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  • How to grow your reputation (and business) in competitive fields

    Two things. One, I don’t know about the ethics of posting an article from HBR that allows you to read 5 free articles and then has a paywall in place [I ALWAYS link back to OC, but please let me know your thoughts on this – I do appreciate knowing if I’ve pissed somebody off]. I also didn’t like the original title of, Get People to Listen to You When You’re Not Seen as an Expert. It sounds a tad manipulative to me. Two, what I’ve found that really helps in growing any reputation and business is time and honesty. OK, let’s throw reliability in there as well. Now, I’m not saying that good old fashioned networking and self-promotion are a bad thing, but it takes time for people who decide their marketing spend to get to know you. There is also a wrinkle in this field as we fight to convince folks digital is overtaking traditional in the fight for eyeballs. Many of the the decision makers -or, HiPPOs – need to be familiar with your reputation and opinion of your peers before they even agree to hear your pitch, let alone that their traditional efforts may not be working as well as they did in the past. AND, let alone why they should reapportion some of that spend to the digital realm.

    And we won’t even go into the difficulties a new graduate, or someone who’s switched careers at any age will experience [This will be definitely be another post, as I’ve experienced both firsthand]. Again, time, honesty and reliability will win out. I cannot stress enough the reliability part. I am regularly surprised by how hard it is to find reliable folks to help with a project in a freelance/consultant (or even salaried) capacity.

    That said, I will repost the article that started this thought below, with links to the original article on Harvard Business Review. Enjoy!


    Get People to Listen to You When You’re Not Seen as an Expert

    Growing a business when your new can be difficult
    Being new to your field can be difficult

    One of the most powerful forms of influence, according to psychologist Robert Cialdini’s famous analysis, is authority — often derived from perceived expertise. When a doctor advises us to exercise more, or a Nobel Laureate raises questions about a certain economic policy, we’re likely to pay much more attention than if a random person offered the same counsel. In our professional lives, this principle can be a boon: if you have a Ph.D. in a subject, or have worked in the industry for 20 years, or are seen to be an expert because you write for a certain publication, you have an increased ability to influence others.

    But what if you don’t have those credentials? As I describe in my new bookStand Out, when you’re just starting out in a field, or lack blue-chip affiliations, it may be hard to persuade others to listen to your ideas, even if they’re groundbreaking and valuable. Here are four strategies to help you overcome your perceived lack of expertise and ensure you can make an impact.

    The first step, if you aren’t yet seen as an expert in your own right, is to borrow others’ expertise. If you’re a thoughtful curator of the best ideas in your field, even if you’re not developing them yourself, others will start turning to you for guidance. “Originality can be overrated,” says Des Dearlove, co-founder of Thinkers50. He cited Malcolm Gladwell and Daniel Goleman (of Emotional Intelligence fame) as examples of thought leaders who are actually “synthesizers” of information. Says Dearlove, “These guys bring communication skills and an ability to bring complex ideas and make something out of them, but it’s not their [original] research.”

    YOU AND YOUR TEAM

    Another strategy to gain more influence for your ideas is finding commonality with your audience, a technique that makes them far more receptive to hearing from you. In Stand Out, I profile Robbie Kellman Baxter, a consultant who earned her MBA from Stanford and, as an active alumni volunteer, now derives more than half of her business from her fellow graduates. “The reason it’s good for your business is that you’re able to form genuine relationships with like-minded people very quickly, and to me, that’s the definition of good networking,” she says. “There’s a kind of trust: I know what you went through because I went through it, too.”

    It’s also important to be strategic about how and where you’re applying your persuasion techniques. In my previous career as a presidential campaign spokesperson, we frequently created powermaps, which identified who the relevant decision maker was on an issue, who she listened to for advice, and how close we were to those advisers. The goal was to create an “echo chamber” effect, in which – even if we couldn’t reach the target directly – we could ensure she would hear about our position favorably from a variety of sources. Powermapping is a highly targeted form of influence that can enable you to bypass objections about your own level of expertise on the subject.

    Finally, the best antidote if you’re lacking an expert reputation now is to start creating one ASAP. Creating original content is the single most effective way to develop an expert reputation. Though the best channel will vary (photographers and chefs should double down on Instagram, while it’s less helpful for attorneys and insurance brokers), blogging is a good bet for most professionals. In just an hour or two a week, you can begin to demonstrate how you think about the issues facing your field and sharing your unique point of view. Your content creation sparks a virtuous circle: because reporters looking for comment almost always start their articles with an online search, if your name keeps coming up as someone writing about the issues, they’re likely to contact you, reinforcing your expert reputation with third-party validation.

