Pow! Right Between The Eyes! Andy Nulman's Blog About Surprise

Kill The Yahbot

Here's what's been driving me crazy lately:

The "Yahbot."

The Yahbot is a creature that's been infiltrating way too many of my meetings these days.  The Yahbot is a stone-deaf, loudmouth pain in the ass.   He looks somewhat like the creature below.

As oft-mentioned here, over at Airborne, we have launched a major new project and will launch an even more major one within months.  This necessitates countless meetings, pitches and dog-and-pony shows.  And the Yahbot has reared its ugly head at just about every one. 

The Yahbot, to better explain, is that time in a professional (or personal...it doesn't discriminate) encounter when the other side reacts to one of your statements with a sledgehammer:

"Yeah, but..."

I hate the damn Yahbot.

In essence it means "I agree with you, however..."

What it REALLY means though, is "I disagree."  Or more likely, "I don't care what you say.  Here's my opinion."

Now I'm a big boy.  I've been in business for well over three decades.  I can take criticism.  I can take a "no."  In fact, I kinda relish both; they bring out the fight, make me stand up for what I believe in, and show me another side that I wouldn't have normally seen.

But the Yahbot is way worse than criticism.  It's a dismissal of your point; a waiting game for the other side's turn to make theirs.  It's a "I kinda hear some noise emanating from your piehole, but I choose not to actually listen to it."

Now maybe I'm too anal when it comes to semantics.  But by actually listening to and taking an interest in the message, the Yahbot can be defeated by saying:

"I agree with your point...and here's a way I see to improve it." 
(If you agree, there is no "but.")

or

"I disagree...and think we should do (whatever) instead."
(If there's a "but," you don't agree.)

Walk down the path together, or face your crossroads.  Either way, you kill the Yahbot...

...which brings to life better communications, better teamwork and better decisions.

So, as you read this, I am off to Toronto for two days of meetings and presentations.

And Yahbot hunting. 

Will let you know how many scalps I return with. 

Pow! An Underdog's Most Valuable Tool

Aw come on!

As all FOPs (Friends of Pow!) know, I'm not as nasty or curmudgeonly as I came off a couple of posts ago.

Some emails I get are quite delightful. Gratifying, even. They make writing this blog, and giving up weekends to write the Pow! book, worthwhile.  Like this one from Virgil Dickerson, who owns a tenacious little music label called Suburban Home Records in Denver, Colorado:

Andy, I just wanted to thank you for writing a really interesting book and wanted to share with you 2 recent situations that were inspired by the book. Understand that we are a small, struggling label that recently celebrated 14 years of business. In those 14 years, we have done all we can to adapt to an industry that is attempting to sell something people actively get for free.

Although I didn't know it, I have been using Surprise here and there throughout those years. Here are the 2 examples inspired by your book:

Vinyl Collective/Suburban Home introduces Whatever

Just like the soft drink company example, this got me thinking that all of our customers at our Vinyl Collective store might be up for a surprise. The excitement that ensued and the discussion it created was monumental. We sold over 300 "Whatevers" (see below) in 3 days and have sold close to 500 "Whatevers" in the weeks that followed.

Suburban Home Turns 14…WANTS TO GIVE IT TO YOU

It was a free album. We set up a page where anyone anywhere could pick out any of over 50 free albums for free. They put in their email, selected the album of their choice, decided if they wanted to be on our newsletter, and we sent them a free code to download one of our albums. Although people with the know-how can download our albums for free on peer to peer sites, never has an independent label done this. The press we received was huge, the response was amazing, and the praise was out of control. We have given away over 5,000 albums in less than 2 weeks and have noticed an increase in sales amongst those people.

These two projects have been 2 of the more exciting things we have ever done and I just wanted to say thanks. Your book will no doubt inspire other surprising announcements that will hopefully keep new fans coming to our little label. Thanks.

Virgil Dickerson

Yeah, other books may sell more, but I gotta tell you, this stuff works.  Everywhere.  And for everyone who has the guts to try it.

Check out Virgil's stuff and help him out by buying something.

Then join him in exploiting the power of...well, you-know-what.

