Congratulations, you’ve started your own business! You’ve developed a unique product or service, and now it’s time to get the word out to your adoring public. How are you going to make yourself shine, in a world where chances are, there are at least ten or more people already doing what it is you do?
But, you say, nobody does it quite like me.
You’re So Special
Aaaah, that’s different. So tell me what makes you so special? How do you do that special thing you do, that makes you unlike anyone else in the world who offers something similar?
This is the challenge of building your brand. In order to differentiate yourself in the marketplace and reach the people you know will respond to your offering, you’re going to have to figure out how to let them know just how unique you are. You need to be so good at conveying the essence of your specialness (yes, I said it), that it will be undeniably obvious to your ideal clients or customers.
When your customers come across your website and social media platforms, they need to have an “aha moment.” They need to slap themselves across the forehead and wonder how it was they managed to survive without you for all these years. They need to feel like they are coming home, like they can breathe a sigh of relief. Thank goodness, I’ve finally found what I’ve been looking for…
Of course it goes back to authenticity. Doesn’t everything? If it’s not real, nobody cares, at least not for long. In order to develop your unique brand identity, you first have to own it! Be your fabulous self! Show the world what you’ve got! Don’t be afraid to extoll your virtues and your special skills, show off the gems you want to reveal to the world. When you put yourself out there, you want to give the world a concentrated dose of who you are, so they know exactly what they’re getting.
Listen, you won’t be able to please everybody. It’s a given. So you may as well dig into your true self and be as real as you can. For one thing, people can smell when something isn’t genuine, and you’ll never be able to build any lasting relationships if folks can’t trust you. But secondly, and more importantly, you have to be able to live comfortably inside the public identity you are creating for yourself. If it’s not true, it will become increasingly uncomfortable, and like a web of lies, it will ultimately trip you up as you’re struggling to be something you are not. Be real, and you give yourself the opportunity to maximize your potential in whatever direction you desire.
Tell Your Story
People want to hear more about you, why you do what you do, what inspires you, how you got to where you are now. Your story is almost as important as the work that you do and the services you provide. Not only does your story distinguish you from what is most likely a large pack, but it offers people a chance to personally connect with you. Since most business dealings are relationship driven, it’s important to tell your story authentically.
It’s all connected, you know. Sharing information about yourself allows people to see you for who you really are, lets them know what makes you unique, and gives them the opportunity to make an authentic connection with you. Think about it, and you’ll see that the personal connection you feel with your favorite brands is what gives them their power. You’ve got the potential to do the same thing for your own brand!
Social media is an incredible channel for connection and communication. It’s where nearly everybody has put their focus these days as part of their marketing strategy, but let’s not forget that it can also be a tremendous tool for good old fashioned networking and relationship building between colleagues.
I first developed my affinity for social media in general, and Twitter in particular, through my involvement in the #eventprofs online community, about five years ago. Those of you who have been around for a while may well remember the roots of this community (and I hope you will share some of your memories, if you are so inclined).
What began as a series of online discussions between professionals in the event industry has, over the years, produced numerous conferences, publications, chats, podcasts and blogs, not to mention many deep and abiding business relationships and friendships. I’m not aware of any romantic relationships that resulted, but I wouldn’t be surprised to find out that had also been the case! (again, share your memories if you have any…)
Things are a bit different now. The airwaves have been flooded with commercial transactions, cultural memes and political agendas. But if you look closely, you’ll see that there are still plenty of opportunities to use social media as a way to build your professional community and create some authentic relationships in the process.
Here are a couple things to keep in mind as you work to find your people:
Relationships are a Two-Way Street
In business, we’re all looking to promote our work. We may have sales goals, or other growth related targets. The important thing in building relationships, though, is to have as much to offer as you are looking to obtain. In other words, it can’t just be about what’s in it for you.
For example, I’ve become quite disillusioned with LinkedIn groups. I have found that, except in cases where moderation is strict and specific in directing conversation towards more topical discussion, most people use the groups as platforms for self-promotion. I generally hear a giant sucking sound when I log onto the groups. It’s the sound of people trying to sell me things. I’m not interested.
More compelling to me are highly targeted Twitter chats, where the focus is to exchange thoughts and ideas on a particular subject. Much like the original #eventprofs discussions, I’ve often found these chats a great way to meet like-minded individuals working in my industry, or depending on the topic of the chat, people whom I wouldn’t mind getting to know in real life.
Promote Things That Get You Excited
I’ve long talked about the benefits of being generous online. When I feel psyched about a friend’s or colleague’s project or event, I go all out to spread the word throughout my circles. I’ve been a cheerleader for Kickstarter campaigns on Facebook, live tweeted presentations at conferences while I was listening, and blogged about events that I was really excited to attend.
As a side note, I should mention this – as a writer, I find that I do my best work when I am writing about something about which I feel genuine enthusiasm. Follow those impulses whenever possible and see where they take you. There’s nothing like the natural unfolding of connections while you are busy doing what you love to do.
All Work and No Play…
Here’s an anecdote. One time I attended a business networking function, and as I was on my way to the bar for my first glass of wine, a guy buttonholed me and started asking me about the level of insurance coverage among my staff. Dude, I just walked in the door, and you’re trying to sell me insurance? Nope. Please, do not do this.
Get to know people. The majority of solid business relationships are based on the fact that the people involved genuinely like each other and don’t mind spending the amount of time they’ll have to spend together in order to work with one another. It’s worth your time to make friends.
Dahlia El Gazzar is the founder of The Meeting Pool, a combination interactive directory and consulting firm that helps people implement new technologies in their work and lives. I had the pleasure of interviewing Dahlia during this year’s techsytalk LIVE, and one of the first things she did was ask me if I was using Evernote to record my interviews. What? She then proceeded to blow my mind by showing me how I could use the built in microphone to capture my audio, save it as a wav file, share it and any associated images along with text annotation via a chat backed up by email notifications. And why am I not doing this all the time??
As Dahlia explains it, the Meeting Pool is a place for conversations. It was created, “… to help event professionals with new ideas as well as new technologies that they can implement and embrace, not only on the event level but also for productivity and for sanity, and to help them with efficiencies and just being ahead of the curve.”
