Greg Salsburg's STIR Thoughts ...

GAG, ORDER!!!

2011-10-19T16:26:00.003-04:00

When is right right? How far are you willing to go to stay true to yourself? To never waiver from personal values, even when no one else is looking. To never quit, I mean never, not even for a second. To follow your charted course even when self-doubt is more deafening than self-confidence.

Three years ago I witnessed first-hand the pervasive power of big business. I watched while one of our client's (and friend) was crushed by one of the United States' largest banks. In one fell swoop and for no apparent reason they destroyed everything he worked for. And, then for good measure, they did all they could to defame him.

For two months prior, our client was on every national TV show. CBS Morning Show said, "You are all America needs." FOX called him "An innovator." These are a couple of many. Then, they pulled the plug. So why would this bank seek to destroy this man? We are still not sure and maybe that question will never be answered. However, the ferocity in which they attacked him was stellar, without feeling and without debate. The bank unleashed a cloud of deception that was deft, allowing questionable thoughts to seep in; even to those closest to him.

The bank had perception on their side and they were positive they held the chips. It's so much easier to believe big over little, established over new, successful over start-up, boss over employee.

This was one of the United States' largest banks, so reputation was on their side. I mean banks are flawless and have never been shown to work beyond the bounds of propriety, right?

Your Honor, I need to strike that last statement on the account the courtroom is filled with uncontrollable laughter.

For three years he never quit, never changed his story. For three years he worked tirelessly to defend himself, no matter the professional and personal struggle AND there were many. Loss of all money, some friends, relationships, and an open heart surgery. That was the easy stuff. The internal struggles were even greater.

Having everyone tell you to just give up, move on, lick your wounds and fight another day, may have appeared as fruitful advise, but to him, it created further feeling of isolation. Conversely it also provided a sense of resolve, knowing the same character traits required to be a visionary in the first place would need to be applied if truth would prevail.

Fighting for justice can be parallel to living in a silo of emotional solitary confinement. A breaking point is always nearing. Yet, he never broke.

At the start of the trial the air was thick with greed, smugness and the pious veil facade of those who normally hide in ivory towers. However, after day one it became evident that one of the United States' largest bank’s equivalent of kryptonite was going to be "truth" itself.

Wait, banks aren't flawless? They have been shown to work beyond the bounds of propriety? They took money from TARP and then still doled out huge bonuses while the American people turned into Oliver Twist, begging for "More Gruel, Please, Sir."

Lawyer: Your Honor, we object.

Judge: On what grounds?

Lawyer: The truth really hurts.

This week my client and friend WON and defeated one of United State’s largest banks. This was not just a victory for himself and his company, but for all of us. That's not hyperbole.

Where would we be if we never questioned authority? If we sat idly by while known injustice was rampant? We are better today, because of the actions of this man.

Greg

Gregory Salsburg

CEO/The Big STIR

STIR-Communications

Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723

e: Greg@STIR-Communications.com

Facebook Finale III

2011-10-03T09:49:00.000-04:00

Last week was a world wind – no time to blog, barely time to choose between which Italian bespoke threads and killer socks to don.

With the traveling to and fro on sleek G6's emblazoned with logos of my gracious hosts, popping the bottles of Ace of Spades, making it rain and putting Range in the Rovers, tapping out my infamous prose was feeling trite. Plus my posting on http://www.monster.com/ for a ghost writer with uncanny wit and erudite synapse went unanswered, leaving my broad shoulders to weather the storm once again.

By now you know this blog is read by a ton. For many it's a faithful ritual, for others a rite of passage. What started as a lark and a sea of sarcasm and cynicism now provides riches in excess of the GNP of Guam.

It's influence has also grown, but in truth, until two weeks ago I didn't realize how much. That was until my two posts about my immediate departure from Facebook were unleashed. On September 14th a FedEx truck arrived at Chez Salsburg delivering a large box. Curiosity peaked and I diligently cut into the cardboard and pulled out its contents: a singular blue hoodie and a note reading "I can't live, if living is without you. Sincerely MZ."

Sure, my first thought was, do you think this person is quoting the Badfinger or Mariah Carey version? And, which one makes me feel most uncomfortable? And, why are there ketchup stains on this sweatshirt?

Back to the note - it had an email address and phone number both marked CONFIDENTIAL. Upon dialing a voice picked up the other end before it even rang and said, "Greg is that you? Please come back. I can change."

I attempted to explain myself, while fawning excitement that I was speaking to an entrepreneurial behemoth. Not to mention the last and only reason Jessie Eisenberg will be relevant. He insisted I be flown to Menlo Park, CA to meet face to face, I succumbed.

35,000 feet in the air and somewhere over Dubuque, I checked my emails. One marked urgent caught my eye. Subject: Brewskies with the Ruskies. It went on to read: Greg, as you know we subscribed to your blog after reading about it on Techcrunch. Obviously we hate Facebook too and MZ’s fashion choices make us sick. Our new system Google+ is doing well but we can use your input. Let's bring you to Mountain View, we promise to make it worth your while. Peace, Sergey and Larry.

Look, I've signed so many confidentiality agreements I am not sure I still even own my children. However, I do know that I cannot reveal what took place in those meetings but it was even better than you're thinking. (I may need to lawyer up just for sharing the above.)

With that said, by now you have probably read about the alterations that were unveiled the past few weeks at these companies respectfully. They're not perfect. Change is not a destination, it takes time, and although I'm still not picking sides as of yet I think progress is being made.

As your weekly fearless leader I will continue to defend us all. There is no challenge too great for me to tackle upon your behalf. That is, if I can get my newfound entourage to bring me a painkiller for this massive Champagne hangover.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Find Your Mission

2011-09-19T09:37:00.001-04:00

THE DILEMMA:

A CEO contacted us expressing his need for a Mission Statement in order for employees, partners and investors to better understand his business direction.

INSIDE YOUR BRAND:

Every brand is a fictional entity. The strongest brands are those with the most attractive personalities.

What is the personality of your brand? What does it look like? What does it sound like? How does your brand think, act, and see the world? Remember, everything communicates.

INSIDE YOUR COMPANY:

A company is another type of fictional entity.

The personality of your company is spread across its employees -- representatives who are supposed to think, act, and see the world according to the principles your company was built upon. That culture is not born from the written word but from the sweat of actions.

Your Mission Statement is not your style guide. Mission Statements are amorphous dollops of wishful thinking, high hopes committed to paper. Forgive me, but the average Mission Statement is packed with overbearing cliches . Every time I read one I’m reminded of those young women in beauty pageants who provocate dreams of world peace. In short, most Mission Statements are no more meaningfully rooted than a child claiming to be a "blank" when they grow up.

It takes more than a Mission Statement to bring about world peace and it will take more than a Mission Statement to unify your employees or those looking to invest.

HOW TO APPLY THIS WISDOM:

Identify the Unifying Principles of your company.
Write them down.
Make them real through your words and actions.

Unifying Principles become the Character Bible for real-world employees.

Unifying Principles are not core values. They provide more guidance than core values.

Unifying Principles are not rules. They provide more freedom than rules.

Unifying Principles are specific statements that reflect a belief system. Not a mission to attain but acts that are deep rooted, underway and unwavering.

Unifying Principles bring people into unity and form the basis for coordinated action.

Honesty is a core value.

Do not steal is a mission.
Love your neighbor as yourself is a Unifying Principle.

Generosity is a core value.

Allow second helpings is a mission.
Provide enough that an abundance remains when everyone has had all they want is a Unifying Principle.

Rules/missions are for people whose minds are too small to grasp the principle behind them. Involve your employees in your Unifying Principles and you’ll find that rules/mission are no longer required.

Principles, not rules nor missions, determine how we think, act, and see the world. When employees embrace the principles upon which your company is built, you can trust them to make the right decisions.

Do you live your live by Unifying Principles and can you articulate them? Give it some thought and next time present all who matters your Unifying Principles statement.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Facebook Finale II

2011-09-12T09:40:00.001-04:00

...Within minutes of deleting my status I received emails from 5 people furious, thinking I took them off my "friends" list. The following week I ran into others and they shared their displeasure with what they thought was me singling them out. Others asked me if all was OK. Not, mind you, if I was OK but rather if all was OK with Facebook. In their minds, something must have been wrong with the entire entity as they couldn't fathom I simply chose to eliminate this avenue of dribble from my life.

I have read stories of people taking such offense to their Facebook status changes they will engage in petty verbal attacks or even resort to using PhotoShop to delete that person from pictures -- pathetic!

So to recap, in a world of virtual reality, where at least 98 percent of my "friends" were anything but, where I only exist when I choose and one can only communicate with me when I'm logged in, were upset with me based on a made-up status and their new found inability to "poke" me.

Opposed to let's say, my real life, where the same people that happen to reach out to express "concern," had my phone number (home and cell), email, home and work address and many were in my real social circle.

These responses didn't make me reconsider rejoining the medium but rather concurred my decision was just.

Yes, we live in a world of excess hyper-technological connectivity. However, I submit as equally as these communication channels are being used to foster our society forward they are also impediments towards deep personal connectivity.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Facebook Finale I

2011-09-06T09:43:00.001-04:00

"If a tree falls in a forest and no one is around to hear it, does it make a sound?"

I have done the unthinkable. The 21st Century version of treason. A decision so profound I shudder to think of the ramifications.

I anticipate, like many who have risked reputation and took a stand for their beliefs, statues will be erected in my honor and future generations will name their children after me, “The Big STIR.”

We live in a world of excess hyper-connectivity. Where ADD is no longer a concern, but a requirement for survival.

Our world is one where it is no longer good enough to be socially social, one must extend the prior social parameters to now include as many technological vehicles possible to showcase their social behavior. In short, a "moment" is really not "moment" unless it is dignified on Facebook, Twitter, Flickr, YouTube, etc.

A social network is a social structure made up of individuals (or organizations) called "nodes", which are tied (connected) by one or more specific types of interdependence, such as friendship, kinship, common interest, financial exchange, sexual relationships, or relationships of beliefs, knowledge or prestige.

However psychologists are finding greed, dislike, jealously, rage, self-loathing, self doubt, competition, anxiety and lies, run equally as rampant.

That doesn't sound so social as much as an episode of the "Jersey Shore.”

I feel blessed to have people receive my "weekly" blog and numerous others who caught my wisdom via Facebook. That is, until I shut it down this summer.

OK, maybe not the best business move to eliminate a huge chunk of audience but the wonders for my psyche are unquestionable.

I had come to consider Facebook less of a social network and more of a vehicle for voyeurism. I was spending more time viewing other people’s lives and comments of same and comparing those to my activities, rather than living my own life.

Considering the degree of narcissism and self absorption I possess, to even care for others is out of character, no less finding myself "checking in" for an update. So, slayed the dragon I did! In one glorious keystroke I eliminated my existence.

What came next was the big surprise...

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Crisis shines an all knowing light

2011-06-13T09:25:00.000-04:00

"Today I consider myself the luckiest man on the face of the earth." - Lou Gehrig

I have been accused of being many things, however, at a loss for words has never been one. For the past few weeks I have been unable to write my blog. For all that have enjoyed every incredible word I have written in the past, you know my blog is as much about life as it is business. Lately, life has been all too real.

My father is dying. It's a fact I have been dealing with for some time and by the time you read this he may already have passed. However, the impending definitiveness as I am writing is now here.

My father was very influential in my life and his loss will have long lasting effects on me personally. I am not eloquent or intelligent enough to express in prose his impact on me. However, it's not my father but something my mother once said that is dominating my thoughts. "You learn a lot about people during death. Crisis shines an all knowing light."

My mother’s statement is true in business AND in life. There have been countless examples during the past couple of years of appalling and egregious corporate behavior. However, there have also been remarkable acts of kindness and proper corporate responsibility. Morals are not attached to a financial biorhythm and should never shift no matter the peril. (OK - that fulfilled the business requirement portion.)

Only recently and only to a few have I shared my personal struggle with losing my "hero." I never wanted to project my burden onto others and thought of these types of discussion useless and self absorbed. However, I felt compelled to share to a few who where witness to my morose behavior and countless cancellations to their kind invitations. They were not only understanding, but without my knowledge shared with others who they felt would benefit from knowing my ordeal. Normally this type of personal exposure would make my skin crawl, however what has transpired has changed my outlook completely. A great majority of my life's interactions are through work or with husbands of friends of my wife. As such, I never considered myself someone who had many friends in the traditional sense. I felt those interactions were forced or of some duty on their part, since I was either providing a service to them or in the case of the husbands, stranded on the same island together. There was a part of me that also believed that I was too old to make friends.

However, what I have found out lately is there is no such thing as traditional love, kindness or friendship. In the past couple of weeks so many people have reached out to me, expressing their thoughts and genuine offer of support. Each interaction leaves me bewildered by my luck to know such caring people. I can even be so bold as to say, I have many friends.

Mine is a blog about business and life. If indeed "Crisis shines an all knowing light," I have learned my light shines bright.

Thank you all.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723

People Are Not Cogs

2011-06-09T17:42:00.001-04:00

Thought this blog may be of interest to you, as it was for us ...

Harvard Business Review – Conversations Blog

People Are Not Cogs
Thursday June 2, 2011
by Nilofer Merchant

With peers in a few CEO roundtables, I've heard things like: "I plan on hiring 3 biz dev people to get $345K per headcount in revenues." After publishing a book about closing the execution gap by focusing on the "peopley" stuff, CEOs of major companies took me aside (in a friendly way) to suggest I had made a major faux pas, and would be seen as having gone "soft." In spite of a forest's worth of academic papers and rafts of best practices published by the likes of HBR on the importance of the "soft" stuff, most companies continue to treat people as inputs in a production line. I've had leaders ask me if this "people engagement thing" is something that can be added on, after the core business stuff is done, sort of like adding frosting to a cupcake.

