Thoughts on Corporate Creativity from J.Crew's CEO Mickey Drexler

Recently my blogs have focused on creativity, and then I read Drexler's thoughts on corporate creativity today. Perfect timing.

J. Crew CEO Mickey Drexler said in this May's issue of Fast Company:

“America’s companies are built to destroy creativity. If you become the head of a big company today, you’re not the youngest person in the world. You have a contract. You get a jet. You have a huge overpaid salary. You get bonuses. Do you think that CEO is going to screw around with fast, creative change? No. And the board of directors, the last thing they want is someone who’s going to change things. Steve Jobs—he would bet the company, he wouldn’t care. But there are very few people who run companies that way.”

How does Drexler’s opinion jibe with your experience?

Does this describe your company? Is your company creative despite management? Or, quite the contrary, does your company nurture creativity to stay alive--or ahead?

Manufacturers of custom and new products, for example, can’t survive without creativity—regardless of their size and/or age.

How do corporations promote and sustain creativity despite Drexler’s observations?

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning writing, media relations and case studies. Simon’s case studies and successful media placements have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

20 Tips on Igniting Your Creativity

20 Tips on Igniting Your Creativity

Creativity. It’s the lifeblood of public relations. Yet often that” golden idea” eludes us. What do you do to transform dull into delightful—predictable into a panacea? Below are a few suggestions--some you likely know well. Either way, these tips should help move your creative thinking from mundane to marvelous, or ho-hum to "ah-ha."

How to spark creativity (especially in the brainstorming and pre-brainstorming phases):

1.       Banish “wrong” from your mind.
2.       Think creatively—not critically.
3.       Be curious—ask questions.
4.       Be observant.
5.       Be open and flexible.
6.       Look for many answers to a problem—not just one.
7.       Defy logic.
8.       Defy rules.
9.       Be impractical.
10.   Switch out daily habits.
11.   Embrace ambiguity.
12.   Develop new interests.
13.   Visit an art gallery you haven’t seen before,
14.   Attend a play.
15.   Attend a concert.
16.   Challenge your tastes: switch out your classical music time for rock or country, or vice versa.
17.   Be impractical.
18.   Be playful.
19.   Visit a local place you haven’t been to before.
20.   Plan a trip or vacation.

Finally, consider Guy Kawasaki’s advice: 

Don’t worry; be crappy. Lots of things made the first Mac in 1984 a piece of crap—but it was a revolutionary piece of crap.

What will you do to ignite creativity?

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning writing, media relations and case studies. Simon’s case studies and successful media placements have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

Creativity According to Albert Einstein

Who would deny that creativity helps fuel success? Exceptional PR people exude it. Most people want more of it. So, what is “it?” Definitions of creativity abound and could keep a blogger writing indefinitely, but Albert Einstein’s comments on creativity are both revealing and rousing. Here are nine of his many observations:

“Creativity is seeing what everyone else has seen, and thinking what no one else has thought.”

“Imagination is more important than knowledge.”

“Logic will take you from A to B. Imagination will take you everywhere.”

“I have no special talent. I am only passionately curious.”

“To raise new questions, new possibilities, to regard old problems from a new angle, requires creative imagination and marks real advance in science.”

When asked how he’d solve a problem if he had only 60 minutes to do so, Einstein said: “I would spend 55 minutes defining the problem and 5 minutes solving it.”

"Anyone who has never made a mistake has never tried anything new."

"Great spirits have often encountered violent opposition from weak minds."

"The secret to creativity is knowing how to hide your sources."

There are many books on creativity. My favorite classic is, A Whack on the Side of the Head, by Roger von Oech. (No, I don’t represent him.) The book’s a great way to stir your--or your team's--creativity.

Stay tuned to my next blog which will focus on nurturing creativity.

For more quotes from Einstein, visit: http://www.brainyquote.com/quotes/quotes/a/alberteins148802.html#OaOzyfG6esrK5u8o.99 

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning writing, media relations and case studies. Simon’s case studies and successful media placements have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

12 Editors’ Tips on How to Generate Media Coverage in Weekly Newspapers

PR people and those wanting to place stories in weekly newspapers: do you find it challenging? Here’s what editors and reporters from weeklies recommend:

     1.  First and foremost, your release/story must be based in the paper’s coverage area. As one editor said, “If your story doesn’t directly relate to our area, please don’t send us the release.”  

