As many of my friends and associates know, I create a holiday cartoon every year with my good friend and former business partner, George Hughes.  This is the twelfth year that we’ve created a cartoon as the centerpiece of our holiday card.  George and I used to own an advertising agency together and we began to create cartoons there as one of the agency’s creative teams.  Now, as owner of my strategy consultancy, Futureshift, and George, who has gone onto wherever old artists go, continue to take on this annual project.

George illustrates and I write, although our best work has always come from equal collaborations.  When I moved to New York in 2000, through a series of coincidences, the famous cartoonist, Jules Feiffer, saw a few of our cartoons, liked them and sent me to The New Yorker to meet with their cartoon editor, Bob Mankoff.  When I called Mankoff, I used Feiffer’s name, which I’m sure is the only reason he took my call.  He told me to come in the following Tuesday and bring a lot of work.

I showed up at the appointed time with around a hundred cartoons.  Mankoff went through about 30 of them, never cracked a smile, told me most of them were terrible and before I could run to the door, said, “Show up every Tuesday with new work.”  That’s the way of the The New Yorker, I suppose.

For the next six months, I showed up every Tuesday with 7 to 10 new cartoons.  However, being a cartoonist wasn’t my day job nor was it George’s.  Mankoff always would tell me how we weren’t funny or our jokes didn’t work and then he’d hold onto a couple to take into their final grouping of 50 to choose from for that week’s issue.  Our problem, he lectured me one week, is that we were a team and he didn’t like the idea of teams.  After a few months, he began to support our work more but eventually, we ran out of steam in the face of having other priorities.  Maybe he was right about teams.

We didn’t view it as failure but as a call to take a different, more relaxed approach to cartooning and so we formed Gigundo Industries, the world’s largest, non-existent, virtual company, which is a subsidiary of an even larger, non-existent, virtual company called Enormco.  You can visit the websites for either company at gigundoindustries.com or enormco.com and there you’ll find dozens of cartoons to look at and even buy for your presentations, brochures, etc.  (A little crass commercialism doesn’t hurt now and then.)

The process of coming up with a good cartoon is not all that different from developing a marketing strategy.  Strategy formation requires taking a complex set of both internal and external inputs and distilling them down to a single direction that fulfills unmet needs.  Cartooning does the same but it ends with turning the situation upside down or placing it in a prison, doctor’s office, caveman times or some other real or unreal situation we can all envision.

Today, George and I come up with fewer cartoons but we always work on one for the holidays.  Typically, we talk about the year’s news and try to work up ideas based on what people have been talking about that is still current or top-of-mind.  Some years have been a lot tougher than others.  I think the most difficult year for us was 2001 following 9/11.  It was impossible to come up with an idea that would be funny or ironic.  I don’t recall now what triggered the idea of the cartoon below that was the result, but it seemed right for the times.  There was no caption.  There was nothing that needed to be said.

2002 was an extraordinarily tense year and you’ll recall the heightened security everywhere in New York and in other major cities around the world.  But at the same time, we began to laugh again and take ourselves a little less seriously.  That was the year we sent this cartoon out:

By 2004, the country was beginning to relax a bit more but still always conscious of our enemies around the world.  Santa, too, we thought, would have similar concerns and we came up with this.

By 2009, we felt we could move on to other topics and that was a year filled with the lunacy of the tabloids, or is that every year?  We decided that even Santa couldn’t be immune from tabloid scandal and this cartoon resulted:

We’ve moved around to a lot of different topics including the economy, labor, health and nutrition and last year, focused on the 1% who have become so wealthy during the last decade, even Santa.  All of our Christmas cartoons can be seen at the Gigundo Industries website and that brings me to 2012.

