I asked him – why the interest? He said ‘because Paul at your last speech you showed us the importance of setting objectives and your objective for 2012 was to read one book per month. I liked that idea and ever since hearing you I too, want to read more!’

What a nice compliment that my messages to reach out and help people had some traction and was actually working!

Another colleague suggested that I post my favorite book list. The benefit here is that I can emphasize the books that have helped me and perhaps help others learn, address change or improve their leadership skills.

What a great idea!
Here is my top 15 list with a short summary/reason as to why you should consider them:
1) What color is your parachute? Richard Nelson Bolles. This is a classic in identifying your skills. If you think you know what are your skills are, think again. Do the exercise that Richard suggests. It’s an investment in YOU and you won’t be sorry.

2) Influence, The psychology of persuasion by Robert B. Cialdini PhD. This is a great book for Sales and Marketing teams.

3) The power of Now, Eckart Tolle. This is a great book on spirituality without any religious overtones. Tolle gives you tips on how to get control of your life, outcomes and stress – I use his tips dally! If you like this book you will enjoy even more…

4) A new Earth, Eckart Tolle. Again spirituality with really cool hints on how to master your life. I strongly recommend both books; they are bit dry at the beginning but get useful once you get used to his style.

5) Rich dad, poor dad, Robert T. Kiyosaki. I like Robert’s modest style. This is not a ‘Get rich quick’ book or scheme. He fundamentally believes in raising the level of education when in comes to personal finance. Read this one first then…

6) Cashflow quadrant by Robert T. Kiyosaki, and Guide to Investing by Robert T. Kiyosaki.

7) Perfect pitch by Jon Steel, this is great for the Adverting agency crowd but not only – great book on how to make great client-winning presentations.

8) Super Freakonomics by Stephen D. Levitt and Stephen J.Dubner. Great book on trends and unusual statistics. It makes you go…Huh!? Fun read and certainly gives Marketing specialists some creative ways to get customer insights.

9) Your Brain and Business: The Neuroscience of Great Leaders, Srini Pillay M.D. Srini was my teacher and is a master and authority on Brain Science. Finally someone unlocks the code as why we behave in such ways in business (because of brain patterns) and he describes how to address change and to improve team performance.

10) Life Unlocked: 7 Revolutionary Lessons to Overcome Fear, Srini Pillay M.D. We all have self-doubt and fear. Srini’s second book unravels how to deal with fear, stress and anxiety, an area where Srini is recognized worldwide.

11) How to win Friends and Influence People, Dale Carnegie. If you don’t know Carnegie, this will be a wonderful introduction to an icon. The book was written in 1936 and the concepts that he describes then are still ‘alive and well’ today. If you like this one you will certainly treasure another classic from the same author…

12) How to stop worrying and start living, Dale Carnegie

13) Smarter Pricing, Tony Cram. Good interesting tips on a somewhat dry topic – Pricing. He kept my interest and I have used his insights for the MBA classes I teach in Marketing.

14) Exponential Marketing by Paul Garrison. This is THE book in segmentation. Paul is CEO Garrison Group, novel writer and Ivy League Professor at Dartmouth University. Learn from this former exec at Coca Cola and P&G. 

15) 7 habits of highly effective people, Stephen R. Covey. No nonsense, no hype, plain common sense to effectiveness. I instructed my marketing team to read this book and to apply/follow his suggestions. I quote his book every time I present to audiences.

Finally. Here are some books on my radar:

1) Emotional Intelligence, Daniel Goleman
2) Drive by Daniel Pink
3) The art of the start: Guy Kawasaki (former Apple soft evangelist)
4) The present, Spencer Johnson

I hope that these books help you find happiness, they help you improve your relationships and they guide you in finding meaning to your life.