And I. Can't. Believe. It.

Are we still having this conversation, really?

We know our economy has shifted away from mostly producing things . It makes no sense in such a landscape to keep talking about people as if people are disposable, replaceable, cogs in the mix.

Gurus like Don Tapscott, Tammy Erickson, John Hagel, Rosabeth Moss Kanter, Gary Hamel, and more recently, Umair Haque, have all written about how our new economy is about producing ideas, experiences, and meaning. Companies like Google, Facebook, Twitter, Slideshare, and even Groupon are based on the conversion of ideas and creativity into value, rather than shipping physical stuff. Even companies producing "things" have found a way to embrace the new economy. Look at Apple. Their earnings per employee figure is $419,528 per head, beating out even Google's of $335,297/head and well on its way to be double that of Microsoft, currently at $244,831. They outperform their industry because they've figured out how to enable the key asset of the new economy: scalably leverage many people's contributions, including the app developers eager to piggyback on the industry's most attractive devices.

Yet most organizations still operate much as they did in the industrial age. We manage the measurable, rather than the things that create meaning that fuels creativity, that enables innovative thinking and that helps any company to outpace the market.

Am I revealing a certain naïveté in even writing this? Maybe yes, maybe no. Because I know the truth today: In work archetypes, we believe we must choose either performance or people. We can't see them as one and the same. We tag performance as the quantitatively focused work of what we can design, market, measure, track, bill, and monetize. Talent, purpose, culture and creating meaning is the peopley work mostly viewed by the performance folks as "cost centers," or departments that exist only to manage legal risk. The two camps operate with a "live and let live" approach, and they don't attempt to collaborate or interoperate with one another.

I have long believed that this "two camps" model must change, convinced that a more unifying model must be possible. And now we have "existence proofs" in the form of successful companies with different models. And it's not all of these companies were built from scratch; some were reinvented. The peopley stuff is what allows organizations to not just win, but also win repeatedly.

There's plenty of empirical data to support this strategic direction. Gallup, the research firm, recently did a meta-analysis across 199 studies covering 152 organizations, 44 industries, and 26 countries. It showed that high employee engagement brings an uplift of every business performance number. Profitability up 16%, Productivity up 18%, customer loyalty up 12% and quality up an incredible 60%.

We know that life is not just about efficiency. So why do we resist the idea that work can be about greatness?

We know we need more than the simple efficiency that our current measures capture. Our view of performance has become limited by overly focusing on those metrics. Because we can see the outward manifestations of work performance like products shipped, revenues booked, and earnings-per-share, we can discuss them in analyst calls and at management meetings. We can barely see and surely can't measure the soft aspect of how we make great products, revenues or earnings per share.

That doesn't mean that greatness can't be decoded. There are pieces that we can see and understand. It includes groups being creative. It includes people being themselves. It includes all of us having confidence that we're making a difference. It's asking questions that let us reimagine what could be. It's feeling motivated. It's about being challenged within our capabilities. It's all of us having a rich, intense sense of joy at work. It's trusting ourselves, and our ability to learn. It's about being trusted by others. It's when we can say to each other: I believe in you. It's about being courageous and not always trying to fit in. It's about everyone knowing what matters. It's about all of us learning, and growing and changing. It's about creativity and inventiveness, and the ability to go fast because we are adaptable. It's about getting rewarded for caring about the commons, not just the silos.

We need a measure that captures all of that. Something that captures our purpose, our talent, and the way our culture enables us to create velocity in bringing ideas to market.

How do we do start to measure the peopley stuff and also keep on performing and measuring the external stuff — how do we make sure we don't throw out the baby with the bathwater? For too long, the quants have lived in one world, and soft, peopley folks in another. Neither side was particularly willing to take the first steps necessary to bridge the gap, or even to even acknowledge that bridging was possible. I hold that to realize our organizations' full potential, both sides must work hard to get that bridge built.

For now, let's all agree that when someone proposes that we can put off that peopley stuff till later, we can all answer a resounding: "No, we can't." It's not the frosting on the cupcake. It's the key ingredient in how we make the cupcake bigger.

Nilofer Merchant is a corporate advisor and speaker on innovation methods. Her book, The New How, discussing collaborative ways to have your whole company strategize, was published in 2010. Follow her on Twitter @nilofer.

STAY STUPID

2011-05-02T11:01:00.000-04:00

The book industry is changing. At STIR-Communications, we love the written word (obviously), the verbose and the brief.

Also, we applaud Seth Godin and his company Domino for the impact they will make on sharing knowledge through books – it will be huge.

----------------------------------------------------------------------
Resistance is the enemy to great work, says author Steve Pressfield in Do the Work. But with enemies come allies. Consider, who and what will push you through the dips and help you do the work that matters.

Here’s an excerpt from Do the Work about the champions on your side (available for free on Kindle for another three weeks only):

1. Stupidity

2. Stubbornness

3. Blind faith

4. Passion

5. Assistance (the opposite of Resistance)

6. Friends and family

Stay Stupid

The three dumbest guys I can think of: Charles Lindbergh, Steve Jobs, Winston Churchill. Why? Because any smart person who understood how impossibly arduous were the tasks they had set themselves would have pulled the plug before he even began.

Ignorance and arrogance are the artist and entrepreneur’s indispensable allies. She must be clueless enough to have no idea how difficult her enterprise is going to be—and cocky enough to believe she can pull it off anyway.

How do we achieve this state of mind? By staying stupid. By not allowing ourselves to think.

A child has no trouble believing the unbelievable, nor does the genius or the madman. It’s only you and I, with our big brains and our tiny hearts, who doubt and overthink and hesitate.

Don’t think. Act.

We can always revise and revisit once we’ve acted. But we can accomplish nothing until we act.

Be Stubborn

Once we commit to action, the worst thing we can do is to stop.

What will keep us from stopping? Plain old stubbornness.

I like the idea of stubbornness because it’s less lofty than “tenacity” or “perseverance.” We don’t have to be heroes to be stubborn. We can just be pains in the butt.

When we’re stubborn, there’s no quit in us. We’re mean. We’re mulish. We’re ornery.

We’re in till the finish.

We will sink our junkyard-dog teeth into Resistance’s ass and not let go, no matter how hard he kicks.

Blind Faith

Is there a spiritual element to creativity? Hell, yes.

Our mightiest ally (our indispensable ally) is belief in something we cannot see, hear, touch, taste, or feel.

Resistance wants to rattle that faith. Resistance wants to destroy it.

There’s an exercise that Patricia Ryan Madson describes in her wonderful book, Improv Wisdom. (Ms. Madson taught improvisational theater at Stanford to standing-room only classes for twenty years.) Here’s the exercise:

Imagine a box with a lid. Hold the box in your hand. Now open it.

What’s inside?

It might be a frog, a silk scarf, a gold coin of Persia. But here’s the trick: no matter how many times you open the box, there is always something in it.

Ask me my religion. That’s it.

I believe with unshakeable faith that there will always be something in the box.

Passion

Picasso painted with passion, Mozart composed with it. A child plays with it all day long.

You may think that you’ve lost your passion, or that you can’t identify it, or that you have so much of it, it threatens to overwhelm you. None of these is true.

Fear saps passion.

When we conquer our fears, we discover a boundless, bottomless, inexhaustible well of passion.

Assistance

We’ll come back to this later. Suffice it to say for now that as Resistance is the shadow, its opposite—Assistance—is the sun.

Friends and Family

When art and inspiration and success and fame and money have come and gone, who still loves us—and whom do we love?

Only two things will remain with us across the river: our inhering genius and the hearts we love.

In other words, what we do and whom we do it for.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Who We Are

2011-04-18T08:52:00.000-04:00

“You need to be a jack of all trades.”

"Better to be a master at one thing than mediocre at many.”

“Just do it.”

Since this is tax day, I will share with you the most taxing issue I am facing of late: other people’s opinions. And you thought the IRS is a pain in the ass.

As you know, I have NEVER once used this platform to outwardly promote our company, STIR-Communications. Today, I use it more as a reference, albeit ad nauseum, and with the less than subtle attempt to express our overarching virtues and modesty, which is only surpassed by our unequalled skills, which is only surpassed by our modesty.

Our company’s approach to the practice of strategic public relations, advertising and marketing can best be summed up in the words of R. Buckminster Fuller, the American architect, author, designer, inventor, and futurist. In his book, Operating Manual for Spaceship Earth (1969), he writes:

“If…nature required man to be a specialist she would have made him so by having him born with one eye and a microscope attached to it. What nature needed man to be was adaptive in many if not any direction…Mind apprehends and comprehends the general principles governing flight and deep sea diving, and man puts on his wings or his lungs, then takes them off when not using them. The specialist bird is greatly impeded by its wings when trying to walk. The fish cannot come out of the sea and walk upon land, for birds and fish are specialists.”

Like Buckminster, STIR-Communications eschews the concept of specialization, while still being special. The common industry notion is that when an agency is smaller, it is more efficient to specialize in one industry. Hence, there is no shortage of boutique agencies specializing in food, technology, health care, home goods, social media, financial services, travel, fashion, beauty, or anything else you can imagine.

But, what is the true cost of such “efficiency”? We believe the cost is stagnant, uninspired and derivative work. Even worse, the agency becomes subservient to the industry or category itself and has to put its own reputation within the category above and beyond the reputation of its clients. Yawn!

If an agency specializes in one industry, then it has to always “play by the rules” of that industry. It has a vested interest in maintaining the status quo, because the agency itself becomes the very epitome of the status quo. It can’t afford to rock the boat or ever challenge the conventions of the industry. It certainly can’t represent a client that is trying to do things differently, to innovate. After all, how would the firm’s other clients react to such heresy? In the end, boutique agencies simply can’t take risks. Clients may come and go, but once the agency loses its reputation, then all is lost.

An antidote to the traditional boutique agency, STIR-Communications is a multi-specialty boutique firm, working within a wide variety of different disciplines and industries. All agency members are required to work with a diverse client base, where they get broad and differentiated experiences. The result is fresh, original and creative programming, as well as big-idea development. It is this unique, boundary-less approach that makes STIR-Communications a “Circular Communications Agency,” and true “thought providers” (see last week’s blog).

Our industry and category agnostic approach allows us to put our clients first. At STIR-Communications, we don’t care if we challenge the conventional thinking of an industry … in fact, that’s what makes us get out of the bed each morning; or, because we are contrarian work directly from bed. That’s right, often we even eschew the office itself, since we have found the least amount of productivity is accomplished in a “working” setting.

As a result of this specialty (or we should say anti-specialty), we have come to realize that STIR-Communications is ideally suited to working with companies that value non-traditional thinking above and beyond specialization. As a result, the overwhelming majority of our clients tend to be industry challengers or innovators.

As a matter of fact, multi-specialization is not only beneficial to challengers, pioneers or iconoclasts, but really to any organization that needs to reach multiple constituencies simultaneously.

It’s no surprise that lots of companies need to communicate with different audiences. For example, a B2B company may need to reach out to enterprise customers, mainstream consumers, internal audiences, investors and the government all at the same time. If the company is big enough, it can hire multiple specialist agencies or hire a large global agency with multiple practice areas, essentially the same thing as hiring a bunch of smaller agencies—except they receive one very large invoice. But what about smaller to mid-sized companies or any company that can’t afford this option?

Don’t fret, my contact info is below.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Thought Provider

2011-04-11T09:25:00.000-04:00

I have come to bury Caesar, not praise him. -- Julius Caesar by William Shakespeare: Act 3. Scene II

I admire many in the world of business. The ability to innovate, initiate and guide their companies to achieve desired success is astonishing. I also admire those tactile bunch that get into the mix physically, working alongside to ensure goals are achieved.

However, over the past few years a new leader has evolved. One slightly more passive than those aforementioned and possibly held in higher regard. I think this new leader would set Brutus in a venal rage.

The “Thought Leader.”

The Thought Leader has become the moniker of choice for those donning the dais of network functions. For purposes of full disclosure, I have used this term often and have been called one by many. OK, by a few … OK, once and it was a family member, but I assumed it was implied many other occasions.

I digress.

The world went array and we looked to leaders for opinions. We elevated those thoughts because we felt ours were somehow askew. However, great leaders, great companies, great people don't just THINK, they ACT and equally GIVE. I don't want to be associated with or be known anymore as a Thought Leader, I seek for "Thought Provider."

My suggestion reminds leaders of their very essence, to lead. And, that is much more powerful.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Blog Poetry

2011-04-04T09:05:00.000-04:00

"I Tweet, therefore I am.” Not, René Descartes.

April is National Poetry Month. Poetry is an imaginative awareness of experience expressed through meaning, sound, and rhythmic language choices so as to evoke an emotional response. Poetry has been known to employ meter and rhyme, but this is by no means necessary. Poetry is an ancient form that has gone through numerous and drastic reinvention over time. The very nature of poetry as an authentic and individual mode of expression makes it nearly impossible to define, however, I will try: how's dead or at least on the verge of extinction?

When was the last time a hot new poet was downloaded on iTunes?

Have we forgone the patience necessary to open our hearts to explore expression?

Is our societal requirement of immediacy diluting the requirement of cadence and nuance needed for wonderful prose?

Can we truly articulate our most passionate and descriptive thoughts within the newfangled 140 word requirement?

I could only imagine what creative stifling Yates, Dickinson, Cummings and Frost would suffer if they also had to monitor their Facebook page and Twitter accounts.

Like the art of a hand written note, the use of poetry seems to be a thing of the past. Do you think there is any correlation towards the increasing depletion of chivalry?!