This has been a year in which we had a nasty and competitive Republican nomination race, a tough presidential campaign, the debt ceiling negotiations, President Obama’s re-election, the fiscal cliff and this past week, the horrific mass shooting in Newtown, CT of 20 young school children.  There simply is nothing but shock, dismay and sadness that can be expressed about losing these beautiful children and six of their teachers in such an awful incident.  The murders have been followed by outrage and arguing between defenders of gun rights and advocates of gun control.  While the majority of voices seem to be on the side of doing something about the seemingly endless stockade of automatic weapons in this country, we again seem so polarized in every societal issue that comes before us.  Where is there humor in that?  It’s hard to find but when you think about Santa’s world, you have to wonder how our times are affecting him.  Is his world as polarized as ours?  Of course, we’d like to think not, but then Santa has to decide whether we’ve been naughty or nice and you have to admit this has not been an easy year for him to make that decision.  That idea set our minds to wondering…and we came up with this for our 2012 holiday cartoon:

What else is there to say?  We’ll all find out on Christmas how Santa decided.  I hope that you and your families have a day filled with love, peace and joy.

Tags: 2001, 2002, 9/11, Americans, Bob Mankoff, cartoons, Christmas, Corporate Myopia, Crazy people, Creativity, Democrats, Dreams, Enormco, Events, Gigundo Industries, Holidays, Individualists, Jules Feiffer, Marketing, Mistakes, New York, Newtown, Outcomes, Politicians, President Obama, Republicans, Santa, Situation Analysis, Strategy, Tabloids, Terrorism, The New Yorker, U.S. Marketplace

It has been several days now that we watched the Vice Presidential debate and have been subjected to a discussion that’s more about whose demeanor and facial expressions have been better than about their policies.

Depending on from which side you see things, President Obama has either brought the economy back to a place where it can now recover or he’s brought us to a Leninist-Marxist precipice.  Governor Romney is either the biggest liar that has ever run for president or he is just the man we need to help America get back to its revolutionary roots.  It’s that extreme and it’s that myopic.  We’re losing sight of the big picture.

Yesterday, I attended the annual shareholders’ conference for The Baron Funds, a group of mutual funds led by Ron Baron who believes that it’s the quality of people who make great companies and that investing in them is a long-term bet on America.  The event is held each year at New York’s magnificent Lincoln Center. 4,000 shareholders attended.

During the morning, you get to listen to presentations from CEO’s of companies the funds have invested in.  Then at lunch, various entertainers perform in one of the many auditoriums at the Center.  Yesterday, the choices were British rock singer Joss Stone, Broadway star Kristin Chenowith, or jazz stylist Harry Connick Jr.  After returning from lunch, the senior analysts from each of the Baron Funds engages in a panel discussion about the past year’s performance and how they pick stocks.  When this ends, there’s a musical performance from a big name headliner.  In the past, it has been people like Rod Stewart, Bon Jovi, Elton John and others who you’d pay a lot of money to see elsewhere.  Yesterday, the headliner was Celine Dion – more on Celine later.

I don’t know if Ron Baron chose the CEO’s who made their morning presentations to make a point about the country’s economic stewardship.  I want to believe he did.  Here’s a brief encapsulation:

• David Rubenstein, Co-Founder & Co-CEO of The Carlyle Group showed a different set of values for private equity firms than we’ve seen during the past year from Governor Romney’s turn at Bain.  From its start in 1987, Carlyle now manages $160 billion in investments with the goal of supporting good companies that create jobs and prosper for their shareholders AND employees.  For all his success, Rubenstein exhibited an amazing self-deprecating sense of humor and stressed the importance of giving back to America.  He has put his money where his mouth is by joining Warren Buffet in giving his fortune away.  What came across more than anything is that good values build great companies.  By the way, he said he has no problem with the regulations imposed by Dodd-Frank, which some politicians want to remove.

