Tag: strategy

30
Aug

3 Things I Learned from My Recent Failure

Every failure feels like a crushing defeat that makes me question my self-worth and purpose. While I desired to wear multiple hats, meet every request, and bring a success, my toolset is incomplete and my skill across all disciplines is far from mastery. I can be chef and sous chef and wait tables, but that dilutes my genius. Attempting to focus on my strengths, I was asked to “stretch” and I agreed. In this effort, I could not reach far enough fast enough—though I gave my all in every attempt.

The course-corrections taken did not lead to smooth sailing. Resources were slim to none and new demands came on so strong, it was like drinking from a fire hose. I kept trying … and I will continue to seek the most productive outcome in every endeavor… still, I have not met with the delight of complete satisfaction.

Sometimes when you try to be and do everything, you become nothing, or a lot less than all.

However, when asked to step up to the plate, you gotta give it all ya got! Especially with a startup gig. The rush to get on base often requires concurrent planning and execution. Stutter steps happen along the way as the path becomes clarified and players come in and out of the game.

My “lane” is the strategic development. I create the brand plan—and the client team implements it. Areas for possible trip-ups include that there isn’t complete buy-in and there aren’t resources for implementation. Both of these bumps were present on this path, along with other challenges.

Still, when working for the vision, it is tough to realize disappointment. The victories drive action while defeat deflates momentum. I can only own my role — the few ways I could make a stronger player.

There were moments of victory. The joy of accomplishment fed my spirit till the next shoe fell behind in the race to forge ahead. When the brand plan was embraced and approved, things looked promising. And then there were the “squirrels” and distractions. Clients often desire to refresh the look before it takes hold. They want variety for the sake of amusement—not for the efficacy of impression. And, in the end, the client is always right. I can only create the plan, get approval, and remind them to stay on plan. When it is insisted to veer, I can only attempt to redirect traffic. And, often, I did.

I dared and I fell short of desired results. It would be tempting to come up with a single reason that things didn’t work out. But it isn’t that simple. And I must wrestle with, scrutinize, and learn from every misstep—as well as the few successes along the way. Perhaps I shall awaken to a new calling—all I know is that I’m trying to find my way. Here are the key takeaways from this unanswered prayer.

FIRST, make sure there is a PLAN.

If there is no plan, then there are only two choices. One is to create a plan and two is to walk away. I accepted an invitation to assist with marketing and branding projects for a startup in transition. There was a website, there was a business structure that was being revised for multiple entities — The Icon, The NonProfit Organization, The ForProfit Organization.

There was no plan. No vision. No mission. No strategy. At least, nothing in writing. Nothing shared. Here I offered to craft a short-term solution but the priority was set otherwise. I should have insisted on that being created or established in writing before proceeding. Instead, I took the carrot and ran with the project and its evolving particulars.

Thus, when I agreed to create a brand strategy for The Icon, it was an effort that stood alone and actually would be expected to lead all other actions. However, I was not in a position to be a leader in the developing organization structure, and there was no staff on board in the organization(s) to lead.

This leads to, SECOND, make sure there is staff or PERSONNEL to assist with execution. 

After attempting to bring in colleagues to flesh out the talent pool, and realizing personality conflicts with the client, I made the mistake of attempting to fly solo and find resources along the way. I was in charge of developing the overall strategy for The Icon brand, however, it became clear that there was no implementation team. While there was an intention to assemble and hire a team, there was not a network in place.  

Wanting to bring my “superpowers” and to realize success for the project, I took on the tasks of implementation across platforms that, strategically, required being revised, updated, or created. I spread myself too thin and I employed my adequate but not masterful skills of design, webmaster, leader, and etc to attempt translating the brand strategy across marketing efforts. I called for help and called out the gaps. Some were filled. Others remained gaping.

It was a disaster at best. The issues were many-fold. Time ticked away at its unforgiving pace and I was losing efficiency bouncing from one last-minute priority to another as deadlines flew in my face like pixels in a video game. People came in the fold for a while — for instance, a woman stepped up to take charge of social media — and the relief of assistance was further taxed by the need to train and align them. 

