[Opinion] Marketing for the Peace Builder IV

There are three questions that the savvy peace builder should focus on when developing a marketing plan:

Whom do we serve?

This question can be answered with surveys and other formal and informal means. The question is not focused on the peace builder’s skill sets and where they’re comfortable. Instead the question focuses on the target audience for products, services, processes and philosophies. The question seems simple, but when the answer in the peace builder’s mind comes back as “everybody” there needs to be a deeper, more disciplined dive into the question from the target’s perspective.

Why do we serve them?

This question focuses on the four areas that many peace builders (and many entrepreneurs, business owners, and other self-starters) forget, because it is a question that delves into the culture of the marketing, the branding and the project that a peace builder wants to develop. The four areas are mission, vision, and goals. The mission describes what you want the project to accomplish, vision describes where you want the project to wind up, and goals describe the ways you will get there. The last area is the trickiest, because values—if only written down and not lived—can act as a boundary or act as rocket fuel. Either way, if they aren’t articulated, the peace builder may forget them and grab at whatever revenue generating idea comes along, in effect diluting their brand promise, distracting themselves, and ultimately going out of business.

How do we delight them?

This question really is the one that focuses on the savvy peace builder as a person who can delight, rather than as a widget (or a cog) in an industrialized, productized process. This is the question where the peace builder’s strengths, interests and passions can freely reign, to create a product, process, service or philosophy that the target market wants and that they can deliver successfully and generate revenues at the same time. Asking this question (and answering it well) can make all the difference between a peace builder who “burns out” after sustained people work, and the peace builder who stays engaged with learning and developing year-on-year.

Developing a marketing plan can seem like a waste of time, but answering these three questions places the core of the plan under the peace builder’s control and make the development process smoother. In addition, commitment, consistency and persistence become reinforced through an engaging plan for marketing peaceful solutions to conflicts.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Strategy] The Temptation at Mass

When you build a product, create a service or develop a process, the temptation (whether at scale or not) is to pursue the acceptance of the masses and be for everybody.

When building, (and planning to build) the discipline is to be targeted and to pursue the special and the narrow—the long tail in essence.

The primary drivers for pursuing the acceptance of the masses at scale are fear, desperation and greed:

  • For money
  • For prestige
  • For status
  • For power

The fact of the matter is, the myth of mass acceptance as being the “golden ticket” to profitability over the long-term has been exploded by the presence—and the influence—of the most dominate communication tool yes invented by man—the Internet. Sure, there will be blips of products, services, and process, that will appear to catch the masses attention, but in reality, the mass effect is dying a hard death. As audience attention becomes harder and harder to contain and obtain at mass, the benefits of a product, service or process being for “everybody” erodes under the weight of mediocrity, ineffectiveness and banality.

For the peace builder, if the processes, services, products, and philosophies that you provide are not for “everybody” in conflict, the real discipline is in developing your own emotional and psychological responses to what that means, and then methodically acting on them.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Advice] The 10 Year Overnight Success IV

We laid out for them, at one point in the meeting (a meeting that we had scheduled for, pushed for and planned for, by the way) all of the projects in which Human Services Consulting and Training is currently involved.

Overnight_Success

When we were done talking, we admitted to feeling—and thinking—that we have been in a bit of a long-term dip, since last October.

They (the other party on the other side of the table) laughed and told us that we had been “very busy” for being in a dip.

In another interaction we had, we were talking with another up and coming podcaster. We were talking about how long it takes to create a blog following versus creating a podcast following, versus creating a video based following.

We talked about how you need at minimum, 1000 raving, dedicated fans, gathered from the long tail, to make this work in the long-term.

Our fellow podcaster raised his eyebrows and said something to the effect of “It takes ten years to become an overnight success.”

Someone else, about a year and a half ago, said the same thing.

