Evolution Magazine July 2013 by Darnell Davis

Issue 06|July 2013

volution M agazine Business, Tech and More

4 Power Player Under0 Josh Baals just turned 29 and living his dream as one of the youngest franchise owners of the Chick-fil-A brand. This month, Silvia Browder asks the question

Are You A Leader?

Lazaranda Modern Kitchen & Tequila

July’s TasteIN winner serves up classic and contemporary Mexican cuisine at its best

lowercase branding From branding consultants to how-to books to home-study courses, there’s a lot of talk these days about branding.

Networking DON’Ts Common networking mistakes you must avoid

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Evolution Magazine/ July 2013

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5Networking Don’ts Common networking mistakes you must avoid

etworking tends to mean something different to many people in the world of business development. To some, it is a nerve-racking experience they are forced to have in order to develop their business. As a result, it’s seen as a burden rather than an experience that can lead to a deeper level of success for their business. At the other end of the spectrum, it’s a fun opportunity to increase a circle of influence and meet new potential contacts and business partners.

people and exchanging ideas and contact information, with a purposeful plan of attack. Handing out your card to as many people as possible or attempting to collect as many names and business cards as you can wastes both time and paper. Networking 101 teaches us to identify the kind of people we want to meet and with whom to begin the knowing, liking and trusting process. Once you have identified the type of person with whom you could have a possible value exchange, choose no more than five of them and exchange contact information.

Here is a fact: Most of us are out to network in one way or another. However, very few of us do it well for a number of reasons, including a combination of a lack of skills, practice and planning.

4. Failing to follow up This is where many networkers fail tremendously. Not following up with those with whom you’ve begun the knowing, liking and trusting process is a waste. If you’re truly looking to establish long-term connections, following up is imperative to the process.

Networking is not something that many people do well naturally. It demands time and effort to master. In the process of developing your networking skills, you will find yourself frequently making a few basic mistakes. As you get out there and begin to actively network and increase your circle of influence, here are five common mistakes you must avoid: 1. Selling Many are familiar with the sales process: People purchase from those they know, like and trust. Networking is the way to establish that process. You will do a great disservice to your business if you attempt to sell at networking events. However, it’s a fantastic opportunity to meet new people and to build or re-establish relationships. Refrain from trying to close a deal while networking. Rather, allow it to be the start of the knowing, liking and trusting process. No one buys during the initial meeting. You wouldn’t, so why have that expectation of others? 2. Elevator pitching Avoid the elevator pitch! Bombarding someone you’ve just met with information about your product, service or company should be avoided at all costs. One of the worst mistakes you could make while networking is to assume that everyone might love what you do and the business you work for or own as much as you do. 3. Giving out your cards like candy True networking success comes with meeting the right

Sending a simple message saying how nice it was to meet someone and then continuing to have regular personal contact will make all the difference. Consider connecting via LinkedIn and other social media platforms. This will allow you to have regular contact with them without pushing yourself on them. Once contact is established, consider inviting them to subscribe to your newsletter or blog. This will let them see your skill level and expertise, allowing you to fortify the sales process. 5. Not conveying what it is that you do It is often said that people don’t know what you do until you tell them. Yet, when asked what they do, many businesspeople answer with their job title, not what they do. Although your title is important information, it is not what you do. You should seek to convey what you do by sharing how you are able to add value to your new contact in a manner that is brief but informative. You want to steer away from the elevator pitch, but you also want to let your new contact know what you do and how you may assist them in reaching their business goals. Networking should always be a very active part of your marketing strategy. Creating effective business relationships could mean the life or death of your business. If you are a networking beginner, practice makes perfect; take every moment you can to practice listening. Believe it or not, listening is a great way to understand how your brand can be of value to your new contact and allow you to gain confidence in your message. Confidence is one of best opponents of fear. www.evomag.co

Simple Secrets Smart Entrepreneur And Broke Entrepreneur

Scott Ginsburg www.hellomynameisblog.com 1. Put Your Money Where Your Foot Is. Mouths don’t do anything but eat and talk. And occasionally drool. Feet, on the other hand, are profit centers. No wonder so many successful entrepreneurs have corns and calluses: It’s all about mileage. It’s all about asking the question, “What’s the next action?” Profitability comes with constantly moving forward. What massive action did you take today?

4. If You Can’t Think of Anything Nice to Say, You’re Not Very Creative. Everybody hates somebody. There are probably 10 people you could name right now whom you wish you’d never have to do business with again. I’m the same way. But, as much as I dislike them, I could still say something good about every one of them. It’s all about making the choice to attend differently to people.

2. Honesty Shouldn’t Have to be a Policy. Policies are for amateurs. If you have to remind your people to tell the truth, you need new people. On the other hand, if your leaders cleave to truth and practice radical, rigorous honesty, your people will follow suit. Truthfulness begets trustworthiness and accelerates followership. Have you introduced a steady stream of truth serum into your leadership diet?

Ask yourself some questions: “How could this person positively affect me?” “What makes this person special?” “What is the hidden treasure inside this person that maybe others don’t see?” “What character qualities do I admire in this person?” “What potential, ability and wisdom do I see in this person?”“What has this person accomplished that needs to be celebrated?” Remember, there’s always something nice to say. What do you see when you see people?

3. A Man is Known by the Company He Keeps Away From. Show me who you refuse to hang with, and I’ll show you who you are. That’s perhaps more indicative of your character. On a deeper level, also think about the people you refuse to listen to. Same thing. It’s all about whom you let participate in your life because it’s too damn short to surround yourself with people who don’t challenge and inspire you. How much time are you spending with people who haven’t learned how to value you yet?