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

My Life in Ruins

2011-03-28T08:54:00.000-04:00

"Lead, follow, or get the hell out of the way." – Anonymous

In spite of some prior blogs, I don't fancy the written manner of anything morose or macabre. I pride myself on being a little off-beat, off-color and sometimes off-kilter. I have a been accused of late of occasional lapses into obscurity and a penchant for tomfoolery. I assumed both as compliments.

I often jest and ridicule the masses, of course secretly, since most of my existence is within my own private Idaho.

My "intellectual libidinous" nature provides me the confidence that with a few exaggerated pantomime moves I can conjure the best in situational absurdity and make you love me and agree I am "one of a kind."

However, on this day the crashing realization that I had transformed into a bottom feeding parasite was never more evident. It's not my fault, the devil does walk among us.

For four days in a row, I awoke at 5:00 a.m. like the dolt I have secretly become, filled with an eager anticipation and periodicals to pass the time, then headed out the door. I arrived at the mall, still dark outside. As I neared the Apple store, hopes of buying the iPad 2 was my single-minded focus.

However, for the fourth day in a row I left without my new device in hand. Either there were too many in line in front of me (did the others stay in the mall hiding as mannequins?), not enough arrived at the stores or they were stocked with the wrong type.

Damn you Steve Jobs!

Vowing to end this charade and never to return, I slunk out the mall at 7:45 a.m. I needed a pick me up and headed to the nearest Starbucks in hopes of erasing this whole ordeal.

I'm not making this up, the line was out the door. I am not positive, but I a believe some of the patrons were my former brethren from the mall.

Mr. Jobs meet your long lost twin, Mr. Schultz.

The similarities were too striking. Like the mall, I realized we are a nation of masochists, mirroring the collective descent into the struggles of bovine.

Mooo!

With double espresso in hand, my race for redemption was rampant. I ingested the black gold in one swig, fired up the car and raced for the highway to get to a meeting in Miami, 45 miles from my current location.

You guessed it, after waiting in traffic the whole ride, I acceded at my destination 2.5 hours later.

I have waxed poetic to leaders of business about the marketing importance of tapping into tribal societies and ritual … never realizing along the way I'm at the head of the line.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Transferring Happiness

2011-03-14T13:04:00.000-04:00

Surrounded by family and friends in a convivial setting, my euphoric emotions were bubbling over. When it was pointed out that I seemed less like my sardonic cantankerous self, but rather at ease in a complete state of happiness, I knew any attempt to squabble such would be dismissed. Instead, I beamed my Cheshire smile and embraced the moment.

However, that was short lived. When I was asked “if they made me happy,” pointing to all at the affair, I answered with a resounding, “Absolutely not!” Silence, pain filled stares and gasps were piercing my direction for what was clearly perceived as an act of draconian nature.

I needed to explain quickly or be prepared to pick up the check for the evening’s festivities. As it turned out, both were in order. There is no one that dictates my emotions; I am responsible for all of them. That’s right, no one makes me happy or conversely sad; I am in charge of energizing each and every one.

Even if you are surrounded by numerous acts of happy occasions and people doing kind and wonderful things, this is not an instant recipe for happiness. A person first must be happy with themselves and willing to accept control of personal emotions in order move effortlessly through life’s topography.

You are in charge of your own feelings AND you are not in control of others. It is not your responsibility to make someone feel something and in truth, no one should have such power. Ever provide numerous acts of kindness only to feel your efforts were left unappreciated, or worse, not situational altering? Those are instances where you held the belief you could control the emotional universe.

Far too many are looking at others to inject a transfer of inspirational happiness in order to make it through life. There are whole industries built on this foundation. However, what is largely ignored is the necessity of self-actualization and personal emotional control. Friends, family, lovers, co-workers, bosses and even the baristas at Starbucks that know your order before you utter it, are not in control of your happiness. Be YOU and acknowledge absolute supremacy of YOU.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Love bites!

2011-03-07T09:54:00.000-05:00

"How do I love thee? Let me count the ways.” - Elizabeth Barrett Browning (1806-1861)

Romeo is known for his impressive connection to the emotion of love. His soliloquies to Juliet were bountiful, filled with engaging similes in an effort to ensure she recognized the depths of his passion. While Mrs. Browning offered numerous descriptive examples of how her love continued to swell.

Could it be, they were NOT romantics at all, but rather, were simply forced to extend themselves beyond human capacity?

To me, Romeo and Mrs. Browning were just as confused as most of us … early examples of the daunting challenge of defining something abstract.

In the businesses of marketing, a heavy emphasis of late is being placed on measuring all output. Corporation’s budgets are shrinking and scrutinized each penny intensely, and data is often the best defense for spending.

Even über CEO Jack Welch once uttered the famous quote, "I know half my advertising and public relations is crucial and working, I just don't know which half."

2007 and 2008 were the watershed years of the Ad industry. Consumerism was rampant, and so businesses were spending money to drive consumers to their stores and brands. Awareness was king.

Then we hit the skids with the financial meltdown, and the new "normal" is the economy we currently have. Marketer's now strive for tangible results and ROI, having to move towards performance media where there's a direct result and you can say, "we drove people to the store or to an e-commerce site.” Market share is now king.

What do you do when the communication vertical still doesn't have proper analytical tools? Or worse, focus is on the wrong determination?

Last week, we sat with a company that unanimously agreed on incorporating public relations into the mix. The hard to quantify measurable is important for their growth strategy, however, they simply couldn't determine at what degree the importance of “awareness” was. As such, we laid out a plan to tie our output to indicators essential to their business plans.

This simple strategy eliminated the nebulous interpreting of success. We made a "love connection."

So, in business or relationships, no matter if you "love" but are not "in love" or you "like" but don't really "like-like" or, if as Mrs. Browning suggests you will love deeper in death, I say it all works. As long as you and your recipient know what you really feel and agree on the key performance indicators.

Or, maybe Mrs. Browning realized it will take many lifetimes to fix this ...

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Mine all mine ...

2011-02-28T10:00:00.000-05:00

Once again I continue my quest to educate and entertain the masses. In the deployment of my weekly written tactics, outside of the usual suspects of stodgy academic vernacular and somniferous lecture, my sole quest is to connect. To connect in such a visceral way that with each offering you will be left knowing a deep sense of me (for better of worse).

Seeing life though others perspectives is a challenge for many, however, to fully connect with another person you must give in equal proportion to your desired reception.

Too many leaders in businesses and families do not exude the maturity to see things from someone else's point of view. Rarely is there an instance when they concern themselves with what's best for others.

As many can relate, part of the parenting process is to help children recognize that they are not the center of the universe, as taking others into consideration is key for life’s advancement. Unfortunately, there is usually no one in business to alert the leaders when they have lost perspective.

Far too often we operate in a child-like manner. Sure, the message below may be an exaggerated view point to your business and life ecosystem, but I also bet you will be able to find similar applications of examples surrounding you daily.

The except focused on “Property law as viewed by a toddler" is from Michael V Hernandez’s book titled, Restating Implied, Prescriptive and Statutory Easements (2005).

1. If I like it, it's mine
2. If it's in my hand, it's mine
3. If I can take it from you, it's mine
4. If I had it a little while ago, it's mine
5. If it's mine, it must never appear to be yours in any way
6. If I'm doing or building something, all the pieces are mine
7.If it looks like it's mine, it's mine
8. If I saw it first, it's mine
9. If I can see it, it's mine
10. If I think it's mine, it's mine
11. If I want it, it's mine
12. If I need it, it's mine (yes, I know the difference between "want" and "need")
13. If I say it's mine, it's mine
14. If you don't stop me from playing with it, it's mine
15. If you tell me I can play with it, it's mine
16. If it will upset me too much when you take it away from me, it's mine
17. If I (think I) can play with it better than you can, it's mine
18. If I play with it long enough, it's mine
19. If you are playing with something and you put it down, it's mine
20. If it's broken, it's yours! (No, wait, all the pieces are still mine)

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Dating is such sweet sorrow ...

2011-02-22T09:04:00.002-05:00

"Matchmaker, matchmaker, make me a match ... "

Over the past couple of months I have spent a great deal of time in the tribal ritual of dating. I have shared risotto with a redhead, reconnected with an ex, coffee with a Cuban, laughter with lefty, a tall drink of water with a "tall drink of water," dinner with a dozen and lunch with a bunch.

From this, I have learned firsthand that first dates are really awkward. Filled with superfluous topics rifled out in a staccato manner in an inane attempt to impress the companion, these meetings can be brutal ... AND, that my friend is just analyzing me. The only saving grace is that it has become painfully obvious the same infliction is enveloping my guest as well.

In truth, I haven't been dating, but rather interviewing numerous individuals to join our company. In addition, I have come out from under my self-imposed exile and am having meetings with any and all who "need" to be met and meet me.

In marketing, focusing on the brand is crucial. Understanding its core value, what it stands for, and its unabashed authenticity, are not some “feel good” phases from a self-help pamphlet but the essence of the company. Many companies have no idea how to engage others or confuse their brand with a logo or catchy slogan.

Unfortunately, I can say the same is true for some people. Meetings are not schmoozing and an interview should not be spent in a didactic diatribe about why you're the one and only. Your past is not always indicative of your future, but your present speaks volumes. (Man, I can write fortune cookies.)

People, like companies, are brands. Knowing who you are and sticking to it no matter the environment is crucial. Remember to be authentic and empathic. Be engaging, but also remember to engage. Don't worry about saying it all, just ensure what you say has it all.

For now, I'm just a SWCEO continuing to seek my soul mate ...

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Don't Blow It

2011-02-14T09:43:00.000-05:00

I hate whistlers.

If you are a whistler, I hate you.

All that mirth and nonchalant attitude, set to a poor attempt at a melodic tone makes me sick.

To the high whistler, which sounds more like a respiratory issue than tune, I say no more. To the extra loud whistler, who believes indoor settings suit their pathetic talent best, I demand silence. To the morons who have convinced themselves they are actually masters of instrument, I say get a life ... your "skill set" isn't even offered in band camp. Stop this assault on the ear drums of America.

I hate things that can even be confused for this pandemic putrid of pierced punim. Take "Whistler's Mother," hate it!

There are societies and appreciation groups for whistlers on Facebook. Why do we provide credence? I would view Mark Zuckerberg as the greatest leader of our time if his sole accomplishment moving forward is shutting this farce down.

I was in a meeting recently with a CEO of company you all know who was looking to employ my services. (Usually that would give him a leg up.) Turns out he starts his weekly meetings with a whistle in unison of their company theme song with the rest of the lemming-like C-Suites.

Needless to say I pucker for no one. My Zip-A-Dee-Doo-Dah was not on display this afternoon, but my loud sarcastic laughter was. OK, there are more important things than money ... just can't think of any right now.

So to recap, to all whistlers, stop. No one thinks your talented or interesting.

Do something impressive with your life. How about yodeling?

Greg
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Tweet this ... not that

2011-02-07T09:17:00.000-05:00

The channels of communication have changed. Information once scarce or hoarded by few, is now ubiquitous. The lines of who or where to turn for communication leadership has also blurred. We now live in a world were a Brian Solis can have as much influence as Brian Williams and Tavi Gevinson can replace Anna Wintour as the fashion forward voice of a generation.

For me and our company, the advantages and equal challenges from these new media outlets are plenty and I embrace both sides with great reverence.

However, this past week I was fascinated by the use of Twitter and its usage for malice as well as social change. During a recent NFL playoff game between the Chicago Bears and Green Bay Packers, Bears quarterback Jay Cutler left the game with an apparent knee injury and allowed his backup(s) to take over. Cutler remained on the sideline, most of it standing and often appearing ambivalent to his surroundings. While the game was still taking place, current and former players (some now members of the media) Tweeted that Cutler was a quitter, had no heart, should have continued to play, and how they would punched him in the mouth if he was on their team. Turns out, he did try to return to the game on two different occasions, had two pain killing shots injected to his knee and was not the one who made the determination to not continue but the doctors.

Twitter at times is the equivalent to drunk dialing. Just because the thought or urge abounds does not mean it’s prudent to act. Having these tools so readily available has a detrimental side. Trust me, I have littered the relationship highway on that one.

Conversely, I only have to look to recent events in Egypt to know social networks will bring social change. It was Twitter that created mass unison, allowed for voices to be heard immediately, and flow seamless across all geographic and social economic lines. The power is truly with the people. Even though the Egyptian government shut down all lines of communication, the sentiment and strength remained.

Remember, there may be only 140 characters to push out your message, but what you say can be all the difference in the world.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

It's baaaaaack

2011-01-31T10:00:00.000-05:00

I am sorry I have not written my weekly blog this year. So many have been contacting me with pleads to return. Some wondered aloud if all the notoriety had gone to my head. If the constant glare of the public made me feel personal pressures, to enormous live up to. If the new celebrity hype changed me.

Diddy and I laughed at that last one.

I have been bombarded by minions with simple requests, cries of passion, monetary bribes and some interesting offers that would fall under sexual turpitude. (OK, those were the ones that got me back... )

So, starting next week I will break free from the Kardashian spell and return to my proper place on the intellectual food chain; dispensing wit and wisdom that will be life altering. Or, at least make your Monday a bit brighter and isn't that really why I'm here?

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications.com
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723

Enjoy the holiday season

2010-12-24T13:38:00.000-05:00

Moments and memories …

I chose to postpone my Monday blog this week until today in order to piggyback on the holiday spirit.

This past week I spent time with the former VP of purchasing for a national clothing chain, who I jokingly refer to as "Needless Markup." OK, so that joke didn't garner even a smile, but it did open the door to a broader discussion of marketing and society’s drive towards an aspirational brand.

