Guiding Principles

I admire organizations that have a strong corporate culture, which usually begins with a clear sense of purpose. In some cases, it's a "mission statement." In other cases, it's a statement of values or guiding principles. You might even call it a conscience. Regardless of how it is defined, it is critical. It's certainly no coincidence that the most successful companies infuse these principles into everything they do.

It's hard to believe you can boil a company like Nike down to 2 words, but they can: Nike claims to Bring Inspiration and Innovation to Every Athlete in the World. Meanwhile, the BBC asks potential employees to test their personal values against the company's to determine whether the candidate would fit in (Take the test here). In Kansas City, Sprint promotes its value internally as a "single, ownable idea," while other companies, like Disney, go so far as to implement "service standards," defining not only what they do, but how they do it.

It all starts with a clear understanding of WHAT the organization does- and better yet, WHY it matters. This is where the company finds its value. I'm always suprised by how many organizations get by without a clear sense of purpose. Instead of empowering employees to be creative and collaborative, purpose-less organizations breed employees who are often risk-averse, siloed and territorial. Yet, for those with a clear and well-articulated purpose, the best organizations go a step further by not only defining the WHAT and the WHY, they also articulate HOW their mission will be manifested. This permeates all levels from the chief executive to the entry-level hourly.

Fortune Magazine annually lists the 100 Best Companies to Work For, including Google (this year's no. 1) and Kansas City's very own American Century Investments (no. 15). A common thread? Every company on the list provides its employees with a clear purpose, and they are rewarded with loyalty and productivity- which is just as good for morale as it is for the bottom line.

Graduation Speech

This past weekend, I was invited to give the graduation address at Ellinwood High School, in Central Kansas. The principal there invited me after hearing me speak at a Kansas Honors Banquet. It was humbling, especially when I discovered one of the student speakers I had to follow was a 6-time state champion in forensics (i.e. public speaking). A tough act to follow.

Speaking to this generation is tough. Their sense of history is very different from mine. For instance, they've known nothing but war in their lifetimes, being born into the Gulf War. I struggled to think of the most significant events of the past ten years that were not tragedies- there were only a few. Still, this group brings more hope and optimism for change than the generations that preceded them. Expectations for the Class of 2007 are high. An excerpt from the opening of my speech is below:

And now seniors, the class of 2007, I want to address you for a while. After all, today is about you- and all about what’s next. But I’ve got news for you- yesterday was all about you too. And tomorrow… well, I’ll get to that in a minute.

It’s a lot to take in, with families in attendance, you’re sitting there with your friends, you’ve got after-parties to think about. I recognize the important role of the commencement speech- in that it will be forgotten as soon as I leave the stage. With apologies to Abraham Lincoln, who stated at Gettysburg: “The world will little note nor long remember what we say here.” Still, “it is altogether fitting and proper that we should do this.”

Or perhaps it would be just as meaningful to quote another influential figure of modern history. As Ferris Bueller said, on the occasion of his momentous “Day Off:” “Life moves pretty fast. If you don’t stop and look around once in awhile, you could miss it.”

Members of the graduating class, I implore you- on this day- to stop, and look around. Life does move pretty fast. And you don’t want to miss what’s next.

To read the entire speech, click here.

LIVESTRONG DAY 2007

Today was LIVESTRONG DAY, when the Lance Armstrong Foundation (LAF) mobilizes thousands of cancer survivorship advocates throughout the country. Delegates from every state met with elected officials in Washington D.C., while hundreds of local events took place across the country- all organized by volunteers.

A quick glance on the LAF web site showed there were no events organized in my community, so I immediately thought of what I could do. Surely I could do something. Anything. At the very least, I could hand out LIVESTRONG wrist bands and tell local school children about Lance Armstrong's amazing story.

Sure, cancer is a weighty subject for kids, yet it affects 3 out of every 4 families in America. How do you talk about cancer with kids? At least Armstrong's story provides an optimistic- even inspiring- way to look at the disease, so I attempted- after reading one too many Dr. Seuss books- to tell it in verse. Here's an excerpt:

Lance finally got better, but it took awhile
When he was all better he just had to smile

The doctor said "Wait, I want you to know
Your cancer could always come back tomorrow."

Lance said, "Okay, there’s just one thing to do:
We’ll have to fight cancer, but I’ll need your help too."

(Read entire story here)

After reading to my daughter's class of 4 and 5-year-olds, I showed them a video sent by the LAF, then collected penny donations from the class to help fight cancer. Everyone who donated will receive a yellow LIVESTRONG wrist band from the LAF. It's not much, but it's something. And who knows, maybe one of these kids will cure cancer one day.

