Thursday, August 23, 2012

Oh Very Young


 I opened my mailbox this afternoon (August 20, 2012). Along with the usual promotional advertising and random bills, I noticed a #10 envelope from Sundance, my brother. No letter, just two documents, one of which I share here (with only a couple minor edits).

On my phone, Bach’s 5th is playing.

“Hello.” …

“Sundance?”

“Yes.”

“It’s Tina Young.”

Oh this can’t be good. Michael’s Irish twin slightly older sister has only spoken to me twice in ten years. The last time, a couple of months ago to tell me Michael was in the hospital. I spoke to him while he was in the VA Hospital in Gainesville and he seems vocal and feisty.

“Michael passed away.” It hit me like a sandbag dropped from a great height on my solar plexus.

Michael was my closest friend as a young man though we had drifted apart in recent years. Michael’s death is death of my youth. He was the first close friend to die and the convincer that I am not immortal.

I met Michael when I was in the sixth grade and I was sporting a brand new pair of white buck shoes, a pretty hot fashion item, and I was showing them off to the local guys in the neighborhood.

Michael stepped up and said, “Wow, they’re cool,” and promptly stomped on them with his muddy tennis shoes. He turned on his heels and flew up the street towards Lake Avenue.

After a slight pause of astonishment, I took off in hot pursuit. I closed the gap somewhat, but he raced in the back door of a large gray house on Lake and I heard him laughing.

He teased me through a stained glass window in his back bathroom. I jumped up and knocked on the window. It teetered and then crashed in a million pieces and I took off for the hills.

The inquisition between my father and Michael’s father in his living room was very awkward.

Michael’s father, Edward, who was known as “Pat” was a beefy red-faced man in flannel shirt and striped tie. “We live in this neighborhood to keep away from the Niggers and the Jews and not have things like this happen.”

My father, dressed impeccably in a tan Palm Beach suit and crisp tie swallowed and said that he was “very sorry for the actions of his thoughtless son.”

Pat Young was a project superintendent for the Austin Company, a very large construction company that had construction projects all over the world. The long-term results of that encounter were that Michael and I became close friends with odd affection for the other’s father. Michael loved my father’s look and style and I got a kick out of the raw “Archie Bunker” quality of Michael’s dad.

In later years I worked several jobs for Mike’s dad, even commuting with him for a summer to Rochester, New York, on weekends while building a Xerox facility there. Pat would stop at a local bar and have a shot and a beer before the Friday drive back to Cleveland. Naturally, as a seventeen year old, I was thus introduced to boilermakers. I really liked this guy, though his rough language to drivers of nearby cars scared the bee Jesus out of me.

Michael was in the car with me when I first drove Susie Sanders, the light of my young life, and accompanied me on a hitch-hike cross country to Los Angeles after we graduated from Lakewood High in 1962. I “cut” 42 days my senior year and I think Michael may have surpassed this record, as well as many times accompanying me on many of those days.

We stood with thumbs out for six hours outside Brecksville, Ohio, waiting for a lift on our LA adventure and were ready to give up when a silver Thunderbird pulled over and we hoped in. It was a dental student from Western Reserve and he was going all the way to his home in Los Angeles.

He even took us 48 hours later to the fraternity house, Theta Chi, where we stayed. A couple days later, two pasty white Ohio boys joined him and his sister at Santa Monica Beach. We had never seen bikinis before and they made quite an impact.

I laugh when I remember Michael “pinning” the speedometer of the Thunderbird at 130 mph as all four wheels left the ground briefly in Needles, California. The dental student was eager for Michael to share the driving and Michael loved to drive. My heart jumped into my throat as I suddenly awoke in the back seat.

Michael drove his father’s 57 Ford and actually learned to roll it on purpose and pop the top back up when it dented. One time he drove 140 mph with me freaking out in someone’s Jaguar.

When I was thirty-five and has a very rough visit home to Cleveland, Michael drove me to th3e airport and reflexively I pressed my hand out to clutch the dashboard for support. He drove sensibly and I assumed he had matured.

When I was in my early twenties and has bombed out of college, Michael and Jeff Freeman showed up at the South Beach Hotel where I was the night manager. This was when South Beach was semi-ghetto and not at all trendy.

Jeff and Michael were trailering Jeff’s Lightning and picked me up to sail with them. They invited me to join them in a Bermuda race. I declined and came to understand that you are more likely to regret what you don’t do than what you do.

