Project Limitations [at their best!]

So it’s about 9:30pm and I’m finishing up a business card design for a client that I’m to see at tomorrow’s business expo . . . sigh of relief (it’s done!) and a momentary slouch back in my chair. When I get to thinking about my own networking efforts . . .I realize that, due to a recent change in primary phone number, my own business cards have just been rendered useless! A quick mental checklist of options (call printer frantically, use my desktop printer, give cards the old “Sharpie” treatment . . .) comes up with no really satisfying options.

What does one do with no time? I remember the rubber stamp I have of my logo, which, thanks to it’s design, happens to be the right size and shape for a business card. Next up: stock, stock, stock . . . I don’t have anything heavy or rigid enough on hand, and a few tests on the different paper I do have around are unremarkable at best. Damn.

Enter: happy accident

It just so happens that I’ve got a pile of cardboard recyclables that I’ve been meaning to take out. Boxes include a number of household brand names and happen to be great card stock. Excellent.

One part rubber stamp + one part cereal box = brand magic!

Three hours, a dozen or so boxes and one case of carpal tunnel later I’ve got about 100 “logo cards” (which works for me, because a Google search of my company’s name brings you right to my site). Stamped cardboard on one side, glossy, well-branded packaging fragments on the other.

Reader, I’ll tell you; I was happy!

Then I thought about how best to squeeze every bit of branding juice out of these little morsels–which gave me an idea for a promotion . . .

These cards each have a portion of a package on them. So I figure, the promotion goes as follows: You pick up one of my cards at the expo, you identify the brand your card was snipped from, send it to me at this address, and I’ll personally drop off that brand’s product along with my new, up-to-date card, right to your office.

Just a note: there ARE a few trimmed from a box of Thin Mint Girl Scout Cookies . . . I’d look for those if I were you!

In review, what did my project limitations get me? They got me thinking outside the . . . actually, ABOUT the box. They got me a noteworthy (for better or for worse) piece to hand out at the expo, which the right people (i.e. the type of people I’d like to work with) will understand. And they got me a promotion which is free if it doesn’t work, and well worth the meeting (and box of cereal or cookies) if it does.

Not bad for a three-hour turnaround!

The best part about all of this is that I’ll finally get to test my theory that your business card can function (and might even be more intriguing) without all the “clutter” information (fax #, multiple phone lines, street address, etc.). For me, this has become an exercise in simplicity.

I’ll let you know how it went in a week or two . . . in the mean time, anyone want to go on record with a guess?

The Root of Refreshing

Unbelievably beautiful, creative, indirect yet exactly-on-point ad spot created for Schweppe’s.  This is an amazing spot shot with a high-speed camera.  No other special effects whatsoever!  Enjoy:

Compare that to your run-of-the-mill soft-drink spot . . . typically very flashy, with quick cuts, bright colors and plenty of cans or bottles of product.   This ad went for the root of the feeling of refreshing.  That’s how you send a message.

I’ve got to go drink something now–have a good day!

What can we learn from Brett Favre’s career?

The consummate NFL great announced his retirement today (I’m still holding out hope that it’s another reporting mistake–can’t believe it).

What can we learn from a man who has overcome great personal and familial tragedies again and again to hold nearly every NFL record his position offers–including consecutive starts; career TD passes; career passing yards, attempts, completions, and interceptions; as well as the most MVP seasons?

You’re not a competitor if you don’t play to win every time you take the field.

Risking small failures positions you for big gains.

Showing up to play every single day gives you a natural edge in long-term competition.

Perfection doesn’t inspire nearly as much as overcoming faults.

Passion for what you do trumps old age, injury, and personal adversity.

Solid leadership can move even the most inexperienced group to do great things.

Sometimes, winning can be the best tribute to a loved one’s memory.

The win is never out of reach as long as you’ve got the ball, some time on the clock, and the will to keep moving forward.

In the end, YOU are the one who determines your fate. The will to show up or the will to call it quits is a function of your personal situation, and you shouldn’t let outside pressures determine what you do.

Some called for his retirement after the 4-12 season a few years back. He chose to stay and play the game he loves. Last season he led the youngest team in the NFL to a 13-3 season and fell just one game short of the Superbowl. He made the right choice back then, and we’ve all got to respect his decision this time around.

One thing is certain . . . his impacts both on and off the field won’t be soon forgotten.