We agreed that the true spirit of the season is never forgetting the deeper meaning: that gluttony reigns supreme and the larger and more expensive the gift, the more love you are providing AND should expect in return. We confirmed that extended joy only comes when you can post your new found booty on Facebook to ensure others can be swept away with your very personal moment.

He pointed out how some brands actually increase their logo size or the amount of application times its applied to an item during the last quarter of the year. This meets consumers psychological demand to promote to others their newly donned accessory.

Red seems to be the best marketing trick of them all. Sorry Santa.

The brand he referred to as "the emperor without clothes" (yes, I congratulated him on the pun), the marketing Houdini is Christian Louboutin. The bottom of the shoe dons a red sole to ensure all are aware of your perceived good taste and ensures one’s attempt at projected envy can be applied with each passing step. Amazing marketing and killer advertising has made this brand aspirational.

Once the red wears off you are forced to buy another to ensure the cycle of idiocy continues, genius! One problem is that the exact same shoe is manufactured under a different label (sans the red sole) for less than half the cost. When a focus group was given both shoes they said the brand name was better made and more comfortable, 90% of the time.

I support that 90%, life it not about quality it’s about quantity and one should never be seen in those "lesser shoes."

So remember years from now, this holiday season will not be remembered for those superficial things like family, laughter, sharing, health and love.

(Today's blog has been proudly sponsored by America's Gross National Product.)

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Silence is Golden

2010-12-13T08:57:00.000-05:00

If you’ve had the pleasure of spending even a moment with me you would think, “he’s awesome,” and I would agree. I mean, not just a little fabulous but out of your mind, hang on every word I say, unadulterated awesomeness. Not only do I know you love me, I know you need me and would be lost without me. My words - golden, actions - unequaled, thoughts - genius, friends and family - more important than yours. Where I travel, what I'm wearing, what I’m eating or whom I'm meeting with are more fabulous than who you're surrounded by. I am a pop culture deity.

Not in my wildest, narcissistic, mirror viewing moments would I believe those things above. Well, actually I do but I wouldn't project it or share it in writing to be used as future evidence. Note: I wish my Facebook friends would follow suit.

However that's exactly what a bunch of self-centered celebrities (redundancy alert) did recently. Pink, Alicia Keys, Lady Gaga, Justin Timberlake, Kim Kardashian, Usher, and others, vowed to stop using social networking sites Twitter and Facebook until fans donated one million dollars to Alicia Key’s charity, Keep A Child Alive. You already know I sit on the board of two charities so I'm all about giving but this is ridiculous and poorly conceived. They believed by refusing to post 140 characters of dribble they were somehow depriving you of crucial life altering information that you would demand AND be willing to pay for them to return. Seriously. Seriously?

Well thank gosh my faith for humanity was restored, when almost a week into this project less than half of the funds were raised (if anyone reading this was a contributor now is that time to hit that unsubscribe button). At that point, a wealthy philanthropist / entrepreneur matched the funds donated and the project came to a close.

I would have liked to raise the funds to keep them silent in perpetuity. That's a charity I would support. Unfortunately, muzzled and about to experience internal human combustion, they band together and found a friend to kick in the rest. (With friends like that who needs enemies?)

Now the world will be treated again with such special nuggets as:

I think a brilliant mind is the sexiest thing EVERRRR!!!! ;-) Ok time to go nite nite.... @aliciakeys
I soooo want to get picked up by the cash cab .... @kimkardashian

As much as I hated the concept, I am succumbing. Starting immediately, I will be taking donations in any amount for my “Digital Death” to stop blogging! Something tells me they will be pouring in …

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

The Death of B2C and B2B

2010-12-06T17:24:00.000-05:00

Before I get into my topic for this week, I want to say thank you to the three Congressmen and one Senator who “appreciated my brilliant stance” last week, even if they thought I was “a little too honorary at times.” Congress, not surprisingly, heeded my call and made the right choice. I also want to thank the woman from Seattle who declared, “You, Greg Salsburg, are a small-minded, pathetic, big stupid douche and should shut up!!” To be honest, I think she’s on to something.

Last week, I was discussing with an Academy Award winning film producer the art of communication. Specifically, we discussed the changing outlets of communication points in today’s environment.

(Wow, I am only one paragraph in and I have already thrown out 3 Congressmen, 1 Senator and an Oscar winning producer. If I name drop anymore I will need a chiropractor.)

Much of the tactics deployed to promote a film in the past twenty years first came from the mind of this man. Millions of dollars were on the line for these productions to succeed. A films shelf life at the top of the box office could be a month if a well conceived plan was executed. The studios needed to reach their audience to ensure awareness and enticement was captured. And, audiences only had a few outlets to receive messages and all were hit. The reach and receive was dealt in mass, since neither side knew much about either’s proclivities or had the tools at their disposal. This means of discussion is prevalent in Business to Consumers and Business to Business, widespread top down messaging.

Consumers/Businesses do not want to be “targets,” they do not want to be “penetrated” or “infiltrated.” They do not wish to be “assaulted” or “bombarded” with messages, most of which are not relevant to their lives. Or, my personal favorite of “execution.” The above words in quotes are just a few of the choice vernacular used by a fellow marketer from a large agency at a recent meeting. When I left I felt like I was heading to war rather than launching a product.

“We were a tactic driven industry,” Oscar winner summarized, “And, too many companies have yet to switch their way to today’s forward thinking.” He agreed that today to succeed you need to first have sound analytics and principles and matching tactics to follow.

Today the tools at an advertiser’s disposal to communicate are enormous, the costs significantly less expensive, and an ability to alter and adjust messaging quickly are readily available and the analytics to support all are abundant. Additionally, these tools have provided a voice and power to the consumer and thus positioned them away from a receiver and into a “determinator.” How and when messages are delivered and received are equally, if not more so, decided by individuals and not those outputting the content. The modern digital world has seen a multiplication of contexts: emails, search engines, blogs/forums, social media, mobile messaging, and on and on. Interactive Advertising Bureau recently reported that online ad sales reached a record 6.4 billion, up 17 percent from a year earlier and expected to grow next year.

At STIR-Communications, we have been preaching (for what feels like an eternity) a move from a mass awareness approach to one of full-on engagement. If you are talking at, rather than talking with, your audience you are going to flat-line. We rather focus on micro-messaging to niche behaviors that create interactive brand experience that recognize and enhance consumer’s behavior. So B2C and B2B are dead and if you want to move the masses you need to engage the masses. Today, we have entered a P2P (person to person) world. You need to listen, provide, partake, supply, adjust and ignite. Far different choices of wording from old world ad speak. Mr. Hollywood agreed.

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

The Marketing Diet

2010-11-29T11:03:00.001-05:00

Author Matt Taibbi refers to the Tea Party as "15 million pissed-off white people prone to the cynical rhetoric that deregulation is a prudent response to the crisis and recession." I call it masterful marketing that needs opposition.

If it appears that this week's blog is a little sluggish, slightly more obtuse, and at times even lumbering, please forgive me. For days I have engulfed our gross national product, gorged on America's finest processed offerings and became dizzy on caloric confections that had my arteries looking to tag-out. It's completely my fault. Well not completely my fault, mostly its Sarah Palin's. That's right! The de facto leader of the Tea Party movement is the cause of my recent bought of fat back and I want retribution.

From a marketing perspective, it's often easier to sell evil over good, temptation over resistance. These messages appeal more to right brain's emotional thought and usually the visuals are more compelling and flashy.

Today, companies and sectors that need the most marketing expertise are being trumped by the opposition. Health care, education, and capital reform are just three prime examples. However, a scam of epic and almost breathtaking beauty lies with Mrs. Palin's latest skewed diatribe against government involvement in the limiting of sugar served in public schools and the introduction of more fruits and vegetables.

In spite of the fact our children are the most sedentary and obese in history, or the fact that diseases that were non-existent in children ten years ago are now prevalent, she has chosen to make this her latest political agenda against big government, AND currently her marketing is better than the opposition.

Sure, some of the largest donors to her party are the Salt Institute, The Sugar Association, National Confectionery Association and American Beverage Association, but I'm sure that has no barring on her stance.

Department of Health and Human Services and U.S Department of Agriculture - WAKE UP! She's kicking your ass and if you don't start to get your message across in a more visceral way than saying, "eat this, it's good for you," we are doomed to a world were gestational diabetes will be more common than a healthy birth. For now, I will join a gym.

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Thanksgiving

2010-11-22T09:49:00.000-05:00

My favorite holiday is Thanksgiving. No other occasion directs us to be selfless, to give, to think of others and their impact on us in our lives. I have so much to be thankful for, I feel undeserving of my abundance. I wish businesses would operate in a Thanksgiving mindset year round.

This weekend I heard a touching story about a young boy connecting to his grandmother who is suffering from memory loss. The boy's caring actions moved me in such a profound way, it switched my evening's focus and left me proud to know his parents.

It also made me think about passing the Rubicon in life when we so insidiously start to think of our elders as feeble and unaware of current society rather than embracing, learning and giving thanks to them from the life they lead and the opportunities they provided us.

This is a short work week so I will match it with short prose. Thank you all for making this blog grow, for taking the time to read it weekly, send to others and often reach out to me directly. I am very thankful for all of you in my life.

Happy Thanksgiving.

Greg

Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Change & Ride the "Mo"

2010-11-15T10:27:00.000-05:00

If you don't like something change it; if you can't change it, change the way you think about it. ~ Maya Angelou.

I would be remiss if I didn't point out my favorite indicator that people believe we are turning the corner. I sit on the Board of Directors of the Make-A-Wish Foundation of Southern Florida, which had its annual gala in Miami last week, and in spite of a very tough year for charity gifting in general, this evening produced stellar results under the circumstance. Norm Wedderburn, the President/CEO of the Chapter, is truly a marketing and business sage. He has nothing to sell, no leverage to hold over others, and a staff that is overworked, undermanned and highly motivated. His life is to "ask." In truth, all businesses life is to "ask" but most have forgotten and instead try to sell, manipulate, and at time hold hostage there very people that allow them to operate in the first place. Not Norm, he selflessly engages, informs, acquiesces, listens, cares, AND because of that, he receives. I admire him greatly and strongly believe that if more business leaders ran their organizations with the same playbook we would see significant change.

A great deal of our work over the past 18 months has been focused on helping our clients chart the murky and at times treacherous waters of business fluctuations. For some, “the best laid plans" have simply become plans "laid to rest.” For others though, this period has been one to focus on building the foundation for the future. While some sectors have a while until they return to "normal" growth, that should not be mistaken for no growth currently. In fact, most of our clients are having a banner quarter (Sure we think it's because they hired us. Paging narcissistic, party of one.).

However, the one area of concern and discussion is concentrated on creating a positive united mindset. We have spent so much time in precipitous slide to emotional malaise, that for many have become content with mediocrity. A collective shift of confidence needs to occur in order to right this ship and make these small positive upticks unfailing.

For business owners, that means the focal point needs to be back on the workforce and the consumer. In order to survive the past few years, companies did all possible to stay afloat. Some of these changes were positive business decisions and actually should have been made during the best of times. Much can get lost when we are collectively patting each other on the back. However, the same can be true when our time is spent at the water cooler of doom. We made so many alterations to the operational fabric that we didn't focus on how it would continue to fit or feel.

Personnel have been left despondent and reduced to a cog in the process. In earlier blogs we have discussed how we have advised companies to remove all silo lines of communication and create a circular dialogue. Businesses would be amazed how something as simple as providing a voice back to the employee will yield overall productivity and boast moral. Corporate leaders need to get back to leading again and stop covering their asses, while piously tucked in their ivory tower.

Consumers have spent the past few years absorbing the changes small and large. Some popular rolls of toilet paper cost 10% more than two years ago with the roll decreasing in the same sheet count. General net weight of packaged foods have been reduced slightly enough to shave costs and ultimately consumer confidence. Think I am being hyperbolic? How many times have you heard, "I have never worked so hard and made so little as I do today"? How any consumer loyalty remains is beyond me, but there are cases. Companies that have remained authentic to their brands morals will prevail. I view the seemingly minute changes as indicators for future transformation. On November 1st, weeks before the start of the holiday shopping season, a few of the companies that follow our marketing and communications principles, Amazon.com, Target and Walmart, shot the first salvo with free shipping. These companies listened to the cry of the consumer via a recent study by ComScore, which found that 55% of shoppers said they would abandon purchases in the middle of the transaction upon learning that shipping cost extra. I know you may be thinking this is inconsequential, but I argue we must start somewhere.

Bottom line is that we must finish this year strong and carry this "mo"mentum into next year. That means in all areas of your life take a moment and determine what’s working, what you can discard, what can you enhance and what needs to be jump started.

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Empathy

2010-11-08T18:06:00.000-05:00

At dinner last week with the CEO of a regional bank, I was asked what I believed to be the most important quality of a business leader today. Without hesitation, I reasoned “empathy.”

In today’s capricious economic climate, many individuals have been living with emotions perils that in spite of best efforts to squelch, assault the workplace. Additionally, the recent convergence of convergence has made “work life” and “personal life,” simply “life.” We are acutely connected to all that we embody with limited resources for escape. As such, a leader’s job is to understand their employee’s (and if possible clients/consumers) emotional pulls and pushes and understand how to guide the progress forward.

I am not suggesting there is not a need for compartmentalization of personal issues in the workplace and that all issues should be used as a reason for lack of productivity. Nor am I suggesting that as Ari Gold on “Entourage” suggests, “let’s hug it out” will be a solvent either. I am merely suggesting leaders tend to work in a silo way too often and have forgotten that without a productive (not happy) and focused, workforce accomplishment will be minimal. Taking the time to truly connect on a visceral and authentic level can garner positive returns in efficiency.