Evolution Magazine/ July 2013

5. It Isn’t What It Is. Don’t rely on the saying, “It is what it is.” “It” is what you’ve chosen it to be. “It” is what you’ve given yourself permission to accept. “It” is what you’ve allowed to exist into your life. “It” is what you’ve assumed you’re stuck with. Forget “it.” I loathe the word “it.” The word “it” is a personal responsibility dodger. It you don’t like “it,” change “it.” Is it (really) what it is?

rs Know rs Ignore

8. Opposites Attract, but That Doesn’t Mean They Endure. This is especially true if there’s no commonality of constitution. No foundational harmony. No overlapping value systems. Because as much as we’d like to think life is like a Beatles song, love isn’t enough. Love isn’t all you need. Not if you seek sustainability, that is. What are your 2010 relationship goals? 9. The Best Way to Bring Home the Bacon Is to Raise Your Own Pigs. That way, you’re the only decision-maker. No permission. No committees. No compliance. No hierarchy of command. Just you. Wow. Can you imagine how much time, money, energy and stress you could conserve by in-housing your next project? Ask yourself: What if you bought your own equipment and made it yourself? What if you built everything proprietary and created your own studio? What if you never had to hire anyone ever again because you learned how to do it yourself? Just a thought. After all, having done it yourself makes you a more educated entrepreneur. Moreover, plans are executed faster. Maybe being a pig farmer isn’t as bad as it sounds. Maybe Thoreau was right when he said, “The man who goes alone can start today; but he who travels with another must wait until that other is ready, and it may be a long time before they get off.” How much (more) money could you be earning working solo? 10. Your Ship Never Comes in; Your Dock Only Gets Bigger. Practice purposeful impatience and start taking action toward what you desire. Don’t wait for permission. Don’t wait for perfection. And certainly don’t wait until you know what the hell you’re doing.

6. Shtick Gets Your Foot in the Door, but Only Substance Keeps You in the Room. Shtick is necessary, but it’s not enough to sustain you. Consumers demand substance. Meat. Value. Sustainability. They want a sweet candy shell and a gooey, delicious Tootsie center. Sadly, too many entrepreneurs are all shtick and no substance, like Dum-Dum pops: all sugar, no payoff. The secret is being remarkable, as well as relevant, worthwhile, marketable and brand-consistent. Otherwise, the milk from your Purple Cow will taste sour. What substance will keep you in the room? 7. Only the Wrong Survive. Be incorrect more. Encourage aggressive mistakes. Go mess something up – then go learn from it. After all, the wronger you are, the stronger you become. But you’ll only find strength in error if the wrongness of action is punctuated with rightness of reflection. Remember that mistakes are springboards. Mistakes build instincts. Mistakes precede truth. Mistakes reframe creativity. Mistakes reveal individuality. What do you have to learn from this mistake to make it no longer a mistake?

Just go. It’s only a matter of time before the captain says,“Welcome aboard!” Of course, none of this happens without a desirous, raring-to-go, restless expectation and dislike of anything that causes delay. That’s the construct of an impatient person.

Remember: Triple your impatience = Triple your proactivity = Triple your profits. What one step could you take now to start moving forward to your ideal future?

Scott is the author of thirteen books including HELLO, my name is Scott, The Power of Approachability, How to be That Guy, Make a Name for Yourself, The Approachable Frontline, The Approachable Salesperson, The Approachable Manager and Stick Yourself Out There. www.evomag.co

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The Circle of Pe Marketing Development

Eva Louis, President - Thrive Public Relations www.EvoThrive.com

he marketing industry is rich with both innovation and methods that have worked for eons. But, at its heart, marketing works best when it delivers an organization’s message in a readable and relatable format. So why is it such a hard nut to crack for most businesses? Probably because it takes time, effort, practice and, in some cases, money. But some of these tips might give you the tools necessary to deliver that message. 1. Tagline You should use a few words that roll of the tongue easily as a logo or to describe your business. Why? To quickly hook people into listening to what your business is about. If it can’t be said in a few words, people won’t say it. Once you have a tagline, use it frequently. Put this tagline everywhere and on everything possible, and you’ve begun “branding.” 2. Target Audience Normally, the target is a specific group for whom your services or products are designed. You need to know who these people are to market effectively. Determining a target market can be as easy as analyzing the customer base you already have. What do they share in common? Key components include income and education level, age, occupation and location. Don’t be afraid to look to your competitors, either. Analyzing their target markets will go a long way toward determining your own.

Evolution Magazine/ July 2013

3. Appropriate Communications A business must have regular means of communication, such as established email accounts, social media and telephones, which are checked regularly. But communication should be tailored to customers. Do you know your customers’ communication preferences? Not all customers are alike, and some markets will require flexibility with methods of communication. Even if you’re on a first-name basis with customers in the social networking world, professionalism is always a must. 4. Content, Content, Content I know this word scares people a lot, especially business owners who don’t have time to write their own content. But marketing in all forms of media, from television commercials to magazine advertisements, is based on good content. When using outside marketing agencies, creating your own specific ideas for marketing concepts will save both the marketing agency’s time and your money. 5. Timing and Delivery Almost 95 percent of the people I know in business do not market far enough in advance to gain momentum with their brands for product releases, service launches or other events. Big businesses, for the most part, understand this better, but many don’t. There are specific timing windows you have to operate within to be effective. Also, to gain saturation and proliferation, you must spend time getting the word out.

erpetuation 6. Relationships Relationships can be between you and your customer, your future customer, a friend of a future customer, a reference for a future customer or a past customer who refers someone or returns for more business. It is very important to understand the relationships valuable to your business and how to maintain them. Those that are relevant and fit your target audience are the most important relationships, but don’t overlook operators of support businesses that are aligned with and help drive your own business. 7. Consistency Customers need to know they can obtain information from you, a familiar or set location or designated distribution points on a regular basis. This keeps them coming back for more. Spam-style mass emails and other techniques result in pissed-off people; they do not create customers who regularly interact with a company. Managing and monitoring your information-sharing schedule is absolutely important.

