Corollaries and Connections

“I read through the IGST (which was awesome) and noticed it directly relates to the Scientific Process that I use daily. I knew I had to share the sciencey side of your ideas! I think of it like this: Observation, Hypothesis, Experiment Logistics, Data Collection.

Isn’t it amazing how easily we can adapt our thinking and apply what we already know to an aspect we don’t? I never considered applying the Scientific Method to my approach in reaching customers/clients! Thanks for constantly pushing me out of my zone!!”

Props today to Dana for inspiring the post today. She’s an accomplished and continually growing science professional. She shared this corollary following one of my emailers.

For the record, IGST = Intention, Goal, Strategy, Tactic. I have learned it in my own education and pass it forward with my clients and audiences. It’s a simple, straight forward and usefully powerful set of directors.

It’s fun and enlightening to learn of more connections.

They’re everywhere. To have advocates, friends and colleagues share what similarities they see, in their own world helps me keep growing and learning too. It’s one example of what connecting means in real life.


  • Intention
  • Goal
  • Strategy
  • Tactic

It’s a ladder of principles I learned about last year; an amalgamation from a few sources of expertise.

Since I first started hearing, listening and reading about these principles – then applying them – they’ve helped me improve my life, seriously. Suffice to say, they’ve changed my life inexorably for the better.

Here’s how it works:

Intention = why + mindset. Why do you ‘do’ what you want to do? And where is your mind set in order accomplish your intention? What’s your vision in what you want to affect in the world as we know it? What’s your driving force and how are you thinking about it?


Goal = measurable markers toward achieving your intention. How will you measure your progress? For instance, by what date will you have achieved what specific part of the goal? Something worth doing is worth measuring for progress (and sometimes adjustment).

Strategy = framework, skeleton, outline. Since a visual image is important to me, I see a skeleton as the strategy. It’s the framework being built-in order to pursue and achieve my goal & intention. It’s the outline of progress to flesh out and follow.

Tactic = the muscles on the skeleton, actions. What are the specific executable actions to complete the framework (strategy), which then helps me meet my goals, all toward realization of the intention?

To use me as an example, here’s how it can play out:

Intention: to connect people on purpose and with purpose. Mindset then is open to possibility in how to make this come true.

Goal: teach people how to connect, steps in connectivity, guided by my speaking, book (due Spring 2018) and coaching in 2018.

Strategy: determine number of coaching clients and speaking engagements to promote the idea and practices of connectivity, to make our world a better place. My three keys elements of strategy include speaking, teaching, and writing.

Tactics: [teaching] actively seeking (planning meetings & occasions to meet) and qualifying suitable coaching clients whom I can genuinely help, [speaking] actively seeking and securing (with phone calls and various communications) paid speaking engagements every month of the year and [writing] completing my second book, the Connectivity Canon by late spring 2018 and publishing regular (weekly) blog posts + every other week enewsletters.

I invite you to plug this into your everyday. My clients know this ladder, as I know it can help all of us in our plans and decision-making processes. It break things down to bite sized pieces, making them edible instead of a big whole seemingly indigestible mess too big to even get a fork into!

Have fun using this ladder. It’s a life and game changer.

p.s. your own stories and examples of using it are welcome via phone and email…

Connecting With Your Customers

This morning I woke up – correction, my brain woke me up – in the middle of the night.

What was on my brain?

A workshop I’m conducting this week for valued clients.

Why did it wake me up?

Because I want to do well – do right by – my fine clients. They’re people who are doing meaningful work, highly valued to their own clients. My workshop has been designed to enhance their workings with their clients; it’s a different wrinkle on the customer experience too. I’m an agent for them, to help them develop their own clientele.

What connects you with your customers?

They’re fun, smart, driven and want to serve the world. They’re willing to take a chance that I’ll provide unique value to their clients, which excites me all the more. It’s vision driven effort I can get behind.

And because of that, especially because of that, I want to really deliver a terrific session for them. I want to ‘hit it out of the park,’ as I will sometimes say.

My Fine Husband reminds me that, whenever I give a session of any sort, I hit it out of the park. (thank goodness for our unflagging supporters!)

