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  • January 22, 2024 9:54 AM | John Russell (Administrator)

    Madison Area Business Consultants welcomes people from all walks of life.

    We pride ourselves on being a diverse, equitable and inclusive organization.

    Here's a different perspective from the leader of Tibet and Tibetan Buddhism.


    Compassion and the Individual

    Tenzin Gyatso; The Fourteenth Dalai Lama

     The purpose of life

    ONE GREAT QUESTION underlies our experience, whether we think about it consciously or not: What is the purpose of life?  I have considered this question and would like to share my thoughts in the hope that they may be of direct, practical benefit to those who read them.

    I believe that the purpose of life is to be happy.  From the moment of birth, every human being wants happiness and does not want suffering.  Neither social conditioning nor education nor ideology affect this.  From the very core of our being, we simply desire contentment.  I don’t know whether the universe, with its countless galaxies, stars and planets, has a deeper meaning or not, but at the very least, it is clear that we humans who live on this earth face the task of making a happy life for ourselves.  Therefore, it is important to discover what will bring about the greatest degree of happiness.

    How to achieve happiness

    For a start, it is possible to divide every kind of happiness and suffering into two main categories: mental and physical.  Of the two, it is the mind that exerts the greatest influence on most of us.  Unless we are either gravely ill or deprived of basic necessities, our physical condition plays a secondary role in life.  If the body is content, we virtually ignore it. The mind, however, registers every event, no matter how small. Hence we should devote our most serious efforts to bringing about mental peace.

    From my own limited experience I have found that the greatest degree of inner tranquility comes from the development of love and compassion.

    The more we care for the happiness of others, the greater our own sense of well-being becomes. Cultivating a close, warm-hearted feeling for others automatically puts the mind at ease. This helps remove whatever fears or insecurities we may have and gives us the strength to cope with any obstacles we encounter. It is the ultimate source of success in life.

    As long as we live in this world we are bound to encounter problems. If, at such times, we lose hope and become discouraged, we diminish our ability to face difficulties. If, on the other hand, we remember that it is not just ourselves but every one who has to undergo suffering, this more realistic perspective will increase our determination and capacity to overcome troubles. Indeed, with this attitude, each new obstacle can be seen as yet another valuable opportunity to improve our mind!

    Thus we can strive gradually to become more compassionate, that is we can develop both genuine sympathy for others’ suffering and the will to help remove their pain. As a result, our own serenity and inner strength will increase.

    Our need for love

    Ultimately, the reason why love and compassion bring the greatest happiness is simply that our nature cherishes them above all else. The need for love lies at the very foundation of human existence. It results from the profound interdependence we all share with one another. However capable and skillful an individual may be, left alone, he or she will not survive. However vigorous and independent one may feel during the most prosperous periods of life, when one is sick or very young or very old, one must depend on the support of others.

    Independence, of course, is a fundamental law of nature. Not only higher forms of life but also many of the smallest insects are social beings who, without any religion, law or education, survive by mutual cooperation based on an innate recognition of their interconnectedness. The most subtle level of material phenomena is also governed by interdependence. All phenomena from the planet we inhabit to the oceans, clouds, forests and flowers that surround us, arise in dependence upon subtle patterns of energy. Without their proper interaction, they dissolve and decay.

    It is because our own human existence is so dependent on the help of others that our need for love lies at the very foundation of our existence. Therefore we need a genuine sense of responsibility and a sincere concern for the welfare of others.

    We have to consider what we human beings really are. We are not like machine-made objects. If we are merely mechanical entities, then machines themselves could alleviate all of our sufferings and fulfill our needs.

    However, since we are not solely material creatures, it is a mistake to place all our hopes for happiness on external development alone. Instead, we should consider our origins and nature to discover what we require.

    Leaving aside the complex question of the creation and evolution of our universe, we can at least agree that each of us is the product of our own parents. In general, our conception took place not just in the context of sexual desire but from our parents’ decision to have a child. Such decisions are founded on responsibility and altruism — the parents’ compassionate commitment to care of their child until it is able to take care of itself. Thus, from the very moment of our conception, our parents’ love is directly in our creation.

    Moreover, we are completely dependent upon our mothers’ care from the earliest stages of our growth. According to some scientists, a pregnant woman’s mental state, be it calm or agitated, has a direct physical effect on her unborn child.

    The expression of love is also very important at the time of birth. Since the very first thing we do is suck milk from our mothers’ breast, we naturally feel close to her, and she must feel love for us in order to feed us properly; if she feels anger or resentment her milk may not flow freely.

    Then there is the critical period of brain development from the time of birth up to at least the age of three or four, during which time loving physical contact is the single most important factor for the normal growth of the child. If the child is not held, hugged, cuddled, or loved, its development will be impaired and its brain will not mature properly.

