Executive Coach @ The Art of Standing Out – Art Jones – Interviewed by Jonathan Tripp – Blog Episode #002

The Art of Standing Out (#TAOSO) How our name became out Northstar.

Read the text to understand what was hiding in our business name and how once accepted it became our Northstar.  Watch the video podcast to hear our thought on the power of Storytelling and why you should learn to harness your story powers.

In 2009  I launched my social media marketing agency and named it The Art of Inbound Marketing. I was very pleased with myself when I selected that name because I had always wanted a business with my name in the masthead.  Utilizing the Art of, satisfied that itch and yes, I thought I was clever using the play on words – The Art of.  However, unbeknownst to me, serendipity had intervened on my behalf and bestowed “The Art of” moniker onto me and my business for a reason.

In 2014, in order to provide a more end to end suite of solutions to the customers I serve, I added a second line of business to my practice. The new line of business became The Art of Standing Out focuses on using human-centered design and brand storytelling to create compelling brand strategies. With a solid brand strategy, our clients are able to optimize their marketing which allows them to maximize sales performance.

In 2015 something almost magical happened.  One day while working on a proposal and looking at the acronym TAOSO, which represents the brand name The Art of Standing Out, I realized the first three characters make the word TAO.   Taoism also spelled Daoism has shaped Chinese life for more than 2,000 years.  The central principle of the TAO philosophy is everything is better when it works in harmony with everything else in the world.  Merriam Webster says the TAO is the art or skill of doing something in harmony with the essential nature of the thing.

What struck me about my discovery was the intention of the word TAO was, in fact, consistent with my intention for my business. My business practices are focused on helping my clients establish alignment and harmony between the following:

  • What they do
  • Why they do it
  • Who they do it for
  • How their clients are changed after they acquire their products or service.

Initially, I thought, well that’s nice but you can not inject Chinese philosophy into your brand story. I asked myself who aside from me, a person with experience practicing Tai Chi (which is intrinsically connected to Taoist/Daoist philosophy).  I was certain people would not get it, the whole idea would be a bridge too far for my clients to cross, the brand would be rejected as being too frou-frou.

Then, one day soon thereafter, I sat down with a perfect cup of coffee to read a book by Elizabeth Gilbert titled Big Magic. In her book, she wrote, and I paraphrase – As an artist, there are times when you have a great idea, perhaps it’s a great treatment for a book. You work on the book and then one day you set it aside and begin work on something else. Elizabeth says that the Muse is always watching the artist at work. When the work is going well the job of the muse is to provide a constant flow of inspiration. However, when the artist falters and falls into inactivity for far too long, the muse becomes anxious, believing the idea will not come into existence. So as guardian of great ideas and provider of inspiration the Muse moves to take your idea from you and find someone else who is ready to embrace the idea. The Muse begins looking for someone else, someone truly ready to use the idea and take persistent action.  The muse moves to find someone committed to breathe life into that great idea.

Create & Innovate

So, after reading that passage in that book.  I knew I was faced with a choice. Embrace the serendipity and embrace the true nature of the work I do, why I do it. My mission is to encourage businesses and business pros to work toward establishing strategic alignment between every element of their internal operations with the intent to bring the business into alignment with their external business partners, the community of fans and of course their clients.

For me, this became a big part of my evolution. Ii went from a business with the intention to make money and transformed into a business unabashedly committed to and proud of liberating this idea of The Art of was more than a clever play on my name but an integral piece of the why I do what I do and how we do it. With this realization, my brand became more complete. The intention puzzle was now clearly in focus.  I now proudly allow the idea of TAO to drive our focus on helping our clients achieve alignment and harmony in all things related to their business. TAO has become central to our philosophy, our brand strategy and serves as a constant great reminder of what the work we do is all about.

And so the story goes, once upon a time, I was happy because I’d found a clever way to incorporate my name into my brand.  Adding my name to my brand name, was my ego talking seeking ego gratification.

Today my perspective is completely different. These three letters, TAO when coupled with our embrace of Human Centered Design function as our twin NorthStars, guiding our business intention and interactions with the people and businesses we’ve built The Art of Standing Out to serve.

I came close to changing my business names to more something more vanilla. Now I am very glad I didn’t.  The acronym TAO remains an integral part of our brand name and holds an esteemed position in our brand lore.

Now about the video of my conversation with interviewer Jonathan Tripp (attached above).

About 12 months ago, I enjoyed the pleasure of talking with the host of Jonathan Tripp Live,  Jonathan Tripp. During our conversation, we talked about many things yet we always seemed to circle back to, how storytelling empowers Leaders to LEAD.