Okay, so he’s right in that I put a lot of my own high bars out there when delivering. I do it because I want to, I do it because I can, and I do it – partly – because I believe that’s what people expect of me.

In this case, I’m gladly in tune with all of those feelings and motivations. It’ll be great – of course! I simply want the fine people who are trusting me – my clients – to know they can rest easy, that they’re getting everything they want and then some, from me.

Successful connectivity in education, like this workshop will be, is critical to impact. When you connect with clients, guests and other people, your message is all the stronger, better received and more fun to deliver. Successful connectivity also means that clear communication has been in the mix all along, and most certainly is part of the leap of faith we take engaging with other people. We’re trusting that Everything You Told Me Is True. And will be true moving forward.

I like this kind of pressure; to perform and give to my highest standards. If I’m connected with myself and the mission of my endeavors, I connect with my customers. And, happily, I usually exceed my clients’ expectations. That’s the kind of success I’m after.

Emailers are for Education…Part 2

Previously posted Part 1

Today: Part 2

Emailers are precious. They are an island of permission marketing, opt-in gold for entities that value their audience’s time and attention.

When emailers started to really explode, we first called them ‘e-blasts.’ I’ve never been fond of that term, since it feels abrupt, pushy and forceful; not what I want to get in an email. Here’s a good post on the value of emailers. (there’s a LOT of reinforcement of this for the curious to read online)

When we publish an emailer and send it to our lists, we need to be aware and thoughtful. It’s a singular format, a precious one at that, for fostering the relationships between our constituency and ourselves. It’s an arena to be careful with, one that requires measures of thoughtfulness and trust.

People opt-in, by choice – they give you permission to send them information and communications that they aren’t interested in from someone else. Precious face & brain time for businesses, initiated by the customers.

They’re inbound gold.

So when I got the email I published in this post, Part 1, I was astounded. Literally. I read it once. I read it again. Then I simultaneously gasped and busted out laughing!!

How could someone, with a supposed marketing company, be so incredibly poorly prepared in their communications. Who let this person down? How do they not realize the delicate and hard-earned space opt-in communications hold?

Lots of reasons and excuses, I suspect. One being: the leadership at this organization isn’t providing core education in customer relations. Next, this person innocently perhaps though still sadly ignorantly is unknowing that emailers are about the recipient, not about the sender. And overall, the entire brand has no knowledge of such remarkably bad communications.

Am I particular? Damn right. Am I right here? I believe so.

Emailers are about the recipient; providing them with value WORTH THEIR TIME. It’s not about selling; if you communicate correctly, sales will come. Emailers are NOT about the senders’ quotas, prospecting and other activities that crutch out on electronic tools.

If this person had taken the time to call me instead of write & send this email, I’d at least have been more receptive. As it stands, here’s my reply to the first email:

“Good Friday [name] –

I’ve held onto this email because it flat-out astounds me – made me laugh actually by its, well, remarkable lack of knowing your client.

Your line of, we never had the chance to sell anything to you is so incredibly out of touch with the customer experience it blows my mind!!! While you may likely be a terrific person, someone at [company] has totally let you down in not providing the best guidance possible in relationship development.

It’ll likely inform my future writing and coaching on business and best marketing practices; to do’s and not to do’s.
Today’s the day I let it go. I truly wish you the best in learning, improving and really figuring out what life is about. Onward.

Know what happened next?
This email came from said sender:
     “Sure thing Ginger.     Happy to help and hope you have a great week.

     Take care.”

Wow. I get the feeling that what I stated in my reply didn’t even register…..

I was hoping to prompt a conversion of value, to perhaps help this person realize the mis-steps and offer to discuss how to improve future communication (how many other people got this email??).

Even though I’ve learned that most people don’t welcome unsolicited advice, I’d say that I didn’t ask for this emailer either. So I chose to use it as an opportunity instead, to help educate those receptive to input.

Let’s use this as a lesson in marketing, connectivity and communication. All of which are intrinsically entwined. Customers who opt-in to your communications deserve respectful transmissions. They should be clear, directed at service of the recipient and not leave the reader confused.