It is what we think we know already that often prevents us from learning.
Claude Bernard (1813-1878)
Physiologist

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Common integrated campaign pitfalls.
Pitfall #1: Media that don’t reinforce each other
Pitfall #2: Create a budget first, metrics second.
Pitfall #3: Awareness vs. sales
Pitfall #4: Delegate and forget
To close off this topic and as a continuation of my last post on the topic of campaign integration here’s pitfall number 4.

Pitfall #4: Delegate and forget
Another pitfall is when the Chief Marketing Officer decides to get involved, rolls up his/her sleeves with the team and assists them in launching his first campaign with the team then retreats to his/her management meetings leaving his deputy in full control of the subsequent campaigns.
Till then he or she sets the direction and tone of the Marketing plan (example)
“I want us to be positioned as the company whose real estate project owns the concept of European living standards such as providing large green space, offices, large employer complexes, schools, retail, professionals, fitness centers, public transport.”
He/She made sure the message was communicated efficiently by signing off on all ads, and held the Marketing department responsible for the success of their campaigns (“If we don’t generate revenues that are at least twice what this new Marketing program costs, I want it stopped”).
The campaign was a huge success, improving sales and raising the company’s presence to the point where it could demonstrate a correlation between sales and the advertising campaign.
Then he/she takes his eye ‘off the ball’, starts trusting the agency and then makes the decision that he/she would change from being an inspiration to becoming more involved in day-to-day management. He begins focusing exclusively on the dynamics of reporting systems and internal controls. Although he was a sale-and-Marketing pro who had built the Marketing department from the ground up, he/she now feels that time should be spent building an internal organization.
Soon enough Marketing was delegated to inexperienced staff that could go through the motions of creating Facebook pages, web-site banners, and the like, but who were lost without the leadership it takes to turn these elements into a powerful sales-building machine. No wonder revenues and earnings slowed down.
The team needs inspiration all the time. This means getting involved in all aspects if the Marketing leader wishes to see results while at the same time maintain the consistency of the message.
He/she is supposed to be diligent enough to have created a succession plan but rushing into management duties too fast is not going to help anyone especially when it comes to generating Top Line revenues with Marketing.

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I mean let’s face it reading about Marketing Research (MR) is about as interesting as watching paint dry! And Market Research is for well… researchers right?  Not true.

Market research is one more weapon in the Marketing leader’s arsenal that when properly used can make a big difference.

In my ongoing attempt to make Marketing fun yet useable in your day-to-day activities let’s start with a few definitions:

First, textbook definition of Marketing Research (MR);
Systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.
Ok, no revelations here but I like the word systematic – more on that later.

Not all MR firms are created equal. You should know that there are different types of research firms to help you:

1) Specialty-line marketing research firms: These are the ones that conduct Field interviewing services.

 
2) Syndicated-service research firms: Such as Mercury Research, TNS Gallup, Business Monitor. They prepare industry wide studies (ex. Omnibus) that any players in a particular industry can buy and get a barometer of what is happening.

 
3) Custom marketing (or bespoke) research firm: Examples like IDC Research. With these firms you can ask to find out any information you want, for example “How many pickles per week do obese teenagers consume in Cluj (silly example to make a point). On a more serious note, I was involved in a research project where we had to determine how many large telecoms operators (Orange, Deutsche Telekom, Telefonica, etc) would use a fiber optic cable for data purposes if it was deployed across Russia (hint: that is a pretty long, expensive cable and a bit tough to install in some frozen parts of Russia).

 
Primary Vs. Secondary data (Marketing buzz words): That one is easy.  Primary data is when you plan to get information through a research firm; this data is paid for, confidential and remains yours. Secondary data can be found on the www and is also referred to as “Desk research” since its free available information on a particular topic (article, white papers, industry reports, etc).
Marketers collect primary data in 4 main ways:
1) Observation. Xerox used to film users to see how easy it was to find the “print” button on a copier machine. Ever notice why the “print “button is big and green now?