About fifteen years ago, Michael and I had a visit of about three days in Gainesville, Florida, where he had a home. Michael has earned a doctorate and taught at the University of Florida at Gainesville. This career was interrupted when he rolled a Bronco and was in a coma for six months. When he awoke, he went back to teaching for awhile, but took disability retirement which he was very bitter about.

He was hoping to somehow return to teaching. He was very bitter and angry how this worked out.

Once while we were hitchhiking back from Los Angeles in that summer of ’62, we got stuck near Pear Blossom, Nevada. It was high 80s in the daytime and bone chilling 30s and 40s at night. We slept in lawn chairs someone allowed us to take along with sheets to help stay warm.

Michael said to me, “Someday we’ll laugh about this.” I told him, “Michael, I’m not laughing and never will.”

About every ten years I would call Michael and tell him, “Michael, I am not laughing!”

Michael has sent me a scrawled note that said. “I have been tardy in getting back to you. I put your number in a secret place and will remain there. Please send me your phone number. Michael”

I sent him my business card and called him because he has included his phone number. When I called, he actually answered, which he rarely did. He was sleeping and he said, “I have to sleep. I will call you soon.”

I never got the chance to tell him again about Pearl Blossom.    

Thanks so much for sharing that story Sundance. I was so moved by memories of Michael Young. And I also know that Jeff Freeman who is mentioned in the piece was killed during the Viet Nam conflict. His name is on the memorial in Washington D.C.( I saw it there.) The other document (in that #10 envelop from Sundance) was entitled “Water Boys” - a sweet and reflective article about the passage of time and how things turn out for three different people. Sundance Morgan lives in New Orleans, LA where he is a tennis instructor, neighborhood activist and student of dramatic arts.       
   

Monday, August 13, 2012

Hey You, Get off of my Cloud!


Cloud computing is the use of computing resources (hardware and software) that are delivered as a service over a network (typically the Internet). The name comes from the use of a cloud-shaped symbol as an abstraction for the complex infrastructure it contains in system diagrams. Cloud computing entrusts remote services with a user's data, software and computation. Cloud computing providers offer their services according to three fundamental models: Infrastructure as a service (IaaS), platform as a service (PaaS), and software as a service (SaaS).

I guess it was bound to come to this. There are always technology geeks ready to pounce on choke points in business and cash in. No-one loves the system in place today where you have to rely on the company computer kid to come to your rescue every time you accidentally delete a very important proposal. No one likes that awful feeling of degradation when the problem is magically fixed by logging out and logging on again. If you are like me, though, you can’t help thinking it’s a damn conspiracy. And it’s only gonna get worse as the techies manage to seize control of your data on some cloud somewhere. They mean well of course. Technology is your friend. Or is it? What happens when all the devices and computers stop working? (Don’t ask me how this could happen but just suppose it did). It will be pandemonium and utter panic when/if it happens. But maybe then the pendulum will swing back like it did when everyone realized their houses were “underwater” because of that crazy time when getting a mortgage was the best way to live way beyond your means in a McMansion in a neighborhood of McMillionaires.

How about coming up with (TaaS) Typing as a Service. With this platform, your secretary or administrative assistant is responsible for making a file copy of your document and retrieving it when you need it (which is usually, like, never). It might give re-birth to a completely retro-business that could put millions of people back to work. (Can our society return to and re-learn QWERTY keyboard skills instead suffering from tunnel carpal thumbs? Might we live long enough to see such a phenomenon?) 

Sunday, July 29, 2012

American Marketing Association

A plug for the AMA - St. Louis Chapter

The AMA is a professional association for individuals and organizations leading the practice, teaching and development of marketing knowledge worldwide. Our principle role is to serve as a forum to connect like-minded individuals and foster knowledge sharing, provide resources, tools and training and support marketing practice and thought leadership around the globe.

The American Marketing Association (AMA) was established in 1937 by visionaries in marketing and academia. Today, the AMA has grown to be one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field of marketing across the globe. As the leading organization for marketers, AMA is the trusted go-to resource for marketers and academics. We are counted on as the most credible marketing resource where our members can stay relevant with knowledge, training and tools to enhance lifelong learning and obtain valuable information and connections. The AMA is constantly innovating and evolving, helping to shape the field as well as keep abreast of the changing global marketplace to help our members excel in their careers. No other organization provides more ways for marketers and academics to connect with the people and resources they need to be successful.