2.    Send a well-written release in AP style. Weeklies also value well-written releases. (Some run news releases—or parts of them—verbatim if the release is well written.)

3.    For event coverage, call well in advance—a week or two. Reporters’ assignments fill up quickly. 

4.  “Don’t be too pushy.” “Do be polite.”

5.   Timing. Make sure you know their deadline. Check their website or call. 

6.  Newsworthy. Just because it's local doesn’t mean it’s newsworthy.

      7.  “We write about new local businesses. If an existing business has an event or promotion, we direct them to our advertising department.”

      8. Feature stories should entertain and educate. "The best stories include human drama. It doesn't have to be dreary. It could be somebody overcoming person trials in their life."

9.  Weeklies (like dailies) have limited editorial space and reduced staffs. They're very selective about what's covered, and careful not to give away a lot of free publicity to businesses.

10. “Some will call or email with a pitch saying it's a great opportunity for the paper, when, in fact, it's the other way around.”

11.  Keep requests short.

12. With press releases, include a quote or two from an appropriate subject.

Questions or comments? Contact Margie Simon, Simon & Associates Public Relations, margie@simonspr.com 

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning media relations and case studies. Simon’s case studies and successful media placements have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

Ten Tips for Writing a Mesmerizing Case Study

Ten Tips for Writing a Mesmerizing Case Study

1.       Start with an outline. This is your story road map. It makes writing easier and ensures your story will flow. It’s also a good way to begin writing—getting started is half the battle.

2.       Write a heart-stopping lead. Lacking inspiration? Then start elsewhere in your outline and work up to the lead. Take time to make the most important paragraph a knock-out. Great leads entice. They nearly force the reader to keep reading. Leads with emotion command attention.

3.       Use eye-opening quotes. If the interview didn’t produce any, try a follow-up call with your interviewee. Or try another customer resource. But don’t over-use quotes. That will impede your flow. You’re telling a story, not issuing a series of quotes. Pick the best and leave the rest.

4.       Write with feeling. Emotions play a major role in decision-making and case studies are used to influence decisions. Use emotional quotes and tell how a challenge affected the individual—not just the process or company—even if it is a B2B manufacturing case study.

5.       Take a break now and then. Return refreshed and ready to write.

6.       Review other case studies for inspiration.

7.       Use transitions that create seamless writing from paragraph to paragraph. Words can do it. Thoughts can do it. Quotes can do it. Just being mindful of it helps. Keep it flowing.

8.       Include brilliant photography and write cogent captions that explain the images.

9.       Add the unexpected. Was an interviewee surprised at an outcome? Include it!

10.   Bring the story to a rousing close. Good quotes fit well here as do emotional summaries. Leave the reader wanting more.

For more tips on writing a great case study contact Margie Simon at margie@simonspr.com

Margie Simon

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

Case Studies Done Right: The Powerful Interview, Part I

(My earlier case study posts covered the foundation of a great case study, selecting the right story and getting permission to write the story. (The Right Story, More on the Right Story, Customer Permission) My next two posts focus on the heart of a case study:  the customer interview.) 

What’s a case study without a strong testimonial derived from a great customer interview? Non-existent, of course. Yet too many people consider a customer interview a quick phone call. They call without a plan. But a plan ensures you’ll get all the information needed to craft a compelling story. My next two posts detail the vital components of a great customer interview that generates a persuasive story. A story that inspires readers to buy your product.

Part I: Call Basics

The Call Plan

So, you ask, what’s a call plan? It’s an outline of the key points you need to write a motivating story—and the questions that will spawn them. It’s much more than, “So how’s our product working for you?”

Your goal is to get detailed information that provides insights, emotions, problems, solutions and great quotes. Make sure your questions confirm the customer’s situation:

·         before using your product

·         while using your product

·         after using your product (how it affected their business)

With questions set, prioritize them in case your interview is cut short. That way your most important issues are covered. You can usually call back with a few short questions. Also, many interviewees request your questions in advance. Be ready to provide them.

The Interview’s Start

It seems obvious, but when you call at the established time, make sure it’s still convenient. Also, make sure you’ll have no interruptions from your side. Show your subject you respect their time.

To start the call, develop rapport. The more comfortable they are, the more freely they’ll talk. With solid questions and rapport developed, you’re ready to begin the interview. My next post will cover the interview and how to get the information needed for a riveting story.