 
2) Focus groups (also referred as qualitative data) .This is cool and I strongly suggest that if you are NOT in Marketing that you participate as a listener behind the two way mirror. Essentially a moderator interviews 6-8 people (paid to attend and to give their opinions) to discuss their views on a products. In many case INSIGHTS  are revealed which is another  MR tool. I call these insights the A-HA! moments. The A-HA ! moment is when you hear a customer describe a situation or need from your product or service that you had not realized in the past – sort of a new way to use your product in everyday use.

 
3) Surveys, referred logically as quantitative data. Normally sample sizes are approximately 1200 people with an interviewer conducting a face to face interview or at times using a computer (CATI) or the web to interview people to get their opinions.

 
4) Behavioral data. Tesco in the UK through their card memberships and store scanning data can develop a campaign to get you back in the store and buy something based on your  past consumption behavior – that is a really cool too.
OK, so I’ve described some of the basic tools and concepts.

 
Here is where I get the attention of both Marketers and non Marketers:
There are times when Market Research cannot /will not help you:
1)    “Analysis Paralysis”. You spend too much time on getting/reading/digesting the data that you cannot make a decision. You often hear ”Well I don’t  know… after all the research told us that we should not go into this business or market “. Solution: Use the research for what it is; additional information about the market and opinions of users. Remember research does not make decisions, leaders make decisions!

2)    Poor framing of the problem. What was the purpose of research in the first place? Anybody who was read the story and fiasco of New Coke knows that the researchers “asked the wrong question” (see Exponential Marketing, Paul Garrison). It was not a matter of asking if people wanted to change the taste of Coca-Cola but rather asking people what Coke represented for them. Because they were asking the wrong questions this lead to a dramatic change in their strategy and almost killed Coke in the process.

 
My suggestion is here is that you need to really sit down and frame the problem carefully. I tell my clients (CMOs) to invest the time in preparing and getting involved in the brief. Only from there can you define a proper brief for the MR firm to get the data you need.
When you invest this time at the outset, you become crystal clear as to what you want and this makes it easier for the research company to find the answers you seek. Besides a few minutes in brief preparation time can avoid damage control in hours/days of research that comes back meaningless (and costly).

 
3)    Poor execution. OK you found the best research method, the MR firm and you have spent time preparing the brief.  Then the results come in and your  MR team tells you with a great deal of pride…”look at all the important data” as they plop the research on your desk. You have a natural interest to read it and you think to yourself ‘Hold on here…what are the conclusions?” Once again the team tells you …”Well look at the Executive summary”!

 
The next logical question you need to ask the team as a leader is SO WHAT?
The team has to understand that just getting the job done technically is only a part of the execution. They need to read/ understand/process and suggest to the Marketing leader what the company needs to do next. Now that is what I call value add and empowering the team.
Suggestion: Tell the MR team that they have to “live” and understand this new information so much that they have to defend or confirm the direction that this new data is implying.
If they cannot defend the direction then this means a) they have not been empowered to do so or b) they feel that their job as a research team has been completed. In both case this is the wrong answer.

 
I promised you earlier that I would come back to the word “systematic”. All that means is that you have 1) a method, 2) the MR resources, 3) your involvement, 4) uncovered insights or A-Ha moments, 5) a plan to execute.
Market Research seems terribly simple to a point where you may feel to put it on Auto-pilot.

However the more time you invest in it, the more you get out of it. At one point when you discover that cool A-HA! moment that can seemingly kill your competitor you will look back and say to yourself…”You know Market Research was fun after all”.
Did I convince you?

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In the picture you see my first mentor ( as a reminder Mentors do not get paid for their advice) and the fellow called Gordie is my mother’s Coach. In this example Gordie is really MY Coach since what he told me shocked me! Remember that Coaches shock and motivate you.

Without going into too much detail I had not seen my Mentor (read my mom) for quite some time. She is not doing too well health wise and her strokes made her condition more and more debilitating. A visit to Canada was long overdue.