“The other side of it is there’s these amazing technology companies, especially in the startup world, who need guidance and consulting on how to reach the right people at the right time with the right message, and so we help them with that as well.”
So what we’ve got here is an agency of tech geeks who are poised to help end users be more tech forward thinking and productive, and help tech companies reach the right people with their product. They’re also currently upgrading their tech decision engine, which contains info on over 1000 companies, to facilitate due diligence research on new technologies and solutions currently being offered in the marketplace.
Here’s more from our conversation:
Deborah – How does your work relate specifically to the event industry?
Dahlia – Anybody that wants to integrate practical technology or even just technology solutions and making people feel comfortable with their mobile devices, that’s when they bring us in to be an onsite team. If they embrace more event technology on the entire event level, it will be easier for adoption if the attendees are comfortable with their mobile devices. A lot of times you get handed an iPad and you ask your 7-year old son or daughter how to fix it or how to do it, so you can’t ask them to embrace new technology at a show or at an event if they are not comfortable with the basics.
Deborah – So your goal seems to be similar to Jim Spellos’s company. How would you differentiate your company from his?
Dahlia – So Jim and Liz and Corbin Ball and myself, and there’s a lot of other educators out there – I think our collective mission is to make people exploit or embrace smart apps and technologies and understand them enough to put them to good. And also to cut through the shiny objects, or the 400 or 700 apps that people sometimes say that you need. Jim and I, we’re very like-minded in the sense of educating people and not overwhelming them. We take it a step further where we’re doing it for not only the events world, we’re also doing it for the mainstream world. There’s a generation gap in the way of utilizing mobile devices and apps and business solutions. That’s what we are now catering to as well.
Deborah – So you find yourself catering to those businesses who might be sitting with a 1990’s style website that they still need to pay their developer for every time they need to change something?
Dahlia – Exactly, or if it’s someone who doesn’t have the time to look at their workflows and the processes that they have in place, where they’re married to the status quo. Usually this is where we go in and we look at the underlying platforms they have in place or do not have in place, and then make sure that all the team members are onboard with it.
Deborah – What are you most passionate about in your work?
Dahlia – My passion is to enable people to use their mobile devices and smart technology to be as efficient as they can be. And I know it’s a huge mission. I usually start all my sessions by saying, “I want you to be untethered from your office and your desktop and to do exactly what you need to be doing, on a beach in Mexico, and I can get you there.” Or, if I’m at a show, like we went to National Auctioneers Annual, so you have 3000 very fast speaking people, and a guy comes and he has a flip phone, and he’s like, “I never knew how to use it, I only have one number on it,” and so how do I get him to be comfortable with that? And efficient. Actually, it was awesome. He was doing voice to text messages, he was taking pictures and emailing them to his designer to put up on the website, and he still texts me pictures of flowers because of my name… So what drives me is that on one side, but it’s also on the technology side where I see all these wonderful solutions, like the holographic entrance [installation by Luminescence production services framing the techsytalk LIVE entrance]… So it’s looking at that tech or those apps and saying, this is the kind of experience you can shape with it. And it is all about experiences, our whole life is about experiences…
Deborah – Is there some other part of your life outside the industry that inspires you or feeds into the work, or another direction that you want to take the work in that you’re not doing right now?
Dahlia – What inspires me is my children, and I’ll tell you why. Because they are already living in a world that is so connected, that if we are the ones creating experiences for them, and we want them to go to the face to face and all of that, we need to create better experiences than they do on Playstation, to get them more engaged. On the flip side, we can’t forget to teach them how to be on that social level, not engrossed too much in a Twitter or a Snapchat that they can’t have a face to face conversation with Deborah when they meet you.
My kids actually worked a couple of tech bars with me, and it’s interesting because older people tend to go to them, like can you take this ding off the notification. It’s an interesting dynamic. I like to see things from their perspective. I love to see how technology’s changing how education is being delivered in schools and then – they run circles around me when it comes to stuff like that.
Deborah – Are there any particular mistakes you’ve made in your work that you feel have taught you some significant lessons that you’d want to share?
Dahlia – So, a couple of things. Taking on too much, and also not running with your gut feeling on products or ideas fast enough.
Deborah – Explain.
Dahlia – Taking on too much in the sense of making sure you’re not in overdrive all the time, but on the other side is when you have amazing ideas that your gut says, you just need to try it. So it’s getting that lizard brain to be quiet, as Seth Godin sometimes says, and to run with it and to find like-minded people who will support you or say, just let’s try it. It doesn’t have to be perfect, let’s just throw it out there and see what happens.
The world of technology is interesting and scary at the same time. I know a lot of people say that, but it’s the honest truth. It’s an interesting time, especially in the events world, because there are so many awesome technologies that can be utilized to change and create awesome experiences. People do need to take the time to understand how it works overall, for that seamless wow factor or seamless experience.
Deborah – Do you find that people get overwhelmed a lot when they’re faced with new technologies and they just don’t know which way to go?
Dahlia – For sure, they get overwhelmed to a point that they paralyze themselves and therefore do not try things.
Deborah – So do you find that you’re a helpful catalyst in that regard?
Dahlia – We are, because we bring it down to basics and laymen’s terms. Also we talk through it with them and they use us as soundboards. For example, [we explore] what it would mean for their constituents, for different event participants and if it needs to be phased in [over a couple of years], instead of someone from the C-suite saying, no we need to do the whole entire thing, and they have no idea what they’re talking about.
Deborah – So it’s an integrated approach.
Dahlia – It has to be. It certainly has to be.
Deborah – So Meeting Pool is really for the meetings and events industry.
Dahlia – It started with the events industry, and it’s morphing, because a lot of the attendees that we touch at different conferences, they see the benefit of taking a look at their own personal and professional set-up and skillset. We end up talking to a show organizer about the tech education or tech bytes that we’re bringing to the show floor, and you know I just had a call right now and she’s like, “Well wait a minute, can I get a one-on-one? Because I don’t know if my devices can sync up, and I want to know about those top ten productivity tools,” or “I want to know if I’m using LinkedIn the way I should,” and so it’s a domino effect. It’s meant to be, to a point where we say, bring us to your board or your C-suite and let us have them be comfortable with tech or mobile devices and know what Twitter is and so forth, even if they do not need to live on it, so they can understand what your decisions are all about.
