APRIL 2009
RENAISSANCE MAGAZINE
Strategy How Relevant Are You Really to Your Clients?
How To Riding the Recession 10-Step Plan
Favourite Things Lifestyle, Design & Luxuryl
Success Mindset Ignite your Dreams
Corporate Insights Marketing in a Professional Services Firm
Spotlight Be Seduced by Egypt
Mercedes Benz 5 Brand Lessons from a Global Company
DREAM, BELIEVE, CREATE
Hello!
kind of journey (maybe shopping??)
Welcome to our second issue of BOSS-
The theme of this issue is journeys, and
MENTOR® Renaissance Magazine™!
we explore ways that your business and your personal life can take you on dif-
Thank you all for the incredibly posi-
ferent journeys to personal fulfillment.
tive feedback we received for the first issue! The photo on the front cover is one
Enjoy!
Jenny Stilwell
from my recent holiday and is the door to a tomb at Abu Simbel. A recurring symbol on many hieroglyphics and cartouches (a cartouche
Jenny Stilwell
is like a personal brand for a king or queen) is the symbol for life – the ‘Ankh’. At Ramesses temple in Abu Simbel I caught sight of a magnificent, beautifully shiny gold key, in the shape of this symbol. The key weighed a tonne and I didn’t fancy my chances of bringing it home… unfortunately… I think the two images of the incredibly high, very heavy wooden door opening up to lead us into new sights and experiences, and the symbol of life, are good images to hold as we move forward on our journeys. In this issue, we have other journeys to share with you: my journey into being seduced by Egypt (page 22), the not always smooth journey that the Mercedes Benz brand has taken over the last 150 years (page20), the journeys that our dreams can take us on (Rebecca Ryan’s article page 6), and the journey that a relatively new professional services firm has taken in its journey to become global (page 16). We have two book reviews for you, and also a wonderful section on ‘Favourite Things’ that will take you on a different
2
BossMentor Renaissance Magazine • www.bossgroup.com.au
‘Character consists of what you do on the third and fourth tries.’ James Michener, American Writer.
Table of contents Success Mindset
4 Meditation - The Competitive Advantage 6 Ignite Your Dreams 7 The List of 100 Dreams
How To
9 Riding the Recession Survive & Thrive With This 10-Step Plan
Strategy
15 How Relevant Are You Really To Your Clients?
Corporate Insights
17 Trish Finnemore - Marketing & NBD In A Global Firm
20 Best Info
Leadership & Legacy
21 Mercedes Benz: 5 Brand Lessons from a Global Company
Favourite Things
23 Snippets of info on Lifestyle, Design & Luxury Resorts
Spotlight
25 Be Seduced by Egypt...
Business Growth, Mentoring & Coaching 31 Programs Other Resources And Products
32 About BOSSMENTORÂŽ
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3
Success Mindset
Meditation
The Competitive Advantage Sarah Fletcher teaches simple and practical meditation, and believes meditation is an important life skill. She also writes a meditation blog at www.quietmindmeditation. blogspot.com.
and productivity i.e. busyness. What
“Attention is the key to learning, and
then happens is that the stress simply
meditation helps you voluntarily
goes to work inside the body... silently
regulate it” says Dr. Davidson.
causing ill health and imbalance. Suddenly our thinking sharpens, our Medical research estimates as much as
concentration and focus improve, we
80-85% of illness and disease is stress
become more efficient and decisive,
related.
priorities become clearer and plans
Stress is what galvanises the body to get
to achieve our life’s vision magically
away from the ‘tiger’ (real or imag-
Meditation is now being taken up in
ined)... ensuring we get the food rather
growing numbers as people seek to
than become the food! Adrenaline and
improve their health and maximise their
Meditation gives us an immediately
hormones speed the metabolism, the
performance. Anyone serious about
accessible, constantly renewable and
heart beats faster and our breath rate
achieving their career and life goals
amazingly powerful competitive
rapidly increases, the digestive and
needs to ensure that they continue to
advantage!
immune systems stop functioning, and
remain competitive, and for many, medi-
our natural pain-killers (cortisone and
tation is their ‘secret weapon’ because
Anyone experiencing ongoing and unre-
endorphins) flood our system – this is
meditation practice not only helps get
solved stress will find it increasingly
the fight-flight response, the survival
rid of the unwanted symptoms of stress;
difficult to make good decisions; what
mechanism inherited from our caveman
it also deeply rests the mind, clears out
tends to happen is that we fall into a
ancestors. In times long past, once the
the clutter and provides the clarity to
pattern of tunnel vision and reliance on
danger had disappeared, our bodies
discern what’s important and what’s
habitual reactions (reactions that may
would naturally trigger the resetting of
not.
be dead wrong in our rapidly changing
our internal systems bringing us back to balance and releasing the stress.
4
By Sarah Fletcher
appear!
world). Reduced flexibility, inability to Dr. Richard Davidson of the University
listen and retain pertinent information,
of Wisconsin at Madison found that ‘the
disengagement, uncertainty and short
Today however our fight-flight mecha-
brain functioning of serious medita-
term focus are hardly going to provide
nism is continually being triggered, and
tors is “profoundly different” from
us with robust and creative solutions.
rarely reset back to balance. Most peo-
that of non-meditators – in ways that
ple walk around with permanent low-
suggest an elevated capacity to concen-
Alternatively, staying cool under pres-
grade stress, wilfully ignoring symp-
trate, sharpened focus and improved
sure, diffusing tension and stress as
toms and continuing to subconsciously
memory”. He calls meditation a “kind of
it accumulates through the day and
measure self-worth and success in speed
mental training.”
unfolding the mind regularly - enables
BossMentor Renaissance Magazine • www.bossgroup.com.au
Success Mindset
us to step back from the edge, see the
way. One recent study showed that
bigger picture, tap into intuitive abili-
after just two weeks of daily 30-minute
ties and bring forth creative solution.
sessions – individuals new to meditation
And you can start now.
Simple 4-7-8 breath technique
showed measurable brain and behaviour Learning to relax consciously, and do it
This exercise is extremely simple, takes
differences.
almost no time, no change of lifestyle or
quickly in any situation, is the first step As well as increasing productivity by
equipment needed... this exercise can be
preventing stress related health issues;
done in a queue, on the bus or even in
In recent years technology and science
meditation also seems to help regulate
a meeting. Practice the technique a few
have been better able to measure and
emotions, which helps people communi-
times a day whenever you need to wash
observe the many benefits of medita-
cate and work together better. “One of
off some stress.
tion. Studies using modern MRI tech-
the most important domains meditation
• Place the tip of your tongue against
nology researching the brains of long-
acts upon is emotional intelligence – a
the ridge of tissue just behind your
time meditators, showed that meditation
set of skills far more consequential for
upper front teeth (and keep it there
affects the structure and functioning of
life success than cognitive intelligence”
throughout the exercise)
the brain, and found a thickening of the
says Dr. Davidson.
in meditation.
cortex in areas involved with attention and sensory processing – areas that usu-
• Exhale completely through your
One breath at a time
ally shrink as we get older.
mouth – making an audible whoosh sound • Close your mouth and inhale quietly
Incorporating multiple short ‘spot’
through the nose to a mental count of
Dr. Herbert Benson, President of the
meditations throughout the day is the
FOUR
Mind Body Medical Institute and As-
ideal starting point for managing stress.
sociate Professor of Medicine at Harvard
Spot meditations allow us to experience
Medical School, is the man behind 30+
some dramatic and immediate results,
years of ongoing research of what he
as well as the ability to recognise our
calls the ‘Relaxation Response’. Dr.
individual hallmarks of stress, and how
• This is one breath. Now inhale again
Benson has shown that practicing medi-
to trigger the relaxation response when-
and repeat the cycle for three more
tators (eliciting the relaxation response)
ever needed.
times – to a total of four breathes.
