Electric Impulse Communications, Inc. Newsletter

February 2013

A monthly newsletter to transform ordinary leaders to extraordinary: in your company, profession, and industry. Based on coaching, writing, speaking and strategizing by Leslie G.Ungar to help people be a thought leader in their way in their world, one leader at a time. www.electricimpulse.com

This newsletter includes: The Power of Perspectives Super Bowl Size Lessons

  1. A Page from Natcha's Journal
  2. Keeping Current
  3. Mishmash of Value:
    1. SAKS - A Slip Up and A Save
    2. NFL - Taking a Risk
    3. U.S. Figure Skating - Pressure to Repeat
    4. Bring Back the Clydesdales
    5. Doritos, Jeep, Dodge - A Good Story Told Well
  4. See and Hear Me Speak
  5. Come and Be Apart of Our Community

Please feel free to pass this newsletter to a friend or visit our website and we will add you to our complimentary mailing list. Past copies are available at: http://www.electricimpulse.com

I. A Page from Natcha's Journal

Miss Natcha Vallarta is a year and a half old. A few weeks ago she had a relapse in her housebreaking. So I went back to the basics of potty training 101: she had to earn her freedom. After my brief meltdown-what did I do wrong as a dog mother-we went back to the training that I had thought was way in the rear view mirror. A few days later, we gave freedom another try, and we were back at a well-trained dog. Why the relapse? I don't know. Maybe Caesar the dog whisperer knows. I do know that we often have a relapse in some way: eat, exercise, follow up, and prospecting to name a few. What do you do when you or someone in your life has a relapse?


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II. Keeping Current

My YouTube Channel

New this year is our new video series, When Leaders Speak, on my YouTube channel.

Podcasts to Help You

New this year is our podcast series, Power Up Your Potential listen and select one tip

New Look to My Blog

New this year is our revised, updated, beautiful and easy to navigate new format for my Blog, Leaders Need to Speak

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III. Mishmash of Value:

1. SAKS- A Slip Up and A Save

On a recent trip to SAKS, their level of renowned customer service disappeared at a moment when they could have stepped up and been stellar. 24 hours later I called the department manager and brought the "slip up" to his attention. Truly, I thought the moment of purchase had passed. I was calling him to simply make him aware of a breakdown in service.

Lesson Learned:

He listened. He did his own research. He called me back and confirmed my story. I thought that was that. He continued to call to see how he could make up to us the bad experience we had encountered. The lesson is that even SAKS, even a manager, did not hesitate to engage in what I refer to as hand-to-hand combat. He did not use email or a messenger. He called me, he persevered. No one is above owning a problem and any problem can be solved.


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2. NFL- Taking a Risk

A former NFL player was in town to speak about life after football. I asked him the question I ask every athlete, the importance of a coach versus players. When he answered he talked about a "good coach". What is a good coach in the NFL? I stalked him after his talk to get my answer. He said three things make up a good coach in the NFL. The quality I found of most interest was willingness to take risk.

Lesson Learned:

As coaching salaries grow willingness to take risk decreases. Look at this year's Super Bowl teams. The 49'ers Harbaugh took a big risk when he violated the "you don't lose your position due to injury unwritten rule" when QB Smith was hurt. The risk payed big dividends when Kaepernick came off the bench and stayed off the bench. Joe Flacco took a risk when he played this year without a new contract. On what things are you willing to take a calculated risk?


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3. U.S. Figure Skating- Pressure to Repeat

In the U.S. Women's Figure Skating Championships an interesting phenomenon took place on the final evening of competition. Skaters ranked 7-12 were stellar. One gave a more mistake free performance than the prior skater. Then the skaters ranked in the top 6 took the rink. And one after another the mistakes became more frequent and more serious.

Lesson Learned:

Pressure is a funny thing. For some it enhances performance and for others it ruins performance. The skaters in the second tier had much less to lose. The challenge is to be in the top tier but skate like you are in a lower tier. How do you perform under pressure?


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4. Bring Back the Clydesdales

One of Budweiser's four Super Bowl commercials has always featured the storied horse. Until last year. After Anheuser Busch was sold they deleted the Clydesdale from their Super Bowl commercial. I waited like a kid on Christmas Eve. The Thursday before this year's Super Bowl the new commercial was unveiled on the Internet. Half a million clicks the first day, 2.5 million clicks in three days. The commercial named "Brotherhood" was voted the Super Bowl's #1 commercial by USA today. At its essence the commercial it is a good story well told.

Lesson Learned:

At Electric Impulse we talk about how to identify, communicate and protect your value. It is as true for you with a client as it is for any marketing outreach. When Budweiser went back to their value-the way they connect with Americans is through the horse-they sailed to first place in a very crowded field. The commercial itself was perfection. Do you correctly identify, communicate and protect your value when you tell your story?


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5. Doritos, Jeep, Dodge - A Good Story Told Well

At first glance it appears that chips, cars and trucks don't have a lot in common. The Super Bowl commercial for each of these products has something in common. The Doritos commercial featured a little girl playing princess with her dad. The Jeep commercial was narrated by Oprah and paid homage to service men and women. The Dodge commercial used the voice of Paul Harvey recreating the importance of farmers.

Lesson Learned:

At the core of each of these commercials is a story. And each is a story well told. Each commercial is 60 seconds long . . . or short. If Jeep or Dodge can tell a story in 60 seconds then so can you. What is the essence of your story and are you good at telling it?


IV. See and Hear Me Speak

Live: Come and Join Us Can we keynote an event for you?

February 19 Akron YWCA, How to Tell Your Story
February 27 Keynote Speaker Medina Chamber, Develop the Diva Within
March 6 Women in Business at Kent State, Next Generation Leadership

TV--Forum 360 with Leslie as host on Time/Warner

Title: Women and Their Money
Guest: Carina S. Diamond, CFP, SS&G Wealth Management, Managing Director

Airs on Radio: WONE FM 97.5 Sunday 6 am, WAKR AM 1590 Sunday, 8:30 am

Past shows can be seen on Local on Demand



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V. Come and Be A Part of our Community

Participate in one of our events for an hour or a day, in person or by phone.

**Follow Leslie on Twitter for FREE ATTENDANCE to the teleseminar!
       Ask questions during the call with #SeeUrValue

February 26 Teleseminar at 4 PM: What You Can Learn from the Oscars
So much about your communication skills can be learned from these very public Hollywood lessons.

April 11 Teleseminar at 4 PM: Herbie's Hints
This teleseminar will be a reminder to look at and learn from life and the everyday lessons it teaches us.

Email us at Leslie@electricimpulse.com for further information or to RSVP to one of our events. For more information visit our website at www.electricimpulse.com


If It's Not an Oreo . . .

                  It's Not a Cookie

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