Stories of success (and the pornography of failure stories) litter the Internet, entrepreneurship, small business literature and, the truly American section of the local bookstore, the self-help section. But what is never pointed out in those stories, is that for at least a decade before you read the story on the Internet, became a fan online, watched a TV show with a “shark” in it, or even picked up that self-help book, the people that made that were toiling away in anonymity, just like you.

The path to both success and failure takes a decade of commitment and consistency, trial and error, tears and joy. Dizzying heights and terrible dips.

And whether you’re building a product, a service or some weird, wonderful hybrid, you better be willing to commit to a ten year long journey of ideas that might not work, people that might not like you all the time and projects that might fly, or crash and burn.

What separates the employees, from the risk takers, and the owners from the entrepreneurs is the willingness to go on a ten-year long walk.

Just keep walking…

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: http://www.twitter.com/Sorrells79
LinkedIn: http://www.linkedin.com/in/jesansorrells/

[Strategy] Access to the Means of Production

There is a growing chorus from the progressive parts of the US economy, concerned that many historically marginalized race and class groups may not be benefiting from the fullness of the revolutions occurring in high technology, economics, and communications.

This chorus centers in the world of high technology startups of Silicon Valley and their media/opinion outlets. Ironically, this call is coming from a world that has historically been dominated by the mostly male, mostly white (or Asian) and the mostly highly educated.

The gender/sexual discrimination case of Ellen Pao and her plight as CEO of Reddit, has brought the issue of “women in technology” to the forefront of tech Twitter. Missing in this discussion (or maybe floating around the edges of it) is the fact that discussions around the core issues of class and racial advancement and economic development continue to employ the language of the past to define problems of the present; and, to frame discussions of the future. This framing (or storytelling, if you will) has to shift in three areas for there to be more participation from those currently existing exclusively in the space of the historically discriminated against:

Access to technology, content creation mechanisms, and the knowledge of how those systems work (and why) needs to be framed as a social justice issue, rather than as a technology/economic issue.

The challenging and uncomfortable question that no one asked (not the NYPD, not the Mayor of New York’s office, not the multiple variations of protestors, not the progressive pundits) about the entire Eric Garner incident is: “Why was Eric Garner on the sidewalk, selling “loosie” cigarettes, and having continuous issues, run-ins and arrests with the NYPD in the first place?”

Think about that question for a moment and then think about this, equally challenging question: “If Eric Garner had sufficient access to technology, content creation mechanisms, and the knowledge of how those systems work, would he have had to be on a sidewalk at all, or could he have fed his family, from his home, by using those mechanisms?”

These are two questions that need answers, advocacy and more noise behind them, because access to the means of production is the social justice issue of the 21st century—regardless of race, culture, class or creed. And let’s not even get into dissecting the background of other lives and how they could have been positively impacted by a greater knowledge and access to technology that could bring them—at minimum—the beginnings of an income and a better life.

Creating (and co-creating) rather than constantly consuming as a means of understanding how new technological and economic systems will work in the future.

Even with 1.5 million pieces of blog content being created every day and 175 million blogs being out there (along with all the videos on Youtube, live streaming, podcasts and other image based content) there is still a dearth of quality, meaningful content. Particularly, content that reflects the lives that are lived by people other than a thin stratum of wealthy, North American and European peoples.

As the Internet expands globally, many young, African Americans run the risk of being left behind on a global web, full of aggressive, young focused content creators. Understanding the how and why of content production allows people to co-create their lives with others. This is an idea that’s an easy sell when a culture leapfrogs the desktop computer; less so when a subculture is historically marginalized and suffers from the results of educational disparities for a wide variety of reasons.

Changing mindsets around the possibility of owning and building something requires telling a different story about what risks matter—and which risks don’t matter.

As the risks that used to matter begin to matter less and less, appropriate preparation through role modeling and education is important for everybody in the US culture. However, for those people who will be left behind as the perceived security of employment becomes more and more a thing of the past (“In my experience as a black entrepreneur, I saw the majority of my family take the government job route, while I always had the itch to pursue a self-made career.”) there will be no gentle landings as circumstances change. Just sudden, violent bumps.

