The Indium Corporation hosts many high school and college job shadow students, interns, and the like. We enjoy every aspect of it. We gain valuable insight into these people (generationally, technologically, sociologically, etc.), we're forced to explain ourselves to someone exploring the basics (always a learning experience - in both directions), and we love supporting these tremendously bright and curious students - and our community. Also, it's just plain fun!
Today a high school junior sat in my office, looked at a poster of my rock band, looked at posters of two magazine articles of a custom motorcycle that I designed and crafted, then looked at my business card and asked (with total innocent sincerity), "Why are you here?"
I knew this was going to be a special moment, and that I was talking to a special person. How many 16-year olds would put all that together so quickly, then risk asking this question?
My response, "Please expand on your question." I wanted to be sure I understood exactly where she was, and what kind of answer she needed.
She went on to ask that, if I am so enthusiastic about motorcycle design and building, and song writing/guitar playing/performing, why aren't I doing those things for a living. Ahh, to be so innocent.
My answer: "I AM doing those things."
I then went on to explain how every element associated with writing a song, conceiving of a bike design, crafting custom motorcycle parts, arranging a funk song, putting together a band, cutting and welding steel, and entering a bike in a show or performing at a concert are EXACTLY the same elements associated with B2B Marcom.
My musical audience has needs, wants, options, and desires: just like my B2B customers. My band is a collection of personalities with various skills, capabilities, and interests: just like my Marcom, Sales, and Technical Support teams.
Conceiving, cultivating, and developing ANY truly successful Marcom project requires a visceral understanding of the target audience, working with teams, drawing upon creativity (as well as tried and true tools), taking risks, getting hurt, being surprised, respecting constraints, focusing on the goal, and more. These exact words can be applied to forming a band and taking the stage or drawing up a bike design and breaking out the torches.
Don't, for a second, believe that B2B Marcom can't rock. Because it's not about the subject, it's about YOU! Everything you do can rock.
You just gotta' rock it!
Seth also shared this cartoon, sent to him by a reader who saw it in the Denver Post. It addresses the issue of honesty head-on. Yes, we can fabricate stories and hoodwink our audience, but not for too long.
Congratulations B2B Marcom leaders! You had a great 2011, filled with many achievements. You are now preparing to settle into 2012 and enjoy the fruits of your labors. Not so fast!

Travis Stanton
I say this nearly every day: "Always begin at the end."
And, when it comes to goal setting, I say it isn't a GOAL if it isn't put down in writing. There's something very powerful about the very act of touching that pen to the paper, of hitting the key, and seeing your thoughts on display. When we put our GOAL in writing we are exposed for being disorganized, scattered, incoherent, or (hopefully) logical, focused, thorough, inspired, and aligned with the team.
If you've been in business to business marketing communications for any length of time you've heard parts of this. If you are a newbie, this might freak you out. Trust me on this one: seasoned pros stay very sharp on this topic, beginners MUST ramp up and get really good with this, fast.

Here is another example of a residence. This time it exists in modern times, was designed with modern technologies, built with modern tools - to address a modern goal.
It is always important, sometimes critical, to come off well when interviewed. Most often the interviewer is an industry (or larger) celebrity and the printed or videoed story/article will appear in an influential trade journal, website, or blog. The third-party credibility, maybe even endorsement, lent by being interviewed by a prestigious personality or publication could be very valuable to your organization. The command, albeit brief, of the media's audience - your target audience - is highly desired. Other times you may be communicating with an internal team - the people you work with every day. Additionally, you may be interviewed by your local news media for good, or not so good, reasons. It's never been easier to capture your thoughts, in audio, in writing, on video, and share them with your key decision makers and stakeholders. This is show time, people!
Another element of "working with the interviewer" involves you, as the Marcom leader, accompanying your engineer (or other person being interviewed) to the interview. Take some of the stress off of them by handling minor chores for them. For example, if at a trade show, take a quick final look at your colleague: remove their exhibition badge, take all the pens and metal rulers from their shirt pocket, etc. In addition, add further value by doing things the interviewee could never do. Monitor the interview - chime in when you see a chance to improve things. Whether it involves lighting, camera angle, content, flow, or even the need for a quick break - you can add value from the sidelines. In the image (right) I was monitoring the video capture on the interview technician's computer. I noted people in the background and other potential distractions. Be sure the interviewer is prepared for your involvement. CAUTION: Do not be a "stage mom". Everyone hates that person!
#7: ARRIVE EARLY: You being comfortable and relaxed will transfer to the interviewer and to your audience. It's the same when you are harried, stressed, and off balance. Arrive early, feel great, own the space, and shine.
I'd like to coin a term, "nuse". It means to use the news, in a bad way, to your benefit.
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