9. Continuous Improvement This is the end, but it’s not a stopping point. “Continuous” means you will be doing this for the entire time you are in business. You need to assess yourself and your business, and then make necessary changes to keep your marketing fresh and in sync with the target audience. You don’t have to spend a fortune to continuously update. But you do have to schedule regular reviews for improvements and changes. This is all part of the game. The “Circle of Perpetuation” is about following the track of the areas above in a cycle and continuously refining them. Marketing is not a one-time occurrence if you want to stay in business. It is an ongoing effort. Does it take work? Yes, it does. You don’t have to do this alone. Coaching in these areas is often pursued by those just starting out in business or those who want to improve their business. But remember to follow the “Circle of Perpetuation.” This is true business management and can only lead to success.

8. Feedback Don’t be afraid to ask your customers, friends, associates and partners for their feedback or opinions on your products, services and offerings. It does not mean you need to change everything they critique; it just means you are getting early information on the perception of your business that you might not otherwise hear. It is better to hear it from people you know in advance than once a product launches.

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Power Players Under

Name: Josh Baals Age: 29 Occupation: Franchise Owner - Chick-fil-A

“A major milestone in my life was when, one morning, I woke up and asked myself, ‘Am I really successful?’ That is when I realized I want to make a difference in business, in young people’s lives, in every way,” he said. When he set his sights on becoming a franchise owner, Baals learned the food service industry from the ground floor as a team member. “I joined the team at minimum wage,” he said. “Every day since, I’ve asked myself, ‘What are the pain points team members are feeling right now?’”

hen is it too early to begin pursuing your dreams? Evolution Magazine believes the answer is never. Entrepreneurs come from all races, creeds, backgrounds and ages. We started the “Power Players Under 40” series to recognize young entrepreneurs that are inspiring others and making a difference in the communities they serve. Josh Baals lives his life by the Frances Chan philosophy, “Our greatest fear should not be of failure but of succeeding at things in life that don’t really matter.” On March 28, he took the ceremonial first bite at the grand opening of the Chick-fil-A franchise he owns. Baals left his high-paying career as a consultant in New York City.

Evolution Magazine/ July 2013

There were no guarantees that he would be given the opportunity to open his own restaurant, yet Baals never lost faith that he would. He participated in Chick-fil-A aid efforts, such as the one for Hurricane Sandy, and proved he could make a difference with the company. The things that matter most to Baals are the everyday opportunities to inspire kindness and help others. It’s not unusual, for example, to see an employee use her own umbrella to walk customers to their car. In one instance, June’s Employee of the Month, Elijah DeVore, paid for a family’s entire meal after their credit card was declined. Baals not only pursued his dream, he accomplished it and has changed the way people in Phillipsburg, NJ view fast food.

“A customer once dropped her E-ZPass [regional highway toll card] in the trash. With another team member, I dove in to recover it. If I’m not willing to jump in, what can I expect from anyone else?” Power players are everywhere, taking charge of their lives and fervently pursuing success. But it’s another view of success Baals has. Like Chan states, Baals values success as positive growth, not just dollar signs in a ledger. Baals is a true example of how you can chase your dream and grab hold of it. If you have the chance, take some time to visit with him at his Chick-fil-A on Route 22 in Phillipsburg, NJ. There, you’ll find him and his wife Kimberly.

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Back to Basics

fter one of my recent monthly teleseminars on business strategies, I received an email from a participant who told me, “Your information was very basic, but good.”

Ouch! Very basic? Really? Then again, perhaps this isn’t an ‘Ouch!’ moment. Successful people understand that mastering and consistently applying the basics is crucial to their success. Until we excel at this, we won’t benefit from more advanced techniques. We learn how to print before we practice cursive writing. We master walking before we excel at running. We become proficient at counting before we learn to add, subtract, multiply and divide.

Karen Jett www.jettexcellence.com This concept applies to small business also. • If you are having trouble accomplishing your goals, perhaps you should review your time-allotment and goalsetting strategies. • If connecting on social media is a challenge, make sure you have your profile properly and completely filled out and privacy settings allowing your account to be viewed by the largest possible audience. • If you are having trouble filling your sales pipeline, then review the essence of your marketing and sales appeal and determine if it needs to be updated with newer, more accurate data.

The basics are at the core of our learning and growth. Some of the basics, like walking, we practice on a daily basis without thinking. This may make us proficient, or it may make us sloppy, as we take for granted our ability and forget about the basics. A business plan is an entrepreneur’s version of walking.

Many small business owners search for a magic bullet that will solve all of their woes. They look for an advanced tip, trick or technique that will move them forward, enhance their social media presence or buoy their sales. They spend hours of their valuable time and hundreds, possibly thousands, of their precious dollars chasing down the next big thing.

For those tasks we practice less often, over time we may create shortcuts or simply forget why things should be done in a certain manner. We may have learned an incorrect method or learned by trial and error and made our own rules as needed.

Does this sound like you? If so, I encourage you to stop the madness and return to the basics. Are you following all of the steps or are you taking shortcuts? Do you know what the building blocks are and why they are important?

