Harnessing the Power of Disruptive Principles

Going against the old axiom, “it is ain’t broke, don’t fix it.” One communications firm taking on brand change.

It was time for another change but not simply for change sake. A powerful reboot that would provide immediate displacement and unease internally but with the strategic planning that would bare long-term success.

As our EVP Deidre Krause often says, you hurt the ones you love the most. Since we are self-obsessed, highly narcissistic and clearly love ourselves more than we love you, why not inflict this process on someone who we want to benefit the most? Our latest victim for this arduous torture: our own company, STiR-communications.

If you visit our site you will notice there have been many changes. We determined it was time to come out from the shadows and share with all our brand identity and company mission. If you viewed our video on the homepage you will see that we have never been shy at playing on the fringe. As a matter of fact and as a matter of rule, the fringe is where we focus. It’s where innovation propagates. Where tomorrow’s general acceptance is today’s feared or misunderstood. Do what’s right, not what’s easy has been a long-standing mantra at our company and a basis for the work and consult we provide our clients.

A myriad of companies within marketing, advertising and public relations have been forced of late to rethink their business models because of economic unrest. For the majority, these are reactive measures, many being implemented too late.

However, years earlier and ahead of the curve, we changed our entire method of operation and applied forward thinking initiatives that would not simply serve our clients and our company for the moment and better prepare them for the future. When we made those changes – and the many since – we have been dismissed more often than embraced. That is, except by our clients.

One of my business stewards is Harvard Business Professor Clayton Christensen. Within his book, The Innovator’s Dilemma, he describes that “most companies with a practiced discipline of listening to their best customers, and identifying new products or services that promise greater profitability and growth, are rarely able to build a case for disruptive principles regularly until it’s too late.”

So here we go again. This time the journey is emblematic of our new mission. We no longer will serve solely as thought leaders but embrace the purpose to be thought providers.

Over the coming months our newly designed site will organically grow further, serving as a resource and portal for a wealth of information pertaining to numerous business, marketing and life topics. We will update this information regularly, which will be housed in the “Inspiration” section of our website, and hope you will use and further provide this information to others.

As a first step in growing this portal organically, we ask you start by sending this email to at least five friends. Additionally, we’d love to hear from you about some topics you would like to be discussed within this section.

We will continue to deliver award winning design, forwarding thinking digital media and strategic public relations that drive our clients financial initiatives upward. But along the way and regardless if we are working for you, we hope we can provide for you.

Enjoy

Gone, Back, Gone, But Never Forgotten

The gag order has been lifted, my vibrant prose no longer required to be heard solely by the numerous personalities running amok inside my head. (Somehow each with their own neuroses.)

My buds, Sergey and Larry continue to maintain technological dominance, and, as I predicted in our meetings, Facebook is showing the chinks in the armor of a pedestrian utility.  Who could have imagined that a company that solves the needs of billions of people daily, built on a vibrant and intuitive algorithm AND has figured out how to make money, has a brighter future than one that hopes to make you their "friend"?  With that said, MZ, I enjoyed our meetings, still wish you remained private and still believe the future is bright.

Too much time has passed since the last blog to catch you up on all, but I can tell you this - our company, STiR-Communications, is experiencing tremendous growth and exciting things continue to happen. We have been working with amazing companies and wonderful people, I feel blessed every day. My A.D.D. is acting up and once again I got the itch to redesign our site and the direction of our social media. As the song goes, "See you in September."

In the meantime, if you need some STiR'ing, we would love to hear from 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

GAG, ORDER!!!

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. 

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.

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.

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.

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

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

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:

1. Identify the Unifying Principles of your company.
2. Write them down.
3. 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

...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

"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