Jonathan is a great interviewer and asked thoughtful questions. There is a point during the interview where you will hear a long pause as I stop to process how to answer one of his questions. Great questions are a signature of what makes a great interviewer and Jonathan is a great interviewer.

Hope you enjoy listening as much as I enjoyed the conversation.

So, it’s time to go get your favorite beverage, and head over to that comfortable chair to tune into our video podcast. I hope you enjoy listening as much as I enjoyed the thought-provoking conversation. Want to know more about anything discussed during the session give us a call, we would love to hear from you.

 

TAOSO is about Leading
Rise above the noise and stand out from the crowd!
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Art Jones & The Art of Standing Out w/Tracy Goodwin #Episode 003

Welcome back to The Art of Standing Out for another podcast episode.

In this episode Tracy Goodwin Founder of Captivate The Room, interviews me. We discuss my business practice, what I do, who I do it for and how they are changed after acquiring my products and/or services.

I am always a bit intimidated when speaking with Tracy because after all, she is an expert voice and presentation coach/trainer. However I’ve got a thick skin and know everytime I speak with Tracy even when she is interviewing me, I learn something. that is the true benefit of always surrounding yourself with brilliant people.

So now it’s almost time for us to begin. Go and get your favorite beverage, find a comfortable chair and settle in for my conversation with Tracy as we discuss The Art of Standing Out.

Take your time, we will wait for you 🙂

OK, Let’s get started!

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The alternative to all that stuff?

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Are you sharing your brand stories?

Those Who tell Stories

How do brands keep us interested and engaged? They tell us their stories.

All brands have stories.  The brands that tell the most interesting story wins our attention.  

The reason story works so well is because humans are wired for story. Neuroscientists have proven that stories change our biology. When we hear stories of distress our bodies release the hormone cortisol. When we hear a story that elicits empathy in us our bodies emit the hormone oxytocin.  Yes story has the power to change our biology.

Watch this video produced by Mont Blanc and watch closely how the brand storyteller takes you on a journey through time, a journey that shows you how they have served people just like you, or the person you aspire to be like.

Then watch another video produced Burberry a 150 year old brand based in the UK. Burberry hired Angela Ahrendts as the new CEO and one of  the first things she did was hire a cultural anthropologist to tell the story of the historical Burberry brand. Once the story was catalogued Ms. Ahrendts published it as a book and provided a copy to each employee. The intention in sharing the book with employees was to inspire them to ignite a passion for the brand and fuel a connection to the mission to revive the aging English business icon. The book became a source of pride. The brand was new and exciting again.

Before Angela Ahrendts arrival Burberry had forgotten their brand story. The employees and the customers had forgotten why Burberry existed, they had forgotten who they served and how they were purpose built to serve a specific audience that had a very specific sense of value and style.  

These two youtube videos show us visual storytelling at it’s best. Mont Blanc’s story is exactly 2 minutes and 20 seconds and the Burberry story is 5 minutes and 27 seconds. I submit that when you watch these videos in total you too will begin sharing the compelling stories that your brand has to tell.

That is the power of .

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Your Time Is Precious!

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Start-ups Take Note: Uber Made It Big, But Did They Get It Right?

Uber is the start-up that can be accused of recommending a million dollar smear campaign against a female journalist one week, and seal a billion dollar funding round the next. The company bears all the hallmarks of a disruptive start-up, using technology to exploit a gap in the market and […]

Source: www.forbes.com

Uber continues to fight every legal challenge and the battles are many. Could it be that the mounting legal challenges are the marketplace trying to tell Uber something? Or does all the legal wrangling mean that Uber is operating in a new domain without laws and as the disruptor, it is Uber’s responsibility to write laws to accommodate the new business model borne out of their success and the marketplaces acceptance of the sharing economy? 


Excerpt:

“There is no national or model response to this emerging market, and a ‘Wild West’ environment is the current state of play,” commented Matthew Daus, former commissioner of the New York City Taxi and Limousine Commission. Kalanick’s reply must have felt something like a declaration of war: “Was Yahoo upset when Google came out? Of course. In that industry, people compete. In the cab industry, they try to curtail competition.”

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How To Begin Developing A Product Story | The Story of Telling

Product development doesn’t start with the story of your factory, the technology or even the number of those features and these benefits.

Source: thestoryoftelling.com

Excerpt:4 QUESTIONS TO ASK BEFORE DEVELOPING YOUR PRODUCT

1. What’s the change that will happen in your customer because your product exists?
2. How will he look, feel, think and act?
3. What will he say, believe and do once he is using it?
4. How exactly will he be a better version of himself in the presence of this product?