• Gently hold your breath for a count of SEVEN • Exhale completely through your mouth to a count of EIGHT
have significant cumulative benefits in managing stress. To quote Benson,
This is meditation in the heat of the
Go ahead and try this exercise – it’s
‘repeated activation of the relaxation
moment!
a guaranteed positive return on your
response can reverse sustained problems
investment!
in the body and mend the internal wear and tear brought on by stress’.
Mental Pause Holding on for that one big annual holiday is not the ideal way of dealing with ongoing stress, and we can’t just store it on another memory stick. The best approach to managing stress is a proactive and ongoing one. For those who cry they ‘cant afford the time’ – a bonus from recent studies has been the finding that with relaxation and meditation practices a little apparently goes a long
BossMentor Renaissance Magazine • www.bossgroup.com.au
5
Success Mindset
Ignite Your Dreams
By Rebecca Ryan
Suddenly my toes are very cold, I step
ley ahead of me, there are at least ten
back, out of the icy water pooling at my
thousand items, and here I am, with my
feet. Its cold but not unbearable. I slide
1. Dream the impossible, who cares if it
basket of frozen foods heating up...
my basket a few inches forward and
comes off, if it makes you smile its a suc-
step into the circle, maybe, as a grown
cessful dream.
The kid’s magazine in the rack oppo-
up mermaid, I’ll stand here and dream
site me catches my eye. There are three
dreams for me.
freedom, they look like they’ve never queued for anything in their fantastic little lives. I heard somewhere that we build our images of what we want when we’re kids. It looks like these three are on a winner. I guess they dream of nice houses and Prince Charmings and horses. I remember wanting good friends and pretty kids and horses. It sounds so mundane now, luckily, I also dreamed of growing up and being a mermaid...
2. Imagination is more important than knowledge - and free and constantly
beautiful girls, all smiles and energy and
Can I dream other dreams now, at this late stage – especially as I’ve lived beyond my original ones? If I could get past the weight of my expectations and my disappointment and my fear, I wonder what I would dream. From here, where would I go? What would I do?
I’m looking at the white teeth and perfect hair of one particularly enviable girl. You can’t see anything of who she actually is under all the cool clothes and makeup. She could be hand drawn for all I can tell. I peer at her a bit, no, shes real. Was I trying to be her, breathtaking and lifeless, when I dreamed a mainstream future for myself? The trolley in front of me jostles a bit and I’m back to loafing, watching the checkout boy scanning one item at a time (we’re down to just five thousand).
6
Tips for dreaming
I’m standing, staring into the trol-
BossMentor Renaissance Magazine • www.bossgroup.com.au
available NB The mainstream and your inner critic probably aren’t good places to dream from, their dreams might not take into account what YOU want. Rebecca is the Director of Living Dreams, a specialist coaching & training company with a vision to think differently. She can be contacted via mobile URL betterfuturenow.mobi or email ylangroup@optusnet.com.au.
Success Mindset
The List of 100 Dreams... I realized some time ago that I had somehow, somewhere along the way, let go of my dreams. I hadn’t abandoned them, but I
By Jenny Stilwell
Use a spreadsheet or a piece of paper. Draw up these headings:
had definitely neglected them. It happens… and it’s not good. As I walked through the park opposite my house the other day, I was drawn in to a group of children playing underneath
Your aim is to reach a list with 100 dreams on it. Things that make your heart sing when you think of how you’ll feel when you achieve/do them.
a tree. The branches stretched way out, sort of like a Christmas tree shape, and in the space between the ground and
99 Do it on your own.
where the lowest branches started, they were huddled around
99 Get your partner to do one too and see how well matched
the trunk of the tree playing a game. I couldn’t hear what they were doing but they were totally absorbed in their game...
your lists are. 99 Get the whole family to do it. 99 Have your business partner do it with you.
I have found a great replacement for hiding under tree
99 Just do it!
branches, that adults can engage in quite easily! (If you really do prefer the tree thing, that’s OK too!) I acquired this idea
By the time the next issue of Renaissance is in your hands,
from Jack Canfield, in the book profiled in this issue. It’s hard
you could have done this exercise, and have started moving
to get going, but once you start to limber up your imagination,
toward your List of 100 Dreams…
it becomes really fun.
Places to go
People to meet
Things to achieve / do
Things to have
Things to be
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7
Photographer: Chris Aschenbrener
8
BossMentor Renaissance Magazine • www.bossgroup.com.au
How To
Riding The Recession
Survive and Thrive with This 10 Step Plan
A
By Jenny Stilwell
s everyone is aware,
to survive and thrive in the recession.
people who have been there and sur-
sales and marketing
Some of this content has been published
vived. These people are real evidence
become even more criti-
in past issues from the BOSSMEN-
of what happens if you take the right
cal functions in a market
TOR® Business e-news over the last few
steps. They also know how to be
months.
resourceful and will make you feel the
downturn. Divesting your business of marketing resources is the worst thing to do.
Step 1 Reframe Your Thinking
If ‘Sales’ is the pointy end that goes out
same way. • Stay away from the newspapers and the news while you do this step (and longer if you can!).
and meets with prospective clients and
We all have days where we can’t get our
secures business for your firm, ‘Market-
mindset away from the negatives and
grateful for and put these things
ing’ is the driving force that attracts
the negative ‘what-ifs’. These days put
into perspective; focus on all you are
people to your company/products/
us in hell, and keep us in hell!
grateful for in your life.
services and positions you in the right
• Perspective - know what you are
• Focus on the process for now, not
market to attract the right potential
I know what it’s like, you read the
the outcome. Don’t worry about an
buyers, for products or services that
newspaper or the business pages, you
outcome; just know that when you
deliver outcomes and value.
have a conversation with a friend, you
do the right things, the right things
meet with a client, you attend a func-
happen. One step at a time and keep
Right now, these functions are critical,
tion, and depending on the informa-
as are efficient and effective operational
tion you take in, you could be positive,
procedures, cost management, and
negative, hopeful or despairing all
son’s philosophy is to expand when
measurement of return on any funds
within about 60 seconds flat!
your back is up against the wall. He
invested (for marketing or selling activi-
moving forward; don’t stop. • Expand your thinking - Richard Bran-
means to adopt expansionary think-
ties, people, and resources of any kind
These are my tips to help you reframe
ing. Ask yourself questions like: who/
that are consumed by the business).
your thinking to get into the right
what market segments haven’t we sold
headspace to do what needs to be done
to and could we do it now, how; how
Here’s a summary of my 10-Step Plan to
in your business:
do we make our service/product com-
help you focus your activities on how
• Talk to calm, positive, resourceful
pelling and must-have; what are the
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9
How To
new needs emerging for our clients
– but it has to be of interest and of
Use testimonials:
and target market.
value to generate new leads’
• on your website
• Use whatever it takes to shift your
• in your marketing collateral
mindset into a calmer and more re-
The most effective source of low cost
• as part of your message on hold
sourceful state: music, physical activ-
lead generation is typically referrals &
• framed and hung on your meeting
ity, quiet time, driving with the wind
testimonials. Speaking engagements are
in your hair! Do it.
also very effective as long as you are in
room walls
• When you’ve reframed your thinking
front of your target audience and your
Another important aspect of lead gen-
to be more resourceful, you can get
message has content they want to hear.
eration amongst warmer contacts is to use affiliation. By definition, if someone
stuck into Step 2 - keeping the sales With referrals, you need to ask clients
approaches you and also belongs to
who best reflect the sort of new clients
the same club as you, or is part of the
you’d like to attract. Knowing how
same association or industry group, or
you’ve been able to help them, they
even has children at the same school
will more easily translate that to other
or a partner that works for the same
companies of similar size or type. If
company as your partner, etc, you will
Your best source of sales is from exist-
relevant, don’t just ask your contact for
be more inclined toward that person
ing clients. However, you also need to
a referral, but any other people in the
because affiliation to the same thing cre-
implement lead generation activities to
client’s organisation that you’ve been
ates a warm contact.
attract new prospective clients so you
dealing with and have a good relation-
have a pipeline of leads for the future,
ship with. They can also be an excellent
So, explore your own memberships and
not just for now.
source of referrals.
associations and groups to develop new
momentum going!
