1. Provide a livable income for minimal output: this would ensure that everyone always has a job - regardless of productivity or profitability.
2. Create a sense of entitlement:  change the language from "I earned" to "I deserve"; embed this thinking in your training programs and new employee recruiting.
3. Subsidize destructive behavior: as part of your benefits package, provide free cake to everyone.
4. Remove accountability: remove systems that measure performance and make sure to have zero standards.
5. Ostracize the successful: if someone performs better than others, be sure to spread the results of their success around. If they won't comply, remind them of the importance of sacrifice.

Is your brand Oatmeal or Bacon?  Find out here.

1. Get Fit.  Losing weight and getting fit is an outward sign of inward discipline.  From a first-impression standpoint, people will notice.  More importantly, you will notice.  It will give you more self-confidence and more endurance.  You will be able to work with a clearer head and work longer hours when necessary. 

   Don't over-think this.  Getting fit is a matter of math (burn more calories than you consume), education (learn what to put in to your body and what exercises to do), and discipline (have a plan and stick to it).  If you need help in any of these areas, I strongly recommend hiring a personal trainer - especially one with a sports conditioning background.  Remember, this isn't about vanity - it's about performance.  I also highly recommend the book The Power of Full Engagement.  This is a fitness/performance book written specifically for executives and professionals.

2. Get Your Crap Together.  It might be time for an honest conversation with yourself.  Specifically, this is an honest conversation is about your weaknesses.  Every elite person I know is very aware of their weaknesses.  They have a system for dealing with them - and often are able to channel these weaknesses, turning them in to strengths.  Being aware of and dealing with weaknesses keeps you humble and centered.  The list can be long: our past, bad habits, emotional issues, mental health, financial issues, family drama, relationships, etc.  By dealing with these issues, you are doing what few people are willing to do - which makes getting your crap together a competitive advantage.   My friend and mentor Ron Price wrote an excellent book on this subject called Treasure Inside.  Buy it here. 

3. Remodel Yourself.  This can be summarized as:  buy some new clothes and get a new hair cut.  The cool thing is that if you get in shape and deal with your internal weaknesses (1 and 2 above), you will WANT to look different.  As I have said many times, I don't give style advice to women (at least not proactively!), but here are some tips for my fellow dudes:
    
   1. Don't let your wife/girlfriend pick your clothes for you.  Be a man and do this yourself. Instead, pick up an issue of Men's Health.  Each issue is chock full of ideas for creating a good style.
   2. When it comes to clothes, don't be afraid to find your own style.  If you don't know where to start, stick with classics (Think Frank Sinatra).
   3. Buy suits and sport coats that will last at least 3 years.  This means darker colors and non-trendy cuts.  It also means higher quality, so that it will last.  I recommend Men's Warehouse for suits.  They can help you find the perfect colors and cuts for you.
   4. Once you have the above, you can compliment it with more stylish items such as shirts, shoes, ties, watches, etc.  With the exception of timeless styles, ties and shoes should not be worn beyond a year.  
   5. Some don'ts ... with a few exceptions, don't wear slip-ons with a suit; don't wear button-down collar shirts with a suit; don't wear your tie too long or too short; don't wear pleats. And the biggest Don't of all: don't dress like you are trying too hard or not trying at all!
   6. Find a hair stylist that tells you what kind of hair style looks good on you.  A tip within a tip: find a celebrity dude with a similar hair line as yours to be your Haircut Lab Rat.  He has the bank account to hire expensive hair stylists.  Then show his picture with the hair style you like to your stylist. 
4. Improve Your Communication Skills.  Mediocre personal brands are poor communicators.  Even decent personal brands are good at either speaking or writing.  Elite personal brands are awesome at both.  The great myth is that speaking and writing are some sort of inherent skill.  While you may have a disposition to one over the other, both are learned skills.  As such, they take repetition, practice, and discipline.  So ... find a topic you are passionate about and write and speak on it.  The writing part is easy: start a blog.  Speaking opportunities are fairly easy too.  Civic and business groups, schools, and non-profits are always looking for speakers.  Just make sure your topic is relevant and useful.  If you need help with your speaking skills, join Toastmasters.  It is a boot camp for speaking - and also a great networking opportunity.
5. Expand Your Mind.   Consider this ... if something has mass appeal, it is rarely elite.  By its very nature, mass appeal requires the dilution of awesomeness.  So every day we are fed mediocrity in education, news, advertising, car, music, movies, books, restaurants, etc.  Almost all of this encourages everyone to be average; to blend in.  And, ironically, if you don't blend in, you aren't hip or cool.  Here are some mind-expanding habits I see from elite people I know:
   1. They are readers.  More specifically, they are Learners and books are a great way to learn.