Mac or PC?

"Hello, I'm a Mac."
"...And I'm a PC."
Apple's brilliant ad campaign, which starts with this simple exchange between two actors, attempts to assign personality traits to both Apple's core products (no pun intended) and their competitors' products, such as a Microsoft's recently-released Vista operating system.

It works for two reasons. Apple exploits what has been a foundation of the brand since its inception- it has personality. In fact, Apple's brand essence is so easily defined, practically anyone could tell you. Apple computers are fun, easy to use, well-designed and powerful. That's all they've ever been. That's why they are one of my "Best Brands." In fact, they have so successfully branded themselves in the industry, that they have defined it- bringing me to my next point.

Quick- name another industry that defines itself by whether you have the minority market-shareholder product vs. everything else? I can't do it. Do you use Skippy or peanut butter? Do you drive a Honda or a car? Perhaps in an industry with a dominant leader in terms of mindshare (Harley Davidson?) this is possible, but Apple has done what few companies could ever dream of doing- differentiating themselves to the point of defining the category for consumers. Try to purchase software, a computer game or a peripheral and odds are the first question you'll get asked is "Mac or PC?"

In reality, a computer from Apple is still a PC (remember, that's a personal computer), it just doesn't run Windows (well, except that it can), nor is it a UNIX box, nor can it run Linux, etc. (well...). Anyway, by now you get the point. Macs are different. Apple is different. And they're for people who are different. Which of course begs the question- are you different or are you just like everybody else?

Starbucks: A best Brand

I'm currently reading Joseph Michelli's book "The Starbucks Experience" to gain insights on how such a well-branded company carefully crafted its image. Michelli wondered too, and when he approached Starbucks about his idea, he was surprised to receive full support and unfettered access at all levels. Such openness may be suprising at first glance, but that alone tells you everything you need to know about Starbucks' success; Everyone from the CEO to the baristas behind the counter embody the brand with clarity, consistency and passion.

Wait a minute here, I thought we were just talking about coffee? Exactly. Passion is critical, whether you're curing cancer or just making a cup of coffee. Communicating passion, however, is easier said than done. That's why I am enjoying this book. Filled with nuggets on employee empowerment strategies, complete with great anecdotes, one statistic jumped off the page. Long considered one of the nation's best employers, with an employee (Starbucks calls them "partners") satisfaction rate at an unheard of 82%, Michelli writes:

"But the treatment that partners receive at Starbucks goes well beyond stock options and health insurance. For example, partners are given extensive training in product knowledge, guiding principles for success, personal empowerment, and the importance of creating warm customer experiences. In stunning contrast to most Fortune 500 companies, Starbucks consistently spends more on training than it does advertising" (page 8).

Makes sense. The most effective marketing is a positive customer experience, which in this case goes beyond just premium coffee. That is why Starbucks remains a dominant market leader despite new competition from unlikely sources like McDonald's and Dunkin' Donuts. While taste tests may induce trial, it's the "Starbucks Experience" that has solidified their market position and makes Starbucks a Best Brand.

First 5k

I remember my first 5k- I was 10 years old, and my childhood friend/rival (he came from a big Mizzou family) called me at 6am one Saturday, basically to dare me to run a 5k he was doing that morning with his mom. Naturally, I begged my mom and dad to take me, only to get beat by one second. The frustration of that loss probably fueled my entire running career.

So I didn't take it lightly when my oldest daughter, Sydney, asked to do the "Hilltop Hustle", a benefit for her child development center, with me this year. Since I still try to be competitive, I've been fortunate to win this particular 5k a few times- my favorite moment coming the year that Sydney (only 2 at the time) broke away from her mom to run after me at the finish- we crossed the line together, sharing the thrill of victory.

Now at age 4, she'll be going into kindergarten next fall, so she's in her last year of preschool at Hilltop. Frankly, I thought this was the perfect first 5k for her to try. Plus, I reasoned, once she tried and failed, it would give her a greater appreciation for the accomplishment once she was old enough to actually finish the entire distance. I figured the biggest challenge would be holding her interest, assuming she would want to go home after a mile or two.

Well, surprise surprise. Sydney was geared up and ready to go, running the first 3/4 of a mile before slowing to a walk. She then ran off and on, pointing out familiar landmarks on the KU campus ("There's Phog Allen's statue dad- is that really him?"). I almost lost her to the Chi-O fountain, filled with soap bubbles, but after multiple offers to stop and go home, she said she wanted to finish- even quoting a favorite storybook character, Madeline, from a recent movie who said "I can do anything."