Membership entitles you to active participation The St. Louis chapter events and savings on a full calendar of programs. AMA St. Louis offers a variety of ways to get connected, learn about best practices and advance by becoming a better marketer. More information on AMA membership offerings and benefits can be found on our our local chapter website in St. Louis at www.ama-stl.org or the AMA International Headquarters website at www.marketingpower.com or better yet ask a chapter board members. If you want to be a better marketer, we want to help you. 

Monday, July 16, 2012

Oh Father of Mine














Cartoons are a part of my consciousness. Like a lot of others who grew up with Looney Tunes, Hanna-Barbera, Rocky & Bullwinkle, I can’t help recalling the recurring themes, the sound effects and the characters I got to know from hours in front of the TV set watching. Often a given premise is played out in a variety of predictable scenarios. One of my favorite characters is Sylvester the Cat who first appeared in the mid 1940s.  Perhaps Sylvester's most developed role is in a series of Robert McKimson-directed shorts, in which the character is a hapless mouse-catching instructor to his dubious son, Sylvester Junior. The "mouse" is actually a powerful baby kangaroo he constantly mistakes for a "king-size mouse." He wants to show that confidence but is repeatedly bewildered. He brings his son to shame, so much so that the son feels compelled to wear a bag over his head to hide the resemblance to his dad. Sylvester himself is reduced to a nervous breakdown. He is defeated. It’s funny because it is real. Sylvester wants to be a role model and a hero, instead he fails publicly.

What a great bit. I love the father-son dynamic. In spite of his best efforts and his determination Sylvester cannot succeed. He is dealing with circumstances beyond his control.  He comes up lacking in the eyes of his son which makes matters worse. Of course, cartoon characters never grow up. If they did, I bet Sylvester Jr. would one day realize that his father loved him and did the very best he could, given the circumstances. The real lesson he will take from his old man is how to keep trying and understand that you won’t always win. And Sylvester, don’t worry, in time your son will put your efforts in the context of his own adult experience and realize that you are not such a bad cat after all.   

Monday, July 9, 2012

The Phone Screen


“We received your resume in response to our ad online and would like to get to know you better. Are you available for a telephone interview Thursday or Friday next week?”
“Great. How about 9:00 a.m. on Thursday.”
“9:00 doesn’t work. We will schedule a call for 11:00 a.m.”
“Okay, I can do that.”

That’s how it started with innocuous e-mails. The good news is that my resume managed to rise to the top of the pile of what I know must have been overwhelming response. The marketing job, as described, is not a perfect fit. I know it. But now I have a week to think about it. A week to stew about the category, the job description and the responsibilities. I also had a week to develop answers to questions that might come up. I have a week to research the company. I have more than enough time to over-think it too.

A week passes. The call comes and I am ready - I think.

“So, tell me why you think you might be a good fit for this position?”
“Well, I am passionate about marketing. I have held top marketing and communications positions for three significant companies in St. Louis. I don’t know everything about the company but I have been successful in new category/market segments since my early career in advertising where I worked on a broad range of businesses such as toys, consumer electronics and even  quick service restaurants to name a few.”
“Hmmm. Can you give me an example of something you did in which you are particularly proud.”
 “Sure, I was instrumental in re-positioning plasma cutting equipment at a previous company. The program included message strategy, distributor communication, packaging, point-of-sale and trade show activity. We managed to reverse a declining market share trend for a brand that represented nearly 15% of our sales.”
“Interesting. Can you share some examples of how you work?”
“Well I try to be collaborative and get the right resources lined up. I believe in working as a team. Sometimes you want to work with in-house resources and other times you want to selectively outsource the best people you can find. Am I answering your question?“
“Tell me about an area where you show strength and an area you think you would like to improve as a manager.”
“Well….”

I hate this format. I can only guess about that information for which this HR screener might be fishing. I can tell she’s taking notes. I can also tell she is leaving pregnant pauses in the dialogue as a technique. (Leave a little silence in a conversation and I will almost always fill that gap with something I wish I hadn’t said. I know it is a trap but I always fall for it.) Long answers are bad answers, but if you are getting little or no feedback it is only natural to try to explain – maybe even over-explain. And that can be very revealing or catastrophic to further consideration.

“How did it go?” my wife wants to know.
“Terrible. I didn’t say what I wanted to say and I am sure I didn’t say what they wanted me to say. Now, I am at the mercy of notes based on a 20 minute contrived and in some ways intensely personal dialogue with a perfect stranger on the phone."  

