trending

As someone with experience working in the pet care industry, I’ve seen first-hand how difficult it is to own a dog while being a high-functioning member of the workforce. 

We work long hours and are constantly busy, jumping from one project to the next with few breaks in between. 

Dogs are major time commitments, demanding attention, exercise, and bathroom breaks…it’s nearly impossible to provide your best friend with the care they really need when they’re home alone all day.

Dog walking apps like Wag! and Rover have become hugely popular as hard-working pet parents continue to prioritize their dog’s care while they’re away from home – but it can be costly. Doggie daycare is also an option – but comes with its own risks and financial pain points.

No one wants to sacrifice the joy of sharing their lives with a furry sidekick simply because of what they do for a living!

For our CEO, Neal Morris, there was never a doubt that Upstream would be dog-friendly. He built this business with his own loyal companion, Chica, by his side.

Fortunately, more and more workplaces around the country are opening their doors to canine cohorts. It’s becoming a commonplace perk, with major benefits to both employer and employee.

Why It’s Great For Employers

With dogs in approximately 36% of North American homes, it’s easy to see why employers are clamoring to make their offices dog-friendly in today’s competitive job market. 70% of millennials even say they “would be willing to take a pay cut if they could bring their pet to work very day.” Offers that include this benefit have an attractive edge to a sizeable chunk of any talent pool.

As an employer, letting your staff bring their furry sidekicks to work gives them an extremely valuable and convenient way to balance their work and home lives. You are basically telling your current and future employees that you care about what’s important to them, which goes a long way in maintaining strong, positive relationships over time – and that’s great for retention.

Why It’s Great For Employees

As an employee, your mind is free to focus on your work when you can see your happy and healthy pup right in front of you. 

You don’t need to constantly worry about finding a few minutes to run home and let your dog out – or hope that your dog walker remembers to stop by. This peace of mind boosts morale, reduces stress, and overall makes for a better day at the office.

Did you have a rough meeting? Give your best friend a belly rub, take him on a short walk, and get back to the task at hand feeling better than before. The emotional comfort and support eases mental strain on you as an employee while strengthening the relationship between yourself and your dog.

Take Lily, for example. This sweet pudge monster is a brand new addition to the family of our Executive Director of Client Development, Kev Ungi. Because she can come to Upstream, Kev can help her adjust to her new life without skipping a beat at work.


It’s Not Fur Everyone

Of course, you have to know your dog’s own personality and limits before making the decision to bring him with you.

If your dog doesn’t like strangers, noise, or other pups, then it’s not a good idea. If Buddy loves to hear himself bark, or rough-house with others, or isn’t fully potty-trained…then a professional office may not be the place for him. 

It’s also important to be respectful and mindful if some of your coworkers have allergies, or if important clients will be in the building that day.

In my opinion, dog friendly offices are almost too good to be true. Just this morning, I got showered in kisses from a spunky Boston Terrier – tell me that’s not better than coffee!

MAKE IT. DON’T FAKE IT.

When it comes to things people fear most, surveys continue to show “fear of public speaking” at the top of the list.  Incredibly, our fear of standing up in front of a group and talking is so great, that (in surveys at least), we fear it even more than death!

Does that mean if you go to a funeral, you’re better off in the casket than doing the eulogy? According to the old joke, yes.

Well, if you want to double-down on speaking in front of a large group – how about singing?

Last week, I was presented with the proverbial fate worse than death: Accompanying my 17-year old daughter on guitar in front of a packed auditorium at her high school’s annual talent show.

It was actually HER idea, and considering in six months she’ll be off to college somewhere, how could I refuse the opportunity (be it humiliating or exhilarating)?

The stakes were high.  She chose to sing “Dear Hate” (the country music song that peaked at #1 on the Billboard Country Music Chartsin October, 2017 . . . It was released by Maren Morris and Vince Gill in response to the Las Vegas shooting massacre).

I got a copy of the sheet music and we rehearsed for a couple of weeks.  We did a run-through the morning of the show with my trusty sheet music on a stand. We did a sound check moments before the show (again, with my trusty sheet music on a stand).

At 6:30pm, the curtain went up for the first of many performers in front of us.  About an hour later, when it was our turn to take the stage, we walked up to the microphones and . . .the music stand with my trusty sheet music was GONE!  (Much to my dismay and panic).

But there we were, spotlight in our eyes – she had the lyrics memorized, but I hadn’t committed the music to memory.

Oops.

On stage.  In front of a packed auditorium. With my daughter in front of her friends and teachers.

Some say: “Fake it ‘til you make it.”  Not an option.  

Instead of faking it, draw upon past experience, and improvise. . . innovationin its purest form – to solve the problem at hand.  Among the many treasured experiences from my 12 years in Los Angeles, I learned a lot from all the times I got on stage at The Improvin Hollywood, as well as the The Laugh Factoryand The Comedy Storeon the Sunset Strip.  You don’t fake it.  You make it . . . work.