Deborah – And then you can do a sweep of all their needs and their tools that they’re currently using…
Dahlia – Right, so it’s not a flyby… See the pool has always been a spot in the hotel where you have interesting conversations that go off on tangents. Whether at the bar, or in the pool, that’s where you meet interesting people and you’re like, “OMG, that clicks.” Then you go off, and you’re like, “Well, I can use that for business, but wait a minute, I can use that at home,” or “I’ve had this awesome idea for a book. I don’t know how easy it is to do it, tell me a platform that I can use…”
For instance, I was looking at what you’re taking notes on, and I’m thinking why aren’t you using Evernote? Because Evernote has a built in microphone for you in the notes…
And that’s how it all begins…
Hot off the presses update: Tech evangelist Dahlia El Gazzar is now empowering people with smart technology to lead productive business and personal lives via her new company, DAHLIA+. Through workshops, tech bars and one-of-a-kind consulting, she has what it takes to help you get to and stay in a winning position in our rapidly changing tech environment. Reach out to her at Dahlia@dahliaplus.com if you have a question or need a sounding board – she’ll be happy to speak with you. Tell her Deborah sent you and receive a special surprise! (Don’t tell anyone, but the surprise is a free resume and Linkedin profile review… ssshhhhh….)
If you’ve attended techsytalk LIVE over the past few years, then you are well acquainted with magician, Max Major. Host of the yearly event tech conference since 2013, Max wraps his uncanny mental abilities in a confident, wry sense of humor, giving the impression that he knows a lot more than he’s telling. He and I sat down together for a few minutes at this year’s techsytalk LIVE in August for a chat…
Deborah – Max, there are a lot of people doing work like you – what makes you unique?
Max – Well, I could tell you the differences between me and other people, but the bottom line is that actually it doesn’t matter. I don’t think there’s such a thing as competition in any industry. Period. Even the most competitive industry. You’re a DJ, everybody’s a DJ. You’re a photographer, well, everybody’s got a camera these days. Everybody’s a photographer. You’re not competing against someone else. Someone isn’t hiring you or them, they’re choosing to work with you because they have a personal relationship with you and believe in the work you do, so you do good work, and you have your own client base. It has nothing to do with other people.
Deborah – What is it about the work you do that you really love?
Max – People. Yeah. As a mentalist, I’m decoding people, I’m fascinated by people, by what makes us tick, how we make decisions, why we say the things that we say. I’m kind of a student of human nature, and so I get to demonstrate what I’ve learned onstage in an entertaining way, but I’m still learning every performance, so that keeps it exciting.
Deborah – Where are you moving towards in terms of the development of your work?
Max – I just signed a deal with NBC/Universal for a six month development deal that ends in December… at the end of December, we’ll try to sell a national TV show. This process is really exciting; I get to work with really creative people… The first three months are essentially brainstorming and development, and the second three months are actually producing a sizzle, which is like a three minute pilot. So that’s the first piece of a national television show or series… which has been a goal of mine since I was a kid. To support a career of public performances, a television show is a platform to gain visibility, because my true passion is live performance.
While the reach of television is incredible, and you have an ability to spread your message wider, live is where it’s at. It’s what I enjoy the most… it’s sort of two pieces to the puzzle, of having a public career. One is live shows and the second component is a national television series. So I still do corporate events, perform at conferences and conventions and meetings all over the country, doing sort of a traditional stage show, after dinner, but also serving as an MC, or doing a hybrid job of both entertainer and MC.
Deborah – Will you continue to do that?
Max – I will. I mean, I’ll always be available for hire. The price might change, (laughs) but no, that’s something I really enjoy. Events need entertainment. It’s the most commonly overlooked aspect of planning a conference or meeting. It’s like what budget do we have left over for entertainment, which is the wrong approach, because if your event is boring and not entertaining, it doesn’t matter what content you delivered. All people will remember is that they didn’t have a good time. People remember the emotion they were left with, with an event, not necessarily what they learned, and the only way to tap into that is entertainment.
Deborah – What’s your philosophy about technology, as it relates to the work that you do?
Max – As a business owner, it definitely affects me, you know. Technology gives me a number of tools and advantages your parents didn’t have. As entrepreneurs, we have more opportunity in front of us than anyone has ever had in history to do what it is that we love. The internet is a great equalizer – it’s not hard to get the word out about what you do. You have a soapbox. Where before you had to buy very expensive advertisements, in traditional print or one of five TV stations that there were at the time, the internet allows everyone to do what it is that they love, and to monetize it and capitalize on your passion. If you are passionate about collecting thumbtacks, and you’re really passionate about that, you can make a living curating a community of people who probably share that same interest. We’re all weird, and the internet allows us to find people…
Deborah – Find our weird tribe.
Max – Yeah. Seth Godin says, “We’re all weird,” and I believe it. So yes, as a business owner, technology helps. As a performer, as an entertainer and as a business owner, social media is a game changer, you know. You have this great reach to get your message out and to share content and share what you believe and impact people on a larger scale. And then as a performer, technology is great. New lighting, new projection technology just makes my live shows more engaging.
Deborah – Do you use devices a lot?
Max – I guess I adapt with the times. I used to guess people’s email password, and now it’s more common, you know, people have their cell phones – now I guess people’s passcode for their phone, their pin#, that kind of thing. So yeah, I do things with technology because people carry it on them, but technology isn’t the method.
Deborah – It’s a tool.
Max – It’s just a prop. Yeah, it’s like oh, you’ve got a cell phone? What can I do with that, because I’m going to come up against that.
Deborah – Is there any aspect of your work that is related to something from personal life that’s a big influence on it?
