Kick-starting the flywheel.

Very young kids amaze us. How often have we thought they must come already pre-programed. Sometimes this manifests as musical or artistic ability. More easily recognized, we call this the gift. Study, rehearsal, practicing one's art builds skill and experience. Simple interaction or just seeing and listening, contributes to this, as life brushes past, adding energy to our talent flywheel, learning happens seemingly by itself. Evidence this my experience as an painter. At times prolific, circumstances dictate that I have long periods of apparent artistic abstinence. Yet every time I paint I am (I think) a better artist. Self-deception? - The paint flows more easily, colour is more intuitive, subtle or intense, and the results ever more startling. Like a friendship that relies not on time spend together, it remains, it grows. When I see this same development in those around me, its magical. There is no doubt that hours of rehearsal can take one to an entirely different place. On arrival at this five star resort, all redundant baggage can be dropped and we relax into a heightened mental state evident in only the most confident and experienced of individuals. Apologies for the mixed metamorphosis.

Don Jack builds a time machine.

On reflection it shouldn't have come as a surprise. With some regularity, we had been attending those lavish buffets where you can easily stick on 2 stone. Company wrap celebrations where the talk was how "John sold out for millions", "Dave's been taken over", or "I wanted you to be the first to know, we're retiring early".
My first thought: brilliant, good for him he deserves it, worked hard, made it big. My esteemed clients would recount how we first met, when all they had was a desk and a phone or just one tiny part of a market they went on to dominate, I too began to look back. In those days I guess i thought i was selling design, creativity, raw talent and enthusiasm but it turns out that wasn't the case. and it certainly wasn't; desks or phones, although there was a time in the late seventies....
You ask anyone where they want to be in 5 years (as we still do regularly), we can guess the likely answers. After all, what honest person doesn't want to increase their personal wealth, build a collection of fancy toys, portfolio fabulous properties, win the admiration of friends and family, and remain in good health. Did i miss anything? They'll tell you they want stability, success. Press them, just a wee bit, and to a man (or woman) they will distill their thoughts down to one thing. What they really wanted, what they got, was that most precious of all resources: TIME. Watching all these guys in their prime kicking back on a such handsome payment that it affords them at last, time to do whatever they want, wherever they want, whenever they want, was somewhat gratifying, even if I had to write the speech then gracefully accept their public words of kudos.
My second thought. It occurred to me then that over the years, what we were providing to these captains of commerce was actually more significant than even i could have imagined. Not the robust and effective, self perpetuating branding solution that devoured the marketplace or creative marketing that moved people and product, or the carefully considered response mechanisms, or communications that would engender or accelerate customer response, Yes these were the deliverables but all cogs in a great big time machine of which David Tennant would be proud. Saved seconds that would become hours and years, in one way or another contributing to the final pay off.
More than increased effectiveness or profitability, more important than image or style beyond all of this, our activities allowed our clients to make regular deposits into their personal time bank. Some would make with withdrawals along the way as we helped to articulate their corporate aspirations and leverage their rise to success,. But, it seemed clear to me, these and others will continue to cash in their time credits, commonly ahead of expectation, swapping their business status for time. Time that they will spend with their friends and family, on special interest, or perhaps for the first time, on themselves.

So when you ask me, what do I do?

Don Jack finding celebrity status.

Yesterday the phone didn't stop ringing with people disappointed to hear that I'd missed Derren Brown's 'live' spectacular on Channel 4. I've had the opportunity to look at it on your tube, I think its called. and it's lovely. The shaky red camera herring thing is a nice touch. Surprisingly, my numbers (below) were wrong but he,y a week in Menorca will suffice.

I was thinking about the best way to engage you dear reader, on the exciting subject of celebrity endorsement that I touched on in last months blog when I received some exciting news.
I'd been working with a particular client for almost 20 years. In that time his personal profile has grown from a reasonably well known figure to that of probably the most highly recognisable names in his field in the UK. Anyway he got a call. Word of his is expertise had spread to one of the most influential dynasties in the world. In turn, they introduced him to a line of celebrities, professionals and sportsmen all hopping he would grace them with some of his genius. The media buzz had now morphed into a bankable business advantage. With substantial rewards on the horizon, he had become the latest A-list must-have accessory. Wasn't that always the plan? Today we received news that his expertise had been sought by one of the world's largest media and management companies keen to fix a contract.
When we discussed his rise to success we were reminded that there were tough times. Low points usually brought on by encounters with unthinking individuals who could not see any self-serving benefit in behaving with common courtesy. Or worse, those for reasons best known to themselves, would go out of their way to make life difficult. At times, it seemed that no-one was listening, when self-belief was in danger of crashing to an all time low, unworthy of a natural talent of such magnitude, we acted as a wake up call. With more that mere words of encouragement, we offered a vision of the future that was tangible. He could see it and we helped him to feel it. He says that this together with the love and understanding of those close to him helped sustain him through these times. Now as he living it for real, he finds himself mentally prepared. He fits the role perfectly, he should, we have rehearsed it in his mind many times over the last decade.
From the first time our fathers' pat us on the back, we learn to respond to praise. Professional endorsement and recognition at this, the highest level, imbues confidence, empowerment and a unique sense of arrival. Just as well, this heightened emotional state will be a necessary component for achieving the next level of greatness. Attitudes of those around him will change too. I would wager that being left out in the rain will become as distant a memory as harsh words or curly sandwiches. Would we have played the celebrity card sooner if we could? You Bet, it's just human nature after all.

Don Jack, Paul Daniels and other magicians.

Does your brand image help align your business with its most profitable market? Does it speak to them in their terms? It better.

I happen to count the entertainer: Paul Daniels as one of my acquaintances. Paul made worldwide headlines with his top rated television shows, extensive live performances and good fortune acquired through magic.
In 2003 he staged a one-man show as a tribute to Max Malini, a legendary performer of the early 20th century who traveled the world performing in hotels and theaters as well as giving command performances to many of the world's leaders. Paul told me the secret behind Malini's success beyond his prestidigitation skills. He targeted his market: the upper-classes, landed gentry, politicians, noblemen and Kings, those of influence and wealth. Then he made certain that he was considered worthy. He learned to speak like them, dress like them, act like them. Of course he was mysterious and entertaining, people wanted to be around him. In other words his image was perfectly aligned to his market.

Get this right and you begin the process of to funneling the right kind of customer right to your door. Customers who 'get' and appreciates what you do, they really wants to engage with you. With your offer to market that much clearer, pointless interruptions tail off. Add to that a few well considered ways to deliver responses to predicted enquires and known questions and we are off and running.

Predicting the future is not as difficult as it may sound. The key is to stay one-ahead, that is to say, one-behind giving that impression.
Some years ago, International Magician of the Year: Dusty Miller was rather impressed with a prediction effect that I had devised as part of my initiation into an elite circle of like minded mentalists. President of the Magic Circle at the time said that a magician could build his entire career on this one effect. I was stunned and flattered. At it's heart was a collision of ancient knowledge and the latest printing technology allied to a good deal of presentation skill. The effect was formally offered only two magicians (that I am aware off): Paul Daniels and David Copperfield. Paul wrote to say he would use it in his next TV show, we yet await a formal response from DC.

Trick is know your market, predict and knock down objections before they arise, give your customers what they want, and celebrity endorsement not withstanding, if they like chocolate, design a chocolate flavoured version of your product.

So what you gonna do with all this additional income and free time? Well don't relax just yet.

For around three decades my team and I have enabled hundreds of organisations, large and small, to gain greater exposure to wider markets. We help realise personal and corporate aspirations, move people and product and more pragmatically, we increase sales and profitability.