• Steven Spinner, CEO of United Natural Foods was a little more meat and potatoes in his presentation…well actually, more tofu and bulghur… but he expressed a need to be more conscious about our environment and both the chemicals we put into our environment and our bodies.  The company is now the largest distributor in the U.S. and Canada of natural and organic foods and has become a $4.5 billion company with 65,000 sku’s and 23,000 customers.  Healthy foods raise our awareness of our environment and build successful businesses – quite a contrast to the right wing preaching that the government (and in particular, Michelle Obama) is trying to force feed us healthy foods we don’t like.

• Robert Katz, CEO of Vail Resorts showed how a sizable business ($1 billion +) dependent on nature can prosper when it focuses both on good environmental stewardship and helping people enjoy all the recreational possibilities that enables.  What’s interesting is that they don’t own the land their resorts sit on.  They lease it from the National Forest Service, and have to work with the Service to show they are deserving of both permits and leases – a great example of how government helps improve our lives, supports business and is worth the investment we all make in it.

• Frank Coyne, CEO of Verisk Analytics is all about Big Data.  This company dominates the insurance risk assessment business.  I have no idea of his political leanings (or most of the others for that matter) but he’s a former Marine who grew up in a lower middle class family from Scranton, PA.  There was not a trace of ego in his presentation.  He is clearly an American success story who rose from the middle – no trickle down there.

• Kevin Plank, Founder and CEO of Under Armour, a $2 billion company that began in his basement in 1996, told an amazing story of how his experience as a college football player took him on a search to find better performance athletic clothing.  He displayed optimism, competitiveness and personal charm in telling his success story.  There was not a hint of dismay in his approach to the future.

• Rich Barton, Co-Founder & Executive Chairman of Zillow, Inc. was the moderator of the analysts’ presentation so he wasn’t really focused on his or his company’s story.  However, he founded both online travel giant, Expedia, and Zillow, an online real estate search site.  He’s another American success story who displayed extraordinary optimism.

The last presentation of the day came from Ron Baron, CEO of Baron Capital Group.  Baron founded the funds in 1982.  Today his enormous success has made him a billionaire.  I’ve never met the man but in every conference I’ve attended, he always stresses his middle-class roots in New Jersey, his optimism about American business and his belief in America.  He doesn’t hesitate to mix patriotism into business.  As in past years, Broadway star Kelly O’Hara came out to sing America The Beautiful as everyone sang along.  This year, there was an additional treat of Kristin Chenowith singing the national anthem.  She raised the roof and 4,000 hearts with it.  (That girl has pipes!)

Baron gave his outlook on the economy, the stock market and reminded us why a long-term investment philosophy in good people who build great companies pays off .  He praised Federal Reserve Bank Chairman, Ben Bernanke for his stewardship of the economy to a smattering of applause.  He showed how the stock market has climbed 60% since the days of doom and gloom four years ago to wild cheers.

Then, came the part that left me stunned.  He noted that we’re soon to have an election between President Barack Obama — maybe 20% of the audience applauded — and Mitt Romney to loud, enthusiastic applause that drowned out anything that had preceded it.  It left me wondering whether anybody had been paying attention all day.  The contrast to private equity investing with the Romney approach from David Rubenstein ‘s Carlyle Group couldn’t have been clearer.  Protection of our food sources and environment have helped businesses succeed, not fail due to over-bearing government regulation.  The economy never fell off the cliff.  Businesses and the stock market prospered and now they’re cheering for an uncertain change that promises to strip away a lot of the government support and regulation that has contributed to both success and fairness?  I don’t get it.

I grew up in a family that was firmly Democratic, although I believe I am more fiscally conservative than my parents.  While I live in New York, I continue to vote in Maine where I still own property.  There, like many Mainers, I’ve settled into a mode of independence, voting for moderate Republicans like Bill Cohen and Olympia Snowe, independents like Angus King and Democrats like George Mitchell.  The contrasts to me this year couldn’t be clearer.  While I’ve lost some of my love for President Obama, I think he provides a healthier direction for America.  We have serious problems to fix but I don’t believe those will come from cutting everything except defense and frankly, I have a problem with disingenuousness.  Neither party can claim sainthood in this regard but I saw Romney claim himself as “severely conservative”, heard his campaign manager say they could just take out the “etch a sketch” and remodel him once the Republican nomination was secure and now he’s transformed himself into a moderate.  It reminds me of that famous Lincoln quote:  “You can fool some of the people all of the time, and all of the people some of the time but you can’t fool all of the people all of the time.”