Max – Sure… look at stand-up comics – some of the best stand-up comics have the darkest past and personal struggles… Being charismatic is being completely aware of who you are, so you can be energetic and charismatic, you can be soft spoken and charismatic, it’s just an awareness of who you are, and an openness about it makes you magnetic… people go, wow that person’s so comfortable with you they are. And so, there’s a lot of personal stories that come into my show itself, but then also your past shapes who you are as an entertainer. So what you find funny and the things that you study, they’re all shaped by circumstance of childhood or whatever it is… Yeah, you can’t escape that in any field but especially as an entertainer where you’re a storyteller, those stories are relevant but also, it shapes your personality which is front and center, and if it’s not authentic, an audience can smell it…
Deborah – Do you see yourself in relationship to your audience in a specific way?
Max – In my new show, I’m their guide. I’m sort of pointing out things that are universal, things that I know about people that you might not have noticed. Yeah. I’m like the best man… Like, we’ll get into a little mischief, and somebody said I’m the best, best man. I’ve never actually been a best man, but I’d make a great best man… the best man for your evening, you know…There’s gonna be a few surprises, we’re gonna have a little bit of fun, you’ll probably have that heartfelt moment that you have at a bachelor party… Yeah, I’m your guide. I think I’m wired as a teacher, in a way, there’s a bit of that in everything I do.
Deborah – We all make mistakes. Obviously it informs our growth, our development. Is there one particular mistake that comes to mind, having produced a lesson that’s become really important, or some insight?
Max – No, truly. I know some people say, there are no mistakes, only lessons. I wholeheartedly believe that everything that has happened to you in your life has put you in this exact place that you’re in right now. Not fate, not any supernatural way, just an effect, cause and effect. I’m here right now sitting at this table with you because of a choice I made ten years ago about where I went to school, which put me on this certain path to eventually meet Liz, and this to happen. It’s not fated, it’s just those are the facts. And so, no event is really good or bad in and of itself.
We place judgments on things, and so if you’re aware of that, and if you’re paying attention in your own life, then everything is important, even the smallest little thing, even the thing that seems bad at face value. You know if you looked at your life ten years from now, and you looked back, you would see how everything unfolded, and it would make beautiful, perfect, wonderful sense, like in the rearview mirror. It’s always easy to see all the connections… Like anyone else, my gut reaction in the moment to an event that you could perceive as negative, yes, I still get frustrated, but I’ve worked very hard at removing labels and judgment from my own life, because it’s really important, and people are interested in this kind of thing, and developing a healthy mindset.
Look at stoicism. Marcus Aurelius wrote a lot – he was a stoic philosopher. People don’t know that about him, but he has a lot of writings about how we perceive events and how we can’t control the actions and thoughts of others, we can only control our own thoughts and actions. So we can’t control what happens to us, we can only control how we think about it. It’s very powerful. Look at stoicism, look at the Tao, look at mindfulness and meditation, it’ll change your life, because you’ll stop reacting and you’ll start observing, and it has a very profound effect on your life, so no, I don’t have any regrets or any mistakes.
Deborah – You don’t see them as mistakes…
Max – Sure.
Deborah – What’s your thought on the connection between science and spirit?
Max – Well it depends on what you mean by spirit. I mean I’m agnostic. I have no stance on religion or God, it’s not relevant to my life and how I live my life.
Deborah – I don’t think I mean religion or God.
Max – Some people, they hear the word spirituality and they go, oh, your spirit or whatever the supernatural thing is. The true meaning of spirit is your essence. It doesn’t have to be anything supernatural… so, consciousness if you want to call it that, being…
Deborah – I guess I’m thinking about that territory.
Max – I’m not a scientist, I only have my own personal experience to speak from, and so, there’s certainly an awareness that’s above that conversation inside your head. I think we can transcend judgments, we can transcend the ego and that narrative in our head and that kind of thing, and be more present for our own lives and live richer and fuller lives.
So, I’m a born skeptic, I’m agnostic when it comes to religion, I question things at face value. As a magician I’ve been trained to do that since I was 12 years old, and so the spirit is a very personal thing, and my exploration of spirit has been sort of cracking my preconditioning and trying to become more my true self and shedding those layers of burdens from childhood and everything else that happens to you… I think the closest thing you can get to spirit is probably working on mindfulness and awareness, and working towards living your passion. Those are the two biggest things you can do for your life, and so when your passion and your work are aligned, and you’re present for the unfolding of that, that’s the point of it all…
Deborah – Would you say you’re getting there?
Max – I don’t know, I mean it’s a lifelong journey. I don’t think it’s a destination you arrive at, I think it’s a practice. So, I’m definitely in a better place just from a mindset standpoint than I was four or five years ago, and it’s allowed my career to take off, because I don’t put so much pressure on myself. I used to be very attached to outcome, and so it was a win or lose mindset… When you sort of detach from that and attach yourself more to the present moment, you become more attached to the process, and when you’re more attached to the process, things will naturally unfold the way that they should. You’ll do better work by its very nature, you’ll put less pressure on yourself, you’ll have less stress…
You actually do better, you actually achieve more by attaching less to goals. I certainly still set goals for myself, but you sort of set your goal and then you let go… And it’s not a recipe for apathy, like “Oh, yeah, I’ll just put my intention in that direction.” No, you still work very hard. You set your intention, you let go of attachment to outcome, and then you bust your ass and put all of your energy in one direction, with the understanding that it’s that process, it’s the work, that’s the point. Not the final product or the outcome. That’s transformed my career.
Well, another techsytalk LIVE has come and gone, and I have to say, this may have been the best one so far… that is, I think so. I actually spent much of the day in the Convene boardroom, interviewing nearly a dozen of the presenters and exhibitors who attended that day.
Liz King Events has made it their business to gather some of the more forward thinking people in the event/tech worlds, and this year was no exception. Jill Taub Drury, founder of Drury Design Dynamics, kicked off the morning with a look at surviving the next evolution of the meetings and events industry, based on her firm’s core values of maintaining excellence, working with the best people who are committed to innovation, education, and a practice of road testing new ideas. I later spoke to Jill to find out a little more of what makes her tick.
Deborah – Jill, tell us a little about Drury Design Dynamics.
Jill – Drury Design was founded in 1981. We are a fully integrated communications agency. We work with clients to support their brands across the board via meetings, learning and performance, entertainment, social and communications. We’re a very diversified company. It’s exciting, because we get to work with our clients across their different types of projects, and that makes it fun.
