Marketing Digressions

Five Rules For The New Marketing Manager

So you just got that promotion. You are no longer and individual contributor. Now you have a budget, people and more pressure to perform. So now what? I have seen many a new manager fail in my time - in both small and big companies. They had big plans, but those same plans blew up in their face.

Perhaps if they had only read Dwight D. Eisenhower's quote in which he said "Plans are nothing; Planning is everything." This is not to say that plans are not good. You always need a plan. But, you also have to understand the challenges and opportunities that lie ahead, and you have to know how to best take them on as you are forced to deviate from that plan.

Here are five simple rules a new marketing manager must follow to be successful:

Make Mistakes Early: Huh? Really? Why would I tell you to blow it in your new job. Well, I am not telling you to do that. What I am saying is that you must make small mistakes so you can learn iteratively. Fail fast, and fail often. Just don't sink the boat! A recent essay by Allison Gopnik in the Wall Street Journal called What's Wrong With the Teenage Mind discusses the development of an adolescents brain and how they react to growing up. In the article she states that, "You get to be a good planner by making plans, implementing them and seeing the results again and again. Expertise comes with experience." Exactly. So go make a plan and then make a mistake. Then figure out what you learned and how to adapt inside your organization. This does not just apply to a teenager. It is the basis for learning and planning for your life. Besides - you are a new manager, you have a grace period to screw up a bit without getting canned.

Get a Base Hit: Do not, no matter how enticing it seems, go for the big project (e.g. the "home run") in your first six months on the job. You must establish credibility. Show your peers, team and boss that you can deliver. Early wins are critical. You have to show that you can deliver some sort of impact in a very short period of time. Somebody is watching you - to either prove that you were the right hire...or the wrong one. (Yes, I said it. There will be folks who really want you to fail.) Also, you might find that a simple win may take you down a different and more enlightened path, as others bestow more trust in you - and in turn, more insider knowledge.

Kill Something You Own: There is no better way to show that you are ready to do anything and everything to ensure company success than by killing one of your own sacred cows. Don't kill something for the sake of doing so. Truly find a project or program (if you can) that is under-performing. Then kill it. It shows to everyone that you mean business. It also means that if you are willing to kill your own project, that you are also open to their advice and input on new things.

Get Out of Your Office: Sure, you know marketing. But do you know your customer? Better yet, do you know the sales force that is ready to pounce on your and your team and call you out for living in the ivory tower and not understanding what they deal with every day? Go ride along with a sales member or sit and listen to inbound sales calls. Bounce your ideas and insights off them. Find out why your original plan wont work. Trust me, it won't in its original form.

Be Ronald Reagan: No, I am not saying you have to be an actor or a Republican (although it would be cool if you were). You must embody his key saying, "Trust but verify." Trust that the folks who came before you were not total idiots (most of the time). Realize that they most likely have friends and allies still inside the building (perhaps it's those same folks hoping you fail). Just don't totally believe what you see or here unless you can read and analyze the metrics behind it. Dive into the facts. Verify what was happening and why it happened. Then augment your plan accordingly.

Well, that's it. No need to complicate the matter any further. Good luck. Have fun.

Rule #1 - Know the Rules: Marketing Lifeguard Part 3

There are ten basic rules a beach lifeguard will preach to his or her patrons.  These rules are considered as “required for entry”: 

1. Learn to swim.
2. Swim near a lifeguard.
3. Never swim alone.
4. Supervise children closely.
5. Don't rely on flotation devices.
6. Don’t swim against the current.
7. Protect your head, neck and spine.
8. If you’re in trouble, call or wave for help.
9. Never turn your back to the waves.
10. Alcohol and the ocean don’t mix.

Although these rules may seem a tad obvious, people still do incredibly stupid things when it comes to playing in water.  According to the United States Lifesaving Association (USLA), there were over 250 million visits to U.S. beaches in 2005.  Over 50 thousand of those folks were involved in a water based rescue (or 0.02% of all beach goers).  You may be saying “so what” to that number.  But what you don’t know is why that number is so low.