In the end, just like Ron Baron says and practices, it’s about people and their values.  Not only do good people build great companies but they also build great countries.  I left the conference a little dismayed at the shareholders’ reaction to the election but still optimistic about the long-term.  To that, I can thank Ron Baron for this annual event.

This brings me to Celine Dion.  I’m not a fan and never have been.  She’s too kitschy for me.  Yes, she’s talented and a professional song stylist who’s benefited from great writers but in one song, Kristin Chenowith blew her away.   After all the great rock stars I’ve seen at this event, I was surprised at her appearance.  “Las Vegas East”, Ron Baron called it.  It certainly was.  Her big band, violins, lots of costume changes and a self-aggrandizing video were all on display.  Like so many other successes — only in America.

I thought of staying for a few songs and then leaving but then I thought of my daughter.  She’s a fledgling comedy writer in LA and she loves Celine.  She’s dreamed of going to Las Vegas to see her and has even asked me to foot the bill for the $250 ticket.  You can imagine how far that went.  But as Celine came on, I texted her knowing that she would be excited.  It was only the texting banter between us that kept me there for the duration.

Here it is:

So the afternoon entertainment is Celine.

SHUT UP!

Here she is:

You are breaking my heart.

HOW IS IT THAT YOU GET TO SEE CELINE DION PERFORM AND I NEVER HAVE?

Tell me everything!  WHAT IS SHE WEARING?  How many costome changes?  How many times is she fake crying?  AHHHHH

Is she amazing????  OF COURSE SHE IS!!!!

I guess because I own $30K of Baron Funds.  I wish you were here.  She’s too sappy for me.  I don’t know how long I can last.

OMG omggggggg!!!  Just revel in it.

Oh, here come all the big hits!  “I’m your lady” oooh la la

OMGgggg!!!!

Imagine her an alien from a special planet where the wind is always billowing her hair and dresses!

A lot of eyebrow action and the motions.  WAIT!  We have violins!  It’s a costume change!

AHHHHHHHH.  WHAT IS THE NEW COSTUME?

This is so unfair.

We’re waiting with bated breath.  Maybe she went out to pee.

Slinky, black and silver.

It’s cabaret time.

She’s magnificent!

I’ll record Titanic if she goes there.

OH SHE WILL AND YOU  BETTER.

She tucks her 3 little ones into bed and there’s video to prove it.

Stop it.

I think I’m going to throw up.

Me too.

It’s “Beauty & The Beast” time.

Oh, I love that one.  This is so unfair, it hurts.

I feel your pain.

It’s another costume change.

What will it be?  There’s James Bond music.

Ughhhhhhhhh

No, she just went to pee.  She’s singing “Goldfinger.”

A medley of 007 songs.  She’s got her fist in the air.  The audience is in a state of rapture.

Now, she’s patting her hip and swaying.  This Québécois lady knows how to have a good time.

She sure does.

This all sounds glorious!

A little piece of heaven.

I’ve run out of responses.

I’m just really jealous.

It’s “All by myself” now.  I know how she feels.  Carla left to go to a meeting.  So sad.

Double fist pounding on her chest.  Serious stuff.

Now, she’s singing “Spinning Wheel”.  Am I back in college?

Costume change!

This is amazing.  Never forget how amazing she is.

Elvis is in the building!

Here we go:  I’m sinking.  There’s an iceberg and the ship is going down.  I’m recording this.

It’s over.  I’m exhausted.

Holy crap!  Me too.