Step 2 Lead Generation & Sales Building a Pipeline
leads. When creating leads, your goal is to
You can ask for referrals and do several
start with the warmest way of generat-
things with them:
ing new contacts, as warm leads will en-
• call those people directly with the aim
able you to build your relationship with these contacts faster than cold leads.
of setting up a meeting • have lunch or a meeting with your cli-
Remember, the goal is for your contacts
ent and the person they are referring
This applies to new opportunities
to know you, like you and trust you. All
you to – best where you have a very
within your niche market, as well as op-
your lead generation marketing activity
good relationship with your client
portunities in new niches.
needs to be around ways to make this
and the process will flow very easily
happen in the soonest possible time.
• invite your clients and their contacts
Ask yourself: ‘what new things do busi-
to a function or event you are hold-
nesses/people in my target market need
Ask yourself: ‘what is the most effective
ing, where the referred contact will
now?’
way for me to not only get in touch with
have a chance to meet you, and see
new leads, but to give them a taste of
you in action, so to speak
the value I could give them?
• send something to the referred con-
Look at the niches or companies that are addressing those new needs and doing
• Let other people tell them how good
tacts directly so they have some back-
well, and consider what you could do
you are! (referrals and testimonials)
ground information on you and your
for them right now. Are they spending
company, then contact them with a
money on more people, more marketing,
view to having a meeting
more training, more financial planning
• Get in front of them and give them value first hand (speaking, being
interviewed, radio) • Give them content of value and of
10
Step 3 Identifying New Growth Opportunuties
advice, more HR advice? For those clients who aren’t comfortable
interest (research data relating to
referring, or don’t have any contacts
This step was covered off in more detail
their niche, webinars, teleseminars,
they think would be appropriate to
in the November 18th, 2008 issue of
magazines (like this one), books, etc
refer, ask them for a testimonial.
BOSSMENTOR® Business.
BossMentor Renaissance Magazine • www.bossgroup.com.au
How To
Step 4 Products & Services Marketing Reinvent to Remain Relevant Staying relevant and reinventing your offer is something that should happen on an ongoing basis in any market, as being complacent is a cardinal sin in business! So, it’s time to get out your wand and weave some magic! I established a marketing consultancy during the last recession, against everyone’s advice, and initially I won clients on the basis of a very broad service offering. Back then, a lot of people still thought marketing was about advertising, or producing brochures (I know, I know…!) so at times, the sales process was an uphill battle. It wasn’t really about the recession, it was about the relevance of my offer. Here are 10 questions to ask yourself about your products/services, in order to keep them relevant: 1. Is your offering easy to sell?
steps in what they need to do to buy
Which products/services do your
If not, you need to chunk it down to
your product/service, an alternative
clients usually buy first? For example,
more manageable offers. For example,
offer is likely to have more interest and
will they ask you to design a brochure
when I was offering a broad marketing
relevance to them.
before they ask you to redesign their
service, it was difficult to sell because
website? Do they have you develop a
I was trying to be all things to all po-
3. What is the sales trend for your
strategy first, then do what’s needed
tential clients! By doing that, I wasn’t
products/services?
to implement it or project manage it?
focused on any one thing and so it was
That is, what sells well, what is it that
The point of this is that if you know
hard to sell. If you have trouble articu-
your clients don’t buy much of, and
what the sequence is, you can lead your
lating your offer, it won’t be relevant to
what’s the trend? If there’s a product
clients into it, rather than focus on just
your prospects!
or service that you offer but no-one is
selling one service on an ad hoc basis.
particularly interested in it, you need to
Focus on the sequence.
2. Is your offer easy to buy?
replace it with something more relevant,
Same as the above but from the pros-
and focus on those products/services
5. Does your offer reflect market
pect’s perspective. If they can’t get their
that sell well.
trends?
head around what your offer is it will
For example, if your marketing firm
have zero relevance to their business.
4. Is there a pattern in the purchas-
only focused on printed media and ig-
Also, if there are too many hurdles or
ing sequence?
nored digital, it would have decreasing
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11
How To
relevance in the broad market, as clients
it time for a spring clean and ‘relevance
want a mix of media.
overhaul’. Leap now, rewards later!
Strategy 2 Analyse your marketing returns
6. Can you quantify the outcomes
10. Finally, have you looked beyond
• Marketing options are many, but
and value you can deliver to your
your own market?
clients?
It’s always important to continually
This is essential in any business, but in
look at what other businesses are doing,
more buoyant markets a ‘nice to have’
both in your industry and beyond, and
marketing activities produce the best
offer is more likely to get through. In
watch what the leading companies are
results. If you’ve never tracked it then
tougher markets, your offer needs to be
doing. Constantly scan for ideas and
start doing so, otherwise you will
a ‘must have’ with tangible ROI for your
fresh perspectives and approaches.
potentially waste not only money but
not all marketing produces the same results • Make a point of knowing which
energy and time
prospects. That’s for starters. Get onto it and see
• Also, make sure that the marketing
7.Have you converted services to
what you can do to shift your relevance
activities which produce the most
products?
rating up the scale by the next issue!
results also produce the best results
For example, a broad marketing service becomes far more relevant when it is packaged into products, such as Focus
Step 5 Identify & Address Risks
– that is, they attract the sort of potential clients that match your target profile
Group Product Testing, Lead Generation Without having to do an entire analy-
keting Campaign Packages, etc. Your
sis of your business operations, here
prospects understand what the service
are 3 quick strategies to minimize risk
is by the name you give it, and a prod-
and ensure you will ride through the
uct description can highlight the value
recession with a healthy and profitable
I can’t tell you how many clients I have
it delivers and the outcomes it achieves.
business:
worked with who don’t have sales forecasts and don’t do budgets. If you don’t
You can charge a higher fee for a packaged product and outcome, versus an hourly fee for a general service. 8. Have you had conversations with your clients and other business people to determine what their challenges are?
Strategy 1 Analyse your sales
forecast and track, you can’t effectively
• Know what you sell and to whom
your sales and marketing activities.
• Know which products and services
• Develop a P&L budget for your com-
are more in demand • Know what each product or service contributes to your business)
manage your cash flow and/or adjust
pany and/or your product • Over estimate your expected expenses and underestimate your expected sales
For example, if you are a Sales Consultant you could potentially be having a
Ideally, sell more of the ‘in demand’
field day offering lead generation and
products, sell more of the high value
will be determined by the length of
client growth services to many busi-
products, focus on the products that
your sales cycle: if you own a retail
nesses. If you provide services to your
contribute a large proportion of your
shop you can track this daily; if you
clients and want to secure the busi-
company’s revenue or profit.
sell high-end software systems you
favourable terms for your clients.
• Track on a regular basis (frequency
may track monthly)
ness you have, you may consider more
12
Strategy 3 Analyse & track your cash flow and sales forecast
Campaign Development, Email Mar-
Be mindful of the sales cycle too. If you have a very high value product that has
These 3 strategies alone are very quick
9. What’s to be scared about the
a long sales cycle, factor that into your
and effective ways to minimize risk in
positive aspects of reinvention?
forecasting. Balance the long sales cycle
your business and stay ahead in a tight
Just because you’ve had your business
products with those that are easier to
market.
for many years, doesn’t mean it needs to
sell, and are in effect your company’s
remain the same as it always has. Consider
‘bread and butter’.
