Archive for the 'Strategy' Category Page 2 of 3



Minding the Gap

This morning I read a passage about Jesus leaving the place he was in to go into the region of Judea and across the Jordan. Again, we are told, crowds of people came to him, and as was his custom, he taught them.

I’m reading the story of a three generations-old Italian shoe company. Our shoes are the finest made in the world, says the book’s main character in a meeting at Bergdorf Goodman. These are my people, the working class, the young cobbler apprentice later observes in Capri as she watches the locals.

Who are we? Who are we not? What is the custom of this business? What is the quality of what we offer? Who are our people?

Our custom, the signature of our brand, is teaching, coaching and commensurate strategic—levelheaded—thinking. It is our absolute intent to deliver finest quality in everything we do. National quality. Our people, like the cobbler, are working people—leaders of companies and organizations.

We’re a team of people who work hard to help working people work it out. To that end, Minding the Gap is now available. We’re busy developing new delivery systems for The Creel Model—creative ways you can engage the process of vision, specification, equipping and accountability to improve organizational life.

Who are you? Who are you not? What is your custom? What is the quality of what you offer? Who are your people?

Work it out.

Minding the Gap

Minding the Gap is available at your favorite bookstore’s order desk or at these online bookstores: Amazon.com, Barnesandnoble.com, Xlibris.com, or by phone at 1.888.795.4274, ext. 7879.

Value Lesson: Summer Institute

For modern college students, the internship experience during the collegiate years is invaluable to both the student and future employers. In my generation, an internship is viewed as a necessary supplement to college courses because of the knowledge and worldly experience gained from it. The opportunity to use the skills we are taught in an internship during college is a privilege, especially as the job market is declining.

This past summer, I was allowed the privilege to join the Summer Institute at the Strategy Group LLC. As I joined mid-summer, the group of four other college students ranging from sophomores to seniors had already begun the interactive training focused on strategic marketing and branding. As with any new job or major life change, it was an adjustment to learn the processes and expectations of my new role. I quickly learned the most beneficial contribution an individual could make to the group was an idea.

Each individual’s thoughts and ideas brought greater collaboration to the group and allowed the five of us, called “The Summer Institute team,” to progress toward creatively and efficiently completing projects. Through the Summer Institute, I was able to grasp the full power of collaboration. Through my sophomore year in college, I was the quiet student in classroom discussions, either waiting for what I deemed the perfect moment to add my comment—which I rehearsed ad nauseam in my head—or simply sitting and soaking up the comments made by my peers.

During my first few meetings at the Institute, I took the approach of the “quiet student” while my four peers pitched ideas and vocalized their thoughts. I saw the group progress and move forward through one idea given by an individual that was built upon and used as the foundation for a complex idea. I found that vocalizing thoughts was the most efficient way to collaborate and progress towards a finished product.

Successful collaboration of a group hinges upon both active participation of individuals involved and an encouraging environment. At the Summer Institute, each individual brought a different skill set and personality to the group, which was appreciated by each member through encouragement and willingness to listen to each other’s ideas. Had we not encouraged each other to voice our own ideas and personality, I believe the unique perspectives and potential ideas would not have been expressed in the final draft of our projects.

The positive environment provided by the entire group allowed me to break the mold of the “quiet student.” I began to voice the ideas I had previously kept to myself and felt a catharsis as each of my peers added their own comments and we saw all of our thoughts take the shape of a complex and well-thought idea. Vocalized comments from each of us brought a new perspective on ideas and allowed the group to look at tasks from many different angles.

The challenge I give to myself moving forward is to continue collaborating in all aspects of my life, including this fall semester of school. Now that I have seen and participated in successful collaboration, I want to keep my profile as a quiet student in the past. I also know that, moving forward, the lessons and tasks we were exposed to over the summer will give me a deeper understanding for the real-world use of the skills I will learn in my remaining college courses.

I would like to add a “thank you” to all of the members of the group, including the Strategy Group employees and owners for letting me share in an experience that has certainly furthered my personal growth and helped me realize the potential of my own skill set.

—Kelly Gebert, junior, DePauw

Start your engines.

In an uncertain economy many businesses let their advertising efforts idle while waiting for the green flag to drop. I hate to say if that’s you, your competition has already passed you by. While you’ve saved gas others are revving up and getting their message in front of your audience, lap after lap.

Effective advertising doesn’t have to be expensive, but it does need to be consistent to build brand awareness. Explore ways to keep your message in front of your audience. Break through the clutter and tell your story in a way that is unique. Nearly everyone’s marketing budget is holding level or even decreasing to combat these financial times, so spend smart! Think outside the box and search for co-op dollar opportunities as we did for one of our clients.

Wichita Roofing & Remodeling is taking its new customer service program to the streets, literally. We designed a vehicle wrap for the marketing director’s car that would represent three different market areas—and more importantly strategically and effectively use their resources.

Today, the company name is reaching thousands of people daily as the director travels to meet one on one with insurance agents across the state. It’s not often you see a “Nascar” traveling down the Kansas turnpike. Is wrapping a vehicle original? No. But choosing an image of the number one spectator sport in America to carry your message across unexpected terrain is. It’s a conversation starter and it creates a memorable impression. And the best part is some of the client’s vendors are “car sponsors.” Their sponsorship dollars are helping pay for the vehicle wrap while our client’s message speeds across the state.

Get in the driver’s seat. The race is on! What are you doing to reach the checkered flag before your competition?

In God we trust…all others bring data!

I sat in on a sales presentation earlier this week with one of our long-time clients. The presentation started very quickly (and to my thinking, very poorly) with an assault on the use of traditional advertising mediums…everyone DVRs all TV programs, everyone listens to satellite radio in their cars, all newspapers have gone or are on their way out of business, blah, blah, blah…subjective and irrelevant information designed to baffle.

The product this company is selling is very compelling on its own terms and along with our strategic use of traditional mediums can very likely be accretive to advancing our client’s business to a new level. All in the meeting recognized this fact.

So, here’s the thing…go sell your product based on its own merit, based on results, based on anecdotal information from real case studies. DO NOT INSULT your target audience by launching a truckload of scud missiles. (We all remember scud missiles from Iraq, right? Missiles with no intelligence and subsequently little to no impact.)

Sell based on intelligence! With a wealth of available resources, consumers are more intelligent now than at any time in the history of the world—always assume you’re dealing with smart people. One client remarked recently that he’s found his consumers to possess highly sensitive and highly active “BS Meters.” I can’t agree more.

Therefore, I’m declaring the days of being able to “baffle ‘em with BS” officially over.

Cheers!