For this, I created a plan — the Social Media Strategy was developed to assist brand presentation across Facebook and YouTube. From distinguishing a Profile from a Page and then concurrently creating a Celebrity Page on top of the existing NonProfit Organization Page plus planning for an eCommerce Page for exquisite items in the warehouse, this effort quickly scaled beyond reach. And, then the social media manager left the building.

With my hands full, I failed to pick up the threads and weave them into place, and I realized there was no clear path for reconciling all the loose ends. There was nowhere to turn.

So my last major key lesson is, THIRD, make sure there is a PROCESS—or that there are many processes—in place to support success. 

Key processes include Defining, Supporting, and Reporting. The reporting structure needs clear definition so that attention can be brought to the weaknesses and shortfalls in order to thwart disaster. In the changing business structures, the Board of Directors members revolved in and out of the organization, and then disappeared. The one consistent Director traveled for work and was not a businessman so had little efficacy in leading the pack, though he took responsibility for funding all.

Expectations were often unclear and the scope of work changed during each project. I created and executed a series of Social Media posts that were determined to be off-brand after the fact — so I deleted all of them. Getting aligned was difficult and getting approvals was even more difficult. All input and feedback came from The Icon, who really should not have been bothered with such detail, and yet there was nowhere else to turn.

A process for defining the details including deadlines and every duty would assist progress to the plan. And a system of support is critical. Weekly meetings would veer off agenda so effective review didn’t happen and next steps were not certainly determined. I failed to create a place to give shared visibility to all so that changing dates and demands would be communicated undeniably and in a timely fashion. 

I failed to uphold “no” when demands grew beyond my ability to stretch. I failed to “stop” and regroup to ensure alignment and support. I failed to find a way to voice requirements for success in a way that would capture attention and yield success that was better than haphazard. “Step up!” it was commanded. Get ‘er done! Then, even the victories got lost in the fog of let down.

I couldn’t dissuade the escalation of activity so disappointment was the way. This won’t be my experience next time, not at the next opportunity.

And a bonus key comes to mind; FOURTH, make sure you are a fit, PERSONALLY.

Camaraderie and cohesion aid accomplishment. While I met weekly with The Icon, I rarely felt heard. While I respect and revere the position of The Icon, I worked to remain objective. I did not find a way to drink the kool-aid and still serve in my hired role. Keeping out of the grey area meant keeping out of the cultural current. I attended a couple events to get to know the energy of The Icon’s work, as direct experience assists understanding and the ability to message it. Still, I felt it important to serve in my role rather than be served by The Icon. I stayed on the sidelines, in my lane of hired hand.

So again, perhaps I am not a fit in this as I see the newly hired full-time staff immerse themselves in the flow while taking on challenges full force. Or perhaps this is the plight of a contractor vs an employee — always on the outside looking in.

While I am drawn to The Icon and the work, I have a perspective of an observer and I keep my personal boundaries with great care. It is, perhaps, not the best alignment for this particular client. With full-time staff on board, there is a new direction emerging. So be it. I will hang on to the glimpses of achievement in the sea of simultaneous engineering this startup went through. Growing pains. Awkward like adolescence. Now taking off to experience the next stage of expansion.

My goal is to learn from this adventure in failure. To hone my strengths and shore up my weaknesses. And, one day, the people who doubt me will be the ones who talk about the one day when they met me. I might even be one of them.

I should have declined projects when we discussed that I was the wrong person for the detail work. It was out of alignment with my skill set. When asked to step up, I did. I should have said no. Still, some things went well. Overall it was disappointing. In trying to be everything, I was reduced to nothing.

9
Apr

10 Points You Must Cover in Your Initial VC Pitch

You are a startup looking for a VC and a VC is looking for a startup. So how do you convince a VC to take your call or meet with you? You send them a deck — make sure it is stacked in your favor.

Start by developing and refining the reasons why the VC should meet with you. Organize your presentation with most persuasive and logical order of reasons. Make sure to punctuate with visuals — simply add headlines or bold leads to your paragraph or include illustrations. And, definitely, cover the ten critical points.