And by clients, she means folks like IBM, Walmart, Deloitte, Johnson & Johnson… Says Jill, “It’s exciting that they trust us to communicate their message.”
Deborah – What do you find most exciting about your work?
Jill – I love the people I’m surrounded by, they’re really amazing – it’s always exciting to be around a group of people who are so creative and so innovative, and smart, really smart. We do a lot of content. A lot of companies who do production, do [only] production, but we’re doing the strategy and the messaging and the content and the building out the architecture of the event, so that’s exciting… and then it’s the clients we’re working with and the subject matter and to see the changes going on within their companies, as well as the world, is really interesting.
Deborah – What kind of changes are you seeing?
Jill – Well, IBM is a client of ours, and so if you look at Cloud and technology and social and servers and all those things… There are other examples of companies we’re working with where maybe they have internal things going on. Maybe they’re being split or bought out, and we help with that messaging, how they communicate with their people and train their people to handle it and the expectations and prepare them for the future, so that’s a whole other side of it, which is very strategic oriented. I know that we’re known for these very large 20,000, 15,000 people conferences, but there’s this very important part of our business that has to do with strategic leadership, and how we can help them communicate.
Deborah – A little more quiet, behind the scenes, but no less exciting because the dynamics are so impactful…
Jill – Absolutely, on such a big scale, and to see it rolled out. Whether we roll it out or somebody else does, I love seeing that. What’s MPI’s thing? “Great things happen when you bring people together.”
Deborah – Is there any other place you’d like to go?
Jill – One of the things that’s interesting that I talked about today, is that you have to evolve, and over three decades, we’ve done a lot of that. The thing that’s done for us has been to grow our capabilities, which enables us to go into all these different areas now…. I think if there was one area that I wish we did more of, it’s experiential events, which is not so much about the content, it’s more about the fun and engagement. We do a lot of that, and we bring it into our events, but to just do events like that would be a lot of fun… We certainly have the capability to do it. I find that there are many companies who do that who are trying to get into doing the content end, and they’re finding it very hard to go that way, whereas we already do all of those things, we just haven’t been going after that business.
Drury Mash [the firm’s yearly professional education event] is something along those lines, particularly this year. It was really fun and everyone was “Oh, what a great party!” and I’m like, “I’m so glad you’re having a great time at our great party! Let me tell you what you learned!” Because we’re creating an experience – that’s exactly what I wanted them to walk away with.
I really think a lot about onboarding at events. I happen to be shy. When you go to an event where you don’t know anybody… if there’s 200 or 300 people, it’s really clear that you feel separated from everybody else. When you have 10, 15, 20,000 people, it’s overwhelming, and so where do you start? So creating experiences where people can easily turn to the guy next to them, and it makes sense, and it’s not awkward, and make a comment that a conversation can come from, it speaks volumes. And it’s equally as important as anything else you do, because… When you go to a conference, the information, 98% of it is online. It’s the experience, it’s networking, it’s the people and the business that you’re doing, particularly as you look at millennials… The millennials made us acknowledge and put it into play, but we’ve always wanted this. Because who really wants to sit in a room and be talked at for five days?
Deborah – I’m so glad these types of conferences are winding down, because they’re so deadening.
Jill – Yes, they are. Even when we’re in an arena situation for our general sessions, we have second screen, so that if you’re going to be sitting there on your computer, your tablet and your phone, and your head down, you’re listening but you’re doing other things, I’d rather have you go to content that’s about the speaker or the conference or the subject matter. So we provide second screen information.
Deborah – In your presentation, you said, “Tell a story – look to technology to support it.”
Jill – It’s really about putting the information up there, and having a link for somebody to go to…that’s what it comes down to… What’s the link and how are they getting to it?
Deborah – So rather than fighting the trend of people being hooked in all the time, you are using it to advantage – if they’re going to be on, give them something that will connect them back to the subject at hand.
Jill – It’s an example of looking at emerging technologies and concepts and adapting them to work for us. Where did second screen come from? They’re doing it on TV! Follow the hashtag, tell us what you think, friends watching TV in different locations talking to each other through it… So that’s really the idea, it’s just adapting what’s being done… you always need to drive the mission and the messaging and the brand, and so any opportunity you can do that in a way that doesn’t feel intrusive…
Deborah – That’s the key, to make it organic to what is going on.
Jill – Right, because when they call them marketing events, you can’t be marketing all the time.
Deborah – No, nobody wants to be marketed to… in fact, I wrote an article for lLz once called Quit Marketing at Me. I got it, enough already!
Jill – I read it, I heard it, I’m there… On the second screen, the other thing is we use it for polling, right there… I’m waiting for the day when we have something like Yelp for speakers, and people are rating them as they’re speaking, and it comes up on the screen. How will speakers change their presentation? I mean I would have a heart attack.
Deborah – Me too, wait, I’m failing, I’m failing, no it’s going up, wait, no, it’s going down, pivot, pivot! Hahaha…
Jill – But people will be doing that and sharing and then making recommendations, “Go see this guy, don’t see this guy,”
Deborah – Oh my…
Jill – In real time it would really be tough, but I do think it would do a couple of things. It would hold speakers accountable, to make sure that they’ve rehearsed, to make sure that their content is really good. I have clients who, you’re getting up on an arena stage in front of 18,000 people – I don’t care how often you speak, rehearse! If not for you, for the technical team, so they can set your levels and see where you’re going to pace to, get your rhythm down for changing your visuals, so it’s really important. I also think that it will help drive pre-conference conversation along with post, which is really important. You know, you look at social during events, so social can go up – it spikes for the four days during the event, and then it goes down. So, if you can start that conversation before and then keep it going, that’s what you want.
Deborah – Tell me, do you have any big mistakes that you’ve made that you’ve really learned from that you would not be too embarrassed to share?
Jill – Let’s see. This is a big one to put out there. Holding onto people too long, because you think you’re being nice. And you’re not doing anyone a favor by that. You’re not helping your company, your brand, but you’re not helping them, because the longer you keep someone who isn’t doing a good job and they’re clearly not happy, you’re making them less marketable in the job market after they leave. I think that we’re very culture driven at Drury and very family oriented. It doesn’t meant that we’re family, we’re a business, but we really care, and sometimes we do that and it’s not a good thing.