As the Singularity eventually arrives, the solution is not to ameliorate the impact of these bumps through the creation of Universal Basic Income systems, or micropayments and micro-lending schemes. These are band-aid solutions at worst, and recipes for negative social disruption at scale at best. Instead, the long-term solution is to begin to teach future generations what the real risks are. The mindset and attitude that causes success to have many fathers and failure to be but an orphan, still reigns in many sectors of this economy, but that shouldn’t prevent our society from investing in education about the risks that matter: emotional labor, collaboration, and building credibility and trust through the long tail, rather than relying on the short mass.

In the end, there are disruptions that have to happen in education, economics, finance, real estate, and other areas, not to level the playing field—this is an impossibility—but to create new fields, with new rules for new participants that may have been historically disenfranchised by the past.

Give a man a fish, he’ll eat for a day. Teach a man to fish, he’ll eat for a lifetime. But teach a man to build and sail a boat, and he’ll go to the furthest horizon and teach someone else. Isn’t it time for us to advance the access, technology and discrimination battles past the language of 20th century battles, and frame them instead in the language of the 21st century, that we’re already 15 years into?

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Opinion] Marketing for the Peace Builder III

There are three ways to connect with clients, customers, fans and audiences.

And in the world of digital communication, there is one basic principle that underlies all of these connections that the peacebuilder must keep in mind.

Original content creation starts with the blogging, but then moves to image creation (uploads to Slideshare), video (both live streaming and staged), audio (podcasts), webinars and more. Original content creation requires consistency, sweat equity and massive amounts of focus to get right.

Content curation starts with looking at what the Web already has as content out there, being produced by others, and then distributing that content to others in your network. Content curation requires and understanding of deep linking, mobile phone use, SEO rankings, keywords (yes, they still matter) and SEM (that’s Search Engine Management). Content curation requires an intuitive and analytic driven understanding of which platforms are just bullhorns, and which ones are targets for getting your audience’s attention, trust, and giving them value.

Content distribution starts at the intersection of content curation and content creation and requires understanding how those two intersect—and how they bisect. The fact of the matter is that many content creators are really good at distribution vial one platform (email, social, TV, direct mail, etc.) and really mediocre at many others. This is due to the fact that each distribution channel has its own rules, quirks and dramas that affect how an audience gets engaged and why, how long that audience stays engaged, and why that audience leaves.

The one basic principle the peacebuilder must keep in mind, is that creation, curation and distribution are the only ways that scale occurs in the digital realm. And when the persistent thought in a peacebuilder’s mind is “Is this doing any good?” the persistent answer, after developing in all three areas with strengths in creation, is…

“Yes.”

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Opinion] Marketing for the Peace Builder II

Peacebuilders spend a lot of time in the non-digital world, at the conflict resolution table, making connections, reframing ideas, challenging the status quo and creating the space for resolution between parties in conflict.

There are tools out there right now, blogging, podcasting, video creation, content curation tools, and many more that make it easy for the peacebuilder to do all of these things in public, in real time, creating change right now.

The issue is not the tools, or even serving the clients through using the tools.

The issue is shifting the field based mindset, philosophy and thought processes around personal/brand self-promotion, client self-determination, putting an idea “out there” and standing up for it.

Even if the client, the audience, or the peers disagree.

The issue is fear.

The issue is courage.

The issue is in the self, rather than in the tools.

Digital = fearless.

Who’s ready to be fearless today?

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Opinion] Build Your Own House

When living in a house that someone else has built, there is always a sense of something that could be better, roiling around underneath the veneer of “being comfortable.”

Walking around in that house, the renter (or person paying the mortgage) always notices nails sticking out, annoying rough edges and corners of door jambs and knobs, cabinets that are the wrong height and colors of the walls that are “off.”

But, most people put up with those irritations in a house, because…well…it takes a lot of technical—and emotional—knowledge, to design your own house, to your own specifications, that’s comfortable for you.