Blissed On! (Chilling Out The Day After)

Jeez, how does this work?

Write a nasty post and make two new friends...

Within minutes of yesterday's nuclear missive, I heard from a very magnanimous and professional Mike Chapman with some major mea culpas ("Thanks, but better make 'em to your client," was my response. "She's the one who pays you."). 

Not long after, Jeanne Bliss herself popped up in the inbox.

I ended up calling her, and we had a delightful lil' chat about everything from the pugnacious process of plugging books to my upcoming visit to Rock Camp in L.A.

Yeah, we all screw up from time to time.  These days, it's how we respond that makes a difference.

Done right, the end result can be even better than had everything gone right in the first place.  As Picasso said, "All art is merely recovery from the deviation of a straight line." 

So well done, Mike and Jeanne.

See you on the best-seller list.

Blissed Off (Don't Get Me Mad On a Friday)

There's an old expression that goes "There's no such thing as bad publicity."

...so I trust that Jeanne Bliss and Mike Chapman will benefit from the following.

Now before I get started, let me say that I love Jeanne Bliss.  Not in a sexual or motherly way, but I dig her work.  A longtime proponent of doing right by the customer, she has parlayed a wealth of experience at megacorps like Coldwell Banker, Allstate, Microsoft and Land's End into her own successful coaching, speaking and writing business/career.  So when I get an email about/from her, I open it up immediately.

Now, as an author, I know that plugging a book is a tough slog, but this kind of stuff devalues the process.  I copy and paste and bring it to you verbatim...with some comments in red itals.

Hello, Andy. (Uhh...punctuation check, please!)

Jeanne Bliss – www.customerbliss.com -  who I’m working with, is about to have her new website completed and live (to coincide with the release of the book) (uh, what book?) and one of the things she’s really interested in doing is posting YouTubes (Congrats!  YouTube videos have become proper nouns!) on the site under a “Decision/Vision” section that focuses on customer service.

The idea is to capture that moment on video when companies decide to be a great (a great what?) by being great at customer service. Of course an interview or recap is most practical since we don’t know when those moments are coming. (Huh?)

I’m wondering if you would be interested? (Uh, maybe, but interested in what exactly?) In true social media fashion we’re trying to ask and not tell people what we we’re looking for so I’d love any ideas you have. (Whoa!  This really sucks.  This is in true LAZINESS fashion.  YOUR job IS to tell me what you're looking for.  It's YOUR job to generate ideas for Jeanne, not mine.  Don't try pull the wool over my eyes by playing the "social media" card.)

Also, would you like some copies of the new book to keep, giveaway, etc.? (Etc.?  Like what, use as firewood?) All I need is an address and I can get you 5 or 10. (Now there's a qualifier for ya! How about a pulse?  Or a knowledge of the English language?  Or an interest in the subject matter?  And only 5 or 10?  Come on, you piker!  Why not send a case so that I can return 'em to Borders and finance my weekend reverie?) 

Thanks a bunch,

Mike Chapman

Now I'm sure Mike is a nice guy, kind to kids, pays his taxes, etc.  But please, don't try to sell me a book about blissful customer experience with such a dreadful, error-ridden, sloppy and disrespectful (to both Jeanne and me) customer experience. 

Hmmm...unless this is some brilliant anti-marketing showing how NOT to do it.

Jeanne, good luck with "I Love You More Than My Dog."  I really hope it works and sells well.  So much so that I'll close off this rant with a picture of it...

...and a link, for Mike, about Seth Godin's latest ventue. You may need it.

Ring of Higher

I don't often involve my entire family in my blog, but given what transpired last week, it would be a great disservice not to.

To celebrate a landmark birthday, they hit me with a monumental Surprise.  No, not the perfunctory party, but going for multiple sweetspots, they presented me with a piece of jewelry whose emotional make-up and personal relevance far supersedes the astonishing bling factor.

First of all, the ring was designed by my two sons, Hayes and Aidan.  Both creative beyond their years in their own fields (Hayes works with his hands and Aidan with words), they were tasked by my wife to create a Nulman family ring that would be worn by all three of us Nulman males.  Hayes initially formed a four-N square out of tinfoil that would be used as a base, and then the two got to adding bits of pieces of us to it.  In addition to the inspiration, my wife provided the diamonds, taken from her original engagement ring.