Some of the sports greats like Larry Bird and Tiger Woods attribute their greatness to practicing and mastering the basics of their sport. In high school, Bird practiced every chance he had, often going to the gym early, shooting between classes and staying late into the evening. When Woods wanted to go to the next level in his game, he hired a coach and dedicated himself to improving his basic swing so he could learn and master nuances and advanced concepts. He understood that perfecting the fundamentals would allow him to concentrate on more advanced techniques.

As Larry Bird so ably illustrates, the path to moving forward and becoming better and more profitable at what we do is found in mastering the basics. And as Tiger Woods has proven, working with a good coach or mentor will make the process go more quickly.

Evolution Magazine/ July 2013

What can you do today to get back to the basics?

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Are You A

Leader ?

Top 5 Characteristics of Women in Leadership â&#x20AC;&#x153;If women would realize what an influence they have, they would be filled with pride. If men recognized how influential women are, they would be scared to death.â&#x20AC;? - Katherine J. Kehler Sylvia Browder www.sylviabrowder.com

Evolution Magazine/ July 2013

hat do successful women business leaders have in common? Do their leadership qualities differ? What many consider typically feminine characteristics positively contribute to a woman’s persona as a leader. Emotions, intellect, logical thinking, nurturing capability and the idea of shared leadership are among the many qualities that define women in leadership roles today. According to Laura Henderson and Sharon Hadary, authors of “How Women Lead: 8 Essential Strategies Successful Women Know,” qualities women commonly share can be the pathway to leadership. Every woman should believe in herself and her instincts, dream big dreams and possess the knowledge and tools to make her dreams a reality. In addition, women leaders with multimillion-dollar businesses combine their unique feminine leadership with sound business acumen to achieve their highest aspirations. Successful women business leaders know how to make the puzzle pieces of life fit together. So, what traits are common among them? There are five characteristics for creating lasting success. 1. They Define Success on Their Own Terms . Women in leadership are not bound by the rules of “the game.” They are more likely to take risks and break the rules in business and life. For example, true leaders know that success is more than just an equation of title, position and salary; it has to do with finding the company culture that most inspires you. Successful women know who they are and look for a fitting culture. “(S)uccess isn’t about how your life looks to others, it’s about how it feels to you. … (B)eing successful isn’t about being impressive, it’s about being inspired.” – Michelle Obama. 2. They Invest in Their Personal and Professional Growth. Women in leadership are in an ever-evolving state. They understand that both personal and professional growth are crucial to improvement, achievement and, of course, success in life. They continuously strive for perfection, balancing their mind, body and spirit while juggling their household chores, family obligations and professional commitments. In addition, they seek partnerships with like-minded and professionallyviable people.

3. They Recognize Their Strength. Female entrepreneurs succeed in business ventures because they understand their strengths and create a niche market around them for their business. They also don’t wait for colleagues to recognize their accomplishments. A successful leader knows her strengths and isn’t too modest to take credit for her accomplishments. Self-realization is important to establish and own a business that reaps rich dividends for you. 4. They Face Difficult Challenges Head-On. Being faced with challenges of all shapes and sizes in business or life is inevitable. The ability to deal with them is what defines a leader. Women in leadership embrace challenges, knowing that greater fulfillment, success and growth is obtained when you can adapt to any situation. They aren’t afraid to ask for help when they can’t do it all, and they are open to taking detours that make sense on their road to success. 5. They Pay It Forward!. “If you have much, give of your wealth; if you have little, give of your heart.” - Arabic Proverb Paying it forward is based on a single principle: If you do a good deed for someone, do it without thought of personal gain. Women in leadership believe in this concept because of their tremendous desire to give back to others. It is an essential element of being an outstanding leader. Natalie MacNeil, media producer, consultant and awardwinning blogger, practices what she preaches. She spends considerable time volunteering with the nonprofit organization she co-founded, YEC Women, as well as many other organizations. MacNeil stated, “Success is being able to make a living doing what I love and inspiring others to do the same. I measure success in how many people I can reach and inspire.” With leadership comes responsibility. It is important to strike a balance, as well as continually improve upon your leadership skills. What do you think of these five characteristics? What does it take to be a great leader?

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lowercase branding Donnie Bryant

rom branding consultants to how-to books to home-study courses, there’s a lot of talk these days about branding. It’s a big business, and good brands can ensure the success of big businesses. That’s why everyone wants to get it right: Play this card right, they say, and your company will experience success like never before.

Let me get this out of the way: There is nothing wrong with branding. You absolutely should have a strong brand. In fact, you’re creating a brand whether you know it or not. You might as well be intentional about it and make a good one. The point is this: My concern is that we’ll begin to focus on creating brands and messages rather than on doing great business. The customer should be “uppercase,” since they are who really matter. The business should be built around taking care of them. The brand is “lowercase.” The brand doesn’t exist for its own pleasure; the brand is about the customer. That said, there are important ways to establish or strengthen a company’s identity without forgetting a company’s main objectives.

