Can we choose something other than Shock as motivation to change?

I was lead to The Shock Doctrine through Raj Patel's latest book. I'm about 100 pages into Ms. Klein's frightening book (lots of documentation so it might just be terrifying as this isn't stuff to just dismiss), and last night I noticed how much the idea that shock or extreme experience is required for a single person, let alone all of humanity, to change.

And my question is, can't we make another choice? I've seen this in persons who struggle to heal from a horrible illness or disease. I can't tell you the number of people I've met who try all the "main stream" stuff and get nowhere. Then finally begin exploring the alternative world basically out of desperation.

The most amazing part of the people I've met, and others have reported the same thing, is that 90% of people will do 90% of what will bring them health and healing. Only 10% of the people who seek to be week will do 100% of what is needed. Can you imagine? You're 90% better than you've felt in perhaps years and you absolutely refuse to do the last 10% that will make it unlikely you ever have to be this sick again.

And you refuse.

Well, I have to admit, I've seen the same issue when working with my clients. People often don't commit to the last couple steps to complete the transformation of their work. And this brings me to my point:

Perhaps as s species and for our planet, what we really need is to learn how to make choices and changes BEFORE it all comes tumbling down! Seriously, how messed up do you need something to get before you will take action to make a difference?

I think of a couple different points with this. I have a long-term friend who only buys a lottery ticket when the jackpots are insanely hight. Since I basically don't play at all, it's not something that really makes sense to me. What I tease this person about is that every one and their dog is buying tickets so whatever tiny, tiny change there is to win, has become completely insignficant. Add to it, really, an average American Family making maybe $100,000 between both people couldn't make any real change with ONLY a couple million dollars? Even if you took home only $500,000 heck, one could pay off a mortgate, create college fund, etc. (And yes, I'm completely aware the average winner is worse of in 12-18 months; that's something else completely).

What I'm pointing out here, is our belief and assumption that only big changes have value. This is such layered in our culture, that I have a strong feeling it's time to question this underlying assumption. Look at the news: big problems, big box office, etc. is what gets time.

Compare that with the well-documented reality that someone who looses weight slowly with smaller changes is more likely to maintain that weight-loss than someone who crashes it off.

So why must we insist that only big changes and big problems are worth our attention? How much more will you accomplish if you make one small change every day?

It's truly time to question our addiction to "shock" and the belief that this is what really makes change.

Choose one small change you can make each day and maintain for 30 days in your business. Track what you gain, and test it! You don't have to believe me. I suggest you try it though. Apply some of that scientific method to your own situation. Change one variable, notice the impact and decide to keep the change, add more, or let it go.

Begin reducing that cultural addiction to big impact is all that matters.

Wishing you Success & Health,

Heidi Sue

IS there something Better than Free?

When you really dive into research, sometimes you make interesting discoveries. I’m integrating a long-term (1 year) test into my business model reflecting one of those discoveries.

Do you know what happens in the brain when you, or I for that matter, make a decision? One of the challenges is related to the threshold reality.

Body workers, trainers and healers have known for a very long time—long before modern science proved it electronically—that muscle fibers need to reach a certain level of activity before the entire muscle responds. What this means is that the messages to move must reach a certain level of concentration before an action happens. Much like a liquid solution balances across a membrane based on chemical saturation levels, an action of your muscle literally happens when enough individual fibers have been recruited to overcome stasis or inertia.

Turns out, a similar process happens in the brain. Enough tiny reactions of various types must accumulate in brain tissue before a decision is made. Regardless whether is a decision for, against, or something else entirely, the process is the same.

What’s really interesting in these studies is how there is a plateau between risk and threshold. There is not a 1:1 relationship between what a person risks when making a decision and what level of change must reach a certain level before change happens (aka making a decision).

Okay, now you may be wondering…so what and who cares? This has the potential, as studies continue, to give us a greater understanding for why people frequently connect greater value to something they pay for versus something they get for free. Basically, it takes just as much internal effort to choose something that’s free as it takes to choose something they would pay for. BUT the payment may create a greater need for rational activity (very little of the decision process is from the reasoning centers of the brain)—or the post-decision justification process.

You know you’ve done it and you’ve heard others do it! Some people call it Post-Purchase Anxiety or Sticker Shock. That time of re-living the decision experience and using different parts of the brain to assess the situation based on logical or rationale.

