Laura’s Winning Ideas

Today is World-wide Nutella Day. While you are out for lunch, stop and buy a jar  for each of your team members. Be sure to bring back spoons if you don’t have them at the office.
A fat scoop of Nutella on a spoon, and the few moments it takes to eat it are a heavenly break. You can trust me on this one.

Chocolate and Hazelnuts. Lower fat than peanut butter, and all chocolate. A jar can be kept at your desk forever (which at my place is about two weeks +/-) And did I mention it’s chocolate?

“Laura,

Are you familiar with 360 evaluations? We are wondering whether we should consider a service that will survey members of our firm to understand their priorities and impressions of our department.

Times are tight, and we may be perceived as “expendable overhead” and want to be sure we are doing what we should to avoid being seen as expendable.”

Humm. I may be too late.

When dealing with technical professionals, I find they have difficulty reading the marketplace and understanding how best to connect with their customers who are not so technically oriented. Not all, but many. That’s why they hire marketing professionals!

Therefore, soliciting suggestions from them about what the Marketing department should be doing is like asking a visually impaired individual (or my husband) to critique the dresses worn to the Oscars.

However, Marketing Professionals must prove their value to the firm or be labeled as expendable “Overhead.”

We must focus on “why” we do everything, and design measures to prove that what we are doing is having the intended effect.

Too often I hear marketing folks make the same mistake their Subject Matter Experts make: “Isn’t it obvious that I’m doing the right things?” No, it isn’t.

Design Metrics and Measure

For example, at one firm, I changed a sacred company tradition, Holiday Greeting Cards. The practice had been to address all the Holiday cards, and then put them in the conference room for folks to riffle through during business hours, taking out the ones for folks they knew, signing those cards, then putting them back in the envelope and filing for the next person to riffle, sign, file. This was time consuming and resulted in cards worn out from so much handling, with a variety of signatures (some legible, some not) inside.

I wanted to change this.

Instead, I spent more money buying custom-made pop-up holiday cards which we designed in spring and had manufactured, assembled and sent back by late October. Each year the design changed.

One year, the popup was an engineer’s drawing table with a plot, an articulated lamp reaching over the desktop, and engineering tools laid on the blueprint. The card from which the pop-up sprang was an office floor. We had slits cut in the “floor” to hold 2″x 3″ mini-blueprints of each of our major areas: Wastewater, Transportation, Land Planning and Surveys. The small blueprints were printed at 45%, so they were muted.

Then, we sent each person a stack of small blueprints of their specialty, with a list of clients. Each person signed their name to the stack of mini-blueprints and highlighted everyone on their list to whom they wanted to send greetings. If they wanted to write a personal note to a person, they put a post-it(tm) note on the piece, with that person’s name, and wrote on the front and back of the mini-blueprint.

We compiled the lists, and a staff person would sit with the stacks of signed mini-blueprints, stuffing each card with the mini-blueprints, held by the slots in the “office floor.”

I documented the results:

Cost: We saved quite a bit of money by not having senior staff use billable office hours to sign cards. Instead we spent our money on seriously cool cards, and had junior staff stuffing envelopes instead of senior engineers. (I timed one of our senior people the first year I witnessed this debacle, and then sat at their desk while they repeated the exercise with the following year x number of staff signing Holiday cards. This ain’t calculus.)

Goals: Good Will for our company, and a lasting positive impression.

Results: Much nicer cards which arrived in pristine condition, instead of mussed up ordinary cards. (I included an example of each in the first report) For a lower overall cost.

Proof:
1) Copies of Thank you notes, from clients, for our holiday greetings.
2) Our cards were pinned up instead of thrown out. One customer wrote to say that they still had our card from the previous year pinned up on their board when the new one arrived the following year.

Metrics and Measurement

I rant to my trainees that they need to spend as much thought on how to measure results as on how to get attention in the marketplace. Then, they need to regularly report these results. Otherwise, they ARE overhead, and expendable at any shift in the winds. Marketing folks who don’t know how to market internally don’t understand a critical part of making their work a career instead of a job.

I rant about tracking Hit Rate and this is why. You must translate your work and your progress into tangible results, and do it routinely. As a Marketing Director, I tracked value derived from each of our activities:

• what is the value of the publications we subscribe to?
• What specifically is the value of the organizations to which we belong?
• Why are we doing this?
• Does it make a difference, and if so what is that difference?

Back in the dark ages, all federal procurements were published in a newsprint mailing from the Federal Register. In my firm, they had over 200 subscriptions to this daily newspaper. However, by the time RFPs are  published in the Federal Register, the winners have already captured all the information they need to win, and started collecting materials for their proposal. It was folly to use this publication as a starting point to identify work opportunities.

I recommended canceling these expensive subscriptions. The decision was met with howls by the subscribers, but the VP who cancelled the subscriptions understood both the reasons why and especially appreciated the savings.

It sent engineers running to marketing meetings to figure out how to infiltrate agencies for whom they would like to and should work. Instead of spending time writing loser proposals, they were figuring out who to meet and what to ask so they could find emerging opportunities. And the hit rate started to rise.