The Baron Funds Annual Conference is one of my favorite days of the year.  I am reminded of why I am in business and what I tell my clients through my consulting business.  I’m entertained in this incredible city and my belief in America is always restored.  This year, it also provided some fun with my daughter.  Is there anything better?

Tags: 007, America the beautiful, American success stories, Americans, Assumptions, Baron Funds, Beauty & The Beast, Ben Bernanke, Big Data, Bill Cohen, Bon Jovi, Broadway, Celine, Celine Dion, CEO, Change, Chile, Corporate Myopia, Crazy people, Customers, David Rubenstein, Democrats, Democrats and business, Dodd-Frank, Dreams, Elton John, Elvis, Etch a Sketch, Events, Expedia, Federal Reserve, Frank Coyne, futureshift, George Mitchell, Goldfinger, Governments, Harry Connick Jr., James Bond, Joss Stone, Kelly O'Hara, Kevin Plank, Kitsch, Kristin Chenowith, Las Vegas, Las Vegas East, Leadership, Lincoln, Lincoln Center, Maine, Mainers, Marine, Marketing, Michelle Obama, Mistakes, Mitt Romney, National anthem, National Forest Service, Olympia Snowe, Organic foods, Outcomes, PA, Paul Ryan, President Obama, Quebecois, Regulation, Republicans, Republicans and business, Rich Barton, Robert Katz, Rod Stewart, Ron Baron, Scranton, Shareholders, Situation Analysis, Spinning Wheel, Steven Spinner, Stock Market, The Carlyle Group, Titanic, U.S. Marketplace, Under Armour, United Natural Foods, Vail, Vail Resorts, Verisk Analytics, Vice Presidential Debate, Winning, Zillow

Did you notice what began right after Thanksgiving?  I’m not talking about holiday shopping, although if you haven’t started yet, join the club.  We weren’t even into the week after the holiday when I saw my first set of predictions for 2012.  By now they’re coming out at full throttle.  Predictions for food, wine, technology, social media, fashion, you name it, they’re on their way.

Some people make predictions to show how prescient they can be.  Others do it as a new business ploy, thinking that their business prospects will be swayed by their foresight.  One thing I haven’t seen yet is anyone measuring their success for the predictions they made for 2011.  I don’t think we’ll see much of that since it’s not part of the sport.  But I’m going to change that.  I’m joining the club of predictors and prognosticators and making twelve predictions for 2012, one for each month.  And I predict that they will all come true – 100%.  I’ll come back in a year to check and see if I’m right and then expect a crescendo of congratulations.  So here goes:

