[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-

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/

[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-

[Opinion] The Future Martin Luther King, Jr.

“We have nothing to fear but, fear itself.”

“I have a dream.”

“We do these things because they are hard.”

One of the more terrible losses in our contemporary age is the loss of soaring rhetoric, with allusions to classical Western literature (e.g. Shakespeare, Greek and Roman texts, the Bible, etc.), appeals to the common good, and an unwavering belief that Americans, together, can just “do” things.

[Opinion] The Future Martin Luther King, Jr.

This Image Does Not Belong to Us

This contemporary loss due to three things:

Americans no longer share a common language around problems because of the fracturing of the media environment, with a million tiny voices crowding out one large voice. There is no longer a single voice of authority, such as a Cronkite, a Vidal, or a Buckley. Instead there are multiple voices whose sources believe they are competing for authority, but in reality they are competing for attention.
Americans are no longer commonly educated in the writings of the past, partially because the Western literature canon has fallen to the wiles of multiculturalism, social engineering, and the desire to see education as a technical good, rather than as a way to link current generations to past meaning. In our efforts to replace the technical efficiency that used to be valued when we were a manufacturing country, we have moved to making education serve technology rather than wisdom.
Americans have blown up the tendency that we always had, toward being independent individualists (“get in your Conestoga Wagon and go West”), and have fetishized it to a degree never before attained by a population in human history. Since the Myth of the West has collapsed, we see this tendency most visibly in the retreat to individualized, mobile experiences, the popularity of streaming shows on Netflix, complaints about Academy Award film selections, and the overwhelming silence from populations in the center of the country who are never questioned except once every four years during elections.

The reason I’m bringing all of this up today, on Martin Luther King day, is that from Franklin Roosevelt (and earlier) all the way through Ronald Reagan, presidents, statesmen, politicians, and social leaders at least shared a common education, language, and a tendency toward a collective sense of commonality with the American people they were looking to persuade. They used that sense to make appeals to a higher good, all the while acknowledging that not everybody, including them, would make it to the end, but the journey would be glorious anyway.

This is not to say that there wasn’t separation, there wasn’t strife, and that there weren’t two views of America. If you think that the current age of fracturing is new, then take a look at newspaper headlines, political advertisements and rhetoric from the 18^th, 19^th and early 20^th century. There was far blunter commentary, outright conflict, and rhetorical viciousness than would be allowed today in our tamped down rhetorical climate.

What is new is the lack of common language and the results of that lack have served to create deeper political, social, and cultural fault lines, all the while, playing on the natural American tendency toward liberation, freedom, and autonomy.

Appeals of “We’re gonna’ go get ‘em,” or “Hope and change,” or whatever the catch phrase was of the eight years of the Clinton Administration (“I did not have sex with that woman…Ms. Lewinsky”) don’t ring out quite as commonly. They don’t appeal to the better nature of our common American experiences. They are not as fluid, nor will they be remembered by history when certain proscriptive policies and efforts fail (or succeed), except as punchlines in YouTube videos, with a trail of bitter comments in the threads below the video.

On this day, I wonder what Martin Luther King, Jr., a preacher who read Greek, studied the Bible closely, and who knew all about the moving power of common rhetoric designed to unite people (both white and black), would think about the current restless mire America is in?

-Peace Be With You All-

[Advice] The Gap Between Here and There

The decision is the thing.

It looks romantic from the outside, I’ll be honest. A journey of a thousand miles begins with the first step, but you can’t take the first step without the decision to make the first step in the first place.

The gap between being there and getting here and the gap between being here and getting there are only covered by two actions:

Making a decision without much reassurance from others…

And

Doing the work without much appreciation from others about how difficult it is.

What covers the first gap (the one between being there and getting here) is making a decision. Making a decision to take action is scary and uncertain; and there’s usually very little reassurance from others. It typically begins when you are motivated enough to actually make the decision in the first place, and you’ll either be motivated by internal factors or external circumstances. And only one of these do you have control over.