    Since a child cannot survive without the care of others, love is its most important nourishment. The happiness of childhood, the allaying of the child’s many fears and the healthy development of its self-confidence all depend directly upon love.

    Nowadays, many children grow up in unhappy homes. If they do not receive proper affection, in later life they will rarely love their parents and, not infrequently, will find it hard to love others. This is very sad.

    As children grow older and enter school, their need for support must be met by their teachers. If a teacher not only imparts academic education but also assumes responsibility for preparing students for life, his or her pupils will feel trust and respect and what has been taught will leave an indelible impression on their minds. On the other hand, subjects taught by a teacher who does not show true concern for his or her students’ overall well-being will be regarded as temporary and not retained for long.

    Similarly, if one is sick and being treated in hospital by a doctor who evinces a warm human feeling, one feels at ease and the doctors’ desire to give the best possible care is itself curative, irrespective of the degree of his or her technical skill. On the other hand, if one’s doctor lacks human feeling and displays an unfriendly expression, impatience or casual disregard, one will feel anxious, even if he or she is the most highly qualified doctor and the disease has been correctly diagnosed and the right medication prescribed. Inevitably, patients’ feelings make a difference to the quality and completeness of their recovery.

    Even when we engage in ordinary conversation in everyday life, if someone speaks with human feeling we enjoy listening, and respond accordingly; the whole conversation becomes interesting, however unimportant the topic may be. On the other hand, if a person speaks coldly or harshly, we feel uneasy and wish for a quick end to the interaction. From the least to the most important event, the affection and respect of others are vital for our happiness.

    Recently I met a group of scientists in America who said that the rate of mental illness in their country was quite high-around twelve percent of the population. It became clear during our discussion that the main cause of depression was not a lack of material necessities but a deprivation of the affection of the others.

    So, as you can see from everything I have written so far, one thing seems clear to me: whether or not we are consciously aware of it, from the day we are born, the need for human affection is in our very blood. Even if the affection comes from an animal or someone we would normally consider an enemy, both children and adults will naturally gravitate towards it.

    I believe that no one is born free from the need for love. And this demonstrates that, although some modern schools of thought seek to do so, human beings cannot be defined as solely physical. No material object, however beautiful or valuable, can make us feel loved, because our deeper identity and true character lie in the subjective nature of the mind.

    Developing compassion

    Some of my friends have told me that, while love and compassion are marvelous and good, they are not really very relevant. Our world, they say, is not a place where such beliefs have much influence or power. They claim that anger and hatred are so much a part of human nature that humanity will always be dominated by them. I do not agree.

    We humans have existed in our present form for about a hundred-thousand years. I believe that if during this time the human mind had been primarily controlled by anger and hatred, our overall population would have decreased. But today, despite all our wars, we find that the human population is greater than ever. This clearly indicates to me that love and compassion predominate in the world. And this is why unpleasant events are “news”; compassionate activities are so much part of daily life that they are taken for granted and, therefore, largely ignored.

    So far I have been discussing mainly the mental benefits of compassion, but it contributes to good physical health as well, According to my personal experience, mental stability and physical well-being are directly related. Without question, anger and agitation make us more susceptible to illness. On the other hand, if the mind is tranquil and occupied with positive thoughts, the body will not easily fall prey to disease.

    But of course it is also true that we all have an innate self-centeredness that inhibits our love for others. So, since we desire the true happiness that is brought about by only a calm mind, and since such peace of mind is brought about by only a compassionate attitude, how can we develop this? Obviously, it is not enough for us simply to think about how nice compassion is! We need to make a concerted effort to develop it; we must use all the events of our daily life to transform our thoughts and behavior.

    First of all, we must be clear about what we mean by compassion. Many forms of compassionate feeling are mixed with desire and attachment. For instance, the love parents feel of their child is often strongly associated with their own emotional needs, so it is not fully compassionate. Again, in marriage, the love between husband and wife -  particularly at the beginning, when each partner still may not know the other’s deeper character very well - depends more on attachment than genuine love. Our desire can be so strong that the person to whom we are attached appears to be good, when in fact he or she is very negative. In addition, we have a tendency to exaggerate small positive qualities. Thus when one partner’s attitude changes, the other partner is often disappointed and his or her attitude changes too. This is an indication that love has been motivated more by personal need than by genuine care for the other individual.

    True compassion is not just an emotional response but a firm commitment founded on reason. Therefore, a truly compassionate attitude towards others does not change even if they behave negatively.