Margie Simon

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

Case Studies Done Right: The Powerful Interview Part II

Case Studies Done Right: The Powerful Interview Part II

In my last post I covered interview preparation—your goals, the outline and questions. This post focuses on the interview—how to conduct the call so you’ll get the information you need to write a story that sells your product.

Part Two: Call Components

Listen and Respond!

It seems obvious, but it’s not always done. Even though you’re recording the interview—listen to every word your subject says. But don’t just listen for the answers. Listen for follow-up comments —even quick asides. Those comments may answer other questions. But they may also provide the perfect quote—the one that helps sell your product. So listen, listen, listen and take careful notes. Not getting those comments? Make sure you’re asking “how” and “why,” not just “what.”  

Include questions like:

• “How was this challenge affecting your business?”
• “Why were you concerned the new product wouldn’t work?”
• “How did you get the results you needed?”

Emphasize emotions

Everyone knows that buying decisions are not based just on facts. They’re also based on emotions—even in a B2B case study. So in your interview cover the challenge and how it affected them.

How did they feel when they faced the challenge with no solution in sight? How did they feel when they realized that your product solved their problem? Emotions are a real attention-grabber. Make sure you capture their emotions as you interview them.

Do You Have Great Quotes?

Quotes are the lifeblood of a story. They’re the essence of the testimony. If you’re completing the interview without a great quote, try rephrasing a key question. Have you asked “why?” Have you asked what wasn’t asked that should have been? Have you asked how it felt to find a solution? That’s all fodder for a great quote.

Conclusion

Before you thank them, remind them of the process and timelines for drafts, revisions and final approvals. This eliminates unwanted surprises.

Of course there’s much more to great interviews. Experience helps. But interviewing is an art. That’s why many leave case studies to a professional writer who specializes in case studies. Testimonials are the best marketing tool available, and you only get one chance from each opportunity.

Margie Simon

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

Case Studies Done Right: The Powerful Interview, Part I

(My earlier case study posts covered the foundation of a great case study, selecting the right story and getting permission to write the story. My next two posts focus on the heart of a case study:  the customer interview.) 

What’s a case study without a strong testimonial derived from a great customer interview? Non-existent, of course. Yet too many people consider a customer interview a quick phone call. They call without a plan. But a plan ensures you’ll get all the information needed to craft a compelling story. My next two posts detail the vital components of a great customer interview that generates a persuasive story. A story that inspires readers to buy your product.

Part I: Call Basics

The Call Plan

So, you ask, what’s a call plan? It’s an outline of the key points you need to write a motivating story—and the questions that will spawn them. It’s much more than, “So how’s our product working for you?”

Your goal is to get detailed information that provides insights, emotions, problems, solutions and great quotes. Make sure your questions confirm the customer’s situation:

·         before using your product

·         while using your product

·         after using your product (how it affected their business)

With questions set, prioritize them in case your interview is cut short. That way your most important issues are covered. You can usually call back with a few short questions. Also, many interviewees request your questions in advance. Be ready to provide them.

The Interview’s Start

It seems obvious, but when you call at the established time, make sure it’s still convenient. Also, make sure you’ll have no interruptions from your side. Show your subject you respect their time.

To start the call, develop rapport. The more comfortable they are, the more freely they’ll talk. With solid questions and rapport developed, you’re ready to begin the interview. My next post will cover the interview and how to get the information needed for a riveting story.

Margie Simon

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

Getting Customer Permission for Your Case Study

Once you’ve identified a great case study, the first critical juncture is getting permission to write it. That sounds simple, but in fact, there’s much more to asking than a quick call. And the approach you take can make or break your story.

Making certain it’s the right story

How do you know if your customer is happy? With larger-ticket items, generally, it’s your salesperson. Typically, they sold the product and—if they’re good—have followed up with the customer to make sure they are happy.

They also know the customer’s temperament. Would this customer enjoy telling his/her story, or would it be a hassle for them? If it’s the latter, it may not be the ideal story. If it’s a hassle, they may be less enthused about praising your product. Unless the story is truly unique or unusual, it may be better to consider another story.

The salesperson—your key to permission

If your sales person is confident of your customer’s enthusiasm, you’re ready for the next step. That, too, involves your salesperson*. At this point, it’s time for your salesperson to contact your customer. If asking in person is an option, that’s ideal. If a personal visit isn’t possible, a phone call is your next best bet. First of all, verify that your product is still working well and solving their challenge. If so, then tell them how excited your company is about this case study and that they’d love to profile your company in a case study about their use of the product.

