Network Leap

The deep revelation of the revolution called the Internet, is that it continues to demonstrate that networks are the most valuable resource that an individual, a corporation, or a government possesses in order to leverage innovation, change, and advancement.

Of course, during the height of the Industrial Revolution last century, no one understood how to measure the revenue generated by any kind of network (personal or professional), but everyone knew somebody who had gotten hired via a referral, or who had made a purchase from strong word-of-mouth.

The Internet shows the power of such networks virtually (have you bought an online course lately?) even as it erodes the networks between people in the “real” world.

This is a particularly troubling realization for organizations built at scale, i.e. “real world” companies, from old line manufacturers (Ford) to healthcare companies (name your national hospital conglomerate of choice here).

The fact that a network matters more than physical size, monetary resources, access, etc., on the Internet is the main reason why corporate mergers (i.e. AT&T + Every Other Media Company You Can Name on the Planet) won’t do much to increase the overall market share of individual eyeballs and mass audience attention. The mass approach doesn’t work (because of the network impact of the Long Tail) and such mergers are the flailing attempts of declining industries to remain relevant in the face of the only thing that scales from individual to individual.

The web of the network.

Some sectors are provincially beginning to understand the impact of the presence of the network in the physical world, with the growing talk around the Internet-of-Things. But this is just the beginning.

The fact that the presence of the network matters more than the size of the network, is why Google will eventually get out of the search business altogether (probably around the middle of this century or so) and be the first Internet based company to burst from your computer or mobile phone application, out into the physical world.

Search matters less and less when the network matters more and more to accomplishing revenue, connection and growth goals at scale. Sure, Facebook may “win” the networking wars against search in their own little walled garden, but Google is planning on escaping to larger territories in the physical world where the presence of a network generates more revenues, because of the inability and myopia of Industrial Revolution based organizations to appreciate the impact of a network at scale.

These larger territories where networks aren’t as valued (yet) include the physical connectivity infrastructure of a city (Google Fiber), the physical place where individuals spend time commuting to work (Google Car) and the place where individuals spend the time connecting with others physically AND virtually (Google A.I. projects).

The fact that the network matters more than the technology facilitating the development of the network, is why virtual reality companies (Oculus Rift) and augmented reality games (Pokemon Go!) will be on the edges of individuals’ and companies’ radars for some time to come. The real “killer” app for both virtual reality and augmented reality technology will be the one that brings connectivity and an already established network into the new technology. And then pivots to connect that network to a larger, physical world.

For companies that can’t envision the leap to network based thinking (but who have executives and others on their cell phones texting, emailing, messaging, and otherwise building their virtual network constantly) here are a few suggestions:

Build the physical network between schools, industry, and government in your local town, or municipality. There is nothing less sexy or interesting than sitting at a table talking about how things were better economically in the middle of the Industrial Revolution, but that lament must be part of a larger discussion of expanding the web and the network using the same thinking and acting that individuals are doing virtually daily.

Realize that money is no object. Money is a story. Fear of change and resistance to the present reality and the future possibility are the objects. Recently the question came up in a workshop with an organization in transition “How do ‘crack’ the Resistance?” One way is to build trust. The other way is to change the thinking of the organization around what constitutes a “revenue generating” activity, and what does not.

Realize that there isn’t power in hoarding knowledge, access, or a carefully constructed network anymore. There isn’t power in hoarding money anymore (no matter how much cash on the balance sheets the Fortune 500 is hoarding). There isn’t even power in hoarding connections to politicians, power-brokers, or personalities anymore. The power is in sharing, reciprocity and building trust across boundaries, rather than busily building moats.

Or walls.

The full power of the Internet—in its ability to shape how humans build, how humans communicate, and how humans create network value—has yet to be fully explored.

We are at the beginning of a revolution.

[Advice] Listening to the Linchpins

There are all of these stories out there.

A woman works in the billing department of a major company. She is passionate about her work, but she is also knowledgeable about tax laws. She sells vitamin supplements as a side hustle, and owns a piece of rental property. Her kids help her with the work on the rental property and she is able to buy them new Nikes.

A women owned her own business for ten years because she went to business school because her father wanted her to. She was always passionate about working with people. After ten years of operating and owning a business, she put that project aside to work in a company with people.

A man works to feed vulnerable populations at scale on a daily basis. He believes in the work so much, that he is running for political office as well.

A man knows more about food safety than you and I will ever know. He has trouble convincing his family though, that they should listen to him in his knowledge and take his advice. They all get sick following an outdoor picnic at a family reunion where the food was out, starting a cascade of conflict via text messages after the fact.

All of these people are linchpins. They create value and connection with the people around them, in order to grow their worlds. They are taking risks to expand their voices and the only thing that is stopping them from going further is themselves.

Listen to the stories around you.

The stories of the linchpins.