   2. They are "local-vores".  This means they eat locally.  They get to know local restaurant owners and chefs; which expands their knowledge of food and culture.

   3. They are independent thinkers.  They have multiple sources of news and information and research and fact-check what they are told.

   4. They are quotable.  They have original ideas that people want to write down (or re-tweet).

   5. They are not Over-Promoters.  They tend to be quiet and often un-assuming. 

   6. They are happy.  They smile, laugh, and have deep, meaningful relationships.

1. If you have talent, originality, and discipline you don't need the rest of the world to define you.
2. Honesty, humility, and kindness are the most elite of traits.
3. Nothing worth doing can be accomplished without commitment and enthusiasm.  

1. Focus on how much money you will spend.  At some point, marketing became equated with spending money.  Of course, you need a budget - but focus on investing in results, not just spending a budget.  I recommend a "zero sum" approach.  Start with desired outcomes, then establish how much you need to spend to reach those goals.  Keep in mind that word-of-mouth is always free.

2. Create a punch list of tactics.  Of course, you need a plan for what you are going to do.  However, a "check box" mentality distracts from the true task at hand - producing results.  This will prevent you from measuring progress by what you've done instead of what you produced.  

3. Establish a target demographic.  Demographic-based target audiences are a relic of media placement.  Unless you are selling to shut-ins and geriatrics, demographic models have mostly been fragmented.  Instead, focus on the psychographic profile of your ideal audience.  How do they think?  What do they believe?  What are their drivers?

4. Don't worry about a message.   Marketing is all about saturation, right?  It doesn't matter what your message is.  Just get a slogan, a jingle and get your brand in front of enough people and it will produce sales results.  Unfortunately, this happens enough times to perpetuate this myth.  For those of you that don't believe that "luck" should be part of a marketing plan, your message is the single most important part of your plan.  Simply put, your message is what you would say to your ideal audience that establishes an emotional connection and creates the desired behavior.  Simple, right? 

5. Don't worry about quality. This bad marketing plan mistake is partially related to #2 and #4.  The focus on punch lists and saturation often leave a lack of funding on producing quality marketing materials and advertising.  A poorly shot TV ad, a poorly written radio ad, a poorly designed print piece, a poorly designed web site, etc are evidence of a poorly thought-out marketing plan.

6. Write your plan for the entire year.  Frankly, we shouldn't have annual marketing plan.  It locks you in to a plan that has minimal flexibility.  One year in a brand is a long time.  New opportunities will arise, new threats will emerge, and markets/trends will shift.  And you will be stuck in Q3 of your plan using old data and old ideas.  Instead, focus on a strategic plan for the year with 4 - 5 measurable outcomes (i.e. revenue per customer) - then use quarterly marketing plans for the execution side of the plan.

7. Don't establish benchmarks or outcomes.  I've used the term outcomes, benchmarks, measurables, and results enough times to sound like a real consultant.  Without them, you don't have a plan.  
   

1. The Buy Local movement will grow.  American Express's very well-executed "Small Business Saturday" campaign is just the tip of the iceberg for this trend.  Thanks to awareness campaigns, word-of-mouth, and the continued flat economy, buying local will be even hotter in 2012.  The lesson for locally-owned businesses is to not suck at branding.  This starts by actively participating in the Buy Local movement.  It also means investing in first impressions: logo, signage, web, etc.  People want to buy local, but they don't want to buy local crap.

2. "Indie" brands will stay hot.  Similar to the Buy Local movement, Indie brands are hot right now.  Indie brands are more about un-establishment rather than anti-establishment.  This means they are edgy and different, but still have some mass appeal.  These are small record labels, regional chains (i.e. Dutch Brothers), small clothing lines, etc.  The #1 goal for Indie brands (besides having great products) is to have a findable and usable web site - and making sure it is integrated with your social media efforts.  

3. Mobile web will (almost) reach small businesses.  Since the web is people-driven, it will evolve as people change their habits, new technologies emerge, etc.  One example is the rise of mobile web that has been fueled by smart phones, 4G, and greater access to wifi.  For smaller businesses, this means making sure your web site is mobile-enabled - and making sure that you have a good presence on Google Maps.  By mid to late 2012, I also think you will see more small business related mobile apps.  As the cost of app development drops, savvy small businesses will start do use apps to promote their brands and sell products.

4. Integration is in.  This trend has emerged in larger brands the last few years.  In short, it means integrating your visual identity, message, offerings, etc through all mediums.  This is not a new concept. However, the fragmentation of old media and the emergence of all the new media platforms, it is certainly more difficult.  For small business owners, this means making sure that all of your marketing vendors are talking to each other.  This traditionally hasn't happened, so be prepared for drama and push-back from each of them.  Or get them all in a room and post the video on YouTube!   The bottom-line: by not integrating your brand across all mediums, you will dilute your brand, confuse your audience, and look like an amateur.