I could try to explain this four-sided masterpiece, but it's best left up to the "Map" the boys wrote and made me read to fully understand the piece as it was presented to me.  I've edited a bit for brevity's sake, and to avoid long-winded explanations of family stories, (but added my comments in bracketed italics):

The Ring

We've spoken about it before, but we never knew what the right occasion was,  Dad, it's finally here. You're turning 50  Time for a(nother) "balling" ring.  This time, with 23% more meaning. (That's Aidan's warped sense of humor.)

Side 1: The Snowboard

As always, you were way ahead of the curve on this one (we started over 15 years ago).  We're very proud to be a family of snowboarders--not just two dopey kids who do it--and now we can show it off, even when we're not on the mountain.  We can't wait to hit the POW!(der) again this year, and for many to come. (Note the Pow! exclamation marks on each side of the board.)

Side 2: The Treble Clef

Since music is such a big part of your life, it's always been a big part of ours, too.  Whether it was journalism (I started my career as a rock journalist at the age of 16), taking us to KISS concerts, or listening to the sounds of the '60s in your 'Vette, we're glad you shared this love of yours with us.  If only Mom had joined the Bar Mitzvah Band (Aidan played drums, I sang and Hayes played guitar at his Bar Mitzvah), we could've been the Jewish Partridge Family.

Side 3: The Hockey Stick

Going to hockey games together has been a Nulman tradition ever since Zaidie Harry (or longer, we're not sure). (My grandfather was a furrier, who made coats for the wives of the Montreal Canadiens in the '50s and '60s.)  Now that you're a player again (I just made the transition from goalie to defenceman after 20 years in nets), I can't wait to finally be on your team. (Hayes is still a goalie...and way better than I ever was.)  Let's name the team the Westmount Warhols. (As a tribute to our love of contemporary art, note the paintbrushes that flank the hockey stick.)

Side 4: The Jewish Star-Flake

As we see it, there are only two things that bring the four of us together, other than ourselves, of course. Now that we hatchlings have left your nest, we're always looking forward to Jewish Holidays and winter vacations. (The winterized Star of David embodies them both.) They are, after all, when we make it an even bigger point to spend time together.

So what can I say?  The result is so eye-catching, I have to repeat the story over and over to whomever sees it (from now on, I'm just giving them this URL).  And feeling a little left out, my wife has ordered her own version of the ring, making it a true, gender-inclusive, family heirloom.

Best.  Birthday.  Ever.

Mssng

A simple point explained efficiently, with style, grace and relevant anecdotes.

Such is the mid-way review of the entrancing "In Pursuit of Elegance," a truly thought-provoking read by Matthew E. May.  The book's seven-word subtitle--"Why The Best Ideas Have Something Missing"--not only describe its subject matter perfectly, but walks the talk by piquing one's curiosity to want to find out more.  And find out fast.  Which is what I've been doing ever since I got my little hands on this one.

A kindred spirit in many ways--we share a speaking agent, a love of contemporary art, and a profound appreciation for the aesthetically-pleasing--Matthew and I also agree on the power of Surprise...well, if you can believe this insightful passage from the "Seduced By Nothing" chapter of his aforementioned tome:

"Seductive ideas rest on our ability to spark the kind of intrigue that will keep the imagination engaged.  Not knowing exactly what's going to happen next...keeps us glued to our seats when watching a thriller and quickly turning the pages in a mystery novel. 

"If we can too easily guess the outcome, or if the conclusion is not surprising enough, we are disappointed.  As soon as we become confident in our conclusion, we may lose interest entirely."

And now...time to jump back in and finish the oh-so-elegant rest.

Feeding The Hand That You Bite (Theory 27)

Spent the weekend amongst some of the most fervent and knowledgeable film fans on the planet at the Toronto International Film Festival.

And as I eavesdropped on their knowing banter about movies, directors, actors, even poster designers, and the interlocking of all their previous work, I started to understand the tenuous, yet necessary relationship between new and old media.