What covers the second gap (the one between being here and getting there) is doing “the work.” Many people believe that “the work” or work ethic, is fading in American life. I prefer to believe that as the nature of “the work” shifts (from blue collar to white collar to “no” collar) the nature of the work ethic changes as well. Have I put in less “work” when I type up a 500-word blog post than a person has, who codes an algorithm all day in a language that looks like Mandarin to me?

It looks romantic from the outside, I’ll be honest. But on the inside, I can tell you, the work is what people observing you building your business, your project, your idea, or your processes from the outside aren’t going to see. And by “the work,” what these outside observers are really looking for are the tangible results of your efforts, your arguments, your research and your time.

Because, for better or worse, American culture is still built on getting results, rather than the nature and efficacy of developing, managing and experiencing, the process. For the peace builder, thinking about how to start building their project right now, I encourage you to cover the gap, first by making a decision, and then by doing the work.

For the peace builder (or anyone else who ever built anything) the decision is “the work.”

-Peace Be With You All-

[Strategy] The Story of Your Fight

The stories of disagreements, disputes, arguments and fights matters more than the disagreements, disputes, arguments and fights themselves, to both the professional peace builder and the public looking for the right advice at the right moment.

The frame, or story, that conflict engagement professionals tell themselves about conflicts that they resolve, their professional strengths, and even what they have to offer to the public, is typically a positive, education based framing.

But the public frames conflict in negative terms, embedded inside personalized frames of reference:

“This happened to me!”

“He’s the problem, not me.”

“I’m right. They’re wrong. You fix it!”

No one needs help resolving conflicts in their lives, and the dichotomy between public and professional storytelling about conflicts backs up this assertion. The story of conflict for the public—and the narrative framing they operate in—is one that does not line up with the product offerings of many in the field of peacebuilding.

Ourselves included.

In the public, there are people who don’t see disagreements, disputes, arguments, fights, or confrontations as relevant occurrences in their own lives. Sure, other people have problems, but not them. The story that they tell themselves is one of floating through the world, disagreement free—and all a peace builders fervent framing efforts aren’t going to persuade them otherwise.

However, when other people around them are privately asked “Who causes the most problems around here?” the answer comes back to those individuals who think they aren’t the problem.

There is one way out of this for the public and two ways out of this for the professional peace builder:

For the peace builder, if the terms “conflict,” “dispute,” “resolution” and others have no meaning for the public (or target market) who you want to buy your products, processes, and services, then change the wording. And peace building professionals know, that when the wording changes, the framing shifts.
For the peace builder, as the framing shifts, turn the in-person and face-2-face moments of the narrative from a focus of trying to persuade the public (or the target market) that they have a conflict, to educating the public (or the target market) on what the impact of the story of the conflict is having on their personal relationships.
For the public, there are moments inside of every disagreement, dispute, argument, or fight, where you seek advice, counsel, and direction in what to do, how to proceed and how to respond to other people. These are the moments to seek the blogs, videos and podcasts of professionals that can entertain, inform and advise—without breaking your story.

When the stories of disagreements, disputes, arguments and fights matters more than the disagreements, disputes, arguments and fights themselves, there will only be more, not less, and the moment for peace builders—and the public—to start talking the same language is now.

H/T to Justin R. Corbett for his thoughts on this.

-Peace Be With You All-

[Advice] Clarity, Candor and Courage in Communication

Establishing clarity and getting candor are often confused with the use of profanity and “brutal” honesty in communication relationships too often filled with more noise than substance.

There has long been a desire from audiences—whether in a family, or on the other end of an email communication—for the clear sending of a meaningful message.

Consumers of messages want clarity in order to understand what the sender is asking and candor in order to determine the appropriate level of transparency and authenticity. Because there is so little direct communication in all manner of relationships, elements and techniques of persuasion from the sender are interpreted by the receiver as lying, obfuscation and methods of deception.

Transparency and authenticity cannot be replaced by the appearance of courage, which appears when content creators use profanity in the content they produce.

Accountability and responsibility are sometimes abandoned with this approach; and still, in many communications, candor can be preserved with courage, while also getting to truth.