Thank you, Brett!

Working With a Creative Professional

This post is for anyone thinking about working with a creative professional (designer, writer, programmer, et cetera) . . .

The money aspect aside (that’s another issue altogether), the most important conversation you can have with your Creative is about defining the project:

Who is your intended audience?

What are you trying to communicate to them?

What are the important dates? (“Whenever you get a chance” is not a deadline)

How is the finished product being produced/used?

Who is the decision-maker for this project?

We creatives are great at filling any gaps in project scope with our own ideas of how things should be . . . but there are some decisions we can’t/shouldn’t make for you. You’re not paying us to run your business . . . you’re paying for our creative expertise. It’s important to note that expertise varies even within fields (print vs. web design, grant writing vs. copy writing, et cetera).

Having said that, keep an open mind to suggestions we make within our area(s) of expertise. Offering your own ideas is almost always helpful (gives us an idea of where you want to go with the project), but remember that you’re seeking our help for a reason. If you’ve got something all drawn out and you just need someone with the right software to produce it, then save some cash and help a student get some experience with a real-life project. If you’ve got a rough idea of what you want and are open to different interpretations, a professional will be happy (and well-qualified) to bring that idea to fruition for you.

Take Away: Get to know the scope of your Creative’s expertise, then work with them to determine how their expertise can best serve your needs.

Group Dynamics

My return flight from Baltimore this weekend (the last one of the night) was canceled after everyone had boarded. This interesting sociological field experiment left 200 (more or less) individuals who hadn’t made eye contact or spoken a word to one another while boarding to shuffle once again into the terminal to form a giant “re-booking” line. What happened, you ask?

The shared experience and proximity sparked conversations. It usually started with questions about re-booking (“Did you get through?” “What did they tell you?”) but it evolved into generally pleasant conversation with a lot of interesting people from around the country. As with any group, this one had its loudmouths and its silent sufferers . . . but the overall tone of those waiting quickly calmed.

What had the airline done? They kept everyone apprised of the situation throughout the process. Fear of the unknown (and the indecision that follows) gave way to acceptance of the inconvenience and moving forward with new plans.

So often, companies fail to be open about problems. Think about the last time your company had a round of layoffs, or benefit reductions, or relocated . . . chances are, upper management kept employees in the dark as long as possible, but the gossip back-channels were abuzz with any number of “truths” about the situation. With which information would you prefer employees make the “jump-ship” decision?

Oftentimes, it’s the worst of situations that become opportunities to go above-and-beyond for those affected; especially when there is more than one party involved, and those parties have opportunity to communicate with one another. “Really, they did that for you?!”

Writing for Creadiv.com

I’m excited about a new opportunity that arose! In addition to posting here on tID BITS (which will continue uninterrupted) I’ve been invited to contribute to the design blog at Creadiv.com

I’ll be bringing branding insight to both sites regularly (and posting uniquely to each as often as possible). So if you’re looking for more quick thoughts on business, branding and the life creative, do visit Creadiv.com and subscribe to the RSS feed! [Video Explanation of RSS Feeds]

See you there!

By the way . . . here’s a direct link to my first Creadiv post.

Empowered Employees

You strategized. You advertised. You search-engine-optimized. You managed to get a few tire-kickers through your doors, and now they’re mulling about quietly. Now what!?

Give them an experience to remember! So much attention is paid and money spent to get them into your shop, why would you let that sleepy teenage salesclerk be their first in-person interaction? Lackluster employees are cheap, until you consider the opportunity costs of not “wow”ing your customers.

Every person that walks out of your doors without a story to tell is (at least) 3 potential new customers that aren’t warmed up for you! That means reaching out to them down the road is a cold call at best, when they should’ve been hot to trot.

Employees need to be educated, inspired and empowered. After all, what good is a savvy, fired-up clerk if he feels his hands are tied when it comes to offering above-and-beyond service? Running back to the manager to authorize every extra sucks the satisfaction right out of the process. (I should know, I used to be that teenage clerk) Authorize them ahead of time to a set degree, and watch them work their magic on their own!

Famed-for-service retailer Nordstrom is said to have given new hires a one-page, 75-word employee reference manual containing a bit of info about the company, along with the Nordstrom Rules:

Rule #1: Use your good judgment in all situations. There will be no additional rules.

That’s employee empowerment!