Evolution Magazine/ July 2013

What’s a Brand, Really? A brand is simply the identity of a company, product or service as perceived by consumers. There are powerful brands like Nike. People around the world instantly recognize their logo, know their slogan by heart and value their products. In fact, it is the brand that gives the product its heightened perceived value. Having shoes is nice; having Nikes is something special. Why is Coca-Cola so popular? How can Starbucks charge so much more for coffee than the competition and still have “enthusiastically satisfied” (Starbucks’ own words) customers during hard economic times? And more importantly, how can you start to do the same thing? Branding Rule #1: It’s Not About You. Sales and Marketing 101 teaches us that customers don’t want to buy drills; they want holes. Elmer Wheeler said, “Sell the sizzle, not the steak.” The same is true about building a brand. You don’t create a world-class identity by trying to create a world-class identity. Don’t focus on yourself or your business. Concentrate on the people you’re trying to influence. What do people desperately want? How can you give it to them? Can you associate your product with something that people already go crazy for? Branding Rule #2: Admit Your Awesomeness. Make the strongest statements you can about how your audience will benefit from buying from you. Why would you water down the truth about your awesomeness? If you follow Branding Rule #1, you have a product or service that genuinely improves people’s lives. You have to get them to buy it for them to experience the improvement, though. You’re doing your prospects a serious disservice by downplaying the good you can do for them. Never promise more than you can deliver, but don’t shoot yourself in the foot by under-promising either. If you don’t stand out as the best provider of what you sell, your customers might overlook you and buy from someone less committed to meeting their needs. Don’t let that happen. It’s up to you to make the big promise. Branding Rule #3: Do over-deliver. Surprise your customers with how awesome their experience with your company, product or service is. If you promise that they’ll double their Mandarin vocabulary in 30 days by taking your course, delight your patrons by tripling it. When people get more than they ask for, they can’t wait to tell someone about their experience, and your quest for worldrenown for your brand will take off.

have traded in your integrity and good name for a quick buck. Branding Rule #4: Make purposeful statements about who you are as a company. Your brand is as much about how people identify with you as it is about who you actually are — maybe more. Roy Williams wrote in one of his Monday Morning Memos, “Brands are identity reinforcement, just like art and architecture and music. Brands are a way of shouting ‘This is me!’” There will never be one unified brand identity; everyone will have their own interpretations of your company’s direction and message. In some cases, people may not come to the correct conclusions about your company. Here are some thoughts to consider when drafting your brand messaging: • Always be truthful. • Though you’re talking about yourself, you must identify with the customer. • Tell them who you are and why it matters to them. • Have one overall message: one thing you stand for, oppose, believe in or are working toward. • Encourage interaction. Make your customers part of your “movement.” • Never be boring. Be bold and unique. • Find something only you can say, and say it. Branding Rule #5: Participate in your communities in ways that are aligned with your corporate personality. That can include everything from throwing concerts or events to feeding the homeless and sponsoring little league teams. NBA Cares is an outstanding example of getting involved and making a compelling brand statement. Even companies focused on the online world can create value through free information or webinars for noteworthy occasions. This doesn’t have to be charitable giving. Getting involved with people outside of the commercial relationship is a great way to prove who you are and what you care about. Keeping Brand “lowercase” Though successful marketing of a company’s identity is important, it always must fill a secondary role. Great companies are not formed by putting energy into making a brand, but by individuals that provide outstanding products or services. The brand identity is a gift wrapping of sorts. The gift inside is what deserves more attention. That would be your business. I’m not saying don’t build your brand. Just don’t put the cart in front of the proverbial horse.

Commit to making a great product or giving a great service. Don’t focus on getting what you can from your customers. If you want to be the next Mercedes-Benz, give 10 times more value than you plan to get back from your clients. You could probably make some good, fast money by shortchanging everyone and cutting corners on quality to maximize profits. However, you will never build a sustainable, respectable brand by doing business like that, and you will www.evomag.co

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Jump the Gun: Selling Your New Idea Derrick Jones www.presidentspilotsentreprenurs.com

eth Godin once said the time to start selling your book is three years before writing it. Most writers and aspiring entrepreneurs come up with an idea, leap into the project, and try to figure out how to sell it after the fact. A far better approach is to build a platform of interest in advance and put out samples or snippets to get your fans salivating. Then, release the final product to large fanfare. “Build it and they will come” only works in Hollywood folks. Henry Ford’s biggest problem with his first attempt at the automobile was spending all of his time on the engineering and mechanics of his new idea, while ignoring the need for marketing. Sound familiar? He failed because the general public was not ready for his approach. By the time he made his third attempt, he had primed the public. A group of investors swooped in at the crucial moment to keep the Ford Motor Company afloat. The rest, as they say, is history. More than 100 years later, entrepreneurs continue to make the same mistake. Some even keep their projects secret on purpose. Ask a new entrepreneur why the secrecy and they often respond, “But what if someone steals my idea?” Sigh. No One Wants to Steal Your Idea This may come as a shock to many of you, but most ideas are crap. Why risk stealing a bad idea? Still, buried in this heap is a gem or two. If you have a genuinely good idea, you may not be the only one thinking about it. Secrecy stops you from receiving much-needed feedback. While you come up with new ways to protect your gem, another innovator may be across town talking up his or her own version.

Evolution Magazine/ July 2013

Identify Weak Ideas Early One of the benefits of sharing your idea is the feedback you’ll receive. You may discover you are attempting to solve a problem that does not exist. Or, like my buddy James Oliver(@ JamesOliver) over at WeMontage, you may receive validation that you are indeed on to something. Far from keeping his baby all to himself, Oliver is everywhere talking about WeMontage, and his efforts are finally paying off. Had he opted to keep it all to himself, he would still be at his kitchen table struggling. Those Who Matter Spend your time getting feedback from potential investors, those in your market and other influencers. This is not the time to get the opinion of friends and relatives who do not understand your market. Instead, interact with potential competitors and local business organizations. This is the opposite extreme of keeping everything to yourself. Most importantly, create a strong network for a product before introducing it. If you insist on building your wiz bang widget in an undisclosed location, do not be surprised when the world ignores you as you emerge triumphant from your cave.

