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Listening In

This morning I awakened early as the mountain outside my window turned pink in morning light. Amazingly, I heard the chirp of a new bird...a new voice in nature that have not heard before despite my belief that I am in tune and aware of my surroundings. Was it new? Or was I just more open to hearing it?

Perhaps the latter. Like many of us, I struggle with listening, yet I find it to be the quality that I admire so in others. When I am listened to, I truly believe that I matter. I am sure that's true of others with whom I interact. How often have I sat in a meeting with the answer to the question or the topic at hand so ready in my head that I have rushed to share my thoughts without providing the courtesy of truly listening to the speaker? It's something to work on for sure.

I remember a project several years ago where I was working with ABC News on a client story where Emmanuel ("Mano") Kampouris, former CEO of American Standard, was interviewed. The topic was work and how people work. Kampouris was talking about a new method of just-in-time manufacturing and commenting that by being involved with the work above him and below him, each worker could " bring his whole being" to the job. He was talking about interest and involvement, not just showing up. The same is true of listening. Effective listeners bring their entire being to the conversation, allowing the sentences to complete and the pauses to happen, not poising to jump in. Effective listening is a skill.

Now where is that bird? It must sing early in the morning because it wants to be heard without interruption as it sings its whole song.

B4H

Recently I sat in on a discussion of health care in Africa. Little did I know at that time how quickly it would affect my life. A key topic was access to care and medicine for rural peoples and the power of having a bike. Today we are involved in Bicycles for Humanity (B4H) in founding and handling communications for its Aspen Roaring Fork chapter. Our goal: to collect 450 used bikes and $15,000 to send a container of bikes to Africa this fall. Can we do it? YES! If you have bike that you no longer need, hold on to it for us. Soon we'll be announcing collection centers Valley-wide and special events surrounding them. In addition, we'll participate in the Aug. 24 events with a tent at the Pro Cycling Challenge in Aspen, and a fund-raiser at the BellyUp that night. I've learned that bikes can make a difference...a big difference...in Africa, especially for women there. Bikes are enabling and empowering. We're "all in".  www.facebook.com/pages/B4H-Aspen-Roaring-Fork/128501463899581

Soulstice

This is a particularly peculiar time.  Not only is it near the solstice, my harbinger of change, it is a time in which so many changes surround me. 

Looking Forward

As we approach 2011, I am recalling my lessons in looking forward from 2010. The first lesson involves a horse named Copper. He's an exceptional member of a string of horses at a guest ranch, and I was fortunate to have him as my guide during a yoga/horsemanship workshop last fall. The thing about Copper is...when I muster my energy and move it forward, that's where Copper goes. It's pretty simple: if I am sitting straight and looking ahead, Copper goes that way. However, if I am about to ask him to pick up his hooves and walk across a bridge, or negotiate a ditch and I shift my weight and look down...look out! He's gonna balk. He's going to hesitate, stop, try to go another direction and do one of many activities that I have not called for. He knows my cues...I am reluctant to go on the bridge or over the ditch. Why should he? But when I subtly focus my energy on forward movement, it's easy and over he goes. He knows where because I am sitting tall in the saddle looking straight forward to where I want him to head.

Stand-up paddle boarding (SUPing) is much the same. Focus on a point ashore where you are headed and it's easy. Look down at your feet and you're instantly unsteady, unbalanced and plop...you're in the drink.

Business planning is like that...forward motion propels us forward. Setting goals and constantly looking toward our desired destination gets us there. Look down, get too involved in side issues, lose focus and plop...it's another year over but will it be a success? In looking forward to 2011, I'm making my plan now. Thanks to Copper and my SUP.

Happy Holidays to all! Nancy

Thinking About Natural Marketing

Right now I'm working on an article for a leading nutritional magazine on the topic of natural marketing. Natural marketing...to me it means that the marketing of a product has an actual evolution. It starts here, grows to there and then takes on a life of its own until it's no longer relevant or needs an update, when then process starts all over again with a new, improved product. As a marketer, I find that that old rules no longer fit. It used to be that the budget for a marcom program was developed in Q3 of the year prior, with a plan dead-bolted and approved shortly thereafter. The media buy followed. The plan was written in stone.

Funny, that model seems stiff and outdated in today's world. Natural marketing would allow for the evolution of the marketing process, the unfurling of the leaf and the opening of the flower. But that's a bit free form and not very practical when seeking approvals from superiors who want things accounted for.

Perhaps what makes the most sense is a combination - a percentage of the budget is fixed and locked-down, and a percentage remains to take advantage of opportunities as they occur. That can work. Who knew that the decline of the economy would send us so many opportunities for advertising at discounted prices when we are willing to wait and can take advantage of the moment...with unallocated funds available today for a slot in next month's issue? And who knew that Twitter and Facebook would continue to leap and gallop along, with new uses and applications that if we are creative, we can use to promote and help our clients prosper? And who knows what kind of crazy but important events will come our way that were not even conceived when the marketing budget was planned last year? Good to have some discretionary money for these wild cards...we're not talking about the Super Bowl, but perhaps the local Natural Products Fair where a small budget boost in return for a logo on the posters will matter.

Anyway, that's what I am thinking about. Let's see...we're almost into Q3!

Feeling Natural

Hi. I just returned from Expo West the natural products trade show in Anaheim, CA. What a show! Thousands of exhibitors of the latest and greatest natural products and over 53,000 people passing through the show in just three days.

WestGroup client Vita-Tech International's booth was full non-stop with current and new clients and prospects. We applaud their great team, always upbeat, fun and professional.

Old friends, like Frank and Frank from Pycnogenol TM, are always enjoyable, and we made many new friends. We saw trends - lots of focus on children's products, new ideas in sustainable packaging, new foods and nutritional products - and sampled lots of food, skin care and other products.

Love those goodies!

Stay tuned for more to follow with photos and updates from the show.

Feeling very natural, Nancy

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Nancy Wilhelms
WestGroup Marketing Communications, Inc.

Newport Beach, CA
PH: 949-723-6061
FAX: 949-266-5864
CELL: 949-293-2248
www.teamwestgroup.com