She did, sprinting down the stretch after spotting her mom, sister Sophia and schoolmates, and once again, we crossed the finish line together. It took about one-hour, but she did it all herself. And she has the medal, and the memories, to prove it.

Web 2.0?

Advertising Age had a good article recently on the web's rapid evolution (or devolution according to author Simon Dumenco) toward social networks that you should read. Written from the perspective of the advertising media industry, it wonders why- in an era where content is king- "new" content is becoming less meaningful but still relevant, and laments how myspace, twitter, etc. have actually suppressed the advancement of online technologies by adding noise rather than improved content delivery mechanisms. Thought provoking. Read the article here.

Idol Charity

American Idol is America's most watched TV show, but I've never been a fan. It has to do with the show's tendency to degrade and berate performers, which is all part of the schtick. Frankly, it's a sad commentary on our increasingly judgemental and image conscious society. I worry about the impact shows like Idol have on bullying and the further alienation of kids who are "different," but that's a different topic for a different day.

Today I'm writing about American Idol bccause of this week's "charity" special, which raised $30 million for impoverished young people in Africa and the United States. The show's sponsors- Coke, Ford and AT&T- each pledged an undisclosed donation for each vote cast by viewers. Once votes reached 50 million, News Corp (which owns the Fox Television Network) chipped in another $5 million. Even stars like Bono, Madonna and Ellen lent their voices to the cause.

The show was unique- perhaps mainly becuase it got me to watch- but it demonstrates how the growing trend of cause marketing has reached a mainstream pinnacle of sorts. It used to be that advertisers asked "what more can we be doing" to stand out, but the inevitable pressure of keeping up has caused even the most vain show in America to rethink it's image, asking itself "why aren't we doing that?"

It makes sense that we should give back once we've attained a certain level. Idol's foray into cause marketing is genuinely laudable, but perhaps it's also a testament to the increasing relevance of cause marketing when adopted by one of the slickest and most commercially successful shows of all time.

Thoughts on the Kansas Relays

The past weekend marked the 80th running of the Kansas Relays, one of the nation's oldest and most prestigious track and field events, along with the Penn Relays, Drake Relays and Texas Relays. I've been attending for at least 25 years, which means I've been coming since I was a little boy.

I've been a fan, a competitor, a volunteer and thankfully a champion, both in high school and in college, earning a coveted Kansas Relays watch. I always admired my father's, which he earned as a manager in 1956, so I was thrilled to eventually earn one for myself and proudly gave my second watch to my mother in 1994.

Sure, you could say it's just a track meet, but the Relays are special. It was my father's first exposure to the University of Kansas as a schoolboy, and it continues to provide a impression of KU to thousands of high school students who compete here each year. I still cherish my Relays watch and show it off with pride whenever someone asks me for the time.

Each year the Kansas Relays presents 800+ awards, each one representing a positive- sometimes life changing- experience that is attached to the University of Kansas. For some, it's validation for all of their hard work. For others, it represents the first taste of the excellence they knew they had inside of them all along. Not a bad impression for KU to make, particularly in such a beautiful setting in April at the foot of Mount Oread. It is indeed difficult to overstate the impact the Relays have had in my life, and the lives of countless others.

Daughters and Avril Lavigne

How is it that my 4-year-old knows who Avril Lavigne is and likes her music? Actually, I can probably answer that. Admittedly, my wife and I are both fans of the punk princess, so our two daughters were exposed to her music at an early age. Our musical tastes are unapologetically varied, including artists like Ben Folds, Blue October and James Blunt (the last 3 concerts we attended). And yes, we even saw Avril Lavigne live (conveniently escorting our 15-year-old niece).

I suppose it's inevitable that little girls grow up faster than we'd prefer, but I'm surprisingly okay with that. Especially given the growing number of female role models they'll have to choose from. Heck, even I include a girl among my own 2 favorite sports heroes; Michelle Kwan, who handles herself always with grace and dignity, and Lance Armstrong is the other. It's not that I have a secret desire for my girls to be world-class figure skaters or cyclists (besides, my 4-year-old would rather be tennis champ Maria Sharapova anyway). I'm more concerned with HOW they do things, and whether they do it the right way. Which leads me back to Avril Lavigne.

Despite the inevitable criticism that she's a "poser," sold out and become a corporate-driven, teeny-bop music machine, Avril became famous for being real. The "punk princess" label may describe her look as much as her sound, but her songs are more compelling than catchy. Few may be aware that the powerful vocalist writes her own music and even plays guitar, keyboard and drums during each of her concerts. She's truly a unique talent. Avril works hard, loves what she does- and it shows. If my little girls want to bob their heads along, I say rock on, sweethearts.