Because the chorus of stories is growing louder and louder and expanding out further and further and touching more and more lives in ways that matter.

[Advice] There Are No Shortcuts…

The quality, or trait, of getting up and doing what needs to be done, particularly when you don’t want to do it, is sometimes called “will” or “grit” or “courage.”

But these are fancy labels for something a lot deeper that people can’t really, collectively describe.

And anybody who wants to make a dent in the universe, no matter how big or small, must possess this trait in great quantities if they are to make the dent they want to make.

Unfortunately, the audience on the outside of the dent making process, overrate the effect of the trait (the “dent”), and underrate the ability to engage with the getting toward the goal (the “will” or “grit” or “courage”).

Which is why there is so much coveting of the outcomes of exercising the “will” or “grit” or “courage.”

Which results in jealousy and envy on the part of members of the audience.

Which winds up with members of the audience expending valuable energy engaging with manipulation and deceit, rather than hard work, diligence, and patience.

There are no shortcuts to making a dent in the universe, no matter how much we might like there to be.

[Advice] The Impresario’s Dilemma

Quality and quantity.

These are two ideas that have long combated each other at scale in a variety of contexts and containers.

From mediation processes and practices to industrialized object making, quantity very often takes a back seat to quality in both the consideration of the creator and the consumer.

When there is so much ephemeral stuff (such as content, ideas, and art), considerations around quality become the watchword for monitoring and disengaging with ideas that we find to be reprehensible.

And, of course, quality is perceived as suffering by both the creator and the consumer, because the quantity of ephemeral stuff has increased; and, and because our brains can only absorb so many different ideas at once.

But keep in mind that, once you increase quantity, quality only suffers when caring about each outcome takes a second place to actually getting the outcome to happen.

Impresarios care about quality.

They also care about quantity, but realize that interactions around ephemeral content become a matter of time, rather than scale.

[Advice] On Influencers

Influential personalities and brands online are about to become even more influential as the years go by.

And mediators, lawyers, and negotiators should take note.

Influencer advertising is tricky to navigate, whether you are trying to partner with the peacebuilding neighborhood association with a vibrant Facebook community or the pop singer Rhianna.

Influencer marketing is only going to grow larger in the coming year for the very same reasons that social media is influential now: Individuals trust other individuals more than they trust brands. In the field of mediation and peacebuilding, where trust is a huge deal, influencers and thought leaders such as Bernard Mayer and Kenneth Cloke bring their substantial influence to academic programs, academic writing, advocacy and other areas.

However, as the influence of those individuals begins to fade, a new generation of influencers is rising in the ranks of mediation and peacebuilding professionals, such as Patricia Porter, Brad Heckman, Cinnie Noble, and others who have begun to leverage social tools and the wide reach of the Internet to make a dent in the peace building universe.

For the ADR professional with limited resources to be able to connect with larger names in the peacebuilding world, there are a few things to remember when considering using influencers to advertise your content, your services, your philosophy, or your processes:

Does the influencer’s brand link well with my brand promise?

Carefully considering how an influencer’s brand (which may range from Bernard Mayer all the way to Kim Kardashian) complements the strengths and reduces the weaknesses of the peacebuilder’s brand promise is key to developing a long term relationship with the influencer. Influencers are people first and foremost, and peacebuilding professionals should be about building that relational knowledge ahead of jumping into a branded relationship.

Is the influencer’s audience an audience that I want to be addressing as a peace builder?

Depending upon who the influencer’s audience is (and audiences range in taste and structure from the 1,000 followers the neighborhood peace builder has on her Facebook page, all the way to the millions of fans and followers Jon Stewart has) the peace builder has to decide carefully if that is an audience worth talking to. The fact of the matter is, every audience that a brand influencer has is not appropriate for a peace builder to talk to, nor is every audience open to hearing a message about peace.

Does the influencer’s message help or harm my message?

Every influencer talks to their audience in their own way, using words, images, symbols, and other forms of social cuing that inexorably tie that audience to them.

Some influencers are less savvy than others, but that does not mean that they aren’t sophisticated communications professionals in their own right.

[Advice] New Behaviors

Peace builders struggle with sales for a variety of reasons, but the most pernicious reasons are around behaviors.

There are three areas where behaviors can be changed for peace builders to close more sales:

Determine what kind of prospecting are you doing as a peace builder: active (networking) or passive (website development). The prospecting that you are doing as peace builder may come down to understanding that you have to leverage what you do like (passive prospecting) in order to mentally and emotionally address what you don’t like (active prospecting).
Determine what the one scary behavior is that you would engage in during the day. The scary behavior goes beyond just writing a blog post and hitting “publish” (although it may start there) and goes right to researching ten local companies and calling their human resources departments. Many times, the scary behavior involves collecting “no’s” as if they are going out of style.
Determine where you as a peace builder are making excuses to not engage in the act of selling. Whether you have decided to become an evangelist—or a champion—for an idea with clients, or if you have decided to use cold-calls as a way to collect informal information about the market, peace builders often make excuses to get out of doing hard work that’s scary and uncomfortable.