    Of course, developing this kind of compassion is not at all easy! As a start, let us consider the following facts:

    Whether people are beautiful and friendly or unattractive and disruptive, ultimately they are human beings, just like oneself. Like oneself, they want happiness and do not want suffering. Furthermore, their right to overcome suffering and be happy is equal to one’s own. Now, when you recognize that all beings are equal in both their desire for happiness and their right to obtain it, you automatically feel empathy and closeness for them. Through accustoming your mind to this sense of universal altruism, you develop a feeling of responsibility for others: the wish to help them actively overcome their problems. Nor is this wish selective; it applies equally to all. As long as they are human beings experiencing pleasure and pain just as you do, there is no logical basis to discriminate between them or to alter your concern for them if they behave negatively.

    Let me emphasize that it is within your power, given patience and time, to develop this kind of compassion. Of course, our self-centeredness, our distinctive attachment to the feeling of an independent, self-existent “I”, works fundamentally to inhibit our compassion. Indeed, true compassion can be experienced only when this type of self- grasping is eliminated. But this does not mean that we cannot start and make progress now.

    How can we start?

    We should begin by removing the greatest hindrances to compassion: anger and hatred. As we all know, these are extremely powerful emotions and they can overwhelm our entire mind. Nevertheless, they can be controlled. If, however, they are not, these negative emotions will plague us - with no extra effort on their part! - and impede our quest for the happiness of a loving mind.

    So as a start, it is useful to investigate whether or not anger is of value. Sometimes, when we are discouraged by a difficult situation, anger does seem helpful, appearing to bring with it more energy, confidence and determination.

    Here, though, we must examine our mental state carefully. While itis true that anger brings extra energy, if we explore the nature of this energy, we discover that it is blind: we cannot be sure whether its result will be positive or negative. This is because anger eclipses the best part of our brain: its rationality. So the energy of anger is almost always unreliable. It can cause an immense amount of destructive, unfortunate behavior. Moreover, if anger increases to the extreme, one becomes like a mad person, acting in ways that are as damaging to oneself as they are to others.

    It is possible, however, to develop an equally forceful but far more controlled energy with which to handle difficult situations.

    This controlled energy comes not only from a compassionate attitude, but also from reason and patience. These are the most powerful antidotes to anger. Unfortunately, many people misjudge these qualities as signs of weakness. I believe the opposite to be true: that they are the true signs of inner strength. Compassion is by nature gentle, peaceful and soft, but it is very powerful. It is those who easily lose their patience who are insecure and unstable. Thus, to me, the arousal of anger is a direct sign of weakness.

    So, when a problem first arises, try to remain humble and maintain a sincere attitude and be concerned that the outcome is fair. Of course, others may try to take advantage of you, and if your remaining detached only encourages unjust aggression, adopt a strong stand, This, however, should be done with compassion, and if it is necessary to express your views and take strong countermeasures, do so without anger or ill-intent.

    You should realize that even though your opponents appear to be harming you, in the end, their destructive activity will damage only themselves. In order to check your own selfish impulse to retaliate, you should recall your desire to practice compassion and assume responsibility for helping prevent the other person from suffering the consequences of his or her acts.

    Thus, because the measures you employ have been calmly chosen, they will be more effective, more accurate and more forceful. Retaliation based on the blind energy of anger seldom hits the target.

    Friends and enemies

    I must emphasize again that merely thinking that compassion and reason and patience are good will not be enough to develop them. We must wait for difficulties to arise and then attempt to practice them.

    And who creates such opportunities? Not our friends, of course, but our enemies. They are the ones who give us the most trouble, So if we truly wish to learn, we should consider enemies to be our best teacher!

     

    For a person who cherishes compassion and love, the practice of tolerance is essential, and for that, an enemy is indispensable. So we should feel grateful to our enemies, for it is they who can best help us develop a tranquil mind! Also, itis often the case in both personal and public life, that with a change in circumstances, enemies become friends.

    So anger and hatred are always harmful, and unless we train our minds and work to reduce their negative force, they will continue to disturb us and disrupt our attempts to develop a calm mind. Anger and hatred are our real enemies. These are the forces we most need to confront and defeat, not the temporary “enemies” who appear intermittently throughout life.

    Of course, it is natural and right that we all want friends. I often joke that if you really want to be selfish, you should be very altruistic! You should take good care of others, be concerned for their welfare, help them, serve them, make more friends, make more smiles, The result? When you yourself need help, you find plenty of helpers! If, on the other hand, you neglect the happiness of others, in the long term you will be the loser. And is friendship produced through quarrels and anger, jealousy and intense competitiveness? I do not think so. Only affection brings us genuine close friends.

    In today’s materialistic society, if you have money and power, you seem to have many friends. But they are not friends of yours; they are the friends of your money and power. When you lose your wealth and influence, you will find it very difficult to track these people down.

    The trouble is that when things in the world go well for us, we become confident that we can manage by ourselves and feel we do not need friends, but as our status and health decline, we quickly realize how wrong we were. That is the moment when we learn who is really helpful and who is completely useless. So to prepare for that moment, to make genuine friends who will help us when the need arises, we ourselves must cultivate altruism!