With this being the leading each of scientific learning about the tiny physical realities of decision making, it appears there is very little difference between “free” choices and “paid” prices. So in 2010 I’m testing the model that there IS something Better than Free.

The introductory classes and Teleseminars already scheduled (until February 6) are the last free ones I’m doing this year. For the rest of 2010, these events will be hosted for a nominal fee ($5-$10).

There are even more reasons why: You know that feeling when you do a free session or consultation that is the pressure to make a sale, get a customer, get a commitment? My clients and I have found that when an event covers the basic cost of offering—materials, renting the space, etc.—we can do an end-run on this feeling.

It’s just easier to be neutral on the outcome because my initial investment in the process is covered.

So far, the small steps I’ve taken in this direction are generating a positive response such as double the registrations! I’ll keep you posted on if or how this changes business development. Instincts matter and I look forward to seeing how my instincts on this change and the scientific data combine.

What in your business might actually be better than free?

Blessings,
Heidi Sue Roth

© Copyright 2009-2010 Heidi Sue Roth. All Rights Reserved.

Is ROI actually an expression of Inherent Value?

A quick update on the idea of value.: I had a great conversation about this topic with a consultant this week. He talked about how he communicates value to his clients and about specific projects. The approach he described is effective, common, and still not really about value.

He uses one of the common ROI (return on investment) computations to speak to his clients about the value of the project. It’s normal in these conversations to use the word value as an accessible concept to frame what a customer will invest in a solution and what they will get for that investment. To express this in a simple manner it’s:

Monetary Gain from the Benefit – Cost of Investment = Net Return on the Effort

Basically, this kind of calculation shows if the money spent on the project will generate more output than it cost to implement the change. And this is commonly called an expression of value. Unfortunately, value isn’t actually part of the equation. If you “reduce” down the elements, you get two numbers that reflect money spent vs. money earned. So what is really being quantified is the inbound cost of the process and outbound money generated by the process. Even if you take ROI up a level and quantify over all how much money the change will generate in the company over the long term, you’re still a long way from any real meaning of value.

ROI remains a binary equation, even if you put multiple calculations in front of the net return of the entire process. Until we can articulate and experience value apart from cost calculations, we are still buried in the mindset and behaviors that have brought our finances and society to this point.

This brings me back to the reality that to truly survive, thrive, and impact the economic reality of our world, we’ve got develop a relationship with value. This is highlighted by how the non-monetary perspective of value is listed later in the dictionary: “8. import or meaning; force; significance: the value of a word.”

In contrast the definitions of the word cost really hone in on the ways we constantly frame all the realities of being in the world:

1. The price paid to acquire, produce, accomplish or maintain anything.

2. An outlay or expenditure of money, time, labor, trouble, etc.

3. A sacrifice, loss or penalty.

I encourage you to begin framing your time, energy, and passions through the “latent” meaning of value instead of cost.

© Copyright 2009-2010 Heidi Sue Roth. All Rights Reserved.

Don't Pick a Niche OR Master the New Marketing Economy Workshop--NEW MATERIAL

Good Afternoon!

New workshop dates are open effective today. And the best news is that I already have new information for you. Can you believe that between 12/20/09 and 01/30/10 there's already MORE?

Well, there is and I'm bringing it to you in our next workshops.

Here's the lowdown on the new dates:

Two new dates for the Live Presentation (if you can be here live, I highly recommend it. You'll get to see these new ideas in action for greater impact!)

Sunday, January 31st from 10:30 AM to 12:30 PM in Sebastopol, CA

Saturday, February 6 from 10:30 AM to 12:30 PM in Pleasant Hill, CA

Give me a call at 707.228.3958 or email me at SuccessHeart@gmail.com to register for either event.

But if for some reason you just can't be there in person, I'll present the concepts during a TeleSeminar. While this honestly isn't my first choice for you, I'd much rather you get this information in whatever format we can put together than miss out completely.

Saturday January 10:30 AM to 12 PM Is the Teleseminar

You can sign up for the TeleSeminar at www.managementrefugee.com.

Reserve your spot and get the Seminar Information from the website.

More to follow!

Heidi Sue Roth

The Wave continues to build...are you ready?