Gordie is my mother’s nurse and caretaker and this is what he told me:

“Sir (not sure why he called me “Sir”) … I gotta tell you: Since you came to visit your mother she is a completely different person. She is happy, looks forward to your visits and her mood has changed…your visit made a big difference!”

A bit of context here: In Canada caretakers like Gordie are paid an OK salary and they do not get tips (spaga, kickbacks or payoffs) for what they do . I can tell you as a business man you really have to like what you do in this kind of job/environment and you need to have a genuine interest in people. This is a skill I don’t have, yet admire.

What he told me made me feel like 1 Million bucks…no make that 10 million bucks when I left the healthcare facility that day.

What’s my point?

1) He did not have to tell me this nor was he getting anything in return,

2) He cares for my mother and a whole lot of similar/worse patients on that floor,

3) His kind words made me feel like I was on top of the world,

4) As a result of these kind words I felt good but more specifically I thought to myself: Mission Accomplished. I came to Canada to visit my mother and it was clear that it had made a difference.

So you’re probably thinking …Paul – big deal? We all have to visit our ailing parents and this is our duty. True.

My point is that a complete stranger (to me) through carefully selected words made a world of difference to me – a few kind words woke me up.

My point: We all have this ability!

In our jobs as leaders we get the job done through managing people and at times we need to be tough, ruthless, impartial, bold, quick, impersonal and rude. After all that‘s business right!?

However if you keep screaming , putting down and never thanking your staff for exceptional work that kind of treatment loses its effect – they will no longer respect you. Why?

There is no point to perform since you are never happy!

If you add a few “Congratulations”, “Thank you” and “What you did made a difference ” that staff member will go back to her spouse that evening and tell them that ” the boss was happy with me today”. You really have this kind of effect on people.

Saying “Thank you “, “Good job” too often is not good either however.

Like sport coaches you have to reprimand for mistakes but celebrate the victories. You have to tell people when they are ‘messing up ‘but also help them improve in the process.

You have to combine the good and the bad.

I don’t care if you clean garbage for living (respectable living in my opinion) or if you are Barrack Obama. We all need to get some feedback; yes positive when we deserve it. Don’t make the mistake of thinking that your CEO does not appreciate being told by his peers that he/she is doing a good job ( of course, this does not happen too often). We all need this!

The ideal way to recognize an employee is in front of his/her peers. There is no stronger effect in my experience when you publicly recognize an employee amongst their peers when that employee undertook a “WOW” performance.People who know me and have heard my speeches know that I am a keen observer of leadership skills and what it takes to motivate people. When a complete stranger shocks me on”what a difference I have made” it reminds me that we can all lead this way…with just a few kind words.

You have the ability, the knowledge and now the reminder.

Try it this week and tell me what happened.

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You have probably read a few articles on stress. I‘ve read some good ones over time and I’ve learned over my career that you need to go back to basics when it comes to stress management.

Fact: There is good stress and there is bad stress.

Statistics are consistent. There is enough research that suggests that stress will make you ill. According to the National Institute of Health in the US, 80 to 90 percent of all illnesses are either directly or indirectly linked to stress.

In another study, researchers found that more than 50 percent of Americans would be willing to take a day off work without pay in an effort to feel less stressed and have more time with their families.

Countless reports indicate that the majority of stress that people feel is due to work related issues such as time management (or lack thereof), workload, deadlines and dealing with difficult co-workers.

Good news: You can actually do something about stress in your day to day activities and get control over your life.

Cool tips for relieving workplace stress:

Eating  Right. Avoid eating unhealthy snacks. Are you getting enough fruits and vegetables in your diet? Eating healthy food can increase your energy. Junk food will deplete your stamina.

Drink less caffeine. Drinking lots of coffee and soft drinks can increase your stress levels. I notice myself slowly starting to boil for such small issues especially after drinking coffee – this is crazy. If you can’t cut out caffeine beverages completely, try to alternate your caffeine intake with healthier drinks or food.