It’s the same thing with the houses that we have built on top of the virtually property space of the web: social media platforms, apps, websites and many, many other items.

Too many clever people in the web space complain too much and too loudly, about the houses they are paying rent to live in. And as clever as they are, they are not picking up a pen, a ruler and sitting at a slanted desk, to design and build something of their own.

In order to develop the web past where it is now, we need more clever people building houses, versus renting houses.

And the amount of real estate is always expanding…

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: www.twitter.com/Sorrells79
LinkedIn: www.linkedin.com/in/jesansorrells/

[Podcast] Earbud_U Episode #3 – Brad Heckman

[Podcast] Earbud_U Episode #3 – Brad Heckman, CEO New York Peace Institute, Twitter Guerrilla, Blogger

[Podcast] Earbud_U- Episode #3-Brad Heckman

[powerpress]

This is not your typical podcast around conflict resolution and peace building, but my background is as a divorce and family mediator.

As such, I am fascinated by people who do this work, but I am also interested in how all of this intersects with entrepreneurship.

Entrepreneurship is hard. Just as hard as building peace between people.

Brad Heckman, the CEO of the New York Peace Institute, is doing great work in combining the two together and my talk with him was unique.

We focused on a lot of areas, but the big thing that we focused on was his background, perspective and approach to peace.

Look, the New York Peace Institute and Brad Heckman are doing great stuff in the marketing space as well and is expanding his footprint all over the Interwebs, including Twitter, where he is a grandmaster of Tweeting.

Check out the links below and look into his work.

The New York Peace Institute: http://nypeace.org/

Brad on Twitter: https://twitter.com/hecksign

NYPI on Twitter: https://twitter.com/newyorkpeace

Brad’s Blog, The Hecklist: http://thehecklist.wordpress.com/

Check out Brad’s Interview on Soundcloud here–>http://www.soundcloud.com/jesan-sorrells/episode-3-brad-heckman-final

Download the Latest Episode of Earbud_U!

[Advice] 3 Entrepreneurial States

There are three emotional states that can catch hold of the entrepreneurial peace builder as she is building her project:

YES!

  • The fear which is accompanied by every new decision
  • The exhilaration when a client is helped and “closed’
  • The dread of returning to working for “the Man”

The employee mindset is built on the idea of stability, predictability and “money that will always be there.”

The employee mindset still dominates, even in our post-Industrial world.

This mindset also tolerates bad behavior, ego driven decision making, and gives away its autonomy for dollars.

The detoxification process than the savvy peace builder experiences as she moves confidently through dread, fear and exhilaration, while also holding onto her employee life, ensures that—once her definition of success is realized—she will never go back to “golden handcuffs” ever again.

And she’ll be no good to any large organization—other than as an equal to be negotiated with, a competitor to be crushed or a morsel to be gobbled up.

The three emotional states—and their impacts— are integral to overcome because the road back to the “golden handcuffs” is a long one indeed.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: www.twitter.com/Sorrells79
LinkedIn: www.linkedin.com/in/jesansorrells/

[Advice] Work – Life Integration

The engaged, consultant maximizes her time, so that she is working on her business, rather than in her business.

Employees_Compromising

This is the difference between a job and an entrepreneurial venture.

Or even, dare I say the difference between golden chains and a golden ticket.

There are spaces between responsibilities to family, meetings, and other gaps in our lives that can be maximized for the greatest level of productivity.

But that’s not work/life balance.

That kind of balance is not attainable.

There’s only maximizing as much productivity and gaps as possible, and then hoping for the best.

The work of an entrepreneur is to minimize the level of risk in her project: To codify and commoditize the process, the product and even the productivity.

Work/life integration is more attainable than work/life balance, which is the Holy Grail of all entrepreneurial ventures.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: hsconsultingandtraining@gmail.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: http://www.twitter.com/Sorrells79
LinkedIn: http://www.linkedin.com/in/jesansorrells/