Leaders often flatter themselves with the idea that the burdens they insist on carrying are unique and original. But, really, nothing is less original. Truth is that we are all in this together so if helping the emotional load of individuals can yield success in the masses I say sign me up. It also feels great.

Also remember, we see ourselves in our love for others ...

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

What You Don't Know

2010-11-01T15:39:00.000-04:00

"Every block of stone has a statue inside it and it is the task of the sculptor to discover it." - Michelangelo

By all accounts, my father is a supreme erudite, the highly successful founder of an established law firm with an impressive history of guiding his clients to monumental success. He would often proclaim, “what you don’t know will kill you.” I heard it so many times I hummed it like a mantra. It sounds impressive and when shouted across a desk prior to walking into a legal battle it’s hard to dismiss. Most scholars and leaders of business would subscribe to my father’s way of linear thinking. Teacher’s lesson plans have little room for interpretation, deviation or original thought. Many businesses follow suit. I love my father, but, he could not be more wrong.

So much for my portion of the will.

If you are lucky, when you’re young you learn the importance of failure. I didn’t until later in life. Not because I was so successful, but rather so fearful of what I didn’t know. The lesson I often learned was “don’t try.” I mean, who wants to be killed?

No matter what you know, what you don't know always remains more important in your business journey and life progress. That’s right what you don’t know will not only NOT kill you, it shouldn’t be debilitating, but actually liberating. If you remain in a constant search for what you don't know, the chances of your growing and learning are much greater. It’s at odds with what I was taught by my father and throughout the educational system, which provides us with a false sense of confidence that the more we know the more successful we will be, the measurement tool of grades equals life preparedness.

What we don't know allows us to tap the opportunity to apply trial and error, to learn and grow. The greatest inventions in history came from the R&D portions of companies or people’s brain. Trial and error with an emphasis on error are what moves progress forward. Quick trail and success is either luck or a concept not pressing the innovative boundaries. When you have the most on the line and the least going for you, you learn the most about yourself. That is particularly true with personal change or attempting something anew.

I grew up with learning disabilities including dyslexia. That meant the wiring in my brain gave me unusual aptitudes and abilities that tended to make me go about life differently than other people (that difference scares teachers and parents). I struggled with tasks that many people find easy. I couldn’t read or spell until high school. Grammar school was filled with years of torment and negative exertion.

I had to struggle in life, making many mistakes in a quest for success, but I always kept going. I have since won awards for my writing and lead companies with their complex business thought. I do not say this to impress you, but to impress upon you that I could never have accomplished anything until I realized that what I didn’t know was equally part of my arsenal.

Learning to embrace the unknown is another way of learning to love thinking differently. If you think differently, you are going to fail now and then, but you are also going to achieve wonderful successes. If you are in constant fear of what you don’t know and the consequences of pending doom, no one would get off the starting line.

"I have not failed," Thomas Edison said at one point in his experiments to find long-burning filament. "I've just found ten thousand ways that don't work."

Yes, he was dyslexic, too.

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | London | New York
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Why Not?

2010-10-25T09:36:00.000-04:00

Ralph Waldo Emerson warned, "A foolish consistency is the hobgoblin of little minds, adored by little statesmen, philosophers and divines."

As children, immersed in the golden light of curiosity, we embrace life without question or prejudice. However, as adults, we are weighed down by our histories and past narratives. That baggage limits our ability to be open, to be truly and honestly alive, and to see things with the freshness that once came so naturally.

Professionally, I spend countless hours moving clients to view their brands with honest and unabashed realities. Personally, I spend a few hours each week engaged in activities to get that freshness back and once a year I spend a full week shedding the mental tartar build-up of life.

Children are always asking "why not?" in a effort to take forward action. Adults are often pronouncing "why not?" in effort to renounce forward action. And, one wonders why I will never grow up.

For years I've heard people say, "one's truth is staring them in the mirror." The flaw in the argument is that the reflection in the mirror is a one sided perception of the truth. We are limited creatures with difficulties looking beyond the façade.

In order to find and thus make change to one's truth, we must view a new mirror, one that enables us to liberate our inner reality. Sure, these optics can be painful, however, the truth is not always easy and you must face it without recoil.

People and businesses are scared much of the time. Being scared is one of the central constraints in our lives and imaginations. We are afraid to reveal our fragility and our weaknesses. We refuse to do anything that would expose ourselves or make ourselves vulnerable. So we hide out, tucked in our shells, and keep our different personalities or selves under wraps. We prefer to describe our weaknesses with mere captions. The unarticulated or the unimagined is easier to live with. In fact, we consider such silence to be a virtue. We think of it as a mature way to act or respond seeing ourselves as quiet, unflappable professionals or partners.

I have found the reverse to be true. When people and companies unlock greater emotional truth, one experiences life through a deeper palette of colors and gain a truer sense of life and work.

"Why not?" a child asks happily never imposing limits to their imagination, ignorant of potential consequences and armed with focus of wonder gained from an untethered, fearless soul waiting to be released.

"Why not?" I often ask adults running businesses and families. We love heroes, buy the products they endorse, follow the sport they play, read their biography, wait in long queue to watch their film or eat at the restaurant. We do this because instinctively we admire their courage and heroism and these glimpses temporarily transport us. But "why not?" do these things yourself?

I'm told often by the VP of STIR-Communications that my thoughts live in the grandiose or the future. I counter with, I'm confident she has the present under control, allowing me to dream loudly, pushing the envelope moving forward. I mean, "why not?" If it doesn't work or come to fruition, just replace it with "so what?," then move on to the next "why not?"

That's how innovation, success and life happens.

"If we all worked on the assumption that what is accepted as true is really true, there would be little hope of advance," said Orville Wright.

Examine your life and business and determine what perceived truths can be altered. What new directions can you apply, sparking a fresh outlook to even the most mundane tasks? How can just freeing yourself to say "why not?" more often make life exciting?

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Circular Brand Communications

2010-10-18T10:05:00.000-04:00

Since so many commented on last week's blog, I am continuing topic and provide an example of a company that is following our advice.

Hasbro is a company we enjoy for their willingness to embrace new communication vehicles. More to the point, they have given control of its brand directly to customers.

As noted last week, brand strategy is evolving as control shifts from companies to customers.

Traditionally, most companies have used advertising, sponsorships, and other mass communication outlets as their primary branding platforms. But to truly differentiate, more brands are incorporating the customer experience into their branding efforts, particularly online.

Hasbro, for example, is transforming itself from a toy and game company to a "branded play company," according to President and CEO Brian Goldner. Many of Hasbro's more than 1,500 brands, including Monopoly, G.I. Joe, and Transformers, are already well-known to consumers. But Goldner wants to grow even more. "We are driving our brands to understand how consumers behave," he told the audience at last week's World Business Forum in New York. " Our company has created a new mantra for its brand strategy: ‘re-imagine, reinvent, reignite,’" he exclaimed.

(Hello, see my blog dated Aug., 16, 2010. Our many followers and influence is growing. Thanks for being one of our dedicated STIR’ers and feel free to use any of the thoughts as well.)

Goldner points to Monopoly as one example. "We bring to bear all the forms and formats that a Monopoly user would be interested in," he says. The 75-year-old board game has added mobile apps, electronic versions, video games, online games, a customizable version, and continues its game partnership with McDonald's. "The more they play our games in all these other spaces, the more they come back to our [board] games. It does not cannibalize." As a result, Monopoly's brand grew by 12 percent from 2005 to 2009. He adds that each Hasbro brand has its own customer experience strategy relevant to its consumer base.

Goldner also touted a partnership with Discovery Channel to launch an online community called the "Hub" this week that features top brands. Its goal is to mix cartoons, game shows, user-generated content, and other information with online and television delivery platforms to enhance Hasbro's brands. "That allows us to create immersive brand experiences for consumers of all ages with any brand, anytime," said Goldner.

Today, companies must allow the brand to be defined by the customer. Companies now participate in, not control, the direction of the brand.

At STIR-Communications, we are regularly reminding companies that in the past brands pulled the strings – they had all the information that was to be had, and so they were able to manage consumer expectations and impressions. Today, any one individual has a megaphone that reaches literally millions of people in real time. The message is whatever each person wishes it to be.

The engaged customer wants to be involved in the direction a brand takes. A recent Alterian report, Your Brand: At Risk or Ready for Growth, surveyed 2,000 consumers in the U.S. and UK, finding that 75 percent of individuals believe there would be a positive impact from companies taking more time to find out about their needs and interests. In addition, 82 percent of those surveyed are willing to get involved in product and service development with a brand, and the same percentage says such involvement would make them more likely to promote the company to others. That's some heady statistics.

How are you currently embracing communications? What areas are showing positive returns? Where do you think the next area of penetration will be directed?

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Public Relations, Advertising, and Social Media, OH MY!

2010-10-11T09:44:00.000-04:00

(Deviating from my prior posts as your marketing Dalai Lama weaving business and life messages with poetic prose, today I offer wisdom on a business topic clients have been seeking my lofted opinion. Don't worry, I'm still clothed in robe.)

You've most likely heard the prophecy, "The meek shall inherent the Earth." As a man who is 5’5” and a buck thirty-five soaking wet, I would run daily to the window hoping the apocalypse had arrived. Films have portrayed this as scorched land inhabited by technologically advanced robots.

However, instead of a thunderous roar, the seismic shift occurred with far more subtleties. As far as the technology is concerned, Hollywood had it spot on.

Traditional advertising and communications are not dead. They simply are on a life support with a DNR tag on the toe. For years, "The Man" ran big business and big business ran us, the little guy, a.k.a. the consumer. We were thought of as a Lemming with a lobotomy, steered from one thought to the next at their nefarious will.

We were forced-fed a take it or leave it, one size fits all, approach. Since we had little outlet to voice our regal position and limited influence, we were in a quagmire of mute. Meanwhile the heads of these firms appeared "Hawkiness," even though they had zero to little general knowledge of their consumers and an even lesser desire to learn their targeted proclivity. How did they survive? Limited choices provided myopic monopolies.

However, the playing field has flip flopped. Social media and the Web have given consumers a puissant voice and influence. Small- and medium-size business owners have been afforded a competitive advantage in an ever fractionalized world, where now everyone can become a media mogul.

Businesses are taking heed realizing the very tangible outcome for a far lower cost and more direct outlet. Overall this is still a fungible highway but the results cannot be denied.

One big brand example is Ford Motor Company for its Ford Fiesta social media campaign. Through social media, Ford Fiesta received 10 million impressions with 100,000 people confirming their interest for a test drive, and 60% awareness for a car that had not even hit the market. That's consumer power. They also received valuable feedback that they applied to their design, marketing material and overall sales approach. Add in the fact all the personal information they received from the visits and you can understand why "traditional media" is in its current state.

My favorite olive oil company, FIORE Artisan Olive Oils & Balsamics, is a great example of how direct and targeted communications can help a business succeed. In spite of competing with consumer’s local and big brand grocery stores, FIORE has been able to gain market share but not only selling a FAR BETTER product (don't believe me? order the Myer lemon oil!) but they stay connected to the consumer post-sale. They send me recipes, tips, news on new products and when I posted something on their Facebook account, they responded directly. Home run!

However, there is a flip side to this new way of open communications and that is communications preparedness. In a recent New York Times article, “We got a mention! Now let’s panic,” the author referenced a few young entrepreneurs who got a mention in Oprah magazine and, as a direct result, saw their company website have a spike in sales – so much so that their server actually crashed, and “orders quintupled overnight.”

Another small company saw a similar bump from a New York Times article, as they sold 1,000 shirts in two days. Within a week, the company had quadrupled its total sales to date.

The piece is a great mention for those of us in the communications business who like to always like to read success as a result of placing stories within the media. Public Relations is genuinely one of the least expensive forms of marketing which exists.

Tradition media will survive and actually it will become a suitable and viable medium again, but this time connected to these new tools and with far more metrics applied. Cross Commerce founded by the former owners of LinkShare are out to prove just that.

Overall, we tell businesses that they need to incorporate the refined science and powerful tools at hand and create a comprehensive approach. A small media "hit" in a local outlet if you know how to capitalize on it can have the same impact as being on national TV. Just be prepared for the effect of positive campaigns and be able to support positive results.

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Measure Your Life

2010-09-20T10:06:00.001-04:00

Part 2:

… What came next was not instantaneous. I spent a year in a malaise, an emotional coma traumatized from the failure.

Note: Earlier blog where I said learning from failure and how to deal with it is crucial for future success. I speak from what I know.

Everything was turned upside-down. My plan of world dominance at any cost, one that had worked so well for over a decade, had crashed and the remnants littered every facet of my life.

One day, while driving aimlessly in the city viewing the abundant buildings being constructed, my epiphany emerged. I needed to, and could, rebuild. However, the question remained, what structure did I want to erect?

The self-imposed introspective sabbatical taught me I couldn’t return to a linear, no-nonsense configuration resembling my former self. Although, I wish that there was a easier and less painful way to have gotten to this point, I realized in this next chapter of my life that I really could have it ALL.

I remembered the business emotional theorist, Fredrick Herzberg, asserting that the powerful motivator in our lives isn’t money; it’s the opportunity to learn, grow in responsibilities, contribute to others and be recognized for achievements. Easy to accept when money is flowing, but could he actually be right? I have come to find out the former can arrive in abundance and with more pleasure, if the latter is the core focus.