Deborah – Thank you, that’s a good one. I love that you’ve said it, and I hope that you don’t call me tomorrow and say, “Don’t say it” because I’m a big fan of humility and pulling back the curtain and showing process. Making mistakes is where we learn.
Jill – Didn’t I say that? Don’t be afraid to fail. And share those lessons.
Deborah – I think we culturally need to get past the shame of making mistakes and this insistence that we’re constantly being judged, that there’s some kind of judgment that’s permanent and unforgivable. Because it’s not like a fall from grace situation here. We’re not going to hell if we make a mistake.
At under30CEO, many of the entrepreneurs I interviewed there said, “Make lots of mistakes, it’s the only way you learn.” How do you know unless you push into something new? Oh well, that didn’t work, and then you learn. Otherwise, you don’t know if maybe you’re just being lucky.
Jill – And that’s why I talk a lot about how it’s not just educating people about the technology, or an idea or a process, they have to road test it, they have to experience it hands on, and you get two things from that. First of all, they get to experience it so they understand what it’s like. They understand if the technology will work, or the philosophy behind the activation will work, but we also see how people interact so we can think about, should we adapt this and then include it into our client driven events? Maybe we shouldn’t. Maybe there’s not a place for it. Maybe we just need to wait for the right opportunity. But I hate technology for technology’s sake. I hate kitch, trendy stuff – what’s it going to do? What’s the purpose?
And one last comment re: holding onto people too long. It’s not a decision that you make willy nilly. It’s a really thoughtful process, and it’s stages. You have to work with people, see their potential, so it’s not just about having the right people in the seats, it’s about having the right people in the right seats. And so there are times that we’ll see that a person might be more passionate about, or have more of a sensibility for another area, and we love this person, we don’t want to lose them, just because they’re not doing this job correctly. They might be better over here, let’s give it a try. And it’s not all about us. It can’t be all about us. It has to be about them as well. If I cared enough to bring them on, I need to care enough about what their next step will be.
Deborah – I think that speaks to a really great philosophy of valuing relationships in all their dimensions and really understanding all those dynamics between balancing out your needs, the needs of your employees, your consultants, whoever, so that you’re really taking all these needs into consideration. That speaks volumes of you as a business person, and an employer and an innovator, too, because I don’t find everyone to be that forward thinking. I don’t think everyone thinks that way.
Jill – I have to say, Deborah that I was really lucky to start when we started in the 80’s. It’s a lot harder now, because everything’s faster, cycles of engagement, what does that mean, and the pressure that always is, and even how the opportunities that come to us and the expectations right out of the gate, and you hear you’re not even as good as your last show. It’s really hard today, whereas if I think back, I had handwritten, full page double sided letters of thank you. Now, it’s a different world, and you have to go with that. But it gave us time to really understand who we were, what we wanted to be and the importance to us of the role of culture within the company, because I want to be able to go to work every day and be happy and I wanted to be surrounded by people who are happy.
Deborah – Absolutely, and I’d like to think that the process you’re talking about, sort of broadening the level of internal engagement is something that we can foster. One of the things I’m hoping to do with this series of interviews is tease out some best practices and philosophies and some values that I think are significant as trends I’m seeing amongst this little subset of thought leaders. Because I really think that’s what techsytalk is about. techsytalk is not just about the latest gadgets, there are so many more dimensions to it.
Jill – Liz has really couched it well. She’s really terrific.
Deborah – I agree.
We’ve all heard the familiar time management tips, productivity tips, tips on how to focus and tips on tapping into creativity. But what some of us need is serious practice in bringing balance to our lives.
We freelancers are a motivated bunch. We take the time to learn the greatest technologies and stay on top of industry standards. We work hard on behalf of our clients, better known as our bosses. (And I’ll bet you thought being a freelancer meant you were going to be your own boss…)
Here are a couple things I’ve learned over the years about keeping balance in your life as you manage your own business.
Self-Care is Key
I don’t think I can stress this one enough. You have got to take this seriously, especially as you get older. How many times have you pushed yourself to your absolute limits leading up to an important event, opening, launch, etc.? You barely sleep, eat terribly, stress yourself to the max, and finally, it’s over! Then you crash. You come down with a huge cold, the flu, a stomach virus, whatever. It’s your body’s way of telling you, OK, I held it together when I needed to, but now you better pay attention to me.
This is really not the most practical way of doing things (overstating the obvious). If you must push yourself past your normal limits of endurance, then at least try to get enough sleep, minimize your coffee intake (at a certain point, it taps into non-existent resources and just drains your vital energy), and eat nourishing food. Fresh fruits and veggies are great, and not too many sugary, fried things. So yeah, the cronut and latte diet you had in mind is not going to be your best bet.
And don’t forget to exercise. Now don’t look at me like that – exercise is not a punishment. In fact, anything that involves working up a sweat by using different parts of your body will do. Getting your bones and muscles working keeps your heart pumping and your lungs nice and strong. Stretching on a regular basis (yoga!!) helps keep you from developing low back pain and other chronic muscle aches and spasms. Playing sports, going for long walks, having sex – these are all fun activities that will help you stay fit and relieve stress… yes indeed…
Make Time for Yourself and Your Family
Another vital piece in maintaining balance is making sure that you spend enough time doing fun things by yourself and with your loved ones. There’s a reason why we have weekends. There’s also a reason why we have vacations. You can’t just keep going without a break and not expect to lose your mind.
If you are worried about your level of productivity, then you should also want to program in time for relaxation and fun. You know as well as I do that there are times when you’d do better taking an extra-long lunch break than forcing yourself to sit at your desk, when all you’re doing is anxiously looking at the screen, or worse, relieving your anxiety by flitting all over Facebook or Twitter.
Remember the yin/yang symbol? That equal mix of black and white? It’s the symbol for duality in the universe. We have to give ourselves downtime to balance out the uptime. You might be tempted, but don’t feel guilty about needing to veg out in front of the TV at night, or indulging in other “time wasting” activities. Spend some time with your kids doing silly things, whenever possible… or your pets, or your nieces and nephews, or yourself. Read a book, write a poem, bake some quiche, knit something. Ride your bike. Go out to the movies. Have fun. You won’t regret it.