The most passionate fan-boys and fan-girls I saw and heard were all under 35, and obvious in their experience at downloading--okay, pirating--some copyrighted work.  In the privacy of their dens, bedrooms or dorm rooms, they have all ripped off an artist and/or a media conglomerate. Or hundreds of 'em.

But in the process, they have gained knowledge.  And fueled passion.  And in turn, converted what they have stolen individually into a collective financial transaction when they gather in cinemas with each other at events like TIFF. 

In essence, they are feeding the hand that they have bitten.

Same thing goes for music.  I've seen my sons, particularly my eldest, download for years.  But I've also seen him become a ravenous expert in indie music, spreading the gospel on the most obscure bands and spending a disproportionate amount of his income catching 'em in concert.

So there's the rub--the answer, my friends, is to convert individual piracy into collective commerce.  The payoff is in the collective.

Strange world.  But that's where I see the biz going.

The future of media belongs to the large-scale, shared experience magnets for singular passion.

The future of media belongs to the event makers.

Four Seasons, Two Bills, One-derful

I love the Four Seasons Hotel.  Can't afford to stay there too often, but I can't remember anything less than the most stellar of Surprisingly supreme customer service anytime I've been there.

Most recent add to the luxury hostel's hit-list happened Saturday night when I was dining at it's Society Cafe in Toronto with some old friends.

We ordered a bottle of wine for about $65.  Unfortunately, they had run out of it, but recommended another bottle, which was described with a smile as "an upgrade."

Now we've all been down this bait-and-switch path before, but it was late, and we were in a good mood, and it was the middle of the Toronto International Film Festival and...anyway, damn the expense and bring it on.  If it's that much better, it'll sooth the upcoming wallet bruise.

So...imagine our surprise when we were presented with two bills. 

• One to show us the price of the "upgraded" wine (about a 50% premium).
• The other the actual dinner tally, with the upgraded wine charged to our bill at the original $65 price tag.

Class act. 

Once again.

A Prestigious Homecoming...I Hope

Despite my rather infamous last appearance at a McGill University event, or perhaps BECAUSE of it, I've actually been invited back to my ol' alma mater as part of this year's prestigious Homecoming line-up.  I don't believe it either, but I guess what's below confirms that it's real.

Yup, on Saturday, October 17th, I'll be interviewed by the eminent marketing prof Karl Moore in the Classes Without Quizzes CEO Speakers Series.  Admission is free (so I promise you that you'll at least get more than you'll pay for), but you gotta reserve tix here. (And since I'll be speaking at such a scholarly event, I had better stop using words like "Yup" and "gotta.")

Don't know where I'll be going with all this, but I had an interesting chat with Prof. Moore earlier this week.  Renowned as one of the world's top business thinkers, I know Karl more as an on-ice opponent (and occasional teammate) from our Executive Hockey League.  Our brief dialogue went something like this:

KARL:Uh Andy, I checked the time of our event for homecoming, and it's 90 minutes long!

ANDY: So?

KARL: I usually interview people for about half an hour, then open up the floor to questions for 30 minutes.  I don't know what I'll do with an hour-and-a-half.

ANDY: Chill Karl.  It's showbiz.  I usually need 30 minutes just to clear my throat.

KARL: What are you talking about?

Uh oh.  A culture clash indeed.  Can't wait.  Hope to see you there.

The Moment. To Live It or To Capture It?

I get it, but I don't necessarily understand it.

Or perhaps it's the other way around...

Either way, the miniaturization of cameras and their insertion into virtually every handheld communication device has made us a nation of cyclopses.  The big screen of life as we now know it is increasingly viewed through the small screen in our palms.  

The result includes the rise "citizen journalism," and terrabytes of imagery stored and displayed on YouTube, Flickr, Photobucket, Facebook and the like.

That's the good news.

The bad news is that people are losing the emotional value of the live moment.

Tell ya what I mean--a couple of weeks ago, I took in the momentous "Walking With Dinosaurs" show when it rumbled into town.  While not without its flaws, the life-size, life-like re-creations of dinosaurs were staggering, and given their immense grandeur, literally "in your face."