    Though sometimes people laugh when I say it, I myself always want more friends. I love smiles. Because of this I have the problem of knowing how to make more friends and how to get more smiles, in particular, genuine smiles. For there are many kinds of smile, such as sarcastic, artificial or diplomatic smiles. Many smiles produce no feeling of satisfaction, and sometimes they can even create suspicion or fear, can’t they? But a genuine smile really gives us a feeling of freshness and is, I believe, unique to human beings. If these are the smiles we want, then we ourselves must create the reasons for them to appear.

    Compassion and the world

    In conclusion, I would like briefly to expand my thoughts beyond the topic of this short piece and make a wider point: individual happiness can contribute in a profound and effective way to the overall improvement of our entire human community.

    Because we all share an identical need for love, it is possible to feel that anybody we meet, in whatever circumstances, is a brother or sister. No matter how new the face or how different the dress and behavior, there is no significant division between us and other people. It is foolish to dwell on external differences, because our basic natures are the same.

    Ultimately, humanity is one and this small planet is our only home, If we are to protect this home of ours, each of us needs to experience a vivid sense of universal altruism. It is only this feeling that can remove the self-centered motives that cause people to deceive and misuse one another.

    If you have a sincere and open heart, you naturally feel self- worth and confidence, and there is no need to be fearful of others.

    I believe that at every level of society - familial, tribal, national and international - the key to a happier and more successful world is the growth of compassion. We do not need to become religious, nor do we need to believe in an ideology. All that is necessary is for each of us to develop our good human qualities.

    I try to treat whoever I meet as an old friend. This gives me a genuine feeling of happiness.  It is the practice of compassion. 


  • January 17, 2024 10:05 AM | John Russell (Administrator)

    There are many strategic moves you can make to improve, advance and develop your career and customer base.  One often overlooked strategy is to always use Pre-Meeting Agendas for your personal and business meetings.

    Russell Wilson, long time NFL quarterback has been quoted as saying, "the separation is in the preparation".  The difference between winning and losing is in how you prepare.

    Pre-meeting planning can take many forms.  It often includes qualifying questions that help frame the opportunity for you to solve your prospects or clients problems.  What can I do to prepare?  What should I read to learn more?  What research should I do in advance?  What questions should I ask?  

    What can you learn about your prospect or client before you meet to show them that you're invested in their success?

    What's the goal of the meeting?   How will you know that the meeting was successful?  How will you measure the outcome?

    Type up the meeting agenda.  Write a short list of 3 questions that you want to ask before the meeting, related to the agenda.  Then send out the agenda and the 3 questions to the other people involved in the meeting.  You can say, "in preparation for this meeting I've done some homework and I'd like to share with you three things I hope we can discuss."  Then suggest that all the other people attending the meeting review the agenda and questions and come prepared to discuss.  Then ask them what questions they have that they would like to learn more about.  Add those to the agenda to be sure everyone is included and engaged before the meeting.  Then finalize the agenda and questions before the meeting and send them out to all involved.  State what you perceive the desired outcome might be.  Then when everyone meets all people arrive being on the same page.  Focused on the primary reason for the meeting and all working together to achieve the desired outcome.


  • January 09, 2024 8:14 AM | John Russell (Administrator)

    FOR IMMEDIATE RELEASE

    Date:  1/9/2024

    Tingalls Graphic Design, a leader in creative graphic design and digital solutions, proudly announces its 10th consecutive year of recognition by InBusiness Magazine’s Executive Choice Award for website development services. This achievement celebrates the company’s unwavering dedication to superior digital solutions serving the diverse and dynamic businesses of Madison.

    Now in its 24th year, Tingalls has established itself as a small yet mighty design firm, successfully launching over 50 websites in 2023 alone. This includes a beautiful new online presence for Badger Prairie Needs Network (www.bpnn.org), a vital non-profit tackling food insecurity in Dane County. For Dane Dental (www.danedental.com), a business known for its welcoming approach to dental care, Tingalls developed a website that perfectly showcases its extensive in-house services. And lastly, the firm’s collaboration with Top Pop Fundraising (www.toppop-fundraising.com) resulted in a whimsical and engaging website, reflecting their innovative approach to fundraising. These projects exemplify the versatility of Tingalls’ creative design team and their commitment to capturing the unique brand and mission of each client.

    “At Tingalls, our design process is engaging, stress-free, and fun,” said Tara Ingalls, owner. “This award also affirms that our designs are not just visually stunning but also SEO-savvy, ensuring they’re as effective as they are visually appealing.”

