Electric Impulse Communications, Inc. Newsletter

May 2006

  1. Question
  2. Mishmash of Value:
    1. A Simpson Comes to Town
    2. The More Things Change . . . they change
    3. Conversation with a National Artist
  3. May Case Study
  4. Live and On TV
  5. Answer

I. Question

Who said, "I'm pretty good. You can get pretty far on good. But I'm not great."   (answer at bottom of newsletter)               

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II. Mishmash of Value:

1.A Simpson Comes to Town

Joel Cohen, writer for the Simpsons, recently visited Akron. In an entertaining talk, he regaled the audience with anecdotes from behind the scenes of the show. While not a fan of the show, I can  appreciate its popularity and longevity. Like a kid still in awe, he mentioned several times that most of the writers of this show were Ivy League graduates.  Some of them even twice! Unused law and medical degrees were hanging on the wall of many of the show's writers.

Lesson Learned:

Even a band of Ivy League graduates collaborate. He said it could take 10 writers to polish one line.
The value of collaboration.
How are you collaborating or how could you collaborate to produce a better product, service, or idea?

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2.The More Things Change . . . They Change

1. The New 3 R's of Education

The more things change the more they stay the same, or do they? Rigor, relevance, and relationships have replaced writing, reading, arithmetic as the new 3 R's of Education according to Time magazine.
If the 3 R's have indeed changed that dramatically in education, how have the tenets of business changed? Or have they?

Lesson Learned:

The dot com's learned the hard way that certain business tenets don't change. Whether you are a brick and mortar company or a click and mortar company, you still have to make a profit. The challenge is to know which business principles change and which ones stay the same whether trying to make a profit or trying to find where your next great employee will come from.


2. Quicken Loans

Quicken Loans, a regular on Fortune magazine's list of 100 best places to work, has mastered the art of discovering talented candidates in unlikely places. This month they organized the "road rally." Teams of recruiters blitz shopping malls. They hunt for employees who stand out by virtue of their energy, enthusiasm, and rapport with customers.

Lesson Learned:

We have to think differently. Doing business doesn't always look like it did in the last century. How we gather the most talented individuals may look different from it did before.


3. Do You Delight 24/7?

Donald Trump, move over. There is another high voltage marketer in the Big Apple. Dateline has featured him, and the New York Times has written about him. His name is Michael Shvo. His salespeople are on duty 24/5. They show real estate property 24 hours a day, 5 days a week. Would be clients may work day shifts, or fly in from Europe during midnight to 6 am. The conversion rate, the chance of turning a customer into a buyer, is higher in the middle of the night Shvo claims. The more unlikely the hour, the more likely they are to purchase.

Lesson Learned:

How can you delight customers, clients, patients, members, or guests? How can you turn customer service into customer delight? Recently I received an invoice that stated boldly on the envelope that I could pay by phone 24/7. I called on a Sunday. I got a recording that said to call back on Monday. I wasn't delighted.
How can you offer customer delight?

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3.Conversation with a National Artist

Miguel Angel Perez is a make up artist for Christina, the Hispanic Oprah. We met and I was telling him about my Liv Tyler citing in New York City a couple of years ago. I recognized her only because she is so tall. She was surprisingly plain to my untrained eye. Miguel said the reason Liv Tyler is a make up artist's dream, and considered such a beauty, is because her face is a blank slate. A make up artist can make her  whatever look they want to achieve. In their world, a face that is a blank slate has more value. Why can't we apply this thinking to the business world?

Lesson Learned:

If a blank slate is positive for a make-up artist, why isn't it a positive for a business person? Could we see our career, our business, or an opportunity as a blank slate? Something we can create? Think of how much more value we could add if we had the ability to see the blank slate as a finished work of art? What if we devoted effort to finding and developing blank slates?

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III. May Case Study

This Month's Case Study
A real life Electric Impulse, Inc. experience. What can you learn?

Situation:  I have found a pattern in companies that identify a need for
a sales manager to think like the C-level executives. To think with a bigger vision than how a salesperson filled out today's report.

Process: Once an individual is identified, either a present sales manager or a potential sales manager, the process begins. Can they learn to think with the bigger picture in mind? Owners and executives need to ascertain if their present personnel can think like the 21st century executive they need for that position.

Results: An executive: CEO, COO, CFO benefits when their sales manager can see and coax their salespeople to look at the bigger picture. A company can stay ahead of the curve with a sales manager and salespeople who do and think about more than filling out the next daily report.


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IV. Live and On TV

Leslie's Upcoming Events: You are invited to attend

May 9 - NARI
May 9 - Nordonia Chamber of Commerce
Do You Know Your Competitive Edge?
June 13 Lake County Women's Journal
Magnify Your Marketing Momentum

June 26 ABWA Annual Dinner
Mistress of Ceremonies

Time/Warner Civic Forum TV Show

Behind the Scenes of Reality TV
Rich Heldenfels, Beacon Journal reporter
Eva Vulicevic,  Applicant The Apprentice
Channel 23 May 29 - June 5
Airs: Monday at 7:30pm

Saturday 6 pm, Sunday 9am and 6pm
June Show: Summit County Education Initiative

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V. Answer:

Barry Manilow. Four decades in the music, TV, and film industry.
One Emmy and countless high school renditions of Mandy and Copacabana, pretty good has gotten him pretty far.


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