Yet as I watched the show, I was distracted by a persistent glow throughout the arena--the glow of cameras and cellphones capturing the gargantuan action on teeny screens.  So transfixed were these spectators that most of 'em didn't even look up.

It wasn't just the dinosaurs.  At two concerts I attended over the past three weeks, people all around me did the same, from vantage points that reduced the on-stage action into little more than unrecognizable stick figures bathed in a colorful blur of light on their screens. 

As I said, I get it.  You pays your ticket, you wanna bring home a souvenir of the show...and share it with others.  But in doing so, something's gotta give. It's hard to clap with one hand affixed to an electronic device. It's hard to dance if it throws off the focus and stabilization.  It's hard to appreciate the emotion of the immediate when you are absorbing it for tomorrow through the filter of a camera lens. Ask yourself:

Are you enjoying?

Or merely capturing?

It reminds me of a parent of one of my son's gradeschool classmates.  He attended EVERY ONE of his daughter's recitals, plays, events, what have you, but saw EVERY SINGLE MINUTE of 'em through a video camera.  For six years, I never saw this guy's right eye.  So...while he can re-live every moment, the real question is:

Was he ever really there in the first place?

This is the problem. 

The solution?

If I were a band or a touring show, what I would do is give each fan a free DVD (I would say weblink, but most of the stuff ALREADY exists on the web) stocked with hundreds of photos, video clips et al, and tell 'em that why I don't mind if they take pix, I would rather they stay focused on the show itself. 

This way, they could have their souvenir cake, eat it too, and fully absorb the moments that build the crucial stage-to-fan bond.

Because once that goes...there will nothing left to take pictures of. 

Except, maybe, you and I.

Say Cheese...

Spic and Spam

Okay, misleading headline.  I actually appreciated getting this in my inbox last week:

--------------------------------------------------------------------------------------------------

Dear Mr. Nulman,

We hope you are enjoying your Dyson vacuum.

To help keep it working at its best, please make sure you wash the filters every now and then. We recommend you wash the filters on your DC16 every 6 months.

If you'd prefer one of our experts talk you through it, call us toll-free at 1 877 397 6622.

Dyson Customer Service is available from 8am - 7pm Monday - Friday and 9am - 5pm on Saturday (EST).

To help you remember, we will send you this wash day reminder every 6 months. Washing your filters regularly will help to keep your machine working at its best.

Thank you,

Dyson Customer Service

--------------------------------------------------------------------------------------------------

The difference between this and the swampload of other email drivel I get from companies--whether or not I opted-in--is that the information from Dyson is needed, not necessarily known, and most likely not remembered. 

This is a value-add to a product I already invested in.  No sell job, no nonsense, just something I could use.  And a very positive thought bubble about Dyson that they wouldn't have gotten otherwise.

Here's the little I've learned about company-to-consumer communication:

People don't give a damn about YOUR news.

People care about themselves.

Help them...and you help yourselves.

And now...off to wash some filters.

Buying To Sell

I have all the respect in the world for salespeople.

My late parents both pounded the pavement for years, and despite some highfalutin titles I've enjoyed over a storied career, I know that deep down, my most notable achievements were merely selling others on things, concepts, events and people that I passionately believed in.

This is why, instead of shooing them away with disdain, I watched with admiration two people try to sell us a new photocopier at Airborne last week.

Gotta give this pair a lot of credit (I didn't get their names, as I observed them interact with our receptionist Julie Arsenault from my office).  In a still-tough economy, they were hustling door-to-door with an intriguing pitch.  The opening line was pure Pow! "Rear View Mirror" tactical brilliance:

"Hello.  I would like to know if I could BUY your photocopier."

The follow-up to an astonished Julie was a little more typical, but in a cash-for-clunkers scenario, the pair were willing to pay us to take away our current machine...as long as we replaced it with one of theirs.

We didn't bite for a couple of reasons, main being that we are quite happy with our relatively-new Pitney-Bowes machine.

But I gotta tell you...we listened.  And we talked about it after.  How many people do that to YOUR sales pitch?

A different time, a different scenario, perhaps this would've paid off for the pair monetarily.

For now...well, at least there's a laudatory blog post.