    “Tara and her team provided our company with outstanding work in creating our new website www.teamstercenter.com. Our website stands as a testament to Tingalls Graphic Design’s skills and commitment to delivering high-quality design solutions. The site showcases a seamless integration of functionality and aesthetics, providing an intuitive user experience while maintaining a visually captivating appeal. Throughout the design process my staff and I were very impressed by the level of expertise, creativity, and professionalism demonstrated by the Tingalls team; especially when it came to communication and collaboration. Their dedication to understanding our needs and exceeding our expectations was evident at every stage of the project,” noted Andy Johnson, Fund Administrator for Teamster Center Services Fund.

    As Tingalls celebrates this significant milestone, the team extends heartfelt gratitude to the Madison business community for their continued support and trust.

    Learn more at www.tingalls.com.




  • January 02, 2024 10:36 AM | John Russell (Administrator)

    As we look ahead towards 2024, most business owners take a quick look back to take into account all the accomplishments and achievements that you, your company and your customers achieved over the past year.

    We also look ahead to the new year to think and plan about what goals, opportunities and achievements lie directly before us. 

    If you’ve never worked with an independent, professional before to get a non-biased perspective related to helping you achieve your goals this could be the time.

    Madison Area Business Consultants brings over 60 experienced professionals to you to help you achieve your goals and overcome any obstacles that might be in the way.

    We have experts from every discipline in business.  Click here to start your journey towards getting some professional consultation from experts that matter the most. https://madisonconsultants.com/sys/website/?pageId=18162



  • December 27, 2023 8:38 AM | John Russell (Administrator)

    Chapter Thirty - How To Grow Your Business Without Jeopardizing Your Sanity, Health or Family Life - Judy Whalen

    "We Wish We Had Known - Everyday Tips from Consultants to Grow Your Business"

    #Work Life Harmony
    #Values Leadership

    How To Grow Your Business Without Jeopardizing Your Sanity, Health or Family Life


    JUDY WHALEN

    Center for Strategic Change
    Strategy, Market Research, and Communications

    CenterForStrategicChange.com Judy@CenterForStrategicChange.com

    Do you want to grow your business or non-profit?

    What thought raced through your mind as you read that question? Was it something like, “Of course.” Or was it a strong, ear-splitting, “Yes, Yes, YES, YES, YESSS!!!!” Or was it more of a cautious “Yes, maybe, but can I manage more? I’m already so busy.”  Or just “Hmmm. If I do grow, what about my family? Will I have time to spend with them?”

         Leaders I work with tell me they want to grow. They perceive growth as a measure of success or sometimes a means to an end. While most do grow their organization, I’ve observed other parts of their life either put on hold or disintegrate. I’ve seen stress go unmanaged, energy be depleted, health issues develop, or relationships ignored.

          We hear and see a lot in the media about work life balance. Balance implies that everything is equal. Think about two children sitting on a teeter totter. They are in balance if they are similar in weight. But if one child is heavier, the lighter child is higher while the heavier child is closer to the ground. They are out of balance. That image kept cropping into my mind as I juggled building my business, raising a family, and caring for my aging parents. And it continues being a vivid image to this day.

          It finally occurred to me life is not about balance. Life is about HARMONY. All you need is a sick child or family member to derail your plans for your entire day. Or a client who calls and needs immediate assistance. Or an unexpected rush deadline that has to be met.

          Creating harmony in your life, your family, and your work reduces stress. To achieve harmony requires a bit of strategic thinking about what guides your decisions and actions.

          Here’s a tip I wish I had known when I was juggling a family, aging parents, and my business. I wish I had known I could grow my business without jeopardizing my family life, sanity or health.

    Get crystal clear about your personal core values and build those values into the foundation for your business’s core values.

          Your core values are those fundamental beliefs that guide your decisions, actions and behavior. They manifest in choices you make, in the manner in which you treat people…and yourself.

          Your personal core values are typically influenced by your family, your faith community, your experiences.

          Your personal core values provide the ethical framework for your decisions and action, determine the norms and standards for acceptable behavior, are enduring and slow to change, and shape your life, your family life, and your work life.

          To get clear on your core values, write your core values in a list. Describe how each value manifests in your life. Let’s use “integrity” as an example. You may say, “I live my life with integrity.” What does that mean to you? Honesty? Treating people respectfully? Trustworthy? Then review your list. Continue refining your list of how they manifest in your life until you are comfortable with it.

          Use your personal core values as the foundation for your business or nonprofit core values. Make sure the two are aligned.

         Your business’s core values guide decisions about which services to offer; who to seek as clients or customers; what behavior you expect from employees; how you will treat customers, vendors, and employees; which opportunities to pursue; who you collaborate with, and more.

          Your business’s core values form the culture of your organization. Getting the framework for your organization’s culture right from the beginning is important.  Changing a culture after it is ingrained requires a huge amount of energy, effort and focus. It can derail productivity, profits and purpose.

