Often when I work with my clients their focus is on the flashy tactical tools, jargon, and outward visual image of their business.

"I need to add more bling to our brochure..."

"How do I up-the-ante of our presentation?"

"Our competitor has a new, high-tech website. We need to catch up. Help!"

In business and especially in marketing, it is easy to get caught up in the hype and perception of worth contained in the "Razzle-Dazzle" of glitzy materials and flamboyant sales pitches. We have all watched brilliant commercials, touched magnificent pieces of print material, and felt the intrigue after experiencing entertaining and engaging marketing. What happens next?

I'd argue that the majority of the time we are left feeling disappointed. When we pull back the curtain, we too often find a business that struggles to live up to the hype. When the girl removes all the lipstick and mascara and puts on her sweat pants, is she just as enchanting?

What if instead we focus on the depth and delivery of relationship and customer experience? That is what long term success is made of. Instead of focussing solely on how to attract and impress the consumer, we need to focus more on what we can give, what we can learn, and how we can grow. In doing so, we can't help but succeed.

The razzle-dazzle then creates itself. This time, it's not fabricated by the ad-man from sequins, artificial highlights, and fake eye-lashes, but from the authentic delivery of a remarkable client experience and heart felt relationships built on trust and understanding.

I recently heard an opinion editorial on National Public Radio discussing children's cereals, and how some of them have as much sugar per cup as a Hostess Twinkie. To say I was shocked is an understatement. The piece went on to discuss how the marketing of these foods directly to children is ethically reprehensible, and how the Big Food lobby has shut down any attempt to reduce the amount of advertising, or sugar, they are going to launch at kids.

As a parent in the field of marketing, I challenge my children to question the promises advertised on TV. Is that bowl of cereal really going to make ponies appear? Do you really think those Air Jordans are going to make you dunk like a basketball player who retired long before you were born?

Lifting my heart a bit, and giving me hope that kids are becoming savvy to advertising, was this post on collegehumor.com where a little girl is demanding answers to why things are marketed to children (especially girls) in the manner they are.

At Incite, we believe in relationship driven marketing. In relationship driven marketing, there is an inherent code of ethics. Relationships are, by definition, "a connection, association, or involvement; an emotional or other connection between people" (dictionary.com). In order to foster lasting relationships of any kind, there must be trust and respect.

The more I watch, read, and hear about marketing to children, the more I wish there was a more global understanding that by fostering strong relationships with your clientele, you won't have to worry about your bottom line! When your consumers trust you, they come back, and refer others to you, your product, or service. Why do they trust you? Because you listen to what they need and want, and you do your very best to provide that. Because you communicate clearly and because you care about those you have a relationship with.

As both a parent, and a communicator, I'd like to see more children thinking about how products are marketed to them. The mass media market is literally feeding junk to our kids, who are innocent to the art of persuasion. This further persuades me that Incite's relationship approach, which leverages referrals as the strongest form of advertising, is not only based on trust, but has a code of ethics that could and should be modeled by others.

Walk into any office and you’ll see desks ranging from highly organized to apocalyptic mayhem. What one might call a mess, another might call organized chaos. However, like the clothes you wear, your workspace says a lot about you and how you work.

Take a look at the workspace below, how likely are you to work with this organization or person?
 

Now, take a look at this workspace shown below. What are the chances you’d want to work with them?

While showing a shiny, expensive, new office in contrast to an old, messy one might not be the fairest comparison, pride in your workspace shows pride in your work.

A professional atmosphere plays an important role in creating a positive first impression, and in helping carry forward lasting business relationships. Consider what impression your workspace may be sharing:

A clean, organized, and stylish workspace says:

• I care about what I do on the job.
• I’m thoughtful and careful with my work.
• I have pride in the final product.

A messy, disheveled, and outdated workspace says:

• I take little pride in my work.
• I’m often late meeting deadlines.
• I can’t be bothered to give my work care and attention.

So look as good as you function, and turn chaos into creativity. Let your workspace reflect the quality of your work!

Notes from a recent interview with Merge Magazine by Jared Smith

"It's not only what you know, it's who you know." My father's words are etched in my memory, and I've been living by them ever since. In my opinion, it's the people you meet who will truly transform your life (for better or worse) perhaps more-so than any other single strategy.

I like to think of networking in terms of building relationships. The traditional definition of networking (meet as many people as you can as fast as you can) seems to go against the idea of building long-term, lasting, sustainable, win-win relationships. For this reason, I would define a great networker as someone who takes their time, listens, asks lots of great questions, and shows a genuine and authentic interest and desire to help. When I lived in China in 1997, where a person's self-worth is defined in terms of how well they build "guanxi" (deep relations), a typical business meeting would last several hours... and sometimes days!

In my experience, meeting great people tends to happen outside of traditional networking functions (i.e. mixers and other "staged" meet-and-greet events). I've met some amazing people through my pursuits in various non-business communities including martial arts, cycling, stand-up-paddle boarding, and volunteer groups.

I've had success building profound relationships with people through Twitter and LinkedIn and as a result of my blog. However, not-unlike the physical circles that I play in, similar rules apply. Self promotion is probably the biggest relationship killer on and offline. However, those who are willing to take the time to help others through their posts, conversations, and tweets will be rewarded.

Small nuances can make-or-break a good start. In the first 7 seconds of an introduction people make lasting impressions that can last 7 years. It's become important for me to pay attention to the small details, from miss-placed handshakes to spelling errors.

Perhaps the biggest impediment to building great relationships: ego. Our ego forms harsh judgment, and in my experiences, great people are often not what they first appear to be. I've made that mistake (and have the bruises to prove it!) one too many times in karate tournaments.

Where to begin? Start with your own passions. I've seen too many people "take up golf" for all the wrong reasons... mind you I might be speaking from a place of bias here - I suck at golf!

I love finding new things that inspire me. In marketing it helps keep my mind fresh so I can always give my clients a new twist on an old idea. But inspiration can be hard to find. You can look at pictures, listen to the newest music, and watch people interpret different mediums through exciting forms of expression like dance, but even with all this it can be hard to reinvigorate the mind!

Last May I was invited to the Edmonton Public Schools Foundation breakfast. These people work with young minds that are filled with limitless potential! New ideas and that youthful imagination are a staple with kids, as long as they have an environment that they can really excel in.

The program, run by Sandra Woitas and Alva Shewchuk, currently supports two initiatives: Early Learning and Full-Day Kindergarten. These programs provide support to schools with students considered Edmonton's most socially vulnerable citizens.

The children's stories were inspiring enough, but we wanted to find a way to really get involved. So, The Incite design team decided they would gather up their refined artistic skills and match them up with the unbridled creativity of youth. We gathered up our glitter and glue and visited McDougall school for an afternoon of holiday crafts.

The results were incredible. Our team was able to tap into some unhindered, totally inspired, incredibly fun students who pushed our own ideas on how to make crafts. In turn, our team was able to help the kids with some of the tried and true tricks of the artist's trade.

It was a fantastic afternoon. We met students from Bangladesh, Pakistan, Croatia, and Somalia – and that was only one Gr.4 class!

Biggest Lesson learned:

Inspiration comes from everywhere, and sometimes you have to go as far away as you can from the everyday processes and techniques that help make what you do efficient and effective. While process is great, sometimes you have to step back and think like a kid. What if you had absolutely NO restrictions on what a craft (or your project) should be.

Oh, and one other thing... When making pop-up cards one can never have enough glitter!