1. People will talk. You can bet on it.  With a national election next year, the economy trying to rebound and the usual celebrities acting out, there will be plenty of chatter on TV, radio, the all-important blogosphere and by the office coffee maker.  If you decide to spend the year in some distant atoll in the Pacific, don’t fret, you won’t miss a thing.  It will all happen again in 2013.
2. People will be interested in themselves. Face it.  There’s not a lot of altruism in the world.  Even those who say they’re altruistic often aren’t.  Political, business and social motives often spur our eleemosynary sides (always looking for an opportunity to use “eleemosynary” – look it up).  I’m not preaching about this.  I suffer from the same affliction.
3. We will become more distracted. It’s been said many times.  There’s too much information and too many ways to communicate.  It’s becoming increasingly difficult to focus.  That’s not going to change.  Huffington Post will probably add twenty more sections for us to while away the time.
4. We will become more desperate. I’m going to take credit for something.  In 2009, I gave a presentation in Chile about business prospects in the U.S. during the recession.  At that time, I said the U.S economy wouldn’t return to some semblance of normal until 2014 at the earliest and most likely, not until 2016.  Why?  As large as our economy is – $14 trillion – it can’t recover quickly when our housing value loss is about one-third and real unemployment (reported + unreported) is probably closer to 16% than the reported 8.6%.  We dug a giant hole for ourselves by conducting two wars and cutting taxes at the same time.  Most Americans wish someone, anyone, would wave their magic wand and make things better.   It doesn’t work that way.  We have the patience of a two-year old.  I hope I’m wrong but I’d bet $10,000 of Mitt Romney’s money that we’re not.  If you’re one of those impatient types, plan your desperation calendar now.
5. The economy may get worse but it could get better. Having just said that we’ve got a long row to hoe, we’re going to see some cycles in the midst of our misery.  Expect the current administration to do whatever it can to pump things up a bit before next year’s election.  And also expect the stock market to get overly pumped up before it gets let down.  Am I being overly dreary?  No, just realistic.  They also say pessimists are often happier people because their expectations are easily exceeded.
6. All politicians will lie to us except for those who tell the truth. In our current climate, does anyone really think anyone running for election to be truthful?  They’re more likely to meet Steven Colbert’s low standards for “truthiness.”  Yet, there will be a few who will tell the truth.  They’re either the ones not running, retiring or the losers.
7. Facts will be fungible. Who says you’re entitled to your own opinions but not your own facts?  Nobody’s going to stop writing their own facts just because Tom Friedman says to in one of his brilliant columns.  The most current book next year will be, as it was this year, 1984, published in 1949 by the way.  How prescient was Orwell?
8. Everything old will be new again. It happens every year, short is back and long is out or is it long is out and short returns?  Whatever.  Gotta keep those factories moving.
9. What goes around comes around. Not all that different from #8 but the point here is to be nice to the people you meet on the way up.  They’ll look pretty good to you as you head the other way.  Success can be ephemeral, just like fashion.
10. Blame will be assigned but not to ourselves. Here comes Tom Friedman again telling us to take responsibility for our actions.  When did this guy come along?  Sadly, we are in a world where no one jumps up and says “I take responsibility, now let’s figure this out together.”  It’s too easy to point the finger at politicians, business people, the media and each other.
11. Difficult decisions will not be made but will be forced upon us. If we had begun making good decisions 30 years ago, we’d all be driving cars that got 50 miles per gallon, that’s when we’re not taking mass transit.  We’d have a fair tax code.  Banks would be our guardians instead of robbers and CEO’s would be making 10 times the average worker, not 300.  All this may happen soon but at an enormous cost and it will be forced down our throats.
12. At year-end, predictions will be made for 2013. I can guarantee this one.  There will be plenty to say next year at this time.  I’ll check to see if I’m right but I don’t think I’ll make predictions again.  I’ll just reprint this entry.

Tags: Altruism, Americans, Assumptions, Blogosphere, CEO Compensation, Change, Chile, Crazy people, Desperation, Distractions, Dreams, Economy, Election, Events, Foresight, Governments, Huffington Post, Mistakes, Mitt Romney, Outcomes, Pessimist, Politicians, Predictions, Recession, Recovery, Situation Analysis, Steven Colbert, Stock Market, Success, Tax Code, Thanksgiving, Tom Friedman, Truthiness

I recently was interviewed by Kirk Laughlin of Nearshore Americas about nation branding with particular focus on Latin America.  The interview can be seen here or at this link.

Tags: Americans, Branding, Chile, Costa Rica, Events, Governments, Latin America, Leadership, Marketing, Miners, Nation Branding, Outcomes, Positioning, Situation Analysis, Strategy

The August 5^th mine collapse near Copiapo, Chile seemed like more bad luck for a country already hit by one of the largest earthquakes in history this past February.  Media coverage of the mining disaster has been constant and the way in which the Chilean government and miners have handled the situation has mesmerized millions of people around the world.  In a desperate situation such as this, it’s hard to imagine there could be a silver lining to the story, even providing an advantage in how Chile, as a country and society, is presented to the world.