A more important figure pertains to what lifeguards call a Preventative Measure.  This is when a lifeguard swims out to warn a patron about a potentially dangerous situation, such as a rip tide forming.  These non-rescue actions are taken simply to prevent a future rescue and educate the public.  In 2005, there were approximately 3.7 million preventative actions taken (or 1.5% of all beach goers).
   

But the most staggering statistic is around drowning deaths.  In 2005, there were 61 deaths when beaches did not have a lifeguard present.  Conversely, only 10 deaths occurred when lifeguards were on duty.  Net, you are 600% more likely to drown when a lifeguard is not on duty.  In both situations, the most common reasons for death were rip currents and the over-estimation of one’s abilities.

Let’s compare that to shark attacks.  According to the Ichthyology Division of the Florida Museum of Natural History, there were 59 unproved shark attacks in the entire world for 2005.  Only 4 of those were fatal.  There were 7 in total between California and Hawaii– none of which were fatal.  Yes, that is right.  Hollywoodhas been yanking your chain all these years.  The reality is more folks just slowly bubble under than fall prey to a shark.

So, what conclusions can we make?  First, lifeguards save lives and help prevent future tragedies.  Two, humans have a knack for over estimating their abilities.  Three, the water you swim in is more dangerous to your heath than the monsters that swim in it.  Now you may be asking yourself, what in the hell does this have to do with marketing and business?  Everything:

1. Learn to swim:  Marketing is an art and a science.  It is a mix between sound analytics and creative zeal.  Marketing is one of those professions where you must earn your stripes.  Evaluating creative requires years of involvement.  You build a repository of what works where, with whom, how and for what reasons.  If you don’t know how to swim, then don’t go in above your head.  If you have not spent time in the open ocean, then wait for calm seas to practice.

2. Swim near a lifeguard:  Marketing always works better when you have a good mentor.  I know very senior executives who always have a mentor.  Mentors can help you look at things differently.  They can help you work through a difficult decision.  I suggest finding a mentor who is not like you in style.  You will get a broader view of things.

3. Never swim alone:  There is no lonelier place than being on an island with a project or initiative.  Build your alliances.  Ensure you have the support of key players who will provide you with the funding, operations or infrastructure – BEFORE you dive in.

4. Supervise children closely:  Don’t just hire a new creative agency and dump the statement of work on them and walk away.  Unless, that is, you want them to create a total mess - that may become your mess - soon.  Keep an eye on them for a bit.  That does not mean micro-manage their work or tell them how to do creative.  That means encouraging them and teaching them to be better swimmers in your ocean.

5. Don’t rely on floatation devices:  Fancy PowerPoint presentations or flashy creative won’t cover up bad planning and crummy analysis.  They just prolong the inevitable.  It’s okay to ride the surfboard or sit on the raft – but you better know how to swim if you are knocked off.

6. Don’t swim against the current:  There is the simple metric of revenue created per marketing dollar spent.  You can also think of it as progress made per energy spent.  This is not a suggestion to be a “yes man” or “yes woman”.  Just don’t spin your wheels forever if you know that the odds are stacked up against you.  Good poker players know and play their odds.

7. Protect your head, neck and spine:  Remember, “Feet first – the first time.”  Diving into a new ad campaign concept with reckless abandon may get you killed.  Get a feel for how much room you have to play and how big of a leash you have.  Then maximize your efforts and expand your playground. 

8. If you’re in trouble, call or wave for help:  It is OK to ask for assistance.  Sometimes it can make things incrementally better.  People like to help.  It makes them feel important.  People don’t like folks who always want to go it alone.  That means you are a maverick.  That is polite for “cocky and self-centered.”  The best executives draw on every resource they have to ensure the decision is optimal.  Note – that does not mean decision by committee.

9. Never turn your back on the waves:  There is a reason they say to jog against oncoming traffic.  At least you have a shot of getting out of the way.  So why would you turn a blind eye to what is going on in the office?  This does not mean you have to be “political”, but it does mean that you better be aware of the office politics.  Ignore them at your own peril.

