Never Eat Alone Page 19

  To this day, my loss in that election sticks in my craw. I actually refused to dig in and really campaign, to learn the local issues. My opponent, Joel Ratner, developed a deep local platform and took to the streets and dining halls. I shied away from that level of engagement, expecting that my dynamic style would carry the day.

  Joel was emboldened by his ideas, and his passion galvanized voters. I, on the other hand, just thought it would be cool to run for an elected office. After all, I was recruited. I didn't seek the office, and I told the party up front that my studies and other leadership responsibilities had to come first.

  Well, my defeat was embarrassing, and it was my own fault. The experience taught me an important lesson. No matter what organization I represented or what professional avenue I pursued in the future, all my efforts had to be powered by a deep passion and a set of beliefs that went well beyond my own personal benefit. To move others, you have to speak beyond yourself. Boldly putting yourself out there was one thing, and a good thing, but that wasn't enough. There was a difference between getting attention and getting attention for your desire to change the world. Congratulations, Joel, I hear you did a great job. The better man clearly won in that race.

  Be a Person of Content: Have a Unique Point of View

  Being interesting isn't just about learning how to become a good conversationalist. Don't get me wrong, that is important, but you need a well-thought-out point of view. I honestly hope from now on you'll be a newspaper-reading maniac ready to engage the topics of the day with anyone you meet. But being interesting and having content are very different. The former involves talking ntelligently about politics, sports, travel, science, or whatever you'll need as a ticket of admission to any conversation. Content involves a much more specialized form of knowledge. It's knowing what you have that most others do not. It's your differentiation. It's your expertise. It's the message that will make your brand unique, attracting others to become a part of your network.

  Being known is just notoriety. But being known for something is entirely different. That's respect. You have to believe in something, as Joel Ratner did, for people to believe in you.

  Once I learned my lesson, I wasn't going to repeat it. I was not just going to be another generalist. I was going to have a unique point of view, an expertise. My first job out of college at Imperial Chemical Industries, I mastered the ins and outs of Total Quality Management. Later, when I worked at Deloitte, reengineering was my hook. At Starwood, I pushed for direct marketing. Later, I mastered interactive marketing. Today, I've wrapped all my experiences into a set of beliefs around the radically changing dynamics of marketing overall and its evolution toward relationship marketing: moving marketing dollars closer to sales.

  In every job and at every stage in my career, I had some expertise, some content that differentiated me from others and made me unique, made me more valuable in my relationships with others and the company I worked for. It created precious opportunities for me to gain credibility and visibility in my field. Content is a cause, an idea, trend, or skill—the unique subject matter on which you are the authority.

  What will set you apart from everybody else is the relentlessness you bring to learning and presenting and selling your content. Take, for example, my experience when I was hired as CEO of YaYa. The company's board was aware of how I had used reengineering to heighten the market's perception of Deloitte, and how, at Starwood, the idea of changing the way the hospitality industry branded itself generated a wave of publicity. They knew that the ability to capture a buzz-worthy message and get it into the crowded marketplace of ideas would prove crucial for a new company whose product was totally untested. This seemed right for me. I was a "market maker": someone who could create excitement and belief around YaYa's point of view. The problem was coming up with the credible and unique point of view that people were ready to buy. That was our challenge, or the company would fail.

  One of our first goals when I came to YaYa was to find a hook that could transform the company's current lack of sales while also generating broader intrigue in the marketplace, and really create a market. I started, as I always do, by immersing myself in the subject. I became a voracious reader and would spend hours late at night checking out a variety of articles, analyst reports, books, and Web sites. I talked to CEOs, journalists, and consultants who specialized in the interactive advertising industry, games industry, and training world.

  This stage can be quite frustrating. There's a huge learning curve to get up to speed. Suddenly you're confronted with a miasma of numbers, data points, differing opinions, and a boatload of disparate new information. On some occasions, as was the case with TQM and reengineering, you can acquire content by simply appropriating another person's innovative ideas and become a leader in distributing and applying those ideas. On other occasions, as with YaYa, we had to develop the content from scratch. That meant taking all the disparate dots of information and connecting them in a way others had not.

  There should be no mystique around dot connecting among those who are continually at the forefront of business innovation. Remember those wise words of Mark McCormack in his book What They Don't Teach You at Harvard Business School: "Creativity in business is often nothing more than making connections that everyone else has almost thought of. You don't have to reinvent the wheel, just attach it to a new wagon."