5. Interaction will be a requirement. Other than small pockets within certain demographics, the idea of "passive" branding is pretty much dead.  Passive branding is part of the old thinking about saturation - that enough people see your billboard or see/hear your ad, then it creates brand awareness.  And brand awareness leads to sells. In the words of Keyshawn Johnson, "C'mon Man!" The business owner in you wishes it works this way, but the consumer in you knows it doesn't.  If you are going to do outbound marketing (radio, TV, billboard, print, direct mail, PPC, etc), you have to give something for people to DO!  This is why QR codes are hot right now.  I'm not sure this trend will continue, because 90% of where the scan takes you is boring or poorly executed.  However, the idea of getting your audience to do something is on the right track.  The same rule applies to e-mail marketing, text marketing, social media advertising, etc. - using these tools is not enough.  There has to be interaction - or at a minimum, a call to action or offer.

Is your brand Oatmeal or Bacon?  Find out here.

1. It's not a computing device; it's a content platform.  In other words, it's not trying to be an iPad - and that's what I love about it.  It is great for reading, watching video, surfing the web, listen to music, e-mail, social media, etc.  If I want to work on documents or use more heavy-duty software, I have my MacBook Pro.

2. You can hold it in one hand.  And if you get a cover for it, you can hold it like a book.  This makes it much easier to use at home, office, at coffee, etc. than an iPad.  It truly does replace both books and a laptop for content consumption.

3. It has a crystal clear screen - feels almost like a small flat screen TV.  This makes reading, watching video, etc. even better.

4. The Amazon Cloud integration.  Simply download the Amazon Cloud app to your computer and it will send your iTunes library, documents, and other files that you choose to the Amazon Cloud. You can then access them through the KindleFire (and your smart phone).

5. Amazon Store integration.  It is scary easy to buy with one click on the Kindle Fire.  As such, I find myself reading more - but also buying more.  Which, of course, is part of the reason they priced the Kindle Fire so low.  I also like the integration with Amazon Prime and video streaming.

1. The Amazon App Store is pretty bare.  For example, there is no Gmail integration.  There is an e-mail app already on-board, but I'm used to the way my HTC Thunderbolt (Android OS) has such tight Gmail integration via a true app.  The same issue applies with other apps you might be used to like Facebook.

2. Although the screen is plenty big to handle a full web site, a lot of sites are assume that you are accessing via mobile device - so you get the mobile version of their web site.  I assume that this will eventually be addressed with mass adoption of the Kindle Fire, but it's annoying right now.

3. Although a bright, clear screen, the Kindle Fire doesn't have the silky smooth response that an iPad does.  It has a slight delay and a little awkwardness on moving from app to app, browsing the web, or turning a page while reading.  I often find myself needing to double tap links or apps to get a response. 

4. The power button and head phone jack are on the bottom of the device.  This means that you easily can accidentally bump the power button - and when you have head phones in, they have an irritating kink in them.  It was probably a decision based on production cost, not usability - but something that Steve Jobs would have never tolerated.

5. Although you can easily hold it in one hand, it is much more bulky than I anticipated.  It is almost brick-like - both in design and weight.  This isn't a big deal, but you get used to a standard of blending of function and beauty from using Apple products.

Is your brand Oatmeal or Bacon?  Find out here.

Is your brand Oatmeal or Bacon?  Find out here.

1. Jared Allen - DE - Minnesota Vikings.  This Idaho State Bengal was the winner of the 2003 Buck Buchanon Award (best defensive player in DI-AA) and was drafted in the 4th round in 2004 by the Kansas City Chiefs.  Now with the Minnesota Vikings, Allen over-came off the field issues to become one of the NFL's premier pass rushers - recording double digit sacks for 5 straight years.

2. Fred Jackson - RB - Buffalo Bills.  Jackson went to Coe College, a liberal arts school in Cedar Rapids, Iowa with an enrollment of 1300.  Jackson was discovered by former head coach and GM of the Bills, Marv Levy (who is also an Coe College alum).  Signed as an undrafted free agent in 2006,  Jackson is currently the NFL's leading rusher - having beat out former first rounders Willis McGahee and CJ Spiller for the starting RB gig.  

3. Miles Austin - WR - Dallas Cowboys.  Austin was signed as undrafted free agent in 2006 out of Monmouth (NJ).  For his first 3 seasons, Austin was primarily a kick returner and part-time receiver.  In 2009, Austin became the Cowboys's primary receiver.  He went on to make the 2009 and 2010 Pro Bowl rosters.