BossMentor Renaissance Magazine • www.bossgroup.com.au
How To
Step 6: Client Growth – 5 Steps to New Revenue Focus on your existing clients and make sure you are providing them with everything you possibly can to make their life easier, wealthier, healthier, more pleasant, exciting etc. Don’t neglect these clients, just because they are already your clients. Remember that old saying, ‘a bird in the hand is worth two in the bush’, which always makes me laugh because how often does anyone want a bird or two in their hand? Never mind about the birds, remember to stay on top of your client base: • Analyse your existing clients so you know where the opportunities and growth are • Set clear goals for how you want to
does not equal cash.
Keep updating your cashflow forecast
• Draw up a cashflow forecast spread-
on a regular basis – it is an ongoing
grow your clients and what you are
sheet (if you don’t know how to do
trying to achieve
it or have never done one before, get
• Focus on your relationships (refer to this issue’s article on ‘How Relevant Are You Really To Your Clients?’) • Develop one page account plans to
your accountant to set it up for you and take you through it)
process.
Step 8 People & Getting Things Done
• Do your invoicing promptly • Ensure your receivables don’t blow
Make sure every person in your busi-
provide a clear summary of what you
out - keep on top of collecting your
ness, and those resources that are
need to focus on and how
revenue (collected revenue = cash!)
outsourced, are aware of exactly what
• Implement the actions needed to grow
• Make sure all your expenses are
your client base, and keep this loop
itemized (again, get your accountant
going
to check this for you)
Step 7 Manage Cashflow This is essential but many business
• Make sure your terms are in your
they need to do and how they will be assessed. In order to keep things moving along in
favour (for example, don’t invoice
your business, you and your team will
projects 100% at the end but aim for
need to be focused on high yield activi-
progress payments with short terms)
ties (priorities) and do them efficiently.
• Manage your creditors – if you need
Efficiency applied to the right things =
owners don’t do cashflow forecasting.
to shuffle around your payments to
Even owners of multi-million dollar
coincide with payments, let your
businesses don’t do it.
creditors know. Communicate with
Now is a good time to review everyone’s
them at all times. Running away
Position Description (they all have one,
You must do cashflow forecasts so you
and not communicating is the worst
don’t they…) and the goals and KPIs
can be on top of money flowing in and
strategy!
attached. You want to make sure that
out of your business. Invoiced revenue
effective.
you and your team are all focused on
BossMentor Renaissance Magazine • www.bossgroup.com.au
13
How To
the outcomes that will produce the best results for your business. Key activities are likely to be sales/ business development, marketing and promotion, new product/service reinvention/development, effective product/ service delivery and client growth (as well as cashflow management!). Make sure your processes work. A phrase I heard from Bill Glazer (GKIC) is ‘inspect what you expect’. In other words, if you expect a certain process to
• Merging with another business
or a daily action list that’s been accumu-
have a certain outcomes or to flow in a
• Acquisition of another business or its
lated over a month.
particular way, check it and make sure it works.
products • New markets
They are the top two, five, ten things
• New channels (online, affiliates)
that you need to do to actually move the business forward. Your team will each
I recently did that as a matter of course with our website, and discovered that
When you assess your new opportuni-
there was no way anyone could buy a
ties, always consider:
product from us online! That’s why the
• What is the cost to do this?
Big Rocks define your top priorities and
‘Product’ section has been taken down
• What is the estimated return? Will it
keep them clear for the month ahead.
and when it goes back up, it will work the way it should.
be worth doing? • Will this take my business closer to our overall goal?
You can check these processes in any
• What is the lead time on this opportu-
area of your business: what happens
nity (i.e. is it short term or long term)
have their own list of Big Rocks.
Whenever you feel a bit overwhelmed or off-track, refer to your Big Rocks list and you’ll be focused again. The name and concept came from Ste-
when you get a new client on board;
• Does it capitalize on our strengths?
phen Covey’s “7 Habits of Highly Suc-
what happens if someone returns prod-
• Does it strengthen our weaknesses?
cessful People” whereby an exercise in
ucts; what happens when someone calls
• Is there another alternative that could
fitting big rocks, stones, pebbles, sand
your company; what happens when you sign people up via your website; what happens when your newsletter goes out; what happens when you
Step 9 Pursue & Assess New Opportunities
produce better results?
Step 10 Be Clear On Your Priorities Big Rocks
and water into a large jar will only work if you put the big rocks in first and the other items will fit in around them. If you focus on the small items first and give them your attention (fit them into the jar) you won’t have any room for the
I have a system that I use for my busi-
big rocks. They just won’t fit if you try
ness, and I encourage all my clients to
to put them in last!
use it as well. These could be in the form of:
Big Rocks always go first, and I sug-
• New product/services (develop your
It’s called ‘Big Rocks’ and they repre-
gest you draw up a list for each month
own; licence or distribute others)
sent the activities in any given month
to keep you on track, and have your
• Joint ventures (for new projects/un-
that will move your business closer to
team do the same. Make sure you’re all
its goals.
in alignment and watch as you progress
dertakings with new partners) • Affiliates (to market/sell your products)
14
towards your big objectives. They aren’t a checklist or a ‘to-do’ list
BossMentor Renaissance Magazine • www.bossgroup.com.au
Strategy
How Relevant Are You Really To Your clients? Would any of your clients betray you?
your customers.
By Jenny Stilwell
for shelf space and working to replace
Would you have any warning? Any why
you. For those who deal with corporate
would they betray you? They would
We have done several surveys on behalf
clients, the competition is just as intense
if you were no longer relevant to their
of our clients to determine their ‘Cus-
to secure as much as possible of corpo-
business
tomer Relevance Score’. We use six
rate spending budgets.
questions and their associated feedback I want to take this opportunity to out-
to deliver results that will enable you
line a way to help optimize your core
to constantly stay ahead of the pack
business in a difficult market.
in servicing your customers. The end
A global tier one consulting firm de-
fectively ‘protects’ your position with
veloped a score called the NPS – Net
your key customers and continues to
Promoter Score. They use it with their
make you relevant to their business.
Clients don’t always complain if your service is no longer relevant to them. They just ‘go’.
result is a score you can track that ef-
multi-national clients to determine how close they are to their clients and there-
It is also a great customer service tool
fore how secure that relationship is. The
from the client’s perspective, just
essence of it is, how well would your
because you have taken the time to ask
clients really speak of you to others and
what they think, want and need. And,
how important are you really to their
some of the results that are uncovered
business.
include feedback on how to strengthen your relevance to your client’s business,
A high rating with customers is es-
and what you need to do to build or
sential if your business is to success-
maintain secure relationships.
fully ride the recession. It is now more important than ever to have a strategic
For companies that deal with retailers,
focus to protect your greatest asset –
there are many competitors jockeying
BossMentor Renaissance Magazine • www.bossgroup.com.au
15
Strategy
If you don’t ask, you may be exposing
adopting innovation in everything they
example in PR, recruitment, design and
your business to a potential risk. Isn’t it
do, now uses this score and what it tells
branding firms, this is an essential tool.
worth asking the question?
them is to stay as close to their clients
If your business targets high net worth individuals, for example, this is especially important, as the level of service these clients receive must be of a very high level in
as possible. There is limited room for a
You can do this exercise yourself or
competitor to take their place and they
you could approach us to do it for you.
want to keep it that way!