Indeed, I had opted in to this distribution list, years ago, when another colleague of mine went to work for the company. She’s been gone a few years now and in that time, I’ve heard from the company exactly 0 times. Why on earth would I engage now? 

I’m taking this as a lesson in humorously sad failings of a company. While I do assume this person is a ‘good person’, I can solidly determine they are not getting what they need nor are they perhaps even aware of their downfallings in relationship development.

Am I being harsh? Perhaps.

I’m certainly being direct, which isn’t the same as harsh in my book. Unless we call out and learn from instances like this, the world will keep suffering from lack of awareness that should lead to education that leads to much improved mindset to serve. Like Mr. Pink states, when you’re considering upselling, upserve instead. Boom.

So, according to my own teachings on connectivity, I’ve reached the Y in The Road and I’m going to keep going…

Emailers Are For Education…Part 1

What would you make of this email, if it landed in your inbox:

“Hello Ginger,

I hope you’re having a great Thursday so far.

This is [name] from [X] Branding. I wanted to introduce myself, and let you know that your account has been reassigned over to me. In looking through our system, I noticed that we never have the chance to sell anything to you.

We have really great products, and would like for you to have a chance to try them. We offer 25% to clients making their first purchase, so let me know if you have any event marketing needs or product information that we can help you with.

Best regards, [name].”

to be continued….


Odds of 2 to 5 Connections Per Week

One of my goals for the year is to connect – live & in person as much as possible, phone otherwise – with 2 to 5 people every week. People whom I’ve not met before as well as people who I haven’t caught up with in waaaaay too long. The people I choose are movers, doers, thoughtful change makers, people who other people I already knowliketrust recommend connecting with. As my frolleague Amy states, I want to stop “driving by my headlights.” Instead, I want a longer vision of life and possibilities.

For me possibilities start with connecting.

How do I find them, these possibilities in the form of people? Here are a bunch of avenues to employ:

  • Think, “who haven’t I spoken with in a while?” Call them; If you can meet in person, do. Otherwise use one of the live visual online tools to talk & see them at the same time. A non-visual phone call is the third choice.
  • Mine business card files and your Rolodex (yes, still a super useful relevant tool, thank you very much).
  • Go through various paper and electronic files, including previous and potential clients.
  • Review various platforms, like LinkedIn and Twitter, to see who’s talking an interesting game and making things happen. Offer an introduction and invite them to converse accordingly.
  • Ask to speak at, or at least visit, service and business clubs.
  • Ask friends and colleagues for ideas; who do they know I could learn from, connect with and possibly serve?
  • Peruse events calendars, show up, intend to meet 1 – 3 people and start asking open ended safe questions.

Odds are good great connections spur you forward…

There are myriad ways to find and approach people. I call it connecting. Not networking. Not merely meeting. Connecting. Because:

  • Connecting is purposeful, meaningful, intentional.
  • Networking is surficial, often short term, and numbers oriented.

In the writing of my second book, the Connectivity Canon, I outline what Connecting Is and what Connecting Isn’t. And it all starts with Mindset, aka attitude & perspective (book due Q2 2018). From there, everything is possible.

So how’m I doing on my odds? Really well, thanks. It’s been fun to call, reconnect, new-connect and get caught up with and learn from other people. Adopting the curious state of mind, being interested, not thinking about being interesting. The yield has been invigorating, fruitful and – overall – fun.

When you feel like you need a boost – when you’d like to meet someone new – I encourage you to connect. You can find out my first three essential steps + the critical FUFT concept here to help you out. Dedicate a journal to write simple records of these endeavors to keep track of who, when, what…I recommend it since you can then literally ‘see’ your energy at work.

As Amy also told me, she loves her works in connecting with others because she gets to remind them of their value and wisdom. I’d agree.

BONUS: when you develop true connections, the other person reminds you of your own value & wisdom. That, my friends, is when you know it’s real.

p.s. if you want more on connecting, please call me to inquire about my coaching & speaking services. I cover it all ~