IMHO, the best 360 evaluation is to examine everything you do and figure out whether it is making enough difference to offset the cost. If your day is filled with unquestioned tasks for which you have no measure of value, pick one, and start measuring!

I’ve been thinking about teaching Subject Matter Experts (SMEs) proposal writing skills lately.

The first assumption technical experts bring with them is that, what is obvious to them should be obvious to others. This isn’t correct, and loser proposals prove this. In many cases, your competitors are technically as qualified as your team. However, the winning proposal communicates value in a more illuminating way.

Chris Witt at Life after Powerpoint! said it best yesterday:

– Knowing something without acting on it is like having a candle without lighting it.
– Acting on what you know is like lighting the candle.
– Communicating what you know so others can use it is like using your lit candle to light other people’s candles.

That’s why “presentation and communication” skills are so highly rated, even for technical experts. The better able you are to share what you know so that other people can understand and use it, the more valuable you are.

This is a perfect analogy for proposal professionals. We tip the candles of our SMEs to light the candles of our clients.

Question: Hi Laura,
I read your posts about Fun at Work and loved your ideas. I am an Admin Assistant for a satellite office of a large company. Our satellite office has roughly 14 people, but there are usually around 7-8 people in the office at a time since many employees can work from home or are traveling, and I am the only means of Administrative support physically in the office. I am finding it difficult to keep spirits up with the sagging economy and such a small office — many of our employees tend to complain no matter what I suggest. I have planned a few potluck lunches which we all enjoy and will probably institute a chili or salsa making contest as well.
With limited space, budget, and employee numbers, I would greatly appreciate some ideas to put smiles on some faces.

Tough crowds. I love ‘em.

Here are a few ideas. The first two are holiday events (tuck them away for next year) and the third is good anytime, with a few random suggestions to get your own creative juices flowing.

A) Mystery Gift Exchange

Create descriptions of each person that does not identify them. You are the perfect person to know some tidbits about each person that are not generally known by the rest of their colleagues.

For example:
I once played pool with a professional pool shark, as his ?bait man.? I would start the play, and be good enough to be a challenge, but not good enough to be overwhelming. Once we had an agreement to bet on the game, I’d set up the table for the professional, and then step aside while he cleared the table.

When I was fifteen, I bought my first car. It was a drag racer, and my buddies and I were going to soup it up for racing. My Dad went along to sign the papers and drive the car home since I was too young to drive on the streets. When he drove it, he realized the car was dangerous because it was already very fast off the start. He made me agree never to drive this thing on the streets because it was so dangerous. I guess it didn’t occur to him that drag racing might be dangerous as well.

My sister lives in Nicaragua as a missionary.

My mother worked on an assembly line for a munitions plant during WWII.

Pass out the descriptions to folks as their Xmas gift exchange. No fair sneaking around trying to figure out who you have. You have to buy a gift based only on the description you have.

You’ll be surprised at the gifts folks come up with. Much more interesting than the usual desk calendars you see at office gift exchanges. Participation is pretty good because no one knows who has the boss’ description.

B) Xmas Pixies

You draw names for your secret pixie, and no one tells anyone whose name they got. Between the drawing, and your holiday party, the pixies get to work.

Secret pixies can be good (leaving a few pieces of chocolate on their desk while they are away at lunch) or nasty (emptying their trash can on their chair while they are away at lunch). Folks who witness a pixie can’t let on that they know who the secret pixie is. Most pixies vacillate between being good and nasty. (Leave a bowl of fresh popped popcorn one afternoon, pour a cup of salt on their desk the next afternoon with a note ?Forgot the salt.?

C)   Kidnap your bosses stapler, favorite coffee mug, favorite pen.

The purloined item will be traveling a good deal, so get a sturdy container for shipping it back and forth. Take several pictures of yourself with the item, holding, using, scrubbing or having the item in the background. Print the pictures to send along with the instructions. Include these instructions in the shipping container with your pictures:

Tag! You are it! BOSS’SNAME will be looking for me soon, but I am anxious to get out of that stuffy office. Thanks for letting me visit.
Take a picture for my vacation album, add it to my box, and send me on my way to someone else from the office who I haven’t yet visited. OOPS! Don’t forget to cross your name and address off the list, or I’ll end up back again to visit soon!

By the time the item has made the rounds, it will likely be a topic around the group, by email and phone. Your boss may ask about the item, and that is always helpful.

This is a nice stunt for the month or two before Boss’s birthday. Helps to knit folks together. If you have a WIKI for your office, the pictures could be posted there, in an album you’ve tucked away on the site.

Good morale boosters are designed around your own office antics, and avoid ridicule. For example, we had a PM who mentioned that they hated yellow M&Ms. When a big project was won by that PM, we awarded them a jar of M&Ms with the yellow ones picked out.

When a fellow retired from full-time employment but continued on as a part-time consultant, we gave him a “gold office key” as a retirement gift, rather than a gold watch. (Took an office key out and had it gold plated)

Once you get the hang of noticing things peculiar to your teamates, it gets easier to knit folks together with morale boosting events. Practice makes perfect.

Have fun!
Laura Ricci

P.S. Congratulations to you for leading organizational change. I hope your boss appreciates your efforts or comes to recognize them before someone else recruits you to their firm.