  As my immersion process continued, I became more and more frustrated that the marketing and training field was not taking advantage of the two powerful new mediums that YaYa was based on—the Internet and video games. As I learned more about marketing and training online, I drew analogies to other new mediums that changed the landscape. I reminded marketers that when we first transitioned from radio to television, all we did was put a camera in front of a radio announcer and call it advertising. It took a while to settle into the medium and its new rules. Here again, with the Internet, we were applying old models to a new environment. The Net was all about interactivity and community building, where concepts or just jokes were spread around the world in moments. And yet marketers were just taking old advertising ideas, like billboards and bumper stickers, and putting them online in the form of banner ads. That those ads weren't successful should have come as no surprise. Training had a similar argument. Would you rather engage in learning in a fun interactive environment or the traditional and stale forms of training that employees were being force-fed today? Which would be more effective?

  Then you had the games world in general. The startling numbers suggested an untapped phenomenon. In 1999, games revenues surpassed movie box-office revenues. And the demographic of online gamers was changing radically as content was branching out to cater to adults and women. The average age of online gamers is now thirty-five, 49 percent of whom are women. I also learned of a German company that developed a cool turkey-shoot game for Johnnie Walker that got so many downloads, the prime minister commented that the game had become a drain on national productivity. Still, no one thought of games as anything but niche entertainment.

  With the information at hand, I now had to connect the dots and find that new wagon. This is actually the fun part. You start in a fantasy world with no limitations or constraints. Instead of bashing my head against the wall trying harder and harder to solve a specific problem, I like to ask the question: "If I could use some magical potion in this situation, what could I do with all this new information?" Such fantasizing doesn't have to be, and often shouldn't be, a solitary endeavor. I get other interested parties— employees, colleagues, and insiders—to help me create wild scenarios and ask seemingly absurd questions. I did this with a small group, and we threw out each and every fantastical idea that came to us. By fantasizing, using the magic potion, and including a group of people to riff without rules, we were able to use our creativity to find a way forward.

  These fantasy sessions were productive. We started to imagine how games might be applied to more than just leisure and entertainment. We started to ques
tion assumptions such as what business we were in (was it entertainment, marketing, or services?), what product we should offer (was it games, advertising, training, consulting, enabling technology?), and who our real customers could be (geeky adolescents, adults, Fortune 500 companies?). We started to visualize how we might connect the gaming medium— which had a large and growing demographic of users—and the Internet medium—which had a large and growing group of companies trying to figure out how best to use it to interact with their customers.

  As an entrepreneur or an employee, you have the creative abilities to make similar connections in your own industry. How do I know? Because everyone has them! Your abilities may be stored away or infrequently used, but they are there. The question is, how do you put them to work for you? We went to work to crack this nut.

  The results were significant. We realized there was an opportunity to not just sell games or sell advertising onto game sites but to create interactive games online to be used as a powerful and new immersive form of advertising. When people redefined YaYa as a marketing company rather than a video-game company, we realized our customers weren't the end users; our real customers were the companies who wanted access to the end users. The shift in focus allowed us to see games less as a product than a medium itself, able to deliver any kind of message one wanted to send. You could use games to train and educate employees, as advertising vehicles, in brand-awareness campaigns, in direct one-to-one marketing, as a means for collecting data on the preferences of customers, and so on. Where television eventually turned to commercials to replace the on-air radio personality, games could replace banner ads on the Internet.

  And thus the unique point of view for YaYa was born. We began to trumpet advergaming and edutainment as the next powerful communications medium, an untapped marketing segment perfect for product placements, branded gaming events, custom games-related training for businesses, and on and on. It wasn't long before I was not only attending games conferences but also speaking at them.

  Once a resonating pitch is perfected, getting attention is less of a problem. Journalists are hungry for ideas. Getting access to them is often as simple as calling the magazine or newspaper they work for, which can be found on their Web site, and asking to speak with the reporter that covers your beat. I've never met a journalist with a gatekeeper. Moreover, I've never had my calls go unreturned after leaving a message that said, "I've got the inside scoop on how the gaming industry is going to revolutionize marketing. I've appreciated your work for a long time now; I believe you are the right person to break this story."

  I've been leaving those kinds of messages on reporters' voice mail for years, and reporters are hugely appreciative. Most of the time, the story doesn't even involve my company or me. I'm just building the credibility I'll need when the day comes to make my own pitch. Which is probably why, today, I know people in top positions at almost every major business magazine in the country.

  I've had fellow CEOs who view, say, the Wall Street Journal or Forbes as impenetrable institutions; they shake their head in wonderment at how over and over again, no matter where I'm at or what organization I represent, I never fail to get press. The answer is that I understand and give them what they need: great stories.

  However, I've also had a lot of help. Once I had developed YaYa's unique point of view, for example, I brought it to the ad agencies. It was interactive agency KPE that brought YaYa and advergaming to market. They were the agency to "discover" us and what we were doing. And then the big games companies got involved. I went to the most progressive guys I knew, people like Bobby Kotick, the CEO of Activision who, in a partnership with the Nielsen Company, put his company's influence and money behind measuring how effective games were as a medium for advertisers. Bobby and I would be on CNN or CNBC back-toback plugging each other's ideas.