10. Alcohol and the ocean don’t mix:  Don’t impair your judgment.  Lack of sleep is the business “alcohol”.  Exhausted people make bad decisions.  If you are burning the midnight oil too much, then you need to ask yourself if you have a serious problem.  Taking on too much?  Can’t say no?  Working inefficiently?  Figure out, and then fix it.  Remember, your career is not a sprint – so don’t treat it like one.  Otherwise, you will be puking at the turn and even the average runners will blow right past you.

Signs of Pending Doom: Marketing Lifeguard Part 2

It was a hot summer day back in the late 1990's.  The surf was 8 to 10 feet with an occasional 12-foot set.  Most of the beaches in the area were flying a red flag (Danger - do not enter the water).  I was lifeguarding in Tower 1 at Salt Creek that day.  Because Salt Creek is a heavy surfing beach, we were flying a yellow flag.  In retrospect, this may have been a mistake.  It is much like miscommunicating the level of severity or danger around a project to your team. 

It's moments like these that you better know how to be a good marketing lifeguard. 

For those of you who don't know the ocean, the height of a wave is measured from the back.  So what you say?  Well, you have to understand what a wave looks like and how it works.  As a wave moves to shore, it pulls the water in front of it into itself.  This means that the front or "face" of the wave is taller than the back of the wave (see diagram to the right).  Loosely translated, this means that a wave is about 30% taller in the front than the back.  Thus, an 8-foot wave looks like it's over 10 feet.  A 10-foot wave will look like it's 13 feet tall. 

Waves in business often show the same characteristics.  The official situation is usually a lot worse than most folks understand.  It is only when you are staring it in the face do you realize that you are about to be thrown into a wash cycle that will make your head spin.  Rule #1 - understand how to size up a potential disaster.  Oh, and while you are at it, you also better know the contour of your "beach" as well.  A 10-foot boardroom disaster coming down on a reef is much worse than a nice soft sandy bottom. 

For those of you who are more on the visual side, let me help you get a sense of what it is like to swim or paddle into a 10-foot wave.  All you have to do is lay on the floor and look up to the top of the wall in your office or house.  Most ceilings are 8 to 10 feet.  So, just imagine a wall of water that is 2 to 3 feet thick and taller than your ceiling coming down on your head.  Now imagine turning your back to it and paddling with it so you can stand on a surfboard and zoom down the face and get into the tube (picture to left is from Salt Creek). 

In business, you can do the same.  Most really bad situations reach above your boss to his or her boss. To get a sense of what it is like to walk or run into a business wave, just pull out your organization chart and look two levels above your boss.  Imagine getting called into a small conference room or on a conference call with those names asking some very specific questions.  Now imagine not seeing the phone call or Outlook meeting invite until it was too late.

So, back to the really hot day on the beach.  I had just exited the water from a previous rescue.  I was pulling off my swim fins and wrapping up my rescue buoy.  Just then, an older fellow asked me where he, his family and grandkids should swim.  I pointed in the direction of Monarch Beach Cove, which is about half of a mile down the shoreline.  The natural jetty from the cove protects it from most swells that drive the big breakers at Salt Creek. 

The gentleman then asked me the name of the surf break we were standing directly in front of.  I informed him it was called "Gravels".  He asked why.  I simply stated because the waves at this part of the beach pound in shallow water, and the sheer force from the impact churns up tons of tiny rocks from the sandy bottom.  If you get caught in the tube and go over the falls of the wave, you will plunge into what feels like a hailstorm of gravel.  The locals frequent this break because surfing it is a badge of honor.  He thanked me and went on his way.  I thought that was the last I would see of him.  Wrong.

Have you ever had one of those eerie conversations in the halls of your office.  The new guy asks you a few questions about a the big ACME project.  You give specific advice and stern warnings, but know darn well as he is walking away that he heard about 20% of what you said because he was thinking about what he would have for lunch.  Your subconscious brain is sending flares and warning flags, but your conscious is telling you that probability is on your side. 