Which is what every communication is really about; whether it’s an advertising message from a brand or the message a person receives from their ex-partner across a negotiation table.

-Peace Be With You All-

[Strategy] Creations of Commerce

By now, you already know that “Black Friday” and “Cyber Monday” are recent marketing creations, designed to get you to buy more, spend more, have more stress, engage in more consumption and to confuse “tradition” with moving money out of your possession and onto the bottom line revenues of brands.

We didn’t get here by accident though.

The human need to persuade, convince and to sell—and idea, a process, a service, a product—is so strongly embedded in human biology, psychology and even our spiritual DNA, that we have welcomed this change, from over 50,000 years of “not enough” to the last 100 years of “too much.”

We want to be sold and persuaded; but, we want to be persuaded and sold on the things that have meaning and mattering. This is why, even before commercial brands and corporations, there were empires, governments, and tribes. And, at a level even deeper than that, there are religions and belief systems that have toppled powerfully persuasive empires.

Which brings us to the reason for the season.

Meaning and mattering doesn’t come from buying one more item, no matter what the commercials tell you. Meaning and mattering doesn’t come from consuming one more meal, though the commercials will tell you this as well (it’s no surprise that gluttony and Thanksgiving have become closer commercial bedfellows in the last 20 years). Meaning and mattering doesn’t come from throwing away abandon and forgetting the old year and old mistakes and making resolutions that won’t be kept, because they’re too hard, too overwhelming, and too meaningless.

Meaning and mattering comes from remembering (and acting on) three core principles this holiday season:

Thanksgiving is a time for being grateful and seeking silence from the noise that doesn’t matter more so than for being gluttonous.
Christmas is a time for seeking redemption, giving the gift of forgiveness and seeking reconciliation with those who have harmed us, more than it is a Saturnalian bacchanal of commercialized shopping, glorious getting and begrudging giving.
New Years is a time for seeking resolution and closing the circle on gratefulness, remembering what we have gained in the previous year and looking forward with excitement to a new set of experiences, rather than a drunken brawl and a hangover riddled future.

Meaning and mattering.

Let’s focus on that this holiday season, rather than on the latest deal from the largest corporation.

-Peace Be With You All-

[Strategy] BATNA-WATNA 2

In any negotiation scenario, there are three possible outcomes:

An agreement

This is what happens when every party gets an agreement they can live with and one that meets, not only their own needs, but also the needs of other parties not present at the bargaining table.

A best alternative to a negotiated agreement

The BATNA is what one party has in their back pocket that will allow them the “freedom” to walk away from the table without negotiating an outcome. The term has the word “best” in it, and represents what the party who has come up with it, thinks is the best. One party may look at (or hear about) the other party’s BATNA and think privately (or say out loud) “I’d never go for that outcome.”

A worst alternative to a negotiated agreement

The WATNA is what one party has in their back pocket that binds them to the table with the other party, whether an outcome is negotiated or not. The term has the word “worst” in it, and represents what the party who has developed it, believes is the “worst possible outcome, in spite of all other outcomes.” One party may look at (or hear about) the other party’s WATNA and think privately (or say out loud) “That alternative outcome isn’t so bad. What’s the problem?”

In a negotiation, because human beings have to be prompted to act altruistically, parties often overlook BATNAs and WATNAs. Even worse, the negotiating parties often overlook BATNAs and WATNAs, until either a stalemate is reached, or a checkmate situation looms on the horizon. The term “alternative” is often emphasized in discussions of BATNAs and WATNAs because human being like the idea of having access to alternatives in a negotiation scenario with a party they don’t trust, but actually accessing and developing those scenarios, requires expending emotional energy.

And many parties would really prefer to “win” the negotiation rather than to take the time to develop alternatives, and to map out possible scenarios, if things go sour at the bargaining table.