One of my consulting friends and peers has really felt how the Marketing Reality has changed.

In fact, George also honed in on how most people aren't even getting what has changed and how. Obviously, Mr. Moskoff can tell something is up!

Take a minute and visit his posting about one of the aspects of Niche Marketing that is worn, weary and NOT helping your business. http://www.highperforg.com/2009/12/for-new-year-be-yourself-upset-experts.html?showComment=1262634329009_AIe9_BHUZmwhPsBynz1cEY5vvnvACsReEMBd169s1cobXOpciZ4x_g20o346QguY0ydNop1m7tmT9pnuOWVGgZ4oTix_nshofxr7KwKEgIV0W46KpfJx0tbsb6s-uSthPMV2CDq4TDI70VesiqvtUaJMcKGO1NYUjg_hlrg6hJB2bNEiOBP0ZAx60cSi-EYoBwT_GSD9CGjjd8IYs063Fk4mO0JtsaQVVbRn2nFf2hv7L_4MRznHNJ2Shqb5EiuX1CBr_ImbxgSL#c8242238676703114882

George absolutely nails how most of us feel about these things today.

You may remember that a few months ago I challenged you to ask other professionals how they react when they know that elevator/snap/30-second commercial is approaching as an insert into a conversation. I asked this question for over 2 months. This was a casual pole--and over 90% of the folks who have been in the biz for a few years admitted they don't even listen any more.

So I'm with George--just stop! Stop saying things people no longer want to hear simply because the "experts" tell us to. If it's not true to your heart...you're better saying nothing and simply asking the other person a question.

In our culture, the question "What do you do?" has taken on the same meaning as the greeting, "How are you doing?" Very few who ask the question actually want to know, and we've all learned that the expected response is "I'm fine" regardless what's true.

So are you willing? Are you willing to go against the grain of all the experts out there and stop answering the questions, "What do you do?" and even better, stop asking it?

I trust you will seriously consider it. At the very least, you'll be moving a small step closer to the New Marketing Reality.

Watch tomorrow for the announcement for the New Marketing Reality introductory class that is going to be repeated in January and February. The first, select group really enjoyed the debut and we had a super time. There's even more information that the first time through and more detail on what's going on and what's changed. See ya tomorrow!

Heidi Sue

Create Powerful Results in 2010—Tap into the Theme for the Year

The theme or focus for this next year became clear over the last few months. As I’ve delved into research on how to market and do business in different ways for the upcoming, critical 18-24 months, this concept and change presented over and over. It’s revealed itself in conversations about personal development, business success, and how the world is changing.

So while you’re setting your intentions and creating your plans for the coming year, you can increase the effectiveness of everything you do by tapping into this powerful theme.

How do you do this? Start by asking yourself what is the difference, to you on a personal level, between cost and value?

We have been socialized, raised, and trained for a cost-oriented world and mindset in most developed countries. And most of us are weary of this process, the orientation to evaluate everything on a cost basis.

So what’s the difference? The measure and process of cost is all about the scales. Is the amount of money spent in balance with what one receives as a result of the investment? Does the energy expended justify the results (or the reverse)? And here lies the fatal flaw: every exchange is evaluated on the basis of what comes in and goes out. This conflicts with the idea that people, services, or raw materials have an inherent value.

Perhaps the best example of this comes out of the current effort to translate the concepts of Buddhist Economics into practices that are not tied to any given dogma. One of the problems in our global economy and recovery is that we do not have a value for raw materials, specifically for those non-renewable resources.

Business can tell you to the penny what it costs to obtain those resources (mine, refine, cut, shred, etc.). And no one has effectively assigned a value to the raw existence of the resources. This means we have no idea about the value of is lost or consumed by removing them from their current state. So we’ve got an economy that revolves around the process of consumption and gives no credence to the value of something existing before it’s consumed.

Now you may be wondering how the heck that has anything to do with how you do business and plan for 2010. Let me make the connection—it’s essential for your survival in the market in 2010 and beyond.

This cost-analysis reality has seeped into education, family values, social structures, and even religion in the developed world. We have completely lost track of the essential value of virtually everything.

Is any human being actually a renewable resource? Absolutely NOT! Every individual is unique—even identical twins are not 100% identical in their lives and selfhood. So the disconnect is the need to experience individual value of self apart from any other measurement.