Either way, if you have high value
If your business targets high net worth individuals, for example, this is especially important, as the level of service these clients receive must be of a very high level in line with their fees! Would
Clients don’t always complain if your service is no longer relevant to them. They just ‘go’.
you like more free time and if so, how would you spend it?
line with their fees!
clients in particular, just make sure you do something to assess and protect your
I undertook this exercise on behalf of a
relationship with them!
business advisor and a financial advisor, and both received very low scores. The
Set your business goals because they are
potential risk of their clients moving to
in alignment with what you really want
There are many benefits in identifying
another firm was high. For both firms,
to do, and enable you to live a great life.
your Customer Relevance Score now:
the level of service they received was
Don’t set goals simply because you can,
• If you don’t take the time to do it,
not of high perceived value and for
and be tethered by them as a result.
your competitors will – it will be
both again, their service offerings were
good for your customers to see you
confusing and as such, seen as not par-
Think of the lines in the INXS song:
take the lead
ticularly relevant. Needless to say, they
‘we all have wings, but some of us don’t
weren’t happy with their respective
know why’. Make sure your business
sightful information on what really
results, but at least we could then put a
enables you to use your wings and fly!
strengthens your business position
plan of action in place to address these
with your customers – this is the best
risk exposures.
• In a difficult market, you want in-
way to get it • You can get feedback from more than
If you are in a highly competitive
one contact in the organisation, pro-
market where competitors are always
viding a more holistic perspective of
pitching to win your clients over, for
your company • It’s the best way to discover if you could be lifting your game, and in what way
• It can be done quickly, in a way that is convenient for your customers, and at minimal cost to you Once you have this information – your score – you can use it in your business as a KPI that is measured each year.
If you are in a highly competitive market where competitors are always pitching to win your clients over, for example in PR, recruitment, design and branding firms, this is an
One of my clients, always mindful of minimising risk in their business, and
16
essential tool.
BossMentor Renaissance Magazine • www.bossgroup.com.au
Corporate Insights
Trish Finnemore ‘Get the Marketing Mix Right’ experts who focus on risk, advisory
dence, corporate governance, internal
Name
and transaction services. We help firms
control assessment, and enhanced finan-
Trish Finnemore
solve problems in finance, operations,
cial disclosure.
Position
technology, governance, risk and com-
Business Development & Marketing Manager
pliance. Protiviti has over sixty offices
Protiviti helps companies with the SOX
in fifteen countries in Asia-Pacific, the
compliance. This flowed on to countries
Location
Americas, Europe and the Middle East
including Australia - there are many
Melbourne, Australia
and employs over 3,000 professionals.
companies here that are head-quartered
Company
Protiviti, a global audit & consulting firm
in the US that required SOX compliance. JS: How big is the firm in Australia and how long have you been in operation?
Website
JS: So the initial growth driver was regulatory compliance?
www.protiviti.com
Trish: In Australia, we have five offices
Size
in Brisbane, Canberra, Melbourne, Perth
Trish: Initially, but since then we’ve
3,000 employees
and Sydney. Protiviti started in the US
built a significant Internal Audit and
almost seven years ago and in Australia
Risk Consulting business in Australia
JS: Hi Trish, thanks again for agreeing
we are celebrating our fifth anniversary
including technology risk. We have
to be interviewed for Renaissance
this month.
a global alliance with SAP and work
Magazine. I thought it would be
with them on governance, risk and
interesting for our readers to have
JS: So what’s been the driver behind
some insights into how you approach
the firm’s rapid global growth?
marketing for a growing global consulting firm.
compliance implementations. JS: And what was the rollout model for
Trish: In the first few years, our growth
the next offices outside the US?
came out of the Sarbanes-Oxley Act Before we start talking about you and
2002. SOX (that’s what it’s generally
Trish: Each office was started by profes-
your role, could you tell us a little bit
known as) was a response to a number
sionals, originally from other firms, who
about Protiviti?
of large corporate scandals including
were able to develop a client base and
Enron, Tyco and Worldcom which cost
build the firm up in that country
Trish: Protiviti is a global business
investors billions of dollars. The Act
consulting and internal audit firm with
covers issues such as auditor indepen-
JS: And what role do you see marketing
BossMentor Renaissance Magazine • www.bossgroup.com.au
17
Corporate Insights
having in the growth of the company,
JS: So, you’ve been a brand marketer in
is differentiation through the applica-
particularly here in Australia?
FMCG, and a marketer of professional
tion of marketing strategies whether
services. Broadly speaking, how does
that’s in the product, pricing, advertis-
the marketing differ?
ing or whatever.
executive team in Australia imple-
Trish: This is a good question. I see
In the services industry, marketing was
menting business development strate-
a lot of marketing short-sightedness
much slower to take off. Banks were
gies. We have an excellent CRM system,
when it comes to viewing the difference
focusing their attention toward market-
Salesforce, that helps us to capture
between consumer and services market-
ing in the 1980’s and we have only seen
leads, contacts and opportunities. In a
ing. For the most part, the theory
it in professional services firms since the
service firm like Protiviti, establishing
of marketing applies in all areas of
1990’s. We still have a way to go.
Trish: My role is much broader than marketing. I work with Protiviti’s
a strong business development culture and processes is vital to its success, particularly during challenging economic times such as these. The business development strategies drive the marketing plan in terms of the target audience, key initiatives and budget. Whatever marketing strategy we implement, it has to be in synergy with the business development plan. I’m not sure I could do my job effectively without being across both roles in the business. JS: So you focus on top level business growth down to the level of account planning?
We all need to look outside our own industries to other strategies being used by marketers in other businesses.
Trish: In a service firm you need to have your head around both areas.
marketing irrespective of the indus-
I have been able to use my marketing
Client growth – who your clients are,
try and whether you are marketing a
skills obtained from a number of indus-
how you will grow them, what their
service or a product.
tries to think more broadly and strategi-
needs are and how you can deliver that
cally about the issues facing Protiviti
– needs a plan. It’s about real targets
I won’t deny that consumer market-
and how it applies to this industry. I’m
and how you’re going to achieve them.
ing has been doing that successfully
not afraid to challenge norms and try
We need to stay on top of things – for
for well over 50 years and the most
new things. I would like to see the pro-
example, we need to know about up-
proficient companies at marketing are
fession broaden its thinking about the
coming tenders before they even go out.
in the FMCG industries. In my view
synergies rather than thinking about
We have a national approach to our key
that’s because the whole business is
the differences.
clients. Business development - what
marketing centric rather than driven by
we do at an account level - and what
sales or accounting or other parts of the
JS: How would you look at the syner-
we do to market the firm overall are
business. They have to be because they
gies?
crucially interwoven.
operate in a highly competitive market and the only thing that sets them apart
18
BossMentor Renaissance Magazine • www.bossgroup.com.au
Trish: Well, first of all marketers need
Corporate Insights
to be broader in their thinking and
Trish: There’s no one measure overall,
to improve our position in the market
open their mind to employing people
but these are some of the measures you
while our competitors are slowing down
from other industries. Tunnel vision
can use for different types of activity:
their efforts.