There are three ways to limit the power of this tendency to go for the “win” at the expense of developing alternative scenarios to a “win”:

Recognize that the other party is often dominated by factors they don’t bring to the table. For instance, if an employee is negotiating a raise with their boss, they should keep in mind that the boss reports to other people as well. Then they must ask the question “How would my boss, giving me the raise I deserve, make my boss look good?”
Recognize that you are dominated by factors that you may not want to have the other party bring to the table. In the example, the employee may need the raise in order to care for a sick child, or to meet an emergency expense. The boss in that scenario might want to ask himself or herself “What are the motivating factors behind this person asking for a raise?”
Recognize that agreement doesn’t always have to be the ultimate outcome. Both parties can always separate and come back, while they develop BATNAs and WATNAs. This feels counterintuitive, but the best diplomats never try to close a deal immediately. And the best negotiators open soft, give the other party time to think the process over, and always follow up promptly. The caveat to this is that timeline will vary per the context of the negotiation. A police hostage negotiator may have minutes to get to agreement, a diplomat may have weeks, months or even years, but an employee may have days.

Expending emotional energy to develop negotiation alternatives (both “best” and “worst”) can help a negotiator move from someone who merely pursues short-term gains to one who develops long-term engagement with the other party.

-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/

[Opinion] Marketing for the Peace Builder IV

There are three questions that the savvy peace builder should focus on when developing a marketing plan:

Whom do we serve?

This question can be answered with surveys and other formal and informal means. The question is not focused on the peace builder’s skill sets and where they’re comfortable. Instead the question focuses on the target audience for products, services, processes and philosophies. The question seems simple, but when the answer in the peace builder’s mind comes back as “everybody” there needs to be a deeper, more disciplined dive into the question from the target’s perspective.

Why do we serve them?

This question focuses on the four areas that many peace builders (and many entrepreneurs, business owners, and other self-starters) forget, because it is a question that delves into the culture of the marketing, the branding and the project that a peace builder wants to develop. The four areas are mission, vision, and goals. The mission describes what you want the project to accomplish, vision describes where you want the project to wind up, and goals describe the ways you will get there. The last area is the trickiest, because values—if only written down and not lived—can act as a boundary or act as rocket fuel. Either way, if they aren’t articulated, the peace builder may forget them and grab at whatever revenue generating idea comes along, in effect diluting their brand promise, distracting themselves, and ultimately going out of business.

How do we delight them?

This question really is the one that focuses on the savvy peace builder as a person who can delight, rather than as a widget (or a cog) in an industrialized, productized process. This is the question where the peace builder’s strengths, interests and passions can freely reign, to create a product, process, service or philosophy that the target market wants and that they can deliver successfully and generate revenues at the same time. Asking this question (and answering it well) can make all the difference between a peace builder who “burns out” after sustained people work, and the peace builder who stays engaged with learning and developing year-on-year.

Developing a marketing plan can seem like a waste of time, but answering these three questions places the core of the plan under the peace builder’s control and make the development process smoother. In addition, commitment, consistency and persistence become reinforced through an engaging plan for marketing peaceful solutions to conflicts.

-Peace Be With You All-

[Strategy] The Temptation at Mass

When you build a product, create a service or develop a process, the temptation (whether at scale or not) is to pursue the acceptance of the masses and be for everybody.

When building, (and planning to build) the discipline is to be targeted and to pursue the special and the narrow—the long tail in essence.

The primary drivers for pursuing the acceptance of the masses at scale are fear, desperation and greed:

For money
For prestige
For status
For power

The fact of the matter is, the myth of mass acceptance as being the “golden ticket” to profitability over the long-term has been exploded by the presence—and the influence—of the most dominate communication tool yes invented by man—the Internet. Sure, there will be blips of products, services, and process, that will appear to catch the masses attention, but in reality, the mass effect is dying a hard death. As audience attention becomes harder and harder to contain and obtain at mass, the benefits of a product, service or process being for “everybody” erodes under the weight of mediocrity, ineffectiveness and banality.

For the peace builder, if the processes, services, products, and philosophies that you provide are not for “everybody” in conflict, the real discipline is in developing your own emotional and psychological responses to what that means, and then methodically acting on them.

-Peace Be With You All-