    If you’re not yet considered an expert, it’s harder to get your ideas noticed — but not impossible. With these strategies, you can begin to overcome others’ resistance and make sure your voice is heard.


    Dorie Clark is a marketing strategist and professional speaker who teaches at Duke University’s Fuqua School of Business. She is the author of Reinventing You and Stand Out. You can receive her free Stand Out Self-Assessment Workbook or follow her onTwitter.

    Here is the original post: Get People to Listen to You When You’re Not Seen as an Expert

  • Networks fret as ad dollars flow to digital media

    Networks fret as ad dollars flow to digital media

    Published by the NY Times 5/10/15 – It will be interesting to see how much advertisers are willing to spend on traditional media this year. The question isn’t how much [there will be plenty of advertising time purchased] but will the decline continue? I believe so.

    Where are you putting your budget?


     

    With the number of digital alternatives growing quickly, the television industry is bracing for what many expect to be an anemic upfront market.

    Beginning Monday, television networks will roll out the red carpet for marketers during the annual bazaar known as the upfronts, trying to lure them into committing tens of billions of ad dollars for the coming TV season. If things go well, the networks will sell as much as 75 percent of their advertising time in the negotiations that follow a week of flashy presentations and star-studded parties.
    But behind that lavish veneer, the mood at some television networks is nervous and the sales pitch urgent.
    That is because broadcast and cable companies are asking marketers to open their wallets at a time of great anxiety in the industry, when TV ratings have collapsed and networks are fending off fierce competition from digital outlets.
    Television viewing has plummeted 9 percent so far this season compared with the previous season, according to MoffettNathanson Research. To explain the drop, some industry executives and analysts point to the rapid increase in the amount of time people spend watching Netflix and other streaming alternatives. Netflix viewing accounted for about 43 percent of the decline in traditional TV viewing in the first quarter of this year, according to MoffettNathanson.

  • Rebrand, redirect and/or consolidate (?)

    Rebrand, redirect and/or consolidate (?)

    You might want to read  Should I Rebrand and Redirect My Site? Should I Consolidate Multiple Sites/Brands? by Mr. Fishkin over at Moz. In this most excellent and helpful post, Fishkin “…offers some guidance to marketers who are wondering whether a rebrand/redirect is right for them, and also those who are considering consolidating multiple sites under a single brand.”

    Enjoy.

  • Starting out with interval running

    Starting out with interval running

    After reading my usual 5k runs weren’t doing much for me anymore, I looked into interval training –which a LOT of fitness experts like Workout Anywhere swear by- that spoke to my short attention span. There’s a load of convoluted articles on the subject out there, trust me. But I found one that’s easy to implement – plus it had a picture of a running dog.

    Jog Dog

    It’s posted by Nerd Fitness which appears to be a pretty sweet site run by a guy named Steve. He recommends the workout below under the title, Interval training: Kick your ass and kickstart your metabolism in 20 minutes:

    • 5 minutes of warmup...light walking, bump the speed up a little bit to get your legs warmed up…then stretch.  Don’t stretch until you’ve warmed up.  Think of your muscles like rubber bands…you quickly pull a rubber band that hasn’t been used yet and it’ll snap.  Warm it up, get it used to activity, then stretch it, and you’re golden.
    • 30 seconds of increased pace (70% of maximum effort)… 2 minutes of decreased pace.
    • 30 seconds of increased pace (75% of maximum effort)… 2 minutes of decreased pace.
    • 30 seconds of increased pace (80% of maximum effort)… 2 minutes of decreased pace.
    • 30 seconds of increased pace (85% of maximum effort)… 2 minutes of decreased pace.
    • 30 seconds of increased pace (90% of maximum effort)… 2 minutes of decreased pace.
    • 30 seconds of increased pace (100% of maximum effort)..2 minutes of decreased pace.
    • 5 minutes of light jogging and stretching. When you stretch afterwards, your muscles expand, allowing the nutrients you’re about to eat to fill in the gaps that are now empty from exercise.  Also, it keeps your muscles loose, so there’s a far less chance for injury.

    He has quite a few additional thoughts on the subject so check out the entire post HERE.

    ~Paul

     

  • Aging and fitness

    Aging and fitness

    Well, it’s a birthday (Hooray, Hooray for the 8th of May!) and as such I will go into a protracted and thoughtful meditation on what life means at this particular age and delve into some of the more pressing philosophical…zzz…zzz…zzzzzzz…. Wha?…huh?! Oh yes, I was going to, ah well, nope. I came across this great article today by Joe Friel in Outside Magazine posted by Mountain Gear and thought it made a lot of sense, so I’ll spare you all and share that instead.