Many times peace builders struggle because the things that they don’t want to do (the scary things) are the very things they need to do to build the sales in their practices.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Podcast] Earbud_U, Season Three, Episode #5 – Anne Sawyer

[Podcast] Earbud_U, Season Three, Episode #5 – Anne Sawyer, Executive Director-Southern California Mediation Association,

Passionate Mediator, and Entrepreneur

[powerpress]

The real trouble with mediation is capitalism. But our guest today has a way around that by using collaboration, mentorship, and an animated adherence to the core principles of mediation.

Peace builders of all stripes need larger fulcrums to move a conflict ridden world. Championing peace at the earliest stages is the hard work. The hard work comes because Peace builders must persuade, convince, and sell to a skeptical, conflict comfortable public.

Marketing and business development, mentoring and networking, and training beyond just the academy, will grow the filed organically over the next few years.

But there’s one area that mediators—and all peace builders— struggle with (and sometimes mightily) and that’s in getting the “ask.”

All sales are relational in nature, but, in order to “sell” peacebuilding, the peace builder must become a champion of peace. This requires a changing in the thinking of the peace builder around the sales process. The second step after marketing then becomes, not the “ask,” but the process of building a fulcrum to demonstrate value, and then leveraging that value to grow the revenues of relationship, trust, and money.

The only way for the peace builder to sell ethically is to build a fulcrum (from Seth Godin and his book Free Prize Inside) and to become a champion for peace. Through such a process, the peacebuilder becomes the “free prize” inside the value they add to the client.

The practical steps in building a sales fulcrum involve:

Determining if the customer you’re selling to as a peace builder thinks the work of building peace is worth doing.
Determining if the customer you’re selling to as a peace builder thinks that you are the person to build that peace.
Determining if the customer you’re selling to as a peace builder believes that the outcomes of work of building peace are actually an added benefit to them, their organization, or their lives.

By definition, all of these practical steps are hard for the peace builder to answer, because they are based in assumptions, ideas, and a worldview that is unproveable, unknowable, and unquantifiable, until after the work of building peace is already in progress—or already completed.

But Anne has a plan for all of this. And she’ll talk about laying the first steps toward building a fulcrum with the help of the Southern California Mediation Association in the podcast today.

Check out all the ways below to connect with Anne, and the Southern California Mediation Association, today:

Anne’s LinkedIn Profile: https://www.linkedin.com/in/annesawyer1
Anne on Twitter: https://twitter.com/annesawyer
Anne’s Website: http://mediate2resolve.com/
SCMA’s Website: https://www.scmediation.org/
SCMA’s Facebook: https://www.facebook.com/scmediationassn/
SCMA on Twitter: https://twitter.com/SCMediationAssn

[Strategy] Selling for the Peace Builder I

The sales process for a peace builder in the open market is wrapped up with impressions, ideas, concepts, and intuition that the peacebuilder has in their head about every sales film, sales call, and selling situation they’ve ever been involved with.

But, in order to be successful in the open market, where noise and multiple messages reign, the peacebuilder must become comfortable with establishing their value in the market early—which is the first step in starting the sales process. The struggle for the savvy peace builder is how to find clients who will pay (marketing) and then how to “close” them ethically (sales). The only way for the peace builder to sell ethically is to build a fulcrum (from Seth Godin and his 2006 book Free Prize Inside) and to become a champion for peace. Through such a process, the peacebuilder becomes the “free prize” inside the value they add to the client.

All sales are relational in nature, but, in order to “sell” and “close” on the promise of peacebuilding for clients in conflict, the peace builder must become a champion of peace. This requires a changing in the thinking of the peace builder around the sales process.

The second step after marketing then becomes, not the “ask,” but the process of building a fulcrum to demonstrate value and become a champion, and then leveraging that value and championing to grow the revenues of relationship, trust, and money.

The practical steps in building a sales fulcrum involve:

Determining if the customer you’re selling to as a peace builder thinks the work of building peace is worth doing.
Determining if the customer you’re selling to as a peace builder thinks that you are the person to build that peace.
Determining if the customer you’re selling to as a peace builder believes that the outcomes of work of building peace are actually an added benefit to them, their organization, or their lives.

[Strategy] Selling for the Peace Builder I

By definition, all of these practical steps are hard for the peace builder to answer, because they are based in assumptions, ideas, and a worldview that is unproveable, unknowable, and unquantifiable, until after the work of building peace is already in progress—or already completed.

