Smarter eMailing

What do you do when you get an email without anything in the subject line? If you are like me, you probably grouse that the sender couldn't even take the time to say "wassup." And if an email like that ever comes from someone I'm not familiar with that it goes in the trash unread a click or two later.

Like a good headline for a newspaper article, a snappy email subject line better tells the story you want to share.

When you originate an email use the subject line to be specific with names, facts, dates or anything else that gives the recipient a preview. If you are responding to somebody's email free feel to add at the front of their subject line -- "In response to ..."

Many times a lengthy email string will, like any good discussion, veer from the original topic. When that happens it's okay to modify the subject line appropriately.

Don't be afraid to edit yourself. I try to re-read every original email and/or response one or two times before I hit send. It's amazing how many typos I make and they wouldn't be caught without taking that extra moment or two to re-read.

Just as important, proofing an email usually results in a few well-placed edits. After all, emailing is intended as a means for short and concise communications. Got something more to say? Put it in a memo or better yet, make a phone call.

The Super Bowl of Social Media

At the end of last year Pepsi announced they pulled their ads for this year's Super Bowl. The brand that showcased celebrities like Cindy Crawford, Britney Spears, Will.i.am and Michael Jackson (flaming hair & all), decreed that the Super Bowl of consumer advertising didn't taste right.

For weeks marketers have wondered what's next. On February 1 Pepsi launched The Pepsi Refresh Project, a social marketing grant campaign to make the world a better place. Instead of pouring millions of dollars into the sinkhole of Super Bowl advertising, Pepsi is spending its money on projects that help communities across a range of issues, including health, culture & arts, food & shelter, the Earth and neighborhoods.

Projects are submitted by regular folks to The Refresh Project website (http://www.refresheverything.com/). Site visitors vote for their favorite projects and the top vote getters receive funding from Pepsi.

This echoes a campaign that American Express has used the last two years. I'm sure there are plenty of other examples of feel-good social marketing -- Ronald McDonald Children's Charities and Target House come to mind first.

What's most gratifying is the bold move made by Pepsi to redirect $20 million to a broad swath of smaller scaled projects that anybody can feel good about. At the time of this posting, 729 projects had been submitted to the website. Each project sponsor will no doubt launch a mini-campaign to get friends, family & neighbors to visit the Pepsi site to vote for their pet project.

Hard to knock a program that offers so many winning propositions for everybody involved. Think I'll crack open an ice cold Diet Pepsi and peruse the projects before casting my vote on this Election Day.

Don't let lemons turn you sour

For years I've carped on my kids about how to deal best with tough situations:

"When life serves you lemons it's time to make lemonade!"

Branding guru Seth Godin has a new twist on this common tale in "The Lesson From Two Lemonade Stands." Given the ever-increasing importance in creating the best possible brand experience for our customers, I thought Seth's story deserves a second look:
http://sethgodin.typepad.com/seths_blog/2010/01/the-lesson-from-two-lemonade-stands.html

Chicago Last in Marathon Olympic Bid

Immediately after news broke that Chicago came in last in voting for the 2016 Olympics my in-box & Facebook filled quickly. Here's my own humble list of "Top 10 Reasons Why Chicago Lost Its Olympics Bid."

1. Arrogance. The Chicago organizers drank too much of the Kool-Aid they continually served.
2. Mayor Daley emphasized in closing remarks that the Olympics would be good for Chicago instead of how Chicago would be good for the Olympics.
3. There was way too much local boosterism on the part of media instead of critical thinking (and commentary) on what was wrong with the Chicago bid.
4. We sent Oprah. Rio sent Pele. 'nuff said ...
5. The IOC is quirky at best. Remember that these people took bribes (from the Salt Lake City committee).
6. When will we understand that most of the world hates us?
7. Chicago organizers pooh-poohed local, VERY VOCAL opposition who didn't want the games here.
8. Reputation matters. An ex-governor is in prison and another one is on the way.
9. Persistence pays. Brazil was rejected three times previously. They earned this one.
10. Oak Street Beach ain't the Copacabana! (Anybody got tickets for beach volleyball?)

Lessons Learned from the Summit

Last week I attended the 2009 Global Leadership Summit at Willow Creek, a big church up in our neck of the woods. This event was a little different than most in that it was designed to appeal to leaders in business, churches and community organizations.

The line-up of speakers was world class -- David Gergen, Bono, Tony Blair, Carly Fiorina, Gary Hamel, Jessica Jackley, Christian innovators, church leaders and Bill Hybels, Senior Pastor of Willow Creek Church. Hybels' opening presentation set a perfect tone for the 2-day experience. (His notes are pictured here ...)

So what I'd learn? Plenty!

• Gary Hamel, author of The Future of Management says the world we live in today "is shaken, not stirred." Five bits of advice from Hamel include "Conquer Denial," "Face Facts," "Question Your Beliefs," "Listen to Renegades" and "Generate More Options."


• Dave Gibbons, founder and lead pastor of New Song Church in Irvine (CA) challenged us to be "Third Culture Leaders" by "Focusing on the Fringe," "Realize that Failure Can Be Success," "Weakness Should Be A Guide," "Relationships Trump Vision" and "Obedience is More Important Than Passion."


• Chip & Dan Heath, brothers and authors of Switch, How to Change Things When Change is Hard, offered several provocative ideas, including: Don't worry about what's not working. Instead, "focus on the bright spots and figure out how to clone them." On growing a business, enterprise or church, the Heaths urged the leaders to "adopt a growth mindset, but be tolerant of failure. Failure may in fact be an early warning sign for success."

It was my good fortune to attend the Summit. I'll be back next year. Let me know if you want to join me.