Sea Rocks at Dawn-s.cI recently trailed one of my children on school visiting day and was struck by the relevance of the English lesson. The students were discussing difficult choices, using as their texts the novel “Tuck Everlasting” and Robert Frost’s poem “The Road Less Traveled.”  The lesson reminded me of why I love novels (aside from the fact that I was an English major), and why I think leaders should read them.

In an article earlier this year about CEO character traits, the New York Times’ Peter Brooks postulates that reading novels could offer these leaders “greater psychological insight, a feel for human relationships, a greater sensitivity toward their own emotional chords.”  He’s on to something. I would add to his list the following:

  1. Perspective on Difficult Choices. As in life, the characters in novels rarely get black and white choices.  Tom Sawyer has to confront racial injustice as he considers his friendship with Huck. Edith Wharton’s Lily Barth in House of  Mirth tries to find a way to avoid the socially and financially correct marriage that society in her time demands. James Joyce’s Leopold Bloom struggles with the existential crises of the individual living in modern collective society in Ulysses. The list goes on.  By reading these novels we gain insight into our own dilemmas.
  2. A View of Character.  “The Gravedigger’s Daughter” by Joyce Carol Oates was one of my favorite–yet difficult–reads this year. The way this brilliant novelist draws us into the protagonist’s shocking childhood helps a reader understand what can lie behind broken familial relationships and what it takes to be a survivor.
  3. A View Into Other Cultures. Another favorite novel of mine is “The Piano Tuner,” a stunning first novel which provides a view into the unequal relationships within the British Colonial empire, and specifically in Myanmar, at the end of the 19th century.  While set in a distant time and culture, some of the scenes are achingly heartbreaking, and can give us some context for the continuing struggles of the Burmese people.
  4. An Ability to Change One’s Mind. I recently read “The French Lieutenant’s Woman” by literary power-house John Fowles, and had the pleasure to discuss it in a book club led by my wonderful former high school English teacher.  Over the course of reading the novel, I completely changed my mind about the “woman” of the title, Sarah.  Through Sarah, Fowles slowly brought me to a new perspective on all the characters in the book, as well as a view of modern relationships.  Being able to change one’s mind is something we are less and less able to do in our society, as we seem to be forced into clearly defined groups whose minds have been made up for us (by religious affiliation, by gender, by political party, neighborhood, school choices for our children, etc.).  Being able to think about perspective is the great gift of the novel.

So for all these reasons, I highly recommend that leaders read fiction, and specifically the novel. Try handing out a novel to your board and staff at your next meeting and then schedule a discussion of one or two of the topics above at a subsequent gathering.  It might just give you a new way to think about problems, people, and choices.

Do you have a great novel to recommend?

Balt. Bldg.1 - IMG_0407 sIn the “jobless recovery,” it’s important to be strategic about spending on your brand. Here are five ways you can support your product, service or nonprofit mission without spending a dime.  (Alright, in total fairness, time is involved and we all know that’s valuable.)

1. Deploy Your Leaders. Boards of directors, partners, the executive team–they should know all the in’s and out’s of your brand and be the spokes on the wheel of your brand promotion. But sometimes they are not deployed in an intentional way with marketing your brand in mind. Make a conscious effort to (re)educate your board and leadership team on your “elevator pitch” and “brand promise”–what unique value you provide–at their next meeting. Ask folks to give their elevator pitch to the group, to help them hone their own description of your brand essence.

2. Engage Every Employee. Your leadership team, marketing or development staff may all be cognizant of your key brand messages. But what about your interns, the people at the loading dock and your new receptionist? Everyone communicates your brand–to customers, to donors, to other employees. Make sure you take the time to engage everyone. One great experience can make all the difference. So can a bad one.

3. Let Others Speak for You. Referrals are the best sales. Ask your best customers, donors, community volunteers, etc. to help you promote your brand. Ask them to Tweet about your latest accomplishments, mention it on their company blog, or be willing to wear a nametag that says “So and So, [Your Charity Name] Volunteer” at their next business event. In the advertising world, everything is measured in the volume of “impressions” your ads get. But also every human impression counts.

4. Cross-Promote. Whether you are a for-profit or a charity, find organizations that don’t compete directly with you but who offer complimentary products/services.  Then create a monthly program for cross-promotions. For example, if you’re a florist, have your link featured on the page of an event organizer and vice versa.  If you’re a charity with a national walk or run coming up, cross-promote with an athletic shoe or apparel company.  And don’t forget to cross-promote yourself: be sure that every communications tool you use–email, e-newsletters, blogs, websites, business cards–promotes every other venue through which you communicate, so customers can reach you in whatever way they like best.

5. Increase Brand Clarity. Brand audits can be very expensive and time-consuming projects, but here’s a mini-audit you can assign to a couple of folks for a considerable impact. Have them review your letterhead, website, print pieces, blogs, Facebook pages, etc. and tell you whether your logo, name, tag line and mission statement appear consistently. Look at color, size, fonts and wording. You’d be surprised how many times these communications tools are inconsistently branded, thus diluting your impact.  You don’t have to reprint everything all at once, but be aware so that the next time cards go to the printers, for example, they can be in sync with your website.

Of course, there’s no free lunch.

If your brand is struggling because your mission is fuzzy, your leadership isn’t strategic, or your staffing is weak, then no amount of free branding solutions will help.  But in tough times, these simple tools can also go a long way while we all wait for recovery.

Abstract in Green s.c.2By now you’ve probably read that after 44 staffers were laid off at CQ-Roll Call at the end of September,   veteran editor Brian Nutting e-mailed the entire editorial staff (and cc’d the newsroom) a letter demanding answers from management.  His email was immediately “leaked” online and a day later, he was fired for insubordination.

A few days later, The Washington Post released new social media guidelines for its writers which take a pretty dim view of journalists having social media lives. The rules have resulted in journalists closing twitter accounts. Post journalists must refrain from “writing, tweeting or posting anything – including photographs or video – that could be perceived as reflecting political racial, sexist, religious or other bias or favoritism that could be used to tarnish our journalistic credibility.”

The Red Cross takes a different tack. It created—with input from employees—a Social Media Handbook that makes some common-sense recommendations. These include “Use disclaimers” “Respect work commitments” “Be a good blogger” “Be transparent” “Be accurate” “Be considerate” and one of my favorites “Be generous.”  (This particular recommendation is about being generous with links –that is, information–for your readers.)

These two approaches beg the question: who are we online? And can we be more than one person (the private and the public) at the same time?

Particularly if we work in a field where people pay us for our opinions and expertise (journalists, lawyers, doctors, consultants of various stripes), can we still express our personal views online and keep our jobs/clients?

What’s your SM policy? Can your employees make personal comments on their Facebook pages and still keep their jobs with you? What are the parameters? What is working and what isn’t?

I’d really like to hear from you on this one, so comment away!