  1. THE DETAILS. Announce the name of your company, where it is located, the round, how much capital you wish to raise.
  2. THE PLAYERS. Introduce your team. Include the expertise each person brings.
  3. THE USP. Capture attention with your Unique Startup Proposition — what are you solving? Is this a necessity or a luxury? What is most impressive about where you are with it right now? It could be the team, the technology, the growth, etc. Get the VC excited about the possibilities.
  4. THE POTENTIAL. Show the VC the size of the opportunity. The projected market must be large enough to provide ample return on investment. Do your homework here and make it relevant to your specific vision or solution. Complete this picture with how you stack up to beat competition. Explain how you plan to scale.
  5. THE THING. Present your product. Whether it is a prototype or a blueprint, an app or a service, include as much detail as you have defined. Use all media that is available to portray the product with optimal clarity.
  6. THE PLAN. Outline your go-to-market strategy. How will you approach and capture your market? What will help you build your tribe? Do you have a website?
  7. THE WAY. Explain your business model. How will you generate and capture revenue? Online, salesforce, multi-tiered marketing? There are many options.
  8. THE KIPs. Show the numbers. Not just a spreadsheet, include charts or graphs that quickly communicate your Key Indicators of Performance or success.
  9. THE ASK. Yes. Ask for it. Let the VC know your needs — the money, the time, the support, the connections — and request to meet in person or via Skype to proceed with next steps.
  10. THE CATCHPHRASE. End with a battle cry. Make it unforgettable so that whatever the decision regarding your request, your startup will be remembered.

Make sure your presentation is clear, concise, and complete with compelling information and arguments. Brand the pages in a way to give repetitive attention to your startup name, logo or other identifying feature. Prepare the narrative for your presentation, ensure that it translates with or without you. May the VC be with you.

Also published via Medium and originally created for Invest Southwest, here.

8
Mar

Pearls of Wisdom

It was an honor, a privilege, and a joy to step out on stage and present “Script Your Shift” to the Pearls of Wisdom tribe. What a perfect place to cut a groove in this new chapter of my life. In case you missed it, here is the video. For a Pitch Perfect session, eMail me at Tamara@TamaraParisio.com. Let me assist you to create the script for your starring role in your success!

SCRIPT YOUR SHIFT. Write down your goals. Business Plan, Personal Manifesto, or Strategic Map, put pen to paper to improve performance. Dr. Gail Matthews, a psychology professor at Dominican University in California, did a study on goal-setting with 267 participants (it only takes 30 to be statistically significant). She found that you are 42 percent more likely to achieve your goals just by writing them down. A modality employed to make the process entertaining rather than daunting is to approach your plan as a script for your success. And, you are cast in the starring role as the lead character. Here are three examples of clients who stepped into the celebrity of their success.

Anita Miranda the Official Lipstick Reader

CHARACTER

From psychic fairs to celebrity parties and luxury events, Anita Miranda stepped up into high heels to expand in stardom as The Official Lipstick Reader.  

CAST

After establishing her starring character, Sherry Anshara attracted the supporting cast, including influencer Vishen Lakiani of mindvalley.

SCENE

To set the scene, Donna Sparaco shows up in full character, Daily Dose A Donna, to motivate and inspire with her proprietary program, Set Your Dial to Joy.

Download a pdf of the Script Your Shift handout.

1
Dec

Manifest Destiny in 8 Key Areas

Take Action in 1 Area at a Time with These 6 Steps

There are eight key areas to self-actualization: Visibility and Voice, Relationships and Love, Purpose and Destiny, Career and Prosperity, Health and Vitality, Spirituality and Connection, Impact and Influence, Creativity and Manifestation.

Select one area and focus your intention to create a change. The other areas are affected. Success in one area leads to improvement in another.