What is a single human life worth?

What is the potential of any single individual worth on its own and to the entire spectrum of humanity?

And what is the worth, the value, of your inherent gifts and your commitment to bring them to rest of humanity?

The measurement of cost is breaking down. How quickly each person connects with individual value and the value of what we have to offer is the keystone to succeeding in the immediate future. You have heard that “People don’t care what you know until they know how much you care.” Knowledge as a benchmark is another way to calculate cost. While it’s true that people need to know you care, what’s even more essential is YOU need to KNOW WHY you care and what you care about. THAT is how you establish value.

"Value Added" has been a sales concept for a long time. The idea of adding value to close the sale, to get the customer is just a regular thing that is done in business. It's time to realize that this is really the cart pulling the horse. Instead of adding value: BE value!

You cannot create more value than you experience for yourself. (Others can create incredible value based on what you offer, but your experience of satisfaction and service is directly related to your own perception of your value and the value of what you do.)

So if you want your goals and plans to be incredibly effective in 2010, determine what you value and why—and make experiencing that reality a daily priority for your success and service.

Have a blessed New Year. With all my heart I wish you Fulfilled Success for 2010.

Heidi Sue Roth

What is an "Anti-Niche" Website?

That's what I'm hear to answer for you today. Not only what it is, but why and how this happens. I found a blogpost Eric Thiegs wrote that led me to the deliberately non-niched website (that's Eric enjoying his daughter in the picture). He gave me a gracious, generous interview...check out how two guys instinctively responded to the changes in the market reflecting the problems with Niche Marketing.

Sometimes need, fortune, and brilliance converge

That’s exactly what happened for Eric and Joe, the founders of stageoflife.com. I had the opportunity to interview Eric after reading a blog post he wrote about being an Anti-Niche website. As my experience, research, and intuition all point at the ongoing need to discover marketing success beyond niche marketing in the New Economy, I was excited to speak to Eric by phone.

The site, StageOfLife.com, came into being based on the experience of Eric’s wife trying to conduct and create her own meta-searches. This was shortly followed by Eric hearing how other companies wanted meta-lists of potential costumers—and were willing to pay handsomely for them but they didn’t exist at this point—along with the decision to not make their brain-child website small, “niched” silos. Instead, the founders have them open to curiosity and potential investigation for individuals in specific stages of life with the ability to look at other transitions "sub-sites".

The website and their approach is impressive; I was surprised how long I spent simply visiting different channels. I went way over my “budgeted” time to check out the site before our call. Eric recognized a couple of important factors; this realization is one many Start-Ups and service-oriented businesses can use.

“I told Joe we’re going to spend all of this time to the niche, but we find out that college [age group] is just crazy and we should’ve put our resources in a different category. We’re going to be fighting for market share, it makes sense to do only one site.” Their decision to not chose a single age-group or life transition has created interesting affects. “It’s hard to [write] SEO this broad” Eric revealed honestly.

In the same vein, the visual identity of the site was a challenge. Finding images that would communicate across ages and stages without being inaccessible for any given age group was a hurdle. They tapped into custom artwork that reflects another change in taste that’s also at the beginning stages of becoming a wave: custom artwork rather than custom photographs.

The website reflects the newest, quietest trends in marketing. Best of all, this reflection is created for the best reasons: the need of the product, market and vision for the website. It’s not an artificial decision created to establish a niche or carve out one more sliver of marketing communication in a saturated arena. The art, the cross-transition design and meta-information approach create an amazing opportunity for website guests because they are a perfect match for the objective.

The real message of not immediately picking a niche market is to be true to your mission, your objective, and your reason for being in business. As a new business, choosing a niche too soon may very well be a waste of time and money.

Many new businesses discover they have a website, graphics and printed materials that end up not being a match for the actual market. Many business coaches will tell you that you have to create these things to succeed. I’m here to tell you that times have changed: niche marketing it not the foundational truth it used to be. Niche Marketing is part of the landscape, not the map. StageOfLife.com demonstrates this change beautifully.

And others, like Eric and Joe, have noticed that being too specific too soon is not always a recipe for success. Stay tuned! More interviews highlighting success apart from the message of Niche Marketing are headed your way.

Wishing you Success & Heart,

Heidi Sue Roth