Evolving your Life 26

As previewed last month, July’s issue of Evolution Magazine is dedicated to the immediately-post-mid-year-reprieve we have all dreamt of, aimed for, speculated upon, completely forgot--or whatever your version of the story may be. It is the seventh month of the year, and regardless of which hemisphere you live in, it is time for holiday. The following pages will guide you, inspire you, and (for goodness’ sake) join you in your refined, culturally-rich, sun-drenched journeys. Like an extrinsically ornate pocket square flourishing from one’s breast pocket, we hope this edition gracefully enhances the fiber and form of your “Summer Destination.” With languid, summer whimsy,

Evolution Magazine/ July 2013

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Style

Building the Essential Men's Wardrobe Erick Gowins www.evomag.co

2. Gray Suit: Whoever said gray is boring probably owned a gray suit and didn’t wear it well. Possibly my favorite suit, gray goes with just about everything, but it looks especially sharp with chocolate brown lace-up cap-toes. 3. Bold Socks: "What are bold socks?" you ask. Well, my aspiring dapper fellow, bold socks are precisely what can make a man's ensemble pop. I dare say that socks may become one of man's best friends throughout all of life's adventures. And when I say "socks," I am not talking about the ones in the aisle next to the dog food that come in a six-pack. I'm referring to those that are usually sold by the individual pair and have a unique design, pattern and color. Remember, there's no rule saying socks must match what one is wearing; in fact, at opportune times, it’s best for them to stand out in loud contrast. 4. Suit Vest: Not for the beginner. When put together well (and you'll know when it is), get rid of the suit jacket and rock the vest. Enough said. 5. Chinos: Chinos are comfortable and go with just about anything. I love 'em. But keep in mind, you, the stylish man, should be wearing smart chinos. For more about smart chinos, reference last month's column. (http://issuu.com/ evolutionmagzine/docs/june_final) 6. Clarks Desert Boots: I chose brown boots because they go with almost everything. Personally, I think a man's level of style increases with every pair of Clarks he buys. 7. Ties: My friend, if you do not have a whimsical assortment of ties, you are missing out on one of life's finer pleasures. A tie is the centerpiece of an outfit. It soulfully holds a stylish man together. Take a risk, and have some fun. 7 1/2. Tie Bar: A detail that is supposed to be subtle and is neither for the faint of heart nor the hipster, the tie bar is genuine. It is authentic. In some cases, it plays a pivotal style role. You'll know if it's right. And don’t doubt for one second your need for one (wear it between the third and fourth button).

ear not, he who does not know where to begin when creating a stylish wardrobe. This is a common problem among us. Every man reaches a point in his life where he looks in the closet and thinks, “It’s time for a change.” If style is like a new language, then here are 10 rules of basic conversation. 1. Navy Blue Suit: Ink blue is exceptionally versatile, whether dressed up or down, making the transition from office to happy hour easy and stylish. As the color is already ideal, focus your attention on fabric choice (wool, cotton, linen or silk) depending on season and occasion.

Evolution Magazine/ July 2013

8. White Oxford Shirt (more than one): It is rumored that Marilyn Monroe dated Arthur Miller because he wore white oxford shirts. Even if that’s not true, the late Miller wore this shirt well. The white oxford is a classic; all men should have not just one, but one for every day of the week. 9. Monk Strap Shoes: Monk Strap could be considered synonymous with "dapper." The laceless look is clean and refined. And don't be afraid of the double Monk Strap. 10. Black Oxford Shoes: The most important shoes in a man's closet, these simple staples will keep you steady-(and stylishly)-footed through the toughest of times. The gold standard. The Cary Grant of footwear.

You're a man of success. It’s time to start dressing like it.

TERRI POWELL / INDEPENDENT STYLE ADVISOR 484-707-7117 TERRI.POWELL@JHILBURNPARTNER.COM TERRIPOWELL.JHILBURN.COM

Revolutionizing the way men shop for clothing.

Style Subtle Bravado Destination Style Summer is the perfect time to establish oneself as warmweather chic. From sandy, Mediterranean beaches to rocky, Nordic coastlines, stay stylish, protect your eyes and carry all of the following.

Luxury Timing: All in the Wrist Panerai GMT Planning 60-second, cross-platform train transfers during a globetrotting summer is more enjoyable (and successful) when one knows the time globally. Enter Panerai’s Luminor GMT, which not only keeps impeccable time thanks to its movement, but also provides a Greenwich Mean Time hand. Synchronize it with Big Ben this July, and you’ll never be out of the zone. Giovanni Panerai’s 1860-founded “Officine Panerai” purveys limited-edition timepieces, which have become widely regarded as classic and iconic. www.panerai.com

Evolution Magazine/ July 2013

Reaching for the Sky in Seville

Design

Metropol Parasol Known as the largest wooden structure in the world, German architect JĂźrgen Mayer H's Metropol Parasol stretches through the sky almost eight stories and spans the area of one and a half football fields. The Parasol resembles in its design six giant mushrooms, having been inspired by details of the Cathedral of Seville. It stands as an eye-opening and elegant icon of the redevelopment of the Plaza de la EncarnacĂon. Indeed, the Parasol has a visual fluency with the open air. In the same way that the structure connects earth and sky, it also connects the community, says J Mayer H. "[The parasols] grow out of the archaeological excavation site into a contemporary landmark, defining a unique relationship between the historical and the contemporary city." The mixed-use project is organized into four levels, which include an underground museum of Roman and Moorish artifacts that were discovered underneath the building during its construction. The street level features a farmers market with a roofthat serves as the floor of an open-air park with wooden canopies, panoramic walking trails and terraces. On the upper levels, multiple bars and restaurants underneath and inside the parasols bring a dynamic spirit to the air, while paths wind around the decks, providing spectacular views of the city. www.jmayerh.de

Kelly Freuler 503 625-1324 www.kellyfreuler.nerium.com www.evomag.co

Health

Smoothies, Really? Gina Consalvo www.eatwellwithgina.com

Chia seeds are an excellent source of fiber, omega-3 fatty acids, protein, iron, calcium, magnesium and zinc. One single serving of chia seeds contains 42 percent of your daily need for fiber. High fiber intake leads to improved blood sugar levels and a reduction in cravings for sweets and junk foods. Use one to three tablespoons of chia seeds in your smoothie for a thick consistency and a mildly-sweet flavor. Soak the seeds for about 10 minutes prior to blending.