Use the accelerated heart-rate as fuel to ignite some creativity. I remembered the first two chords.  So far, so good.  When I got to a place where I had no idea what chord came next . . . I stopped playing and did a little “bongo drum” tapping on the body of the guitar. Next time I got lost, how about a long slide across the top E-string.  Not faking, just making.  Stage craft. Full commitment.  The show must go on.

The final result was magical (Proud Papa Alert: thanks in no small part to my daughter’s amazing vocal performance).

Success Follows The Prepared Person, as the saying goes, but leaving enough room for the unexpected (so you can embrace it) is part of creative problem-solving, too.  A philosophy we hold sacred here atUpstream 360.

Trust your instincts and surprise yourself.  Listen for the answer and triumph, as the song reminds us, “through the chaos and the noise.”

The Many Benefits of “Single-Tasking”

It has been a year since I last published a blog post.  A year. As an author, an innovator, and a marketer, it feels almost unfathomable that I could have let this much time pass since last throwing words against the digital canvas.  

Yes, I’ve been busy. At work, 2018 was an unprecedented year in developing new business, new clients, and new practices.  At home, life has been a whirlwind of sporting events, house projects, school plays, and various other family adventures.  Busy… yes.  But too busy to write a 500-word blog post every few weeks?  A blog that I honestly love to write?

The truth is that it is not the “big things” that keep these creative endeavors from reaching their full potential.  It’s the daily grind of clutter.  The constant barrage of meetings, emails, and presentations… not to mention the self-inflicted swirl of mindless cellphone surfing, texts, and tweets.  

How can I possibly be expected to focus on a blog post when I am simultaneously having a creative review, answering an email, checking to see which of my friends best survived the Facebook “age challenge”, texting my daughter about drama rehearsal, and trying to understand why the stars of my beloved Steelers can’t be bothered to show up to work?  Phew.  

Multi-tasking has become such an ingrained habit / addiction / disease that it takes an immense amount of discipline and focus to truly invest in doing one thing well… with purpose, creativity, and depth.  I type these very words with my office door locked, my phone in a drawer, and my email alerts turned off.

This is one of the main reasons that I believe our ideation sessions here at Upstream are so rewarding for our clients.  Teams from around the globe come to our “Think Tank” to utilize our innovation process to solve challenging problems and to produce magical and insightful content. And while our workshop approach may be what guides teams to the output, that team’s success ultimately stems from their deliberate choice to step away from that daily grind and to focus upon nothing but solving the problem at hand.  

As much as I would like to take all the credit for helping teams to make “months of progress in a couple of days”, it is at least equally as important that the teams escape from their office, set their cellphones on stun, and fully commit to collaborating and creating.

The inherent value of single-tasking… of getting your small, dedicated team to:

F  – Forget all other responsibilites for a few days

O – (Escape) Off-Site to isolate yourself from distractions

C – Close your Calendar and fully engage

U – Unplug from the Web of emails, texts, and social media

S – Spend quality time ideating, iterating, creating, finishing ONE thing

… this value cannot be overstated.

My personal commitment for 2019 is to leverage the many benefits of single-tasking and become more disciplined and focused to write regular blog posts.  

…And maybe to start exercising regularly again… once I finish binge watching Black Mirror on Netflix, of course. 

Also check out this great infographic from “The High Cost of Multi-Taking” from inc.com

Photo by Paul Skorupskas on Unsplash

PUT THAT COFFEE DOWN.


Confession time. This past week-end, I watched Glengarry Glen Ross (the 1992 film adaptation of David Mamet’s devastatingly scorching Pulitzer prize winning play), for the 20th time.

Known mostly today for Alec Baldwin’s classic “coffee is for closers” speech, there is so much more to it.

I’ve long admired the astonishing logic and cadence to Mamet’s dialogue. It allows his characters to arrive in triumph at the ends of sentences in a way you couldn’t possibly have imagined. All served up with a crackling energy.

My favorite line is actually from Jack Lemon’s character Shelley Levene. He’s a salesperson, schooling the office manager, and he dispenses the following wisdom: “You can’t learn it in an office . . . you have to learn it on the streets. You can’t buy it. You have to live it.”

I love that line because it reminds me that such a huge part of Upstream’s success is due to the individual nerd-fests we all have for ideas.

Our craving for new concepts, experiences, perspectives, and ways of life is a big part of what drives us forward. It serves as the fuel that ignites our creativity.

Paraphrasing Mamet’s Shelley Levene, “creativity doesn’t happen in a cubicle or a conference room. It happens inside the moments of everyday life. It’s experiencing something new (in the streets) that triggers the spark.”