Exercise. Exercise is the best way to relieve stress. Like many professionals raising a family I would neglect my exercise time since I was too busy. That was wrong. If you take care of yourself first  and then after,  the ones that are dear to you,  you will be able to take on a lot more of life’s stressful moments. I was always active in sports as a teenager, stopped in my twenties then rediscovered the virtues of fitness in my mid thirties. Right after a workout, jog or cycle I am reminded now of that  amazing feeling that comes through your mind ( it actually lasts only for a few seconds) and then I think to myself ” nothing can bother me now”  since my fitness session has completed drained me. Try it.

We’ll cover fitness in another post but if you are not currently active, consider taking a quick paced 10-minute walk during the day, even around the office or building. Walking will help to get your blood circulating and give you a mental break.

Stretch. Stretching can help to relieve stiff muscles, which can hold tension and make you feel more stressed. Stretch in the morning when you wake up (ever notice how dogs always stretch after they wake up… and I don’t remember getting comments from them on my blog). While sitting for more an hour at the computer, get up stretch, go for a little walk before you come back to your desk.

Rest. Are you getting enough sleep? We become moody or alternately laugh for just about any reason when we are tired but you may not notice what lack of sleep does in your ability to deal with stress. Not feeling rested can make you feel more overwhelmed. If you have been experiencing recurring sleepless nights, consult your physician. Guideline: minimum of 8 hours should be your goal as an adult – unless of course if you are physically fit, then you’ll notice that you need less sleep.

That extra little morning edge. Getting up 10-15 minutes earlier, and packing a lunch or getting your clothes ready the night before (yes I know this is difficult for the ladies), can help  you get  organized.

Avoid procrastination: One sure way to add to your stress is by putting off decisions and actions. But action itself will always reduce mounting stress. Try the simple trick of writing down all of the tasks that face you, however unpleasant. Then rearrange them in order of urgency, allot a definite time to each – and get them done.

E-mail jail. E-mail is the most common and pervasive form of communication and can be stressful to manage. Opening a full e-mail box can be overwhelming, not to mention time consuming. Here are 3 quick tips to avoid email stress:

1)      Turn off the alarm or visual message and take control of your e-mail and your time.

2)       Try to check your e-mail at regular times, i.e. early morning, mid-day and late afternoon. Even if you receive a high volume of e-mails, you shouldn’t check more than four times a day. Throw out the junk or respond immediately to those that require your attention.

3)      Create short answers. Reduce the length and frequency of messages you receive. It’s acceptable to send back a message that simply reads “Done” or “Thanks”.

Breathing right. When we are stressed, we have a tendency to take shallow breaths, which can result in feeling more tense. Try this: Start by inhaling deeply through the nose by counting to 6 seconds, hold for 3 seconds and exhale for 3 seconds. Do this 5 times. Then change it around: inhale for 3 sec. hold for 6, exhale for 3. Then inhale for 3, hold for 3, exhale for 6 seconds. Concentrate on your counting and breath. You will notice how amazing this is in getting you in more relaxed state.

Think positive. Take a few minutes to reflect on the good things in life. Recognizing what you have (and at times take for granted) can instantly improve your mood and outlook.

Do things you enjoy. Try to do something for YOU or something you love every day to give yourself something to look forward to. Most stress arises due to feelings of being out of control and doing things for everybody else. By taking care of yourself, you can begin to gain control and ensure that your workday is as relaxed as possible. Spoil yourself.

Last point: Be objective
You will be much less vulnerable to feeling stressed if you take on the “don’t sweat the small stuff – mantra that is, the myriad of minor irritations in life…the stuff that when you think about it really won’t matter when you’re 90 years old. Remember that stress is always subjective; it’s your emotional reaction to an outside event.

Use any combination of these tips to fight the bad stress and let me know which one worked the best!

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