Wednesday, July 4, 2012

If you can dream and not make dreams your master...


If
If you can keep your head when all about you
Are losing theirs and blaming it on you;
If you can trust yourself when all men doubt you,
But make allowance for their doubting too:
If you can wait and not be tired by waiting,
Or, being lied about, don't deal in lies,
Or being hated don't give way to hating,
And yet don't look too good, nor talk too wise;

If you can dream---and not make dreams your master;
If you can think---and not make thoughts your aim,
If you can meet with Triumph and Disaster
And treat those two impostors just the same:.
If you can bear to hear the truth you've spoken
Twisted by knaves to make a trap for fools,
Or watch the things you gave your life to, broken,
And stoop and build'em up with worn-out tools;

If you can make one heap of all your winnings
And risk it on one turn of pitch-and-toss,
And lose, and start again at your beginnings,
And never breathe a word about your loss:
If you can force your heart and nerve and sinew
To serve your turn long after they are gone,
And so hold on when there is nothing in you
Except the Will which says to them: "Hold on!"

If you can talk with crowds and keep your virtue,
Or walk with Kings---nor lose the common touch,
If neither foes nor loving friends can hurt you,
If all men count with you, but none too much:
If you can fill the unforgiving minute
With sixty seconds' worth of distance run,
Yours is the Earth and everything that's in it,
And---which is more---you'll be a Man, my son!
 
Rudyard Kipling

Thursday, June 21, 2012

Letter to AOA


Barry J Barresi O.D.  Ph D
Executive Director
American Optometric Association
243 Lindbergh Boulevard
St. Louis, MO 63141

Dear Sir;

No doubt the current business and economic environment have had an impact on your plans and goals as an association. Challenging times require extra care in association management and as you evaluate alternatives. Going forward, marketing and communications will play an important role in shaping the future. As I have thrown my hat in the ring as a candidate to be a part of AOA, I hope you do not mind a few unsolicited thoughts on just how my background and experience might be relevant and how I might contribute if I am fortunate enough to be selected.    

Building a plan and using that plan as a benchmark
AOA has a mission and a number of exceptional programs and initiatives. The annual meeting/conference, ongoing efforts to guide regional membership, thought leadership/position papers and publications – to name just a few. Resources are always limited, but your chances of making progress on an annual basis are more likely to be achieved if they are part of a dynamic planning process that organizes and prioritizes activity. Given the opportunity, I would be happy to share examples from my experiences at HBE, Clayco and Thermadyne. In addition, as a 12+ year chapter leader for the American Marketing Association I would be happy to show you how that successful association addresses ongoing challenges. Done well, a dynamic plan becomes a documentation of success as well as o commitment to focus on best practices.    

Budgeting for success
The plan document is important and should have broad readership. The budget, on the other hand, in my experience, is best managed with a smaller circulation. Budgets for marketing and communications activity can be accomplished in a variety of ways. Many companies simply do the best they can with a ballpark that has been established within in the past two-three years. Consumer products marketers often battle for a reasonable “share of voice” and budget based on best estimates of competitive spending. New products often try to obtain targeted rating points against the target prospect. When all is said and done, the budget should be a companion document to the marketing and communications plan. It should be realistic and fair. The budget also needs to be evaluated at least quarterly as the year unfolds. My experience has been within a relevant range of a wide variety of budget scenarios. Examples: I was account director at D’Arcy when they rolled out a campaign on behalf of Caller ID in the Pacific Bell territory that totaled $17 Million. At Crossland Construction, their budget for marketing and communications was decidedly more modest. (Less than one million dollars for a company with annual revenues of $500,000,000.)

Engaging membership
Your association must attract new members and retain members each year. To accomplish this you must understand what products and services add value. If your value proposition falls short or it not fully understood, you will experience attrition among your ranks. At Thermadyne, we were keenly aware of the industry-wide problem and growing shortage of skilled craftsmen interested in metal cutting, welding and fabrication. To address this we launched an industry leading campaign that featured Thermadyne brands while celebrating the end-users themselves. As membership VP  for the American Marketing Association I saw firsthand the very real impact of reaching members as they faced the annual membership renewal decision. In both cases, we recognized the influence and impact on schools (welding and trade schools for Thermadyne/marketing programs at area colleges and universities for the American Marketing Association)