This is why building the fulcrum should be front and center of any peace builder’s sales process. Too many peace builders get caught up in the easy part (creating the product (i.e. early, mid, or late stage intervention) that the client in conflict can use); or get focused on talking about the unpleasant part (entering structures (i.e. families, companies, schools) from the outside w/no leverage or trust to build a fulcrum); while avoiding the hard part entirely (building a fulcrum in spite of rejection, hopelessness, or the inability of clients to close).

All of peace building, from negotiation to mediation and every intervention at every stage in between, is built on needing other people to act.

When you need other people, you must leverage them.

What they think matters.

What they think about you matters.

What they think about peace and peace building matters.

-Peace Be With You All-

[Advice] Projects for the Peace Builder I

It’s not easy to do what I do, if you’re a peace builder—a negotiator, a lawyer, a social worker, an educator, or an executive director.

It’s not easy to manage social profiles, blog regularly, connect with clients, fans, audience members, and event participants in ways that can grow your brand.

It’s not easy to keep up with changes in marketing, digital content creation, traditional marketing, and the worlds pf publishing, podcasting, privacy, and security.

It’s really not easy if you’re a peace builder that is struggling between the poles of “I just want my business to work” and “I just need my clients to pay me.”

Well, I’ve got some projects that are upcoming that might be of help for the peace builder:

The book, Marketing For Peace Builders: How to Market Your Value to a World in Conflict is coming out in March. I am taking pre-orders for the book right now and will send people on the list a pre-order copy if you send me your email address at jsorrells@hsconsultingandtraining.com

As a follow-up to the book, I am designing a series of workshops that will cover the material in the book, and provide updates, interactions, and engagement opportunities for peace builders. I have not decided how this series of workshops will be facilitated—in-person, online, etc.—but if there is enough interest, it’ll happen.

As another follow-up to the book, I am redesigning the HSCT website to reflect the importance of the book and it’s materials. I am launching another podcast the Marketing For Peace Builders Show, in late 2016. This will be a podcast featuring interviews from marketers, business development experts, and others who have taken their peace building brands and businesses to the place of connection and engagement.

Finally, I will be launching a LinkedIn Group—Marketing For Peace Builders—that will be a place for peace builders, marketers, and others to connect, engage, ask and answer questions, and to promote services, products, and processes that will plug-in to the peace building community in a positive way.

And that’s just the start.

I don’t believe that peace making and money making should be mutually exclusive.

I don’t believe that academic programs in the fields of dispute and conflict resolution can continue to churn out graduates who can’t pay down their student loan debts.

I don’t believe that the fields of peace building can continue to be a rump, human resource process—considered only after litigation, but almost never before—in organizations and societies in the Western world, even as disputes, disagreements, and fights continue to escalate.

I believe that the fields of building peace are at a zeitgeist moment right now, at the intersection of marketing, content creation, relationship building, and the only way forward to our future as a field is to grab the marketing moment, right now.

Would you like to join me in this moment?

-Peace Be With You All-

[Opinion] Marketing for the Peace Builder V

Focus group feedback is useful to the peace builder.

Here’s how you run one:

The peace builder, working with another party (typically the focus group moderator), puts together some questions in regards to a future product, a current problem, and the solution to both that is offered by the peace builder.

Then, the peace builder gets a room somewhere and invites some people—maybe five to ten—who are in the demographic that the peace builder wants to offer their services to.

Then, the peace builder orders some pizza, the moderator sits down with the focus group participants and asks them the series of questions that have been cobbled together. In addition, the moderator may coax information from focus group attendees through the use of open-ended questions.

The peace builder sits in the room, saying nothing, but taking notes and watching the attendees’ non-verbal reactions, listening to the moderator, and recording responses to the questions.

At the end of an hour, the attendees are thanked for their time, offered the opportunity to take advantage of the product, service, or process that they have been questioned about, and are sent home.

Wash. Rinse. Repeat.

The purpose of a focus group is three-fold:

To determine the reactions and responses of members of your target audience in a low-risk environment where they are rewarded for their participation.
To get feedback about the product, service, or process that the peace builder is developing through a process similar to an interview.
To collect the opinions from the focus group about the motivations of people who might actually use the peace builder’s product and to better understand how they perceive the utility of the product offering.

The savvy peace builder should be using focus groups before they launch workshops, seminars, training opportunities, books, curriculum, or any other product or process designed to appeal to a niche group of people. The savvy peace builder should avoid focus groups entirely when they are developing workshops, seminars, training opportunities, books, curriculum, or any other products or processes that have never been developed before, or which have been developed so long ago, that they have been forgotten almost entirely.

A warning though: Sometimes attendees fall into groupthink, peace builders and moderators, may fall prey to experimenter bias, issues of confidentiality around sensitive information in a group setting, and the fact that peace builders may cherry pick feedback to support a foregone conclusion.

-Peace Be With You All-