You can move around and be better
For PR you can measure number of
Just last week in the paper I read about
marketers because of it.
releases produced and the number
a marketing head at a high-profile law
of those that get into the media. For
firm being “shown the door” along with
JS: We all need to look outside our
advertising, you can ask new people
members of her team.
own industries to other strategies
approaching the firm where they hear
being used by marketers in other
about Protiviti, and do informal research
It’s tough for marketers right now but
businesses. All we have to do is look
that way. Formal research is costly so we
businesses equally need to ensure that
at the airlines and how they’ve always
try to capture this information informal-
their marketing function is deliver-
catered to different categories of flyer,
ly. For conferences, collecting business
ing to the bottom line. That’s why
with First, Business, Premium Business
cards is a measure relative to the total
having measurable objectives is so
and Economy. That same principle has
number of attendees. We also try to col-
important to demonstrate the value
been carried into many industries and
lect names and titles of people who may
of marketing to the business. And it
businesses where different levels of
be interested in our services, at a very
helps to have bosses who are strategic
experience are offered for a premium –
minimum.
in their approach.
is too rampant – it stifles creativity.
both product and service businesses. You can measure on fairly simple things,
The reality is for most marketers that
Trish: That’s right. You see people not
for example with electronic mail-outs
budgets will be cut. This is where we
getting marketing roles because they
you can measure open rates and click-
need to employ all our skills to be
don’t have the exact experience in that
throughs to downloads and links.
better communicators with the busi-
industry, but they could bring a lot of fresh ideas and creativity to it.
ness to make sure they are seeing the You have to be able to capture and
value in what is being delivered.
record this sort of information, and then JS: How important is the marketing mix
you can build up trend information and
JS: Finally, what do you do when you’re
in what you do?
analyse performance from one year, or
not focused on marketing strategy for
activity, to the next. It involves work
Protiviti?
Trish: It’s crucial to the success of the
and follow up, but that’s what you have
plan and achievement of objectives.
to do.
Trish: I’m an active person and enjoy
You can only really start to determine
spending time at the gym. I workout
the most effective mix when you have
JS: A lot of people don’t really under-
mainly for my brain but I also get the
set up measurable objectives and be
stand what marketing is, but a lot of
benefits of keeping in shape. I love
in a position to calculate ROI. When
business owners in particular are now
skiing and I’m hoping for a cold winter
I came into this role, there was a skew
very focused on marketing as a way to
with lots of snow on the mountains. I
towards conferences and events. We
survive and thrive in a tough market.
grew up in Queensland and didn’t start
have adjusted our mix and now have a
What’s your view of marketing as a
to ski until I was in my thirties. And
more balanced approach. It enables me
business function?
now I’m totally addicted to the sport
to focus on other areas such as publicity
and can’t get enough of it!
that has delivered greater returns for us
Trish: I’m fortunate to work for a
as a business.
strategically-minded leader who looks
JS: I’ll keep my fingers crossed for
at these economic conditions as an op-
buckets of snow! Thanks Trish – it’s
JS: How do you go about measuring
portunity for Protiviti. Being a young
been great having a chat about the
the results of your marketing, as this is
organisation, we still have a way to go
importance of marketing – one of my
something that many businesses, of all
with brand awareness so we will con-
favourite subjects!
sizes, struggle with?
tinue with our existing marketing plans
BossMentor Renaissance Magazine • www.bossgroup.com.au
19
Best info
ships--only Jack Canfield is addressing this greater void in the marketplace of
BOOKS
Content Rating
ideas.
Easy-Read Score
The Success Principles(tm) is a water-
Promotional Blurb
shed book for a renewed era of Success-
The three-pointed star. Magic. Mys-
oriented culture, touching on every
tique. Mercedes-Benz.
aspect of our lives. As Napoleon Hill’s
Success Principals Jack Canfield
Think and Grow Rich was a touchstone
With its legendary performance and
for readers last century, so this book
quality, Mercedes-Benz is one of the
will become the new self improvement
most recognizable brands in existence.
standard for our own.
The first book to examine Mercedes-
Summary
Benz as a brand phenomenon, Enduring Passion provides a fascinating look at
Jack Canfield’s style is very engaging,
how the brand developed and the myths
based as it is on telling the stories of
and realities surrounding it as it faced
people whose experiences are relevant
the global convulsions of war, mergers,
to the lessons in each chapter.
and economic uncertainty. Handsomely produced in a large format and richly
Although he himself uses these same
illustrated with previously unpublished
principles and has a track record as
photographs, Enduring Passion is the
testament to their effectiveness, they are
life story of the Mercedes-Benz brand
not all Jack’s principles. What he has
and how its iconic symbol became a
done is collect and collate proven strate-
synonym for power and elegance.
gies, many around mindset, from the masters of personal development – Tony
Summary
Robbins, Bob Proctor et al.
From a marketing perspective this is a fabulous reference book that can
Content Rating Easy-Read Score
It’s a good read, it has very practical ad-
provide some interesting and useful
vice that’s easy to follow, and it’s worth
frameworks for assessing and managing
picking up a copy if ‘success’ is a topic
a brand. The history of both Mercedes
of interest.
and Benz and how these two companies
To be human is to aspire to success: in
Enduring Passion: The Story of the MercedesBenz Brand
life, home, relationships, work, educa-
Leslie Butterfield
Promotional Blurb
were brought together, with quite different cultures, also makes for a fascinating acquisitions and mergers case study. Beyond that, the history of the highs
tion, creative expression, and indeed in
and lows of a global brand and the
every aspect of daily living. Not since
strategies to keep its fortunes and value
the seminal works of Dale Carnegie and
intact, is definitely worth reading.
Napoleon Hill has a writer produced a work that can inspire, instruct, and
This is a beautiful hard cover book with
practically nurture the impulse for
fabulous images that could also be a
success in all its manifold expressions.
coffee table book once you’ve finished
While many authors are serving seg-
reading it.!
ments around this need--mentoring, coaching, discipline, habits, relation-
20
BossMentor Renaissance Magazine • www.bossgroup.com.au
Leadership & Legacy
5 Lessons from a Global Brand Mercedes-Benz: 150 Years of Passion People create legacies. People create
There are many lessons to be learned
Some brands have the power to satisfy a
brands that become their legacy.
from this amazing story of brand legacy,
range of human needs from belonging,
but here are just a few to provide some
status, recognition and self esteem. Very
food for thought:
powerful stuff.
Strong brands help us to make choices, because we know what they stand for and what their promise to us is.
If someone mentioned your brand to
Does your brand help your potential
Not all brands are the result of great strategy. Some evolve.
So is the case of the Mercedes Benz brand, a brand that has been appreciated by several generations over the last 120 years, and a brand that is known in most countries of the world. The brand extends from luxury limousines to road
me, and I’d heard of you before, what sort of images would you want me to think of?
sweepers (yes!).
In 1995, the International Olympic Committee conducted a worldwide survey that revealed that the Mercedes-Benz logo of the three-pointed star was better known around the world than the Christian cross. 1
clients make choices? Is it clear what you stand for?
A representative from Mercedes-Benz Think about some of the brands you
said the company had its first strategic
have around you – your car, your
discussions only in the 1980s. That same
perfume, your handbag, your makeup,
person said the brand was a result of
your watch.
working in little steps and was up until that point, a ‘happy accident’.
That’s a legacy. The history is colourful
What images come to mind when we
and has plenty of bumps in the road,
talk about ‘Chanel’?
My personal view on that is that such
but what are some of the lessons we can
evolution comes from being authen-
deduce from a brand that has grown
What sort of lifestyle does reference to
tic in how the brand was continuously
from the alliance of two quite different
Ralph Lauren evoke?
improved and the pursuit of excellence
and potentially competing car compa-
behind it. Being authentic in anything
nies? (The company founders were Karl
What sort of person wears the Nike
can create its own level of leadership to
Benz, and Gottlieb Daimler.)
brand?
others.
BossMentor Renaissance Magazine • www.bossgroup.com.au
21
Leadership & Legacy
Are you and your brand really coming
outside unfold upon the screen, as if it
tional Values Authenticity Innovation
from a place of authenticity?
were a silent movie.”
Leadership Quality Flip Side Complex
For brands that have the power to evoke feelings in consumers who want to belong to the brand and be part of its story, the companies behind them can charge a premium.