Aaaah, the freelance life. It sounds so leisurely, doesn’t it? The reality is that we freelancers are working hard to hustle up an income. Sure, we get to make our own hours and choose our clients, but we don’t have the luxury of a regular paycheck and a list of assignments handed to us by a boss. We must not only generate the work, but organize our time to make sure that we manage all the details properly. It can be a lot to handle.
Those of you who are already working as freelancers will be familiar with these basics. If you’re considering becoming a freelancer, here are a few essentials that you better make sure you have in your toolkit:
1) Good Internet Service
Honestly, this is the foundation of everything. I almost hate to say it, because I don’t love the idea that my livelihood depends on access to electricity and WiFi service. However, it’s true. Our business, especially in the events industry, depends on connectivity. If you work out of your home, invest the few extra dollars in high speed service. It makes a difference. Hopefully, you have a reliable carrier. Investigate all of your options and go with the one that offers the most consistent availability and highest quality service. This is a basic tool, so it’s worth the investment. Don’t skimp here!
If you work outside of your home, make sure you have a few good options. Honestly, regardless of where you work, it’s always good to have a back-up plan. Most good coffee shops have excellent WiFi – the two usually go hand in hand. If you have a favorite hangout in your neighborhood, great.
If you get sick of spending money on caffeinated beverages, consider finding a public library. Most branches have reliable, free service, and offer a quiet working environment. You may even decide to invest in a spot at a co-working space. Good internet service is a key feature in all shared work spaces, as they are typically designed by and for entrepreneurs.
2) Scheduling Software
Organizing your workflow is one of the most important aspects of working for yourself. Personally, I find it helpful to write myself a list by hand at the beginning of the week, including the amount of time it’s going to take to do each thing on the list, and then the day and time I’m blocking out for that task. This can work for a while if you are a one-person operation. However, it can get messy if you aren’t good at crossing things out and throwing away the old lists.
A good alternative, especially if you have any assistants or collaborators, is a program such as Asana or even Google Calendar. These are both online platforms that allow multiple users to share and edit information. Google Calendar offers a basic task tracking function, while Asana allows more granularity in categorizing different projects and saving related data.
3) A Good Bookkeeping System
It’s important to track your income and expenses. For many of you, this might seem like a thankless task. Believe me, I know. My first temp bookkeeping assignment out of college consisted of me taking a shoebox full of receipts and entering them into a spreadsheet. By hand.
Fortunately, nowadays we have a few good tools that can help streamline this activity. If you are handy with an Excel spreadsheet, you can certainly use that basic tool to record all your financial data. However, you may want to consider something even more automated, such as Quickbooks, which can easily sync up to your online bank statement. This go-to accounting program offers several affordable versions well suited to freelancers. Not sure what finance management tool is right for you? Check out this handy tool from Cloudwards!
You’re an event planner, a designer, or another type of solo practitioner. You’ve developed a good list of clients, but now you’re at capacity. The problem is, you have no margin of earnings to cover your budget if you lose one or more of your projects. And in the freelance world, this is ALWAYS a possibility. Perhaps you could handle more business if you had some assistance, but you’re not yet earning enough to pay someone else.
You need an intern.
“That’s it!” you cry…
But before you get too excited, there are a few things you need to know. Bringing on an intern may not be the answer to all your prayers, but it certainly can be a great way of getting you through the transition from a one-person show to a company capable of significant growth and development. The right kind of assistance can help you become more organized and capable of increasing your revenues.
Here are a few tips to keep in mind if you think having an intern will be helpful to you.
Interns Are People, Too
Don’t make the mistake of thinking that an intern is little more than a servant, or worse yet, a slave. You will get the most out of this arrangement if you treat it like you would any working relationship – as an opportunity to create a mutually beneficial exchange.
Think about what you have to offer, besides money, to someone who is giving their time and energy to you on a regular basis. Your industry experience, your day to day knowledge of running a business in the real world, your connections – these are all valuable resources you can share with someone who is motivated to learn from you and contribute to your success.
Create a pleasant environment for your intern. Little things like snacks and beverages can make a difference – maybe pick up an extra latte when you take a coffee break. Think about how you’d like to be treated, and do the same for your intern. You have the power to foster a positive vibe that will motivate your intern to work hard on your behalf. Don’t waste this opportunity!
A Mind is a Terrible Thing to Waste
Colleges are a great source of talent when it comes to finding a qualified intern. If you are lucky enough to be located close to an institution of higher learning, investigate their internship program. Most colleges and universities will offer their students academic credit for putting in a certain number of hours towards the fulfillment of a specific internship based project. Check out the requirements of the schools in your area. You may be surprised to learn about the possibilities.
Keep in mind, some colleges prefer that their interns work in more traditional businesses, with offices. If you’re like most nascent entrepreneurs, you may not yet be able to afford an office, let alone a spot in a co-working space, if there’s even one near you. You may, in fact, do most of your work in your living room, your bedroom or your local Starbucks.
If you don’t have access to a designated business location through a friend or colleague, consider proposing an alternate arrangement to the institution with whom you are attempting to build a relationship. If your work can be done remotely, why not suggest working with the student at a campus library, student center or other public meeting area such as a local coffee shop or other mutually convenient and safe location.
It’s understandable why schools would not be comfortable sending one of their students to someone’s home. However, the reality is that most new businesses, even the ones that become the most successful multi-million dollar operations, start from very humble beginnings. Any college or university that is serious about training their students to become entrepreneurs should understand the changing nature of the employment landscape and be willing to evolve their thinking in this matter.
Today’s Intern Could be Tomorrow’s Employee
If you are diligent in your screening and interviewing process, you should be able to find someone who is motivated, talented and able to learn how to best serve your needs as a business owner. If you give them appropriate guidance, your intern may grow naturally into the role of paid consultant or employee.
Make sure you have clear goals for what you want your intern to accomplish in the time he or she is working with you. It helps if you specify not only the daily tasks you require them to perform, but understand how you can use their time to help make your business more efficient and capable of handling additional work going forward.