4. Jahri Evans - G - New Orlean Saints.  Evans, out of Bloomsburg State (PA), is the NFL's highest paid guard and a multi-time Pro Bowler.

5. Pierre Garcon - WR - Indianapolis Colts.  Although having a down year like the rest of the Colts, Garcon has become an integral part of the Colts vaunted passing attack.  Drafted in the 6th round in 2008, Garcon is from DIII powerhouse Mount Union (Ohio) - winners of 10 DIII national championships since 1993.

6. Cortland Finnegan - CB - Tennessee Titans.  This Pro Bowl cornerback has earned a reputation for his nastiness.  Originally a 7th round draft pick in 2006, Finnegan attend Samford University (Alabama) where he was a 3-time All Ohio Valley Conference safety.

7. Jared Veldheer - T - Oakland Raiders.  A 3rd round draft pick in 2010, Veldheer has already become one of the AFC's top left tackles.  Veldheer attended Hillsdale College (Michigan), a school noted for being a hot-bed of conservatism but not for producing NFL players.

8. John Kuhn - FB - Green Bay Packers.  A course of "Kooooohn" is heard when this popular Packer player touches the ball.  Originally signed as an undrafted free agent by the Steelers, Kuhn hails from Shippensburg University (PA).  Kuhn has become a jack-of-all-trades for Green Bay - running, blocking, catching and playing special teams.  Also from Shippensburg, Atlanta Falcons starting CB Brent Grimes.

9. Danny Woodhead - RB - New England Patriots.  Woodhead is college football's all-time leading rusher (all levels).  After attending Chadron State (Nebraska), Woodhead went undrafted and was signed by the Jets. After spending a year on IR, Woodhead was cut and then signed with the Patriots.  Since then, Woodhead has played multiple roles for the Patriots running, catching, and playing special teams - including making a number of plays against the Jets.

10. Kevin Boss - TE - Raiders - Western Oregon.  When the NY Giants drafted Boss in 2007 in the 5th round out Western Oregon, he was considered a solid prospect but not a potential star.  However, Boss took over as starting TE after Jeremy Shockey as injured - which lead to a Super Bowl victory where Boss made a critical 45 yard catch.  In 2011, Boss signed a huge contract with the Raiders.

Is your brand Oatmeal or Bacon?  Find out here.

1. They have standards, not rules.  Of course, they have business processes - and are quite disciplined about them.  What I mean is that they don't have a bunch of rules telling employees and customers what to do and how to behave.  I've mentioned this before, but this trait in non-elite brands is manifested in signage.  "No checks".  "Wash your Hands".  "No returns without a receipt". "Remember to Smile (I saw this sign at a teller's desk in a bank!), and many more.  The elite brands have standards - manifested in their culture.  They make the workplace fun and productive - and the buying experience easy.  Above all things, they make it easy for their employees to fix problems that aren't in some handbook - especially related to customer experience issues.

2. They embrace accountability.   Non-elite brands are gifted at re-defining problems, shifting blame, and giving long speeches.  Elite brands have a culture of accountability that permeates the entire organization.  Their people want to own problems, not run from them.  They want to be measured and challenged.  Because of this, they tend to benchmark everything: customer delight, employee productivity, system performance, profitability, etc.  

3. They use the language of "Yes".   Non-elite brands start with "no".  As in "No, we can't" or "Not my job".  Elite brands start with "Yes".  They say "yes" to customers - and they say "Yes" to each other regardless of department.  Even the traditional "No" departments like HR and Finance, start with "Yes".  This creates a positive, innovative, and creative culture that manifests itself in every part of the brand.

4. They are polarizing.   Elite brands are not afraid to offend someone.  They aren't afraid to let an under-performing employee go.  Or "fire" a hard-to-deal-with customer.  They also aren't afraid to take a stand with their belief systems and standards.  They aren't trying to please everyone - just the people that share their passion, values, vision, etc.  Non-elite brands are passive aggressive.  They pretend to be nice but complain about customers and each other behind the scenes.  They take abuse from customers who are trying to work the system.  They tolerate mediocre employees, systems, marketing, relationships, etc.  

5. They want to win.  Every elite brand I've worked with or studied has a "bad guy" they want to beat.  This could be an unscrupulous competitor, a stale industry, or perceptions in the marketplace.  Whatever it is, they want to kick it's butt and blow it up. They are intensely competitive - and as such, they are not afraid of competition or afraid of being measured.  Further, the employees of elite brands tend to be competitive - often manifested in being more healthy and fit than employees of non-elite brands.