Kale and apple smoothie

moothies are incredibly versatile nutritional powerhouses providing antioxidants, protein, vitamins and more. The secret to a nutritious smoothie is found in the ingredients. The base of a smoothie helps create the desired consistency. Start with one cup of water, nut milk (such as almond milk) or coconut water. Once you have blended your smoothie you can add more of your chosen liquid depending on the consistency desired.

Green smoothies are gaining popularity and with good reason. Greens neutralize the body, allowing digestive enzymes to function better. Consider adding spinach, kale or a few slices of cucumber along with fruits like bananas, antioxidant-rich berries, apricots and mango. Endless combinations can be blended together by simply choosing a base and adding greens, fruits and superfoods. Here are some of my favorite smoothie superfoods for added power: Kale and spinach are alkalizing, meaning they help balance pH levels within the body. Kale is one of the most nutrient-dense greens available. It provides calcium, beta-carotene, vitamins K and C, fiber, carotenoids such as lutein and zeaxanthin, and phytochemicals such as sulforaphane. Spinach has a milder flavor than kale and is loaded with omega-3 fatty acids and vitamins A, K, D and E. Add just one cup of kale, since it has a strong taste, and one to two cups of spinach.

Evolution Magazine/ July 2013

Ground flaxseeds are filled with omega-3 fatty acids and fiber. Omega-3 acids help fight inflammation and play a part in proper cardiovascular and immune system health, as well as brain and joint function. The fiber in flax eliminates toxins from your body. Add one tablespoon of ground flaxseeds to your smoothie for a subtle nutty flavor. Spirulina, a type of blue-green algae, is a nutrient-dense complete protein containing beta-carotene, calcium, vitamin E, B complex vitamins, manganese, zinc, copper, iron, selenium and omega-3 fatty acid. Spirulina has a mild seaweed taste, but is easily masked by other flavors like banana or cacao. Add a half a teaspoon to two teaspoons, depending on the preferred taste, for increased energy and improved overall health. Maca increases energy and stamina. In some studies, it has even been found to raise menâ&#x20AC;&#x2122;s sperm counts and increase the libido. Maca is filled with vitamins, minerals, potassium, plant sterols and other nutrients. Add two to three tablespoons for a sweet, nutty taste with hints of butterscotch. Maca is exceptionally delicious when blended with almond milk and cinnamon. Raw cacao has extremely high levels of antioxidants and is a good source of minerals such as magnesium, potassium, calcium and iron, all of which are important for energy, metabolic rate, heart and bone health. Cacao also contains phenethylamine, which increases focus and alertness. For a great way to sweeten your smoothies without adding sugar, use one teaspoon of cacao. Raw unpasteurized honey can be used to add a bit of sweetness to smoothies, as well. It is an incredible source of vitamins C and B, amino acids and enzymes that aid in digestion. Whether you need an energizing boost during the day, a filling snack, or a quick meal on the go, smoothies are a healthy, nutritious choice.

TasteIN Dallas A #GetToNetworking Event Our TasteIN events are forums for business owners and professionals to meet and exchange ideas in a fun, relaxed atmosphere while enjoying great local and regional cuisine. Expand your network by connecting with people who â&#x20AC;&#x153;do what you do.â&#x20AC;? Our events are specifically designed to maximize your opportunity for meeting contacts and new business leads.

Friday

July 19th, 2013 6:00 - 10:00 pm

Lazaranda

Modern Kitchen and Tequila

5000 Beltline Road 850 Dallas, TX

Travel

Helsinki, Finland Figures, facts and a personal story telling the wonders of this jewel of the Baltic

he southeastern city of Helsinki, in the land of forests and lakes, is clean, thoughtfully designed and socially responsible. It is clear immediately upon arrival. In architecture and culture alike, the countryâ&#x20AC;&#x2122;s capital combines Old-World neoclassicism with cutting-edge progressiveness in ways that are meaningful to the daily local experience. Whether through the iconic Jugendstil Helsinki Central railway station, student city council or New Nordic culinary movement, the city makes day-to-day life not only smooth but enjoyable. The distinct environment encourages activity, perspective and success for the individual and community. But that all is really just the beginning. Thatâ&#x20AC;&#x2122;s what you see in the swift shock of cultural contrast, the splash of ice cold water against my face on a delirious summer morning. Helsinki is a much more complicated city.