          Aligning your personal and business core values can significantly reduce conflict, anxiety and stress. It creates harmony. Alignment allows your energy to flow and your mind to be unencumbered allowing you to grow your business without jeopardizing your sanity, health or family life!

    JUDY WHALEN

    Judy is a strategic growth expert. Business and nonprofit leaders hire Judy because they want to grow their organization and need a strategic growth plan to provide the clarity about their marketplace so they can make smart decisions.

    The Center for Strategic Change, launched in 1992, specializes in strategy development, market research, and communicating clients’ strategic initiatives to their key stakeholders.

    Judy and her team design and facilitate strategic thinking sessions, complex strategic planning projects, market research studies, and provide board of directors’ governance training.

    The Center for Strategic Change also offers online courses: Accelerate Your Business Growth Using Strategic Planning, Strengthen the Harmony Between Your Life, Family, and Work, and the three-part video series on governance for nonprofit boards of directors, Building the Effective Leadership Team.

    Judy’s clients span the globe – from local entities to international organizations. She collaborates with clients in person and virtually.





  • December 18, 2023 8:57 AM | John Russell (Administrator)

    The Walter Jankowski Making a Difference Award



    Established by the MABC Board of Directors in 2022, the award honors the legacy of former member Walter Jankowski who passed away suddenly in 2021. While he specialized in process improvement, metrics, and change management, Walter will be remembered for the gracious way he volunteered his time. And for the unforgettable joy he exhibited when sharing his knowledge and mentoring others.


    Award recipients are MABC members, recognized by their peers, for joyfully volunteering their time, talents or resources to make an appreciable contribution to the organization.



  • December 11, 2023 8:27 AM | John Russell (Administrator)

    Chapter Twenty Nine - Fiddle With What To Say Before Where To Play - Mike Schuster

    "We Wish We Had Known - Everyday Tips from Consultants to Grow Your Business"

    #Marketing
    #Public Relations

    Fiddle With What To Say Before Where To Play

    Mike Schuster

    FiddleSmart Marketing, LLC
    Creator. Explorer. Optimist.
    FiddleSmartMarketing.com / info@fiddlesmart.com


         There’s no shortage of marketing tactics consultants and entrepreneurs can use to build awareness, get new customers and grow a business. Social media. Email. E-books. Video. Direct mail. Paid search. Digital marketing. Webinars. Trade shows. Website content. The list goes on.

           And yet, after spending countless hours (and sometimes dollars) on marketing, business owners feel deflated when they get lackluster results. Convinced, by themselves or an agency, the tactic they tried was the wrong one for their business, they move onto the next … only to get a similar result.

          Is marketing wrong for their business? Perhaps. But most often business owners get caught in the trap of chasing tactics. They get so focused on the channels (where to play), they forget to spend time on marketing’s strategic side and the most important part of their marketing … the message (what to say).

          The market’s crowded. It’s now estimated people are barraged by 6,000 to 10,000 marketing messages a day. And competitors are only a click away. Some studies suggest you have no more than four seconds to capture a person’s attention and establish relevance before they move on. 

          To cut through the clutter, businesses try to be creative. But, in the pursuit of creativity, they sacrifice clarity. Without clarity, people get confused. And, when people get confused, they don’t act.

          So, what can you do? Choose clarity over creativity. And remember, what you say and how you say it will always be more important than how creatively or where you say it.


    To create a marketing message that works

    Answer the following questions:

    • Who is the person you are you talking to?
    • What problem or challenge are they facing that you help them solve?
    • What product or service do you offer?
    • What’s in it for them if they take the next step?
    • What’s the next step? What do you want them to do? Don’t assume people know.
    • Avoid alphabet soup and industry jargon. Using acronyms and jargon can be dangerous. The longer you’ve done something, the more you assume people know and understand what you do. They don’t. Abbreviations don’t always mean the same thing to every person. If you find people asking you what something means, you’re not speaking their language.
    • Banish buzzwords and meaningless phrases. What does it look like to own an integrated solution or improve your omnichannel marketing strategies? Messages are stronger when people can visualize the product or service you want them to buy.
    • Be conversational. Look at your ad or website. Ask yourself, would someone struggling with this problem or using your service talk about it the same way to their friends or neighbors? If not, what words would they use? How would they say it? (Hint: If you have testimonials from customers or clients, read through them to get ideas.)
    • Keep it short. Use short sentences and short paragraphs. Less than 25 words per sentence. Three sentences per paragraph. Not every sentence needs to be a grammatically correct, full sentence.

    MIKE SCHUSTER

    Most business owners spend countless hours marketing their business only to feel deflated when they get lackluster results. As a strategist, coach and consultant, Mike works side-by-side with them to create marketing that actually works so they can reach, keep and serve more customers.