Managing the brand
AOA is a brand. Like all brands, it is a reflection of a positioning in the minds of members and others who interact with the association. The brand comes with a promise. The promise must be reliable and true. Otherwise the brand loses equity and can be tarnished.  I have come to believe that marketing and communications programs designed to reinforce the brand are a critical pieces to the puzzle. If you visit a Starbuck’s Coffee Shop, anywhere in the world, you see a dramatic illustration of a company effectively managing their brand. I have been fortunate to have built my career from the very beginning with a keen understanding of the enormous impact branding can have on the perceptions of the products and services. A well managed brand can command a premium because it is trusted and respected. My experience with some well known brands and some less famous caused me to adopt the challenge to “Make good brands better and new brands known.” It has been my privilege to leverage brand equity in the context of a number of new product launches from JVC consumer electronics to Matchbox die-cast miniature vehicles (toys) to the TRUE series plasma cutting line from Thermal Dynamics and the EDGE series regulators from Victor.   

Innovation and thinking outside the box
AOA is a brand platform, just as Thermadyne’s Victor and Thermal Dynamics brands are. I mention this to reinforce the fact that as a newcomer to the metal welding and cutting hard goods market, I was able to apply brand building strategies that resulted in meaningful success that added value to the brands and the company overall. I mention only two examples here, but there are countless others. The discipline and processes for uncovering this equity and leveraging it is very real and palpable at AOA.

Social media and thought leadership
Facebook, LinkedIn, Twitter, Blogs and a host of other digital media options are generating opportunities for exponential exposure (and at a modest cost). It begins with understanding the attitude of key stakeholders. But the only way to earn exposure is to go viral with news that is relevant, compelling and timely. In short, it starts with CONTENT. AOA is an organization that has a unique opportunity to showcase best practices and expertise. At Thermadyne, we were able to use our industry leading brands as leverage in ongoing e-mail blasts to distributors and drive traffic to our website, newsletter and trade show activity. Like all media, the interactive media presents opportunities to be an important part of a bigger picture. The AOA whole has an opportunity to be far more significant that the sum of its parts!

Targeting market segments
The association has, like many brands, a number of market segments that will merit effort and attention. Underdeveloped segments may require some investment, mature segments may require some fresh thinking and new products might require exploration. My career has cast me in the role of managing product launch assignments. Examples: Over a two year period we introduced 25 new products from Matchbox. Some were simple innovations we knew would attract our existing following (like themed multi-packs) and others were completely new territory (like a radio-controlled skateboarder called R.C. Radskate). 

Reputation Management
AOA needs to be mindful of its brand and its reputation. Being prepared with crisis communication and smart about the brand is essential. I could elaborate on how we were able to reinforce brands with an ongoing program of public relations activity. (I can also share with you a process by which the successful measurement can guide ongoing programs designed to add credibility and showcase expertise but instead I will share a personal experience that dramatizes the potential negative impact if reputation management is not a part of your overall plans for your brand.)

In 1999, I found myself in the center of a big national story around the Adam’s Mark Hotel chain. What began as a small group, snowballed into a class action that was joined by the NAACP and the Department of Justice (DOJ). While the Adam’s Mark Hotels (and their parent company HBE) were never convicted of any wrongdoing or required to admit any guilt, the damage was done. The settlement and all of the publicity around the chain of 24 hotels, resulted in setbacks of which the company could not recover. The list of actions the company could have taken to prevent the brand from taking this hit is long. Today, the Hyatt Regency enjoys the premier location (in the shadow of the gateway arch) where Adam’s Mark once sparkled.    

AOA needs innovation and creative thinking. Membership at all levels want to be a part of an organization and profession that is viewed in a positive light. There needs to be a sense of urgency and a desire to be pro-active. AOA has an opportunity to reinforce itself the place to go for answers and leadership.   

Managing the team
Marketing and communications are often undervalued. The activity can boost sales, enhance value and dramatically improve an organizations performance. Yet, so often,  much activity falls on a small cadre of soldiers motivated more by the art than the commerce of their daily tasks. This is as it should be. Let’s face it, movies would be boring if actors and directors thought of nothing else but box-office draw. Instead, you need actors and directors who are passionate about telling a story and telling it well. Managing such a team, takes finesse. It also requires discipline and guidance to contain and focus energy on priorities. At the start of each day there needs to be a sense of purpose. At the end of each day a feeling of accomplishment (and being a part of a larger mission). 


cc: Renee Brauns, Chief Operating Officer