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How to keep your job in the coming waves of new technologies?

A lot of medical professionals are worrying about their jobs whether they lose it in the near future due to the coming waves of new technologies. Many of them think they will get replaced by robots…

Source: scienceroll.com

“One of the major obstacles is physicians being resistant to the adoption of new technologies because they are afraid.”

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CHANEL N°5: The One That I Want – The Film – YouTube

A woman, a destiny, a perfume. N°5 #theonethatiwant The world’s most desirable fragrance. Discover more on http://chanel.com With Gisele Bündchen, Michiel Hu…

Source: www.youtube.com

How Chanel uses storytelling as brand strategy.

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Timeline: Corporations in the Collaborative Economy (Ver 2, Oct 2014) | Web Strategy by Jeremiah Owyang | Digital Business

Source: www.web-strategist.com

Airbnb, Uber and Lyft are not the only corporation in the collaborative economy, actually they aren’t even the first. 

See on Scoop.itModern Marketing Revolution

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My TED Talk: Leading in the Digital Era – Charlene Li

{…]

The title of my talk was “Giving Up Control: Leading in the Digital Era”. One key data point from Gallup that continues to astound me is that worldwide only 13% of people are engaged in their work. It’s higher in the US, standing at 30% but that’s still terrible!

I believe that a big reason for this is that we don’t give enough autonomy to, and respect the growing agency of our employees, especially for the Millennials who crave purpose and meaning in their work. The hierarchies that exist in our organizations were designed for a bygone era where efficiency and scale were paramount. But today, speed, innovation, and creativity are the sources of competitive advantage.

Companies have been responding, deploying collaboration platforms and enterprise social networks to connect people throughout the organization. Shrinking the distance between previously siloed departments, or between executives and the front lines sounds great — unless you’re a middle manager.

The biggest problem leaders face in the digital era is that power and influence are being decoupled from titles and organizational structure. So how can you be an effective leader? Here are the three things that organizations can do:

  1. Create a Culture of Sharing. Instead of hoarding information to be powerful, leaders have to become facilitators who accelerate the sharing of information across a networked organization.
  2. Encourage the Practice of “Followership”. The size and quality of your network, not your title, determines how much power and influence you have, and thus, how much you can get done. If employees could build their “followership” across the organization and even outside the organization, then even if their titles or jobs changed, they could still be highly effective. This creates tremendous security that allows these managers to make tough decisions that might otherwise jeopardize their livelihood.
  3. Ensure Networks are being used to Make Meaningful Decisions. People are smart — they won’t devote time to engaging unless they know it’s going to make a difference. The biggest mistake I’ve seen organizations do when trying to transition into the digital era is to use these new tools to create the equivalent of a digital water cooler — talking rather than getting work done. No wonder they don’t last! Get leaders to pay attention, make key decisions on these networks and people will come.

What each of these has in common is the need to give up control. In the talk, I shared the journey I’m going through as the parent of teenagers, as they push for greater autonomy and trust to make their own decisions. In our work, if we truly want to have an engaged workforce, then we’re going to have to lead differently, and establish a new kind of relationship and trust that’s created and deepened with these digital tools.

Source: www.charleneli.com

See on Scoop.itModern Marketing Revolution

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6 Lessons In Storytelling From Steven Spielberg

We are no strangers to the benefits of storytelling in content marketing. Knowing that audiences are more likely to remember (and share) stories that connect in an emotional way has allowed marketers to develop truly unique content. But storytelling is an art that requires finesse, integrity and a touch of humility, and there is possibly no greater storyteller than filmmaker Steven Spielberg.

With more than 30 films, seven Academy Award nominations and three wins, Spielberg has the…

Source: blog.newscred.com

Guidance from a Master Storyteller

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Content Strategists: Use SEO to achieve your content goals #ConfabEU

58 slides created by AleLearn how to align SEO criteria and principles to content development to achieve better organic search results.

Source: www.slideshare.net

This presentation has a total of 58 slides packed with solid information how to maximize getting found online via SEO strategies.

She’s made the slides fun and entertaining too, who says SEO must be boring?

See on Scoop.itModern Marketing Revolution

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You Can’t Do Strategy Without Input from Sales

Revising the lesson from a classic book on selling.

Source: blogs.hbr.org

Successful business all know what the meaning of TEAM is (Together We Achieve More). When a business encourages all lines of business to have a voice at the table those business achieve more.

Excerpt: Without credible sales input, any strategy runs the risk of dealing with yesterday’s market realities, not today’s.

See on Scoop.itModern Marketing Revolution

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