    An accredited small business consultant, Mike believes we make better decisions and create stronger marketing when focused on the customer. His broad experience includes working in specialty, niche-focused markets including crafts, collectibles, specialty retail, gifts, the performing arts, professional speakers and consultants. 

    Before founding FiddleSmart Marketing, he spent 25 years on the client-side, leading teams and innovating marketing programs for family-owned businesses. In these roles, he learned strategies, goals and decisions focused on the customer most often led to the best results.

    He earned his MBA in marketing from Villanova University and holds a degree in public relations from Western Michigan University. When you get a chance, ask him about his Ducktorate Degree from Disney University. After all, how cool is it to have a degree signed by Mickey Mouse and Donald Duck?




  • December 04, 2023 8:29 AM | John Russell (Administrator)

    Chapter Twenty Eight - Putting Strategy Into Action - Melanie Schmidt

    "We Wish We Had Known - Everyday Tips from Consultants to Grow Your Business"

    #Strategic Planning
    #Time Management

    Putting Strategy Into Action

    MELANIE SCHMIDT
    Timpano Group
    Strategy Consultant and Thought Partner
    timpanogroup.com / mschmidt@timpanogroup.com

    Opportunities abound for organizations that employ strategic thinking to inform practical planning and simple systems to maintain their momentum. I’d experienced too many unfortunate processes and seen too many strategic plans go unused. My passion for aligning strategy, systems, processes and people led to a better way.

    Applied strategy makes for purposeful progress.

          No more strategic planning relegated to a retreat or check-the-box activity. Dynamic strategic planning aligns people in their direction and thinking. It creates tools that can be used across all levels to focus work and help people find their ways, particularly through challenging times.

          No more documents hefty enough to be used as door stops or uninspiring so they waste the energy that went into their creation. A plan coupled with a quick reference roadmap makes it easier for people to understand context and navigate changing conditions.

    Put your strategy to work for you in finding your way forward.

          In chaotic times, don’t set aside your strategic framework. Pull it out. Use it as a guide, remembering what was essential when it was created. Start with your ideology:

    • Wondering how to move forward? Look to your organizational values.
    • Wondering what really matters right now? Go back to your mission.
    • Wondering why you’re doing what you’re doing? Reread your vision.

          If you find they aren’t providing you with the guidance you needed, it’s time for a refresh.

          Use the plan to focus on what needs to be done and be proud of the way in which it happened.

    Build momentum by using strategy to focus efforts.

    • Keep the thinking alive by keeping the strategic plan in front of you. Post the roadmap version on the wall. Have a file you can scan quickly.
    • Reference it. Use the language as the basis for communicating about what you’re doing and why you’re doing it. Check decisions against what you planned. Cite the strategy for decisions made.
    • Break it down into an annual operating plan with critical initiatives. Empower staff to put it into action – and expect progress by connecting to performance expectations and routine conversations about what people are doing.
    • Set monthly success targets. Schedule a look back/look ahead discussion on the first workday of every month to review what was accomplished the month before, what will be considered success in the month ahead, and what might get in the way.
    • Periodically catalogue what has been accomplished. Create the record of progress to be celebrated – and share it with everyone who would benefit from knowing. No less than twice per year.
    •  Get serious about saying “no” or “not now,” checking new ideas against the strategy and plotting ideas based upon their impact and difficulty. Be bold in eliminating ideas that are hard to do and aren’t likely to have a high impact. Focus on progress.

    Kickstart a habit of thinking and a practice of planning.

    • Make time for strategic thinking.
    • Create space for practical planning.
    • Focus priorities and action.
    • Celebrate progress.

    Move beyond business as usual!


    MELANIE SCHMIDT

    Melanie Schmidt opened Timpano Group in 2003 to link disciplines of management consulting, executive coaching, organizational development and strategic communications. The creative consultancy builds upon Melanie’s experiences executing turnarounds within publicly traded entities, private companies and nonprofit organizations; handling executive transitions across sectors; and crafting compelling communications for diverse audiences.

    Timpano Group leverages various techniques to facilitate progress and:

    ·       help leaders think strategically or get “unstuck”

    ·       unpack complex issues and help articulate solutions

    ·       infuse energy and direction on mission-critical initiatives

    ·       leverage communication as a strategic business tool

    Melanie is known for getting to the core of issues and framing actions necessary to align intentions, actions and impressions. Her professional background includes leadership positions running an award-winning advertising and marketing firm, advancing public affairs for state government agencies, handling external and executive communications for an international utility, managing fuel and operational planning for a regional energy company, and directing institutional affairs within higher education. She's also had the unique opportunity to lead the State of Wisconsin's COVID‑19 operational response during the height of the pandemic.

    Melanie is equally comfortable providing direct service to clients and working as part of a consultant team or as an in-house partner to address broader needs.