What do YOU do in your free time? Because whatever it is, you can be sure it is shaping your craft one way or another.

I remember once seeing a brilliant Twitter profile that simply said under the name: “Observer Believer.”

Yes, exactly!

It is precisely our job to observe the world . . . and distill what we are seeing, so we can add value to everything we deliver to clients.

But to make sure you never lose touch, the key is to learn from actual human beings, instead of learning from ads. In other words, why trust third-hand sources?

When folks interview here, instead of asking “what are your favorite Brands,” we like to ask “Who are your favorite minds . . . who are your favorite thinkers?”

That’s where the inspiration lives. And that’s why we bring together what we’ve learned in group-settings.

It’s only when there is a blend of your unique thinking and strategy with that of partners and collaborators, that the work begins to exceed expectations.

As we always say in our InnoVision™ Sessions, the point isn’t to have the best idea . . . the point is to get to the best idea.”

How Real Is Your Highlights Reel?

“Social Media is your highlights reel.” That’s a quote from Nick Foles following his Super Bowl victory. Pair that with a recent viewing of Black Mirror (the British science-fiction series in which one terrifyingly plausible episode reflects a world in which your true social status is determined by how many virtual “likes” you receive), and you’ve got the perfect illustration of how pervasive social media has become in our everyday personal and work lives.

Our social personas can also paint a glorious life that’s not quite reality. Good or bad, Social Media has become the go-to way to offer opinions, to connect with friends and clients, and to view funny videos, but it goes deeper than that.

This got me thinking about where you draw the line in your business and personal life when it comes to Social Media. I know many clients personally, and I enjoy seeing their vacations, family pictures, etc. It helps me feel more connected on a personal level.

I still consider myself a Photographer, so I like to post pictures of landscapes, family, travel, and even lost dogs. I have about 40 thousand photos in my camera roll, so I like to share. The down side is that I sometimes get comments like “it looks like you’re always on vacation.” This type of misperception gives me pause as to whether I should continue to post. It also raises questions for me as a business owner.

What is the impact on personal or business relationships when Social Media posts inadvertently create false perceptions about your standard of living or political leanings? Where’s the sweet spot? I can assure you I’m not “always on vacation.” :

I’ve decided that I will continue to post photos or an opinion about a movie or an occasional news article, because that’s the way I see the world. I’ll let the perceptions fall where they may.

These days, politics drives a lot of the content on FB, so I purposely try to steer clear of the negativity (although I may have a weak moment here and there). Does that mean I’m avoiding important issues or selling out my beliefs? Not really. That’s because I never built friendships based on who people voted for, or their income, or if they made a living driving a truck or being a CEO, anyway.

Bottom line, you may think you know someone because of the Social Media profile they’ve created, but if you look beyond, they probably deal with the same day to day issues that you do, and their “highlights reel” may just be a way to reflect a virtual escape from the more mundane aspects of everyday life.

Promises. Promises.

Welcome to February, and the cooling ashes of New Years Resolutions that often go along with it.

I recently overheard someone say “Why set a goal for yourself when you can make a promise, instead?”

This is kind of a kissin’-cousin to the old bromide: “Goals are particulars, but promises are proclamations.”

When you consider your co-workers and client-partners, don’t you think goals more often come across as a little “squishy,” when compared to promises? Or at least “goals” can be more ambiguous with a built-in trap door to escape accountability.

I think that’s why the best leaders don’t just say “Trust me” . . . instead, they say “I will earn your trust through my actions. Just watch!”

The best “Workplace Families” make promises to each other and challenge themselves to keep them, or even exceed them.

What’s better than over-delivering – whether it’s a promise or a weather forecast? And what’s worse than under-delivering on either one?

Yes, with so much to do and so little time to get it done, conflicts can arise and tough decisions have to be made. I suppose that’s why you can lose as much hair as you lose sleep, in any given week!

But when we exceed what was promised for our clients, they become raving fans! And they, in turn become our Marketing Department, by talking us up on Social Media, in the hallways, and around the water cooler.

Have you ever been so loyal that you would drive out of your way or spend extra time in line because that particular place always makes good on their promises? I’ve seen you patiently waiting at the Genius Bar . . . those places you return to over and over again, while telling everyone else all the reasons why they should go there, too.

As long as you’re not the commercial that is better than the actual experience, you’re fine.

Reminds me of the time I took my wife to an over-hyped restaurant for a special occasion, and as I was leaving, the Hostess asked: “How was your meal?” And I said: “My compliments to the menu photographer!”

Let’s all agree to do what we can to ensure that the “meals” we’re serving up, match (or exceed!) the beauty of the photography.

Just think of it as the secret to turning your bouillabaisse into your fan base.

Food for thought. And that’s a promise.

Bon appetit!