So, back to the beautiful day at the beach.  A few hours later, I spotted a small boy jumping into the shoreline break with his boggy board and no fins.  With surf that big, the pull of the water - even at the shore - is tremendous. He was sucked out in seconds into a rip tide.  Moments later, I saw Grandpa and what looked like the boy's father going in after him.  Please insert the sick feeling in your stomach.  This had the makings of a classic multiple victim drowning.  I quickly called the rescue in on my radio and jumped off my tower with my fins and buoy to sprint towards the water.  I estimated that I had about 120 seconds before all hell broke loose.   

Luckily, one of my partners heard my radio call and ran down the beach to assist.  He went after dad, and I took Grandpa and the child.  I reached the victims about 75 yards off shore (yes, they can be pulled out that fast in a rip tide).  I had the boy ditch the boogie board, and I began to tow them both in via my buoy.  We were pounded by no less than 6 waves over our heads in the process.  To be frank, there was a moment during this rescue that I thought none of us were going to make it.  Luckily, everyone survive.

Most potential victims are not that easy to spot, and most potential boardroom disasters are not that obvious either.  To the inexperienced lifeguard, most situations may seem to just pop up unexpectedly.  One moment the kid was swimming fine, and the next he was impersonating a barnacle.  In reality though, most lifeguards see that the victim is in trouble long before the victim does.  That is the difference between a preventative measure versus a full blow rescue. 

This is much like business.  Most of the time, you should have seen it coming.  All the signs were there.  But your lack of training allowed things to sneak up on you in the boardroom, and by that time, it was too late to do anything but get hammered.  So, to help you avoid that next career-ending (or at least limiting) disaster, here are how lifeguards spot the victims before they know they are drowning:

Staring at the shore:  If one of your swimmers has a fixed gaze on the shoreline and keeps his back turned to the oncoming waves - you have a problem.  Usually this means he is considering waving for help, or at a minimum, he is trying to figure out how he will swim back in.  He is most likely getting exhausted.  The fact that he is not looking at the oncoming waves means he is not experienced.  A veteran would body surf it in, or at a minimum use its momentum to push himself toward the beach.

This is much like your young project manager who got in over his head.  He is no longer figuring out how to move the program forward.  Rather, he is looking for excuses to explain delays and the most recent snafu.  He is not willing to admit that he can't effectively chart a course out of this mess....yet.  But, if you give him 2 more weeks, he will be sucking in so much sea water that it won't matter anyways.  Swim out and give him the buoy.  Tell him that it happens to the best of us, and that it's better to be a tad embarrassed for a week than have a dead career.

Dragging the elbows:  When a swimmer gets tired, he gets sloppy.  He slowly stops kicking his feet while swimming and begins to rely on just his arms.  Then his arms get tired.  The stroke flattens out, and the elbows begin to drag every time they bring their hands forward in the swimming motion.  Get running now!  This guy will be bubbling under in just minutes.  The tank is empty, and when the engine stalls, the body will sink fast - so fast that if you scan the horizon one more time, you may not see him when you look his way again. 

This can be one of your best people, or it could be one of your "C" players.  Biting off more than you can chew is not a prejudice mistake.  Anybody can push themselves a tad too far.  Know of anyone burning the midnight oil for too many weeks on end?   It may be Jenny Smith who is sending you "update" (translation: CYA) emails at 3 AM.  It may be Bob Rogers who thought the best way to get a promotion was to pick up the work of the employee who quit on top of his own workload.  Either way, he is about to run a stop sign and plow into the telephone pole with a burrito in his lap and a 42-oz. Super Big Gulp of Mountain Dew all over the window. 

Sit down and help him put a priority list together.  Postpone the non-essential items.  Determine what needs to be done to complete the "A" deliverables.  This should help remove the feeling that he is flying down a steep hill totally out of control.  Then, make sure you talk with him about not becoming a victim of himself.  It is better to do a few things incredibly well than a bunch of things below average.  Oh, and remind him that no good decision was ever made when exhausted .... except the one that starts with "go" and ends with "sleep". 