Inconsistent Complacent
Great brands have an essence
If you’re interested in brands and This representation of the brand’s as-
marketing I urge you to read the book
sociations (both positive and negative),
detailing the history of the brand, how
outstanding features of the product, and
it survived through difficult times, and
the values of the brand are summed up
the future of the brand is it looks from
here. The flip side represents the unin-
today. The history of a great legacy in
The figures below are a couple of years
tended perceptions of what the brand
automation, and marketing a brand!
old now, but it shows the relative values
stands for, which if you’re going to take
of global brands and how they have
care with your brand you need to be
1 The International Olympic Committee
shifted between 2004 and 2007 (they are
mindful of.
survey into symbol recognition. Sample of
taken from Interbrand’s annual analysis of leading brands):
Leading brands create powerful messages
7,000 questioned in the UK, US, GerThe essence of the Mercedes-Benz brand
many, Australia, India, Japan. Details
today is one of enduring passion (which
published in Today, 20 July 1995.
is why the book is titled thus, and not
Flip Side
the other way round!).
Complex Inconsistent Complacent
Back in Henry Ford’s day, the choice of
I’ve used this brand template in devel-
your car in any colour, as long as it was
oping brand strategies with my clients,
black, was not such a big deal because
and if it’s good enough for the Mercedes
how many cars were on the road any-
Benz brand, it’s good enough for me!
way? Choice of colour was less important than the accessibility of actually
Mercedes-Brand Today Essence Endur-
being able to own a car. Just having the
ing Passion Product Safe Durable Ad-
car was a sign of wealth.
vanced Luxurious Performance Associa-
Associations Positive: Trusted Special Dynamic Negative: Ostentatious Serious Traditional
per se, and more about lifestyle (think message of the brand to today’s global
Enduring Passion
Values
Negative: Ostentatious Serious Tradi-
The Top 10 most valuable global brands
consumers).
2004
2004 Rank
2007
2007 Rank
Coca Cola
67.4B
1
65.2B
1
the Mercedes-Benz brand – Enduring
Microsoft
65B
2
58.7
2
Passion, featured in this issue’s ‘Books’
IBM
53.8B
3
57.0
3
section – is taken from inside the car,
GE
44.1B
4
51.5
4
Intel
33.5B
5
30.9
7
Disney
27.1B
6
29.2
9
The photo on the cover of the story of
looking over the three-pointed emblem on the hood of the car. It is accompanied by words that speak to a lifestyle requirement of a certain type of con-
McDonalds
25B
7
29.3
8
sumer. They are:
Nokia
24B
8
33.6
5
Toyota
22.7B
9
32.0
6
Marlboro
22.1B
10
21.2
14
Mercedes
?
25.5
10
“The door shut with all the reassurance of a vacuum sealed vault. Then I sat back in my seat and watched the world
22
Essence
Safe Durable Advanced Luxurious Performance
Authenticity Innovation Leadership Quality
tions Positive: Trusted Special Dynamic Now, the car is often less about wealth
Product
BossMentor Renaissance Magazine • www.bossgroup.com.au
Favourite Things
Haven Home Amalfi Coast
everywhere, & whether you live, work or are travelling to this exotic piece of
The Amalfi Coast has long been on my
paradise, food, wine & happiness are
list of destination locations for some
an integral way of life for all to enjoy
time, & is more so after reading Amanda
all day long. These photos give new
Tabberer’s “My Amalfi Coast” (released
meaning to “a room with a view”...
last year), her ‘up close & personal’
again, white works so beautifully & ef-
account of her life there for 18 years, &
fortlessly.
her stories & experiences of one of the world’s most spectacular coastal land-
For another dose if Amalfi inspiration,
scapes, its people & the culture.
latest Vogue Entertaining & Travel issue (Feb/March 2009) includes a feature
Gelati colour palettes adorn the cliff
article “Stroke Of Genius”...pg 126...I’d
faces, & the views of the Mediterranean
call it ‘heaven on earth’.
are simply majestic. Cultural pride is
Amalfi Coast Image Courtesy CN Traveller
Amalfi Coast Image Courtesy CN Traveller
The Amalfi Coast Image courtesy CN Traveller
Restaurant – Amalfi Coast Casa Augerlera
BossMentor Renaissance Magazine • www.bossgroup.com.au
23
Favourite Things
Claire Jackson, Interiors Consultant, authors Haven Home:
www.havenhome.blogspot.com Contact Claire:
claire.haven.interiors@bigpond. com This is an excerpt from a blog that features the latest, and most divine, interiors, lifestyle profiles, design, and luxury resorts.
Heaven Scent For a special dose of personal pampering, step into a touch of ‘heaven scent’ at the stunning boutique perfumery, Peony Melbourne, in Hawthorn.
memorable. Upon leaving, I rang a dear friend of mine who had experienced a similar day to mine, with the express purpose of telling her that I had found the perfect antidote to her tension...& no, it didn’t involve wine!
Jill Timms’ passion is dedicated to the world of boutique fragrances, many of which she stocks exclusively. The first time I walked into her beautiful store, my day had been somewhat challenging. The moment I walked in, my mood
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immediately lifted, & I was totally
Next time you’re in need of being
absorbed by all that was around me.
pampered, I recommend a visit to
The magnificent array of collections,
Peony Melbourne, it’s perfect. And of
merchandising, amimage bience, gift
course, for those of you who celebrate
wrapping & service made the half hour
Valentine’s Day, I suggest a visit to
experience thoroughly enjoyable &
Peony, with or without your partner.
BossMentor Renaissance Magazine • www.bossgroup.com.au
Spotlight
Egypt
Home of the Pharaohs The Chaos of Cairo
from the structures built to house the dead. Some have managed to hook up electricity, others haven’t…
I thought Rome’s traffic was chaotic. Cairo makes Rome look orderly! No traffic lights anywhere (and I was looking!), no
In spite of the poverty and the overcrowding, Cairo is obvi-
lanes, every car has dents and scrapes, they often touch each
ously a very religious city, and also one which is highly
other and it never stops. As we travelled the one hour drive
dependent on tourism. This may be the reason for the contrast
from the airport to the hotel, which in parts was virtually a
between manicured gardens and beautifully maintained build-
crawl through the traffic, peddlers and beggars knocked at the
ings of tourist hotels and places of religion, and the chaotic,
windows, drawing us in with pleading faces and sick chil-
dirty streets outside.
dren, wanting money passed through the window. Confronting, horrifying and tragic…
The equivalent of Australia’s entire population lives in Cairo; personal space is an unknown concept. The comfort and relative luxury that my dog lives in would be a stretch of a dream for so many of Cairo’s children. The poverty is heart-breaking. Population estimates vary between 500,000 and five million people living in the City of the Dead, a number of cemeteries in an area of Cairo. The urban housing crisis has created a subculture living in tombs amongst the dead. They make ‘houses’
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Spotlight
By contrast, the hotels we stayed in were 5-star luxury, and in
photo opportunity taken at just the right angle, is offered in
some cases, beautifully restored old palaces.
exchange for a pound (about 25 cents).
The driving force that led me to Egypt was a lifelong fascina-
One of my friends was given a ‘leash’ at the end of which was
tion with Ancient Egypt’s pharaohs and their history, and a
a camel. The owner walked away and as my friend then had to
desire to see one of the Ancient Wonders of the World, the Pyramids of Giza.
chase after him, dragging a huge camel behind him, the photo opportunity was captured and my friend charged five pounds. It’s fun, but you need to be on guard!