The situation could change at any time but three recent articles provide an interesting lesson.  On September 1^st, The Wall Street Journal published a story “Chile Mining Minister Is Resourceful in Rescue” (download highlighted version here) in which writer Matt Mofffett wrote about the response from the Chilean government, dominated by former business executives.  Centered around Mining Minister Laurence Golborne, a former retail executive, the story traces Golborne’s early missteps in the crisis to gaining the confidence of the miners and their families.  The story comments on Golborne’s communication skills in dealing “with people from lots of different social strata” and goes on to cite the oft repeated catchphrase for the current government, “Chile Inc.”

That phrase caught the attention of New York Times writer, Ben Schott, who eight days later wrote an entry (titled “Chile Inc.”) in his popular vocabulary blog and reprinted the Journal’s positive comment about Golborne’s handling of the crisis.

Then, on September 10^th, an article appeared in Universal Knowledge@Wharton, the newsletter of the esteemed Wharton School of Business, titled, “Lessons on Leadership and Teamwork – from 700 Meters Below the Earth’s Surface” (download highlighted version here).  The article is an interview with Francisco Javier Garrido, a professor of strategy at various MBA programs in Europe and the Americas.  Garrido makes a few comments on the consistency of the government but talks glowingly of the miners and their leadership skills.

He details their skills in situation analysis, overcoming elementary responses, viewing efforts as a function of goals, teamwork, ethical coherence and integrity and communication skills.  These 33 miners, he notes have taught “the business world that you need to act with flexibility when it comes to achieving your goals.” He further points out, “There are lessons here that transcend the world of business instruction when it comes to [defining] such expressions as “decision making,” “leadership” and “teamwork.”

All three stories have now been frequently quoted in the print and digital media and particularly the ever-growing blogosphere.  Reading them, we’re compelled to ask whether we would respond in a similar fashion.  It is a difficult situation that has positive lessons for us all and causes us to admire the miners, the government and to ask whether Chileans possess some traits that we all might want to emulate.

The question then comes up of whether it’s ethical to use such a story to profile or position a business in Chile or would it be seen as being crassly opportunistic.  If used in a tactical way, it seems inappropriate to promote such a story as saying something positive about a company, sector or country.  To those who read the media coverage, the lessons are clear enough for us to see.  However, it seems acceptable to talk about the miners’ plight the same way these three stories have treated it thus far.  It illustrates how governments can respond to crises and victims can teach us about behaviors and values we can admire.  Finally, it shows us how leadership can operate in the midst of crisis and media can respond positively to not overreact as so often takes place (and we are seeing repeatedly in the U.S.), but to manage for what we all hope will ultimately become a positive outcome.

Tags: Chile, Chile Inc., Events, Flexibility, Governments, Journalists, Leadership, Media, Media responsibility, Miners, Outcomes, Positioning, Situation Analysis, Strategy

This is the third of a series on Mistakes Countries Make and How They Can Get It Right.

Those immortal words were heard in millions of American homes every Sunday night, during the 1950’s and 60’s, as they were spoken by television impresario, Ed Sullivan on his weekly variety show.  His show was so popular that it was common for children and adults to mimic Sullivan’s nasal accent saying, “Tonight we have a really big show.” A “really big show” for Sullivan fans meant an extravaganza of music and theatrical variety.  It wasn’t Elvis Presley’s first television appearance but certainly was his most famous.  It’s where the Beatles were first seen by most Americans and where viewers were introduced to opera and ballet.  If it was big in entertainment, it was on Ed Sullivan.

The idea of the big show continued into business where today, the really big shows are the Consumer Electronics Show, National Housewares Show, MacWorld Expo and many more.  Large trade shows have become prolific in the U.S. and around the world to the point where they are almost a commodity.  Their cost for exhibitors has increased rapidly placing a premium on those shows where one can see a clear rate of return.

Yet, despite the high costs of trade shows, the idea of the “really big show” has morphed into private, branded trade shows and has become a part of many marketing programs from foreign industries.   It has become common for foreign governments to come to the U.S. and hold large private events for their industries such as food, wine, textiles, technology and more.  An event company and PR firms are hired, hotel and exhibit space secured, visitors and prospective buyers are recruited, foreign companies provided with exhibit space and dignitaries flown in to cut the ribbon or give a keynote speech.