Here are some of my life principals:

Life Strategy

I created a structure that needed to prove long-term returns. I started at what was the most important: how can I ensure my relationships with my family and friends prove to be enduring sources of happiness? No one ever sets out to have estranged relationships, disruptive communications, and failed businesses, however, so many plans lead to that result. They didn’t keep the true purpose of life at the front and center as they decided to spend their time, talent and energy. Many fooling themselves thinking they can focus at a later time.

Every day I spend an allocated period of time to focus solely on enhancing the above. If instead, I use this time to work, I would be horribly misspending my life. I apply my knowledge of business far less and with far less importance per year, than apply my knowledge of the purpose of my life, which I do daily. It’s the single most useful thing I have ever learned.

Andy Grove has remarked, “Clarity about the purpose in life will trump knowledge of activity-based costing, balanced scorecards, core competence, disruptive innovation, the four P’s of marketing, or the five forces.”

Culture

The next area of focus was what brand of “me” I wanted to development. I am not a visionary and never was blessed with a crystal ball to show me the future. As such, I needed to create a culture that was rooted in strong values that could deal with any ebb and flow. At work, I wielded one-sided power for over 10 years, coercion, threats, punishment, etc. to secure cooperation. Many business leaders and leaders of households start this way, asserting their will. If “success” is shown, a culture is formed.

Problem is that over time it proves taxing and counterproductive for long-term success. If you’re a CEO maybe you get fired, your workforce quits or your company loses market share. Bad, but not nearly as horrible if you don’t create the right culture in your life. I have many friends who operate with their children and relationships in the power culture. There comes a point, usually in teen years for children, when power no longer yields the same results. At that point, too many parents wish they had begun to build a culture at home where children instinctively behave respectfully towards one another, choose the right things to do, listen and adhere to advice. Families, just like businesses, have cultures. If you want your workforce or your children to have strong self-esteem, confidence and the ability to solve hard problems, those qualities do not magically materialize.

You must design your culture early and reinforce it with love and understanding often.

Compartmentalize

My friend Brian was famous for saying he was a master at compartmentalizing. I, on the other hand, put everything on my plate and allowed my ADD to battle out what to attack first. The decisions about allocating your personal time, energy and talent ultimately shape your life’s strategy. People who are highly driven to excel have an unconscious propensity to underinvested in their families and friends and overinvest in their careers -- even though intimate and loving relationships are more powerful and more enduring sources of happiness.

Humility

I never showed much humility in that prior life. Being void of humility is actually a form of low-self esteem. Realizing your place in the world provides great comfort and personal power. I now know who I am and feel tremendous about the form I have molded. As such, my humility has allowed me to respect others more, have the confidence to understand I know very little of life’s forces, learn to be open to contrarian view points and always live life trying to help others.

My yardstick

As I mentioned last week, I had lost it all. However, the people I made money for still had theirs. I made them millions of dollars off ideas and executables I created. During my soul searching I concluded that I had to live my life by a different measuring tool. My friends and family and business associates will not assess my life in dollars, but with the metric of the amount of individuals whose lives I touch. I do not want nor do I personal judge my life with individual prominence. I believe that’s the way it should and untimely is for all of us.

Your time to read and share my words is greatly appreciated. I know these past two weeks seem less about marketing or business and more of a personal melodrama or a page from the playbook of some self-help book. In truth, it’s more about business and life than all those others combined.

I look forward to hearing what is on your life plan.

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Measure Your Life

2010-09-13T09:43:00.000-04:00

Part 1:

As I stood on the Spanish Steps looking out on the Piazza Nirvana, the location of my most recent success (a multi-million dollar fashion show with the top Italian designers broadcast live on three Rai TV channels, E! Europe and VH1), I knew my business life was pretty good.

I popped open the bottle of Dom and shared with my friends Elle MacPherson, Naomi Campbell, Claudia Schiffer and Daniela Peštová. OK, my business life was better than pretty good, it was amazing. I was surrounded by "Super Models" and being flown around the world on other peoples dime to create publicity. Even though at points, my job was the mental equivalent of shooting a firework into the air and waiting for the crowd to say "ohhh," I convinced myself fulfillment was over rated.

I was at the top of my game, and those type of moments had been reoccurring the prior five years and continued for another five thereafter. The pace required: harried, my approach: similar to a pit bull carrying a chainsaw in a china shop. I disregarded feelings, eliminated empathy, embraced narcissism and did anything needed for the client. I was a complete mercenary and embraced the role boldly even framing a film poster "This Gun For Hire" behind my desk.

The spoils went to the rich and I enjoyed all. Material items and money, well let's say that was never going to be an issue again. In quite moments, I always felt I was wearing someone else's suit.

Then, in late 2000 I took my successful business track record and bloated hubris into a new venture. One driven only for the pursuit of more cash. I should never have participated in it, as I wasn't prepared for it, but thought I would simply will my way to success. However, I ignored all warning signs of impending doom and my personal internal signs of discomfort and figured why wouldn't it be great? It always was prior.

More importantly, it conflicted with a new found moral compass I was beginning to discover.

And then, I lost everything. EVERYTHING!

However, what came next...

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Labor Day

2010-09-06T10:02:00.000-04:00

I am sure you missed it or your eye didn’t catch it, the name didn’t resonate when you stumbled across it in the back of your newspaper or on the fifth page of a Google search of last Friday’s news. However, for me it was front and center.

Jim MacLaren was dead at the age of 47.

Although sadden by the event, I thought, “How fitting this should happen on Labor Day weekend. Jim taught us to never stop ‘working’ in order to accomplish your dreams.”

When Jim was hit by a New York City bus in 1985, the former lacrosse and football player lost his left leg below the knee. As a sign of his incredible drive and determination, he transformed his former football-player physique (6’ 5” and 300 pounds) to that of an endurance athlete. Undeterred and filled with determination, Jim “worked” relentlessly and became one of the first paratriathletes to complete the Ironman World Championship.

Jim inspired the world with his incredible determination and drive.

He would go on to finish the Ironman World Championship in 1989 in 12:13:50 (three years later he went 10:42:50) and completed the New York City Marathon in 3:16. All were records for amputee athletes and earning him the prestigious honor of being inducted into The Ironman Hall of Fame.

The tales of Jim’s feats could have sufficiently ended with the above. However, in 1993 Jim was hit by a van during another triathlon. Jim was left paralyzed and a quadriplegic. When friends came to visit expressing their sorrow, Jim countered with plans of how he would once again “work” to get back to racing. Thing is, he was never supposed to move or feel below his neck again. I guess they forgot to tell Jim this. He amazed doctors, eventually regaining partial use of his limbs. With money raised from charity events, Jim was provided with a special bike that allowed him to operate and enter a race again.

Jim’s work outside of racing continued in the form of charity and public speaking. He worked to inspire and motivate us all (see: Emmanuel’s Gift) and to find the nobility in the laborious tasks of labor.

As we take the time to celebrate the unofficial end of summer with family and friends, frolic one last time in the pool, picnic and rest our bodies for the changing of the seasons. Pause for a moment and exult in the hard work of life, you and others accomplish daily.

Just set the alarm, because Tuesday it’s back to the laborious grind.

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: 561.386.8064
o: 305.407.1723
e: Greg@STIR-Communications.com

The Power of the "P" Word

2010-08-30T08:55:00.000-04:00

"Procrastination is the art of keeping up with yesterday and avoiding today." - Dr. Wayne Dyer

"People who are way out of sync with the digital maelstrom of the moment aren't always bad followers. They might be great leaders.” - Seth Godin

(7:00 a.m. Friday) I wanted to write about this subject weeks ago, however, I just couldn’t. I intended to, even started it a few times, but something pulled me away, filled the gap, diverted my attention and drive for action. Just not sure what …

(8:46 a.m. Friday) I often delve into daily news stories on various subjects compiled by Google. Regularly I found myself scanning business leaders on Twitter who choose to condense wisdom into 140 characters. Repeatedly, I am viewing the extremely critical life messages left on friend’s Facebook pages, about what they were eating, pictures of their kids, the outfit they “had to have” or the movie they felt compelled to review. I am connected to various RSS feeds and others blogs and newsletters so I am instantly “in the know.” Nearly 45 minutes of one day was spent watching YouTube videos, transfixed by a laughing baby. There are numerous daily texts I receive and send (yes, I’m a giver), office gossip, longer than needed meetings and lunches, thousand or so emails I engage in weekly and countless phone calls. At night there is always some compelling television show about grown adults acting like Lord of the Flies, and if cable is out, there is always vital pop culture information in Us Weekly, InStyle and People magazine that is beckoning to be read.

(10:08 a.m. Friday) Do you think? Nah, couldn’t be….

(11:22 a.m. Friday) Today's technologically dependent society can opt for hyper efficiency, boundless achievements, unrivaled progression, yet mindless procrastination continues, often manifested through electronics. Procrastination has moved from a bad habit state to a behavioral trait, thriving on a cycle of blame shifting and avoidance. Falling victim to this "habit" myself, I have been on a personal mission to seek out the cause of procrastination. Alright not the cause, who has time for that, but at least some imperative information. It’s not like I have anything else to do.

(12:46 p.m. Friday) The traits of procrastination are obvious, more interesting are the traits of the procrastinator. Chronic procrastinators avoid revealing information about their abilities, prefer menial tasks, make poor time estimates, tend to focus on the past and do not act on their intentions. These characteristics have been related to low self-esteem, perfectionism, non-competitiveness, self-deception, self-control, self-confidence, depression and anxiety.

Wait a second; didn’t the proliferation of numerous medications for those very symptoms arrive in the past decade as technological advancements have been at its height? Haven't children been diagnosed with ADD and variations of same at an alarming rate during this time period? Is this new form of procrastination just an internal cry for help to give our brains some quiet time? Just spit-balling here folks …

(4:30 p.m. Friday) Behavioral procrastination is equated with self-handicap. Essentially, this self-handicap provides a means for further blame shifting, as could be seen in an example of a student doing poorly on an exam and using procrastination as an excuse. The second type of procrastination, decisional, is the pattern of postponing a decision when dealing with conflicts and choices. People with high decisional procrastination display tendencies of perfectionism in taking longer to make decisions.

Research done by Dr. R.L. Strub, an expert on the brain, links procrastination to physical disorders and lesions in the brain, particularly in the frontal lobe, specifically the bilateral hemisphere in Globus Pallidus.

The prefrontal cortex (PFC) of the frontal lobe controls cognitive processes. Many of its functions are routinely used in daily life (i.e. judgment, planning, critical thinking, empathy, attention span, organization, etc.). As the most evolved part of the brain, the PFC is responsible for necessary behavior in a social sphere, consequently affecting our personalities.

"The capacity of the individual to generate goals and to achieve them is considered to be an essential aspect of a mature and effective personality. It is not a social convention or an artifact of culture. It is hard wired in the construction of the prefrontal cortex and its connections,” says Dr. Strub.

When a person needs to focus, the PFC decreases the distracting input from the other brain areas. Therefore, if there is a problem with the PFC, there is no filter mechanism at work or life.

So, you’re saying I may need a brain scan…

(7:20 p.m. Friday) There is yet to be any treatment offered for biological procrastination. However, for those people who subscribe to psychological explanation, there is help after all. Researchers offer an oversimplified solution that recommends procrastinators change the way they think. On a more individual basis, to tackle the universal problem of procrastination, people can try becoming aware of internal excuses, breaking up difficult tasks, focus on the negative consequences, make lists and most importantly question the rationale behind procrastination.

(8:22 a.m. Saturday) At STIR-Communications we have and continue to incorporate processes that help curtail procrastination. Employees are requested to work in at least two 90 min blocks of time per day where phones, text, all social network devices, and nonessential conversations are curtailed. In addition, all projects and clients are placed in a systematic task list and focused on in specific blocks of time. This allows for employees to not be distracted by the enormities of tasks at hand, but rather provide a keen focus at precise missions. This coming week we will take that even further by implementing technology to further assist our production.

(11:05 a.m. Saturday) That is, if we can all find the time to take the tutorial.

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Growth

2010-08-23T09:57:00.001-04:00

Growth refers to an increase in some quantity over time. The quantity can be:

Physical (e.g., growth in height, growth in an amount of money)
Abstract (e.g., a system becoming more complex, an organism becoming more mature)

Growth is a funny thing in business and life. There is a fundamental belief that we must be growing at all times in order to realize triumph. At STIR-Communications, I am driven by an infectious impatience (those who work with me would refer it as a parasite). I try to inculcate it in the entire organization, so that things not only get done but get done in double quick time. For us, speed provides one aspect for growth.

Our dreams are never myopic. We can all clearly visualize our end results, conjure feelings of euphoria delivered by our definition of transcendent success, and even feel the breeze as we are being fanned, sprawled out on our private beach.

However, knowing how to chart the course towards that achievement and capitalize on the consequential, but often subtle “growth moments” in your life, is where the magic lies.

"Without continual growth and progress, such words as improvement, achievement, and success have no meaning.” - Benjamin Franklin

My past week was filled with “growth moments.” I spent less time working but immersing myself into the lives of clients and friends, as well as integrating needed self-actualization.

It opened with a journalist and formidable marketer in his own right, whom I respect, asking me to explain the process of being me. More to the point the process of writing this very blog and why I felt compelled to join “the fraternity of ranting blowhards, force-feeding their pontifications upon unwilling and unsuspecting masses.” OK, he didn’t say that last part, but that’s how I felt when the focus was positioned on me. All answers provided could have been recapitulated with responding “growth.”

Introspective growth.

"Write to be understood, speak to be heard, read to grow...” - Lawrence Clark Powell

I spent personal time with an artisan baker. She has somehow been able to incorporate nirvana within bite size morsels of desserts and other baked goodness. With her legions of followers and cult-like status, she has been able to build an impressive business. She is also an entrepreneurial role model, a terrific mother and wonderful wife. So, what’s the issue?