  • November 27, 2023 9:35 AM | John Russell (Administrator)

    Chapter Twenty Seven - The More, The Merrier, The Multiplier - Brooke Saucier

    "We Wish We Had Known - Everyday Tips from Consultants to Grow Your Business"

    #Networking
    #Client Prospecting

    The More, The Merrier, The Multiplier

    BROOKE SAUCIER

    KNEKTAR LLC
    Curator of Opportunitiesknektar.com / brooke@knektar.com

    While I’ve been called many things—a few unprintable—I would say that “Curator of Opportunities” is one of my favorites. I’m a connector, and my company, Knektar, started simply as an email address. No website, no logo, just an innate sense of putting people, companies, ideas and opportunities together, making a puzzle out of previously mismatched pieces.

          Now, with a little more structure and success around serving as a glorified referrals agent, I’ve learned how to focus my efforts. When I engage with a new client, I do not serve as their cold caller, though I may send them warm leads from my network. I seek out channel partners who share the same appetite for that same ilk of client by suggesting meetings with potential strategic partners.

          Five years ago, I started working with a startup company in the wine sector. (No, I’m not compensated in product, but I can get you a deal.) They were looking for investors and clients. I found direct instances of both, but also introduced them to investor groups, distributors, influencers and restaurant associations. We had a goal in every meeting to create a fan who would become a de facto salesperson, pushing the idea on to their own network.

          Take time to seek out referral partners who would mutually benefit from network sharing with you. Warm introductions definitely have a value, and trading in this commodity can result in dividends for your business. 

          Knektar can help expand your network and shrink the time it will take for your business to expand potential sources of clients.


    Eight Ways to Fast Track Your Knektions

    1.               Stretch.  Slot 15 minutes a week to actively grow your network. Do that for a couple of weeks, then add another slot. Treat it like exercise. You wouldn’t just go outside and run a marathon. Work up to it.

    2.               Specify.  Know what kind of introduction you want. Don’t start the ask with “anyone.” We all know a lot of anyones. Make the listener think of two or three people and make them know they are perfect potential connections.

    3.               Expand.  Discover your multiplier. What introductions will get you to multiple leads? Bees remember where flower beds thrive.

    4.               Nudge.  Honor the introducer by following up a second time. And a third. Forward your prior asks to save typing.

    5.               Ask.  Reach out to friends. Call clients. Tell them you’re looking for introductions. You’d be surprised how many versions of “well, I’m so glad you asked me” you’ll get.

    6.               Gather.  One-on-one coffees are great, but a lunch with a few people can really turn up some great connections. Tell everyone at the outset—we’re not talking about the weather, or kids/grandkids, or the Badgers/Packers: We’re here to generate introductions.

    7.              Reward.Remember who led you to your new client. Handwritten notes, gift cards, bottles of delicious liquid and referral fees paid are an excellent way to get more introductions.

    8.               Gather.  Find one or more accountability partners and set times to check in on each other. Bouncing ideas, wins and losses off of someone can ensure you keep the networking rolling.


    BROOKE SAUCIER

    Brooke is a serial networker with an innate sense of making strategically successful introductions, constantly striving to connect people, companies and ideas. Since founding Knektar LLC, it has become Brooke’s goal to create avenues for professionals to meet one another for mutually beneficial purposes. A true Curator of Opportunities, Brooke enjoys facilitating various connections–related to business development, strategic partnership or investment opportunities for colleagues, clients and friends.

    A great introduction for Knektar is an early-stage company looking for investment, business development and marketing partners. Learn more at www.knektar.com.

    Born and raised in Memphis, Tenn., to Louisiana-native parents, Brooke has slowly inched north over the second half of his life. After finishing at the University of Illinois at Urbana-Champaign with a degree in Commercial French Studies, he began a career in international banking. He lived for over 25 years in Evanston, Ill., becoming the unofficial “Mayor of South Evanston.” His post-banking work life was gloriously random – stay-at-home dad, preschool teacher, Chamber of Commerce director, liquor distiller – before settling into a sales/business development consulting track. When his daughter Julia went off to college, Brooke moved to Madison, Wis., with his Wisconsin-born wife, Deanna, their dogs Pépite and Minuit, and his cat Oreo.





  • November 13, 2023 8:18 AM | John Russell (Administrator)

    We are excited to announce that Voume 2 of "We Wish We Hade Known: Everyday Tips from Consultants to Grow Your Business" is available now on Amazon.  Copy and paste the link here to order your copies. https://www.amazon.com/We-Wish-Had-Known-Consultants/dp/B09KDSYTPS/ref=sr_1_2?crid=ZHNTHVKSLAXT&keywords=madison+area+business+consultants.&qid=1699461859&s=books&sprefix=madison+area+business+consultants.+%2Cstripbooks%2C76&sr=1-2

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