Handling hesitancy

If there’s any hesitancy, be ready to provide more information: What’s involved (an interview, follow-up questions, first draft, review, final draft and approval). This is a good time to tell the customer about the writer and his/her credentials. (Have his/her stories been published before? Where? How often? With what results?) It’s important that your customer know the writer is good, experienced and will represent their company well. Then be ready with the process: the writer will call the customer to set up a time at his/her convenience for the interview.

Go—or no

At that point the customer should be ready to accept or decline. If they agree, set the ball in motion quickly. A lagging time frame can reduce enthusiasm. If they decline, avoid trying to convince them, as there’s less chance they’ll provide dramatic quotes for you. And great quotes are the lifeblood of a story. If the customer lacks enthusiasm, in most cases, it’s time to move onto another case study.

With permission granted, it’s time to move onto the story. In my next article I’ll discuss keys to writing a successful case study.

*In some cases, an engineer or other contact may have worked most closely with the customer and have a solid relationship. Under those circumstances, they are the appropriate contact to seek permission.

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

More on the Right Story

In my last article I covered the factors involved in choosing the right case study. First, we compared different types of stories and their impact. Next, we talked about consistency—if your product becomes a part of their manufacturing process or if it’s only used occasionally. Today we’ll talk about timing, trends and location.

Timing

A great story stands its best chance at publication in a leading magazine or e-zine if it fits into a magazine’s editorial calendar. That’s a list of topics to be covered in each issue. If your story matches a topic, it’s more likely to be publicized. A good PR professional will align your story with a magazine’s editorial calendar and pitch the story based on the calendar, among other things.

Trends

Maybe there’s a hot topic in manufacturing these days. If you have a case study that deals with that topic, by all means, proceed! Editors crave material related to a current trend—or a potential new one.

Location

Location can also be a factor. Does your story take place in a city that’s a hotbed for manufacturing? Or, is your story about a small manufacturer in a town that depends on this business for their economic well-being. That can add news value to your story. Finally, maybe your story is located in an exotic location. That, too, can add story appeal.

There you have it, just a few of the criteria for a great story—not just a good one. In future case study blogs I’ll discuss getting permission to do the story, writing the story and publicizing it. All are critical factors in a successful case study that serves as a key marketing tool for your business. I hope you’ll join me.

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

The Foundation of a Great Manufacturing Case Study: The Right Story

What’s better for business than a magazine or online story talking about how good your product is? There’s nothing like the power of a good story. You know, one that tells how your product saved the day for a customer! Problem-solving testimonials are powerful marketing tools and strong lead generators.

However, each story, or case study, is unique. Some are particularly strong and show remarkable gains made by using your product. Others are less impactful. Selecting the wrong story can mean wasted time and money. So choosing the right case study is vital to success.

In a series of upcoming articles, I’ll outline what creates a great story that can become a focal point of your marketing campaign— PR, advertising and more. A story that gets used.

First and foremost is story selection.

The Right Story

A product’s sales can number into the hundreds or thousands or more. Obviously some of those sales are better candidates for case studies than others. How do you identify a potentially great case study? In a series of ways.

A Happy Customer

It seems obvious, but it’s sometimes overlooked. Your customer must be exceedingly happy with your product. Not somewhat happy. Not occasionally happy. But truly thrilled with your product. The quality of the story is directly correlated to the customer’s reaction to your product. A lukewarm customer is no place to begin a case study. More on this in another article.

Solving a Problem

Second, in B2B, many products solve a manufacturing or an end-use problem. The more significant the solution, the stronger the case study. For example, a company’s product may take significant time and labor to produce. By using your product, the manufacturer may save time, labor, headaches or a combination therein. The more challenges your product overcomes, or the more significant the challenge, the stronger your case study.

Consistency

Third, a great case study is consistent. In other words, your product makes a permanent difference for the manufacturer, rather than an occasional difference—your product becomes an integral part of their system. Or, if it’s only used occasionally, it provides consistent, dramatic savings—or help—when needed.

If you have a client who is consistently happy with your problem-solving product, you may have a great case study. My next blog will offer more criteria for a riveting story. This will include timing, trends and location. I hope you’ll join me.

 (Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign, and have helped clients achieve double-digit sales growth.)