Growth.

From a business perspective, how to build the processes to handle any capacity needed? Where to expand and can the product and brand attributes remain intact? What type of business do we want to become? What is our ultimate goal? From a personal perspective, how do you give more, when you are already giving a lot? Why do we want to build? What effect and affect will this have on our family? What is our ultimate goal? Yes, that last one always needs to be placed on both regions.

Growth assessment.

"Don't wait until everything is just right. It will never be perfect. There will always be challenges, obstacles and less than perfect conditions. So what. Get started now. With each step you take, you will grow stronger and stronger, more and more skilled, more and more self-confident and more and more successful.” - Mark Victor Hansen

A friend and client will be named to the 2010 Inc. 5000 list this week. This is not a validation of company validity or vitality but a confirmation of tremendous growth. What an amazing accomplishment in its own right, but couple it with the fact the company was only two persons deep a little over 5 years ago and in an industry that is small and doesn’t allow for entrants to invade the sector easily, this is amazing. This growth was deliberate. Innovative processes where employed to witness these results and the growth was not made for self indulgence but for survival. This growth will be met with more growth and this company will become a behemoth.

Achievement growth.

“There are no such things as limits to growth, because there are no limits to the human capacity for intelligence, imagination, and wonder.” - Ronald Reagan

My youngest child started kindergarten this week. Although he has been in school for the past two years, this seemed more real, more monumental and a reminder you cannot squelch the inevitable. After getting him situated in his class and grappling with personal concern about his readiness to tackle the new challenges ahead, he leaned in and said, “Daddy, I think it’s time for you to go, and remember to do something good at work today.”

Personal growth.

“I'm a big believer in growth. Life is not about achievement, it's about learning and growth, and developing qualities like compassion, patience, perseverance, love, and joy, and so forth. And so if that is the case, then I think our goals should include something which stretches us.” - Jack Canfield

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

The power of “RE”

2010-08-16T09:06:00.000-04:00

(6:00 AM August 16, 2010 - REfilling cup of coffee, second time.)

I try to write my blog the week prior, not the morning of. However work at STIR-Communications and my other ventures have been excitedly busy and time got away from me. I am trying to be REsourceful and find a direction for some quick thoughts. Sorry for the brevity. If this doesn’t move you, REread one prior.

I admit it. I am an internal optimist. I love the new, the uphill, the challenge and the underdog. I believe in a bright future, where dreams come true and anything is possible. I wake up daily filled with joy, count my blessings and ensure I engage in life. This is not to say I am not faced with counter emotions of sadness and even tragedy, but even in those moments as well as in my daily business life, I lean on the power of “RE.”

“RE” allows me to change a point of view, fail and begin again, succeed and strive to become even better. “RE” gives me hope, allows me to wish. “R” and “E” are the two most powerful letters in the English language when placed together. “RE” should be a staple in your business and life’s arsenal.

I recently spent some time in New York City with family and friends REconnecting, REabsorbing and REdiscovering the city I called home the majority of my life. REtracing old patterns, I visited some of my favorite spots, REenacting days gone by and REincarnating emotions I had long thought buried. I spent private moments with my father REacting and REaddressing his current life battle. I REassured him I would stay close to family members who were in the middle of REassessing their personal directions. I left my vacation with a REdivivus spirit and REkindled sense of purpose.

My return home was met with all business, I needed to REfocus and the power of “RE” helped me through. First stop was with the President of a development company, who, when it’s all said and done, will deliver the most significant property in the entire Southeast. This has not been an easy task and in many ways mirrors the exact development patterns and hurdles of the famed Rockefeller Center in the early 1900’s. I admire this man, if for nothing else, his determination to succeed. To wake each day facing the slings and arrows from all, with the only hope of one day basking in a REfutable state is not easy. He has never once REcoiled from public perception, even if most has be pure REgurgitation of inaccurate hearsay. Our talks ending with a decision to REevaluate current direction and possibly REcast anew.

Much of my time last week was spent with the Chairman of a national consumer product company. We have been hired to REcreate a product and sector category. To REvive a brand and REestablish market dominance and move the masses to REthink about their current way of life. I will be telling you more about this in the coming weeks.

Whatever you may be faced with this week be confident in your success, get REenergized.

For now, I need to take out the garbage and REnew, REuse and REcycle.

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

One Fish Two Fish Red Fish Blue Fish

2010-08-09T09:33:00.000-04:00

One Fish Two Fish Red Fish Blue Fish

By. Dr. Seuss

Funny things are everywhere.

Here are some who like to run.

They run for fun in the hot, hot sun.

Oh me! Oh my! Oh me! oh my!

What a lot of funny things go by.

Today is gone. Today was fun.

Tomorrow is another one.

Every day, from here to there.

funny things are everywhere.

Everything that mattered to me in life, much of which formulated my directional existence, I learned from Theodor S. Geisel. He showed me life has a glorious rhythmic cadence. Life’s laughter should be loud, uncontrollable and often. Words are powerful and emotions more so. Life’s levity should be taken seriously, and seriousness, with a touch of levity.

Ted did much in his life, but the areas that touched me greatly were born below deck on a battle ship, while Ted listened to the rhythm of the ship’s engine in an attempt to distract himself from the terrifying storm. Ted began to write nonsensical poems to the motors pounding beat. With the rhythm still persisting in his head about a week after leaving the ship, and as a form of personal therapy, he began to set words to the beat. When completed, instead of signing with his real name, he opted instead to use his middle name as well as take the liberty to bestow a doctorate to boot. At that moment, the world welcomed Dr. Seuss, and my life was forever changed because of it.

His words were unpredictable and grouped in unusual combinations. Often his words were his own creations all together. His sounds resonated in the phonological loop of working memory with echoic retention. He never bounced outside the world of propriety, but also never paid attention to established rules. He never worried about what was, but concentrated on what was not.

I admired his sensibilities and fall back on them often.

He decided he would publish his works. However, he was rejected by the first 28 publishing houses he encountered. Their reasoning was that the writing, “And to Think That I Saw It on Mulberry Street,” was just too different from the other books on the market.

Sorry my blog wasn’t around back then …

Luckily, the 29th publisher realized that different was the point, and by the time of his death in 1991, the 46 books written and illustrated by Ted had sold more than 200 million copies and translated into 20 languages.

This week, bring a little “Suessian” to your life and business. Buy a book or two or go online and read them again. If you have the opportunity, read one to a child and watch their synapses fire. Remember that its fine to think out OR inside the box, as long as you do it with a fox, wearing oranges socks and eating bagels and lox.

Mostly, just be creative. Here, there, and everywhere.

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

The Meaning

2010-08-02T09:49:00.000-04:00

We, as a society, try so hard to fit in that we have forgotten the power that lies in standing out.

Firstly let me say, THANK YOU ALL. Since starting this blog, we have grown twofold with those requesting to be placed on our email list. In addition, many of you have written comments to me directly. Those have been unexpected and nothing short of touching. When I decided to write this blog, the hardest part was to determine the subject matter I would tackle weekly. I was advised to stick to areas directly tied to my vocation in a linear, a “how to” approach or discuss business issues in general and then try to tie them in with our company, STIR-Communications, seamlessly showing you all the high level services we provide to drive business. Ultimately, neither felt true to my own personal brand. I didn’t what to use this to be a shill OR some expert blogger.

I have no truths, only opinions. I wanted to place perspectives on paper, insights into my personal life lenses. I hoped it would resonate, but I knew more often I would be judged, ignored, or ridiculed. I wanted to feel the pressures of deadlines, new ideas and introspection. I wanted to shed facades and I needed to break predictability.

We, as a society, try so hard to fit in that we have forgotten the power that lies in standing out.

Claude Monet was the Impressionist Movement. His blurry, bright, slightly inaccurate and short of complete detailed paintings broke all traditions prior. His idea was to capture an image on first impression and prior to the lens of focus. He said he was striving for “instantaneity.” He also determined life was color and eliminated black from his pallet. Instead, he created shades with varying contrasting colors being influenced by surrounding other colors.

This blog is an attempt to eliminate the empty space and black from sentences. Like Monet, we believe words are influenced by surrounding words.

This blog, like my life may:

a) Ignore details

b) Exaggerate color

c) Remove the black

At times, it may not make perfect sense nor should it. I hope its left brain conceived, but with right brain language, impressionistic and dazzling.

We, as a society, try so hard to fit in that we have forgotten the power that lies in standing out.

All my best,

Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Choices

2010-07-26T09:26:00.001-04:00

What would life and business be like if everyone took full responsibility for themselves?

If they didn’t pass the buck, if they extended themselves beyond their job description, realized their paycheck was not a right but an earned metric, created solutions rather than extending issues, served rather than portrayed entitlement?

“Indecision is debilitating. It feeds upon itself; one might almost say, habit forming. Not only that, but it is contagious; it transmits itself onto others … Business is dependent upon action. It cannot go forward by hesitation. Those in executive positions must fortify themselves with facts and accept responsibility for decisions based upon them. Often greater risk is involved postponement than making the wrong decision. ‘One of these days,’ is none of these days,” said Harry A. Hopf.

It was 20 years ago when I first read Mr. Hopf’s words on business management. What struck me than was that this was written in the early 1900’s and it resonated eloquently in the 1990’s.

(Then again, Michael Bolton had a number one song that year so anything of substance would have stood out.)

Fast forward to present time and businesses are more dependent on acute action and unwavering accountability, but now it’s no longer solely in the hands of executives. If you agree with me that “everything communicates,” nothing “communicates” worse than inability of action.

I am positive that many people have no idea where they’re going these days. Not in life, love or business. Worse, I get the feeling they just don’t care. Lewis Carrolls' Cheshire Cat famous from Alice in Wonderland remarked, “If you don’t care very much where you are going, any road will get you there.”

Are we an “any road” society?

Faith Popcorn wrote about the danger of too many choices, “We used to believe we can become anything we wanted to be. Now we tell ourselves we can be everything we want to be.” Problem is that most people are afraid to choose because they don’t want to leave anything out or worse will make the wrong decision.

At STIR-Communications, we work hard at empowering all to make choices on their own, sometimes manufacturing decision making opportunities even when not necessary, simply to reinforce the importance of decisive action at every level.

My experience is most decisions (ending wrong) are not nearly as monumental as not making the choice to begin with. Later today, you will be forced to make a decision. I hope you take a moment to think about the options and then do what needs to be done, no waffling. Pull the trigger and ride the bullet.

All my best,

Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Heroes

2010-07-19T10:05:00.002-04:00

I have made you do it. Controlled you to buy it, forced you to go, and convinced you to think it was wonderful or that it wasn’t. I created hype, hyperbole and hysteria. I built greatness when the truth was mediocrity. If the truth was greatness, I turned it into superhuman. My ideas have caused you to purchase sneakers you thought made you more fit, soft drinks that gave you instant energy, technology you didn’t know you couldn’t live without and much more. I did and do these things brilliantly, piously hiding behind the veil of advertising and marketing.

However, it hit me somewhere along the way; our industry’s actions have contributed to a seismic societal shift, a pandemic deficiency of reasonable reasoning. An advertising inverted shift alongside the space/time continuum where people now have clearer relationships with “brands” and their supposed meanings than real life activities.

A week ago, millions of people world-wide tuned into ESPN to view “The Decision” by NBA player LeBron James to hear him announce where he would be playing the game of basketball for the coming years. When the decision was made for him to go to the Miami Heat, fans of that team and city rejoiced to a degree near frenzy. I saw a father holding his twin boys proclaim, “This was the happiest day of his life!” Sad thing is I believe him. Others were jumping on each other, kissing strangers, lighting fireworks and fits of random dancing.

Conversely, the fans of other cities in the running, especially the Cleveland Cavaliers where James would be departing, reacted with hysteria. People began to cry, scream, and publicly burn pictures and jerseys bearing James’ likeness. The Cleveland NBC News interviewed a family where the mother explained, “My kids will be devastated; who will they look up to now?” The father quickly added, “Our heroes are letting us down.”

Really?

Have we lost all sense of irony? Are we wading in the shallow end of a spiritual poverty pool? How is it possible that a recent poll shows Spencer Pratt, Heidi Montag and the Kardashian’s with a more favorable Q-Rating than Stephen Hawking? (Pause for effect.) Hello People?!?!

My job has actually become harder to convince people to focus on reality than Reality TV. We must break this cycle!

As I've said, I helped cause a lot of this. I too represented many void of substance, heavy on narcissism. I made you believe.

I spent sometime this week with a friend of mine who is a pediatric opthamologist. He was explaining to me the numerous procedures he and his partners perform on children. Each one of these procedures creates positive life altering effects for the child and the child's family. One disease in particular effects preemies: (ROP) Retinopathy of Prematurity. Very few doctors perform this type of surgery, and without the procedure, the child will be blind. He does, they don't.

I sit on the Board of Directors for the Make-A-Wish Foundation of Southern Florida. Two amazing men and a dedicated staff lead the organization here. They help change lives daily. That's not hyperbole, I've seen it firsthand.

My neighbor down the block is a "First Responder." A job that has him vow to risk his life for the well being of yours.

The two guys running the charity, the doctor and the neighbor down the street may never become household names. You will never wear their jersey's or have reason to burn them in effigy. However, they will also never be famous for arbitrage and that means something to me.

When I point my children in the direction of a hero, those aforementioned and others that walk among us in our daily lives are where I will look. Who will you point to?

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Harnessing Tenacity

2010-07-12T09:24:00.000-04:00

I need to look no further then my 5 year old to point out one of the most important traits in business and life: tenacity. Using the word in a sentence, he asked what it meant and I explained its essence being, “never giving up on something you want or believe in.”