  "Keith, what's your secret? Bribes, blackmail—come on, just tell me," one CEO friend jokingly asked after YaYa appeared in a major spread in Fortune, while his own company, which was four times larger than YaYa, and several years older, had barely made it into its own newsletter.

  So I told him: "Create a story about your company and the ideas it embodies that readers will care about. That's your content. Then share it. Have you ever picked up the phone and actually talked to a reporter about why you think what you do is so special? You cannot outsource this to PR; journalists deal with thousands of PR people a day. Who's going to be more passionate and more informed than you? You're the expert on what you do."

  They Can't Outsource Content Creators

  We've seen how content helped transform a company into a recognizable brand. But what if YOU are the brand? What's your content? What hooks are you selling? The same process we used to figure out how to make YaYa interesting to the marketplace can be applied to making you interesting to your network and beyond.

  A unique point of view is one of the only ways to ensure that today, tomorrow, and a year from now you'll have a job.

  It used to be that two arms, two legs, and an MBA were a oneway ticket to the executive office. That's barely the price of entry these days. In America's information economy, we frame our competitive advantage in terms of knowledge and innovation. That means today's market values creativity over mere competence and expertise over general knowledge. If what you do can be done by anyone, there will always be someone willing to do it for less. Witness all those jobs moving offshore to Bangladesh and Bangalore. The one thing no one has figured out how to outsource is the creation of ideas. You can't replace people who day in and day out offer the kind of content or unique ways of thinking that promise their company an edge.

  Content creators have always been in high demand. They get promotions. They're responsible for the Big Ideas. They're regularly asked to speak at conferences and are featured in newspapers and magazines. Everyone within their company—and many within their industry—knows their name. They are the celebrities of their little worlds, and their fame comes from always seeming to be one step ahead.

  So how did they get that way? The easiest route is by expertise. As I look back on my career, the recipe seems straightforward:

  I'd latch on to the latest, most cutting-edge idea in the business world. I'd immerse myself in it, getting to know all the thought leaders pushing the idea and all the literature available. I'd then distill that into a message about the idea's broader impact to others and how it could be applied in the industry I worked in. That was the content. Becoming an expert was the easy part. I simply did what experts do: I taught, wrote, and spoke about my expertise.

  At ICI, my first job after college, I talked my way into a management-training program by convincing the interviewer to take on a liberal arts major as an experiment. Every trainee who had ever been hired prior to that had some fancy degree in chemical engineering, material sciences, or something technical like that.

  There was no way I was going to advance at ICI based on my engineering expertise. In my first few months of the program, however, I noticed that Total Quality Management was all the rage, one of those consultant-driven business trends that light the business world on fire every few years.

  In my free time, I studied all the texts that were available. A few months into my job, I volunteered my "expertise," citing my background in organizational behavior (from my total of two undergraduate courses I had taken!). With one stroke, I became one of ICI's three go-to guys when it came to TQM. The thing is, I only really became an expert once I started trying to teach the discipline within the company. I would go on to parlay my experience into giving speeches, writing articles, and connecting with some of the top business minds in the country. After a short period, I even persuaded the industrial giant ICI to craft a new position for me within a newly forming group as one of the leaders of TQM in North America.

  There's no better way to learn something, and become an expert at it, than to have to teach it. Some of the best CEOs I know refuse to turn away business even when it might call for skills or
experience that their company doesn't have. These CEOs see such a scenario as an opportunity. "We can do that," they'll say. In the process, both the CEO and their employees learn skills they need. They jump at trying something new and they get the job done. In fact, after reading this book, there's no reason you couldn't put together a course on relationship building or content creation at your local community college. You'll learn in preparation, and gain even more interacting with students.

  In short, forget your job title and forget your job description (for the moment, at least). Starting today, you've got to figure out what exceptional expertise you're going to master that will provide real value to your network and your company.

  How do you start?

  Well, there's the easy way and then there's the hard way, and I've done both. As I did at ICI and Deloitte, you can find someone who has already connected the dots and become an expert of their content. That's the easy way.

  The hard way is connecting the dots on your own. The bad news is there's no concrete blueprint or step-by-step guide for this process. The good news is that creating content is not an act of divine inspiration or something reserved for the brilliant. Though I imagine both brilliance and inspiration could come in handy, I don't claim either in abundance. Instead, I've relied on some guidelines, a few habits, and a couple of techniques that have proven wonderfully useful.

  Here are ten tips on helping you on your way toward becoming an expert:

  1. Get out in front and analyze the trends and opportunities on the cutting edge.

  Foresight gives you and your company the flexibility to adapt to change. Creativity allows you to take advantage of it. Today, where innovation has become more important than production, not moving forward means going backward. Early adaptors, trendspotters, knowledge brokers, change agents, and all those who know where their industry is heading and what next big ideas are coming down the pike have become the stars of the business world.