    Endurance Guru Joe Friel Says You Can Still Be Fast After 50

    You just have to tweak your training and eating habits. Here’s how.
    Hiking summit
    High-intensity workouts involving hills or intervals are critical for aging athletes. Photo: iStock

    Fifty is America’s favorite age. According to a recent Harris Interactive poll, if we could “skip time and live forever in good health at a particular age,” Americans, on average, choose 50.

    Athletes, however, might think differently: 50 isn’t exactly associated with peak performance. But it’s still a damn good age to be an athlete, says Joe Friel, one of the world’s foremost experts on endurance sports. You can, in fact, be fast after 50. That happens to be the title of his latest book, Fast After 50. We had a chat with the endurance guru, who’s now pushing 70 himself, to find out how athletes can thrive after hitting the half-century mark.

    OUTSIDE: Why 50? Why not 40, or 60?
    FRIEL: Fifty is the age where performance declines become obvious, and can no longer be written off solely to non-sport commitments like family or job stress. Plus, other things occur at 50 that move aging to the forefront of one’s mind, like reading glasses, grey hair, facial wrinkles, and so on.

    What was the most interesting thing you learned researching this book?
    Across nearly all of the research, three changes appear to be responsible for age-related declines in performance: a decreasing aerobic capacity (VO2 Max), a loss of muscle mass, and an increase in body fat. These three factors—and how to slow the changes, or even temporarily reverse them—become the focus of the book.

    And what can athletes do to fend off those changes?
    Well, that is a complex question. But in short, completing high-intensity workouts—like intervals, hills, and weight training—is absolutely critical.

    This can be a challenge for a number of reasons, though. For starters, aging athletes tend to gravitate toward long, slow distance (LSD) workouts because LSD training is more comfortable and does not demand as much recovery time, which can seem great because it lets us fill our increasing leisure time with exercise. Additionally, high-intensity training comes with increased injury risk, so both the intensity and frequency of high-intensity workouts needs to be managed in a very structured manner, which can be a turn-off for some.

    All of that said, the bottom line is that the human body adapts positively to well-managed training stress (not just LSD workouts) regardless of age. Age is not the limiting factor. The desire to perform at a high-level and make the necessary sacrifices to do so is.

    “Young athletes can get away with reckless training and with making mistakes in diet and recovery. But if they continue with this sloppy way of training in the second half of their lives, it catches up to them”

    So for the over-50 athlete, a high-volume strategy may not be the best bet?
    This is a proverbial “it depends” question. Who are we talking about? For some athletes that have been training at a very low volume, an increase might be beneficial to their performance (but they still need to do some high-intensity work). However, for other athletes, focusing on additional intensity trumps adding volume. The only way to find out (which approach is best) is to test different strategies and measure the results. Either way, the body cannot be forced to change quickly—it adapts slowly, especially as we get older—so any increase in volume or intensity should be gradual.

    How does approach to everyday diet change for the aging athlete? How about recovery?
    The research shows that as we get older, we need more protein in our diet. This doesn’t mean eating more food, but rather, replacing something, in this case, carbohydrates, with protein. Protein is anabolic, meaning it promotes muscle growth. Meanwhile, overdoing carbohydrates is likely to contribute to an increase in body fat because it causes insulin secretion which interacts with another chemical in the body, lipoprotein lipase (LPL), to store fat. When we are younger, testosterone keeps LPL in check allowing us to eat lots of carbs without increasing fat, but that changes with age. And don’t forget, women also have testosterone, just not as much as men.

    Has anything changed in how you would coach a 30-year-old athlete as a result of writing Fast After 50?
    Young athletes can get away with reckless training and with making mistakes in diet and recovery. But if they continue with this sloppy way of training in the second half of their lives, it catches up to them. If an athlete wants to be fast after 50, they need to understand their bodies and make adjustments in their training, ideally, earlier rather than later. [Like not short-changing recovery, focusing more on fueling and nutrition, and not racing too often.] But telling this to a young athlete is like selling ice to Eskimos. Most young athletes would benefit greatly (as they age) if they had an older athlete-mentor or coach throughout their careers.

    Anything else older athletes should know?
    I really want to stress that an athlete’s rate of recovery is the confounding matter in most decisions about training, especially when it comes to increasing the intensity of workouts, which, like I said earlier, is critical. While we spoke about the importance of nutrition, we didn’t touch on sleep. Sleep is huge, perhaps even more important than nutrition when it comes to recovery. Aging athletes should take an all-hands-on-deck approach to improving sleep. This includes the sleep environment—comfort, darkness, quiet, temperature—and also, what is done in the hour or preceding bedtime to encourage drowsiness, like sleep routine, reduced light, protein intake, quiet, and calmness. In Fast After 50, I offer more detailed strategies for improving sleep and recovery in general.

    Source: Outside Online