A glazed look, followed by an, “ok daddy,” saw him off to get dressed for a picnic. At the event, kids had an opportunity to win a goldfish by bouncing a ping-pong ball in a bowl. My son was determined to win. In the hot sun, 15 times my son tried, missed, headed to the back of the line and undeterred, tried again. On the 16th try, the ball entered the bowl and he leaped for joy, embraced me and proclaimed, “Daddy, I have it!” “The goldfish” I responded?

“No, I have tenacity!”

Sure, the fish and the win meant something, but he reminded me that the pursuit, the understanding of lessons learned in the journey and an unwavering resolute, were where the magic lied. With each execution, my son was gleaning important lessons he would incorporate in the following attempts. If whenever during that process he allowed my attempts at imposing my will, with suggestions this challenge was out of his reach or we had exhausted our attempts, the final outcome would be entirely different and I would have robbed him and myself of a key life lesson.

Far too often in business and in life, those in leadership positions fail to recognize there is more than one way to get to a final outcome, not to mention the importance of never giving up. Classrooms are the worst example of this and why we must encourage real world learning as a complement. Scholastics and many organizations profess there is only one environment to learn, one correct answer and one process to achieve results. Wrong, Wrong and Wrong! This destroys our exploration, creativity and steadfastness.

At STIR-Communications and our other businesses, I always hire on attitude and enthusiasm and not experience. My philosophy is you can teach someone almost any skill but you cannot teach them passion. I do highly value IQ (intelligence quotient) but not nearly as much as I value EQ (emotional quotient). I strongly believe to achieve great success, knowing how to identify, assess, assimilate, manage and control one’s self emotions is a key to survival and desired results. School, books, teachers and organizations cannot teach you this. Less and less, important work is done in an office. It’s the real world that teaches survival and it is why we push people out the door.

I spent some time this past week with Izzy Havenick of Magic City Casino. He and his family have a long, illustrious and tenacious business and philanthropic history. This past year they received their gaming license and are poised to operate one of Florida’s most significant attractions owned by a tax paying organization. I am no stranger to the gaming industry as I have helped orchestrate the openings of New York New York Hotel & Casino in Las Vegas, Harrah's Casino’s outdoor pavilion in Las Vegas and have created several events for Caesars Palace in Las Vegas and Atlantic City. Never during that time did I have a warm and fuzzy feeling for a gaming operator or ever felt they were sympathetic figures or even role models, until now. Izzy and his family spent decades battling significant hurdles trying to make their family dream come true. They would try, they would lose, they would be undeterred and they would try again, each time with a slightly different approach but never once with any less passion and belief. As we strolled across the floors, bells dinging, lights flashing and hundreds of people excitedly parting with their money, I suggested to Izzy that he must be proud. Without missing a beat he said, “I am proud for my mother and father (who died during the process) and my family who refused to walk away.” He led me to an area in the casino where a row of all the slot machines would provide a portion of the proceeds to various charities. Izzy explained, “My mother is most proud of this area -- to be able to give to those in need and who never give up hope.”

What a wonderful way of exemplifying and rewarding tenacity.

How do you instill, recognize and reward tenacity at work and in life? Who has shown you great examples of tenacious behavior?

All my best,

Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com

Reengineer the Machine

2010-07-05T09:48:00.000-04:00

I would like to begin this week answering an email I received from a friend who noted even though much of our topics are business related, he can as easily transfer and incorporate them within his personal life. Well, of course and isn’t that really the point? My greatest role is being Co-Chairman of my household and where much of the communications tools discussed here are first test-marketed.

I was recently called by the Chairman & CEO of a Fortune 1000 company seeking my council on the development of “Interpersonal Relationships” within an organization.

He was aware that our company has in the past 24 months, as James Champy wrote, “Reengineered the machine” and took a thriving multi-million dollar company and blew it up (money and lifestyle be dammed!) in order to build a company that would be more suited to the new world of business. (I will write about this in future blogs, in between my therapy sessions and meetings with my suicidal accountant.)

Although he was not looking for those types of extreme measures, he wisely determined that business has changed drastically in the past decade.

I pointed out that in the early 2000’s we began to see the business paradigm shifting from a top-down approach to a bottom-up approach. Employees, as well as customers and clients, were beginning to drive the direction of companies like never before. However, for the same reason, the first approach finally crumbled, we concluded that this is why the “new” approach was riddled with flaws and would soon follow suit.

As such, we created and implemented a different structure: “Circular Communications.” We determined that information had become extremely ubiquitous, speed to market in which businesses would be forced to operate in the future would be on hyper-drive, and why, for many without the benefit of proprietary products, they would become a commodity. As such, if the product playing field will soon become equaled, the way you communicate and deliver your product needs to be more efficient.

In Circular Communications, every person within the organism plays a vital role and is heard, they become an active participant and “ideas” shared and weighted equally. There is still a hierarchy and decisions can still be made at the top, but now with all understanding the process. You would be amazed at how much of a difference this structure will improve business, increase company moral, communication and loyalty. Most importantly, it positively impacts interpersonal relationships.

We determined to best implement long-term change, focus should begin on the following: broadening interpersonal relationships throughout the numerous department channels, sharing knowledge in an open forum, providing tools to encourage discussions, creating metrics to define successes and implementing key findings to guide the future growth of their business.

For my friend who emailed me, all of these are the same channels one can use to build a stronger family dynamic.

How are your current communications structured in your work, relationships and family? Are you operating on a linear or circular format? Are you encouraging, optimizing and empowering everyone within the system?

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: greg@STIR-Communications.com

Perceptual Reality

2010-06-28T10:31:00.003-04:00

Poet John Godfrey Saxe famously tells of six men of Indostan …“To learning much inclined, Who went to see the Elephant (Though all of them were blind), That each by observation Might satisfy his mind.”

Those who have read the poem will recall that the first blind man felt the broad side of the animal and proclaimed the elephant “is very like a wall.” The second, feeling the elephant’s tusk cried, “This wonder of an Elephant is very like a spear!” Struggling with the elephants squirming trunk, the third said, “the Elephant is very like a snake!” The fourth man feeling the elephant’s knee said, “’Tis clear enough the Elephant is very like a tree!” The fifth, feeling the ear said, “This marvel of an Elephant is very like a fan!” The sixth man, feeling the tail said, “the Elephant is very like a rope!”

In perceptual reality, each of the men was correct.

Often my job is to not only see all six points of view, but to convince “one blind man” to see the elephant as I wish.

My father, a lawyer by profession and a historian by nature, often would remind me to “focus in the grey” since, as he believed, the world is rarely black and white. The advise he ingrained into my psyche, along with the countless books I have engulfed on the human brain, have taught me that focusing in the grey was really forcing me to understand the delicate dynamic of perception and reality.

Although I will not generally use this blog to tout my company’s unique skill sets, the way we delve deeply into perceptual realities has become a stable quiver in the arrows of our arsenal at STIR-Communications. Not wishing to appear too nerdy, we tell our clients it’s simply segmenting.

“Perception is a dynamic conflict between the attempts of an outer world to impose an actuality on us and our efforts to transform this actuality into a self-centered perspective. Perception is a confrontation between an inward directed vector of external reality compelling awareness and an outward-directed vector of physiological, cultural, and psychological transformation.” An excerpt from The Dynamic Psychological Field by R.J. Rummel.

We all see everything differently, even if we both can agree on a specific color or taste, we are actually seeing or tasting something different. Knowing this, have you ever considered your co-workers, consumers/clients, friends and family live in their own private perceptual reality? Instead of expecting them to see the elephant as you do, why not try and see what they are seeing?

Who knows … you might finally see enough of the animal to make sense of it all.

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: greg@STIR-Communications.com

Gravity

2010-06-21T09:45:00.001-04:00

I was thinking yesterday about gravity and its delicate balance between simplicity and enormity. A force so great it holds the planets in our galaxy in line, the rotational direction of the earth, moon and sun. It causes all that is suspended in mid air to fall to the ground, without expectation. However, this force can be broken with the simple action of picking a penny from the ground.

I have determined that just like gravity, our lives are punctuated in the same delicate balance. Live a life of enrichment and the powerful forces are aligned; falter and we crash to the ground. In life and in business, when missteps occur in numbers, it becomes a daunting task to break. It appears moments of clarity and goodwill are quickly erased by additional acts of disappointment and failure. However, just like the picking up of the penny, it’s as simply to put things back on track. In uncertain economic times it can seems we are spending more time fighting off challenges and issues rather than celebrating successes.

Last week I spent many hours meeting with three extremely accomplished individuals to discuss a project in which we are all involved. One is the former head of a major global film studio and most recently lead the broadband direction of the world's largest Internet provider; the second is a leader in digital media, technology, business consulting and capital investment, and the third is in charge of a highly influential non-profit educational center focused around the world of entertainment. The specific project is significant and not without major obstacles, not only requiring an assemblage of many tangible components to achieve success, it requires an assemblage of shifting mind sets. The former is underway, the latter, is the real issue and a hurdle many of us face.

Anyone can have an idea or create a product, but only a few know how to create like-minded demand. Apple didn't invent the smart phone, MP3 or a digital book reader, however, they have been able to move the mindset of the masses to embrace their vision, brand philosophy and product design in an evangelical manner.

Some companies seem endlessly successful in making us see the inherent needs of their product offerings or overall business vision. Others seem like Don Quixote shooting at windmills.

It’s funny how significant past success can influence people’s perception for future success. During a moment of clarity (or bathroom break) it was asked why this group was so positive that they can bring to market this monumental project, alter mass perception, and do something no one else has ever done before. The answers: "That's what being a leader is about" … "The world is truly built on those few who lead and the majority that follow" … "It is because no one has been able to do it before, that we are positive we can" … "Think of all the great inventions in history that almost all you either didn't know you needed or others felt it would not be a demand." Somehow when coming from this group is didn't sound like palaver. I have always said, "The problem with the "norm" is it fails to see the "new" as a viable mechanism."

So here we go, with full recognition of the pull of "gravity" from the task at hand. We remain confident we can alter the force of nature.

What forces are controlling your life? How will you pick up the penny?

(For the record and I know what you're thinking, I am acutely aware I am least qualified in all aspects of life to be part of this group.)

All my best,
Greg

Greg Salsburg
The Big STIR
STIR-Communications
http://www.stir-communications.com/
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723

Change

2010-06-14T09:54:00.000-04:00

"If it ain't broke don't fix it" or "If it ain't broke, don't break it" have each been popular clichés I have heard uttered by some well regarded leaders in business, as if they were mandates. Only problem, both can actually be counter-intuitive to business success. Change, even change for change's sake, is a vital business organism to evoke creativity, innovation, efficient resource allocation and adaptability. I am not talking about blowing up a company to start fresh, nor am I suggesting a move from being a farming widget maker to a pharmaceutical widget supplier. However, if you can pull off that niche go for it, we will provide our services for free, just for the ride.

James March of Stanford University eloquently explained: Exploitation (doing what works today) drives out exploration (seeking out risky but potentially valuable new ways of doing things). A company that is seemingly healthy and well performing for sometime without any change, can actually be vulnerable to major disruptions.

Harvard professors have determined that even the change you implement needs to change from application to application in order for the productive disruption to take place.

Do you workout? Ever hit a plateau and growth becomes stagnant? It's not because you are doing anything wrong, it's that the body has become comfortable and has anticipated the output. Switch up the routine and progress will immediately return. Many companies operate in the same manner, maintaining business functions around a single criterion and creating a silo effect. I saw in a span of three months one company almost have a mutiny and mass exodus of top employees and then double digit growth in the same year. All caused by changing personal office locations within the company's offices, removing solid doors and replacing with clear glass ones, and insisting each key personal in each division share information with other service lines at staff meetings. Many people love well-established routines and are uncomfortable and will reject change. However, top performers are that way because they know how to adapt. Some will even find it a new challenge. For the rest, change reminds them this is a place of business and performance is the indicator. (Some will simply disappear.)

At our company, we have made major shifts in the past 18 months. It’s been difficult, but now are we seeing the positive returns that come with strategic change.

The risk of not assessing your internal and external business functions, directions, market condition is costly. Not allowing for your business to change to capitalize on those opportunities is deadly.

All my best,
Greg

Greg Salsburg
The Big STIR | STIR-Communications
http://www.stir-communications.com/
Miami | New York | London
c: (561) 386-8064 | o: (305) 407-1723

Firsts

2010-06-07T15:29:00.002-04:00

So this is my first blog, a new start. I've tweeted, facebooked, YouTubed and various other elements of "Info sharing" but never a blog. I read others; some religiously, some occasionally and many begrudgingly but consistently felt the world never needed to be initiated with my dribble. Sure, for years I have been blessed to be paid for many of the very ideas I felt you would not want to read about for free. May say something about who I hold in highest regard. However, recently not just our global clients are tapping in, but an ever increasing number of people have been reaching out to me or our company, STIR-Communications, seeking opinion on various subjects. So, with great humility I begin.

Since this is all about firsts, let's talk beginnings. If you are in the sales business, make a cold call, if you're in the creative industry come up with an idea, any idea. If you're a chef, throw some ingredients in a bowl and see if it works. Bottom-line, whatever industry you're in, remember to begin. We measure success too often on the sales and final outcomes. However, there is something very noble and commendable in "the start." Don't get bogged down in details for the pursuit of success. Those are stifling. Nothing great can ever be achieved if you don't start.

greg salsburg / The Big STIR / STIR-Communications.com

c. 561.386.8064 / t. 305.407.1723 / f. 305.407.1729
miami / london / new york