The Pyramids of Giza
In the early morning light, before all the tourists arrived, we had a chance to sit in awe and take in what lay in front
During the early hours of my first night, with a body clock
of us. The three largest pyramids, and two smaller ones that
out of synch, I got out of bed and drew the curtains back.
still remained – there were originally nine at Giza. It’s quite a
I can’t explain how I felt at that moment. Rising up in the
profound experience.
darkness and reaching toward the sky I could only just see the outline of the largest of the pyramids. The vast hotel grounds
Each day was about 24-26 degrees – we went in the middle
were sheltered from the noise of the traffic out in the streets,
of winter. The sky was a bright cloudless blue, sometimes
and in the silence I stood there in awe of a structure that had
so bright that taking photos was almost impossible as we
been standing in that spot for 4,000 years.
couldn’t ‘see’ what we were trying to take.
The picture was different, but still amazing, by day. The
From the madness of Cairo we flew south, to Upper Egypt
pyramids are surrounded by tourists from all over the world
(yes, south is Upper and north is Lower). Arriving in Luxor
and those tourists, in turn, are surrounded (circled more like
we were instantly transported from the dirt and dust of Cairo
it) by the equally ubiquitous Bedouins on camels. A perfect
to a landscape of tropical lush greenery. The Nile truly creates abundance. Palm trees everywhere, vibrant green fields, rows and rows of sugar cane, and a pace of life that has probably changed little in thousands of years.
Egypt’s Original Vision Boards The temples in Karnak and Luxor are incredible! Luxor’s temple can be seen from the roadside, and is a monument to Amenhotep III and later Ramesses II who added to it. There is
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Spotlight
for the Gods to enjoy in their after life. (On their death, the pharaohs become Gods.) The temples and tombs are covered in images on the walls and pillars, depicting stories of the life and riches of the pharaoh. After a while it’s possible to start understanding the vision that the stories have for their pharaohs, including plentiful amounts of food, wine, servants, and positions of great power
a huge statue of Ramesses at the entrance. Although thousands of tourists were roaming the area when we were there, it is so vast that it is quite possible to take photos without any people in them.
from defeating their enemies. I think these walls of Egyptian hieroglyphs were the original Vision Boards! It is still possible to see the remains of the colours used to paint the hieroglyphs that adorn all the walls and columns of all the temples. It is incredible that these colours have survived for so many thousands of years. In Karnak, a temple complex the size of a small suburb was
It was amongst the columns at Karnak that the soon-to-be vic-
built for the Gods Mut, Amun and Montu. Huge columns
tims and fellow travellers explored in Agatha Christie’s ‘Death
of stone in rows, decorated at the very top in the shape of a
on the Nile’. Fortunately there was no such mischief as we
papyrus or lotus plant, are representative of a garden of trees
travelled along the Nile, our departure from the beautiful Old
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Spotlight
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BossMentor Renaissance Magazine • www.bossgroup.com.au
Spotlight
Abundance Along the Nile In the very early hours of the morning, before we boarded our cruise ship, I experienced a hot air balloon ride over the Valley of the Kings, at sunrise. If you go to Egypt, and if you have the opportunity, you must do this. All thirty two of us in the basket (I had no idea they held so many people) had a bird’s eye view of Hatshepsut’s 3,000 year old temple, the tombs of
Winter Palace on the banks of the river in Luxor. The pool area, sheltered in the tropical hotel gardens, was pure luxury for an afternoon at rest after exploring the mysteries held within the ancient ruins…
the nobles and the ruins of ancient temples. For the most part we absorbed this experience in awed silence (apart from the occasional blasts of hot air to take us higher into the sky) as the balloon gently floated over an ancient landscape. As we travelled further south, we saw many temples by the Nile, and the contrast of the sparkling blue water, the bright blue sky, and the dust surrounding the temples made for beautiful scenes and interesting photos. Life along the Nile is slow. The Egyptians are such friendly people who truly want the tourists to enjoy their amazing country. Tourism is one of the highest contributors to Egypt’s foreign currency earnings, and after tourist terrorist attacks in the nineties and earlier this
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29
Spotlight
like the ones at airports, every time we re-entered the hotels. We experienced this at the entrances to the airports. At all the sites we visited there were security guards wandering around with machine guns by their side, and others in sentry boxes high up on lookout points. Many were actually asleep while on guard – maybe the sun was too hot in those heavy woollen military uniforms, maybe the guns didn’t fire too well anyway, maybe they had no hope of preventing a real terrorist attack. It is easy to absorb all of this as part of the landscape, because the people you encounter all along the way are friendly and helpful, whether in a uniform or on the back of a camel, or by the river, waving as you sail past on the ship. decade, they had to wait for tourists to start returning to their country. In February this year, there was a bomb explosion at
From the Pyramids of Giza to Ramesses II massive temple
the Citadel in Cairo, where we had been a few weeks earlier.
down at Abu Simbel, and back along the Nile, Egypt offers a
Tourism will no doubt take a slump as a result.
feast of scenery, history and mystery (how did they build everything?). The landscape offers contrasts from dry and dusty
Everywhere you go in Egypt there is an appearance of secu-
ruins of thousand year old stone, to azure skies and tropical
rity. We had to place our bags into security X-ray machines
bougainvillea providing the backdrop as white-sailed feluccas glide through the glistening water of the Nile. A recurring symbol on many hieroglyphs and cartouches (a cartouche is like a personal brand for a king or queen) is the symbol for life – the ‘Ankh’. At Ramesses temple in Abu Simbel I caught sight of a magnificent, beautifully shiny gold key, in the shape of this symbol. The key weighed a tonne and I didn’t fancy my chances of bringing it home….unfortunately… I will return to Egypt and look forward to spending a week in Luxor – the ‘Nice’ of Egypt. Archaeological ruins, the mysteries of dynasties of Pharaohs, 5-star luxury in the old Winter Palace Hotel, and felucca rides down the river on balmy, slowmoving sunny days. Drinks on the terrace at sunset as you watch the sun go down on a surreal land of contrasts. What more could you ask for in a holiday?
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About Jenny Stilwell
Professional
Finalist in the Telstra Businesswoman of
Jenny Stilwell is the Managing Direc-
Jenny has a Bachelor of Commerce with
tor of BOSS Management Group. She
a Commercial Law major, and a Bach-
has helped many clients to significantly
elor of Arts with majors in French and
grow their businesses, and build more
German, both from the University of
successful companies.
Melbourne. She is also a Certified NLP
the Year Awards.
Practitioner. Prior to establishing BMG, Jenny was Chief Executive of a publicly listed company (one of only a handful of women heading up listed companies in Australia at the time). Previous positions
Personal Some of the things I love
included general management within both large and medium sized organisa-
The beach, peaceful islands, big cities,
tions, as well as establishing a marketing
London, New York, Paris, Golden Re-
practice in the mid 1990s with a diverse
trievers, Hudson (my Golden Retriever),
client base of small and mid-sized and
Vegemite (my American friends know
corporate clients.
that a taste test is coming – you know who you are… ), good red wine, travel,
Very early in her career Jenny advanced
writing, listening to my fave music on
to a senior management position at
high volume, the Northern Hemisphere
Nortel Networks, being one of only
in Winter, luxury resorts, the colour
three women at the time in senior man-
of Autumn, laughing until I cry, and
agement roles within the Asia Pacific
of course, my family and my fabulous
region.
friends.
Jenny Chaired the Marketing Women
That’s just a start… there’s so many
network for two years, and has also
things
mentored several women in careers and in business as a way of ‘giving back’ to the business community and to career women in particular. She has also been a
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Disclaimer The publisher takes due care in the preparation of this publication and takes all reasonable precautions and makes all reasonable effort to ensure the accuracy of the material contained in this publication, but is not liable for any mistake, misprint or omission. The publisher does not assume any responsibility or liability for any loss or damage which may result from any inaccuracy or omission in this publication, or from the use of information contained herein. The publisher makes no warranty, express or implied with respect to any of the material contained herein. The contents of this magazine may not be reproduced in any form in whole or in part without written permission from the publisher. Š 2009 BOSS Management Group Pty Ltd