“In order to carry a positive action we must develop here a positive vision.”— Dalai Lama

  1. Set a Bold Intention. Break through a pattern of being stuck with focus and intention. Focus your energy from your heart. Select a specific outcome in a key area. Then, allow your mind to open and create the strategy.
  2. Remove Inner Barriers. Identify and release your limiting beliefs. Connect with your deeper truth so you can show up authentically and realize the experience you desire.
  3. Create from Inside Out. Cultivate your intuitive mind. Ask yourself, “If all of life organizes around my success, what do I desire to create?” Connect with your self. Allow yourself to access an inner source of knowingness. Be curious and receptive.
  4. Generate Support. Surround yourself with people who encourage you. Create partnership. Enlist assistance.
  5. Create Accountability. Design a project where you are accountable to something bigger than your self. Show up. Grow into every step.
  6. Make a Commitment. Do what it takes every day. Get organized. Get training. Get going. And, as advised by Wallace D Wattles, “Do, every day, all that can be done that day, taking care to do each act in a successful manner.” 

Spend time every day with your Playbook. Review your vision, contemplate your dream, feel your purpose, and list your actions. Share this process with those who support you. Let me know which area you are working in and how that work changes everything.

1
Feb

Top 10 Tips for Powerful Personal Passwords You Can Kind of Remember

Another one bites the dust. The January 2018 healthcare data breach was one of 21 security breaches (down vs the 39 incidents in December 2017). And that’s just healthcare. Consider the compromises reported by retail, education, and utility companies. It’s a dizzying hack. Social media accounts continue to be under attack. And at times keeping up feels like playing a game of whac-a-mole.

Pass The Password

Then there is the blatant password sharing with friends, giving access to streaming accounts such as Hulu or Netflix. While boomers struggle to protect and keep track, younger adults put little care into password hygiene. Use of biometrics, multi-factor authentication, and password managers help to improve their personal security. Still, it is important to set and update passwords regularly—not just on the annual Change Your Password Day every February 1st.

Protect Your Password

To ensure your accounts remain secure, it is critical to update them often. And, tracking passwords must be done in a way to protect your information. So, what do you do to keep passwords updated? And how do you remember them? We asked and found some fun ways to create meaningful passwords that come to mind and are at your fingertips when your fingerprint isn’t enough to access your account.

Personal Password Prompts

Sassy Saying: If there is something you hear all the time and it rings in your ears, it is likely to be recalled when you need it. Just twist up things with capital letters and special characters. One listener reported using holy cow and can translate this in many ways: h0lyc0w! H0LYc0w and more depending on what is required. Most sites insist on a minimum of six to eight characters.

Name Your Tune: A favorite lyric or song title can ring a bell with you when signing in to your account. One member reports using ScHoolboy Q rap songs to inspire passwords, adding special characters for effect: that’sB!TCHs4It or thAtsb!tch$h!t and for variation.

Dash It: Including a dash as your special character to separate things is an option that adds variation and identification. For instance, IG-Make100k and FB-Make100k is a way to update your password regularly and reuse your monthly or quarterly password root across platforms.

Acronyms: There are many ways to incorporate acronyms that can make your password more personalized and secure. FRFR2million$ is a favorite for a fan who insists that she will be making 2 million dollars, for real for real.

Jargon: Almost every industry has terms that specific to what you do. For insistence, my colleague is a project manager and uses scrumMA$TER12 since there are a total of 12 on the scrum team pulling together the product.

Inside Jokes: How many times do you get to share a sideways glance with your bestie because you have a spin on whatever is happening. It’s something you share and no one else knows. An example is this witty ditty shared between two friends who can really make each other laugh… so, #0utURnose. 

Mantras: For those who are mindful, a mantra can be a clever way to create your password and remind you of your meditation. An example for this might be n@m@st3.

Slogans: Like a mantra, slogans are statements repeated frequently. There are phrases too, such as this password possibility: $0RRYnotSOrry or NetFL!X&ch!LL

Favorite Foods: What do you love to eat? There are many password angles on your plate. It can range from your overall diet, such as KeTo-TaRiaN, to a beverage, such as k0mbuch@, to an actual entree, such as R@M3Nburger. Mash up your favorite cuisine for a password that will make you drool.