Hair in the eyes:  This is usually your young swimmer.  He usually is not exhausted.  He has either drifted too far from shore or he just got dunked pretty good by a wave.  Either way, he is scared to death.  He has one goal - get to the shore and do it FAST!  When somebody hits that primal level of panic (insert internal voice saying "Oh my god, I am going to die out here!"), he turns off all non-essential functions.  Swim baby, SWIM!  One of these non-essential functions is pushing his wet hair out of his eyes so he can see clearly when he swims. That is not important if he knows that all he wants to do is swim toward that big chunk of land - and do it fast. 

Enter your brand new MBA.  Although he can run a spreadsheet that would make you cry with joy, he has not grown out of the safe world of text books and core teams writing a paper.  It is much like the rookie quarterback in the NFL.  He knows how to make the reads and throw the ball - that is not the problem.  It's the fact that the game is moving much faster than he expected, and the big guys are much BIGGER than they used to play against while at Wake Forest.  By the second week, he is starting to screw up obvious steps in the program because he is overwhelmed.

The best way to solve this is the old swimming trick of the buddy system.  Help the kid get to shore.  Calm him down.  Remind him that he is a strong worker, but he needs to take it slow.  Then make sure that the next time he goes out, he has a buddy (enter his mentor).  Preferably, somebody who knows this beach and can be there to chat with if things get a tad spooky for a moment or two.  By the end of the summer, you will have a budding new local on your hands.

A last look:  Here is my final note of caution.  Make sure you are on your best behavior while lifeguarding.  You never know who the victim may turn out to be.  The elderly gentleman I saved on that fateful day was Congressman Robert Dornan.  The next day on the radio he was sitting in for the vacationing Rush Limbaugh.  Best of all, he talked about how I rescued him and his grandson from what was most likely certain death. 

Are You a Marketing Lifeguard? Part 1

When I was in college, I worked as a lifeguard on the beaches of Southern California.  Lifeguarding in Southern California is grueling and fast paced.  Surf often comes in taller than 12 feet, and the tide is extremely powerful.  Sometimes your day would start with a green flag (calm, small surf and safe conditions) and escalate to a yellow flag (high surf and dangerous conditions).  Although you may have seen that coming from weather reports, the general public often did not.  No offense to those of you who may have worked on the beach on the East Coast - but the stress of West Coast surf conditions and crowds make the Jersey Shores look like the carnival they are set up to be.

It was not uncommon to have multiple rescues a day.  This does not include the twenty or so swims you make into the break-zone to warn swimmers and board riders that they were in a dangerous rip current and should exit.  Each day brought the prospect of what a guard calls a "906, Code 3."   That meant you were probably dealing with a non-breather, multiple victim drowning in progress or a serious injury to the neck or body.  Either way, you were not happy because your job was to do everything in your power to avoid these before they happen.  While some instances were unavoidable, you never want to be stuck writing a report on a Code 3 and discussing how the situation occurred and your involvement in it. 

The funny thing is, my training and experience as a lifeguard has had an amazing impact on my ability to be a good marketer, manager and executive.  Lifeguards use fundamental principles of identifying and mitigating hazardous situations.  This does not mean they eliminate risk.  Surfing in 12 ft surf is extremely hazardous to your well being.  Swimming out to save somebody in 12 ft surf is also a tad nuts.  But, only those who are capable of entering the water in those conditions should be allowed to take part in the fun.  The others need to find another beach or wait for calmer waters.

Through the years, I began to form the concept of the "Marketing Lifeguard."  This can also be translated into the "Management Lifeguard."  It is based on key fundamentals taught to every lifeguard.  These fundamentals allow for a systematic approach to ensuring that things don't blow up on your watch, while also allowing everyone to have a great time in the surf that the day brings.  Over the next few weeks, I will take you through lifeguard training and show how the rules of the sand and sea translate well to your everyday business life.

Spotting the victim BEFORE they enter the water:  There are 3 types. 