Having an intern gives you the opportunity to start thinking like a business manager. You must be ready to delegate specific responsibilities to someone else, in service of your larger goals. Make sure you build in time for regular communication and exchange of feedback. If your intern is doing a good job, let them know. If not, be clear about what you would like done differently. Give them an opportunity to make adjustments, learn from their mistakes. At the end of your time together, you should have a good idea as to whether or not this person would make a good long-term addition to your company.
When managing a collaborative team, whether you’re producing an event, building a website or directing a promotional campaign, it’s important to know how to get the best out of everyone while meeting the goals of the operation.
This can be a tricky balance to achieve when dealing with an established brand, and the more money and corporate firepower is behind the project, the harder it may be to achieve any autonomy. However, creativity and originality are valuable commodities in today’s marketplace. When you bring people with fresh ideas onto your team, the best strategy may be to encourage them to go all out.
Let’s look at some ways you can make this happen.
Good casting is 90% of the game.
When scouting for talent, the smartest directors know to cast actors with just the right stuff and then let them loose to do what they do best. The same holds true when putting together a collaborative team. When choosing creative partners, whether they are designers, writers, social media strategists or event producers, look for people who bring something special to the table. Then, let them do what they do!
Learn the skill of constructive criticism.
No one says you have to say yes to everything, or that you can’t be critical. But there’s a difference between telling someone, “Nope, that doesn’t work,” and saying, “Listen, this part is OK, but this part is not really what I’m looking for… and let me tell you why.”
This does not mean an endless litany of things you hate about the work your collaborator has delivered. Instead, try to build on the things that work. Explain what you like about it, and how it can be expanded or altered to be closer to your vision. Ask questions. Find out why he or she made the choices they did. This may go a long way towards understanding how to get from what they’ve delivered to what you ultimately want and expect.
Regular communication is essential.
Particularly in new collaborations, it’s really important to have regular communication. As you are getting to know one another, you’ll each have a need for clarification and feedback at every step along the way. These early interactions are the fundamental building blocks of what you hope will become an ongoing relationship, or at least a successful partnership for the duration of your project. If you don’t put the time in to get clarity up front, you will never really give the relationship a fair shot at meeting its potential.
This one can be tricky, especially if your personal brand is on the line. It can be really tempting to walk into a collaboration with a set idea of what you expect, looking for your creative partners to just deliver what already exists in your brain. The bad news is, this probably won’t happen, and if it does, you have most likely squeezed the creativity and enthusiasm out of your team members. If this is your way of working, then you would do better to bring on some interns or some entry level administrative assistants, and groom them to suit your needs. But if you are working with other professionals, you need to make some space for them to bring their own personal touch to the table. The chances are very good that the final product will be more interesting than the thing you imagined.
Remember the old saying, “the whole is greater than the sum of the parts?” I believe this is true, more often than not. We just have to make the space to allow each part to contribute its unique resources to the whole.
You’re a freelancer and you’re a parent. Me, too. Can we talk for a minute? I mean, I love my son more than anything in the world. And yes, I enjoy being flexible with my time. Isn’t that what freelancing is supposed to be about? All that independence giving us the freedom to work when it’s most convenient for us…
So why do I feel like I have no time, I’m up every night until two in the morning completing my assignments, and my to-do list is still a mile long?
Because it’s summer. And there’s no school. You don’t realize how much you value all that delicious, quiet, alone time, until it’s ripped out from under you.
So here are a few of my survival tips. If I don’t make it through to September, please make sure you tell everyone still waiting for work from me that it was on my to-do list.
1) Keep your house clean.
When times are tough, it’s time to go back to basics. When your kids are not in school, they are probably under the impression that all bets are off. No getting dressed, no making their beds, no going to sleep or waking up on time. And they’re probably right. But if your kids aren’t in camp or some other organized activity, the creeping disorder of their mess is going to make it into your work space sooner or later. Stop that in its tracks. At the very least, keep your kitchen and bathroom clean, because those are the real sanity busters. Make them help, the lazy slobs.
2) Make your lists.
More important than ever, is to have a clear idea of what you need to accomplish in a given day, and when. Deadlines don’t stop just because school is out. Figure out which blocks of time are non-negotiable and let your kids know you are off limits during those times. Bargain if you must. Let them watch extra TV or video games. Grit your teeth, and schedule some quality time in the evening or the weekend, when you can all go swimming or to the park or a museum together.
3) Get some adult support.
If you are part of a two-parent or better yet, multi-generational household, you may be in luck. Coordinate with your spouse wherever possible to gain some relief time from the long days. Single parent addendum. There’s no one to hand-off to… Arrange trades with your kids’ friends’ parents – one day the kids are at your house, one day they all go over to their place. Depending on your kid’s age (mine’s 12), they often do better in pairs, so they can occupy each other. Hanging out with their friends as often as possible is key.
4) Beware of the patience testers.
These are the conversations that are designed to see how well you are at putting all of your theories about non-violence into practice. Here’s an example:
My son: Mom, I’m hungry.
Me: OK, just a minute.
Fifteen minutes go by.
My son: I’m starving!
Me: OK, I’ll make you a sandwich.
Forty five minutes later, after I’ve ripped myself away from the computer and am preparing something in the kitchen.
My son: Is that the only bread we have?
This is the moment where you get to show off all that deep breathing and serenity work you’ve been practicing in yoga class. Go on. Make me proud. Don’t yell…
5) Enjoy your education in special subjects.
Having you around all day is an open invitation to your child to share with you everything about his latest obsession. My son’s is Mortal Kombat. Apparently I’m the good luck charm. He comes and sits next to me when he’s downloading new bonus features. He tells me all about the characters and their powers, their moves and their fatalities (lethal moves). There’s more, but honestly, a lot of the time when he’s going on and on about the game, I can see that his mouth is moving, and words are coming out, but I’m not really hearing anything.
If I sound kind of cranky, it’s because I am. My house is a mess, I haven’t eaten yet today, and I know I’m going to be up until the wee hours again tonight. Maybe a sandwich. I’ll check and see what kind of bread we’ve got…