Gibberish: Nonsensical words can make sense as passwords. There are fun ways to create them with online generator tools such as this one by soybomb that spit out this gem: blastucked. It rolled into a password combination that was fun and into a term used among friends after that bottle of wine.

Play with Passwords

There are many other inspirations for passwords. And, you still have to remember what variation you used and where. My personal favorite is to use dashes and mash up a few for my own strong password. It helps to add other layers of security to your most precious accounts. And, if you’ve gotta do this, you might as well make it interesting. What are some of your password tips?

27
Apr

A Pretty Perfect Plan

Like any plan, your business or marketing or life plan begins with thinking. Creating your plan is a process to help focus and guide efforts for optimal success with available resources – creating a strategic, integrated and consistent approach to the journey.

The process gives you clarity and focus. Be excited about this journey of discovery. Determine where you are going, and where you won’t go. To do this, you benefit from a Playbook. This life is your show. Let’s #ScriptYourShift and create the plan of actions that serve you in your award-worthy performance.

THOSE SERVED: Understand your target market, competition and industry marketplace

Your Target Market. Who do you help and how do you help them? Spend time and thought crafting the perfect marketing message—that’s time well spent. At the heart of every compelling marketing message are two factors: Who do you serve? And, in what way, specifically, do you serve them better than any of their other options? Answer these two questions carefully, and the rest of your marketing message will flow so much more easily.

Take a look at all solutions your market has to turn to instead of yours. List strengths and shortcomings for each of these competitors. This will assist in answering how you serve the market better.

And, consider the marketplace. What are the trends? Outline opportunities such as new distribution venues or growing demand. And, consider the threats such as growing competition and demand dilution. Address how you will capitalize on opportunity and thwart threat.

YOUR GIFT: Define your USP (Unique Selling Proposition)—your purpose, raison d’être

Here again we look at how you serve the market better than all other options. We boil it down to the core and then communicate it with clarity.

RELEVANT MESSAGE: Develop your marketing messages and ensure the right people are targeted

The way you look has a lot to do with the way people look at you. What you say will make your day, and it will make someone else’s day too! More and more, advertising is becoming advertorial Content Marketing. It is about what you stand for, not what you sell. Informational needs of customers and prospects is the driver. It’s not a proposition, it’s a conversation.

STRATEGIC PLAN: Identify the best marketing mix—most appropriate, cost-effective channels

Social media (and which venues), print, outdoor, cable television, events, and etc. are dynamic channels of communication that offer specific benefits and costs. Take a look and determine the “fat rabbits” to give you the biggest bang for your media buck.

ACTION STEPS: Set out a month-by-month plan of action that schedules your tactical activities then break it down week-by-week and day-by-day

Be consistent. Build your presence and amplify it. Plan around seasonal commemorations and themes, incorporating those that are appropriate. Be ready to adjust with current events and news.

Whether it’s to generate leads, find customers, drive website traffic or build your brand, let’s look at your target market, competitors and positioning then develop a strategy designed to consistently deliver the most compelling message to the right audience.

Set a plan and be ready to revise the plan as the playing field changes.

It is my intention to be iconic in what I do in order to give gifts to my family, friends, and community, plus support the world with ample resources to do it. What is your intention for you?

Create your character, or others will create it for you—concentrate on the image you want to convey and focus your full attention on that image, and that your body will then align with that through your body language, facial expressions, and demeanor.

My why is to be a creative director for our most epic life. I believe we belong to one another. My family is everything to me. My friends become family. And my community is an extension of family. We are each the star of our life, coming together to co-star in the human experience. Each of us has an essential role to play in the story, the epic tale, the saga of the human race.

The audience I serve is primarily small to mid-size female-owned businesses. Clients seek a plan that strikes a balance between personal and professional demands. It is one life. Your plan, your Playbook, addresses your life with a birds-eye-view.

“The most important story you tell is the story you tell yourself.” — Tamara Parisio

And, as with any script, there are times that a scene doesn’t come together as planned. Revise your script—your Playbook is a living document. Take a new perspective and set a new direction for this act. Then carry on with your most epic life journey.