Evolution Magazine/ July 2013

Numbers and Facts • • • • • •

• • • • • • •

Average temperature in July is a high of 21.5 C (70 F) and low of 14 C (58 F) Education in Finland is free and consistently ranked number one in the world by education nonprofit Pearson City residents number around 600,000, the greater urban area population being just over 1.2 million More than 30 percent of daily travel is on foot or bicycle Public transit is free for anyone pushing a baby stroller which holds a child under six years old Helsinki-Vantaa Airport (HEL) is world-renowned for beautiful Finnish design and hospitality, and the best long-haul flight connections to and from East Asia Air quality updates are available hourly on the region’s environmental service website World Audit ranked Finland number one in its 150-country “Democracy Profile” in 2006 and 2008 There is no Starbucks in Helsinki Nokia Corporation is located in neighboring metropolitan city, Espoo Number One Most Livable City, Monocle Magazine “Quality of Life” Index, 2011 World Design Capital, 2012 Favorite Summer City, July 2013, Evolution Magazine*

My Finnish love affair is based on personal context: I was in Helsinki once and fell in love with it. Everything I experienced made such an impression upon me that, before nightfall, I promised myself I’d return and stay a while. In fact, it became one of my informal “life goals.” And not in the nonchalant, dreamy kind of way, but in an intentional and decisive one. Growing up, I had more than a subtle fascination with Finland. The country always seemed like a hidden treasure, just far enough off the beaten path to avoid attention but still certainly welcoming of the intrigued soul who resolutely set sail to join the party. Besides, no one Stateside ever remembers (or was ever taught) that anything exists north of Germany. That fact made my personal interest in the country even more precious. I liked the flag, too. And thus, (with no need for psychologists’ review) my favorable childhood disposition towards Finland stacked the deck in Helsinki’s favor.

a summer Norwegian coast and Baltic Sea cruise. I was with my family and having the time of my life. Admittedly, it was not the toughest of times. But as much as was possible, I strayed from the touristy plunder-and-pillage, picture taking, sightseeing frenzy mentality. The way I saw it, a traveling hotel brought me to strange, exotic places, and I was determined to feel the fiber of their culture, the things that really made those places what they are. I wanted to acclimate and become a local for the brief hours I was there. Being of that mentality and lifestyle, and having visited more than a few singular locales, has given me a quirky, unique relationship with every place I’ve visited. That is the very reason I love each one -- that, and the contrast between them. My trip to Helsinki followed 48 hours in Saint Petersburg, Russia, a chaotic place with wildly stochastic dynamics between young and old, Nevsky Prospekt and the underground. After that, the impression of Helsinki was even more intense. Hesinki was luscious and green, organized and clean. The streetscapes were efficient and manicured. The buildings were Neoclassical or Art Deco, and had some sort of weird, makesyou-smile, Finnish kind of charisma. There was a local farmers market on the waterfront, a shade-abundant public-retreat esplanade and intuitively easy public transit. There were young, beautiful people pushing strollers. In Finnish, the word for “Hello,” is “Hei” (pronounced, “Hey!”). Amidst a luscious, green, cultured cityscape, I was constantly greeted with quiet content and resolve. “Hei!” After walking once through most of the city, I entered the first shop I saw. I walked in, and there was a beautiful Finnish girl. ... She looked at me and said, “Hei!”

And so that slow, back-burner simmering, Suomen background was a platform for romance, which blossomed when I was on www.evomag.co

TasteIN

Lazaranda Modern Kitchen & Tequila, Classic and contemporary Mexican cuisine at it’s best

t’s not too often you fall in love with a restaurant the first time you visit. This is one of those cases where it’s love at first bite. A few months ago, we were introduced to Lazaranda Modern Kitchen and Tequila in Addison, Texas. Since then, it has been one of our favorite places to dine. Although I’ve always been a big fan of Mexican cuisine, this was truly a unique dining experience. Lazaranda offers diners an exceptional value for phenomenal food that’s elegantly prepared and served by a well-trained staff. The waitstaff is knowledgeable and have likely sampled everything on the menu. If you’re not completely blown away by the décor when you sit down, you will quickly realize that Lazaranda is not your typical taco joint once you pick up the menu. They serve refined, high-end Mexican cuisine. The fun doesn’t stop with top-level cuisine; Lazaranda’s full bar boasts more than 30 tequila options. If you can get there during happy hour, drink specials include $3 house margaritas and $4 glasses of house wine. Although this is their first U.S. venture, owners Mario Letayf and Antonio Marquez have been tantalizing palates for years. Letayf’s restaurateur experience began with the launch of

Evolution Magazine/ July 2013

crepe restaurant La Bonne Crepe in 1990. Letayf partnered with Marquez in 2003, and they have been creating culinary masterpieces together since. Letayf and Marquez own several successful restaurants in their native Monterrey, Mexico, and now it looks like culinary success in Addison, too. Lazaranda is a premium dining experience at a casual price. And for that reason, we’re excited to name Lazaranda our July TasteIN featured restaurant. 5000 Belt Line Road, Suite 850, Addison, Texas 75254. For more information, visit www.lazarandadallas.com or call 972-866-8900

Smokin’ Racks BBQ-Plano, Texas

Katie White Since Plano’s Smokin’ Racks BBQ opened its doors in March, the restaurant has been bringing more than just tasty barbecue to the table. Now, in addition to the sports games, happy hour and live jazz on Sundays, patrons have another reason to stop by. On June 27, Smokin’ Racks began a 13-week karaoke contest. Belt out a favorite tune on Thursdays after 10 p.m.; weekly winners become finalists for the big contest in September. For more information, drop them a line at smokinracks@gmail.com or (972) 422-2676.

Northern Foodie Venture NOMA Recognized with two Michelin stars and Restaurant Magazine’s “Best Restaurant” award from 2010 to 2012, Denmark’s Noma has transformed Copenhagen’s cuisine and architecture alike. Chef René Redzepi and co-owner Claus Meyer revitalized traditional Danish fare and renovated a run-down Copenhagen pier. The result is an experience-rich environment, in both the culinary and visual sense. Reservations are limited to around 20 seats for both lunch and dinner. Wine and juice pairings are available to complement the 24 small-dish progression representing a journey through Scandinavia’s edible history. www.noma.dk

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Evolution Magazine/ July 2013