The first is the local. They have grown up in the water and would be in it even if you were not on duty.  They carry minimum risk.  They can be spotted quickly because you know their faces and sometimes their names by heart.  They are tan, have the latest equipment and are more comfortable in the water than a seal or a fish.  There is no need to stop them unless they plan to do something really stupid like jump off the cliff into the ocean.

This is the next great product, program or service for the company.  There is no need to restrain them (or delay them) unless they are out of whack or have some serious red flags.  They are built for success and profit.  Your responsibility is to provide wide boundaries and general guidelines and then let them go.  If you constrain them too much, they will get watered down and lackluster.  You need them to succeed.  They are the heart and soul of the company.  They provide the action and passion that makes others want to come and work at your company too.  This is the classic "star" that needs leadership more than management.

The second is the usual suspect.  They live within an hour of the shoreline and come enough that they know their way around.  They arrive later than the locals and usually come in mixed groups and may or may not be with parents.  They have basic equipment and trendy clothes to make up for not being a local.  You have to keep an eye on them as they tend to push their limits without realizing it.  They are experienced just enough to be dangerous to their own well being at times.  Try to pick out those who may seem weaker up front.  Perhaps a lack of tan, poor or lacking equipment (a boogie board but no swim fins), a small body frame, or a tendency to follow their friends into the water reluctantly.  Those all spell trouble.  A casual drive by in the jeep and a chat about the water conditions and things to watch out for usually helps keep things in line. 

This is your average project that makes up most of your queue requests.  They tend to be predictable.  Why?  The business case is not fully developed, or the strategy is half-baked or off course. They may have been in the queue for a few weeks.  It may be important to combine them with another project or send them back to the owner to make them more robust.  There are some potential studs in this category, but it will take some work to figure out which is which.  The key is to provide more guidance, advice and structure up front.  Favor management versus leadership and then keep an eye on things. 

The third is the out-of-towner.  This group is almost a dead ringer for an experienced lifeguard.  They have no tan, sometimes wear shorts or cut-off Levi's instead of a bathing suit, have no equipment or rental equipment from the local shop, and generally tend to stick out like a sore thumb on the beach.  This group is how you earn your pay.  Make sure you get the jeep or a fellow guard on break to stop by and have a good conversation with these folks.  Get a feel for how comfortable they are with the water.  Understand what they intend to do during the day.  Point out key areas of concern on the beach and offer advice on what they should consider not doing depending on the surf conditions, etc.  Make sure you let them know where you are, how to get your attention and what to do in case of an emergency.  These tips will potentially help you avoid a disaster - and worse case help you manage it when it does occur.

This is the dreaded "doomed project".  You may have inherited them or made the crazy mistake of approving them.  Either way, you need to be careful because their liabilities most likely outweigh their assets.  Rule number one is to stand back and take a deep look at the situation.  Identify these guys early and often.  Make sure they don't see the light of day because they will just waste resources, kill morale or get you in serious trouble.  If you can't stop them because of situations beyond your control (it's a project from the owner's son who can't pour his own coffee without burning his hand), then get a firm understanding of the goals and objectives.  Have open and honest dialog about risks, resources and priorities.  Don't be afraid to say no.  If for some political reason you can't stop the train from leaving the station, then be darn ready to rescue it when it flies off the tracks. 

In the next post, I will cover the keys to spotting a drowning victim in the water before the victim knows they are even in trouble.  One of these is watching their hair.  Yes, their hair.  If a swimmer is facing towards the shoreline and is swimming inward, but is not brushing their hair out of their face and eyes - then they are focused on just one thing - dry land.  That my friend is the first sign of your next doomed project.  And if they are dragging their elbows while swimming....you better start running with your rescue buoy really darn fast!  We will then cover concepts like doing a Primary and Secondary Survey (check for breathing and a pulse before you worry about a broken arm), dangerous resuces and pesky critters like jellyfish and sting rays.  You can only imagine what those may be in the everyday business life!

Shut Your Coffee Hole

Raise your hand if you have experienced, felt, or thought about this.  I will assume I have 100% of you covered.  This one made my laugh out loud this morning.  Priceless.....