The expectation is that the U.S. media will show up (they rarely do), give the event, its organizers and the foreign industry the right amount of fawning coverage in newspapers and magazines and that buyers will attend with their wallets at the ready.  To ensure the event’s success, the media from the home country is brought in, photos are taken, ribbons cut, speeches made and the event is widely proclaimed to be a grand success…except that it’s often not.

What can’t be seen from abroad is that Americans have become jaded by the extraordinary amount of marketing clutter in their lives.  Surveys have suggested that Americans are exposed to more than 1,500 marketing messages a day.  From the time they wake up until they turn their lights out at night, Americans are bombarded with radio, TV, print, Internet, outdoor, mail, email, phone and tradeshow messaging.  Of course, this takes place in other countries but it has been going on for more years in the U.S.  What foreign visitors most comment on when they visit the U.S. is the number of choices that one has during the day, whether shopping, viewing, listening or traveling.  It all adds up and the bottom line is that the only thing that makes a difference in our lives is the value of our relationships.

When there are so many modes of marketing, word-of-mouth from people we trust has so much more influence than anything else on what we buy and the decisions we make.  Just as we trust our personal friends, business relationships are what influence us in the end.  With all the decisions we have to make, and features and benefits to evaluate, it’s the value we place on relationships and the people who make recommendations to us that makes a difference.

The problem with the “really big show” is that relationships are begun there but not developed or solidified.  We use shows for looking, evaluating, asking and considering but rarely for buying.  When considering any product that has a high cost or a long-term evaluation or testing phase, shows, at best, serve as introductions.  It’s the work that takes place afterward that makes a difference.  Small events or conferences are often better than big ones because they allow prospective buyers to ask more questions and conduct a give-and-take with the seller.  Prospective buyers considering a foreign supplier want to know that both the individual they’re dealing with and their company isn’t going to be in the U.S. for only a week here and there.  They want a commitment to a relationship, to being involved for the long-term, to possible risk sharing or even partnership.

Trade associations and their government partners who have the mandate to promote industries, should consider:

• More small events are better than a few large ones.
• Teach your people to engage with Americans.  Too often foreign business visitors to the U.S. stay back and don’t approach Americans.  We like you to reach out to us.  In fact, events that are built around networking are likely to be more effective than those built around display.
• Events, big or small, will be more successful with both pre and post event follow-up programs.  Prospective sales are most often lost because of poor or slow follow-up.
• You should have an active online social media program that reaches out to prospective buyers.  You’ll know the difference when your social media site has far more Americans or customers on it than your domestic friends and associates.  It’s incredible how many companies and industries tout their facebook and linkedin pages that are filled with people from their own country.  Where are the buyers?  Who’s building relationships with who?  To what end?
• Remember that social media sites like facebook and linkedin are closed systems and have their limitations.  There are no lists to download nor will you have access to anybody’s email address.  At futureshift, we build private communities that support events but more importantly build and support relationships because members self-subscribe and willingly give you their private contact information.
• Rather than think about events, think about building communities.  Community members gain trust for each other and that’s what builds brand loyalty and sales.

So given all this, what made Ed Sullivan such a successful icon?  Sullivan spoke to American audiences in the 1950’s and 60’s when modern marketing was in its nascent stages.  He spoke to us every week, his way of building a relationship with us, and he always showed us things we had rarely seen before.  If you’re a modern day business version of Ed Sullivan, which probably means your name is Steve Jobs, go ahead have the “really big show”.  Otherwise, do something that makes sense and works in today’s U.S. marketplace.

Tags: Americans, Assumptions, Communities, Customers, Ed Sullivan, Events, futureshift, Governments, Marketing, Media, Social Media, Steve Jobs, Trade Associations, Trade Shows, U.S. Marketplace